CRO Metrics Dashboard Template
Track the metrics that matter across all funnel stages. Includes Looker Studio template with pre-built visualizations and KPI tracking for awareness, consideration, conversion, and retention.
Why a Dedicated CRO Dashboard?
Google Analytics shows everything, which means it shows nothing useful. A focused CRO dashboard surfaces only the metrics that drive revenue decisions.
- Spot issues faster: See drop-offs in real-time, not quarterly
- Align team priorities: Everyone sees the same numbers
- Prove ROI: Track impact of every optimization
- Data-driven decisions: No more guessing what to test next
Essential Metrics by Funnel Stage
Awareness Stage (Impressions → Clicks)
- • CTR by Channel: Google Ads vs LinkedIn vs Meta (Benchmark: 2-5%)
- • Cost per Click (CPC): Trending up or down?
- • Impression Share: Are you losing to budget or rank?
- • Quality Score: Google Ads optimization health (Target: 7+)
- • Ad Engagement Rate: Likes, shares, comments on social
Consideration Stage (Clicks → Leads)
- • Landing Page Conversion Rate: By source, device, geo (Benchmark: 10-25%)
- • Bounce Rate: Message match issues? (Target: <40%)
- • Time on Page: Are they reading or bouncing? (Target: 60+ sec)
- • Form Completion Rate: Start vs complete (Target: 70%+)
- • Cost per Lead (CPL): By channel and campaign
Conversion Stage (Leads → Customers)
- • Lead → SQL Rate: Marketing qualified → sales qualified (Benchmark: 25-40%)
- • Demo/Trial Conversion Rate: Signups who start trial/demo (Target: 60%+)
- • Trial → Paid Rate: Free users who convert (Benchmark: 15-35%)
- • Average Deal Size (ADS): By source and segment
- • Sales Cycle Length: First touch → close (by cohort)
Retention Stage (Customers → Advocates)
- • Cohort Retention Rates: Month 1, 3, 6, 12 (by signup month)
- • Net Revenue Retention (NRR): Expansion vs churn (Target: 100%+)
- • Churn Rate: Monthly and annual (Benchmark: <5% monthly for B2B SaaS)
- • Expansion MRR: Upsells, cross-sells, seat expansion
- • Customer Lifetime Value (LTV): By acquisition channel
Recommended Dashboard Layout
Section 1: Executive Summary (Top of Dashboard)
Section 2: Funnel Visualization
Section 3: Channel Performance Comparison
| Channel | Clicks | Leads | CR | CPL |
|---|---|---|---|---|
| Google Search | 1,200 | 240 | 20% | $38 |
| LinkedIn Ads | 800 | 112 | 14% | $67 |
| Organic Social | 1,500 | 173 | 11.5% | $12 |
Section 4: Retention Cohort Table
Shows month-over-month retention by signup cohort
Section 5: Testing Calendar & Results
Active A/B tests, results, and upcoming experiments
Recommended Dashboard Tools
Google Looker Studio (Free)
- • Connects to GA4, Google Ads, Facebook Ads, Shopify
- • Free, shareable dashboards
- • Best for: Marketing teams on budget
Tableau / Power BI (Paid)
- • Advanced visualizations and calculations
- • Connects to data warehouses (BigQuery, Snowflake)
- • Best for: Enterprise teams with complex data needs
Mixpanel / Amplitude (Product Analytics)
- • Built-in cohort and funnel analysis
- • Event-based tracking for SaaS products
- • Best for: Product-led growth companies
Dashboard Setup Checklist
GA4, ads platforms, CRM, email marketing, product analytics
Document exactly how "conversion rate" is calculated to avoid confusion
Weekly summary to stakeholders, daily alerts for anomalies
Show target vs actual for key metrics
15-30 minutes, entire team, discuss trends and action items
Need Help Building Your CRO Dashboard?
Our team will set up a custom dashboard tailored to your business model, connect all data sources, and train your team on how to use it.
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