Marketing Reporting Examples: How to Build and Analyze Marketing Reports

Run marketing reports that better inform your decisions, bolster your marketing resources, and help your organization grow better.

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MONTHLY MARKETING REPORTING TEMPLATES

Excel, PowerPoint, and Google Drive Templates to Make Your Monthly Reporting Faster and Easier

A hand holds up metrics for a marketing report

Updated: 11/03/23

Published: 11/03/23

As a marketer, I make crucial daily decisions that can impact the company I work for. Using my best judgment, I track important metrics like traffic, leads, and customers — and I provide a marketing report to back up my decisions.

While the above metrics are crucial to my marketing funnel and flywheel , a marketing report helps me further explore my findings and properly analyze the data to make the best decisions I can for my team and company.

Marketing reports aren‘t just vital for my work, they’re key to any marketer looking to do what‘s right for their organization. In this article, we’ll explore what a marketing report is and how to build one, and we'll spotlight some examples.

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Marketing Reporting

Marketing reporting examples, how to create a marketing report, create your marketing report today.

Marketing reporting is the process of gathering and analyzing marketing metrics to inform future marketing decisions, strategies, and performance. Marketing reports uncover meaningful, actionable data that help you draw important conclusions and meet organization-wide goals.

Marketing reports vary depending on what data you’re reviewing and the purpose of each report. They can assess where your traffic and leads are coming from, what content they interacted with, if and when they converted, and how long it took to become a customer.

Take our free, 20-minute HubSpot Academy course on marketing reporting to measure success and optimize your efforts.

To reiterate: Marketing reports inform decisions .

You wouldn’t run a marketing report to review data performance or check on an ongoing goal — for these purposes, you’d glance at your marketing dashboards.

Look at it this way. Compiling a marketing report for knowledge’s sake is synonymous with scheduling a meeting to review a project. Who wants to attend a 30-minute session to review what could've been shared via email? Not me.

The same goes for marketing reporting. Reports should help you decide or come to an important conclusion — similar to how a meeting would help your team deliberate about a project or choose between project resources.

In short, marketing reporting is a precious process if used and crafted correctly.

how to write a report on digital marketing

Marketing Reporting Templates

  • Track leads.
  • Measure CVR.
  • Track channel performance.

You're all set!

Click this link to access this resource at any time.

There are hundreds of reports that you can run to dig into your marketing efforts. At this point, however, you’re likely asking, “Where should I start?“ and ”What are those basic marketing reports I can run to get more comfortable with all the data I’ve been tracking?”.

We’ve pulled together these five marketing reporting examples to get started.

You will need some marketing software (like HubSpot Marketing Hub) to do this. You should also ensure your software allows you to export the data from your software and manipulate it in Excel using pivot tables and other functions.

This free guide and video will teach you how to create an Excel graph, make pivot tables, and use VLOOKUPS and IF functions.

Since we use HubSpot for our reporting needs, I'll show you how to compile these reports using the Marketing Hub tool. (The data below is sample data only and does not represent actual HubSpot marketing data.)

1. Multi-Touch Revenue Marketing Report

As a marketer, you’re a big part of your company’s growth. But unless you can directly tie your impact to revenue, you’ll be forever underappreciated and under-resourced. Multi-touch revenue attribution connects closed gain to every marketing interaction — from the first page view to the final nurturing email.

That way, marketers get the credit they deserve, and marketing execs make more innovative investments rooted in business value instead of vanity metrics. As a bonus, multi-touch revenue attribution can help you stay aligned with your sales team.

HubSpot customers can create multi-touch attribution reports quickly; HubSpot’s attribution tool is built for real people, not data scientists. (It also connects every customer interaction to revenue automatically.)

Navigate to your dashboard and click Add Report > Attribution Report . Select from the set of pre-baked best-practice templates, or create your own custom report.

How to Analyze Revenue Reporting

To analyze revenue reporting, determine what’s working and double down on it. Look at the revenue results from different channels and see where you most succeeded. Use this information to decide what marketing efforts to invest in moving forward.

For example, if you notice that your Facebook campaigns drove a ton of revenue, run more Facebook campaigns!

Multi-touch attribution reports should be run monthly to understand the broader business impact of your marketing channels. While revenue is necessary, you should dig into some of your other metrics for a more complete picture.

2. Channel-Specific Traffic Marketing Report

Understanding where your traffic comes from will help you make strategic decisions as you invest in different marketing channels. You should invest more resources if you see strong performance from one source.

On the other hand, you can invest in some of the weaker channels to get them on pace with some of your other channels. Whatever you decide, source data will help you figure that out.

HubSpot customers can use the Traffic Analytics report (under Reports > Analytics tools in your navigation) to break down traffic by source.

Want to get an even deeper understanding of your traffic patterns? Break down your traffic by geography. (Example: Which sources bring in the most traffic in Brazil?) You can also examine subsets of your website (like your blog vs. your product pages).

how to write a report on digital marketing

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Templates to Make Your Monthly Reporting Faster and Easier

Marketing software that helps you drive revenue, save time and resources, and measure and optimize your investments — all on one easy-to-use platform

17 Marketing Reports Examples You Can Use For Annual, Monthly, Weekly And Daily Reporting Practice

Marketing reports and KPIs for daily, weekly or monthly reporting by datapine

Table of Contents

1) What Is A Marketing Report?

2) Why Is Marketing Reporting Important?

3) Digital Marketing Reporting Best Practices

4) Common Challenges Of Marketing Reporting

5) Monthly Marketing Report Templates

6) Weekly Marketing Report Templates

7) Daily Marketing Report Examples

8) Digital Marketing Report Templates

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?

Marketing report for management, with main KPIs about costs and revenue

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

Digital marketing reporting: top 10 best practices to follow by datapine

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 7 th day instead of the 47 th 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! 

  • Measuring too much 

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. 

  • Lack of data knowledge 

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. 

  • Using technical jargon 

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

Marketing report for management, with main KPIs about costs and revenue

**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. 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

A monthly marketing report template showcasing high-level marketing KPIs such as cost per lead, MQL, SQL, and cost per customer

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.

Web marketing report dashboard tracking important KPIs for creating a monthly marketing report

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

A marketing campaign report example showing the performance of selected campaigns on a monthly basis

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.

Top 10 landing page by users depicted on a table and presented for a weekly marketing report

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

CPC or cost-per-click can define which campaign performs well, or where to further allocate the budget

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.

The spent budget and cost per acquisition show the value of marketing efforts on a weekly level

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 spent budget and cost per acquisition show the value of marketing efforts on a weekly level

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.

This picture shows engagement on social media that includes also average values as one of the marketing report templates based on days of the week

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.  

Sales Target & sales growth is a daily marketing report example that shows if you are completing your sales target

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 

Content marketing reports that provides details on specific operations during content production

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.  

  • Flesch reading ease 

The Flesch Reading Ease test the readability of a content, letting the authors know how digestible their article is for the average reader

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 

The story turnaround time is a digital marketing KPI setting a timeline from conception to publication

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 .

A digital marketing report template focused on Google Ads platform for paid advertisement

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) 

Click through rate by keyword as a digital marketing KPI for Google Ads

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

Keyword quality score as a metric example for a Google Ads digital marketing report

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. 

Marketing campaign report displaying the performance of social media platforms

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. 

  • Engagement rate 

Engagement rate is one of the most important digital marketing KPIs to track for social media performance

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! 

This marketing analytics report provides the perfect overview of your KPIs, and enables you to discover early-on if you are on track to meet your targets

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. 

  • Bounce rate 

The bounce rate of a website compared to the average session duration and average pages per sessions to extract useful conclusions

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. 

  • Goal conversion rate 

Goal conversion rate by country as an example of a digital marketing KPI for Google Analytics

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.

A digital marketing report example with a clear overview of key LinkedIn metrics and results over time

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.

  • Company update stats 

Company update stats, a social media KPI for LinkedIn that shows the top 3 most recent updated and their CTR and engagement rate.

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. 

  • Impressions and reach

Impressions and reach on LinkedIn can help you optimize your content to your audience preferences

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

Twitter performance dashboard expounds on important metrics like the average engagement rate, number of link clicks, likes, impressions, etc.

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 

Average amount of link clicks is a key part of a digital marketing report for Twitter

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 

The average amount of tweet impressions tracked by day

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

Facebook ads as a digital marketing report example to optimize your advertisement strategies

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. 

  • Cost per conversion 

Cost per conversion tracked with the CTR and CPC for different ad placements

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  

Facebook Ad impressions & frequency tracked by week

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.

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!

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How To Write Digital Marketing Reports: 11 Tips To Prove You’re A Marketing Hero

how to write a report on digital marketing

“Can you just pull me together a report that shows exactly what our marketing is doing for the board meeting at the end of the week?”

It’s barely 9am in the office on a Monday morning. You still have that mountain of unread emails, campaigns that need to go out, a problem with an event that’s on tomorrow and then your boss drops that bombshell. 

You know the marketing you’re doing is great, he knows the marketing you’re doing is great, but now you need a report that shows all of that and you’ve got a tight deadline to get it ready. Where do you start?

It’s probably only a very small comfort to know that you’re not the only one with this problem. Despite the technology we have available, for every area of marketing, reporting remains a pain point for many marketers.

There’s always something new to report on, something else the boss wants analysis of, some new way of measuring the impact of what you’re doing . 

Below you’ll find eleven of our best, meatiest, most actionable tips for producing great marketing reports. We’ve broken them down into ‘When’, ‘What’ and ‘How’ sections, to help you think about every aspect of your reports.

There’s tips on technology to use, how to structure what you produce and how to make sure that what you present is understood by those who will read or view it.

In a nutshell: it’s some of the best top-level guidance on marketing reporting we’ve picked up over the years.

So the next time the boss drops the Monday morning reporting bombshell: don’t worry! This guide will help you to show you’re the real marketing hero in your company.

Table of Contents

When to report on your progress

  • Think about time frames

What to report on

  • Consider Key Performance Indicators (KPIs)
  • Introduce MQLs and SQLs
  • How to structure and format your report
  • Use the inbound methodology
  • Structure your plan
  • Think about the software
  • Don’t abandon handouts
  • The tools you could use
  • Google Data Studio
  • HubSpot Free
  • Google Analytics

1. Thinking about time frames will help you to decide on an appropriate report

Your boss has asked for a report but he hasn’t said he wants to see year to date or for the last month: he just wants to know how the company’s marketing is going. In our scenario, what do you do now? 

Whilst on occasion you might be asked for a specific report it’s surprisingly common for marketers to just be asked ‘for an update’. In this case deciding on the time frames you’re going to focus on will really help as a first step because it will give you some initial structure and point you in the right direction of the important data and tools that will help you.

Bear in mind here what’s going to be of most use to your audience. For some maybe last week’s email data is going to be exactly what they’re after. Others might need to see comparative traffic year-on-year.

Context is crucial when it comes to timescales. Consider the following two statements that could be included in your report:

“Our recent email achieved a 65% open rate and 32% click-through rate.”

“Our recent email achieved a 65% open rate and 32% click-through rate, both of these figures represent a 10% improvement on the email we sent out last week.”

If you’re thinking about your reporting before your boss has made that request then you’ve got some scope to consider what to do here. Would it be best for you to put together a real-time marketing dashboard that people can log on to when they need to? Or are more static reports likely to go down better and be used more effectively? Should they be daily, weekly or monthly? What about an annual report to summarise the year?

Bottom line: Start thinking about timescales and how they’ll affect what you do early in the process to bring clarity to your first steps.

2. Understand your Key Performance Indicators (KPIs)

In the first instance it’s extremely important to understand what KPIs you and your role will be measured on.

If you were an electrician hired to fix a light the KPI would be easy: the light would work when the switch is flicked. Marketing is more difficult because there are so many more things that can be measured.

If you don’t know your KPIs then have a chat with your boss. It’s difficult to know for sure how well you’re doing in your job without clear measurement and expectation. Most great companies set clear expectations and targets for their employees and then support them in achieving them.

If the responsibility for choosing KPIs comes down to you then the inbound marketing methodology is a good place to start. Here’s a brief reminder on what the inbound methodology is if you need a refresher or haven’t come across it before. Depending on where your current focus is on the inbound methodology will depend which KPIs you want to monitor. 

Consider the following for each stage;

how to write a report on digital marketing

Bottom line: Make sure your KPIs are known and use KPIs appropriate to the stage of the inbound methodology your marketing is focusing on.

3. Introduce MQLs and SQLs as a way of reporting marketing success (and much more!)

Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL) are a way of further segmenting and defining the leads you receive into the business. They can help you to report marketing success and further improve on your efforts to date. The below definitions should help to get you started.

Bottom line:   implementing MQL and SQL definitions can help you to better assess your marketing by reporting lead, MQL and SQL numbers, rather than just overall lead volumes.

How to structure and format your reporting

4. use the inbound methodology as a framework.

We touched on the inbound methodology earlier as a way to help you decide what to report on. It’s also a very useful structure when it comes to deciding how you want to report marketing success.

The inbound methodology, at a basic level, can be explained to anyone in a very short period of time. Even if your whole business is not running on inbound you can explain your logic that each stage in the inbound journey is important to you as a marketer and you think you can improve each of them.

Imagine the misty-eyed look in your boss’ eyes during that presentation! Marketing meeting gold.

Set up your presentation or document with the major section headings of attract , convert , close and delight , with a one-sentence explanation of what each stage means.

Then within each section you can discuss what you’re doing to make your attract actions, for example, much better.

