A good marketing report helps you decide what to do next. A bad one is a page of charts that nobody reads. Here is what we think a useful report should include.
Leads, not just traffic
Visits matter only if some of them become calls, forms or messages. Look for the number of enquiries and where each one came from.
What you spent and what it returned
For paid campaigns, you should see the spend, the cost per lead and what changed during the month. If the cost per lead rises, the report should say why.
Rankings and top pages
For SEO, check where you rank for the keywords you care about and which pages bring the most visitors. Look for movement over several months rather than day to day changes.
Social and content performance
Reach and engagement are useful when you can see which posts performed best, so you can make more of them.
A plain list of what was done
You should always know what work was completed. A short list in plain language is enough.
A plan for next month
The best reports end with priorities, tests to run and anything the team needs from you.
Want to see how we report? Read about our digital marketing approach.