How to Score a Lead List by How Complete Each Row Is (0 to 100)
To score a lead list for completeness, give each column a weight and work out the share of that weight each row has filled in. Upload the list to the lead list completeness scorer, set each column to needed, nice to have or not counted, and download the scored file or only the rows above your minimum. It runs in your browser, and your file is not uploaded.
Why score completeness
A thin row costs the same to send as a full one and personalises worse. Scoring tells you which rows are worth sending to first and which columns are weakest. For ranking by fit rather than by filled cells, see scoring a lead list before cold email.
The by-hand way in Sheets or Excel
For equal weights, count the filled cells in the columns you care about:
=ROUND(COUNTA(A2:F2)/COLUMNS(A2:F2)*100,0)
It treats "N/A" as filled, gives every column the same weight, and does not say what is missing. Weighting needs a SUMPRODUCT over a weights row, and the Missing note needs a long string join.
Step 1: upload the file
Upload a CSV or .xlsx file, or paste the cells with the header row first.
Step 2: set the weight of each column
Choose needed, nice to have or not counted for every column. Email, name and company start as needed, columns such as title, phone, website and country start as nice to have, and the rest are not counted. If you sell by phone, make phone needed.
Step 3: set the smallest score to keep
Pick a whole number from 0 to 100, such as 70. Rows below it are left out of the kept file but stay in the scored one.
Step 4: read the result
Needed counts 3 and nice to have counts 1. Two columns are added: a Completeness score and a Missing note naming the empty columns.
| Row | Needed cells filled | Nice-to-have filled | Score |
|---|---|---|---|
| Email, name, company, title | 3 of 3 | 1 of 1 | 100 |
| Email only | 1 of 3 | 0 of 1 | 30 |
(Worked from the formula with three needed columns, weight 9, and one nice-to-have column, weight 1. Not results from a real list.) You also get the count in each band and the columns most often empty. For a count per column instead, use the CSV fill rate checker; to split into two files, use the complete and incomplete rows splitter.
What the score does not tell you
It measures what is filled in, not whether it is right. A row can score 100 with a wrong title or a mailbox that no longer exists. See the lead list quality check for the checks that look at correctness.
What this tool cannot do
- Only blanks and a short list of placeholders count as empty.
- Scores are whole numbers, so close rows may tie.
- It does not judge the values themselves.
- Only the first sheet of a workbook is read.
Check the addresses before you send
Tidy columns do not make an address deliverable. Upload your list on the verify page: the first 100 email checks are free with a Google sign-in, no card. Each address comes back valid, risky or invalid with a reason, and nothing is sent to anyone on the list. For larger or recurring lists, see bulk email verification, list cleaning and pricing.
Score your list now
Open the lead list completeness scorer.
Common questions
How do I score how complete a lead list is?
Divide the filled cells in a row by the cells you expect. By hand that is COUNTA over a range. The lead list completeness scorer adds weights per column, treats placeholders such as n/a as empty and names what each row is missing.
How is the score worked out?
Needed columns count 3 and nice to have columns count 1. A row's score is the weight of its filled cells divided by the weight of all counted columns, as a whole number from 0 to 100.
What counts as an empty cell?
A blank cell, or a placeholder such as n/a, none, null, unknown, tbd or a dash.
What do the bands mean?
Complete is 100, Good is 70 to 99, Thin is 40 to 69 and Poor is below 40. They are labels for counting; the number is what you filter on.
Does a score of 100 mean the data is right?
No. It measures what is filled in, not whether it is correct.
Check your list before you send
Real mailbox checks over SMTP, and nothing is sent to the address. Sign in with Google and your first 100 email checks are free, no card. Plans for bigger lists are on the pricing page.