But you’re not stopping there, oh no, and that’s where the structure comes into its own. By moving on to the other stages you’ll not only have the chance to share all of the great content marketing metrics you’ve generated, you’ll also be showing your boss that you care about the end goal; getting more clients and then keeping them as clients for the long term.

Bottom line: T he inbound methodology is a great structure to adopt for marketing reports and presentations, because it allows you to show off metrics from across the board and demonstrate your dedication to the end goal of the company. And that’s not all.

5. Structure your report so that it shows what you’ve done and what you plan to do

It’s tempting to think of a marketing report as a list of metrics that tells people the results of what you’ve been doing all this time… and that’s exactly what it is. But it can and should be much more than that as well.

Include in your report a checklist of the actions you’ve recently completed that are relevant to the metrics. So if you’ve recently changed the design on your email templates and you’re reporting an increase in click-throughs from your email marketing, explain that this probably happened because of the actions you took.

Equally, if something hasn’t worked include this as well. Most directors are well-versed in the fact that not all marketing works all of the time. Showing that you’re trying things to improve your marketing challenges, even if it didn’t come off this time, is a good thing to include.

You can then also include some empty check boxes next to actions you’re planning to complete between now and the time you next report or present on your marketing efforts. Again, this is essentially back to the days of ‘showing your working’. You’re demonstrating not only what the figures are currently, but what you’re doing to improve them.

Bottom line: T his structure works really well when paired with the inbound methodology structure. For each section you can show the figures, what you did to get them where they are and what you’re going to do to improve them further.

6. Using good old Powerpoint (or Google Slides) for your marketing report

There’s nothing at all wrong with sticking to what you know and using Powerpoint, Google Slides, Word or any other regularly available software to build, publish and share your marketing report.

Presentation softwares like Prezi have as many detractors as they do advocates and you may not have the budget to go out and get specialist marketing reporting software. Sometimes the easy choice is also the best choice. On the other hand, if you are into fancy visuals, there are other presentation tools available for free, like the Visme Report Maker .

Hopefully you already know the golden rules of Powerpoint, but just in case here’s our version of them ( there’s more from HubSpot here );

  • Don’t cram in too much text; a few bullet points or paragraphs per slide, at most.
  • Leave lots of empty space around text or graphs to make your slides easier on the eye.
  • Go for short, bold messages. Anything that needs to be read can be an appendix at the back: don’t present this!
  • Don’t read what’s on the slides if you’re presenting. You should talk through information that adds to what’s there, not just repeat it.
  • Keep your slides on-brand; you’re part of the marketing department after all so make sure you’re not changing the logo from red to green on a whim!

Bottom line: I f your report suits Powerpoint slides or a nicely formatted Word document then don’t spend too much time overthinking it. There’s plenty of other things to be getting on with.

7. Don’t abandon handouts or something else more tangible

Your boss has seen Powerpoint slides before (everyone has seen Powerpoint slides before), so whilst it’s fine to stick with them as the main vehicle to deliver your data, don’t abandon ideas of doing something different in addition to your Powerpoint, if you have time.

Handouts of key data points or summaries can really help to cement your message in your audiences’ minds and they’re particularly useful if you need your audience to go away and think about something (like signing off an increased budget).

You could also do the modern equivalent of a handout; a marketing dashboard that people can review later. There are various data solutions available for this at a cost but there are also solutions such as Google Data Studio (see below), which are available for free. 

Bottom line: Make sure you have the time to do it (the substance of your presentation is more important), but don’t abandon the idea of doing something creative to stand out.

What tools can help you to produce your marketing reports (for free or limited cost)

8. google data studio is your new best friend.

Google Data Studio came out of beta mode in October 2018 and has been around in some form since 2016.

It’s an incredibly useful tool yet there are still many marketers who don’t really know it exists or feel it’s too advanced for their needs. If this is you: don’t worry! Discovering Google Data Studio now will revolutionise how you view your marketing data and there’s plenty of guides and expertise available to help you to get the most out of its advanced functions.

how to write a report on digital marketing

The trick to thinking about Data Studio is to remember there’s two sides to it; the side you’ll use and the side your boss and the board will see. The side you’ll use takes a bit of learning and getting used to. The side your boss will see can be thought of as Google Analytics for Dummies (but don’t label it like this for your boss).

That’s because what Data Studio does is take your Google Analytics data and allow you to build it into easier-to-digest dashboards, complete with options to label or explain the various reports and graphs that you use.

Over time Analytics has grown into a bit of a behemoth and anyone unfamiliar with what they’re looking at can quickly get lost. Data Studio allows you to take it back to basics, presenting the data in a more ‘casual user’ friendly way.

Real time dashboards from Google Analytics data

The dashboards you produce are designed to be real time, so your boss can log on and see what’s happening for himself. But there’s no reason why you can’t snip the graphs out to go into a more traditional presentation.

As we mentioned above, you can even use both methods; put the graphs into a presentation and highlight that the data is there for anyone who wants to dig into it themselves.

Once you’ve built your first dashboards on Analytics data you can get into the advanced functions of Data Studio. There are pre-built connections to other data sources available, for example and you can also create custom connections through Google Sheets or alternatives.

Bottom line: Data Studio is a hugely powerful tool for presenting your marketing data. Get started with the basics and graduate to the advanced functions in time

9. HubSpot’s free (and automatically shared) sales and marketing dashboards

HubSpot Free is just that: a freemium version of HubSpot’s advanced sales and marketing tools, featuring a fully functioning CRM and, most importantly for you in your reporting situation: two moden reporting dashboards focused on sales and marketing activity.

how to write a report on digital marketing

Each dashboard can feature up to 10 individual reports, focusing on a different aspect of your marketing.

The more you use the tools available in HubSpot the more you’ll be able to report on, but even if you don’t use HubSpot for things like your email marketing or sales pipeline management there’s plenty of useful data you can display. This is because, like Data Studio, HubSpot can link with your Analytics, pulling your data into a friendlier reporting format for the non-marketer.

There’s another advantage to using HubSpot as well. The simple ‘share’ feature allows you to set your dashboards up to regularly send the data, via email, to your colleagues. When your boss asks ‘can you put me together a marketing report?’, you can answer, ‘yes and would you like me to set it so that it’s in your inbox every Friday at 9am?’ It’s a very powerful addition to your marketing arsenal.

Bottom line: There are plenty of useful tools in HubSpot Free. Signing up for the dashboards and ‘share’ functionality alone is worthwhile for your reporting needs.

10. Using Google Analytics… appropriately

We’ve mentioned Google Analytics plenty of times in this article, and with good reason. In all likelihood it is still the main source of marketing data you have. It’s free, it’s simple for a web developer to connect with your website and it rarely breaks to a terminal degree. The data it produces is likely to include data which contributes to assessing your KPIs.

Unfortunately the challenges with Analytics are also well known to most marketers. It can be difficult to get to the exact data that you need, it’s easy to disappear for days down an Analytics rabbit hole and the reports it produces aren’t particularly user- friendly for non-users (although the most recent makeover has taken strides to fix that).

There are plenty of ways to use Analytics that will help you to make the data more useful for your board. We’ll cover just two of them here.

  • Spend time finding what you need and pull it out of Analytics – if you’re using PowerPoint or similar for your report then keep everything in there, skirting the issue of forcing non-Analytics users to get used to a system that can be problematic to start with. Use screen captures to pull the data you’ve found, filtered and organised into your report; they never need to see the inside of Analytics!
  • Spend time learning custom dashboards – like Data Studio, custom dashboards in Analytics are underused by most marketers. Investing some time on learning how to create them will save you time in the future. Instead of having to redo appropriate filters each time you need a report you can build your ideal ‘front page’ and leave it there for all time.

Bottom line: Analytics is likely to remain your most useful tool for generating marketing reports, but keep in mind it is a tool for you. You’ll need to make the data it gives you palatable for your non-marketeer audience.

11. Consider a more flexible reporting solution, like Swydo

There are plenty of substantial reporting solutions out there, which accept input from multiple sources, which you may want to consider. Before you do this it’s worth considering the following questions;

  • Do you have a budget for additional software? Many of the solutions available above the ones we have already discussed will have licence fees. If you’re going to struggle to get the budget for them in the time you have available then it’s probably best to accept you’re limited to what you have and get going.
  • Do you really need something more than Data Studio and the other ‘free’ options? There’s a lot that you can do with Analytics, Data Studio and other options like HubSpot. Whilst there’s some great solutions available, are they definitely what you need here? Bear in mind you might need to create a business case for them.

If you do decide to go for something more advanced then Swydo is a good option . It features branded reports and can look into your data when it comes to PPC, SEO and social media, as well as pulling in third party data from platforms like MailChimp and SalesForce.

Other reporting tools are available, but this is a great place to start for those with more advanced needs.

Bottom line: Make sure you have the budget and use case for an advanced tool, but if you do need one you can take your reporting to the next level with a bit of time invested.

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Digital Marketing Reporting in 2024: The Ultimate Guide With Templates, Dashboards, Tools and Metrics

What are the benefits of digital marketing reporting? What templates to use, and how often should you send reports? Here is a digital marketing reporting guide containing all the information you need to create compelling reports to help you monitor and execute marketing campaigns and strategies.  

Whatagraph marketing reporting tool

Aug 03 2022 ● 6 min read

Whatagraph marketing reporting tool

Table of Contents

What is digital marketing reporting.

Digital marketing reporting is the process of collecting and analyzing marketing data to create clear and actionable reports. Digital marketing reporting aims to understand campaign results, evaluate current campaign status, and predict future campaign outcomes. As a marketer's job is to tie everything to return on investment (ROI), digital marketing reporting helps ensure that the company profits from every marketing action the agency takes. 

For successful reporting, agencies and marketers use  reporting tools that provide reliable and visible proof of our actions and outcomes via marketing reports and dashboards.

Like torches in the dark, these reports and dashboards help us explore the depths of our marketing data and unearth valuable insights.  

In a nutshell, the goal of digital marketing reporting is to analyze and understand the performance of marketing activities and find ways to improve them.

Digital marketing report vs. digital marketing dashboard

Definitions

A marketing dashboard is a document that includes live data of what is happening right now. Usually, this format is short, single–screen and has only the most essential marketing KPIs.

A marketing report is a document that includes real-time and historical data. It is usually used to spot any trends and patterns in relevant metrics.  

Similarities

  • Both the digital marketing report and reporting dashboard display data;
  • Both can be customized;
  • Both can be automated.

Differences

  • A digital marketing report has huge volumes of data, while a dashboard provides a high-level quick overview of the most important KPIs you can present to the board or C-level stakeholders;
  • The digital marketing report provides both historical and real-time data, while a dashboard provides only real-time data;
  • Digital marketing reports are longer, focusing more on providing valuable data than the report's length. A dashboard, however, is usually brief and to the point. 

Find out more about  marketing reports and dashboards and when to use each. 

white-label customize

What to include in a marketing report

Your digital marketing report should highlight your results and key strategies you’re implementing through these sections:

Executive summary

Goals and objectives, marketing analysis.

  • Comparison table for metrics 

Completed actions

Next steps and recommendations.

The executive summary is a brief overview at the beginning of your marketing report. Its purpose is to grab the reader’s attention and briefly overview your marketing efforts for a specific period. 

Executive summary of a report in Whatagraph

This is where you outline your marketing goals to add context to your activities and help everyone understand why you’re doing what you’re doing. This action-oriented approach works in any marketing campaign. 

The marketing analysis should comprise the bulk of your report, as it’s essential for assessing your performance. It allows your team and clients to understand your progress towards the goals. 

The analysis should never reiterate results, as that would only mean you’re turning metrics into words. 

The idea here is to give more context to the numbers in the report. For example, let’s say the clicks are down because the CTR dropped. When segmented by device, it should be clear what caused it — for example, a drop in absolute top impression share on the desktop. 

Comparison tables for metrics

By comparing metrics from different periods, you can spot trends and which channels have significantly impacted your goals and objectives. For example, in SEO reports, the focus will be on a year-over-year organic traffic comparison.

Metrics tables in Whatagraph

A month-over-month comparison is also used, but YoY provides the most accurate insight into whether the efforts brought a positive change without being influenced by  seasonal   trends . 

  • Seasonality is the predictable effect of seasons or commercial holidays on marketing and sales. It impacts every industry differently. For example, an ice cream vendor hopes to sell more in the summer than during the winter months. For a B2B SaaS company, leads and sales might be lower during the summer, as prospects will likely be out of the office or on vacation. 

It’s normal to assume that your stakeholders or clients will want to know how you have invested your time. By highlighting the completed actions, you’re showing your worth and gaining more trust to launch more experiments and campaigns. 

Highlighting your next steps is a great way to keep your clients involved and show how you're developing strategies based on understanding historical data. When you outline the next steps, you demonstrate proactivity in addressing any problems with the performance. 

How often should you create marketing reports?

“ Reporting can be done daily, weekly, bimonthly, monthly, quarterly, or annually, depending on your requirements ,” says Aaron Crewe, Managing Director at  Novi.Digital .

However, Ruler Analytics found that  32% of marketers track campaign success monthly, while 43% measure weekly performance.

Here is how different intervals would benefit your agency:

  • Weekly reporting — Provides essential insights into your latest marketing initiatives' success. This data is valuable for developing an action plan for the coming weeks, so maybe you should learn how to write a weekly marketing report . 
  • Monthly reports — Provide a broader overview of your marketing initiatives and their performance. This data is valuable when understanding how these initiatives influence core KPIs. Here’s what you should include in a  monthly marketing report . 
  • Quarterly reports — Provide crucial metrics when assessing quarters’ performance. 

