The layouts are sketches of how we’d arrange each report. They hold no real data.
KPI dashboard
What should a KPI dashboard show?
A KPI dashboard shows the few numbers a team is judged on, each against a target and a past period. Keep it to five or seven. Put the most important number top left, and add a trend under each one, so anyone can see in seconds whether things are on track.
- Who opens it
- Marketing and growth leads
- Data sources
- GA4, Google Ads, Meta Ads, Your CRM
Executive dashboard
What goes on an executive dashboard?
An executive dashboard answers one question: is the business on plan? Show revenue, growth, retention and cash efficiency against plan, with one line on what changed. Leave out channel detail. Executives need a page they can read in a minute, plus a clear route to the team that owns each number.
New, expansion and churned ARR
- Who opens it
- Founders, CEOs and boards
- Data sources
- Your billing system, Your CRM, Your data warehouse
Tracking dashboard
What is a tracking dashboard?
A tracking dashboard follows campaigns from spend to result, so you can see which ones to keep. It lists each campaign with cost, clicks, conversions and revenue over the same dates. It also works as a health check, because a sudden gap between platforms usually means a broken tag.
Campaigns: spend, clicks, conversions, revenue
- Who opens it
- Marketing managers and paid media teams
- Data sources
- Google Ads, Meta Ads, LinkedIn Ads, GA4
Website analytics dashboard
What should a website dashboard include?
A website dashboard shows who arrived, where from, what they read and whether they converted. Lead with sessions and key events, then break them down by channel and landing page. Add a Search Console panel for organic queries. An analytics dashboard like this is often the first one a team builds.
- Who opens it
- Content, SEO and web teams
- Data sources
- GA4, Google Search Console
Paid ads dashboard
What should a paid ads dashboard show?
A paid ads dashboard shows what each channel costs and what it returns. Put spend, ROAS and cost per conversion at the top, then split them by channel and campaign. Mark your break-even ROAS on the chart, so anyone can see which campaigns make money and which only look busy.
- Who opens it
- Paid media teams and ecommerce leads
- Data sources
- Google Ads, Meta Ads, Your store or CRM
Sales dashboard
What should a sales dashboard include?
A sales dashboard shows how much is in the pipeline, how fast it moves and what’s likely to close. Include open pipeline by stage, win rate, average deal size and sales cycle length, then compare each rep or team with quota. Use the same stage names as your CRM, so the numbers tie out.
- Who opens it
- Sales leaders and revenue operations
- Metrics
- Open pipeline, Win rate, Average deal size, Sales cycle length, Quota attainment
- Data sources
- HubSpot or Salesforce, Your data warehouse
CRM dashboard
What should a CRM dashboard track?
A CRM dashboard tracks how leads move through your CRM and how clean the data is. Show new contacts by source, lifecycle stage counts, stage conversion rates and time to first response. Add a data quality panel for missing owners and duplicates, because every other report depends on those fields.
- Who opens it
- CRM owners, marketing operations and revenue operations
- Data sources
- HubSpot or Salesforce, Your data warehouse
Listed in Google’s public gallery. Links open in Data Studio and need a Google account.
