SETTING KPI DASHBOARDS FOR MULTI-CHANNEL CAMPAIGNS
Let’s start with the basics, because this is where things usually fall apart. And to help keep things together, I’m giving you some more action items (see previous blog for reference) because I just love you and want you to succeed!
What is a KPI, anyway?
A KPI (Key Performance Indicator) is simply a metric that tells you whether what you’re doing is working. Not everything you can measure, just the things that actually matter.
Think of KPIs as your campaign’s report card. They don’t exist to impress leadership with big numbers. They exist to answer one very important question: Is this worth continuing, adjusting, or stopping?
If you’re running campaigns across multiple channels without KPIs, you’re not marketing, you’re basically guessing. (Although I do love me some Guess Who? but let’s leave the board games for game night and not your dashboard!)
Why KPIs Matter (Especially When You’re Everywhere at Once)
Multi-channel campaigns are powerful… and chaotic. Social, email, paid ads, events, website traffic — all moving at once.
Without KPIs:
Every channel claims success
No one can prove impact
Decisions are based on vibes and opinions
With KPIs:
You know what’s pulling its weight
You can optimize instead of panic
You can actually defend your strategy
Action item: Before you build a dashboard, write down the goal of the campaign in one sentence. If you can’t do that, KPIs won’t save you.
Step One: Choose KPIs That Match the Channel’s Job
Not every channel should be measured the same way. And no, impressions alone are not a strategy.
Examples:
Social media: engagement rate, reach, clicks
Email: open rate, CTR, conversions
Paid media: CPC, conversions, ROAS
Website: traffic sources, time on page, form submissions
Your KPIs should ladder up to the same goal, but reflect how each channel contributes.
Action item: Assign 2–3 KPIs per channel. If you have more than that, you’re overcomplicating it.
Step Two: Stop Tracking “Nice-to-Know” Metrics
Just because a metric exists doesn’t mean it belongs on your dashboard.
Ask yourself:
Does this metric influence a decision?
Would I change something based on this number?
If the answer is no, it doesn’t deserve space.
Action item: Cut at least one metric from your current reporting. Your future self will thank you.
Step Three: Build One Dashboard, Not Five
Your dashboard should tell a story at a glance and not require a walkthrough while holding your breath.
A strong KPI dashboard:
Shows performance by channel
Highlights trends, not just snapshots
Makes problems obvious (quickly)
Whether you’re using Google Analytics, HubSpot, Looker Studio, or spreadsheets that have seen better days, rememeber that clarity beats complexity.
Action item: Design your dashboard as if someone else has to understand it in under 60 seconds. Because they probably do.
Step Four: Use KPIs to Adjust, Not Just Report
KPIs aren’t a monthly formality. They’re a feedback loop.
Good marketers use dashboards to:
Double down on what’s working
Pause what isn’t
Test smarter, not louder
If your KPIs never lead to changes, they’re just decoration.
Action item: Add one standing question to your reporting: “What would we do differently next time based on this data?”
The Bottom Line
KPIs don’t kill creativity, they protect it.
When your multi-channel campaigns are backed by clear, intentional KPIs, you stop defending your work and start improving it. And that’s when marketing becomes strategic instead of reactive.
Less guessing. More confidence. Better results.
