The PPC Measurement
Stack Template
A free Google Sheet with the four-layer framework from the blog post built into live formulas. Blended CAC, geo-holdout calculator, contribution-margin ROAS, and the board-report view — ready to drop your numbers into.
Six tabs. One coherent measurement stack.
Each tab answers a question the one before it cannot. Read from the foundation up and you end with a one-page board report you can send to a CFO without flinching.
README
Sixty-second orientation. How to use each tab, how the formulas chain together, and what to swap for your own data.
L1 — First-party data checklist
Offline conversion imports, CRM revenue mapping, lead-stage flags, server-side tagging. Scores your foundation 0–100 so you know what to fix before trusting the AI.
L2 — Blended CAC calculator
Plug spend across every channel — paid search, paid social, content, affiliate. One blended CAC number. 12-month trend chart with cohort comparison.
L3 — Geo holdout planner
Pair treatment and control markets, enter spend + new customers, and the sheet returns reported CAC, incremental CAC, and the over-credit multiple. The £65 vs £210 example baked in.
L4 — Profitability check
By campaign or product: revenue, COGS, shipping, returns, spend. Contribution-margin ROAS instead of reported ROAS, so the AI stops optimising toward loss-making orders.
Board report
A one-page view that rolls the four layers into the leadership report template I send clients every quarter. Revenue, margin, blended CAC, incrementality results.
Anyone who reports paid numbers upward
If your measurement is still keyword-level CPC and platform-reported ROAS, the AI-controlled auction has already made your dashboard lie to you. This template fixes that.
Founders running paid themselves
You are the person approving the spend. You want a single sheet that tells you whether the channel is actually profitable.
In-house growth leads
You need to walk into a monthly review with numbers a CFO will respect, not a platform screenshot the CFO will argue with.
Agency operators
You want a standardised measurement stack across client accounts that survives AI Overviews and cookie deprecation.
Fractional CMOs
You drop into accounts and need a diagnostic that works in the first 30 days without rebuilding the analytics stack.
How to Measure PPC Performance When AI Controls the Auction
The long-form post this template is built from. Covers why reported ROAS lies, the four-layer stack in detail, and a worked geo-holdout example (£65 reported CAC, £210 incremental).
Read the postQuestions before you give me your email
Get the template. Stop arguing with your dashboard.
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