If you’re running go-to-market (GTM) campaigns and you’re tired of squinting at generic reports, you’re not alone. Most tools spit out dashboards that look impressive but don’t actually tell you much. If you want to see the real impact of your GTM moves, you’ll need to ditch the default dashboards and build your own. This guide walks you through the process of setting up custom dashboards in Unifygtm, with a focus on what’s actually useful—and what you can ignore.
Whether you’re a marketing ops lead, a revenue team analyst, or just the unlucky soul in charge of “figuring out the data,” you’ll find clear steps here (and a reality check or two). Let’s get into it.
Why Custom Dashboards Matter (and Where Most Go Wrong)
Out-of-the-box dashboards are fine for showing off in meetings, but they rarely answer your real questions:
- Which GTM channels are actually bringing in revenue?
- Are those expensive campaigns paying off?
- What’s bottlenecking lead handoff between sales and marketing?
Custom dashboards let you filter out the fluff and focus on the numbers that matter to your business—not just what looks pretty. But beware: It’s easy to overbuild and end up with a monster dashboard nobody uses. Keep it simple, and only track what your team will actually act on.
Step 1: Get Clear on What You Need to Track
Before you even log into Unifygtm, spend a few minutes figuring out what you actually want to measure. Otherwise, you’ll just recreate the same vague charts you see everywhere.
Start with these questions: - What decisions are we hoping this dashboard will help us make? - Who’s going to use this dashboard? (Sales, marketing, execs, all three?) - What’s the single most important metric for us right now?
Common metrics worth tracking: - Channel ROI (are paid ads pulling their weight?) - Lead response time (is sales following up fast enough?) - Funnel conversion rates (where are leads dropping off?) - Campaign attribution (what’s causing actual revenue, not just clicks?)
Pro tip: If you can’t explain why a metric matters in one sentence, skip it for now.
Step 2: Connect Your Data Sources
Now, log into Unifygtm and get your data flowing. This part isn’t glamorous, but it’s where most dashboards fall apart. Garbage in, garbage out.
Here’s what you’ll need: - Access to all your GTM-related platforms (CRMs like Salesforce/HubSpot, ad platforms, web analytics). - API keys and credentials for each tool. - A list of which data you care about from each source (hint: you probably don’t need every field).
How to do it in Unifygtm: 1. Go to the “Integrations” or “Data Sources” tab. 2. Click “Add Source” and pick your platform (e.g., Salesforce, Google Ads). 3. Authenticate and select which datasets or fields you want to pull in. 4. Test the connection—seriously, don’t skip this step.
Things to watch out for: - Data sync lag: Some integrations update hourly, some daily. If you need real-time, check this first. - Mapping fields: Make sure naming conventions match up (e.g., “Lead Source” in Salesforce = “Source” in Unifygtm). - User permissions: If you can’t see the data in the source tool, you won’t see it here either.
Step 3: Sketch Out Your Dashboard Before You Build
This step sounds boring, but it’s a huge time-saver. Open up a doc or use pen and paper—just outline what you want to see and in what order.
- List your top 3-5 metrics or charts.
- Decide on the layout: Do you want a funnel view? A side-by-side comparison? Just one big number?
- Note any filters you’ll want (date ranges, campaign names, sales reps).
Why bother? Because most dashboards end up cluttered and ignored. If you design with intent, you’ll avoid the “kitchen sink” problem.
Step 4: Build the Dashboard in Unifygtm
Now for the fun part. Here’s how to actually set up your custom dashboard in Unifygtm:
1. Create a New Dashboard
- In the main nav, find “Dashboards” and hit “Create New.”
- Give it a name that’s clear, not clever. (“GTM Performance – Q2” beats “Marketing Magic 9000”.)
2. Add Your First Widget
- Click “Add Widget” or “Add Metric.”
- Choose the type (table, line chart, bar graph, funnel).
- Select the data source and fields you mapped earlier.
Widget tips: - If you’re tracking funnel drop-off, use the funnel chart. - For revenue over time, line or bar charts work. - For “quick-glance” numbers (like total leads), use the KPI widget.
3. Apply Filters and Segmentation
- Add filters based on what matters (date, channel, campaign, etc.).
- Segment data by key fields like “Region” or “Sales Rep” to spot patterns.
Pro tip: Don’t go overboard with filters, or you’ll just confuse everyone.
4. Repeat for Remaining Metrics
- Add the rest of your widgets, sticking to your original sketch.
- Rearrange them so the most important ones are at the top.
5. Save and Share
- Hit “Save.”
- Set permissions: Make sure only the right people can view or edit.
- Share the dashboard link with your team—or embed it where they already hang out (Slack, Notion, etc.).
Step 5: Test, Iterate, and Actually Use It
The first version won’t be perfect. That’s normal. Here’s how to make it better:
- Ask for feedback: Show it to a couple of teammates and ask, “What’s missing? What’s confusing?”
- Drop unused metrics: If nobody’s looking at a widget after a week, kill it.
- Set a review cadence: Revisit the dashboard monthly. GTM priorities change fast; your dashboard should too.
What to ignore: - Vanity metrics. If it’s not helping a decision, it’s just noise. - Overly complex visualizations. Simple beats “impressive” every time.
Pro Tips for Getting the Most Out of Unifygtm
- Automate exports: If you need to drop numbers into a slide deck every week, set up scheduled exports.
- Alerting: Set up alerts for key thresholds (e.g., “If MQLs drop below X, notify the team”).
- Version control: Take screenshots or duplicate dashboards before big changes—undo is limited.
What Unifygtm does well:
It’s good at pulling together disparate data sources and making cross-channel reporting less painful. The UI is straightforward (for the most part) and you won’t need a data science degree to set up basic dashboards.
Where it falls short:
Some integrations are a bit shallow—you might not get every field you want from every platform. Custom calculated fields can be fiddly, especially if your formulas get complex. And yes, like every BI tool, it can get slow if you pull in huge datasets.
Keep It Simple, Iterate Often
You don’t need the dashboard equivalent of a NASA control center. Start with a handful of metrics that matter, get buy-in from the team, and improve as you go. Custom dashboards in Unifygtm are only as useful as the decisions they drive—so focus on clarity, not flash.
If you’re spending more time tweaking widgets than acting on the data, it’s time to step back. Build, test, and adapt. That’s how you actually get value from your GTM data—no matter what tool you use.