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Guides and Templates

RACE digital marketing dashboard

Use our practical reporting dashboard integrated with Google Analytics to report on the performance of your digital marketing

How will this dashboard help me and my business?

Google Analytics is a great, free service, but it contains many, many metrics and many, many reports. Although custom dashboards can be built in Google Analytics, it's not readily possible to create a dashboard that summarizes the effectiveness of digital marketing across the marketing funnel for a business, particularly for the all-important 'deltas' of month-on-month and year-on-year performance.

Note: Due to problems in 2022 with Google's support we can't currently guarantee the integration will work. Please see support group:

The purpose of the Smart Insights dashboard is to help managers to complete a regular monthly review of the current effectiveness of their digital marketing using Google Analytics with Google Docs Spreadsheets. We use this combination ourselves in our monthly reporting. The dashboard makes it easy to compare digital marketing performance through time with a focus on the key digital marketing measures across the customer lifecycle or marketing funnel defined across the Smart Insights RACE planning framework. For example, you can compare year-on-year or compared to the previous reporting period.

The Smart Insights RACE framework used in all our member resources was developed to help digital marketers plan and manage their activities in a more structured way since we found that many don't have a digital marketing strategy with clear objectives and KPIs (key performance indicators).

By reporting on just four metrics for each of the Reach, Act, Convert & Engage parts of the funnel you can measure the key areas of your digital marketing plan to see which are working or require attention. In addition to overall visits, leads and conversion, the dashboard also includes a comparison of visits, leads and sales for different key low-cost channels used by many businesses of organic search, social media and email marketing.

Summary - what are the benefits of this template?

The benefits are:

  1. Aligned to your digital marketing strategy
  2. Simple configuration
  3. Quick to setup
  4. Provides actionable insight for a marketing funnel
  5. Easy for marketers at all levels to use
  6. Based on the commonly used and secure Google Analytics and Google Docs platform.

Resource Details

About this guide

  • Authors: Pat Kelly and Dave Chaffey, Smart Insights
  • Format: Google Sheet template you can copy and configure for your business to produce a custom dashboard report using Google Analytics Data

About the author

Patrick Kelly

Patrick Kelly

Patrick is the Senior Digital Marketing Manager at Smart Insights. He has spent many years working with both B2B and B2C brands to implement data-driven marketing strategies covering paid search, SEO, Social media and marketing automation. You will also find him catching up on the latest Marvel releases or playing the latest RPG.

Connect to Patrick on LinkedIn.

Dr. Dave Chaffey

Dave ChaffeyDave is co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our premium members in more than 80 countries to Map, Plan and Manage their digital marketing.

For his full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

How does it work? Is my information secure?

This dashboard is built using Google Docs Sheets to report on business marketing performance. It uses Google Analytics data from your Google Account via the Google Analytics add-on for Google Sheets. This data is only available to those in your business who can sign in with their username and password to have access to the account and know the ID of the website property and view. It is not available to Smart Insights or anyone who doesn’t have this information since the same Google Analytics and Google Docs account must be used.

What you will need

To use this dashboard, Premium members will need the following – full instructions with examples are provided if you follow the ‘download’ link.

  1. A Google account to open and make a copy of the spreadsheet
  2. The Google Analytics spreadsheet add-on available within Google Spreadsheets
  3. A Google Analytics account
  4. Your Google Analytics account and ID of the website property you want to report on.

Members should click the download button below to make a copy of the Google Sheet and get more instructions on how to configure it. It’s typically a 5-minute process when you already have relevant Google Analytics Goals defined.

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