Marketing · Power BI template
Marketing Campaign Performance Power BI template
Power BI marketing dashboard template: spend, CTR, leads, CPL and ROAS KPIs, spend vs leads trend, lead funnel and channel efficiency charts.
By Nawaf Sharaf · Founder & Reliability Engineer · Updated
Free for commercial useDark version: same layout, colours re-solved and checked for WCAG AA contrast.
BetaOpens in Power BI Desktop with 4 tables of sample data and every visual bound. See what’s inside
Free, no sign-up. The PBIP with sample data includes the background, theme and a README. 1920×1080 fits a new page in a Fluent 2 report; 1280×720 and 2× fit Classic pages. Downloads carry a small “Made with VizForge” mark (sign in to the studio to remove it).
- Layout
- Glass header card, 6 compact KPIs, trend + funnel, three channel panels
- Page size
- 1280×720 px (16:9, Power BI default)
- Theme
- Lavender SaaS
Open the sample-data PBIP in Power BI Desktop
Checked against Microsoft Learn's Power BI Desktop projects documentation (as of Nov 2026).
- 1
Unzip to a short path and open the .pbip
Extract the zip to a short local folder such as C:\PBI (Windows limits project paths to 260 characters, and Desktop can't save a project straight to OneDrive or SharePoint), then double-click the .pbip file or use File → Open in Power BI Desktop. Microsoft still lists projects and TMDL as preview features (as of Nov 2026): if Desktop won't open the project, go to File → Options and settings → Options → Preview features, tick “Power BI Project (.pbip) save option” and “Store semantic model using TMDL format”, then restart Desktop.
- 2
Select Refresh once
The project ships without the local data cache (.pbi/cache.abf), so Desktop opens the full model definition without data. Select Home → Refresh: every table is built from values written into its Power Query step, so there is no data source to sign in to.
- 3
Save as .pbix or connect your data
Use File → Save as to keep a single .pbix file, or open Transform data and replace each table's Source step with your own query, keeping the column names so the measures and visuals keep working.
What’s inside the Marketing sample model
Rendered from the same definition the download writes as TMDL, so this list always matches the file.
Ten B2B campaigns across six channels, delivered weekly for the 26 weeks to 26 Oct 2026, with each campaign's lead funnel from lead to customer and attributed first-year revenue. Units: US dollars; impressions, clicks and leads as counts.
Tables and columns
Calendar
Date table · 2026, one row per dayDate table generated in Power Query (List.Dates), marked as the model's date table.
- Date (date)
- Year (whole number)
- Quarter (text)
- Month (text)
- Month Name (text)
- Week Start (date)
- Weekday (text)
- Fiscal Year (text)
Campaign
Dimension · 10 rowsCampaigns and the channel each one runs in.
- Campaign (text)
- Channel (text)
Funnel Stage
Dimension · 5 rowsDisconnected table that lays the funnel measures out as stages for the funnel chart.
- Stage (text)
Campaign Weekly
Fact · 147 rowsDelivery and funnel counts per campaign per week (weeks start on Monday).
- Week (date)
- Campaign (text)
- Spend (decimal)
- Impressions (whole number)
- Clicks (whole number)
- Leads (whole number)
- MQLs (whole number)
- SQLs (whole number)
- Opportunities (whole number)
- Customers (whole number)
- Attributed Revenue (decimal)
Relationships
Many-to-one, single direction. Inactive relationships are switched on inside a measure with USERELATIONSHIP.
- 'Campaign Weekly'[Week] → 'Calendar'[Date]
- 'Campaign Weekly'[Campaign] → Campaign[Campaign]
DAX measures
All measures live in a dedicated Key Measures table. Copy any of them into your own model; rename the table and column references to match.
SpendMedia and event spend.
Spend =
SUM ( 'Campaign Weekly'[Spend] )Format string: $#,0
ImpressionsAd impressions (events: invitations sent).
Impressions =
SUM ( 'Campaign Weekly'[Impressions] )Format string: #,0
CTRClicks over impressions.
CTR =
DIVIDE ( SUM ( 'Campaign Weekly'[Clicks] ), [Impressions] )Format string: 0.00%
LeadsForm fills and registrations.
Leads =
SUM ( 'Campaign Weekly'[Leads] )Format string: #,0
Cost per LeadSpend over leads.
Cost per Lead =
DIVIDE ( [Spend], [Leads] )Format string: $#,0.00
ROASAttributed first-year revenue per dollar of spend.
ROAS =
DIVIDE ( SUM ( 'Campaign Weekly'[Attributed Revenue] ), [Spend] )Format string: 0.0x
Lead to Customer %Share of leads that became customers.
Lead to Customer % =
DIVIDE ( SUM ( 'Campaign Weekly'[Customers] ), [Leads] )Format string: 0.0%
Funnel ValueThe count for whichever funnel stage is on the axis.
