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Your KPI dashboard, customized to your business.

ARR, retention, bookings, pipeline coverage, and ROAS in one view, reconciled from billing, the CRM, and ad spend, so the board number is the operating number.

See how to build one in Definite

What’s in a KPI dashboard?

A KPI dashboard is the single governed view of a company's top operating metrics across functions: recurring revenue (ARR and MRR), how revenue retains (net revenue retention), what sales is closing (booked revenue and win rate), what's in front of the number (pipeline coverage), and what marketing returns (ROAS). The version worth taking to a board reconciles every metric back to its source system, so the number on the slide is the number in Stripe, the CRM, and the ad accounts.

The revenue number from finance, the bookings number from sales, and the spend number from marketing never quite agree, because each function re-derives its KPIs in a separate BI report off a different export. When every KPI is one governed definition modeled on the actual systems, the board deck and the operating review run off the same number, and you close the gap before the meeting, not during it.

Who it’s forFounders, CEOs, and chiefs of staff who own the board number and the operating review.

CadenceRefreshed daily; reviewed before the board meeting and in the weekly operating review.

Built fromStripe, Hubspot, Facebook Ads, Google Ads

§ How it works

Describe your dashboard. Fi builds it.

Fi is the AI agent inside Definite. Tell it what you’re trying to understand, and it connects your sources, defines the metrics, and builds the dashboard. One conversation, not a project.

You

I need one view I can take to the board, revenue, retention, pipeline, and marketing return, with every number tying out to its source.

✦ Fi

Here's your KPI dashboard, on your Stripe, Hubspot, Facebook Ads and Google Ads data.

Here’s what’s in it

The top row leads with the 4 numbers that matter most: ARR, Net revenue retention, Booked revenue, Pipeline coverage. Each shows a delta versus the prior period so you can see direction at a glance. Below that, 2 trend charts (ARR over time, Net new MRR by movement) show how the headline numbers have moved over time. A breakdown (New pipeline by stage) splits the metric by dimension so you can see what's driving the total. A detail table (Sales & marketing return) rounds it out with the secondary metrics and their deltas. Every number is computed from the exact formulas shown in the metric table below. Composites are derived from their components, not pasted in, so the KPI tiles, breakdowns, and totals all reconcile to each other.

Illustrative data

ARR

$15.18M▲ 8.9%

Data ▾

Period	ARR
Jan	$6.87M
Feb	$7.31M
Mar	$7.79M
Apr	$8.40M
May	$8.91M
Jun	$9.54M
Jul	$10.17M
Aug	$11.02M
Sep	$11.87M
Oct	$12.82M
Nov	$13.95M
Dec	$15.18M

Net revenue retention

101.9%▲ 0.1%

Data ▾

Period	Net Revenue Retention
Jan	99.7%
Feb	99.7%
Mar	100.2%
Apr	100.2%
May	99.5%
Jun	100.6%
Jul	100.1%
Aug	100.9%
Sep	100.5%
Oct	101.6%
Nov	101.8%
Dec	101.9%

Booked revenue

$1.13M▼ 9.3%

Data ▾

Period	Booked Revenue (Closed Won)
Jan	$795K
Feb	$688K
Mar	$745K
Apr	$892K
May	$980K
Jun	$849K
Jul	$935K
Aug	$946K
Sep	$1.17M
Oct	$1.19M
Nov	$1.25M
Dec	$1.13M

Pipeline coverage

8.4×▼ 1.5%

Data ▾

Period	Pipeline Coverage
Jan	7.8×
Feb	7.9×
Mar	8.2×
Apr	8.0×
May	7.8×
Jun	8.8×
Jul	7.7×
Aug	8.7×
Sep	8.3×
Oct	7.8×
Nov	8.6×
Dec	8.4×

ARR over time

Data ▾

Period	ARR
Jan	$6.87M
Feb	$7.31M
Mar	$7.79M
Apr	$8.40M
May	$8.91M
Jun	$9.54M
Jul	$10.17M
Aug	$11.02M
Sep	$11.87M
Oct	$12.82M
Nov	$13.95M
Dec	$15.18M

New pipeline by stage

Data ▾

Stage	New Pipeline
Discovery	$761K
Evaluation	$866K
Proposal	$662K
Negotiation	$407K

Net new MRR by movement

Data ▾

Period	New MRR	Expansion MRR	Contraction MRR	Churned MRR
Jan	$34K	$12K	$5K	$9K
Feb	$38K	$13K	$5K	$10K
Mar	$39K	$17K	$4K	$11K
Apr	$50K	$20K	$6K	$12K
May	$46K	$17K	$6K	$14K
Jun	$48K	$24K	$7K	$13K
Jul	$51K	$20K	$6K	$13K
Aug	$63K	$24K	$5K	$12K
Sep	$66K	$24K	$4K	$16K
Oct	$63K	$34K	$6K	$12K
Nov	$75K	$37K	$5K	$13K
Dec	$81K	$38K	$4K	$12K

Sales & marketing return

Win Rate54.6%▼ 0.3%

Booked Revenue (Closed Won)$1.13M▼ 9.3%

ROAS3.7×▼ 2.8%

✦ Fi

Anything else I can do for you?

