Marketing Reporting Examples: How to Build and Analyze Marke…

In my role as a marketing professional, I am responsible for making daily important decisions which can have a significant impact on the business I represent. To support my marketing decisions, I use my best judgement to track metrics such as traffic, leads and customers.

The above metrics will help me to create my marketing flywheel and funnel, but a report on marketing helps me to explore and analyze my data in order to make better decisions for my company and team.

They’re not just important for me, but for any marketer who wants to make the right decisions for their company. This article will explain what a report on marketing is, how to create one and show some examples.

Market Reporting

Market Reporting Examples

How to create a marketing report

Create Your Marketing Report Today

Market Reporting

The marketing reports you receive will vary depending on the data that’s being analyzed and their purpose. You can see where traffic is coming from and what they’re doing. They also know how many people converted and when.

Our free HubSpot Academy 20-minute course will help you measure your marketing efforts and maximize success.

To reiterate: Marketing reports inform decisions.

To review the performance of data or to check whether a goal is being met, you would look at your dashboards.

Consider it in this light. A marketing report is akin to scheduling a review meeting. What 30-minute meeting is necessary to discuss something that could have been done via email? I’m not interested.

Reporting on marketing is no different. The reports should be able to help you make a decision or reach a conclusion. This is similar to the way a team meeting can help them decide on a project, or to choose which resources to use.

Marketing reporting can be a valuable tool if it is used correctly.

Examples of Marketing Reporting

You can use hundreds reports to analyze your marketing. You may be asking yourself, at this stage, where to begin and what basic reports you can use to become more familiar with the data that I have been collecting.

Here are five examples of marketing reports to help you get started.

To do so, you will require marketing software like HubSpot Marketing Hub. The software should allow you to manipulate the data in Excel by using pivot tables, other functions and exporting it from your program.

This video and guide will show you the basics of Excel, including how to make pivot tables and create graphs, as well as VLOOKUPS, IF, and VLOOKUPS functions.

As we use HubSpot to create our reports, I will show you how these reports can be created using the Marketing Hub. The data shown below does not reflect actual HubSpot data.

1. Multi-Touch Report on Revenue Marketing

You are a key part of the growth of your business as a marketer. You will never be appreciated and resourced properly unless you are able to directly link your contribution to revenue. Revenue attribution Multi-touch can be used to connect closed gains to each marketing interaction, from the initial pageview to the last nurturing email.

So, marketing executives can make innovative, business-driven investments instead of vanity metrics. Multi-touch revenue attribution can also help align you with your sales staff.

HubSpot users can quickly create reports that show multi-touch attribution. The tool was designed for people to use, and not just data scientists. It also automatically connects each customer interaction with revenue.

Click Add report and then Attribution report. Choose from a set of best practice templates or design your own.

Revenue Reporting

Analyze revenue reports to determine what works and then double-down on that. Examine the results of revenue from various channels to see which ones you have most success with. This information can be used to determine what marketing initiatives to continue investing in.

If you see that Facebook ads are generating a lot of income, then run even more Facebook ads!

Monthly reports on multi-touch attribution are needed to better understand your business’s impact from marketing channels. You should look at other metrics to get a complete picture.

2. The Channel-Specific Marketing Report

Knowing where you get your traffic will allow you to make better decisions when you are investing in marketing channels. If you are seeing strong results from a single source, then it is time to invest in more marketing resources.

You can also invest in weaker channels so that they catch up with your stronger channels. Source data can help you make the right decision.

HubSpot users can break traffic down by source using the Traffic Analytics report. This is found under Reports and Analytics Tools.

You want to understand your traffic even better? Your traffic can be broken down by geographic location. Example: What sources generate the most traffic to Brazil? It is possible to examine specific subsets (such as your blog and your product pages) of your site.

How to analyze channel-specific traffic

Look at which channels perform well. According to your objectives, you may want to focus on visitor data and the conversion rate of leads or customers from visitors. Consider these two different approaches to your data.

• Imagine you have a large amount of traffic coming from one channel but that channel does not help your visitors progress down the funnel. If this is the case, you may need to invest more into other channels or optimize that channel’s conversion.
• Consider how to invest in the most successful channels. You ran a successful campaign to help the channel. A piece of your content that you produced was the catalyst? Think about how to replicate past successes.
• It could be a good time to experiment with a channel you’ve never used before. Consider how to incorporate different channels in the same campaign.