Funnel Value =
SWITCH (
SELECTEDVALUE ( 'Funnel Stage'[Stage] ),
"Leads", [Leads],
"MQLs", SUM ( 'Campaign Weekly'[MQLs] ),
"SQLs", SUM ( 'Campaign Weekly'[SQLs] ),
"Opportunities", SUM ( 'Campaign Weekly'[Opportunities] ),
"Customers", SUM ( 'Campaign Weekly'[Customers] )
)Format string: #,0
What each visual is bound to
The PBIP opens with these fields already on each visual.
| Visual | Type | Fields |
|---|---|---|
| ChannelSlicer | Slicer | Campaign[Channel] |
| CampaignSlicer | Slicer | Campaign[Campaign] |
| SpendCard | Card | [Spend] |
| ImpressionsCard | Card | [Impressions] |
| CTRCard | Card | [CTR] |
| LeadsCard | Card | [Leads] |
| Cost per leadCard | Card | [Cost per Lead] |
| ROASCard | Card | [ROAS] |
| Spend vs leads by weekLine & column chart | Line & column chart | Calendar[Week Start], [Spend], [Leads] |
| Lead funnelFunnel | Funnel | 'Funnel Stage'[Stage], [Funnel Value] |
| CPL vs conversion rateScatter chart | Scatter chart | Campaign[Campaign], [Cost per Lead], [Lead to Customer %], [Spend] |
| Leads by channelBar chart | Bar chart | Campaign[Channel], [Leads] |
| Spend by channelTreemap | Treemap | Campaign[Channel], [Spend] |
Questions this dashboard answers
Each one is answered by a visual on the page, from the sample model's own tables and measures.
- What does a lead cost in each channel and campaign?
- Which campaigns return the most per unit of spend (ROAS)?
- Where do leads drop out of the funnel before becoming customers?
- Is spend turning into leads week by week?
About this dashboard layout
Campaign reporting has more headline metrics than most pages, so the KPI row uses six compact cards: spend, impressions, click-through rate, leads, cost per lead and return on ad spend. At 192 pixels wide each card still fits a value and a variance; drop the sparkline from these cards to keep them readable.
The middle row pairs a combo chart (weekly spend as columns, leads as a line on a secondary axis) with a lead funnel from impression to opportunity. The combo shows efficiency over time; the funnel shows where volume is lost.
The bottom row compares channels three ways: a scatter of cost per lead against conversion rate (one dot per campaign, sized by spend), leads by channel as bars, and a treemap of spend by channel. The scatter is the most useful visual on the page; campaigns in the bottom-right quadrant are cheap and convert, so they deserve more budget.
Pull spend from the ad platforms and leads from the CRM, and join them on a campaign key, not on campaign name. Name mismatches between platforms are the usual reason CPL looks wrong.
Visuals on the page
Positions are Power BI page pixels. Enter them in Format → General → Properties → Size and position, or use the PBIP download where they are already set.
| Visual | Type | X | Y | Width | Height |
|---|---|---|---|---|---|
| Channel | Slicer | 904 | 32 | 160 | 40 |
| Campaign | Slicer | 1080 | 32 | 160 | 40 |
| Spend | Card | 40 | 120 | 160 | 64 |
| Impressions | Card | 248 | 120 | 160 | 64 |
| CTR | Card | 456 | 120 | 160 | 64 |
| Leads | Card | 664 | 120 | 160 | 64 |
| Cost per lead | Card | 872 | 120 | 160 | 64 |
| ROAS | Card | 1080 | 120 | 160 | 64 |
| Spend vs leads by week | Line & column chart | 40 | 232 | 784 | 208 |
| Lead funnel | Funnel | 872 | 232 | 368 | 208 |
| CPL vs conversion rate | Scatter chart | 40 | 488 | 368 | 192 |
| Leads by channel | Bar chart | 456 | 488 | 368 | 192 |
| Spend by channel | Treemap | 872 | 488 | 368 | 192 |
Custom visuals for this layout
Built-in Power BI visuals cover most slots above. These slots also suit a custom visual; each page covers the data shape, DAX and a prompt to generate it as a .pbiviz.
Slot: Spend
KPI CardExecutive dashboard KPI row (revenue, customers, NPS, churn)
Slot: Lead funnel
Funnel ChartSales pipeline: leads → MQLs → SQLs → opportunities → closed won
Slot: Spend by channel
TreemapPortfolio composition (asset class → sector → position)
Already have a report?
Brand Makeover tries Marketing Campaign Performance first on every page of your Power BI project (.pbip zip) where it fits: the page's visuals have to go into its 11 data slots without overlaps. Pages it can't seat get another catalog layout or a brand grid. Queries, filters and bookmarks are left as they are. Free, in your browser.
Opens with the Analyst / Dense preset, because the Executive preset doesn't use this layout (11 data slots; this preset uses templates with at most 7).
Restyle my report into thisSwap a slot for a custom visual
Pick any slot and VizForge AI writes a custom visual (.pbiviz, with TypeScript source) sized to it, in this template's colours and shaped for the fields it is bound to.
