If you work with sales, service, or just need to wrangle data, you’ve probably run into Salesforce’s reporting tools. Maybe you’re new to Salesforce, or maybe you’re tired of canned reports that never quite fit what you need. This guide is for anyone who wants to build their own custom reports in Salesforce Lightning—without getting lost in jargon or endless clicks.
Let’s cut through the noise and actually get you a report that works.
Why bother with custom reports?
Out-of-the-box reports are… fine. But real businesses have edge cases, weird fields, and managers asking for “just one more column.” Custom reports are how you stay sane and get answers without waiting on an admin (or, worse, exporting to Excel and getting lost in VLOOKUPs).
A few things to know before you start:
- You need the “Run Reports” and “Create and Customize Reports” permissions. If you can’t find the right buttons, talk to your admin.
- Not everything is reportable. Some objects or fields might be off-limits, depending on your Salesforce setup or security.
- Lightning Experience (what this guide covers) is different from Classic. Make sure you’re not in the old UI, or you’ll get lost fast.
Step 1: Get to the Reports Tab
It sounds basic, but Salesforce likes to hide things in plain sight.
- Click the “App Launcher” (the waffle grid in the top-left).
- Type “Reports” in the search and select it.
- You’ll land in the Reports home screen—this is your HQ.
Pro tip: If you use reports every day, pin the Reports tab for quick access.
Step 2: Click “New Report”
Big, blue button near the top right. That’s your starting line.
You’ll see a list of report types pop up. This part matters more than it should.
Step 3: Choose the Right Report Type (Don’t Skip This)
The report type decides what data you can pull. Get this wrong, and you’ll bang your head on your desk later.
- Standard report types: Cover most common objects (like Accounts, Contacts, Opportunities).
- Custom report types: Built by admins for more complex stuff (like “Opportunities with Products”). If you don’t see what you need, ask your admin—or, if you’re the admin, build one.
How to choose: - Think about your “primary” object. Want to see Opportunities and their related Accounts? Start with Opportunities. - If you need data from two related objects, look for report types with both in the name (“Opportunities with Products”).
What doesn’t work:
You can’t just add any field from anywhere. If the report type doesn’t include it, it won’t magically appear later.
Pro tip: If you’re not sure, create a test report and see what fields you get. It’s faster than guessing.
Step 4: Configure the Report (Add and Remove Columns)
Now you’re in the report builder. Here’s where the magic—or frustration—happens.
- Fields pane (left side): Shows all available fields for your report type.
- Columns area (center): Drag fields from the left into your report.
- Preview area (bottom): See what your data looks like.
Add columns: Drag and drop or click the fields you want. Don’t overthink it—start broad, then trim.
Remove columns: Click the little arrow on a column header and select “Remove.”
Reorder: Drag columns left and right to match your brain’s logic.
Honest take:
Don’t try to build the “perfect” report on your first go. Get the basics in, run it, then fine-tune.
Step 5: Filter Your Data
By default, Salesforce includes all records you have access to. That’s usually too much.
- Add Filters: Click “Filters” in the left panel.
- Show Me – Choose “All [records]” or just your own.
- Date – Set a date range (like “This Month” or custom).
- Add filter – Pick fields (like “Stage equals Closed Won” or “Amount greater than $10,000”).
Filter logic:
You can add multiple filters. Click “Add Filter Logic” if you need to do fancy AND/OR stuff, but honestly, most people just need a couple of simple filters.
Don’t ignore:
If your report is too broad, it’ll be slow and noisy. If it’s too narrow, you’ll miss things. Start wide, then narrow down.
Step 6: Group, Summarize, and Add Charts (If You Need To)
This is where reports start to get useful.
- Group rows: Drag a field (like “Stage” or “Owner”) into the “Group Rows” area above your columns.
- Summarize: Click on a number field header (like Amount), then select “Sum,” “Average,” etc.
- Add a chart: Click the “Add Chart” button at the top right. Pick a chart type, but keep it simple—bar and pie charts are easiest to read.
Keep in mind:
- Too many groups = messy report.
- Charts are for quick insights, not deep dives. Don’t force it.
What doesn’t work:
Stacking too many summaries or charts makes things unreadable. Managers love pretty charts, but if nobody understands them, it’s pointless.
Step 7: Run the Report
Click the blue “Run” button in the top right.
- Now you’ll see real data with all your filters and groupings.
- If it looks wrong, don’t panic. Go back and tweak columns, filters, or groupings.
Pro tip:
If you get “No results found,” check your filters. Nine times out of ten, it’s a filter issue—not missing data.
Step 8: Save and Name Your Report
When you’re happy (or at least not frustrated), save your work.
- Click “Save & Run.”
- Give your report a clear, honest name. (“Q2 Closed Won Opps by Rep” beats “Report 27.”)
- Pick a folder. “Private Reports” means only you can see it. “Public Reports” or team folders make it shareable.
Don’t:
Save everything to “Unfiled Public Reports.” It’ll turn into a junk drawer.
Step 9: Share and Schedule the Report
If others need to see the report:
- Share: Move it to a shared folder, or ask your admin for access.
- Schedule: Click “Subscribe” to set up email delivery (daily/weekly/monthly).
Reality check:
Scheduled reports are handy, but people ignore emails. Sometimes a dashboard or regular check-in is more effective.
Step 10: Edit, Clone, or Delete (Iterate!)
No report is perfect the first time.
- Edit: Open your report, click “Edit,” and tweak away.
- Clone: Use “Save As” to create a new version without messing up the original.
- Delete: Don’t be afraid to toss out reports you don’t use. Clutter helps nobody.
What’s worth ignoring?
- Overcomplicated formulas: If you need to write a novel in the formula editor, reconsider. Sometimes it’s better to export and do the math in Excel.
- Every single field: More columns just create noise. Start simple.
- Fancy visuals: Focus on the data. If the chart doesn’t help, leave it out.
A Few Pro Tips
- Use report subscriptions for reminders—but don’t rely on them for urgent stuff.
- Bookmark reports you use often. Save yourself the clicks.
- Keep report names short and specific. “Leads Missing Phone” tells you what it is at a glance.
- Talk to your admin if you hit a wall. Some things really do need admin help.
Keep It Simple, Iterate Often
Custom Salesforce reports don’t need to be complicated. Start with a basic version, get feedback, and improve it over time. Don’t chase perfection—aim for useful. If something’s not working, try a different report type or pair down your filters. You’ll get faster and better answers, and you might even make peace with Salesforce reporting (well, almost).