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Property Content Scheduler Workbook — Complete User Manual
Instruction Manual · How to use this template
The Property Content Scheduler Workbook is a ready-made Google Sheets system that lets real-estate professionals plan, publish and measure every marketing post across an entire property portfolio from one place. It is built for agents, property managers, brokerages and short-term-rental hosts who market multiple listings across social media, listing sites, email and paid ads. You log each piece of content in the Content Log, maintain your active inventory in Listings, and the Marketing Dashboard rolls everything up into live KPI cards and six charts so you can spot under-marketed properties, overspending and engagement trends at a glance — no manual number-crunching required.
⚡ Quick start
1Step 1 — Open the workbook and read the 'Read Me' sheet first; it explains colour codes, conventions and where to start.
2Step 2 — Go to the 'Listings' sheet and enter every property you are currently marketing: fill in the Property name, Status (Active / Pending / Sold), Price and the date it was Listed.
3Step 3 — Switch to the 'Content Log' sheet. For every marketing post you create or schedule, add a row: enter the Date, Property name (must match Listings exactly), content Type, Platform, Status, Engagement count, Cost and paste the URL.
4Step 4 — Check the 'Listings' sheet again — the auto-computed columns now show days on market, post counts, gaps, alerts and priority scores drawn from your Content Log entries.
5Step 5 — Open the 'Marketing Dashboard' sheet, enter a Target post count and Budget for each property, then review the six charts and KPI cards that update in real time.
6Step 6 — Revisit the workbook weekly: update the Status of completed posts, enter fresh Engagement numbers, and let the built-in alerts and decay scores guide your next actions.
The Content Log is your master record of every marketing post, ad or piece of content published for any property. Each row represents one post. You enter the date, property, type, platform, status, engagement and cost; the sheet auto-calculates cost efficiency, ROI, engagement velocity, scoring, decay, ranking and cumulative spending so you can see which content is working and which is not.
✍️ Step by step
11. Start a new row for every piece of content — one row per post, per platform.
22. Fill in the Date column with the date the post was published or scheduled (use YYYY-MM-DD or your locale's date format).
33. In the Property column, type the exact property name as it appears in the Listings sheet — spelling and capitalisation must match for cross-sheet formulas to work.
44. Select or type the content Type (e.g. Photo, Video, Reel, Carousel, Blog, Virtual Tour, Email, Ad) and the Platform (e.g. Instagram, Facebook, Zillow, MLS, TikTok, Email, Google Ads).
55. Set the Status to reflect the current state of the post: Draft, Scheduled, Published or Archived.
66. After the post is live, enter the Engagement count (total likes, comments, shares, clicks or other interactions) in the Eng column and the monetary Cost you spent on that post in the Cost column.
77. Paste the live URL of the post in the URL column for easy reference and click-through.
88. Review the auto-computed columns — CPE, ROI, Eng/Day, vs Avg, Score, Decay, Rank, Action, Cum Spend and vs Chan — which update instantly as you enter data.
99. Check the KPI cards at the top of the sheet (Total Spend, Median Eng, Momentum, Eng, Cost, CPE) to monitor portfolio-wide content performance at a glance.
