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90-Day Seller Campaign Tracker

Track actual daily activity and cohort outcomes without double-counting bookings or reschedules.

Workbook tabs

Summary: target progress, actual cohort funnel, resolved-attempt show rate, unit economics, and missing-data diagnostics. Monthly: actual calendar-month activity within the 90-day campaign. Weekly: Monday-based activity windows clipped to the campaign dates. Daily: spend, impressions, link clicks, and calculated daily events and costs. Leads: one row per deduplicated seller/property opportunity, stable ID, acquisition date, source/ad IDs, stage dates, closing date, and known actual GCI. Keep homeowner personal details in your CRM. Appointments: one row per scheduled appointment attempt with its ID, opportunity ID, scheduled date, and outcome. Rescheduled and cancelled attempts remain visible. Setup: authoritative campaign start date, as-of date, lower target 18, upper target 20, and definitions. Change start and as-of dates here only.

Daily operation

After your Meta export for the declared agent-local timezone, enter spend, impressions, and link clicks on the corresponding date. Enter a numeric zero only when the source confirms zero; leave future or unreported dates blank. Stage events are calculated from the Leads dates, not manually repeated on Daily. Add each legitimate deduplicated campaign opportunity to Leads. Repeated form submissions and co-owners are one seller/property opportunity. First qualified, first booked, first held, and signed listing dates are entered only once. Update closing date and actual GCI only when known. Keep test/spam exclusions in the CRM audit history and out of this campaign ledger. In Appointments, mark Held, No-show, Cancelled, Rescheduled, or Pending. A new scheduled attempt gets a new attempt ID and the same opportunity ID. Do not add a second lead row for a reschedule. A Held attempt must agree with the first-held date when it is the first substantive attended conversation.

Correct rates

Summary cohort: Leads acquired from campaign start through the earlier of Day 90 and as-of date. Outcomes are observed through as-of date. Qualification, lead-to-book, qualified-to-book, and appointment-to-listing use that same cohort. First held within 90 days: unique first-held dates within the campaign, for the acquired campaign cohort. This is the target progress count. Later first-held outcomes are retained separately in the cohort funnel but do not rewrite Day 90 target progress. Show rate: Held attempts / (Held + No-show attempts), using scheduled dates within the report and resolved outcomes by as-of date. Cancelled, rescheduled, and pending attempts are separate. Repeat attempts can affect attendance metrics but never inflate target held opportunities. Daily/weekly/monthly lead-to-book activity ratios are intentionally not presented as conversion rates because the numerator and denominator can refer to different people. Use Summary for cohort rates and the attempt show rate for attendance.

Costs and commission

CPM = spend / impressions × 1,000. Link CTR = link clicks / impressions. CPC = spend / link clicks. CPL = campaign ad spend / cohort raw leads. Cost per unique booked, first held, and listing won uses the corresponding campaign cohort and is provisional until outcomes mature. Report missing spend before interpreting these costs. Actual gross commission means known closed listing-side GCI attributable to this campaign. A signed listing or forecast does not create actual GCI. Blank actual commission is unreported; explicit zero is a verified zero. The workbook warns when closed rows lack reported GCI.

Capacity and extension

The workbook reserves 500 lead rows and 600 appointment attempts for the first cycle. Keep CRM as the system of record. For a larger cycle, extend those ledgers and every bounded formula reference together, then verify new rows flow into all summaries. Do not insert data beyond the reserved ranges without extending the formulas. Before a new campaign cycle, save the prior file as an archive and create a new copy with a new start date and empty actuals. Do not shift the dates beneath stationary historical records. For follow-through beyond Day 90, move only As-of and keep the original campaign start.

Confirm a true zero

An empty ledger initially means unreported data. In Setup, set the lead-ledger review date and appointment-ledger review date only after verifying all records through As-of. If a reviewed ledger is truly empty, the Summary reports zero counts and leaves zero-denominator rates unavailable. Refresh these confirmations each reporting day.

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