Why Your Agency Needs a Web Analytics Report Template
Most digital marketing and social media campaigns are designed to drive traffic to your clients’ websites and sell more products or services. Make this information more accessible to your clients with dedicated web analytics reports that clearly show what marketing activities you’re doing to drive their success.
AgencyAnalytics automatically compiles data from various sources so that agencies don’t have to spend hours doing it manually on platforms like Google Analytics. Include all of the important information into your customized marketing report template where you add your own analysis and discussion points for each client. Alternatively, use our web analytics dashboard to display the data in real time.
A web analytics report helps demonstrate how your agency is spending your client’s money and how you’re going to capitalize on your successes. It can also help you formulate solutions for how to fix things that aren’t going well in the campaign and present those to your client in an easy and intuitive way.
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8 Sections Included In Our Web Analytics Report
1. Cover Page
A Web Analytics Report is your detailed roadmap to website performance and user engagement. Use the Report Cover and Section Design Customization Feature to apply a background color or upload a custom image matching your agency's professional brand. Additional customization through title and image widgets allows for a cohesive branding approach throughout the report's content.
When a design truly aligns with your brand, save it. Doing so ensures a uniform brand presentation and simplifies the creation process for future reports.
The cover page serves a key function: it establishes the context for the high-quality analysis that follows. More than a visual entry point, it's a direct reflection of your agency's expertise. By setting the tone right at the beginning and then carrying it throughout your report, you subtly enhance your agency's credibility and nurture a positive client relationship.
2. Monthly Summary
The monthly write-up section gives you a free space to give clients your own personal analysis and summary of what’s happening on their website. Use this section of the report to maintain that relationship with your clients by discussing goals, deliverables, and results in plain English.
Talk about exactly what you did during the last month to push you and your client’s goals forward. As you know, clients appreciate real-world data and examples, which you can place in this section. Use this space to present new strategies to your clients and iterations on existing strategies so they know just what you’re doing to maximize their ROI, as well as trends that help show the bigger picture.
3. All Channels
Traffic can come to your client’s website from any number of channels, and this section displays all of the statistics related to these different traffic sources. You’ll see where traffic is coming in from – organic search, direct linking, referrals and social media – as well as key metrics like bounce and conversion rates.
This is a comprehensive section of the report that may get overwhelming for some clients, so make sure you give them a clear and succinct explanation of what they’re seeing here and how you’re acting upon these metrics.
It’s important to know what devices potential customers are using to visit your client’s website. This section of the report displays a list of device names customers along with their average session duration, bounce rate and number of goal completions. It’s no secret that more and more customers are using mobile devices to browse the web, and you can see that directly in the Devices section of the report.
Use this section to show your clients exactly where potential customers browsing their site are coming from. This is valuable information you can use to push your clients to a more mobile-friendly configuration if they aren’t already.
The Location/Geographic section of the web analytics report template gives you and your client a deeper look into the demographics of the people visiting your client’s website. You’ll also be able to see specific conversion metrics for each location, which can be insightful. Use this section to see how often people from separate locations visit the site, how long they stay and how many of them convert in the end.
These metrics tell your client how you’re leveraging different geographic locations to drive more conversions and what you can do better in areas that aren’t performing well.
6. Organic Search
This section of the report shows the traffic and related metrics around organic search. You’ll also get to see which keywords perform the best in terms of conversions.
Use this section to drive your SEO strategy with your client. This is the best way to prove the value of your SEO services, by showing them the direct conversions from organic traffic. If you're specializing in SEO be sure to check out our SEO reporting template too!
The eCommerce section of the web analytics report template displays all of the relevant metrics for your client’s online shop. You’ll be able to tell which products are selling the best and what kind of revenue your client is earning from each product.
You can use this section to start a discussion with your clients about focusing on specific products in new ad campaigns in the future to either capitalize on popularity or drive more customers to products that aren’t selling as well.
8. Paid Search
Paid search is the exact opposite of organic search, but it’s just as important. With paid search, you use pay-per-click (PPC) campaigns to display your ads on a client’s search engine results page (SERP) before any of the other results.
Again, like the other sections on this report template, the Paid Search (PPC) sections gives your clients a more in-depth look at the success or failure of your PPC campaigns. You’ll be able to see how much traffic each campaign is driving and what kind of goal conversions are coming from them. Use this section as an opportunity to strategize with your client in order to maximize revenue and goal conversion rate.
Need more sections or custom metrics? No problem, AgencyAnalytics lets you easily drag and drop new sections to your email marketing report.
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