INTERNAL DASHBOARDS

US leadership teams reviewing a manually compiled board deck on the first Monday of the month are making strategic decisions from data that is 2-4 weeks old — a connected dashboard built on your existing Salesforce, QuickBooks, and GA4 data closes that gap

Connect your CRM, accounting software, and ad platforms into a single live view with role-based access. Stop compiling the board deck. Start reading a live dashboard.

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/ This is for you if

Software businesses tracking MRR, churn rate, customer acquisition cost, LTV, and expansion revenue by cohort need a product and finance dashboard that connects subscription billing data (Stripe, Chargebee, or Recurly) with CRM data in a single view. These businesses currently pull MRR from the billing platform, churn from the product analytics tool, and CAC from the CRM, and combine them in a spreadsheet for the monthly investor or leadership update. A connected dashboard that pulls from all three sources gives the CFO and VP of Growth a live SaaS metrics view that updates daily and eliminates the monthly compilation.

Online retailers managing sales across Shopify, Amazon, and wholesale channels need a daily performance dashboard showing revenue by channel, contribution margin by product line, and ad spend ROAS across Google and Meta. These businesses currently pull separate reports from each sales platform and each ad platform and combine them in a spreadsheet to get the blended picture. A Looker Studio or Power BI dashboard connected to Shopify, Amazon Seller Central, Google Ads, and Meta Ads gives the owner or operator a daily channel comparison and blended ROAS without the manual consolidation.

Consulting firms, accounting practices, and marketing agencies tracking billable utilisation, realised billing rate, pipeline coverage ratio, and client concentration risk need a leadership scorecard that connects timesheet data, billing data, and CRM pipeline in one view. These firms currently track utilisation in a timesheet system, invoice through QuickBooks or NetSuite, and manage pipeline in HubSpot or Salesforce, with no live view connecting all three. A connected dashboard gives the managing partner a view of utilisation by team, pipeline coverage against revenue targets, and the percentage of revenue represented by the top three clients without manual consolidation.

Medical groups, hospital systems, and specialty practices tracking appointment utilisation, payer mix, claim denial rate, and net collection rate by provider need a revenue cycle dashboard that connects the practice management system and billing platform. These organisations currently produce revenue cycle reports monthly from the billing platform and review them in a separate revenue cycle management meeting without a live view connecting clinical utilisation to financial outcomes. A dashboard that connects appointment data to billing outcomes gives the CFO and revenue cycle director a daily view of where denial rates are elevated, which payers are slow to pay, and which providers are performing above and below their collection rate targets.

/ What's broken

Salesforce and QuickBooks not connected in a single dashboard

US businesses with CRM pipeline data in Salesforce and revenue data in QuickBooks produce the combined revenue-and-pipeline view only for the monthly or quarterly leadership meeting, assembled manually from two separate exports in a spreadsheet. The manual process involves a Salesforce opportunity export, a QuickBooks revenue export, a mapping exercise to align the CRM deal names with the invoice client names, and a spreadsheet calculation to produce pipeline coverage ratio and forecast accuracy. This process takes between two and four hours per month and produces a view that is out of date by the time it is reviewed. A Power BI or Looker connector to both Salesforce and QuickBooks creates the combined view as a live dashboard, with pipeline coverage and forecast accuracy calculated automatically from current data, available every day without the manual export and mapping exercise.

GA4 report not connected to ad spend data

US marketing teams are pulling GA4 conversion data and Google Ads and Meta Ads spend data separately and combining them in a spreadsheet to calculate blended ROAS and marketing efficiency metrics. The GA4 report shows sessions, conversions, and revenue attributed by channel. The Google Ads report shows spend and conversion volume for paid search. The Meta Ads report shows spend and reported conversions for paid social. Combining these in a spreadsheet to calculate blended ROAS, cost per acquisition by channel, and marketing-attributed revenue share requires a weekly or monthly manual reconciliation that is time-consuming and introduces errors when attribution models differ between platforms. A Looker Studio dashboard connected to GA4, Google Ads, and Meta Ads via their native API connectors shows blended ROAS, CPA by channel, and marketing-attributed revenue in real time without the manual reconciliation.

No role-based dashboard access

US businesses managing a single shared dashboard that shows full financial and operational data to every user are exposing data to the wrong audiences. The sales team can see margin data that is commercially sensitive. The executive team is seeing sales rep performance details that distract from their leadership view. Operations staff are seeing financial data not relevant to their daily decisions. Power BI and Looker both support role-based access control that restricts what each user sees based on their role assignment. A sales dashboard shows pipeline, conversion rates, and revenue performance. A finance dashboard shows margin, cost structure, and cash flow. An executive dashboard shows the combined top-level scorecard. Each person sees the view relevant to their function. Role-based access is configured in the dashboard tool's security layer, not by maintaining separate dashboard files for each audience.

