How to Build a Sales Dashboard

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Sales dashboards are where all your marketing efforts converge to paint a picture of what’s really going on. 

If you run a business and don’t have one, to put it lightly, you’re missing an important part of the puzzle. This is especially true if you’re looking to be a data-driven leader in your space.

In short, a dedicated sales dashboard (or leaderboard) can be a game-changer for you and your sales team. 

Thankfully, you don’t have to start from scratch. I’ve already done the hard work for you in this guide. But first, a bit on the “why” of it all before we really dive in. 

Why Building a Sales Dashboard is Worth It

A sales dashboard is the go-to tool for building a stronger sales team that reels in sales at scale. It takes all the guesswork and confusion out of your sales pipeline and brings clarity to your sales team so they see where they’re falling short, where they’re excelling, and where they need to tie loose ends.

But that’s only scratching the surface when you’re discussing the importance of a sales dashboard. A fast-paced sales team needs to know not only how they’re currently doing, but also what their sales forecast will look like. This puts the wheel in your sales team’s hands once they’re fully equipped to plan ahead, stay motivated, and drive growth. 

You see, instead of having to look at scattered and disconnected pieces of data, a sales dashboard organizes the most crucial pieces of information in an easy-to-read overview for quick reference, better management, and more informed decision making.

This can mean seeing metrics from tracking accounts, leads, product performance, sales by region, average purchase value, sales targets, or sales to date.

With a sales dashboard where there wasn’t any before, your business is bound to see increased sales performance across the board along with a more confident and equipped sales team that consistently meets and surpasses its KPIs. 

The Investment Needed to Build a Sales Dashboard

Let’s talk about investment. How much will you have to invest to be able to create a sales dashboard that caters to your specific business needs?

Well, as with a lot of things in life, the answer is “it depends.” For this guide, I’ll be teaching you how to create a sales dashboard for free with one of the most powerful CRM tools out there: Hubspot. 

But if you decide to go the advanced route and go for a paid account, this is how its prices break down:

  • Starter – $45 a month billed annually
  • Professional – $800 a month billed annually
  • Enterprise – $3,200 a month billed annually

If you’re a small startup, you might not need to go the paid route, at least to begin with. Hubspot gives you free access to its CRM tools for tracking email marketing, tracking ad management up to a $1,000 spend limit, as well as landing page metrics.

As you might expect, the higher the tier you decide to go with, the more advanced your sales dashboard can be. I recommend you check out Hubspot’s pricing page to get a feel for what each tier unlocks and what can fit into your budget. 

With Hubspot’s free account, you can manage to create a sales dashboard in a matter of minutes. 

To start, you’ll want to sign up for a free Hubspot CRM account, then determine your most important KPIs, create your dashboard, add your preferred reports, and then customize and rework as you see fit. 

  1. Sign up for a free Hubspot CRM account
  2. Determine your most important KPIs and report data
  3. Create your dashboard
  4. Add your preferred reports
  5. Connect the appropriate accounts
  6. Customize and rework as necessary

6 Steps to Build A Sales Dashboard

Here’s a look at the five steps you need to take to build a sales dashboard that’ll help you track key metrics and increase your sales efforts. 

#1 – Sign up for a free Hubspot CRM account

First, sign up for a free Hubspot account, enter your information, including the industry your business is in, and then confirm your business name, the number of people that work in your business, and the correct URL.

You’ll be met with a quick questionnaire you can fill in according to the details of your business. 

Depending on your experience, you’ll be prompted to choose a demo depending on the dashboard walkthrough you prefer. 


You’ve completed the hardest step: actually getting started. 

#2 – Determine your most important KPIs and report data

Before you take a step further, how do you know what you should be tracking? Again, the answer here is it depends. Here are a few key things to consider to put you on the right track:

  • KPIs and their relation to your business goals
  • The stage of your business growth
  • Measuring both ends of the spectrum
  • Avoid data fatigue

Key performance indicators measure the performance of your business as it relates to a goal or a set of goals. KPIs take all kinds of forms, from measuring the positive experiences of customer service to measuring your quarterly profits and losses. 

To correctly rank your KPIs in order of importance it’s important to pause and ask yourself what your business needs to achieve, during what time interval, and what metrics will determine if you’re succeeding in meeting those goals or not. 

Once that’s clear, you’ll be better equipped to create a sales dashboard that’ll track and present the appropriate information. Here’s a short list of KPI examples you can measure:

  • Quarterly revenue growth
  • Different revenue streams and their corresponding income
  • Yearly profitability
  • Ad spend
  • Average sales per month
  • Number of support tickets
  • Monthly expenses

However, consider the fact that every business is at different stages of growth. While early-stage startups might want to focus on KPIs that help give shape to their minimum viable product or service, a more established enterprise might be interested in quarterly marginal profits or customer lifetime value.

