What is a marketing report?
A marketing report is a type of report that sources data from your marketing channels in real-time, visualizes it using different graphs, charts, and tables, and allows you to share the insights with your co-workers, clients, managers, etc.
With a marketing report at your fingertips, you can easily stay on top of your marketing performance across all your channels and identify areas of improvement.
6 reasons you need a marketing report?
1. Access your data easily
As a marketing specialist, you need a way to access data on your essential marketing KPIs easily. A digital marketing report helps you easily connect your data.
You can include key performance indicators from all the important marketing channels, from social media to email, from SEO to paid ads, and Google Analytics 4.
2. Track the customer journey
As a marketer, you want to know where exactly your prospective customers are on their journey. You want to know what device they’re using, when they’ll purchase your product, etc. A marketing report is a source of high-quality data that you can use to offer your prospects exactly what they’re looking for.
3. Make data-driven decisions
You can shape and reshape your entire marketing strategy thanks to your marketing reports. No matter how good you are at your job, your intuition and experience only get you half the way. But to back up your strategy, you need to rely on solid data that comes from your marketing reports.
4. Align marketing and sales team goals
For a company to reach its business goals, it’s important that data flows freely across the entire organization. Marketing reports can help in this aspect, as well. For example, let’s say that in the midst of a campaign, the sales team finds out that the revenue is less than the set target.
They might not know the reason behind it, but they can pass the ball to the marketing team to look into the issue.
The marketing team can look into the report, identify the issue, make improvements to their strategy, and bring sales back on track.
5. Speed up your reporting
With so many marketing metrics available, selecting the right ones can be challenging. Luckily, you don’t have to make hard choices today.
Instead of building marketing reports from scratch, you can use our marketing report templates, each with preset KPIs, visualization elements, and a ton of customization options. If you have a different idea, just add different metrics or rearrange the existing ones.
6. Proving your efforts
You and I might be aware that marketing is worth the investment and that quality marketing leads to business growth. However, for many people, it’s still a support function and a risky expense. That’s where your marketing reports come in. If you can show that your campaigns are generating leads, turning your prospects into customers, and bringing in revenue, you can prove the value of your marketing efforts.
How often should you create a marketing report?
You should create a marketing report at least on a monthly basis. Weekly or daily reports can be helpful for marketers, as well, but less so for clients, who could easily get overwhelmed by the number of reports and start ignoring them.
Our own research actually shows that a majority of clients would prefer monthly reports or real-time insights via a shared dashboard they can access at wish.
Monthly marketing reports allow you to collect just enough data to see how changes have affected marketing results while also ensuring that faulty campaigns don’t run for too long.
Of course, you don’t have to stick to a monthly or weekly reporting plan. Whatagraph allows you to send reports at your own custom intervals or give the clients a link to access a dashboard in real-time.
But that shouldn’t concern you either. Whether you choose to create a daily, weekly, or monthly report, with Whatagraph, you only need to create the report once, and the data updates automatically.
How to visualize your clients’ marketing data?
Presenting clients with a clear and concise marketing report goes a long way to keeping them not only informed of your marketing efforts but also telling them whether they are getting a solid return on investment on their marketing budget.
Here’s what a comprehensive marketing report should include:
- Visuals: Graphs, charts, and value widgets are much better than tables or rows of data.
- Upfront key results: This is what most clients came for in the first place. This can either be the header section or even the entire first page of your report. Apart from these single-value widgets, Whatagraph reports allow you to include notes and commentaries as to why things happen the way they do so your clients can understand the campaign performance as a whole.
- Bad results as well: Don’t shy away from the bad results. Include them upfront as well, and make sure to explain what happened and what you’re going to do about it.
- Use headers for sections: They make it easier to follow what each section is talking about in the report.
- Keep it to the point: Whether you have two or seven pages of materials, try to keep your report short and concise. You should also add a summary at the top of the report that would outline the high-level results for the client.
6 essential marketing report examples + templates
1. Marketing campaign report
At all times, you should have a great all-around marketing report in your library, the one that encompasses all your marketing activities — from content marketing to SEO, to eCommerce and everything in between.
