Channel Projections for Experiments
Use for: Forecasting budget based on historical data and determining projected performance
We get these two questions a lot: How much should I spend? And, what can I get in return?
In order to set monthly budgets and projections, we start with core KPIs. What are we trying to achieve? Do we want to book more demos, increase sales, drive more leads? Once we understand these goals, we can forecast budget based on historical data and determine projected performance using this spreadsheet. This isn’t an exact science but it helps us align as a team about what we’re trying to achieve based on specific targets. It also helps you know how much you need in the bank to test and learn.
For traffic and conversion rate data, we lean on tools like Google Analytics, Shopify, Metorik, Firebase, Salesforce, Facebook, and Google Ads. If you don’t have this data available because you haven’t experimented on these channels, you can still use this spreadsheet, you’ll just need to take bigger leaps with the numbers based on industry averages.
See our other Spreadsheets
1. Growth Marketing Framework
Use for: Prioritizing and tracking your growth marketing experiments
3. Growth Marketing Scorecard
Use for: Tracking results daily, weekly, and monthly in one shared spreadsheet
