Its very easy to hide a needle of poor performance in a haystack of extraneous metrics. Whether presenting in person or via conference call, be sure to prepare a list of talking points in advance. In order to properly analyze marketing data and get actionable results, you need to know which metrics to observe - so lets examine seven of the best ways to analyze digital marketing metrics and what those insights can do to help your business succeed. Join our mission to provide industry-leading digital marketing services to businesses around the globe - all while building your personal knowledge and growing as an individual. If you do a conference call, its crucial that your audience be able to follow along. Engaged users tend to spend longer amounts of time on your website. Marketing vehicles vary by business and industry, so be sure to monitor these metrics, invest in what's working, and minimize what is falling flat. Try to use visuals such as pie charts and trend graphs wherever relevant. Measuring your client retention rate is absolutely essential. The goal is to see a clear differentiation and year-to-year increase in your sales that can be associated with your digital marketing initiatives. Get actionable online campaign strategies and tactics delivered to your inbox weekly. Once you have gathered as much information as possible about your websites users, its time to think about what their behavior might mean. Beyond that, there are endless tools for reporting and measuring marketing success.
Macro metrics help you make decisions about your strategy. Professional digital agencies know that youre not accusing them of being dishonest just because you ask questions. Perhaps they would like to meet more or less frequently.
Related: Are You Collecting the Right Data from Site Visitors? Find the number of sessions to your website, and your conversion metric, through Google Analytics or your Content Management System (CMS). You can always add your own widgets too, but its great to have a starting pointespecially one designed by the pros. When it comes to data-driven digital marketing services, you should expect to see results from paid efforts a lot sooner than organic efforts. One of the most important metrics to track is engagement rate. You can also analyze your audiences behavioral data to better understand which strategies your target audience responds to the most. A good average session duration to shoot for is 2-3 minutes. The first metric to monitor and analyze is sales revenue.
Are the people in your audience numbers people or do they get scared off by too much data? Email Marketing Metrics Explained for Political Campaigns, The Only Digital Marketing Metrics Campaigns Should Care About, The 5 Online Marketing Metrics Every Political Campaign Should Monitor, 6 Things I Wish All Candidates Understood About Online Campaigning, The 5 Questions You Should Ask About Your Online Fundraising Program, 5 Benefits Of Using A CRM For Your Political Campaign. Are my digital marketing efforts working? Your top landing pages and most visited landing pages can give you a sense of what content on your site resonates with users and how users move through your site toward the desired action. Are you interested in custom reporting that is specific to your unique business needs? All Rights Reserved. A single metric by itself doesnt tell you anything. Here is a brief overview of some of the topics well cover on this page: Bonus: Do you want the inside scoop on all things digital marketing from our award-winning experts? Use our free tool to get your score calculated in under 60 seconds. The first time you present, you might have to make assumptions: Youll have to take an initial guess at what data they want to see in theirdigitalmarketingperformancereport, how they would like it presented, and how often they would like to see it. Nearly every data-driven digital marketing report will start with looking at analytics data to evaluate the performance of the website and marketing efforts. A certified inbound marketing professional and HubSpot agency partner, Kingsley has been helping companies transform their marketing function into fully diverse and streamlined growth engines since 2003. Do they want high-level information or the nitty-gritty stats? Your report can fill up quickly and you dont want it cluttered with stuff that isnt actually useful. Not only will your digital marketing reports be easier to read, but youll have better alignment with your digital agency and theyll be focused on the metrics that matter to you, ensuring success for both sides of the relationship. When considering which metrics to track, be sure to think about your business goals. A space to discuss future growth opportunities, ideas for projects, or strategy changes. ), A description of the current scope of the project and what was completed in the given time period. Determine a budget and goals for each marketing channel. Google Analytics data can help answer a few main questions: If you are investing money into marketing your website, its important to know what channels users are coming from.
