How to learn Campaign Reporting Templates for Spreadsheet Proficiency in Marketing Analyst for free

Why this matters

Marketing Analysts report performance regularly. Clean, reusable campaign reporting templates save hours each week, reduce errors, and make decisions faster. Typical tasks you will face:

Weekly paid media performance by channel and campaign
Budget pacing vs target with forecast to month-end
Creative A/B test results with statistical clarity
Funnel summary: impressions → clicks → leads/orders → revenue
Executive dashboard highlighting trends and anomalies

What you will build in this lesson

A tidy Data tab with validation-ready columns
A Summary tab that aggregates with SUMIFS/PIVOT
A Dashboard tab with dynamic date filters, pacing, and charts

Progress note: The quick test at the end is available to everyone; only logged-in users will see saved progress.

Concept explained simply

A campaign reporting template is a spreadsheet you can copy each reporting cycle. You paste or import raw results into a Data tab; the template auto-calculates KPIs and updates summaries, pacing, and charts without manual rework.

Mental model

Think of it as plumbing:

Inputs (Data): clean columns for Date, Channel, Campaign, Spend, Impressions, Clicks, Conversions, Revenue
Pipes (Formulas): consistent calculations (CTR, CPC, CPA, ROAS) and flexible aggregations (SUMIFS, pivots)
Outputs (Dashboard): clear tables and charts answering stakeholders’ questions

Formula dictionary (open when you need it)

CTR = IFERROR(Clicks / Impressions, 0)
CPC = IFERROR(Spend / Clicks, 0)
CPA = IFERROR(Spend / Conversions, 0)
Conversion Rate (CVR) = IFERROR(Conversions / Clicks, 0)
ROAS = IFERROR(Revenue / Spend, 0)
SUMIFS(range, criteria_range1, criteria1, ...)
TODAY(), EOMONTH(start, months), DAY(date)

Template design checklist

One row per day per campaign (granular and tidy)
Separate Data, Summary, Dashboard tabs
Derived columns: CTR, CPC, CPA, ROAS, CVR
Dynamic date range (e.g., last 7, MTD)
Validation: no blank Date/Channel/Campaign/Spend columns
Documented assumptions in a small notes area

Worked examples

Example 1 — Weekly channel performance

Goal: Sum this week’s metrics by Channel.

Data columns (A:H): Date, Channel, Campaign, Impressions, Clicks, Spend, Conversions, Revenue.

Summary layout:

B1: Start_Date, C1: End_Date (enter the week range)
Channels in A3:A6 (e.g., Paid Search, Paid Social, Display, Email)

Formulas (row 3 copy down):

Impressions: =SUMIFS(Data!$D:$D, Data!$A:$A, ">="&$B$1, Data!$A:$A, "<="&$C$1, Data!$B:$B, $A3)
Clicks: =SUMIFS(Data!$E:$E, Data!$A:$A, ">="&$B$1, Data!$A:$A, "<="&$C$1, Data!$B:$B, $A3)
Spend: =SUMIFS(Data!$F:$F, Data!$A:$A, ">="&$B$1, Data!$A:$A, "<="&$C$1, Data!$B:$B, $A3)
Conversions: =SUMIFS(Data!$G:$G, Data!$A:$A, ">="&$B$1, Data!$A:$A, "<="&$C$1, Data!$B:$B, $A3)
Revenue: =SUMIFS(Data!$H:$H, Data!$A:$A, ">="&$B$1, Data!$A:$A, "<="&$C$1, Data!$B:$B, $A3)
CTR: =IFERROR(Clicks/Impressions,0), CPC: =IFERROR(Spend/Clicks,0), CPA: =IFERROR(Spend/Conversions,0), ROAS: =IFERROR(Revenue/Spend,0)

Tip

Switch to a Pivot Table if you prefer: Rows=Channel, Filters=Date between Start_Date and End_Date, Values=Sum of metrics.

Example 2 — Budget pacing MTD

Inputs: Monthly_Budget in B2, Today = TODAY() in B3, Start_of_Month = EOMONTH(Today,-1)+1 in B4, End_of_Month = EOMONTH(Today,0) in B5
Days_in_Month = DAY(End_of_Month) in B6
Days_Elapsed = Today - Start_of_Month + 1 in B7
Target_to_Date = Monthly_Budget * (Days_Elapsed / Days_in_Month) in B8
Actual_to_Date = SUMIFS(Data!$F:$F, Data!$A:$A, ">="&Start_of_Month, Data!$A:$A, "<="&Today) in B9
Pacing_% = IFERROR(Actual_to_Date / Target_to_Date, 0) in B10
Forecast_EOM = IFERROR(Actual_to_Date / Days_Elapsed, 0) * Days_in_Month in B11

Visualize

Insert a line chart with two series: Cumulative Target vs Cumulative Actual across the month.

