E-commerce Financial Model Spreadsheet Template for Excel & Google Sheets
An operating model for a DTC or e-commerce business, built around channel mix, unit economics, marketing efficiency, and funnel conversion. CAC, ROAS, AOV, contribution margin, and LTV:CAC are all wired up. Dual compatible with Microsoft Excel and Google Sheets.
One-time purchase
E-commerce Operating Model
Everything in This E-commerce Spreadsheet
Your DTC KPIs at a Glance
Open the dashboard and see where the business stands. Revenue, orders, blended AOV, and blended conversion sit on the top row. Contribution percent, CAC, ROAS, and LTV:CAC sit beneath - with the LTV:CAC card flagged green when at or above 3x.
- 8 KPI cards covering revenue, unit economics, and acquisition
- LTV:CAC card flags healthy vs danger zone
- Revenue by channel and funnel charts
Visitors, Conversion, AOV by Channel
List each acquisition channel - organic search, paid search, paid social, email, marketplace - with visitors, conversion rate, and AOV. Orders and revenue per channel calculate automatically, and totals roll up to the dashboard.
- 5 starter channels with per-channel inputs
- Orders = visitors × conversion rate
- Revenue per channel auto-calculated
Contribution Margin per Order
Enter AOV, COGS percent, shipping per order, fulfillment per order, and return rate. Contribution margin per order calculates as AOV minus COGS minus shipping minus fulfillment minus return loss. The dashboard surfaces it as a percent of AOV.
- AOV, COGS %, shipping, fulfillment, returns
- CM per order calculated automatically
- Contribution % surfaces on the dashboard
CAC, ROAS, LTV - All Wired Up
List spend and new customers by channel - paid search, paid social, email tools, influencer, affiliate. Blended CAC comes out as total spend divided by total new customers. ROAS is total revenue over total spend. LTV uses AOV, repeat rate, and contribution to derive the lifetime value, and LTV:CAC follows.
- Spend and new customers by channel
- Blended CAC, ROAS, and LTV in one place
- LTV:CAC ratio surfaced on the dashboard
Find the Leaky Stage
Visitors to sessions to product view to add-to-cart to checkout to orders - six stages. Conversion from prior stage and end-to-end conversion calculate automatically, so you can see where the funnel narrows fastest.
- 6-stage funnel from visitors to orders
- Conv from prior stage per row
- End-to-end conv vs visitors at the bottom
Calibrated Against E-commerce Norms
LTV:CAC at or above 3:1 is a common ecommerce health threshold. ROAS at or above 3x covers ad spend with headroom. The dashboard cards flip green when in range. Add-to-cart to checkout is usually the leakiest stage - the funnel surfaces it.
- LTV:CAC ≥ 3x marks the healthy line
- ROAS ≥ 3x covers spend with headroom
- Funnel flags the weakest stage
Configure It for Your Brand
Set your business name, currency, repeat purchase rate, and repeat purchases per repeater. The LTV formula reads these values, so adjust them once and the dashboard reflects your actual cohort behavior.
- Business name and currency
- Repeat rate drives LTV
- Repeats per repeater - LTV uplift
Up and Running in 15 Minutes
Start on Settings, then Channels, then Unit Economics, Marketing, and Funnel. Light gray cells are inputs. Orders, revenue, CAC, ROAS, LTV, and LTV:CAC are formulas - they update as you type.
- Settings, Channels, Unit Economics, Marketing, Funnel
- 15-minute initial setup
- Built for DTC and e-commerce operators
Customizable & Flexible
Adapt the workbook to your brand. Rename channels, adjust AOV and cost lines, change the funnel labels - the formulas update automatically. Works identically in Excel and Google Sheets.
- Rename channels and funnel stages
- Adjust unit economics and repeat rate
- Excel and Google Sheets compatible
Ready to take control of your finances?
