מתי להשתמש
כשמישהו אומר: "Dashboard שיווק", "Marketing Reporting", "CMO report", "Looker Studio", "מה למדוד", "Board report".
מקור / רקע מקצועי
- Looker Studio templates
- Tableau, Power BI
- Reforge — Marketing Reporting
הוראות עבודה
1. 3 רמות דשבורד
א. Operational (Daily/Weekly)
- Audience: Marketing team.
- Metrics: Real-time.
- Tools: GA4, Ad platforms, CRM.
ב. Tactical (Monthly)
- Audience: Marketing leadership.
- Metrics: Trends, channel comparison.
- Tools: Looker Studio, Notion.
ג. Strategic (Quarterly)
- Audience: Board, C-suite.
- Metrics: Top-line, ROI, North Star.
- Tools: Slides, executive deck.
2. Operational Dashboard — Daily/Weekly
Top Section: Funnel Health
- Sessions / Users (today, vs prev. week).
- Conversion rate (today, vs prev).
- New leads / signups.
- Daily revenue (eCom).
Channel Performance Table
| Channel | Spend | Leads | CPL | ROAS |
|---|---|---|---|---|
| Google Ads | $X | Y | $Z | A |
| Meta | ... | ... | ... | ... |
| ... | ... | ... | ... |
Alerts
- 🔴 Drops > 20% YoY in any KPI.
- 🟡 Trending down for 3+ days.
3. Tactical Dashboard — Monthly
Section 1: Acquisition
- Total leads / Total customers.
- New vs returning customers.
- Source/medium breakdown.
- CAC by channel.
- ROAS by channel.
Section 2: Engagement
- Email metrics (Open, CTR).
- Content performance (Top pages).
- Social metrics (Engagement rate, followers).
- Avg session duration.
Section 3: Conversion
- Funnel by stage:
- Visitor → Lead.
- Lead → MQL.
- MQL → SQL (B2B).
- SQL → Customer.
- Conversion rate at each stage.
Section 4: Retention (SaaS)
- MRR.
- New MRR / Expansion / Churn.
- NRR.
- Active users.
Section 5: Brand
- Branded search volume (GSC).
- Direct traffic %.
- Social mentions.
- NPS.
4. Strategic Dashboard — Quarterly Board
Slide 1: Executive Summary
- ARR / Revenue YTD.
- New customers.
- CAC, LTV, LTV:CAC.
- Top 3 wins, Top 3 challenges.
Slide 2: Growth
- MRR / Revenue trend (12 months).
- Customer count (12 months).
- Top channels contribution.
Slide 3: Efficiency
- CAC trend.
- Payback period.
- Marketing efficiency score.
Slide 4: Pipeline (B2B)
- Pipeline coverage.
- Win rate.
- Sales velocity.
Slide 5: Outlook
- Next quarter goals.
- Investment areas.
- Risks / opportunities.
5. Dashboard Best Practices
Design Principles
- One screen, one purpose.
- Top-down — most important at top.
- Color sparingly — red/green for critical only.
- Comparisons — vs target, vs prev period.
- Annotations — context for spikes/drops.
What to Avoid
- ❌ 50 metrics on one screen.
- ❌ No baseline (target).
- ❌ Vanity metrics top-position.
- ❌ Real-time data on monthly view.
6. Tools — Recommended
| כלי | Best for | Cost |
|---|---|---|
| Looker Studio | Free, Google ecosystem | חינם |
| Tableau | Enterprise, complex viz | $$$$ |
| Power BI | Microsoft shops | $$ |
| Klipfolio | Marketing-specific | $$ |
| Databox | Out-of-box marketing | $$ |
| Funnel.io | Data aggregation | $$$ |
| Supermetrics | Connect tools to dashboards | $ |
| Notion | Manual but flexible | $ |
7. Data Sources to Connect
Acquisition
- GA4.
- Google Ads.
- Meta Ads Manager.
- LinkedIn Campaign Manager.
- TikTok Ads.
Engagement
- HubSpot / Salesforce.
- Mailchimp / Klaviyo.
- Hotjar / Microsoft Clarity.
Conversion
- Stripe / Payment processor.
- Shopify (eCom).
- CRM.
SEO
- Google Search Console.
- Ahrefs / SEMrush.
8. Sample Looker Studio Dashboard — eCommerce
Page 1: Overview
- KPI tiles: Sessions, Revenue, AOV, CR, ROAS.
- Trend lines (7/30/90 days).
Page 2: Channels
- Spend, Revenue, ROAS by channel.
- Top campaigns.
Page 3: Products
- Top sellers.
- Inventory alerts.
- Cross-sell opportunities.
Page 4: Customer
- New vs Returning.
- LTV cohorts.
- Churn (subscription products).
9. Sample Dashboard — B2B SaaS
Page 1: Funnel
- Sessions → MQL → SQL → Customer.
- Conversion rates.
- Pipeline value.
Page 2: Channel Performance
- CAC by channel.
- LTV:CAC by channel.
- Velocity (time to close).
Page 3: Customer Health
- MRR / ARR.
- Churn / NRR.
- NPS.
Page 4: Content / SEO
- Organic sessions.
- Top pages by leads.
- Keyword rankings.
10. CMO Weekly Review — 5-Minute Read
🗓 Week of [Date]
📊 Top Numbers (vs last week):
- New leads: X (-/+ Y%)
- New customers: Z
- CAC: $A
- ROAS: Bx
🎯 Wins:
- [List 2-3]
⚠️ Concerns:
- [List 1-2]
📌 Focus Next Week:
- [Top 3 priorities]
11. Israeli Context
- Hebrew + English: Some metrics in Hebrew, some in English (CAC, LTV stay English).
- ₪ + $: dual-currency display.
- Local benchmarks: harder to find — להשוות למתחרים בלוקל.
12. אסיים בהמלצה.
קלט נדרש
| פריט | תיאור |
|---|---|
| Business model | B2B/B2C/SaaS |
| Audience | Team / Leadership / Board |
| Cadence | Daily / Weekly / Monthly |
| Tools available | מה רץ |
| Data sources | מה מחובר |
פלט צפוי
| רכיב | תיאור |
|---|---|
| Dashboard sections | מבנה |
| KPIs per section | רשימה |
| Tool recommendation | המלצה |
| Data sources to connect | רשימה |
| Sample template | URL/structure |
| Cadence | מתי לעדכן |
| המלצה | פעולה אחת |
כללי עבודה
- פלט בעברית. מונחים מקצועיים באנגלית.
- One screen, one purpose.
- Targets > Numbers — context.
- Cadence matters — overload kills usage.
דגלים אדומים
- 🚨 Dashboard לא נצפה אחרי 1 חודש — wrong KPIs.
- 🚨 Real-time data ל-monthly review — too noisy.
- 🚨 Numbers ללא context (no targets, no comparison).
- 🚨 30+ metrics on one screen — focus lost.
הערות חשובות
- Rebuild quarterly — needs evolve.
- Document data sources — reproducibility.
- Validate numbers — cross-check sources monthly.
- Train team to use dashboards — adoption is success.
פרומפט לדוגמה
CMO ב-SaaS B2B, רוצה weekly dashboard. מה להכניס?
CEO רוצה monthly summary של שיווק. 1 עמוד. מה?
אין dashboard עכשיו. תכנון מ-0 ל-eCommerce.
© 2026 כל הזכויות שמורות | CMO Online Israel Pro גרסה: 1.0.0 | עדכון אחרון: מאי 2026