A marketing campaign dashboard follows a single campaign from launch to close: what it cost, who it reached, how many people it turned into contacts, calls and clients. It has a start date and an end date, which is what separates it from your ongoing marketing view. This article answers how to set one up on the levelpartner.ai platform before a campaign launches, how to read it while the campaign runs, and how to use it for the post-campaign review that decides whether you run it again.
Why campaigns need their own view
Ongoing dashboards blend everything together. A webinar series, a seasonal offer and a reactivation push all land in the same lead count. When the month looks good, nobody knows which campaign did it. When it looks bad, nobody knows which one to stop.
A campaign dashboard isolates one effort. It answers three questions: is it on track while running, did it pay back once finished, and what should we change next time. Without that isolation, campaigns are judged by memory and enthusiasm.
Before you start
- A campaign brief with a start date, end date, budget and target.
- A unique campaign code for UTMs and tags.
- The forms, landing pages, emails and SMS messages the campaign will use.
- Access to Sites, Marketing, Automation and Reporting.
How to set it up
- Choose a short campaign code before any asset is built.
- Create a tag using that code.
- Use the code as the UTM campaign value on every link.
- Build the campaign landing page and form in Sites.
- In Automation, then Workflows, add a Form Submitted trigger for that form.
- Add the Add Contact Tag action with the campaign tag.
- Add a Trigger Link Clicked workflow that applies the same tag.
- Go to Dashboard and add a dashboard named with the campaign code.
- Add Contacts Count Over Time filtered by the campaign tag.
- Add Opportunity Count and Won Opportunity Value filtered by the tag.
- Add Amount Spent from Meta Ads, filtered to the campaign.
Reading it during the campaign
In the first week, watch contacts against target. A campaign far below target after a week rarely recovers on its own. Check the landing page, the offer and the audience.
From the second week, watch booked calls. Contacts without calls usually mean the follow-up is slow or the offer attracted the wrong people. Adjust the follow-up sequence before adjusting spend.
Say the target is 150 contacts and 40 booked reviews on an illustrative £3,000 budget. After two weeks the dashboard shows 70 contacts and 9 booked reviews: contacts on track, bookings behind. That pattern points at follow-up rather than spend, so the sensible change would be an SMS reply within five minutes of each enquiry. If bookings then caught up by week six, the dashboard would have done its job by showing where to act.
The post-campaign review
Leave the dashboard live for 60 to 90 days after the campaign ends, because service sales take time to close. Then review won value against spend, the stage where most contacts stopped, and which assets brought the best contacts. Write three lines: keep, change, drop. Save that note with the campaign brief so the next campaign starts from it.
What it replaces
It replaces the end-of-campaign scramble to work out how it went. It also replaces the habit of judging a campaign by the number of leads at the end of the run, which ignores the deals that close weeks later.
Time it takes
Setting up tags, UTMs and the dashboard takes an hour if done before launch. Fixing them after launch takes much longer and loses data. Weekly checks during the campaign take ten minutes. The post-campaign review takes an hour.
The mistake most people make
Building the dashboard after the campaign starts. Early contacts arrive without tags, UTMs are inconsistent, and the first week of data is lost. Set the code, tags and dashboard up before the first ad, email or post goes out.
When not to use it
Small, always-on activity does not need its own campaign dashboard. A monthly newsletter or a standing ad set is better tracked in the main marketing dashboard. Campaign dashboards suit efforts with a defined budget and end date.
For giving credit when contacts touch several campaigns, read about campaign attribution. To automate weekly updates during a campaign, see automated marketing reporting. The performance marketing view helps when campaigns are mostly paid.
Troubleshooting
Some contacts lack the campaign tag. They came through an asset built before the tag existed, or a duplicated form kept an old tag. Check each asset and test.
Spend is not separated by campaign. Ad accounts show spend by ad platform, not by your campaign code. Name ad campaigns with the same code, or record campaign spend manually in a custom field.
Contacts from older campaigns reappear. Existing contacts re-engaged. Decide whether re-engaged contacts count for the new campaign and filter the widget accordingly.
The dashboard shows nothing after the end date. The date range was set to the campaign window only. Extend it to include the follow-up period.
Frequently asked questions
How many campaigns can run at once?
As many as you can tag cleanly. Each needs its own code and dashboard. Overlapping campaigns aimed at the same audience make results harder to separate, so stagger them where you can.
Should each campaign have its own pipeline?
No. Use one sales pipeline and filter by campaign tag. Separate pipelines fragment your sales reporting.
How long should a campaign dashboard stay live?
Until the last opportunity from the campaign is won or lost, usually 60 to 90 days after the campaign ends for service firms.
Can I reuse a dashboard for the next campaign?
Duplicate it and change the tag filter and dates. Keep the old one for comparison.