What to include in a good marketing report

Creating a marketing report that resonates with decision-makers is both an art and a science. Whether you’re leading a small business or managing a medium-sized enterprise, the right marketing report can be a game-changer. Today marketers are under increasing pressure to showcase the return on investment (ROI) for every pound spent and every hour worked on a project. But these reports aren’t just for the C-suite—they’re crucial for marketers themselves to assess how well they are performing against their stated content marketing strategy. A good report is a powerful tool to understand the performance of your activities, identify what’s working, and optimise future campaigns. It’s not just about crunching numbers—it’s about telling a compelling story with data that drives informed decisions and excellent results. So what should a good marketing report include to ensure it’s not only read but also actioned? In this blog, we’ll break down the essential components of a marketing report that hits the mark every time, helping you showcase your efforts and align your strategies with your business goals.

Key elements of a good marketing report

When creating a marketing report, several elements are essential to provide a clear, actionable overview of your marketing efforts. These components help ensure that the report is both informative for stakeholders and useful for marketers looking to refine their strategies.

Executive summary: This is a brief overview that captures the key findings and insights from the report. It should be concise and focused, offering a snapshot of the most important information.
Objectives and KPIs: Clearly state the objectives of your marketing activities and the key performance indicators (KPIs) used to measure success. This section sets the foundation for understanding how well the marketing efforts have aligned with business goals.
Performance analysis: In this section, dive into the data to assess the effectiveness of your campaigns with your target audience. Highlight what worked well, areas where performance fell short, and any trends that emerged. This analysis is crucial for understanding the impact of your marketing activities.
Return on investment (ROI): Demonstrating ROI is often a priority in marketing reports. Provide a detailed calculation of the budget your used and return on investment, linking it back to the objectives and KPIs you outlined earlier. This section should clearly show the value generated by your marketing efforts.
Insights and recommendations: Based on the data and performance analysis, offer insights into what the results mean for future campaigns. This section should also include recommendations for optimising future marketing strategies, ensuring continuous improvement.
Visualisations: Use charts, graphs, and other visual tools to present your data clearly and effectively. Visualisations can make complex information more accessible and help stakeholders quickly grasp the key points.
Highlights from activities: Include visuals such as images from campaigns, pictures from events, and video snippets to bring your report to life. These elements not only engage the audience but also help them become more familiar with the messaging, creatives, and activities currently running in the market. This makes the report more relatable and exciting for those reviewing it.
Call to action: End your report with a clear ask or call to action. Whether it’s approving a budget, moving forward with a new strategy, or aligning on future plans, providing a specific next step ensures that the report doesn’t just inform, but also drives action. This helps to maintain momentum and ensures that the insights gained translate into concrete outcomes.
Conclusion: Summarise the key takeaways from the report, reinforcing the main points and highlighting any final thoughts or next steps. This section ties the report together and leaves the reader with a clear understanding of what comes next.

Tips for Creating an Effective Marketing Report

Creating an effective marketing report involves more than just compiling data; it’s about delivering insights in a way that drives action and supports decision-making. Here are some practical tips to ensure your report is both impactful and accessible:

Know your audience: Tailor the report to the needs and preferences of your audience. Consider what level of detail they need, what their priorities are, and how familiar they are with the marketing activities being reported on. The more aligned the report is with their expectations, the more effective it will be.
Be concise and clear: Avoid jargon and overly complex language. Your goal is to communicate your findings and recommendations as clearly as possible, so focus on being concise and direct. Clarity should be a priority to ensure your message is easily understood.
Focus on storytelling: Use the data to tell a compelling story about your marketing activities. Highlight key successes, challenges, and lessons learned, and ensure your narrative is easy to follow. A well-told story can make the data more relatable and memorable for your audience.
Use visuals effectively: Choose visuals that best represent the data and enhance understanding. Ensure that charts and graphs are clearly labelled and that any images or videos included are high-quality and relevant to the report’s content. Visuals should complement the text, not overwhelm it.
Prioritise actionable insights: While it’s important to provide a thorough analysis, make sure the report highlights actionable insights and recommendations. Your audience should come away with a clear understanding of what steps need to be taken next. Focus on what they can do with the information you’ve provided.
Include additional details in an appendix or longer report: If there’s more data or information that might be of interest to some readers, consider including it in an appendix or a longer version of the report. This allows you to keep the main report focused and concise, while still offering detailed insights for those who wish to dive deeper into the specifics.
Proofread and review: Before finalising the report, carefully proofread it to catch any errors or inconsistencies. It’s also a good idea to have a colleague review the report to ensure that it is clear, accurate, and comprehensive. A well-polished report reflects professionalism and attention to detail.

