Free Marketing Dashboard Template (Excel)

What's inside the free marketing dashboard template

The template is a single Marketing Dashboard sheet, pre-filled with common channels — Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads, Email, SEO/content, Affiliate, Events, Referral, PR, Direct mail, plus an Other row — that you can rename or replace to match your own mix.

For each channel you enter budget, spend, leads, customers and revenue. That's it on the input side; every other number on the sheet is calculated from those five fields.

Below the channel table, a summary block rolls everything up into blended totals across your whole marketing spend, and a chart ranks channels by ROAS so you can see at a glance which ones are actually working.

The metrics tracked: budget, spend, leads, customers, revenue

Budget and spend are entered separately on purpose, so you can compare what you planned to spend against what you actually spent per channel — the difference shows up as a budget variance figure that flags negative (over-budget) in red.

Leads and customers are entered as raw counts per channel. Revenue is the dollar value those customers generated. Together, those three numbers are what every downstream metric on this dashboard is built from.

What calculates automatically: CPL, CAC and ROAS

Cost per lead (CPL) divides channel spend by channel leads. Customer acquisition cost (CAC) divides spend by customers, so you can see what it actually costs to win a paying customer through each channel, not just generate a lead.

ROAS (return on ad spend) divides revenue by spend per channel, and the summary block also computes a blended CPL, blended CAC and blended ROAS across every channel combined — the numbers you'd report in a monthly marketing review.

This one file covers what people search for as a marketing KPI template excel or a marketing scorecard template excel — it's the same channel-level KPI math, just under one page instead of three.

Reading the ROAS-by-channel chart

As soon as you fill in spend and revenue for a channel, it appears on the ranking chart alongside the others. A channel with a low ROAS relative to the rest is a candidate to cut or fix before you cut a channel with genuinely strong returns.

Because the chart is built directly from the same table you're already updating, there's no separate reporting step — the ranking updates the moment you edit a number.