The digital marketing report is a set of information and data from different sources and areas within a company, in addition to serving as a management tool, as it is from it that decisions can be made.
Measuring and communicating your efforts in a digital marketing report is essential to demonstrating the impact of your business. But do you know what the most important data points are?
Read our text and learn how to prepare your report. Enjoy your reading!
What is a digital marketing report?
A digital marketing report is a document that contains a collection of generated data, such as performance, metrics, and projections. The purpose of this resource is to allow the analysis of the effort of a specific task within the marketing area. It is an essential tool for understanding the effectiveness of the area's action plans.
The information that is included in a report is:
- goals;
- Marketing strategies;
- Market research;
- promotions;
- Expected and achieved results;
- Projections of future actions with the brand/client.
What is the purpose and reasons for preparing a report?
The purpose of a digital marketing report is to improve the metrics that are related to the success of each business. With the data contained in it, it is possible to outline better strategies to be applied on a daily basis.
It is worth noting that the report needs to have a purpose, so that it is not just isolated data.
Here are some reasons to structure a marketing report:
- Possibility to justify marketing expenses;
- Advocate for a larger financial budget for communication;
- Find out which channels work for each business;
- Explore resource distribution;
- Find gaps between each strategy applied.
How to make a digital marketing report?
Creating a digital marketing report is simple. There are several tools that can help you collect data. The most important thing is to present the collected material in a format that is easy to interpret by people who are not in the marketing field.
It is through the report that your company will extract the information needed to migrate its investments to what really needs to be focused on and what makes sense for the success of the business.
That said, we have separated the best practices to generate the best report for your organization.
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Best practices for generating a digital marketing report
Create a marketing report template that highlights your strategies. Here are the key items that should be included:
- Page with a highlight
The first page of your report should contain an overview of your plan and the most important metrics. You need to give people an overview of the marketing investment for that project.
- Current marketing strategy
The next step is to outline the strategies developed for that business, such as SEO strategies, email marketing, blog, lead conversion rates, and others. Provide all the information in detail and demonstrate your vision for the work carried out during the month.
- Conversion metrics
Describe all the metrics used during the campaigns and what their results were. Include the following metrics:
- Leads by channel (email marketing and social media);
- Paid leads vs organic leads;
- Cost per conversion for each channel (Google and Facebook Ads).
- Metrics by traffic
In this step, it is important to describe the metrics related to traffic in communication channels. Here are what they are:
- Bounce rate;
- Percentage of new sessions and leads;
- Main pages;
- Campaign performance, such as email marketing.
It is important to use these metrics as a basis for future reporting.
- SEO Overview
Provide an overview of how rankings increased through SEO techniques, and also include information on how these results were achieved. Always include screenshots of the site's progress.
- Blog leads
Blogs generate traffic and leads for clients. That said, all data must be documented to ensure the best results every month. Keep an eye on how people are reaching the content published on the blog, only then will it be possible to analyze which channels are working best.
- PPC (pay per click) campaigns
For clients using PPC campaigns, the following metrics must be included in the marketing report:
- Cost per conversion;
- Click-through rate;
- Prints;
- Advertising spending;
- ROI (return on advertising investment);
Compare these metrics for each channel.
- Social media
Make a breakdown of each social media platform and an overview of each month’s performance, focusing on engagement metrics. The most used networks described in reports are:
- Facebook;
- LinkedIn;
- Twitter;
- Instagram;
- Youtube.
- Ideas for future campaigns
Highlight any future plans you have in mind for your company's marketing. This will help you involve other people interested in the project. Always revisit the metrics and strategies you used in previous months.
- Financial projections
This part of the report will never be accurate, as there are several factors that influence the spending and investments within the marketing of each business. Generally, the fixed costs for each month are mentioned and the variable costs are added according to the actions carried out throughout the project.
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Platforms that assist in creating the report
There are several interactive tools that allow you to access data automatically, making the information even clearer. Learn about the main platforms below:
- Google Analytics: It is a tool used to find the main access data for your website or blog, measuring the first stage of the funnel, which is to attract the attention of potential customers;
- RD Station: You can access specific reports for each strategy, such as email marketing, landing pages and marketing automation. In addition to an analysis of the stages of the sales funnel;
- Sales CRM: A good report should also contain concise sales data. There are some platforms that are essential for analyzing the results of marketing actions, they are: SemRush, Uberuggest and Sales Funnel Benchmarking.
- Google Data Studio: It is possible to integrate the most diverse Google platforms and customize graph formats so that the presentation shows the main chosen metrics. It is also possible to integrate other platforms that have native integration, such as SemRush for example. Social networks only through third-party integrators.
GS2 Digital Marketing
GS2 is a digital marketing agency, specialized in inbound marketing, focused on results.
We use the best digital marketing tools to produce assertive content for our clients, with creative and remarkable actions.
This seriousness and intelligence in digital marketing provides recognition from many of our clients, for which we have become a functioning lead generation machine.
Read more also about the importance of Marketing 5.0 have great results!
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