15+ Types of Marketing Reports And When To Use Them

Your agency probably cranks out marketing reports like clockwork. Some help you close deals. Others keep your sales team aligned. But too many agencies still spend hours pulling marketing data, formatting PDFs, or guessing which report to send when.

This guide cuts through the noise! We’re breaking down 10+ types of regular marketing reports, showing you when to use each, what to include, and how to streamline your client reporting process. 

You’ll save time, reduce client confusion, and free up resources to focus on the strategic work that drives growth. 

Why Different Types of Reports Matter At Different Times

Modern marketing reporting goes beyond sharing key metrics; it’s about aligning your marketing reports with your client’s specific business goals and delivering them at the right time. 

For example, a weekly marketing report helps your digital marketing team catch underperforming advertising campaigns before they drain the budget. A monthly report gives clients a high-level view of campaign performance across various marketing channels like Google Ads, SEO, and email. And a quarterly marketing report? That’s your proof that your marketing strategy is working—helping you justify budget increases or pitch expanded services. 

Use the wrong report at the wrong time, and you risk missing the story in the data–or worse, frustrating your client. Maybe they needed a quick update for a stakeholder meeting, and you sent a full digital marketing report with 30 slides. Or maybe your general marketing report buried the campaign performance they actually care about. Either way, the message gets lost.

The better your timing, the more valuable your insights will feel. That’s what builds trust, drives retention, and sets the stage for growth.

Types of Marketing Reports

To make your reports count, you need the right format for the right moment. 

Here’s a breakdown of the top marketing reports every agency should have in its toolkit, when to use each one, and what metrics to include.

1. Social Media Marketing Report

Clients want to see more than likes and followers. A social media report shows how your client’s content performs across different social media platforms and ties it back to business goals like website traffic or conversions. A social media marketing report is a must-have for agencies managing daily content marketing or paid social campaigns, especially when clients are testing new creative or launching promotions. And you're going to have a dynamic career that gives you purpose

When to use it: Weekly or monthly

What marketing metrics to include in a social media report:

• Content performance per social media platform (e.g., Instagram, LinkedIn, Facebook)

• Engagement metrics (clicks, shares, saves, etc.)

• Top-performing posts

• Audience growth and demographics

• Traffic from social to website (via Google Analytics)

Access our ready-to-use social media reporting template or start building your own now with a 14-day free trial of AgencyAnalytics.

Related read: The Essential Social Media Reporting Guide 

2. SEO Marketing Report

Search Engine Optimization (SEO) doesn’t deliver overnight wins, which makes transparent reporting essential for keeping clients confident in the long game. An SEO marketing report connects the dots between your optimization efforts and real business impact, showing how keyword rankings translate into traffic, leads, and sales.

It’s also your opportunity to reframe the narrative. Instead of chasing vanity metrics, you’re guiding clients toward key marketing goals like higher-quality traffic, improved conversion rates, and lower customer acquisition costs. Use it to spotlight wins, flag slow-moving content, and identify new keyword opportunities worth investing in.

When to use it: Monthly or quarterly

  What marketing metrics to include in an SEO report:

• Keyword performance (rankings, impressions, CTR)

• Backlink acquisition and domain authority

• Organic traffic trends

• Conversion data tied to SEO traffic

• Insights from tools like Google Search Console and SEMrush

Start building your own SEO reporting template now with a 14-day free trial of AgencyAnalytics. 

3. Email Marketing Report

Email often plays a behind-the-scenes role in digital marketing, but when done right, it quietly drives some of the highest ROI across all channels. An email marketing report helps your agency prove the impact of every subject line, automation, and A/B test by tying engagement metrics directly to campaign performance and conversions.

Use it to show which emails are moving the needle, which segments are most engaged, and where content or timing needs work. It’s essential for agencies managing newsletters, onboarding flows, or product promotions, especially when clients need proof that their list isn’t just growing but actually converting.

When to use it: Campaign-based or monthly

What marketing metrics to include in an email report:

• Open rate, click-through rate, click-to-open rate

• Unsubscribe rate and bounce rates

• Conversions and revenue from emails

• Top-performing subject lines and CTAs

• Audience segmentation performance

Leverage our ready-to-use email marketing reporting template or create your own with a 14-day free trial of AgencyAnalytics. 

Related read: What Makes a Great Email Marketing Report 

4. PPC Marketing Report

Paid advertising moves fast, and so do the budgets behind it. A PPC marketing report gives your clients the clarity they need to see what’s driving results, what’s wasting spend, and where your team is actively optimizing.

