Let’s face it: every serious company wanting to generate leads and revenue needs a marketing strategy to 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 choose between brands, products, or offers. This makes the market a highly competitive arena where only the best survive.
But how do these companies measure the success of said strategies? The answer is marketing reports. With the help of modern business intelligence software, companies can track and analyze data about their performance, which will help them acquire customers, research the market, analyze competitors, and get a 360-degree view of the most valuable information for any organization. Ultimately, marketing reporting will provide clear insight into relevant KPIs and build a solid foundation for increasing conversions.
If you are reading this, it means you understand the importance of tracking your performance and its progress over time. Whether in marketing, 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 how to 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 correctly, 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’dive in! r.
What Is A Marketing Report?
A digital marketing report is an online analysis tool that combines data from multiple sources, including social media, websites, advertisements, and more. Marketers use them to track their performance in real time and find improvement opportunities for success.
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, digital 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: As a marketing manager, you know the pains of gathering data and manually creating reports to monitor your performance. Luckily, manual tasks are a thing of the past thanks to the rise of modern marketing reports in the shape of highly interactive business dashboards, which enable 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.
- Insights into audience behaviors: Another great benefit from these analytical tools is they offer insights into audiences’ behaviors 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, from which channels they are most likely to buy, and several other insights that will help you generate targeted and efficient marketing campaigns.
- 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 were not. This way, you can focus on what will drive your success and save money and time by improving your performance.
- Justify marketing expenses and define budgets: Like any other business area, marketing has its own budget, and managers must account for it to the CEO or relevant executives. Using a modern report, you can justify your expenses and define your budgets based on trends and historical data from past periods. But not just that, tracking progress in real-time will allow you to save money and relocate it to make even better campaigns. We will see this topic in more detail later in this post.
- For global marketing strategies: If you are a business operating in different countries or markets, professional reports will be especially useful. A global marketing strategy largely depends on your target audience’s language, regions, and demographics. 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 key in achieving your business goals. Investing in a marketing analysis tool will enable you to make better decisions based on factual information, 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, how do you actually create one of your own? Below, we will discuss some key best practices and challenges to help you thrive in your digital marketing reporting process.
Digital Marketing Reporting Best Practices
We’ve all heard of that famous end of the month when it’s time to deliver reports, whether in an agency or in-house. While your keyboard is burning and your fingers try to keep up with your brain to 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.
That being said, a professional tool can only get you so far if you are not following key steps and considerations. To help you get your facts straight and make the most out of the available tools and resources, we will present you with a list of tips on how to write successful marketing reports to boost your success.
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. Another valuable tip for this initial stage is to set targets to evaluate the success of your goals. These targets should be realistic and achievable. Therefore, we recommend using historical data to generate them. Setting targets that are not based on your actual performance can lead to future disappointment, as expectations can be too high.
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 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 it. An easy way to filter is to consider only the data that will provide more value to achieve your business goals. Tracking too much data can become your biggest nightmare, and we will tell you why later in the post.
3. Structure your metrics
Once you’ve set your goals and decided on which data sources you’ll use to track them, it is time to pick and structure some KPIs that will help you make your analysis even more efficient. KPIs and metrics are used to track specific activities, such as the number of clicks, conversions, impressions, and much more, depending on the aim of your analysis. They help you tell a story about your performance and help you spot improvement opportunities easily.
For that reason, you need to be very thoughtful and careful when picking the KPIs and metrics for your marketing reports. First and foremost, they need to be aligned with the topic of the report and its final aim. For example, low-level metrics like CPC or CTR will not be part of a strategic report focusing on customer costs. Then, you must 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, it is also important to think about who you are writing your report alongside picking the right metrics for your end goal. 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. Plus, the different audiences might have different levels of knowledge about the topic, and tweaking the marketing BI dashboard based on that will also make it more engaging and easier to understand.
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. In the past, reports were mainly done in a written format. Today, it is fundamental to rely on interactive visualizations to make the data easier to understand and the process more engaging. Data analysis tools such as datapine offer the possibility of building reports in the shape of interactive dashboards filled with stunning 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 before the entire budget for the campaign is used. This way, you can 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 to stay on top of any issues or new developments. These alerts are designed to notify you as soon as a predefined action is completed or an anomaly occurs. All you need to do is set a predefined value, and the alert will notify you if anything needs your attention. This way, you avoid checking your reports every two seconds.
