Table of Contents
Let’s face it: every serious company that wants to generate leads and revenue needs to have a marketing strategy that will help them in their quest for profit. Thanks to the fast-growing power of the internet, users can access any type of information that helps them to choose between brands, products, or offers. This makes the market a highly competitive arena for the best ones to survive.
A key part of a successful strategy is utilizing modern business intelligence software and implementing a marketing report in its core procedures that will become the beating heart of acquiring customers, researching the market, and providing detailed data insights into the most valuable information for any organization: is our performance on track? Ultimately, it will provide a clear insight into relevant KPIs and build a solid foundation for increasing conversions.
If you are reading this, it probably means that you understand the importance of tracking your performance and its progression over time. Be it in marketing, or in sales, finance, or for executives, reports are essential to assess your activity and evaluate the results. Management thinker Peter Drucker once stated, “if you can’t measure it, you can’t improve it” – and he couldn’t be more right. To know if you are successful, you first need to define success and track it. As we have already talked about in our previous blog post on sales reports for daily, weekly, or monthly reporting, you need to figure out a couple of things when launching and executing a marketing campaign: are your efforts paying off? How do you know that? If you are doing things in the right way, should you do more of it? Or drastically change for another path?
Using the right marketing KPIs (key performance indicators) is a good start – what is now left is finding a way to organize it all in a way that makes sense and brings value. That's why we will present monthly, weekly, daily, and digital marketing report samples that you can use for your own promotional activities and upscale your marketing efforts. But first, we will start with a basic definition and some tips on creating these kinds of reports. Let’s dig deeper.
What Is A Marketing Report?
A marketing report is an analytical tool that combines multiple sources of marketing data coming from social media, website, advertisements, and more. It is utilized by marketers to track the success of their strategies and optimize them using professional KPIs.
Why Is Marketing Reporting Important?
To succeed in today's digital environment, businesses of all sizes must invest in marketing and promotional activities that will separate them from the competition. That said, marketing reporting will allow you to track your performance and optimize several marketing processes among other benefits. Here are the best ones:
- Connecting all data sources: If you are a marketing manager that means you know the pains of gathering data and manually creating reports to monitor your performance. Modern marketing reporting in the form of professional business dashboards enables companies to consolidate data from multiple sources and access marketing information from a single point of access avoiding all the manual work and mitigating the risk of human error in your marketing reporting process.
- Insights into audience behaviors: They offer insights into audiences' behaviors and activities within the website, app, social media account, etc. For example, you can understand if your target customer uses mobile or desktop to interact with your brand, how much they are willing to spend on a product or service, what channels are most likely to buy, and several other insights that will help you generate targeted and efficient marketing activities.
- Tracking campaign performance: Campaign tracking is another of the benefits of marketing reporting. By using modern digital marketing reports to monitor the performance of your strategies, you will understand which activities were successful and which ones were not. This way you can focus your efforts on what will drive your success and save money and time by improving your performance.
- Justify marketing expenses and define budgets: Like any other area in a business, marketing has its own budget, and managers need to account for it to the CEO or other relevant executives. By using a modern report, you can justify your expenses as well as define your budgets based on trends and historical data from past periods. We will see this topic more in detail later in this post.
- For global marketing strategies: If you are a business operating in different countries or markets, then professional reports will be especially useful for you. A global marketing strategy will largely depend on language, regions, and demographics of the audience you are targeting. With modern marketing reports, you will be able to visualize all of these aspects in real time and use them to generate top global strategies for your company based on the needs of each market.
- Achieve business goals: Finally, marketing reporting will be a key player in achieving your business goals. Investing in a marketing analysis tool will enable you to make better decisions based on real information and not just simple intuition ensuring a healthy ROI for your business.
These points underline the importance of developing such reports since they will save precious time, and improve accuracy across the board. But there are certain types of marketing of reports that suit different intervals: enter monthly, weekly, daily, and digital marketing reports. Let's dig deeper and look at the details.
There are numerous marketing report types, depending on which data you need to monitor and analyze. Usually, reports are done on an annual, monthly, weekly, or daily basis, but sometimes you need to create an ad-hoc, KPI report for a particular purpose.
That said, we will go into the details of a marketing campaign report, provide a digital marketing report template, and look into marketing reporting and analysis with the help of carefully created dashboards.
But let’s get over some real data, starting with the monthly marketing report.
Monthly Marketing Report Examples And Templates
A monthly marketing report is a management tool utilized by marketers, agencies, and managers to show relevant marketing results on a monthly basis. Metrics that are usually tracked are focused on web analytics and campaign performance such as the CPC or CPA.
In this part, we would like to stress the fact that you should also keep looking at the big picture. We have already stated that every report must correlate with the big picture in marketing and provide a steady connection with sales, but looking at a month of data can deliver more insights than anything else. The weekly marketing report sample we provided below in the article can be implemented into a broader perspective and utilized for monthly decisions. The channel bringing in the most traffic is not always bringing the best quality leads in the end – but that you cannot know before some weeks have passed. That is why a monthly marketing report is so useful, providing a cross-disciplinary overview of several parameters at stake in a campaign, that you can analyze conjointly for more accuracy.
1) Marketing KPI Report
**click to enlarge**
Our first digital marketing report template gives a good overview of the most relevant marketing KPIs in a single glance: costs and revenue stats. In the end, this is what matters: did I get enough bang for my buck?
The design of this marketing ROI report is clear and lets you focus on the core metrics. Keep in mind that a metric like your CTR (click-through rate) or the number of sessions should be understood in their globality, and not an absolute truth: increasing them will not systematically generate more profit or rise the ROI (return on investment) displayed on this dashboard. That’s why you should dig deeper: analyze the profit per acquisition you made, in comparison to the cost per acquisition over time. See which campaigns are acquiring the most customers, with the minimum of dollars invested in them. The goal is to have the highest possible return on investment at the lowest costs, but you should not forget about the whole funnel and compare it with other reports you will create.
In this particular example above, we can see how some of the metrics have performed each week of a year, such as the revenue per acquisition, which will help you in building your future strategies and consolidate with operational objectives (more on that later). This is one of our digital marketing reports that can be seen on a month-basis as well, it's just a matter of filtering based on the desired period frame.
The point here is, looking at your different campaigns and channels with the help of our online data analysis tool is key to having the big picture and understanding what is going on.
2) Marketing CMO report
**click to enlarge**
This is one of the marketing reporting templates VPs, C-level executives, and seniors can use to their strategic advantage and interact with each metric displayed on the screen. It shows how targets are performing in a month-view, but the user can easily set this marketing dashboard to a yearly frame. Often CMOs don't have time to look into each detail of an advertising campaign but focus their resources on the strategic goals of a company and this report shows us exactly what kind of metrics and insights are needed to be successful.
The layout of this marketing reporting template is clearly set to guide the viewer if the key metrics have reached their goals or if additional adjustments are needed. The funnel shows the total number of users, leads, MQL, SQL, and customers, compared to the previous period and in relation to the set goal. We can see that our number of leads has increased by 4% in comparison to the previous period, but we still missed 6% of the target. Other metrics are structured similarly, which gives the CMO a clear overview of which parts of the strategy need more attention.
On the right side of this online marketing report format, you can dig deeper into relevant costs: per lead, per MQL, SQL, and customer as well as total costs and net income of each metric. This is useful since seniors need to know and control customer costs and the quality of leads. That way, they can compare their findings with overall sales goals and see if there is a mismatch that leads to more adjustments on operational levels.
3) Web Analytics Report
The marketing status report below provides you with a broader feeling of how your marketing campaigns are performing based on web analytics – even though, as we said, it can take too long to spot problems and adjust. This is why each of these different reports should be used conjointly, to get the best possible insights into the state of the whole department.
**click to enlarge**
Simply, the web analytics dashboard will track all of your website traffic details to get a detailed overview of all aspects related to user behavior and traffic. Let's look into it more in detail.
In this third monthly marketing report example, you can track basic info like the number of visitors over time, their average session duration, the number of pages they visited, and the bounce rate. These metrics give you a first glance into your audience's behavior but they can also help you drive other conclusions from your website. For example, if your bounce rate is high and pages per visit are low it could mean that you need to look into the different elements of your UX and UI to ensure you are giving the best experience possible.
Secondly, monitoring the traffic sources is as critical, as already stated earlier in this article. That way, you can tailor time and budget accordingly. Finally, the bottom line is conversion. You want all of these people coming to your site to take action, and convert – whichever that conversion is, provided that you stated it beforehand: signing up for a newsletter, starting a free trial, watching a video, or buying your product. Your monthly report should track these conversion rates and see how they perform compared to the initial goals.
This website marketing report basically consolidates all your GA data, often the only roadmap you have to see how your website performs and how visitors behave. Monitoring the traffic source, whether it's paid, social, referral, or organic, will tell you where your potential buyers are coming from and learn how you can improve your website to offer the best possible user experience that will, ultimately, increase your conversions.
