Automation for ever-changing database

The company I'm working for has a database that houses info for our external clients, the database is constantly being updated nearly daily, I want to create visuals on a dashboard for various statistics based off the columns of information.

I used =countif and it worked well for some columns, but I quickly ran into an issue with some columns from the original database were dropdown lists and many cells had multiple criterions, and =countif seemed to be only giving me the statistics for cells that only content the one criterion and none others, meanwhile there were countless other cells that housed that same criterion i was looking for, but because it was grouped with other criterions, it was factored out and now making the data inaccurate. I was wondering how I could get these statistics to display accurately. I appreciate any help 


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