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Performance Marketing: Template & Breakdown for Data-Driven Campaigns
A performance marketer's media planning sheet is a structured document (usually in Excel, Google Sheets, or a dashboard tool like Airtable/Smartsheet) used to plan, track, and optimize marketing campaigns with a focus on measurable results—like leads, sales, or ROAS (Return on Ad Spend).
Here’s a breakdown of what a typical media planning sheet looks like for a performance marketer:
🔹 1. Campaign Overview Tab
| Field | Description |
|---|---|
| Campaign Name | Name/ID of the campaign |
| Objective | e.g. Conversions, Traffic, Leads |
| Start Date | Start of campaign |
| End Date | End of campaign |
| Budget (Total) | Total allocated budget |
| Target KPIs | e.g. CPL, CPA, ROAS, CTR |
| Target Audience | Age, Gender, Location, Interests, etc. |
| Channels Used | Meta, Google, TikTok, LinkedIn, etc. |
| Creative Format | Static, Video, Carousel, etc. |
🔹 2. Channel-Wise Media Plan Tab
| Channel | Campaign | Ad Set/Group | Creative Type | Platform | Budget | Bid Strategy | Daily Budget | Impressions (Est.) | CPC | CTR | CPL/CPA Target | Expected Conversions |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Meta | Spring Sale | Women 18–24 | Carousel | IG/FB | ₹1,00,000 | Lowest Cost | ₹5,000 | 200,000 | ₹5 | 2% | ₹250 | 400 |
| Search Ads | Shoes Keywords | Text Ad | Search | ₹50,000 | Max Conversions | ₹2,000 | 100,000 | ₹10 | 1.5% | ₹300 | 166 |
🔹 3. Daily/Weekly Pacing Sheet
| Date | Channel | Budget Planned | Budget Spent | Clicks | Impressions | Conversions | CPA | ROAS |
|---|---|---|---|---|---|---|---|---|
| 1-May-2025 | Meta | ₹5,000 | ₹4,800 | 960 | 48,000 | 18 | ₹267 | 4.2x |
| 2-May-2025 | ₹2,000 | ₹2,100 | 210 | 21,000 | 8 | ₹262 | 3.8x |
🔹 4. Creative Mapping Tab
| Creative ID | Platform | Format | Messaging | CTA | Ad Set Used In | Performance Notes |
|---|---|---|---|---|---|---|
| CRV-123 | Meta | Video | 30% Off Now | Shop Now | Women 18–24 | Best CTR in cohort |
| CRT-987 | Text | Affordable Shoes | Buy Today | Shoes Keywords | Low CTR, revise copy |
🔹 5. Notes & Optimization Recommendations
-
Week 1: Increase budget on Meta campaign for Women 18–24 due to best CPL.
-
Pause underperforming Google search ad group "cheap shoes".
-
A/B test new creative with CTA: “Limited Offer Ends Soon”.
Optional Add-ons:
-
Forecasting Sheet: Projected results based on budget and historical performance.
-
UTM Mapping: Track links with UTM parameters for GA4 or similar.
-
Creative Approval Tracker: Dates, owners, and status for creative assets.
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