Board reporting still a manually compiled PowerPoint

US leadership teams are spending 3-5 days per quarter or per month compiling the board deck from multiple source system exports. The finance team pulls revenue, margin, and cash flow from QuickBooks or NetSuite. The sales team pulls pipeline and close rate data from Salesforce or HubSpot. The marketing team pulls spend and performance data from the ad platforms and GA4. These data sets are formatted into PowerPoint charts and tables by hand, the formatting is adjusted to match the board template, and the deck is reviewed and revised before distribution. A board-level dashboard connected to all source systems exports the same charts and KPIs on demand in the format required for the board pack, without the 3-5 day compilation process. Board members can also access the live dashboard directly if the board requires it.

/ What we engineer

Each workstream is built by the team that audits it, and wired into the rest of your growth system.

Run a data source and systems inventory specific to the US stack

We start with a data source and systems inventory specific to the US business's technology stack. For most US mid-market businesses this means Salesforce or HubSpot for CRM, QuickBooks, NetSuite, or Xero for accounting, GA4 for web analytics, and Google Ads and Meta Ads for paid acquisition. For SaaS businesses it includes a billing platform such as Stripe, Chargebee, or Recurly. We document the API connection method available for each system and the data refresh frequency required by the business.

Map the reporting requirements for each audience level

We map the reporting requirements for each audience level. The board and executive team view requires a top-level scorecard showing revenue versus target, gross margin, pipeline coverage, and key operational KPIs. The VP and director level requires a management view showing departmental performance, team utilisation, and trend analysis. The team lead and operations level requires a daily operations view with task-level alerts and threshold monitoring. We design each view for the person who will use it and connect it to only the data relevant to their decisions.

Build the connected data model in Power BI or Looker

We build the connected data model in Power BI or Looker. For Power BI, this means connecting each source system via its API connector or certified connector from the Power BI marketplace, building the data model with correct relationships between CRM, finance, and marketing data, and creating the calculated measures for the KPIs the business tracks. For Looker Studio, this means connecting each data source and building blended data sources where metrics from different systems need to appear in the same chart.

Configure role-based access control

We configure role-based access control. In Power BI this is implemented via Row-Level Security (RLS), which restricts each user's data access based on their role assignment in the Power BI service. In Looker, access is managed through the data access controls at the data source level. We map the roles required, configure the security rules, and test each role to confirm that users see only the data appropriate to their function.

Build the dashboard views and configure alerts

We build the dashboard views, configure KPI scorecards, set up trend charts aligned to the business's fiscal calendar, and configure any operational alert thresholds. For SaaS businesses this means an MRR movement waterfall chart showing new, expansion, contraction, and churn. For e-commerce businesses this means a channel revenue comparison with daily refresh. For professional services this means a utilisation rate by staff member with a pipeline coverage ratio. For healthcare organisations this means a denial rate by payer with a net collection rate trend.

Deliver with documentation and support

We deliver the live dashboard with documentation covering the data model, the RLS configuration, the connection setup for each source system, and the process for updating the dashboard when the underlying data structure changes. We conduct a handover session with the team and provide 30 days of support for questions and adjustments.

