Free tool · Worksheet
Leads-vs-signed worksheet: what each ad platform reports against the clients you signed
Put each ad platform’s reported conversions beside the clients your records show it signed, see your own ratio, and get a fix list. Free, with a CSV.
What is this for?
Every ad platform counts conversions: a form, a call, a click on a button. Your records count something else: clients who signed. This worksheet puts the two side by side for each platform and gives you your own ratio, the number of conversions a platform reported for each signed client.
A ratio above one is normal. What matters is knowing yours and seeing it fall over time. In the Probative benchmarks, 2025–2026, campaigns tuned for inquiries rather than signed clients reported 12× or more conversions for each signed client. How a signed client is counted is set out in reconciliation.
What the platform counts
What your records count
Your numbers, platform by platform
Use one full month. Leave a platform empty to skip it. The answer is a ratio of your own two numbers.
How was this built?
What it covers. For each ad platform: the conversions it reported and the signed clients your records show it brought, your own ratio of the two, and a fix list in two groups (what the platform counts, what your records count).
Method. Your browser divides the conversions you type by the signed clients you type, platform by platform. A signed client is counted as The Probative Standard sets out: net of drops, tied to the source recorded first. Nothing you type or tick is stored or sent.
Limits. The ratio is only as good as the two counts behind it. A short month or a new campaign moves it, so use full months and repeat it. It compares; it does not forecast.
Related
Questions people ask
Why does the platform report more conversions than I signed?
A platform counts every form, call or click it was told to count, including people who never become clients and the same person counted twice. Your records count only people who signed. Some gap is normal; the worksheet shows how big yours is.
Which month should I use?
The last full calendar month, with the same dates in the platform and in your records. Repeat it each month and watch whether your ratio falls.
Is a lower ratio always better?
Usually, because it means the platform counts closer to what signs. A ratio that drops because tracking broke is not progress, so check the fix list too.
Sources
- Google Ads Help: About offline conversion importsAccessed October 26, 2026
- Reconciliation, as defined in The Probative StandardAccessed October 28, 2026
- Probative benchmarks, 2025–2026: how each figure is made and protectedAccessed October 26, 2026
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