This kind of general marketing report is more of an overview. If you need to delve deeper into the metrics, you better check some of the report templates below.
A general marketing report should include:
- Campaign performance
- Bounce rate
- Conversion rate
- Channel performance by source
- Goal completion
The best way to start is with Whatagraph’s Ultimate Cross Channel Analytics Report Template.
It’s a one-stop report for presenting all your marketing results from social to email, SEO, and PPC data with attractive visuals.
By default, our cross-channel marketing report has seven sections:
- Performance overview: Time passed, Goal completions, Number of leads, Media spend, Conversions, and Cost per conversion
- Acquisition overview: Top channels conversions vs. users (direct, organic, paid, referral)
- Website overview: Users, New users, Bounce rate, Average session duration, and Page performance
- Target audience overview: Users per device, Demographics, and Interests: In-market segments
- Google Ads overview: Time passed, Impressions, Clicks, Conversions, and Cost
- Organic traffic overview: Time passed, Users, New users, Average rank, Goal completions, and Conversion rate
- Facebook Ads overview: Time passed, Impressions, Link clicks, Pixel leads, Conversions, Cost per conversion, and Total spend
As you can see, our cross-channel report template allows you to overview and optimize the performance of individual channels without digging deep for each channel
Instead, present your stakeholders with the most important KPIs and report on your progress.
2. Social media marketing report
When it comes to social media reporting, you’re generally interested in two aspects:
- Paid — such as Facebook Ads
- Organic — such as photos, videos, and blogs
You’re most likely to use the most popular social networks, such as Facebook, Twitter, Instagram, YouTube, and LinkedIn, so you need to include them in your reports.
The most important metrics in this type of report include:
- Likes and follows
- Top performing posts
However, in this case, it is important to organize your data by channel.
To help you with that, Whatagraph’s Social Media Report Template handles all your social media data analytics and evaluates the campaign effectiveness for each client.
Our social media template has the following default sections:
- Overview: Sources, Impressions, Clicks, Engagements, and CTR by source
- Paid channels overview: Sources, Impressions, Clicks, Engagements, and Click-through rate (CTR) by channel
- Facebook page: Total page likes, New page likes, Page impressions, Reach, Likes over time, Page engagement, Top performing Facebook posts
- Instagram: Followers, Engagement rate, New followers, Reach, Activity (website clicks, phone call clicks, get direction clicks, profile visits, etc.), Top locations, and Top Instagram media
- Twitter: Total followers, Following, New followers, Retweets, and Top tweets
- LinkedIn: Total followers, Post impressions, New followers, Engaged users, and Network by industry
- Snapchat: Swipes, Screen time, Shares, Saves, Engagement, and Engagement by device
- Pinterest: Followers, Views, Likes, Profile reach, Profile performance, and Performance by gender.
Of course, if you don’t need all the social media channels, you can easily remove them and add others like TikTok and YouTube.
3. SEO marketing report
Search engine optimization is an important part of any long-term digital marketing plan. It’s time to upgrade your reporting with an all-in SEO marketing dashboard that includes the SEO overview, website traffic report, Ahrefs links, backlink status report, etc.
When creating an SEO marketing report, you need to include
- Organic sessions
- Organic conversions
- Organic landing pages
- Keyword rankings
Luckily, you don’t need to create one from scratch. Whatagraph’s SEO Report Template can become your go-to reporting source for keeping an eye on your SEO and organic performance, changes in keyword rankings, organic CTR, branded and unbranded search terms, and many more SEO-related metrics.
Our SEO marketing report by default has the following sections:
- Google WEB search impressions
- Google WEB search clicks
- Organic sessions
- Percent new organic sessions
- Organic goal completions
- Organic search funnel: Sessions, Users, and Goal completions
- Organic traffic compared to the previous year
- Ahrefs metrics: Backlinks, Refpages, Links internal, Linked root domains, Dofollow
- Google Search Console: Keyword performance by rank
- Ahrefs backlinks
- Ahrefs page information
But this list of channels and metrics is not set in stone. If needed, you can add more channels, such as SEMrush and their metrics, ultimately turning this SEO marketing report into a true cross-channel marketing report.
