The Ultimate Menu of Best Practice Salesforce Reports (Organized by Object)

 
 

Salesforce analytics can feel a bit overwhelming since there’s literally no limit on what you can do. Unfortunately most of the out-of-the-box report and dashboard apps just add clutter instead of giving your team the actionable insights they really need.

Instead of starting from scratch or with a cookie cutter dashboard that takes forever to customize, use this menu to cherry pick the reports that resonate most with you.

Then you can quickly build exactly what you need and surface valuable insights that will leave your team members feeling like they owe you one.

We scoured the Salesforce ecosystem, all of our previous work, and the orgs of our most advanced clients to ensure no best practice was left out. We also merged together similar ideas, sorted them all by Object, and recommended a chart type for each.

Whether you want to define success, provide accountability, encourage competition, or take your org to the next level in another way, these analytics are key to maximizing return on your Salesforce investment.

Table of Contents:

Reports vs. Dashboards

  • Reports provide details.

    • You build them by filtering your data down using criteria, then choosing which fields you want to include.

    • Each report can only display data from one or two Objects.

      • A Salesforce Object is just a type of data, like an Opportunity or an Account. That’s why we’ve grouped our menu of options by object.

  • Dashboards provide overviews.

    • You build them by combining up to 20 reports.

 

Our Golden Rule of Analytics

Salesforce Analytics is an umbrella term for Reports and Dashboards.

At Wolfic, the golden rule of Analytics in Salesforce is the “Need to Know.”

  • We believe that a Dashboard should only include things which its users actually need to know to do their job. You should get a dopamine hit when you refresh it because it’s giving you such valuable information.

    • There should not be any distracting charts which don’t provide massive value.

  • A good analogy is the dashboard on your car. It only shows you what you need to know to operate the vehicle.

    • For example, a sales person needs to know what the most valuable deal in their pipeline is.


Beware of AppExchange apps that offer bunches of pre-built dashboards. They’re tempting, but they end up being the fastest way to violate the Golden Rule. It often takes more time to customize a pre-built dashboard than it does to just build what you need from scratch.

 

The 11 Chart Options

When you add a Report to a Dashboard, you have to choose how to display it. There are 11 options:

  1. Horizontal Bar Chart

  2. Vertical Bar Chart

  3. Stacked Horizontal Bar Chart

  4. Stacked Vertical Bar Chart

  5. Line Chart

  6. Pie Chart

  7. Summary Number

  8. Gauge Chart

  9. Funnel Chart

  10. Scatterplot

  11. List View

 

Open Opportunity (Deal) Reports

  • Total Open vs. Target

    • Recommended Chart: Gauge showing Amount

  • Total Weighted Open vs. Target

    • Note: to get the Weighted Amount, multiply the Amount by the Probability (which is based on the Stage)

    • Recommended Chart: Gauge showing Amount

  • Total Won + High Probability YTD or QTD

    • Note: Use a filter for Probability > 75% to reveal “High Probability” Opportunities

    • Recommended Chart: Summary Number showing Amount

  • Top 10 Open Deals

    • Recommended Chart: List View sorted descending by Amount

  • Pipeline Forecast by Month

    • Recommended Chart: Vertical Stacked Bar by Close Month and Stage

  • Open Pipeline by Stage

    • Recommended Chart: Funnel showing Amount

  • Biggest Deals Closing This Month

    • Recommended Chart: List View sorted descending by Amount

  • Stalled Opportunities

    • Note: “Stuck” is usually defined as being in any Stage for more than 30 Days. Use the Stage Duration field as your filter

    • Recommended Chart: List View sorted descending by Stage Duration

  • Overdue Opportunities

    • Note: “Overdue” is usually defined as having a Close Date in the past

    • Recommended Chart: List View sorted descending by Close Date

  • Opportunity Generation by Quarter

    • Recommended Chart: Summary Number of Record Count or Amount

  • Open Opportunity Amounts by Rep

    • Recommended Chart: Horizontal Bar

  • Open Opportunity Record Count by Rep

    • Recommended Chart: Horizontal Bar

  • Short-Term Pipeline Trend

    • Note: Usually defined as total size of the pipeline grouped by Stage as it was at the start of the week for the past 5 weeks

