Best Marketing Reports Examples and Templates

For effective tracking of digital marketing activities, there should be a properly configured marketing reporting system that shows the necessary KPIs in clear and understandable way. This approach allows evaluating the success of advertising campaigns at a glance.

Needless to say, marketers are always in need of automated dashboards with up-to-date data. That's why, in this article, we share examples of marketing reporting that can make difference in your work.

For marketers, a report is often either a page in a spreadsheet or a dashboard in one of many visualization services. It allows you to use previously collected data to answer specific questions.

To provide it, you need to:

• collect and structure your marketing and business data;
• define metrics;
• regularly check the relevance and quality of your data;
• use a service to create your marketing reports.

To avoid the well-known end-of-the-month syndrome, a burning keyboard, and convulsive attempts to collect data into a report, let’s figure out what types of marketing reporting there are. Most often, reports are compiled:

• annually
• monthly
• weekly
• daily
• on demand

It’s worth noting that annual, monthly, weekly, and daily marketing evaluation reports are most often prepared in the form of dashboards, while on-demand reports are usually assembled using spreadsheets.

Different reports are required at different times, for different purposes, and for different people. Ideally, you should be prepared for everything in advance.

Note: Before you begin to create dashboards, be sure to determine the main metrics that are important for your business. After determining the metrics that are significant for you, start collecting and merging the data itself. However, be aware that it's about collecting all marketing data in a single convenient strucutre from the website, Excel documents, Google Sheets, ad services, Google Analytics, CRM and call-tracking systems. Get up-to-date and unified data ready for further segmentation and reporting with OWOX BI.

Annual reports such as marketing strategy dashboards are required by CMOs and CEOs. These reports focus on the overall performance of your department, your strategy, and your goals for the past year.  In the screenshot below there's an example of the Performance report which is used to optimize the sales funnel and find the channels that perform best at a particular stage.

Such a dashboard helps to keep track on the fulfillment of the digital sales plan as it displays the KPIs of ad campaigns and compares them to the previous year's plan and results. That means, marketers can regularly monitor the dynamics of indicators and quickly make changes to ad campaigns to achieve their goals.

Moreover, with the help of this kind of report marketers can find bottlenecks in a funnel: 

• see how users go through it and at what stage they most often leave it.
• how many online orders are eventually redeemed.
• what the proportion of the first and repeat purchases is.

Unlike annual reports (which are general) and weekly reports (which are detailed), monthly reports provide an overview of information for the period of a few weeks that’s required for marketing insights. Like, if in a weekly dashboard one channel brings the most leads, this doesn’t necessarily mean these leads will be of high quality (at least a couple of weeks need to pass before you can find out the actual results).

As an example, by using an E-commerce marketing performance report on a monthly basis, marketers can track their monthly marketing and sales plans to show effectiveness in terms of metrics that are of interest to their company (ROI, CRR, revenue, etc.).

• How do users from different traffic sources behave? 
• How much does it cost to attract them? 
• What profit do they bring in? 

A monthly dashboard answers these (and more) questions and helps to optimize the marketing budget.

With the help of monthly dashboards, it's easy to analyze the effectiveness of ad campaigns since marketers can quickly find out what share of profits are generated by various brand and non-brand campaigns. 

It's also possible to compare the conversion and ROI of advertising campaigns separately for Facebook or any other sources and analyze conversion data from organic traffic to assess the effectiveness of site optimization.

Thanks to weekly traffic monitoring, you won’t miss any “trouble” that can affect the results of your department. Data collected over the course of a week helps you make decisions that affect monthly progress and form the basis for future decisions.

One example of weekly marketing reporting is evaluating the performance of paid traffic channels. By applying such a report, marketers are able to analyze statistics from Google Ads, Facebook, and other advertising sources on one dashboard. 

Say no to switching between reports or manually summarizing data in Excel and Google Sheets, by having a report like this, it's possible to compare the effectiveness of advertising channels on a go.  

By using weekly marketing reporting marketers can compare the efficiency of sources, the profits, costs, displays and clicks, CTR, and ROAS of all traffic sources and draw conclusions about their payback. Thanks to applying such a report, it becomes easy for marketers to find out which sources work best, where they need to invest, and where they shouldn’t waste their budget.

Daily marketing reporting helps marketers to make fast, data-informed decisions, allowing them to react in almost real time to any errors. With daily checking, it's also possible to track small experiments and notice problems (website errors, unavailable items, etc.) before they grow into global difficulties. In addition, daily tracking allows you to be confident in your numbers and know the current state of affairs.

Of course, the results of one day don’t affect the results of an entire advertising campaign. However, changes over several days in a row can show a trend. Although you shouldn’t get too attached to daily reports, it’s a good practice to check the most important metrics every day. For example, marketers can monitor the analysis of advertising campaigns based on item availability report and quickly see the proportion of visits from paid sources in which users land on out-of-stock goods.

Analyzing traffic sources based on merchandise availability helps marketers to respond faster to the causes and reduce losses.

Otherwise, the situation could be like this: marketers spend money attracting an audience, but when a user gets to a product card, the item may not be available, meaning that all money spent on this ad campaign goes down the drain.

If you want to get all the mentioned above dashboards and get more reports of various complexity, visit the OWOX BI dashboard gallery. There are lots of different and complex templates for marketing reporting that you can receive in a few clicks. Get reports of any depth, compare the effectiveness of marketing channels, and make timely decisions with the OWOX BI service.

Impact of online advertising on offline sales report

Learn how your online marketing affects sales in physical stores. Find out which campaigns and categories of goods bring more purchases offline and which bring more online. This information will help you manage your marketing and budget more effectively, increasing your overall sales and profit.

E-commerce dashboard. Item position effectiveness report

Learn how to properly position items on the website to increase conversions and the average check size.

Facebook advertising dashboard template

Analyze the core KPIs of your Facebook campaigns on one dashboard. Find the most effective campaigns and smartly allocate your budget.

Microconversion report

This OWOX BI dashboard will be useful for both marketers and development teams. It allows you to quickly detect and fix website conversion problems.

Digital marketing dashboard

Analyze campaigns from Google Ads, Facebook, and other advertising services on one dashboard. Compare campaign performance and optimize your marketing budget.

Marketing dashboard. Landing page effectiveness report

Find out which items and categories are more profitable to promote and which landing pages best convert visitors to buyers. Evaluate the effectiveness of advertising channels for various categories and landing pages to efficiently plan your budget and increase sales.

As it's a typical situation for marketers to show better performance with fewer resources, we highly recommend applying templates of dashboards to your regular marketing reporting. With handy templates like those we've mentioned above, it's easy to get a holistic view of marketing performance. And, what's most important, applying such templates can save your time and resources, meaning marketers will have more time to actually analyze the obtained data and get useful insights.