5 dashboards every performance marketer needs (and 3 to delete)
Most teams have 20+ dashboards and read 3. Here are the 5 dashboards that earn their place, the 3 to delete this week, and the spine that connects them.
Every marketing team we work with has the same problem: 20+ dashboards in Looker / Tableau / Mixpanel / GA4 / inside Meta / inside Google, and the team reads three. The other 17 are noise — built for a question someone asked once, never deleted, slowly draining attention.
Here's the dashboard set that actually earns its place, and the three patterns we delete first.
Keep these 5
- Cross-platform ROAS dashboard — daily blended ROAS across Meta, Google, TikTok, Snap, X. LTV-adjusted if possible. This is what runs your Monday meeting.
- Creative performance dashboard — every creative ranked by ROAS, CTR, hook retention, frequency, fatigue probability. The deciding view for weekly creative refreshes.
- Unit economics dashboard — LTV:CAC, CAC payback months, MER, contribution margin. Updated monthly. Boardroom view, not operator view.
- Funnel + attribution dashboard — first-touch and last-touch alongside MTA-credit attribution, side-by-side. Quarterly review; spot where the platforms diverge.
- Anomaly + alerts feed — single feed of pacing alerts, fatigue warnings, conversion-event drops. Not a 'dashboard' in the traditional sense — a triage queue.
Delete these 3 (this week)
- Per-platform dashboard that duplicates the cross-platform view. If your cross-platform dashboard already shows Meta + Google + TikTok side by side, the dedicated Meta dashboard adds zero signal.
- Vanity dashboards — total impressions, total clicks, total ad accounts. These are inputs, not outcomes. They don't drive any decision.
- Cohort dashboards used by no one. Open the SQL editor's query history; sort by 'last viewed.' Any dashboard not opened in 30 days is dead weight — archive or delete.
The spine that connects them
All five surviving dashboards should answer different time horizons: daily (anomalies + alerts), weekly (cross-platform ROAS + creative performance), monthly (unit economics), quarterly (attribution comparison). Each one should map cleanly to a recurring meeting or decision.
Dashboards without a recurring meeting attached are usually orphans — built for a one-off question, never deprecated. The audit is: which meeting opens this dashboard?
How Floowzy thinks about this
Floowzy ships exactly five core views (Reports, Insights, Pulse, Garden, Connect health). We resist the urge to add a sixth. If a customer asks for a custom view, the right answer is usually 'which existing view does this replace' — not 'we'll add it.'
Written by
Lina Saad · Floowzy, Growth Lead
Growth Lead at Floowzy. Previously ran paid media for DTC brands and growth-stage SaaS; specializes in cross-platform creative testing and unit economics.
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