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Best Sales dashboard templates for marketing teams and agencies (2025)

Free, white-label Sales dashboard templates on Looker Studio and Google Sheets built and curated by our team and customers, downloaded by +10,000 marketing teams and agencies in 60 countries.
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Lead generation Dashboard template

The Lead Generation Dashboard Template is designed for B2B marketers and sales teams to streamline their lead management process. This template integrates with popular platforms such as Google Ads, LinkedIn Ads, Facebook Ads, and HubSpot, providing a centralized view of your lead generation efforts.

Utilize data from Google Analytics 4 to track and analyze the performance of your campaigns. The dashboard offers insights into:

  • Lead Sources: Identify which channels are driving the most leads.
  • Conversion Rates: Monitor the effectiveness of your PPC campaigns.
  • CRM Integration: Seamlessly connect with HubSpot to manage and nurture leads.

This template is essential for businesses looking to optimize their B2B lead generation strategy by leveraging data from multiple advertising and analytics platforms.

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HubSpot Dashboard template

The HubSpot Dashboard Template is designed for B2B companies focusing on CRM and Email Marketing. This template provides a structured view of your marketing and sales data, enabling you to track and analyze your funnels and inbound marketing efforts effectively.

With this dashboard, you can:

  • Monitor lead generation and conversion rates through detailed funnel analysis.
  • Track email campaign performance metrics, including open rates and click-through rates.
  • Analyze customer interactions and engagement within the HubSpot CRM.

Utilize this template to align your marketing strategies with your business objectives, ensuring a data-driven approach to inbound marketing.

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CRM Dashboard template

The CRM Dashboard Template is designed for B2B companies focusing on CRM and Email Marketing strategies. This template integrates seamlessly with platforms like HubSpot, Mailchimp, and ActiveCampaign, providing a centralized view of your sales and marketing activities.

Utilize this dashboard to:

  • Track and manage sales pipelines efficiently.
  • Monitor email marketing campaigns and their performance metrics.
  • Analyze customer interactions and engagement levels.
  • Access real-time data from HubSpot and other CRM tools.

This template serves as a foundational base for businesses aiming to streamline their CRM processes and optimize their email marketing efforts.

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B2B Marketing performance Dashboard template

The B2B Marketing Performance Dashboard template provides a centralized view of your marketing efforts across multiple channels. This dashboard integrates data from CRM systems, Email Marketing platforms, and advertising networks to offer a complete picture of your marketing performance.

Track and analyze data from:

  • HubSpot for CRM insights and lead management.
  • Google Ads and Facebook Ads for PPC campaign performance.
  • LinkedIn Ads to monitor B2B engagement and conversions.
  • Google Analytics 4 for web traffic and user behavior analysis.

This dashboard template allows you to monitor campaign performance, lead generation, and ROI metrics, providing actionable insights for strategic decision-making.

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B2B Dashboard template

The B2B Dashboard template integrates with HubSpot, Facebook Ads, Google Ads, LinkedIn Ads, and Google Analytics 4 to provide a centralized view of your marketing and sales data.

Utilize this dashboard to track and analyze:

  • CRM Data from HubSpot for lead management and sales performance.
  • PPC Campaigns across Facebook, Google, and LinkedIn Ads to monitor ad spend and ROI.
  • SEO Metrics to assess organic search performance and traffic sources.
  • Website Analytics through Google Analytics 4 for user behavior insights and conversion tracking.

This template is designed for B2B marketers seeking to streamline data from multiple platforms into a single, actionable interface.

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ActiveCampaign Dashboard template

The ActiveCampaign Dashboard Template is designed for B2B companies focusing on CRM and Email Marketing. This template integrates seamlessly with ActiveCampaign, providing a robust platform for managing customer relationships and automating marketing efforts.

With this dashboard, businesses can:

  • Monitor and analyze email marketing campaigns in real-time.
  • Track customer interactions and engagement metrics.
  • Automate marketing workflows to streamline operations.

The template supports automation features, allowing users to set up triggers and actions that respond to customer behavior, ensuring timely and relevant communication.

Utilize the ActiveCampaign Dashboard Template to optimize your CRM strategies and drive business growth through targeted email marketing and automation.

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What is a sales dashboard?

A sales dashboard is an interface tool that consolidates data from multiple sources (e.g., CRM systems, sales software, ERP) to track and display key performance indicators (KPIs) (e.g., sales growth, conversion rates, average deal size), enabling teams and executives to monitor sales performance and create presentations for stakeholders. 

Sales dashboards are typically built using flexible tools like Google Looker Studio, Power BI, Google Sheets, or platform-specific solutions to enable high customization and integration of multiple data sources.

What to include in a sales dashboard?

An actionable sales dashboard balances context and specificity based on the audience (executives, managers, and analysts) and their use cases.

