Most marketing dashboards are decoration. Here are the four charts I build first in every Power BI project — the ones that actually change decisions.
1. Spend vs. revenue by channel
One line per channel, weekly granularity. This single chart ends most budget arguments in the first meeting.
2. CAC trend by campaign
Not a snapshot — a trend. A rising CAC three weeks in a row means creative fatigue, not bad luck. Catch it early, refresh the creative, and the curve bends back down.
3. Pipeline funnel with conversion rates
Leads → qualified → proposal → closed, with the conversion rate between each stage. When sales complain about lead quality, this chart shows exactly where the funnel breaks.
4. Cohort retention
Customers grouped by the month they arrived, tracked over time. It answers the only question that matters for long-term growth: are the customers we buy today worth more than the ones we bought six months ago?
Everything else — impressions, reach, engagement rate — goes on the second page. These four go on the wall.