So you want better sales metrics. Maybe the default dashboards just aren’t cutting it, or you’re tired of exporting data into Excel every week. If you’re using Insightsquared and need custom sales performance metrics to actually see what matters, you’re in the right place. This guide is for anyone who wants to track real progress—sales managers, ops folks, even the occasional skeptical rep.
No fluff, just a walkthrough you can actually use. Let’s get started.
Why Custom Metrics Matter (and What to Ignore)
Default reports are fine for a while, but eventually you’ll want answers those canned dashboards just can’t provide. Maybe you want to:
- Measure lead response time by rep, not just as a team average.
- Track “stuck deals” by stage and owner.
- See how long it really takes to close a deal (not just what the CRM says).
Custom metrics let you dig into what drives your sales, cut the noise, and—hopefully—spot problems before your boss does.
But be careful: More metrics are not always better. Don’t build a Frankenstein’s monster of dashboards just because you can. Focus on the handful of numbers that’ll actually drive action.
Step 1: Get Clear on What You Want to Measure
Before you even log in, write down (yes, seriously) the exact metric or question you want answered. Some examples:
- “How many deals did each AE close last quarter, by product line?”
- “What’s the average time from first meeting to closed-won for SMB deals?”
- “Which reps have the most pipeline that hasn’t moved in 30+ days?”
Pro tip: If you can’t explain your metric in one sentence, it’s probably too complicated—or you’re not sure what you’re after. Start simple.
Step 2: Map Your Data in Insightsquared
Insightsquared pulls data from your CRM, so what you can report on depends on what’s actually there. Before building anything custom, check:
- Are the fields you need available? (e.g., custom fields in Salesforce or HubSpot)
- Is your data clean? If 30% of your deals are missing “Lead Source,” your new metric won’t be reliable.
- Do you have the right permissions? Some custom setups require admin access.
What to ignore: Don’t spend hours cleaning up edge cases right now. Make sure your main fields are solid—messy data will show up as weird results later, which is actually useful.
Step 3: Build a Custom Report (or Metric)
Now for the fun part. Insightsquared’s interface changes from time to time, but the core process for creating custom metrics is pretty steady.
3.1: Find or Create a Report
- Go to the “Reports” or “Analytics” section.
- Click “Create New Report” (sometimes a plus icon or similar).
- Choose your data source—usually “Opportunities,” “Activities,” or “Leads.”
3.2: Add or Customize Metrics
- Drag and drop fields: Most screens let you drag fields into “Rows,” “Columns,” or “Filters.”
- Create calculated fields: Want to see “Win Rate” as a percentage, or “Average Deal Size”? Look for an option like “Add Calculation” or “Custom Metric.” This often lives under a gear icon or a “Customize” menu.
- Filter your data: Limit results by date, stage, rep, or any other field. Don’t go overboard—start with the broadest filter that makes sense.
Example: Custom Win Rate
- Choose your base report (e.g., Opportunities closed this quarter).
- Add filters for the time period and stage (“Closed Won” vs. “Closed Lost”).
- Create a custom metric:
- Formula:
(Closed Won Deals) / (Closed Won + Closed Lost Deals) - Display as a percentage.
3.3: Visualize It
- Pick a chart or table that actually makes the result clear. Most of the time, a table or bar chart does the trick.
- Name your report something obvious. “Q2 AE Win Rate by Product” beats “Custom Report 8.”
What doesn’t work: Don’t obsess over fancy visuals. If you can’t explain what a chart means in 10 seconds, it’s not helping.
Step 4: Save and Share Your Metric
It’s easy to build a custom metric that only you see, but the real power is in sharing.
- Save the report: Give it a clear, useful name.
- Set permissions: Decide who else can view or edit it. Share with your team or leadership.
- Schedule emails or exports: If you want this metric to land in someone’s inbox every Monday, set up an auto-send (if your plan allows).
Pro tip: Don’t blast everyone with every metric. Only share what’s relevant to each group. You’ll get more engagement—and fewer annoyed replies.
Step 5: Iterate (and Kill Useless Metrics)
Even the best first attempt at a custom metric will need tweaks. After a week or two:
- Ask for feedback: Do reps or managers actually use it? Does it spark useful conversations?
- Check the data: Are the numbers what you expect? If not, look for filters or fields you missed.
- Kill what’s not working: Don’t be sentimental. If a metric isn’t useful, archive it and move on.
What to ignore: Vanity metrics. Just because a number is easy to track doesn’t mean it’s worth tracking. “Total Calls Made” is fine, but if nobody acts on it, ditch it.
Pitfalls to Avoid
- Overcomplicating things: The more filters and formulas you pile on, the more likely your metric is to break or confuse people.
- Ignoring data quality: Garbage in, garbage out. If your CRM is full of junk, fix that first.
- Building for edge cases: Focus on what will help 80% of users, not the weird one-off scenario.
- Forgetting to document: Write down what your custom metric measures and why it matters. Future-you will thank you.
Real Talk: What Works, What Doesn’t
Works: - Simple, focused custom metrics that answer real business questions. - Clear visualizations—usually tables, sometimes bar charts. - Metrics that update automatically and don’t require weekly manual tweaks.
Doesn’t Work: - Overly complex “Frankenmetrics” that nobody understands. - Reports that require constant babysitting because of bad data or weird logic. - Metrics built just to make a dashboard look full.
Keep It Simple, Test, and Iterate
Custom metrics in Insightsquared can be game-changers if you keep them simple and meaningful. Start with one metric that solves a real problem, test it, and tweak as needed. Don’t let the tool tempt you into overcomplicating things—clarity beats cleverness every time.
Get your hands dirty, share what you build, and don’t be afraid to scrap what doesn’t work. The best dashboards are the ones people actually use.