Marketing ROI and cost per lead tracker

What the marketing roi and cost per lead tracker does

Marketing money should be traced to results. Record each campaign with the channel, the spend, the number of leads and customers it brought and the revenue, and the tracker works out the cost per lead, the cost per customer and the return on each shilling spent, and compares channels, so you can spend more where it works and stop where it does not.

Who it is for

Small business owners and marketers who spend on advertising, social media, events or promotions and want to know what works.

How to use the workbook

1. Add a row for each campaign with the channel and the spend.
2. Enter the leads, the customers won and the revenue.
3. Read the cost per lead, the cost per customer and the ROI.
4. Move budget from weak channels to strong ones.
5. Save a copy under a new name for each month or year, so earlier records stay as they were.

What is inside

• Spend, leads, customers and revenue for each campaign
• Cost per lead and cost per customer
• Return on investment for each campaign
• Totals and overall ROI at the top
• Summary of revenue by channel with a chart

The workbook has these sheets: Instructions, Campaigns, By channel. The main table has the columns Campaign; Channel; Spend; Leads; Customers won; Revenue; Cost per lead; Cost per customer. 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 code.
• Give a campaign time before you judge it.
• Count the value of repeat sales, not only the first.

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: Annual operating budget by department
• Another template: Break-even and pricing calculator

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