KPI Dashboard Design

Framework for building effective business dashboards that drive decisions.

When to Activate

• Designing or reviewing business dashboards
• Selecting KPIs for a product/department
• Writing SQL for business metrics (MRR, churn, retention)
• Creating Streamlit/data visualization dashboards

Core Principle: SMART KPIs

Metrics must be Specific, Measurable, Achievable, Relevant, Time-bound.

Limit: 5–7 KPIs per dashboard. More = noise.

Dashboard Hierarchy

KPIs by Department

Sales

• MRR / ARR (absolute + growth rate)
• Win rate, average deal size
• Sales cycle length
• Pipeline coverage ratio

Marketing

• Customer Acquisition Cost (CAC)
• Lead → MQL → SQL → Close conversion funnel
• Channel attribution (by revenue)
• Payback period

Product

• DAU / MAU (and DAU/MAU ratio)
• Feature adoption rate
• NPS / CSAT
• Churn rate (user-level and revenue-level)

Finance

• Gross margin %
• Operating expense ratio
• Cash runway
• LTV:CAC ratio

SQL Templates

MRR Calculation

WITH monthly_revenue AS (
  SELECT
    DATE_TRUNC('month', subscription_start) AS month,
    SUM(monthly_amount) AS mrr
  FROM subscriptions
  WHERE status = 'active'
  GROUP BY 1
)
SELECT
  month,
  mrr,
  mrr - LAG(mrr) OVER (ORDER BY month) AS mrr_change,
  ROUND(100.0 * (mrr - LAG(mrr) OVER (ORDER BY month)) / NULLIF(LAG(mrr) OVER (ORDER BY month), 0), 1) AS mrr_growth_pct
FROM monthly_revenue
ORDER BY month DESC;

Cohort Retention

WITH cohorts AS (
  SELECT
    user_id,
    DATE_TRUNC('month', first_active_date) AS cohort_month
  FROM users
),
activity AS (
  SELECT DISTINCT
    user_id,
    DATE_TRUNC('month', event_date) AS activity_month
  FROM events
)
SELECT
  c.cohort_month,
  COUNT(DISTINCT c.user_id) AS cohort_size,
  COUNT(DISTINCT a.user_id) AS retained,
  ROUND(100.0 * COUNT(DISTINCT a.user_id) / COUNT(DISTINCT c.user_id), 1) AS retention_pct,
  EXTRACT(MONTH FROM AGE(a.activity_month, c.cohort_month)) AS months_since_join
FROM cohorts c
LEFT JOIN activity a ON c.user_id = a.user_id
GROUP BY 1, 5
ORDER BY 1, 5;

Churn Rate

SELECT
  DATE_TRUNC('month', cancelled_at) AS month,
  COUNT(*) AS churned,
  ROUND(100.0 * COUNT(*) / (
    SELECT COUNT(*) FROM subscriptions
    WHERE status = 'active'
      AND created_at < DATE_TRUNC('month', s.cancelled_at)
  ), 2) AS churn_rate_pct
FROM subscriptions s
WHERE cancelled_at IS NOT NULL
GROUP BY 1
ORDER BY 1 DESC;

Dashboard Layout Templates

Executive Summary (4–6 KPIs)

┌─────────────────────────────────────────────────────────┐
│  MRR: $124K  ↑8%  │  Churn: 2.1%  ↓0.3%  │  NPS: 62  │
│  CAC: $420   ↑5%  │  LTV:CAC: 4.2x        │           │
├─────────────────────────────────────────────────────────┤
│  [MRR trend 12m]        │  [Cohort retention heatmap]  │
└─────────────────────────────────────────────────────────┘

Streamlit Metric Card Example

import streamlit as st
import pandas as pd

def metric_card(label: str, value: str, delta: str, delta_color: str = "normal"):
    st.metric(label=label, value=value, delta=delta, delta_color=delta_color)

col1, col2, col3, col4 = st.columns(4)
with col1:
    metric_card("MRR", "$124K", "+8% MoM")
with col2:
    metric_card("Churn Rate", "2.1%", "-0.3%", delta_color="inverse")
with col3:
    metric_card("CAC", "$420", "+5%", delta_color="inverse")
with col4:
    metric_card("NPS", "62", "+4pts")

# Trend chart
st.line_chart(df.set_index('month')[['mrr']])

# Retention heatmap
import plotly.graph_objects as go
fig = go.Figure(data=go.Heatmap(z=retention_matrix, colorscale='Blues'))
st.plotly_chart(fig)

Best Practices