When building a data-driven marketing dashboard, which KPIs would you include?

• A. Traffic, engagement, conversions, revenue
• B. ROAS only
• C. Cohort analysis only
• D. Traffic, engagement, conversions, revenue, ROAS, and cohort analysis

Answer: (D)

A data-driven marketing dashboard should balance acquisition, engagement, outcomes, financial impact, efficiency, and time-based behavior, so you can see how channels perform end-to-end and evolve over time. Traffic shows how many people are reaching your properties, while engagement reveals their level of interaction. Conversions track the completion of desired actions, and revenue shows the financial result of those actions. ROAS measures how effectively ad spend translates into revenue, helping you allocate budget wisely. Cohort analysis adds a time dimension, revealing how groups of users behave after acquisition and how retention and value change over time. Together, these metrics provide a complete, actionable view that helps you diagnose what’s working, where to optimize, and how results develop across the customer journey. Relying on a single metric like ROAS misses attribution across channels and the broader funnel, while focusing only on cohort analysis omits current performance and revenue impact. A dashboard that includes all six metrics offers the most reliable basis for informed decisions.