# Marketing Agency Dashboard

See active clients, retainer and project mix, revenue per FTE, utilisation, EBITDA margin, churn, LTV/CAC, and enterprise value together clearly for a marketing agency forecast.

- Canonical: https://finamodel.com/excel-dashboard/marketing-agency
- Excel download: https://finamodel.com/templates/marketing-agency.xlsx

## About this dashboard

The Marketing Agency Dashboard brings the agency's client roster, operating capacity, profitability, and valuation into one view. It headlines active clients, retainer and project mix, revenue per FTE, utilisation, EBITDA margin, churn, LTV/CAC, and enterprise value for a quick operating review across the forecast.

Use the dashboard to connect client growth and retention with delivery capacity. Revenue keeps retainer and project fees distinct from media pass-through, so the operating picture remains tied to agency-fee economics. Utilisation shows how the active roster compares with serviceable clients based on billable FTEs and clients per FTE.

The client-economics and valuation outputs extend the operating view into average client lifetime, LTV, CAC payback, enterprise value, equity value, and value per share. This supports profitability planning, retention analysis, platform underwriting, and board or lender reporting across the forecast, with the client and valuation drivers visible alongside operating performance.

## What's included

- Active clients
- Retainer and project mix
- Revenue per FTE
- Utilisation
- EBITDA margin and churn
- LTV/CAC and enterprise value

## Frequently asked questions

### What does the Marketing Agency Dashboard show?

It shows active clients, the retainer and project mix, revenue per FTE, utilisation, EBITDA margin, churn, LTV/CAC, and enterprise value. These metrics connect the client roster and delivery model to profitability, unit economics, and valuation.

### Why is the retainer and project mix included?

The mix shows how agency-fee revenue is divided between recurring retainer work and project work. It helps users see how roster composition affects revenue, capacity, agency-fee margin, EBITDA, and enterprise value.

### How does utilisation relate to active clients?

The model compares active clients with serviceable clients, which are based on billable FTEs and clients per FTE. The resulting utilisation metric shows how the client roster uses the agency's delivery capacity.

### What do LTV/CAC metrics represent?

The client-economics block uses churn to calculate average client lifetime, then combines annual fee per client, gross margin, and CAC to calculate LTV, LTV/CAC, and CAC payback in months.

### Does enterprise value include media pass-through as agency margin?

No. Media pass-through is billed gross and charged back as a pass-through cost, while retainer and project fees remain the agency-fee subtotal. Keeping these streams separate prevents managed media spend from flattering the operating margin.

## Related dashboards

- [Hiring Dashboard](https://finamodel.com/excel-dashboard/hiring-model)
- [Payroll Forecast Dashboard](https://finamodel.com/excel-dashboard/payroll-forecast)
- [Inventory Forecast Dashboard](https://finamodel.com/excel-dashboard/inventory-forecast)
- [Project Finance Debt Sculpting Dashboard](https://finamodel.com/excel-dashboard/project-finance-sculpting)