A dashboard should help teams make decisions, not just admire charts.
Marketing metrics
Track sessions by channel, conversion rate, leads, qualified leads, cost per lead, and content pages that create conversions. Traffic alone is not enough.
Sales metrics
Track meetings booked, opportunities, pipeline value, close rate, average deal size, sales cycle length, and lost reasons.
Customer metrics
For recurring businesses, track activation, retention, churn, expansion revenue, support volume, and satisfaction signals.
Use definitions
Everyone should know what counts as a lead, qualified lead, opportunity, customer, and churned account. Shared definitions make dashboards useful.
