DTC / E-Commerce

Marketing Spend & ROAS Dashboard

All your ad spend in one place. Paste numbers from Meta, Google, and TikTok into a single sheet and instantly see which channels are printing money and which are burning it. Budget pacing, cost per acquisition, and ROAS — calculated automatically.

What's Inside

Spend Log — One row per campaign per day (or week). Channel (Meta / Google / TikTok / Email / Other), campaign name, date, spend, impressions, clicks, conversions, and revenue attributed. Paste from each platform's export and the dashboard does the rest.
Budget Tracker — Monthly budget allocation per channel with actual spend running totals. See budget pacing at a glance — how much you've spent vs. how much you planned to spend, and how many days are left in the month.
Dashboard — Total ROAS, ROAS by channel, cost per acquisition, click-through rate, spend vs. revenue trend lines, and a channel mix pie chart. Highlights your best and worst performing campaigns so you know where to double down or cut.

Key Features

ROAS calculated per channel and per campaign — see exactly what's working
Budget pacing shows daily run rate vs. monthly allocation so you don't overspend
Cost per acquisition (CPA) by channel for apples-to-apples comparison
Click-through rate and conversion rate breakdowns per campaign
Monthly trend sparklines show whether performance is improving or declining
Works for any channel mix — add or remove platforms without breaking formulas

Sample Formulas

Here are some of the formulas powering this template:

ROAS by channel

=SUMIFS(H:H,B:B,K2)/SUMIFS(E:E,B:B,K2)

Budget pacing (% of monthly budget spent)

=SUMIFS(Spend!E:E,Spend!B:B,A2,Spend!D:D,">="&DATE(YEAR(TODAY()),MONTH(TODAY()),1))/B2

Cost per acquisition

=IF(SUMIFS(G:G,B:B,K2)=0,"No conversions",SUMIFS(E:E,B:B,K2)/SUMIFS(G:G,B:B,K2))

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