8. Don’t hide your bad results.
The next best practice might seem obvious, but it is so important that it cannot be left out of this list. When extracting actionable insights from your data, bad results are just as important as good ones. After all, how will you 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 strengthen your business.
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. These tools provide users with various features, from data collection to report design to sharing the insights you discover. They facilitate the entire analysis process, making it more time and cost-effective.
10. Regularly monitor your data
Finally, launching a campaign with achievable goals is only worth it if you check on them regularly 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 saves a lot of time and money.
Common Challenges Of Marketing Reporting
If you reach this point, you have already learned that marketing analytics and reporting have infinite possibilities. That said, it doesn’t come without challenges. Below, we will go through some common issues or challenges companies can face when dealing with their marketing reports. Let’s dig in!
During your marketing reporting process, you will likely have huge amounts of data available to analyze, which can come from various social media channels or web analytics tools like Google Analytics or Google Ads. With all that information available, filling up your reports with all of this data to analyze is tempting. However, this can really harm your analysis in the long run. There is a say in the analytical world: “When you measure everything, you measure nothing.” For this reason, only measuring the data that will help you reach your goals is important. Consider your customer’s needs and preferences and select only the information to help you extract deeper conclusions and offer better experiences.
- Using too many visuals (or none at all)
As mentioned previously, any modern marketing reporting process relies on visuals as a key element. That is because the human brain processes visual information way faster than text. Therefore, the use of graphical data becomes fundamental. That said, figuring out how many visuals you want to include is always challenging. A common mistake is adding too many charts and cluttering the report, making it almost impossible to understand. The good news is 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, visual analytics software often includes templates you can use as a guide to build efficient and fast reports.
While data has been in the picture for many decades, it was only a few years ago, with the rise of self-service tools, that the analytical doors opened to a wider audience. Every day, more and more businesses are implementing interactive reports across departments as collaborative tools for better decision-making. This is especially valuable in marketing since the department must collaborate with other teams to build strategies corresponding to general company goals. However, the lack of data knowledge can always present a challenge, as not everyone can understand the information in the reports. To avoid this, investing in user-friendly and intuitive tools is important, as they empower everyone to incorporate data into their daily operations more easily. Additionally, it is considered a good practice to assess the department’s data knowledge level and provide training instances for employees who don’t feel confident about it.
Expanding on the point above, another big challenge marketers face when building their reports is not considering their audience when defining the labels and concepts they will add to the reports. Whether it’s a junior employee who still doesn’t understand the concepts or team members from other departments unfamiliar 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 explanation, it can make the reports harder to understand, and the analysis process can be damaged. To avoid this, tweak your labels depending on who will use the report or include a brief description to help users understand the information.
Now that you have the necessary knowledge about the benefits of these reports and how to create them, it is time to look into some valuable use cases. There are numerous marketing report types, depending on which data you need to monitor and analyze. Usually, reports are generated 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, below, we provide an extensive list of examples for marketing reporting and analysis. These examples were generated using a professional dashboard builder and offer insights into different areas of marketing. Let’s start with monthly marketing reports.
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 every month. Commonly tracked metrics focus on web analytics and campaign performance, such as the CPC or CPA.
In this part, we want to stress that you should 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. However, a month of data can deliver more insights than anything else. They provide a cross-disciplinary overview of several parameters at stake in a campaign that you can analyze conjointly for more accuracy.
Let’s put this into perspective with some templates.
1) Marketing KPI Report
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Our first digital marketing report template gives a good overview of the most relevant marketing KPIs in a single glance: costs and revenue stats. Ultimately, 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 the 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 raise the ROI (return on investment) displayed on this dashboard. That’s why you should dig deeper: analyze the profit per acquisition you made compared to the cost per acquisition over time. See which campaigns acquire the most customers, with the minimum of dollars invested. 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, 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 build your future strategies and consolidate with operational objectives (more on that later).
