Blog · Board and management reporting
Copy a marketing manager scorecard layout with actuals, targets, direction rules, owners, and actions. Worked input rows and spreadsheet formulas show how to fill and check the workbook.
A marketing manager KPI template compares calculated actuals with approved targets, shows whether higher or lower is favorable, and gives every exception an owner and next action. The copyable layout below uses campaign inputs, explicit formulas, and checks that tie the scorecard back to its sources.
Use the existing KPI dashboard template for a general actual-versus-target layout, or copy these tables into your own workbook. This page provides the marketing-specific arrangement and worked formulas; it does not provide a separate downloadable marketing file.
Create worksheets named Inputs, Definitions, Scorecard, and Actions. Keep the reporting period and cutoff visible at the top of the review. For the cell references below, put each table's headers in row 1; place period notes outside these table ranges.
| Worksheet | Purpose | Entered or calculated? |
|---|---|---|
| Inputs | Campaign-level cost and outcome totals tied to exports | Entered from checked source summaries |
| Definitions | Unit, population, timing, and policy for every measure | Entered and approved |
| Scorecard | Actuals, targets, favorable direction, variance, and status | Actuals and status calculated; targets entered |
| Actions | Exception, named owner, due date, and evidence of resolution | Entered during the review |
Choose the measures with the manager before filling the workbook. This example includes spending, accepted leads, cost per accepted lead, and contribution after campaign costs. It illustrates a usable layout, not a universal list of marketing responsibilities. For a presentation organized around different decisions, see marketing dashboard examples.
The fictional US distributor below reviews completed acquisition cohorts in September 2026. All included leads have completed the same agreed observation window. The campaign register, lead export, customer records, and finance summary use the same channel mapping and acquisition-credit rule.
Copy these headers into A1:H1 and the channel rows into rows 2 through 4. Budget, cost, revenue, and cost of goods sold are USD. Lead and customer fields are counts of distinct records.
| A: Channel | B: Budget (USD) | C: Campaign cost (USD) | D: Leads | E: Accepted leads | F: New customers | G: Net revenue (USD) | H: COGS (USD) |
|---|---|---|---|---|---|---|---|
| Search | 15,000 | 16,000 | 160 | 64 | 16 | 80,000 | 48,000 |
| Webinar | 10,000 | 9,000 | 120 | 60 | 12 | 60,000 | 36,000 |
| Partners | 5,000 | 6,000 | 80 | 56 | 12 | 60,000 | 36,000 |
A check row in row 5 sums each numeric column. For example, B5 is =SUM(B2:B4); fill across through H5.
| Check | Budget (USD) | Campaign cost (USD) | Leads | Accepted leads | New customers | Net revenue (USD) | COGS (USD) |
|---|---|---|---|---|---|---|---|
| Sum of channel rows | 30,000 | 31,000 | 360 | 180 | 40 | 200,000 | 120,000 |
These rows summarize source records; they are not a substitute for them. Keep unique lead, customer, campaign, and transaction IDs in the underlying exports so an exception can be investigated without guessing which record changed.
When source records contain multiple periods, create the input summaries with conditional sums. Google's SUMIFS documentation explains summing values that meet multiple criteria. Use both period and channel criteria rather than adding unrelated rows that happen to share a campaign name.
The Definitions sheet should state enough for another person to reproduce the actual. Keep each definition stable during a review cycle and record approved changes before the next comparison.
| Measure | Unit | Definition required before use |
|---|---|---|
| Campaign spending | USD | Included cost categories, accrual cutoff, and campaign ownership |
| Accepted leads | Count | Unique leads accepted by sales under the agreed rule and window |
| Cost per accepted lead | USD per accepted lead | Included campaign cost divided by eligible accepted leads |
| Contribution after campaign costs | USD | Matched net revenue less COGS and included campaign cost |
This contribution excludes costs outside the stated policy and must not be labeled company net profit. Agree the lead handoff with sales; B2B sales KPIs cover the downstream measures without turning this template into a second sales scorecard.