📋 Column-by-column
| Date | INPUT — Enter the date the post was published or is scheduled to go live. Use a consistent date format such as YYYY-MM-DD or MM/DD/YYYY. Example: 2026-06-15. This date drives time-based calculations like Eng/Day and Decay. |
| Property | INPUT — Type the exact name of the property this content is for. It must match the Property name in the Listings sheet character-for-character (including spaces and capitalisation) so that COUNTIFS and AVERAGEIFS formulas can pull data across sheets. Example: '742 Evergreen Terrace'. |
| Type | INPUT — The format or category of the content piece. Common values: Photo, Video, Reel, Carousel, Blog, Virtual Tour, Email, Flyer, Ad, Story. This lets you compare performance across content formats. Example: Video. |
| Platform | INPUT — The channel or website where the content was posted. Examples: Instagram, Facebook, TikTok, Zillow, Realtor.com, MLS, YouTube, Email, Google Ads. Used by the vs Chan formula and the Dashboard's Engagement by Channel chart. |
| Status | INPUT — The current lifecycle stage of the post. Use one of: Draft, Scheduled, Published, Archived. Only Published posts typically count toward engagement and spend calculations. Update this field as the post progresses. |
| Eng | INPUT — Short for Engagement. Enter the total number of interactions the post has received: likes, comments, shares, saves, clicks or any combined engagement metric you track. Use whole numbers. Example: 2340. Higher is better; zero means no measurable interaction. |
| Cost | INPUT — The amount of money spent to create or promote this post, in your local currency. Include ad spend, boosting fees or production costs. Enter 0 if the post was organic and free. Example: 75.00. |
| ƒCPE | AUTO-COMPUTED — Cost Per Engagement. Formula in words: CPE = Cost ÷ Eng. It tells you how much you paid for each individual interaction. A lower CPE is better — it means you are getting engagement cheaply. A CPE under $0.10 is excellent for social media; $0.50–$1.00 is moderate; above $2.00 suggests the content or targeting needs improvement. If Eng is zero, CPE may show an error or a dash. |
| ƒROI | AUTO-COMPUTED — Return on Investment for this individual post. Formula in words: ROI = (Eng − Cost) ÷ Cost, expressed as a percentage or ratio. A positive ROI means the engagement value exceeds the cost; a negative ROI means you spent more than the engagement was worth. Values above 100 % are strong; values below 0 % indicate a loss. Use this to compare paid versus organic effectiveness. |
| ƒEng/Day | AUTO-COMPUTED — Engagement Per Day. Formula in words: Eng/Day = Eng ÷ (Today's Date − Date). It measures the average daily engagement velocity since the post went live. A higher number means the content is generating sustained interest. A post with 500 engagements over 10 days = 50 Eng/Day. Watch for posts where Eng/Day is declining — that signals the content is losing traction. |
| ƒvs Avg | AUTO-COMPUTED — Versus Average. Compares this post's engagement to the average engagement across all posts in the log. Formula in words: vs Avg = Eng ÷ Average Eng of all posts. A value above 1.0 (or above 100 %) means the post outperforms the portfolio average; below 1.0 means it underperforms. Use this to quickly spot your top- and bottom-performing content. |
| ƒScore | AUTO-COMPUTED — A composite performance score that blends engagement, cost-efficiency and recency into a single number. The exact weighting combines CPE, ROI and Eng/Day so that high-engagement, low-cost, recent posts score highest. A higher Score is always better. Use it to rank posts and identify your best-performing content patterns. |
| ƒDecay | AUTO-COMPUTED — Engagement Decay indicator. Measures how much the post's engagement velocity has slowed over time. A low or falling Decay value means the post is going stale and is no longer generating meaningful interaction. A high Decay value means the content still has momentum. When Decay drops near zero, consider refreshing or replacing the post. |
| ƒRank | AUTO-COMPUTED — The ordinal rank of this post compared to every other post in the Content Log, based on the Score column. Rank 1 is your best-performing post. Use Rank to quickly identify your top 5 or top 10 posts and replicate what works. |
| ƒAction | AUTO-COMPUTED — A suggested next-step action flag based on the post's Score, Decay and other metrics. Typical values might include 'Boost', 'Refresh', 'Pause', 'Archive' or 'OK'. It acts as an at-a-glance recommendation so you know which posts need attention without analysing every number yourself. |
| ƒCum Spend | AUTO-COMPUTED — Cumulative Spend. Formula in words: Cum Spend = running total of Cost for all posts up to and including this row, sorted by Date. It shows how your total content marketing spend is growing over time. Use it to track budget consumption and ensure you are not front-loading or back-loading spend in a period. |
| ƒvs Chan | AUTO-COMPUTED — Versus Channel average. Compares this post's engagement to the average engagement for all posts on the same Platform. Formula in words: vs Chan = Eng ÷ Average Eng for same Platform. A value above 1.0 means this post beats the channel norm; below 1.0 means it underperforms relative to the channel. This helps you see whether a post is strong for its specific platform, not just overall. |
| URL | INPUT — Paste the full web address of the live post so you or your team can click through to view it. Example: https://www.instagram.com/p/ABC123. Leave blank if the post is still in Draft status. |
📊 Reading the numbers
• Total Spend KPI shows the sum of all Cost entries — compare it to your overall marketing budget to see how much runway remains.
