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Paid social media plan template

Download a media plan spreadsheet with a monthly forecast, a batch plan, a test log and kill or keep rules, using the same formulas as the free calculators on this site.

Four sheets: Forecast (the same formulas as the ad spend forecast calculator), Batches (one angle per ad set), Test log (CPA per ad and the decision), and Rules (kill or keep).

Opens in Excel. In Google Sheets use File, Import, and the formulas come with it. Replace the sample inputs with your own numbers.

How it works

A media plan ties budget to creative. This one is built around batches: one angle per ad set, several ads per batch, and a log of what you kept and why.

  • Forecast: daily budget, CPM, CTR, conversion rate and revenue per conversion give monthly spend, impressions, clicks, conversions, revenue, ROAS and CPA.
  • Batches: one row per batch with the angle, ad set, number of ads and budget.
  • Test log: spend and results per ad, with CPA worked out and the decision.
  • Rules: when to kill, keep or refresh.

The forecast uses the same formulas as the ad spend forecast calculator, so the numbers match.

Worked example

With the sample inputs (500 USD a day, 10 USD CPM, 0.8% CTR, 2.5% conversion rate, 150 USD per conversion) the forecast shows 1,500,000 impressions, 12,000 clicks, 300 conversions, ROAS 3.00 and CPA 50 USD.

Telehealth notes

  • Use your own CPM and conversion rates. Telehealth costs vary a lot by vertical.
  • Track approved patients, not only leads, in the test log.

Questions

Does it work in Google Sheets?

Yes. Use File, Import in Google Sheets and the formulas come with it.

Do the numbers match the calculators?

Yes. The forecast formulas are the same as the ad spend forecast calculator and are tested against it.

Is it free?

Yes.