When we create digital marketing reports for internal use and evaluation, these are the specific elements we include: website and paid ad analytics, social media stats, a list of work accomplished, and a general summary. This information is useful for gauging success and identifying areas that need improvement.
Like most digital marketers, we rely on Google Analytics. It's robust and offers tons of information. However, not all the information is useful to everyone. We look at the below metrics with month-over-month and year-over-year comparisons. This helps to keep an eye on trends and growth. Below is what we decided to use for our monthly reports.
TIP: Did you know that you can create and export custom Google Analytics reports? Sure can!
In addition to Google Analytics, we also lean heavily on HubSpot's reporting tools. Just like with Google Analytics, we can create custom reports. It's helpful to compare the data between both platforms.
Choose your top three social channels and report on them. You could do more, but usually three is a fair number for solid assessment. We often focus on Facebook, Twitter, and Pinterest. This provides a glimpse into how people are interacting and engaging with the brand.
NOTE: Don't get caught up in the numbers below; these are for example only.
You can take a snapshot of Insights (Example A), create a custom chart (Example B), or use bullet points (Example C).
Example A: Snapshot of Insights
Example B: Custom chart
Example C: Bullet points
You can take a snapshot of the native analytics chart (Example A), create a custom chart (Example B), or use bullet points (Example C).
Example A: Snapshot of native analytics chart
Example B: Custom chart
Example C: Bullet points
You can take a snapshot of the native analytics chart (Example A), create a custom chart (Example B), or use bullet points (Example C).
Example A: Snapshot of native analytics charts
Example B: Custom chart
Example C: Bullet points
Views your Pins get
Views Pins from your website get
People who see your Pins and people who act on your Pins
Did you work on website development, design some collateral, launch a campaign, or create a content offer? Here's the place to list specific items along with a brief description and initial data.
Example:
Below are the tasks that our team accomplished this month.
We use this portion to sum up ways in which our efforts are contributing to the overall marketing plan, goals, and in short, what return on investment was garnered that month. One succinct paragraph is sufficient.
Example:
This month our marketing efforts lead to a 5% increase in website traffic, 6% increase in social media interactions, and 5 new contacts. We believe these actions contributed to this month's sales goals being exceeded by 10%.
And there you have it — a monthly marketing report that's pretty straightforward and easy to track from month to month.
While this report is perfect for digital marketers and marketing departments, often decision-makers, business owners, and board members want a big picture report on how marketing efforts are performing and influencing the bottom line.
For more ideas on creating Monthly Marketing Reports, check out these sources:
If you could use help strategizing and implementing digital marketing efforts (including creating monthly digital marketing reports!), we'd love to help. Browse our services or give us a shout!