Build dashboards that track quote-to-close rates, payment collection speed, and revenue by product line so you can spot issues before they hit cash flow.
Commerce reporting ties together everything you've built in this playbook: product sales, quoting efficiency, payment collection, and revenue breakdown. Without it, you know that money comes in, but you don't know which products drive it, how fast you collect, or where deals get stuck in the quoting process.
This chapter covers building the reports and dashboards that give you visibility into your commerce operations.
Go to Reports, then Dashboards, and click "Create dashboard". Name it "Commerce performance" or "Revenue operations". Set visibility to finance, sales leadership, and operations.
This dashboard should answer four questions at a glance: what's selling (product mix), how much are we billing (revenue trend), how fast are we collecting (payment speed), and where are the bottlenecks (quote-to-close time).
Create a custom report: go to Reports, then Reports, then "Create report". Select "Deals" as the primary source and add "Line items" as a secondary source. Group by product name and measure by sum of line item amount.
This report shows revenue by product. Use it to identify your top sellers, spot declining products, and validate that your product mix aligns with your strategy. Display it as a bar chart for easy scanning.
Add a second report that shows product revenue over time (monthly or quarterly trend). This reveals seasonality and growth patterns per product line.
Build a report that tracks quote-to-close time: the duration between when a quote is created and when the deal moves to closed-won. Long quote-to-close times indicate friction in your approval or negotiation process.
Add "Quotes sent vs quotes signed" as a conversion metric. If you're sending many quotes but few are being signed, the issue is in pricing, terms, or competitive positioning, not in the quoting tool itself.
If you use HubSpot Payments or Stripe integration, add "Payment status breakdown" (paid, pending, overdue) and "Revenue collected over time". These reports show cash flow, not just deal value.
Add an ageing report: invoices grouped by days outstanding (current, 1 to 30, 31 to 60, 60+). This is the report your finance team checks weekly to identify collection issues early.
For businesses with recurring revenue, add "Monthly recurring revenue (MRR)" and "Annual recurring revenue (ARR)" reports. Build these from deal properties if you set up MRR and ARR fields in the pricing rules chapter.
Track MRR changes over time: new MRR (from new customers), expansion MRR (from upsells), contraction MRR (from downgrades), and churned MRR (from cancellations). These four metrics give you the full picture of recurring revenue health.
Send the commerce dashboard weekly to sales leadership and monthly to the broader team. Finance should receive it alongside their own reports for reconciliation. Set up the schedule under the dashboard's Actions menu.
Review the dashboard in your monthly revenue meeting. Use it to drive decisions: which products to invest in, whether pricing changes are working, and where operational improvements (faster quoting, better collection) would have the most impact.
Build dashboards that track quote-to-close rates, payment collection speed, and revenue by product line so you can spot issues before they hit cash flow.
