08.01
Build your weekly scorecard: nine numbers and their formulas
Define the nine numbers you track every week, the exact formula for each rate and cost, and fill your first week.
Video walkthrough
- Seven counts, then rates and costs computed from them
- Write your definition of 'qualified' and 'held' once
- Stage rates: always the later stage over the one before
- Cost per stage, ending in cost per signed client
- Fill a week in the scorecard tool and the spreadsheet
What you're building
A weekly scorecard with seven counts you enter (spend, leads, qualified conversations, appointments booked, appointments held, signed clients, revenue) and the rates and costs computed from them, including cost per signed client. You get it two ways: the interactive tool below, and a spreadsheet with the formulas built in.
There are no benchmarks in this chapter. Your targets are your own numbers, set from your history or your plan.
Why it matters
Revenue tells you how last quarter went. The stage counts tell you what is happening now, and where. When booked appointments hold steady but held appointments fall, you know to look at confirmations, not at your ads. Without the middle numbers, every bad month looks the same.
What you need
- Last week's numbers from your CRM, calendar and Meta Ads Manager (the next chapter shows where each one lives)
- Your written definition of a qualified conversation
- Optional: the weekly sheet from Part 07, which already collects most counts
Time and cost
- Time
- 35 minutes the first time, 15 minutes each week after
- Cost
- $0
The spreadsheet opens in Excel, Google Sheets (File > Import) or Numbers.
Step by step
Write your two judgment definitions
Two of the counts need a rule, or they drift with whoever is counting. Write each in one sentence and keep it.
- Qualified conversation: a two-way conversation in which the lead met your rule. Example rule: "Wants to buy or sell in our area within 12 months, and agreed to a next step."
- Appointment held: the meeting happened with the decision maker present. Example: "Showed" in HighLevel or an outcome of "Met" in Follow Up Boss.
Check: Both definitions are written at the top of your scorecard, word for word.
Learn the formulas
Every rate is the later stage divided by the stage before it. Every cost is spend divided by that stage's count. Number Formula Example (fictional week) Lead to qualified qualified / leads 18 / 60 = 30.0% Qualified to booked booked / qualified 9 / 18 = 50.0% Booked to held (show rate) held / booked 6 / 9 = 66.7% Held to signed signed / held 2 / 6 = 33.3% Lead to signed (overall) signed / leads 2 / 60 = 3.3% Cost per lead spend / leads $1,200 / 60 = $20 Cost per held appointment spend / held $1,200 / 6 = $200 Cost per signed client spend / signed $1,200 / 2 = $600 Revenue per $1 of spend revenue / spend Judge over a quarter: commission lags signing Check: You can compute cost per signed client for the example by hand and get $600.
Enter last week in the scorecard tool
Use the tool in the demonstration section. Choose Cohort or Calendar week counting (chapter 08.03 explains the difference; start with calendar week if unsure). Your entries stay in this browser only.
Check: The tool shows every rate and cost, or "n/a" where a stage had zero.
Set your own targets
For each rate, take your average over the last 8 to 12 weeks if you have it, or the number your plan needs (for example, the show rate you need to reach your signed-client goal). Type them into the targets section. Leave a target blank rather than guess.
Check: Each target you entered has a note of where it came from: your history or your plan.
Start the spreadsheet
Download the workbook. Type your targets on the Targets tab, then one row per week on Scorecard. Rates, costs, flags and an order check fill in by formula. The Rolling tab totals your last 4 weeks, which is what you should judge small numbers on.
Check: Your first week's row shows rates and costs, and a flag column reads ok or MISS for each target you set.
What success looks like
- Seven counts entered for last week, all for the same Monday to Sunday.
- Rates and costs computed, including cost per signed client.
- Targets set from your own history or plan, with blanks where you have no basis yet.
Copyable templates
XLSXWeekly scorecard workbookScorecard, Targets, Rolling 4-week totals and Definitions tabs. Formulas match the tool exactly.CSVWeekly scorecard (CSV version)For tools that cannot open .xlsx. Import into Google Sheets; the rate and cost columns are formulas.SCORECARD DEFINITIONS (do not change without a team decision)
Week: Monday 00:00 to Sunday 23:59, our CRM's time zone.
Lead: a new contact from a marketing source. Excludes duplicates, spam, test leads.
Qualified conversation: [your one-sentence rule].
Appointment booked: a consult or listing appointment with a date and time.
Appointment held: [your one-sentence rule].
Signed client: a signed buyer agreement or listing agreement.
Revenue: commission received this week.
Counting method: [cohort or calendar week].Try it
Weekly scorecard
Your numbers stay in this browser only. Targets are yours: nothing is compared to an outside benchmark.
Your targets (optional)
| Rate | This week | Target | Flag |
|---|---|---|---|
| Lead to qualified 0 of 0 | n/a | - | Not enough data |
| Qualified to booked 0 of 0 | n/a | - | Not enough data |
| Booked to held (show rate) 0 of 0 | n/a | - | Not enough data |
| Held to signed 0 of 0 | n/a | - | Not enough data |
| Lead to signed (overall) 0 of 0 | n/a | - | Not enough data |
| Cost | This week | Limit | Flag |
|---|---|---|---|
| Cost per lead | n/a | - | Not enough data |
| Cost per qualified conversation | n/a | - | Not enough data |
| Cost per booked appointment | n/a | - | Not enough data |
| Cost per held appointment | n/a | - | Not enough data |
| Cost per signed client | n/a | - | Not enough data |
No target missed (you have not set any targets yet). Record the week and compare it with the last 4 weeks.
"Small base" means one person moves that rate by more than 10 points. Judge it on 4-week totals.
Enter one week. Flags compare the week only to the targets you type.
How to test it
Load the fictional example in the tool and check three numbers by hand: show rate 66.7%, cost per lead $20, cost per client $600. Then enter the same week into the spreadsheet; both must agree to the cent. If they do not, a cell was typed over a formula.
Troubleshooting
A rate is over 100%.
You are counting by calendar week and a later stage includes people from earlier weeks. That is expected in calendar counting; read it as a trend, or switch to cohort counting (chapter 08.03).
Cost per client shows n/a.
No clients signed that week. That is common; look at the Rolling tab for 4-week cost per client instead.
Team members count qualified differently.
Read the written definition aloud at the next review and recount last week together. Keep one person responsible for the final count.
Advanced technical details
Optional. You can follow every step above without these.
Technical detailsHow the tool and the workbook calculate
Both use the same rules: a rate or cost is blank (n/a) when its denominator is zero; a rate flag is ok when the rate is at or above your target; a cost flag is ok when the cost is at or below your limit; a target left blank produces no flag. The tool also marks a rate as a small base when one person moves it by more than 10 points (fewer than 10 people in the denominator).
The workbook's Rolling tab uses SUMPRODUCT over the 4 rows ending at the row you choose, so it works in Excel, Google Sheets and Numbers without volatile functions.
Sources
A method with illustrative numbers. Replace the examples with your own. Last checked 2026-10-20.
- Cost per resultMeta Business Help Center · read 2026-10-20