Do you consistently get the number of conversions you expected? Fortunately, this metric is relatively easy to track, as long as you compile simple information (for example, time between purchases and repeat purchase rate). However, we havent fully discussed how digital marketing can help with client retention. You might also trackcampaign performancefrom differentmarketing channelslike Google Ads (formerlyGoogleAdwords), Facebook,LinkedIn, or Mailchimp. Once you have this data, youll be able to make informed decisions about what is working with your campaigns, what isnt working, and where to focus future efforts. After all, current customers or clients are your most valuable assets, and retaining them over time is important. Everyone wins! When you take the time to understand the value of each conversion, you can make data-driven digital marketing decisions with confidence. Are the conversions you receive leading to tangible sales? While its useful to touch base with your clients to review reports, it does take timetime that you could be spending working on your website anddigital marketingefforts. While Google Analytics alone can give us some insight as to where marketing efforts are paying off, ultimately more information is necessary to make data-driven marketing decisions. Did they call you, fill out a form, download a piece of content, purchase something on your website, etc? Its why we focus on data-driven digital marketing services that deliver tangible results. If you have any questions about your digital marketing reports, talk to us! Sometimes even a simple change can be a game-changer, so make sure youve exhausted all options before throwing in the towel. Now that you know the answer to the question what is a digital marketing report, lets dive into how it can help your company. Data-driven digital marketing reports are an essential tool for measuring marketing performance, understanding the value of digital marketing efforts, and evaluating progress toward your businesss goals.
How many Conversions you received each month, How much is the average conversion cost in terms of ad spend (ie. If you find that most of your websites traffic is coming from somewhere other than your desired location, you may need to consider changing up your paid advertising targeting. 
WebFX has been a pleasure to work with on our SEO needs and I look forward to working with them on future projects. This will help you decide whether or not your strategy is working. How Often Should You Be Looking At Your Digital Marketing Reports? The value of each marketing conversion is the metric that can help you most easily answer the following questions: Some of these questions may be harder to answer than others. WebFX did everything they said they would do and did it on time! Your past results should inform future decisions. Group similar content into sections and then visually separate the sections with headers. For B2C companies, most of your energy should be spent optimizing your website for mobile users; for B2B companies, most of your websites visitors will probably be on desktop.
The benchmarks for social media platforms differ. Here are some tips to help you cut through the noise and measure what matters. If youre getting 20 phone calls a month from your Google Ads, thats an awesome start. With agency and client-side work under her belt, Kingsleys strategic experience spans both the B2B and B2C sectors. What is the value of your sales from digital marketing effort vs. the cost per sale? DashThis is a brand owned by Moment Zero inc. Which calls led to the most valuable sales? If youve ever felt overwhelmed by your digital marketing reporting or struggled to understand what the metrics really imply, we get it. You may also want to calculate conversion rates for individual elements of your marketing, such as social media ads. By doing this, you can see how well you are retaining current clients and determine how to raise this rate over time through marketing efforts such as retargeting campaigns. 6 Conversions / $300 Ad Spend = $50 Per Conversion). We are always available at Beanstalk to take a deep dive into your digital marketing report and provide valuable insights. Which calls led to sales? The worst thing you can do with a mediocre digital report is keep trying the same things over and over again. Divide this by the reach of the post and multiply the result by 100 - this gives you that post's engagement rate (as a percentage). Knowing the devices from which your websites users visit can help you determine where to spend time optimizing in order to get the best results. The whole process was very easy!
Prior to joining the Ironmark team, she served as in-house marketing director for several non-profit organizations. Optimize any paid ads landing pages for conversions. Want help in analyzing your digital marketing metrics? This will also let you analyze which of your channel strategies is most effective, and help you to determine how and where your money should be spent. Thats where a digital marketing report comes in. While you may want to rely on the experts to help you draw conclusions from your data, try to pick out a few questions or insights yourself. High conversion rates mean that your marketing campaign and website are proving to be successful - so it's a metric you really want to pay attention to. Take note of which campaigns drive the most web traffic, leads, and conversions for your business. Any good data-driven marketing reporting strategy will include as much information about conversions as possible. Once you have gathered as much information as possible about your websites users, its time to think about what their behavior might mean. Related: Your Guide to Scorecards and Dashboards - Campaign Performance, Related: How to Update Your Marketing Scorecard for 2022, six marketing metrics your boss actually cares about, Prove ROI and ROAS with These 12 Digital Marketing KPIs. Taking the time to draw conclusions from data-driven digital marketing reporting can help your business gain insight and take strategic actions in the future. Vicki enjoys helping clients with their websites and digital marketing campaigns, providing data-based recommendations to increase revenue and engagement. Finally, every data-driven digital marketing report should take a deep dive into the performance of all marketing efforts. It is a good idea to evaluate pages with higher bounce rates to see if there are any areas that can be optimized for engagement. Conversion rate is important because it gives you insight into what works and what doesn't work - ultimately showing you what people or companies want. Social media engagement is one of the most important metrics to measure when looking at the longevity of your brand and how people interact with your company over time. Youll want to email the reports in advance and be sure to insert page breaks throughout so its easy to refer to which page youre on and that they see thebig picture. For digital marketing advice on the regular, subscribe to the email that more than 190,000 other marketers trust: A digital marketing report compiles essential information about your digital marketing strategies and campaigns all in one place. These should provide a sufficient basis for most companies to get started. By doing this, you can determine if your advertisements are actually leading to a return on your investment and make adjustments accordingly. For most websites, Google Analytics is a great place to start analyzing your websites main data.