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Common Mistakes to Avoid in Marketing Reports

Even the most well-intentioned marketing reports can fall short if certain pitfalls are not avoided. Ensuring your report is effective and impactful requires awareness of common mistakes that can undermine your efforts. Here are some key mistakes to watch out for when creating your marketing report:

Overloading with data: One of the most common mistakes is including too much information, which can overwhelm the reader. While it’s important to be thorough, flooding the report with excessive data can make it difficult for the audience to discern the key takeaways. Focus on the most relevant metrics and insights and consider using an appendix or longer report for additional details.
Lack of clear objectives: A report that does not clearly align with the initial objectives and KPIs can be confusing and ineffective. Without a clear connection between your goals and the results, it’s challenging for readers to assess the success of your marketing activities. Always tie your analysis back to the original objectives to provide a cohesive and meaningful narrative.
Ignoring the audience: Failing to tailor the report to the specific needs and expectations of your audience is a significant mistake. Different stakeholders may require different levels of detail or may be interested in different aspects of the report. Understand who your audience is, and ensure the report is presented in a way that resonates with them.
Inconsistent formatting: Poorly formatted reports can distract from the content and reduce the overall professionalism of your presentation. Inconsistent fonts, uneven spacing, and misaligned visuals can make the report harder to read and less visually appealing. Take the time to ensure that the formatting is consistent throughout the document, as this contributes to a polished and professional appearance.
Neglecting the narrative: Simply presenting data without context or a clear narrative can result in a dry, unengaging report. Data should tell a story—highlighting what worked, what didn’t, and what should be done next. Weaving a coherent narrative through the report helps keep the reader engaged and makes the findings more memorable.
Skipping the call to action: A common mistake is ending the report without a clear ask or call to action. The purpose of a marketing report is not just to inform but also to drive decisions and actions. Whether you need approval for a new strategy, alignment on future goals, or feedback on the report itself, make sure to include a specific call to action to guide the next steps.
Overlooking the proofreading stage: Errors in a marketing report, such as typos, grammatical mistakes, or inconsistent data, can undermine your credibility and distract from the content. Always proofread your report thoroughly before finalising it. It can also be beneficial to have a colleague review the report to catch any mistakes you might have missed.

Should You Include Future Plans in a Marketing Report?

Including a section on upcoming marketing initiatives can be a valuable addition, depending on the purpose of the report and the audience you’re addressing. Here are some factors to consider when deciding whether to include upcoming activities in your marketing report:

Context for decision-making: If the goal of your report is to inform strategic decisions or to secure buy-in for upcoming initiatives, including a look into your next plans is essential. This allows stakeholders to see how the current results and insights will shape future strategies, making it easier to justify proposed actions or investments.
Alignment with business objectives: A forward looking section can demonstrate how your marketing activities will continue to align with the overall business goals. It provides an opportunity to show how you plan to build on current successes, address any challenges identified in the report, and contribute to the long-term vision of the company.
Engagement with stakeholders: Including future plans helps engage stakeholders by giving them a forward-looking perspective. It can spark discussion and feedback, ensuring that everyone is on the same page and that the marketing strategy is aligned with broader company priorities. This can be particularly useful in collaborative environments where input from different departments or leadership is valued.
Building confidence: Outlining future plans can also help build confidence in your marketing team’s direction. By showing that you have a clear vision for the next steps, you reassure stakeholders that there is a strategic approach to continuing or refining your marketing efforts. This can be especially important when reporting to senior management or investors.
Balancing detail: While it can be beneficial to include a look into the future, it’s important to strike the right balance in terms of detail. This should be presented in a way that is realistic and achievable, without overwhelming the reader with too much speculative content. Focus on high-level strategies and key initiatives rather than granular details that may still be in flux.
Flexibility and adaptability: When discussing upcoming initiatives, it’s also wise to acknowledge that the marketing landscape can change quickly. Highlight the need for flexibility and adaptability in your future strategies, showing that you’re prepared to adjust plans as new opportunities or challenges arise.

