Have you been trying to write a digital marketing report?
If you’re wondering what you need to measure when it comes to reporting in digital marketing you should read on. Analyzing the results we’ve obtained is the last step for any marketing campaign or action we’ve carried out. It’s one of the most critical given that it gives us insight into the reach our efforts have had, and above all if they’ve achieved the objectives we set at the beginning. We need to share all this information with the client and, to do so, we usually create a performance report.
Our ideal structure and the one we tend to use in our reports is the following:
- Overall campaign results
When the client receives the campaign performance report, they’re generally wondering how it went. Therefore, this should be our jumping-off point. As this is the most crucial part of the report, it should come first.
Try to make sure that the person reading the report has it clear how the campaign is going in the first four or five slides, as a maximum.
2.Results by channels used
Today, it’s customary to carry out multichannel actions where we use social media, websites, Paid Media, and more. It’s interesting for the client to know to what extent each channel contributed to achieving the goals set at the beginning of the campaign or action. Should you find this of interest, you can include this information at the beginning of the report. A table with a breakdown by channel and the corresponding data will suffice.
3.What was done?
The client’s familiar with the campaign you’ve executed, so you don’t need to go into too many specifics in this sense. Use bullet points to list the different actions you’ve carried out to refresh their memory, and that’s it. If you desire, you can break it down by channel or areas if it makes it more transparent: SEO, web, design, social media, etc.
4.SEO/SEM
If the campaign includes SEO/SEM actions, we recommend including the results you’ve obtained in the final report. Remember to have the objectives present and explain how these channels have played a part in the results we’ve gotten.
5.Paid media traffic
In the same way, if we’ve run Paid Media campaigns (Google Ads, Facebook Ads, and so on), we should include the results we’ve achieved in terms of our objectives. Include the main KPIs (key performance indicators) and put the rest in an appendix or a specific report that’s linked to this one.
6.Conclusions
Make a brief assessment of the campaign in a summary format with the objectives in consideration. Use bullet points to highlight three or four essential aspects.