Usually, marketing agencies examine:

  • Revenue growth and deals won;
  • New leads and conversion rates across different channels;
  • Paid advertising spend and ROI;
  • Social media marketing performance and growth, etc.

Choose the frequency that would provide the most value to your agency and marketing team, depending on your goals and needs.

Usually, clients aren’t tech-savvy and don’t need huge volumes of data in a report. They need a report with key insights into how your marketing agency is delivering on promises and meeting goals.

So, how often should you send client reports?

We surveyed over 160 mid-size agencies and agency clients worldwide to better understand the landscape of agency-client reporting and lay the groundwork for report monetization.

And we discovered that: 

  • The   majority of agencies report on a monthly and weekly basis.
  • Clients , on the other hand, appear to have slightly different expectations. Monthly and real-time reporting received equal votes, with weekly reporting coming in second and daily reporting coming in third.

40+ data

5 tips for writing marketing reports

Now that we’ve covered the content of marketing reports and the ways to create one, let's give you a few more valuable tips to communicate your results the best.

1. Keep your audience in mind  

Marketing is a form of communication at the most basic level, and marketing reporting should follow suit. Before writing a marketing report, consider who you report to and what is most important to those people.

There are many kinds of reports, and what matters to one person might be irrelevant to another. 

For example, your marketing team would like to know why the bounce rate is not improving, while the leadership will be more interested in high-level indicators. Ask your recipients about their goals and what they care about most.  

2. Focus on KPIs that matter

As a cross-channel marketing data platform, Whatagraph tracks detailed metrics such as conversions, sessions, and clicks. But if you try tracking too many metrics simultaneously, your report can be too complicated to understand. 

However, there’s no rule on how many metrics you should include. 

Some campaigns require reporting only specific metrics, while multi-channel ones require many more to gauge cross-channel performance. 

The only rule and advice we can share is to think carefully about your goals and choose the metrics that impact them. Keep your metrics aligned with the company’s vision and mission, and clients or stakeholders will have no trouble understanding your actions. 

3. Explain your data

A common mistake that inexperienced marketers make is to send out detailed reports without giving any background or explaining what the numbers mean and how they impact the business. 

The interested parties need to understand exactly what results you’ve achieved, why they are essential, and how they benefit their company. 

It means little to say that your traffic went up 35% last month without explaining why. In the same way, the number of visitors in a table without context offers little value. 

But if you say that the traffic went up due to specific keyword targeting, that changes the entire perspective.  

4. Show the impact on business goals

For most clients, the whole point of marketing is to make more money, which means they want to see a return from marketing. 

You need to show how your actions directly impact revenue whenever you can — in other words, by focusing on metrics like return on marketing investment (ROMI) and return on ad spend (ROAS).

Still tracking ROMI can be both your best friend and your worst nightmare. 

It can help you make more data-driven decisions and streamline your marketing campaigns for maximum revenue. 

On the other hand, it can be hard to isolate, especially if you have multiple channels working simultaneously to drive new opportunities. 

5. Automate whatever you can

Spend too much time on reporting, and you’re missing out on other productive tasks that move your agency forward. 

By automating your reporting processes, you eliminate repetitive tasks and focus on driving better results. 

As a marketing data platform with advanced reporting capabilities, Whatagraph has multiple features that automate different aspects of reporting. 

Automated email send-outs at chosen intervals is the most popular automation, but there are others. 

For example, instead of editing one report at a time, you can change multiple reports simultaneously. This is a big timesaver for agencies that work in specific industries where most clients have the same needs. 

Also, once you customize a report widget, you can save it and use it in all reports you create in the future without having to go through the process again. 

40 data sources

Types of marketing reports

We have a great blog post about  6 marketing report examples where you can learn about different report types. But while you’re here, let’s just break down the most common report formats.

Marketing report formats

A dashboard is the quickest way to report to a client or anyone inside the company. Share the link once, and stakeholders can always access the latest results. However, since a dashboard mostly uses simple charts and single-value widgets, it might not be informative or understandable enough for some recipients. In that case, you need a:

A PDF report gives you more room to present your data. Often sprawling on several pages, you can also include historical data to show how the numbers have changed over time. In Whatagraph reports, you can easily add a comment or conclusion next to each widget, which is a good way to provide context on the spot. 

To share this type of report, you can download it as a PDF and share it any way you want. On the other hand, Whatagraph gives you the option to automate the sending: 

But what if you have a client who doesn’t need a detailed report? For those who still prefer doing things the old-fashioned way, you can offer to send the most important conversion metrics by email once a week. Still, this type of marketing report is rarely used, especially since Whatagraph reports allow you to easily present the executive summary at the very top of every report. For high-level execs who don’t have time to go through the whole thing.   

Presentation 

You can share a link to your marketing dashboard or send PDFs every week, but occasionally, you may also present the results and discuss them with clients or stakeholders in person. This kind of meeting report is a good opportunity to propose new initiatives or ask for a higher marketing campaign budget — if your results justify the investment. 

How to create a marketing report

There are three common ways marketing agencies create marketing reports: 

  • from a template, 
  • using a reporting tool from scratch. 

Create reports manually

Manual reporting has been the only way marketing agencies have created reports for decades. 

Yet, it has so many cons that it is no longer the ideal way to analyze data:

  • Time-intensive — It takes many hours to create advertising reports by hand. Because you need to cover all these marketing channels and campaigns, typing the data and results from each will take valuable time. 
  • Resources-intensive — Because creating reports manually takes a lot of time, some marketing agencies might need additional staff. 
  • Prone to human errors — As you can imagine, typing numbers for hours requires total concentration. Because of that, there is a high chance of data inaccuracies and misplaced and mishandled data.  

Create reports from templates in Whatagraph

Here at Whatagraph, we know that manually creating reports is far from ideal. That’s why we offer a library of ready-to-use  templates for marketing reports. 

Whatagraph library of templates

Use any of these pre-made templates and save hours for data reporting. 

But templates alone don’t mean much without the Whatagraph environment.

Whatagraph is an all-in-one marketing data platform for connecting, visualizing, and sharing marketing data from various data sources. 

You can use the same tool to pull and visualize data without requiring third-party connectors. 

The ability to connect, visualize, and share data puts Whatagraph ahead of competitors like Looker Studio, which needs another tool to connect sources. Other  Whatagraph alternatives , like Supermetrics and Funnel.io, only act as data connectors and require a separate tool to visualize data.

Thanks to over 45 native integrations with popular marketing platforms, you can easily access client data and create  digital marketing dashboards or reports in no time. Whatagraph’s native data visualization function allows you to include key metrics and KPIs and effortlessly manage multiple clients.

Let’s say you want to create a monthly marketing analytics report for your client. 

Nothing easier.

Just grab a  marketing report template , add your client’s marketing channels, and tweak the report to customize it for the client in question.

Create a report from scratch in Whatagraph 

Creating reports from a blank page in Whatagraph is easy, and even a non-tech-savvy person can do it. 

All you have to do is connect your client’s accounts and the marketing tools you use to promote their business and pull the data. 

After that, drag and drop widgets that best represent your strategy’s performance and progress, depending on the KPIs and metrics you report on. 

Start report from blank page in Whatagraph

Why should you use digital marketing report templates? 

Using digital marketing report templates has many advantages for both agencies and in-house marketers. They can help you:  

Marketing templates are tools that are always ready to go and present data quickly. 

Need a Facebook Ads report? Go to the template library, select the Facebook Ads template, and have a report presented in a few seconds.

By saving precious time, you can use it for more creative tasks. 

For example, you could build better client-agency relationships, run different experiments, or look for different channels to generate leads.

Our suggestion is simple — leave reporting to Whatagraph, while you take care of other agency-related things.

Avoid mistakes

Marketing report templates are useful because they pull data automatically. 

This means you don’t need to worry about inaccurate or unreliable data. 

Improve brand consistency

Create a report using Whatagraph’s template; you can customize it, white-label it, and save it for future use. 

Change colors, report domains, and logos; your clients will consistently receive reports matching your agency’s branding. Such brand consistency gives you 3.5x better visibility compared to brands with inconsistent presentation.     

3 digital marketing report templates to get started

Let’s look at three marketing report templates you can try in Whatagraph.

SEO report template

Use the SEO report template to examine your client’s website performance KPIs, keywords, SERP positions, organic search, and other critical engine optimization metrics. 

SEO report template in Whatagraph

This  SEO report template provides detailed data to your clients in just a few clicks. Track and display your client’s website organic traffic, clicks, rankings, impressions, click-through rate (CTR), bounce rate, link-building analytics, and more. Learn how your marketing efforts are faring and progressing, and then optimize based on this data.

Cross-channel marketing report template

Marketing agencies work with various clients and conduct marketing campaigns through various channels. A cross-channel marketing report template gathers data from various sources and compares how each performs on its own and in relation to the others. With Whatagraph's cross-channel reporting, you can easily track the campaign performance of LinkedIn and Facebook Ads and compare them with Google Analytics 4 insights, for example.

Cross-channel report template in Whatagraph

Social media report template

Probably the most popular report template is the  social media report template . 

Whatagraph can integrate the most common social media channels, including Instagram, Twitter, LinkedIn, Facebook, and YouTube.

Socia media report template in Whatagraph

Whatagraph's social media report is handy because it is organized across multiple channels. You can quickly see how much ROI you get from each social media platform. You can assess where you should invest more time and attention by creating divisions for each social media site — one for Facebook, one for Twitter, one for LinkedIn, and so on.

The benefits of digital marketing reporting

Whether you are an agency, an in-house marketer, or a freelancer, you must report on your digital marketing activities to understand how you perform. Here are four other benefits of creating marketing reports:

Keep clients/managers up to date

From time to time, marketing agencies get questions about how a specific campaign is doing. 

There may also be bi-weekly meetings with a client or manager to discuss updates on your marketing campaigns. 

A good rapport with clients is important for marketing agencies, and there’s no better way to establish it than by providing regular updates on campaign or strategy performance. 

Studies show that  68% of customers leave an agency when they believe it doesn't care about them. The same percentage of people are willing to pay extra for the service if the customer service is spot-on. 

You should consider  automated reporting to have better client retention rates and keep your clients and managers happy. 

Automated reporting keeps you accountable, educates your clients regularly, and provides updates on your successes and failures.

With Whatagraph, you don’t even need to send reports manually. Create a visual report using our intuitive drag-and-drop builder, and schedule an automated send-out at your desired frequencies. 

Automate report in Whatagraph

Here are two case studies of how marketing agencies managed to increase productivity and save time by using Whatagraph as a reporting automation tool: 

UpTick Marketing , for example, saved  40 hours per month on reporting by switching to Whatagraph as its automated reporting software. 

That’s a whole workweek!

This digital agency from Birmingham, Alabama, has reduced its client reporting time to just 10-20 hours a month by using Whatagraph to effortlessly create cross-channel marketing reports for its clients.  

Market Solutions is another example of a company that  saved between 30 and 70% of time on each report by shifting from manual to automated reporting. This marketing agency from Sweden struggled to scale, as its employees used to spend from 5-10 hours on average creating a single report. 

With Whatagraph, this agency didn’t only find native integrations, an intuitive report builder, and easy sharing, but also the option to leave comments explaining each visualization — something their clients are used to having. 

The agency managed to serve 150+ clients with only 15 employees — deliver reports on time and increase productivity. 

Pro-tip for agencies : Learn how to  turn client reports into an additional source of revenue.

Make better marketing decisions

Marketing agencies depend on reports to look at ad campaigns, lead-generating keywords, pages, or website traffic for any noticeable anomalies or shifts in marketing performance metrics. 

They look at month-over-month (MoM) and year-over-year (YoY) traffic and interpret marketing data to craft actionable next-step recommendations.

A digital marketing report is not only useful when you’re launching a new experiment, project, or initiative. It’s also essential for getting historical data for future launches.

Take, for instance, Whatagraph. You can create a  cross-channel dashboard with interactive graphs for a real-time view of your initiatives. But if you want to develop a new strategy for the upcoming quarter, you need data to support your decisions.

This is when you create a cross-channel report . 

Cross-channel analytics in Whatagraph

  • Pulls data from multiple sources in a single report;
  • Showcases customer behavior, ad performance, channel, and campaign patterns;
  • Provides historical data that you can use to make more informed decisions.

Keep budget under control

Marketing agencies usually use one or all of these digital marketing strategies:

  • Sponsored content; 
  • Social media ads;
  • Ad retargeting; 
  • Banner ads;
  • Influencer marketing;

Not only that, but they usually run these campaigns along the way:

  • PPC campaign; 
  • Lead generation campaign; 
  • Product marketing campaign; 
  • Sales promotion campaign; 
  • PR campaign; 
  • Email marketing campaign. 

As you can see, that’s a lot of paid initiatives. 

You can filter a digital marketing report to display your total budget spent on any given initiative.

Here, for example, what a report should look like:

google_ads_perfromance.png

1. Shows the total ad cost during a specific period. 

This data can help anticipate scope change, forecast resource usage, and prevent over- or underspending. 

If the costs exceed expectations, you can adjust the ads or stop the whole ad campaign altogether. 

Consistent forecasting helps marketing agencies ensure that the Google Ads campaigns use the appropriate amount of money — not too little or too much. 

2. Highlights the transaction revenue.

Marketing agencies need to know how much money they spend on ads and how much revenue they generate from these transactions. 