Set Up in 15 Minutes
How the E-commerce Model Works
Open in Excel or Google Sheets
Get instant access after purchase. Open in Microsoft Excel directly, or import into Google Sheets - no software to install, no add-ons.
Configure Your Brand
Set your business name, currency, repeat rate, and repeat purchases per repeater on the Settings sheet. Takes about 15 minutes.
Channels, Unit Economics, Marketing
Enter per-channel visitors, conversion, and AOV. Set unit economics inputs. Add marketing spend and new customers by channel.
Watch the Dashboard
CAC, ROAS, LTV, LTV:CAC, contribution percent, and the channel and funnel charts update automatically.
Customer Reviews
Used by DTC Operators Worldwide
"If I get half as good at handling my finances as you are at customer service, this'll be the best $26 I've spent lately."
"Great tool! Simplifies financial planning without the hassle of complex spreadsheets."
"I recently purchased your super convenient spreadsheet, it really helps me!"
"They're great and super intuitive. Thank you!"
Built for E-commerce Operators
Why Operators Use This Model
E-commerce-Native KPIs
Built around CAC, ROAS, AOV, contribution margin, and LTV:CAC - the numbers DTC operators actually run on.
No Formulas to Write
Enter numbers in highlighted input cells. CAC, ROAS, LTV, LTV:CAC, contribution, and funnel conversion are pre-built.
Excel and Google Sheets
Works identically in Microsoft Excel and Google Sheets. No macros, no add-ons, no proprietary functions.
Free Lifetime Updates
All future improvements to the e-commerce model included at no extra cost.
Your Financial Data Stays Private
Runs entirely in your spreadsheet. Your data stays in your file - we never see or store it.
One-Time Purchase
Pay once, use forever. No subscriptions, no monthly fees, no recurring charges.
Got Questions?
Frequently Asked Questions
Is this template free to use?
This template is not free, but it is available for a one-time purchase. This purchase gives you lifetime access to the template and all future updates.
What do you mean by lifetime access?
Lifetime access means that you will have access to this template for as long as you need it. You will not be required to pay any additional fees for continued access to the template or any future updates.
Do I need to sign up to use this template?
You don't need to create an account with us. The template works in Google Sheets, so you'll need a Google account. If you don't have one, you can create one for free at google.com. After you purchase the template, copy it to your Google Drive, and start using.
What are the benefits of using this template?
This template offers a range of benefits, including: Easy-to-use interface, Customizable to suit your needs, Secure and private, Regular updates and improvements, One-time purchase for lifetime access.
Can I get future updates?
Yes, you will receive all future updates to this template at no additional cost. This ensures that you always have access to the latest features and improvements.
Do you offer any discounts?
At this time, we do not offer any discounts on this template. However, the template is available for a one-time purchase, which provides lifetime access and free updates.
Do you have any access to my financial data?
No, we do not have access to your financial data when you use this template. The template is designed to be used in your own Google Sheets account, ensuring that your financial information remains private and secure.
Is this template financial advice?
Our templates are not financial advice. They are tools designed to help you manage your personal finances more effectively. If you need personalized financial advice, consider consulting with a financial advisor or accountant.
Can I make my own changes and customize this template?
Yes, you can make your own changes and customize this template to suit your needs. The template is designed to be flexible and adaptable, allowing you to add or remove sections, change formulas, and adjust formatting as needed.
Do you offer technical support?
This is a self-service product, and we do not offer technical support. However, if you encounter any issues or have any questions about the template, please contact our team for assistance. Because everyone's financial situation is unique, consider consulting with a financial advisor or accountant if you need personalized financial advice.
Do you offer refunds?
All sales are final. Because these are digital products delivered instantly, we do not offer refunds.
Can't find the answer you're looking for? Contact our team
Highlights:
Run Your DTC Brand on Real Numbers
Get the E-commerce Financial Model and track CAC, ROAS, LTV:CAC, and contribution in Excel or Google Sheets.