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CRM KPI Dashboard Excel Template

4.63 (8 reviews)

KPI spreadsheet for customer relations. Track your key metrics with monthly and cumulative analysis. Printable dashboard with charts. All in Excel.

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Customer satisfaction is the ultimate target of the success of all businesses. So, you should track your activities in customer relationship management. This CRM KPI Dashboard Excel Template will keep track of all your relevant and measurable metrics with the customer. Also, it will provide you with benchmarks to make comparisons.

There are numerous CRM KPI metrics, but, we will look into the most used 26 KPIs under five main groups:


Now, let’s see the details of the CRM KPI Dashboard Excel Template.

CRM KPI Dashboard Excel Template Features:

These navigation buttons are for switching between other sections. So, the first section that which you will input your own values is Current Year Actual, Current Year Target, and Past Year Actual.

Navigation Menu
You will find some dummy data we used. But you can also put your own data or add new rows with a new CRM KPI code.


Warning!: Please note that when you add/remove a KPI code, you should change it in other sections as well. For example, if you add a new KPI to CY Actual section, don’t forget to change it in CY Target, PY Actual, and Cumulative.

Furthermore, the template will allow you to see trends forming with the available charts, giving you a clear visual of your CRM activity according to the selected KPI.


Finally, the Dashboard shows monthly and cumulative results separately to provide a clear view. In this way, you will see the past year and company targets comparison.

Detailed Description of CRM KPI Metrics in Excel Template:

CRM-KPI-Dashboard-Excel-Template-Someka-S05-Icon1Customer Interactions

Number of E-mail Marketing Campaigns: The total number of campaigns you send monthly to the clients by email.

Email click-through rate: This metric shows how effectively your email actions attract people’s attention and make them click for more information.

Website Conversion Rate: This marketing KPI shows whether your site navigation is set up in a logical order and includes a compelling call-to-action.

A number of Sales Call: The total number of sales calls to potential or existing clients per month.

Number of SMS: The total number of sent SMS per month. SMS marketing needs basic investment and more innovation.

Average Interaction Cost: A measure of the average cost of each customer interaction such as email, SMS, calling, etc.

Self Service Rate: Generally, Self Service Rate means that a client is able to access your products, campaigns, and services and resolve a problem without personal assistance.

CRM-KPI-Dashboard-Excel-Template-Someka-S06-Icon2Lead Generation

New Leads/Prospects: The number of new leads acquired per month

Cost Per Lead Generated: Cost-per-lead shows the cost of acquiring a new prospect.

Conversion Rate: A page might be visited thousands of times.

Cost per Conversion: As acquiring leads and customers through cost-per-click advertising can be quite expensive, it is highly important to monitor the ROI. Monitor the cost per acquisition, but it’s cost-per-conversion that reflects the actual profitability of paid campaigns.

Retention Rate: This KPI shows the number of clients who keep using your products and are engaged to make repeat purchases

Acquisition Rate: This metric can help you understand your market and provide you increase attraction to the new customers.

Churn Rate: Also called the attrition rate, this metric shows the percentage of customers who no longer buy your products or services.

These lead generation metrics are defined in our CRM KPI Dashboard spreadsheet, but you may add new ones.

CRM-KPI-Dashboard-Excel-Template-Someka-S06-Icon3Customer Services

Number of Complaints: The total number of complaints about user experience.

First Contact Resolution Rate: The percentage of incoming calls that are settled on the initial contact without necessary transfers or follow-ups divided by the total number of incoming requests accepted over a similar term.

Average Resolution Time: This KPI metric shows the average number of seconds needed to deal with clients.

Customer Satisfaction Rate (1-5): Once, you supply an experience with a product or service to your customers, you should measure how to meet expectations.

Customer Effort Score: CES measures the effort that your customer puts in personally to have the request handled.

CRM-KPI-Dashboard-Excel-Template-Someka-S06-Icon4Business Performance

Length Of Sales Cycle: Start from the moment a lead is created in CRM and end when the sale is closed.

