Download the Excel budget workbook →
Download the companion assumption register (CSV) →
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. The separate Excel workbook contains editable example inputs and formulas that update the forecast.
How to use the template
Set one scope
Choose the planning period and currency. Define an accepted inquiry, a qualified lead and a new customer before entering rates. The workbook uses three channel columns so the combined result is traceable to its assumptions. Replace the fictional example numbers with your own mature data or clearly labeled estimates.
Fill the amber input cells
Enter media spend, CPC, three stage-to-stage conversion rates and contribution per customer. Type 5% for a five-percent rate. Contribution is revenue less the variable costs you include, before advertising. Use the same revenue and outcome horizon across channels; a lifetime estimate and a first-order estimate are not comparable.
Read the calculation chain
The sheet exposes each funnel step and calculates combined CAC from total spend divided by total expected customers. A missing input produces n.a. instead of a plausible zero. Zero customers makes CAC unavailable while the advertising loss remains visible. Fractional expected customers are useful forecast values, not partial real customers.
Challenge the drivers before changing budgets
Save your original working copy, then change the CPC, qualification or close-rate assumptions that might worsen as spend expands. This is a conditional arithmetic forecast. Google Performance Planner uses provider auction information that this workbook does not have. Neither an attractive worksheet result nor a provider forecast is authorization to change spend.
Preview the worksheet
Every row shown here is included in the download. Scroll the table horizontally on a small screen.
| Assumption | Definition | Illustrative Search value |
|---|---|---|
| Period | Same planning period across all channels | One month |
| Currency | One currency; no automatic currency conversion | USD |
| Media spend | Planned platform spend for the period | 6000 |
| CPC | Media spend divided by compatible clicks | 3 |
| Accepted lead rate | Accepted inquiries divided by clicks | 5% |
| Qualification rate | Qualified leads divided by accepted leads | 60% |
| Close rate | New customers divided by qualified leads | 20% |
| Contribution per customer | Revenue less included variable costs, before media | 1000 |
| Outcome maturity | Time allowed for qualification and closed outcomes | Use a mature comparable cohort |
| Cost scope | Included costs and exclusions from contribution | Record fulfillment, fees, refunds and other variable costs |
| Expected clicks | Media spend / CPC | 2000 |
| Expected accepted leads | Clicks x accepted-lead rate | 100 |
| Expected qualified leads | Accepted leads x qualification rate | 60 |
| Expected customers | Qualified leads x close rate | 12 |
| Media CAC | Media spend / expected customers | 500 |
| Contribution after media | Customers x contribution per customer - media spend | 6000 |
Worked review example
The fictional combined example spends $10,000 across three channels and produces 170 expected accepted leads and 19 expected customers. Combined media CAC is about $526.32. With $1,000 contribution per customer before media, contribution after media is $9,000.
For the Search column alone, $6,000 at $3 CPC yields 2,000 clicks. A 5% acceptance rate, 60% qualification rate and 20% close rate imply 12 customers. If the close rate falls to 10%, expected customers fall to six and contribution after media becomes zero. The budget was unchanged; the commercial outcome assumption changed.
What this template does and does not establish
The Excel download contains formulas and fictional inputs; the CSV contains the assumption register without formulas. No macros, account connection, benchmark dataset, auction simulator, saturation model or causal estimate is included. Contribution after media excludes fixed overhead and is not net profit. The workbook is for lead-generation planning; use an ecommerce-specific model for repeat orders and retention.