Open the CSV in Excel, or import it into Google Sheets and choose comma-separated values. Save your working copy in a controlled location. The CSV contains the rows below and space for your notes; it has no macros, formulas or live account connection.
How to use the template
Use one definition per metric
A CPA based on accepted inquiries is different from one based on customers. Write the outcome beside the metric. When a label is ambiguous, change the label or add the definition instead of relying on everyone remembering last month's interpretation.
Keep source differences visible
Advertising platforms, Analytics and the order or CRM system can assign outcomes to different dates and channels. Google's traffic-source documentation distinguishes user, session and event scopes. Choose the scope that answers the reporting question, and do not silently merge unlike dimensions.
Explain the denominator
A ratio needs a compatible numerator and denominator. Use weighted totals when combining campaigns. Preserve zero-denominator results as undefined. For lead quality, show how many leads have been reviewed before interpreting the qualified share; low coverage can make a neat percentage misleading.
Make the report useful in a meeting
Close with a short decision log: what changed, the leading explanation, the evidence that could challenge it and the proposed action. A chart can reveal a pattern without establishing its cause. Put that limit beside the recommendation where a budget owner will see it.
Preview the worksheet
Every row shown here is included in the download. Scroll the table horizontally on a small screen.
| Report section | Metric or question | Definition or calculation |
|---|---|---|
| Scope | Reporting period | Start/end dates; currency; time zone; maturity cutoff |
| Scope | Included campaigns and markets | Explicit inclusion and exclusion list |
| Scope | Outcome definition | Accepted lead, qualified lead, first order or retained revenue |
| Delivery | Media spend | Compatible media costs for the selected scope |
| Delivery | Impressions and clicks | Keep link clicks and all clicks distinct |
| Efficiency | CPM / CPC | Spend / impressions x 1000; spend / selected clicks |
| Acquisition | Accepted inquiries or purchases | Count the defined outcome once |
| Acquisition | CPA | Compatible spend / defined acquisitions; undefined at zero |
| Quality | Qualified share | Qualified / reviewed eligible leads; show review coverage separately |
| Attribution | Platform-attributed revenue and ROAS | Compatible attributed revenue / media spend; record attribution settings |
| Business | Retained revenue and MER | Business retained revenue / total included media spend |
| Economics | Contribution after media | Retained revenue minus included variable costs and media |
| Experiment | Incremental evidence | Study scope; effect; uncertainty; design; result maturity |
| Comparison | Prior-period interpretation | Compatible duration, scope and conversion maturity; note promotions |
| Limit | What the report cannot establish | Missing outcomes, attribution mismatch or causal uncertainty |
| Decision | Proposed next action | Action; evidence; owner; approval; verification date |
Worked review example
Illustrative account: media spend is $12,000, platform-attributed revenue is $48,000 and compatible business retained revenue is $60,000. Platform ROAS is 4×; the corresponding business MER is 5×.
Do not add the two revenue figures or describe their $12,000 difference as untracked incremental sales. The systems answer different questions. The report should show both definitions and investigate only the discrepancies that matter to the decision.
What this template does and does not establish
The template supplies definitions and a structure, not a live connector or an attribution model. CSV files do not contain spreadsheet formulas here; calculate values using a compatible tool or your controlled reporting workbook.