How to build an effective Marketing dashbaord in Power BI

A marketing overview dashboard is often the first entry point into reporting. Its goal is not to show everything, but to give a clear, reliable snapshot of performance, while allowing users to quickly drill into the most important dimensions.

In this article, we’ll walk through how to structure a marketing overview dashboard in Power BI, which visuals to include, how to filter the data, and how to organize the layout so the dashboard stays readable and actionable.

What a marketing overview dashboard should answer

An overview dashboard is not a collection of charts built because data is available. Its role is to serve a specific objective and provide a shared, high-level understanding of performance.

Every overview dashboard should be designed with intention. Each visual included must answer a clear question or support a decision.

This also means that there is no single “perfect” overview dashboard. What an overview looks like depends on many factors:

• the company’s business model
• the size and maturity of the marketing team
• the objectives being tracked (growth, efficiency, acquisition, retention)
• the type of data being analyzed

A dashboard built on CRM data will not highlight the same metrics or visuals as one focused on advertising performance, web analytics, or e-commerce. Even within marketing, an overview based on paid media data is very different from one built on organic or lifecycle data.

For example:

• An Ads overview dashboard focuses on spend, conversions, efficiency, and channel contribution
• A Web analytics overview emphasizes traffic, engagement, and acquisition sources
• A CRM overview highlights leads, pipeline, and conversion through the funnel
• An e-commerce overview prioritizes revenue, orders, and average order value

Because of this, the structure, KPIs, and visuals of an overview dashboard must always be adapted to the context and the data being analyzed.

In the rest of this article, we’ll focus on a concrete example based on Google Ads data. The goal is not to define a universal template, but to show how an overview dashboard can be thoughtfully designed around a specific dataset, clear objectives, and a limited set of meaningful visuals.

The questions your overview dashboard should answer

To keep an overview dashboard focused, start by defining the questions it must answer. In our Google Ads example, we’ll structure the dashboard around questions such as:

• How are we performing overall?
• Is performance improving or declining over time?
• Which campaigns or segments contribute the most?
• Can I quickly focus on a specific period, campaign, or objective?

Core structure of a Marketing overview dashboard

A simple and effective overview dashboard usually follows a top-to-bottom reading logic.

KPI cards for headline metrics

At the top of the dashboard, KPI cards highlight the most important numbers. These metrics should be stable, well-defined, and widely understood.

Typical KPIs include:

• Total spend
• Total leads or conversions
• Average CAC
• Overall ROAS or revenue

KPI cards are designed to be read instantly. They provide context, but not explanation, which is why they should be supported by other visuals below.

Trend chart to understand performance evolution

Below the KPI cards, a trend visual adds essential context. Seeing how performance evolves over time helps explain why headline numbers look the way they do.

A line chart is usually the best choice here, with:

• Date on the X-axis
• One or more key metrics as values

This visual helps identify growth, decline, seasonality, or anomalies and connects the snapshot KPIs to real-world dynamics.

Channel or campaign breakdown

An overview dashboard should also explain where performance comes from. A breakdown by channel or campaign helps users understand contribution and prioritization.

Bar charts or stacked bar charts work well for:

• Spend by channel
• Leads by campaign
• Contribution to total performance

This section helps answer questions like “Which channel drives most of our results?” or “Where should we focus our efforts?”

Slicers & filters in an overview dashboard

Filters and slicers control how users interact with the dashboard. In an overview dashboard, they should be used with restraint and clarity. Their role is to help users focus on a specific context without changing the overall structure or meaning of the dashboard.

Slicers

Slicers are the primary interaction tool in an overview dashboard. They are visible, intuitive, and designed to be manipulated directly by users.

Slicers are typically used for:

• selecting a date range to define the analysis period
• focusing on a specific channel or segment
• optionally isolating one campaign when needed

Because slicers affect all visuals at once, they should remain limited in number and use stable, well-understood dimensions. Too many slicers can make the dashboard harder to read and less effective.

Filters

Filters are usually applied in the background and are not always visible to end users. They are useful for enforcing consistent logic across the dashboard without adding interaction complexity.

Filters are commonly used to:

• exclude irrelevant or test data
• restrict the dashboard to a predefined scope
• apply technical constraints that users should not modify

In an overview dashboard, filters support clarity by simplifying what users see, while slicers give them controlled flexibility.

Layout best practices for clarity and usability

Good layout is about reducing cognitive load, not adding decoration.

A few simple principles go a long way:

• Place KPIs at the top, trends in the middle, breakdowns below
• Align visuals cleanly and keep consistent spacing
• Avoid overcrowding the dashboard with too many charts
• Use titles that clearly state what each visual shows

White space is not wasted space. It helps users scan the dashboard quickly and focus on what matters.

Conclusion

A strong marketing overview dashboard balances simplicity and insight. By combining clear KPIs, a performance trend, and a channel or campaign breakdown, you create a dashboard that is easy to read, easy to filter, and easy to trust.

When built on a solid data model and paired with well-chosen visuals, an overview dashboard becomes a reliable starting point for both marketers and stakeholders.