Online customer acquisition budget spreadsheet

Create a month-by-month budget for online customer acquisition planning

How will this Excel acquisition budget help me and my business?

This spreadsheet is designed for use alongside our online acquisition strategy guide, in particular, Step 5 on creating an acquisition budget.

It's designed to enable medium and larger businesses create a zero-based budget allocating media spend across the main digital marketing channels. It's allows a different spend to be allocated each month.

To use the spreadsheet, you work back from an overall, annual online acquisition revenue target, in order to define the monthly traffic volume and conversion percentages required across digital channels to meet the objective.

Using past performance data (or if you don't have the data, your assumptions) you can then model various combinations of digital channel activity to determine the best mix to meet your target ROI and acquisition volumes.

You can then put together your digital acquisition budget, relating your spend allocation to the best performing channel mix model. This budget is a starting point and a useful way to justify your marketing investment plans to other stakeholders - but do track actual performance against ROI and volume targets to ensure that budget is allocated fluidly to the best performing channels through the year. You can also add the resource required to manage each channel (expressed in "man" days) to help your planning/budgeting.

How does the budget spreadsheet work?

We recommend 4 stages in creating your acquisition budget:

  • Stage 1. Enter revenue targets to calculate traffic and conversion targets using a simple conversion model (Sheet 2)
  • Stage 2. Build an online marketing plan. Allocate to individual channels and apportion seasonality across each month and human resource requirements (Sheet 3)
  • Stage 3. Build your budget. Allocate your marketing pounds effectively to support the activity to achieve defined channel targets (Sheet 3)
  • Stage 4. Map channel targets against last year’s month by month performance (Sheet 2)

Available to
Business members
Learn more

What our members say

Smart Insights has helped us take the right decision on a variety of occasions and we actively use its content to justify our marketing initiatives and spend.

Joao da Costa, Marketing Officer at Southbank International School

We are at the early stages of our digital marketing journey, Smart Insights templates and tutorials help us check and learn as we go.

Stuart Sykes, Digital Marketing Manager

Smart Insights is one of the best digital ‘tools’ on the internet today. It has been a great asset as a channel of advice and insight, helping me to deliver an all-encompassing digital strategy.

Jennifer Law, E-Communications Manager, National Pharmacy Association

Get access to this now by purchasing a Business Expert membership

Plus access ALL 130+ resources in our Digital Marketing Library to Plan, Manage and Optimize your organization's marketing, including resources and benefits only available to Business members:

  • In-depth Ebooks
  • Online training
  • How to videos
  • Marketing templates