3. Provides historical ad cost data.

As you can see, the report has three widgets tracking three different campaigns from January to March. 

This goal widget shows how much a business spends on ads and whether or not they meet their business goals.

Tracking and comparing month-to-month shows patterns and trends of your ad spend. This data is needed and valuable when setting future ad budgets and adjusting ad campaigns.

Even though we analyzed a specific case —- the Google Ads campaign — all the takeaways apply to any case. 

Pro tip : Develop a digital marketing report to track all your spending. Ensure you have a goal widget in a report to see how your initiative performs financially. Include historical data and use it as a reference when building future strategies and experiments. 

Provide a benchmark for future marketing campaigns

Digital marketing reports benefit marketing agencies because they include historical performance data. 

By having historical data and examining key performance indicators (KPIs) over time, it is possible to identify benchmarks to:

  • Set long-term marketing goals;
  • Optimize your marketing strategy;
  • Develop data-driven initiatives;
  • Identify which initiatives need improvement;
  • Measure progress;
  • Identify gaps in the strategy.

To effectively benchmark your marketing initiatives, narrow down your experiments and initiatives.

You should analyze your blog, email, website analytics, and social media performance separately. 

Then, choose the right  marketing metrics and KPIs .

Your benchmarks need to be detailed and specific. Otherwise, they lose their value. Think about your goals and actions in the past. Then, identify the metrics that would best support your marketing activities.

Why create marketing reports in Whatagraph?

Many software solutions advertise as reporting tools. However, when choosing your reporting software, ensure it covers all the steps in reporting. 

Here’s where Whatagraph beats the competition:

One platform

Whatagraph is an all-in-one marketing data platform that connects, visualizes, and shares marketing data. When you go with one platform, you can report cross-channel data instead of reporting on data from separate sources.

Also, an all-inclusive solution is always more stable and faster, as your reports don’t depend on other software. 

Finally, Whatagraph boasts native integrations with popular marketing platforms, so there’s no risk of third-party connectors breaking off. 

Linked report templates

Instead of changing reports individually, edit multiple reports simultaneously from one place. This feature is especially helpful for agencies and enterprises which can now save considerable time in making group changes. 

One of these companies is  Rekom Group , a global leader in the nightlife industry. When you operate 200+ venues in four countries and regularly create both high-level and granular reports, the bulk edit option can really save your day. 

Report folders

The ability to organize your data and reports by client, region, account manager, etc., is another feature that means a lot to agencies that serve many clients. 

Easy to use

In this day and age, a solution that isn’t user-friendly doesn’t stand much chance. Unfortunately, not all reporting tools are made the same, and you have to try Whatagraph to tell the difference. 

Access our template gallery, report automation, and 45 integrations to pull data from. 

Create beautiful reports your clients can actually engage with and save more time for creative tasks. Request a  free trial of Whatagraph today!

Bottom line

Digital marketing reporting is an essential part of the marketing process, but it shouldn’t be something marketing agencies spend most of their time on. 

When writing a marketing report, always keep your audience in mind and focus only on KPIs and metrics contributing to your marketing goals. Don’t forget to recommend the next steps to show that you really understand the impact of your marketing results.

Marketing reporting software can save a lot of time by eliminating manual work and second-guessing while helping users create professional reports that are easy to understand.

However, not all reporting platforms are made the same, so always pick an all-in-one solution that connects, visualizes, and shares data under “one roof”. 

cross-channel reports

Published on Aug 03 2022

Dominyka is a copywriter at Whatagraph with a background in product marketing and customer success. Her degree in Mass Communications/Media Studies helps her to use simple words to explain complex ideas. In addition to adding value to our landing pages, you can find her name behind numerous product releases, in-app notifications, and guides in our help center.

Create your first marketing report using Whatagraph

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What Should a Digital Marketing Report Contain?

For those that work in digital marketing, showing your clients the value of your actions is fundamental. Digital marketing reports are one tool to do just that. Learn what a results report is and what points to include so that your document reflects the hard work you’ve done and the results you’ve achieved. 

In digital marketing, a vitally important phase is the results analysis, which takes place during the campaign (to see its performance and act accordingly) or at the end (to analyze what can be improved or what we must do in future campaigns). Data visualization is necessary to truly evaluate the performance of our actions and the investment in analytics proves to be very beneficial for companies. 

The next step of the analysis is creating a results report that honestly, clearly, and legibly conveys the conclusions we’ve reached, the campaign’s performance, and how close we are to reaching the designated goals. A good digital marketing report values the work of the marketing department and proves why it’s a good investment; we’re going to break down the requirements that we should keep in mind and the most important points that must be present in your digital marketing report.  

Keys to complete a digital marketing results report 

The fundamental requirements for a digital marketing performance report

When creating a digital marketing results report , it’s not just the “what” that’s important, but also the “how.” In other words, the key is how we present, introduce, and structure the information so that the person who reads it can interpret and find it useful.

Therefore, before we go ahead and start extracting data from our campaign’s business dashboard , it’s crucial we create an effective template that will serve as the structure on which to base our work in the future. At this stage, it’s critical you consider the following tips:

Your objectives are everything

Every marketing campaign or action has a purpose and, along with it, a series of measurable goals : website visits, lead generation, sales, and more. The success or failure of a campaign will be measured based on those previously defined goals. These should be the report’s driving force. Analyze every piece of data and always compare it with your stated objective.

Less is more: include only critical information 

Remember that this document's aim is to give the person reading it an idea of how the campaign or action performed. It's likely that this person has little time; the report should convey everything they need to know about the campaign quickly and in a straightforward manner. Only include the essential details and if you so choose, add secondary information as attachments.

Digital marketing report

A picture is worth more than 1,000 pieces of data

To ensure the report is efficient, in addition to selecting the most essential information, you must represent the data visually and make it understandable in just a single glance. Use resources like bar charts or tables to show the campaign’s data whenever possible.

Performance reports for all audiences

What is a good performance report? A good performance report is one anyone can understand, not just the marketing team. It's critical that this document can be interpreted by anyone, whether it be someone from the team itself or someone who doesn't have day-to-day contact with the project, such as the sales team or the CEO.  

How to create a digital marketing report: what sections it should contain

While every digital marketing professional has their style, the truth is there are some aspects they all have in common, such as the information the client needs to know to determine the success of the campaign. Taking this into account, order the data according to its degree of importance so, in the first few pages, the reader can answer the question they have in their head: how did the campaign go?

Our ideal structure and the one we tend to use in our reports is the following:

1. Overall campaign results 

When the client receives the campaign performance report, they’re generally wondering how it went. Therefore, this should be the first point mentioned. As this is the most crucial part of the report, it should come first.

Try to make sure that the person reading the report understands how the campaign is going in the first four or five slides, maximum. Offer a summary with the campaign’s goals and the results we’ve achieved so that, in just one glance, the client can have their questions answered. 

Also, take advantage of this time to remind the client of the objectives they set with that campaign. A good guide to create Inbound Marketing goals are the SMART objectives: specific, measurable, achievable, realistic, and time-bound.    

 Digital marketing report structure

2. Results by channels

Today, it's customary to carry out multichannel actions where we use social media, websites, Paid Media, and more. The client wants to know to what extent each channel contributed to achieving the goals set at the beginning of the campaign or action. Should you find this of interest, you can include this information at the beginning of the report. A table with a breakdown by channel and the corresponding data will suffice.  For the client, it’s fundamental to observe the relationship between investment and obtained result; this way, we will see the ROI of the campaigns by channel. 

3. Actions carried out

The client's familiar with the campaign you've executed, so you don't need to go into too many specifics. Use bullet points to list the different actions you've carried out to refresh their memory, but that's it. If you desire, you can break it down by channel or areas if it makes it more transparent: SEO, web, design, social media, etc.

If the campaign includes SEO / SEM actions , we recommend including the results you’ve obtained in the final report. Remember to present the objectives and explain how these channels have played a part in the results we’ve achieved.  

5. Paid Media Traffic 

In the same way, if we've run Paid Media campaigns (Google Ads, Facebook Ads, and so on), we should include the results we've achieved in terms of our objectives. Include the main KPIs (key performance indicators) and put the rest in an appendix or a specific report that’s linked to this one.

6. Conclusions 

Create a brief assessment of the campaign in a summary format with the decided objectives and use bullet points to highlight three or four essential aspects. This conclusion must be sufficiently complete so that the client can read it independently and understand the most important parts of the document. 

7. Recommendations

In the same way you wrote your conclusions, create four or five brief recommendations based on the results you received from this campaign. For example, these could be lessons to take into consideration for the future and errors to correct for future improvement. 

8. Próximos pasos

List out the next steps concisely. Note that these are general recommendations for developing a digital marketing report after launching a marketing campaign or action. Nonetheless, it’s critical you adapt this template to your client’s needs or to those of the action you’re carrying out. The key to this report is that it’s useful; there can be many ways to execute it.

This is a way to structure your digital marketing report, but there isn’t just one way to present the data. You have freedom in your presentation, as long as you meet the main requirement: order the information according to its priority and offer it in a clear and understandable way to a non-specialized public. Put numbers in attractive graphics that convince your clients of their campaign’s success. 

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What to include in your digital marketing report

what to include in a marketing report

Contributors

Sean Dougherty

A copywriter at Funnel, Sean has more than 15 years of experience working in branding and advertising (both agency and client side). He's also a professional voice actor.

“What to include in a marketing report” is an age-old question that has challenged marketers since before the dawn of digital advertising. 

Luckily for modern marketers, we can narrow down all of the options a bit and begin to answer this question. In this blogpost, we will discuss how you can make your digital marketing reports comprehensive and clear. 

Types of digital marketing reports

As we’ve covered before, there are 7 main types of marketing reports including everything from email marketing reporting to general overviews of the entire organization’s marketing efforts. That means your first step toward deciding which elements to include in your digital marketing reports, you must first determine the style or report type you are trying to create. 

Also make sure everyone working on the report agrees on the scope. Is this a monthly report, or a weekly report? Is it for all the marketing efforts, or only for a specific website or campaign? It is important that every stakeholder agrees on the scope of the digital marketing report, so you will have a smooth reporting process.

With the type of report and the scope decided, it’s time to think about your audience. Generally speaking, you will probably be trying to answer 4 questions for them: 

  • What did you do?
  • What were the results?
  • What does that mean?
  • What is next?

By focusing on these 4 questions, we can easily identify what to include in your report. 

1. What did you do?

This one should (hopefully) be a pretty easy question to answer. A good place to start is a summary page or section that highlights the activities that you or your team took. This summary could encompass the last weeks, months or quarters. 

This section will serve as a brief overview and set up all of the elements of your marketing report. As such, it should be brief and high level.

Also, if you’re part of a particularly technical team, and you are speaking to a non-technical audience, it is probably a good idea to highlight some key terms and their definitions in this summary section. 

Digital marketing tip of the week: Schedule time in your calendar to review your analytics. Analytics are easy to overlook, especially if you're not naturally a data person. Block time out in your calendar on a monthly basis to review your reports. 📈 — Shama Hyder (@Shama) February 16, 2022

Next, it’s time to identify the project scope you were working under. Here, it’s a good idea to highlight the target audience, the channels used, budgets and other “guardrails” for your initiatives. This way, everyone reading your report has a clear idea of exactly what you were tasked to do. 

By clearly defining the scope of the project, it also helps guide conversations of your report’s audience to ensure that there aren’t any misguided expectations. For example, your audience doesn’t expect a national 360-degree campaign with a city-wide, digital-first budget. 

That means we now have a quick summary of our activity as well as the project scope that informed and guided it. Great!

2. What were the results?

Here comes the meat and potatoes. The nuts and bolts. This is the time to unload the data. 

When speaking about the results of your efforts, you want to ensure that you include as many relevant KPIs as possible. While you can always access our KPI Cheat Sheet , we’ll run through a few of the main categories here. 

Conversion metrics

Conversion metrics are probably one of the first pieces you think of when asking yourself, “What do I include in a marketing report?” And it’s a great place to start. 

You may want to include lead generation metrics. This could include month-over-month analysis or even on a weekly basis. You will also likely want to include some sort of breakdown between paid and organic leads, since this can be used to derive insights on the effectiveness of your paid outreach. Cost rates are another valuable metric that can help define your cost per lead, cost per conversion, etc. Speaking of conversions, you may also want to include conversions per channel in your marketing report. 

All of those conversion metrics are great and incredibly valuable, but maybe your focus is on web traffic optimization. In this case, you will have different key performance indicators and will need to include other data to your report.

Don’t worry, we’ve got you covered. 

Website marketing metrics

For web-focused reporting, website traffic metrics are critical. KPIs like sessions by source, bounce rates, top pages and engagement rates can all drive critical web flow insights. Plus, with the roll-out of Google Analytics 4 , there are a huge range of custom metrics and dimensions that can help drive your web performance forward. 

If you want to learn more about Google Analytics 4, also see our video Benefits of GA4 .

More marketing data to add 

While conversion and traffic metrics are great examples of what to include in a digital marketing report, there are loads of other options to choose from. You may want to include any of the following:

  • Sales revenue
  • Google ads performance
  • Customer acquisition cost
  • Search engine rankings
  • PPC performance
  • Social media traffic
  • Brand awareness
  • ROAS or ROI (Return on Ad Spend & Return on Investment)

When in doubt, bring yourself back to your marketing goals and your audience. What results will they be most interested in seeing? Let that be your guide in selecting your core KPIs. This will also prevent you from sharing too many metrics.

