Ads-to-CRM Reconciliation Sheet template.

What's inside — the exact file

This is the complete template, not a sample. The rows are worked examples — replace them with your data (and delete them before any platform import).

What this template is for

Every ad platform grades its own homework, and every platform gives itself an A. Google claims a conversion, Meta claims the same one, and your CRM knows only one deal closed. This monthly worksheet puts platform-claimed conversions next to CRM reality — leads, SQLs, closed-won, revenue — per platform, and computes the only CAC that matters: the one based on what actually happened.

One month is pre-modeled across three platforms so the shape of the exercise is obvious, including the polite disagreement between platform-reported conversions and CRM leads. The goal isn't to catch platforms lying (over-attribution is structural, not scandal) — it's to make budget decisions on CRM truth while using platform numbers for what they're good at: relative, within-platform comparison.

How to use it, step by step

1. Fill the platform side from each ads manager. Spend and reported conversions per platform, same date range, noted attribution settings. Don't normalize anything yet — record what each platform claims.
2. Fill the CRM side from source-attributed records. Leads, SQLs, and closed-won created that month, attributed by your UTM/first-touch data. This only works if attribution capture works — which is what our UTM convention and hidden-field setup exist for.
3. Compute true CAC per platform. Spend divided by CRM outcomes — per platform, at whichever funnel stage you manage to (SQL for long cycles, closed-won where volume allows). This column is the actual scoreboard.
4. Study the gaps, don't panic at them. Platform conversions exceeding CRM leads is normal (view-through, modeled conversions, duplicate claims across platforms). What matters is the ratio's stability — a stable gap is a calibration constant; a moving one is a tracking problem.
5. Rebalance budget on true CAC. The platform with the best claimed ROAS and the platform with the best true CAC are frequently different platforms. Move money toward the second one.
6. Repeat monthly and keep every row. The value compounds: six months of reconciliation rows is a trend you can steer by, and the fastest possible detector for the day tracking silently breaks.

What each column means

Common mistakes to avoid

• Comparing across platforms on their self-reported numbers — each uses different attribution windows and models; the CRM column is the only common denominator.
• Skipping the reconciliation when the gap embarrasses a favorite channel — the months you least want to fill this in are the months it's worth the most.
• Summing platform-reported conversions across platforms into a 'total' that exceeds your actual lead count — duplicate claims guarantee it.
• Reconciling without stable UTM capture, which turns the CRM columns into guesses — fix attribution capture first.

Questions, answered

Why do platforms report more conversions than my CRM shows?

Structural reasons, not fraud: view-through attribution, modeled/estimated conversions filling privacy gaps, longer windows, and two platforms both claiming a user who touched both. The reconciliation makes the over-claim ratio visible so you can discount claims appropriately.

Which funnel stage should true CAC use?

The deepest stage your monthly volume can support statistically. High-volume ecommerce: closed-won (orders). Long-cycle B2B: SQL, with closed-won tracked as a rolling quarterly view. Our ROAS & CAC calculator handles the funnel math either way.

What's a healthy gap between platform and CRM numbers?

There's no universal ratio — what's healthy is stability. If Google has claimed roughly 1.4× your CRM-attributed leads for six straight months, that's calibration. If it jumps to 3× in a month, something changed: attribution settings, tracking, or where your budget went.

This is a Market Disrupt worksheet, not a vendor file. Import-format templates follow each platform's documented layout as of July 2026 — platforms evolve, so validate against current documentation before a large import.