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Last Updated: May 20, 2026

Performance Tracking Sheets

The Performance Tracking Sheet is how Tierra monitors and internally reports on client performance — spend and KPI metrics, filled out daily by hand. These sheets are NOT client-facing.

Video walkthrough

Loom Video Explanation — if the video and these notes disagree, the notes take precedence.

Create a New Performance Tracking Sheet

Owner: Account Manager

  • Template lives in Client Onboarding Templates
  • Typically copied to the client's Media Buying folder during onboarding — copy from the template anytime if missing
  • Sheet shows high-level performance at a glance: spend, KPI performance, and # of ads launched (for social platforms like Meta, AppLovin, etc.)

Template tabs:

Tab Use If
CPA Performance Client is CPA-focused
CPA Summary Client is CPA-focused
ROAS Performance Client is ROAS-focused
ROAS Summary Client is ROAS-focused

Determine the client's KPI goal — remove the tabs that don't apply.

On the KPI Summary tab

Add the client's KPI goals (set during the kickoff call or shortly after):

Status Meaning Action
🔴 Red Light Client is losing money Hold off on scaling until performance recovers
🟡 Yellow Light Above break-even but not at required margins Keep spend steady while we test and optimize
🟢 Green Light Client is hitting their KPI goal Scale intelligently — keep performance high as we grow spend

Do not adjust Pacing Values or Data Details

Only the Growth Strategist makes those changes.

On the KPI Performance tab

  • Remove rows for months after the current month
  • For previous months: backfill data if it exists, or remove the rows
  • Hide rows for data prior to the current month
  • Hide columns for ad platforms Tierra isn't managing
  • For each managed platform, add the daily budget to each row (monthly budget ÷ days in the month)

Custom changes need approval

Not all clients are the same. Performance Tracking Sheets may vary as needed — only with permission from the Growth Strategist.

Add a New Month

Owner: Account Manager

  • On the KPI Performance tab, add a number of rows equal to the days in the new month, then add the dates
  • Highlight the last row from column B (Blended Budget) to the last column. Copy and paste this row for each date in the new month
  • For each ad platform managed, add the daily budget (monthly budget ÷ days in the month)
  • Hide the rows for the previous month

Time-saver

Follow the Loom video for shortcuts to add dates and copy rows quickly.

Fill Out Daily

Owner: Media Buyer

Daily before 12pm PST — including weekends & holidays

  • Only fill cells highlighted light purple. Other cells are formulas — don't edit, copy, or delete.
  • Copy data directly from the source — typically Triple Whale or the ad platform itself.

What counts as "# Ads Launched"

The total number of new ads launched on-platform. This includes:

  • New concepts
  • New variations of existing concepts
  • Old ads reuploaded on-platform

Does NOT include relaunches of paused ads.

Easy rule

If there's a new ad ID in the platform, it counts as a new ad launched.

Think about what the data means

When entering the data, ask:

  • How would the client interpret this data?
  • How is spend trending? Are we pacing toward the budget?
  • Are we hitting the client's KPI?
    • If so, is there room to scale?
    • If not, what strategy are we implementing to improve performance?

A single data point is not a trend

  • Don't celebrate after 1–2 days above goal
  • Don't panic at a sudden drop — but do look for reasonable explanations and develop hypotheses to test
  • Use the KPI Lookback column on the KPI Performance tab to see trends over the last X days

Do's & Don'ts

Do

  • ✅ Only add data in cells highlighted light purple
  • ✅ Verify that formulas are giving you the expected result

Don't

  • ❌ Don't add monthly budgets — divide by days in the month and add the daily budget instead
  • ❌ Don't add columns unless directed by the Growth Strategist
  • ❌ Don't assume the math checks out — verify
  • ❌ Don't change cell formatting (including conditional formatting)
  • ❌ Don't copy/paste cells — it can break formulas or conditional formatting

Paste without formatting

Use CTRL+SHIFT+V (PC) or CMD+SHIFT+V (Mac) to paste without formatting. Prevents a lot of issues.