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Sales funnel dashboard

Sales Funnel dashboard examples and reporting templates

Track every prospect's journey from first impression to final conversion using sales funnel reporting dashboards that connect your CRM, analytics, and advertising platforms. Visualize drop-off points, measure channel effectiveness, and accelerate revenue growth by understanding exactly how leads move through your acquisition process with data-driven insights from HubSpot, Pipedrive, and marketing platforms.

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What is a sales funnel dashboard?

Sales funnel dashboards provide end-to-end visibility into how prospects navigate your customer acquisition process, revealing conversion patterns that traditional reporting often misses. These specialized tools merge CRM data from platforms like HubSpot and Pipedrive with marketing intelligence from Google Analytics, Facebook Ads, and Google Ads to create a unified view of your prospect journey.

Rather than examining isolated metrics, these dashboards map the complete path from initial awareness through final purchase, highlighting exactly where potential customers engage or abandon the process. The result transforms fragmented data points into a cohesive narrative about your acquisition effectiveness, powered by automated data synchronization through Coupler.io that keeps insights current and actionable.

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What reports should be included in sales funnel dashboards?

An effective sales funnel reporting dashboard requires specific report types that work together to provide complete visibility into your prospect acquisition process. Drawing from successful implementations across HubSpot, Pipedrive, and integrated marketing platforms, these four essential reports address the most critical aspects of funnel analysis and conversion optimization.

Multi-stage conversion tracking report

This foundational report maps prospect movement through each phase of your acquisition process, from initial marketing touchpoints to final CRM conversions. The visualization connects advertising impressions and website visits with lead generation and sales outcomes, revealing precise conversion rates at every transition point.

Marketing channel attribution report

Channel attribution analysis reveals which traffic sources generate the most valuable prospects by connecting marketing activities directly to revenue outcomes. This report segments funnel performance across organic search, paid advertising, social media, email campaigns, and referral traffic, showing both volume and quality metrics for each source.

Geographic performance analysis report

Geographic analysis examines how location influences funnel conversion rates, revealing regional opportunities and challenges that impact acquisition strategy. This report breaks down prospect behavior by country, state, or city, showing how geographic factors affect conversion likelihood and customer acquisition costs.

Revenue correlation analysis report

The revenue correlation report connects funnel activity directly to business outcomes by tracking how conversion improvements translate into actual revenue growth. This analysis shows the relationship between marketing investments, funnel optimization efforts, and resulting revenue changes over time.

What insights you can get with the sales funnel dashboard

Sales funnel performance by channel

Find this insight in the HubSpot Marketing Performance Dashboard

Examine detailed 7-step prospect progression from initial contact through customer conversion, with the ability to filter by specific traffic sources. This analysis reveals which channels—organic, referral, paid social, email, or direct—generate prospects who advance furthest through your acquisition process and convert at the highest rates.

Multi-source acquisition funnel analysis

Find this insight in the HubSpot Customer Acquisition Dashboard

Map the complete prospect journey showing how advertising impressions convert to website visits, then to CRM leads, with benchmark comparisons throughout the process. Identify conversion bottlenecks and optimization opportunities by understanding exactly where prospects disengage from your acquisition process.

Advertising spend vs. conversion efficiency

Find this insight in the Pipedrive Customer Acquisition Dashboard

Evaluate marketing investment effectiveness by comparing advertising costs across Google Ads, Facebook Ads, and other platforms with actual lead conversion outcomes. Discover which platforms deliver the best cost-per-conversion ratios and where budget reallocation could improve overall acquisition ROI.

Geographic funnel analysis

Find this insight in the HubSpot Marketing Performance Dashboard

Study how location impacts prospect conversion behavior using geographic segmentation to reveal regional performance variations. Identify high-converting markets for expansion while understanding geographic challenges that require localized acquisition strategies.

How to create a sales funnel dashboard?

Step 1

Go to the ReadMe tab, where you can see instructions on how to set up the sales funnel dashboard template.

Step 2

Click the button to set up the Coupler.io connector for your CRM systems (HubSpot or Pipedrive) plus marketing platforms (Google Analytics, Facebook Ads, Google Ads).

Step 3

Follow the instructions to prepare and load data to the sales funnel reporting dashboard Power BI or Looker Studio.

Step 4

Go back to Coupler.io to configure the schedule for the data refresh of your dashboard.

Metrics you can track with a sales funnel dashboard template

Ad impressions

Monitor the total number of times your advertisements are displayed across different platforms, including Google Ads, Facebook Ads, and other advertising channels. This metric shows the reach and visibility of your marketing campaigns, helping you understand how widely your message is being distributed to potential prospects.

Ad clicks

Track the number of times users click on your advertisements, providing insight into ad engagement and the effectiveness of your creative and targeting strategies. This metric reveals how compelling your advertising content is and indicates the level of interest generated among your target audience.

Website visitors

Measure the total number of people visiting your website from various marketing channels, showing how effectively your advertising efforts drive traffic to your digital properties. This metric helps evaluate the success of your campaigns in generating qualified website traffic that could convert into leads.

CRM leads

Count the number of qualified leads that enter your CRM system (HubSpot or Pipedrive) from different marketing sources, indicating the effectiveness of your lead generation efforts. This metric shows how well your marketing activities translate website traffic into actionable sales opportunities for your team.

Conversion rates

Calculate the percentage of prospects that successfully move from one stage to the next in your acquisition process, from initial impressions through website visits to CRM lead entry. This metric identifies bottlenecks in your funnel and reveals which stages require optimization to improve overall performance.

Ad spend

Track your total advertising investment across different platforms including Google Ads, Facebook Ads, and other channels to understand budget allocation and cost distribution. This metric provides visibility into your marketing expenditure patterns and helps optimize budget allocation based on platform performance and return on investment.

Cost per lead

Calculate the average amount spent to acquire a single lead by dividing total advertising spend by the number of leads generated. This metric helps evaluate the efficiency of your lead generation campaigns and enables comparison of cost-effectiveness across different marketing channels and advertising platforms.

Cost per SQL

Measure the average cost to generate a sales qualified lead by analyzing advertising investment relative to SQL conversion rates. This metric reveals the true cost of acquiring high-quality prospects who are most likely to convert into customers, enabling more precise budget planning and optimization.

Bounce rate

Monitor the percentage of website visitors who leave after viewing only one page, indicating the relevance and effectiveness of your landing pages and traffic quality. This metric helps identify potential issues with page content, user experience, or traffic source alignment that may be preventing visitor engagement.

Number of MQL

Count the total marketing qualified leads generated through your funnel, showing how many prospects meet your marketing qualification criteria and are ready for sales engagement. This metric demonstrates the effectiveness of your marketing efforts in generating prospects who show genuine interest and buying potential.

Number of SQL

Track the total sales qualified leads in your pipeline, indicating how many prospects have been validated by sales as genuine opportunities worth pursuing. This metric shows the quality of leads being passed from marketing to sales and helps forecast potential revenue based on qualified opportunities.

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