Use this spreadsheet to project marketing ROI for any type of campaign. Input your estimated conversion rates, sales unit projections, gross profit margin, expense projections and marketing costs and view your projected return on investment.

1. www.marketingmo.com
Marketing Campaigns
This workbook supports the Marketing Campaigns subject at www.marketingmo.com.
This workbook is designed for use with specific exercises in the MarketingMO planning and management SaaS. If a worksheet has gray and white cells, the white cells inside the
gray area are inputs and the results will be displayed in a printable format in the white area of the sheet. If a worksheet is all white, then the inputs and printable report are the
same. Some of the worksheets are linked to previous worksheets. Feel free to enter numbers into previous worksheet cell references if you haven't completed the previous sheets.
Calculations and formulas aren't protected, so check blank cells on the report sheets before entering values.
Some of the worksheets have tables with summary calculations at the end of the table. If you need to insert more rows, insert them in the middle of the data entry fields so the sum
formulas capture the new fields. Some of the worksheets have hidden rows or columns for formula calculations and deleting them will modify some of the features. If you modify
worksheets and wish to return to the original format, simply download a fresh copy from your account at www.marketingmo.com.
6.9.a Marketing Campaign Quantitative Goals
This worksheet will calculate how many marketing impressions or touches you need to reach your campaign goal, along with your total campaign conversion rate.
This is the first metric required to calculate marketing ROI.
Results Calculates the total number of impressions you'll need, the total number of responses and all of your conversion rates throughout the sales process.
6.9.b Campaign Revenue / Profit Projections
This worksheet is linked to 6.9.a and will calculate the revenue and profit projections for your campaign. This is step 2 to calculating your campaign's projected ROI.
Results Calculates the total projected revenue and profit produced from your campaign.
6.9.c Marketing Campaign Budget & ROI Analysis
This worksheet is linked to 6.9.a and 6.9.b (but can also function alone) and will organize your marketing campaign budget, project your initial ROI, and allow you to
input actual results to view your actual campaign ROI.
Results Calculates your total budget, projected campaign ROI, and the maximum you can spend and still hit your ROI goal. Also matches your projections to your
actual results.
6.9.d Marketing Campaign Budget by Month
This worksheet is linked to 6.9.c and is a report that organizes your marketing campaign budget by month.
Results Calculates your total budget, projected campaign ROI, and the maximum you can spend and still hit your ROI goal. Also matches your projections to your
actual results.
6.9.e Marketing Campaign Media Plan
This worksheet outlines your campaign media projections: media to use, cost, impressions, response and converstion rate.
Results Calculates your costs per impression, per response and per conversion.
6.9.f Campaign Results
Matches your campaign results to your original projections.
Results Calculates your revenue, profit or value of customers resulting from your campaign.
6.9.g Ad Response Rate Tracking
Allows you to track your media and response rates for future reference.
Results Averages your response rates for specific measurements.
6.9.h Campaign Variable Test Matrix
Allows you to record results from an a/b test.
Results Calculates your cost per success criteria for each ad.
6.9.i Improve Campaign Results
Review how improvements to specific campaign variables affect your campaign metrics and results.
Results Calculates how improved conversion rates impact your campaign.

2. Marketing Campaign Quantitative Goals Projection
Campaign Name 0
Run Dates 0
Prepared By 0
Date
Based on our conversion rate estimates, here's how many IMPRESSIONS & RESPONSES we'll need to generate in our
campaign in order to reach our goal:
Conversion rate estimate 0.00%
Total impressions needed
Total responses needed
Below is the breakdown of projected prospects at each step in our sales process:
# of prospects that
Cumulative % of
should reach this
Step Step respondees who reach
step (rounded up to
this step (calculated)
next whole number)
1 100.00%
Total customers we'll generate at these conversion rates
% of our impressions that will reach our goal
% of our impressions that become customers
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3. Campaign Revenue / Profit Projections
Campaign Name 0
Run Dates 12/30/1899
Prepared By 0
Date 12/30/1899
% of new
Total unit sales Total Total
customers
Products / services (Or just enter the projected projected
who buy this
total unit sales) REVENUE PROFIT
item
0%
0%
0%
0%
0%
TOTAL 0% 0.0 $- $-
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4. Marketing Campaign Budget & ROI Analysis
Campaign
Date of budget
Year the campaign starts
BUDGET ACTUAL
Item NOTES
Total (or enter Month Total (or enter
Month incurred Units Cost per unit Units Cost per unit
total) incurred total)
[enter a heading] Choose Choose
$- $-
$- $-
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$- $-
[enter a heading]
$- $-
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$- $-
$- $-
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$- $-
[enter a heading]
$- $-
$- $-
$- $-
$- $-
$- $-
$- $-
$- $-
$- $-
[enter a heading]
$- $-
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$- $-
[enter a heading]
$- $-
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$- $-
$- $-
$- $-
$- $-
$- $-
$- $-
*Enter this total into the master budget in this month Total $- $- Total
Enter your projected revenue (from b, or enter manually) $- $- Variance in expenses
Enter your projected profit (from b, or enter manually) $- % over (under)
ROI for this budget and profit level Enter the revenue you generated
What is your normal goal ROI/hurdle rate? Enter the profit you generated
Maximum you can spend on the campaign and still hit your goal ROI $- #DIV/0! ROI
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5. Marketing Campaign Budget by Month
This sheet totals your expenses (from the previous sheet) so it's easy to enter into your master budget for the year.
