FURNITURE ADVERTISING MEASUREMENT WORKSHEET
Published by Furn | Revised October 21, 2026
Guide: https://furncmo.com/blog/furniture-digital-advertising-roi

Use your own reconciled figures. Unknown is not zero. Keep customer identifiers
and private order data in your approved reporting system, not this worksheet.
This planning aid does not establish causal return or company net profit.

1. DEFINE THE REPORT
Campaign/cohort:
Owner:
Currency (one throughout):
Campaign dates:
Data pulled at:
Grouped by ad interaction date or purchase date:
Attribution model and conversion window:
Conversion actions included:
Reported conversion-value definition (gross/net/lead value/tax/delivery):
Order reconciliation method and coverage:
Store sales, calls or other missing outcomes:
Observed conversion delay:
Refund/return maturity and revision date:
Forecasts (kept separate from observed results):

2. RECONCILE THE ECONOMICS
A. Net merchandise revenue after discounts and refunds, excluding tax/delivery:
B. Product cost for retained sales plus unrecovered product costs:
C. Delivery/return handling costs less retained customer delivery charges:
D. Payment costs after adjustments:
E. Other variable fulfillment costs not counted above:
F. Contribution before marketing = A - B - C - D - E:
G. Media spend for the same cohort:
H. Allocated production, management, tools and labor not counted elsewhere:
I. Contribution after listed marketing costs = F - G - H:
Excluded overhead, tax or other costs:
Shared-cost allocation method:

Refunds reduce A once; handling, damaged stock and unrecovered fees belong in
appropriate cost lines. Do not subtract the same refund or cost twice.
Reported ROAS = attributed conversion value / media spend; undefined if spend is 0.
Reconciled net-revenue ROAS = A / G; label separately if the platform uses another value.
Contribution rate before marketing = F / A; undefined if A is 0.
For a positive, assumed-constant contribution rate r, revenue to cover listed
marketing costs = (G + H) / r. This assumption may fail as mix or spending changes.
If reporting ROI, state its numerator, denominator and full cost scope explicitly.

FICTIONAL USD EXAMPLE (not customer results or an industry benchmark)
A 12,000; B 6,000; C 1,200; D 360; E 240; F 4,200; G 3,000; H 1,500.
I = 4,200 - 3,000 - 1,500 = -300 before remaining overhead and tax.
Attributed conversion value is assumed equal to A: 12,000 / 3,000 = 4x ROAS.
r = 35%; 4,500 / 0.35 is about 12,857 revenue, or 4.29x media spend.
Settled refunds and no additional unrecovered product costs are assumed.
These are attributed cohort economics, not evidence of incremental sales.

3. DIAGNOSE AND DECIDE
Tracking issue / evidence / owner / action:
Product, availability or offer issue:
Destination, mobile or checkout issue:
Creative hypothesis and supporting buyer question:
AI asset review (shape, finish, scale, configuration, included pieces):
Production cost / accepted assets (include review, rejects and rework):

4. TEST PLAN
Hypothesis:
Eligible audience and allocation method:
Product, offer and destination held comparable:
Primary outcome and its denominator:
Cost basis and guardrails:
Observation window and maturity check:
Decision rule chosen before results:
Counts, uncertainty and unresolved gaps:
Potential confounders (stock, price, seasonality, delivery optimization):
Decision: continue / revise / stop / inconclusive:
Next review date: