Marketing report template: spend, sales and ROAS by channel
Short answer
A marketing report shows each channel's spend, visits, conversion rate, ROAS and cost per order on one sheet, so you can see which channel pays for itself. Judge each channel against its own normal: the median store converts 4.57% of email visits but 1.3% of paid social visits.
What this report answers
Which channel paid for itself?
Is paid social converting at its normal rate?
What does an order cost from each ad channel?
Every number and how it's computed
| Number | Formula |
|---|---|
| Conversion rate | Orders ÷ sessions, per channel |
| ROAS | Revenue credited to the channel ÷ its spend |
| Cost per order | Spend ÷ orders |
| Total ROAS (MER) | Revenue from every channel ÷ total ad spend |
A filled-in example
| Channel | Spend | Sessions | Conversion | ROAS | Cost per order | Median store |
|---|---|---|---|---|---|---|
| Meta ads | $9,800 | 22,400 | 1.35% | 1.74x | $32.45 | 1.30% |
| Google Ads | $5,200 | 7,900 | 2.48% | 2.15x | $26.53 | 2.44% |
| Email and SMS | – | 6,100 | 4.30% | – | – | 4.57% |
| Organic search | – | 13,300 | 3.08% | – | – | 3.20% |
| Organic social | – | 4,100 | 1.22% | – | – | 1.28% |
| Direct | – | 11,000 | 1.60% | – | – | 1.52% |
| Total | $15,000 | 64,800 | 2.15% | 5.20x | $10.74 | 1.77% |
Email visitors buy 3.5 times as often as paid social visitors
Email and SMS
4.57%
Organic search
3.20%
Paid search
2.44%
Direct
1.52%
Paid social
1.30%
Organic social
1.28%
Free template, formulas included
A CSV for Google Sheets, Excel or Numbers, with the example numbers filled in.
Fill it in with your numbers
Pull visits and orders by channel
In Shopify, open Sessions by referrer and Total sales by referrer for the month. Step-by-step guide
Add spend from each ad account
Copy spend for the same dates from each ad account; leave free channels blank.
Use one source for revenue
Take channel revenue from your store analytics, so channels add up to your total.
Get your channel report every Monday
Replo emails ad results by ad, search clicks and your email campaigns' revenue, so the whole marketing report arrives without exports.
“every Monday, send spend, ROAS and conversion by channel for last week”
Replo sends today
Spend, revenue and ROAS by ad
Search clicks and pages near page one
Email campaign revenue from Klaviyo
Competitors' newest Meta ads
Not yet
Profit after cost of goods
Delivery to Slack or Google Sheets
Frequently asked questions
- What should a marketing report include?
- Spend, sessions, conversion rate, ROAS and cost per order for each channel, plus total revenue divided by total ad spend. Compare each channel with its own usual conversion rate, since email and paid social convert very differently.
- Why doesn't ad-reported revenue match my store's sales?
- Each ad account credits itself for any sale it touched, so Meta and Google can both claim the same order. Use your store analytics for channel revenue in this report, and keep each platform's own numbers for comparing ads inside it.
- What is a good ROAS?
- One that clears your break-even: 1 divided by your gross margin. At a 50% margin you need 2x to break even on the last click. Check total sales per ad dollar too, since ads also drive sales they don't get credit for.
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