Real-Time KPI & Budget Pacing Dashboard

Overview: The KPI & Budget Pacing Dashboard was developed to provide real-time visibility into campaign performance and budget delivery across multiple EMEA markets. Prior to this, performance tracking was largely retrospective, making it difficult to identify pacing issues early and respond proactively. The dashboard aimed to create a live view of campaign performance against KPIs, enabling faster and more informed decision-making.

Objective: The objective was to build a real-time dashboard that tracked key performance metrics alongside budget pacing, allowing teams to monitor whether campaigns were on track to meet targets. The focus was on improving visibility, enabling proactive optimisation, and ensuring consistent delivery against KPIs across all markets.

Role & Responsibilities: I led the development of the dashboard, including defining requirements, structuring data inputs, and designing the visual outputs. I worked closely with stakeholders to ensure the dashboard aligned with both internal and client reporting needs, and that it delivered clear, actionable insights.

Approach & Tools Used: The dashboard was built using aggregated data from paid media platforms, processed through Google Sheets and visualised in Looker Studio. Key metrics such as spend, pacing, and performance KPIs were tracked in real time, with automated data updates ensuring the dashboard remained accurate and up to date.

Challenges & Solutions: One of the main challenges was ensuring real-time accuracy while working with multiple data sources. To overcome this, I implemented automated data refresh processes and validation checks to ensure consistency across all metrics. Additionally, simplifying complex data into clear visual outputs required careful dashboard design to balance detail with usability.

Results & Impact: The dashboard enabled daily performance monitoring across EMEA markets, significantly improving the team’s ability to react to pacing issues and optimise campaigns in real time. It enhanced visibility for both internal teams and clients, leading to more proactive decision-making and improved overall campaign efficiency.

Key Learnings & Reflections: This project reinforced the importance of real-time data in performance marketing and the value of clear visualisation in driving decision-making. A key takeaway was the need to prioritise usability in dashboard design to ensure insights are easily understood and actionable.