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 executive, 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 righter. 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 the right things, 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 left now is finding a way to organize it all in a way that makes sense and that brings value. Let’s dig deeper.
Why You Need Marketing Reports
There are countless of 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 a marketing BI software to analyze all your data and easily build professional reports.
Secondly, launching a campaign with achievable goals is only worth 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 do, and a worst practice. As a Forbes article states, “there’s no such thing as ‘set it and forget it’ [in digital 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.
First things first: organizing and prioritizing your marketing activities. And just like you schedule daily, weekly and monthly marketing activities, so will you build daily, weekly and monthly marketing reports. Let’s get over some examples, starting with daily marketing report examples.
2 Daily Marketing Report Examples And KPIs
The general purpose of reporting is to give you tools to make better-informed decisions. A daily marketing report will help you do that at a faster pace. You can use it to create an action plan every morning: what did you win the day before, and what can be done better today.
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 earlier 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 a 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.
2) Engagement on 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 the various social newsfeeds 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 with 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 loose it; build a strategy and provide valuable content.
Researches have shown that content shared on Facebook and Twitter live from 30 minutes to three 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.
3 Weekly Marketing Report Examples And KPIs
The weekly monitoring of your traffic will ensure that there is no “breakdown” in the performance, that could affect a whole month’s progress. Let’s approach some new aspects of a marketing report, on a weekly basis
1) Blog traffic and blog leads report
Some research showed that within a week of posting, a blog article’s traffic can drop by 90%. 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 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 month 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.
We know by now how important blogs are for companies, and not only for ranking on Google. Correlation is not limited to 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 on how many leads you bring every week with your articles. Sharpening the analysis a bit more, 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.
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 analyze which ones are bringing in the most leads may shed light on under-performing (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 the website KPIs available in your Google Analytics account.
Identify which channel from Paid, Organic, Social, Referral or any other is your gem and increment your strategies implemented in order to boost the traffic coming from it.
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), is used by the main search engines like Google Ad, Yahoo Search Marketing, or Yandex Direct. 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 your customer acquisition costs (as long as your conversion rate is not decreasing).
Now that we have gone over some weekly marketing report templates, let’s move to a broader, long-term vision. Monthly reports are more common than daily or weekly ones, especially for SEO marketing, where you should not think too short-termed.
3 Monthly Marketing Report Examples And Templates
In our third part, we would like to stress the fact that you should also keep looking at the big picture. The channel bringing in the most traffic is not always the one 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.
This first monthly marketing report provides you with a broader feeling of how your marketing campaigns are performing in the long run – even though, as we said, it can be too long to spot problems and adjust. This is why each of these different reports should be used conjointly.
1) Marketing KPI report
**click to enlarge**
This monthly report gives a good overview of the most important marketing KPIs in one 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 monthly report is clear and lets you focus on the core metrics. Keep in mind that a marketing KPI 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.
Looking at your different campaigns and channels is key, when your set up a monthly marketing report, to have the big picture and understand what is going on.
2) Web analytics report
**click to enlarge**
Simply, the web analytics dashboard will track all of your website traffic details that you get thanks to Google Analytics (GA). GA is a great tool and provides a lot of affordable data on your visitors. Well-designed, custom Google Analytics dashboards will give you a deeper understanding and a greater clarity on your audience.
On this second monthly marketing report, you can track basic info like the number of visitors over time, their behavior (new, returning, time on page, pages per session, …), the bounce rate, etc. In addition to the more general demographics, knowing your audience’s behavior is an asset. Secondly, monitoring the traffic sources is as important, as already stated earlier in this article. You can that way 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, buying your product. Your monthly report should track these conversion rates and see how they perform compared to the initial goals.
3) Marketing performance report
**click to enlarge**
Our final monthly marketing report is providing a good overview of the performance of all your paid advertisement campaigns. How much do you spend? Is it complying to 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 new customer with the minimum of investments, and can then replicate the best practices from that campaign.
Thanks to the data gathered on that report, you have all in hand to strategically decide where to allocate your money.
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”. Marketing reports are slicing, dicing, and analyzing data, and connects 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 benefitting from your marketing data and create professional dashboards, start a 14-day free trial with datapine!