See what every channel and campaign really returns – and where to spend next
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Most businesses know roughly what they spend on marketing but not what each pound brings back. Ad platforms each claim the credit for the same sale, offline activity like radio, print and events is hard to measure, and the cheapest leads are not always the ones that turn into profitable customers. This workbook brings every channel and campaign into one place – costs, the full lead funnel, sales, revenue and gross profit – and turns it into the measures that matter: cost per lead and per sale, return on ad spend (ROAS), marketing ROI on gross profit, customer lifetime value (LTV), LTV:CAC and payback. It then recommends how to move budget from your weakest channels to your strongest, within limits you set.
See how it works
The sheets you will use most, in the order you will use them – shown with the sample data every workbook comes with.
Step 1
Every campaign with dates, budget and costs, plus its results and rating pulled in from the Results sheet. What you do: enter the yellow columns (B to J).
Step 2
Monthly results per campaign – the funnel, sales, revenue and margin. What you do: add a line per campaign per month (B to J).
Step 3
The marketing touches before each sale, for attribution. What you do: add a line per touch (B to F).
Step 4
Funnel and cost, return and lifetime value, and a ranking by ROI for every channel. What you do: nothing – read and filter.
Who it is for
Quick start
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