• Median Eng KPI shows the middle engagement value across all posts; if it is rising week over week your content quality is improving.
• Momentum KPI reflects the trend in recent engagement velocity — a positive Momentum means your marketing is accelerating; negative means it is slowing.
• Eng, Cost and CPE KPI cards give quick portfolio-level summaries: high Eng with low CPE is the ideal combination.
• There are no charts on this sheet; charts are on the Marketing Dashboard which pulls from this data.
⚠️ Avoid these mistakes
• Misspelling a property name so it does not match the Listings sheet — this breaks cross-sheet lookups and leaves the property appearing un-marketed.
• Entering engagement and cost figures for posts still in Draft or Scheduled status — wait until the post is Published and has real data.
• Forgetting to update Eng values over time — stale engagement numbers make Eng/Day, Decay and Score inaccurate.
• Deleting or overwriting formula columns (any ƒ column) — these are auto-computed; if you accidentally clear one, use Ctrl+Z / Cmd+Z to undo immediately.
💡 Tips• Sort by ƒRank ascending to see your best posts at the top and study what Type and Platform combinations win.
• Filter by Platform to compare channel-specific CPE and decide where to allocate more budget.
• Use the ƒAction column as a weekly to-do list: address every post flagged 'Refresh' or 'Boost' before creating new content.
• Add posts as soon as they are scheduled (set Status to Scheduled) so you have a forward-looking content calendar, then update to Published when live.
The Listings sheet is your property inventory. Each row represents one property you are marketing. You enter basic property details and the sheet auto-computes marketing coverage, engagement quality, spend efficiency and priority scores by pulling data from the Content Log. Use it to see which properties are well-marketed and which have dangerous gaps.
✍️ Step by step
11. Add one row per property — every property you are actively marketing should appear here.
22. Type the Property name exactly as you want it referenced across the workbook — this is the key that links to the Content Log.
33. Set the Status to Active, Pending, Sold, Off-Market or Coming Soon to reflect the listing's current state.
44. Enter the listing Price in your local currency (no currency symbol needed, just the number). Example: 425000.
55. Enter the Listed date — the date the property first went on the market — in a consistent date format. Example: 2026-03-01.
66. Once you have content logged in the Content Log sheet, the auto-computed columns (DOM, Posts, Last Post, Gap, Alert, Avg Eng, Top Chan, Spend, CPE, Priority, Pace, Mkt ROI, Eng Trend, Cost/1K) will populate automatically.
77. Review the ƒAlert and ƒPriority columns regularly — they flag properties that need immediate marketing attention.
88. Check the KPI cards at the top (Avg DOM, Coverage, Worst Gap, Price, DOM, Gap) for a portfolio-level summary of your listings' marketing health.
99. Keep this sheet up to date: when a property sells, update its Status to Sold; when a new listing comes on, add a row immediately so the Dashboard picks it up.