The point here is that looking at your different campaigns and channels with the help of our online data analysis tool is key to seeing the big picture and understanding what is going on.
2) Marketing CMO report
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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, so they focus their resources on the company’s strategic goals, which is exactly what this report does.
The funnel shows the total number of users, leads, MQL, SQL, and customers compared to the previous period and concerns the set goal. We can see that our number of leads has increased by 4% compared 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 the 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 a mismatch leads to more adjustments on operational levels.
3) Web Analytics Report
The marketing status report below provides 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. They are concerned with the best possible insights into the state of the whole department.
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In this third monthly example of marketing report, you can track the number of visitors, 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 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 critical, as 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 consolidates all your GA data, often the only roadmap you have to notice 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
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Our final monthly report template provides a good overview of the performance of all your paid advertisement campaigns. How much do you spend? Does it comply with what was initially planned? These are the questions you want to answer through that report. This monthly marketing report template also intends to answer the question, “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 focuses 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 give you an insight into which campaign performed best, which ones didn’t live up to your expectations, and why.
Weekly Marketing Report Examples And KPIs
A weekly marketing report is an analysis tool used to monitor data and extract actionable insights from campaigns and other activities every week. For example, weekly reports are a status check for your launched campaign or the traffic of a published blog.
The weekly monitoring of your traffic will ensure 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 look at some examples!
1) Blog Traffic And Blog Leads Report
Research shows that a blog post traffic can drop by 90% after one week of publication. This is mainly because when you share the post on social media, you can get thousands of visitors in a day, depending on your reach. If it has been optimized for SEO, 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 takes off. You don’t need to panic if you don’t see the results immediately but 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.
Our example below shows 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 every week 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, not just for ranking on Google but also for 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 media analysis software, you can see which category of articles brings the most traffic and focus 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 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 channel groupings can track your traffic in many different ways, thanks to Google Analytics KPIs in your GA account. Having an interactive reporting tool to establish your performance weekly can reduce the 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 to boost the traffic from it. Although keeping in mind your long-term performance is amongst the most relevant parameters to decide how you 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 invest money to advertise online, you must also track how it performs. The most common pricing model, Cost-Per-Click (CPC), presented in the picture above, is used by the most popular search engines, including Google Ads, Yahoo Search Marketing, or Yandex Direct. In our example above, we focused on the CPC, keyword performance, and quality scores to get a more holistic overview of our paid campaigns. With the CPC, you spend 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 as well).
When you choose the most suitable online advertising model for your business, you can also set your payment on CPM or CPA; it all depends on which platform you want to advertise on, your marketing budget, and your goals. 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, 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 must remember 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. This data can provide insights into 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 regarding week 10. Although this data can also be used in monthly or yearly reports, this weekly marketing report template can be a source of input on tracking and analyzing your efforts.
Now that we have reviewed some weekly marketing report templates let’s move to an even shorter vision. Daily reports are not as common as monthly or weekly ones, especially for SEO marketing, where you should not think too short-termed. But let’s see some daily examples of marketing reports to put their value into perspective.
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 focuses on day-to-day traffic, engagement on social media, etc.
A daily marketing report will help you make important decisions faster. You can use them 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 to experiment faster, running small operations to answer small questions. This keeps everyone proactive in seeing a problem early enough and adapting to avoid wasting money. Besides, your team and you will know your numbers perfectly, enticing more confidence for everyone when a decision has to be made.
That being said, it is important to note that 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 daily:
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 to set your daily target and see if you come close to it. For greater precision, you can adjust according to your business and whether weekdays/weekends impact or not. Monitoring your website traffic can help identify sudden rises or drops, let you act immediately and 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 shows the biggest value of this specific performance, the display shouldn’t be disregarded simply because it didn’t perform that well on that specific day. 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, posting daily on various social news feeds will increase your chances of reaching more people with time and engaging 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, 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. Create a client dashboard and inform all relevant stakeholders about social channel changes if needed.
While it depends on your industry, social media is a great tool to interact directly 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 daily. 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, making 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 online media metrics and algorithms 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 SMs behave and how you can utilize them most effectively.
