Agency dashboard examples and reporting templates

Total advertising expenditure across all platforms and client accounts during the selected period. This metric aggregates spending from Facebook Ads, Google Ads, LinkedIn Ads, and other connected platforms, providing agencies with immediate visibility into budget utilization. Monitoring spend patterns helps identify budget overruns, underutilization of allocated funds, or unexpected cost increases that require investigation. The metric proves particularly valuable during month-end reviews when reconciling actual spending against client budgets and preparing invoices for media buying services.

The number of times advertisements appeared on users' screens across all advertising platforms. Impressions indicate the reach of advertising campaigns and serve as the top-of-funnel metric for evaluating campaign visibility. Tracking impressions helps agencies assess whether campaigns are achieving adequate exposure to target audiences and whether budget allocations are generating sufficient visibility. Significant drops in impressions may signal budget constraints, bid strategy issues, or increased competition requiring tactical adjustments to maintain campaign presence.

Total number of user interactions with advertisements across all platforms. Clicks measure the effectiveness of ad creative, targeting, and messaging in generating interest among exposed audiences. This metric serves as a bridge between visibility and website traffic, indicating how well campaigns move users from ad platforms to client websites. Analyzing click patterns helps agencies evaluate creative performance, identify high-performing audience segments, and optimize campaigns toward messages that resonate most effectively with target demographics.

The percentage of impressions that resulted in clicks, calculated as clicks divided by impressions. CTR indicates how compelling audiences find ad creative and messaging relative to the number of exposures. Higher CTRs suggest effective targeting and engaging creative, while declining CTRs signal creative fatigue or audience saturation requiring refreshed messaging. For agencies, monitoring CTR across client campaigns helps identify which creative approaches generate the strongest engagement and which campaigns need optimization to improve efficiency before exhausting budget allocations.

The average amount paid for each click on advertisements across platforms. CPC reflects competitive pressure for target audiences and the effectiveness of bidding strategies in securing cost-efficient traffic. Rising CPCs indicate increased competition or declining ad relevance scores, while decreasing CPCs suggest improved efficiency or reduced competitive pressure. Agencies use CPC trends to optimize bidding strategies, evaluate platform cost-effectiveness, and demonstrate value by securing traffic at costs below client acquisition targets or industry benchmarks.

The average cost to deliver one thousand advertisement impressions. CPM indicates the efficiency of reaching target audiences with advertising messages and varies significantly across platforms, targeting parameters, and competitive landscapes. Monitoring CPM helps agencies assess whether awareness campaigns are delivering cost-effective reach and whether budget allocations align with visibility goals. Sudden CPM increases may signal seasonality effects, increased competition, or targeting adjustments that require strategic review to maintain campaign efficiency.

The combined number of unique visitors across all client websites during the selected period. This metric aggregates traffic from all sources including organic search, paid advertising, direct visits, and referrals, providing a comprehensive view of audience reach. For agencies managing multiple client properties, total users serves as a portfolio-level indicator of aggregate traffic generation and the overall impact of marketing activities across the client base.

The number of first-time visitors to client websites during the selected period. New users indicate the effectiveness of acquisition campaigns in reaching audiences beyond existing visitors and expanding market awareness. Tracking new user acquisition helps agencies assess whether marketing efforts are penetrating new market segments or primarily re-engaging known audiences. Declining new user rates may signal saturation of current targeting parameters or the need for audience expansion strategies to maintain growth momentum.

The total number of individual visits to client websites, regardless of whether visitors are new or returning. Sessions provide a more granular view of engagement than unique users, as single users may initiate multiple sessions. High session counts relative to unique visitors suggest strong return visit patterns and effective retention of audience interest. Agencies monitor session trends to evaluate whether content strategies and remarketing efforts successfully re-engage audiences beyond initial visits.

The predictable revenue generated from active subscriptions on a monthly basis. MRR serves as the primary financial health indicator for subscription-based businesses, providing visibility into revenue stability and growth patterns independent of one-time purchases or variable income sources. For agencies managing SaaS clients, MRR tracking connects marketing activities with tangible revenue outcomes, demonstrating how acquisition campaigns, retention initiatives, and expansion strategies impact sustainable business growth. Changes in MRR signal the combined effects of new customer acquisition, existing customer churn, and pricing changes across the customer base.

The average monthly revenue generated per active customer, calculated as monthly recurring revenue divided by total active customers. ARPU indicates whether revenue growth stems from acquiring more customers or increasing the value of existing relationships through upselling, cross-selling, or price optimization. Rising ARPU suggests successful expansion strategies and increasing customer value, while declining ARPU indicates downgrade patterns or acquisition of lower-tier customers. Agencies use ARPU trends to guide recommendations about customer segmentation, pricing strategy, and the balance between acquisition and expansion investments.