What goes in a sales activity dashboard in Metabase?

A sales activity dashboard tracks the inputs of the sales motion: calls, emails, and meetings per rep, how efficiently that effort converts to booked meetings, how fast inbound leads get a response, and which sequences earn replies. It's the effort-side companion to a sales pipeline dashboard — activity here, outcomes there.

What does a sales activity dashboard look like?

Here’s the layout this guide builds. Team totals and the response-time number sit at the top, because coverage problems need catching daily. Per-rep volume and conversion come next — always paired, so volume is never read without its quality check. Outcomes close it out: activity against pipeline created, the monthly meetings trend, and the sequence table that decides what gets retired.

Which cards belong on a sales activity dashboard?

The eight below pair every volume measure with a conversion or outcome check, so effort and effectiveness get read together.

• Team totals — activities, calls, emails, meetings booked, reply rate, median lead response time (numbers)
• Activities per rep by type — calls, emails, meetings (row)
• Weekly activity volume by type (line)
• Call-to-meeting conversion — dials, connects, conversations, meetings booked (funnel)
• Median inbound lead response time, against the goal (line)
• Meetings booked per month (trend)
• Activity versus pipeline created per month (combo)
• Sequence performance — enrolled, reply rate, meetings per sequence (table)

What data does the dashboard need?

• An activities table with one row per touch — type (call, email, meeting), rep_name, occurred_at, and outcome fields like call disposition.
• Email engagement events (delivered, replied) with sequence_id, from the engagement platform’s export.
• A meetings table with booked_at, source activity or sequence, and held/no-show status.
• A leads table with created_at and first-touch timestamp, for response-time math in business hours.
• Opportunities with created_at and amount, to put pipeline created next to the activity that preceded it.

How do you build it?

1. Sync engagement platform events to the warehouse — the Outreach, Salesloft, and Gong guides cover the export options — and land CRM leads and opportunities beside them.
2. Build one activities model that unions calls, emails, and meetings with a shared type column, excluding auto-generated sequence steps from “human touch” counts.
3. Compute lead response time as median business-hours minutes from lead creation to first human touch, excluding auto-responders.
4. Join meetings back to their source activity and sequence, so the funnel and the sequence table use the same attribution rule.
5. Add filters for date range, team, and rep, and schedule the dashboard into the Monday pipeline meeting — paired with the pipeline dashboard, not instead of it.

Example card SQL

SELECT
a.rep_name,
COUNT(*) FILTER (WHERE a.type = 'call')     AS calls,
COUNT(*) FILTER (WHERE a.type = 'email')    AS emails,
COUNT(*) FILTER (WHERE a.type = 'meeting')  AS meetings_held,
COUNT(DISTINCT m.meeting_id)                AS meetings_booked,
ROUND(
  100.0 * COUNT(DISTINCT e.reply_id)
  / NULLIF(COUNT(*) FILTER (WHERE a.type = 'email'), 0), 1
)                                           AS reply_rate_pct,
ROUND(
  100.0 * COUNT(DISTINCT m.meeting_id)
  / NULLIF(COUNT(*) FILTER (WHERE a.type = 'call'), 0), 1
)                                           AS call_to_meeting_pct
FROM activities a
LEFT JOIN email_replies e
ON e.activity_id = a.activity_id
LEFT JOIN meetings m
ON m.booked_from_activity_id = a.activity_id
WHERE a.occurred_at >= DATE_TRUNC('month', NOW())
GROUP BY a.rep_name
ORDER BY meetings_booked DESC;

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