In most cases, people don't want to know all the data, they want to be updated on the most important numbers.  

3. What do the results mean?

Time to get a bit cerebral. Here, it’s all about identifying what insights and trends are evident in the data. The person reading the report should get a good understanding: are we heading in the right direction?

Perhaps you found a correlation between an increase in leads generated on one channel and increase in overall conversions. That may suggest that the leads from that specific channel are higher quality. In turn, you may want to run a few experiments on that channel by increasing budgets. 

Alternatively, your data may show a growing trend engagement rate for your content marketing pieces. It may be worth drilling down into the data to see if there are certain specific content topics that drive that engagement. 

With clear marketing data and trends in hand, you may even want to build some marketing projections. While this section will always include a certain margin of error, forecasting can help define future sales and lead generation goals. 

4. What is planned now?

One of the final critical elements of a marketing report is the 'What now' or 'What's next' part. This will drive the conversation (and your work) forward.

Here, you will share the next steps, future campaigns and any new ideas for initiatives.

At this point in the marketing report, we understand the activity highlights and project scope, we have reviewed the most important KPIs, and we identified the most interesting insights and trends. 

Now, it’s time to inform your audience what you need from them. That could include approval of a concept, an “ok” to change course in long term marketing strategy, or even a request for bigger budgets. Remember that additional budgets can be used for more advertising spend (paid media), but also to create a new specific marketing campaign with an agency, or to hire a freelancer to help support the marketing team. It all depends on what you see fit in the current situation.

Let's recap for a moment here:

What to include in a digital marketing report:

  • Information about what you worked on, for instance marketing campaigns or optimizations
  • The results of your work and the general marketing performance
  • Insights about what that means (what is going well, what should you change in the marketing strategy)
  • What you planned to do next week or month

While we’ve included a lot of options to choose from, our KPI Cheat Sheet can be a great resource to refer to. Download it here . And make sure to read our Ultimate Guide To Digital Marketing Reporting for more tips.

Want to work smarter with your marketing data?

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Free Digital Marketing Reports Templates

By Joe Weller | October 29, 2023

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We’ve collected the top digital marketing report templates for marketing managers, digital strategists, search engine marketing (SEM) and pay-per-click pros, and more. Use them to present and analyze online marketing data and performance metrics.

On this page, you'll find many helpful digital marketing report templates, including a digital marketing performance dashboard report template , a digital marketing audit report template , a digital marketing campaign report template , and a pay-per-click (PPC) digital marketing report template , among others. You’ll also find tips on how to create a digital marketing report .

Simple Digital Marketing Report Template

Simple Digital Marketing Report Template

Download a Simple Digital Marketing Report Template for   Excel | Google Sheets

Use this simple digital marketing report template to quickly gauge important info, such as website visits, bounce rates, and goal completions. Treat it like a cheat sheet to quickly see your online wins and identify areas for improvement. This template helps you and your marketing team easily celebrate victories and plan the next big move.

Consider using one of these free marketing plan templates and samples for a comprehensive visual summary of your marketing metrics.

Excel Digital Marketing Performance Dashboard Report Template 

Digital Marketing Performance Dashboard Report Template

Download the Digital Marketing Performance Dashboard Report Template for Excel

This visually dynamic digital marketing performance dashboard report template offers a clear visual representation of the performance metrics for your digital marketing efforts. Enter key data and then instantly assess critical metrics, such as spend against budget, impressions, acquisitions, cost per acquisition (CPA), clicks, click-through rate (CTR), cost per click (CPC), and overall ROI. This template will auto-populate the charts and graphs to simplify data interpretation, enabling swift decisions to optimize digital marketing campaigns for better results. 

This dashboard template highlights key data you’ll rely on when launching new products or marketing initiatives. Before you can collect this data, you should download a free go-to-market template to create a coordinated and effective approach to reaching target customers.

Excel Digital Marketing Dashboard Report Template 

Digital Marketing Dashboard Template

Download the Digital Marketing Dashboard Template for Excel

This digital marketing panel template offers insights into search engine optimization (SEO) metrics, showcasing monthly session counts, session origins, and inbound links. Evaluate the effectiveness of both paid campaigns and organic search in alignment with your promotional objectives. The template's graphic design provides monthly revenue and ROI averages, while also graphing a year's worth of website visits, including the market penetration from banner ads, mobile ads, search, direct traffic, email, referring domains, and more. 

Content is a critical element of any SEO marketing plan. Try one of these free content marketing templates to organize and guide your content creation, ensuring consistency and strategic alignment with brand goals.

Digital Marketing Audit Report Checklist Template 

Digital Marketing Audit Report Checklist Template

Download a Digital Marketing Audit Report Checklist Template for Excel | Microsoft Word | Adobe PDF | Google Docs

This digital marketing audit report checklist template provides structure to the evaluation process, ensuring no critical aspect of your strategy is overlooked. The audits offered by this template – such as website, SEO, SEM, landing page, brand consistency, etc.— will help you identify performance gaps and campaigns to optimize. 

Regularly performing digital marketing audits ensures that your digital marketing strategy remains up-to-date, effective, and aligned with your brand strategy. Use a free brand strategy template to define and align your brand's values, positioning, and messaging.

Excel Social Media Marketing Dashboard Report Template 

Social Media Marketing Dashboard Report Template

Download the Social Media Marketing Dashboard Report Template for Excel

This social media marketing dashboard report template offers a clear and organized view of performance metrics across different social media platforms. The template's breakdown by channel allows for precise tracking and analysis of each outlet. The quarterly comparison chart facilitates periodical evaluations, helping your team make data-driven decisions and refine strategies over time.

Download one of these free social media marketing plan templates to help with every aspect of your company’s social media efforts.

Excel Digital Marketing Campaign Report Template 

Digital Marketing Campaign Report Template

Download the Digital Marketing Campaign Report Template for Excel

Use this digital marketing campaign report template to understand and present visually compelling campaign results. The vertical bar charts display marketing reach by channel, website visits by source, conversion rates, and total customer acquisitions, making data interpretation intuitive. Once you enter your metrics on the data entry tab, the charts will auto-populate and vividly pinpoint strengths and areas of improvement, guiding future strategies for optimized results.

To streamline the creation and execution of your online strategies, check out these free digital marketing plan and digital media templates .

Digital Marketing Report Presentation Template 

Digital Marketing Report Presentation Template

Download a Digital Marketing Report Presentation Template for  PowerPoint | Google Slides

This digital marketing report presentation template provides a structured format to visually showcase and analyze your marketing campaigns' performance across various digital channels. The template provides an organized snapshot of channel-specific performance. The detailed metrics — impressions, clicks, followers, and likes for each social media channel — provide insights into thriving campaigns and those that would benefit from some adjustments. 

These free marketing calendar templates can help you organize and visualize your marketing activities, ensuring you execute strategies efficiently and on schedule.

Excel Digital Marketing KPI Report Template

Digital Marketing KPI Report Template

Download the Digital Marketing KPI Report Template for Excel

This digital marketing KPI report template is useful for gathering and presenting key performance data. The template features charts for revenue, spend, profit, ROI, cost per acquisition (CPA), and profit per acquisition (PPA). Visualizing these crucial data points can help your marketing team make informed decisions, optimize budget allocation, and enhance overall campaign strategies.

Excel Digital Sales and Marketing Report Template 

Digital Sales and Marketing Report Template

Download the Digital Sales and Marketing Dashboard Template for Excel

This digital sales and marketing report template provides a cohesive platform to track and visualize performance of both sales and marketing efforts. Easily view data on spending, revenue, lead generation, deal progression, marketing qualified leads (MQL), and sales qualified leads (SQL) to gain an understanding of the sales funnel's effectiveness and efficiency.

PPC Digital Marketing Report Template 

PPC Digital Marketing Report Template

Download a PPC Digital Marketing Report Template for  Excel | Google Sheets  

Easily visualize the performance of PPC campaigns and metrics such as return on ad spend (ROAS) and purchase conversions. Complete the template’s fields for ROAS, purchase conversion value, and the total amount spent to gauge the effectiveness of ad spend. Such insights drive informed decision-making, thereby ensuring optimal budget allocation and maximizing return on advertising investments.

What Is a Digital Marketing Report? 

A digital marketing report is a tool that tracks online campaign performance with data on website visits, clicks on ads, and shares on social media. The report enables you to evaluate campaign success, understand audience behavior, and identify potential improvements.

A digital marketing report often covers such metrics as website traffic, bounce rates, conversion rates, organic search results, and the performance of email campaigns. For instance, if a brand launches a new product and promotes it online, the report will reveal how many people visited the product page, clicked on the promotional ads, and ultimately made a purchase. 

Armed with this knowledge, businesses can make informed decisions about future marketing endeavors. If a certain campaign isn't delivering the expected results, resources can be reallocated to more promising areas. Conversely, successful strategies can be scaled up.

Why Are Digital Marketing Reports Important? 

Digital marketing reports are important because they show how well online ads and content perform. They help marketing teams see where they're succeeding and what to improve.  

“Marketing teams invest a great deal of time and money building digital programs, and it's important to remember that we can't ‘set ’em and forget ’em,’” says Cari Jaquet, Chief Marketing Officer at CoreView, a Microsoft 365 management platform . “Things you can't control, such as search behaviors, Google algorithms, and browser functionality, are constantly changing, which means your journey, pages, keywords, promotions, and offers need to rapidly and frequently get tuned.” 

Cari Jaquet

In short, digital marketing reports are the backbone of any successful online marketing strategy. They offer clarity, direction, and invaluable insights that drive growth and improvement in the dynamic digital landscape. Here are the typical components of digital marketing reports and why they’re important: 

  • Insight into Performance: These reports provide a detailed overview of how different online marketing strategies and campaigns are performing. By evaluating metrics such as click-through rates, conversion rates, and bounce rates, businesses can gauge the effectiveness of their initiatives. 
  • Informed Decision-Making: Based on the data and insights obtained from these reports, marketers can make more informed decisions. If a particular strategy isn't working as expected, the digital marketing report will highlight it and you can make adjustments promptly. 
  • Resource Allocation: Marketing budgets aren't infinite. Reports highlight which campaigns offer the best return on investment, allowing businesses to allocate resources more effectively. See this collection of free marketing budget plan templates to help you allocate, track, and manage your marketing expenses.
  • Understanding Audience Behavior: Digital marketing reports shed light on audience behavior, including which content they engage with most, the devices they use, the times they're most active, and their journey through the sales funnel. 
  • Competitive Advantage: By continuously monitoring and adjusting strategies based on report findings, businesses stay ahead of competitors.
  • Accountability: When a business invests time, effort, and money into digital marketing, stakeholders expect results. Detailed reports offer transparency, showcasing where the efforts are paying off and where they're not. 
  • Setting and Tracking Goals: Every marketing initiative should have specific goals, whether to increase website traffic, boost sales, or grow an email list. Digital marketing reports allow businesses to track progress toward these goals and adjust strategies if they fall short.

What Is a Digital Marketing Report Template? 

A digital marketing report template is a formatted document for tracking online marketing campaign results. It's like a worksheet that shows how ads, posts, and websites are doing. Marketers use the report to see what works and what doesn't online.

Types of Digital Marketing Report Templates

There are many types of digital marketing report templates that focus on different aspects of marketing. Some digital marketing report templates focus on website visits, others on social media or ads. They all help marketers track their campaigns’ online performance. 

“Digital marketing reports help you focus on what needs to be done, whether that's to increase reach, refine website visitor profiles, or improve conversion rates. If you are with a digital agency or an in-house digital marketing team, lean on digital marketing reports to help make changes confidently and drive the right results,” explains CoreView’s Jaquet.

There are various types of digital marketing report templates, each tailored to capture specific aspects of digital marketing. Here are a few examples: 

  • Marketing Performance Dashboard Report Templates: These templates provide pre-structured visual layouts to display key marketing metrics. The use of pie charts and graphs help marketers quickly monitor and assess the effectiveness of their campaigns at a glance. 
  • Digital Marketing Audit Report Templates: These templates offer structured formats that assist marketers in identifying strengths, weaknesses, and areas for improvement in their digital campaigns. 
  • Digital Marketing Campaign Report Templates: These templates provide a way to showcase and analyze the results of specific online marketing initiatives. They allow marketers to track KPIs, evaluate campaign success, and present findings in an organized manner. 
  • Social Media Reports: These templates capture metrics related to social media platforms. Use them to document follower growth, engagement rates, and the effectiveness of individual posts or campaigns. 
  • Email Marketing Reports: Tailored to monitor the success of email campaigns, these templates feature metrics such as open rates, click rates, unsubscribe rates, and ROI. 
  • Website Analytics Reports: These templates provide insights into website performance, including visitor numbers, bounce rates, page views, and more. 
  • Pay-Per-Click (PPC) Reports: Designed for paid ad campaigns, these templates highlight click-through rates, cost per click, conversion rates, and overall ad spend. 
  • SEO Reports: These templates focus on tracking the performance of organic search engine optimization (SEO), detailing metrics such as keyword rankings, organic traffic, and backlink profiles. 

A well-structured digital marketing report template helps marketers communicate results to stakeholders, from team members to top-level management or clients. Using a template as a base for your digital marketing report ensures that each report, whether monthly, quarterly, or annually, follows the same format, making it easier to compare data over time. Instead of figuring out what to include, the template acts as a guide, streamlining the reporting process.

How to Create a Digital Marketing Report 

The first step in crafting a digital marketing report is to pinpoint exact objectives and pick KPIs. Then use reliable tools for data collection and analysis. Make recommendations and get sign-off from key stakeholders. 

