As marketers, we are constantly bombarded with data: views, clicks, impressions, traffic by channels, user demographics—the list goes on. On top of that, we are drowning in questions from customers and executives: What does all this data mean? Which campaigns drive revenue, and which should be stopped or tweaked? How effective are our marketing strategies? Which channel generates the most traffic?
The answers are there, buried in spreadsheets and dashboards. To uncover them, we need to put all the data together, analyze it, and present the results in a tangible, easy-to-grasp way. The best way to do this is by creating a marketing report.
What Is a Marketing Report
A marketing report is a document or presentation that organizes data from your marketing activities over a specific period, visualizes it clearly, and helps you identify what’s working—and what’s not.
A typical marketing report consists of:
- Key performance metrics like revenue generated, leads captured, or website traffic.
- Budget and ROI (return on investment) for campaigns.
- Audience insights to understand who is engaging with your content.
Many analytics platforms provide built-in tools and templates for creating basic reports. However, for a powerful and convincing report aimed at stakeholders, you may consider more professional options, like a digital flipbook.
Why Share Marketing Reports as Flipbooks?
The flipbook format transforms your static PDFs into shareable, trackable links. You can enhance them with videos, GIF animations, and pop-up images to boost engagement and highlight key data while maintaining a polished, branded look. A report will show the audience you care about them and streamline your communication.
Here’s what it can look like:
Also, by tracking your report you’ll get even MORE data to analyze! Okay, okay, not only that, but you’ll see if your readers interacted with the report and which parts they found the most valuable.
The Benefits of Creating a Marketing Report
Even if you discuss campaigns with your team daily, and you are one hundred percent sure everybody is on the same page, marketing reporting is still an invaluable tool for boosting productivity and nurturing success. Here are just a few benefits it provides:
- Save time and effort: Yes, creating a quality marketing report takes time—but it saves hours of meetings, discussions, and back-and-forth questions while keeping everyone aligned on common goals. It also saves money, helping you quickly identify low-ROI activities and reallocate resources to where they bring the most value.
- Make data-driven decisions: We all make decisions based on a hunch, at least sometimes. But intuition can take you only so far. A marketing report creates a solid base for shaping an effective strategy that delivers consistent, reliable results.
- Prove ROI: Do your clients and stakeholders still see marketing campaigns as a money pit? Demonstrate otherwise by showcasing clear results like leads generated or traffic increased, neatly outlined in your b2b marketing report.
💡Want to see how tracking content helped a client prove their marketing ROI? Read the story here.
- Build connections: Whether aligning sales and marketing teams or gaining clients’ trust, a well-thought-out, comprehensive marketing report helps with both. Sharing goals, expectations, and results ensures everyone is working toward the same objectives. It also enables a faster response to challenges, as an informed team can swiftly identify and address problems.
- Measure KPIs: A marketing report can be a great tool for fostering accountability within your team, as it clearly shows the impact of their actions on the results.
What to Include in Your Marketing Report
The contents of your report will depend on your primary goals, the type of marketing activities you’re reporting on, and your audience. However, there are key elements intrinsic to almost all marketing reports. Including them ensures that your report is informative and easy to read.
🚀 Executive summary: A brief overview of key findings, metrics, and takeaways is indispensable if you’re sharing your report with stakeholders and executives. They’ll appreciate the concise summary, and any discussions based on the report will go much smoother.
🚀 Visuals and charts: Graphs, charts, and icons make complex data easier to understand and interpret. For example, a pie chart displaying a percentage of leads collected through different channels clearly shows which channel is the most effective. A funnel chart showing drop-off rates from visits to conversions can help identify areas for improvement. And don’t forget about the power of interactive content—animating your visuals will boost engagement with your report.
🚀 Objectives and KPIs: Revisiting the campaign’s goals and key performance metrics creates the context for the data and speeds up analysis.
🚀 Key results: An all-around, insightful report contains positive and negative outcomes, along with explanations for both. Only then can the report become a tool for growth, identifying opportunities for improvement and future success.
🚀 Challenges and takeaways: Did the CPL (cost per lead) exceed your budget? Or maybe your paid ads’ CTR (click-through rate) was low despite high impressions? Situations like this are unavoidable, but they provide valuable lessons. Include the next steps in your report to show that the lesson has been learned: for example, narrowing the audience to attract high-value leads or tweaking your copy to drive more clicks.
Marketing Report Types and Examples
You could write your marketing report from scratch, but luckily, there’s an abundance of ready-made templates and examples to inspire you and save time when creating your document. Here are the most common types and some ideas for what to include in your report:
Campaign Performance Report
Marketing report template courtesy of Take Care Creative on Canva
A digital marketing performance report provides an overview of recent marketing activities and their impact on the company’s growth. It’s an excellent way to share results with clients and team members, celebrate successes, and reflect on challenges.
