How to Use SUMIFS in Excel to Analyze Your Google & Meta Ads Performance by Campaign, Platform, or Goal

Running ads is one thing. Analyzing performance to make better decisions — that’s where the magic happens.

Whether you’re managing Google Ads, Meta (Facebook/Instagram) Ads, or both, your raw data is usually exported in bulk. The challenge? Turning it into insights. And that’s where SUMIFS in Excel becomes a marketer’s best friend.

In this guide, I’ll show you how to use SUMIFS to break down ad performance by Campaign, Platform, or Marketing Goal, even if you’re not a spreadsheet wizard.

Step 1: Export Your Ads Data

From both Google Ads and Meta Ads, download performance data that includes at least these columns:

• Date
• Campaign Name
• Platform (manually add this if you’re combining data from both Google and Meta)
• Goal Type (optional, e.g., “Lead Gen”, “Traffic”, “Conversions”)
• Impressions
• Clicks
• Spend
• Conversions

💡 If you’re working across platforms, stack the data in one master sheet and add a “Platform” column to tag each row as either Google or Meta.

Step 2: Set Up a Clean Summary Table

Create a summary table like this in a separate sheet or adjacent to your data:

Step 3: Use SUMIFS to Calculate Metrics

Let’s say:

• Raw data is in a sheet called RawData
• Spend is in column G
• Campaign Name is in column B
• Platform is in column C
• Goal is in column D

Here’s how you would use SUMIFS to pull Total Spend:

=SUMIFS(RawData!G:G, RawData!B:B, A2, RawData!C:C, B2, RawData!D:D, C2)

This formula says:

“Sum the Spend where Campaign Name = A2, Platform = B2, and Goal = C2”

Use similar formulas for Clicks and Conversions:

=SUMIFS(RawData!F:F, RawData!B:B, A2, RawData!C:C, B2, RawData!D:D, C2)  // Clicks
=SUMIFS(RawData!H:H, RawData!B:B, A2, RawData!C:C, B2, RawData!D:D, C2)  // Conversions

Why SUMIFS Is So Powerful

Bonus: Track Weekly or Monthly Trends

Want to see Spend by Week or Month per Platform?

• Create a new column for Week Number or Month using Excel formulas like:

=WEEKNUM([@Date])
=TEXT([@Date], "MMM-YYYY")

• Then use SUMIFS like this:

=SUMIFS(RawData!G:G, RawData!C:C, "Google", RawData!I:I, "Jul-2025")

Where column I is your Month column.

Pro Tips

• Clean Campaign Names: Ensure naming consistency before analyzing — small typos can break formulas.
• Use Data Validation: Add dropdowns for Platform or Goal to make summaries interactive.
• Don’t Overload: For large datasets, limit the range from full columns (like G:G) to a specific range (G2:G1000) to avoid slowdowns.

Final Thoughts

If you’re running ads and downloading performance data, Excel’s SUMIFS is a game-changer. It helps you transform spreadsheets from boring data dumps into actionable dashboards.

You don’t need to rely on expensive BI tools or dashboards to get started. Sometimes, Excel is all you need to make smarter campaign decisions — one formula at a time.