Creating an effective Salesforce dashboard doesn’t have to be overwhelming or time-consuming. In fact, with the right approach, you can design a dashboard that’s both powerful and user-friendly in just 30 minutes. In this step-by-step guide, SETGO Partners Consultant, Sara Powell, shares key insights on understanding data, focusing on user experience, and leveraging Salesforce’s built-in tools to craft the perfect dashboard.
STEP #1: Start with the “What” and the “Why”
“The first step in any reporting or dashboard project is understanding the what and the why,” says Sara. Before jumping into the tools, take a moment to clarify these key questions:
What do you need to track or measure?
Why is it important to your business or team?
These questions are vital for aligning your dashboard with your organization’s strategic goals. For example, sales teams might focus on metrics like pipeline health, closed-won revenue by quarter, or win/loss ratios. Support teams might look at open cases, closed cases, and escalated issues. When you start with the “why,” you’ll ensure that every element of your dashboard serves a clear purpose and supports your business needs.
Pro Tip: If you’re unclear about the “why,” take a moment to ask your team members. What data do they need to make key decisions? This input will guide you toward the most impactful metrics.
STEP #2: Pick Your Key Metrics
Now that you’ve nailed the “what” and the “why,” it’s time to choose the metrics that matter most. While there’s no shortage of data you could include, focus on a few that truly drive your goals forward.
Some core metrics to consider:
Sales Metrics:
Lead to Opportunity Conversion Rate
Sales Pipeline by Type (e.g., New Business vs. Renewal)
Closed-won by Quarter
Win/Loss Rate
Deal Size Growth (Month-over-Month or Year-over-Year)
Top Accounts
Service Metrics:
Open & Closed Cases (by Month or Quarter)
Escalated Cases
Customer Retention / Churn Rates
CSAT / NPS Ratings
Organizational/Financial Metrics:
AR Aging
Customer Lifetime Value
Monthly Recurring Revenue (MRR) / Annual Recurring Revenue (ARR)
Salesforce dashboards can display an array of data, but keeping it focused will make your dashboard more meaningful. Place your top 3–4 charts at the top of the page for quick insights, like the dashboard shown below.
Sara's Insight:
“Some people build dashboards simply because they feel they should. But then, no one uses them because the data doesn’t speak to their needs. Focus on creating dashboards that matter to your audience and will actually move the needle forward in your business.”
Pro Tip: When setting up your dashboard, ensure each component is clearly labeled with concise descriptions and easy-to-understand data points. Filters like “Closed This Fiscal Year” vs. “Closed This Fiscal Quarter” help keep it simple and meaningful.
STEP #3: Get Building
Alright, it’s go-time! With your plan in place, it’s time to bring your dashboard to life. “If you’re new to dashboard creation, don’t reinvent the wheel,” Sara recommends.
Before you start building, it helps to see what a well-structured dashboard can look like. Below are two Salesforce dashboard examples that illustrate different ways to organize and display key business metrics, along with some resources and tutorial links to guide you through the process.
Start Simple with These Resources:
Out-of-the-Box Dashboards: Customize Salesforce’s default dashboards to suit your needs instead of starting from scratch.
Salesforce Labs Dashboards: Download free pre-built solutions like Salesforce CRM Dashboards or the AppExchange Dashboard Pack for Sales, Marketing, and Service. These templates give you a solid foundation and help you avoid feeling overwhelmed.
Once you’ve selected your template, follow these core steps to build your dashboard:
Prepare Your Reports: Ensure the reports you’ll use in your dashboard are set up correctly. Double-check the filters, groupings, and report types to make sure the charts are accurate.
Navigate to Dashboards: In Salesforce, click on the Dashboards tab and select New Dashboard.
Choose Your Layout: Give your dashboard a descriptive name and decide on its layout. You can always rearrange components later if needed.
Add Components (Charts, Tables, etc.):
Click + Component
Select your report
Choose your chart type (bar, funnel, etc.)
Give it a clear title
Adjust any filters or settings
Use Filters (Optional): Adding filters allows users to slice the data by region, date range, or owner without needing multiple dashboards.
Save & Review: Click Save to lock in your changes, then preview the dashboard to make sure it’s clear and visually balanced.
Train & Refine: Show your team how to access and interpret the dashboard. Ask for feedback and make refinements as needed.
Building a Salesforce dashboard is an iterative process, but with the right focus, you’ll have your first one up and running quickly. You can also explore resources like Salesforce Trailhead modules, YouTube tutorials, and Google searches for additional guidance.
Sara’s Final Tip:
“Remember, understanding what you really want from your metrics is crucial. You need to figure out what you want to track and why you want to track it; that is the number one step you need to take.”
Conclusion
When building your dashboard, always keep the purpose in mind and consider who will be using it. Even the most detailed dashboard won't be effective if it isn’t easy to use or aligned with your team’s needs. It’s also important to standardize where you can—having a clear framework ensures data integrity and helps maintain consistency across your team. With these principles in mind, you’ll create a Salesforce dashboard that not only organizes your data, but empowers your team to make informed decisions and drive real results.
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