How often should you report on marketing?

Regular reporting on marketing activities is essential for keeping your strategy aligned and responsive. Whether it’s a general marketing report or a more specialised digital marketing report, establishing a routine for assessing your marketing efforts can keep your strategy on track and your team informed. The frequency of these reports can vary depending on the audience. For example, if you’re reporting to leadership, a monthly marketing report might suffice, offering a broad overview of your marketing performance. At the marketing department level, a weekly report might be more appropriate to keep the team agile and responsive to ongoing campaigns. For individuals, checking in on key marketing metrics on a daily basis is highly recommended to stay on top of immediate changes and opportunities.

A monthly marketing report provides a comprehensive overview of all your marketing channels and efforts, summarising key metrics such as traffic, conversions and engagement. For more frequent insights, a weekly marketing report allows for monitoring ongoing campaigns and making timely adjustments based on performance data. Incorporating specific reports like an SEO marketing report and content marketing reports can help you track progress in specialised areas, such as keyword rankings, organic traffic trends and content performance across various platforms. Additionally, an email marketing report is vital for tracking the success of your email campaigns, focusing on metrics like open rates, click-through rates and conversions. To streamline the process, using marketing reporting templates can ensure consistency and efficiency, making it easier to compile and share these reports with relevant stakeholders.

If you use a marketing agency, ensure they provide detailed reporting for every activity they manage on your behalf. Agencies can set up shareable client reporting dashboards, allowing you to independently review metrics and regularly discuss performance with them. This is particularly important for tracking activities such as social media marketing or ad spend managed by external agencies.

What performance metrics should you include in your report?

When compiling a marketing report, selecting the right metrics is key to providing meaningful insights into your campaigns’ performance. Start with marketing KPIs that align with your business objectives, such as conversion rate, customer acquisition cost and return on investment. These metrics will give you a clear indication of how effectively your marketing efforts are driving results. Additionally, tracking website traffic and bounce rate can help you understand your audience’s engagement and identify areas for improvement in your online presence.

It’s also important to include metrics specific to every marketing channel you’re using to help you make better marketing decisions and understand how well you are allocating marketing budget. For example, in a content marketing report, metrics like page views, social shares and time on page can highlight how well your content resonates with your audience. If you’re focusing on SEO, include keyword rankings, organic traffic and backlink growth to gauge the effectiveness of your optimisation efforts. For email marketing, track open rates, click-through rates and unsubscribe rates to measure the success of your campaigns. By carefully including these metrics in your marketing dashboard, you’ll get actionable insights that drive better decision-making.

Tools and Resources for Creating Marketing Reports

Creating a well-structured and insightful marketing report can be made much easier with the right tools and resources. Using good tools not only makes your report more impressive and professional but also simplifies the process of updating the report. This is particularly important if you need to present the report on a regular basis or if you want to refer back to it for your own ongoing work. Tools that allow for easy updates and seamless integration with other platforms can save you time and ensure consistency across all your reporting efforts.