4) Marketing Performance Report
**click to enlarge**
Our final monthly report is providing a good overview of the performance of all your paid advertisement campaigns. How much do you spend? Is it complying with what was initially planned? These are the questions you want to answer through that report. This monthly marketing report template also wants to answer, “how much are we spending to get a new customer”? The cost per acquisition (CPA) addresses that question according to the campaign, and you can see which is the most profitable. Thanks to these insights you know how to acquire a new customer with the minimum of investments, and can then replicate the best practices from that campaign.
In essence, this marketing campaign report template is focused on the costs of your paid promotional activities that you can easily compare, drill down into bits and pieces of each campaign and decide what strategy works best. Monitoring the total spent budget, amount of clicks, and the total number of acquisitions, just to name a few, will certainly give you an insight into which campaign performed best, which ones didn't live up to your expectations, and why.
Thanks to the data gathered on that marketing campaign performance report, you have all in hand to strategically decide where to allocate your money.
Weekly Marketing Report Examples And KPIs
A weekly marketing activity report is used to collect, monitor, and generate actionable marketing insights on a medium-term and weekly basis, often focused on metrics such as traffic or leads. Weekly reports are a status check for your launched campaign or published blog, e.g.
The weekly monitoring of your traffic will ensure that there is no “breakdown” in the performance, which could affect a whole month’s progress. A weekly report will gather data that can be of the utmost importance to the overall marketing strategy. If you see on a day-to-day basis that your channels aren’t performing the way you expected them to, then the weekly summary can provide you with more insights and create a basis for future decisions. Especially in digital marketing reporting, where data can change every day, keeping in mind the big picture is crucial for a successful campaign.
Now let’s approach some new aspects of this kind of report, on a weekly basis.
1) Blog Traffic And Blog Leads Report
It's been researched that blog article traffic can drop by 90% after one week of being published. This is mainly due to the fact that you share the article on social media, which explains the short-term traffic, and the fact that after getting a couple of hundreds of visitors, depending on your reach, it may drop significantly. If it has been optimized for SEO though, you shouldn’t stop measuring it after the first week, as it needs a couple of months to reach its “cruising traffic”, and you can get several thousands of monthly visits. Tracking the weekly development of the blog traffic will show you how it actually takes off. You don’t need to panic if you don’t see the results right away, but do keep in mind the weekly progress to know when to take specific actions. If a blog post doesn’t deliver immediate results, it should not affect the whole marketing strategy, patience, in this case, is key.
We can see in our example below which pages have the highest number of visitors, but you can also adjust and easily filter by the number of leads. This is useful to track on a weekly basis to see if any changes in traffic or leads will signal a more lengthy trend.
We know by now how important blogs are for companies, and not only for ranking on Google. Correlation is not limited to the number of times a company blogs and the traffic they drive, but also to the number of leads they generate. Producing a blog leads report gives a quick overview of how many leads you bring every week with your articles. Sharpening the analysis a bit more with the help of a media analysis software, you can see which category of articles is bringing the most traffic, and focus then on improving the quality of content in that category, to attract even more.
Keep in mind also regular search engine updates, such as the ones from Google, that affect your traffic each time they take place. Sometimes you can be the greatest winner, but sometimes you need to adjust the content to get back on top of your blog performance.
2) Website Traffic And Leads Per Channel
What we described above can also be applied to your website traffic in general. Breaking it down into channels and analyzing which ones are bringing in the most leads may shed light on underperforming (or on the contrary, super-performing) channels that may need more attention and investments. The number of sessions by source or by channel groupings can track your traffic in many different ways thanks to Google Analytics KPIs available in your GA account. Having an interactive reporting tool to establish your performance on a weekly basis can reduce the amount of time needed to consider additional actions or simply decide what the next step will be.
Identify which channel from paid, organic, social, referral, or any other is your gem and increment your strategies' performance in order to boost the traffic coming from it. Although keeping in mind your long-term performance is amongst the most relevant parameters to decide in which way you have to adjust your campaigns and efforts, weekly summaries can decrease the number of interdepartmental meetings between marketing professionals, and provide a faster way to analyze big data.
3) Online Advertising Performance
If you choose to invest money to advertise online, you also need to track how it performs. The most common pricing model, Cost-Per-Click (CPC), as presented in the picture above, is used by the main search engines like Google Ads, Yahoo Search Marketing, or Yandex Direct. In our example above, we focused on the CPC and keyword performance as well as quality scores to get a more holistic overview of our paid campaigns. You pay a fixed price for each click on your ad, and the goal is to decrease that price over time, which will decrease as a result of your customer acquisition costs (as long as your conversion rate is not decreasing).