For example, you can track how much time users spend on your web pages and their demographics, such as age and location. From those observations, we make a hypothesis, which we test with an actionable change. A lot of the digital marketing reports I see for campaigns are filled with vanity metrics, making it difficult for candidates and their team to focus on what matters. When it comes to your marketing strategies, its essential to make informed decisions to drive the best results for your business. Now that yourdigitalmarketingperformancereportis set up and you have a solid understanding of what it represents and what your audience is looking to glean from it, youre ready to prepare your presentation. Its important to take a look at which pages users visit most often as well as those users initially use to find your website.
And once youve compiled your report, its essential to analyze your marketing results. Data-driven digital marketing services rely on reporting to track progress. However, for long-term SEO strategies, month-to-month reporting can be too often to provide any meaningful data, while PPC campaigns might require more frequent checks. Ideally, this number will be as low as possible. You want to keep your digital program on track and your vendors accountable, so its imperative you know how to read their reports. Include all of the data you need and none of the data you dont. Your CRM software can help you match names with the metrics and figure out the value of each marketing channel. To get the most out of your marketing report, youll want to think about the goals and objectives you want to achieve for your business. This field is for validation purposes and should be left unchanged. Even if a channel like organic social posting is technically free, you will need to spend a significant amount of time creating, scheduling, promoting, and interacting with posts. What should your digital marketing report include? How to Present a Digital Marketing Performance Report, Vicki Lesage is a Digital Marketing Strategist at. Be sure to include critical metrics for each of your strategies so you can easily measure the performance of your campaigns and your progress towards your business goals. The summary sets the stage to make it easier to digest the metrics to come. To measure the engagement rates of your social media accounts, you may want to first focus on putting your accounts into one highly-effective social media scheduling app, because many of them track engagement analytics for you. Here are the elements data-driven digital marketing reports should include: Before diving into the nitty-gritty metrics, a good digital marketing report will include a summary that provides a snapshot of the business and current digital marketing efforts. So its important to find the balance. For most websites, Google Analytics is a great place to start analyzing your websites main data. The traffic channels and traffic breakdown section of our reports answer these questions. For smaller budgets or programs with few changes, quarterly is probably fine. ROAS measures the amount of money spent on advertisements in comparison to the amount of money made on sales directly linked to advertisements.
However, it can be difficult to find important information in reports, especially if you arent actively tracking marketing progress every day. The 7 Best Ways to Analyze Digital Marketing Data, Related: Elements of a Good Social Media Campaign, Related: 5 Starter Tips to Set Up a Retargeting Campaign, Related: Why You Need a Social Media Schedule, Related: Google Analytics Guide for Busy People. The best data-driven marketing strategies understand that quantity is not the most important thing. Its essential to monitor the performance of your campaigns regularly to ensure that theyre driving the best results for your business. If you will be presenting via email, i.e.
During your presentation, take notes and collect feedback on what they would like to see next time. These are the campaigns youll be tracking in your report. Average session duration is how long the average user spends on your website per session. I usually highlight a few trends or anomalies I noticed in that monthsmarketing report, along with recommendations for improvements. Again, the answer depends on your strategy and marketing channels. In just the past few years, weve helped businesses just like yours drive over $3 billion in revenue with our data-driven marketing campaigns and award-winning software, MarketingCloudFX.
