What to Include in a White Label Marketing Report Template
Based on Whatagraph’s white label marketing report template, below are the sections and metrics we recommend including. The structure works for both marketing agencies and in-house teams that need professional, repeatable, and fully branded reports.
Each section is built to simplify performance reporting across channels, automate updates, and support clear, client-facing insights, without messy exports, disconnected dashboards, or time-consuming spreadsheets.
1. Marketing Summary
Purpose: Give a high-level overview of overall marketing performance. This is your executive summary—perfect for busy stakeholders who want key KPIs at a glance.
What to include:
- Marketing goals vs. actual performance
- Performance summary and recommendations
- Total conversions and conversion rate
- Impressions, clicks, and cost across all channels
- Cross-channel ROI and spend distribution
- Visual: Multi-channel trend chart
- Visual: KPI comparison table
2. Website Performance
Purpose: Help clients or internal teams understand how traffic behaves once it hits the website.
What to include:
- Sessions, users, and bounce rate (from Google Analytics)
- Top pages by pageviews
- Conversion path summary (goal completions or form fills)
- Visual: Engagement by device or location
- Visual: Trendline of traffic over time
Why it matters:
In-house teams can monitor content or product performance; agencies can highlight wins and areas to optimize without complex analytics dashboards.
3. SEO
Purpose: Track visibility and organic search performance over time, without sending clients to clunky Looker Studio dashboards.
What to include:
- Organic sessions and impressions
- Clicks and average CTR (from Google Search Console)
- Keyword rankings and trend movement
- Top landing pages from search
- Visual: Keyword position change chart
- Visual: CTR and impressions over time
Why it matters:
Good SEO reporting shows long-term growth. It also builds trust by explaining where rankings stand and why traffic is improving.
4. GEO
Purpose:
Track how much website traffic and conversions are coming from AI-powered search engines like ChatGPT, Perplexity, Bing Copilot, and others. This section helps surface how your content is being picked up and linked from generative AI platforms.
What to include:
- Sessions from AI search engines (e.g. chat.openai.com, perplexity.ai)
- Conversions influenced or initiated via AI sources
- Top landing pages from AI-driven visits
- Visual: Trend chart of AI traffic over time
- Visual: Table listing out top performing content and how much each piece is bringing in traffic and conversions from AI sources
Why it matters:
As AI becomes a discovery channel, this is critical for content marketing teams and digital marketing agencies proving the ROI of top-of-funnel strategies. Including this in your white label dashboard shows clients or stakeholders you’re staying ahead of the curve.
5. Google My Business
Purpose: Measure local search visibility and interactions, perfect for franchises or businesses with physical locations.
What to include:
- Total searches, views, and actions (e.g. direction requests)
- Website clicks and phone calls from GMB
- Profile views vs previous period
- Visual: Bar or line graph of actions over time
Why it matters:
GMB reporting is often missing in legacy reporting platforms. Including it here adds tangible value for location-based clients.
6. Google Ads
Purpose:
Break down paid search performance in a clean, client-ready format — no excel exports or cluttered native UIs.
What to include:
- Impressions, clicks, CPC, CTR, and cost
- Conversions and conversion rate
- Campaign-level performance table
- Keyword-level data for top performers
- Visual: Spend vs conversion trend
- Visual: KPI summary chart
Why it matters:
Helps account managers and in-house teams prove how PPC campaigns are spending and how efficiently.
7. Facebook Ads
Purpose: Show how paid social campaigns contribute to results, with visuals clients can actually understand.
What to include:
- Reach, impressions, clicks, spend
- CTR, CPM, and cost per result
- Campaign-level breakdown
- Visual: Spend and result trends
- Audience demographics for targeting insights
Why it matters:
A branded, readable Facebook Ads summary helps both agencies and internal marketers keep the narrative clear: here's what we spent, here’s what we got.
8. Organic Social Media
Purpose:
Track engagement and content reach across Facebook and Instagram, without needing multiple logins or tools.
What to include:
- Follower growth by platform
- Engagement rate and top-performing posts
- Reach and impressions
- Visual: Content performance by format
- Visual: Post-level table with key metrics
Why it matters:
Clients want proof that your social media content drives value. This makes it simple to show engagement, not just post volume.
9. Email Marketing
Purpose:
Show the impact of email as a performance channel, especially for nurturing or ecommerce campaigns.
What to include:
- Emails sent, open rate, click-through rate
- Conversions from email campaigns
- Visual: Trendline of sends vs opens
- Top-performing subject lines or campaigns
- Visual: Engagement by day/time (if available)
Why it matters:
Whether you're using HubSpot, CRM tools, or a custom API, email is still a revenue driver—and this report proves it.