This data can be retrieved weekly to keep you up-to date on the performance of each channel. You’ll know if a particular channel is going downhill before the problem gets too bad or you end up wasting resources.

Weekly data would be ideal, as pulling the report every day may not be necessary. Some channels can take several days before they are effective.

3. Conversion Marketing Report Blogs

The blog has become the best friend of marketers. It’s not just about the traffic that a blog generates, but also how many leads a business can produce. You must therefore monitor the effectiveness of your blog in helping to grow this critical metric.

You can quickly see the number of leads generated daily, weekly or monthly by your blog.

The report will help you to determine which channels are most important for your blog. It can also tell you where more time should be spent on promotion and what your content is doing over time.

HubSpot allows you to create a report on blog leads. Select Top Blog Posts by Contact Conversion. This report displays the most popular posts that contacts view before filling in a contact form.

The Conversion Method for Analyzing Blog Posts

Over time, track how many leads your blog generates.  You can dig deeper into your blog content if you notice spikes.

You will get better results with your blogging and marketing if you run more reports and determine what is working and what’s not.

You should pull this data every month to make sure you are writing the best content possible.

4. Persona Marketing Report: New Contacts

Marketers need to understand their personas, but they must do much more. You need to keep track of how many contacts are added to your database for each buyer persona.

You can use this to determine the accuracy of your buyer personas and your success in marketing them.

For HubSpot to report this, you can plot your contacts according to Create Date. This will show the date that you added each new contact into your database. You can then break your report down by persona.

Analyzing New Contacts By Persona

Have you launched a campaign focused on a specific topic? You focused on marketing your content via specific channels. What actions did you take that resulted in an increase or a decrease of persona acquisitions?

This report will help you to allocate your resources in a more efficient manner for the growth of different segments.

This report can provide insight on how campaigns are affecting new contacts based on personas. It may even reveal a lack of resources allocated to certain personas.

5. The Lifecycle of Funnel marketing Report

You can also segment your database by looking at the appearance of contacts based on their lifecycle stages. You can then see how many subscribers, leads, customers and business opportunities are in your contact database.

These data can help you decide if your business needs to focus on closing current leads, or generating more. This data will give you an overall understanding of the contact quality in your database.

Create a funnel report as a HubSpot client by selecting Funnels in any dashboard. Select the stages you want to show, then select your visualisation.

Analyzing a Funnel of Lifecycle Stages

You will get a clear picture of your prospects’ progress as they go through the purchasing process. This report will help you determine which areas in your funnel need to be improved for more efficiency.

If your report indicates that your leads are being generated but none of them have been converted to MQLs, you should update your program and make it more effective. You can stay informed about the effectiveness of your marketing by pulling monthly reports.

6. Email Marketing Report

If I’m looking to evaluate my email campaign, I look at these KPIs.

• The number of emails sent
• Click Rate
• Unique open rate
• Campaign performance

This allows me to measure the success of my email campaigns and see what content is most effective.

7. Social Media Marketing Report

Your social marketing report should include demographics of the target audience, as well as likes and followers. It also needs to show impressions from your most popular posts, along with reach, engagement, and reach.

Understanding your audience’s demographics will help you create content they would find useful.

If your audience is made up of new business owners and marketers, for example, then you should create content that’s suited specifically to novices.

You can fine-tune a social media campaign based on the content that your audience likes by analyzing comments and other engagement metrics.

You’ll also need to monitor these metrics across all of your social media platforms, including Facebook, Twitter and X.

8. SEO Report

In my SEO reports, I include:

• Search Engine Rankings
• Organic Sessions
• Landing pages for organic search
• Conversions to organic products

The metrics will show you how effective certain keywords are at ranking your content on SERPs. You and your team can then decide which words you want to keep ranking and whether there have been any recent changes to SERP algorithms.

9. Market Report on E-commerce

Social media, Google Analytics and other marketing channels are used to promote e-commerce. The key metrics that you need to track include:

• Bounce Rate
• Conversion Rate
• Transacting
• Pages per session
• Average order value
• Earnings

Create Marketing Report

You can create a variety of marketing reports.