3) Sales Target & Growth
It is no secret that your marketing activities significantly influence your sales. As a marketer, you need to constantly report to the sales team to account for your budget and 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 your company’s overall effectiveness. Let’s look into this with an example.
This daily marketing report template is designed to visualize your business or client’s sales target and growth. This is an ideal report to track daily, as it gives you constant data regarding your sales performance and whether you are meeting the expected goals.
First, the reports give a percentage of the growth from last month and the difference from the target, which lets you understand at first glance how far you are from completing your goal or if you exceeded it. 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 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 allows you to monitor and evaluate digital marketing efforts, often regarding ads, content quality, or keyword performance. This report completely depends on online tools and software such as Google Ads or datapine.
These examples can also help a business create a digital marketing analytics report. In this data-driven world, keeping your digital efforts concise, factual, and presentable is essential. 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
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We all know the old marketing saying: content is king, context is queen. To ensure your content production and article engagement are on 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 we will explain below.
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.
Tracking how long it takes for a story to be written can help you determine if the writer is struggling or if there is insufficient 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 solely 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 be easily solved with a comprehensive live dashboard.
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The dashboard above showcases the most prominent Google Ads metrics for analyzing keyword-related 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 keywords generated the most 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 create a benchmark for used keywords where you will see if you need additional adjustments or if your campaign is performing well.
Let’s explore some of the most important KPIs displayed in the template:
- 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.
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, optimizing these aspects of your ads to ensure optimal quality is important.
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 mentioned earlier in this post, social media is a huge part of a business marketing strategy. It serves as a means to create a community that surrounds your business and allows you to interact with customers where they are most comfortable.
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Going deeper into this social media marketing report, we can see that each platform is divided into 7 metrics compared with a set target and a previous period. Paired with this, the color codes red and green will immediately tell you if you have reached your target, making this report a perfect tool to show to clients or other relevant stakeholders to get a 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 needs to be investigated more in detail to understand if the issue is with your posts, your audience, the platform, or something else.
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 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 marketing analytics report template comes 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 many insights from our data, it has limitations, like insufficient visualization types or advanced analytical features, such as machine learning technology. The example below was 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!
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This Google Analytics dashboard is full of operational metrics that will allow you to monitor the performance of your website daily. 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 can 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.
The bounce rate tracks the percentage of website visitors who 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 visitors found what they were looking for on that page. Therefore, it is important to analyze it in detail.
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, downloading a document, or clicking on a CTA, among others. Tracking your goal completion by country can help you understand where to focus your efforts on 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 tracking social networks as part of your promotional activities is important, as the possibilities are endless.
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This extensive report highlights invaluable company performance on this social network. One of the best practices of marketing reporting 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 create different content if you target software enthusiasts or law professionals). This is one of our dashboard ideas that will help you 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.
The company update stats is a digital marketing KPI for LinkedIn that tracks your most recent updates’ CTR and engagement rate. Naturally, the higher the numbers, the better, so you can use the most successful ones as benchmarks for what your audience enjoys the most.
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
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This digital marketing report template tracks all aspects of Twitter’s performance in the last 30 days. With relevant metrics such as engagement rate, clicks, likes, impressions, top tweets, and more, marketers can 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 your audience enjoys most and provide them with more. 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 the most engaging content.
- 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.) affect your traffic.
7) Facebook Ads Report
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Studies suggest that 92% of marketers use Facebook for advertising. Considering that, 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 provides insights into all the indicators marketers need to ensure their advertising strategies work as expected. On top of that, 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 indicators to dig deeper and extract useful conclusions. Let’s explore two of them below.
As its name suggests, this KPI tracks the costs of generating a conversion. The costs might vary depending on the channel, device, and type of ad. 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 sees your ad. You want to avoid having a higher frequency than 2, as showing your ads too often can generate audience fatigue. If you were to have a frequency of 4, the possibility of those viewers converting is very low.
As you learned through our extensive list of examples, If you get your marketing reporting right and utilize some effective data driven marketing strategy tips and tricks, you are set for success.
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 you initially set. They help you draw conclusions – but also lessons from your campaigns, various tests, and mistakes. They help you spot problems and opportunities to catch and replicate success.
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