While it’s a normal part of your job to write reports, it can be difficult to know what should be included in a digital marketing report. In this article, we’ll cover what information you need to include and where you can find it.
| Takeaways |
|---|
| 1. Identify Key Performance Indicators (KPIs): Define the KPIs that align with your marketing goals and measure the success of your campaigns. |
| 2. Include Website Traffic Metrics: Track website traffic data, such as sessions, pageviews, and bounce rates, to gauge your website’s performance. |
| 3. Analyze Conversion Rates: Monitor conversion rates for various marketing channels to assess their effectiveness in driving conversions. |
| 4. Incorporate ROI Metrics: Calculate return on investment (ROI) for individual campaigns to determine their impact on your business’s bottom line. |
| 5. Provide Campaign Performance Analysis: Evaluate the performance of marketing campaigns, identify successful strategies, and pinpoint areas for improvement. |
| 6. Present Audience Insights: Include demographic data, user behavior, and audience segmentation to understand your target audience better. |
| 7. Visualize Data Effectively: Use charts, graphs, and visual representations to make complex data more accessible and understandable. |
| 8. Discuss Recommendations: Offer actionable recommendations based on the report’s findings to optimize future marketing efforts. |
| 9. Address Challenges and Limitations: Acknowledge any challenges or limitations encountered during the reporting period to provide context for the results. |
| 10. Align Reporting with Business Objectives: Ensure that the digital marketing report focuses on key business objectives and supports decision-making processes. |
Executive Summary
You might have heard that your CEO wants to know what’s going on, but he doesn’t have time to read a whole report. You can help him out by making sure there is an executive summary at the top of your report. The executive summary should highlight the main points and findings of your report so that it’s easy for anyone who reads it to understand what they need to know.
It’s also important that you include an introduction that explains why you did this type of research and what problem(s) it was trying to solve. In many cases, this will be enough information for someone without much background knowledge about digital marketing or online advertising campaigns (like me!)
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Key Performance Indicators (KPI’s)
Key Performance Indicators (KPIs) are a set of metrics that can be used to measure the success of a business. They are important because they help you know if your campaign is successful or not. KPIs can be used to measure the success of your digital marketing campaigns and also any other business activity, such as sales and customer satisfaction.
When it comes down to it, KPIs are essential when you’re trying to figure out what exactly is working in your company and what isn’t working so well.
Organic Search Analysis
This section should include the top search terms that brought traffic to the site. It should also break this data down into two categories:
The keywords with high conversion rates (the percentage of people who clicked on a particular keyword and then converted)
The keywords with low conversion rates (the percentage of people who clicked on a particular keyword and then didn’t convert)
The report should also include what search engines these keywords were found in, along with other relevant information about each keyword.
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Paid Search Analysis
Paid search is one of the most important digital marketing channels for any business to track. If you don’t have a budget for paid search, paid advertising is usually not an option. The good news is that once you start paying for clicks, several metrics can help you measure effectiveness and performance.
Cost per click (CPC)-This metric shows how much it costs to get someone to click on your ad. It will vary depending on the keyword and the competition level of other advertisers bidding on those keywords.
Cost per acquisition (CPA)-This metric measures how much money you spend over time compared with how many customers/leads/conversions (depending on what stage in the sales cycle they are at) are produced by this channel.
For example, if it costs $10 in advertising spend and one sale was made from that same campaign, then your CPA would be $10/$10 = 1x or 100%.
Social Media Analysis
Social media is a huge part of our lives. We share photos, videos, and updates with friends and family every day. It’s also an incredibly powerful way to market your business by allowing you to reach thousands (if not millions) of people at once.
Social media analytics can tell you everything from who is interacting with your content, where they are located in the world, what they like most about your brand and so much more!
In This Section We Will Cover
YouTube
Pinterest Google+ Snapchat Periscope Quora Reddit Medium Tumblr StumbleUpon SlideShare Slack
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Email Marketing Summary
As you can see, the email marketing summary includes a list of every email you’ve sent out and its corresponding metrics. The report also contains information about how many people opened each email, followed by details about how many clicked on them (or at least tried to).
You’ll get a breakdown of which links within your emails were clicked most often, as well as which links were ignored altogether.
The report will also show you how many unsubscribes you received from specific emails and mark any emails that were marked as spam by users.
