Marketing campaign tracker

What the marketing campaign tracker does

Marketing money should earn its keep. List each campaign with its channel, dates, budget and actual spend, the leads it brought and the sales you can trace to it, and the tracker works out the cost per lead and the return on spend for every campaign and shows spend by channel.

Who it is for

Small business owners, marketing officers and agencies who run ads, promotions and events and want to know which ones work.

How to use the workbook

1. Enter each campaign with its channel, dates and budget.
2. Type the actual spend as the campaign runs.
3. Record the leads and the sales you can link to it.
4. Read the cost per lead and the return; do more of what works.
5. Save a copy under a new name for each month or year, so earlier records stay as they were.

What is inside

• Campaign, channel, dates, budget and spend
• Leads and sales recorded
• Cost per lead and return on spend
• Spend by channel with a chart
• Space for 100 campaigns

The workbook has these sheets: Instructions, Campaigns, Summary. The main table has the columns Campaign; Channel; Start; End; Budget; Spend; Leads; Sales (KES). Yellow cells are for you to fill in and grey cells calculate by themselves, so leave the grey cells alone. The example rows show how it works; type over them with your own entries.

Tips for getting it right

• Ask every new customer how they found you.
• Give each campaign its own phone number, link or discount code.
• Judge a campaign after its full run, not after one day.
• Keep a note of what you would change.

Why keep this record

Running a business on memory works until it grows. Writing the numbers down turns opinions into facts you can compare month to month, and shows early which products, customers or costs deserve attention. Even a simple workbook, used every week, usually beats a sophisticated one that is opened once a year.

Questions people ask

Do I need to know Excel formulas? No. Type into the yellow cells and the rest is worked out for you. The formulas are visible if you want to see how a figure is reached.

Can I add rows or change the layout? You can add your own columns to the right and your own notes. If you insert rows inside a table, copy the grey formula cells down so the new rows calculate too.

Will it work on my phone or in Google Sheets? Yes for viewing and typing, but dropdown lists and the charts look best in desktop Excel or LibreOffice.

Keeping it safe and up to date

A plan is only as good as the numbers you put in. Start with honest estimates, update the workbook as real figures arrive, and compare the two so your next estimate is better. Save a dated copy each month so you can see how your thinking changed.

Read how to build a cash flow forecast for the wider picture. See more business templates or ask us for a custom one.

The workbook works in Microsoft Excel, LibreOffice and Google Sheets. It is a tool to help you work out and record figures, not tax, legal or accounting advice, and it is not affiliated with the Kenya Revenue Authority. If something does not work as described, contact us and we will put it right.

Related guides, calculators and templates

• Guide: How to build a 12-month cash flow forecast for a small business
• Guide: How to price your products and services: markup, margin and break-even
• Guide: Turnover tax for small businesses in Kenya: rate, limits and when to use it
• Another template: 12-month cash flow forecast
• Another template: Break-even and pricing calculator
• Another template: Budget versus actual tracker

Need something different? Request a custom template, browse all guides or see every Excel template.