When you choose the most suitable online advertising model for your business, you can set your payment also on CPM or CPA, it all depends on which platform you want to advertise on, how big your marketing budget and which goals you expect. For example, there are programmatic advertising technologies that have their own sets of platforms on which your advertisement is shown. Also, if you set up a branding campaign, then it differentiates from the standard paid search campaign. It all depends on your overall marketing strategy and how it aligns with your general sales report, which you have to keep in mind since sales are directly interconnected with marketing activities.
In the example below, we can see the total amount of the spent budget in connection with weeks and channels. Using this data can provide insights on whether your investments are stable or need more optimization to deliver specified targets. These data sets can be broken down on the specific week of interest, meaning you can interactively follow up on what happened in week 11 in regard to week 10. Although these data can also be utilized in monthly or yearly reports, this weekly marketing report template can be a source of input on how to track and analyze your efforts.
Now that we have gone over some weekly marketing report templates, let’s move to a shorter vision. Daily reports are not so common as monthly ones, especially for SEO marketing, where you should not think too short-termed. But let's see this through some examples of marketing reports.
Daily Marketing Report Examples And KPIs
A daily marketing report is a set of marketing metrics tracked in a shorter period, usually used to confirm that the promotional activity is developing according to plan and without issues. This report is focused on day-to-day traffic, engagement on social media, etc.
The general purpose of our marketing report templates is to give you tools to make better-informed decisions. A daily report will help you do that at a faster pace. You can use it to create an action plan every morning: what did you accomplish the day before, and what can be done better today? It can allow you to interact with your data almost in real time, so you can be positive that information, objectives, and strategies are fresh and on track. Although the overall result of the marketing strategy will not be affected on a day-to-day basis, using these kinds of reports can provide more details into the daily activities of the campaign setting.
A daily marketing report will also allow you for faster experimentation: running small operations to answer small questions. This keeps everyone proactive to see a problem early enough and adapt, to avoid wasting money. Besides, your team and yourself will know your numbers perfectly, enticing more confidence for everyone when a decision has to be made.
On a daily basis, though, a lot of things are out of your control – especially in marketing. One single day will definitely not determine the outcome of a campaign, but several days in a row can indicate a trend. While you shouldn’t tie yourself up in too much daily reporting, checking in on a couple of activities every day is the best practice. Here are some examples of KPIs you can track on a daily basis:
1) Website Traffic
For inbound marketing, website traffic is the blood and pulse: you need to attract a certain audience (new or returning), before turning them into prospects and actual customers. After setting a traffic goal for the month, you can divide it by the number of days in the month to set your daily target and see if you come close to it or not. For greater precision, you can adjust according to your business, and if weekdays/weekends impact or not. Monitoring your website traffic can help identify sudden rise or drop, lets you act straight away and should encourage you to communicate with the sales team, whose number of leads and qualified leads will also probably be affected.
You can also filter the channel-specific traffic, meaning you can instantly look for sources like organic traffic, referrals, social media, email, or paid search, see which channels are performing well, and keep an eye on how they behave in relation to your goals so that you can optimize them promptly to prevent unnecessary budget expenditure. The important thing to emphasize is to not change all your defined structures or goals merely because your daily activity hasn’t performed as expected. Let’s take a look at an example.
The example above shows the exact percentage of the traffic sources gained through a specific interval, in this case, daily. While organic search definitely shows the biggest value of this specific performance, the display shouldn’t be disregarded simply because on that specific day it didn't perform that well. But if this tendency of almost 50% of the overall traffic gained develops in the same direction, then it can be concluded that parts of the budget can be optimized for channels that are performing better.
2) Engagement In Social Media
We never say it enough, but engagement is key. For your brand to be known and your name to be memorized, daily activity on various social news feeds of your audience will not only increase your chances to reach a higher number of people with time, but it will also increase your chances to engage with them. No one discusses a brand whose last post on social media was three months ago. Inactivity in today’s prolific discussion and sharing channels (Facebook, Twitter, Instagram, but also LinkedIn, Snapchat, and Pinterest) is digging your own grave.
Find the channel that fits you better, but most importantly, where you can reach your audience better (50-year-old businesspeople do not use the same channels as teenagers, who somehow tend to create and make trends, so stay tuned). Communicate daily or every couple of days through it. Don’t throw uninteresting news just to have attention, or you will easily lose it; build a strategy and provide valuable content. Respond to questions, add yourself to relevant groups, interact with possible customers or clients and listen to what the market and audience say. If needed, create a client dashboard and inform all your relevant stakeholders about changes in your social channels.
While it depends on the industry you are part of, social media is a great tool to interact directly, on a personal level, and build a community around your products or services. That being said, building a community management strategy can also provide an additional source of marketing activity that can be tracked and evaluated on a daily basis. By listening to your clients and customers, you can also improve your product or service and generate more ideas that can be utilized and implemented in other marketing channels and activities.