As-Needed Metric Reporting And Analysis
As-needed metric reporting and analysis is an important component of your digital marketing reporting strategy. With as-needed metric reports, you can gain valuable insights by analyzing metrics that are not included in the weekly or monthly reports.
For example, if a marketing campaign has been running for a few months, but suddenly there’s a drop in revenue and you can’t figure out why an as-needed report will help you find the cause more quickly than if you had to wait until the next scheduled date for one of your regular reports.
As with any type of metric reporting, there must be consistency in how often these as-needed reports are created.
By setting up a schedule for yourself (and sticking to it!), you’ll better understand what data needs to be tracked and how often those metrics should be examined so they can be reported back to stakeholders at any given time point during their lifecycle.
Conversion Rate Optimization (CRO) Summary
In this report, you will receive a list of the top-performing landing pages and keywords in your account. You’ll also see the top-performing pages by the device. Additionally, you will be able to see unique metrics for each of your landing pages such as bounce rate, time on site, and conversion rate by country.
This is a great way to start identifying problems with your site that need to be fixed as soon as possible!
Top Performing Landing Pages Report
A landing page is a website page that includes a single call to action (CTA) focused on getting users to take an action like buying a product, signing up for an email list, or even just providing their contact information.
A top-performing landing page can help your business grow by creating more leads and sales. To help you measure this growth, the report should include:
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Top Performing Landing Pages By Traffic Source (For Example Google Ads)
Top performing landing pages by campaign name or keyword.
Top performing landing pages by conversion type (for example lead form submission).
Backlinks Report Summary
Backlinks are links from other websites to your website. They’re important because they help increase your site’s search engine rankings and improve its visibility online.
To get backlinks, you can:
Submit articles to article directories and blogs
Get links from social media sites like Facebook and Twitter
Create infographics and post them on infographic-sharing sites like Slideshare or Pinterest
You should also track these links with a tool like Ahrefs or Moz so that you know which ones are working best for you!
Competitor Summary Report
A competitor summary report should include information about your top competitors. You can pull this data from the reports listed above or use a tool like SEMrush to get it for free.
To make this report useful, you’ll need to segment it into different sections:
Website Analysis; shows the number of backlinks, social media profiles, keywords, and content for each competitor’s website
Social Media Analysis; shows how many followers/likes each competitor has on Twitter and Facebook
Keyword Analysis; breaks down the number of pages indexed in Google using specific keywords
Site Error Report Summary
This section provides an overview of the number of errors on your site, how many visitors were affected by them, and what kind. Most importantly, it highlights the top 10 most common errors so you can start fixing them right away. If you’re looking for a more detailed breakdown (per browser, per country), we’ve got that covered too!
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Conclusion
Don’t forget to include a key takeaway at the end of your report, as well as a call-to-action for what you want the reader to do next.
In this case, the call to action is for them to learn more about how a tool like ours can help them with their digital marketing efforts by filling out the form on our site. Press Tab to write more
Further Reading
Digital Marketing Reporting Guide: A comprehensive guide to understanding the ins and outs of digital marketing reporting, helping you make data-driven decisions.
Digital Marketing Reporting Essentials: Learn the essential components of digital marketing reporting and how to communicate your results effectively.
Online Marketing Digital Marketing Report: Discover the best practices for creating online marketing digital reports that provide valuable insights and drive growth.
FAQs
What is the significance of digital marketing reporting?
Digital marketing reporting allows businesses to track and measure the performance of their online marketing efforts, enabling data-driven decision-making and optimization.
How can I effectively communicate digital marketing results?
To effectively communicate digital marketing results, focus on clear and concise reporting, visualizations, and tying data to business objectives.
What are the essential components of a digital marketing report?
A digital marketing report should include key metrics like website traffic, conversions, ROI, campaign performance, and audience insights.
How does digital marketing reporting contribute to business growth?
Digital marketing reporting provides actionable insights to identify successful strategies, optimize underperforming areas, and ultimately drive business growth.
Which tools can I use for digital marketing reporting?
There are various tools available for digital marketing reporting, such as Google Analytics, social media analytics platforms, and marketing automation systems. Choose tools that align with your reporting needs and objectives.
Costantine Edward is a digital marketing expert, freelance writer, and entrepreneur who helps people attain financial freedom. I’ve been working in marketing since I was 18 years old and have managed to build a successful career doing what I love.