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Create an agency dashboard by deciding who will use it and what decisions it should support, then selecting a small set of goal-linked measures, connecting verified data sources, and adapting a template to the audience. A client performance report and an internal delivery dashboard should not be forced into the same view if they answer different questions.
1. Decide who the dashboard is for
Start by naming the audience: agency leadership, an account team, a delivery team, or a client. Then write down the decisions the dashboard should make easier. Examples include whether a campaign needs intervention, whether a project is on schedule, or whether team capacity is becoming constrained.
Separate internal operations from client-facing performance reporting when their audiences or permissions differ. Internal users may need workload, costs, and delivery risks; a client may need agreed campaign outcomes, progress, and next actions. A dashboard is more useful when it answers a defined question than when it displays every available number.
2. Choose measures that match the work
Choose measures based on the engagement’s goals and the data you can reliably access. Treat these categories as a menu, not a mandatory checklist:
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- Project delivery: task completion, deadlines, milestones, and resource utilization.
- Client relationship: response times, engagement, or satisfaction, if these are consistently defined and recorded.
- Financials: invoicing, expenses, revenue, or profitability, when the definitions and intended audience are agreed.
- Resource allocation: workload, availability, and efficiency by team, project, or client.
- Campaign performance: measures such as spend and conversions for advertising, search performance for SEO, or other outcomes specified by the contract.
Distinguish activity from outcome. A count of tasks completed is not automatically evidence of business impact. Label the reporting period, comparison period, and metric definition so readers can interpret a change instead of guessing what it means.
3. Map every measure to a source
List the system that supplies each field before building charts. Agency dashboards commonly draw from project-management tools, CRMs, financial software, and communication platforms; campaign reports may also use the advertising, analytics, and search platforms relevant to the work.
- Make a metric-to-source list. For each measure, record its system, account, definition, owner, and expected refresh cadence.
- Check scope and dates. Confirm that connected accounts cover the intended client or project and that the reporting and comparison periods match.
- Check definitions before combining sources. Two systems may use the same label for different things, or different labels for the same concept. Resolve those differences before blending data.
- Validate the displayed values. Compare a sample of dashboard figures with the source system and investigate missing, duplicated, or stale records.
Looker Studio’s template guidance, as described in Google’s search result, indicates that a template’s default source can be replaced with a reusable source the user can access or with a new embedded source. Confirm the current interface and access requirements before relying on a particular connection flow.
4. Start with a template, then adapt it
A template gives you a starting structure, not a finished dashboard. HubSpot’s resource library lists spreadsheet- and document-based examples for marketing and sales dashboards, social-media reporting, monthly reporting, and project reporting. Porter Metrics describes agency-oriented template categories for project tracking, client satisfaction, financial performance, and resource management in Google Sheets and Looker Studio. Choose a template whose audience and source requirements are close to yours, then remove fields that do not serve the intended decision.
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A practical agency dashboard outline
- Header: agency or client name, reporting period, and dashboard owner.
- Overview: a few important outcome measures, each paired with its goal or comparison period.
- Performance: channel, project, or campaign detail relevant to the viewer.
- Delivery and capacity: milestones, due dates, workload, or utilization if the dashboard is also for operations.
- Financial view: revenue, costs, invoice status, or profitability only when definitions and access are agreed.
- Notes and next actions: context for material changes and the next decision or action.
This is an adaptable example, not a universal layout. Keep sections that answer the audience’s questions and omit the rest.
Creating a dashboard in HubSpot
HubSpot’s dashboard documentation, last updated July 29, 2026, describes creating a dashboard from a recommended pre-made template or starting with a blank dashboard. The documented flow includes naming the dashboard and choosing access. The available access options include private-to-owner and organization-wide view or edit access; more granular team and user assignment is identified as Enterprise-only. HubSpot can change its interface and subscription limits, so check its current product documentation before setting up access.
5. Make the dashboard readable
Choose the visual form after you know the measure and the comparison the reader needs to make. As practical visualization guidance, use a time series for changes over time, a bar chart for comparisons among categories, and a table when readers need exact values or several measures together.
- Put the most decision-relevant outcomes first.
- Use clear units, date ranges, and labels; avoid relying on color alone to communicate meaning.
