Data, reconciliation & reportingClient work
A lead-gen profitability cockpit in Sheets: spend, leads, revenue, CPL/RPL and margin per hour — with error sentinels instead of silent zeros.
Sounds familiar?
How I solve it
I build a profitability cockpit for lead-gen businesses with a call centre: spend, leads, call-centre revenue, cost per lead and revenue per lead, and margin per hour — month-to-date and last eight weeks, sliced by ad account, campaign and keyword. It runs on live imports, not stale copies. Every import that fails shows a labelled error in place of a zero, because a pipeline that reports success while delivering nothing is more dangerous than one that fails loudly. On the same data I can upload real leads and calls back to Google Ads as offline conversions, with value tiers by lead quality.
The process
6 steps. Scope and a fixed price are agreed before the first one.
Ad spend, forms, call-tracking and the CRM definition of a qualified lead.
Canonical text join keys, so the tabs join cleanly instead of drifting.
MAP/LAMBDA/SUMIFS views with selector-driven drilldowns and charts.
Every import is validated; failures show labelled error sentinels, never zeros.
Apps Script and an n8n export workflow keep the staging fresh.
Qualified leads and calls to Google Ads, clicks only with a valid click id; a usage guide, the metric definitions, and the checks left running.
Handover
Built with
Proof
Client work Done for real clients. Client details are anonymised.
Before → after
The pipeline reported success while delivering nothing: an n8n merge emitted 0 items and every run stayed green; the outage was diagnosed on 2026-07-17. A fault-tolerant redesign followed — canonical text join keys, live imports with labelled error sentinels instead of zeros, and self-checks. The dashboard’s validation set had read 25 of 25 checks OK at the client revision pass on 2026-05-25, before the outage exposed the gap.
US lead-generation business with a call centre
25/25
a Sheets cockpit for spend, leads, call-centre revenue, CPL/RPL and margin per hour, by ad account, campaign and keyword. After the pipeline reported success while delivering zeros (outage diagnosed 2026-07-17), the redesign added live imports, error sentinels and self-checks; the validation set had read 25 of 25 checks OK at the client revision pass (2026-05-25).
US lead-generation business with a call centre
offline Google Ads uploads from call-tracking with value tiers: 58 uploads with 0 import errors at handover, carrying 431 call records; click conversions only with a valid click id.
I was previously paying $70 per month for a reporting tool... This means in just 2 hrs work, [he] has saved me in excess of $800 per year.
What you can look at
A redrawn staging → report → checks diagram on synthetic data, plus a sample where an import error appears as a labelled sentinel instead of a zero. The figures below are live reads.
Client details anonymised. Figures come from delivery records and the client's reporting data, 2026.
Price and timeline
A cockpit like this is a Custom Engineering Project from USD 1,500, scoped and quoted in writing before the build. If the cause of a reporting failure is unclear, a read-only Tracking Health Check at USD 395 gives you the diagnosis first. Discussing the task is free.
QuoteFixed before work starts
A note from Daniilbefore you decide
If your ad platforms already give you a reliable per-hour margin and you run without a call centre, a cockpit adds little. And if your only problem is one broken formula, that is a Working Session, not a project.
— Daniil
Questions
Because a merge step in the pipeline emitted zero items and the run still reported success. A green run is not a delivered row. The fix is labelled error sentinels and self-checks on every import.
For the upload leg, yes — read access to the call-tracking data. The cockpit reads the same source, plus ad spend and your CRM's qualified-lead definition.
No. The CRM stays the system of record. The cockpit reads from it and from your ad and call data.
Yes, as a separate step: qualified leads and calls as offline conversions with value tiers, click conversions only where a valid click id exists.
Yes. Syncs are scheduled and the checks run on each import, so a failure shows up the same day instead of at month end.
The first answer is free, within one working day. Or write directly: next@taskfordaniel.com
