Let’s face it: nobody wants to spend their mornings copy-pasting numbers into emails or downloading spreadsheets just to keep the sales team in the loop. If you’re using Metabase, you actually can automate this stuff—no code required. This guide is for anyone who’s sick of manual reporting and wants step-by-step, no-nonsense instructions to get automated scheduled reports out the door for your sales team.
You’ll learn how to pick the right data, set up dashboards, schedule deliveries, and avoid the common traps that make automated emails more annoying than helpful. I’ll cover the real pros and cons, not just the shiny brochure version.
Why automate sales reports in Metabase?
A quick reality check: sales teams need timely data, but few have time to dig through dashboards every morning. Automated reports solve this by sending the right info, at the right time, to the right people. Here’s what you get (and what you don’t):
What works: - Consistent info—no more “which version is this?” confusion. - Saves time, especially if you’re handling multiple products, reps, or territories. - Zero technical skills required after setup (assuming everything runs smoothly).
What doesn’t: - Reports can get noisy if you overdo it—don’t flood inboxes. - Not always pixel-perfect; email formatting is basic. - If your data changes structure, reports can silently break.
If you’re cool with those tradeoffs, let’s get started.
Step 1: Figure out what your sales team actually needs
Before you touch Metabase, spend five minutes asking your sales team what they really want. (If you skip this, you’ll probably guess wrong and end up redoing it.)
- What metrics matter? Deals closed, pipeline growth, activity by rep, etc.
- How often? Daily, weekly, monthly?
- How much detail? Full breakdown, or high-level snapshot?
- Who cares about what? Don’t send everyone everything—tailor by role.
Write this down. Seriously, it’ll save you time later.
Step 2: Build or update your Metabase dashboard
Now, head into Metabase. If you already have dashboards, great—skip to scheduling. If not, here’s how to get a basic dashboard set up:
2.1 Create a new dashboard
- Go to Dashboards.
- Click + New Dashboard.
- Give it a clear, boring name like “Weekly Sales Snapshot.”
2.2 Add relevant questions (charts/tables)
- Click Add a card.
- Either create a new question or select an existing one.
- Typical sales cards:
- Total sales this week/month
- Pipeline by stage
- Top 10 deals
- Activities by rep
- Lost deals and reasons
Don’t cram everything in. Less is more—if people want more, you can add it later.
2.3 Clean up and arrange
- Drag and resize cards so the key numbers are at the top.
- Use text boxes for section headers if it helps.
Pro tip: Keep dashboards simple. If it looks busy to you, it’ll be overwhelming in someone’s inbox.
Step 3: Test your dashboard filters and data
Before you automate anything, make sure the dashboard is rock solid.
- Check your filters: Can users filter by rep, date, or region as needed?
- Look for broken cards: If any say “No results,” fix them now.
- Preview as a normal user: Not as an admin—permissions matter.
Don’t assume your data is up-to-date. If your underlying database syncs nightly, your report will reflect that timing (not real-time).
Step 4: Set up your scheduled report
Here’s where the magic happens. Metabase lets you send dashboards (or individual questions) on a schedule via email—or Slack, if your team uses it.
4.1 Schedule a dashboard delivery
- Open your dashboard.
- Click the Sharing button (or the “...” menu).
- Select Subscribe or Schedule delivery.
- Choose Email (or Slack, if connected).
- Pick your send schedule: daily, weekly, monthly, or a custom cron (if you’re fancy).
- Enter recipients’ email addresses. You can include anyone, not just Metabase users.
- Add a subject and (optional) message.
- Click Save.
That’s it—the sales team will start getting automated emails.
4.2 Scheduling individual questions (optional)
If someone only wants, say, “Top 10 Deals” as a quick table, you can schedule single questions too. The process is the same: open the question, look for the share/schedule option, and set it up.
Step 5: Manage permissions—don’t skip this
This part gets overlooked. If a report includes sensitive metrics (like commissions), double-check that only the right people get them.
- Dashboard permissions: In Metabase, go to Admin > Permissions.
- Email recipients: Anyone with the email link can see the report (unless you’ve locked things down).
If you’re sending to a big group, consider splitting reports by team or role to avoid accidental oversharing.
Step 6: Test your scheduled reports
Run a sanity check before you unleash reports on the team.
- Send a test to yourself first. Make sure formatting, data, and subject lines look right.
- Check delivery times. Scheduled reports might go out based on server time, not your local time zone.
- Ask for feedback. If the sales team ignores your report, it’s probably too long or too frequent.
Step 7: Fix common headaches
You’ll run into these issues—here’s how to handle them:
- Reports not sending?
- Check your Metabase email settings (SMTP configuration).
- Some cloud Metabase setups have limits on emails per hour/day.
- Data looks stale or missing?
- Check your data source sync schedule.
- Make sure filters aren’t excluding everything.
- Formatting ugly in email?
- Metabase emails are plain—don’t expect Excel polish.
- For better visuals, use PDF export (but it’s more manual).
- Recipients not getting emails?
- Check spam/junk folders.
- Some company spam filters block Metabase emails by default.
Pro tips and what to ignore
- Don’t schedule everything: Only automate what’s actually needed. More emails = more ignored emails.
- Iterate, don’t overthink: Start small. You can always add more cards or reports if people ask.
- Slack delivery is hit or miss: If your team lives in Slack, great. Otherwise, it’s just another notification.
- Avoid “all company” blasts: Targeted, relevant reports get read. Generic ones get deleted.
Skip fancy stuff like embedding dashboards in emails—Metabase doesn’t do it well, and it’s usually overkill.
Wrapping up
Automated reporting in Metabase isn’t magic, but it’s a solid way to free up your time and keep the sales team in the loop—if you keep it simple. Start with a basic dashboard, schedule it, and listen to feedback. If something breaks, don’t panic—most issues are fixable with a tweak or two.
The best reports are the ones people actually read. Keep it short, relevant, and easy to tweak as your sales team’s needs change. Less work for you, better info for them—win-win.