Monitor ad spend, performance metrics, and campaign ROI with precision
✓ Free to download · ✓ Excel 2016+ and Google Sheets · ✓ Custom version in 24h
The ads platform optimises for what it can see. This tracker joins spend to the revenue that actually landed, so campaigns are judged on contribution rather than on platform-reported conversions.
The actual columns, with sample rows
| A | B | C | D | E | F | G |
|---|---|---|---|---|---|---|
| 1 | Campaign | Spend | Clicks | Leads | Revenue | ROAS |
| 2 | Brand | 1,840 | 4,120 | 212 | 18,400 | 10.0 |
| 3 | Generic – high intent | 6,220 | 3,880 | 141 | 22,600 | 3.6 |
| 4 | Generic – broad | 4,910 | 9,440 | 96 | 5,100 | 1.0 |
| 5 | Competitor | 2,180 | 1,020 | 38 | 7,900 | 3.6 |
Why each one is written the way it is
=IF([@Spend]=0,"",[@Revenue]/[@Spend])
Return on ad spend against booked revenue, not platform-attributed conversions. The two differ by more than most teams expect.
=IF([@Leads]=0,"",[@Spend]/[@Leads])
Cost per lead. Useful for comparison, dangerous as a target — the cheapest leads are frequently the ones that never close.
=SUMIFS(Deals[Value],Deals[Source],[@Campaign],Deals[Stage],"Closed won")
Revenue joined from the CRM by campaign, which is the join that makes the whole sheet worth maintaining.
=IF([@Clicks]=0,"",[@Leads]/[@Clicks])
Landing page conversion rate. Separating it from cost per lead distinguishes an ad problem from a page problem.
A worked example with real numbers
A broad-match campaign showed the best cost per conversion in the ads interface and received the largest budget. Joined to closed revenue it returned €1.00 per €1.00 spent — the conversions were real form fills that never bought. Shifting its budget to the high-intent campaign, which looked worse in-platform, raised blended ROAS from 2.4 to 3.4 at identical total spend.
Tab by tab
| Tab | Contents |
|---|---|
| Campaigns | Spend, clicks and leads by campaign and week. |
| Deals | Closed revenue with campaign source from the CRM. |
| Keywords | Search-term level spend and conversion. |
| Dashboard | ROAS and cost per lead by campaign. |
| README | How campaign source is captured through to the CRM. |
What is included, and what to look at next
Specific to this workbook, not generic
Because it optimises for the conversion event you gave it, which is usually a form fill. If half of one campaign's form fills never buy, the platform cannot know that unless you tell it.
A hidden field on the form populated from the UTM parameters, carried through to the deal record. Without that join, this sheet cannot be built.
Weekly for spend pacing, monthly for ROAS. Revenue lags spend by the length of your sales cycle, so judging ROAS weekly on a 60-day cycle is measuring noise.
"This tracker has transformed how we manage our Google Ads campaigns. We've improved our ROAS by 40% through better budget allocation and performance monitoring."