How to Create a Report in Salesforce: A Step-by-Step Guide for UK Businesses

In today’s data-driven world, businesses rely on actionable insights to stay ahead. Salesforce, a leading CRM platform, provides powerful reporting tools that help companies track performance, analyze trends, and make informed decisions. But how do you create a report in Salesforce that delivers the insights you need?

For UK businesses, effective reporting is essential for monitoring sales pipelines, customer interactions, and marketing campaigns. Whether you’re a sales manager, a marketing analyst, or a business owner, understanding how to create and customize Salesforce reports can significantly enhance your decision-making process.

In this guide, we’ll walk you through the step-by-step process of how to create a report in Salesforce, covering everything from selecting data to adding visualizations. By the end, you’ll be equipped with the knowledge to generate insightful reports that drive business success.

Ready to transform your data into actionable insights? Let’s dive in.

Understanding Salesforce Reports

What Are Salesforce Reports?

A Salesforce report is a collection of data that is displayed in a structured format, helping businesses track key metrics and identify trends. Reports allow users to filter, group, and analyze data in real time, making them a crucial tool for business intelligence.

Types of Salesforce Reports

Salesforce offers four main types of reports:

1. Tabular Reports – Simple lists of records with no grouping or summary. Best for exporting data.
2. Summary Reports – Grouped data with subtotals, ideal for sales performance tracking.
3. Matrix Reports – Data summarized in both rows and columns, useful for comparison analysis.
4. Joined Reports – Combine multiple reports into one for cross-object analysis.

Choosing the right type of report depends on the specific business insights you need.

Preparing to Create a Salesforce Report

Before diving into report creation, it’s essential to have a clear objective and ensure you have the right permissions and data access. A well-structured report starts with understanding what insights you need and where that data resides in Salesforce.

Step 1: Define Your Reporting Goal

The first step is to determine what you want to achieve with your report. Are you tracking sales performance, monitoring customer support cases, or analyzing marketing campaign results? Identifying the purpose helps you choose the right data points and format.

For example, a sales manager might want to track monthly revenue by region, while a recruiter may need a report on open job applications by industry. Having a clear goal ensures that your report delivers actionable insights.

Step 2: Ensure You Have the Right Permissions

Not all Salesforce users have the ability to create or customize reports. Permissions depend on user roles and organizational settings. To create a report, you need “Run Reports” and “Create and Customize Reports” permissions.

You should also verify that you have access to the necessary objects and fields within Salesforce. If you encounter restrictions, your Salesforce administrator can help grant the required access.

Step 3: Identify the Right Report Type

Salesforce offers standard report types that cover common business needs, such as opportunities, leads, and accounts. However, some use cases require custom report types, especially when pulling data from multiple related objects.

For instance, a sales performance report may rely on the standard “Opportunities Report Type,” whereas a customer support report might need a custom type combining cases and contacts. Choosing the right report type ensures that you extract relevant and comprehensive data for your analysis.

Once you have defined your objective, checked your permissions, and selected the appropriate report type, you’re ready to start creating your Salesforce report.

Step-by-Step Guide to Creating a Report in Salesforce

Now that you have defined your reporting goal and ensured you have the necessary permissions, it’s time to create your Salesforce report. Follow these steps to build a report that delivers clear, actionable insights.

Step 1: Navigate to the Reports Tab

To get started, log into Salesforce and click on the “Reports” tab in the navigation bar. If you don’t see it, you may need to access it through the App Launcher by searching for “Reports.” This section is your central hub for managing, creating, and customising reports.

Step 2: Click on “New Report”

Once inside the Reports tab, click the “New Report” button. This will open the report builder, where you can define the type of data you want to display. Salesforce provides a user-friendly, drag-and-drop interface, making it easier to configure and modify reports.

Step 3: Choose a Report Type

Next, select the report type that best suits your needs. Salesforce categorises reports based on standard objects such as Accounts, Opportunities, Leads, and Cases. If you need data from multiple objects, consider using a custom report type. Choosing the right type ensures that your report pulls accurate and relevant data.

Step 4: Add Filters to Refine Your Data

Filters help narrow down your dataset so you only see the most relevant information. Common filters include date ranges, record ownership, and status fields. For example, if you’re creating a sales report, you might filter it to display only “Closed Won” opportunities from the past quarter. Applying filters ensures your report remains focused and actionable.

Step 5: Select and Arrange Columns

To make your report more readable, choose the most important columns and arrange them logically. You can add, remove, or reorder columns based on the insights you need. For example, a sales pipeline report might include columns like “Opportunity Name,” “Stage,” “Close Date,” and “Revenue.” Customising columns allows you to display only the most relevant data points.

Step 6: Choose a Report Format

Salesforce offers different report formats, including:

• Tabular Reports – Best for simple lists of data, such as a contact directory.
• Summary Reports – Useful for grouping data and adding subtotals, like sales by region.
• Matrix Reports – Ideal for comparing related data sets, such as sales by product and by salesperson.
• Joined Reports – Allows you to combine multiple reports into a single view for deeper analysis.

