Free SEO resource
SEO KPI dashboard template
Free SEO KPI dashboard template in Excel with worked KPI examples, the metrics worth tracking monthly, and the ones worth refusing to report at all.
A rolling KPI dashboard as an Excel workbook: six KPIs across twelve months, where the latest figure, the three-month rolling average, variance against target and a two-month miss flag all calculate themselves. Six is a deliberate limit, a dashboard tracking twenty metrics is a spreadsheet, because nothing stands out and so nothing gets acted on.
- Best for
- Anyone who wants to spot a trend rather than explain a month
- Includes
- Excel dashboard with rolling averages and flags
- Time to use
- 20 minutes to set up, 5 a month
Free to download and use in your own client work. No email address required.
A dashboard and a monthly report are different documents. Confusing them produces a report nobody reads and a dashboard nobody trusts.
| Dashboard | Monthly report | |
|---|---|---|
| What it’s for | Spotting a trend or a break | Explaining a period to somebody |
| Time span | Rolling 12 months | One month against the last |
| Contains commentary | No | Yes. It is most of the value |
| Who opens it | You, weekly | A client or a manager, monthly |
| Fails by | Tracking twenty metrics so none stands out | Reporting numbers with no next action |
If you need to explain rather than notice, you want the report template instead.
Preview of the file
Six KPIs, and why these six
| KPI | Why it earns a row | Watch out for |
|---|---|---|
| Qualified enquiries or orders | The only row the business genuinely cares about | Define “qualified” once, in writing |
| Cost per outcome | Rising cost with flat volume is the earliest warning you get | Blended across channels, not per platform |
| Conversion rate | Tells you whether a traffic change is a quality change | State the denominator |
| Non-paid sessions | The channel you own. Slow to move, expensive to lose | Exclude internal traffic or this is fiction |
| Paid spend | The number that grows quietly | Compare against the plan, not last month |
| Revenue or pipeline | Ties everything above to money | Attributed how? Write the rule in the sheet |
Six is the design, not a limitation
Swap one only if you can say which of these it replaces. Every metric you add makes the others harder to see, and a dashboard exists to make one thing obvious.
What calculates itself
- Latest, the last month with a figure, so a part-filled year still works.
- Three-month rolling average, which is what actually shows a trend rather than a wobble.
- Variance against target, set once at the top of the row.
- A “Miss ×2” flag when a KPI comes in below target two months running.
That last one is the point of the whole sheet. One bad month is noise; two in a row is a trend, and the flag is what stops you either reacting to nothing or noticing too late.
Using it in Google Sheets
Standard .xlsx, so File → Import → Upload converts it directly. It uses LOOKUP, AVERAGE,
IFERROR and IF, all of which Sheets has, so nothing breaks. Paste anything you bring in with
Paste special → Values only so the four calculated columns survive.