Research has shown that content shared on Facebook and Twitter live from 15 minutes to 6 hours – which makes it a good daily KPI to track. Over a day, you can determine how engaging your post was and how much traffic it brought to your website. Although metrics and algorithms of online media change regularly, social media is still quite an important part of a marketing strategy. Adjusting your social efforts to the right audience can bring value and traffic.
You can also check our social media reporting article and get a comprehensive overview of how different SM behaves and how you can utilize them in the most effective way.
3) Sales Target & Growth
It is no secret that your marketing activities have a major influence on your sales. As a marketer, you need to constantly report to the sales team to account for your budget and for how much the marketing activities are bringing to the business in terms of revenue. Today, thanks to digital marketing reports created with professional BI dashboard software your marketing and sales data can be unified into one central place of access and increase the overall effectiveness of your company. Let’s look into this with an example.
This daily marketing report template is designed to visualize the sales target and growth of your business or client. This is an ideal report to track on a daily basis, as it gives you constant data regarding the performance of your sales and if you are meeting the expected goals.
First, the reports give a percentage of the growth to last month and the difference to the target, which lets you understand at a first glance how far are you from completing your goal or if you exceeded them. Then we see a detailed chart that displays the daily revenues of the business paired with a target line. It is important to consider that in order to ensure stable growth and viable revenue you need to set realistic sales targets that align with the reality of your business. If you want to extract further conclusions from this data you can compare it with previous periods and see how much you have grown.
Digital Marketing Report Templates & Examples
A digital marketing report is focused on monitoring and evaluating digital marketing efforts, oftentimes regarding ads, content quality, or keyword performance. This report is completely dependable on online tools and software such as Google Ads or datapine.
These examples can also help a business to create a digital marketing analytics report. In this data-driven world, it is essential to keep your digital efforts concise, factual, and presentable way. Digital marketing has become a must-have part of the overall strategy, and to make sure you have all your data in one place, a KPI dashboard software can track a campaign’s performance in real-time, while setting an alarm so you can be automatically notified when specific digital marketing KPIs changes its course or performs below expectations. Let’s see this through some digital marketing report dashboards.
1) Content Quality Control
**click to enlarge**
We all know the old content marketing saying: content is king, context is queen. To be certain your content production and article engagement is on its track, this digital marketing report example in the shape of a content dashboard contains the most important data for creating a successfully written piece. With this template, you can get a clear overview of all the content stages before and after publishing to ensure it aligns with the quality standards required by your company. To do so, this report contains two key indicators that we will explain below.
- Flesch reading ease
In short words, the Flesch reading ease is a score that has been used in the U.S for decades to measure the readability of a text. By doing some research, you can figure out industry benchmarks and measure the readability of your text based on that.
- Story turnaround time
By seeing how much time a story needs to be written, you can conclude if the writer is struggling, or if there is not enough time for the reviewing process? This whole story turnaround can provide deeper data insights and, therefore, drive measurable actions by decision-makers.
2) Google Ads Digital Marketing Analysis Report
Google is one of the most popular platforms for online marketers who look for search engine advertisement (SEA) possibilities, paid by the cost per click (CPC) or cost per mille (CPM). We have already expanded on paid options earlier in the article, but this section is dedicated to one of the biggest search engines in the world: Google.
Most marketers have advertised on Google at some point in their careers. While Google gives many options to track and present your results, it does have some limitations that can easily be solved with a comprehensive live dashboard.
**click to enlarge**
This dashboard showcases the most prominent Google Ads metrics focused on the analysis of keyword information and data. As you can see, the number of clicks is compared to the previous period, followed by a performance overview throughout selected weeks. The top keywords section will immediately let you know what kind of keywords generated the highest amount of clicks and where most of your budget has been spent. The details of the average CTR per position on this Google Ads dashboard make sense to track since it will help you to create a benchmark for used keywords where you will see if you need additional adjustments or if your campaign is performing well.
- Click-through rate (CTR)
Paired to the CTR per position, a further drill down of the data can help you visualize the top 5 keywords by CTR. This data can help you extract deeper conclusions regarding what users like about your ads. The position of your ad will influence the CTR and you should keep in mind that it is almost impossible to obtain an upper position with a below-average CTR.
- Keyword Quality Score
The quality score is a Google Ads metric that tracks the quality of your ad experience. It is measured on a scale of 1-10 and it considers the (expected) click-through rate, the ad relevance, and the user experience with the landing page for its calculations. Therefore, it is important to optimize these aspects of your ads to ensure optimal quality.
