For optimal positive impact on your digital marketing strategy, marketing reporting must be comprehensive. Some components of good marketing reports include:
1. Campaign performance metrics. Create a picture of the strengths and weaknesses of a campaign with visual elements that demonstrate key performance indicators. Compare the current performance of the campaign to benchmarks, such as agency average campaign performance or the performance of the specific campaign over a previous period.
2. Audience insights. Highlight information about the campaign audience, such as when they are engaging or what types of behavior is common. For example, if a landing page is driving newsletter signups but no clicks on the service offer, the offer may need to be reworked.
3. ROI analysis. Ensure that marketing reports make it possible to verify efforts are driving value.
A holistic view of marketing efforts requires quantitative and qualitative information. Marketing reports shouldn’t simply be a spreadsheet full of numbers.