Analytics Checklist
Marketing Dashboard Checklist
A marketing dashboard checklist for building clear reports that show traffic, leads, cost, revenue, ROI, channel performance, and next actions.
Interactive Checklist
Track Your Progress
Check items off as you complete them. Your progress is saved in this browser so you can return to the checklist later.
Dashboard Purpose
Design the dashboard around a specific audience and decision.
Write the business questions the report should answer and agree the review cadence. Separate a brief leadership view from diagnostic detail where useful. List source systems and owners so readers know where a number comes from and who can explain a discrepancy.
Core Metrics
Use metrics with explicit formulas and business meaning.
Define leads, sales, conversion rate, cost and value before building charts. Label the denominator and time period for ratios. Distinguish revenue, ad-attributed value and profit, and show missing inputs rather than displaying a calculated result with false precision.
Channel Views
Compare channels without erasing their different roles.
Provide useful views of search, advertising, local activity, email and landing pages where data exists. Keep metric definitions visible and separate awareness from direct-response outcomes. Do not treat every channel's reported conversion total as additive when attribution may overlap.
Data Quality
Make data quality limitations visible to readers.
Check campaign labels, internal traffic, missing events and changes to reporting definitions. Annotate known outages or incomplete periods. Explain attribution limitations and processing delays so a chart does not imply that every observed change represents a real change in customer demand.
Visualization and UX
Make the report easy to read and hard to misinterpret.
Use clear units, consistent date ranges and chart types suited to the question. Add context for unusual changes and avoid visual clutter. Show underlying values or definitions where a percentage could be misleading, especially with small samples or changing denominators.
Insights and Action
Turn observations into owned decisions.
Write a short explanation of what changed, why it may matter and what to check next. Distinguish a confirmed cause from a hypothesis. Assign an owner and follow-up date, then review whether the dashboard continues to support useful decisions.
Official References
Use the current documentation for platform-specific settings and requirements.
Need Help Completing This Checklist?
Need help completing this analytics checklist? Request a practical audit and prioritized action plan.
Request an Audit