3) Social Media Content Marketing Report
Our next digital marketing activity report template is a KPI scorecard focused on the performance of four popular social media platforms: Facebook, Twitter, Instagram, and YouTube. As we mentioned earlier in this post, social media is a huge part of a business marketing strategy as it serves as a means to create a community that surrounds your business, and as a space in which you can interact with customers where they are most comfortable.
**click to enlarge**
Going a bit deeper into this social media marketing report, we can see that each platform is divided into 7 metrics that are compared with a set target and a previous period. Paired with this, the color codes red and green will immediately tell you if you reached your target or not, making this report a very good tool to show to clients or other relevant stakeholders to get a quick glance at performance. For example, we can see that Twitter had issues with the average time to convert with +40% more time than the expected target of 3 days, this is something that needs to be investigated more in detail in order to understand if the issue is with your posts, your audience, the platform, or something else.
- Engagement rate
The engagement rate is a key measurement of the success of your social media efforts. By comparing the rates of the different channels you can extract deeper conclusions regarding customer preferences and the strategies implemented.
A digital marketing report dashboard like this one will save any marketing department hours of manual reporting on their social media platforms and it will serve as a fundamental support for discussions and strategy development based on the latest data available.
4) Google Analytics Marketing Strategy Report
The next example in this list is a marketing analytics report from one of the key platforms for any marketer or webmaster: Google Analytics (GA). Although GA is an amazing tool that allows us to uncover a lot of insights from our data, it has some limitations like not enough visualization types, or advanced analytical features such as machine learning technology. The example below is created with datapine’s professional dashboard creator and it includes several interactive features such as drill-down, drill-through, and complex dashboard filters for a deeper analysis. Let's look into it in more detail!
**click to enlarge**
This Google Analytics dashboard is full of operational metrics that will allow you to monitor the performance of your website on a daily basis. On top, we see a list of KPIs including the number of sessions and new users, bounce rate, average session duration, number of conversions, and conversion rate, all of them monitored daily, weekly, and monthly so you can quickly understand if your numbers dropped or increased.
Paired with this, the dashboard includes 4 other charts that give you a more detailed view of the top metrics. By constantly monitoring these KPIs you will be able to identify bottlenecks in your performance, growth opportunities, and trends and patterns that will help you be more prepared when developing your marketing activities. Let’s look at two primary KPIs in more detail below.
- Bounce rate
The bounce rate tracks the percentage of website visitors that only viewed one page and then left. A high bounce rate can mean that your website is not engaging enough to keep visitors scrolling or that the visitor found what they were looking for on that page. Therefore, it is important to analyze it in detail.
- Goal conversion rate
An online marketing conversion is the execution of the desired action by a website visitor, this can be anything from subscribing to a mailing list or downloading a document, or clicking on a CTA, among others. Tracking your goal completion by country can help you can understand in which place to focus your efforts in terms of conversions.
5) LinkedIn Company Page Report
For our next digital marketing report example, we have selected one network to showcase a holistic approach to reporting practices: LinkedIn. As we know, LinkedIn is a powerful business network that can generate numerous B2B promotional results such as increased engagement, number of followers, and, ultimately, leads. That's why it is important to track social networks as part of your promotional activities as the possibilities are endless.
**click to enlarge**
This extensive report puts a spotlight on invaluable company performance on this social network. One of the marketing reporting best practices includes gathering the most important LinkedIn metrics and holistically looking at how they complement each other and what can be done to ensure the best possible results.
In this case, we take a closer look at where your company stands in terms of gaining followers. By understanding your audience, you will have better chances to create compelling content and target based on their professional backgrounds such as industry (you will definitely create different content if you target software enthusiasts or law professionals). This is one of our dashboard ideas that will help you to consolidate all your LinkedIn company page data under one roof, giving you details about the CTR, engagement rate, and a short overview of the last 5 updates.
- Company update stats
The company update stats is a digital marketing KPI for LinkedIn that tracks the CTR and engagement rate of your most recent updates. Naturally, the higher the numbers, the better, so you can use the most successful ones as benchmarks for what your audience enjoys the most.
- Impressions and reach
As straightforward as it looks, the impressions and reach track the number of people you are reaching with your content. This is also a great indicator to understand the success of your strategies.
6) Twitter Performance Report
**click to enlarge**
This digital marketing report template tracks all aspects related to Twitter's performance in the last 30 days. With relevant metrics such as engagement rate, clicks, likes, impressions, top tweets, and more, marketers are able to stay on top of their strategies and optimize them based on the insights provided by the report. For example, by looking at the top tweets you can extract conclusions regarding the format and type of content that your audience enjoys the most and provide them with more of that. Let’s learn about two key metrics in more detail below.