Here's a step-by-step guide for what to consider when creating your digital marketing report: 

  • Determine Your Objectives Before diving into data, clarify the purpose of your report. Are you tracking the success of a specific campaign, evaluating monthly performance, or reporting yearly results to stakeholders? 
  • Identify Key Metrics (KPIs) Based on your objectives, select the KPIs to track. Common KPIs include website traffic, conversion rate, click-through rate, bounce rate, and social media engagement. 
  • Google Analytics for website traffic and behavior.  
  • Google Ads or other PPC platforms for paid advertising data. 
  • Facebook Insights, Twitter Analytics, etc., for social media metrics.  
  • Email marketing platforms such as Mailchimp for campaign stats. 
  • Data Analysis  Identify trends by looking for patterns over time. Is traffic increasing? Are certain campaigns more effective than others? Be sure to document results and compare them to previous periods or benchmarks. You’ll also want to assess the ROI for any paid campaigns.  
  • Visual Presentation Make your data more digestible by incorporating charts, graphs, and tables into your digital marketing report. Use visual aids such as pie charts for demographic breakdowns or line graphs for trend tracking. 
  • Provide Context Numbers alone might not convey the full story. Add context wherever necessary. If website traffic spiked in May, mention that you ran a major campaign or attended a trade show during that month. 
  • Recommendations Based on your analysis, suggest actionable steps. If a particular social media platform isn't performing, maybe it's time to redirect resources. If a certain type of content generates more leads, recommend producing more of it. 
  • Executive Summary Start your report with a brief summary highlighting the key findings, major successes, and areas that need improvement. These details give decision-makers a snapshot of the goals and results without delving into the detailed data. 
  • Compile the Report Depending on your audience, you can use tools such as PowerPoint for presentations, Google Data Studio for interactive reports, or simple document apps to create printed reports. 
  • Regular Updates Digital marketing is dynamic, so regular reporting (monthly, quarterly, annually) is crucial to keep strategies relevant and effective. 
  • Feedback and Iteration After presenting your report, gather feedback from stakeholders. Use that information to refine future reports, ensuring they remain relevant and actionable. 

Remember: The most effective digital marketing reports are those that lead to actionable insights and clear decision-making. Tailor your report to its intended audience, ensuring it's both comprehensive and comprehensible.

Automatically Generate Digital Marketing Reports with Smartsheet

The best marketing teams know the importance of effective campaign management, consistent creative operations, and powerful event logistics -- and Smartsheet helps you deliver on all three so you can be more effective and achieve more. 

The Smartsheet platform makes it easy to plan, capture, manage, and report on work from anywhere, helping your team be more effective and get more done. Report on key metrics and get real-time visibility into work as it happens with roll-up reports, dashboards, and automated workflows built to keep your team connected and informed.

When teams have clarity into the work getting done, there’s no telling how much more they can accomplish in the same amount of time. Try Smartsheet for free, today.

Improve your marketing efforts and deliver best-in-class campaigns.

7 marketing report templates every digital marketer needs

I know you didn’t get into marketing to spend your time creating reports. However, you also know that marketing is ultimately a numbers game:

you can’t optimize what you can’t measure, and you can’t measure without a proper data visualization mechanism.

That’s why marketing reports are so important: they’re your way of proving that the budget you’re putting in place for different marketing activities is positively impacting the bottom line. It’s also a great way to measure progress toward your marketing goals, keep track of your marketing budget, and make data-driven, informed decisions.

Before we plunge into our selection of report templates, let's dive deeper into the world of marketing reports: their importance, the art of creating them, and how often you should analyze them. 

If you want to jump straight to our templates , click on the table of contents below.

  • General marketing report
  • SEO marketing report template
  • PPC campaign report template
  • Social media marketing report template
  • Display advertising campaign marketing report template
  • Ecommerce marketing report template
  • Email marketing report template

What is a marketing report?

A marketing report is a document that combines data from across multiple marketing channels in real-time to show the overall performance results of your global marketing strategy. While the scope of a marketing report can be varied depending on the number of platforms you’re gathering data from and the subject matter (analytics, demographics, social media, SEO, etc.), the purpose is to understand whether your current marketing plan is going in the right direction, as well as how to optimize them. A marketing analytics report is also made to send or share with your marketing team, clients, or stakeholders.

When do you need to make one?

If you’re in marketing, you will want to look at your performance data constantly. Although daily or weekly marketing reports can be helpful, the general rule of thumb for regular marketing reports is to create them every month . In data-speak, a month is a long enough time to gather enough relevant data, but it’s not too long that you miss opportunities or let lower-performing strategies stick around for too long.

What should you include in a marketing report template?

In a marketing report template, it's essential to include key metrics and performance indicators relevant to the goals and objectives of the marketing campaign. T his typically involves data on website traffic, conversion rates, social media engagement, email campaign effectiveness, and other pertinent metrics specific to the campaign's focus.

Additionally, incorporating visual elements such as graphs, charts, and tables can help to communicate the data and highlight trends or patterns. Alongside the data, providing analysis and insights into the performance and recommendations for future strategies adds value to the report and helps stakeholders understand the implications of the findings.

Why are marketing report templates so important?

Marketing report templates are crucial tools for streamlining marketing data collection, analysis, and presentation. They provide a structured framework that ensures consistency in reporting across different campaigns and time periods, making tracking progress and identifying trends easier. This saves time and effort and enhances transparency and accountability, ultimately facilitating informed decision-making and driving continuous improvement in marketing strategies and performance.

Top marketing report templates you should be using

The following marketing report examples will provide you with a solid frame on which to build. As you figure out which important metrics you’re using more or which ones you find are missing, you can customize the reports over time according to precisely what makes the most sense to you and your clients.

1. General marketing report template

how to write a report on digital marketing

Try this template with your data !

Regardless of your particular goals for your channel-specific strategies, all your marketing efforts are ultimately geared toward reaching your broader business goals, right?

That’s why you want to start with a general digital marketing report template ; this will serve as an overview of all your strategies.

This template will include bits and pieces of marketing data from across your web analytics, SEO, social media, PPC, email, content marketing, and anything else you find crucial to have here.

The point of this type of report isn’t to delve into the details; keeping this as an objective overview is essential. If you want to get into a specific part of your marketing strategy, the following marketing reports offer a more detailed analysis.

2. SEO marketing report template

how to write a report on digital marketing

Try this template with your data

Search engine optimization is integral to every digital marketing manager’s long-term strategy; if PPC, web advertising, email, and social media are the numerous branches of your digital marketing, SEO is the trunk. 

Google Analytics , SEMrush , Moz , Ahrefs , Google Search Console , and Google My Business … the tools you use to execute, track, and optimize your SEO strategies can vary. They each have their own specialties and uses, but since you need to see how they ALL serve to aid your global SEO strategy , your SEO report most likely needs to include data from across them all. 

What should be included in your SEO marketing report template ? Well, you’re probably going to need four main types of KPIs here:

  • organic sessions ,
  • organic conversions ,
  • organic landing pages,
  • and organic keywords rankings .

Across these types, you’ll want to include important marketing metrics such as overall visits from organic, organic conversion rate, top organic keyword by clicks, and more. The point is to show the amount of website traffic your organic efforts bring in, the type of traffic, and what this traffic means for your general bottom line.

If you’d like to include a comparison to non-organic traffic, that can be an excellent addition – although those comparisons could also be on your general marketing report mentioned above. 

3. PPC campaign report template

PPC marketing report template

SEO and PPC go together like peanut butter and jelly. Contrary to SEO, the advantage of PPC is that the return on investment is far easier to track and understand in the short term; it’s the simple calculation of “dollar-out, dollar-in.”

Again, there’s a wide range of marketing tools at your disposal for your PPC ad campaigns, the most common of which are Google Ads , Bing Ads , Facebook Ads , and SEMrush .

The perfect PPC campaign report template is all about those clicks and dollars. Again, you’re going to have four overarching themes in this report:

  • clicks & cost ,
  • conversions,
  • and ad performance.

To organize these key performance indicators (KPI), it’s often easier to divide your report by channel (Googlr Ads vs. Bing Ads, for example) to make it easier to understand your budget allocation since you’ll want to know which channels are bringing you the most bang for your buck.

4. Social media marketing report template

Social media marketing report template

The number of social media users worldwide is over 3 billion, so it’s a safe assumption to say that there are myriad audiences to reach here.

When we talk about social media marketing , we can either mean through organic means (community engagement and content sharing, for example) or paid channels on those same networks. Although there are many social media platforms around, the most common ones you’ll most likely be using and want to include in your social media report will be Facebook Insights and Ads , Instagram and Ads , Tiktok Ads , Twitter , and Youtube .

There are again four main types of KPIs in this template:

  • likes & followers,
  • impression & reach,
  • engagement ,
  • and top-performing posts.

To understand what kind of ROI you’re getting from each of your networks, the ideal social media report template has your data organized accordingly. With sections for each social media channel you use – one for Facebook, one for Twitter, one for LinkedIn, and so on – you can better determine where you need to allocate more time and energy… and where it might not be worth it.

5. Display advertising campaign report template

advertising campaign marketing report template

Display advertising is the internet’s version of the billboard. And it’s often as effective in attracting the eye as its live-version predecessor.

Bring all the datasets from Google Ads , Facebook Ads , and your other display advertising tools into one campaign performance report so that you can optimize your strategy as a whole instead of only seeing it on one platform at a time.

The advertising campaign report template is another one that is best organized by the platform to compare marketing campaigns and pinpoint your highest ROI and where you might need some improvement. 

The key metrics that are included in this template touch on the necessities:

  • conversions ,
  • click-through rate (CTR) ,
  • and impressions. 

Everything you need to make the most of your display ads!

6. Ecommerce marketing report template

Ecommerce marketing report template

Your eCommerce strategy constantly evolves as you develop new products and services and the market changes. This eCommerce marketing report template ensures you have all your KPIs at your fingertips to take advantage of your opportunities as they crop up!

Since eCommerce touches on several aspects of your web presence, your tools will range from Google Analytics and Google Ads to your social media networks and display advertising platforms.

Your eCommerce report might resemble the general marketing report we mentioned above, with more details about eCommerce businesses. As such, the report should start with an overview of your performance, with marketing KPIs such as the number of leads, new customers, sessions, transactions, revenue, and conversion rate.

Since your website's marketing performance directly affects your eCommerce numbers, it’s important to include KPIs such as the percentage of new sessions , bounce rate , and pages per session . You’ll have a report section dedicated to only your eCommerce results: number of transactions, product sales, average order value … this is where you get into the complex numbers.

The last two sections of your eCommerce report are geared to the two ways in which you drive traffic:

  • Paid advertising, where KPIs include ROAS, clicks, and cost per transaction.
  • SEO, where KPIs include sessions from organic, revenue from organic, and conversion rate.

7. Email marketing report template

Email marketing report template

Try this template with your data!

Email marketing remains, to this day, one of the most effective parts of digital marketing; you’re landing your campaign directly in your audiences’ hands and front of their eyes. It’s hard to beat that type of targeting. 

That’s why an email marketing report template is so important. With such potential at your fingertips, the slightest optimizations in open rate or click-through rate can make a world of difference to your bottom line.

Whether you’re using MailChimp , Klaviyo , Campaign Monitor , Hubspot , or your own internal system that you track with Google Analytics, there are a few KPIs that are non-negotiable: 

  • number of emails sent ,
  • unique open rate ,
  • click rate ,
  • and overall campaign performance.

You want to know how much of your target audience you reached, whether they were interested enough to open your message, and whether they converted thanks to your campaign.

Marketing report templates give you what you need, quickly!

Depending on the business you or your client are in, you might not need to use every one of these marketing campaign report templates on a regular basis. But having the option at your fingertips is certainly helpful, right? 

DashThis automated reporting tool has every one of these marketing dashboard templates (and more!) ready to use. With over 30 built-in marketing integrations and data sources, tons of customization options and functionalities, and an automated email dispatch system that makes sharing your reports with your boss and clients much more accessible, DashThis is the all-in-one reporting tool your marketing agency needs. 

And with these templates, creating a report takes all of 5 minutes. Connect your marketing tools, choose the template you need, and BOOM, you’ve got a marketing report ready to share, discuss, and act on! Ditch your Excel or Google Sheets and automate your reporting with Dashthis today!

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9+ Digital Marketing Report Examples in PDF | MS Word

Digital Marketing Report Examples

The key to improving digital marketing performance is by measuring it using a proper data tracking mechanism in place. As such, a Digital Marketing Report (DMR) is created to provide a detailed look at performance across digital channels. A DMR offers insight into major digital marketing trends across devices, from search engines to digital platforms. Using this, you can measure how your goals and objectives are met, identify the gaps and determine ways to address them, and, identify actionable steps to improving marketing performance.

Submitting DMRs does a lot of help in retaining clients. The progress reflected in the digital marketing report dashboard shows that efforts are paying off. DMRs articulate how campaigns fulfill goals, generate sales, and bring in revenue.

Need some inspiration on your next digital marketing report? Browse our examples today!

