Bild, das die Erstellung von Marketingberichten symbolisiert

How to Create Marketing Reports

Author: Simone Kohl

· 3 mins read

In order to generate sales as a business, it needs a marketing strategy that assists in lead generation. Marketing Reports are an important part of a company’s marketing strategy. The report shows if marketing campaigns have gone well or if you need to optimize. Good reporting with automated Marketing Reports can help with this.

What is a Marketing Report?

A marketing report consists of certain metrics that can be used to measure the performance of a particular campaign. It shows how successful the company’s marketing strategy is. The data is visualized and displayed in a custom report. The important thing is that customers, managers or the team can quickly get an overview of the performance of the marketing channels or the campaign. The goal is to be able to decide whether the digital strategy is successful and at which point optimizations are necessary.

The report provides information on the following:

  • Marketing strategy success
  • Campaigns
  • Ads
  • E-mail Marketing
  • Achievements of marketing goals

Why are Marketing Reports Important? 

The success of marketing activities can influence the success of the company. For this reason, it is important to be informed about the important key figures. Why a marketing report is relevant for the company: 

  • Data can be aggregated and collected from multiple sources in one place 
  • User behavior can be tracked and later website, social media account, etc. can be improved based on it 
  • Marketing strategy can be optimized 
  • The required KPIs can be customized 

How Often Should You Create a Marketing Report? 

The reports can of course be created daily or weekly, but the customer and the team could quickly become overwhelmed. Therefore, it is advisable to create a report once a month and make optimizations based on it. Then enough data will have been collected to provide meaningful results. 

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Types of Marketing Reports 

There are many report types, whether daily, weekly or monthly reports.

Monthly Marketing Reports:

  • This report is used so that the results can be shown on a monthly basis and to keep an eye on the big picture. The KPIs are related to web analytics and campaign performance, as well as CPC and CPA. 
  • The report can give an understanding of the marketing campaigns to uncover and resolve issues. 

What information should it contain? 
With any tool, you can probably include other KPIs. The specific ones that should be chosen here will depend on the goals, but some can be determined that are useful for just about any business:

  • Web Analytics 
  • Marketing Performance 
  • SEO Data 
  • Email Marketing Data 
  • PPC Marketing Reports 
  • Social media data

Weekly Marketing Reports 

  • To gather medium-term marketing insights, you can do the weekly marketing reports. The focus here is usually on metrics such as traffic or leads. There, you can check the campaigns and also the performance of the published blog posts. 
  • The weekly view can give you more insights and a basis for recommended actions. Data is constantly changing, so it’s crucial to keep track of it for campaigns.

Daily Marketing Reports 

  • The daily marketing report consists of marketing metrics that are tracked over a short period of time. The purpose of this is to be able to confirm that the activities are going according to plan. Important KPIs for this are daily traffic and data from social networks. 
  • The report should help you to have a plan every day. What did you achieve on the last day and how can you improve it? Through the daily check, you can determine whether you are on the right track or not and also you can collect more details about the individual campaigns.

Digital Marketing Reports 

  • A digital marketing report is a good way to monitor digital marketing activities. It can contain digital ads, content quality or the performance of keywords. The data-driven control of activities is becoming increasingly important, because this is the only way to distribute target group-specific content and track success.

How to Write a Marketing Report

Most marketing reports include the following elements:

  • What do you analyze?
    • The intention of the report should be clear from the title, especially if you not only share the report with your own team.
  • What time period do you analyze?
    • The report should cover a specific time period, whether it is a month, day or year, it should be clear what time period you are talking about.
  • Summary 
    • You should also mention the most important results, such as gains or losses and optimizations for the next reporting.

Here’s how you could proceed:

  1. Organize the data 
  2. Use a good software 
  3. Structure your metrics 
  4. Monitoring your data regularly 

Best Practice 

  • Schedule your marketing reports
    • You can set a reminder in the calendar or have the reports generated automatically. This makes it easier to decide when to share the reports. 
  • Get feedback 
    • Ask your team members how the report helped them in their work. In this way, you can optimize your report. This can happen, for example, in the form of a survey with Google Forms.
  • Create your own templates
    • This saves time and you can provide your team with a reliable and predictable report.
  • Most valuable data first
    • The most important data should be at the beginning so that the team can quickly get an overview of the situation.
  • Visualize your data 
    • When you visualize the data, the readers can process it much faster. Therefore, if possible, visual data should be present in the marketing report.

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