Use the KPI Dashboard to track incoming leads

What is a KPI Dashboard?

Our KPI Dashboard is a practical Google Sheet for measuring what your marketing is actually doing, from outbound activity and inbound traffic to leads generated, community built, and revenue converted. It specifies which touchpoints to track, which parameters define each one, and which tool to pull each number from. It keeps measurement consistent regardless of who reports it, and it is updated month by month as results come in.

How does it work?

It splits marketing into five ordered sheets—Outbound, Inbound, Lead Generation, Community-Building and Conversion—each with its own touchpoints, parameters and tools. You log your numbers against each parameter, month by month, and read the trend across the five-month columns.

Team members simply fill in the monthly figures for their area, so measurement stays consistent across people and campaigns.

Only USD 29

Measure your marketing in under an hour.

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What’s next after downloading it?

  1. Read it carefully. Map its five sheets (Outbound, Inbound, Lead Generation, Community-Building, Conversion) against how your team actually operates today, and note every parameter you don't currently track, every tool you don't have access to, and every row that doesn't apply to your business.

  2. Delete what you don't use, keep what you do. The Dashboard is deliberately broad, most businesses won't track every row. Remove the parameters that don't match your model before you start, so the sheet reflects your reality rather than someone else's.

  3. Assign ownership. Give each sheet a named owner responsible for collecting its numbers and keeping them current—outbound, inbound, leads and conversion often sit with different people.

  4. Set the tools in place. The Parameters column tells you what to measure; the Tools column tells you where it comes from. Confirm you actually have access to each tool before month one, and if you don't, decide whether to get it or drop the row.

  5. Start with one month, not five. Fill in Month-1 first and get it right. Five months of reliable numbers beats five months of guesses—trends only mean something once the baseline is honest.

  6. Set a review timeline (weekly or monthly) and define which metrics trigger a revision, so the Dashboard stays a live instrument rather than a one-time exercise.

  7. Park it in your central repository, such as Google Drive or any shared folder where all stakeholders can access and edit, and onboard new hires directly from it. This Dashboard only compounds in value when it is filled in monthly, updated honestly, and treated as the single source of truth for how your marketing is performing.

  • No. You shouldn't. The Dashboard is deliberately broad, covering everything from events and affiliates to Shopee followers and CEO LinkedIn followers, because different businesses need different things.

    Most users will delete a good portion of it. The rule of thumb is the same as our other templates: select the rows that suit your business, remove the rest, and tweak the parameters to your environment before you start tracking. A Dashboard with 20 rows you actually fill in beats 60 rows you abandon in month two.

    What you're buying is the structure and the thinking behind it, drawn from how we run advisory engagements. You bring the facts; the Blueprint makes sure they're organised into a strategy that actually holds together.

  • Every row has a Tools column telling you exactly where to pull that figure from. Some are free and you likely already have them—Google Analytics, Google Business Profile, Facebook/Instagram/LinkedIn analytics, Shopee and Lazada seller dashboards.

    Others need paid subscriptions—Similarweb, Moz, Pingdom. You don't need all of them: check the Tools column against what you already have access to, and if you don't have a tool and don't plan to get one, delete that row. The Dashboard is built to work with the stack you actually have, not an ideal one.

  • The Dashboard measures. This is where you log your monthly numbers across Outbound, Inbound, Lead Generation, Community-Building and Conversion.

    Recommended Actions decides. This is where you take those numbers, and it tells you which mode to be in: green (keep going), amber (tweak the approach) or red (change the approach).

    The Dashboard is the input; Recommended Actions is the output.

    You can use the Dashboard on its own to see what's happening, but the two work best together once you have two or three months of honest numbers to read a trend from.

  • Update it monthly, that's the cadence the five month-columns are built around. Fill in Month-1 first and get it right before moving on; five months of reliable numbers beat five months of guesses, because trends only mean something once the baseline is honest.

    As for what counts as good: the Dashboard deliberately doesn't tell you, because "good" depends on your business and your targets. What it does is show you the direction of travel month over month. Defining the thresholds—what growth, stagnation and decline look like for your key metrics—is exactly what Recommended Actions is for.

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