{"id":28188,"date":"2023-03-01T14:11:00","date_gmt":"2023-03-01T17:11:00","guid":{"rendered":"https:\/\/servidor.reportei.com\/?p=28188"},"modified":"2023-03-01T14:25:17","modified_gmt":"2023-03-01T17:25:17","slug":"10-important-metrics","status":"publish","type":"post","link":"https:\/\/reportei.com\/en\/10-important-metrics\/","title":{"rendered":"10 important metrics to include in any marketing report"},"content":{"rendered":"

Learn which funnel-top, middle, and bottom metrics to include in any report.<\/strong><\/h2>\n

When reporting on your digital marketing projects, you may wonder which metrics to add, what data to prioritize, and where to place your insights on the next steps.<\/span><\/p>\n

Although you\u2019ll have to consider that each client comes with their own objectives and might hire different services, there are highly effective ways of organizing your reports. Then, you can get the decision-maker involved and the decision-maker and draw their attention to the most relevant metrics results.\u00a0<\/span><\/p>\n

Here\u2019s an article with the 10 most relevant marketing metrics and a few handy tips on reporting them to clients in meetings. Keep reading!<\/span><\/p>\n


How to create relevant reports for clients<\/strong> <\/span><\/h2>\n

First, let\u2019s talk about how to create reports that convey more than results. Reports with data for strong storytelling to engage clients in project strategies.\u00a0<\/span><\/p>\n

Reporting is, after all, crucial for managing expectations, extracting insights, and proposing ideas.\u00a0<\/span><\/p>\n

So, metrics are more than just numbers to show growth or decline. They should also tell a story in context, with main events and hooks for the following chapters.<\/span><\/p>\n

We recommend using the inverted funnel template for storytelling presentations. We left an exclusive topic in our Data-Driven Analyst course for that technique about presenting the inverted sales funnel to decision-makers.\u00a0<\/span><\/p>\n

In other words, when presenting reports, prioritize the most relevant data and then get into the story, highlighting the factors contributing to your results.<\/span><\/p>\n


The 10 most important marketing metrics<\/strong> <\/span><\/h2>\n

When it comes to the inverted funnel report format, there are 10 important marketing metrics. Here are the main ones for the bottom, middle, and top.<\/span><\/p>\n

Funnel-bottom metrics<\/strong><\/h3>\n

When creating and analyzing reports, funnel-bottom metrics are where to start. Those metrics are relevant to the client\u2019s goals and will engage them throughout the presentation.<\/span><\/p>\n

Of course, every project has its goals, but keep in mind that the purpose of digital marketing is business growth.<\/span><\/p>\n


1. Opportunities and Sales<\/strong><\/h3>\n

The first metric to analyze in a report should contemplate the main goal of the business and project.<\/span><\/p>\n

For Inbound Marketing, goals are usually set according to business opportunities within a period. Those are the hot leads the clients\u2019 sales teams should approach.<\/span><\/p>\n

But since the sales purchasing process works differently for e-commerce, the focus can be on sales. The most important thing to remember is that your reports should be created according to the project\u2019s leading goal.\u00a0<\/span><\/p>\n

Don\u2019t forget to track the lead-to-opportunity and opportunity-to-sales conversion rates. That data helps you optimize your strategy to get better funnel bottom results.<\/span><\/p>\n


2. Ad Conversions<\/strong><\/h3>\n

In paid media projects, the background campaign metric conversions are the ones you want to watch. Since clients invest money in channels like Google Ads and Facebook Ads, they\u2019ll want to know if they\u2019re getting results.<\/span><\/p>\n

So make sure you leave room in your report for the number of sales, opportunities, and contacts coming from your Ads, channels with the most potential, and the conversion rates of each campaign.\u00a0 <\/span><\/p>\n


3. ROAS<\/strong><\/h3>\n

The Return on Advertising Spend (ROAS) complements the data on ad spend and shows the amount of revenue from ads.<\/span><\/p>\n

So it\u2019s a great metric for gauging whether your paid media campaigns are efficient, and you can plan where to apply your digital marketing investments.<\/span><\/p>\n