Return on Investment (ROI): A measure of the benefits vs. costs of a project.

Customer Lifetime Value /Profitability (CLV): Once you calculate the average customer lifespan, you can multiply that by customer value to determine customer lifetime value.

Market Share: Market share is the percentage of a market accounted by your company or product that is earned over a specified time period.

CRM-KPI-Dashboard-Excel-Template-Someka-S06-Icon5Customer Loyalty

Repeat Purchase Rate: Also known as purchase frequency. It is the measure of times your average purchases over a year.

Net Promoter Score (NPS): NPS is a reliable performance KPI since it quantifies the satisfaction of your business partner.

Brand Awareness: Brand Awareness is the measure of consumer information and awareness of your company or products.

CRM KPI Dashboard Excel Template Features Summary:

  • Excel CRM Template with Monthly and Cumulative Analysis
  • Comparison with Past Year and Target values
  • Summary dashboard supported with interactive charts
  • Easy to use and nice design to use in presentations
  • Clear on-sheet instructions
  • Compatible with Excel 2007 and later versions
  • Works both on Windows and Mac
  • No installation needed. Ready to use
  • Full Print ready
  • White Label
  • Does not include any VBA macros

CRM KPI Dashboard is a ready-to-use Excel Template and provided as-is. If you need customization on your reports or need more complex templates, please refer to our custom services.


Watch the video below to see the template in action! Presentation also includes usage notes, explanations and tips & tricks about the template.



8 reviews for CRM KPI Dashboard Excel Template

  1. Myles Saulibio

    Someka, it is good and easy to use but I am wondering–is this template can be used by cloud-based? We have mulitple users and intend to place this file in a vpn shared folder. Is this doable?

    • Someka

      Hello Myles!

      Thanks for your feedback.

      This is just an Excel template so you can share your file with your colleagues. Once your payment is confirmed, you will receive an e-mail contains the link and you can instantly download the template to your computer.

  2. Matías

    Soporte perfecto, excelente diseño!

  3. felice cerni


    -helpful customer service. 5-stars****
    -modification -> very flexible 5-stars****
    -dashboard is cool and straight to rhe point 5-stars***


    -weekly results are not available 2-stars**
    -you have only previous and current years comparison (Not yearly based) 3-stars***
    -i would like to know calculation methods of all metrics 2-stars**”

  4. Alysee

    WOrks great. One more question – Why is cumulative averaging data in the CY actual and target tabs? Should it be getting summed? What is the purpose of this?

    • Someka

      Hello Alysee! Thanks for the feedback! As far as you understand, there are 2 types of cumulative calculations. The default is Average Calculation. Because this is one of the most certain ways to comprehend and interpret the results of CY Actual and Target values.
      However, if you just want to use Summed Up quantities, you can copy and paste the INDEX formula from one of the criteria that use this method.

      Please let us know if you have any questions on that!

  5. martinluther

    very good

  6. Alexia Jouvelle

    Exactly what I was looking for! I would like insert additinal line and kpi s how can add in the file?

    • Someka

      Hello Alexia! If you want to add more rows, just select the entire row and press Ctrl + (+) and insert new rows. However, don’t forget to give a new KPI Code to your new row.
      Please do not hesitate to contact us if you still have some questions about it!

  7. philipo selig

    The templtae itself is very easy to work with. It took me less then 3 hours to set everything up (i am not an excel guru). Problem was that when i started add new KPI it for my own metrics i noticed there was more than one formula type. I sent an email to support to understand it and when i didn’t hear back for 2 days. Now I saw the Alysee’s question on reviews and thankfully I’ve got my answer here.

  8. hollywalshe

    It is really great, a lot of features and metrics included, really good design and easy to customize. Customer support is really nice and useful, I had few errors that they were prompt to fix and you can discuss with them of extra customization if required. So far, I’m really happy with this template.

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