Blog / Small Business Automation

Google Sheets as a CRM: How Far It Goes and When to Stop

By Keyona Meeks, Founder, ReRev Labs · Oct 31, 2026 · 9 min read

The short answer: For one person or a small team, a Google Sheet can work as a CRM. Keep one row per deal with a stage, a value, a last-contact date and a next step. Two formulas then show who needs a follow-up and how much sits in each stage. It stops working when several people edit the same rows, when you need email history logged for you, or when you spend more time fixing the sheet than selling. I tested the formulas in LibreOffice, not in Google Sheets. I give no size limits, because I did not confirm Google's.

By the end of this post, you'll be able to:

• Set up a simple CRM in a Google Sheet.
• Flag deals that need a follow-up.
• Total deals and value by stage.
• Spot the signs that it is time to move on.

We sell build sprints, so weigh this post with that in mind. I name no paid CRM here, and I did not review any.

How far can a Google Sheet go as a CRM?

Far enough for a small pipeline. A sheet can hold who you talk to, what stage the deal is in, what it is worth, when you last spoke and what happens next. It does that with no new account and no cost beyond the Google account you already have.

It does not do what a CRM program does by itself. It does not log your emails. It does not stop two people from editing the same row. It does not remind you of anything unless you add a script. I did not confirm Google's limits on sheet size, so I make no claim about how many rows is too many. Check Google's own limits page before you plan around a number.

What columns does a Sheet CRM need?

Keep it small. Row 1 holds headings. Use a tab named Deals.

I could not confirm the menu steps in Google Sheets for a drop-down list, so I give none. Use Google's own help, or type the stage by hand and keep the spelling the same.

How do you see which deals need a follow-up?

Put the number of days you allow between contacts in cell K1. Seven is an example, not advice. Your sales cycle sets the right number. Then put these in row 2 and fill them down:

G2: =IF(E2="","",TODAY()-E2)
H2: =IF(A2="","",IF(OR(C2="Won",C2="Lost"),"Closed",IF(E2="","No contact date",IF(TODAY()-E2>$K$1,"Follow up","OK"))))

I tested both in LibreOffice with five made-up rows and a gap of 7 days: 10 days since contact, 3 days, a won deal, no contact date and exactly 7 days. They returned "Follow up," "OK," "Closed," "No contact date" and "OK." A deal exactly 7 days old shows OK, and the 8th day shows Follow up. I did not run them in Google Sheets, so test with your own rows.

How do you total deals and value by stage?

Use one pair of formulas per stage. This pair counts the Proposal deals and adds up their value:

=COUNTIF($C$2:$C$500,"Proposal")
=SUMIF($C$2:$C$500,"Proposal",$D$2:$D$500)

In my LibreOffice test, two Proposal rows worth 2000 and 3000 gave a count of 2 and a total of 5000. The stage word in the formula must match the stage in the sheet exactly, including capitals and spaces. Value is a number you typed, so it is a guess about the future, not a forecast.

Where does an LLM fit in this?

An LLM can help with the messy input. For example, it can read a long email thread and suggest the last contact date and the next step, or turn a pile of meeting notes into one-line updates. A person must check each line against the thread, because an LLM can pick the wrong date or invent a commitment, and sound sure. Do not paste private client email into an LLM tool unless your own rules allow it. The flag, the count and the total are plain rules. My stance: AI writes the code, plain automation runs it, and an LLM shows up only where the input is messy and a person checks the result. For a follow-up routine that runs on this kind of data, see the follow-up engine. For where to start with your own automations, see what to automate first, and for the thinking behind dropping paid tools, see how to replace paid software subscriptions.

When should you stop using a Sheet as a CRM?

These signs come from general practice, not from data I collected:

1. Two or more people edit the same rows, and you find overwritten notes.
2. You need email history logged for you. A sheet only holds what someone types.
3. You need different access for different people. Sharing a sheet shares the whole sheet unless you split it.
4. You find duplicates and cannot say which row is right.
5. Reports go to people who never open the sheet, and you build them by hand each week.
6. You spend more time fixing the sheet than talking to buyers.

One sign is a reason to look. Three is a reason to move. If you move, export the sheet first and keep a copy.

Who should see this sheet?

You decide. It holds names, companies and notes about real people. Share it only with the people who need it, and ask them first before you add them. Do not assume they want access.

How do you test it?

1. Enter five test deals: one old, one recent, one won, one with no date and one exactly at your follow-up gap.
2. Check the Flag column against your own reading.
3. Check the counts and totals by hand.
4. Change a stage by one letter and watch the count drop. That shows why spelling matters.
5. Delete the test rows.

Where this has limits

• Formulas were tested in LibreOffice, not Google Sheets.
• I give no size limit. I did not confirm Google's.
• A sheet shows what someone typed. It does not check the data.
• The "when to stop" signs are general practice, not research.
• The follow-up gap is an example. Your sales cycle decides.
• I reviewed no paid CRM and make no comparison.
• No ReRev prices and no promises about results.

If you reach the point where the sheet no longer fits, tell us how you track leads now. We run build sprints for this kind of move. Do not send customer lists, passwords or login details.

Frequently asked questions

Can I use Google Sheets as a CRM?

Yes, for a small pipeline and a small team. This post shows the columns and two formulas.

How do I know which leads need a follow-up?

Compare today's date with the last contact date. The Flag formula above does it.

Does a Google Sheet log my emails?

No. It holds only what someone types.

How many contacts can a Sheet hold?

I did not confirm Google's limits, so I give no number.

When should I switch to a real CRM?

When several people edit the same rows, when you need email history logged for you, or when the sheet takes more time than selling. These signs are general practice.

Does the sheet use an LLM?

Not in the formulas. An LLM can summarize email threads, and a person checks the result.

Read next: Build vs. buy automation frames the moment when a bought CRM beats the sheet, and a deal pipeline inside Gmail covers the lighter inbox end before you need the sheet.