Example 3 — Creative A/B test roll-up

Goal: Compare Creative A vs B within the same campaign and date range.

Filter Data to one Campaign and Date range
Group by Creative_Name
Aggregate: Impressions, Clicks, Spend, Conversions
KPIs: CTR, CPC, CPA, CVR

Simple layout formulas (A/B on rows):

Clicks_A = SUMIFS(Data!$E:$E, Data!$C:$C, campaign, Data!$I:$I, "A", Data!$A:$A, ">="&start, Data!$A:$A, "<="&end)
Clicks_B similar; repeat for other metrics
CVR = IFERROR(Conversions/Clicks,0)

Interpretation

Pick the winner by CPA for lead gen or by ROAS for ecommerce. If close, check sample sizes to avoid overreacting to noise.

Build steps (follow-along)

Step 1 — Structure tabs

Create tabs: Data, Summary, Dashboard
On Data: set columns Date, Channel, Campaign, Impressions, Clicks, Spend, Conversions, Revenue
Add derived columns on Data: CTR, CPC, CPA, ROAS

Step 2 — Date controls

On Summary: cells B1=Start_Date, C1=End_Date
Optionally auto-fill last 7 days: B1=TODAY()-6, C1=TODAY()

Step 3 — Aggregations

Set a channel list in A3:A
Use SUMIFS to populate totals per channel bounded by Start_Date/End_Date

Step 4 — Dashboard visuals

Insert a line chart for cumulative spend vs target
Add a bar chart for ROAS by channel
Add clear KPI cards (big numbers) for Spend, Conversions, Revenue

Common mistakes and self-check

Mixed granularity (weekly + daily in Data): always one row per day per campaign
Manual totals: use SUMIFS or pivots to avoid hand sums
Division by zero: wrap with IFERROR(...,0)
Wrong date bounds: include both ">=" Start and "<=" End consistently
Hidden filters: reset filters before exporting or aggregating

Self-check

Change the Start_Date/End_Date: do numbers update everywhere?
Pick a random campaign and manually sum two days — does Summary match?
Do CTR + CPC + CPA recompute when clicks/conv are zero?

Who this is for

Marketing Analysts and aspiring analysts
Performance marketers who need repeatable weekly reports
Freelancers preparing client-ready dashboards

Prerequisites

Comfort with spreadsheets (basic formulas)
Know core metrics: impressions, clicks, spend, conversions, revenue
Basic pivot table usage (optional but helpful)

Learning path

Before: Basic spreadsheet formulas and formatting
Now: Campaign Reporting Templates
After: Data import automation, attribution nuances, and cohort analyses

Hands-on exercises

Complete these in a new workbook. They mirror the exercises below so you can check your work.

Exercise 1 — Weekly multi-channel report

Create Data, Summary, Dashboard tabs
On Data, enter 7 daily rows for two channels (Paid Search, Paid Social) with sample metrics
On Summary, set Start_Date and End_Date; build a table by Channel calculating all KPIs
On Dashboard, add a bar chart for ROAS by Channel

Exercise 2 — Budget pacing and forecast

Create a Pacing area with fields: Monthly_Budget, Today, Start_of_Month, End_of_Month, Days_in_Month, Days_Elapsed
Compute Target_to_Date, Actual_to_Date (summing Data!Spend), Pacing_%, and Forecast_EOM
Insert a line chart comparing cumulative Target vs Actual

Checklist before you move on

Your summary updates when you change Start_Date/End_Date
No formula errors when clicks or conversions are zero
Pacing_% makes sense (≈100% means on target)
Charts are readable and labeled

Practical projects

Client-ready weekly deck: one-page Dashboard with top KPIs, a spend vs target line, and a ROAS bar by channel
Creative test lab: a Summary that isolates a campaign and compares creatives on CPA/CVR
Quarter-to-date rollup: a template that switches between WTD, MTD, QTD via date controls

Next steps

Add validation to Data (no negative spend, required fields)
Introduce campaign naming conventions for cleaner grouping
Automate paste-in with consistent column order

Mini challenge

In your template, add a toggle cell with "Lead Gen" or "Ecom". If Lead Gen, highlight CPA; if Ecom, highlight ROAS. Implement with a simple IF to choose which KPI to display prominently.

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Campaign Reporting Templates

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