If you run your blog as a business, you need to have an overview of your blog’s finances such as revenue, cost, and profit as well as your most important content and traffic numbers.
To help with this, I have created an Excel spreadsheet for bloggers, which I call “The Blogger’s Cockpit”.
The Blogger’s Cockpit is a KPI Dashboard for bloggers that helps you track and visualize the most important data of your blogging business. It’s a great way to track your blog’s progress and to ensure that you don’t overspend.
It also sets finance, content, and traffic data in relation to each other to calculate key performance indicators such as your revenue per blog post, your blog’s revenue per 1000 sessions, and the average number of pageviews per article.
Examples of blogging data the Excel tool tracks and visualizes:
- Revenue per month and per year
- Revenue split by source
- Cost per month and per year
- Cost split per source
- Split of regular upkeep costs vs. investments into the future growth of your blog
- Revenue per blog post
- Revenue per 1000 sessions
- Content growth, i.e. development of the number of blog posts published
- Total number of blog posts
- Monthly pageviews per blog post
But please note: I have developed this Excel tool for bloggers for use in Microsoft Excel. While the basic functionality should work with other spreadsheet tools, such as Google Sheets, the visualizations may not display properly.
Preview of the Blog KPI Dashboard:
The spreadsheet is divided into the following tabs:
The Cockpit tab provides a general overview of your blog’s most important data points. It shows how your blog’s central key performance indicators such as revenue, costs, profit, number of blog posts, and number of pageviews are developing over the year.
Revenue Deep Dive
The revenue deep dive tab allows you to take a closer look at your blog’s revenue and profit.
The tool goes beyond just showing you how much you spend and how much you make. It also visualizes your income distribution by source, shows you the development of each income source over time, and calculates how much revenue you are generating per article per month and per 1000 sessions per month.
This data can help you to decide how much you can spend on new articles and, on average, still get a positive return on your investment.
Cost Deep Dive
The blog tracking tool asks you to allocate each of your blog’s cost items to one of two buckets: upkeep costs and investment costs. Update costs are costs for services that you need to keep your web business running, such as hosting, domain, email marketing software, and so on. Investment costs are costs for investments into your blog’s future growth, such as costs incurred for the production of new content.
The cost deep dive tab shows you the development and total of both types of costs separately.
Moreover, it visualizes the distribution of your overall expenditures by source.
Content and Traffic Deep Dive
The content and traffic deep dive tab adds motivating overviews of the amount of new content you have published and puts traffic and content data in relation to each other. In particular, it shows you the average monthly pageviews per article. This tells you if, on average, each article you publish pulls in as much traffic as you were hoping for.
Download the Blogger’s Cockpit for Free:
But again, please note: I have developed this Excel tool for bloggers for use in Microsoft Excel. While the basic functionality should work with other spreadsheet tools as Google Sheets, the visualizations may not display properly.