4. PPC marketing report
PPC is one of my favorite marketing strategies because the return on investment is so easy to track. However, in order to drive conversions, PPC results need to be monitored and optimized.
Whatagraph’s PPC Report Template helps you gather key metrics such as cost per click, conversions, and click-through rate from platforms like Google Ads, Facebook Ads, Microsoft Ads, LinkedIn Ads, and more.
Our consolidated PPC overview by default has the following sections:
- Main KPIs: Time passed, Conversions, Clicks, Impressions, and Cost;
- Insights: A textbox where you can write your own insights into the results;
- Further actions: A textbox where you can suggest further actions;
- Channel split: Traffic and conversions per Google Ads, Facebook Ads, Microsoft Ads, LinkedIn Ads, and Cost per conversion.
Using our PPC report template, you can create an engaging paid media report for your clients in minutes and have it delivered to them automatically.
5. Ecommerce marketing report
As your clients’ products and services change and evolve, so should your eCommerce marketing strategy evolve to support them.
Ecommerce marketing depends on a number of marketing channels, so there’s never a shortage of metrics to track. However, every eCommerce report worth its ink should include
- Conversion rate
- Bounce rate
- Pages per session
- Average order value
It’s a good thing that you don’t have to extract all those metrics from social media and Google Analytics 4 manually.
Looking for e-marketing insights? Try out our Shopify Report Template. Just connect your account, and the data from your revenue sources updates automatically every hour.
6. Email marketing report
Email marketing is a shortcut to getting your clients’ products and services in front of people. But you can’t just dispatch a series of emails and hope for the best.
An email marketing report helps you track the email campaign performance and how the changes you make affect your bottom line.
Some of the most essential KPIs you should report include
- Number of emails sent
- Unique open rate
- Click rate
- Overall campaign performance
In other words, you want to know how many people opened your email and converted as a result.
Our Email Report Template does just that. Keep all your key email marketing metrics in one place to report on the progress of your marketing campaigns.
Connect your email account once, and get a regular update on your:
- Total subscribers
- Unsubscribed total
- Emails sent
- Successful deliveries
- Open rate
- Unique opens
- Unique clicks
- Click rate
No manual work is needed. With our expert data visualization, the progress of your email campaigns becomes easily visible.
Why use Whatagraph to create marketing performance reports?
Every single one of these six types of marketing reports includes a large number of KPIs to the point that visualizing all that data would take too much time. Imagine doing that every month or even week for multiple clients.
Automated data sourcing
With Whatagraph, you can connect your data sources once and get instant insights into your marketing results.
Because every time you create a new report, the data is refreshed — as simple as that.
No need to go back and forth through different reports for hours to make a cross-channel overview. Connect your accounts once, and the data fills in and updates automatically every time.
Whatagraph allows you to create cross-channel analytics reports with data from a range of social media, web analytics, SEO strategy, PPC, eCommerce, and email marketing platforms.
Add the sources that you need and create an unlimited number of reports. Yes, there’s no limit to the number of reports you can create, edit, and send with Whatagraph. Even on the basic pricing plan.
Stunning report templates
If you don’t have time to create a report from scratch, pick a report template from our library and connect your sources. Each template comes with pre-loaded visualization elements that will come to life once you connect your account.
Drag-and-drop to edit templates
You can choose to edit the template by introducing additional widgets for different dimensions and metrics. Customize your report template by adding graphs and charts, images, text boxes, funnels, calendars, and more.
Add your or your client’s logo or change the color scheme of the design elements to make the report more in line with your client’s branding. For a fully professional look, you can use the white-labeling option and remove Whatagraph’s logo from your reports for good.
Once you’ve customized your marketing report to your client’s liking. The only thing that remains is to schedule the delivery. It makes little difference if the clients want your report in their mailbox once a month or every week.
Set the sending interval for each account, the period to report on, and the number of recipients, and every report will be delivered automatically.
Are you ready to start reporting?
Whether it’s social media, SEO, or cross-channel reporting, getting hold of your clients’ marketing data would be hard to imagine without marketing reporting software that automates the bulk of reporting tasks and, in the end, makes the whole report look smart and engaging.
Visit our library of marketing report templates and pick the ones you need.