7 KPIs to Track on Your Customer Data Dashboard

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    People are browsing your website via multiple platforms. They come in from various internet references. The question is, how do you track this metric? It is a crucial metric after all. Enter customer data dashboard for every organisation.

    A customer data dashboard is a visual representation of key performance indicators (KPIs) that help businesses track and analyze important metrics related to customer data. It provides a comprehensive overview of customer-related data over the company website.

    What is The Purpose of A Customer Data Dashboard?

    The main purpose of a customer dashboard is to capture a visitor’s activity over your website. Customer data includes their preferences, purchase behaviors, and interactions with various elements of your brand, cart activities and financial transactions. A customer dashboard is a tool that visualizes this data, making it easier to analyze and compile. Finally, KPIs are metrics that measure the performance of key areas in a business. A combination of customer data, data visualization, and KPIs will enable businesses to work with actionable insights.

    What is the benefit of a customer dashboard in business?

    A customer data dashboard plays a vital role in shaping and executing a business strategy. It acts as a strategic tool that aligns business operations with long-term goals.

    • It shows key metrics such as customer satisfaction, customer loyalty and customer journey.
    • A dashboard provides a consolidated view of data from various sources, including social media, customer surveys, and CRM systems.
    • Businesses can map areas for improvement, high friction points, people at a high risk of churn, and discover opportunities to upsell and cross-sell.
    • Companies can share this report with important decision makers and stakeholders to make data-driven decisions that positively impact their overall strategy. This in turn will improve the overall customer experience management protocols.
    • A data dashboard provides comprehensive information to optimize marketing efforts, allocate resources into profitable segments, boost customer loyalty and retention.

    Key Performance Indicators (KPIs) for a Customer Data Dashboard

    There are several key performance indicators (KPIs) that businesses should focus on. These KPIs provide a valuable visual guide into customer behavior, preferences, and satisfaction levels. For example, measuring customer journey metrics, such as conversion rate, bounce rate, and pages per visit, interaction of customers on your website and with the content. Utilizing a data analytics tool, such as Google Analytics, businesses can track and analyze these important KPIs for website optimization efforts and streamline marketing decisions.

    How to analyze dashboard metrics?

    Analyzing dashboard metrics involves interpreting data visualizations, graphs, and charts provided by a data analytics tool. It requires understanding the relationship between different metrics and their impact on customer satisfaction, marketing efforts, and business goals. Businesses can utilize features such as customizable report templates, interactive graphs, and the ability to drill down into detailed data. The data includes identifying trends, patterns, and anomalies. This data-driven decision supports performance evaluation, strategy optimization, and customer-centric decision-making.

    Customer data tools

    The 7 Essential KPIs to Track

    In this section, we will explore seven essential KPIs that businesses should track on their customer data dashboard. .

    Visits and unique visitors:

    Visits and unique visitors are key metrics that help businesses gain insights into customer behavior, their preferences, and the success of marketing efforts. Here are a few important points about these metrics:

    • Evaluate the effectiveness of marketing campaigns and channels, such as social media, email marketing, and content marketing.
    • Identify new customer acquisition and retention, as well as the success of marketing analytics efforts.
    • Visits and unique visitors data assists in understanding customer engagement, customer journey and the potential for converting new customers.

    Conversion rate:

    Conversion rate is a critical metric that measures the success of marketing efforts in driving customer actions, such as making a purchase, filling out a form, or completing a free trial. Here are a few important points about conversion rate:

    • Conversion rate data provides insights into the effectiveness of marketing channels, campaigns, and strategies.
    • Optimize marketing funnels, identify potential areas for improvement, and allocate resources more efficiently.
    • Tracking conversion rate in conjunction with data from other sources, like CRM systems, salesforce, and marketing analytics tools, helps businesses measure marketing success.

    Total revenue and retention efforts:

    Total revenue is a key metric that reflects the success of marketing and sales strategies. Here are a few important points about total revenue:

    • Tracking total revenue helps evaluate the success of marketing efforts, sales strategies, and customer retention.
    • Analyzing total revenue data on a monthly basis helps businesses identify revenue trends, new customer acquisition, and potential areas for growth.
    • Understanding total revenue data aids in making informed decisions about sales strategies, marketing allocation, and overall business goals.

    Bounce rate for SEO mapping:

    Bounce rate measures the percentage of visitors who leave a website after viewing only one page. Here are a few important points about bounce rate:

    • A high bounce rate may indicate poor website performance, content quality, user experience, or SEO issues.
    • Analyzing bounce rate data helps businesses evaluate the effectiveness of website content and speed, layout, and navigation and UI experience.
    • Tracking bounce rate can guide website performance enhancements, content optimization, and user engagement improvements.

    Google Analytics referral traffic:

    Here are a few important points about Google Analytics referral traffic:

    • Referral traffic data helps businesses evaluate the performance of external marketing efforts, such as social media campaigns, content marketing, and backlink strategies.
    • Analyzing referral traffic can support marketing efforts by identifying the most effective channels for driving website visits and customer engagement.
    • Understanding referral traffic data aids businesses in allocating resources to the marketing channels that have the highest conversion potential. Companies can allocate resources and double down on potential channels.

