How to use the Booked Job Scorecard

Start small

Choose the Excel version for automatic calculations, or the CSV for a plain table. Open your chosen template in Excel or Google Sheets and add one row per inquiry. Start with recent records; you do not need to rebuild your CRM.

What a “qualified opportunity” means

A qualified inquiry comes from a potential customer asking for work your business can provide. Exclude spam, vendors, duplicates, wrong numbers and requests outside your services or area.

The columns

• Date: When the opportunity came in.
• Opportunity ID: A simple unique reference (OPP-0001).
• Customer / Lead Reference: Use an opaque identifier; keep customer contact details in your own system.
• Lead Source: Google, Meta, referral, repeat, etc.
• Source Detail / Campaign: The specific campaign or detail, if known.
• Inbound Channel: Phone, form, chat, text, or other.
• New or Existing Customer: Helps separate acquisition from repeat work.
• Qualified Opportunity? (Yes/No): A real potential job — see the definition below.
• Disqualification Reason: Spam, vendor, wrong number, duplicate, out of area, service not offered, not financially qualified (where legitimately applicable), other.
• Call Answered? / Missed Call? (Yes/No/N/A): For phone opportunities.
• Response Time Minutes: How long until the lead heard back.
• Booked? + Booking Date: Whether and when the next step was scheduled.
• Appointment Completed?: Whether the appointment actually happened.
• Estimate Issued? + Estimate Amount: For jobs that involve an estimate.
• Sold? + Sold Revenue: Record verified accepted/sold contract value, with cancellations accounted for. Track cash collected separately; a sold job is not necessarily completed or paid.
• Lost / Not Sold Reason: Price, timing, went with another company, etc.
• Follow-Up Needed? + Next Follow-Up Date: So nothing slips.
• Notes: Anything useful for context.

The numbers it produces

• Qualified opportunities: Inbound opportunities that represent a legitimate potential customer or job, after removing spam, vendors, duplicates, wrong numbers, and legitimately out-of-scope inquiries.
• Missed-call rate: Qualified inbound calls missed ÷ qualified inbound calls.
• Booking rate: Qualified opportunities booked ÷ qualified opportunities.
• Completion rate: Completed appointments ÷ booked appointments.
• Estimate rate: Estimates issued ÷ completed appointments where estimates are part of the sales process.
• Close rate: Sold jobs ÷ completed sales opportunities (estimates).
• Average ticket: Sold revenue ÷ sold jobs.
• Cost per qualified opportunity: Relevant marketing spend ÷ qualified leads attributed to that marketing.
• Cost per booked job: Relevant marketing spend ÷ booked jobs attributed to that marketing.
• Customer acquisition cost: Relevant acquisition spend ÷ new customers acquired.
• Revenue per lead: Verified sold contract value ÷ qualified opportunities.

The Excel version does this math for you: fill the Scorecard tab and the Summary tab calculates every number automatically (just enter your marketing spend). Prefer not to use a spreadsheet at all? Paste your totals into the calculator.

One honest note

Attribution is only as good as the data you record, so treat these as a practical picture, not exact figures. They're a diagnostic — not a guarantee or an estimate of jobs or dollars lost.