- Average amount of link clicks
The bottom line of your Twitter efforts is to bring more traffic to your website, therefore tracking the link clicks coming from your posts is a fundamental KPI to include in your Twitter dashboard. By looking at this data for the specific days you can understand what content is the most engaging.
- Average amount of impressions
Complementing the link clicks we have the number of impressions by day. This is an important engagement indicator and tracking it by the day can help you understand how certain actions (new posts, influencer collaboration, etc.) affected your traffic.
7) Facebook Ads Report
**click to enlarge**
Studies suggest that 92% of marketers are using Facebook for advertising. Taking that into account, keeping all your KPIs organized in a visually appealing report like the one above is an invaluable practice to succeed on this platform. The Facebook dashboard above provides insights into all the indicators marketers need to ensure their advertising strategies are working as expected. On top, you get a summary of ad-related metrics such as impressions, reach, frequency, CPC, and CTR. And on the bottom, you get a breakdown of these same indicators to dig deeper and extract useful conclusions. Let’s explore two of these key indicators.
- Cost per conversion
As its name suggests, this KPI tracks the costs of generating a conversion. Depending on the channel, device, and type of ad, the costs might vary. You can test different ad placements and compare the CTR, CPC, and cost per conversion to understand which type of ad gives you the best results.
- Ad impressions & frequency
This most insightful of Facebook KPIs combines the reach, impressions, and frequency by week to let you understand how your ads are performing. The frequency measures how many times a unique viewer saw your ad. You want to avoid having a higher frequency than 2, as showing your ads too many times can generate audience fatigue. If you were to have a frequency of 4, the possibility of those viewers converting is very low.
And just like you schedule daily, weekly, and monthly marketing activities, so will you build daily, weekly, and monthly marketing reports. If you get your practice right and utilize some effective data driven marketing strategy tips and tricks, a report can be generated with just a few clicks. As you saw in this article, we’ve gathered some of the marketing reports templates that can easily be used to perfect the efficiency of generating data and reduce the time needed to create it.
Digital Marketing Reporting Best Practices
We’ve all heard of that famous end of the month when it’s time to deliver reports, be it in an agency or in-house. While your keyboard is burning and your fingers try to keep up with your brain and comprehend all the data you’re writing about, using an interactive online data visualization tool to set specific time parameters or goals you’ve been tracking can bring a lot of saved time and, consequently, a lot of saved money. To finish this insightful guide on marketing analytics reports we will present you with a list of tips on how to write successful reports to boost your marketing department.
1. Define your marketing goals
The first and most important step is to define your marketing objectives. This will set the basis for all the work that comes after as it will help you keep your analysis focused and structured. Naturally, your marketing goals should be linked to general company goals and work towards achieving them. A good practice in this regard is to set long and short-term goals and build your strategies around them.
2. First things first - organizing and prioritizing your marketing data
As a marketer, you use many tools that provide you with huge amounts of information. This is usually raw data that needs to be cleaned and organized in order to deliver the needed insights. For this reason, the second step before creating your marketing intelligence report with an online reporting tool should be to define and prepare all the necessary data that will go into them. An easy way to filter is to consider only the data that will prove more valuable to achieve your business goals.
3. Structure your metrics
As with any report you might need to create, structure, and implement metrics that will tell an interesting and educational data story is crucial in our digital age. When picking the metrics for your marketing reports, they need to be aligned with the topic of the report and its final aim. For example, low-level metrics such as CPC or CTR will not take part in the strategic report that focuses on customers' costs. You need to decide which story you want to tell and to whom: your colleagues, supervisor, or VP? More on that in the next point!
4. Define your audience
It is very likely that you will need to report your marketing efforts to different stakeholders. For this reason, alongside picking the right metrics for your end goal, it is also important to think about who you are writing your report. Your sales department will need a different type of report than your CEO or a client. Creating specific reports for each stakeholder will make your reporting process more efficient and accurate since you will avoid mixing metrics that can end in misleading conclusions.
5. Use interactive visuals
Once you have defined clear goals, metrics, and the audience, it is time to start considering the actual format of your report. As you saw with our examples, it is fundamental to rely on interactive visualizations to make the data easier to understand. Data analysis tools such as datapine, offer the possibility to build reports in the shape of interactive dashboards filled with interactive visuals that can be filtered and explored for deeper conclusions.
6. Benefit from real-time tracking
Probably more than any other department, marketing can truly benefit from including real-time data in the reporting process. By relying on real-time tracking, you can monitor the performance of your campaigns and immediately realize when something is not working as expected. This way you will be able to smartly allocate your resources based on true insights.
