Deciding on what to put in your marking report can be a struggle. You don’t want to cram too much information where it becomes unengaging and useless stats are included, but you don’t want too little information where the client still doesn’t know what has happened even after reading the report.
Here are the top things to include in your monthly marketing report to make sure you have a rounded report with the relevant information for you or your client:
User and session stats
It’s important to know how many users are visiting your site and if this number is increasing or decreasing. This can also help you know when it is the most popular time for your customers/audience to make purchases or browse your site. Having these stats can also help you or your client see how your SEO is performing, and if you have been working on the SEO, this will help you see if it has been successful and give you a pointer on whether you should continue or try something new/different.
Engagement
Engagement metrics will allow you to see if your visitors are engaged and even for how long they are engaged for. Having lots of visitors does not always mean that the audience is finding the content useful or suitable; that is why reporting on engagement is also very important. If your engagement is low, then you can maybe start to think about ways to make your site more engaging and relevant to your audience/customers.
Conversions
This is probably one of the most important metrics that you need to include in your reports; it’s also one of the most important metrics that your client will look at. Conversions show how many visitors of the website have converted from the website, whether that be a phone call, email or filling out a form. Conversions effectively means new business, and this is what most business are trying to achieve.
Channel breakdown
this allows you to see what channels are doing the best in terms of sessions, users and conversions. This is very useful as you and your client can see what channels aren’t doing so well and where they may need some extra attention or if the channel is really not performing at all, it may need to be stopped completely.. It will also help you to see what channels and doing well.
Organic stats
it’s so important to include organic stats as well as overall stats. This will allow you and your client to see how SEO efforts are going and see if improvements need to be made.
PPC (pay-per-click) stats
If you are running pay-per-click, then it is also essential to report on these stats. With PPC, a lot of the time, it is trial and error. So try out different ads and see which one does best; if you dont include this in the report, then there is no way in being able to see this and also being able to show your client why you have made a decision or want to propose a different strategy to them. Report stats are your backup.
Paid social media
Similar to PPC, if you are running paid social media for clients, they will also want to see the results from this, and it is also useful to you to see if your efforts are making a difference and if anything needs to be changed.
Email stats
Again, if you’re running email marketing for your client, it is also essential to report back on the stats on these (sends, opens, clicks, unsubscribes). With email marketing, it’s really helpful to look at the stats as you are able to see if readers are engaging with the email, and if not, then you can change the email template and test it out to see if it does better, however, you can only see this if you look at the stats and your client will also want to see the stats before making a decision like that.
Reporting is an important part of marketing and can really help with the results of your marketing efforts. Above, I mentioned the main and most important things to include in your marketing report however, this doesn’t mean that you cant include extra information that you think may be useful or your client may request; all reports won’t be the same and depending on the client will effect how much or what information is in the report.
If you need assistance with reporting, then please contact us. We are happy to help; we have vast experience with reporting and a highly skilled team.
