DTC / E-Commerce

Marketing Spend & ROAS Dashboard

Aggregate spend across Meta, Google, TikTok, Email — auto-calculated ROAS, CPA, CTR per channel, blended portfolio ROAS, and a daily revenue trend chart.

What's Inside

Start Here — How to log spend, what gets auto-aggregated, and tips on consistent channel naming.
Spend Log — Append a row per day per channel per campaign. Spend, impressions, clicks, conversions, revenue.
Channel Summary — Auto-aggregated per channel — Total Spend, Total Revenue, ROAS, CPA, CTR. All formulas, no manual entry.
Dashboard — Snapshot (Total Spend, Revenue, Blended ROAS, Conversions, Avg CPA), per-channel breakdown with status pills (Strong / OK / Underperforming), daily revenue trend line chart.

Key Features

ROAS, CPA, CTR per channel auto-calculated from raw Spend Log entries.
Blended ROAS across all channels surfaced as a single hero tile.
Channel status pills: 3x+ ROAS = Strong, 1-3x = OK, <1x = Underperforming.
Daily revenue and spend trend chart so you spot pull-backs and wins.
Currency / percent / "2.45x" ROAS formatting baked in.
Append-one-row-per-day workflow — Dashboard updates live.

Sample Formulas

Here are some of the formulas powering this template:

ROAS per channel from raw log

=SUMIF('Spend Log'!B:B,"Meta",'Spend Log'!H:H)/SUMIF('Spend Log'!B:B,"Meta",'Spend Log'!D:D)

Blended ROAS across all channels

=SUM('Spend Log'!H:H)/SUM('Spend Log'!D:D)

Status pill logic per channel

=IF(D2>=3,"Strong",IF(D2>=1,"OK","Underperforming"))

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