A simple layout for tracking the return on marketing spend based on monthly cohorts.
This is a really cool Excel calculator for tracking the average return on investment (ROI) and the Internal Rate of Return (IRR) per a given marketing spend.
The nice thing about adding in IRR is that it takes time into account for a better analysis on the timing aspect of the returns.
The model can be used for any business that has a marketing / advertising spend and then direct revenues related to that spend that happen in the same month or over time or both. The model is driven from monthly cohorts.
The user enters their marketing spend for each month (downwards) and then the revenue generated from that spend to the right of each spend month cohort. Up to 131 months of time can be tracked at once.
A final total ROI and IRR are also derived from a consolidated view of all months based on the spend month and return on that month's spend over time as well as the average number of months it takes to pay back the initial spend.
To make it easier to understand, each row of the file is the performance of a single month. It will have the initial spend in the first box and then the revenue directly related to that spend in each future month.
As you go down in rows, the revenue data entry will start further and further to the right. There are advanced formulas used in order to get the proper timing of cash in/out on the periods.
A final metric will show the average number of months it takes to recover the initial ad spend for each month and in aggregate. It is possible the spend never gets recovered if future revenue generated from a given month is less than the marketing investment.
Got a question about the product? Email us at support@flevy.com or ask the author directly by using the "Ask the Author a Question" form. If you cannot view the preview above this document description, go here to view the large preview instead.
Source: Best Practices in Return on Investment, Advertising, Marketing Budget Excel: Marketing & Advertising Return-on-Investment Tracker Excel (XLSX) Spreadsheet, Jason Varner | SmartHelping
ROI Consulting Frameworks Organizational Design Business Case Development Financial Modeling Business Case Example Growth Strategy Maturity Model Consulting Training Gap Analysis Entrepreneurship Porter's Five Forces Current State Assessment Strategy Frameworks Core Competencies Strategy Development Process Improvement Leadership Marketing Plan Development Marketing Budget Deal Structuring Private Equity Employee Training Project Planning Workbook
![]() |
Receive our FREE Primer on Lean Management
This 32-page presentation from Operational Excellence Consulting explains the Lean Management philosophy, based on the Toyota Production System (TPS). Learn to eliminate waste. |