Data Analytics Platforms:

Google Analytics: A widely used tool that offers in-depth insights into website performance, user behaviour, and marketing campaign effectiveness. It’s essential for tracking key metrics and understanding how your marketing efforts are driving traffic and conversions.
HubSpot: A comprehensive marketing platform that includes robust analytics tools, allowing you to track everything from email marketing performance to lead generation. HubSpot’s reporting tools are particularly useful for creating detailed, customised reports.
Tableau: Known for its powerful data visualisation capabilities, Tableau helps you create interactive dashboards and reports. It’s ideal for visualising complex datasets in a way that’s easy to interpret and share with stakeholders.
Microsoft Excel: Excel is a very common tool, and it’s very powerful. Use it to create graphs, build pivot tables and use data in other ways.

Reporting and Presentation Tools:

Google Data Studio: A free tool that allows you to create dynamic, shareable reports with data from various sources, including Google Analytics, Google Ads, and more. It’s user-friendly and offers a range of templates to get you started quickly.
Microsoft Power BI: A business analytics service that enables you to create interactive reports and dashboards. Power BI integrates with various data sources, making it a versatile option for reporting on different aspects of your marketing efforts.
Canva: While primarily known as a design tool, Canva offers easy-to-use templates for creating visually appealing reports and presentations. It’s a great option if you want to enhance the aesthetic appeal of your report without needing advanced design skills.

Visualisation Tools:

Tableau: As mentioned, Tableau is a leading tool for data visualisation, offering powerful capabilities to turn complex data into clear, actionable insights. Its interactive dashboards and visually compelling charts are particularly useful for presenting data in a marketing report.
Infogram: This tool specialises in creating infographics, charts, and other visual elements that can help make your data more engaging. Infogram’s templates are particularly useful for marketing reports that need to convey information visually.
Visme: Similar to Infogram, Visme offers a wide range of templates for infographics, reports, and presentations. It’s a versatile tool that allows you to create professional visuals to accompany your marketing data.
Chartio: An easy-to-use data visualisation tool that connects to various data sources. Chartio helps you build customised dashboards and charts that can be easily incorporated into your marketing reports.

Templates and Document Management:

Google Docs & Slides: For those who prefer to work with cloud-based tools, Google Docs and Slides offer flexibility and collaboration features. You can use pre-designed templates or create your own report structure, with the ability to easily share and collaborate with team members.
Microsoft Word & PowerPoint: Traditional yet powerful, these tools offer a wide range of templates specifically designed for reports and presentations. They’re ideal for creating detailed, text-heavy reports or for designing slide decks that summarise key points. It’s worth noting that most people eventually deliver their marketing reports through presentation tools like Microsoft PowerPoint. However, other tools can be used to create reports, which can then be pasted or imported into PowerPoint. Alternatively, you can choose to use a different presentation software altogether, depending on your needs and preferences.
Notion: A versatile tool that allows you to organise information, collaborate with your team, and create detailed reports. Notion’s flexible workspace can be customised to fit your specific reporting needs, whether you’re documenting campaign results or outlining future plans.

Collaboration and Feedback Tools:

Trello: Useful for managing the report creation process, Trello helps you track progress, assign tasks, and collaborate with team members. It’s a great way to ensure everyone involved in creating the report is aligned and on track.
Slack: While primarily a communication tool, Slack can be integrated with various analytics and reporting tools to share updates and gather feedback in real time. It’s especially useful for quick, collaborative reviews of report drafts.

Conclusion:

Creating an effective marketing report is more than just compiling data—it’s about telling a story with your insights, making informed decisions, and demonstrating the value of your marketing efforts. By including key elements such as clear objectives, performance analysis, and a look into future plans, you can ensure your report is comprehensive and actionable. Avoiding common mistakes like overloading with data or neglecting your audience’s needs will further enhance the impact of your report. Using the right tools and resources can elevate your report, making it both impressive and easy to update for ongoing use. Whether you’re presenting to stakeholders or using the report to refine your own strategies, a well-crafted marketing report can be a powerful tool for driving business success. Remember, the goal of your report is not just to inform, but to engage and inspire action, helping you create reports that resonate with your audience and support your long-term objectives.

Recommended reading: How to Write a Marketing Report by Meltwater.