E-Commerce & Web Shops, Financial Model, Online Businesses

Budget, Campaign, Conversion, Dashboard, Excel, KPIs (Key Performance Indicators), Marketing, Performance Tracking, PPC (Pay per Click)

Most store owners read Google Ads reports only when the agency sends them. This file gives you your own monthly record, market by market, so that you can compare countries, see trends and decide where to increase or cut budget with numbers in hand.

What is inside (3 sheets): Monthly Performance (one row per market and month: spend, impressions, clicks, conversions, conversion value; CPC, CTR, conversion rate, cost per conversion and ROAS calculated automatically, with alert thresholds) · Dashboard (spend and ROAS by market, monthly trend, best and worst markets, 3 charts) · Home with instructions and the thresholds explained.

Who it is for: online stores running Google Ads in one or more countries, in-house or through an agency; anyone who wants to check an agency’s work with their own numbers.

How to use it: copy the monthly figures from Google Ads (or from the agency report) into the yellow cells. Described in chapter 5 of the guide Level Up Your E-commerce, which also lists the questions to ask your agency and the alert thresholds.

How to work with the template, step by step

This tracker shows, market by market, what Google Ads costs and what it brings back, so you can increase budget where it pays and stop where it does not.

Log the month for each market. In Monthly Performance enter spend, clicks, conversions and revenue for each country, month by month, from the Google Ads and platform reports.
Read CPC, CTR, conversion rate and ROAS. The indicators are calculated automatically for every row and every market; compare them with the thresholds suggested in the guide (chapter 5).
Decide where to grow with the Dashboard. The Dashboard compares markets side by side: increase the budget gradually where ROAS holds, as in the France example of the guide (from 1×3 to 1×15), and cut where it falls.

Use it together with ProfitBoard Pro: the advertising spend recorded here is one of the cost items of the monthly profit. This edition comes without sheet protection: edit the input cells and leave the formula cells as they are.

What you get

Excel workbook in English and the same workbook in Italian (.xlsx), fully editable, no sheet protection, no macros.
User Guide in PDF (English and Italian) with a KPI dictionary.
Demo data to replace with your own; USD / EUR / GBP currency switch.

This edition comes without sheet protection, as requested by this marketplace: edit the input cells and leave the formula cells as they are (keep a copy of the original before you start). Works in Microsoft Excel 2016 or later, Excel 365 and Google Sheets; no macros, no add-ins. Demo data included: replace it with your own and every KPI, chart and alert updates automatically. Italian version of the file included in the download. Version 1.0 (September 2026) · Free updates for buyers · Part of the Level Up Your E-commerce toolkit. I am Andrea Ladisa, e-commerce entrepreneur selling in 20+ countries: I built this file for my own stores before packaging it for you.

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