EXCEL SOLUTIONS

Measure marketing campaign results

Cost per lead, conversion rate and return for each campaign.

IntermediateMarketingAbout 7 minutes

Sample data

Row	A	B	C	D	E
1	Campaign	Spend	Leads	Sales	Revenue
2	Email spring	500	120	18	2700
3	Social ads	1200	340	22	3300
4	Search ads	900	150	30	4800
5	Flyers	300	40	3	450

Marketing campaigns (fictional) Row 1 holds the headings. All data is fictional. Dates are year-month-day.

Steps

Each formula is already filled in and calculated. Edit it and press Run to try your own version. Nothing is saved or uploaded.

Cost per lead for the first campaign.
Result4.17
Share of leads that became sales.
Result15.0%
Revenue minus spend: the return.
Result2200
Return as a percentage of spend.
Result440%
Which campaign earned the most revenue?
ResultSearch ads
Total spend across all campaigns.
Result2900
Wrap divisions in IFERROR so empty campaigns do not break the sheet.
Result0.15

What to remember

Ratios (cost per lead, conversion, return) compare campaigns of different sizes fairly. Guard divisions with IFERROR.

Formulas used

ROUNDTEXTINDEXMATCHIFERROR

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