    • Recommended Chart: Vertical Stacked Bar by Week

  • Long-Term Pipeline Trend

    • Note: Usually defined as total size of the pipeline grouped by Stage as it was at the start of the month for the past 5 months

    • Recommended Chart: Vertical Stacked Bar by Month

  • Pipeline Coverage QTD

    • Note: “Coverage” is usually calculated by taking the total Amount of open qualified opportunities divided by the a coverage goal for the period, such as 3x the desired result

    • Recommended Chart: Gauge showing ratio

  • Quota Discrepancies by Rep

    • Note: “Discrepancy” is usually calculated by taking comparing total weighted open Amount vs. quota for the period

    • Recommended Chart: Vertical Bar by Close Month and Rep

 

Closed Opportunity (Deal) Reports

  • Won vs. Target YTD or QTD

    • Recommended Chart: Gauge showing Amount

  • Win Rate by Month

    • Note: Shows the calculation both by record count and by Amount

    • Recommended Chart: Horizontal Bar by Close Month

  • Pipeline Velocity YTD or QTD

    • Note: “Velocity” is a fancy term for Average Days to Close

    • Recommended Chart: Summary Number

  • Average Won Opportunity Amount YTD or QTD

    • Recommended Chart: Summary Number

  • Sales Rep Amount Won Leaderboard YTD or QTD

    • Recommended Chart: Horizontal Bar sorted descending by total Amount Won

  • Sales Rep Win Rate Leaderboard YTD or QTD

    • Recommended Chart: Horizontal Bar sorted descending by Win Rate using Amount calculation method

  • Sales Rep Velocity Leaderboard

    • Recommended Chart: Horizontal Bar sorted descending by Average Days to Close

  • Total Won by Month

    • Recommended Chart: Horizontal Bar by Close Month, last 12 months

  • Revenue Year-over-Year

    • Recommended Chart: Horizontal Bar by Close Year, last 5 years

  • Revenue: Recurring vs. Non-Recurring

    • Recommended Chart: Pie

  • Revenue: New Business vs. Renewals

    • Recommended Chart: Pie

  • Won by Lead Source

    • Recommended Chart: Horizontal Bar by Amount

  • Won by Primary Campaign 

    • Recommended Chart: Horizontal Bar by Amount

  • Sales by Region

    • Recommended Chart: Pie

  • Sales by Opportunity Record Type

    • Recommended Chart: Pie

  • Count of Won Opportunities YTD or QTD

    • Recommended Chart: Summary Number

  • Count of Lost Opportunities YTD or QTD

    • Recommended Chart: Summary Number

  • Pipeline Leakage

    • Note: “Leakage” is used to identify the Stage that Opportunities were in before they were marked as Closed Lost.

    • Recommended Chart: Horizontal Bar

  • Lost Opportunities by Loss Reason

    • Recommended Chart: Horizontal Bar

  • Lost Opportunities by Competitor

    • Recommended Chart: Horizontal Bar

  • Lost Opportunities by Lead Source

    • Recommended Chart: Horizontal Bar

 

Account (Organization) Reports

  • Top 10 Pipeline Accounts

    • Recommended Chart: Horizontal Bar by total open Amount

  • Top 10 Client Accounts All Time

    • Recommended Chart: Horizontal Bar by total won Amount (Customer Lifetime Value)

  • Top 10 Client Accounts Won YTD

    • Recommended Chart: Horizontal Bar by total won Amount YTD

  • Neglected Top Accounts

    • Note: Usually defined as Accounts with over a certain CLV and no activities in the last 3 months

    • Recommended Chart: List View descending CLV

  • Newest Accounts

    • Recommended Chart: List View descending by Created Date

  • Accounts with No Activities Logged

    • Recommended Chart: List View descending by Rating (A/B/C/D or equivalent)

  • Accounts with Lowest CSAT Scores

    • Recommended Chart: List View descending by CSAT

  • Top Competitors

    • Note: Usually defined as those responsible for the most associated Lost Opportunities.

