Sheet2ChartMarketing performance without rebuilding a report
Who: Marketing teams and growth leads
Problem: Campaign data is easy to export but slow to explain — and the questions usually arrive before the report is ready.
Outcome: An interactive dashboard for comparing spend, leads, and outcomes across channels the moment someone asks.
- Upload a campaign performance export.
- Use category and date fields to compare channels.
- Ask for the totals behind a change and check the receipt that comes with the answer.
What the export usually looks like
Ad platforms and marketing tools export one row per campaign per day, or per campaign per week. The useful columns are consistent across platforms even when the names differ:
| Column | Used for |
|---|---|
| Date | Trend by week or month |
| Channel / Campaign | Comparisons and filters |
| Spend | Total spend, cost per lead, CAC |
| Impressions / Clicks | Click-through rate |
| Leads / Conversions | Conversion rate, cost per lead |
The sample marketing-campaigns file behind the example dashboard has exactly these columns, so it is a fair preview of what your own export will produce.
The numbers the dashboard shows first
From those columns Sheet2Chart typically proposes:
- Total spend and total leads for the period, with the change against the previous period.
- Cost per lead: spend divided by leads, shown per channel so an average cannot hide an expensive one.
- Click-through rate and conversion rate where the export carries impressions and clicks.
- A spend-by-channel chart, a leads-by-channel chart, and a weekly trend of both.
A question you can ask, and what the receipt shows
“Why did cost per lead go up in August?” is the question that usually arrives before the report does. Ask it, and the answer comes with its receipt:
- Measure: Spend, summed, divided by Leads, summed
- Grouped by: Channel
- Filter: Date in August, compared with July
If one channel’s spend rose while its leads did not, the grouped answer shows it directly. If the export has no leads column, the product says the question cannot be answered from this file rather than inventing a figure.
When Excel is enough, and when to upload
A single-channel report that one person refreshes each month is comfortable in Excel. The marketing dashboard in Excel guide covers normalising channel names, spend and leads by channel, and a CAC column step by step.
Upload the file when the report has to answer questions from several people at once, when the export is new and you do not yet know which cut matters, or when someone wants to check a number without opening the workbook.
Frequently asked questions
Can filters change every chart?
Yes. A filter on channel, campaign, or date range updates every KPI and chart together, so a cost-per-lead figure and the spend chart next to it always describe the same slice.
My exports use different channel names across platforms. Will that break the dashboard?
No, but it will show up as separate categories: "paid_social" and "Paid Social" become two bars. Rename them to one label in the file before uploading if you want a single channel total.
Can I combine exports from several ad platforms?
Upload one file at a time. If you paste the platform exports into one sheet with a shared column set (date, channel, campaign, spend, clicks, leads), that single file gives you cross-channel comparisons.
Does it calculate cost per lead and CAC?
When the export has a spend column and a leads or customers column, the dashboard proposes the ratio as a KPI, and you can ask for it by channel or by month. The receipt shows which two columns were divided.
Is the campaign data private?
Yes. The dashboard is private to your account until you share it, and deleting the project removes the uploaded file and everything derived from it right away.