📋 Column-by-column
| Property | INPUT — The unique name or address of the property. This must match exactly (including spacing and capitalisation) with the Property column in the Content Log for all cross-sheet formulas to work. Example: '221B Baker Street, Unit 4'. |
| Status | INPUT — The current market status of the property. Common values: Active, Pending, Sold, Off-Market, Coming Soon. This helps you filter and prioritise marketing efforts for properties still on the market. |
| Price | INPUT — The listing or asking price of the property in your local currency. Enter as a plain number without currency symbols or commas — the sheet formats it for you. Example: 550000. This is used in the Cost/1K calculation and the Price KPI. |
| Listed | INPUT — The date the property was first listed or put on the market. Use a consistent date format such as YYYY-MM-DD. Example: 2026-02-14. This date drives the Days on Market (DOM) calculation. |
| ƒDOM | AUTO-COMPUTED — Days on Market. Formula in words: DOM = Today's Date − Listed date. Shows how many days the property has been on the market. A higher DOM means the property has been sitting longer, which may indicate it needs more aggressive marketing or a price adjustment. Typical healthy DOM varies by market but generally under 30 days is good; over 90 days is a concern. |
| ƒPosts | AUTO-COMPUTED — Total number of content posts logged in the Content Log for this property. Formula uses COUNTIFS to count rows where the Property name matches. Zero posts for an Active listing is a red flag. Aim for at least 3–5 posts per property per month. |
| ƒLast Post | AUTO-COMPUTED — The date of the most recent post for this property, pulled from the Content Log using a MAX/FILTER formula. If this date is far in the past, the property is going stale and the Gap and Alert columns will flag it. |
| ƒGap | AUTO-COMPUTED — The number of days since the last post for this property. Formula in words: Gap = Today's Date − Last Post date. A small Gap (under 7 days) means you are posting regularly; a large Gap (over 14 days) means the property is being neglected. The Worst Gap KPI at the top shows the largest Gap across all listings. |
| ƒAlert | AUTO-COMPUTED — A warning flag that activates when a property's Gap exceeds a threshold (typically 7–14 days) or when other metrics indicate the property needs urgent attention. Look for values like 'Stale', 'No Posts', 'Overdue' or a warning icon. Any property with an active Alert should be your top marketing priority. |
| ƒAvg Eng | AUTO-COMPUTED — Average Engagement per post for this property. Formula uses AVERAGEIFS to average the Eng column in the Content Log for matching property rows. A higher Avg Eng means the property resonates with audiences. Compare across properties to see which listings attract the most interest. |
| ƒTop Chan | AUTO-COMPUTED — Top Channel. Identifies the platform that generated the highest engagement for this property, using INDEX/MATCH or FILTER logic on the Content Log. Example output: 'Instagram' or 'Facebook'. Use this to double down on the best-performing channel for each listing. |
| ƒSpend | AUTO-COMPUTED — Total marketing spend for this property. Formula uses SUMIFS to sum all Cost entries in the Content Log where the Property matches. Compare this to the engagement and leads generated to judge whether you are spending wisely on this listing. |
| ƒCPE | AUTO-COMPUTED — Cost Per Engagement for this property overall. Formula in words: CPE = total Spend for this property ÷ total Engagement for this property. A lower CPE is better. Compare CPE across properties to find which listings give you the most engagement bang for your buck. |
| ƒPriority | AUTO-COMPUTED — A composite priority score that considers DOM, Gap, Alert status, engagement trends and spend efficiency to rank how urgently this property needs marketing attention. A higher Priority (or a flag like 'High') means act now. A low Priority means the property is well-covered. Use this column to plan your weekly content calendar. |
| ƒPace | AUTO-COMPUTED — Posting Pace. Measures how frequently you are posting for this property, typically expressed as posts per week or posts per month. Formula in words: Pace = Posts ÷ (DOM ÷ 7) for weekly pace. A Pace of 2+ posts per week is healthy for active listings; below 1 per week may be too slow. |
| ƒMkt ROI | AUTO-COMPUTED — Marketing ROI for this property. Formula in words: Mkt ROI = (Total Engagement − Total Spend) ÷ Total Spend. A positive Mkt ROI means you are getting more engagement value than you are spending; a negative value means the spend outweighs results. Use this to decide whether to increase or decrease the marketing budget for each listing. |
| ƒEng Trend | AUTO-COMPUTED — Engagement Trend. Shows whether engagement for this property is rising, stable or falling over recent posts. Typically calculated as the slope or percentage change in engagement over the last several posts. A positive or upward trend is good; a negative or downward trend means your content is losing audience interest and you should try a different approach. |
| ƒCost/1K | AUTO-COMPUTED — Cost per thousand dollars of listing price. Formula in words: Cost/1K = (Total Spend ÷ Price) × 1000. It normalises your marketing spend relative to the property's value. A lower Cost/1K means you are spending less per unit of property value. Useful for comparing spend efficiency across properties at different price points — a $1M property and a $200K property may both have $500 in spend, but the Cost/1K will differ significantly. |
📊 Reading the numbers
• Avg DOM KPI shows the average days on market across your portfolio — if it is rising, your properties are sitting too long and may need more or better marketing.
