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To create a useful agency dashboard, decide who will use it and what decisions it should support, then select a small set of goal-linked measures, connect the right data sources, adapt a template, and set appropriate access. A dashboard is not a universal KPI checklist: a client campaign report and an internal workload view need different information.
1. Decide who the dashboard is for
Write down the audience and the decisions they need to make before choosing charts or software. An agency owner may need to see profitability and team capacity; an account manager may need delivery risks and client follow-ups; a client may want campaign outcomes and the next actions.
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Separate internal and client-facing views when their audiences, goals, or data permissions differ. For each view, list the decisions it should support—for example, whether a campaign needs intervention, a project is on schedule, or the team has capacity for new work. HubSpot describes a KPI dashboard as a focused view of measures tied to goals; treat that as vendor guidance, not a formal standard (HubSpot KPI dashboard guide).
2. Choose measures that match the work
Choose measures based on the service, contract goals, available data, and audience. Porter Metrics groups possible agency measures into project management, client communication, financials, and resource allocation. These are options, not a required checklist (Porter Metrics agency dashboard templates).
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| Dashboard purpose | Possible measures | Useful breakdowns |
|---|---|---|
| Project delivery | Task completion, deadlines, milestones | Client, project, team, time period |
| Client relationship | Response times, engagement, satisfaction | Client, channel, reporting period |
| Agency finances | Invoicing, expenses, profitability | Client, project, month |
| Team capacity | Workload, availability, resource utilization | Team, role, project, time period |
| Campaign performance | Spend and conversions, search performance, or other contract-relevant outcomes | Channel, campaign, date range |
Label the date range and define each measure, especially when combining systems. Distinguish outcomes from activity: a count of tasks or posts completed does not by itself show whether the work achieved its goal. The reviewed material provides no universal agency benchmark, so do not present an unsupported target or industry average as a standard.
3. Map every measure to a source
Make a source map before building charts. Agency data may live in project-management, CRM, financial, or communication systems; campaign reporting may also draw from the advertising, analytics, or search platforms relevant to the engagement. Porter Metrics discusses selecting sources, measures, and dimensions as part of its agency-dashboard workflow (Porter Metrics agency dashboard templates).
- Identify the system and account: confirm the dashboard is connected to the correct client or agency account.
- Check definitions: verify that similarly named fields mean the same thing before combining them.
- Align date ranges: check time zones, reporting periods, and comparison periods.
- Confirm refresh behavior: know how often each source updates and whether failed refreshes are visible.
- Record ownership: note who can fix a disconnected source or changed field.
Looker Studio’s template search-result documentation says a template’s default source can be replaced with a reusable source the user can access, or a new embedded source can be created. Because the official page redirected and was not available to verify the current interface, confirm the present steps in Looker Studio before following a specific click path (Google Looker Studio template documentation).
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4. Start with a template, then adapt it
Templates save setup time, but they are only a starting structure. HubSpot’s resource library lists spreadsheet- and document-based marketing, sales, social-media, monthly-reporting, and project-reporting templates. Porter Metrics lists agency-oriented project tracking, client satisfaction, financial performance, and resource management templates for Google Sheets and Looker Studio (HubSpot dashboard and reports templates; Porter Metrics agency dashboard templates). Check that a template is still available and that its sources fit your use case.
Example dashboard outline
This is an adaptable editorial example, not a tested or vendor-provided template:
- Header: agency or client name, reporting period, and dashboard owner.
- Overview: a few outcome measures with their goals or comparison period.
- Performance: channel, project, or campaign detail relevant to the audience.
- Delivery and capacity: milestones, deadlines, workload, or utilization when operations are in scope.
- Financial view: revenue, costs, invoice status, or profitability only when definitions and access have been agreed.
- Notes and next actions: context for material changes and the decision or action that follows.
HubSpot dashboard creation
HubSpot’s documentation, last updated July 29, 2026, describes starting either from a recommended pre-made template or a blank dashboard, then naming the dashboard and selecting access. The exact controls available can depend on subscription and may change; consult the current HubSpot dashboard creation and permissions documentation while setting it up.
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5. Choose visuals that make comparisons clear
Choose the measure and breakdown first, then select a visual. A time-series chart can show change over time, a bar chart can compare categories, and a table can preserve exact values across several measures. These are practical visualization recommendations, not findings from a comparative study.
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1Clear out junk files and repair common Windows errors2Scan for outdated or missing drivers - takes under a minute3Repair Windows errors before they cause bigger problemsKeep the most decision-relevant outcomes prominent. Add context when a chart shows a change—such as the time period, campaign, or known delivery event—so readers can interpret it rather than guess. Porter Metrics’ guide describes choosing metrics such as task completion or revenue, dimensions such as date, project, or client, and then working with charts, calculated fields, data blending, grouping, and tagging (Porter Metrics agency dashboard templates).
6. Set access and protect client data
Decide whether each dashboard should be private, viewable by an organization, or editable by others. HubSpot documents private-to-owner, organization-wide view, and organization-wide edit access; its documentation marks more granular user and team assignment as Enterprise-only. Check the current plan documentation before relying on a subscription-specific permission (HubSpot dashboard creation and permissions documentation).
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- Test access using the intended viewer’s account, not only the creator’s.
- Confirm that viewers can access the underlying reports and data sources.
- Check that client-facing views do not expose another client’s records.
- Restrict editing to people responsible for definitions, sources, or layout.
For client sharing, verify the access path and data separation for your own systems; there is no universal sharing policy established by the sources cited here.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.7. Maintain a reporting routine
Choose a review cadence that matches the decisions the dashboard supports. For example, review active campaign operations weekly and client performance monthly if those intervals fit the work; these are practical suggestions, not an industry norm. HubSpot’s KPI article advises returning to a dashboard regularly rather than leaving it untouched, which is vendor editorial guidance rather than a measured causal claim (HubSpot KPI dashboard guide).
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During each review, check for stale or failed data, investigate meaningful changes, and record the action owner where follow-up is needed. Revisit measures when the service, contract goals, source systems, or audience changes.
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8. Pick a platform based on fit, not a universal ranking
Compare candidate tools against the work your dashboard must do: source and connector availability, ability to customize measures and breakdowns, permissions and external sharing, refresh maintenance, and whether readers need a live view, email, or export. The available sources name HubSpot, Looker Studio, Tableau, Power BI, Databox, and spreadsheet templates, but do not establish a current feature-by-feature or price comparison. HubSpot’s August 4, 2026 article frames examples 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 the publisher’s framing, not an independent ranking (HubSpot KPI dashboard guide).
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