Generate one that fits this layout.
Card · 160×64 px · bound to [Spend]
1, 2 or 5 credits depending on the brief · 5 free on signup. Sign in or create a free account on the next screen; the brief is saved for 30 minutes.
A Power BI card visual titled "Spend". It sits in a 160×64 px slot on a designed report page. Match the report's brand: data colours #6D28D9, #2563EB, #EC4899, #BF7B09, #0D9488, #64748B; background #FFFFFF; text #1A1530; font Segoe UI. Transparent visual background so the page design shows through; no visual border. In the sample model it is bound to [Spend]; keep the same data roles so the fields drop straight in.
Not sure what to build? Browse the visual catalog or open the template in the design studio and hand off any slot from there. Or start in the AI generator with a blank brief.
Colours and theme
Product-analytics Power BI theme in violet and electric blue on a lavender-tinted page; crisp white cards and clear churn/growth colours for SaaS metrics.
Use the background in an existing report
Prefer to keep your own report? Apply the design to it instead of opening the PBIP.
- 1
Download the background
Take the 1920×1080 PNG for a new page in a Fluent 2 report (the default size for new pages), or the 2× PNG (2560×1440) for sharp text on a 1280×720 Classic page. Power BI scales the image to the canvas.
- 2
Set the canvas background
Format page → Canvas background → Browse. Set Image fit to Fill and transparency to 0%.
- 3
Import the theme
Design ribbon → Import theme (in the Power BI service: View → Theme pane), then pick the downloaded JSON. Data colours and fonts now match the design. Older Desktop builds: View → Themes → Browse for themes.
- 4
Place your visuals
Size each visual to the positions above with background and border off, or open the PBIP project where they are already placed.
Questions about this template
Does the Marketing Campaign Performance template come with sample data?
Yes. The “PBIP with sample data” download contains a semantic model with 4 tables and 8 DAX measures, and every visual on the page is already bound to it. The sample: Ten B2B campaigns across six channels, delivered weekly for the 26 weeks to 26 Oct 2026, with each campaign's lead funnel from lead to customer and attributed first-year revenue. The data is written into each table's Power Query step, so there is no data source or sign-in.
Is it a .pbix file?
It is a Power BI project (PBIP): a folder of text files that Power BI Desktop opens like a .pbix. Open the .pbip file, select Refresh once to load the sample rows, then use File → Save as if you want a single .pbix.
What visuals are in the Marketing Campaign Performance template?
The page has 13 visual areas: 2 slicers, 6 cards, 1 line & column chart, 1 funnel, 1 scatter chart, 1 bar chart, 1 treemap. Their exact positions are listed on this page so you can match them in Power BI's Format → General → Properties panel, or skip that step by downloading the PBIP project.
Which theme does the Marketing Campaign Performance template use?
It ships with the Lavender SaaS theme (light tone). Download the theme JSON here, or open the template in the design studio and switch to any other theme or your own brand colours.
Is there a dark version of the Marketing Campaign Performance template?
Yes. Switch the preview to Dark and every download (background, theme JSON and PBIP) comes in that version. The layout is identical; the page, card and text colours are re-solved for a dark page, and the accent, status and data colours keep their hues but are adjusted until text meets WCAG AA (4.5:1) and chart colours reach 3:1 against the cards.
How do I use the background image in Power BI Desktop?
Select the page, open Format page → Canvas background, choose Browse and pick the PNG, then set Image fit to Fill and transparency to 0%. Give your visuals a transparent background and no border so the designed panels show through.
Can I open the PBIP project in Power BI Desktop?
Yes. PBIR is the default report format in Power BI Desktop since September 2026, and the download is a PBIP project: unzip it and open the .pbip file, select Refresh once and the sample data loads into visuals that are already bound (the empty PBIP leaves the containers unbound for your own data). Microsoft still lists projects and TMDL as preview features (as of Nov 2026), so if Desktop won't open it, enable them under File → Options and settings → Options → Preview features.
Build guides for this dashboard
Guides to the same dashboard job: which custom visuals it needs, the DAX behind them and prompts to generate them.
Dashboard job
Best Power BI Visuals for Marketing AttributionThe best Power BI visuals for marketing attribution — multi-touch Sankeys, channel mix heatmaps, funnel…
Team
Power BI for marketingFunnels with conversion arrows, attribution Sankeys, cohort retention curves — the marketing visuals Power BI's native funnel and charts don't cover.
KPI cards for this layout
Headline numbers drawn by one DAX SVG measure each, for the Card visual or a table row.
Designs made for this template’s KPI slots: Channel mix donut, Conversion trend strip. Browse all styles in the KPI card gallery or build your own in the SVG measure builder.
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Make the Marketing Campaign Performance template yours
Swap in your brand colours and logo, move panels, add icons and generate missing visuals with AI, then export the background, theme JSON and PBIP project.
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