# Lead Tracking Sheet > A simple spreadsheet for recording every lead, where it came from, whether it was qualified, and whether it booked, plus how to review it monthly. Canonical: https://vassalmarketing.com/information/resources/lead-tracking-sheet/ **Maintained by Vassal Marketing** ยท Last updated on September 26, 2026 Reviewed at least quarterly and whenever a platform or rule it cites changes. General information, not legal or professional advice. Check rules that affect your business with a qualified professional. Your own record of leads is the most reliable marketing report you have. Make a spreadsheet with eight columns: Date, Source, Name, Service, Qualified?, Booked?, Value, and Notes. Add a row for every call, form, and booking request. ## Set up the columns Keep the columns simple so anyone answering the phone can fill them in. - Date and Name: when the lead came in and who it was. Keep the sheet private. - Source: where they found you, such as Google profile, website form, Google Ads, referral, or repeat customer. - Service: what they asked for, in your own words. - Qualified?: yes if you offer the service, in their area, at a time you can help. - Booked?: yes if the lead became a scheduled job or appointment. - Value and Notes: the quoted or invoiced amount, plus anything useful, such as "outside area" or "price shopping". ## Fill it in every week Small, regular updates are easier than rebuilding a month from memory. - Add a row for every call, form, text, and booking request, including ones that went nowhere. - Ask "How did you hear about us?" and use the answer for Source. - Mark Qualified and Booked as soon as you know. - Enter Value when the job is quoted or invoiced. ## Review it once a month Group rows by source and compare what each source cost with what it produced. - Count leads, qualified leads, and booked jobs for each source. - Hypothetical example: Google Ads brought 20 leads, 12 qualified, and 6 booked, worth $3,600, on $900 of ad spend. That is $150 of ad spend per booked job. - Compare each source's booked jobs with what it cost, including management fees. - Read the Notes column for patterns, such as out-of-area calls or requests for services you do not offer. - Share the totals with your marketing provider so they can adjust keywords, pages, or listings. ## Protect customer information The sheet holds personal details, so treat it like any customer record. - Store it in a business account and share it only with people who need it. - Share totals, not names, with vendors unless they need the details to do the work. - Delete rows you no longer need, in line with your privacy policy. ## Questions business owners ask ### Why not just use Google Ads or GA4 numbers? Those tools count clicks, calls, and form submissions, but they cannot tell whether the lead was a real customer or whether the job booked. Your sheet can. ### What if the customer doesn't know how they found us? Write "Unknown". A few unknowns are normal. If there are many, add tracking to your forms or a question to your booking process. ### Can this sheet feed back into Google Ads? Yes. Google Ads can import offline conversions, such as booked jobs, when leads are matched to ad clicks. Your provider can set this up if the volume justifies it. ## Primary guidance - [Google Analytics: About key events](https://support.google.com/analytics/answer/13128484) - [Google Ads: About offline conversion imports](https://support.google.com/google-ads/answer/2998031) ## Related guides - [Lead quality and customer outcomes](https://vassalmarketing.com/information/measurement-analytics/lead-quality-and-customer-outcomes.md) - [Call, form, and booking tracking](https://vassalmarketing.com/information/measurement-analytics/call-form-and-booking-tracking.md) - [Paid search lead quality](https://vassalmarketing.com/information/paid-search/paid-search-lead-quality.md) - [Why platform numbers differ](https://vassalmarketing.com/information/measurement-analytics/why-platform-numbers-differ.md) ## Related resources - [Monthly Owner Maintenance Checklist](https://vassalmarketing.com/information/resources/monthly-owner-maintenance-checklist.md): A 30-minute monthly routine across your website, Google profile, reviews, analytics, and ads. - [Google Ads Readiness Checklist](https://vassalmarketing.com/information/resources/google-ads-readiness-checklist.md): Check your business, accounts, landing pages, and tracking before you spend money on Google Ads. - [Monthly SEO Reporting Template](https://vassalmarketing.com/information/resources/monthly-seo-reporting-template.md): A one-page monthly template that connects search visibility, completed work, and qualified leads to next month's decisions. [Browse all information topics](https://vassalmarketing.com/information.md).