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How to use this template
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This tracker helps you plan, monitor, and report on B2B marketing campaigns in one place. Log each campaign once, and the tracker calculates rates, costs, and pipeline impact for you as the numbers come in.
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Getting started
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Start by removing the example row (marked "LinkedIn ABM – Enterprise Q3" under Live). It's there to show you the type of detail to include, not to be part of your live tracking.

Each campaign sits in one of three sections: Live, Upcoming, or Complete. Move a campaign to a new section by cutting and pasting its row once its status changes. If you run out of rows in a section, insert a new row within that section and copy the formulas down from the row above.
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What to fill in and what calculates automatically
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Grey text marks a cell you fill in. Black text marks a cell that calculates automatically, so you don't need to touch it.

In the main table, white cells are for your data (campaign details, dates, budget, and the raw numbers as they come in). Light grey cells calculate automatically once you've entered the numbers around them, such as lead-to-MQL rate, MQL-to-SQL rate, conversion rate, cost per lead, cost per MQL, and cost per conversion.
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The dashboard at the top
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The row at the top of the tracker gives you a live view of overall performance across every campaign in the sheet. The only cell you need to fill in here is "Total leads needed to reach goal." Everything else, including total leads generated, total MQLs, SQLs and conversions, pipeline value generated, and cost per lead, MQL, and conversion, updates automatically as you add campaigns below.
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A note on the terms used
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– MQL (marketing qualified lead): A lead that meets your criteria for being ready to move further down the funnel.
- SQL (sales qualified lead): An MQL that's been reviewed and accepted by sales as worth pursuing.
- Conversion: A lead that's become a paying customer. What this means in practice depends on the campaign: it might be a closed-won deal for a sales-led motion, or a trial or signup turning into a paid account for a product-led one.
- Conversion rate: Conversions divided by total leads generated, so you can compare campaigns on equal footing regardless of how many steps sit in between.
- Funnel stage: Where the campaign sits in the buying journey (awareness, consideration, or decision). This has a dropdown to keep entries consistent.
- Campaign type: The kind of activity (for example, demand gen, ABM, brand, product launch, event, or partner co-marketing). This also has a dropdown.
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A few tips
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- Keep campaign names specific enough that you can tell them apart at a glance, especially once you have several running at once.
- Use the "Notes and graphics" column for anything context-dependent, such as which assets performed well or where a campaign needs a creative refresh.
- If you're tracking account-based campaigns, use "Target segment" to note the account tier or vertical, so you can compare performance across segments later.
- Not every campaign needs to hit every metric. A sales-led campaign might never see a "conversion" in the tracker's sense, while a product-led one might skip MQLs and SQLs entirely. Fill in what's relevant and leave the rest blank.
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Think of this as a starting point rather than a fixed structure. Add columns, rename fields, or tweak the funnel stages to match how your team actually talks about campaigns. If you track a metric we haven't included, or don't need one we have, make it yours.
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