Sales dashboard: KPIs, example and plan tracking

A sales dashboard shows on one screen how the plan is going, where the money comes from and where deals get lost. Sales managers and the sales director open it every day to step in on time rather than learn about a miss at the end of the month.

Sales dashboard example

A real dashboard on demo data: plan progress, average order value, sales by channel and margin. Try the period and category filters:

KPIs for a sales dashboard

• Sales plan vs actual — the main metric: actual against plan to date and the forecast to the end of the period.
• Sales volume in money and units, growth rate versus last year.
• Average order value — is it going up or down, and why.
• Lead-to-deal conversion and sales cycle length — funnel efficiency.
• Repeat sales — how many customers come back.
• Gross profit and discount share — are we buying volume at the cost of margin?
• Return rate — the quality of sales.
• Sales by manager, channel, region and product group — where exactly the gap is.

More on choosing metrics: 5 sales KPIs every manager should see.

How to track the sales plan with a dashboard

1. Daily — plan progress to date. If only 35% is done by mid-month, action is needed now.
2. Weekly — by manager and channel. The gap is almost always concentrated in a few places.
3. Monthly — margin, discounts and returns. A plan met with loss-making discounts is not a win.

How to build a sales dashboard

1. Choose the source: the accounting system, a CRM, a Google Sheet or an Excel export.
2. Make sure plan and actual are calculated in the source by the same rules (excluding VAT, net of returns).
3. Connect the source in Dashboard and set up widgets: a plan gauge, a trend chart, a channel pie chart, a manager table.
4. Share the dashboard with the team — by link or on a large screen in the sales office.

Questions and answers

What does a sales dashboard show?

Sales plan progress, sales volume and trend, average order value, funnel conversion, sales by manager and channel, and margin — on one screen, refreshed automatically.

Which KPIs belong on a sales dashboard?

Plan vs actual, sales volume, average order value, lead-to-deal conversion and the share of repeat sales; for quality control — margin, discounts and returns.

How often should a sales dashboard be updated?

For day-to-day control — daily or several times a day; results by manager and channel are convenient to review weekly.

Can a sales dashboard be shown on an office screen?

Yes, Dashboard has a full-screen mode for a TV or monitor in the sales office.