7. Set intelligent alerts
The need to manually check reports to see the latest developments in the data is a tedious task that can take time from other strategic tasks. For this reason, another great practice is to rely on intelligent data alerts. These alerts are designed to notify you as soon as a predefined action is completed or an anomaly occurs. This way, you avoid checking your reports every two seconds.
8. Don’t hide your bad results
This might seem like an obvious point but it is so important that it could not be left out of this list. When it comes to extracting actionable insights from your data, bad results are just as important as good ones. After all, how are you going to improve your performance if you don’t know what is wrong? For this reason, you should never exclude bad performance metrics from your marketing reports as they will only make your business stronger.
9. Use professional software
There are countless reports digging into your marketing data; the question usually is, where do I start? Are there any basic reports that could help me get more comfortable with these mountains of aggregated data? To get started, you might want to equip yourself with marketing BI software to analyze all your data and easily build professional reports.
10. Regularly monitor your data
Finally, launching a campaign with achievable goals is only worth it if you check on them on a regular basis and see if you’re on track – waiting for the end of the campaign to see how it performed is, unfortunately, a common mistake people make, and the worst practice. As a Forbes article states, “there’s no such thing as ‘set it and forget it [in online marketing]”. Noticing that something does not work as planned on the 7th day instead of the 47th is a lot of time saved, and less money wasted.
Common Challenges Of Marketing Reporting
If you reached this point, then you have already learned that the world of marketing analytics and reporting has infinite possibilities to offer. That said, it doesn’t come without challenges. To finish this post, we will go through a couple of common issues or challenges that companies can face when dealing with their marketing reports. Let’s dig in!
- Measuring too much
When it comes to marketing reporting it is very likely that you will have huge amounts of data available to analyze. This can be coming from various social media channels or web analytics tools like Google Analytics or Google Ads. With all that information available it is tempting to fill up your reports with all of this data to analyze, however, this can really harm your analysis in the long run. There is a say in the analytical world that goes: “when you measure everything, you measure nothing”. For this reason, it is important to only measure the data that will help you reach your goals. Think about what your customer's needs and preferences are and select only the information that will help you extract deeper conclusions and offer better experiences.
- Using too many visuals (or none at all)
As you probably already realize with our large list of examples, any modern marketing reporting process relies on visuals as a key element. The human brain processes visual information way faster than text, therefore, the use of graphical data becomes fundamental. That said, it is always a challenge to figure out how many visuals you want to include. A common mistake is to add many charts and clutter the report, making it almost impossible to understand. The good news is that a lot of people faced this challenge already and have figured out design best practices that you can follow to avoid cluttering your reports. Additionally, online data visualization tools often include report templates that you can use as a guide to building efficient and fast reports.
- Lack of data knowledge
While the use of data has been in the picture for many decades now, it is only a few years ago, with the rise of self-service tools, that the analytical doors have been opened to a wider audience. Every day, more and more businesses are implementing the use of interactive reports across departments as collaborative tools. This is especially true when talking about marketing since the department needs to collaborate with other teams to build strategies that correspond with general company goals. However, the lack of data knowledge can always present a challenge as not everyone can understand the information contained in the reports. To avoid this from happening, it is important to invest in tools that are user-friendly and intuitive. This way, you empower everyone to incorporate data into their daily operations in an easier way. Additionally, it is considered a good practice to assess the level of data knowledge in the department and provide training instances for employees who don’t feel confident about it.
- Using technical jargon
Expanding on the point above, another great challenge that marketers face when building their reports is not considering their audience when defining the labels and concepts they will add to the reports. Rather it's a junior employee that still doesn’t understand the concepts or team members from other departments that are not that familiar with marketing jargon, everyone should be able to understand the data on your reports just by looking at it. If you include too much technical jargon without any type of explanation it can make the reports harder to understand and the analysis process can be damaged. To avoid this, make sure to really tweak your labels depending on who will use the report, or include a brief description to help users understand the information.
Marketing Reports Conclusion
We have answered what marketing reporting is, provided extensive examples, analyzed various reports and given you tips on what to focus on when creating your own. Why so much data analysis, in the end? Simply because we started this article with Peter Drucker’s quote, “what isn’t measured, cannot be improved”. These reports are slicing, dicing, and analyzing data, that will connect the dots between your marketing activities and the goals originally set. They help you draw conclusions – but also lessons! – from your campaigns, various tests, and mistakes. They help you spot problems as well as opportunities to catch, and replicate success.
To start benefiting from your marketing data and create professional dashboards, start our 14-day free trial and create reports with just a few clicks!