Problem
Marketing teams were running multiple ad campaigns across Google, Meta, and email but had no unified view of ROI. Each platform exported data in different formats, and reporting was inconsistent. Leadership couldn’t easily see which channels or campaigns were driving profit versus waste.

Solution
An automated Excel model built with Power Query to clean and merge ad platform exports into a single analysis-ready table. The workbook calculates consistent metrics across all campaigns and presents results in a dynamic ROI Summary Dashboard.

The structure is simple and repeatable:
Raw Data → Clean Data (ETL) → ROI Summary → Monthly KPIs → Dashboard.

What this model delivers

• Unified campaign performance view across all marketing channels
• Automated calculations for ROAS, CPA, CTR, and Conversion Rate
• Month-over-month performance trends and KPI comparisons
• ROI heatmap for quick identification of top and underperforming campaigns
• Budget vs. Spend analysis to flag overages
• Clean, analysis-ready data model exportable to Power BI or Tableau

Impact
Eliminated manual spreadsheet consolidation and reduced weekly reporting time by 80%. Marketing leadership now has instant visibility into which channels and campaigns deliver the best return, allowing faster budget adjustments and higher overall marketing efficiency.

Tools & techniques
Power Query (ETL), structured data modeling, ROI/ROAS/CPA formulas, dynamic range naming, and dashboard visualization best practices