Think of a KPI (Key Performance Indicator) report as your business’s performance dashboard—it’s the tool that helps you see exactly where you are and where you’re headed.
Whether you’re tracking sales, customer satisfaction or team productivity, a well-crafted KPI report brings everything into focus and keeps everyone on the same page. It’s all about turning raw data into meaningful insights that help you stay aligned with your business goals.
What’s even better? KPI reports make performance tracking easier and give you the power to make smart, data-driven decisions.
In this guide, I’ll show you how to create a KPI report with the help of KPI report templates that not only tracks your progress but also helps you make bold, informed moves toward success. Ready to get started? Let’s dive in!
Click to jump ahead:
- What is a KPI report
- Why are KPI reports important?
- How to create a KPI report
- Best practices for effective KPI reporting
- Common mistakes to avoid
- How to create KPI report using Venngage
- KPI reporting examples across industries
What is a KPI report?
A KPI report is a great way to track key performance indicators (KPIs) and see how well your business is meeting its goals.
Typically, in a KPI report, you track numbers like sales growth, customer retention and website traffic This would give you a clear picture of your progress toward your business objectives.
With this insight, you can figure out what’s working, address any challenges and make sure you and your team are on track with everything.
Why are KPI reports important?
KPI reports might seem like a dry, numbers-heavy exercise, but personally — I find them being a powerful tool for keeping teams accountable.
Regular updates keep teams on track and reinforce the importance of each person’s role in the company’s success. When people can see how their work directly impacts progress, they’re motivated to keep improving.
That aside, here are other benefits of KPI reports:
- Keeping teams on track: When everyone focuses on the same key metrics, it ensures that day-to-day work is aligned with the company’s bigger goals—helping teams move in the same direction.
- Tracking progress: KPI reports are a simple way to measure how close you are to your goals, whether that’s hitting sales numbers, improving customer satisfaction or running smoother operations.
- Spotting patterns: Over time, these reports can reveal trends that help you with strategic alignment and staying ahead of the game.
- Making smarter decisions: With real-time data, leaders can make informed choices about where to focus efforts, ensuring the business stays on track and continues to grow.
Types of KPI reports
KPI reports come in various forms, each serving a different purpose depending on the audience and the specific business goals.
Knowing which type to use can help ensure you’re delivering the right insights to the right people. Here are some common types of KPI reports your business can use:
Executive summaries
Executive summary reports are like a CEO’s morning coffee – a quick, refreshing way to start the day. They offer a bird’s-eye view of the company’s performance, highlighting key metrics such as revenue, profit and strategic progress.
These reports are typically concise and easy to understand, often featuring charts or graphs to visualize data. They are ideal for busy executives who need a quick snapshot of the company’s performance.
Marketing KPI reports
Marketing KPI reports are super helpful for keeping track of how your campaigns are doing. They monitor things like lead generation, conversion rates and website traffic, so you always know what’s working and where you might need to improve.
For marketing teams, these reports are a lifeline. They help us make decisions based on real data, not just gut feelings. A marketing manager might look at a KPI report to see how an email campaign is performing, checking things like open rates and conversions. This information helps tweak your strategies and get even better results.
Operational KPI reports
Operational KPI reports offer a closer look at the day-to-day operations of specific departments, like sales, production, or customer service. These reports track operational KPIs such as response times, product quality and employee efficiency.
Managers rely on these reports to keep their teams focused and ensure everything runs smoothly. For example, a customer service manager might use this type of report to monitor response times and identify areas where customer service could be improved.
Project-specific KPI reports
Project-specific KPI reports keep a close eye on individual projects, tracking progress towards milestones, budget adherence and timelines. Project managers use these reports to ensure projects stay on track and deliver results on time and within budget.
For example, if a company is launching a new product, a project-specific KPI report will monitor factors like development timelines and marketing budget to ensure a successful launch.
