Stop guessing and start measuring. This free marketing scorecard template helps small business owners track what matters. From leads to sales, all in Google Sheets.
At Launch Kit, we use a lot of tools to help small business owners build a legit, professional online presence. One of our favorite tools is free, simple, and surprisingly powerful.
I like to joke that this is the Moleskin journal of marketing. It’s timeless, easy to understand, and always provides value whether you're running a landscaping business in Grand Rapids or a salon in Traverse City.
It’s called the Launch Kit Marketing Scorecard, a Google Sheets template you can use to track the performance of your marketing funnel. And the best part? It’s totally free.
Let me show you how it works.
The Marketing Scorecard is a Google Sheets template built for small business owners who want to stop guessing and start measuring. It helps you track everything from your ad spend to your leads to your sales, in one clean, customizable sheet.
Whether you’re trying to figure out why leads are slow, which marketing channel is working, or how to get more consistent sales, this scorecard gives you the visibility you need.
You can grab your free copy here and start using it today.
Once you make a copy of the template, it’s time to set it up for your business.
In Column B, you'll see a list of default KPIs (key performance indicators). These are grouped into four categories:
Each of these tells a different part of your marketing story.
Your Inputs are the things you do, the work you put in. No blaming algorithms here. These are the actions within your control:
This is where we start, because if you don’t do the work, you can’t expect results. Just like going to the gym, you can read all the books and buy all the gear, but if you don’t show up, nothing changes.
Tracking inputs keeps you accountable to showing up.
Your Outputs give you feedback on the quality of your inputs.
This is where your funnel starts to take shape. If you’re doing good work that’s relevant to your audience, you’ll start seeing movement here.
Toward the bottom of the Outputs section, you’ll want to customize a few rows to track your leads and appointments. These might be:
Whatever your sales mechanism is, this section measures how many people are making it to that critical final step before a deal is closed.
Now we’re into the Results section. This is what we’re really working toward.
This section is flexible based on your business model. Whether you’re a law firm tracking retainers or a contractor tracking projects booked, you can customize this to reflect your actual wins.
At the bottom, you’ll see a section labeled Metrics. This is where you can get creative and track custom formulas like:
(Ad Spend / Impressions) * 1,000Ad Spend / ClicksForm Inquiries / Website VisitorsDeals Won / AppointmentsThese are helpful when you want to measure efficiency and trends over time.
We recommend updating the scorecard once a month. On the first of each month, hop in and fill out the “Actual” column for the month before.
So on August 1, you’ll fill in all of July’s numbers.
This regular habit gives you clarity and helps you spot trends, wins, and problems before they become expensive.
Here’s what we use internally to fill in our KPIs:
If you’re not using a CRM yet, get that in place immediately. It’s a game-changer. Fun fact, CRM is included in our website Growth and Pro plans.
Too often, small businesses feel like they’re just guessing with their marketing.
This tool eliminates the guesswork. You’ll start seeing:
This scorecard won’t magically fix your business, but it will give you the clarity to make smarter, more confident decisions. And that’s what real marketing is all about.
You can download the free Launch Kit Marketing Scorecard template here. Customize it to fit your business, and start tracking what actually matters.
If this was helpful, subscribe to our YouTube channel where we share more tools, templates, and straight-talk advice for small business owners who want to market smarter.
Thanks for reading, now let’s get back to work.
Each year, we take a fresh look at the various marketing efforts a small business can make. We've built this framework to get started optimizing your business's online presence.
