Dashboards & Reporting
Turn your data into decisions. A good dashboard tells you where you stand and what to do next.
⏱️ TL;DR: Use Pipedrive Insights to create custom dashboards. Focus on 5-7 KPIs maximum. Essential metrics: pipeline value, win rate, sales cycle, activities per deal. Share dashboards with your team for transparency.
Insights: Pipedrive's Reporting Module
Insights is Pipedrive's built-in reporting module. It lets you create custom reports and visual dashboards.
Access: Main menu → Insights
What you can do:
- Create reports (charts, tables)
- Assemble reports into dashboards
- Set goals and track progress
- Schedule automatic email sends
📊 Availability
Insights is included in Advanced, Professional, and Enterprise plans. The Essential plan has limited features.
Essential Sales KPIs
Before creating dashboards, define the metrics that matter. Here are the KPIs I recommend:
Pipeline KPIs
| KPI | What It Measures | Typical Target |
|---|---|---|
| Pipeline Value | Total value of open deals | 3-4x monthly target |
| Weighted Value | Value weighted by probability | ≈ monthly target |
| Number of Deals | Volume of opportunities | Depends on your ACV |
| Deals by Stage | Distribution in pipeline | Funnel shape |
Performance KPIs
| KPI | What It Measures | Typical Target |
|---|---|---|
| Win Rate | % of deals won vs total closed | 20-30% (B2B) |
| Sales Cycle | Average time to close | Depends on industry |
| Average Deal Value | Average value of won deals | Track the trend |
| Stage Conversion | % moving from one stage to the next | Identify bottlenecks |
Activity KPIs
| KPI | What It Measures | Typical Target |
|---|---|---|
| Completed Activities | Number of actions taken | 50-100/week/rep |
| Emails Sent | Email volume | Track the trend |
| Calls Made | Call volume | 20-50/day for SDR |
| Meetings Held | Meetings completed | 10-15/week |
⚠️ Don't Measure Everything
Too many KPIs = analysis paralysis. Focus on 5-7 metrics maximum. What doesn't trigger action doesn't need measuring.
Creating Your First Report
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Access Insights
Menu → Insights → "+ Add report"
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Choose report type
Deal, Activity, Lead, Revenue... Select what you want to analyze.
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Configure dimensions
Measure (count, sum, avg), grouping (by month, by rep, by source), filters.
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Choose visualization
Bar, line, pie, table, single number, funnel...
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Save and name
Give an explicit name: "Win Rate by Month 2026"
The 8 Reports to Absolutely Create
1. Current Pipeline by Stage
Type: Deals → Bar chart
Measure: Total value
Group by: Pipeline stage
Use: Pipeline overview
2. Deals Won This Month
Type: Deals → Single number
Filter: Status = Won, Close date = this month
Use: Monthly target tracking
3. Win Rate by Rep
Type: Deals → Table
Measure: Win rate
Group by: Owner
Use: Identify top performers and those to coach
4. Stage Conversion (Funnel)
Type: Deals → Funnel
Use: See where deals drop in your process
5. Deals Won by Source
Type: Deals → Pie chart
Filter: Status = Won
Group by: Source (custom field)
Use: Know which channels perform
6. Activities by Week
Type: Activities → Line chart
Measure: Count
Group by: Week
Use: Track sales effort
7. Deals Without Activity
Type: Deals → Table
Filter: Next activity = empty
Use: Identify orphan deals
8. Revenue Forecast (Rolling 12 months)
Type: Revenue → Line chart
Measure: Cumulative revenue
Period: Last 12 months
Use: Growth trend
Creating a Dashboard
A dashboard groups multiple reports on a single page. It's your control cockpit.
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Create the dashboard
Insights → Dashboards → "+ Add dashboard" → Name it
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Add reports
"+ Add report" → Select existing reports or create new ones
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Organize layout
Drag-and-drop to arrange. Important reports at the top.
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Share with team
Click "Share" to give access to colleagues.
Recommended Dashboard Structure
- Row 1: Key KPIs (single numbers) — Month revenue, Win rate, Pipeline value
- Row 2: Pipeline by stage + Conversion funnel
- Row 3: Performance by rep + Deals by source
- Row 4: Activities + Revenue trend
💡 One Dashboard per Audience
Create different dashboards: one for the CEO (macro view), one for managers (team performance), one for reps (their own stats).
Setting Goals
Pipedrive lets you define goals and track progress in real-time.
Creating a Goal
Insights → Goals → "+ Add goal"
Available goal types:
- Revenue — Amount of won deals
- Deals won — Number of closed deals
- Deals added — New deals created
- Activities — Number of completed activities
You can set goals per user, per team, or company-wide.
Automatic Report Sending
Schedule dashboard emails to your team.
- Open a dashboard
- Click "..." → "Email this dashboard"
- Set recipients
- Choose frequency (daily, weekly, monthly)
- Choose day and time
📧 Tip
Send a weekly report every Monday morning to your team. Starts the week with numbers top of mind.
Export for Advanced Analysis
For deeper analysis (Excel, Google Sheets, BI tool), export your data:
- Report export: Click "..." → "Export" (CSV or Excel)
- Full deals export: Deals view → Filter → "..." → Export
- Via API: For automated exports
Common Reporting Mistakes
❌ Too many reports
50 reports = nobody looks at anything. Keep 10-15 essential reports.
❌ Bad data
A report is only as reliable as the data it uses. If your reps fill in poorly, your reports are wrong.
❌ No associated action
A report that never triggers action is useless. Every report should have a "so what?"
❌ Looking without acting
Checking dashboards without making decisions = wasted time. Use your data.
Reporting Checklist
- ☑️ 5-7 KPIs defined and understood by all
- ☑️ Main dashboard with pipeline view
- ☑️ Win Rate report by rep
- ☑️ Goals defined in Pipedrive
- ☑️ Automatic weekly send configured
- ☑️ Numbers reviewed in team meetings