Open the CSV in Excel, or import it into Google Sheets and choose comma-separated values. Save your working copy in a controlled location. The CSV contains the rows below and space for your notes; it has no macros, formulas or live account connection.
How to use the template
Define qualification with sales
Choose observable criteria related to serving the customer: the requested service, geographic eligibility, commercial needs and the agreed stage. Avoid vague labels such as 'good lead' that different reviewers interpret differently. Keep a short reason code for legitimate inquiries that are not a fit.
Separate pending from rejected
A lead that has not been reviewed is unknown, not poor quality. Track review coverage alongside qualified share. If one campaign has mature reviews and another has a large backlog, their apparent qualification rates are not a fair comparison.
Follow the business milestone
Google supports qualified-lead and converted-lead goals based on a business's lead process. Choose the milestone deliberately and validate the data path before using it in optimization. A successful upload is a delivery check; it does not establish that a qualification rule reflects business value.
Use the scorecard to locate the problem
Low acceptance can point to the form or delivery path. Low review coverage points to an operational backlog. Low commercial fit can suggest a promise or targeting mismatch. Low progression after qualification may require investigation of the offer or sales process. Use the pattern to choose a next check instead of assigning blame from one blended cost-per-lead number.
Preview the worksheet
Every row shown here is included in the download. Scroll the table horizontally on a small screen.
| Review field | Definition or question | Evidence to use |
|---|---|---|
| Cohort | Acquisition dates, campaign scope and maturity cutoff | Source campaign register and CRM creation dates |
| Accepted inquiry | A valid submission received by the business system | Server or CRM acceptance receipt; duplicate handling |
| Reviewed inquiry | A lead that has received the agreed review | Review status and completion date |
| Qualification rule | Business-relevant, consistently observable criteria | Service need, serviceable area and agreed commercial fit |
| Qualified lead | A reviewed lead meeting the agreed rule | CRM stage and supporting business evidence |
| Converted lead | The specific downstream milestone the business defines | Closed sale or another clearly named completed step |
| Invalid | Duplicate, spam, test or unusable contact submission | Coded reason; keep separate from poor commercial fit |
| Not a fit | Reviewed legitimate inquiry outside the agreed criteria | Standard reason tied to the qualification rule |
| Pending | Not yet reviewed or outcome not mature | Review queue and expected completion date |
| Unreachable | Attempted contact without a confirmed response | Contact-attempt policy and completed attempts |
| Review coverage | Reviewed eligible leads / all eligible leads | Compatible cohort counts; report pending separately |
| Qualified share | Qualified leads / reviewed eligible leads | Defined cohort and completed review window |
| Cost per qualified lead | Compatible media spend / qualified leads | Spend scope and mature qualified count |
| Sales progression | Converted leads / mature qualified leads | Outcome window and completed milestone |
| Feedback | Which milestone returns to the advertising platform | Integration owner; validation; upload status; definitions |
| Decision | What the mature evidence supports changing | Campaign, form, follow-up or qualification process |
Worked review example
Illustrative campaigns A and B each produce 100 eligible inquiries at $2,000 spend. A has 80 reviewed inquiries and 24 qualified leads. B has 40 reviewed inquiries and 16 qualified leads.
A's qualified share among reviewed leads is 30%, with 80% review coverage. B's is 40%, with 40% coverage. B's higher observed share does not prove better overall quality. Complete comparable review windows before using the scorecard to reallocate spend.
What this template does and does not establish
This is a business-process worksheet, not an automated personal scoring system. It does not classify people using sensitive traits, store CRM records or submit conversion data. Use aggregate numbers and keep individual evidence in the authorized business system.