Purpose
To provide a single, consolidated view of conversion outcomes + customer feedback.
This ensures insights from campaigns, objections, and customer experiences are logged systematically and looped back into marketing.
Structure
Section 1 – Conversion Tracking
| Campaign | Persona | Funnel Stage | Leads | MQLs | SQLs | Opportunities | Closed-Won | Conversion Rate | CPL | CAC |
| LinkedIn Demo Ads | CTO | BOFU | 300 | 150 | 90 | 50 | 20 | 6.6% | $40 | $500 |
| Google Search – Pricing | Product Manager | BOFU | 200 | 120 | 80 | 45 | 18 | 9% | $35 | $420 |
| Facebook Carousel | Busy Working Mom | MOFU | 250 | 140 | 90 | 60 | 35 | 14% | $22 | $150 |
Section 2 – Objection & Feedback Logging
| Funnel Stage | Persona | Objection/Feedback | Source | Action Taken |
| TOFU | CTO | “Don’t understand product yet” | LinkedIn Ad Comments | Added explainer video |
| MOFU | Product Manager | “Competitor offers cheaper option” | Sales Call | Released ROI comparison guide |
| BOFU | Busy Mom | “Not sure about safety” | Post-booking Survey | Added verification badge + trust banner |
Section 3 – Customer Sentiment (NPS / CSAT)
| Metric | Value (B2B SaaS Example) | Value (B2C Service Example) |
| NPS (Quarterly) | 42 (Promoters: 60%, Detractors: 18%) | 55 (Promoters: 70%, Detractors: 15%) |
| CSAT (Post-Support) | 4.5 / 5 | 4.7 / 5 |
| Churn Reasons | “Implementation effort too high” | “Cheaper alternatives available” |
| Delight Factors | “Onboarding under 2 weeks” | “Verified & insured staff” |
Blank Reusable Template
Conversion Tracking
| Campaign | Persona | Funnel Stage | Leads | MQLs | SQLs | Opportunities | Closed-Won | Conversion Rate | CPL | CAC |
Objection & Feedback Logging
| Funnel Stage | Persona | Objection/Feedback | Source | Action Taken |
Customer Sentiment
| Metric | Value |
| NPS (Quarterly) | |
| CSAT (Post-Support) | |
| Churn Reasons | |
| Delight Factors |