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Ledger

A sales intelligence dashboard combining CRM, ads and revenue data into one weekly view.

Client type
Concept build
Category
Data
Role
Design + engineering
Year
2026
Open the working demo
Ledger sales intelligence dashboard concept — pipeline and revenue charts

00 / Overview

Overview

Which number should the founder look at first in the morning?

Technology
  • BigQuery
  • dbt
  • Python
  • Metabase
  • Google Ads API
Delivered
  • Single KPI definitions across teams
  • Automated daily pipeline
  • Executive dashboard with drill-downs
  • Scheduled email reports

01 / The problem

We didn't start with the screen.

Leadership meetings ran on screenshots from four different tools. Nobody agreed on the numbers because every team calculated them differently.

02 / The approach

We started with the system.

We defined the KPIs once, in writing, then built a pipeline that computes them the same way every day from every source. The dashboard shows the agreed numbers and nothing else.

  1. SYS / 01Pipelines from three sources into one warehouse model
  2. SYS / 02Metric definitions written down before charts were drawn
  3. SYS / 03Automated weekly report, dashboard for the rest

03 / The interface

Then we built the interface.

An automated data pipeline into a warehouse, a documented data model, an executive dashboard with drill-downs and scheduled Monday-morning reports.

Use it yourself — open the demo

  • Ledger executive dashboard concept
    Ledger executive dashboard concept01 / 02
  • Ledger — the deal pipeline by stage, synced from the CRM
    Ledger — the deal pipeline by stage, synced from the CRM02 / 02

04 / The build

The build

What it does

  • Single KPI definitions across teams
  • Automated daily pipeline
  • Executive dashboard with drill-downs
  • Scheduled email reports
  • Data model documentation

Built with

  • BigQuery
  • dbt
  • Python
  • Metabase
  • Google Ads API

05 / The result

The result

A concept build has no client numbers, and we would rather show none than invent some.

What it proves is the approach: problem first, system second, interface last. Results sections appear only on delivered client work, with verifiable outcomes.

Could we build yours?

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