Reports and Dashboard

Overview

Your CRM captures everything conversations, deals, activities, revenue, pipeline movement. Hidden inside that data are patterns and insights that can help you close more deals, strengthen customer relationships, and refine your internal processes.

Dashboards in SparrowCRM transform raw data into clear, easy-to-analyze visualizations. Instead of scanning tables or exporting reports, you can instantly see trends, performance gaps, and opportunities in one place. This help ensure that your decisions aren’t based on assumptions but rooted in actual data.

Create Dashboards

Each dashboard can contain a combination of charts and text widgets, giving you both visual insight and contextual explanation in a single, structured view.

Charts

Charts present your CRM data as visual infographics — making it easier to analyse performance, spot trends, and uncover insights at a glance.

Text widgets

Text widgets are flexible cards that let you add formatted text and images to your dashboard. Use them to:

• Add context to metrics
• Explain assumptions behind a report
• Highlight key takeaways
• Provide instructions or notes for viewers

Together, charts show the data, and text widgets help interpret it.

Create from scratch

Build your dashboard from the ground up. Add charts and text widgets one by one, configure each component manually, and design the layout exactly how you want it.

Best when you need full control over structure and metrics.

Start with a template

Choose from ready-made templates designed for common reporting needs. Templates give you a structured starting point while still allowing you to modify charts, filters, and layout as needed.

Ideal when you want to move fast without starting from zero.

Generate using AI

Describe what you want to analyse in natural language — or select from pre-drafted prompts — and SparrowCRM’s AI will generate relevant charts instantly.

For best results, use clear and specific prompts (for example: “Show monthly revenue trend for Enterprise deals closed this year”).

This is the fastest way to turn a reporting question into a working dashboard.

Chart types

SparrowCRM supports the following chart types, each ideal for a specific type of information.

Bar Chart

Displays categorical data using rectangular bars, where bar length represents value.

Best for

• Comparing reps, teams, stages, or segments
• Showing revenue or count by category

Configuration

• X-axis (category) – Field used to define categories.
• • Set limit – Limit to the top or bottom N records based on sorting.
  • Include empty values – Display records with missing category values as a separate bar.
• Y-axis (metric) – Field used to measure value (supports multiple axes).
• Orientation – Vertical or horizontal bars.
• Stack by – Segment bars by another field (available for single Y-axis only).

Customization

• Stack type – Absolute or percentage.
• Show values on bars – Display metric values directly on bars.

Line and Area Charts

A line chart shows trends over time using connected data points. An area chart fills the space beneath the line to emphasise magnitude. Best for

• Revenue or pipeline trends
• Performance across time periods
• Segment contribution over time

Configuration

• X-axis (time field) – Field displayed along the horizontal axis.
• • Set limit – Limit to the top or bottom N records based on sorting.
  • Include empty values – Display missing time intervals instead of skipping them.
• Y-axis (metric) – Metric plotted over time (supports multiple axes).
• Stack by – Separate lines by category (single Y-axis only).

Customization

• Line interpolation – Straight or smooth lines.
• Line style – Solid, dotted, or dashed.
• Target – Add a benchmark reference line.

Pie and Donut Charts

A pie chart shows how a total is divided into proportions using slices. A donut chart works the same way but includes a hollow centre to display a summary value.

Best for (Pie)

• Distribution of deals by stage
• Revenue split by product
• Lead source contribution
• Win vs loss ratio

Use when you need a quick view of part-to-whole distribution.

Best for (Donut)

• Showing distribution with a visible total
• Quota achieved vs remaining
• Segment contribution with a focal metric

Use when you want part-to-whole clarity plus a central summary.

Configuration

• Metric – The total value being measured.
• Break down by – Field used to divide the total into slices (single metric only).
• Include empty values – Display records that contribute to the metric but don’t match any category as a separate slice.

Customization

• Show percentages – Display percentage values inside slices.
• Show total – Display the consolidated metric (donut only).

KPI Chart

A KPI (Key Performance Indicator) chart highlights a single critical metric for quick performance visibility.

Unlike comparative charts, a KPI chart focuses on one value — often shown alongside a target or variance — to indicate whether performance is on track.

Best for

• Revenue vs target
• Deals closed this month
• Pipeline value
• Win rate
• Average sales cycle length
• Quota attainment

Configuration

• Metric – Field representing the key performance indicator.
• Group by – Aggregate the metric across categories (optional).
• Compare by – Compare performance across periods or dimensions.
• Filters – Restrict the data used to calculate the KPI.

