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Advertising Performance Tracker: CPL, CAC, ROMI — Excel Template

Track ad spend and results by channel: clicks, leads, sales, CPL, CAC, ROAS, ROMI, profit, a "scale or switch off" verdict and monthly trends.

Advertising Performance Tracker: CPL, CAC, ROMI — Excel Template
390 ₽
≈ 4 USD
Blank template + filled-in example · Excel 2007+, LibreOffice, Google Sheets
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What it's for

You buy advertising in several places — search ads, social media, classifieds, newsletters — but it's not obvious which channel makes a profit and which one eats the budget. Here you enter spend and results for each channel once a month, and the spreadsheet calculates cost per click, per lead and per customer, conversions, return on investment and profit, labels channels "scale", "keep" or "loss-making", and shows monthly trends.

What's inside

  • "Settings": year, margin, ROMI threshold and a list of up to 10 advertising channels.
  • "Log": up to 400 rows — month, channel, spend, impressions, clicks, leads, sales, revenue; profit and ROMI for each row are calculated automatically.
  • "Channels": CTR, CPC, CPL, conversion to sale, CAC, ROAS, profit, ROMI and a verdict for each channel; totals and a chart.
  • "By month": spend, leads, sales, revenue, CPL, CAC, profit and ROMI by month, with a chart.

Who it's for

Small business owners, marketers and digital marketers, sales managers, freelancers and agencies who need a simple ad ROI report without expensive tools.

Compatibility

Excel 2007 and later, LibreOffice. No macros. Thresholds and parameters are in the settings, so you can adjust them. The calculation is indicative.

The file is in English.

Questions and answers

What is ROMI and how do I read it?
ROMI shows how much profit each unit of ad spend brings: profit from sales minus spend, divided by spend. If ROMI is below zero, the channel is loss-making; if it is above the "scale" threshold, it's worth adding budget.
What is margin and where do I get it?
It is the share of profit in revenue before advertising, for example 35%. Take it from your management accounts: revenue minus the cost of goods or services, divided by revenue.
What if a sale happens a month after the lead?
Compare periods with some leeway or record sales in the month of the lead. For long deals, look at ROMI for the quarter rather than the month.
Can I track several campaigns of one channel?
Yes. Add separate rows to the channel list, for example "Google Ads — Search" and "Google Ads — Display".
Do I need macros?
No. The file works in Excel 2007 and later and in LibreOffice; all calculations use ordinary formulas. A version with buttons is released separately.