12 useful metrics to use in your local marketing reports
Mar 18, 2021 ● 4 min read
Location-based marketing is a powerful strategy that targets clients in a specific geographical range. This allows marketing agencies to adapt to the local audience's needs and interests and steer marketing efforts accordingly. Like any digital marketing campaign, local marketing requires constant assessment and improvement based on real-time data and instant feedback. This is where the local marketing report comes in.
Table of Contents
- What is a local marketing report?
- Useful KPIs for local marketing report
- How to use a report template to kick off your reporting?
What is a local marketing report?
In its most basic form, a local marketing report showcases local marketing capabilities and performance. The data range is set to a specific location, where the client's physical store, warehouse, or customers are based.
Each report can display the performance of one or several locations. Its primary goal is to display the state of local marketing accurately and to help marketers assess and improve their efforts based on local performance.
To create an accurate local marketing report, you should first make a list of Key Performance Indicators (KPIs). These indicators will help you evaluate your local businesses and provide essential information to form powerful marketing strategies. This post will share a list of critical KPIs for local marketing reports and give some tips on how to build on free, pre-made dashboards that are already available for you to use.
Useful KPIs for local marketing report
Google My Business traffic
Physical locations can and should be registered on Google My Business. Connecting this data source to analytics tools like Whatagraph will help you track the number of visitors that reach your website through Google My Business.
Reviews on Google My Business
Track the number of reviews people leave under your Google My Business profile. This KPI can help build customer trust in your business.
Location-based phone calls
Digital call tracking software, like CallRail, will help you track customer calls in specific locations. This KPI is an excellent indicator of lead generation performance through phone calls.
Instantly see your best-performing business location. Redirect your marketing efforts accordingly, with accurate insights into the highest and lowest-performing cities or regions.
Impressions of local queries
Use Google Search Console integration to track the impressions your local queries had in a chosen period.
Brand and category search
With Google My Business as the central hub, track the number of times your business profile has appeared to users searching for your brand or another brand that is related to your business.
Landing page sessions
Using different landing pages for each business location can become difficult to track in terms of marketing performance. With a local marketing report, use this metric to see the internet traffic coming ads to each of your locations.
User type-based leads
This simple KPI provides insightful information about different users and where they're coming from. It also helps track lead origins, such as contact forms, newsletter signups, etc.
Sessions from organic
Get insight into the amount of organic traffic your website had over a chosen time. This way, you will also be able to determine the performance of your PPC vs. organic growth.
Individual channel performance
Get to know your most cost-effective marketing channels that bring in the most leads to your website and convert them into the most paying customers.
If your local businesses are also available as e-shops, connecting platforms such as Shopify into your report will provide a better sales picture. That way, you will track the entire customer journey: from the first ad to the checkout.
How to use a report template to kick off your reporting?
Local marketing reports can get tricky, mainly because there's so much data that needs to be consolidated. That is why Whatagraph has created free report templates to get instant insight into your local marketing capabilities.
To start with, use your email to create a free Whatagraph account to get a 7-day trial. Book a demo if you want to know more, but the following steps will be more than enough for a quick local marketing report.
Connect your data sources. That's your Google My Business, Google Analytics, Google Ads, Facebook Ads, CallRail, Twitter Ads - all major marketing channels you use in your local marketing efforts. Then select the Google My Business report template and watch your data fall into place. Now you're ready to take your marketing to the next level.
No expensive webinars, no time-consuming training. Just a report template. You can also add your own KPIs, like e-commerce tracking, and create your report with the information you need.
Local marketing is essential, especially for businesses that have a large number of fixed locations. Yet, with quick and straightforward reporting tools and templates, data analytics will work for you.