9+ Digital Marketing Report Examples

1. sample digital marketing report example.

sample digital marketing report

2. Digital Marketing Survey Report Example

digital marketing report

Size: 921 KB

3. Online Digital Marketing Opportunity Report Example

online digital marketing opportunity report

4. Basic Digital Marketing Report Example

basic digital marketing report example

5. Digital Business  Marketing Report Example

digital business marketing report

6. Digital Marketing Benchmarking Report Example

digital barketing benchmarking report

Size: 619 KB

7. Digital Marketing Program Report Example

digital marketing program report example

Size: 281 KB

8. Digital Marketing insights Report Example

digital marketing insights report

9. Digital Marketing Session Report Example

digital marketing session report

10. Sample Digital Marketing Web Report Example

sample digital marketing web report example

 What Is a Digital Marketing Report?

In its broad sense, a digital marketing report is a set of data created to measure how the performance of a specific marketing campaign or effort was able to fulfill certain goals and objectives. Since it’s a good tool for predicting outcomes, it is utilized to effectively communicate a company’s marketing strategy , from market research to promotional tactics, among others.

Given that progress is measured periodically, a DMR is created/updated often through a weekly report , monthly report , and quarterly report . You may also have your DMR on a daily perusal, but as a general rule of thumb, regular marketing reports should be created on a monthly basis. In data-speak, a month is long enough to gather sufficient relevant data, but not too long to miss opportunities and leave low-performing strategies unaddressed.

The Fundamentals of a Digital Marketing Report

The value of every DMR is measured on how the document is presented (information and structure) in a way that is digestible and useful. Before looking into data collection and analysis regarding your marketing campaign, it’s imperative that you create a template that will serve as the structure you will base your work on afterward. By now, it’s crucial you consider the following tips:

1. Identify Objectives

Every digital marketing campaign has a purpose and a series of measurable goals (lead generation, traffic, sales, and so on). The goals will determine the success or failure of a campaign. As such, these should be the driving force in your DMR. Analyze and compare each piece of data with your stated objectives.

2. Focus on the Critical Information

As they say, “Less is more.” So, keep in mind that the goal of the report is to give the readers an idea of how the campaign implemented fared. For this, assume that the reader is always busy. Only include essential details. If you choose to add secondary information, place them in the appendices.

3. Use Graphic Representations

Make your report more efficient and easily digestible by presenting data using graphical representations, such as bar charts, tables, line graphs, etc. Luckily, PDF, Microsoft Word, Excel, and other software tools actually have features that allow you to create figures for your data presentation.

What Should My DMR Contain?

“How did the campaign go?” This is a question everyone reading the report has in mind. To answer this question, it is crucial to provide an organized structure of data and overall results in a manner that the client is able to tell if the campaign has worked out or not, right in the first few pages.

So, what are these results that we need in our reports?

1. Collective Campaign Results

This should come first as this is the most crucial part of the report. Here, it should provide a summary of the campaign’s goals and the results yielded.

2. Results by Channel

After the overall campaigns result, provide how multichannel (social media, paid media, websites, and more) actions contributed to achieving the goals set at the beginning of the campaign. However, feel free to include this information at the beginning of the report should you find this interesting. You can use a tabular presentation with a breakdown by channel and the corresponding data — this should suffice.

3. Supporting Data

At this part of the report, you need to expound on the actions carried out. These will generally include the SEO campaigns and paid media traffic, among others that you have taken. Then, followed with the conclusion and recommendations. To which end, list out the succeeding steps the team will need to undertake.

How Does Digital Marketing Benefit My Business?

Venturing into digital marketing allows your business to get access to the media where a majority of consumers turn to most of the time in a day. This is where you can increase your potential in generating leads and bring in revenues.

Can Facebook Help Me Grow My Business?

Definitely! Considering that Facebook is the social media platform of choice by over billions of people worldwide, you can use it to connect with your audience, and, share useful and encouraging content to your fans.

What Are the Ideal Characteristics of a Report?

A good report should be simple, clear, restrained, positive, readable, and accurate.

Like how others look at it, creating a DMR can be daunting and a bit scary. But fret not because examples.com is here to provide you a number of marketing report templates and examples to give you ideas and streamline your work. The next time you create a DMR and need inspiration, our website is just a search away.

how to write a report on digital marketing

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Regular reporting is critical to your success, finding the right cadence , 4 key questions to address in your briefing, how to create a digital marketing report your manager will love.

How to Create a Digital Marketing Report Your Manager Will Love

As a digital marketer, you directly influence the growth of your company. A timely social media post targeted holiday email campaigns, and proper search engine optimized product pages can all be excellent catalysts for sales activity. But how exactly do you demonstrate your impact to upper management? By measuring and consistently communicating the results of your marketing efforts.

Reporting helps you show exactly how your social media campaigns, search engine marketing tactics, and other digital strategies drive business outcomes. If you can objectively prove—using data—that you helped grow sales X amount by doing Y during a certain period, you will have a much easier time with getting your budget requests approved, securing a promotion, and more. Such communication between yourself and upper management is also necessary for ensuring that the business is working towards the right goals and that those goals are being met.

Become a Certified Marketing Expert in 8 Months

Become a Certified Marketing Expert in 8 Months

Should your reports occur weekly, bi-weekly, monthly, or quarterly? Aim to provide your managers with at least some performance data on a weekly basis. It may be difficult to get the necessary information for a comprehensive report on that short of a  timeline, so it’s okay to provide a slimmed-down weekly or bi-weekly report with more substantial briefings occurring monthly. The bare minimum reporting time frame should be quarterly, which is likely when your managers will have to report to their managers (executive team, the board of directors, shareholders).

Pro Tip: Consider ways to make deeper data dives more accessible to those who are interested in linking to specific reports in Google Analytics , for example, or sharing the excel doc that lists the performance of each article published within that time frame.

Managers typically don’t want to know the nitty-gritty details about everything you do. They are generally concerned with four basic questions:

  • Question 1 : How much money are we spending?
  • Question 2 : How many people are we reaching?
  • Question 3 : How effective are our marketing efforts?
  • Question 4 : What is the financial return on our marketing dollars?

If you can help your managers answer these four questions, you will be an invaluable asset.

There are lots of different metrics, charts, and graphs that you can use to convey this information. Here is an example of a top-level summary:

top-level summary

Each row in the table above helps answer one of the four key questions that managers have.

Question 1: Amount spent –total expenditure on creating and promoting marketing materials (Facebook Ads, prizes for contests and giveaways) during the reporting time period.

Question 2: Total reach –number of people who received your marketing message through a social media post, email campaign, etc. Website visitors–the number of people who received your marketing messages by visiting your website.

Question 3:  New leads –a subset of people who received your marketing message and became active sales leads. New customers–a subset of leads who went on to become customers.

Question 4: Cost per lead and Cost per customer –the amount spent on generating one lead and one new customer.

NOTE: If your sales have a significant seasonal or another cyclical component, you should instead provide comparisons from the same time last year (February 2017 vs. February 2018) as those will provide better context than MoM changes. Include a column for month-over-month (MoM) percentage change as well. In the table above, for example, we can see that there was a one percent MoM increase in marketing expenditure during the month of February. What’s great is that this one percent increase in spending led to a proportionally larger increase in total reach, website visitors, new leads, and new customers. In fact, the cost of obtaining one additional customer actually decreased by two percent! Having such concrete insights in hand can be immensely powerful when you are trying to secure a larger budget or better tools and resources for your department.

It can also be insightful to further break down results by marketing channels. For example, here is a depiction of website traffic by the source channel:

depiction of website traffic by the source channel

Here is another chart, which breaks down new customer acquisition by the source channel:

customer acquisition breaks down by the source channel

Information such as this can help managers identify the most profitable channels and allocate budgets accordingly.

Another option is to look at intra-channel results. For example, here is a chart that shows marketing outcomes by platform within the social media channel.

marketing outcomes by platform within the social media channel

*For the “Cost per lead” and “Cost per customer” metrics, the “Total” column represents an average across the five social media platforms.

It appears that, among social media networks, Facebook was a great source of new customers in February with LinkedIn coming in as a close second.

Next Steps: Make It Your Own

This article is merely a starting point. Tailor the above templates to fit your specific needs. If, for example, webinars and eBooks comprise a large part of your digital marketing strategy, you should add webinar attendance and eBook downloads to your report. If you utilize other social channels, include them.

If you’re unsure where to find some of this data or how to calculate things like cost per lead, there are lots of resources out there to help, such as our Digital Analytics Foundations and Advanced Web Analytics training courses.

Finally, request feedback from your manager. Is there any data he or she feels is missing? Do they prefer more or less detail? Your reports are likely to evolve over time as you and your team determine what metrics matter most, and that’s a good thing. Just remember to be willing to experiment and be open to feedback.

To get the most out of your digital marketing career and take it to the next level, we recommend you to explore our Digital Marketing Specialist Training Course and Post Graduate Digital Marketing Program in association with Purdue University.

Our Digital Marketing Courses Duration And Fees

Digital Marketing Courses typically range from a few weeks to several months, with fees varying based on program and institution.

Recommended Reads

Introductory Digital Marketing Guide

Digital Marketing Learning Decoded- Here’s How to Become a Digital Marketing Expert

What is Digital Marketing and How Does It Work?

Digital Marketing Career Guide: A Playbook to Becoming a Digital Marketing Specialist

Digital Marketing During the Pandemic

10 Digital Marketing Skills To Master

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How to Write a Marketing Report

Last Updated: February 17, 2024 References

This article was co-authored by Michelle Arbeau . Michelle Arbeau is a Numerologist & Life Strategist, and the CEO of Authentic You Media and Eleven Eleven Productions. She’s based in West Hollywood, California. With over 20 years of experience, she specializes in numerology, mediumship, and business advice. In 2015, Best Businesses named her the Best of West Hollywood Celebrity Numerologist, and she’s been hailed as the #1 Numerologist in the World and the #1 Celebrity Numerologist. There are 10 references cited in this article, which can be found at the bottom of the page. This article has been viewed 302,033 times.

Your business may spend a large amount of time and money on marketing. A smart business owner needs to assess how well their marketing plans are working. Specifically, your marketing efforts should get the attention of prospects. Eventually, a percentage of those prospects should become clients. You can perform market research to ask your clients about the effectiveness of your marketing message. Companies summarize the results of their research in a marketing report. Use the results of the report to make improvements in your business.

Evaluating Your Marketing Efforts

Step 1 Consider why you should perform market research and write a report.

  • Market research is the process of evaluating how well your marketing efforts are working. Specifically, does your marketing get the attention and interest of prospects? Are you converting enough of those prospects into clients?

Step 2 Identify your customer.

  • The more specific you can be about the identity of your customer, the better you can address their needs. Ask yourself, "Who am I targeting with this product?" and "What do they want?"
  • Look at your current customers. What's the average age? Gender? Education level? Personality? Lifestyle? Hobby? Occupation? Marriage status? Values? [3] X Research source
  • It is also important to know where your customers are coming from. Sources include search engines, social media, backlinks, referral traffic, and subscriber lists.

Step 3 Evaluate your customer’s problem.

  • For example, based on customer surveys and your industry knowledge, you uncover a customer problem. In this case, customers are losing time working or studying when their cell phone dies. If they forget their charger, they may lose hours of productivity.

Step 4 Detail your solution to the customer's problem.

  • For example, to solve the problem of dying cell phones, you create a phone charger built into a backpack. Your customers use backpacks to store computers and other work or school items. As a result, the worker or student can always charge their phone.

Step 5 Determine how well your product solves your customer's problem.

  • Over time, more customers buy your backpack and like using the built-in phone charger. These clients also believe that your product is different and better than competing products. You are building brand equity with your customers. To find out more about brand equity, see how to build brand equity.

Step 6 Identify your competitive advantage.

  • You continually add blog posts, articles and other content to your website. Adding content drives traffic to your site. Your content also keeps a percentage of your audience coming back for new content.
  • Your site offers an opt-in button for readers to subscribe to additional content that is emailed to them. This group gets a weekly email from you with new content links.
  • You have an attractive home page that includes a picture of someone using your backpack phone charger. The site allows the user to easily navigate to your content page and to web pages with product information.
  • You provide an e-commerce option for customers. Clients can buy your product online and receive their backpack in just 2-3 business days.
  • This should also include information about the sales channels used, like online, bricks & mortar, types of retailers, etc. Analyze how well your product is doing in each of these channels.

Step 8 Evaluate the effectiveness of your marketing.

  • Note your market share compared to competitors and market share trends. Are you gaining market share, losing it, or holding your own?
  • For more on market share, see how to calculate market share.
  • Keeping a close eye on your ROI is essential in order to stay abreast of how much you’re spending on marketing versus your return on that investment. Comparing what you’re spending on marketing versus your return on that investment is paramount to a good report.

Step 9 Summarize your findings for your marketing report.

  • Your report should include such items as definition of the market size, competitors and their marketing size, as well as estimates of market share.
  • You can use the market report to make changes to your marketing process. These changes can help you get more business from the time and money you spend on marketing.

Writing Your Executive Summary

Step 1 Think about the purpose of an executive summary.

  • The summary should include specific, numeric details from the rest of your report. These details should be condensed into bullet points and made prominent on the report. [8] X Research source

Step 2 Describe your company.

  • For example, if your backpack charging company had plans to expand into purse chargers or another similar product line, include these plans in your summary.
  • This should also include the sales channels being used by your business, as well as competitors and their sales channels. Are you different? Why? If not, do you have a competitive advantage that can be exploited in your marketing and sales efforts?

Step 3 Detail the objective of your research.

  • For example, you could be examining how well advertisements for your backpack are reaching college students, as they would be a likely audience for your product. If your ads are primarily reaching adults, who don't generally carry backpacks, this would be an issue to raise in your evaluation.

Step 5 Display marketing conversion data.

