Ten important things to include in marketing reports – London Business News


Daily marketing reports are essential for any marketing agency, but they are often seen as boring and time consuming. For this reason, marketing agencies may report hundreds of metrics and aggregate their results per month. However, monthly, or even weekly, reports are not enough.

Daily reports give your marketing team a chance to adapt to current trends or withdraw from the project if this is not the case. To make recurring reports manageable, include only ten things.

Ten things that are indispensable in your daily marketing reports

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

1. Existing Marketing Strategy

The current marketing strategy section will explain your target audience, key marketing channels, growth opportunities, and scope of the project. If part of your project involves 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 accomplished during the last day, week, and month. This overview allows you or your clients to see what you have accomplished on your project. Don’t go into detail here, as you’ll expand on it in later sections.

3. Search Engine Optimization (SEO) Overview

Include any of the SEO services you offer to your clients to get an overview of SEO, such as link building, site optimization, keyword research and copywriting. Use the tables to show how you increased your search engine rankings, where you found new backlinks, and how you advanced on the site.

4. Social media overview

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

5. Conversion metrics

You and your clients are primarily interested in how your entries affect their bottom line. In this section, include several charts that look at conversion metrics such as free leads versus paid leads, costs per conversion, and leads per channel. Make it easy to read to avoid burnout.

6. Traffic metrics

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

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

Copying PPC and retargeting ads can help you get the most out of your marketing efforts, but you need to track them to see how effective they really are. No matter what ad format you use, you should track metrics like ad spend, click-through rate, impressions, return on investment, and cost per conversion.

8. Blog traffic and customer leads

If you or your clients run a blog, and they should, add a section dedicated to blog traffic and leads. Examine how your visitors find your blog content and analyze the marketing channels, blog posts, and topics that attract and convert the most leads.

9. Financial forecasts and/or reports

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

10. Objectives and/or projects moving forward

Companies do not have to set daily goals, but it is essential that leaders check their weekly or monthly goals frequently. In this section, review your goals and check their progress. Highlight plans for future marketing campaigns or fine tune your existing projects.


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