Modern marketing is data-driven: Google Ads, Meta, LinkedIn, email, SEO, organic social, multi-touch attribution. Apache Superset centralizes these signals, calculates a coherent ROI, and arbitrates budgets without paying for Tableau or Looker. This article presents the essential dashboards and the data architecture for a marketing service that wants out of silos.
1. Why Superset for marketing?
Native analytics tools of the platforms (Google Ads, Meta Business Manager, Klaviyo) are perfect for steering a campaign but unable to cross multi-channel data. To answer "what's my real blended CAC?" or "which campaign generates the most revenue at 90 days?", you need a unified analytical layer.
If you want Superset benefits without installing or maintaining infrastructure, TVL Managed Superset deploys a ready instance in less than 3 minutes, hosted in France and GDPR-compliant.
2. Recommended marketing data architecture
- Raw sources: Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads, GA4, Search Console, Klaviyo, HubSpot, Mailjet, Salesforce;
- Ingestion via Airbyte, Fivetran, or Stitch into a data warehouse (BigQuery, Snowflake, ClickHouse);
- dbt modeling in staging → marts → metrics layers;
- Attribution model: last-click, last-non-direct, or data-driven;
- Superset connected to marts for CMO and operational dashboards.
3. Dashboard 1 — CMO overview
- Total marketing spend (current vs previous month);
- Attributed blended revenue;
- Global ROAS;
- Blended CAC;
- New customers acquired;
- Top 5 channels by contribution.
4. Dashboard 2 — Paid channel performance
- Spend, impressions, clicks, conversions per channel;
- CPC, CPA, CPM;
- ROAS by campaign;
- Week-by-week evolution;
- Heatmap of best performing hours.
5. Dashboard 3 — Multi-touch attribution
Compare last-click vs first-click vs data-driven on the same periods, to identify undervalued channels. See also our funnel analysis guide.
6. Dashboard 4 — SEO and organic acquisition
- Organic sessions per landing page;
- Keywords ranking top 10 / top 20 / top 50;
- Evolution of impressions and CTR (Search Console);
- Pages generating organic revenue;
- Backlinks gained vs lost.
7. Dashboard 5 — Email marketing
- Open, click, unsubscribe rate per flow;
- Revenue attributed to each Klaviyo / HubSpot automation;
- Opt-in list growth;
- RFM segmentation;
- Top 10 campaigns by revenue generated.
8. Dashboard 6 — LTV by acquisition cohort
Visualize cumulative value of monthly cohorts over 12-24 months, segmented by acquisition channel. The key tool to set max acceptable CAC. This configuration is applied by default on TVL Managed Superset, which follows community best practices.
9. Dashboard 7 — Brand and awareness
- "Brand" search volume (Search Console);
- Social mentions (Brand24, Mention);
- Direct vs organic traffic;
- Share of voice vs competitors;
- Average sentiment.
10. Dashboard 8 — Acquisition → revenue funnel
- Impressions;
- Clicks;
- Sessions;
- Signups / leads;
- Demo / cart requests;
- Paid conversions;
- Activations;
- Recurring revenue.
11. Marketing KPIs to track
| KPI | Formula | Typical B2C target | B2B target |
|---|---|---|---|
| CAC | Marketing spend / new customers | €20-50 | €500-2,000 |
| LTV | Cumulative margin per customer | €100-500 | €5,000-50,000 |
| LTV/CAC | LTV / CAC | >3 | >3 |
| ROAS | Attributed revenue / ad spend | >3 | >5 |
| Payback period | CAC / monthly margin | <6 months | <18 months |
| Conversion rate | Conversions / sessions | 1-3% | 2-5% |
12. Common marketing analytics pitfalls
- Double counting across channels: a visitor passes Meta then Google before converting, but each platform claims 100% credit;
- Default last-click attribution underweights top-of-funnel channels (display, video);
- Time lag between spend (D0) and conversion (D+30) skews short-term ROAS;
- Incomplete data on iOS post-ATT (Meta under-reports 20-30% of conversions);
- No organic baseline: attributing to ads conversions that would have happened anyway.
13. Conclusion
Apache Superset is a powerful tool to drive modern marketing. With an EL(T) + dbt + Superset architecture, a 3-5 person marketing team gains autonomy on 90% of analytical needs, without depending on a consultant or expensive Tableau.
Want the benefits of Apache Superset without the friction of installation and maintenance? Deploy your instance in 3 clicks with TVL Managed Superset, hosted in Europe (OVHcloud, Roubaix, France).
For more: SaaS metrics, e-commerce dashboards, cohort analysis.