OpenBorder

Paid Ads Funnel

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Range

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Compare

Overall

Everything that happened inside the range, each stage on its own date: leads by lead date, meetings by meeting date, deals by create date, revenue by close date.

In-quarter

Leads that arrived inside the range, and everything those same leads went on to do, whenever it happened: meetings booked, deals created, revenue closed.

How it's counted

Sources

Every funnel stage comes from Milind's GTM Outbound Funnel Tracker (tabs Old/Q3 Leads, Old/Q3 Meetings, Old/Q3 Opportunities), rows with Channel = Paid Ads only. The sheet is read live and never written to.
Meeting booked dates come from HubSpot, looked up per lead through the sheet's HS Link column (read-only, cached up to an hour).
Priority tier, region and traffic for the breakdowns come from the NocoDB TAM warehouse (accounts table, exact domain match, cached up to a day). Brands outside the TAM are "Not in TAM"; their region is read from the campaign name or a .uk domain and their traffic from the sheet's own column.
Link clicks and spend come from Meta Ads (both ad accounts: US and UK), daily, excluding the self-serve campaigns (names containing "self").
Not in this funnel: leads whose Campaign is a self-serve campaign, and non-Meta rows (TikTok, Google search). Brands that only ever arrived through those campaigns are also dropped from the meetings and opportunities tabs. Rows marked Valid - self serve that came from a regular Meta campaign still count. The Old Leads tab (Q2) has no Campaign values, so nothing can be excluded there.
Data refreshes every time the page loads and every 5 minutes while open; the edge cache is 2 minutes, so a sheet edit shows up within about 2 minutes. The dashboard starts at Q2 2026.

Overall funnel

Form submits = every Paid Ads lead row whose Date is in the range (valid or invalid).
MQLs = those rows marked Valid or Valid - self serve (Milind's rule).
Meetings = MQLs marked Meeting on the sheet, placed on their booked date: the create date of the first HubSpot meeting on that lead's record created on or after the lead's sheet date (earlier meetings, such as last year's, are ignored). If HubSpot has no such meeting the sheet's Meeting Date is used, then the lead date.
Deals = Paid Ads opportunities whose Create Date is in the range, any stage; pipeline is their Pipeline $.
Customers = opportunities at Deal Stage Customer whose Close Date is in the range; revenue is their Pipeline $. The Q3 Opportunities tab has no Close Date column, so those use Create Date.
Before the self-serve / non-Meta exclusions, a full quarter reproduces the sheet's own "overall Conversion Summary" tables exactly (checked for Q2 and Q3 2026); the dashboard's figures are those minus the excluded rows.

In-quarter funnel

Form submits / MQLs = same lead rows as Overall (lead Date in the range).
Meetings = those MQL rows whose Lead Status is Meeting (the sheet's own in-quarter formula). Same rows as Overall; only the date placement differs.
Manual corrections agreed with Athul are listed in the data notes (currently two meetings that HubSpot shows were booked by email-outreach contacts, not the paid lead).
Deals / Customers = opportunities attributed to those MQLs, whenever they were created or closed. An opportunity is attributed to the brand's most recent valid paid lead dated on or before its Create Date, so every deal belongs to exactly one cohort.
Matches the sheet's "Paid Ads … (Lead Date Q2, Valid)" block for customers and revenue; deal counts run higher here because opportunities created in a later quarter for these leads are included.

Costs and ROI

Cost per MQL / meeting / deal / customer = Meta spend in the range ÷ that funnel's count. Pipeline ROI = pipeline ÷ spend; Revenue ROI = revenue ÷ spend.
Comparison deltas: counts, pipeline, revenue and ROI are better when up; costs are better when down; conversion rates are shown as percentage-point changes.

Data notes for this load