    • Recommended Chart: Horizontal Bar

  • T12 Renewal Rate

    • Recommended Chart: Summary Number (percentage), trailing 12 months

  • T12 Churn Rate

    • Recommended Chart: Summary Number (percentage), trailing 12 months

  • Revenue Backlog

    • Note: “Backlog” is usually calculated by comparing contracted revenue with recognized revenue.

    • Recommended Chart: Summary Number

 

Lead Reports

  • Hot Leads Without Activity

    • Note: Usually defined as Rating = Hot and Last Activity logged over 96 hours ago

    • Recommended Chart: List View descending by Created Date

  • Open Leads by Status

    • Recommended Chart: Funnel showing Record Count

  • Open Leads by Rep

    • Recommended Chart: Horizontal Bar, descending by Record Count

  • Open Leads by Source

    • Recommended Chart: Pie

  • New Leads by Rep

    • Note: “New” is usually determined by the Status indicating that no work has been done yet on the Lead

    • Recommended Chart: Horizontal Bar, descending by Record Count

  • Stuck Leads

    • Note: “Stuck” is usually defined as being in any Status for more than 30 days

    • Recommended Chart: List View descending by Rating

  • Total Leads Converted YTD or QTD

    • Recommended Chart: Gauge showing Record Count

  • Total Leads Converted with Opportunities YTD or QTD

    • Recommended Chart: Gauge showing Record Count

  • Leads Converted by Month

    • Recommended Chart: Vertical Bar by Converted Month

  • Leads Converted by Rep YTD or QTD

    • Recommended Chart: Horizontal Bar, descending by Record Count

  • Total Lead Conversion Rate YTD or QTD

    • Recommended Chart: Gauge showing Record Count

  • Lead Conversion Rate by Rep YTD or QTD

    • Recommended Chart: Horizontal Bar, descending by Record Count

  • Leads Created by Month

    • Recommended Chart: Vertical Bar by Created Month

  • Total Value Converted YTD or QTD

    • Note: Value is usually calculated by summing the Amounts of the resulting Opportunities

    • Recommended Chart: Summary Number

  • Value Converted by Lead Source YTD or QTD

    • Recommended Chart: Horizontal Bar

 

Activity Reports

Activities is an umbrella term that includes Tasks, Events, Emails and Calls.

  • Completed Tasks by Owner MTD or QTD

    • Recommended Chart: Horizontal Bar

  • Open Tasks by Owner MTD or QTD

    • Recommended Chart: Horizontal Bar

  • Open High Priority Tasks by Owner

    • Recommended Chart: Horizontal Bar

  • Delegated Tasks by Current Owner

    • Note: A “Delegated” Task is one that is assigned to someone other than the person who created it.

    • Recommended Chart: Horizontal Bar

  • Overdue Tasks by Owner

    • Recommended Chart: Horizontal Bar

  • Newest Open Tasks

    • Recommended Chart: List View descending by Created Date

  • Recently Completed Tasks

    • Recommended Chart: List View descending by Completed Date

  • This week’s Planned Activities

    • Recommended Chart: Horizontal Stacked Bar by Owner and Type

  • This week’s Completed Activities

    • Recommended Chart: Horizontal Stacked Bar by Owner and Type

  • Total Completed Activities by Rep QTD or YTD

    • Recommended Chart: Horizontal Bar

 

Case Reports

  • Open by Status

    • Recommended Chart: Pie

  • Open by Owner

    • Recommended Chart: Horizontal Bar

  • Open by Account

    • Recommended Chart: Horizontal Bar

  • Open by Origin

    • Recommended Chart: Pie

  • Average First Response Time MTD

    • Recommended Chart: Summary Number

  • Average Resolution Time MTD

    • Recommended Chart: Summary Number

  • Lingering Cases

    • Note: Usually defined as being open for more than the average number of days.

    • Recommended Chart: List View, sorted by number of days open.

  • Newest High Priority Cases

    • Recommended chart: List View, sorted by Created Date

  • Overdue Cases

    • Note: “Overdue” is usually defined as having an Expected Close Date in the past

    • Recommended Chart: List View, sorted by Expected Close Date ascending

  • Recently Closed Cases

    • Recommended Chart: List View, sorted by Close Date descending

 

Project Reports

The Project Object is a common custom Object. No additional license add-ons are required.

