5,257 rows, 35 columns, 18 days. Paid ads bring people to a free webinar, a salesperson calls them, and we sell $4,000 to $7,000 coaching. So far $225,016 is recorded against it.

A column only fills if the person got that far. So counting blanks draws the funnel.

Nobody had to tell us what this business is. The column names did.

Q10. How long following Abu Lahya
We ask how long they have followed one named person. So we are a personal brand, and we believe warmth towards him predicts a sale. Otherwise we would not spend a survey question on it.
Capital available in next 30 days
We check whether the audience can actually pay before we pitch them. We only ask that because what we sell is expensive.
Program_Type
Course Only (4k) · Full Program (7k)
And here is how expensive. Our price list is sitting in a dropdown: $4,000 and $7,000.
Close_Lead_Status
22 values, one for each way a person can drop out
We close on the phone, not through a checkout. And we lose people often enough that every way of losing them has earned its own label: 212 could not afford it, 91 were disqualified by the closer, 33 never turned up, 29 wanted to think about it, 11 were afraid, 11 did not share a language with us, 8 had to ask a parent, and one had to ask their partner.
Q12 / Q13
free text, full of halal · deen · akhira · barakah
The same words keep coming back in what they write. Our audience is Muslim, and we frame the income as religiously permissible.
UTM Campaign
160 values. A UTM is just a tag stuck on a link so we can tell which ad sent someone to us.
We name every ad by when it launched, who made it, and what angle it used. So 14.05 | Imran | Dumbest Thing means it went live on 14 May, Imran made it, and the angle was the one we call Dumbest Thing. Read all 160 names and you have our whole advertising plan without ever opening the ad account.

Four things this file cannot tell you

The questionWhy not
What did it cost? No ad spend anywhere in the file. Cost per lead, cost per sale, return on ad spend. None of it. Channels can be ranked by what they return, never by what they cost.
Did they show up to the call? No call events, only a flag for the stage someone sits in right now. We can see who booked a call, but never who actually turned up, so we cannot say what share of calls become sales.
When did a deal close? There is no close date. So no time-to-sale, and no fair comparison between one cohort and the next.
Did they watch the webinar? No attendance data. The webinar is the product, which makes this the biggest blind spot here.
▶ All 35 columns, with fill rates the full dictionary

Fill rate is the share of the 5,257 raw rows where a column has any value. Distinct counts unique non-empty values. That is the quickest way to tell a category from free text, and to catch a field like Q6 that is empty in every row.