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Overview

With Dema you can import your budget and use them as targets, which can then be used to compare how your sales, traffic and marketing spend (amongst many other metrics) are tracking against your budget.

Compare actuals vs targets

Track how your real performance measures up against your budgeted targets across all key metrics

Flexible dimensionality

Set targets based on any combination of dimensions and metrics available in Dema

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Getting started

1

Access the template

Navigate to our target template and make a copy
2

Review the example

Follow the Example tab to understand the data structure
3

Fill in your targets

Enter your budget targets following the schema and examples provided below
4

Share with Dema

Share your Google Sheet with us in Slack or Teams
5

Confirmation

We’ll let you know when they’ve been imported and your target metrics are ready for use!

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How targets work

Dema supports targets based on any dimension and metric which means that you can set targets based on a combination of many different dimensions and metrics.
Target metrics will only work for the dimensions that have been provided in the target sheet. If only date and country have been provided as dimensions, Dema will not be able to break it down on channel and channel group.
Start simple with fewer dimensions and metrics — there’s always the option to make it more detailed at a later date.

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Data schema

Dimensions define how your targets are segmented and grouped.
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date
date
required
Target date for the budgeted values. Can be daily or the first date of the month for monthly targets.

Format: ISO 8601 (YYYY-MM-DD)
Example: 2025-01-01
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country
string
required
Country code for geographic budget allocation.

Format: ISO 3166 (2 letters)
Example: SE
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newCustomer
integer
Indicates whether the target is for new or returning customers. Use 1 for new customers, 0 for returning customers.

Format: 1 (new) | 0 (returning)
Example: 1
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channelGroup
string
Marketing channel group for budget allocation across different channel types.

Example: Social paid
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channel
string
Specific marketing channel for granular budget planning.

Example: Facebook
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storefront
string
Storefront identifier for multi-store budget allocation.

Example: US Store
Metrics are the target values you want to track. Include only the metrics relevant to your business goals.
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orders
integer
Target number of orders expected during the period.

Format: Integer
Example: 130
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grossSales
number
Target revenue including shipping fees, excluding VAT and returns.

Format: Decimal
Example: 70000
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marketingSpend
number
Budgeted marketing spend excluding VAT.

Format: Decimal
Example: 20000
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visits
integer
Target number of website visits (sessions).

Format: Integer
Example: 4500
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users
integer
Target number of unique website users.

Format: Integer
Example: 4500
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newCustomerCount
integer
Target number of new customers to acquire.

Format: Integer
Example: 500
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netSales
number
Target revenue after deducting estimated returns, including shipping fees, excluding VAT.

Format: Decimal
Example: 60000
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productsSold
number
Target number of product units to be sold.

Format: Decimal
Example: 850
Below is an example of how your target data should be structured:
date,country,newCustomer,channelGroup,channel,storefront,orders,grossSales,marketingSpend,visits,users,newCustomerCount,netSales,productsSold
2025-01-01,SE,1,Social paid,Facebook,EU Store,60,30000,9000,1800,1500,60,27000,150
2025-01-01,SE,1,Search paid,Google,EU Store,40,20000,6000,1200,1000,40,18000,100
2025-01-01,SE,0,Social paid,Facebook,EU Store,20,12000,3000,600,500,0,11000,50
2025-01-01,SE,0,Search paid,Google,EU Store,10,8000,2000,400,300,0,7000,30
2025-01-01,NO,1,Social paid,Facebook,EU Store,50,25000,7500,1500,1200,50,22500,125
2025-01-01,NO,1,Search paid,Google,EU Store,30,15000,4500,1000,800,30,13500,75
2025-01-01,NO,0,Social paid,Facebook,EU Store,15,11000,2700,550,400,0,10000,40
2025-01-01,NO,0,Search paid,Google,EU Store,10,7000,1800,350,300,0,6500,25
2025-02-01,SE,1,Social paid,Facebook,EU Store,70,36000,10800,2100,1800,70,32400,180
2025-02-01,SE,1,Search paid,Google,EU Store,50,24000,7200,1400,1200,50,21600,120
2025-02-01,SE,0,Social paid,Facebook,EU Store,20,13000,3300,650,500,0,12000,55
2025-02-01,SE,0,Search paid,Google,EU Store,15,9000,2200,450,350,0,8000,35
When importing examples into Google Sheets or similar tools, verify that numbers are not malformatted and match our specified schema above. Pay special attention to decimal points and thousand separators.

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Best practices

Start simple

Begin with fewer dimensions and metrics. You can always add more detail later as your needs evolve.

Flexible combinations

Any combination of dimension and metric you see in Dema can have its own target metric.

Data validation

Always verify that numbers are properly formatted with correct decimal points and thousand separators.

Regular updates

Keep your targets up to date by sharing revised Google Sheets with the team when your budget changes.

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Need help?

Contact support

Get in touch with our customer success team through Slack or Teams

Template access

Access the target template to get started