  • Total Active Projects

    • Recommended Chart: Summary Number (record count)

  • Active Projects by Owner

    • Recommended Chart: Horizontal Bar

  • Hours Logged by Month

    • Recommended Chart: Vertical Bar

  • Project Revenue by Month

    • Recommended Chart: Vertical Bar

  • Biggest Open Projects

    • Recommended Chart: Horizontal Bar by Total Hours

  • Projects Creation by Month

    • Recommended Chart: Vertical Bar by Created Date

  • Projects Completion by Month

    • Recommended Chart: Vertical Bar

  • Average Project Margin YTD

    • Recommended Chart: Summary Number (Margin Amount)

  • Top Open Projects by Margin

    • Recommended Chart: Horizontal Bar

  • Utilization Rate by Team Member QTD or YTD

    • Note: “Utilization Rate” is usually calculated by comparing actual hours logged with a target

    • Recommended Chart: Horizontal Bar

  • Total Days Available by Month by Team Member

    • Recommended Chart: Horizontal Bar

  • Project Workload Supply vs. Demand

    • Recommended Chart: Gauge showing Ratio

 

Data Quality Reports

Used to audit and maintain data hygiene by highlighting key missing fields on the main Standard Objects.

  • Opportunities Missing Amount

    • Note: Usually defined to include Opportunities with a $0 or $1 Amount

    • Recommended Chart: Summary Number (record count)

  • Accounts Missing Website

    • Recommended Chart: Summary Number (record count)

  • Contacts Missing Email Address

    • Recommended Chart: Summary Number (record count)

  • Tasks Missing Due Date

    • Recommended Chart: Summary Number (record count)

 

Common Dashboards

Once you’ve picked the Reports that resonate from the menu above, you’ll want to start grouping them into Dashboards so the data that they surface is easily digestible.

If you’re just starting out, you may be able to just combine them all into one Dashboard. If you’ve got multiple stakeholders to serve, here’s some inspiration.

Let’s say you have Sales Representatives that you want to help. You can provide them with a "My Pipeline" dashboard which shows them the following:

  • MTD Your Revenue

  • FYTD Your Opportunity Pipeline

  • FYTD Your Top Open Opportunities

  • Your Neglected Accounts Based on Activities

  • Your Stuck Opportunities

  • Your Opportunities with Past Due Activities

  • FYTD Your Revenue

  • QTD Your Revenue

  • Your All Time Top 10 Accounts by Revenue 

It may end up looking something like the example below, which uses a good mix of chart types to keep the Dashboard engaging.


Other common dashboards include:

  • Company Overview

    • Provides a summary of top-level performance compared to target KPIs. Used for reporting to board members, investors, and other key stakeholders.

  • Pipeline Overview

    • Used by Sales Managers to view the overall health of the pipeline. Can be upgraded with a Dashboard Filter to allow quick viewing of any particular Sales Rep’s pipeline.

  • Sales Activities Overview

    • See what your Sales Team is doing to stay on top of active deals. Look at their total, completed, and overdue tasks and review each rep’s call and email logs. This dashboard is key for monitoring rep engagement.

  • Service Leader Overview

    • Tracks Case-related metrics such as resolution times, first-response rates, and customer satisfaction scores. These insights help teams gauge service efficiency and identify areas for improvement.

  • Marketing Leader Overview

    • Highlights marketing campaign performance, including metrics such as lead conversions, website traffic, and ROI. This equips teams with actionable insights to optimize campaigns and achieve better outcomes.

 

Your Turn: Make Them Your Own

Feel free to use these ideas as they’re presented or tweak them to fit your unique requirements by simply using a different key field, time period, or other creative change.

With Salesforce there are truly no limitations on the analytics you can create. If you find yourself wanting to test the validity of that statement, take a peek down the Tableau rabbit hole.


 

Proactive Partners

Wolfic is 100% specialized in Salesforce optimization. We have a 5-star AppExchange rating and a proven track record of helping Salesforce customers succeed after other partners have fallen short.

Our Wolfpack holds certifications across all major clouds. Organizations with less than 200 Salesforce users are usually a perfect fit for our unique Wolfic Way. Howl at us today!

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