Calculating all the KPIs

The number one reason I would fail someone in an interview when running my agency, was simple. They couldn’t do basic calculations in GSheets / Excel for the main KPIs.


Calculating KPIs

Every media buyer needs to know how to calculate the main KPIs for their campaigns from memory in gsheets, or they’ll constantly fall behind in optimization...More


Mike Taylor

Built a 50-person growth agency.
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Free access for email subscribers.
Excel experience recommended.
1. Scenario
We're eager to please as this is the first task we've been trusted with. Once we get the data we'll calculate the KPIs, Key Performance Indicators, that our boss would expect: CPC, CTR, CPA and others. In the meantime, let's learn about Pivot Tables so we're ready.
Sally Valentine
at Upsert

Here's the data I promised from the PPC account.

You should take this and calculate the main KPIs like CTR and Conversion rate.

Let me know if you get stuck!

This course is a work of fiction. Unless otherwise indicated, all the names, characters, businesses, data, places, events and incidents in this course are either the product of the author's imagination or used in a fictitious manner. Any resemblance to actual persons, living or dead, or actual events is purely coincidental.

2. Brief

The main weapon in every data-driven marketer's arsenal is the mighty Pivot Table! It's the workhorse of marketing analytics, because it allows you to quickly summarize the data, run calculations and segment it any way you see fit. The best thing about it: it's drag and drop! Anybody can learn to use Pivot Tables, even if you aren't technical or don't know how to code.

Excel was initially used in Marketing to manage media plans, but really came into its own when Search Engine Marketing rose to prominence. Because Google allows marketing to be bought self-service rather than by negotiation over the phone, Marketing became more analytical and being able to calculate marketing KPIs in Pivot Tables became an essential skill.

3. Tutorial

0:00 Okay, let's figure out how to do the calculations for KPIs. These are the standard KPIs that you'll want to calculate for any advertising campaign.

4. Exercises
5. Certificate

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