Sales KPI reports
Sales KPI reports are like a coach’s playbook for a sales team. They help us track performance, spot potential problems and celebrate wins. Sales managers rely on KPI reports to notice dips in lead conversions and adjust the sales strategy to improve results.
Financial KPI reports
Financial KPI reports provide a clear picture of a company’s financial health, tracking key metrics such as revenue, expenses and profit margins. These reports are essential tools for CFOs and financial analysts who need to keep a close eye on the company’s financial performance.
When deciding on business investments, a financial KPI report can help a CFO to check the company’s cash flow and decide if it’s time to invest more in marketing or research.
Employee performance KPI reports
Employee performance KPI reports help track individual or team performance, including metrics like sales per employee, training completion rates or overall productivity.
HR managers or team leaders use these reports to evaluate employee performance and identify areas for improvement. If an HR manager notices that certain employees aren’t meeting their targets, they can use the report to identify where additional training or support might be needed.
How to create a KPI report
Creating a KPI report may sound overwhelming, but breaking it into clear steps makes the process straightforward. Here’s how you can build a KPI report that keeps your team informed and focused.
Step 1: Define your objectives
First things first—what are you trying to achieve? Start by defining your objectives. Be as clear and specific as possible and aim for SMART goals: Specific, Measurable, Achievable, Relevant and Time-bound.
For example, instead of saying “increase sales,” try “increase monthly revenue by 10% in the next quarter.” Setting SMART goals gives you a clear direction and makes tracking progress much easier.
Step 2: Choose the right KPIs
Once your goals are set, the next step is picking the right KPIs to measure them. Think about metrics that align directly with your objectives and include both leading indicators (which predict outcomes, like website traffic) and lagging indicators (which measure results, like monthly revenue).
For instance, if your goal is improving customer satisfaction, your leading indicator might be response time, while your lagging indicator could be your customer satisfaction score. Choosing the right KPIs ensures your report stays focused and meaningful.
Step 3: Gather and organize data
Now it’s time to collect the data for your KPIs. Pull information from reliable sources, like CRM systems, analytics tools or internal spreadsheets. Remember to double-check the accuracy of your data—it’s better to catch errors early than risk presenting inaccurate insights.
Once you’re done with data collection, organize it in a way that makes sense. Group similar metrics together and make sure everything is clearly labeled and up-to-date. A well-organized report is much easier to understand and act on.
Step 4: Use a template
To make things easier, try using a KPI report template or a software tool like Venngage, Excel or Google Sheets. Templates provide a structure that simplifies the process and helps you present your data in a clear, professional way.
Many tools like Venngage’s AI Report Generator even let you add visual elements like charts and graphs, making your report more engaging and easier to digest. Templates are especially handy if you’re sharing the report with stakeholders or leadership.
Step 5: Visualize the data
Let’s be honest—no one wants to sift through rows of numbers. That’s where data visualization comes in. The right charts and graphs can make your data easier to understand at a glance. For example:
- Use bar charts to compare different categories, like sales by region.
- Go with line graphs to show trends over time, such as monthly growth.
- Try pie charts to break down percentages, like customer demographics.
The key is to choose visuals that make your data clear and meaningful. A well-placed line graph showing steady growth is far more impactful than a dense spreadsheet.
Step 6: Review and refine
Before you hit send or share, take a step back and review your report. Is the data accurate? Does everything flow logically? Double-check your calculations and formatting to ensure it’s polished.
It’s also a good idea to get a second set of eyes on your report. Share it with a colleague for feedback—they might spot something you’ve missed or suggest a way to make it even better. Taking the time to refine your KPI report ensures it’s not just informative but also professional and easy to follow.
Step 7: Share the report
Finally, it’s time to share your hard work. Use a method that’s accessible and convenient for your audience during your report presentation. Some best ways to share your KPI report include:
- Sending the report via email as a PDF or interactive link.
- Uploading it to shared platforms like Google Drive or project management tools for easy access.
- Presenting it in team meetings for a more collaborative discussion.
When sharing, provide context for the data—highlight key takeaways and invite questions to encourage engagement. A well-distributed report ensures everyone stays informed and aligned.
