Free attribution starter kit
The free workbook for tracking where sales come from.
One spreadsheet for campaign links, monthly results by channel, ad platform claims, acquisition cost and tracking checks. Works in Excel and Google Sheets. Plus six quick worksheets for single jobs.
Free · No signup · No email
Revenue Attribution Workbook
Seven connected tabs for Excel or Google Sheets. Log campaign links, add one row per channel each month, and the report, ad platform check and acquisition cost fill themselves in.
- Campaign Links
- A register for every tagged link. It builds the finished URL and flags missing tags, capitals and sources not on your approved list.
- Monthly Data
- One row per channel per month: visitors, new customers, orders, revenue, refunds, ad spend, platform-reported revenue and other costs.
- Monthly Report
- Pick a month and get net revenue against your goal, conversion rate, revenue per visitor, revenue per ad dollar and contribution, compared with the month before, plus a table by channel.
- Ad platform check
- Platform-reported revenue next to what you received, with recorded ROAS beside each platform’s own ROAS.
- Acquisition Cost
- Blended, paid-only and ad-only CAC for a quarter, months to earn it back, and lifetime value to CAC.
- Tracking Checklist
- Fourteen checks for your script, redirects, checkout links, refunds, ad platforms and robots.txt, with status and dates.
Or grab one quick worksheet
- Before you launch
Campaign naming sheet
Columns for owner, date, destination, source, medium, campaign and the finished URL, with three example rows to replace. Everyone tags links the same way.
Guide: how to name UTM parameters
Download Campaign naming sheetCSV for Google Sheets or Excel - Before you launch
Campaign link builder
Paste a page address, enter the source, medium and campaign, and get a correctly tagged link. It replaces old tags on the address, so a link never carries two sources.
Guide: why sales show up as direct
Download Campaign link builderOpens in your browser, works offline - Checkout
Payment link check
Answer five questions about where buyers click and what you have checked. It tells you the next check that lets a Stripe Payment Link sale be traced back to the visit.
Guide: tracking Stripe Payment Link sales
Download Payment link checkOpens in your browser, works offline - Every month
Monthly report builder
Fill in ten short fields, from reporting dates and results against your goal to what the evidence shows and one next action. It formats a one-page report to copy or print.
Guide: revenue attribution
Download Monthly report builderOpens in your browser, prints to PDF - Every month
ROAS and ROI calculator
Enter revenue, ad spend, margin and other marketing costs to see ROAS next to cost-based ROI and your break-even point. A 3x ROAS can still lose money.
Guide: ROAS vs ROI
Download ROAS and ROI calculatorOpens in your browser, works offline - Every quarter
Acquisition cost calculator
Add every cost of winning customers, not just ads: your team, agencies and content, and tools. Then divide by new paying customers.
Guide: calculating customer acquisition cost
Download Acquisition cost calculatorOpens in your browser, works offline
Sound familiar?
Everyone names campaigns differently
"Facebook", "facebook" and "fb" become three sources, and one campaign is split across the report.
The monthly report eats a day
Numbers come from four tools, and the summary gets rewritten from scratch every month.
Ad spend isn't the whole cost
Leave out your team, agencies and tools, and acquisition cost looks far better than it is.
How to use the workbook
Set it up once
Enter your margin and monthly goal in Settings, and trim the channel, source and medium lists to the ones you use.
Before each launch
Log the link in Campaign Links and copy the finished URL once the check says OK.
Each month
Add one row per channel to Monthly Data, pick the month on Monthly Report and write one next action.
Each quarter
Fill in team, content and tool costs on Acquisition Cost, and run the Tracking Checklist after any site change.
Want to check your site first? The free tracking checkup finds redirects that drop campaign tags and checkout links that lose the buyer.
Common questions
Do I need an email address or account to download these?
No. The workbook and every worksheet download directly from this page.
What format are they?
The workbook is an .xlsx file for Excel, Google Sheets or Numbers. The naming sheet is a CSV file that opens in Google Sheets, Excel or Numbers. The other five are single HTML files: open them in any browser, fill them in, and they work without an internet connection. Use your browser's print option to save a filled-in copy as a PDF.
What is the difference between the workbook and the worksheets?
The workbook is the complete system: seven tabs that share one set of settings and one monthly data table, with about 2,100 formulas and three example months so you can see the report working. The six worksheets each do one quick job, such as building a single tagged link, and came from individual guides.
Does the workbook work in Google Sheets?
Yes. In Google Sheets choose File, then Import, upload the file and pick Replace spreadsheet. Formulas, dropdowns and colors carry over. It also opens in Excel, Numbers and LibreOffice.
Are the numbers in the workbook real?
They are an example business from August to October, so the report and acquisition cost tabs show results the moment you open them. Overwrite the blue italic rows with your own numbers.
Which one should I start with?
Start with the campaign naming sheet and link builder. Consistent campaign tags are the base everything else depends on, and they cost nothing to fix before a launch. Add the payment link check if you sell through Stripe Payment Links.
What do the worksheets not do?
They organize numbers you already have. They can't tell you which visit led to which payment. That needs tracking on your site joined to your payment records, which is what Attriboo does automatically.
Tired of filling in spreadsheets?
Attriboo fills these numbers in for you: every visit, campaign and payment joined up, with revenue by source, ROAS next to real sales and a weekly email report.
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