# Lead quality and follow-up review template

Prepared by Yehia Ahmed — October 22, 2026

Use one row per campaign, acquisition cohort, currency and qualification definition. This is a blank aggregate template. Do not add names, phone numbers, emails, messages or person identifiers. Do not combine different currencies into a monetary total.

## Workflow
1. Define cohort start, cohort end and review date. Acquisition date and contract date are different.
2. Record advertising spend and registrations from the agreed source. Raw leads are counted after the agreed deduplication rule; record excluded duplicate submissions separately as a diagnostic count.
3. Record contact, project-fit, viewing and contract outcomes from the same cohort. Count unique inquiries within each stage, not contact attempts or repeat viewings.
4. Preserve the qualification definition version and follow-up interval. Use one primary rejection reason per inquiry. Diagnostic rejection counts are not sequential funnel stages.
5. Counts must be nonnegative integers and spend nonnegative. A stage count cannot exceed its source cohort. If definitions do not form nested stages, explain that rather than forcing a misleading relation.

## Calculations
- CPL = advertising spend / raw leads.
- Qualification rate = project-fit leads / raw leads * 100.
- CPQL = advertising spend / project-fit qualified leads.
- Qualified close rate = contracts within the qualified group / qualified group size * 100. Only use this when those contracts belong to that group.
- Marketing CAC in the website calculator = advertising spend / contracts from the cohort. It excludes salaries, sales commissions, agency fees and tools.
- A zero denominator means unavailable, not zero cost. A blank cell means unknown, not an assumed zero.

No client results or market benchmarks are prefilled. The CSV collects inputs and contains no executable spreadsheet formulas. Review calculations at https://yehia-ahmed.com/tools/lead-quality-cpql-calculator

Methodology: https://yehia-ahmed.com/methodology/lead-quality-cpql-calculator
Project review: https://yehia-ahmed.com/real-estate-performance-marketing-consultant