• Coverage KPI shows the percentage of active listings that have at least one post — aim for 100 %; anything below 80 % means properties are going un-marketed.
• Worst Gap KPI shows the longest Gap (days since last post) across all properties — if this number exceeds 14, you have a stale listing that needs immediate content.
• Price, DOM and Gap KPI cards provide quick portfolio averages so you can benchmark individual property performance against the group.
• There are no charts on this sheet; the Marketing Dashboard contains all visual analytics.
⚠️ Avoid these mistakes
• Using different spellings or abbreviations for a property name here versus the Content Log — this is the #1 cause of broken formulas and missing data.
• Leaving the Listed date blank, which causes DOM and Pace to show errors or zero.
• Not updating Status when a property sells — Sold properties will continue to appear in Priority rankings and skew your Coverage KPI if left as Active.
• Manually typing values into ƒ columns — these overwrite the formulas and break the automation.
💡 Tips• Sort by ƒPriority descending to build your weekly marketing to-do list starting with the most urgent properties.
• Use ƒTop Chan to create more content on the platform that works best for each property instead of spreading effort evenly.
• When a property's ƒEng Trend turns negative, try a different content Type (e.g. switch from Photos to Video) rather than posting more of the same.
• Filter by Status = Active to focus only on listings that still need marketing effort.
The Marketing Dashboard is your command centre. It pulls data from both the Content Log and Listings sheets to give you a real-time overview of content coverage, budget pacing, engagement efficiency and channel performance across your entire portfolio. Use it to make weekly decisions about where to spend time and money. You enter only the Target post count and Budget per property; everything else is auto-computed.
✍️ Step by step
11. The Property column auto-populates from your Listings sheet — do not type property names here manually.
22. For each property row, enter the Target — the number of posts you aim to publish for this listing during the current period (e.g. 12 posts this month).
33. Enter the Budget — the total marketing budget allocated to this property for the period (e.g. 500).
44. All other columns (Posts, Progress, Gap, Pace, Days Left, ETA, Spend, Eng/$, Spend %, Rank, $ Left, Proj Eng) update automatically by pulling from the Content Log via COUNTIFS, SUMIFS, AVERAGEIFS and FILTER formulas.
55. Review the six KPI cards at the top: Coverage, Stale %, Wk CPE, Target, Gap and Pace for a portfolio-wide health check.
66. Examine the six charts beneath the data: Engagement by Channel, Budget Pacing, Spend by Format, Eng/$ by Listing, Channel Scores and Posts vs Eng by Channel.
77. Adjust your Targets and Budgets based on what the charts and KPIs reveal — increase budget for high-engagement properties, decrease for low performers.
88. Revisit this sheet at least weekly to track whether you are on pace to hit your content and spending goals before listings go stale.
