Discover 6 types of digital marketing reports and the essential metrics to assess in each
With data-driven guidance becoming increasingly crucial, marketing reports play a key role in evaluating a company’s strategy and campaign performance.
Therefore, understanding the different types of marketing reports available is vital for extracting valuable insights and guiding strategic decisions. In this article, we’ll explore the various models, their objectives, and most important performance metrics. Stay tuned!
Why Create Reports Based on Marketing Objectives?
Creating specific reports according to your project’s marketing objectives is important for several reasons, such as:
- assessing the performance of strategies and campaigns against set goals. This provides a clear understanding of which tactics are working and which need adjustment to improve outcomes;
- identifying patterns, trends, and opportunities, allowing marketing professionals to continuously optimize their strategies by directing resources to the activities that yield the best results concerning established objectives;
- having clear insights into performance against goals enables informed and strategic decisions on where to allocate budget, resources, and efforts;
- finally, customized digital marketing reports facilitate the communication of results and progress to stakeholders. This allows teams to clearly demonstrate the value of their activities and contributions to the company’s overall objectives.
In summary, creating reports according to marketing objectives is crucial for ensuring accurate performance evaluation, underpinning decisions, and demonstrating the value of marketing activities to the company or client as a whole.
6 Types of Marketing Reports
By understanding the most common types of digital marketing reports and their applications, marketing professionals can optimize their strategies, maximize return on investment (ROI), and drive business growth.
Here are 6 models and the most relevant information they should contain for strategic analysis. Let’s dive in?
Ad Campaign Report
Starting with ad campaign reports, their goal is to prove the success of client investments.
Beyond tracking Google Ads, Meta Ads, and other platforms in general, it’s important to understand how specific campaigns evolve and yield concrete results for the business.
From the initially applied budget to calculating ROAS (Return On Advertising Spend), several metrics should be considered in this evaluation, such as:
- Impressions;
- Ad clicks and CTR (Click-Through Rate);
- Conversions and Conversion Rate;
- Cost per Click and Cost per Conversion.
For example, in Reportei’s paid traffic reports, there’s the possibility not only to assess the overall result and specific campaigns but also to analyze standout ads, keywords, ad groups, and much more.
Analytics Reports
Focused on analyzing website traffic and the main channels bringing users to it, the Google Analytics 4 report – the primary tool used for this purpose – should display views, visitor engagement, and conversions generated from different strategies.
One of the most important points is understanding the most relevant traffic sources for the strategy and where to apply team efforts, whether to increase visits or events on the site.
It’s worth noting that generating good Analytics reports requires a well-configured tool, with defined events and goals. It should also be integrated with other platforms, such as Google Ads and Search Console.
Social Media Report
Social media is a significant source of audience engagement and customer attraction for the brand. Whether on Instagram, TikTok, or Twitter, for example, it’s crucial to evaluate metrics like follower growth, reach, and engagement – likes, comments, and shares on posts.
Along with this, a report focused on social media should consider the individual performance of the posts that engage the most, as they will guide future content planning.
Inbound Marketing Report
This type of marketing report considers all results impacting your strategy and generating business opportunities for the company. Therefore, it will highlight bottom-of-funnel results first, from the marketing automation tool or CRM used.
After all, focusing on opportunity generation and sales helps understand which channels are most relevant to the project, what types of actions increase lead conversions, and how these data can contribute to future success.
Notably, Reportei has a specific inbound marketing report model that works with presentation from the inverted funnel, helping to tell a story from the bottom to the top of the funnel, always highlighting the most important metrics.
Email Marketing Report
Whether within a complete automation tool or a specific email dispatch platform, this report type should also be considered if lead nurturing is an important point in the project.
In this case, metrics such as open rate, clicks, and even bounce rate of campaigns should be evaluated to define strategies that work better and those that need improvement to increase email interactions.
SEO Report
Finally, it’s worth mentioning the SEO report as an extremely important model for those working with organic traffic and seeking better positions on Google.
Thus, the model should integrate information from Analytics and Search Console, to show not only impressions and clicks but also average positioning and CTR.
From this, it’s possible to evaluate the organic performance of each page and the main keywords directing to the site, aiding in making optimizations and content production more strategic.
Generate Customized Marketing Reports with Reportei
Regardless of the type of marketing report you need for your project, Reportei offers all the resources to customize the model and
analyze results according to your needs. Thus, you can:
- include, exclude, and rearrange metrics or channels;
- add analyses in text, images, or videos, complementing the information with your interpretation of the data;
- create marketing funnels showing how metrics impact the main result of each network;
- perform analyses with artificial intelligence, optimizing time and making better decisions in the routine; and much more!
Take advantage of a free 3-day trial on our platform, get to know the marketing report models, and choose or create the one that best fits your project’s objectives!
