FUNNEL KPI DASHBOARD TEMPLATE
Funnels That Print | funnelsthatprint.com/templates/funnel-kpi-dashboard

Paste into Google Sheets or Excel. One row per week. Columns A to T below.
Fill the INPUT columns from your ad manager, funnel builder and CRM.
CALCULATED columns use the formulas shown (row 2 shown; copy down).

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TAB 1. WEEKLY FUNNEL (one row per week)
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Col | Metric                         | Type       | Source / formula
A   | Week starting                  | INPUT      | Monday date
B   | Ad spend                       | INPUT      | Ad manager
C   | Impressions                    | INPUT      | Ad manager
D   | Link clicks                    | INPUT      | Ad manager
E   | Landing page visitors          | INPUT      | Funnel analytics
F   | Leads                          | INPUT      | CRM (new contacts from ads)
G   | Verified / qualified leads     | INPUT      | CRM tag or score
H   | Calls booked                   | INPUT      | Calendar
I   | Calls attended                 | INPUT      | Calendar / CRM
J   | Sales                          | INPUT      | CRM or payments
K   | Revenue (cash collected)       | INPUT      | Payments
L   | CTR                            | CALC       | =D2/C2
M   | Opt-in rate                    | CALC       | =F2/E2
N   | Cost per lead                  | CALC       | =B2/F2
O   | Qualified lead rate            | CALC       | =G2/F2
P   | Booking rate                   | CALC       | =H2/F2
Q   | Show rate                      | CALC       | =I2/H2
R   | Close rate                     | CALC       | =J2/I2
S   | Cost per sale                  | CALC       | =B2/J2
T   | ROAS                           | CALC       | =K2/B2

Wrap each formula in IFERROR(...,"") so empty weeks do not show errors.

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TAB 2. SPEED AND FOLLOW-UP (one row per week)
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A   | Week starting                  | INPUT
B   | Median time to first contact   | INPUT  | CRM report (seconds or minutes)
C   | % leads contacted < 1 minute   | INPUT  | CRM report
D   | % leads contacted < 5 minutes  | INPUT  | CRM report
E   | Leads never contacted          | INPUT  | CRM report
F   | Calls confirmed before start   | INPUT  | CRM tag
G   | Confirmation rate              | CALC   | =F2/'Weekly funnel'!H2
H   | No-shows rebooked              | INPUT  | CRM

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TAB 3. TARGETS (set once, review monthly)
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Metric              | Your target | Red if
Cost per lead       | {target}    | above break-even CPL
Booking rate        | {target}%   | down 20% vs 4-week average
Show rate           | 80%+        | below 70%
Close rate          | {target}%   | down 20% vs 4-week average
Cost per sale       | {target}    | above gross profit per sale
ROAS                | {target}x   | below break-even ROAS (1 / gross margin)
Time to first contact | under 60 seconds | over 5 minutes

Break-even CPL = revenue per customer x gross margin x lead-to-customer rate.
Break-even ROAS = 1 / gross margin.

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CONDITIONAL FORMATTING
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Green: at or better than target. Amber: within 10% of target. Red: worse than the "Red if" rule.
Apply to columns L to T on Tab 1 and B to D on Tab 2.

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WEEKLY REVIEW (15 minutes, same time every week)
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1. Which metric turned red this week?
2. Is it a volume problem (spend, CTR, opt-in) or a follow-up problem (booking, show, close)?
3. What is the one change we will make this week? Owner: {name}. Due: {date}.
4. Did last week's change move its metric? Keep, adjust or roll back.

Notes:
 - Use cash collected for revenue, not contract value, unless you track both.
 - Count leads only once, even if they opt in twice.
 - Compare 4-week rolling averages before reacting to a single week.