Creating reports in Salesforce: here's how to get the most out of your data

Data allows you to make informed choices. That's why it's essential to gain quick and clear insight into your business results. Salesforce reports give you the ability to analyze complex data sets, structure them and turn them into valuable insights. The flexibility of Salesforce reports allows you to endlessly combine and filter until you get exactly the insights you need. In this article, we'll explain exactly how to create reports in Salesforce.

Type of reports in Salesforce

Let's start at the beginning. There are four report types in Salesforce that you can develop: Table, Summary, Matrix and a Linked Report. Each type is to display different types of data, depending on what you want a report to accomplish.

Table - this is the simplest report and is suitable for displaying only rows of data. You can compare it to an Excel sheet. If you want to display only data without totals, calculations or grouped data, this report type is suitable.

Summary - as soon as you add a grouping in a report, the report changes to a summary report. Summary reports are probably the most commonly used and are ideal for displaying grouped data.

Matrix -matrix reports are very similar to summaries, but you can group them by both rows and columns to see different totals. Taking the example mentioned earlier, you might want to see the value of opportunities per account per month.  

Linked reports - Linked reports allow you to link two separate reports so you can compare data. For example, you can use a linked report to display the total number of opportunities and cases per account side by side.

Creating a Salesforce report

We will now take you step by step through creating reports in Salesforce.

Table Report

To get started, go to the ‘Reports’. If you don't see this tab, click on the app starter (9 dots). Then click on ‘New report’.

After you start a new report, choose the report type you want to use. This determines which standard and/or custom objects you can include in your report.

Once you click on a report type, a side panel appears with additional information. Here you see, among other things:

• Which objects are included in the report type
• Which fields are available to show or filter on

This information is available for both standard report types (such as Accounts or Opportunities) and custom report types.

In this example, we create a report based on Accounts. Click on ‘Start report’ To get started.

Once you are in the report screen, start setting up your filters. Click on the ‘’Filters' To get started.

Here you can customize the default filters as well as add your own to tailor your report to exactly what you want to see.

Note that if the option ‘Example automatic update’ is disabled, you must manually click ‘Refresh’ to view the results.

Next, go to the tab ‘Overview’, where you can choose which fields are displayed in your report. In standard reports, certain fields are displayed by default. You can remove them by clicking on the ‘X’ next to the field. You can also add your own fields by searching for the field name and selecting it. Fields can be rearranged by dragging them up and down.

Click on ‘Save and Run’ to view your report. You need to give your report a name, possibly a description, and select the folder where you want to save the report. Then click on ‘save’.

Now you have created a table report of your Accounts! You can use this to export when you need an overview.

Summary Report

Let's go one step further! In this example, we're going to group the data by Account name. You can do this in two ways:

• Drag the field Account name from the columns to the section Grouping rows, if at all in the layout.
• Or start typing in the field ‘Add group...’ and select the appropriate field.

In addition, we add an extra field: Opportunity Value. This is a custom roll-up field on the account object that automatically sums the value of all linked opportunities, as long as they are not as ‘’Closed lost' are marked.

Click on ‘Save and Run. We now see a new summary report, showing your account. grouped by account name and with the current value of open opportunities.

Matrix report

The next step is a matrix report. We're going to add another group, this time a ‘’group column', to display the ‘Type’ of the Account.

We have now created a matrix report and can see the Opportunity value of each account, as well as for each ‘type’ of account.

Automate and share your reports

Now you know how to create reports, but a report is not valuable until it reaches the right people at the right time. Salesforce offers options to:

• Schedule report (for example, every Monday at 9 a.m.)
• Share reports with specific users or teams
• Incorporate reports into dashboards for real-time insights

Best practices for reports

• Clearly name reports such as “Sales per rehio - Q3 2025”
• Limit the number of filters, that way you keep reports fast and clear
• Combine KPIs into one visual overview through dashboards
• Test your reports, verify that the data is accurate and current.

The next step: dashboards

Reports in Salesforce are a powerful tool for getting a handle on your data and translating insights into action. By making smart use of filters, groupings and custom fields, you can build reports that fit the exact needs of your team.

But reports are only the beginning. In our following article we explain how to visually display insights from reports in dashboards: how to visually combine multiple reports, show KPIs at a glance and help your team make decisions faster.