Dashboards – real time visualisation of your KPI´s

What are dashboards about?

Dashboards function as overview pages. They entail numbers and graphics that clearly and visually present your collected data. These BI dashboards (Business Intelligence Dashboards) are suitable tools to monitor your goals, KPI’s and performance constantly, easily and quickly. The dashboards can be customised and combine different data sources, so you have the possibility to visualise relevant data for your company in a very individual way. In the field of performance marketing, the most important KPI’s that should be visualized on dashboards are, for example, sessions, bounce rate, conversions and conversion rate. At a glance, you can see how the performance has changed compared to the previous period or the previous year.

Dashboards vs reports

The question often arises whether dashboards or reports are more useful for displaying and evaluating performance, or how they actually differ. In concrete terms, the question is explained by the fact that many individual reports are displayed in a dashboard. A graphic on a dashboard therefore corresponds to a report. A dashboard therefore the possibility of displaying reports clearly and visually. One advantage of a dashboard over a report is that dashboards do not have an expiration date, because new data is always automatically added to the dashboard by linking it to various data sources. With reports, the data is only ever displayed for a certain period of time and can therefore no longer be used for current evaluations once this period has expired. In summary, dashboards offer a faster and easier to understand way to visualize and overview the most important data and KPI’s of a company. Reports, on the other hand, provide more detailed information, but only on a specific topic.



Advantages and properties of the dashboards

One of the biggest advantages of a dashboard is its adaptability to any type of business. No matter what industry the company is in, the most important KPI’s can be individually displayed on a dashboard. However, dashboards are not only customisable to any type of industry, but can also be designed for different stakeholders. The graphs and tables allow for quick and easy changes in company performance. Any time period can be selected and the graphs and tables automatically adjust with the appropriate data. This allows trends to be identified early and action to be taken quickly in the event of a negative development. In summary, dashboards make it much easier to optimise business processes. Decisions can thus be made much faster and on the basis of a lot of evaluated data. Thus, you not only save time by combining numerous reports with a dashboard, but you can also understand the results more quickly and easily through visualisation. In addition to cross-company data, dashboards can also be used to view the detailed performance of campaigns, products or individual keywords.

Advantages of dashboards

Different dashboard tools

To create individual dashboards, various tools on the market that can be used when visualising the KPI’s. We will take a look at Google Data Studio, Klipfolio, Tableau and Power BI.

Google Data Studio

Google Data Studio is a free dashboard tool in the Google Analytics 360 Suite. Data Studio allows you to display data from many different data sources on one dashboard. It shines especially because of its ease of use. No prior programming knowledge is required to create and customise a dashboard. The graphics and charts can thus be easily designed according to your own wishes and offer a perfect way to visualise the company-relevant KPIs. Another advantage of Data Studio’s dashboards is that you can work on them with others. Several employees can access, manage, edit or comment on the dashboards. This makes collaboration much easier.


Klipfolio is a cloud-based business intelligence tool which companies use to visualise their KPI’s. The (real-time) dashboards can be connected to different data sources and customised. The large selection of Klips (the visualisation modules of Klipfolio) offer numerous possibilities to customise your dashboard. No prior knowledge of programming is necessary with this tool either, as the dashboards can be easily customised and designed. Klipfolio has both a free version and a paid Plus and Pro version. The paid versions include faster data updates, an increase in the number of people who can edit the dashboards, and the ability to download the dashboards as PDFs.


Tableau is a database-independent tool that is used to visualise data. Tableau can also be used to combine and visualise numerous data sources on one dashboard. There are many ways in which Tableau can help you to create dashboards quick and easy. Thanks to the drag-and-drop user interface, individual graphics can be quickly created and embedded on the dashboard. The “Ask Data” feature gives users a whole new capability. Through “Ask Data”, views can be created automatically just by a voice command in the form of a query. For example, a search field is used to enter “Profit in Germany” and Tableau independently creates a graph to visualize this data. This saves time and Tableau scores points for its user-friendliness. Tableau offers both a free trial version for 14 days and paid versions.

Power BI

Power BI is a business intelligence tool from Microsoft. It is a part of the Office 365 suite, which can visualise data and evaluate in real time. No prior knowledge is needed for this dashboard tool either. With Power BI, many different data sources can be visualised on one dashboard. The real-time dashboards can be customised and designed to match your company’s KPI’s. Power BI offers a free basic version that does not require an Office 365 subscription. The paid version of the tool gives users better data refresh rates and additional collaboration features.

Google Data Studio
Power BI
Free = free
Plus = 99 $ per month
Pro = 229 $ per month
Free test version (14 day)
Für individuals: Tableau Creator = 70 $ pro user/month
For teams and companies: Tableau Creator = 70 $ per user/month
Tableau Explorer = 42$ per user/month
Tableau Viewer = 15 $ per user/month
Power BI = free
Power BI Pro = 8,40 € per user/month
Power BI Premium = 16,90 € per user/month
or 4.212,30€ per capacity/month
Required knowledge
>400 data sources*
*including community connectors
>150 Documented service connections ( can be connected or offer manuals on how to connect) >250 additional service connections
90 supported connectors + additional connectors created by partner
Easy to use
Sharable by link or download as PDF
Dashboards can be shared via link or via app (password protected)
Dashboards and workbooks can be shared with authorised people via Tableau Online or a link
Only sharable with other people that also have a Power BI Account
The data actuality can be set for the different connectors with different update options
. Data timeliness can be set for the different connectors with different update options. Ex: Google Analytics (Hourly, Every 4 hours, Every 12 hours). Google Spreadsheets (Every 15 minutes, Hourly, Every 4 hours, Every 12 hours). Other Google Ads and Analytics tools (Every 12 hours) Big Query (Every 1 to 50 minutes, Every 1 - 12 hours)
Near Real Time Refresh 139$ per month
Free Version: Data updates every 4 gours
Plus Version: Daten updates every hour
Pro Version: Data updates every 15 mintues
Almost real time refresh
Update rate:
Power BI Pro 8/day
Power BI Premium 48/day

IT-WINGS - Your experienced partner for business intelligence

IT-WINGS is your competent partner with years of dashboarding experience. In terms of business intelligence, we support with your most important KPIs. We help you with dashboards that are optimally tailored to your company as well as all aspects of data collection and data analysis. We’d love to help you with improving your KPIs.


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