You

Why did net new MRR slow down last month?Which segment is dragging net revenue retention below 100%?Is pipeline coverage enough to hit the number if win rate holds?Which channel is actually returning on ad spend, and which one isn't?Show me the deals behind the bookings miss in March.Trace this quarter's ARR back to the Stripe subscriptions.Add net revenue retention by segment and flag anything under 100%.Show me pipeline coverage against next quarter's target, not this one.Break booked revenue out by owner so I can see who's carrying the quarter.

Schedule a demo →Start this conversation with your data →

First version in a dayFree to start, flat pricingNo infrastructure to set up

§ Why the numbers tie out

Every metric traces back to your systems

This is the part a BI tool can’t fake. Each metric is defined once, in your warehouse, from a specific object in a specific source. Change the definition in one place and every tile, report, and answer moves with it. So the number on the screen is the number in the source.

Stripe

◆ SubscriptionARRNet Revenue RetentionNet New MRRROAS

Hubspot

◆ DealBooked Revenue (Closed Won)Pipeline CoverageNew PipelineWin Rate

Facebook Ads

◆ CampaignROAS

◆ AdROAS

Google Ads

◆ CampaignROAS

◆ Ad GroupROAS

◆ Ad (Creative)ROAS

Metric	What it measures	How it's calculated	Sources
ARR	Your monthly recurring revenue annualized, the figure a board or investor anchors on.	MRR × 12	Stripe
Net Revenue Retention	The clearest read on whether the product keeps earning its price: how much revenue this year's cohort of customers is worth versus last year, after expansion, contraction, and churn net out.	(prior MRR + Expansion MRR − Contraction MRR − Churned MRR) ÷ prior MRR	Stripe
Pipeline Coverage	The early-warning gauge on the forecast: how many times your open pipeline covers the quota you have to hit.	Open Pipeline ÷ Quota	Hubspot
Net New MRR	How much your recurring revenue actually grew this month after new business, expansion, contraction, and churn net out, the single number that says whether the base is compounding.	New MRR + Expansion MRR − Contraction MRR − Churned MRR	Stripe
Win Rate	The cleanest read on sales effectiveness: the share of decided deals you win, won divided by won-plus-lost.	Won Deals ÷ (Won Deals + Lost Deals)	Hubspot
ROAS	Revenue attributed back to ad spend per dollar spent, the headline efficiency number for paid.	Attributed Revenue ÷ Ad Spend	Facebook Ads, Google Ads, Stripe

§ Then do something about it

Have our agent watch for you

A KPI dashboard tells you what happened, and Fi tells you why. The last step is not having to remember to check. Point Definite at the one number you can’t afford to miss, and it watches that number for you off the same definitions as your dashboard. When it moves, you hear about it before the next review instead of during it. One metric, one action, always reversible.

See how autonomous agents work →

Agents for this stack

Autonomous agent · watch churn

Watch

A metric you choose

net revenue churn

→

Judge

One condition

> 5% week-over-week

→

Act

One action

alert #revenue + open doc

◄──── then waits · cooldown 24h before it can act again ────

Scoped to a single metric and a single action. You arm it; you can disarm it anytime.

§ The data that powers it

Built from whatever you already run on

Connect the systems you already use. Any source of these types works, and you don’t move data into a warehouse, because Definite is the warehouse.

Billing & Subscriptions7

CRM15

Microsoft Dynamics Business Central

Advertising16

No warehouse to stand up or connect. See how the platform models your data →

§ Get started

Build your KPI dashboard

From signup to a working dashboard in one sitting. No data team required.

Sign up

Free to start. No credit card, no infrastructure to set up.

Create your account →

Connect your sources

Stripe, your CRM, accounting. Definite syncs and models them automatically.

Decide your metrics

Pick the numbers that matter or let Fi propose them from your data. Every metric gets one definition, governed in one place.

Ask Fi to build it

Describe what you need in plain language. Fi builds the dashboard, and you refine by asking follow-ups.

§ FAQ

Common questions

Usually because each tool counts differently. Stripe's revenue includes one-time charges your CRM's closed-won figure excludes; your ad platforms each claim the same conversion. The reconciliation map above shows which object each KPI comes from, so there's one definition and one number per metric, modeled in your warehouse instead of re-derived in a BI tool. That's why the board deck and the operating review stop disagreeing.

Billing (Stripe) for ARR, MRR, and retention, your CRM (HubSpot or Salesforce) for booked revenue, win rate, and pipeline coverage, and your ad platforms (Google Ads, Facebook Ads) for spend and ROAS. Definite syncs and models all of them, then ties the cross-functional KPIs to one definition each.

No. The dashboard is the output, not the system. The value is underneath it: the connectors, the warehouse, and the governed semantic layer where each KPI is defined once. The charts are evidence that the system is working and the numbers tie out, which is the part a BI tool assumes someone else already did.

It's a live ECharts dashboard running on a deterministic synthetic dataset, labeled illustrative. Every KPI on the screen is computed by the formulas in the metric table, not pasted in, which is why ARR, retention, and net new MRR all reconcile. Connect your sources and Fi builds the same thing from your data.

Type a prompt like the one above. Fi proposes the KPIs, models them on your connected billing, CRM, and ad platforms, and you refine by asking follow-up questions. The first version is in front of the board without a SQL query or a BI license.