Advanced Webinar KPI, Revenue & Lead Attribution Dashboard

Advanced Webinar KPI, Revenue & Lead Attribution Dashboard (Google Sheets Only) Project Overview

I am looking for an experienced Google Sheets data analyst / dashboard specialist to build a comprehensive, advanced KPI dashboard that tracks the full performance of my webinars — from traffic and registrations through to sales attribution by lead source and lead temperature.
This is not a basic spreadsheet.
It is a multi-layer Google Sheets dashboard designed to analyse, optimise, and scale webinars profitably.
This dashboard will be used by senior leadership to make decisions around:
* Scaling paid traffic
* Understanding where sales actually come from (warm vs cold)
* Optimising webinar content, offers, and follow-up
* Forecasting revenue with confidence

Platform Requirement (Non-Negotiable)
✅ Google Sheets ONLY
❌ No Looker Studio
❌ No Excel-only builds
❌ No basic reporting templates
The solution must use:
* Structured tabs
* Clear formulas (no hard-coded numbers)
* Pivot tables / QUERY formulas where appropriate
* Easy duplication for future webinars

Dashboard Requirements

1. Traffic & Acquisition Metrics
* Traffic by source (email, ads, social, affiliates, partners)
* Cost per click (CPC)
* Cost per registration (CPR)
* Registrations by source
* Revenue by traffic source
* ROI by traffic source

2. Lead Source & Lead Temperature Attribution (Critical)
The dashboard must clearly show where sales came from, segmented by both lead source and lead temperature.
Lead Source Examples
* Warm database (existing email/CRM list)
* Cold paid ads
* Retargeting ads
* Organic social
* Affiliate / partner traffic
* Direct outreach / DMs
Required metrics:
* Registrations by lead source
* Attendance rate by lead source
* Conversion rate by lead source
* Revenue by lead source
* Revenue per registrant by lead source
Lead Temperature Segmentation
Leads must be categorised into:
* Warm leads (existing database)
* Lukewarm leads (previously engaged, non-buyers)
* Cold leads (first-touch via ads)
Required metrics:
* Buyers by lead temperature
* Conversion rate by lead temperature
* Revenue by lead temperature
* Average order value by lead temperature
* Time-to-purchase by lead temperature
This section must clearly answer:
“Are webinar sales coming primarily from warm audiences, cold traffic, or a mix?”

3. Registration & Pre-Webinar Behaviour
* Registration conversion rate
* Registrations over time
* Warm vs cold registrant split
* Pre-event engagement indicators
* Attendance prediction indicators (based on engagement)

4. Live Webinar Engagement
* Live attendance rate
* Replay views
* Average watch time
* Watch-time segmentation (25%, 50%, 70%, 90%)
* Drop-off analysis
* Engagement scoring (attendance, watch time, CTA clicks)

5. Offer & Sales Performance
* Total revenue
* Buyers (live vs replay)
* Offer conversion rate
* Average order value (AOV)
* Revenue per attendee
* Revenue per registrant
* Time-to-purchase analysis

6. Follow-Up & Delayed Conversion
* Sales from follow-up sequences
* Conversion window tracking (24h / 48h / 7 days)
* Revenue split: live vs post-webinar
* Email-to-sale efficiency

7. Sales Call & Backend Metrics (If Applicable)
* Calls booked from webinar
* Call show-up rate
* Close rate
* Revenue per call
* Webinar → Call → Sale conversion flow
* Revenue by sales rep (if applicable)

Executive Summary (Top of Sheet)
A high-level summary tab showing:
* Total revenue
* Net profit
* ROI
* Revenue per registrant
* Cost per acquisition
* Revenue split: warm vs cold leads
* Scale readiness indicator (Green / Amber / Red)

What I Will Provide
* Clear KPI definitions and formulas
* Definitions for lead source and lead temperature
* Sample data structure
* Explanation of how data flows
* Ongoing clarification during the build
This project is clearly scoped and well thought through.

Who I’m Looking For
* Advanced Google Sheets experience
* Strong understanding of funnels, attribution, and revenue analytics
* Comfortable working with large datasets and complex formulas
* Commercially minded (not just technical)
* Clear communicator
Please include:
* Examples of complex Google Sheets dashboards you’ve built
* How you would handle lead source and lead temperature attribution in Sheets
* Estimated timeline to first working version

Budget & Future Work
This is an initial build, with potential for:
* Automation improvements
* Ongoing optimisation
* Additional dashboards
I am happy to pay for quality work.

Question:
Briefly explain how you would structure a Google Sheets dashboard to show revenue from warm vs cold webinar leads.