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What Goes Into a Useful Marketing Report?


By now, no one could deny the importance of data in nearly everything we do. Marketing is no exception. To create a great marketing strategy, you need to understand your target audience, create targeted content, and measure the success of your campaigns. This allows you to finetune and improve your approach for even better results. Right?

But in truth, many brands struggle to draw meaningful insights from their campaign data or even compile data in the first place. So if you’re working with advertising agencies in London, you might be in a fortunate position to receive a marketing report.

This article will discuss what goes into a helpful marketing report and how you can create one yourself.

What Is a Marketing Report?

A marketing report displays the current status of your marketing campaigns and how they are performing across different channels. Its objective is to let you see the results of your marketing efforts and help you identify areas of improvement.

A marketing report can prove your ROI and teach what works and what doesn’t. It also helps marketers identify missed opportunities and escape any tunnel vision they might have employed in their strategy so far. Finally, a marketing report creates transparency. It helps keep everyone on the same page and offers accountability for marketing strategists. That’s why a marketing report should always be on the table when working with advertising agencies in London.

What’s Included in a Helpful Marketing Report?

Here are the components of an impactful marketing report:

  • An overview of your strategy – What is your approach all about?
  • Goals – which measurable KPIs are you looking to improve upon?
  • Marketing personas – who are you marketing to?
  • Channels – where are you trying to reach them?
  • Highlights – an overview of your successes
  • Campaigns/ Focus – which campaigns have you run recently, which projects have been completed?


Above all, your marketing report should include an in-depth analytics section. This is the deep-dive into the data across your marketing efforts. It may include:

  • Website analytics (page views, top landing pages, traffic channels, conversion rate for your unique goals)
  • Blog analytics (top posts, top categories, referral sources)
  • SEO (top ranking keywords and pages, keyword movement, ranking)
  • Paid ads (ad spend, conversion rates, cost per conversion, ROI)
  • Email (new subscribers, most popular email content, emails sent, unsubscribes, open rates, sales)
  • Social media (followers, engagement, reach, top converting channels)
  • Leads (lead conversion rate, marketing and sales qualified leads, average customer acquisition cost, close rate)

Tips for Creating a Marketing Report

A marketing report should regularly inform your team and provide insights into your progress over time. For marketing reports to be as valuable as possible, you should create one monthly or otherwise at regular intervals that suit your schedule.

Here are a few tips for beginning this process.

  • Create a template. This will allow you to keep your marketing reports consistent and let you plan which information needs to be researched and included ahead of time. Spending time on good design can also make your marketing report easier to read and digest.
  • Gather data. Keep a spreadsheet with all your KPIs and update this document at regular intervals.
  • Build a story to demonstrate ROI. Pick highlights from your campaigns and callout trends, exciting victories, successful posts, etc., to illustrate the effectiveness of your campaign and build a narrative.
  • Visualise data. Make data easier to digest by using charts and graphs.

What Comes Next?

Having a helpful marketing report only matters if you can turn it into actionable steps for your business. Use marketing reports conscientiously by looking for trends amongst the data. For example, identify which subjects were the most popular or which channels gave you the most ROI so you can target your efforts more efficiently in the future.

Examine your current weak points to reevaluate your strategies and see where your approach doesn’t work. And finally, consider turning your reports into the content! Marketing reports don’t need to stay a company secret. Instead, the data you collect might be great fuel for your content marketing strategy and can feature in your brand storytelling.

Not quite ready to run campaigns and compile the data by yourself? Working with an ad agency like ZAK ensures that you’ll always be kept informed about the success of your marketing efforts with valuable and concise marketing reports. Learn more about our services on our website!