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Ten important things to include in marketing reports

by John Saunders
18th Jan 22 3:12 pm

Daily marketing reports are crucial for any marketing agency, but they’re often seen as tedious and time-consuming. For this reason, marketing agencies may report hundreds of metrics and group their findings monthly. However, monthly, or even weekly reports, aren’t sufficient.

Daily reports give your marketing team the chance to adjust to current trends or pull out of a project if it isn’t panning out. To make frequent reporting manageable, only include ten things.

Ten must-haves in your daily marketing reports

To make daily reporting easier, learn how to use a client dashboard to improve your marketing efforts. Your summary page and section highlights should be viewable when you sign in.

1. Current marketing strategy

Your current marketing strategy section will explain your target audience, primary marketing channels, growth opportunities, and project scope. If part of your project includes SEO, you can provide an overview of your strategy here, but save the details for another page in the report.

2. Daily, weekly, and monthly overview

In this section, marketers can provide a general overview of what they’ve accomplished over the past day, week, and month. This overview lets you or your clients see what you’ve done in your project. Don’t go overboard with the details here, as you’ll expand in later sections.

3. Search engine optimisation (SEO) overview

Include any SEO services you provide to your clients for your SEO overview, like link building, site optimization, keyword research, and copywriting. Use tables to show how you increased search engine rankings, where you found new backlinks, and how you progressed the site.

4. Social media overview

Social media is an important component of any digital marketing campaign and needs a separate page to account for KPIs. Draft a performance overview for each social media channel and primarily focus on engagement metrics like followers, likes, and comments.

5. Conversion metrics

You and your clients are primarily interested in how your inclusions affected their bottom line. In this section, include several charts that look at conversion metrics like organic vs. paid leads, costs per conversion, and leads per channel. Make it easy to read to avoid overwhelm.

6. Traffic metrics

All businesses need to know where their traffic is coming from to know where to place their marketing efforts. Besides tracking traffic, this section should also include metrics like top landing pages, % of new users, referrals, bounce rate, campaign performance, and sessions.

7. Pay-per-click (or Ad) campaigns (PPC) 

PPC ad copy and retargeting ads can help you get the most of your marketing efforts, but you need to track them to see how fruitful they truly are. Regardless of what ad format you’re using, you should track metrics like ad spending, CTR, impressions, ROI, and cost per conversion.

8. Blog traffic and customer leads

If you or your clients manage a blog, and they should, add a section specifically for blog traffic and leads. Examine how your visitors find your blog content and analyze which marketing channels, blog posts, and topics attract and convert the most leads.

9. Financial projections and/or reports

While this section won’t be 100% accurate, it doesn’t have to be as long as your estimations aren’t too far off. A good financial projection can help you determine future expenses, estimated ROI, and costs involving your marketing goals, as mentioned in the next section.

10. Goals and/or projects moving forward

Businesses don’t have to make daily goals, but it’s essential for leaders to check on their weekly or monthly goals frequently. In this section, revisit your goals and check on their progress. Highlight plans for future marketing campaigns or adjust your current projects.

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