Selecting the right format helps present your data in the most meaningful way.

Step 7: Add Grouping and Summarisation

For better insights, group data by categories such as “Owner,” “Region,” or “Status.” Adding summarised fields like “Total Revenue” or “Average Deal Size” makes your report more actionable. Salesforce allows you to apply formulas and custom calculations to further refine your analysis.

Step 8: Save and Run the Report

Once you have structured your report, click “Save & Run.” Give your report a clear, descriptive name and save it in a relevant folder for easy access. Running the report generates real-time insights, allowing you to review and refine it as needed.

By following these steps, you can create powerful Salesforce reports that help you monitor performance, identify trends, and make informed business decisions. Now, let’s explore how you can further customise your reports for better analysis.

Customising Reports for Better Insights

Once you’ve created a report in Salesforce, you can customise it further to ensure it delivers the most valuable insights. Tailoring reports to your specific needs helps highlight key trends, making data-driven decision-making more efficient. Here’s how you can refine your reports for better analysis.

Applying Conditional Formatting

Salesforce allows you to apply conditional formatting to highlight critical data points. This feature is useful for drawing attention to figures that exceed or fall below a specific threshold. For example, in a sales performance report, you can set colour-coded indicators to show deals above a certain revenue target in green and underperforming ones in red.

Using Formulas for Advanced Calculations

Standard reports provide essential data, but adding formulas allows you to perform custom calculations within the report itself. You can create calculated fields such as “Win Rate” by dividing closed-won opportunities by total opportunities. These dynamic calculations help analyse business performance without needing external tools.

Creating Charts and Graphs

Visual elements make reports easier to interpret. Salesforce provides several chart types, including bar charts, pie charts, and line graphs, to help present data visually. For example, a bar chart showing revenue trends over the last six months gives an instant snapshot of sales performance. Choosing the right chart format can make complex data sets more digestible.

Adjusting Report Filters and Groupings

Fine-tuning filters ensures that only the most relevant data appears in your report. If you need to compare different time periods, you can adjust the date range dynamically. Grouping data by categories such as “Region” or “Sales Rep” makes it easier to compare performance across different segments.

Exporting and Sharing Reports

Once your report is refined, you can share it with relevant stakeholders. Salesforce allows you to export reports in Excel or CSV formats for further analysis. You can also schedule automated report deliveries via email, ensuring that decision-makers always have the latest insights without manually running reports.

By customising your Salesforce reports with these enhancements, you can transform raw data into meaningful business insights. Next, we’ll explore best practices for maintaining and managing reports efficiently.

Best Practices for Managing Salesforce Reports

Creating reports in Salesforce is just the beginning. To ensure your reports remain accurate, relevant, and easy to use, it’s essential to follow best practices for report management. Here’s how you can keep your reports organised and effective.

Keep Reports Organised with Folders

Salesforce allows you to store reports in folders, making it easier to manage and share them with the right teams. Organising reports by department, project, or report type prevents clutter and ensures users can quickly find what they need. For example, you might have separate folders for “Sales Performance,” “Marketing Analytics,” and “Customer Support Metrics.”

Use Consistent Naming Conventions

A clear naming structure helps users identify reports at a glance. Instead of vague names like “Monthly Report,” use a more descriptive title such as “UK Sales Performance – Q1 2025.” Including key details in the report name saves time and avoids confusion when multiple users access reports.

Schedule Automated Reports for Efficiency

Instead of manually running reports every time, use Salesforce’s scheduling feature to automate report generation and delivery. For instance, you can set up a weekly email report for sales managers with updated pipeline data. Automation ensures that teams always have the latest insights without extra effort.

Regularly Review and Update Reports

Business needs change over time, so it’s essential to review reports regularly to ensure they still provide valuable insights. Remove outdated reports and refine existing ones to reflect new metrics, processes, or business goals. This helps keep your reporting system clean and effective.

Control Access with Permissions

Not all users need access to every report. By setting user permissions, you can control who can view, edit, or delete reports. This prevents accidental modifications and ensures data security, especially for sensitive financial or performance-related reports.

By following these best practices, you can maintain a well-organised and efficient reporting system in Salesforce. In the final section, we’ll recap the key takeaways and guide you on how to master reporting for long-term business success.

Conclusion: Mastering Salesforce Reports for Business Success

Creating and managing reports in Salesforce is a crucial skill for businesses looking to make data-driven decisions. By following a structured approach—choosing the right report type, applying filters and groupings, using custom formulas, and optimising report formats—you can extract meaningful insights from your CRM data.

Effective reporting not only helps in tracking key performance indicators but also enhances collaboration across teams. Whether you’re monitoring sales trends, customer interactions, or financial performance, well-designed reports empower you to act with confidence.

For businesses in the UK, leveraging Sale