Excel Skills Every Marketing Student and Professional Needs

Campaign performance formulas

Return on ad spend (ROAS)

=Revenue / Ad_Spend
=B2 / C2
-- Revenue generated per dollar spent on advertising

Cost per acquisition (CPA)

=Total_Ad_Spend / Number_of_Conversions
=C2 / D2

Click-through rate (CTR)

=Clicks / Impressions
=B2 / A2
-- Format as percentage

Conversion rate

=Conversions / Visitors
=D2 / A2
-- Format as percentage

Customer segmentation with COUNTIFS and SUMIFS

-- Customers by segment
=COUNTIFS(segment_col, "High Value", status_col, "Active")

-- Revenue by channel
=SUMIFS(revenue_col, channel_col, "Email", month_col, "September")

Growth and trend analysis

-- Month-on-month growth
=(this_month - last_month) / last_month

-- Rolling 3-month average (smooth out seasonality)
=AVERAGE(B2:B4)    drag down for each period

A/B test analysis

-- Conversion rate difference
=COUNTIFS(variant_col,"B",converted_col,"Yes") / COUNTIF(variant_col,"B")
- COUNTIFS(variant_col,"A",converted_col,"Yes") / COUNTIF(variant_col,"A")

-- % uplift of variant B over control A
=((B_rate - A_rate) / A_rate) * 100

💡 Use pivot tables for campaign reporting

Store every campaign touchpoint as one row. A pivot table with Channel in Rows, Month in Columns, and Sum of Revenue as values gives you a full channel performance matrix in seconds — no formulas needed.

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Excel skills every marketer needscampaign analysis and ROI