8 min read
There are hundreds of different reports that marketers can run. Each of these will provide you with statistics and metrics that show you exactly how your campaigns are performing.
Although marketing reports are incredibly useful, deciding which form of reporting is best for your business can be tricky. To help you, we’ve put together a number of popular marketing report examples. By sampling these reporting techniques, you can get more comfortable with the data you’ve been tracking and get to the bottom of exactly how you’d like to present it to people.
However, before we look at these marketing report examples in detail, let’s first go back to basics and outline what a marketing report is, why it’s so important, and what metrics it should include.
What is a marketing report?
As a marketing manager, you must ensure that you have access to key pieces of data that are related to your marketing metrics and KPIs. With the help of this data, you can track current campaign performance, make decisions about strategy changes, and consider how successful future campaigns may be.
This is exactly where a marketing report comes in. This is because such a report takes data from your marketing channels and succinctly shows you the overall performance of each strategy.
While the scope of a marketing report can vary depending on the number of platforms a business is using, the main purpose of the report is almost always to evaluate marketing campaigns against a predetermined set of goals and KPIs.
When a marketer runs a report, they’re provided with real-time data that can be used to draw conclusions and make decisions about campaigns. Most of this data is usually visualised in a predetermined way, so it’s easier for the marketing manager (or a member of their team) to digest.
On top of this, reporting software can also help a marketing manager create a custom report that can be sent to the marketing team, a client, or other key stakeholders.
Why are marketing reports important?
Marketing reporting is a vital part of any company’s marketing efforts. It can help you grow your business and improve your understanding of how efficient and effective your marketing campaigns are. As a result, it can also improve your decision-making and help you better allocate time, resources, and money.
A marketing report itself is important because it lets you quickly and easily stay on top of your marketing performance across all of your channels. The report also tells you where your digital marketing efforts are proving to be successful, and where they might need to be optimised or withdrawn entirely.
The goal of a marketing report is to uncover meaningful, actionable data that will help you draw important conclusions and meet your marketing goals. To do this, you must ensure that you’re gathering and analysing the correct marketing metrics. This way, you can make data-led choices regarding future marketing decisions, strategies, and performance.
What metrics should be in a marketing report?
Many different types of marketing reports are available. The marketing report that’s right for you will largely depend on which pieces of data you need to analyse and which KPIs you’re looking to meet. For example, while some types of marketing reports are geared towards those analysing traffic sources, others look at goal completions. Detailed marketing reports may analyse a wide range of metrics.
Generally speaking, a marketing report can be highly useful in informing you where your leads and traffic are coming from, which channels are driving the most traffic, which strategies have the highest conversion rate, and which channel is providing the best ROI.
With this in mind, let’s take a look at some of the main types of marketing reports that are used by marketers, and the data they include and analyse.
General marketing report
As its name suggests, a general marketing report provides you with an overview of all your marketing activities, including content marketing, search engine optimisation, email marketing, and more.
A general marketing report condenses all the key metrics from these campaigns into one place. However, a general marketing report only provides an overview of how these marketing activities have performed. It does not usually delve into detail, to avoid becoming cumbersome and difficult to read.
As it provides a top-level review of your marketing activities, a general marketing report should include all of the following metrics:
- Campaign performance
- Channel performance by traffic source (website traffic, organic traffic, paid traffic, referral traffic)
- Conversion rate
- Goal completions
- Bounce rate
If you’d like to receive a much more detailed review of how your efforts have performed on a particular channel, then try some of the marketing report examples we’ve listed below.
SEO marketing report
An SEO marketing report details exactly how your search engine optimisation efforts are performing. As SEO is generally considered to be a long-term digital marketing strategy, these reports are particularly useful for highlighting monthly improvements in rankings, traffic, and keyword performance.
KPIs you should include in your SEO report include:
- Organic sessions
- Organic conversions
- Organic landing pages
- Organic visit duration
- Keyword rankings
- Page rankings
- Traffic by country
- Backlink numbers
PPC marketing report
PPC marketing reports must be used to track return on investment. However, although ROI is undoubtedly an important metric to track, a PPC marketing report must also include the following metrics:
- Number of leads
- Clicks and costs
- Ad performance
When collating a PPC marketing report, it’s best to organise your data on a channel-by-channel basis.
Social media marketing report
Social media marketing contains two separate strands: paid social media marketing (such as Facebook Ads) and organic social media marketing (such as content marketing).