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/ What changes

Before
After
BeforeUS businesses with CRM pipeline data in Salesforce and revenue data in QuickBooks produce the combined revenue-and-pipeline view only for the monthly or quarterly leadership meeting, assembled manually from two separate exports in a spreadsheet. The manual process involves a Salesforce opportunity export, a QuickBooks revenue export, a mapping exercise to align the CRM deal names with the invoice client names, and a spreadsheet calculation to produce pipeline coverage ratio and forecast accuracy. This process takes between two and four hours per month and produces a view that is out of date by the time it is reviewed. A Power BI or Looker connector to both Salesforce and QuickBooks creates the combined view as a live dashboard, with pipeline coverage and forecast accuracy calculated automatically from current data, available every day without the manual export and mapping exercise.
AfterThe board deck compilation process is replaced by a live dashboard. The 3-5 days spent compiling the quarterly or monthly board deck are replaced by a dashboard that generates the same charts and KPIs on demand. Finance, sales, and marketing staff redirect that time to analysis rather than data assembly.
BeforeUS marketing teams are pulling GA4 conversion data and Google Ads and Meta Ads spend data separately and combining them in a spreadsheet to calculate blended ROAS and marketing efficiency metrics. The GA4 report shows sessions, conversions, and revenue attributed by channel. The Google Ads report shows spend and conversion volume for paid search. The Meta Ads report shows spend and reported conversions for paid social. Combining these in a spreadsheet to calculate blended ROAS, cost per acquisition by channel, and marketing-attributed revenue share requires a weekly or monthly manual reconciliation that is time-consuming and introduces errors when attribution models differ between platforms. A Looker Studio dashboard connected to GA4, Google Ads, and Meta Ads via their native API connectors shows blended ROAS, CPA by channel, and marketing-attributed revenue in real time without the manual reconciliation.
AfterSalesforce pipeline and QuickBooks revenue are visible in the same view every day. The pipeline coverage ratio, forecast accuracy, and revenue-versus-target view that previously existed only at the monthly leadership meeting as a manually compiled spreadsheet is now available every morning. The question the leadership team previously asked only once a month becomes a question they can ask every day.
BeforeUS businesses managing a single shared dashboard that shows full financial and operational data to every user are exposing data to the wrong audiences. The sales team can see margin data that is commercially sensitive. The executive team is seeing sales rep performance details that distract from their leadership view. Operations staff are seeing financial data not relevant to their daily decisions. Power BI and Looker both support role-based access control that restricts what each user sees based on their role assignment. A sales dashboard shows pipeline, conversion rates, and revenue performance. A finance dashboard shows margin, cost structure, and cash flow. An executive dashboard shows the combined top-level scorecard. Each person sees the view relevant to their function. Role-based access is configured in the dashboard tool's security layer, not by maintaining separate dashboard files for each audience.
AfterEach team sees only the data relevant to their function. Sensitive margin data is visible only to finance and executive users. Sales performance data is visible only to sales managers and above. Operations data is visible only to operations staff. The dashboard is not a security risk — it is a tool that gives each person the information they need and withholds the information they should not have.
BeforeUS leadership teams are spending 3-5 days per quarter or per month compiling the board deck from multiple source system exports. The finance team pulls revenue, margin, and cash flow from QuickBooks or NetSuite. The sales team pulls pipeline and close rate data from Salesforce or HubSpot. The marketing team pulls spend and performance data from the ad platforms and GA4. These data sets are formatted into PowerPoint charts and tables by hand, the formatting is adjusted to match the board template, and the deck is reviewed and revised before distribution. A board-level dashboard connected to all source systems exports the same charts and KPIs on demand in the format required for the board pack, without the 3-5 day compilation process. Board members can also access the live dashboard directly if the board requires it.
AfterGA4 conversion data, Google Ads spend, and Meta Ads spend are visible in the same view. Blended ROAS is calculated automatically. The marketing team's weekly or monthly spend reconciliation spreadsheet is replaced by a live marketing performance dashboard that the CMO or VP of Marketing can review every morning before deciding where to shift budget.

/ How it works

  1. Systems and data source inventory.

    We document the US business's full technology stack — CRM, accounting platform, billing system, ad platforms, GA4, and any other operational data sources. We identify the API connection method, data refresh frequency, and access credentials required for each system connection.

  2. Audience mapping and role-based access design.

    We map the reporting requirements for each audience level (board, executive, VP/director, team lead, operations) and design the role-based access structure that restricts each user to the data relevant to their function. We produce an access matrix before any dashboard build begins.

  3. Data model build and source system connection.

    We connect each source system to Power BI or Looker, build the data model with correct relationships between CRM, finance, and marketing data, and create the calculated measures for the KPIs each audience level requires. We validate every metric against the source system before building the dashboard views.

  4. Row-level security configuration and testing.

    We configure RLS roles in Power BI or the equivalent access controls in Looker, assign test user accounts to each role, and validate that each role sees only the data appropriate to their function. We document the RLS configuration so the business can maintain and update it as the team structure changes.

  5. Dashboard view design and alert configuration.

    We build the dashboard views for each audience level, configure KPI scorecards, trend charts, and period comparisons, and set up any operational alert thresholds. We review the design with the business owner and relevant stakeholders and make adjustments before the handover.

  6. Handover, documentation, and support.

    We deliver the live dashboard with written documentation covering the data model, RLS configuration, and source system connections. We conduct a team handover session covering how to read each view, how to maintain the RLS configuration, and how to identify and resolve common data refresh issues. We provide 30 days of support for the initial live operation period.

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/ Common questions

Frequently asked questions about Internal Dashboards

Straight answers on scope, timelines and cost. Anything else, ask us directly.

Ask us directly
How do I connect Salesforce and QuickBooks in a single Power BI or Looker dashboard for a US business?

