Free Excel template · Excel for marketing

Free marketing campaign performance tracker

For marketers who report on several ad platforms and email at once and want every channel measured the same way. Paste in spend, impressions, clicks, conversions and revenue for each campaign, and the template works out CPA and ROAS per campaign, rolls everything up by channel, and projects month-end spend so you can fix pacing before the budget runs out.

cellwise-marketing-campaign-performance-tracker.xlsxExcel workbook · 5.5 KB · works in Excel, Google Sheets, Numbers and LibreOffice · no signup

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Preview and try it

This is the template's sheet, calculated by the same engine as the Cellwise app. Change any number to see the formulas react before you download.

	A	B	C	D	E	F	G	H	I
1	Campaign performance
2	Month	Oct 1, 2026
3	Monthly budget	15000
4	Data through	Oct 20, 2026
5
6	Campaign	Channel	Spend	Impressions	Clicks	Conversions	Revenue	CPA	ROAS
7	fall-sale-search	Google Ads	2850	48200	2410	96	9120	29.69	3.2
8	fall-sale-shopping	Google Ads	1920	61500	1845	71	6390	27.04	3.33
9	brand-search	Google Ads	410	9800	1260	88	7920	4.66	19.32
10	fall-sale-prospecting	Meta Ads	2240	186000	2050	39	3120	57.44	1.39
11	retargeting-30d	Meta Ads	960	52400	1130	47	4465	20.43	4.65
12	retargeting-7d	Meta Ads	640	28100	690	31	2945	20.65	4.6
13	creator-collab	TikTok Ads	1500	240000	1920	22	1650	68.18	1.1
14	fall-sale-pins	Pinterest Ads	780	95000	1140	18	1530	43.33	1.96
15	newsletter-oct-a	Email	60	9000	342	21	1995	2.86	33.25
16	newsletter-oct-b	Email	60	9000	459	26	2470	2.31	41.17
17
18
19	Total		11420	739000	13246	459	41605	24.88	3.64
20

How the formulas work

CPA and ROAS on every campaign

I7=IF(C7>0,ROUND(G7/C7,2),"")

ROAS is revenue divided by spend; CPA (column H) is spend divided by conversions. Each is wrapped in IF so an empty row, or a campaign with no conversions yet, shows a blank instead of #DIV/0!.

Channel totals with SUMIFS

B22=SUMIFS($C$7:$C$18,$B$7:$B$18,$A22)

SUMIFS adds the spend of every campaign whose channel matches the name in column A. The dollar signs lock the data range so the formula copies down and across the summary table. Channel names must match exactly, so use the same spelling on every row.

Rates the right way: total, then divide

D22=IFERROR(SUMIFS($E$7:$E$18,$B$7:$B$18,$A22)/SUMIFS($D$7:$D$18,$B$7:$B$18,$A22),0)

Channel CTR is total clicks divided by total impressions for that channel, never the average of the campaign CTRs. The same pattern gives CPC, conversion rate, CPA and ROAS in the rest of the row. IFERROR shows 0 for a channel with no data yet.

Projected month-end spend

B32=ROUND(C19/DAY(B4)*DAY(EOMONTH(B2,0)),2)

DAY(B4) is how many days of data you have; DAY(EOMONTH(B2,0)) is the number of days in the month (31 for October). Spend per day so far times days in the month projects where you will land if nothing changes.

A pacing check you can read at a glance

B33

=IF(B32>B3*1.05,"Over pace: on track to spend "&TEXT(B32-B3,"$#,##0")&" over budget",IF(B32<B3*0.95,"Under pace: "&TEXT(B3-B32,"$#,##0")&" may go unspent","On pace"))

Within 5% either way counts as on pace; change 1.05 and 0.95 to the tolerance you work to. The sample is $2,701 over pace on October 20, which is the moment to lower daily budgets, not October 29.

Make it yours

Export each platform with the same date range and the same attribution setting you report on. Platforms each count conversions their own way, so totals across platforms can add up to more than your real orders.
Update B4 (Data through) every time you paste new numbers, or the pacing projection will be wrong.
For email, put emails delivered in the Impressions column and the email tool's cost (or a share of it) in Spend.
Insert extra campaign rows inside rows 7 to 18 so the ranges in the totals and the channel table grow with them.

FAQ

What is a good ROAS?

It depends on your margins. A ROAS of 4 means $4 of revenue per $1 of ads; if your gross margin is 25%, that $4 leaves $1 of gross profit, so you only broke even on the ad. Work out your break-even ROAS as 1 divided by your gross margin and judge campaigns against that.

What is the difference between CPA and CPC?

CPC is what you pay for each click. CPA is what you pay for each conversion (a sale, sign-up or lead). A campaign can have cheap clicks and an expensive CPA if few of those clicks convert.

Why do my platform conversions not match my store orders?

Each ad platform credits conversions using its own attribution window and model, and two platforms can both claim the same order. Use the platforms for comparing campaigns within a platform, and your store or analytics data for the real total.

Functions used

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Updated November 2, 2026