This document will provide you with a summary and recommendations of what you can create from this native integration. Due to the variety of metrics, dimensions, date types, and custom fields that Pipedrive has, we will only list a few examples of possible analyses that you can perform.
Using Pipedrive's integration with Master Metrics, you can:
Create visual dashboards with your Pipedrive data and answer questions such as:
How many leads were created per month and assigned to a specific representative?
What was the total value and average value of the leads generated per campaign?
How many deals were created, closed, and with what success rate in the last quarter?
How many calls did each representative make, and how much time did they spend on average?
Which customers or campaigns generate the most activity in a given period?
Add data from other sources to your dashboards, such as Meta Ads, Google Ads, LinkedIn, TikTok, etc.
Schedule data exports from Pipedrive to Google Sheets automatically.
Create custom metrics to calculate conversion rates, cost per lead, closing rate per salesperson, average deal value per channel in real time, among other alternatives.
Dashboards
1) Metrics
You can add high-level KPIs using tiles.
Date: this week, this month, a custom range, or the period you want to analyze.
Specific metrics: Count Leads, Add Lead Value, Average Lead Value, Count Deals, Add Deal Value, Average Deal Value, Count Activities, Count Calls, Total Call Duration, or Average Call Duration.
Date type: Pipedrive standard (e.g., creation, closure, last update) or custom dates you have set up in your account.
Examples:
How many leads created last month reached the “qualified” stage?
What was the total and average value of the deals generated this month?
How many activities did each salesperson record this week?
2) Bar/line/column charts
Date: this week, this month, custom range.
Grouping: by day, week, month, quarter, or year.
Metrics: Count Leads, Add Lead Value, Average Leads, Count Deals, Add Deal Value, Average Deals, Count Calls, Total/Average Call Duration.
Division: by any text field or custom option in Pipedrive (e.g., lead source, pipeline stage, industry).
Examples
Leads created by acquisition source grouped by month this year.
Average value of deals closed per salesperson in the last 90 days.
Total call duration per advertising campaign in the last quarter.
3) Pie charts
Date: custom range.
Metrics: Count Deals, Sum Deal Value, Average Deal Value, Count Leads.
Division: by pipeline, stage, lead source, or industry.
Examples:
Distribution of closed deals by pipeline stage.
Total value of leads by acquisition channel.
Average deal value by industry.
4) Tables
They allow you to combine multiple metrics (even from multiple sources) in the same view.
Date: customized.
Grouping: day, week, month, quarter, or year.
Metrics: Count Leads, Lead Value, Average Leads, Count Deals, Deal Value, Average Deals, Count Activities, Count Notes, Count Calls, Total Call Duration.
Filters: standard and custom fields in Pipedrive.
Examples:
Leads generated per campaign alongside investment in Google Ads and Meta Ads.
Total value of deals closed per customer in the last quarter.
Average call duration for each salesperson compared to their closing rates.
5) Power Tables and exporting to Google Sheets
You can split metrics into rows and columns and export them automatically:
Leads: by acquisition source, status, campaign.
Deals: by pipeline, stage, owner, campaign.
Activities: by type of activity, person responsible, client.
Calls: by duration, result, associated stage.
Example:
Comparative table of leads and deal value per campaign, exported to Google Sheets to share with clients or team.
6) Using calculated metrics
With custom metrics, you can calculate:
Lead conversion rate → Qualified leads ÷ Total leads.
Deal closure rate → Deals won ÷ Deals created.
Average deal value → Add up the value of deals ÷ Closed deals.
Average call duration per salesperson → Total duration ÷ Total calls.
Overview
The Summary module allows you to view information from multiple advertising accounts in a unified table, eliminating the need to navigate through multiple reports or advertising platforms.
1. By Client: each row includes the advertising accounts for each client. This way, you will find your clients in the rows and you can include metrics from advertising platforms, analytics tools such as GA4, e-commerce, and CRMs such as Pipedrive CRM in the columns. You can also add custom fields, as if it were an Excel spreadsheet fed in real time by data from your campaigns.
2. By Campaign: similar, except that at the row level you will be able to see all the campaigns for all the clients you want.
Cost per qualified lead per client of your agency or per advertising campaign
Adding data from Pipedrive CRM to your Campaign Overview table will enable you to answer questions such as:
How many qualified leads does a specific Meta campaign generate?
How many proposals were sent this month from each Google campaign?
How many sales from each LinkedIn campaign?
What is the cost per stage of the funnel per campaign or advertising account?
Adding data from Pipedrive CRM to your Campaign Client table will enable you to answer questions such as:
How many qualified leads did each client generate this month?
How many proposals were sent this month per client of your agency?
What is the cost per stage of the funnel for each customer?
Customer Summary Dashboard:
For each customer, you can choose Pipedrive CRM as the source. So, if you have more than one customer with a Pipedrive account, you will need to include the Pipedrive CRM account used by each of your agency's customers.
Then go to create a custom metric.
CRM: include Pipedrive CRM as an option.
Then, at the CELDA level in the table, clicking on it opens a module.
Metrics:
1. Count Leads
2. Add up lead value
3. Average lead value
4. Count Deals
5. Add up deal value
6. Average deal value
7. Count Activities
8. Count Calls
9. Total duration
10. Average number of calls.
Date type: you can choose between the standard date fields for each object and the custom date fields for each object. This is the date we will use to filter against the date range in the overview table.
Filters: You can choose between the standard and custom fields for each object.
Summary Dashboard by Campaign:
In the summary table settings, you should ONLY include one Pipedrive CRM account. If you want to see the information by campaign for multiple clients, we recommend creating a summary table by campaign for one client and then duplicating and editing it for the other clients.
The metrics, date types, and filters are the same as in the table by client.
In short, the Master Metrics + Pipedrive integration allows you to transform your CRM data into visual, actionable dashboards that are ready to optimize both lead management and advertising investment.
If you’re ready to start leveraging this integration and take your data analysis to the next level, you can:
Try Master Metrics for free and connect your Pipedrive account in minutes.
Book a call with our team to get help or ask any questions.
Message us on WhatsApp if you need support or want guidance through the setup process.
Turn your data into faster, smarter decisions with Master Metrics + Pipedrive CRM.