99. Use the ƒRank column to quickly compare which properties are getting the most efficient marketing coverage.
📋 Column-by-column
| Property | AUTO-POPULATED — The property name pulled from the Listings sheet. Do not type here; it mirrors your Listings inventory so every active property automatically appears on the Dashboard. |
| ƒPosts | AUTO-COMPUTED — Total number of posts for this property, counted from the Content Log using COUNTIFS. Matches the same value shown on the Listings sheet. Compare it to the Target to see if you are on track. |
| Target | INPUT — The number of posts you plan to publish for this property during the current tracking period (week, month or campaign). Enter a whole number. Example: 10. This is the benchmark the Progress, Gap and ETA columns measure against. |
| ƒProgress | AUTO-COMPUTED — The percentage of the Target you have completed. Formula in words: Progress = Posts ÷ Target × 100. A value of 100 % means you hit your goal; below 50 % halfway through the period means you are behind. Displayed as a percentage. |
| ƒGap | AUTO-COMPUTED — The number of posts still needed to reach the Target. Formula in words: Gap = Target − Posts. A Gap of 0 means you have met your target. A large Gap late in the period signals you need to ramp up content production for this property. |
| ƒPace | AUTO-COMPUTED — Current posting rate, typically posts per week. Calculated from the number of posts divided by the elapsed time. Compare Pace to the required posting rate to hit Target by the end of the period. If Pace is below the required rate, the ETA will extend beyond your deadline. |
| ƒDays Left | AUTO-COMPUTED — The number of days remaining in the tracking period or until a key deadline. Used alongside Pace to project whether you will hit the Target in time. A low Days Left with a high Gap means you are at risk of under-delivering. |
| ƒETA | AUTO-COMPUTED — Estimated Time of Arrival to reach the Target, based on current Pace. Shown as a date. If ETA is after your deadline, you need to post more frequently. If ETA is before your deadline, you are comfortably ahead of schedule. |
| ƒSpend | AUTO-COMPUTED — Total amount spent on this property's content so far, summed from the Content Log using SUMIFS. Compare to Budget to see how much of your allocation has been consumed. |
| ƒEng/$ | AUTO-COMPUTED — Engagement per Dollar spent. Formula in words: Eng/$ = Total Engagement ÷ Total Spend for this property. A higher value means better cost efficiency — you are getting more interactions per dollar. Compare across properties to allocate budget toward the most efficient listings. |
| ƒSpend % | AUTO-COMPUTED — The percentage of the Budget that has been spent. Formula in words: Spend % = Spend ÷ Budget × 100. Under 50 % midway through the period means you are underspending (which may mean missed opportunities); over 90 % early on means you risk running out of budget. |
| ƒRank | AUTO-COMPUTED — Ranks each property by overall marketing efficiency, considering engagement, spend and progress. Rank 1 is your best-performing property from a marketing standpoint. Use this to identify your model campaigns and replicate their strategies. |
| Budget | INPUT — The total monetary budget allocated to marketing this property for the current period. Enter as a plain number in your local currency. Example: 1000. This drives the $ Left, Spend % and budget pacing calculations. |
| ƒ$ Left | AUTO-COMPUTED — Dollars Left in the budget. Formula in words: $ Left = Budget − Spend. Shows exactly how much money remains for this property's marketing. If $ Left is near zero and you still have posts to produce, you may need to rely on organic (free) content or request additional budget. |
| ƒProj Eng | AUTO-COMPUTED — Projected Engagement. Estimates the total engagement you will achieve by the end of the period if the current Eng/$ rate and remaining budget are maintained. Formula in words: Proj Eng = Current Total Engagement + ($ Left × Eng/$). Use it to forecast outcomes and decide whether to reallocate budget between properties. |
📊 Reading the numbers
• Coverage KPI shows the percentage of active properties that have at least one post — anything below 100 % means some listings are completely un-marketed.
• Stale % KPI shows the percentage of properties whose last post is older than the acceptable threshold — aim for 0 %; if Stale % climbs above 20 % you have a content gap problem.
• Wk CPE (Weekly Cost Per Engagement) KPI shows your cost efficiency for the current week — compare it to prior weeks to spot whether your spending is becoming more or less efficient.
• Target, Gap and Pace KPI cards summarise portfolio-level content velocity: are you producing enough posts at the right rate to meet all your targets?
• Engagement by Channel chart — bar or pie chart showing total engagement broken down by platform; use it to identify which channels deliver the most interaction and deserve more budget.