Executive sales dashboards

Executive dashboards for CEOs, CFOs, and sales directors show sales' bottom-line impact. Reviewed weekly, monthly, or quarterly, they include:

  • Sales performance analysis: by region, product, or sales team, using historical data and forecasts.
  • Revenue analysis: total revenue, recurring revenue, and revenue growth.
  • Cohort analysis: customer retention, expansion, and lifetime value by customer cohort (purchase period, acquisition source).
  • Add text for additional context to translate metrics for non-technical audiences. Present in slide decks and simplified Looker Studio reports.

Sales manager dashboards

Manager dashboards have cross-region views with drill-downs to see performance by sales rep, product line, territory, and sales stage. They help align teams, define tactics, and include:

  • Cross-region reporting: overall sales, product, client, or territory reporting across regions.
  • Goal tracking: compare current performance vs objectives.
  • Audits for prioritization and spotting issues 
  • Competitive analysis for market and product mapping.
  • Customer and market research

Operational Sales Dashboards

Operational dashboards for analysts and sales managers have granular, customizable KPIs to solve technical issues. Monitored hourly, daily, or weekly, they cover:

  • Lead management: lead source, conversion rates, follow-up status.
  • Sales activities: calls, meetings, emails, and follow-ups.
  • Pipeline management: deal stages, expected close dates, and deal size.
  • Customer feedback: satisfaction scores, feedback trends.

Operational sales dashboards are highly customized, built in flexible tools like Google Sheets or Looker Studio to enable data cleaning, blending, annotations, and integrating multiple sources.



How to build a sales dashboard?

To build a sales dashboard, connect your data sources, choose a template on Looker Studio or Sheets, build your queries by selecting metrics and dimensions, choose charts to visualize your data, customize the dashboard, design and share via link, PDF or email. 

Here’s the breakdown: 

Connect data sources

Define and connect the data sources to bring to your dashboard. Common sources are CRM systems for customer data, ERP for sales transactions, and sales software for activity tracking.

To connect your data sources, go to portermetrics.com, choose the data sources to bring to your dashboard. 

You can follow these tutorials on connecting your data:

Choose a template

Choose from dozens of sales dashboard templates in Google Sheets or Looker Studio, designed for use cases like pipeline management, sales forecasting, and performance tracking. 

Learn to copy Looker Studio templates. 

While templates are the starting point. Make them specific for your business or agency. Map your specific metrics, especially custom sales targets, CRM contact data, and all the fields and metrics that you define as "sales" and "revenue".

Depending on your reporting tool—Google Sheets or Google Looker Studio, pick any of the dozens of templates created by our team and customers to solve your sales reporting use cases, such as pipeline management, sales forecasting, and performance tracking. 

Select metrics, dimensions, and charts

Once your dashboard template is downloaded, you may 1)modify it or 2) create a blank page to build it from scratch. Whatever the case, setting up a query always follows these steps: 

  1. Select the data source and the account connected to it
  2. Choose metrics (e.g., Sales, revenue, conversion rate, etc.). 
  3. Choose breakdowns to segment your data (e.g., by date, sales rep, product, etc.)

You can follow these tutorials on adding data to your dashboards

Design

To make your sales dashboards truly white-label you can add logos, colors, fonts, and styling to mirror your brand. 

Follow these tutorials to design your sales dashboards:

Share

Share your sales dashboards via links, PDF, schedule emails, and control permissions.

KPIs to include in a sales dashboard?

Sales dashboards should include a mix of funnel—lead generation, conversion, closure—, efficiency, effectiveness, revenue, and cost metrics and KPIs to fully understand the performance of sales activities towards business goals. They include:

Sales funnel KPIs measure the buying process (from the sales perspective), regardless of the channel: 

  • Lead metrics: new leads, qualified leads, lead conversion rate
  • Engagement metrics: calls, meetings, follow-ups, response time
  • Conversion metrics: deals closed, win rate, sales cycle length

Efficiency KPIs compare your sales outputs to the cost, including:

  • Lead generation: cost per lead
  • Engagement: cost per meeting
  • Conversion: cost per acquisition, cost per sale 

Effectiveness KPIs compare the input with the output from one funnel stage to another

  • Lead generation: lead-to-opportunity ratio
  • Engagement: meeting-to-conversion rate
  • Conversion: close rate

Sales and cost KPIs show the bottom-line impact of your sales performance:

  • Sales: total sales, average deal size
  • Cost: sales expenses, OPEX, payroll
  • Efficiency: ROI, sales growth, CAC
  • Effectiveness: average order value, customer lifetime value

To analyze these sales KPIs, segment them by:

  • Channel: direct, partner, online vs offline
  • Time: Hourly, daily, weekly, monthly
  • Campaign: sales stage, objective
  • Business: client, branch, region
  • Audience: geo, tech, demographics, interests, behavior, placement
  • Product: category, line, feature

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