What To Include in a Marketing Plan Report Template
Based on Whatagraph’s marketing plan report template—created by marketers for marketers—these are the core sections to include when reporting on the execution of your plan.
Each one helps connect your day-to-day marketing activities to your broader strategy, goals, and budget.
1. Marketing Summary
Channels connected: All my marketing channels
This is your top-line view of how the plan is progressing. It helps stakeholders quickly assess if your marketing strategy is delivering on its core objectives—and whether your marketing team is executing against plan.
What to include:
- High-level key performance indicators (KPIs) aligned with your marketing goals like conversions, spend, and revenue
- Planned vs actual KPIs
- Conversion rate trends and budget pacing
- Campaign highlights and underperformers
- A clear executive summary of performance
- Monthly trend charts and channel-level rollups
- Notes on plan adjustments and next steps
2. Website Performance
Channels connected: Google Analytics
Track how your target market engages once they land on your site. This helps assess whether your marketing channels are bringing in the right traffic—and whether the site supports your goals.
What to include:
- Actual vs traffic targets in your marketing plan
- Sessions, users, returning visitors
- Goal completions tied to business objectives
- Bounce rate, time on page, and engagement
- Page-level performance by landing page
- Device and location-based demographics
- Channel breakdown: paid, organic, referral, etc.
3. SEO Performance
Channels connected: SEMrush
This section tracks how your SEO efforts are performing against planned goals—whether it's growing organic traffic, improving rankings, or capturing specific target customers through search.
It ties performance back to the marketing strategy and helps inform future optimization.
What to include:
- Actual SEO and keyword performance vs planned (rank, clicks, CTR)
- Organic traffic trends and growth rate
- Top-performing pages by impressions and clicks
- Branded vs non-branded search breakdown
- Technical issue tracking from SEO audits
- Competitive visibility from competitor analysis
- SERP features captured (e.g., featured snippets)
- Summary of progress toward search-related marketing goals
4 Google Ads
Channels connected: Google Ads
Evaluate how your paid search efforts are delivering against the plan. This section is particularly useful for showing if spend, reach, and results are aligned with your planned initiatives.
What to include:
- Goal widget showing planned Google Ads metrics vs. actual
- Impressions, clicks, conversions
- Spend pacing and cost-per-click
- Campaign-level performance vs goals
- Keyword groups tied to strategic messaging
- Branded vs non-branded terms (great for competitive analysis)
- Performance by device or location
- Notes on ad tests, copy updates, or bid changes
5. Facebook Ads
Channels connected: Facebook Ads
Track how your paid social campaigns are progressing and how they’re contributing to brand awareness and/or conversions.
What to include:
- Goal widget showing planned Facebook Ads metrics vs. actual
- Campaigns grouped by goal or audience
- CTR, CPM, and conversion trends
- Creative performance breakdowns
- Audience performance by buyer personas
- Spend pacing vs forecast
- Key insights from A/B tests
- Overall alignment with your roadmap
6. Organic Social Media (Facebook & Instagram)
Channels connected: Facebook, Instagram Business, LinkedIn
This section helps monitor your social media content’s contribution to plan business goals—especially reach, engagement, and audience growth.
What to include
- Planned social media KPIs vs. actual
- Engagement rate and follower growth
- Top-performing content formats
- Reactions, shares, and comments
- Channel performance vs targets
- Contribution to social media marketing goals
- Audience alignment with your target audience
7. Email Marketing
Channels connected: ActiveCampaign
Report on email marketing’s role in your marketing plan—whether for lead nurture, product announcements, or driving traffic. This section helps track performance against timeline-driven email initiatives.
What to include:
Campaign volume vs plan
- Open rate, CTR, and conversion rate
- Top-performing subject lines or CTAs
- Performance by segment or target customers
- Impact on broader content marketing or funnel efforts
- Summary of nurture sequences or triggered emails
- Key takeaways for future emails