To add, consider measuring both ends of the stick in terms of KPIs–where your sales aren’t doing well and where your sales are excelling. This way you have a better idea about what you should be focusing on going forward.

Knowing data for the sake of data gets you nowhere. So you want to be careful to avoid a data fatigued dashboard. Following and measuring anywhere from five to ten KPIs can be enough to give your business the sense of direction it needs. 

#3 – Create your dashboard

You’ve signed up for Hubspot. You’ve decided what KPIs are most important to your business. Now it’s time to create your sales dashboard. 

Once you’re logged in to your newly created account, you’ll be greeted with a sleek dashboard ready to be personalized. Once there, navigate to Reports and then click Dashboard. 

You can take your time looking through the premade dashboard options and see if there are any that fit exactly what you’re looking for. If you find one that satisfies all your sales dashboard needs, congrats. It’s safe to say this how-to guide pretty much ends right here.

If not, go ahead and click on Blank Dashboard to start building one from scratch.

Enter your dashboard name (no URLs or periods allowed) as well as who can have access to the dashboard.

#4 – Add your preferred reports

Once you’ve created a new dashboard and you’ve customized viewer access, you can start adding your preferred reports.

Click on the “Add reports to this dashboard” button.

Then choose from three options:

  • From My Reports
  • From the report library
  • Build a new report

For the sake of this example, I went ahead and chose “From the report library.” Once there, you’re met with a long list of reports that you can filter by either report content or report type. 

Report content includes views for:

  • Ads
  • Calls
  • Companies
  • Contacts
  • Conversations
  • Deals
  • Documents
  • Emails
  • Meetings
  • Notes
  • Performance
  • Revenue
  • Sales Rep
  • Sales Team
  • Templates
  • Tickets

As I’m sure you’ve noticed, that’s an exhaustive list of options. I recommend you take your time tinkering with a handful to get a feel for how your dashboard can be configured. 

Once you’ve chosen a report, you’ll be prompted to choose a dashboard to save your report to.

Don’t forget you can also filter by report type, which includes comparisons, funnels, lists, overviews, team or rep, or trends over time. 

Once you’ve saved your preferred reports, you can navigate to Reports and click Dashboards. You’ll be met with a dashboard that’ll house an overview of all your preferred reports. 

You’ve done it. You’ve created a sales dashboard in no time at all. 

Keep in mind that super admins and users with special permissions can make changes to your dashboard. 

You can manage your dashboard by clicking on Actions in the upper right corner. You can clone your dashboard, check out the activity log, email it, or set it as the default. I recommend you set it as the default for easier access.

#5 – Connect the appropriate accounts

Say you’ve configured your sales dashboard to track your ad spend. How will your Hubspot CRM know what to track?

You’ll need to connect the corresponding accounts for each KPI you want to measure.

For instance, to track ad spend, navigate to Settings in the upper right-hand corner. Once there, click on Marketing in the lower-left menu and click Ads.

Once prompted, click on Connect Account and connect your corresponding ad account to get started tracking your ad spend successfully. 

You can choose your account and add your login information.

Remember to embed your Hubspot tracking code for this to work. Once you click on “Learn how to embed HubSpot tracking code” you’ll be met with a code you can copy and paste into your site just before the </body> tag. 

Voila! You’ve successfully connected an account to your Hubspot sales dashboard. 

You can also check out integrations on the left-hand menu to get a list of your integrations so you can connect the rest of your marketing accounts accordingly. 

You can connect apps by visiting the App Marketplace. You can also easily connect your email service provider or your ecommerce store.  

#6 – Customize and rework as necessary

As your business grows, your sales needs will grow and change with it. For instance, once you start running ads, you’ll want to connect your account and start tracking ad spend on your dashboard, but not before. 

The beauty of your sales dashboard is that it isn’t a static thing. You can rework it or track different metrics as you see fit. Without it, you’re missing out on a centralized place where you can take a quick look at the health of the operations of your business. And how your sales efforts are performing over time.

Keep in mind that as your business grows, you’ll likely outgrow your free Hubspot tier. Thankfully, you don’t have to transfer all your data to another CRM. You can simply upgrade your monthly plan to a more fitting package. 

Next Steps

Building a business and continuously meeting your sales goals doesn’t have to be a big mystery. You have a sales dashboard you or your sales team can use to your advantage.

Once you have a handy sales dashboard up and running, you might be wondering what’s next. The beauty of Hubspot is that it doesn’t leave you to your own devices with sales tools and resources. 

You can check out the Hubspot Academy where you can sign up and get certified in a wide selection of sales courses. You can also check out the Hubspot blog for additional sales strategies and the latest marketing updates.

Don’t forget, you can dig through our own library of eggspert how-to guides on all things marketing, reviews on the top software for your business, and even this detailed guide where we compare the best CRM software on the market. In case you want to build a sales dashboard with a CRM system other than Hubspot.

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