• Budget Pacing chart — a line or bar chart comparing planned spend versus actual spend over time; the ideal is a steady diagonal line; a steep early climb means you are front-loading spend and may run out.
• Spend by Format chart — shows how your budget is distributed across content Types (Photo, Video, Ad, etc.); if one format dominates but underperforms, rebalance toward higher-performing formats.
• Eng/$ by Listing chart — a bar chart comparing engagement efficiency across properties; tall bars are your best value; short bars need strategy changes or budget reallocation.
• Channel Scores chart — ranks each platform by a composite score of engagement, CPE and volume; use it to decide which channels to prioritise in future campaigns.
• Posts vs Eng by Channel chart — a dual-axis or scatter chart plotting number of posts against total engagement per platform; look for channels where fewer posts still generate high engagement (high ROI channels) versus channels where many posts yield little engagement (diminishing returns).
⚠️ Avoid these mistakes
• Forgetting to enter Target and Budget values — without these, Progress, Gap, ETA, Spend %, $ Left and Proj Eng cannot compute meaningful results.
• Entering Targets that are unrealistically high, which makes every property look perpetually behind and undermines the usefulness of the Dashboard alerts.
• Manually editing the Property column or any ƒ column — Property is linked to Listings and all other columns are formula-driven.
• Ignoring the Stale % KPI — even if overall Coverage looks good, a high Stale % means properties that were once marketed are now being neglected.
💡 Tips• Set a calendar reminder to review this Dashboard every Monday morning and adjust Targets and Budgets based on the previous week's performance.
• Use the Eng/$ by Listing chart to find your most efficient properties, then study what content Type and Platform combination drives their success and replicate it for underperformers.
• If a property's ƒETA extends past its expected sale date or lease-up deadline, either increase posting Pace or boost Budget immediately.
• Compare the Channel Scores chart to the Spend by Format chart — if your highest-scoring channel is getting the least spend, you have a budget allocation opportunity.
📖Glossary — what every value means
| CPE | Cost Per Engagement — the amount of money spent for each individual interaction (like, comment, share or click). Calculated as Cost ÷ Engagement. A lower CPE is better; under $0.10 is excellent for organic social, while $0.50–$2.00 is common for paid ads. |
| ROI | Return on Investment — measures the gain or loss from a marketing post relative to its cost. Calculated as (Engagement − Cost) ÷ Cost. A positive ROI means the post generated more value than it cost; a negative ROI means the cost exceeded the value. Above 100 % is strong. |
| Eng/Day | Engagement Per Day — the average number of interactions a post receives each day since publication. Calculated as total Engagement ÷ number of days since the post date. Higher is better; a declining Eng/Day signals the content is losing momentum. |
| DOM | Days on Market — the number of calendar days since a property was listed. Calculated as Today's Date minus the Listed date. Lower DOM is generally preferred; a high DOM (e.g. 90+ days) suggests the listing may need more aggressive marketing or a price reduction. |
| Eng | Engagement — the total count of audience interactions with a piece of content, including likes, comments, shares, saves, clicks and any other measurable interaction. Higher engagement indicates stronger audience interest. |
| Eng/$ | Engagement per Dollar — the number of interactions generated for every dollar spent. Calculated as total Engagement ÷ total Spend. A higher number is better and indicates more cost-effective marketing. Compare across properties to find your best-value listings. |
| Wk CPE | Weekly Cost Per Engagement — the CPE calculated over the most recent seven-day period. Used on the Marketing Dashboard to track short-term cost-efficiency trends week over week. |
| Mkt ROI | Marketing ROI — the return on investment for all marketing activity on a given property. Calculated as (Total Engagement − Total Spend) ÷ Total Spend. Positive values indicate efficient marketing; negative values mean you are spending more than the results justify. |
| Eng Trend | Engagement Trend — indicates whether a property's engagement is rising, flat or declining over recent posts. A positive trend is healthy; a negative trend means your content strategy for that property may need adjustment. |
| Cost/1K | Cost per Thousand Dollars of Listing Price — normalises marketing spend relative to property value. Calculated as (Total Spend ÷ Price) × 1000. Allows fair comparison of marketing intensity across properties at very different price points. |
