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Dashboard

What goes in a lead funnel dashboard in Metabase?

A lead funnel dashboard follows prospects from lead to closed-won and shows where they drop off — lead → MQL → SQL → opportunity → won. It's how marketing and sales agree on where the funnel leaks. Build it from CRM data synced into a database — see HubSpot or Salesforce for the connection.

For: Marketing ops, RevOps, sales leaders. Refresh: daily. Source: modeled leads/contacts and dealswith stage timestamps and source.

Which cards belong on a lead funnel dashboard?

Headline KPIs

Funnel & sources

  • Funnel: lead → MQL → SQL → opportunity → won
  • Stage-to-stage conversion and drop-off
  • Funnel by lead source / campaign
  • Time-in-stage (where deals stall)

What data does a lead funnel dashboard need?

  • Leads/contacts with a source and creation date.
  • Stage-entry timestamps (or a stage-change history) so you can measure conversion and time-in-stage.
  • The deals table to close the funnel at opportunity and won.

How do you build a lead funnel dashboard?

  1. Sync your CRM into a database (HubSpot orSalesforce).
  2. Define each funnel stage once and derive stage-entry from history.
  3. Count each stage and compute step-to-step and overall conversion.
  4. Add filters for source, segment, and date range.

Example card SQL

Funnel counts and conversionPostgreSQL
-- Lead funnel counts and stage-to-stage conversion, last 90 days.
WITH stages AS (
  SELECT
    COUNT(*) FILTER (WHERE reached_lead)        AS leads,
    COUNT(*) FILTER (WHERE reached_mql)         AS mqls,
    COUNT(*) FILTER (WHERE reached_sql)         AS sqls,
    COUNT(*) FILTER (WHERE reached_opp)         AS opportunities,
    COUNT(*) FILTER (WHERE reached_won)         AS won
  FROM lead_funnel
  WHERE created_at >= CURRENT_DATE - INTERVAL '90 days'
)
SELECT
  leads, mqls, sqls, opportunities, won,
  ROUND(100.0 * mqls / NULLIF(leads, 0), 1)     AS lead_to_mql_pct,
  ROUND(100.0 * won  / NULLIF(leads, 0), 1)     AS lead_to_won_pct
FROM stages;

Integrations

HubSpot + MetabaseSalesforce + Metabase

Analytics

Sales analyticsOverviewSales & CRM overviewOverview

Dashboards

Win rate dashboardSales forecast dashboard

Metrics

Conversion rateSales cycle lengthWin rate

FAQ

Do I need stage-change history for the funnel?
For current-stage counts, no. For stage-to-stage conversion, time-in-stage, and cohorted funnels, yes — you need the stage-change history (HubSpot property history or Salesforce field history) so each lead's path is reconstructable.
How do I define MQL and SQL consistently?
Pin the definitions in your model, not in each report: an MQL is a lead meeting a marketing-qualification bar, an SQL is one sales has accepted. Deriving both from CRM fields once means marketing and sales read the same funnel instead of arguing about definitions.
How is this different from a win-rate dashboard?
The win-rate dashboard focuses on closed deals — how often opportunities become wins. The lead funnel covers the whole path from first touch, so it shows earlier drop-off (like lead-to-MQL) that win rate never sees.