Brand Deal Tracker:
How to Track Deals, Follow-Ups, and Payments (Free Spreadsheet Template)
Most brand deals are lost to silence, not rejection: a follow-up forgotten, an invoice sent late, a detail buried in a DM. This guide and free template give you one place to track every deal from first message to final payment.
Works in Excel and Google Sheets. Includes stage and platform dropdowns, automatic balance due, a pipeline summary, and overdue follow-up count. Holds up to 200 deals.
Download the free tracker →Keep every brand opportunity in one spreadsheet with a pipeline stage, a next action, and key dates. In five steps:
- Add one row per deal, including prospects and unanswered inbound messages.
- Track the brand, contact, deliverables, stage, fee, dates, rights, payment terms, and balance.
- Give every active deal a specific next action and date.
- Follow up on a fixed cadence, and invoice promptly according to the agreed terms.
- Review the pipeline for 15 minutes every week.
Why Creators Need a Brand Deal Tracker
The 10 Pipeline Stages
These stages match the Stage dropdown in the template. Rename or merge them to fit how you work, but keep each stage tied to a clear exit condition so deals do not sit still.
| Stage | What it means | Moves on when |
|---|---|---|
| 1. Prospect | A brand you plan to approach, or an inbound lead you have not answered yet. | You send a pitch or a first reply. |
| 2. Pitched | You have contacted the brand. | They reply, or you finish your follow-up sequence. |
| 3. In conversation | The brand has replied and you are discussing the idea. | You have a brief or enough detail to quote. |
| 4. Negotiating | You have sent a quote or terms, and are discussing changes. | Both sides agree, or one walks away. |
| 5. Agreed | Scope, fee, and dates are confirmed in writing. | You start production. |
| 6. In production | You are creating the content and handling revisions. | You deliver the final content. |
| 7. Delivered | Content is approved or published. | You send the invoice per the agreed terms. |
| 8. Invoiced | The invoice is sent and payment is pending. | Payment is received in full. |
| 9. Paid | The deal is complete and fully paid. | You log results and ask about a repeat partnership. |
| 10. Declined / closed | The deal is cancelled, declined, or went silent after follow-ups. | Optionally revisit in a few months. |
What to Track for Every Deal
The template has 19 columns in six groups. Every one earns its place.
Record usage rights and exclusivity carefully. For what to watch for, see our guide to brand deal contract red flags.
How to Set Up and Use the Template
The download has three tabs:
Download and open the template
Open it in Excel, or in Google Sheets choose File, then Import, upload the file, and select Create new spreadsheet.
Replace the example row
Row 5 is a fictional deal that shows the format. Overwrite it with your first real deal, or delete it.
Add every active and prospective deal
Add one deal per row, including prospects you plan to pitch and inbound messages you have not answered yet.
Set a next action and date for each deal
Be specific: "send quote," "follow up," or "send draft for approval." A deal without a next action is a deal that will stall.
Update the stage whenever something changes
Use the dropdown. Moving a deal forward takes five seconds and keeps the Summary tab accurate.
Review the Summary tab each week
Check overdue follow-ups, deals in progress, and the balance still due. Then act on what you see.
Not sure how to get your first rows? Start with our guide to getting your first brand deal.
Follow-Up Cadence: When to Nudge, and When to Move On
When a brand does reply, our guide on how to respond to a brand brief covers what to check, ask, and quote.
Payment Tracking and Reminder Templates
Invoice according to the agreed payment terms, record the invoice date, and follow up politely the moment a payment is late. Replace every bracket with real details. This is general information, not legal or tax advice, and serious disputes call for professional help.
Subject: Invoice for [Campaign name]
Hi [Name], thank you again for the partnership. Attached is the invoice for [campaign], for [amount and currency], due [date per agreed terms]. Please let me know if you need any details or a different format. Thanks, [Your name]
Subject: Friendly reminder: invoice for [Campaign name]
Hi [Name], I hope you are well. A quick reminder that the invoice for [campaign] was due on [date]. Could you let me know when I can expect payment? I am happy to resend the invoice if that helps. Thanks, [Your name]
Subject: Following up: overdue invoice for [Campaign name]
Hi [Name], I am following up on the invoice for [campaign], which is now [number] days past the due date. Please confirm the payment date this week, or let me know if there is an issue I can help resolve. Thank you, [Your name]
The 15-Minute Weekly Review
Do this once a week, ideally at the same time. It keeps the tracker honest and your pipeline moving.
Monthly Metrics to Review
Once you have a few months of data, these simple ratios show where to improve. Compare against your own past results, not other creators.
Spreadsheet vs. Notion vs. CRM Tools
The best tool is the one you will actually update. Features and pricing change often, so check current options before paying for anything.
Common Brand Deal Tracking Mistakes
Frequently Asked Questions
What is a brand deal tracker?
A brand deal tracker is a spreadsheet or tool where creators record every brand opportunity, from first contact to payment. It usually tracks the brand, contact, deliverables, stage, key dates, fee, payment terms, and next action, so no deal or invoice is forgotten.
What should a brand deal tracker include?
Include the brand and contact, platform, deliverables, pipeline stage, next action and its date, delivery and go-live dates, fee and currency, usage rights and exclusivity notes, payment terms, invoice date, amount paid, balance due, and notes.
How do I track brand deals in Google Sheets?
Download the template, open Google Sheets, choose File, then Import, upload the file, and select Create new spreadsheet. Add one deal per row, update the stage with the dropdown, and review the Summary tab weekly.
What stages should a brand deal pipeline have?
A simple pipeline has ten stages: Prospect, Pitched, In conversation, Negotiating, Agreed, In production, Delivered, Invoiced, Paid, and Declined or closed. You can merge or rename stages to suit how you work.
How often should I follow up with a brand?
Follow up once after about a week following a first pitch, then send a brief last note a week or two later. After a quote, check in after three to five days. After that, move on and revisit the brand later with a new idea.
How do I remind a brand about a late payment?
Send a polite reminder as soon as the due date passes, referencing the invoice, amount, and agreed terms. If there is no response, send a firmer follow-up asking them to confirm a payment date. Keep every message in writing, and seek professional advice for serious disputes.
Is a spreadsheet enough or do I need a CRM?
A spreadsheet is enough for most individual creators. Consider a CRM or partnership tool when you manage many creators or deals, need shared access, or want automated reminders and reporting.
Is the brand deal tracker template free?
Yes. The template on this page is free to download and use, and works in Excel and Google Sheets. It tracks deal progress and payments only. It is not accounting, legal, or tax advice.
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