KPI Dashboard Examples for Every Industry: Templates & Metrics

Sales Dashboard KPIs

Sales dashboards should answer: How are we tracking against targets? What's in the pipeline? Who's performing?

Essential Sales KPIs:

Revenue Metrics

• Total Revenue (MTD, QTD, YTD)
• Revenue vs Target %
• Average Deal Size
• Revenue by Product/Region

Pipeline Metrics

• Pipeline Value by Stage
• Win Rate %
• Sales Cycle Length
• Pipeline Coverage Ratio

Activity Metrics

• Calls/Meetings per Rep
• Proposals Sent
• New Opportunities Created
• Response Time

Rep Performance

• Quota Attainment by Rep
• Deals Won/Lost by Rep
• Revenue by Rep
• Rep Ranking

Marketing Dashboard KPIs

Marketing dashboards should answer: Is our spending working? Where are leads coming from? How efficient is our funnel?

Essential Marketing KPIs:

Lead Generation

• Total Leads Generated
• Marketing Qualified Leads (MQLs)
• Lead to MQL Conversion Rate
• Cost Per Lead (CPL)

Channel Performance

• Leads by Source
• Conversion by Channel
• CAC by Channel
• ROAS by Campaign

Web & Content

• Website Traffic
• Conversion Rate
• Bounce Rate
• Top Performing Content

ROI & Efficiency

• Marketing ROI
• Customer Acquisition Cost
• Marketing as % of Revenue
• Pipeline Contribution

Finance Dashboard KPIs

Finance dashboards should answer: Are we profitable? How's cash flow? Are we on budget?

Essential Finance KPIs:

Profitability

• Gross Margin %
• Operating Margin %
• Net Profit Margin %
• EBITDA

Cash & Liquidity

• Cash Position
• Operating Cash Flow
• Cash Runway (months)
• Working Capital

Budget Performance

• Actual vs Budget
• Variance by Category
• YTD Spend
• Budget Utilization %

Growth & Efficiency

• Revenue Growth Rate
• Expense Ratio
• Revenue Per Employee
• AR Days Outstanding

HR Dashboard KPIs

HR dashboards should answer: What's our workforce status? Are we retaining talent? How's recruiting?

Essential HR KPIs:

Workforce

• Total Headcount
• Headcount by Department
• Average Tenure
• New Hires This Month

Retention

• Turnover Rate
• Voluntary vs Involuntary
• 90-Day Retention Rate
• Turnover by Department

Recruiting

• Time to Fill
• Cost Per Hire
• Offer Acceptance Rate
• Open Requisitions

Engagement

• eNPS Score
• Survey Response Rate
• Training Completion %
• Promotion Rate

Operations Dashboard KPIs

Operations dashboards should answer: Are we efficient? What's our capacity? Where are the bottlenecks?

Essential Operations KPIs:

Efficiency

• Units Produced/Processed
• Cycle Time
• Throughput Rate
• Capacity Utilization %

Quality

• Defect Rate
• First Pass Yield
• Customer Complaints
• Rework Rate

Delivery

• On-Time Delivery %
• Order Lead Time
• Backlog Size
• Orders Shipped

Cost

• Cost Per Unit
• Operating Expenses
• Overtime Hours
• Waste/Scrap Rate

Customer Success Dashboard KPIs

Customer success dashboards should answer: Are customers happy? Are they staying? Are they growing?

Essential Customer Success KPIs:

Satisfaction

• NPS Score
• CSAT Score
• Customer Health Score
• Support Ticket Volume

Retention

• Churn Rate
• Retention Rate
• Customer Lifetime Value
• Renewal Rate

Growth

• Net Revenue Retention
• Expansion Revenue
• Upsell Rate
• Product Adoption %

Support

• First Response Time
• Resolution Time
• Tickets Per Customer
• Support CSAT

E-commerce Dashboard KPIs

E-commerce dashboards should answer: Are we selling? Who's buying? What's working?

Essential E-commerce KPIs:

Revenue

• Total Revenue
• Average Order Value
• Revenue by Channel
• Gross Margin

Conversion

• Conversion Rate
• Cart Abandonment Rate
• Add to Cart Rate
• Checkout Completion %

Customers

• New vs Returning
• Customer Lifetime Value
• Repeat Purchase Rate
• Customer Acquisition Cost

Products

• Top Sellers
• Inventory Turnover
• Refund Rate
• Product Views to Purchase

How to Choose Your KPIs

Don't include every KPI listed above. Choose based on:

Relevance: What decisions will this inform?
Actionability: Can you actually influence this metric?
Data availability: Can you measure it reliably?
Audience: What does this viewer need to know?

Start with 5-7 KPIs. You can always add more, but starting cluttered makes dashboards fail.

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