Lead-to-revenue dashboard template for Google Sheets

Copy the lead-to-revenue dashboard template

Make a copy in Google Sheets

Sign in to Google to save your own copy. Replace the fictional rows in columns A through G. Keep the formulas in H through J. The example uses US dollars. Use one currency throughout a report and change the number format if needed.

Choose a lead week and a review date

1. Choose one week when inquiries first entered your CRM. Write down the start date and the date you are checking their outcomes.
2. Add one row per original source. Put inquiries with no reliable source in an Unknown row.
3. Use ad spend from the same acquisition week. Put zero only where you know there was no ad spend. Leave unknown spend blank.
4. Follow the same inquiries through qualification, bookings and wins. Count each inquiry once per stage and review any duplicate records.
5. Link confirmed payments to those inquiries through the review date. Subtract recorded refunds and keep open invoices and won deal values out of the collected amount.

Use a fresh tab for the next lead week. Compare weeks at the same age where possible. A week with four days to close gives you a different view from a week with four weeks.

See what the cheaper inquiry can hide

In this fictional example, Meta gets twice the inquiries with less ad spend. Google Ads has the lower cost per qualified inquiry because more of its inquiries met the team’s criteria. Review the four qualified Meta inquiries and the reasons others dropped out before changing either campaign.

Define cost per qualified lead before comparing campaigns.

Use a different report for cash received this week

The template follows the people who first contacted you in the lead week. A payment from one of those customers can arrive in a later week and still belong to that lead cohort. To answer how much money came in this week, use actual payment dates in your billing records.

Use a stable inquiry or deal reference to join CRM and payment data in your own records. If you cannot link a payment, keep it in your cash report and flag the missing connection before allocating it to a lead source.

Separate won deals, signed contracts and received payments.

Pick one action for the next review

Look at the drop with enough records to investigate. If many inquiries never qualify, inspect the offer and rejection reasons. If qualified prospects rarely book, check callback ownership and next steps. Give the fix an owner and revisit it after the next group of leads has had time to move.

Growth Control can implement the connections behind this report, from the first recorded source to the CRM stage and payment record.

Use CRM outcomes in your next ad budget review.

Questions and answers