KPI reports are just the beginning! Check out these 17 types of reports that can really help with decision-making and give you deeper insights into your business performance — each one plays a role in guiding your strategies and actions.
Best practices for effective KPI reporting
Putting together a KPI report is just the start. To make it truly impactful, you need to ensure it’s clear, actionable and helps your team stay focused on the big picture. Here are some KPI report errors to avoid and how to fix them:
Regular updates
Updating your KPI reports on a regular schedule is key. Whether it’s weekly, monthly or quarterly — staying consistent helps you keep track of progress and spot trends before they turn into problems.
Think of it like checking your car’s dashboard—you don’t want to wait until the tank is empty to take action. Regular updates keep everyone aligned and ready to adjust when needed.
Keep it concise
Surely no one wants to read through pages of irrelevant data so it’s important to stick to the KPIs that really matter and present them in a way that’s simple and easy to follow.
A clear and to-the-point report helps with effective KPI reporting as it is much easier for your audience to focus on the key takeaways. To make your data more engaging, use visual aids like charts or graphs — these can help your readers easily see trends, patterns and important insights.
Focus on actionable insights
A great KPI report goes beyond just showing numbers—it helps you figure out what to do next. For instance, if your sales numbers are down, don’t just point it out. Look at the data to figure out why and recommend a plan to turn things around. The more actionable your insights, the more useful your report will be for driving decisions.
Common mistakes to avoid
When it comes to creating KPI reports, even small mistakes can throw things off. The goal is to make your report clear, useful and easy to act on. So, here are some common mistakes to watch out for and how you can avoid them:
Choosing irrelevant KPIs
One of the biggest mistakes is tracking metrics that don’t actually align with your goals. If the KPIs aren’t tied to what you’re trying to achieve, the report becomes pointless.
To avoid this, always ask yourself, Does this KPI directly support our objective? For example, if your goal is to increase customer retention, focus on metrics like churn rate or repeat purchases and not just website visits.
Overloading the report with data
The truth is — more data isn’t always better. It’s easy to get carried away and include every piece of data you have, but too much information can overwhelm your audience.
Avoid data overload by sticking to the KPIs that matter most. A focused report with the right insights will always be more effective than one filled with extra details that just cloud the message.
Ignoring data visualization
Let’s face it—endless rows of numbers and text aren’t exactly inspiring. Skipping visuals like charts or graphs can make your report harder to digest.
Instead, use simple visuals to bring your data to life. For example, a bar chart comparing sales across regions or a line graph showing trends over time can make your insights much clearer.
Neglecting regular updates
A one-off KPI report won’t do much good. If you’re not updating your data regularly, you’re missing out on tracking progress and spotting trends early.
Set a schedule—whether it’s weekly, monthly or quarterly—and stick to it. Regular updates ensure your team stays informed and can adapt to changes as they happen.
Overcomplicating the layout
A cluttered report with too many fonts, colors or sections can distract from the important stuff. Keep your layout simple and organized so that the focus stays on the insights.
Clean, easy-to-read designs help your audience focus on the key takeaways, not the distractions.
There you have it — by avoiding these common mistakes, you can create KPI reports that are not only informative but also practical and actionable—helping your team stay focused and on track.
I know business reports can feel like a lot to handle, but trust me, with AI, it doesn’t have to be so stressful. Here’s how AI can make data visualization easier, so you can create reports that are not only simple but also insightful.
How to create KPI report using Venngage
Sounds like it’s getting a little too much for you? Well, creating a KPI report doesn’t have to be a headache.
Thanks to KPI reporting tools like Venngage, you can easily use customizable KPI report templates and our simple drag-and-drop editor to create polished, professional reports in no time.
Whether you’re tracking sales, team performance or customer retention, Venngage makes it easy to present your data in a way that’s both clear and visually appealing.
