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Everything the importer accepts, every metric as it is calculated, and the two sample files.
CSV format
Export leads from your CRM as CSV. One row per lead. The first row holds column names.
- Comma, semicolon or tab separated. The importer detects which.
- UTF 8, with or without a byte order mark. Excel exports work.
- Up to 10 MB and 50,000 rows per file. Split larger exports.
- Quoted values with commas or line breaks inside are fine.
- Column names must be unique and non empty.
You map columns once per file on the import screen. The importer proposes a mapping from common CRM column names and you correct it. Two fields are required: when the lead was created, and its source.
Fields
| Field | Required | Type | Notes |
|---|---|---|---|
| Lead id | No | text | Your CRM's id for the lead. Used to recognise a lead you already imported, so a later export updates its outcome instead of adding it twice. |
| Lead created | Yes | date | When the enquiry arrived. Required. |
| Source | Yes | text | Where the lead came from, for example Rightmove, Zillow, Website, Referral. Required. |
| Campaign | No | text | Optional campaign or listing tag. |
| Assigned agent | No | text | Agent or negotiator name as written in your CRM. Grouped as text. |
| Area | No | text | Postcode district or zip. Never a full address. |
| Status | No | status | Optional. If missing, status is derived from the dates. |
| First contact | No | date | When someone first spoke to or replied to the lead. |
| Appointment | No | date | Valuation or listing appointment date. |
| Signed | No | date | Signed instruction or listing agreement date. |
| Lost | No | date | When the lead was closed as lost. |
| Estimated commission | No | money | Expected fee on a signed lead, in your reporting currency. |
| Acquisition cost | No | money | What the lead cost to acquire. Leave unmapped if you do not track it. |
| Consent basis | No | text | Optional note on the lawful basis recorded in your CRM. |
| Test cohort | No | text | Optional. Format test-tag:control or test-tag:variant. |
Status is optional. When it is present, common CRM words are mapped: instructed, listed, won and sold mean signed; valuation and appraisal mean appointment; withdrawn and closed lost mean lost. A signed date always wins over the status word. When status is absent it is derived from the dates.
Dates and money
Dates are read in ISO form (2026-01-31 or 2026-01-31T14:30:00Z), with month names (31 Jan 2026, Jan 31, 2026), as Excel serial numbers, or as numeric day and month. For numeric dates the importer uses day first for UK organisations and month first for US organisations, unless a value in the file settles it (a first part above 12 means day first). You can force either order on the import screen. Times without a zone are read as UTC.
Money accepts 4200, 4,200.50, £4,200 and $4,200. Negative amounts are rejected. Amounts are recorded in your organisation's reporting currency, USD or GBP, which is set when the organisation is created.
Metrics
- leads
- Imported lead records in the selected date range.
- contact rate
- Leads that reached first contact or a later stage, divided by leads. A stage counts with or without a date.
- appointment rate
- Leads that reached a valuation or listing appointment, or signed, divided by leads.
- signed rate
- Leads with a signed instruction or listing, divided by leads.
- signed
- Leads marked signed, or with a signed date, among leads created in the selected date range.
- estimated commission
- Sum of estimated commission on signed leads only.
- cost per signed
- Acquisition cost divided by signed leads. Shown only where cost is supplied.
- median first contact
- Median time between lead created and first contact.
A rate is never shown when there are no leads to divide by. Cost per signed is shown only when at least one imported row carried an acquisition cost and at least one lead is signed. The median first contact ignores rows where the contact time is before the created time.
Tests and cohorts
A test compares two cohorts of leads on one metric. You decide which leads get the change, and tag them in your export. Add a column and map it to Test cohort. Values look like fast-reply:control and fast-reply:variant, where fast-reply is the tag shown when you create the test.
Leads imported before the test is created join it automatically when the tag matches. A result appears once each cohort has 20 leads. It is a directional read with a sample size warning: variant ahead of or behind control by so many points, and whether a gap that size would usually appear by chance at that sample size. No winner is declared. Closing a test records your decision.
| Template | What changes | Example | Suggested metric |
|---|---|---|---|
| First reply | Change what the first message or call says. | A short, specific first reply that offers two valuation slots. | appointment rate |
| Response time | Change how fast a lead gets its first contact. | Call within 10 minutes during office hours instead of the next working day. | contact rate |
| Follow up sequence | Change the number, timing or channel of follow ups. | Three follow ups over ten days instead of one. | signed rate |
| Source or campaign | Compare two sources, campaigns or handling routes. | Portal leads routed to a lead manager versus straight to the branch. | signed rate |
Sample files
Two generated files, 180 leads each, with every optional column filled and a running cohort tag. They include a name and an email column on purpose so you can see the importer drop them.
- sample-leads-uk.csv UK agency, day first dates, GBP.
- sample-leads-us.csv US brokerage, month first dates, USD.
What is never stored
Columns that look like a person's name, email address or phone number are dropped before the file is read for mapping, by header and by the values in the column. The import screen lists what was dropped. Lead rows hold your CRM's reference, dates, source, campaign, agent name as written in your CRM, area code and money. The raw file is kept for 30 days by default so you can download it, then removed. See the data processing agreement.