Digital marketing report is the mirror of your online business, have you thought about it? So knowing how to create it goes beyond gathering data. And lucky for you, this content will teach you how to create a jaw-dropping report!

Each and every stakeholder must know how to plan their actions and strategies according to the market in which they operate, right? But imagine having all the work of implementing jobs and not knowing what this is bringing in effective return to the business?!

That's what happens to those who don't work with digital marketing reports!

After all, a report not only gathers important data for analyzing the company's results, but also offers opportunities for insights for future actions and strategies.

So, if you want to understand once and for all how to make a digital marketing report worthy of applause, follow the topics of the content that we have prepared for you!


What is a marketing report?

The question that many professionals do not stop to reflect when creating a report is: what is the purpose of this report? What do I want to get from him?

When answering this question, you need to know which data will actually bring the information you need to act, after all a report without a purpose is just a set of isolated numbers.

Although it seems simple, have you ever stopped to really think about what it is and what it means to work with a good marketing report?

Basically, this is a report that gathers data from different marketing sources, which presents the performance of your company's marketing actions.

For this, marketing reports usually contain information such as:

  • Marketing strategy;
  • Market research;
  • Promotions and campaigns made;
  • Email marketing results;
  • Team goals;
  • Expected and achieved results.

In other words, a good report gives you all the data you need to make a decision and act.

What is the benefit of working with regular reports?

By starting to work with regular marketing reports, you can catch up on some very important issues for the proper functioning and health of your business, such as:

  • Justify marketing expenses to business managers;
  • Advocate for a larger marketing budget for financial decision makers;
  • Find out which marketing channels really work for your business and how best to focus on them;
  • Exploit the distribution of resources for marketing purposes;
  • Find points to improve in your marketing strategy.

When you follow a report frequently, you start to have clearer data and create insights that help you better direct your actions and strategies.

This doesn't mean you should use every metric that comes your way, you need to analyze what brings REAL return to your business.

For example, if your focus is to increase the conversion of your leads, it is not enough to analyze the engagement of users on social networks, but how many of these users actually converted in your actions.

Even sharing this information with your team makes the employees responsible for the process clearly visualize the next steps and work in synergy.

What needs to be in the digital marketing report?

Well, if you understand what a marketing report is and how important it is to your business, let's talk about what you really need to have in one?

Today it is impossible to talk about marketing without considering digital. So let's get practical and show you what you should have in an ideal report.

  • Action and campaign goals ;
  • SEO data ;
  • Email marketing data ;
  • Leads and consumers ;
  • Explanations of each achievement or lose.

For that, define very well what are the business metrics and the Marketing metrics.

Then analyze the macro scenario of your business and go to the more specific analyses, identify the worst and the best results (and there's another reason to make regular reports).

Finally, prioritize what actually brings you results and not vanity metrics.

But speaking of the structure of a digital marketing report, you can follow a model like this:

  • A Summary/Highlights page;
  • A description page of your current marketing strategy (Who is the target market? What are the main marketing channels? What growth opportunities are currently being pursued? 
  • Conversion Metrics (Leads per channel, Revenue , Paid leads vs. Organic leads, Cost per conversion for paid channels);
  • Traffic Metrics by Channel and Device ( Bounce Rate ; % New Sessions; Top Pages; Email Campaign Performance; Top Referrers);
  • SEO Overview (Are you optimizing the site?);
  • Blog Leads;
  • PPC campaigns (Cost per conversion, Click through rate, Impressions, Ad spend, ROI);
  • Overview Social Media;
  • Goals and ideas for future campaigns
  • Financial Projections.

In this way, business stakeholders can analyze all current data and future plans in a simple and logical way.

But, of course, break down within your digital marketing report all the data that you consider relevant to your strategy and actions.

The more personalized your report, the clearer it is for you and your business.

Metrics that can't be missing from your report

There are some metrics that cannot be missing from a digital marketing report, such as:

  • Cost per Customer Acquisition, or CAC , which is the amount invested in the marketing strategy ÷ amount of sales generated;
  • Costs per Lead, or CPL , which is the amount invested in marketing strategies ÷ number of users converted into leads;
  • Lifetime Value, or LTV, which is (average ticket x average purchases per customer each year) x average relationship time;
  • Return on Investment, or ROI, which is (revenues generated from sales – total amount invested in the strategy) ÷ total amount invested in the strategy.

But as we told you above, you need to understand which data you should analyze according to what you want to understand.

Customize your report according to your needs, so your business will be well designed and everything will be recorded in an efficient and clear way, only then will your report bring good results.