ROAS (Return on Ad Spend) Sheet

The ROAS (Return on Ad Spend) sheet is a tool designed to help track and analyze the performance of your advertising campaigns. It allows you to input crucial data related to leads, deals, and revenue, which helps calculate key performance indicators (KPIs) such as closing percentage, average deal value, and average time to close a deal.

Here’s how the process works:

Order Sheet: A duplicate version of your order sheet is created, which serves as the foundation for the ROAS sheet. This duplicate sheet will have edit access and be segmented into tabs for each of your orders. The purpose of this sheet is to measure the ongoing performance of the leads delivered. You’ll know it’s the correct sheet if, at the top left corner, it’s labelled as “Your name” – ROAS Sheet.

ROAS Sheet: The ROAS sheet will contain all leads mapped to a single tab called the “pipeline.” You will be given edit access to this sheet to input and update relevant information. The tabs and a short summary of each are listed below.

For Mortgage:

• Deal Stage –  Is the lead open, won, lost?
• Pipeline Stage – is the lead a new deal, In Contact, Consultation Done, Application In, Approved.
• Contact Date – The date initial contact with the lead was made
• App date – The Date the client’s application was submitted
• Approval date – The approval date of the application
• Closed Date – The date on which the deal is finalized
• Revenue – The gross revenue generated by the deal
• Deal Type – Is it a private, A or B deal? What specific type of mortgage product did the client pursue (Debt consolidation, HELOC etc.)
• Lost Reason – If the deal were not won, this would be the most relevant reason (No contact, Stopped responding, Declined offer etc.)
• Notes – Any required additional context about the lead

For Life Insurance:

• Deal Stage –  Is the lead open, won, lost?
• Pipeline Stage – is the lead a new deal, In Contact, Consultation Done, Application In, Approved.
• Contact Date – The date initial contact with the lead was made
• App date – The Date the client’s application was submitted
• Approval date – The approval date of the application
• Closed Date – The date on which the deal is finalized
• Revenue – The gross revenue generated by the deal
• Deal Type – Is it a Whole life, Term life, Universal, Critical Illness, Disability or Final expense
• Lost Reason – If the deal were not won, this would be the most relevant reason (No contact, Stopped responding, Declined offer, etc.)
• Notes – Any required additional context about the lead

Editable Columns: The editable columns are within the pipeline tab. Starting on column V for the mortgage ROAS sheets and column Q on the life insurance ROAS sheet. You can fill in the details above related to the leads and their performance.

FinanceVine ongoing analysis: Your account manager will manage the remaining tabs on your ROAS sheet. They will review your submitted data and use it to calculate your ROAS. Based on this information, they will generate monthly or quarterly reports, depending on the size of your orders (highlighting the ROI breakdown). For the first two (2) orders your account manager will assess the health of the pipeline being built. They will do this by measuring the TOFU metrics (top of the funnel) – In contact, consultations are done, applications in, and approvals. At the end of the third (3rd) order your account manager will perform the initial ROAS assessment. On this first assessment, they will look for your investment to be at or near 2x return, with more potential in the pipeline. If this is the case you are on target and it is time to begin scaling up.

Example of an ROAS Calculation:

What FinanceVine does with the data: FinanceVine will be utilizing the provided data to determine any patterns to optimize towards. This means that if we see that a certain inquiry type that is paying often and/or faster than other types we will optimize the campaign potentially toward that.

1. Mortgage example: We see that all of our clients are making the most ROI on “cash for retirement” over a long period of time. We would optimize the search terms around this to improve the potential ROI overall.
2. Life Insurance example: We see that many of our broker partners are being paid on Term 10 policies over a few months. We would optimize the search terms around this to improve the potential ROI overall.

Data Updates: It’s important to continuously ensure that the ROAS sheet is updated with the latest information. By regularly updating the sheet with accurate data, FinanceVine can provide you with the best ongoing service and insights into your campaign’s performance. By utilizing the ROAS sheet and providing accurate and timely information, you can make faster and better-informed decisions to improve your campaign’s performance and optimize your return on ad spend.

If you require access to your ROAS sheet, please do not hesitate to email the helpdesk ([email protected])