If you’re a marketer who has to report information back to your clients, a marketing report template can make your job much easier.
Instead of starting from scratch, you can use the template to quickly plug in the information you need at the end of each month, quarter, or year.
When you use a proven and reliable marketing report template, you can save time and be sure that you’re putting together information in a way that will show off the value and quality of your work.
To help you develop your own digital marketing report template, we’ve put together this free download. We’ve also created a guide to help you compile the details and data you need to present your results.
Why You Must Create Regular Marketing Reports
Most marketing clients will request that you send a monthly, quarterly, or annual report that:
- Outlines the work you’ve done
- Recognizes where you have succeeded
- Discusses opportunities to improve
Even if clients don’t require seeing regular marketing reports, you should create them anyway.
There are many benefits to creating regular marketing reports.
- Proves your value to clients. It’s often difficult for clients to see the results of marketing strategies without looking at data or reports that illustrate progress. Creating regular reports allows you to highlight how the work you’re doing benefits your client
Click & Tweet!
. Otherwise, decision-makers may not be able to see the value in your work.
- Compiles important data in one place. Tracking marketing data can get messy if you don’t have a structured way to regularly collect and organize the information. By creating streamlined marketing reports, you can be sure that you are constantly aggregating the most important information for your client in a reliable place.
- Helps you see your progress and plan for the future. In marketing, it’s difficult to know if you are meeting your marketing objectives if you don’t have any data or results to back it up. Using a marketing report template makes it possible for you to reflect on past successes, understand strategies that didn’t work, identify trends, and plan for the future based on what you’ve learned.
Regularly compiling marketing data is good for you, your clients, and the marketing plan as a whole
Click & Tweet!
. So don’t skip this process. Instead, use a marketing report template to make the process quicker and easier.
Tips for Creating a Valuable Marketing Report
While all marketing reports are important, they are not all equally valuable.
The value of your marketing report depends on how you collect and present information. To make sure you create the most useful and relevant report, follow these tips, which are also reflected in our marketing report template.
Know your audience. Like great marketing copy, great marketing reports speak to a specific audience. Create it with your audience in mind, and remember that the way you put together your marketing report will be different if you’re preparing it for someone who is a Chief Marketing Officer (CMO) or a flower shop owner. The CMO will understand industry jargon and concepts that may be unfamiliar to the small business owner. It’s likely their goals will be different as well. Know your audience and write for their skill level and understanding of marketing.
Give context to numbers. Numbers help give concrete value to marketing results. But numbers are only useful if there is context to explain what they represent
Click & Tweet!
. When you include numbers, also explain the story behind the data.
- Compare numbers to previous time frames (compare current data to last month’s data, last year’s data, etc.)
- Compare numbers to competitor performance (show how your brand’s stats match up to other companies)
- Compare numbers to industry averages (show how your brand’s stats match up to your industry as a whole)
Refer back to your goals. Most clients care about one thing when looking at a marketing report – seeing progress toward goals. Clients want to see results that show you’re advancing toward the goals you set. Help them see how your work is making progress by presenting your data alongside your goals, and focus on information that is relevant to the goals you set with the client at the beginning.
Use tools that make the process easier. As a marketer, your time should be primarily spent creating marketing campaigns – not creating reports. So leverage a variety of marketing plan tools to help you be more efficient in each step of the process. Download our marketing report template to get started and then use the other tools and resources mentioned in this post to make it easier to collect and compile information for your reports.
10 Things to Include in a Marketing Report Template
As you create your first marketing report template, remember that what you end up sending each client will be different based on:
- The tasks assigned to you. Our marketing report template covers a broad spectrum of marketing tasks. You may only be responsible for some of the tasks, so only include what is relevant. For example, don’t include a section on social media if you’re only working on SEO copywriting.
- The goals of your campaigns. Just as you don’t need to include sections on tasks you’re not working on, you may be able to exclude or minimize sections that aren’t directly tied to your primary or secondary goals.
- Client preferences. Each client may have their own preferences for how they want to receive reports from you. When necessary, make changes to cater to their requests.
Use the sections outlined in this marketing report template as a guide. But always think about what you can alter, delete, or add that would make your report more relevant to your role, goals, and client.
1. Opening Summary Highlights
Open your digital marketing report by highlighting the most important takeaways from the document. Do this so your client can get all of the top-level information they need about your report on the first page.
- Include five to 10 insights that your report exposes. Insights may include key results, challenges, and plans for the future.
- Highlight major key performance indicators (KPIs). If you previously identified the most important metrics for your client’s marketing plan, include a section highlighting those (with comparisons to the past).
