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The Google-Centric Marketing Dashboard Playbook

Struggling to calculate the true ROI of your campaigns? When website traffic is in Google Analytics, sales data is in your e-commerce platform, and engagement metrics are on social media, you're left with disconnected data silos. Manually stitching this information together in spreadsheets is tedious, error-prone, and leads to flawed decisions on which marketing efforts are actually driving revenue.

This playbook provides a step-by-step guide to building a unified marketing dashboard right inside Google Sheets. By leveraging the familiarity of the Google Workspace ecosystem, you'll create a central hub that automatically pulls in key marketing and sales data. This is the ideal solution for teams looking for a straightforward, low-cost automation win to get a clear and accurate view of campaign performance.

Expected Outcomes

  • A single source of truth for all your key marketing and sales data.
  • Accurate, near-real-time ROI calculation for influencer, affiliate, and digital ad campaigns.
  • Eliminate hours of manual, error-prone data exporting and consolidation each week.
  • Make faster, more confident decisions on budget allocation based on unified performance data.

Core Tools in This Stack

Google Sheets

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A cloud-based spreadsheet application that enables users to create, edit, and collaborate on spreadsheets in real-time. It's part of the Google Workspace suite and is designed for data analysis, project tracking, and making data-driven decisions.

Key Features
  • Real-time collaboration and co-editing
  • Integration with other Google Apps
  • Extensive template gallery
  • Data analysis with charts, pivot tables, and formulas
  • Cloud-based access from any device
  • Compatibility with Microsoft Excel files
  • Version history
  • Extensible with add-ons and Google Apps Script
Ideal For

Company Size: Micro, Small, Medium, Large

Industries: Technology & Software, Business & Professional Services, Retail & E-commerce, Creative & Media, Education & Non-Profit, Health & Wellness, Other

Pricing

Model: Free, Subscription

Tier: Freemium

Ease of Use

Easy

Google Analytics

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A web analytics service that tracks and reports website traffic, user behavior, and conversion data. It provides insights into how users find and interact with websites and mobile apps, helping businesses optimize their marketing efforts and user experience.

Key Features
  • Real-time traffic monitoring
  • Customer journey analysis
  • Audience segmentation
  • Customizable dashboards and reports
  • Conversion tracking (Goals and E-commerce)
  • Integration with Google Ads, Search Console, and other Google products
  • Predictive analytics and machine learning insights
  • Cross-platform and cross-device measurement
Ideal For

Company Size: Micro, Small, Medium, Large

Industries: Technology & Software, Business & Professional Services, Retail & E-commerce, Creative & Media, Education & Non-Profit, Health & Wellness, Other

Pricing

Model: Freemium, Enterprise

Tier: Free

Ease of Use

Medium

Mailchimp

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Mailchimp is an all-in-one marketing platform that helps small businesses and larger enterprises market smarter, not harder. It provides AI-powered tools to create and send engaging email campaigns, automate marketing tasks, manage audiences, and analyze campaign performance.

Key Features
  • Email Campaign Builder
  • Marketing Automation
  • Audience Management & Segmentation (CRM)
  • AI-powered Content Optimizer
  • Landing Page and Website Builder
  • A/B Testing
  • Advanced Reporting & Analytics
  • Extensive Integrations with other apps
Ideal For

Company Size: Micro, Small, Medium, Large

Industries: Technology & Software, Business & Professional Services, Retail & E-commerce, Creative & Media, Education & Non-Profit, Health & Wellness, Other

Pricing

Model: Free, Freemium, Subscription

Tier: Mid-tier

Ease of Use

User-Friendly

The Workflow

graph TD subgraph "Google-Centric Marketing Dashboard" direction LR N0["Google Sheets"] N1["Google Analytics"] N2["Mailchimp"] N1 -- "Pulls Data via Supermetrics" --> N0 N2 -- "Pulls Data via Supermetrics" --> N0 end classDef blue fill:#3498db,stroke:#2980b9,stroke-width:2px,color:#fff; classDef green fill:#2ecc71,stroke:#27ae60,stroke-width:2px,color:#fff; classDef orange fill:#f39c12,stroke:#d35400,stroke-width:2px,color:#fff; class N0 blue; class N1 blue; class N2 blue;

Integration Logic

  • Supermetrics

    Supermetrics acts as a middleware that connects to the APIs of source platforms (like Google Analytics and Mailchimp) and pulls data into a destination (Google Sheets). The user authenticates their data source accounts within the Supermetrics interface. Then, using the Supermetrics sidebar inside Google Sheets, the user builds queries by selecting specific metrics, dimensions, and date ranges. Supermetrics executes these queries via the source's API and populates the selected cells in the spreadsheet with the requested data. The process can be scheduled for automatic refreshes, ensuring the data in Google Sheets stays up-to-date.

Unlock Your True Marketing ROI

Get the playbook to automatically unify your data silos and prove which campaigns actually drive revenue.