A typical campaign report includes:
- Campaign activities
- Content highlights
- Budget and ROI
- Key takeaways
Designed as the project’s grand finale, a campaign performance report should be both professional and engaging. To give your report a polished look and leave an impression, transform it into a flipbook. This format allows you to incorporate video highlights and animated charts that effortlessly draw attention to key points. Sharing it as a link also provides easy access for your audience.
SEO/Website Analytics Report
Marketing report template courtesy of Andrew Pixel on Canva
Depending on how often you create SEO reports, they can range from a one-page overview to a comprehensive 20-slide presentation. Regardless of the length, an effective website traffic report typically includes:
- Traffic summary
- Keyword rankings
- Conversions
- Backlinks
If your audience includes clients or stakeholders who may not be accustomed to handling complex data, include plenty of graphs and charts. Visuals help simplify metrics, making them easier to understand. Since SEO is always a work in progress, don’t forget to add next steps, outlining how you plan to improve performance further.
Social Media Marketing Report
Marketing report template courtesy of katexlab on Canva
Social media marketing is often characterized by chaotic fun—from silly trends to influencer collaborations. However, adding structure can help you track progress and improve results. Consolidating all your data in one place allows you to identify patterns and maximize the actions that yield the best results. Plus, a social media report is an excellent tool to showcase the value of your efforts to management and clients.
To save time, you can use a pre-designed template like this one from Canva. It includes essential elements such as:
- Performance overview
- Budget analysis
- Content highlights
- Audience insights
- Next steps
For a thorough report, you can also include period-specific goals and competitor analysis.
Marketing ROI Report
Marketing report template courtesy of Impro Studio Canva
As the name suggests, the main purpose of a marketing ROI report is to highlight the financial impact of your efforts. These reports are typically aimed at executives and stakeholders, so focus on presenting results clearly and concisely.
Key elements to include:
- Total spend and revenue generated
- CPL (cost per lead) and CPA (cost per acquisition)
- ROI by campaign or channel
- Budget optimization insights
For audiences who are often on the move, consider sharing your ROI report as a flipbook. This format allows readers to access the report comfortably on any device while providing a professional look and interactivity—such as GIFs highlighting key metrics.
Email Marketing Report
Report example courtesy of AgencyAnalytics
While most email marketing platforms offer dashboards with built-in metrics, turning this data into a report makes it easier to share campaign results with others. Include metrics like:
- Subscriber growth
- Website traffic driven by email campaigns
- Top-performing subject lines
- Conversions
It goes without saying that open rates and click rates belong in your report too, but you probably don’t need a reminder about that!
How to Write a Marketing Report
We’ve discussed the key elements of a marketing report above, but if you’ve never created such a document before, here’s a step-by-step guide to help you get started.
🎯Define the purpose: Are you analyzing market trends, evaluating a campaign, or sharing updates? Who is your main audience—team members or stakeholders? Understanding the primary goal will help you determine the scope of the document and tailor it accordingly.
⚖️ Define key metrics: List the objectives of your marketing efforts, whether it’s growing email subscribers or increasing sales, and the key metrics that measure your results.
🔎 Collect and analyze data: Your data is likely spread across multiple platforms—Google Analytics, CRM, or email marketing tools. Consolidating it in one place will help you interpret the numbers, identify key points, and draw conclusions.
📋 Create a structure: Once you’ve gathered your data and defined your objectives, outline your report. You can create one from scratch or save time by using a pre-designed marketing report template.
✍️ Write the copy: The numbers and charts can speak volumes, but a short, clear caption will help your readers grasp the essence of your report in seconds. Don’t go overboard though, and include only the key points as reading large chunks of text can be tiring, especially on small screens.
🖼️ Choose the right format: While PowerPoint or PDF is a classic choice, a flipbook with interactive features adds a layer of professionalism and is especially effective when presenting to stakeholders.
Key Takeaways
A marketing report is an essential tool for external as well as internal communication and personal professional growth. Done right, it will highlight your successes, pinpoint areas for improvement, and give you a sense of control over your activities.
Make your report concise and visual—this ensures your audience can easily understand the data, enabling faster discussions and decision-making. Lastly, choose the format of your report carefully. When you need to showcase the value of your efforts and leave a lasting impression, a polished, interactive report is an excellent choice.
Reports play a key role in successful communication with clients and executives alike. Do you want to provide a better expeirence with your marketing reports?
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