KPI Dashboard Template Pack
10 industry-specific KPI dashboards: SaaS, e-commerce, marketing, HR, finance, ops, support, product, engineering, sales.
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KPI Dashboard Template Pack
Ten industry-specific KPI dashboard templates covering the metrics that matter most for SaaS, e-commerce, marketing, HR, finance, operations, customer support, product management, engineering, and sales teams. Each dashboard includes real KPIs with targets, actual values, month-over-month change, traffic-light status, and 12 months of trend data ready for visualization.
What's Included
10 standalone dashboard CSVs — each a complete KPI dashboard for one business function or industry. Import the ones relevant to your team, or use the full set for executive-level reporting. Every dashboard shares the same 12-column layout, so the formulas in formulas/FORMULAS.md work on all of them, and you can roll them into one executive scorecard.
Dashboards
| # | Dashboard | KPIs Tracked | Best For |
|---|---|---|---|
| 1 | SaaS Metrics | MRR, ARR, churn, NRR, LTV:CAC, expansion | Subscription businesses |
| 2 | E-commerce | AOV, conversion rate, cart abandonment, COGS | Online retail |
| 3 | Marketing | MQLs, SQLs, CPL, ROAS, traffic, engagement | Marketing teams |
| 4 | HR & People | Headcount, attrition, time-to-hire, eNPS | People operations |
| 5 | Finance | Revenue, margins, burn rate, runway, AR days | Finance & accounting |
| 6 | Operations | Throughput, utilization, defect rate, MTTR | Operations managers |
| 7 | Customer Support | CSAT, resolution time, ticket volume, FCR | Support teams |
| 8 | Product | Activation, feature adoption, DAU/MAU, retention | Product teams |
| 9 | Engineering | Deploy frequency, lead time, MTTR, change-fail | Engineering managers |
| 10 | Sales | Quota attainment, win rate, ACV, pipeline coverage | Sales leadership |
Features
- Real-world KPIs with industry-standard definitions and sensible targets
- 12 months of trend data per KPI, ready for sparklines
- Traffic-light status (Green/Yellow/Red) that scores "lower is better" metrics correctly
- Period-over-period change calculated for every metric
- Direction-aware scoring so churn, MTTR, and cycle time read the right way
- Cross-dashboard scorecard — pull one headline KPI from each into a single exec view
Dashboard-by-Dashboard
Each dashboard holds 16 KPIs. Highlights:
1 — SaaS Metrics
MRR, ARR, Net & Gross Revenue Retention, monthly/logo churn, CAC, LTV:CAC, CAC payback, ARPA, new & expansion MRR, quick ratio, trial-to-paid, DAU/MAU. The core scorecard for any subscription business.
2 — E-commerce
Average order value, conversion rate, cart-abandonment rate, COGS, return rate, customer acquisition cost, repeat-purchase rate, and revenue-per-visitor. Built for online retail.
3 — Marketing
MQLs, SQLs, MQL→SQL conversion, cost per lead, ROAS, website traffic, organic share, email open/click rates, social engagement, marketing-sourced pipeline, and marketing ROI.
4 — HR & People
Headcount, attrition/regrettable attrition, time-to-hire, offer-acceptance rate, eNPS, absenteeism, training hours, internal-mobility rate, and diversity metrics.
5 — Finance
Monthly revenue, gross/operating margin, net burn, cash runway, AR days, EBITDA, cash-conversion cycle, budget variance, working-capital ratio, Rule-of-40, and deferred revenue.
6 — Operations
Order-fulfillment and on-time-delivery rates, processing time, capacity utilization, defect rate, throughput, inventory accuracy, cost per unit, MTTR, equipment uptime, and safety incident rate.
7 — Customer Support
CSAT, first-contact resolution, average resolution & handle time, ticket volume, tickets-per-agent, NPS, self-service rate, customer-effort score, escalation rate, SLA compliance, and first-reply time.
8 — Product *(new)*
Activation rate, onboarding completion, time-to-value, feature adoption, feature-engagement depth, DAU/MAU stickiness, daily & monthly active users, session duration, Day-1/7/30 retention, churned users, NPS, customer-effort score, and product-qualified leads.
... continues with setup instructions, usage examples, and more.
📄 Content Sample guides/choosing-the-right-kpis.md
Choosing the Right KPIs
This pack gives you 16 KPIs per dashboard — but you should report far fewer. The
hardest part of measurement isn't calculating metrics; it's choosing which ones
deserve a leader's attention. This guide helps you cut from 16 to the 5–7 that
actually drive decisions.
The problem with "track everything"
More metrics feel safer. They aren't. A dashboard with 40 numbers has the same effect
as a dashboard with zero: nobody knows where to look, so nobody looks. Every KPI you
add dilutes the ones that matter and adds maintenance cost. The goal is the
smallest set that lets you steer the business.
Rule of thumb: a team should be able to name its KPIs from memory. If they can't,
there are too many.
The test: is it a real KPI?
A metric earns a spot on the dashboard only if it passes all four:
1. Actionable — if it moves the wrong way, you know roughly what to do. A number
you can only watch is a metric, not a KPI.
2. Tied to an outcome — it connects to revenue, retention, cost, or risk. "Page
views" rarely does; "activation rate" does.
3. Owned — exactly one person or team is accountable for it (the Owner column).
A KPI everyone owns is a KPI no one owns.
4. Trustworthy — you can measure it consistently and people believe the number. A
precise metric from a flaky source is worse than a rough one from a solid source.
If a metric fails any of these, demote it to a secondary "diagnostic" you check only
when a real KPI moves.
Leading vs. lagging indicators
Balance the two or you'll fly blind:
| Lagging | Leading | |
|---|---|---|
| Tells you | What already happened | What's about to happen |
| Examples | Revenue, churn, NRR, profit | Activation rate, pipeline coverage, lead time |
| Good for | Scorekeeping, accountability | Steering, early warning |
| Risk if over-used | You react too late | You optimize a proxy, not the goal |
... and much more in the full download.