Your CPL is not the verdict. Diagnose whether the likely leak is campaign targeting, sales handoff or tracking before changing spend.
Use this resource when
Download the working file.
This is the complete editable template—not a PDF preview. Add your own account data, owners and decisions.
Set your own handoff rules
Define response SLAs by lead type, a minimum sample and acceptance guardrails using your operating reality. Every threshold is visible and editable; none is presented as a universal benchmark.
- Set the response target by lead type
- Agree the sales-acceptance definition
- Use one reporting period and timezone
Follow each lead beyond CPL
Paste one CRM row per lead with source, campaign, created and first-touch timestamps, lifecycle stages, rejection reason and pipeline value. The workbook calculates response time, SLA status and data quality automatically.
Separate targeting from handoff
A weak acceptance rate with on-time response points toward targeting, offer or qualification. Frequent SLA breaches with weak acceptance point toward routing or follow-up. Tracking failure overrides both and routes to investigation.
Assign the next action
The Action Queue turns each diagnosis into one owner, due date, evidence check and decision note. KEEP / SCALE, FIX HANDOFF, FIX TARGETING, INVESTIGATE TRACKING and INSUFFICIENT DATA remain distinct states.
Practical questions
Questions that change the decision
Does a handoff flag prove sales caused the result?
No. It identifies a candidate operating bottleneck. Validate routing, context, sample size and tracking before claiming causality.
Can I use this with HubSpot or Salesforce?
Yes. Export one row per lead with timestamps, lifecycle stages, source and campaign, then map the columns in the Lead Log.
Should I rank campaigns by CPL?
No. Compare sales acceptance, SQLs, opportunities, pipeline and response performance. CPL is an input, not the commercial verdict.
Sources and platform documentation
Platform features change. These links point to the primary documentation used for the implementation details above.