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screenshot of the Merchant Sheets marketing model template
graphic representation of the Merchant Sheets marketing model
screenshot of the Merchant Sheets marketing model template
screenshot of the Merchant Sheets marketing model template

Marketing Model

$69

The Marketing Model computes the full metric stack per channel, CPM, CPC, CTR, CVR, CPA, ROAS, CAC, contribution per order, and payback, from your monthly performance log. Each channel earns an efficiency tier and recommended action, and the Allocator lets you reallocate budget across channels using elasticity-based diminishing-returns math.

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Works in Excel & Google Sheets

Template includes both versions. One price, no add-ons.

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How it works

The model scores where your budget is today before it lets you model where it should go next.

  1. Inputs: Business constants: blended AOV, gross margin, repeat factor, target MER, and target CAC
  2. Channels: Your channel master: type, category, target ROAS, elasticity, and new-customer rate
  3. Performance Log: 12 months of monthly performance per channel: spend, impressions, clicks, sessions, orders, revenue, new customers
  4. Scorecard: Per-channel CPM, CPC, CVR, CPA, ROAS, CAC, and contribution, rolled into a composite score, tier, and recommended action
  5. Allocator: Set total budget and dial per-channel percentages to see expected revenue, blended ROAS, and blended CAC, current versus proposed
  6. Channel Dashboard: Pick any channel for a single-channel deep dive with a 12-month trend
  7. Dashboard: Catalog-wide MER, blended ROAS and CAC, paid versus owned, and monthly trend

Steps to use it

  1. Set blended AOV, gross margin, repeat factor, and target MER/CAC on Inputs
  2. Confirm your channel master, target ROAS, and elasticity assumptions on Channels
  3. Paste 12 months of channel-by-month performance into Performance Log
  4. Review Scorecard for per-channel metrics, composite score, tier, and recommended action
  5. Use Allocator to model reallocating budget across channels
  6. Open Channel Dashboard for a single-channel deep dive, then Dashboard for the catalog-wide view

Each channel carries an elasticity input from 0 to 1: 0 means revenue scales linearly with spend, 1 means the channel is fully saturated and extra spend adds nothing. The Allocator uses this to project realistic returns when you shift budget, rather than assuming a straight line.