Campaign
Date of budget
Month Budget Actual NOTES
Jan Err:504 $-
Feb Err:504 $-
Mar Err:504 $-
Apr Err:504 $-
May Err:504 $-
Jun Err:504 $-
Jul Err:504 $-
Aug Err:504 $-
Sep Err:504 $-
Oct Err:504 $-
Nov Err:504 $-
Dec Err:504 $-
Jan 1 Err:504 $-
Feb 1 Err:504 $-
Mar 1 Err:504 $-
Apr 1 Err:504 $-
May 1 Err:504 $-
Jun 1 Err:504 $-
Jul 1 Err:504 $-
Aug 1 Err:504 $-
Sep 1 Err:504 $-
Oct 1 Err:504 $-
Nov 1 Err:504 $-
Dec 1 Err:504 $-
Total Err:504 $-
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6. Marketing Campaign Media Plan
Plan the number of impressions for each media and project results and costs
How many impressions do you need/want to generate?
(Pulls from a if you completed it.)
Here are the number of impressions to generate, estimated costs and estimated conversion rates
Impressions Costs Response & conversion Estimated # of responses Cost projections
Examples of media to use % of responses that
Estimated
will convert to your
# of response rate
Cost per OR Total cost goal # of Conversion Cost per Cost per Cost per
impressions TOTAL COST
impression for this media responses Results impression response Conversion
planned
In a, you used Here's the figure from
0% a: 0%
Sales force
Cold calling - - $-
Sales activities - - $-
Relationship activities - - $-
Telemarketing
Outbound calling - - $-
Inbound call handling - - $-
Internet
Online advertising - - $-
Email campaigns - - $-
Organic search - - $-
Paid search - - $-
Webinars - - $-
Viral campaigns - - $-
Ongoing email newsletters - - $-
Social media
Trade shows & events
Trade show exhibits or events - - $-
Seminars or events you create - - $-
Events you sponsor - - $-
Publicity
Product- or solution-related stories - - $-
Distribute press releases (and optimize for the web) - - $-
Speaking engagements - - $-
Blogs - - $-
Stories about your company - - $-
Direct mail
Simple sales letters or postcards - - $-
Special mailpiece for a particular campaign - - $-
Traditional media
Print ads - - $-
Yellow pages - - $-
Radio - - $-
Television $-
Outdoor - - $-
Total - - - * $-
Over (under) goal - #DIV/0! #DIV/0!
Conversion
Overall
rate of *May show slight discrepancy due to rounding
response
responses
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7. Campaign Results
Compares campaign results to original projections.
Campaign
Date
QUANTITATIVE RESULTS
GOAL (from a if Over (under)
Step Explanation (from sheet a) ACTUAL Variance
used) goal
1
2
3
4
5
6
TOTAL UNITS, REVENUE AND PROFIT
If you prefer to track the number of new customers and their lifetime value, skip this chart and use the next.
# of units Revenue per Gross profit per TOTAL
Products / services TOTAL PROFIT
sold unit (price) product REVENUE
$- $-
$- $-
$- $-
$- $-
$- $-
Total - Total $- $-
Projected Projected
Variance - Variance $- $-
Over (under) #DIV/0! Over (under) #DIV/0! #DIV/0!
LIFETIME VALUE OF NEW CUSTOMERS
# of new Lifetime value Total profit in
Customer segment
customers per customer* today's dollars
- Total $-
Projected* $-
- Variance $-
#DIV/0! Over (under) #DIV/0!
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8. Ad Response Rate Tracking
Tracks the response rates for various ads.
Success measurements used:
1
2
3
Number of responses Response rate (of TARGETED impressions)
Total
Total Measurement 1 Measurement 2 Measurement 3 Measurement 1 Measurement 2 Measurement 3
Ad name Publication Description Run date TARGETED
impressions
impressions
#
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
CURRENT AVERAGE #DIV/0! #DIV/0! #DIV/0!
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9. Campaign Variable Test Matrix
Evaluate two different ads to see which generates better results. Test one distinct variable at a time.
Campaign
Test dates
Purpose of test
Ad #1 Ad Description
Ad #2 Changes from Ad #1
Criteria to measure success on the campaign
For example, number of information requests or number of orders.
Success criteria 1
Success criteria 2
Results AD #
1 2
Success criteria 1
Success criteria 2
Total cost of the ad
Cost analysis
Cost per
Cost per
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10. Improve Campaign Results
Displays how improved conversion rates can impact costs and results.
Campaign
Date
Media cost of campaign Don't include ad production costs
Enter the number Conversion rate Conversion rate (of
Results
you achieved (of previous step) total impressions)
Improvement goals
With improved conversion rates at different points, here are the results be with the same # of impressions.
# of responses
Conversion rate (of
Results GOAL you'd generate at
previous step)
goal rate
-
-
-
Cost comparisons
Here are the resulting costs of the improvements.
Cost per goal in
Goal
Current scenario Improved scenario
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