Here’s how you can create a KPI report with Venngage:
1. Sign up or log In
First, head over to venngage.one and sign up for a free account (if you don’t already have one). If you’re already a member, just log in and you’ll land right on your dashboard.
2. Pick a template
Venngage has a wide selection of KPI report templates to choose from. Browse through the options and pick the one that best fits your needs. Whether you want something simple or detailed, there’s a template to get you started.
3. Edit the template
Once you’ve chosen your template, the fun part begins! Use the drag-and-drop editor to easily adjust the text, swap out images and add in charts or graphs to display your KPIs. It’s super user-friendly, so you don’t need to be a design expert to get great results.
4. Personalize it
Make your report feel like your own by customizing colors, fonts and adding visuals. Venngage has over 40,000 icons and illustrations to choose from, so you can really make your report stand out and match your style.
5. Download or share
Once you’re happy with your report, you can download it in your preferred format or share it with your team through a private link. This makes it easy to collaborate or get feedback without any hassle.
KPI reporting examples across industries
KPI reporting can be different depending on the industry you’re in, but one thing remains the same—it’s all about tracking what matters most.
Whether you’re boosting sales, enhancing customer experience, or optimizing processes, KPI reports give you the insights you need to make smarter decisions. Let’s explore how different industries use KPI reports, the key metrics they track, and how these reports can drive results.
Sales and marketing KPI report example
For sales and marketing teams, the goal is always to drive engagement, generate leads, and staying on top of the numbers that drive revenue. If you work in sales, you’re most likely going to be tracking metrics like:
- Revenue: Total income generated from sales.
- Sales growth rate: Percentage increase in sales over a specific period.
- Customer acquisition vost (CAC): Cost of acquiring a new customer.
- Customer lifetime value (CLTV): Total revenue a customer generates over their lifetime.
- Conversion rate: Percentage of website visitors or leads who become customers.
- Click-through rate (CTR): Percentage of people who click on your ads or emails. A higher CTR means your content is resonating and encouraging people to take the next step.
Imagine a sales manager using a report with line graphs to track monthly revenue trends and bar charts comparing conversion rates across campaigns like in this example below:
With this setup, the team quickly identifies which strategies are working and shifts resources to maximize their impact. It’s not just about hitting targets—it’s about understanding what gets you there.
When it comes to marketing KPI reports, comparing trends over time is a great way to see how your strategies are performing and where you can improve.
For example, by tracking metrics over several months or quarters across campaigns like the example above, you can spot patterns and understand what’s working (or not). This gives you the insight you need to make adjustments and keep your marketing efforts moving in the right direction.
E-commerce KPI report example
For e-commerce, KPI reports are all about understanding customer behavior. E-commerce businesses can benefit from tracking things like:
- Website traffic: Number of visitors to the website.
- Bounce rate: Percentage of visitors who leave the website after viewing only one page.
- Average order value (AOV): Average amount spent per order.
- Cart abandonment rate: Percentage of customers who add items to their cart but don’t complete the purchase.
- Customer retention rate: Percentage of customers who continue to make purchases over time.
By going deep into these metrics, you’ll be able to fine-tune your online store and bring in more visitors who are ready to make a purchase.
In this E-commerce KPI report example, the high cart abandonment rate seems to be linked to factors like high shipping costs and a complicated checkout process.
So, if you can simplify the checkout and offer better shipping rates, you might see more people following through with their purchases.
Healthcare KPI report example
In healthcare, the priority will always be improving patient care while keeping operations efficient. Commonly tracked metrics include:
- Patient satisfaction: Measured through surveys and feedback.
- Readmission rate: Percentage of patients who are readmitted to the hospital within a specific timeframe.
- Average length of stay: Average number of days a patient spends in the hospital.
- Emergency room wait time: Average time patients wait in the emergency room.
- Healthcare-associated infections (HAIs): Number of infections acquired during a hospital stay.
For those working in the medical field, tracking KPIs can really help pinpoint what’s working well and where there’s room for improvement.
For example, in this healthcare KPI report, we can see that patient satisfaction has increased while readmission rates have dropped over the years.