| Coverage | The percentage of active listings that have at least one marketing post logged. Calculated as number of properties with one or more posts ÷ total active properties × 100. Aim for 100 %; below 80 % means properties are going completely un-marketed. |
| Stale % | Stale Percentage — the share of properties whose most recent post is older than an acceptable freshness threshold (typically 7–14 days). A Stale % of 0 % is ideal; above 20 % indicates a content gap problem across the portfolio. |
| Momentum | A KPI reflecting the overall trend in engagement velocity across the portfolio. Positive Momentum means engagement rates are accelerating; negative Momentum means they are slowing. Derived from the change in Eng/Day values across recent posts. |
| Decay | A measure of how quickly a post's engagement is fading over time. Higher Decay values mean the content is still performing; low or near-zero Decay means the post is stale and is no longer generating meaningful interactions. |
| Pace | The rate of content production, typically measured as posts per week. On the Listings sheet it reflects historical posting frequency; on the Marketing Dashboard it reflects current velocity toward reaching the Target. |
| Proj Eng | Projected Engagement — a forecast of the total engagement a property will receive by the end of the tracking period if current spending and engagement rates continue. Calculated as Current Engagement + (Remaining Budget × current Eng/$). Useful for predicting outcomes and rebalancing budgets. |
| Cum Spend | Cumulative Spend — the running total of all marketing costs up to and including a given row, sorted by date. Shows how total spending is accumulating over time and helps track budget consumption against the calendar. |
| vs Avg | Versus Average — compares a single post's engagement to the average engagement across all posts. A value above 1.0 (or 100 %) means the post outperforms the portfolio average. |
| vs Chan | Versus Channel — compares a single post's engagement to the average engagement for all posts on the same platform. A value above 1.0 means the post outperforms its channel's average, providing a platform-specific benchmark. |
| ETA | Estimated Time of Arrival — the projected date by which the Target number of posts will be reached at the current posting Pace. If ETA falls after your deadline, increase posting frequency. |
| Budget Pacing | A chart on the Marketing Dashboard that compares planned versus actual spending over time. Ideal pacing follows a steady, even spend pattern; front-loaded pacing risks running out of budget before the period ends. |
Every template ships with an AI side-panel. Type in plain language — it fills rows, explains any cell, and analyses your data for you.
How to use it
1To open the built-in AI assistant, click the ✨ sparkle icon in the side panel of your Google Sheets workbook. It is a conversational chat assistant where you type questions or commands in plain language — no formulas or code required.
2Ask the assistant to explain any cell by typing something like 'explain B7' or 'what does the CPE in row 5 mean?' — it will read the cell, describe its formula in plain English, and tell you what the value means for your marketing performance.
3Give the assistant action commands and it will read your sheet and act without breaking any formulas. For example: 'sum column C', 'fill the next row with a new post for 742 Evergreen Terrace', 'color row 1 gold', or 'sort the Content Log by Score descending'. These are typed commands in the chat, not standalone buttons.
4The assistant can scan your entire workbook to find issues, and you can attach a screenshot or image (such as a social media analytics export) and it will read and interpret the data for you. There are also one-click presets tailored to this template that perform common analyses with a single tap.
5In the Tools tab you will find 'Analyze All My Data', which generates a full analytical report on a new sheet; 'Auto-Fit' to resize columns for readability; and the ability to translate every label in the workbook into another language or build a visual infographic from your data. A Tone selector lets you choose between Friendly, Professional or Concise output, and Smart Styling adjusts formatting automatically.
6You start with free AI trial requests. After those are used, a subscription unlocks a bigger monthly allowance of requests, plus Pro features including native charts, forecasts and a full multi-page report. The subscription gives you a larger monthly allowance of requests — not unlimited, but significantly more than the free tier.