Show off the awesome work your agency does for clients across SEO, PPC, social media and more.
Create a monthly marketing report that highlights your agency’s work, including successes and strategies going forward. Additionally, use this digital marketing report to explain any problems you may have encountered in the past couple weeks and present the solutions you will implement.
These 10 marketing report sections are a great starting point for an informative marketing report. The marketing metrics contained in this marketing report highlight how your strategy is succeeding (or failing) from month to month. Also, this report example presents data to clients in a format that is easy to understand, regardless of their level of technical expertise.
If you'd prefer a real-time dashboard, be sure to check out our marketing dashboard template!
10 Sections to Include in Your Monthly Marketing Report
1. Report Summary / Highlights Page
To start, a well-crafted marketing report should always include a summary section to explain the account performance that month in plain English. It should highlight the most important metrics, an overview of tasks completed, and a summary of what to expect next month.
Your clients should get a general understanding of how their marketing campaigns are performing as a whole within the first page. Everything that comes after this section really just provides more detailed information of the areas discussed on the report summary page.
You can also use this section to speak to clients who may not be completely familiar with marketing terminology or strategies. It’s best practice to keep the summary easily accessible and the jargon to a minimum whenever possible.
2. Project Scope & Marketing Strategy
While you are well-versed in your agency’s marketing strategy and your clients’ target audiences, some of your key stakeholders may not be. That's why it's a good idea to include a section in the marketing report that addresses your core marketing strategy.
If applicable, include a section that answers the following questions:
Who is the target market?
What are the primary marketing channels driving growth?
What growth opportunities are currently being pursued?
What is the current scope of this project?
Essentially, use this section to briefly remind the client why they hired you!
This not only clearly outlines the scope of the project, but also reinforces confidence with the client that you have developed a well-thought-out go-to-market strategy.
Give a brief overview of what has been accomplished this month in regards to their overall marketing strategy. You can always elaborate further (and you should) in the marketing metric sections discussed below.
If there have been any changes to your marketing strategy or project scope in the past month, this is the time to address them. This is one of the most important sections of the report as it will lay the groundwork for how well your client understands what you’ve been working on and the value your agency provides.
3. Conversion Metrics
The vast majority of clients are interested in the metrics that impact their bottom-line.
The conversion section is designed to provide clients with an overview of the metrics that are driving this bottom-line growth in the most intuitive way possible.
Remember, half of the challenge of creating a great marketing report is making it intuitive and easy to understand for any type of client. The last thing you want is to overwhelm clients with overly technical metrics that lead to information overload. To avoid this, include conversion metrics such as:
Leads by channel (offline sources, social media, referrals, paid search, email marketing, etc.)
Paid vs. organic leads
Cost per lead or cost per conversion of paid channels (Google Ads, Facebook Ads, Bing Ads, etc)
Revenue by channel
It's always a good idea to compare metrics from month to month so you and your clients can clearly see which channels are performing and which need improvement. Using an automated marketing reporting software like AgencyAnalytics makes it simple and intuitive to compare each conversion metric to the previous period, so you can easily spot performance trends over time.
4. Monthly Leads Generated
If the project is focused on driving more leads for clients, this section is designed to highlight the number of new opportunities you’ve added to your clients pipeline this month. Aside from revenue and conversions, this is is another great way to clearly demonstrate the value of your services
This section should show which marketing channels are driving the leads: i.e., SEO, PPC, email marketing, phone calls and so on. Breaking down leads by channel also helps determine which platforms represent an opportunity for growth in subsequent months.
For example, if you’re provided qualified phone calls to clients each month, a tool like CallRail or Call Tracking Metrics allow you to clearly list out each call that was placed to business, as well as their origin, recordings, and more.
5. Traffic Metrics by Channel and Device
It's imperative that you and your clients understand where their website traffic is coming from and how it performs in terms of conversions so that you don't waste time or money trying to grow the wrong channels. Are most of your web visitors coming from SEO, email marketing, paid search, or social? This is the section to highlight these key traffic metrics.
Above we focused on conversions, although in this section it’s important to dive deeper into the traffic metrics that are driving those leads and sales. Important metrics broken down by channel & device include:
Sessions by source
% New Sessions
Use these traffic metrics as a foundation for the following report sections where you will provide more granular metrics into each channel and make the appropriate recommendations.
In analyzing traffic-related metrics and making recommendations, here are a few key considerations to ask yourself:
Is the bounce rate especially high on mobile? Recommend updating the website to be optimized for mobile.
Does a particular blog post get a lot of traffic, but has a low conversion rate? Recommend that the blog post is revised or implement a new call-to-action (CTA) on that page.
In short, these traffic metrics provide the foundation to build your marketing strategy going forward.
6. SEO Overview
The details included in this section will largely depend on the type of SEO services you provide. For example, are you optimizing on-site performance, driving new backlinks, or creating new content each month?
Regardless of the SEO services provided, this section is designed to share an overview of how keyword rankings have changed over the past month. With this information, you can dive deeper into what you have done to achieve these results, for example the number of blog posts written or new backlinks secured. Include a table showing new backlinks for the month, or an updated site audit to show progress on the website.
7. PPC Campaigns
If you manage PPC advertising campaigns for clients, this section is designed to highlight the key metrics that are related to paid channels. Alternatively, if PPC is your agency’s sole focus, check out our dedicated PPC report instead.
Key metrics to highlight for each PPC channel are:
Cost Per Conversion
Click-Through Rate (CTR)
ROI (or ROAS, return on ad spend)
Compare these PPC metrics for each channel that you’re spending money on. If a client has a limited budget, this is a perfect opportunity to deliver more value for a client by making a recommendation based on where they should be focusing their monthly marketing budget.
8. Social Overview
Social media marketing is another important part of many clients’ overall digital marketing strategy and have specific KPIs you should include in your monthly marketing report.
Give clients an overview into the performance for each active social media channel: including Facebook, LinkedIn, Twitter, Instagram, YouTube, and so on. One area to focus on for social media marketing are the engagement metrics, which provide a deeper understanding of how successful your marketing campaigns are on each channel.
Aside from measuring engagement, in order too demonstrate how social media is generating new leads and conversions for your clients, include a web traffic report that is filtered by "social". This will provide a full picture for your clients by showing two important goals of social media marketing: re-engaging existing customers and generating new leads or sales via social channels.
9. Goals and Ideas for Future Campaigns
Setting goals and then striving to achieve them is what will keep your clients growing, so you definitely want to include a section to address these in your plan each month. You can revisit your marketing goals from month to month to see how you're progressing, which can help you further refine your marketing strategy going forward.
It's always a good idea to highlight any plans you have for the next month in terms of marketing campaigns. This is also a good way to involve other stakeholders and give them a chance to ask questions, follow your progress, or provide feedback as they choose.
10. Marketing Projections
This section will never be 100% accurate by nature, but providing projects for the number of leads, sales, or traffic to expect in the coming months is a great way to align your marketing goals with real-world outcomes.
This section is also a great place to discuss any future marketing expenses you anticipate spending, as well as their potential return on investment. This area should address the goals you listed in the previous section but go one step further by including specific projected costs and expected revenue from those objectives.
If you are interested in automating your agency’s reporting process, check out our 14-day free trial and get started with your own monthly marketing report template. Integrate with over 60 different data sources to create the perfect marketing report for your clients.