  • For example, if only 1 in 20 of your site's visitors actually buy one of your backpacks, you may want to reconsider the design of your websites, the ease of purchase, or the price of your product.

Step 6 Admit any data collection difficulties or incomplete sections.

Completing Your Marketing Report

Step 1 Forecast future trends.

  • You should also consider the fact that other competitors will arise if you are successful. Significant returns attract more competition, so if you don't have direct competitors now, rest assured that you will in the future. Have a plan in place to sustain your competitive advantage in spite of new entrants to the market.
  • For example, perhaps you perceive that college students may be carrying backpacks less often as they switch to an all-digital education. You could remark on how this will hurt your business and explain how you will respond to it.

Step 2 Calculate marketing return on investment.

  • To get the most out of your focus group, carefully plan the exact series of questions you want to ask. Your marketing report should include the questions you ask and why those questions are important to you.
  • In your survey or focus group, ask people how they first heard about your product. If you’re the backpack company, you might determine that most customers find you when they read a blog post or article that is posted to your site.
  • Document the results of both your surveys and your focus groups. Your report should provide both questions and responses. Give the reader the percentage of each type of response. For example, maybe 40% of respondents first learned about the backpack company by finding a blog post or article that was posted on the website.
  • Your qualitative research (survey and focus group questions) may be 5 to 10 pages of your report. The responses to those questions will also be 5 to 10 pages of material.

Step 4 Use your marketing report to make changes in your business.

  • Evaluate the extent to which your customers view your product as different and better than the competition. If they don’t see a difference, dig into their responses and find out why.
  • Say, for example, that most clients see you backpack and built-in phone charger as about the same as a competitor’s product. In fact, your phone charger includes a reinforced case that makes your charger much more durable.
  • Decide on some conclusions. You conclude, for example, that your website needs to emphasize that your phone charger case is much more durable than the competition.
  • You decide to make changes to your website and your other marketing communication pieces. After a period of time, you can assess these changes to see how they have impacted your market share. Perform more market research to evaluate the impact of your changes.

Expert Q&A

Michelle Arbeau

You Might Also Like

Write a Market Description

  • ↑ http://www.entrepreneur.com/article/217345
  • ↑ http://articles.bplans.com/how-to-write-a-market-analysis/
  • ↑ https://www.inc.com/guides/2010/06/defining-your-target-markets.html
  • ↑ http://www.forbes.com/sites/michaelskok/2013/06/14/4-steps-to-building-a-compelling-value-proposition/
  • ↑ http://www.investopedia.com/terms/c/competitive_advantage.asp
  • ↑ https://www.shopify.com/blog/13444793-how-to-evaluate-market-demand-for-your-new-product-idea
  • ↑ http://www.marketingmo.com/strategic-planning/how-to-write-an-executive-summary/
  • ↑ https://www.ironistic.com/good-marketing-report/
  • ↑ http://www.tdbank.com/small_business/workshops/IdentifyYourTargetMarket/texttarget_market.htm
  • ↑ https://blog.kissmetrics.com/true-love-with-customers/

About This Article

Michelle Arbeau

To write a marketing report, start by creating a 1-2 page executive summary that provides a description of the company’s goals. Next, detail the objective of your research and evaluate how well the company is reaching their intended audience. Then, include figures that represent how many visitors to your website purchased the company's product. Additionally, report on the returns the company is getting from its marketing dollars so you can tell if the money was well-spent. To learn more from our Business co-author, like how to use the marketing report to make improvements, read on! Did this summary help you? Yes No

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how to write a report on digital marketing

Create Reports and BI dashboards in 5 minutes!

how to write a report on digital marketing

There is an old saying in the marketing industry: “I know that half of the advertising costs are wasted, but I don’t know which half is wasted.” Today’s marketers still face this problem. Marketing costs are high, it is difficult to divide customers accurately and efficiently, wasting a lot of workforces, money, and customer resources. In order to solve such problems, the concept of digital marketing or precision marketing has gradually emerged. Many companies are exploring how to rely on data analysis to achieve precision marketing and obtain valuable customers at a lower cost. To succeed in the digital marketing era, businesses of all sizes make full use of data value to drive their decision. That said, marketing reports are extremely important.

But how to make a digital marketing report that satisfies the enterprise’s needs? This post will give you a clear answer on the following topics:

  • What is a marketing report?
  • Why are marketing reports important?
  • Types of marketing reports
  • How to write a marketing report/dashboard?

What is a Marketing Report?

Consolidating data sources, insights into audience behavior, tracking campaign performance, justifying expenses and budgeting, global marketing strategies, achieving business goals, web analytics report, marketing performance report, online advertising performance, marketing kpi report, marketing report for ceo, step 1 define data sources, step 2 collect data, step 3 design a report.

A marketing report is a set of data from different marketing channels and analyzes marketing activities’ performance. Marketing reports visualize marketing data and present the results in front of the marketing team, clients or managers. Thus, it is efficient to communicate the marketing goals and strategies and evaluate the effectiveness.

A similar idea is the marketing dashboard . It integrates all relevant marketing data indicators on one screen to understand the full picture of the company’s marketing activities at a glance.

Marketing Dashboard example

The templates and examples used in this article are made by FineReport . FineReport has a free version for personal use. You can try various built-in report and dashboard templates for free!

Why are Marketing Reports Important?

In today’s digital landscape, businesses of all sizes must invest in marketing and promotional activities to distinguish themselves from competitors. However, implementing effective marketing reporting is crucial as it allows you to track performance and optimize various marketing processes. Here are some of the key advantages:

As a marketing manager, you’re well aware of the challenges involved in gathering data and manually creating reports to assess performance. Modern marketing reporting, through professional business reporting tool , enables companies to streamline data from multiple sources. This centralized access to marketing information eliminates manual work and reduces the risk of human errors in reporting.

For example, one of the top reporting tools FineReport can directly connect to various types of databases and can be integrated with other business systems like ERP or CRM , which greatly simplifies the work of data integration and avoid possible mistakes regard of manual data collection.

how to write a report on digital marketing

Marketing reports provide valuable insights into audience behavior and activities across various platforms like websites, apps, and social media accounts. For instance, you can discern whether your target customers prefer mobile or desktop interaction, their spending habits, preferred channels for purchase, and other insights. This information helps generate targeted and efficient marketing activities.

Another benefit of marketing reporting is the ability to track campaign performance. By utilizing digital marketing reports, you can evaluate the success of your strategies, identifying which activities yielded positive results and which ones fell short. This allows you to focus your efforts on driving success and optimize your performance, saving time and money.

By using FineReport’s Real Time Reporting function, it allows uninterrupted data access. Businesses can monitor their marketing performance at any given time by accessing continuously updated results.

Like any other business function, marketing requires budgeting, which must be justified to the CEO or other executives. Modern reporting tools enable you to justify expenses and define budgets based on trends and historical data.

For businesses operating across multiple countries or markets, professional reports prove particularly valuable. A global marketing strategy relies heavily on language, regional factors, and audience demographics. Modern marketing reports provide real-time visualization of these aspects, facilitating the generation of effective global strategies tailored to each market’s needs.

Ultimately, marketing reporting plays a pivotal role in achieving business goals. Investing in a marketing analysis tool allows you to make informed decisions based on real information rather than mere intuition, ensuring a healthy return on investment (ROI) for your business.

Marketing reports come in various types, depending on the data you need to monitor and analyze. Typically, reports are conducted annually, monthly, weekly, or daily. However, there are instances where an ad-hoc or key performance indicator (KPI) report is necessary for a specific purpose.

That being said, we will delve into the specifics of a marketing campaign report, provide a digital marketing report template, and explore marketing reporting and analysis using carefully designed dashboards.

Types of Marketing Reports

Here I list some common marketing reports & dashboards and the key metrics that can be structured.

Web analytics reports are different from web reports . Web analytics report, also web analytics dashboard, gives you a clear overview of website performance. It is not only crucial for measuring the traffic but also for evaluating brand influence and marketing research.

Google Analytics provides some excellent pre-configured reports that can be used directly. However, at the same time, marketers can also combine the company’s internal data to customize exclusive notifications to obtain truly valuable insights.

Key Metrics:  Pageviews(PV), Unique Visitor(UV), Conversion Rate, Bounce Rate, Traffic Source, Pages Viewed Per Session

Evaluating marketing performance is an indispensable part of improving digital marketing strategy. Marketing professionals often use marketing performance reports to describe marketing efficiency and effectiveness and suggestions for improvement. The metrics can be comprehensive or selected based on the specific purpose.

Key Metrics:  Brand Awareness, Lead Generation, Engagement, Revenue, Customer Retention Rate

How do companies know if their online marketing efforts have brought profits, or are they just wasting budget? They need to evaluate the performance of the advertising campaign. The purpose of advertising is not merely to complete the planned delivery, and the ultimate goal is to improve brand awareness and promote sales conversion.

A company may use Google Ads, Facebook, Linkedin, and other platforms to place and track the effectiveness of advertising campaigns. However, generally speaking, it is best to get through the data of multiple platforms and finally summarize the results on one sheet, which is more conducive to comparing and evaluating the effectiveness of the sorted advertisement.

Key Metrics:  Impressions, click-through rate, CPM, CPC, CPA, conversions, ROI

This report example gives a comprehensive overview of the most important marketing indicators in a single glance. KPIs in marketing are measurable values related to specific goals of marketing activities. Therefore, it is key to check the achievability of goals and the measurability of results when formulating marketing KPIs. We can summarize the key metrics mentioned in the marketing KPI report into two sides: costs and revenue. 

Key Metrics:  Market Share, Sales Growths, Number of Leads, Conversions, New Customers, Cost per Conversion, Cost per Lead, Cost per Customer

how to write a report on digital marketing

A Marketing Report for the CEO is a comprehensive document that provides an overview of the marketing performance and strategies of a company. It is specifically designed to present key metrics and insights to the CEO, enabling them to make informed decisions and assess the effectiveness of marketing initiatives.

Key Metrics: Return on Investment (ROI), Conversion Rates, Market Share, Customer Acquisition Cost (CAC), Customer Lifetime Value (CLV)

how to write a report on digital marketing

How to Create Digital Marketing Reports?

A cohesive marketing report can provide you with all the data you need to make decisions and adopt improvements. Before you start compiling marketing information and creating reports, wait three seconds and ask yourself: What is the purpose of this report? What is the message we most want to deliver? How can we convey the message we want to share?

A marketing report that loses its target is just a tedious set of numbers without meaning. Therefore, you need to set up a clear goal before you start. It’s worth thinking about who is your target audience? And what do they want to know?

According to the goals, you can develop analysis on multiple topics, such as traffic, competing products, channel effects, user operations, etc.

For website managers, what they want to know most is that website traffic comes from various channels, how the final results of different media vary. If the funnel from traffic to customers is clouded in marketing reports, it will result in inaccurate market channel investment and a waste of customer resources.

When marketers face a rapidly increasing number of users, marketers need to differentiate their customers effectively. However, this only relies on the work experience of the marketer/operator to meet the actual development needs and may cause loss of customer resources and the company and waste of human resources.

No matter how the final effect of the marketing report is presented, the primary data is a crucial first step. A data source is a device or medium that provides some required data. Before making a report, you first need to define the data source. In actual work, the typical situation is that the data is stored in the database and is constantly updated. Therefore, if you use database data to make reports, the content of the reports will be updated as the database is updated.

We take the professional report software FineReport as an example to learn how to connect data.

There are two data connection methods in FineReport: establishing a data connection through the designer and establishing a data connection through the platform. Open the designer, define the database to be connected in  Server> Define Data Connection,  you can specify the required data connection, and customize the query statement to create a data set to make a report. As shown below:

It is not enough to just determine the data source. The data is updated in real-time, so the information needs to be collected quickly in an efficient way. It is often required to provide business report users with features to support actions such as adding, modifying, and deleting the database due to the irregularity and incompleteness of data. We can create such forms called  data entry  in FineReport.

how to write a report on digital marketing

FineReport’s reporting function is very flexible, and it has powerful processing capabilities for data and report structure. It can quickly build a multi-source report. That is, the data in a report can point to multiple different databases or data tables. To ensure that the data submission meets the rules, FineReport also has a built-in comprehensive data verification function, which can make judgments on the validity and legality of the data and feedback the verification information to the user.

For some users’ habit of editing data in Excel, FineReport also supports the online import of Excel marketing reports, which is greatly convenient for the business personnel.

When our data is ready, we can start to make the reports we need. Now, most of the reporting software is developing towards the trend of low code. Namely, developers can carry out various styles of report design can be easily through simple code. The purpose of this is to lower the cost of people who are familiar with Excel operations. 

One of the significant advantages of FineReport is to improve the development efficiency of report personnel. The core feature of report page design, parameter query design, reporting settings, multi-layer drilling, etc., all realize visual development, and in this process, only some simple codes are required. The development of the report can be completed mainly with drag and drop.

Marketing reports allow you quickly and easily stay on top of your marketing performance across all your marketing channels and tells you where your digital marketing efforts are a success and where they might need to be optimized. According to your goal, you can make the digital marketing reports more detailed in analyzing website traffic, cost, and revenue, brand influence, etc. 

However, digital marketing data is enormous and endless. To maximize the benefits of marketing reports, you need to make sure the reports can reveal the latest information. 

As a professional reporting tool, FineReport can be your best partner to stand out in the digital marketing era.

Feel free to make an appointment for a live demo with our product experts. We will be more clear about your needs and see how FineReport can help you and your organization transform data into value.

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