Salesforce connects to Power BI via the Salesforce Objects connector or the Salesforce Reports connector in Power BI's Get Data menu. QuickBooks Online connects to Power BI via the QuickBooks Online connector available in the Power BI marketplace. Both connections use OAuth authentication and can be configured to refresh on a daily or more frequent schedule via the Power BI service. In Looker Studio, Salesforce connection requires a third-party connector (Windsor.ai, Supermetrics, or a dedicated Salesforce connector), while QuickBooks Online also uses a third-party connector. Once both sources are connected to the same data model, a calculated measure produces pipeline coverage ratio (open pipeline value divided by remaining revenue target), and the combined revenue-and-pipeline view is available in a single dashboard without any manual export or mapping exercise.

How do I build a blended ROAS dashboard connecting Google Ads, Meta Ads, and GA4 for a US marketing team?

Google Ads connects to Looker Studio via a native connector and to Power BI via the Google Ads connector in the Power BI marketplace. Meta Ads connects to Looker Studio via a native connector and to Power BI via a certified third-party connector. GA4 connects to Looker Studio via a native connector and to Power BI via the GA4 connector. In Looker Studio, a blended data source combines the Google Ads spend data, Meta Ads spend data, and GA4 revenue data using a shared date field as the join key. Blended ROAS is calculated as total revenue attributed (from GA4) divided by total ad spend (Google Ads plus Meta Ads) for each date or period. The dashboard shows blended ROAS, CPA by channel, and marketing-attributed revenue share in a single view that updates each time the data sources refresh.

How do I configure role-based dashboard access in Power BI so different teams see only their relevant data?

Role-based access in Power BI is implemented using Row-Level Security (RLS). In Power BI Desktop, RLS roles are defined using DAX filter expressions that restrict which rows of data each role can see. A sales role might be restricted to seeing only the opportunities and revenue records associated with their region or team. A finance role might be restricted to seeing all revenue data but not individual sales rep performance details. Once roles are defined in Power BI Desktop, they are published to the Power BI service where users or Azure Active Directory security groups are assigned to each role. When a user views the report in the Power BI service, the RLS filter for their assigned role is applied automatically. Dynamic RLS, where the filter restricts each user to seeing only their own records based on their login email, is implemented using a DAX expression that compares the logged-in user's email against a user-role mapping table in the data model.

How do I replace a manually compiled board PowerPoint with a live dashboard for a US leadership team?

A board-level dashboard replaces the compilation work, not the presentation format. The dashboard is built to contain every chart and KPI that appears in the current board deck, connected to the live source systems so the figures update automatically. For quarterly board presentations, the live dashboard is exported to PDF or PowerPoint using Power BI's export function, which generates a static snapshot of the current data in the report layout. This export takes minutes rather than days because the underlying data is already assembled in the dashboard. For boards that want to interact with the data directly, board member accounts are provisioned with Power BI viewer licences and assigned the board-level RLS role. The dashboard is shared with board members as a live link that shows current data at any time, not only at the quarterly meeting.

What is the best business intelligence tool for a US mid-market company — Power BI, Looker, or Tableau?

For US mid-market companies already in the Microsoft 365 ecosystem, Power BI is the most cost-effective starting point at $10 per user per month for Power BI Pro, or included in Microsoft 365 E5. It connects natively to Salesforce, QuickBooks, HubSpot, and Google Ads, supports RLS for role-based access, and integrates with Teams for dashboard sharing. Looker (Google Cloud) is the stronger choice for US companies with a data engineering team that wants to define metrics in code using LookML, particularly businesses where multiple teams need to run ad hoc queries against a central data model. Tableau is the strongest choice for US companies where the analytics team needs deep custom visualisation capability and where self-serve analytics for a large non-technical user base is the primary priority. Most US mid-market companies are best served by Power BI unless the team has existing Tableau skills and licences or the data engineering team specifically wants the LookML-based semantic layer approach that Looker provides.

/ Our team

The people behind the work.

Not a black box. Real specialists you can call, with their names on the work.

About us
Hawrry Bhattarai

Hawrry Bhattarai

Google Ads Expert

LinkedIn

Start here

Your Salesforce, QuickBooks, and GA4 accounts already contain the performance data your leadership team needs to make strong strategic decisions. The gap is not the data — it is a connected, role-appropriate view that is available every morning without anyone spending 3-5 days compiling it. We build that connection, configure role-based access for each audience level, and design the views that replace the manually compiled board deck and the monthly leadership meeting spreadsheet. If you want to understand what a connected dashboard would look like for your business before committing to a build, start with a diagnostic conversation.

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