The type of report you choose will determine what data is included. If you are building a dashboard for marketing, the process will be different.

We will discuss the best ways to create marketing reports for your company, your CEO or your customers.

Featured Tool: Marketing Reporting Templates [Download for Free]

Most of your marketing reports will contain a few of the same elements:

The majority of marketing reports contain the following elements:

• Title Which marketing reports are you analyzing? Title your report clearly, whether you are running a campaign report, analyzing quarterly blog performances, or tracking monthly leads. This is especially true if you’re sharing your report with someone outside marketing.
• Reporting Period: The marketing report you create should be based on a specific time frame. The period could be for a few weeks, months or years. When I analyze my data over a period of time, it allows me to compare the performance with previous periods.
• Report summary: The report summary should include the main points, such as your victories, your losses and your goals for the following reporting period. This is the short version of your report.

Let’s now dive deeper into the specifics of your report. Marketing reports that are insightful and valuable recognize the importance of two components: audience and purpose.

Why are you submitting a marketing report?

You should use a marketing report to help make decisions. The content (i.e. the data) of the marketing report is easy to choose. However, it’s how HTML0- you use the data in order to draw an easier conclusion or make a difficult decision.

There are two main reasons why this is the case:

1. It is a waste to perform marketing reporting simply for the purpose of reviewing data.
2. You can use data points to make multiple decisions or draw many conclusions. Therefore, you need to know exactly what to do with the data prior to removing them.

Before you collect any data, determine what the report will be used for. List all data relevant to your decision. You’ll then be able to better determine what data to collect and run reports on.

What is the target audience of your marketing report?

The marketing reports you produce are valuable because they inform so many decisions. These decisions can be made by people from all over your company.

Your marketing report should be written to suit the audience. This could be your CEO, team leader, or department manager.

You can do it in a number of ways:

• Find out what your audience wants. Once you have the data you need to analyze, you will know which decisions they must make. Knowing this helps me to avoid generating reports that my audience won’t read.
• Use their language. There are a lot acronyms in marketing. My team understands what I say, but sometimes my executives and colleagues outside of marketing don’t. When writing your marketing reports, consider the audience and use words that they will understand.

• Do not mix your audiences. It is better to create separate accounts for different audiences if you are creating a report that will be used by a variety of people. If I wanted to make a report for my CEO , and marketing coworkers I would likely create two separate reports using different data and terminology. My audience will be able to concentrate on data and analyses that are most important to them.

Market Reporting Best Practices

Reporting on marketing can consume a lot of time. These best practices will help you to work more efficiently.

1. Plan your marketing reports.

Schedule your marketing reports in advance, whether you want to create a reminder that will appear on your calendar every day or have them run automatically. You can eliminate the need to guess when you should send your marketing reports to their intended audiences and when they will run.

With the HubSpot Reporting Add-on, you can schedule daily, weekly or monthly reports to be sent directly into your team members’ inboxes.

2. Get feedback from your target audience.

Ask for feedback when you are sending out marketing reports. You can gather feedback by asking an open-ended query like “How has this report helped you?

3. Make marketing reports using templates

Consider creating a template for your marketing reports if they will always be the same. You will be able to save time by creating templates and your report’s design can remain consistent.

With these free templates for monthly marketing, can make your reporting easier.

4. Put your most valuable data first.

It is acceptable to have long marketing reports, as long as the information you provide will be valuable for you and your team. You should put the most important data at the top so that your audience will stop reading after they have made a decision.

No one wants to spend the time reading a report and then only use the last page.

5. Visualize as many data points as you can.

Include visuals in your reports when possible. This will not only make your marketing reports more impactful with coworkers or executives but also reduce the amount of time needed to analyze your data.

Include charts or screenshots taken from reporting software (like HubSpot Marketing Hub) to do so. Heat maps can be used to report on the performance of your website.

Click Here to Create Your Marketing Report

Reporting on marketing is an important part of your marketing efforts and your company’s growth. Understanding how effective and efficient your marketing efforts are will help you allocate resources and time more efficiently and to make informed decisions.

Use these examples to get started and then expand on your reports as you collect more data.

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