    Google Analytics new vs returning

    Here are a few important points about Google Analytics new vs returning metrics:

    • New vs returning visitor data reveals the proportion of new visitors against returning ones, indicating the success of customer retention efforts.
    • Understanding new vs returning metrics helps businesses tailor content for different audience segments, improve marketing strategies, and enhance customer loyalty.
    • Analyzing new vs returning metrics supports businesses in measuring customer satisfaction, customer retention, and the success of marketing campaigns.

    Google Analytics pages per visit

    Here are a few important points about Google Analytics pages per visit:

    • Pages per visit data indicates the level of user engagement, website content relevancy and the success of marketing efforts in driving customers to explore multiple pages on a website.
    • Understanding pages per visit helps businesses optimize website layout, content structure, and user experience to increase customer engagement and conversion potential.
    • Pages per visit is an important metric in assessing website performance, user behavior, and the effectiveness of marketing efforts.

    Customer Dashboard Metrics: 4 common errors to avoid

    Here are the 4 common mistakes to overcome when designing or generating a dashboard template. Designers and marketers can take note of these issues for a successful analysis procedure.

    Excess visualizations and confusing graphics:

    Over stimulation of visualization can take away the seriousness of a dashboard. This creates confusion, making it difficult to analyze important segments. Optimize the dashboard for better user experience and deliver the best results. Curate a template that needs crucial metrics, follows best design practices and helps departments collaborate better. The rule of thumb is to keep 6 visuals per dashboard. Every segment must include only the important metric according to priority.

    Not curating according to design’s best practices:

    Every UI designer will understand the importance of keeping templates in line with design’s best practices. This is for convenience to avoid contrasting designs, colours, elements that will not be in line with the brand language. Certain principles to follow includes using interactive features, consistent labelling, easy to note numbers and metrics, simple layouts and consistent brand language across dashboards.

    Avoiding dynamic data-style of dashboard:

    Real time trends and metrics need a dynamic template. Static images cannot do justice to a market that could change overnight. Simple and static templates make it harder to track customer behaviour, their responses over feedback surveys and other critical touchpoint information. However, a dynamic template also needs to be functional and have interactive filters. A dynamic dashboard will give you the level of intelligent data that will bring about creative and cohesive marketing strategies.

    Avoiding simple language for universal comprehension:

    While different departments collaborate, jargons and terminologies can be a big block. The customer data dashboard will perform better with a simple language approach. This will avoid cognitive load over sales and marketing teams while creating reports for important stakeholders. This can derail your analytical efforts and prevent marketers from getting maximum value from the data. While curating a dashboard unique to your business, focus on simple language and concepts to supercharge your analytical abilities.

    Customer journey mapping

    Analyzing Customer Data with Smart Integration Tools

    The Merren CX dashboard along with its smart integration tool, offers comprehensive insights into their customers’ journey, behaviors, and preferences. All NPS responses are mapped over trends, timelines along with satisfaction scores. This simple yet dynamic data visualisation makes it easier for decision makers to comprehend the pain points of their customers and satisfaction metrics over various industries. This provides more holistic data utilization, better alignment between marketing efforts and customer insights, and more effective decision-making based on actionable information.

    Benefits of analyzing dashboard data using smart BI integrations

    • A smart integration tool is generally cost effective and offers an (artificial intelligence) AI access to compile data in a comprehensive format. The information can be segregated as per industries, their timeline and satisfaction metrics.
    • The design elements are generally simple to comprehend. This makes it easier for sales & marketing teams, customer support teams and key decision makers to comprehend complex information in a digestible format.
    • The smart integration is simple and easy to access across desktops, tablets or mobile phone devices. Any businesses from small to midsize to a larger corporation can use this integration to their advantage.
    • It provides personalized dashboards, interactive reports and real time reporting business intelligence.

    Steps for Successful Integration

    Successfully integrating a customer data dashboard with marketing tools requires careful planning and execution. Here are some key steps to follow for a successful integration:

    • Map out data sources: Identify the data sources that are relevant to your marketing efforts, such as CRM systems, marketing analytics platforms, and customer support apps.
    • Define metrics and KPIs: Determine the metrics and key performance indicators (KPIs) that align with your marketing analytics goals and customer dashboard insights.
    • Select the right data analytics tool: Choose a data analytics tool that supports the integration of various data sources and provides the necessary features for seamless data flow and visualization.
    • Collaborate across teams: Collaboration between marketing, customer service, and data analytics teams can ensure a smooth integration process and goal alignment.
    • Follow best practices: Adhere to best practices for data integration, marketing analytics, and app integration, to maximize the benefits of integrating your customer data dashboard with marketing tools.

    Are You Effectively Tracking Your Customer Data Dashboard KPIs?

    Customer experience entails customer satisfaction, retention, marketing efforts, and overall success. These KPIs can improve business performance, detect friction areas and optimize marketing strategies. Curate and develop a dashboard that is in line with your business goals and priorities. This can be across industries such as banking and finance, retail and ecommerce or in the FMCG industries. By regularly reviewing and acting upon dashboard metrics, businesses can ensure they are on track to meet their goals, improve customer relationships, and drive revenue growth.


    A customer data dashboard is an integral part of any organisation across industries. It is a versatile tool that can capture information across channels and touchpoints. The Merren CX dashboard collects customer feedback data via various satisfaction surveys, tracks real time metrics over a time period and is a superfast tool for the modern day marketer. The Merren’s CX dashboard can save tons of time while it compiles information over a single customer data dashboard. Capture satisfaction metrics over your website via web based AI chatbots and compute complex information in one click.