Free template
Funnel KPI dashboard template
This funnel KPI dashboard template is a three-tab spreadsheet layout for tracking a lead funnel week by week: ad spend through revenue with formulas for every rate, a speed-and-follow-up tab, and a targets tab with break-even rules. Paste it into Google Sheets or Excel and fill one row per week.
What KPIs should a sales funnel dashboard track?
Track ad spend, landing page visitors, leads, qualified leads, calls booked, calls attended, sales and cash collected. From those, calculate opt-in rate, cost per lead, booking rate, show rate, close rate, cost per sale and ROAS. Add time to first contact, because speed drives booking rate.
How to use this template
- Create three tabs named as in the file and paste the column headers.
- Enter inputs every Monday for the previous week from your ad manager, funnel builder and CRM.
- Copy the formulas down and wrap them in IFERROR so empty weeks stay clean.
- Set targets using break-even cost per lead and break-even ROAS from our cost per lead calculator and ROAS calculator.
- Hold a 15-minute weekly review and commit to one change.
The cost per lead entry explains which leads to count.
Customizing it by business type
- Call-based offers: use the template as is. Add a column for pipeline value if deals take weeks to close.
- Local services: rename calls to estimates and add jobs won and average ticket.
- eCommerce and low-ticket: drop booking and show columns, add checkout conversion, average order value and bump take rate. Our $847K low-ticket case tracks exactly these.
- Webinars: add registrations, attendance and replay views between leads and calls.
Dashboard mistakes
- Tracking only ad metrics. CTR and CPL tell you nothing about the leak after the form.
- Using platform revenue. Use cash collected; platforms miss events without Conversions API tracking.
- Reacting to one week. Compare four-week rolling averages.
- No owner. Each red metric needs a name and a due date.
If the dashboard shows a gap you cannot close, our services cover the fix.
The template
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.
