Marketing dashboard in Excel: sheets, formulas and checks

A marketing dashboard in Excel compares campaign spend, qualified leads and attributed revenue in a workbook whose totals can be checked. Keep source inputs separate from the dashboard marketing teams review, and calculate each overall rate from its underlying totals. The template below gives you the sheets, cells and checks to rebuild it.

Set up the workbook before adding charts

This is a worksheet layout to reproduce, rather than a downloadable file. The broader marketing dashboard guide covers report ownership and reconciliation; this version concentrates on reusable Excel formulas.

Use a fictional US business-services company reviewing September 2026 campaigns. Its reporting policy assigns each qualified lead and resulting win to one campaign. Attributed revenue is the net invoiced revenue assigned to those wins through the review cutoff. This is an agreed reporting allocation; it does not establish how much revenue marketing caused.

Create these tabs:

Put September 1, 2026 in Rules!B2 and October 1, 2026 in Rules!B3 as actual dates. Using the next period's start as an exclusive boundary avoids a separate rule for the last day of each month. Keep the same boundary for every input in this example.

Fill the campaign-input sheet

Place these headers in Campaigns!A1:F1 and the example records in rows 2 through 4. Every period cell contains September 1, 2026; the table abbreviates the date for space. Spend is the full campaign marketing cost under the workbook's documented policy.

The source-totals row is explanatory: keep it outside the input table. Convert only the headers and campaign records to an Excel table named Campaigns. Tables support calculated columns that apply a formula across their rows, as described in Microsoft's calculated-column instructions.

For your own report, aggregate each export to the same campaign-month level before combining amounts. Joining a campaign's full spend to every lead would repeat the cost. Retain the original campaign IDs in the workbook even if the displayed names are shorter.

Build the dashboard cells

On Dashboard, put Campaign, Spend, Qualified leads, Wins, Attributed revenue, Cost per qualified lead, Win rate and Revenue/spend in columns A:H. Enter Search, Events and Email in A2:A4.

In B2, use the campaign and reporting dates as conditions:

=SUMIFS(Campaigns[Spend],Campaigns[Campaign],$A2,Campaigns[Period],">="&Rules!$B$2,Campaigns[Period],"<"&Rules!$B$3)

Microsoft documents SUMIFS as summing values that meet multiple criteria. Copy this formula down through B4. For C, D and E, use the same formula with the sum column changed to Campaigns[Qualified leads], Campaigns[Wins] and Campaigns[Attributed revenue], respectively. Keep all criteria unchanged.

Enter these formulas in F2:H2 and fill down:

=IF(C2=0,"Not available",B2/C2)
=IF(C2=0,"Not available",D2/C2)
=IF(B2=0,"Not available",E2/B2)

The explicit zero checks use Excel's IF logic to distinguish an unavailable rate from a measured zero. Review missing inputs separately; a zero denominator does not tell you why the records are absent.

Display dollar rates to two decimal places, win rates to one decimal place and revenue/spend to two decimal places. Keep the full formula precision underneath those formats.

For row 5, sum columns B:E. Calculate F5 as =B5/C5, G5 as =D5/C5 and H5 as =E5/B5. The overall results are 48,000 / 200 = $240.00, 30 / 200 = 15.0%, and 210,000 / 48,000 = 4.375, displayed as 4.38. Do not average the campaign ratios.

Revenue/spend measures revenue coverage of the specified marketing costs. It is not a profit return; use marketing ROI versus ROAS when adding the contribution and cost boundaries.

Make the checks visible

Enter the independently retained source totals in Rules!B4:B7: spend, qualified leads, wins and attributed revenue, in that order. The checks sheet subtracts those controls from the dashboard results:

The spend proof is 18,000 + 24,000 + 6,000 − 48,000 = 0. The revenue proof is 72,000 + 90,000 + 48,000 − 210,000 = 0. Investigate missing campaign mappings before interpreting performance.

Only then add a spend comparison and a lead-to-win comparison. For alternative presentation choices, see marketing dashboard examples. Keep the checked table beside any chart so the reader can inspect its inputs.

Where it goes wrong

• Changing attribution midperiod. Relabeling old wins under a new rule creates movement without a change in business results. Record policy changes explicitly.
• Mixing cohorts. This month's new leads and wins from older leads do not form a cohort conversion rate. Use matched records or label the counts separately.
• Calling lead cost CAC. Qualified leads are not acquired customers. Customer acquisition cost uses a different denominator and cost boundary.
• Treating incomplete revenue as failure. Preserve the cutoff and maturity status so an unfinished campaign is not compared as though its revenue were final.

Covirage is not affiliated with Microsoft.

Compare your campaign file in Covirage

Bring your campaign export or completed workbook with its qualification rule, reporting dates and attribution assumptions. Covirage maps the columns; its tools compute and check the figures, and the external AI model explains the results with every figure traced to its rows. Create a free Covirage account and bring a sample of your own data.

See Covirage for sales teams for the supporting business context.