Dashboard template

Visitor to lead to customer, with the cost of each step.

One page that joins web analytics, the CRM and campaign spend, so marketing can say which channel produced customers — not just clicks — and what each one cost.

Start from this template What's on it

Marketing funnel

From visitor to customer, step by step.

Marketing dashboards usually stop at leads because that is where the analytics tool stops. This template carries the funnel through to closed customers by joining Google Analytics to your CRM, and adds spend from the ad platforms or a budget sheet so every stage has a cost beside it.

The marketing team opens it weekly to move budget between channels; the sales team uses the same page to argue about lead quality with numbers instead of anecdotes. Campaign names must match between systems — a small tidy-up that pays off immediately.

If you have never built one, read our KPI dashboard guide first; the funnel is the classic example of a metric that only means something with its neighbours.

Marketing managers who set channel budgets monthly and need the acquisition cost per channel to do it.
Founders and owners running paid campaigns who want to know whether the spend is coming back.
Sales and marketing leads who share one funnel definition and want to stop arguing about lead quality.

The metrics

What a marketing funnel dashboard should show.

Each figure below is on the template from the first minute — rename, redefine or remove any of them.

Visitors

Unique sessions by channel, weekly — the top of the funnel and the denominator for everything below.

Leads

Form fills, sign-ups and inbound calls captured in the CRM, by source and campaign.

Qualified leads

Leads that met your qualification rule (size, fit, intent). The stage where sales and marketing usually disagree, so define it once.

Opportunities created

Qualified leads that became a deal in the CRM, with the days it took.

Customers won

Closed-won deals attributed to a marketing source in the period.

Stage conversion rates

Each stage ÷ the one before it. A drop at one stage tells you exactly where to look.

Cost per lead

Channel spend ÷ leads from that channel, by month.

Customer acquisition cost

Total marketing spend ÷ customers won, and the same figure by channel — the number the budget conversation should be about.

The panels

The charts on the page, and the decision each one supports.

Funnel by stage

Visitors → leads → qualified → opportunities → customers, with count and conversion at each step. Shows where the leak is; decides where the next fix goes.

Channel comparison

Leads, customers, cost per lead and acquisition cost per channel in one table. Decides where next month’s budget moves.

Campaign table

Spend, leads, pipeline created and revenue won per campaign, sortable. Ends campaigns that generate leads but never revenue.

Leads by week

A 26-week line per channel with campaign launches marked. Separates a real trend from one big event.

Landing page conversion

Visits and conversion rate per page, ranked. Points to the pages worth rewriting.

Time to convert

Median days from first visit to lead and from lead to customer, by channel. Sets expectations for when this month’s spend will show up as revenue.

Where the numbers come from

Connect the systems you already run.

The template expects data like this. Connect it live or import it, relate the tables once, and every panel fills in.

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FAQ

Marketing funnel template questions.

Something else on your mind? Ask us directly — a person answers.

What should a marketing funnel dashboard include?

Volume at each stage from visitor to customer, the conversion rate between stages, and spend so you can show cost per lead and customer acquisition cost by channel. Without the cost figures it is a traffic report, not a funnel.

Can it join Google Analytics to our CRM?

Yes. Klayara reads both, and you relate them once on campaign or source name. From then on every funnel chart can run from first visit to closed deal.

How often does it update?

Web analytics and CRM data refresh on the schedule you choose — hourly or nightly are typical. Spend from a budget sheet updates whenever the sheet does.

Can we start from this template and change it?

Yes. Rename the stages to match your own qualification rule, add an offline channel or an events column, and it becomes your dashboard.

Your marketing funnel dashboard, this week.

Bring your data and we'll set this template up on it live — then shape it around the questions you actually ask.

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