Tableau - How to analyze all your Marketing Data (Facebook Ads, Google Ads, Tiktok Ads, Google Search, etc.)


If you’re marketing your product on various channels (Facebook Ads, Google Ads, Youtube Ads, Tiktok Ads, LinkedIn Ads, Pinterest Ads, you name it), you’ve definitely hit the challenge of properly and consistently analyzing your ads performance. Each platform might offer you ways of looking into various statistics, but, if you want to look across channels, there’s a lot of manual work involved.

Is there an easier way to do it? What if you could bring all your data into one single dashboard in a matter of clicks?


This Tableau dashboard template offers you a cross-channel overview of your marketing spend and performance, allowing you to compare apples to apples and optimize your spend. You can easily connect your own data by using Data Integrator.

The idea of this dashboard is to show information at a glance, while also being highly customizable by the end-user, for deeper analyses. Furthermore, it follows best practices in terms of data visualization, allowing you to focus on what matters.

The data sample in this Tableau dashboard includes Facebook Ads, Google Ads, Tiktok Ads, Google Search and Google Display & Video 360, but you can include other data as well, as the list of available connectors is quite extensive.


1. KPIs/Number call-outs (contain most common KPIs, but you can easily replace them with others):

1.1. Spend
1.2. Impressions
1.3. CPM (Cost per 1k impressions)
1.4. Clicks
1.5. CPC (Cost per Click)

2. Comparisons: simply showing one number without context is not efficient and doesn’t bring a lot of value. Therefore, the dashboard contains a series of comparisons which puts the above KPIs in context:
2.1. Sparklines which shows the trend for the last 13 intervals
2.2. Comparisons to previous period (both % and actual values), color-coded based on positive/negative trend (i.e. reducing the number of impressions is a negative scenario, but reducing the CPM is a positive one.
2.3. Comparisons to other platforms

3. Campaigns Analysis, which can trigger data-driven actions on those specific campaigns (i.e. stopping an inefficient campaign, continuing or re-running an efficient one, maybe with a higher budget). Customizable metric by which to determine the most effective campaign (CPM, CPC, etc)
3.1. Most & Least Efficient Campaigns
3.2. Top Spending Campaigns
3.3. Campaigns Heatmap, which allows users to see patterns over time across all campaigns. For example, one can determine that running a specific campaign on a specific date generated more impressions than on another. Also, there might be days when the CPM jumped, which can then trigger a further analysis.


  1. The dashboard is designed to look either at a specific platform (Facebook, Google Ads, etc) or at all platforms at once. The idea is that having all these KPIs shown separately for each platform at the same time on a dashboard would make it too congested.
  2. Powerful custom-built time selection functionality, which isn’t available by default on Tableau:
    2.1. Granularity: Weekly, Monthly, Quarterly, Yearly
    2.2. Date Range:
  • Current period (this week, this month, this quarter, this year)
  • Previous period (last week, last month, last quarter, last year)
  • Custom period (any week, month, quarter, year, based on “Custom Date”)
    3. Compare to:
  • Last period (W/W, M/M, Q/Q, Y/Y), based on the granularity selected above
  • Last year: compares selected period with the same period last year (i.e. August 2022 compared to August 2021)

3. Tooltips:

  • Hovering over KPIs will show a chart with the distribution of that KPI by Campaign
  • All other tooltips show relevant information for that specific view
  • Some charts have tooltips disabled as they wouldn’t have had any added value


  1. Download the template and open it in Tableau Desktop

  2. Go to Data → → Edit data source

  3. Open a browser and go to
    3.1. Connect to the channels that you want to include. You’ll find quite an extensive list of connectors: Google Analytics (GA), Google Ads, Facebook Ads, Facebook Page (organic), Instagram Insights, LinkedIn Ads & Organic, Tiktok, Reddit, HubSpot, Snapchat, Stripe, Mailchimp, Google Sheets, Twitter Ads & Organic, Google Search Console, Salesforce, Amazon Marketplace, etc.)
    3.2. Click on NEXT (DATA PREVIEW)
    3.3. Add the following fields: campaign, datasource, date, clicks, impressions, spend
    3.4. Select Tableau as destination. This will generate you a Web Connector which you can then use in Tableau

  4. Go back to Tableau (in the edit data source screen) and copy/paste the query generated above

Now the dashboard should show your own data.

How much does this service cost?