2. Google Analytics - All Channels
Your first order of business when measuring the overall success of a digital marketing campaign is to track how many people are visiting your client’s website as a direct result of your marketing efforts. When you know this information, you can make changes to your broad strategies to maximize effectiveness.
This section of the report helps you see, in broad strokes, how well your campaign is running through showing you all the KPIs associated to site-wide traffic.
For starters, this section displays the total number of visitors to the site over the past month, broken down into the channels through which they arrived, including social media platforms and emails. This number helps you understand where customers are coming from and if there are any channels that need a little more attention or optimization.
You’ll also get to see some nitty gritty KPIs like average session duration, bounce rates and total goal completions, or conversions. Again, these are broken down per channel so you can which ones are performing best and which ones need work. Use this information to adjust what you’re doing in each individual part of your overall marketing strategy. For example, if you see that your conversions are low across all channels, you might want to adjust the copy on the website’s landing pages so they have a clearer call to action (CTA).
3. Google Analytics - Goals (Conversions)
The number of conversions completed on the website is one of the most critical KPIs to track, as it often directly impacts your client’s revenue. Many of your clients are likely most concerned with this number since it makes the most sense to them. At this point, you’ve likely already decided what types of conversions you want to target, which can be anything from actual sales to newsletter subscriptions.
This section displays the total number of conversions you’ve gained across all the channels, as well as conversion metrics per individual conversion type. The report also gives you a more detailed look at your goal completions with metrics like the goal’s dollar value and conversion rate (total number of conversions divided by total site visitors).
When you know everything about your goal conversions, you can see how effective your call to action is on each channel of your marketing campaign. Hopefully, potential and existing customers are converting through each of your channels, but if there’s one channel that isn’t performing well, it gives you an idea of what you can improve. You can even include conversions for e-commerce in this section, if you have it enabled.
4. SEO Rankings
Search engine optimization (SEO) is an integral part of many digital marketing campaigns. If leads can’t find your client’s website, then you’ll never experience any success. This is why it’s so important to track the changes in the website’s SEO ranking. In early months, it’s understandable if your client’s website doesn’t rank as high as you’d like. However, if you’re not seeing positive change throughout the month, something is wrong with your SEO strategy.
Our digital marketing report template displays overall rank changes each day of the month on both Google and Bing, along with the actual rank for your client’s website. You’ll also see how you rank for the keywords you’re targeting. All of this information gives you an idea of whether or not you’re targeting the correct keywords. If things aren’t performing as well as you thought, work with your client to create better copy and improve technical issues with the website. Also be sure to check out our SEO report template if you're only providing SEO to your clients.
5. Social Media Overview
The social media overview section of the report shows you the most important metrics for each of the social media platforms you’re managing for your client. Most importantly of all these metrics, you’ll see overall customer engagement on each social channel you manage, giving you the information you need to prove to your client that social media is critical to marketing success.
Engagement here is broken down into total followers and total post engagement. For example, if you’re tracking Instagram, you’ll see how many followers on Instagram your client has and the total number of likes you’re receiving on all of your posts. Of course, you’ll want to maximize the amount of engagement you get through each of your client’s social media accounts, but it’s more important that you show your client you are increasing this engagement month over month. It’s also incredibly easy to include any other metrics in this part of the report as needed.
You can also track the feeds for each social platform in this portion of the report template. If you’ve made an agreement with your client to post a certain number of times throughout the month, this section helps you prove that you actually did.
6. PPC Overview
This section of the report is entirely customizable to include metrics that matter most to you and your client. You can include total ads cost (which is calculated only when someone clicks an ad), cost-per-click, conversions, impressions and more. Each of these metrics helps you understand exactly how well your PPC campaign is performing, as well as the areas that need work.
Use the information here to make adjustments to your campaigns in order to maximize ROI and minimize total cost. You can also break this information down and organize it by specific ad groups or different campaigns. This is incredibly helpful when you’re running multiple campaigns simultaneously for your client.
7. Email Overview
Email marketing remains an essential aspect of any marketing campaign, even though it often gets overlooked for the newer and flashier marketing tools. When you’re running an email campaign for your client as a part of your digital marketing strategy, you’ll want to know how many people are reading the emails you’re sending and whether or not those people are doing what you want them to do with the emails.
To track these things, this section of the report will display metrics for each campaign like open rates, click-through rates, unsubscribes and the number of emails that bounced. These individual metrics give you an idea of how compelling the offers and calls to action in your emails actually are. Use this section to explain to your client how well certain campaigns are performing and why they’re doing well or not so you can target better strategies moving forward.
The email overview section also shows you the total number of customers on your client’s email list, along with a chart tracking the change of subscribers through the month. Hopefully this number is growing, but if it isn’t, you can work with your client to figure out a new way to attract more people to the email list.
Need more sections or custom metrics? No problem, AgencyAnalytics lets you easily drag and drop new sections to your digital marketing report.