Ad spend roll-up template
By the Analistable team · Updated · 3 min read
The workbook has a Google Ads sheet, a Meta Ads sheet and a Summary. Paste each platform's weekly campaign export as it comes, list the weeks in Summary column A, and formulas total spend per platform, combined clicks and conversions, and a blended cost per acquisition for each week and overall.
Part of our guide: How to answer questions across multiple spreadsheets
What the template does
Every ad platform exports the same ideas under different names: Google calls it Cost, Meta calls it Amount spent; conversions are Results on one and Conversions on the other. This template keeps each export in its own sheet with its native column names, so you can paste without renaming, and maps them onto one weekly summary. For the reasoning behind blended metrics, see combining Meta, TikTok and Google Ads spend.
Sheet-by-sheet guide
| Sheet | You fill in | Formulas add |
|---|---|---|
| Instructions | Nothing | — |
| Google Ads | Week, Campaign, Cost, Clicks, Conversions | — |
| Meta Ads | Week, Campaign name, Amount spent, Link clicks, Results | — |
| Summary | Week start dates in column A | Spend by platform, total spend, clicks, conversions, CPA |
How to fill it in
- In Google Ads, run a campaign report segmented by week and export it. Paste the rows into Google Ads from A2 in the order shown.
- In Meta Ads Manager, export the same date range broken down by week and paste into Meta Ads.
- Make sure the week column holds the same week-start date format in both sheets — both platforms let you choose Monday or Sunday starts, so pick one.
- Type each week into Summary column A and fill the formulas down. The Total row sums everything above it.
How the formulas work
Each platform's spend is a SUMIFS on the week; clicks and conversions add the two platforms together:
=SUMIFS('Google Ads'!$C$2:$C$100,'Google Ads'!$A$2:$A$100,A2)
=SUMIFS('Google Ads'!$D$2:$D$100,'Google Ads'!$A$2:$A$100,A2)+SUMIFS('Meta Ads'!$D$2:$D$100,'Meta Ads'!$A$2:$A$100,A2)Blended CPA divides total spend by total conversions and returns 0 instead of an error for empty weeks:
=IFERROR(ROUND(D2/F2,2),0)Worked example
| Week | Meta | Spend | Clicks | Conversions | Blended CPA | |
|---|---|---|---|---|---|---|
| 2026-09-07 | 1300 | 950 | 2250 | 3370 | 85 | 26.47 |
| 2026-09-14 | 1310 | 1010 | 2320 | 3560 | 87 | 26.67 |
| 2026-09-21 | 1295 | 970 | 2265 | 3400 | 85 | 26.65 |
| Total | 3905 | 2930 | 6835 | 10330 | 257 | 26.6 |
Platform-reported conversions overlap: someone who clicks a Meta ad and later a Google ad can be counted by both. Treat the blended CPA as a trend line, not as a deduplicated cost per customer.
Limits and when to move on
- Two platforms are built in. To add LinkedIn or TikTok, copy the Meta Ads sheet, rename it, and add a third SUMIFS to each formula.
- Currencies must match. If accounts bill in different currencies, convert before pasting.
- To tie spend to real sales rather than platform conversions, you need your GA4 or CRM data too. Merging GA4 data with ad cost data explains the join; Analistable can load GA4 directly alongside the ad exports and answer questions across all of them.
Frequently asked questions
- Why do my weekly totals look too low?
- The week labels in the Summary must match the week column in both exports exactly. A week stored as a date in one sheet and as text in another will not match; format both the same way.
- Can I roll up by campaign instead of by week?
- Yes. Put campaign names in Summary column A and change the SUMIFS criteria range from column A to column B on each platform sheet.
- Does it work in Google Sheets?
- Yes. It uses only SUMIFS, SUM, IFERROR and ROUND, which behave the same in Google Sheets.