Free Marketing Budget & ROI Tracker (Excel)
Plan the budget, log the spend, and see which channels actually pay. Cost per lead, CAC, ROAS and ROI calculate themselves for every channel — with a health light that shows where money is burning.
- Budget vs actual, per channel — variance calculates itself and overspend turns red.
- CAC & ROAS done for you — type spend, leads, customers and revenue; every metric fills itself in.
- Red / amber / green health lights — ROAS under 1.5 goes red, so channels that burn money jump out.
- Blended totals — one ROAS, one CAC and one ROI figure across your whole marketing budget.
| Channel | Budget | Spend | Variance | Leads | Cost/lead | Customers | CAC | Revenue | ROAS | ROI % |
|---|---|---|---|---|---|---|---|---|---|---|
| Paid search | £4,000 | £4,250 | -£250 | 170 | £25.00 | 26 | £163 | £19,500 | 4.6 | 358.8% |
| Paid social | £3,000 | £3,180 | -£180 | 240 | £13.25 | 14 | £227 | £7,000 | 2.2 | 120.1% |
| SEO & content | £2,500 | £2,400 | £100 | 130 | £18.46 | 18 | £133 | £12,600 | 5.3 | 425.0% |
| £800 | £750 | £50 | 95 | £7.89 | 11 | £68 | £2,100 | 2.8 | 180.0% | |
| Events | £3,500 | £4,600 | -£1,100 | 45 | £102.22 | 3 | £1,533 | £4,100 | 0.9 | -10.9% |
| Referral & partners | £1,000 | £900 | £100 | 30 | £30.00 | 9 | £100 | £2,400 | 2.7 | 166.7% |
| Organic social | £600 | £620 | -£20 | 55 | £11.27 | 4 | £155 | £1,300 | 2.1 | 109.7% |
| Direct mail | £1,200 | £1,150 | £50 | 22 | £52.27 | 2 | £575 | £1,900 | 1.7 | 65.2% |
| TOTAL | £16,600 | £17,850 | -£1,250 | 787 | £22.68 | 87 | £205 | £50,900 | 2.9 | 185.2% |
Preview of the actual tracker — type budget, spend, leads, customers and revenue; every metric and health light updates itself.
Everything you need to run a marketing budget
Not a blank spreadsheet — a finished tracker with the formulas already built. Open it and start typing.
Budget vs actual
Set a monthly budget per channel and log what you actually spent. Variance calculates itself, and overspend shows in red before it snowballs.
Cost per lead & CAC
Type leads and customers won per channel — the tracker turns spend into cost per lead and cost per customer automatically.
ROAS health lights
Every channel scores its own return on ad spend. Green at 3 or better, amber between 1.5 and 3, red below 1.5 — burners jump off the page.
Blended totals
A KPI band and totals row blend every channel into one budget, one revenue figure, one ROAS and one CAC — the numbers your marketing actually runs on.
Up and running in two minutes
No setup, no login, no learning curve.
Download & open
Grab the .xlsx and open it in Excel (or Google Sheets / Numbers). Eight sample channels are filled in so you can see how it works.
Enter spend & results
One row per channel: budget, actual spend, leads, customers and revenue go in the amber cells. Everything else fills itself in.
See what pays — and what burns
Cost per lead, CAC, ROAS and ROI update live. Green channels earn, red ones burn — move the money accordingly.
Free marketing budget template — questions
Yes — completely free. Fill in the short form above and the Excel file downloads straight away. No payment, no trial, no catch.
Yes. It's a standard .xlsx file, so it opens in Microsoft Excel, Google Sheets and Numbers. The formulas, the red / amber / green lights and the totals all carry across.
It depends on your margins, but as a working rule the tracker marks 3 and above healthy, 1.5–3 as watch, and under 1.5 at risk — a channel returning less than 1.5× its spend rarely covers its true cost once time and margin are counted. The thresholds are visible on the sheet, so you can judge against your own numbers.
We make Landing — a platform where teams, agencies and growing businesses run marketing, projects and reporting in one place. We give away genuinely useful tools; if some downloaders later want the version that fills the numbers in automatically, that's the trade. The file is yours forever either way.
More free tools
Grab another — all free, no signup to browse.
Meet Landing — marketing ROI that tracks itself
This spreadsheet still relies on you typing the numbers in. Landing's analytics ties revenue to channel automatically — UTM tracking and attribution built in — so CAC and ROAS stay live while campaigns run, alongside CRM, projects, invoicing and 40+ connected tools.
See Landing in action →