10 Free Executive & CEO Dashboard Templates (Data Studio, Excel, Power BI, Tableau)

What is an executive dashboard?

An executive dashboard, also called a CEO dashboard, gives leadership a one-page view of business performance. It tracks key metrics such as marketing spend, leads, revenue, and return on investment. The data comes from ad platforms such as Google Ads and Meta Ads, from GA4, and from CRMs such as HubSpot. Your dashboard runs in Data Studio, Power BI, Tableau, or Excel. Windsor.ai connects your data sources and brings their data into one report. CEOs use the dashboard to review performance before leadership meetings, and marketing leads use it to explain how the budget is spent.

Executive dashboard examples: which CEO dashboard template to pick

The table lists all 10 free templates in this gallery. Some template titles still mention Looker Studio, Data Studio’s previous name. For a spreadsheet, download the Excel Marketing Reporting template for free and bring data from 13 platforms into one workbook.

Executive dashboard example: which part of the ad budget brings visitors

This example uses Windsor.ai’s own Google Ads and GA4 accounts for Q3 2026 (1 July to 30 September). It shows which campaigns bring people to the website.

Step 1: Connect the sources. Sign in at onboard.windsor.ai, choose the Google Ads and GA4 connectors, and authorize your accounts.

Step 2: Pull the Google Ads fields. Pull campaign name, campaign type, and spend for the quarter. Sort the campaigns into three groups: brand search (Search campaigns that target the company name), Performance Max (campaigns of the Performance Max type), and non-brand search (every other Search campaign).

Step 3: Pull the GA4 fields. Pull the session’s Google Ads campaign name, sessions, and engaged sessions, filtered to the Paid Search and Cross-network channel groups. Match each campaign name to its Google Ads campaign and sort the sessions into the same three groups. The table lists the field IDs to select in Windsor.ai.

Step 4: Compare the shares. Divide each group’s spend by the total spend, and each group’s sessions by all sessions GA4 matched to a Google Ads campaign. Engagement rate is engaged sessions divided by sessions.

Across the quarter, brand search took 1.8% of the Google Ads spend and brought a third of the ad-driven sessions. Non-brand search took 89.6% of the spend for 47.0% of the sessions. Engagement rate is between 54.9% and 59.6% in all three groups.

The brand numbers look different when you split them by month. Windsor.ai cut brand spend in mid-July and stopped it after 4 September, yet GA4 kept crediting brand campaigns with sessions.

GA4 kept crediting brand campaigns with sessions after the ads stopped running, most likely from visitors who returned after an earlier brand ad click. From 5 September, with no brand ads live, GA4 still credited brand campaigns with 11.1% of ad-driven sessions. Report by month as well as by quarter, because only the monthly view reveals sessions credited to stopped campaigns.

Across all channels, paid search brought about 3% of Windsor.ai’s Q3 sessions and took almost all of the ad budget. An executive dashboard that puts channel mix next to spend shows leadership how much traffic the ad budget buys. The Excel Marketing Reporting template in the table puts ads metrics next to GA4 data for your own accounts.

CEO dashboard metrics: which KPIs to track

Choose the KPIs your leadership team cares about. Windsor.ai pulls the data for each metric from your ad platforms, GA4, or CRM.

• Ad spend: total spend across every ad platform in the period.
• Revenue or pipeline from marketing: revenue from your store or CRM, or new pipeline in the CRM, for the same period.
• ROAS: revenue divided by ad spend. Take revenue only from one source, such as your store, CRM, or GA4, because each ad platform claims conversions under its own attribution model and one sale can appear in several reports.
• Cost per acquisition: ad spend divided by new customers or leads.
• Conversion rate: key events or purchases divided by sessions, from GA4.
• Spend share by channel: each channel’s ad spend as a percentage of total spend, compared with its share of sessions or revenue.
• Engagement rate: engaged sessions divided by sessions, from GA4. GA4 counts a session as engaged when it lasts over 10 seconds, includes a key event, or has two or more page views.

Executive dashboard design: what to include in a CEO report

A CEO report tracks marketing spend, the revenue or leads it generates, and the return on that spend. It compares each metric with the previous period or your targets.

Split each metric by:

• channel (for example paid search, paid social, organic search, email)
• ad platform
• campaign
• country or region
• date (by week, month, or quarter)

Structure the monthly CEO report in three parts. At the top, compare ad spend, revenue, ROAS, and cost per acquisition with the previous month. In the middle, show each channel’s share of total spend alongside its share of revenue. At the bottom, list the five highest-spending campaigns and their ROAS. Apply the same date range to every data source so ad spend and revenue reflect the same period.

Browse the full template gallery for dashboards by platform and destination, or see the cross-channel marketing templates for channel-level reporting. How to use Windsor.ai for finance shows how to ask an AI assistant about revenue next to ad spend.