2. Goals and Current Plan
Before you dive into the details, remind the client about what you’re working on and why. Recap the goals you’ve set, along with the plans you’ve outlined for reaching those goals. Also, mention the research you’ve conducted to set your goals and guide your plans. Refreshing the client’s mind will help you prime them for the next few pages of information you’re about to provide.
3. Marketing Budget
Another important item to review before getting into the details of the report is a recap of the marketing budget. Highlight your current budget and a breakdown of how that budget was spent throughout the time period of the marketing report for each initiative or department. If you’re creating a budget from scratch, use this marketing budget template to help you get started.
4. Conversion Metrics
The marketing report template is set up to put the most important information near the beginning of the report, which is why conversion metrics are in the first section. Conversions give clients a clear indicator of how well the marketing plan is working. They can see data on how many actions are being taken by users, customers, and clients. Conversion data may include:
- Leads by channel (websites, social media, referrals, paid search, email marketing, offline sources, etc.)
- Customer acquisition
- Cost per conversion on paid channels (paid search, social promotions, native advertising, etc.)
- Paid leads vs. organic leads
Where to get the data: Depending on your client’s industry, you may need to work with someone on their team to get details regarding their sales and revenue. If they offer online sales, you can pull this data from their e-commerce sales reports. For paid search, you can use reports within those accounts to get details. With Google Ads, set up goals to collect conversion data.
5. Website Metrics
The next section of your digital marketing report template should relate to one of your largest marketing assets – the client website. Present web analytics such as:
- Page views
- Unique users
- Bounce rates
- Breakdown of traffic sources (organic, paid, social, referral)
- Top pages
- Top referrers
- Top linking pages
Where to get the data: These data sets are available in the Google Analytics account tied to the client site or in Alexa’s Agency plan.
6. SEO Metrics
Next, include details about the site’s SEO improvements. Share details that will help the client see how well their site performs in organic search and outline how you’re continuing to boost traffic and ranks using three types of SEO: on-page, technical, and off-site SEO. Include:
- New pages of content published on the client’s site
- Inbound links (how many sites link back to the client’s site)
- Alexa Rank (which indicates site authority)
- Position in search rankings for target keywords
- Site audit results (which shows performance on technical elements such as broken links, site security, site speed, site structure, etc.)
Where to get the data:
Use the Site Overview tool to find the number of sites linking to the client’s site as well their Alexa Rank.
Use the Site Keyword tool to get details about the top keywords driving traffic to the client’s site and the percentage of share of voice they have in search.
Use the SEO Audit tool to report on the technical performance of the site. With Alexa’s Agency plan, you can run 2 audits per site, per month (up to 35 sites).
7. PPC Metrics
Your monthly marketing report template should recap organic search results as well as paid search performance. If you’re running paid ads for PPC lead generation, create a section that outlines your results and budget.
- Ad spend
- Cost per conversion (CPC)
- Click-through rate (CTR)
Where to get the data: All of this information is available within a client’s Google Ads account.
8. Social Media Metrics
Create a report on the progress made through social media marketing and influencer marketing strategies. Pull data related to all of the client’s active social media profiles. Separate them by channel and include:
- Mentions and comments
- Referral traffic
- Top-performing content
Where to get the data: Data regarding followers and shares can be collected through insight reports on the client’s social media profiles. Use Google Analytics to find information regarding traffic sent to the client’s site from each social media network.
9. Email Metrics
If the client is using email to connect with customers and nurture leads through the marketing funnel, include a section on email marketing. Include insights as they relate to:
- Email campaigns sent
- Open rate
- Click-through rate
- Bounce rate
- New subscribers
- Total subscribers
Where to get the data: Pull these data by creating reports within your email marketing software.
10. Goals and Plans
Finally, end your marketing report with a summary and look at the future. Recap any highlights that were mentioned at the beginning of the report, and include any takeaways that can help clarify future plans.
If your plans are changing based on what you learned in the report, let the client know what will be different next month and how you are adjusting based on what you’ve learned. Feature goals that were met, and outline future plans.
Download Our Free Marketing Report Template
Creating marketing reports may not be the most fun or exciting part of a marketing job, but it’s a critical task you can’t avoid.
Marketing reports help you keep track of your data and progress, prove your value to your clients, and create more informed and strategic marketing campaigns.
Use our free marketing report template to simplify and streamline the process. Then, sign up for a free trial of Alexa’s Agency plan to get access to tools that will make it easy to complete and deliver marketing reports that prove the value of your work.