Marketing Campaign ROI Tracker
Track ad spend, conversions, cost per acquisition, and ROI across multiple channels with automated reporting.
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Marketing Campaign ROI Tracker
A comprehensive spreadsheet system for tracking advertising spend, conversions, cost per acquisition, and return on investment across multiple marketing channels. Built for marketing managers, growth teams, and agency professionals who need clear visibility into campaign performance without expensive analytics tools.
What's Included
This template pack contains 6 interconnected spreadsheet tabs (delivered as CSV files you import into Google Sheets or Excel) plus formula documentation and methodology guides.
Tabs / Sheets
| # | Tab Name | Purpose |
|---|---|---|
| 1 | Campaign Overview | Master list of all campaigns with status, dates, budgets, and channel assignments |
| 2 | Channel Performance | Aggregated metrics per channel (Google Ads, Meta, LinkedIn, Email, SEO, etc.) |
| 3 | Monthly Spend | Month-by-month budget allocation and actual spend tracking |
| 4 | Conversion Tracking | Lead and customer conversion data tied back to campaigns |
| 5 | ROI Summary | Calculated ROI, ROAS, CPA, and CLV metrics per campaign and channel |
| 6 | Dashboard Data | Pre-structured data for sparklines, charts, and conditional formatting |
Features
- Multi-channel tracking — Google Ads, Meta (Facebook/Instagram), LinkedIn, Email, Content/SEO, Display, and custom channels
- Automated ROI calculations — ROAS, CPA, CPL, and net ROI computed from your raw data
- Month-over-month trend analysis — Built-in formulas that compare current vs. previous period
- Attribution-ready structure — Supports first-touch, last-touch, and linear attribution models
- Visual dashboard — Sparkline formulas and conditional formatting rules for at-a-glance status
- Budget vs. actual tracking — See where you're over/under-spending in real time
Quick Start (5 Minutes)
1. Import the CSV files into a new Google Sheets workbook (one tab per CSV) or open them in Excel
2. Replace the sample data in Campaign Overview with your real campaigns
3. Update Monthly Spend with your actual budget allocations
4. Enter conversion data as campaigns run — the ROI Summary tab auto-calculates
5. Review the Dashboard Data tab for your visual KPIs
See docs/GETTING-STARTED.md for a detailed walkthrough.
Tab-by-Tab Walkthrough
01 — Campaign Overview
The master campaign registry. Every campaign gets one row with:
- Unique Campaign ID for cross-referencing between tabs
- Channel assignment (which platform/medium)
- Date range (start/end)
- Allocated budget and status (Active, Paused, Completed)
- Campaign objective (Awareness, Leads, Sales, Retention)
02 — Channel Performance
Aggregated view showing how each channel performs overall. Metrics include total spend, impressions, clicks, CTR, conversions, CPA, and ROAS. Formulas pull from the Campaign Overview and Conversion Tracking tabs.
03 — Monthly Spend
A 12-month budget grid showing planned vs. actual spend per channel. Variance columns highlight over/under-spend. Use this to track burn rate and reallocate budget mid-quarter.
04 — Conversion Tracking
Raw conversion events tied to Campaign IDs. Tracks leads generated, MQLs, SQLs, closed deals, and revenue attributed. Supports both quantity (count) and value (revenue) tracking.
... continues with setup instructions, usage examples, and more.
📄 Content Sample guides/attribution-models.md
Attribution Models for Marketing ROI
A practical guide to understanding how credit for conversions is assigned across marketing touchpoints. Choose the right model to accurately measure your campaigns.
What Is Attribution?
Attribution answers the question: "Which marketing touchpoint(s) deserve credit for this conversion?" A customer rarely sees one ad and immediately buys. They might see a display ad, click a search result, receive an email, and then convert. Attribution determines how you split the credit (and the revenue) among those touchpoints.
The Five Common Models
1. Last-Touch Attribution
How it works: 100% of credit goes to the final touchpoint before conversion.
Example: Customer sees a LinkedIn ad → reads a blog post → clicks a Google ad → converts.
Credit: Google Ads gets 100%.
Best for:
- Short sales cycles (< 7 days)
- E-commerce / direct response
- When you want to optimize bottom-of-funnel campaigns
Limitation: Completely ignores awareness and nurture touchpoints that made the final click possible.
In the tracker: Set Attribution_Model = "Last Touch" and Attribution_Weight = 1.00
2. First-Touch Attribution
How it works: 100% of credit goes to the first touchpoint that introduced the customer.
Example: Customer sees a LinkedIn ad → reads a blog post → clicks a Google ad → converts.
Credit: LinkedIn gets 100%.
Best for:
- Measuring awareness channel effectiveness
- Long sales cycles where initial discovery matters
- Brand marketing evaluation
Limitation: Ignores everything that happened after initial contact—including the touchpoint that closed the deal.
In the tracker: Set Attribution_Model = "First Touch" and Attribution_Weight = 1.00
... and much more in the full download.