datorama widgets

Ever wonder what the right widget is to display your data? What metrics matter? What should be the right flow for your dashboard? And finally, how to label and what colors to use to make your data visualization come to life.

Typically analysts or marketing managers that get Datorama (Salesforce Intelligence), are overwhelmed by choices of widget, the flexibility or complexity of choices. The tool which allows you to standardize, present goals, create time comparisons, visualize funnels and use interactive filters can do almost any visualization and process any data you may have, can be a bit overwhelming. At StrategicDB, a Datorama visualization company, we have a simple approach to building dashboards that you or your clients will love to use. Our rule, is that dashboards should be simple to understand, useful and actionable.

Datorama has a lot of widgets to choose from, from simple bar graph to a time comparison widget, there is a visualization for almost any data type you have. Here is a simple guide to get you started.

Questions to ask prior to starting building your dashboard:

Before figuring out what visualization to use, start with understanding your data sources. Your data sources and/or marketing channels will dictate what data you have coming in. For example, if all the data that you have access to is your paid media channels, you would not need to report on sales funnel. On the other hand if you are running an ecommerce store you may need to visualize your data on a product or product type level.

The second step is to identify the purpose of your dashboard, are you building it to showcase your performance to your client, are you monitoring spend and performance across multiple channels, are you matching your platform data with your CRM outcome for a full loop analysis or are you using your dashboard to identify areas of optimization?

Next is to identify what the time frame for your dashboard should be. Are you presenting the findings on a monthly basis? Does your business have seasonality? If it does think about adding trends to over 12 months to identify months of peaks and valleys. Do you have goals that are on a weekly basis? Or will you be using it in real time so you need data broken down by day. Once you establish your time frame, it will help identify if you want to use a bar graph, area or both.

Finally, start by asking yourself, your team or client the question? What is the purpose of this dashboard? Do we have goals? What are our KPIs. Having the reason for creating the dashboard will ensure it is being built properly and used on ongoing basis. There is nothing worst for a Marketing Cloud Intelligence analyst then a dashboard that no one uses.


Bar charts are simple bar graphs, they can be stacked and vertical or horizontal. It could be a bar, a line, an area or a spine line. The bar graph is perfect for trendlines which are perfect for displaying data across day, week or month. As per the metrics, you can display anything from spend to impressions to conversions.

For preference between bar, line, area or spine line it really depends on the metric. You can also add labels at the top. While legibility bar has the easiest way to display the metric. The area is a great way to show progression.

Stacked is a great way to display two metrics. Pro tip, use bar graph along with line graph to display trends that can be correlated such as Media Cost and Cost per Acquisition.

Some great combinations for marketers is: Revenue and ROAS, Cost and CPM/CPC, Followers and engagement rates for social media as well as Lead and Cost per Lead.


Tables have a great way to display comparison data and many metrics. For example, if you want to see how many impressions, clicks, CTR, Cost, CPC, conversions each channel has received. Ideally tables are used to display platforms, channels, campaigns, creatives, and any other groupings.

Pro tip: you can add month to month or year to year comparison to metrics on the table, by using the compare option on the metric. Another tip is you can display the image/creative by mapping the image URL to Datorama and making sure you have it set as an Image in format. This way you can sort by CTR or any other metric to display the best creative.

Pie Charts:

Pie chart is a great visualization that allows you to split your metric into multiple sections. For example, you can map how many impression each platform received, or split of your budget by partner. As a Marketing Cloud Intelligence freelancer, I typically use pie charts to group different campaigns or creatives to display spend in a unique way. It also helps to visualize your demographics by gender or age.


Map visualization are critical for anyone that has a unique geographic approach. Options include displaying on a country level, for those businesses that are global, shading based on your metrics. For those running their business across United States, shadowing by state can be helpful. Or even in the state level by city or DMA area. The granularity really depends on your data.  

Pro Tip – as a Marketing Cloud Intelligence analytics company, we typically include multiple maps depending on different metrics for example, we may have a map for sales or cost, or conversion rates. We may also have a filter based on product type to see differences in performance between one type to another in a quick visualization. We prefer to use city level to identify clusters of customers and find potential new places of revenue.


Bubbles allows you to graph 3 measurements which are going to be graphed on the X Axes, Y Axis and by Bubble size. Some come usages include mapping cost, cost per click and conversions for campaigns. You can also chart things like ROAS, Spend and Revenue per product. Anytime you need to visualize 3 metrics bubbles is the way to go. In our experience as a Marketing Cloud Intelligence specialists we have found that bubbles do confuse people that are not math driven, so our recommendation is to rarely use it.

Time Comparisons:

Probably the most useful tool in Datorama, this allows you to compare your metric to previous period, or previous year. This tells you if something is up or down and by how much. As Marketing Cloud Intelligence Visualization company we use it for all important KPIs and depending on the business we will do it year over year, because this will allow to ensure seasonality does not play a role. However, for marketers month over month is more relevant.

Pro tip – use time comparison with trend line next to it. This way you can see seasonality for month over month comparison.


The second most important tool in Datorama, is the goal feature. If you are using the gauge or goal bar, or goal table, the purpose is to see if you are hitting your goal per metric. Some metrics that we have seen clients use is cost target, reach/impression targets for brand awareness campaigns, conversions or revenue targets for performance-based campaigns. Some companies will have goals per campaign others for the whole channel or global marketing targets. Regardless, Datorama will allow you to create those goals with the help of filters.


No B2B marketing or sales department can function without the funnel visualization. It is important to know how you progress from awareness to sale. Datorama will allow you to plot up to 15 measurements. Pro tip – if you are pulling data from Salesforce, based on lead or opportunity status, you can use the same metric such as number of leads, by using a filtered measurement to create custom metrics.

Now that you know what type of dashboard you are building, you have your goals and KPIs and your data visualization widgets picked out you can build your dashboard. For anyone that needs help with data visualization or implementing their vision of a perfect marketing dashboard, reach out to StrategicDB a Marketing Cloud Intelligence consulting company.

About StrategicDB:

StrategicDB is a marketing data analytics company. With almost 10 years in business, they have helped build hundreds of Marketing Cloud Intelligence dashboards for start-ups and fortune 500 companies. They work with marketing agencies and clients directly to bring clients vision of what a dashboard should be to life. They will help turn your marketing ask into insightful actionable metric that you and your team can use to drive business forward. No project is too small or large, let us automate and take your reporting to the next level. Contact Us Today.