So you want a dashboard that actually tells you if your B2B marketing is working—not just one that spits out vanity metrics or makes your boss happy for five minutes. This guide is for marketers, ops folks, or anyone who needs to keep tabs on campaigns without getting lost in a mess of charts.
We’ll walk through building a custom dashboard in Koala that gives you real, actionable insights, not just noise. You’ll get honest advice on what to track, what to skip, and how to set things up so you’re not spending your Fridays wrestling with filters.
Why bother with a custom dashboard?
Let’s be real: most out-of-the-box dashboards either drown you in irrelevant data or force you to look at metrics that don’t matter for your business. Custom dashboards let you:
- Track the exact KPIs your sales and marketing teams care about
- Cut through the clutter and focus on what moves the needle
- Spot problems (and wins) faster, so you can actually do something about them
- Avoid the classic “everything’s up and to the right!” trap
If you’re running B2B campaigns and reporting to people who want results, not just activity, you need something tailored.
Step 1: Get clear on what you actually need to track
Before you even log in to Koala, make a short list of the questions you want your dashboard to answer. Don’t just think “leads” or “sessions”—think about the business questions behind those numbers. Here are a few good ones:
- Which channels are bringing in qualified leads?
- Are specific campaigns driving pipeline, or just traffic?
- How long is it taking leads to become sales-ready?
- Where are things getting stuck in the funnel?
Pro Tip: Limit yourself to 5-7 metrics. Anything more, and you’ll stop paying attention to all of them.
What to ignore:
- “Likes” and “shares” that don’t tie to pipeline or revenue
- Metrics you can’t explain confidently to someone else in 30 seconds
- Data you don’t have (yet)—build for what you can measure now
Step 2: Make sure your data sources are sorted
Koala is only as good as the data you feed it. Before you build your dashboard, double-check:
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Are all your marketing tools connected?
Email, CRM, ad platforms, website analytics—if it’s not connected, it won’t show up. -
Are naming conventions consistent?
“Q2 Webinar” vs. “Webinar Q2” vs. “Spring Webinar” is a recipe for reporting chaos. -
Are your UTM parameters standardized?
If you’re tracking campaigns with UTMs, make sure everyone’s using the same format. Otherwise, your “LinkedIn” traffic will show up in three different buckets.
What works:
Start simple. Connect your CRM and one or two top channels first, get that humming, then add the rest. Chasing “full integration” from day one is a great way to spend a week and get nowhere.
Step 3: Build your dashboard layout in Koala
Log into Koala and head to the dashboards section. Don’t be tempted to add every chart under the sun. Here’s a straightforward layout for B2B marketing:
1. Overview/Scorecard Panel
- Main KPIs:
- Total leads (qualified only, if possible)
- Pipeline value generated
- Cost per lead
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Conversion rate to opportunity
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Why:
Gives you a pulse-check at a glance. If these numbers are off, dig deeper.
2. Channel Performance Table
- Table, not just a chart. You want to compare side by side.
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Show: Channel, spend, leads, SQLs (Sales Qualified Leads), pipeline, cost per opportunity.
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Why:
Easy to spot what’s working and what’s wasting money.
3. Campaign Breakdown
- Bar or line charts showing campaign performance over time.
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Filterable by date, campaign, or segment.
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Why:
You can see if a campaign fizzled or actually kept producing.
4. Funnel Visualization
- Show: Impressions → Clicks → Leads → SQLs → Closed/Won
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(If you don’t have every stage, show what you do have. Don’t fake it.)
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Why:
Bottlenecks jump out here. If you’re converting tons of leads but none become opportunities, you know where to look.
5. Lead Velocity Chart
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Weekly/monthly lead volume over time.
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Why:
Spot trends or slowdowns before they become problems.
Pro Tip:
Put the most important metrics at the top left. People naturally look there first.
Step 4: Add and configure widgets (the right way)
In Koala, widgets are the building blocks of your dashboard. Here’s how to make them useful, not just pretty.
- Choose the right visualization:
- Use tables for comparisons, line charts for trends, bar charts for rankings.
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Don’t use pie charts unless you want to confuse people.
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Label everything clearly:
“Leads by Channel (Qualified, Last 30 Days)” is 10x better than “Leads.” -
Set filters thoughtfully:
Pre-filter to show only relevant campaigns, sources, or date ranges. Save people from having to click around. -
Add descriptions or tooltips:
A short line explaining what counts as a “qualified lead” prevents arguments later.
What to ignore:
- Overly granular breakdowns (e.g., leads by hour, unless you’re running real-time ads)
- Widgets that just duplicate each other (“Leads by Channel” and “Leads by Source” if they’re the same thing)
Step 5: Set up sharing and alerts
A dashboard is only useful if people see it (and know what to do with it).
- Share with the right people:
- Sales and marketing leads
- Your boss (if they care about outcomes)
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Anyone who needs to act on the data
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Set up scheduled email reports:
Koala can email a snapshot every week or month. Pick a cadence that matches your reporting rhythm. -
Create alerts for key changes:
If lead volume drops 30% week-over-week, get notified. Same for big spikes. Don’t wait for end-of-month surprises.
What works:
Keep email reports short. Nobody reads a 10-page dashboard. Highlight a few key changes and link to the live dashboard for more.
Step 6: Review and iterate (don’t set and forget)
No dashboard is perfect out of the gate. Make it a habit to:
- Review once a month:
- Are these metrics still useful?
- Is anything missing or irrelevant?
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Are people actually using it?
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Ask for feedback from people using the dashboard.
If nobody looks at a widget, kill it. -
Update as your campaigns (and questions) change.
Launching ABM? Add those metrics. Dropping a channel? Cut it.
Pro Tip:
Document major changes. A quick note (“Switched from ‘all leads’ to ‘qualified leads’ on June 1”) avoids future confusion.
Real talk: What actually matters (and what doesn’t)
- Don’t obsess over making dashboards “beautiful.” Focus on useful.
- If a metric never changes, it’s probably not worth tracking.
- Vanity metrics—like total impressions or followers—are mostly for board decks. Fine, but don’t pretend they drive revenue.
- Don’t chase “perfect data.” Get it directionally right, then improve.
Wrapping up: Keep it simple, stay flexible
Building a custom dashboard in Koala isn’t rocket science, but it does pay to be ruthless about what matters. Start with a handful of solid metrics, make sure the data is reliable, and set things up so you and your team actually use it. Don’t be afraid to tweak things as campaigns evolve.
Simple, actionable dashboards beat “comprehensive” ones every time. Iterate as you go, and save yourself from dashboard hell.