Use the following columns in Scorecard, with the metric rows in rows 2 through 5. Targets are illustrative management choices. They are not external benchmarks.
| A: KPI | B: Favorable direction | C: Actual (USD except counts) | D: Target (USD except counts) | E: Actual minus target | F: Status | G: Owner | H: Next action |
|---|---|---|---|---|---|---|---|
| Campaign spending | Lower | 31,000 | 30,000 | 1,000 | Review | Marketing manager | Review spending exceptions |
| Accepted leads (count) | Higher | 180 | 200 | -20 | Review | Sales manager | Inspect rejection reasons |
| Cost per accepted lead | Lower | 172.22 | 150.00 | 22.22 | Review | Demand generation manager | Review channel mix |
| Contribution after campaign costs | Higher | 49,000 | 50,000 | -1,000 | Review | Finance partner | Validate matched costs |
Replace the displayed actuals with these formulas:
C2: =SUM(Inputs!C2:C4)
C3: =SUM(Inputs!E2:E4)
C4: =IF(SUM(Inputs!E2:E4)=0,"N/A",SUM(Inputs!C2:C4)/SUM(Inputs!E2:E4))
C5: =SUM(Inputs!G2:G4)-SUM(Inputs!H2:H4)-SUM(Inputs!C2:C4)
The cost-per-accepted-lead result is 31,000 / 180 = $172.22. Contribution is 200,000 - 120,000 - 31,000 = $49,000. Dollar ratios display two decimal places, while calculations retain their unrounded values.
Put this variance formula in E2 and fill it down:
=IF(AND(ISNUMBER(C2),ISNUMBER(D2)),C2-D2,"N/A")
Put this status formula in F2 and fill it down:
=IF(OR(NOT(ISNUMBER(C2)),NOT(ISNUMBER(D2))),"Check inputs",IF(B2="Lower",IF(C2<=D2,"Met","Review"),IF(B2="Higher",IF(C2>=D2,"Met","Review"),"Check direction")))
Google's IF documentation describes returning different values according to a logical test. Here, missing or nonnumeric actuals trigger a check rather than a favorable status. Restrict direction entries to Higher or Lower, and keep targets numeric.
Covirage is not affiliated with Google.
Reconcile the $31,000 campaign-cost total with the finance summary under the stated cost policy. Match 180 accepted leads to distinct accepted IDs, rather than counting status-history rows. Check that each of the 40 new customers appears once in this acquisition cohort and that net revenue includes matched credits and returns.
The contribution bridge must also hold: $200,000 revenue less $120,000 COGS equals $80,000 gross profit; less $31,000 campaign cost leaves $49,000. These identities prove the arithmetic, while the source matches establish which records belong in it.
Use the Actions sheet to record the selected response, owner, due date, and completion evidence. For adjacent review documents, sales management templates cover the sales side of the process. Do not combine unrelated measures into an overall score merely to reduce the number of discussion points.
Upload your scorecard workbook and supporting exports, or bring a Google Sheet with the same records. Covirage maps the columns, and its tools compute and check the figures; 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 workbook analysis for the supporting approach to analyzing the files your team already uses.
Include the reporting period, source inputs, metric definition, actual, target, favorable direction, variance, owner, and action. Separate entered targets from calculated actuals. Keep an exceptions list for missing records and a definition sheet explaining the cost and attribution policies.
Subtract target from actual, then interpret the sign using the metric's favorable direction. A positive variance is favorable for accepted leads but unfavorable for cost per accepted lead. Keep dollar, count, and percentage-point differences in their proper units.
Separate measures usually make the next decision clearer. Combining spending, lead volume, and contribution into one score requires weighting choices that can conceal tradeoffs. Show the individual results and the agreed actions unless the organization has an explicit reason for a composite.
This page supplies a copyable workbook layout and formulas, rather than a separate marketing-specific download. It also links to Covirage's existing general KPI dashboard template page. Adapt that structure or copy these tables into your working spreadsheet.