AdTech Pro Forma
Tech & Software Excel Template (Free Download)
Project an AdTech platform’s revenue, margin and cash trajectory from advertiser and publisher growth, pricing, churn and network effects.
professionals from Deloitte
About this pro forma
The full AdTech Excel model is the underlying engine: it separates CPM, CPC and CPA monetisation, builds advertiser and publisher cohorts, and applies acquisition, churn, pricing elasticity and fill-rate assumptions. Cost of revenue and operating expenses flow to EBITDA.
The pro forma gives founders, growth teams, investors and analysts a forward view of revenue mix, CAC payback, LTV, contribution margins and the path to scale. Flex supply and demand growth independently to see network effects.
What every model includes
Live formulas, no hardcoded values
Outputs are driven by live formulas, so the workbook updates from its assumptions instead of relying on hardcoded results.
All assumptions in one tab
Inputs are clearly marked in the Assumptions tab and separated from calculations, making it clear what to change and what to leave intact.
Statements always balancing
For integrated-statement models, the balance sheet, cash flow, and supporting schedules tie through properly.
Distinct schedules for clarity
Debt, working capital, taxes, and cash flow can get messy quickly. We group calculations in clear schedules, not across disconnected tabs.
No hidden macros or external links
There are no unexplained external workbook links or macros to undermine auditability or portability.
Changes flow through the model
Update a key driver and see the impact carry through the forecast, financing, and return outputs. We never use hardcoded numbers in formulas.
What's inside the AdTech Pro Forma
- CPM, CPC and CPA revenue projections by cohort
- Advertiser and publisher acquisition and churn outputs
- Pricing, take-rate, fill-rate and competition scenarios
- Cloud, payment processing and fraud cost projections
- Sales, engineering and support expense forecast
- CAC payback, LTV, margin and EBITDA outputs
Formatted to IB standards
Named theme colors repaint the whole workbook in one click, on top of an investment-banking structure with clear input, output, and cross-sheet reference styling - brand-ready, institutional-grade, and fully auditable.
Created by ex-finance professionals
Hey, I’m Alex and I created Finamodel.
Over my years in the finance industry I kept building the same models over and over again. Same structure, same assumptions, different logo. So I started building frameworks to turn them into clean, reusable templates.
Every model here is one I’d actually use for a client, and I personally vet each one before it goes up.
I’m not an expert in every industry, but I’ve built enough models to know what belongs in one. And when something is completely foreign to me, I reach out to my network for experts to work on our models with us.
Having a template library on hand cuts a first build from hours to minutes.
Need help finding your model? You’ll find me in the Finamodel app!
Frequently asked
What revenue streams are projected?+
CPM, CPC and CPA revenue are projected separately with cohort-level pricing and activity drivers.
How are network effects represented?+
Advertiser and publisher bases are modelled independently so fill rates and pricing power can change as both sides scale.
Can I model advertiser churn?+
Yes. Acquisition and churn assumptions determine active advertisers, impressions, clicks, conversions and revenue.
What unit economics are included?+
Outputs include CAC payback, LTV, segment margins and operating leverage as the platform grows.
Have more financial modelling questions? Contact us
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