At times, you may decide that it’s best to deploy both strategies simultaneously. No matter whether you’re using one strategy or both, all the relevant metrics should be included in your social media marketing report.
Key KPIs that should be included within your report are:
- Likes and followers
- Impressions and reach
- Top performing posts
As with the PPC marketing report, we outlined earlier, all data in a social media marketing report should be split on a channel-by-channel basis.
Email marketing report
Email marketing provides you with a direct line to each customer’s inbox. However, you can’t just send emails and assume that your customers will receive them, open them, and take action. Instead, you must actively track how your campaigns are performing and how changes in content ultimately affect your bottom line.
With this in mind, KPIs you should include in your email marketing report are:
- Number of emails sent
- Unique open rate
- Click-through rate
- Bounce rate
- New subscribers
Fundamentally, an email marketing report should show you how many people opened your email and converted as a result. It is also worth comparing in your report how these KPIs differ with different send times. This enables you to identify the ideal day and time to send your communications to your audience.
Popular marketing report examples
Although many marketers like to report on a channel-by-channel basis, this approach may not be the right one for your business. If you’re tracking different metrics and KPIs, then one of the below marketing report examples may be better for you.
1. Multi-touch revenue marketing report
As a marketer, it’s vital that you can directly tie the campaigns you’re running to the revenue you’re generating. Thankfully, multi-touch revenue attribution makes this possible. This is because this reporting method can tie closed revenue to every marketing interaction, from the first page view to the final nurturing email.
With a multi-touch revenue marketing report, you can ensure that your department gets the credit it deserves. Plus, you can also make sure that your team makes smarter marketing investments that provide genuine value to the business.
Once you’ve analysed your multi-touch revenue marketing report, you can figure out which strategies are working and then double down on them. To do this, you should look at the revenue results of each channel and identify where you had the most success. For example, if you discover that your Facebook campaigns are driving three times more revenue than your Twitter campaigns with a 50/50 revenue split, it would make sense to invest more heavily in Facebook in the future.
2. New contacts by persona marketing report
Expert marketers must be well-versed in their buyer personas. Simply building and understanding these personas isn’t enough.
As a marketer, it’s important that you track how many new contacts you’re actually adding to your database based on each persona. By tracking and reporting on this data on a monthly basis, you can determine how accurate your buyer personas are and how successful your marketing campaigns are when it comes to targeting and reaching them.
By looking into who is responding to certain topics and activities on certain channels, you can improve your resource allocation. This way, you can grow different segments of your business. Plus, by pulling this report on a monthly basis, you may even be able to shed light on an imbalance in the resources that you have dedicated to certain personas.
3. Lifecycle stage funnel marketing report
Alternatively, with a lifecycle stage funnel marketing report, you can segment your contact database to look at prospects and customers by lifecycle stage. This will give you a sense of how many leads, subscribers, customers, and opportunities you have attracted within a certain timeframe.
By running this report, you can gain an understanding of where your focus should be. For example, your data may show that your business needs to generate a greater number of leads, or it may show that you need to focus on closing your current leads. This report will also help you to identify those channels that provide high-quality leads and thus ease the decision on how much budget to allocate to which channel. In addition, this kind of report will also give you a deeper understanding of the quality of your contact database and how your leads are progressing through the buying process.
For example, your report may show you that your business and your marketing campaigns are generating a vast number of leads, but that you’re struggling to turn these initial leads into leads that are marketing qualified. If this is the case, you need to update and optimise your nurturing program to drive efficiencies.
How can Apteco help?
By starting with the above marketing examples, you can improve your understanding of your marketing activities and their impact. As you get more comfortable and confident using the data you have at your disposal, you can then expand your reporting and receive even deeper insights.
Here at Apteco, we provide software that can help take your marketing reporting to the next level. With the help of Apteco Orbit®, you’ll find it simple to embrace formidable analytics and explore your data.
Using Apteco Orbit®, you can create marketing dashboards that contain key insights. You’ll also gain the ability to filter, build lists, and drill down interactively from visualisations. Plus, you can also upload your logo and select or create colour themes. As a result, you’ll find it simple to design beautiful and branded dashboards that can be used to share insights across your organisation. Visualisations in Apteco Orbit® are always updated automatically and reflect the latest data refresh, so your teams can always work with up-to-date information.
If you’d like to discover more about how Apteco Orbit® can help your marketing team with its reporting, book a demo with the team today. We’d love to show you exactly how our powerful software can help you convert data into actionable insights.