Metrics Dashboard Template
Count your lead-to-cash funnel by stage every week, find the stage where you lose the most, and work out what a 5-point gain there is worth. Spreadsheet included.
6 stages. 4 weeks of counts. 1 weakest stage, and what fixing it is worth.
What’s Inside
Every part of it is in your library with The Standard.
Who It Is For
The owner of a small local business who knows roughly how many leads came in and how many jobs were sold, but not what happened to the people in between. It is the owner's tracker that sits beside the monthly numbers page in The Standard: that page reports what Google and your website saw, this sheet holds what only you can count.
The Problem
Your phone remembers the call. Your CRM remembers the person. Neither remembers that the person was called back, booked, and never showed. So the only stages you can count later are the 2 ends: the lead and the sale. The middle is where the people went.
Guess last month's leads and sales. Then count them. The gap between the two is your blind spot, and it is your baseline.
The Lead-to-Cash Count
6 stages, counted every week: Leads · Contacted · Booked · Showed · Sold · Cash collected. Every rate is shown beside its count, because "sold 4 of 10" and "sold 6 of 20" are not the same news.
Beside the stages sit 2 money lines, gross profit per new customer and CAC, and 1 survival line, Cash Days. All 3 are defined word for word as in The Data-Driven Owner, so the two books never disagree.
Sample: The Weakest Stage
The stages multiply. 100 leads x 80% contacted x 50% booked x 70% showed x 40% sold = 11.2 customers. Add 5 points to one stage at a time and the gain is different every time: +6% at contact, +10% at booking, +7% at showing, +12.5% at the sale. The biggest gain sits at the lowest rate.
The shortcut: extra customers from 1 point = customers ÷ that stage's rate ÷ 100. At the sale, 11.2 ÷ 0.40 ÷ 100 = 0.28 customers a point. 5 points is 1.4 customers. At $450 gross profit each, that is $630 a month from the same leads (round, hypothetical numbers). The weakest stage is where to look first, not automatically where to spend.
What's Inside
- The Quick Win: guess, then count, in 15 minutes
- The Stage Dictionary: what counts as a lead, contacted, booked, showed and sold in your business, plus the source question
- The Weakest Stage math, worked and as a fill-in worksheet
- The monthly Found numbers: website visits, form fills, call button taps, top sources, calls from the Google profile, direction requests, website clicks, profile views, reviews, each with what it cannot tell you
- The 15-minute Monday review and the 30-day sprint
- 3 labelled composites: 2 decisions and 1 that went wrong
- 30-day and 60-day look-backs, and a streak scorecard
No Targets From Us
No contact, show or close rate is printed anywhere in the book or the sheet. Your red lines come from your own first 4 weeks. A rate built on fewer than 10 people stays grey, because 1 person moves it 10 points or more.
Start today: guess last month's leads and sales, then count them. Write both down with today's date.
Read it in your library.
This is included with The Standard, along with every other guide in the library. Your monthly re-audit tells you which one to open next. $497 to start, $297/mo to keep it running. Cancel any month and keep everything.
See The Standard →Not sure yet? Take the free Bucket Audit or tell us what's broken.
