Marketing Funnel & ROI
Marketing Funnel & ROI
Connect spend to qualified pipeline and revenue.
Example Marketing Funnel Dashboard
Example Marketing Funnel Dashboard
Marketing Funnel Dashboards - Data Sources
Marketing Funnel Dashboards - Data Sources
A marketing funnel dashboard answers one core question:
How effectively are we turning attention into revenue — and where are we leaking value?
To do that credibly, the dashboard must pull from multiple systems, each owning a different part of the funnel. No single tool tells the full story.
A marketing funnel dashboard answers one core question:
How effectively are we turning attention into revenue — and where are we leaking value?
To do that credibly, the dashboard must pull from multiple systems, each owning a different part of the funnel. No single tool tells the full story.
Top of Funnel (Awareness & Reach)
Top of Funnel (Awareness & Reach)
What you’re measuring
Impressions
Reach
Traffic volume
Cost per thousand impressions (CPM)
Click-through rate (CTR)
What you’re measuring
Impressions
Reach
Traffic volume
Cost per thousand impressions (CPM)
Click-through rate (CTR)
Primary data sources
Google Analytics / GA4 – sessions, users, traffic sources
Google Ads – paid search impressions & clicks
Meta Ads – paid social reach & spend
LinkedIn Ads – B2B campaign performance
Programmatic DSPs, YouTube, TikTok Ads
Primary data sources
Google Analytics / GA4 – sessions, users, traffic sources
Google Ads – paid search impressions & clicks
Meta Ads – paid social reach & spend
LinkedIn Ads – B2B campaign performance
Programmatic DSPs, YouTube, TikTok Ads
Dashboard focus
Channel mix effectiveness
Cost vs reach efficiency
Early signal of campaign fatigue
Dashboard focus
Channel mix effectiveness
Cost vs reach efficiency
Early signal of campaign fatigue
Mid Funnel (Engagement & Lead Generation)
Mid Funnel (Engagement & Lead Generation)
What you’re measuring
Leads / MQLs
Conversion rates
Cost per lead (CPL)
Engagement depth
What you’re measuring
Leads / MQLs
Conversion rates
Cost per lead (CPL)
Engagement depth
Primary data sources
HubSpot – forms, lead scoring, lifecycle stages
Marketo – campaign attribution
Website CMS forms (Webflow, WordPress, custom backends)
Email platforms (Mailchimp, Customer.io)
Primary data sources
HubSpot – forms, lead scoring, lifecycle stages
Marketo – campaign attribution
Website CMS forms (Webflow, WordPress, custom backends)
Email platforms (Mailchimp, Customer.io)
Dashboard focus
Lead quality vs volume
Funnel drop-off between traffic → lead
Attribution by channel and campaign
Dashboard focus
Lead quality vs volume
Funnel drop-off between traffic → lead
Attribution by channel and campaign
Bottom of Funnel (Pipeline & Revenue Impact)
Bottom of Funnel (Pipeline & Revenue Impact)
What you’re measuring
Opportunities created
Win rate
Deal value
Revenue influenced by marketing
CAC and payback period
What you’re measuring
Opportunities created
Win rate
Deal value
Revenue influenced by marketing
CAC and payback period
Primary data sources
Salesforce – opportunities, pipeline stages, revenue
HubSpot – deals, attribution, lifecycle reporting
Subscription billing tools (Stripe, Chargebee)
ERP / finance systems (NetSuite, Xero)
Primary data sources
Salesforce – opportunities, pipeline stages, revenue
HubSpot – deals, attribution, lifecycle reporting
Subscription billing tools (Stripe, Chargebee)
ERP / finance systems (NetSuite, Xero)
Dashboard focus
Marketing-sourced vs sales-sourced revenue
Funnel velocity (time to close)
ROI by channel, campaign, and segment
Dashboard focus
Marketing-sourced vs sales-sourced revenue
Funnel velocity (time to close)
ROI by channel, campaign, and segment
Attribution & Identity Resolution Layer
Attribution & Identity Resolution Layer
Why this matters
Most funnel dashboards fail here.
Clicks ≠ customers unless identities are stitched across systems.
Why this matters
Most funnel dashboards fail here.
Clicks ≠ customers unless identities are stitched across systems.
Supporting data sources
UTM parameters & campaign tagging
First-party cookies / user IDs
CRM contact IDs
Customer data platforms (Segment, RudderStack)
Supporting data sources
UTM parameters & campaign tagging
First-party cookies / user IDs
CRM contact IDs
Customer data platforms (Segment, RudderStack)
Dashboard focus
Multi-touch attribution (first, last, linear, time-decay)
True CAC by channel
Revenue influence, not vanity metrics
Dashboard focus
Multi-touch attribution (first, last, linear, time-decay)
True CAC by channel
Revenue influence, not vanity metrics
Data Warehouse (Single Source of Truth)
Data Warehouse (Single Source of Truth)
Role
All funnel data should land here before visualisation.
Role
All funnel data should land here before visualisation.
Common choices
Snowflake, BigQuery, Redshift
dbt for transformation & metric definitions
Airflow / Fivetran / Stitch for ingestion
Common choices
Snowflake, BigQuery, Redshift
dbt for transformation & metric definitions
Airflow / Fivetran / Stitch for ingestion
Why it matters
Consistent definitions (what is a “lead”?)
Reproducible metrics
Finance-grade reporting
Why it matters
Consistent definitions (what is a “lead”?)
Reproducible metrics
Finance-grade reporting
Visualisation & Consumption Layer
Visualisation & Consumption Layer
Who uses the dashboard
CMO → strategy & budget allocation
Growth teams → experimentation & optimisation
Revenue leaders → pipeline confidence
Common tools
Power BI
Tableau
Looker
Embedded dashboards in CRM
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