Instead of just listing clicks and impressions, this report turns ad performance into actionable marketing insights. Highlight which campaigns are hitting KPIs, which audiences are converting, and what changes are on deck to improve performance.

It’s a go-to for agencies managing Google Ads, Meta, or LinkedIn campaigns and a must-have for cross-channel paid strategies where spend is split across platforms. When used correctly, this report doesn’t just justify the invoice; it opens the door to bigger budgets! 

When to use it: Weekly or monthly

What marketing metrics to include in a PPC marketing report:

• Ad spend and Cost-Per-Click breakdown

• Click-Through-Rates and conversion rates

• Campaign-level and ad group performance

• Return On Ad Spend (ROAS) and Cost-Per-Acquisition (CPA)

• Keyword and audience performance

Check out our ready-to-use PPC reporting template, or make your own now with a 14-day free trial of AgencyAnalytics. 

5. Web Analytics Report

Your client’s website is the hub of their digital marketing efforts, and this report shows how well it’s doing its job. A web analytics report reveals what’s attracting traffic, engaging visitors, and driving conversions.

It’s your go-to after a site launch, new landing page rollout, or major content campaign. Use it to pinpoint which sources deliver quality traffic, which pages are underperforming, and where users drop off in the funnel.

For agencies handling SEO, paid ads, or ecommerce, this report turns raw traffic data into a roadmap for smarter optimizations. It helps your clients understand the “why” behind website performance—not just the “what.”

When to use it: Monthly or after significant site changes

What marketing metrics to include in a web analytics report:

• Website traffic metrics (sessions, users, bounce rate)

• Traffic sources (organic, direct, referral, paid)

• Top-performing pages and conversion paths

• Device and location breakdowns

• Funnel drop-offs and opportunities

Snag our ready-to-use web analytics reporting template or build a custom one yourself with a 14-day free trial of AgencyAnalytics. 

6. Content Marketing Report

Content marketing plays a massive role in attracting traffic, building trust, and fueling long-term growth. A content marketing report gives credit where it’s due—by tying your blogs, landing pages, and lead magnets to outcomes like SEO improvements, lead generation, and pipeline impact.

Use it to show clients which pieces are ranking, which content drives conversions, and where there are gaps worth filling. It’s especially useful for agencies managing SEO-driven content strategies, content hubs, or clients investing heavily in long-form or gated assets.

When done right, this report helps you move the conversation beyond vanity metrics and focus on content’s true impact on the bottom line.

When to use it: Monthly or campaign-based

What to include in a content marketing report:

• Traffic performance by content type or asset

• Keyword rankings tied to content

• Time on page and bounce rates

• Content-driven conversions or leads

• Engagement metrics (social shares, backlinks, comments)

Start building your own content marketing report now with a 14-day free trial of AgencyAnalytics. 

7. Ecommerce Marketing Report

For ecommerce clients, every marketing activity matters because every click, ad, and email has a direct line to revenue. An ecommerce marketing report pulls together performance data across all your client’s marketing channels (email, PPC, social, influencer) to show what’s driving sales, repeat purchases, and customer lifetime value.

It’s more than just tracking product sales; it helps clients see which campaigns are paying off, where customers are dropping off, and what needs to change. Use it to guide smarter decisions around spend, targeting, and promotions without relying on guesswork.

Whether you're optimizing seasonal offers or testing new ad creatives, this report gives you and your client the clarity to move fast and scale what’s working.

When to use it: Weekly or monthly 

What to include in an ecommerce marketing report:

• Revenue by channel (organic, email, PPC, social)

• Cost Per Acquisition and ROAS

• Conversion rates by campaign

• Product-level performance

• Customer Lifetime Value and repeat purchase rates

Create your own ecommerce marketing report template now with a 14-day free trial of AgencyAnalytics. 

8. General Digital Marketing Report

Some clients want the big picture without getting lost in the details. A general digital marketing report gives them just that: a clean, high-level overview of how all your marketing efforts are working together to drive results.

It pulls performance data from every major channel (SEO, email, PPC, social) and distills it into a narrative that makes sense. This is the report you send to decision-makers who care about outcomes, not platform metrics. It keeps the focus on ROI, momentum, and next steps.

Use it to show your value, reinforce your strategy, and turn monthly updates into long-term partnerships.

When to use it: Monthly or quarterly

Key marketing metrics to include in a digital marketing report:

• High-level campaign performance

• Top-performing marketing channels

• Overview of SEO, email, PPC, and social metrics

• Key takeaways and next steps

• Comparisons to past periods or benchmarks

Build your own customized digital marketing report with a 14-day free trial of AgencyAnalytics.