- Show the comparison that gives a value context, such as a target or prior period, when that comparison is valid.
- Add a brief note when a major change needs explanation, such as a campaign launch or a tracking change.
- Limit chart detail to what the audience needs; put deeper breakdowns in a separate section or view.
Porter Metrics’ agency guidance describes choosing a connected source, metrics and dimensions such as date, project, or client, then using features such as charts, data blending, calculated fields, grouping, and tagging. These are vendor-described workflow options; verify availability in the tool and plan you use.
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6. Set permissions and a review routine
Decide whether each dashboard is private, view-only for others, or editable by others. Before sharing externally, verify that each viewer can access the reports and data sources and that the view cannot expose another client’s information. Keep sensitive financial and operational measures out of a client-facing view unless they are intentionally included and authorized.
Set a review rhythm around the decision cycle rather than treating a finished dashboard as self-maintaining. For example, an active campaign operations view might be reviewed weekly, while a client performance report might be discussed monthly. Those are practical examples, not an established industry standard. HubSpot’s KPI dashboard article search excerpt also advises returning to a dashboard regularly; that is vendor guidance rather than a measured causal finding.
Examples: choose the dashboard by its decision
| Dashboard example | Primary audience | Useful contents |
|---|---|---|
| Client campaign report | Client and account team | Agreed campaign outcomes, spend or channel detail where relevant, reporting dates, context, and next actions. |
| Delivery and capacity view | Operations and delivery leads | Milestones, deadlines, task progress, workload, and resource availability. |
| Agency financial view | Agency leadership or finance staff | Revenue, expenses, invoicing, or profitability using agreed definitions and appropriately restricted access. |
| Client relationship view | Account leads | Communication response measures, engagement, or satisfaction where the agency has consistent source data. |
These are example combinations, not prescribed dashboards or benchmark sets. The right measures depend on the engagement, source data, and people who will act on the information.
How to evaluate dashboard tools and templates
Available examples name HubSpot, Looker Studio, Tableau, Power BI, Databox, and spreadsheet templates, but a current feature-by-feature or price comparison is not established here. HubSpot’s August 4, 2026 search excerpt frames tools by use case—HubSpot for teams in its ecosystem, Looker Studio for Google data, Tableau for complex analysis, Power BI for Microsoft-heavy organizations, and Databox as a lightweight option. That is HubSpot’s characterization, not an independent ranking.
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For your own selection, compare the factors that affect your workflow:
- Audience and decision: internal operations, client review, executive overview, or sales reporting.
- Data and connectors: whether the necessary sources are available, whether third-party connectors are needed, and whether definitions can be kept consistent.
- Customization: whether you can add client-specific measures, calculated fields, and useful breakdowns.
- Permissions: whether view and edit access, external sharing, and client data separation meet your requirements.
- Maintenance: how reliably the data refreshes and how much effort it takes to maintain dashboards across clients.
- Output: whether users need a live dashboard, scheduled email, or an exportable report.
Troubleshooting common dashboard problems
A metric is blank or out of date
Check the source connection, account selection, permissions, date range, and refresh status. If the source is current but the dashboard is not, inspect the connector or refresh configuration rather than changing the metric definition without evidence.
Two reports show different totals
Compare their date ranges, filters, account scope, attribution or counting rules, and definitions. Align those details before blending data or presenting a combined total.
A template does not show the expected data
Confirm whether the template still points to its example source. Replace it with a source you can access, or configure a new source, then validate its fields and values. Looker Studio’s current template flow should be checked in the product because the available official guidance here is limited to Google’s search-result description.
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A client cannot open a shared dashboard
Check the dashboard’s access setting and whether the client has access to each underlying report and source. Avoid broadening permissions until you have confirmed the viewer should see every included dataset.
The dashboard is crowded but still misses the point
Return to the decisions written down at the start. Remove measures that do not support them, separate internal and client views if needed, and move secondary breakdowns out of the overview.
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Frequently Asked Questions
Can one agency dashboard serve every client?
It can, but only if the clients share compatible goals, definitions, and access needs. Otherwise, use separate views or dashboards so irrelevant measures and another client’s data are not exposed.
What should I do if a dashboard metric has no reliable source?
Leave it out until you can define a trustworthy source and calculation; do not present an estimate as a measured result.
Quick Recap
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