Customization

• Delta indicator – Show change as an absolute value or percentage.
• Sort by – Control order when using grouping.

Funnel Chart

A funnel chart displays sequential stages in a process, narrowing at each step to show how volume decreases.

It helps identify where drop-offs occur within a structured flow.

Best for

• Deal progression across pipeline stages
• Lead-to-customer conversion analysis
• Identifying bottlenecks
• Measuring stage-to-stage efficiency
• Tracking onboarding or qualification flows

Configuration

• Stages – Ordered steps that form the funnel levels.
• Metric – Value measured at each stage (e.g., count, deal amount).

Customization

• Include empty values – Display records without a stage value as a separate level.
• Show values – Display metric values within each stage.
• Show stage-wise conversion count – Display movement between consecutive stages.
• Conversion – Calculate drop-offs as:
• • Absolute – Numeric change between stages
  • Percentage – Conversion rate between stages

Gauge Chart

A gauge chart displays a single metric against a defined range using a dial or arc to indicate performance relative to a target.

It visually shows whether performance falls within acceptable, warning, or critical thresholds.

Best for

• Tracking quota attainment
• Measuring revenue against target
• Monitoring pipeline coverage ratio
• Displaying win rate against goal
• Showing SLA compliance

Use when you need to quickly answer: How close are we to the target?

Configuration

• Metric – KPI displayed on the gauge.
• Filters – Restrict records used to calculate the metric.

Customization

• Range – Define the minimum and maximum scale.
• Target – Set the benchmark value.
• Thresholds – Define performance zones with distinct colours (min, mid, max).

Table

A table displays data in rows and columns for detailed record-level inspection.

Unlike visual charts, tables prioritise precision and completeness over trend visualisation.

Best for

• Viewing detailed deal or contact records
• Comparing multiple fields side by side
• Auditing data quality
• Exporting structured reports
• Analysing performance at a granular level

Use when accuracy matters more than visual comparison.

Configuration

• Columns – Fields displayed as table columns.
• Filters – Restrict included records.
• Sort by – Control record order.

Customization

• Show row numbers – Display sequential row numbering.
• Freeze header rows – Keep column headers fixed while scrolling.
• Shade alternate rows – Improve readability with alternating colours.
• Rows per page – Set number of records per page.
• Color scaling – Apply conditional formatting based on value ranges.

Pivot Table

A pivot table summarises and aggregates data across multiple dimensions in a grid format.

It allows you to group and calculate metrics by rows and columns to uncover deeper insights.

Best for

• Analysing revenue by rep and month
• Comparing deal value by stage and region
• Measuring win rates by segment and quarter
• Evaluating performance across multiple dimensions

Use when you need multi-layered analysis, not just a single comparison.

Configuration

• Rows – Field used to organise data vertically.
• Columns – Field used to segment data horizontally.
• Cell value – Metric or aggregation shown at row–column intersections.
• Set limit – Limit the number of rows displayed.

Customization

• Show column numbers – Display numeric column indicators for easier referencing.
• Color scaling – Apply conditional formatting based on value ranges.

Inspecting Charts

Once a chart is created, you can interact with it to explore the underlying data and details.

• Open a chart – Click on any chart to view its full configuration and settings.
• Hover for details – Hover over bars, lines, or slices to see precise metric values.
• View source data – Open the source table beneath the chart to inspect the exact records used in the visualization.

Any filters or sorting applied to the chart first modify the source data. The chart then reflects the updated dataset.

Use this to validate numbers, troubleshoot discrepancies, or drill deeper into specific segments.

Managing Dashboards

Dashboards are fully flexible and can be updated as your reporting needs evolve.

• Edit details – Update the dashboard’s name and description.
• Clone – Duplicate a dashboard to reuse its structure and modify it separately.
• Apply dashboard filters – Filter the entire dashboard to view a specific subset of data.

Managing charts within a dashboard

• Move charts to rearrange layout.
• Edit chart configuration at any time.
• Duplicate charts within the same dashboard or to another dashboard.

Activity logs

View a history of actions related to the dashboard, including edits and updates.

Sharing dashboards

• Share with CRM users using read-only, edit, or share access.
• Send dashboards via email as an embed, attachment, or link.
• Set up recurring emails to automatically send updated dashboard reports.

Note: If you share a dashboard via link, recipients must have appropriate access to SparrowCRM to view it.

Deleting dashboards

You can delete dashboards that are no longer needed. Deleting a dashboard permanently removes it along with all the charts and widgets it contains. This action cannot be undone.

If you only need to update the layout or content, consider deleting individual charts or widgets instead and replacing them as required.