Google Sheets · Dashboards
Custom KPI dashboards built inside Google Sheets — pulling from Stripe, HubSpot, Shopify, your ad accounts, or any source you already use. Refreshed automatically. No new SaaS bill.
Live dashboards pulling from Stripe, HubSpot, Shopify or other APIs need Apps Script + integration work — that sits in the Premium tier. A single-source Sheets-only dashboard can fit Starter.
What it is
What it is — in plain language.
A Sheets dashboard is a single tab — sometimes two — that surfaces the 8–15 numbers your leadership team actually checks, refreshed automatically from the systems where the data already lives. Below the dashboard tab sit hidden 'data layer' tabs that hold raw pulls from Stripe, HubSpot, Shopify, your ad platforms, your warehouse — whatever sources you have. Above it sits a clean, well-typeset view that loads in under two seconds and reads at a glance.
The dashboard isn't a BI tool replacement. It's the right tool for the 80% of metrics that don't justify a Looker license, a data team, and a six-month rollout. For most companies under $20M ARR, a well-built Sheets dashboard does 90% of what a real BI stack does — at 5% of the cost and shipped in two weeks instead of two quarters.
Who it's for
Built for teams that already live in Sheets.
Sheets dashboards are the right call when leadership already trusts Sheets, the metric set is reasonably stable, and the bottleneck is 'someone has to spend 4 hours every Monday building this.' If you're scaling past 50M ARR with hundreds of metrics and a real data team, you've outgrown this — but most companies haven't.
- Founders running weekly business reviews
- Ops teams reporting to a board
- Agencies building client KPI views
- Finance teams replacing the manual board pack
Sales & revenue dashboards
The revenue dashboard is the most common build: MRR or ARR trended over time, new vs expansion vs churn, pipeline coverage by stage, top accounts by spend, win rate by source. We pull live from Stripe (or Paddle, Shopify, Chargebee), join with deal data from HubSpot or Pipedrive, and present everything as both raw numbers and small-multiple charts.
The dashboard refreshes automatically — usually every 15 minutes — and a 'last refresh' timestamp lives in the corner so leadership always knows the data is current. For board prep, a single button snapshots a dated PDF to Drive so you have a defensible historical record of exactly what the numbers said on the day of the meeting.
- Stripe / Paddle / Shopify
- HubSpot / Pipedrive
- Cohort & retention views
Ops & delivery dashboards
Ops dashboards answer the questions that make or break delivery: who's overloaded this week, which projects are slipping, what's our average cycle time, which SLAs are at risk. We pull from Linear, Asana, Jira, Notion, ClickUp, or whatever tracker your team actually uses, and surface the metrics that matter without the noise of every individual ticket.
The most-used view is usually the workload heatmap — one row per teammate, one column per week, color intensity by hours committed. It makes capacity overload visible before it becomes a quality or burnout problem. SLA and cycle-time tracking show up next to it so the conversation is always 'what's actually happening' instead of 'whose feeling is right.'
- Per-team capacity
- SLA / cycle-time tracking
- Workload heatmaps
Finance & cash dashboards
The finance dashboard is the one that ends 'pulling numbers for the board' as a recurring panic. Burn, runway, AR aging, cash position by account, gross margin trended monthly — all refreshed from your banking and accounting stack (QuickBooks, Xero, Mercury, Brex, Ramp) on a schedule.
We also build in a simple scenario model: drag the spending or hiring assumptions on the input tab, watch runway recalculate live. It's not FP&A software, but for a 10–100 person company it's enough — and it lives in the same tab as the actuals, so the conversation about 'what could happen' stays anchored to 'what is happening.'
- Bank + accounting sync
- AR / AP aging
- Scenario planning
Real example
What this looks like in practice.
Problem
A 40-person SaaS team's CFO spent ~6 hours every month assembling the board pack — pulling MRR from Stripe, churn from HubSpot, burn from QuickBooks, hand-formatting the whole thing in Slides.
Solution
We built a Sheets dashboard that auto-pulls from all three sources hourly and snapshots a board-ready PDF to Drive on the 1st of every month.
Result
Board pack assembly went from 6 hours to ~10 minutes of review. The CFO got a full day back per month and the numbers stopped drifting between tools.
What you get
Every package ships with this.
- Custom-designed dashboard tab(s)
- Hidden data-layer tabs for each source
- Scheduled refresh via Apps Script triggers
- Manual 'Refresh now' button
- Hidden 'metric definitions' documentation tab
- Optional Looker Studio published view
- Loom walkthrough + handover doc
Timeline & pricing
How the package works.
Dashboards take 2–4 weeks depending on the number of sources. Week one is scoping and metric definitions — this is where most projects succeed or fail, and we spend serious time getting the metric list right before we write code. Week two is data layer and refresh logic. Week three is the dashboard tab itself, the visual design, and the polish.
Simple single-source dashboards (just Stripe, just HubSpot) can fit the Starter package. Multi-source dashboards with API integrations sit in the Premium tier ($3,000+) because the integration and ongoing maintenance work is real.
- Week 1: metric definitions + source audit
- Week 2: data layer + refresh
- Week 3: dashboard design + polish
- Week 4: production + handover
Common questions
Questions teams ask before they hire us.
BI tools are excellent — and overkill for most companies under $20M ARR. Sheets dashboards are 10x cheaper, ship in two weeks instead of two quarters, and don't require your team to learn a new interface or wait on a data team for every change. The leadership team already opens Sheets daily; meeting them in the tool they already use beats a 'beautiful' dashboard nobody logs into. We're happy to recommend Looker or Metabase when the data volume genuinely requires it — but we tell you that honestly during scoping, not after we've sold you a Sheet.
Keep exploring
Related Sheets automation
See your numbers clearly
Book a free 30-minute call. Show us your current Sheets and we'll sketch the dashboard your team would actually use.
Or email hello@aurellestudio.co