Types of External Reports

While your marketing reports keep clients informed and campaigns on track, external reports serve a different purpose: they shape perception, drive decisions, and often set the tone for your agency’s entire relationship with a client or prospect.

External reports are your agency’s front line; they’re what clients, prospects, and stakeholders see. These reports must be clean, professional, and packed with relevant data without overwhelming the reader. When used correctly, they reinforce your agency’s value, build trust, and open the door to deeper partnerships. 

Let’s take a look at some popular types of external reports you might send to clients regularly: 

9. Client Report 

The client report is the report most agencies live or die by. It’s usually your monthly marketing report that pulls everything together. It combines all your specialized reports (SEO, PPC, email, social, and more) into a single, digestible format tailored to the client’s goals. It highlights what matters most, filters out the noise, and gives clients a clear view of how your agency is helping them grow. 

When to use it: Monthly or campaign-based

What to include in a client report:

• High-level summary of campaign performance

• Key marketing metrics by channel

• Wins, challenges, and next steps

• Plain-language insights and context

• Branded visuals and white labeled formatting

Build a custom client report in as little as 11 seconds! Sign up for your 14-day free trial of AgencyAnalytics. 

10. Annual Marketing Report

This is your agency’s year-in-review—the big picture. It wraps up 12 months of marketing efforts into a single narrative that shows progress, momentum, and results. It also helps clients plan future budgets and make strategic decisions about next steps.

Use this report to recap wins, uncover new opportunities, and prepare for bigger conversations about growth.

When to use it: End of year

What to include:

• Summary of yearly marketing activities

• Year-over-year performance comparisons

• Major campaigns and outcomes

• Budget utilization and ROI

• Strategy recommendations for the next year

11. Ad Hoc Report

Not everything fits neatly into a weekly or monthly reporting cycle. Campaign launches, PR pushes, sudden traffic drops, or major shifts in platform performance often demand immediate insight, and that’s where ad hoc reporting comes in.

An ad hoc report allows your agency to respond in real-time with focused, actionable data. It’s your way of saying, “We’ve got eyes on this,” and showing clients you’re not just reacting, but leading.

Use it to investigate anomalies, spotlight quick wins, or support urgent decision-making without waiting for the next scheduled report.

When to use it: As needed—typically outside the regular reporting cadence

What to include:

• Context: what triggered the report

• Focused performance data

• Key insights and implications

• Recommended actions

• Optional comparison to baseline or past periods 

12. Client Proposal

A strong client proposal sets the tone for the entire agency/client relationship. It’s your agency’s first real chance to prove you get it and that you’re not just another vendor.

More than a list of deliverables, a client proposal is a trust-building tool. It positions your agency as a strategic partner from day one, shows the ROI potential of your work, and lays the foundation for long-term collaboration. When done well, it moves the conversation from cost to value before a contract is even signed.

When to use it: Before starting work with a new or existing client

What to include:

• Client goals and pain points

• Recommended services and timelines

• Scope of work and pricing

• Expected results and KPIs

• Case studies or past marketing report examples

Start building your own branded proposals now with a 14-day free trial of AgencyAnalytics. 

Related reads:

• How to Write a Client Proposal That Lands More Business 

• How to Create a Winning SEO Proposal 

• Winning Strategies to Craft a Captivating Digital Marketing Proposal

13. Performance Benchmark Report

It’s one thing to show clients results, but another to give clients context on how they stack up. A performance benchmark report answers that question by comparing a client’s marketing performance to relevant industry standards, competitor data, or internal averages.

This type of report reframes the conversation: it moves beyond reporting outcomes to show context, identify gaps, and uncover strategic opportunities. 

Whether you're pitching a new client, presenting a quarterly review, or justifying a budget increase, benchmarks give your insights added credibility and make your recommendations harder to ignore.

When to use it: Quarterly, annually, or during audits/proposals

What to include:

• Snapshot of current marketing performance

• Industry, competitor, or internal benchmark data

• Strengths and areas for improvement

• Gap analysis tied to business goals

• Clear strategic next steps

Want to instantly see how your clients’ campaigns stack up against industry benchmarks? Use AgencyAnalytics’ insights feature to access real-time performance comparisons and deliver smarter, data-backed recommendations. 

Types of Internal Reports

While external reports shape how clients view your agency, internal reports shape how your agency runs. They keep your team aligned, your operations scalable, and your strategy focused. 