This suggests that improvements in care and patient experience are making a real difference, leading to happier patients and fewer who need to return for further treatment.
Human resources KPI report example
HR teams rely on KPI reports to manage recruitment, retention and employee growth. By tracking key metrics, HR can foster a positive work environment and improve talent retention. Here are some important KPIs to monitor:
- Employee turnover rate: Percentage of employees who leave the company within a specific period.
- Employee satisfaction: Measured through surveys and feedback.
- Time-to-hire: Time taken to fill a job vacancy.
- Training and development costs: Cost of employee training and development programs.
- Employee net promoter score (eNPS): Measures employee loyalty and advocacy.
Using graphs in your HR KPI reports makes it easier to spot trends, like how long it’s taking to fill certain positions.
If you notice that some roles consistently take longer, it gives you a chance to adjust your approach—whether that’s speeding up the interview process or finding new ways to attract candidates—to get things moving faster.
Your HR reports are key to helping your organization plan staffing, improve performance, and boost employee satisfaction. Here’s how to create HR reports that deliver valuable insights and drive smarter decisions.
Manufacturing KPI report example
In manufacturing, KPI reports focus on productivity and quality control to keep operations running smoothly. These reports track metrics such as:
- Production efficiency: Overall equipment effectiveness (OEE), production uptime, and yield rate.
- Quality control: Defect rate, rework rate, and customer returns.
- Cost management: Production costs, inventory turnover, and labor costs.
By monitoring these KPIs, manufacturers can improve processes, reduce waste, and consistently deliver quality products.
Take a look at this example—it shows that production output has gone up while defect rates have dropped. Instead of using long blocks of text, the data is laid out in simple charts and graphs, making it so much easier to understand. This kind of visual format lets teams quickly see the progress and figure out what’s working.
Customer service KPI report example
For customer service teams, the goal is to keep customers happy while handling issues quickly and effectively. This means focusing on metrics like:
- Customer satisfaction score (CSAT): Customer satisfaction surveys, net promoter score (NPS) and customer effort score (CES).
- Response time: The speed at which a customer service agent responds to a customer inquiry. Faster response times lead to better customer experiences.
- Issue resolution rate: Percentage of customer issues resolved successfully. High resolution rates indicate effective customer support.
A customer service KPI report can really help your team improve by showing where there’s room to grow. With this info, you can tweak processes, offer extra training or try new tools to make things run smoother and keep your customers happy.
This customer service KPI report shows an average customer satisfaction score of 92% and a response time of 30 minutes.
With this insight, teams can figure out how to respond even faster and make customers even happier.
For instance, they might use an inbound call center solution to manage high call volumes effectively, set up automated replies for common questions, schedule more team members during busy times, or offer extra training to handle tricky issues more smoothly.
FAQ section
What should a KPI report include?
A good KPI report should give you a clear picture of your business’s performance. It should include key metrics that align with your goals, presented with clear visuals like charts or graphs to make the data easy to understand. It should also point out how you’re progressing and any areas that need attention or improvement.
How often should KPI reports be updated?
The frequency of KPI report updates depends on your business needs —some teams update them weekly, while others may do so monthly or quarterly. It’s all about how quickly you need to track and adjust your goals. Regular updates can keep you informed and help you make timely decisions.
Can KPI reports be automated?
Absolutely! There are tons of tools like Venngage’s AI Report generator that can help you automate KPI reports. This can save you time and effort and also improve accuracy.
Elevate your performance tracking now
Now that you’ve got the steps down on how to create a KPI report, you’re ready to take your performance tracking to the next level with a clear, actionable approach that’s tailored to your goals.
These reports will not only help you measure progress but also give you the insights you need to make smarter decisions and keep your team on the same page.
If you want to make things even easier, I’d suggest checking out Venngage’s KPI report templates. They’re super simple to use and make turning your data into something meaningful a lot less stressful.
Give it a shot and see how much smoother performance tracking can get!