This next section covers the types of internal reports that help agency leaders make smarter decisions faster without getting bogged down in day-to-day noise.

14. Operational Report

Operational reports are the agency equivalent of a health check. They show how projects progress, where capacity might be stretched, and which internal processes need attention.

For growing agencies, this report keeps leadership proactive, not scrambling to fix problems after the fact.

When to use it: Weekly or monthly

Important metrics to include:

• Project timelines and current status

• Resource allocation and team capacity

• Workflow or efficiency metrics

• Platform/tool usage

• Departmental highlights, risks, or blockers

15. Financial Report

Even the best marketing campaigns don’t mean much if the numbers aren’t working! Financial reports help agency owners and managers track revenue, expenses, profit margins, and overall financial health. 

Use this report to make decisions about hiring, pricing, client retention, and investments in new tools or services. This is your internal scoreboard, revealing whether you're growing sustainably or just spinning your wheels. 

When to use it: Monthly or quarterly

Important metrics to include:

• Revenue by client, project, or service

• Expenses (tools, labor, overhead)

• Profit and loss summaries

• Forecasts and cash flow projections

• Budget vs. actual spend

16. Progress Report

When to use it: Project-based, bi-weekly or monthly

Whether it’s a rebrand, a website launch, or a major paid advertising campaign, progress reports keep everyone in the loop. They help track progress toward project milestones and flag issues early. These are great for internal use but also work well for keeping clients updated on non-recurring or complex projects.

What to include:

• Current status of key deliverables

• Completed and pending tasks

• Blockers and risks

• Updated timelines and ETAs

• Resource needs

17. Quarterly Report

Quarterly reports zoom out to show how your agency is performing against strategic goals. Think of them as a reset point, where you reflect, realign, and refocus your marketing efforts. This is where you step back from day-to-day metrics and take a look at how far you’ve come and where you’re headed next.

When to use it: Every three months

What to include:

• Marketing performance summaries

• Key wins and challenges

• Department-level updates

• New initiatives, experiments, or tools

• Goals for the next 90 days

18. Incident Report

When to use it: As needed

Things go wrong. An incident report is how you document what happened, what was impacted, and how you’ll prevent it in the future. Whether it’s a reporting error, campaign misfire, or client communication issue, this report protects your team and builds accountability. When handled well, an incident report earns the trust of your team and your clients.

What to include:

• What happened and when

• Who was involved or impacted

• Root cause analysis

• Corrective action steps

• Follow-up or resolution timeline

19. Team Performance Report

As your agency scales, visibility into individual and team performance becomes critical. A team performance report helps managers track output, identify high performers, and spot areas where training, support, or resource reallocation is needed.

Preparing a team performance report isn’t about micromanaging; it's about ensuring your people are set up to succeed, stay engaged, and grow with the business. This report is especially useful when onboarding new hires, expanding departments, or preparing for performance reviews.

When to use it: Monthly or quarterly

What to include:

• Task or project completion rates by team or individual

• Billable vs. non-billable hours (if tracked)

• Workload distribution

• Client satisfaction or internal feedback

• Performance trends over time

How To Automate and Streamline Your Reporting 

If you're still building reports manually, you're burning hours your team could spend on strategy, creativity, or client acquisition. It’s more than inefficient; it’s a growth blocker. And in an industry where speed and precision matter, that’s not a risk worth taking.

That’s where automation steps in. Automated marketing reports allow you to centralize data from all your digital marketing efforts, including SEO, PPC, social, email, and more, and turn it into real-time, client-ready reports in just a few clicks. These aren’t static, one-size-fits-all documents; they’re tools your team can use to lead smarter conversations. 

What this looks like in action:

• Your monthly marketing reports build themselves—no more Monday morning scrambling.

• Stakeholders get campaign updates automatically, exactly when they expect them.

• Your marketing report presentation always includes real-time data that updates as your campaigns evolve.

• Instead of chasing metrics, your team spends time turning insights into results.

Want to move even faster? With AgencyAnalytics, you’ll:

• Create effective marketing reports in 11 seconds. 

• Use popular marketing report templates to launch quicker and customize later.

• Apply white labeling to make every report feel like your own.

• Set automated schedules for weekly, monthly, or quarterly reports.

• Share live dashboards so clients can track progress anytime they need.

Automation isn’t about removing the human touch; it’s about removing the human bottleneck. When your reporting is this streamlined, your team stays focused, your clients stay impressed, and your agency builds a reputation for insight, not just output.

Ready to experience what smarter reporting looks like?