Macro metrics help you make decisions about your strategy. Professional digital agencies know that youre not accusing them of being dishonest just because you ask questions. Perhaps they would like to meet more or less frequently.
Related: Are You Collecting the Right Data from Site Visitors? Find the number of sessions to your website, and your conversion metric, through Google Analytics or your Content Management System (CMS). You can always add your own widgets too, but its great to have a starting pointespecially one designed by the pros. When it comes to data-driven digital marketing services, you should expect to see results from paid efforts a lot sooner than organic efforts. One of the most important metrics to track is engagement rate. You can also analyze your audiences behavioral data to better understand which strategies your target audience responds to the most. A good average session duration to shoot for is 2-3 minutes. The first metric to monitor and analyze is sales revenue.
Are the people in your audience numbers people or do they get scared off by too much data? Email Marketing Metrics Explained for Political Campaigns, The Only Digital Marketing Metrics Campaigns Should Care About, The 5 Online Marketing Metrics Every Political Campaign Should Monitor, 6 Things I Wish All Candidates Understood About Online Campaigning, The 5 Questions You Should Ask About Your Online Fundraising Program, 5 Benefits Of Using A CRM For Your Political Campaign. Are my digital marketing efforts working? Your top landing pages and most visited landing pages can give you a sense of what content on your site resonates with users and how users move through your site toward the desired action. Are you interested in custom reporting that is specific to your unique business needs? All Rights Reserved. A single metric by itself doesnt tell you anything. Here is a brief overview of some of the topics well cover on this page: Bonus: Do you want the inside scoop on all things digital marketing from our award-winning experts? Use our free tool to get your score calculated in under 60 seconds. The first time you present, you might have to make assumptions: Youll have to take an initial guess at what data they want to see in theirdigitalmarketingperformancereport, how they would like it presented, and how often they would like to see it. Nearly every data-driven digital marketing report will start with looking at analytics data to evaluate the performance of the website and marketing efforts. A certified inbound marketing professional and HubSpot agency partner, Kingsley has been helping companies transform their marketing function into fully diverse and streamlined growth engines since 2003. Do they want high-level information or the nitty-gritty stats? Your report can fill up quickly and you dont want it cluttered with stuff that isnt actually useful. Not only will your digital marketing reports be easier to read, but youll have better alignment with your digital agency and theyll be focused on the metrics that matter to you, ensuring success for both sides of the relationship. When considering which metrics to track, be sure to think about your business goals. A space to discuss future growth opportunities, ideas for projects, or strategy changes. ), A description of the current scope of the project and what was completed in the given time period. Determine a budget and goals for each marketing channel. Google Analytics data can help answer a few main questions: If you are investing money into marketing your website, its important to know what channels users are coming from.
Do you consistently get the number of conversions you expected? Fortunately, this metric is relatively easy to track, as long as you compile simple information (for example, time between purchases and repeat purchase rate). However, we havent fully discussed how digital marketing can help with client retention. You might also trackcampaign performancefrom differentmarketing channelslike Google Ads (formerlyGoogleAdwords), Facebook,LinkedIn, or Mailchimp. Once you have this data, youll be able to make informed decisions about what is working with your campaigns, what isnt working, and where to focus future efforts. After all, current customers or clients are your most valuable assets, and retaining them over time is important. Everyone wins! When you take the time to understand the value of each conversion, you can make data-driven digital marketing decisions with confidence. Are the conversions you receive leading to tangible sales? While its useful to touch base with your clients to review reports, it does take timetime that you could be spending working on your website anddigital marketingefforts. While Google Analytics alone can give us some insight as to where marketing efforts are paying off, ultimately more information is necessary to make data-driven marketing decisions. Did they call you, fill out a form, download a piece of content, purchase something on your website, etc? Its why we focus on data-driven digital marketing services that deliver tangible results. If you have any questions about your digital marketing reports, talk to us! Sometimes even a simple change can be a game-changer, so make sure youve exhausted all options before throwing in the towel. Now that you know the answer to the question what is a digital marketing report, lets dive into how it can help your company. Data-driven digital marketing reports are an essential tool for measuring marketing performance, understanding the value of digital marketing efforts, and evaluating progress toward your businesss goals.
How many Conversions you received each month, How much is the average conversion cost in terms of ad spend (ie. If you find that most of your websites traffic is coming from somewhere other than your desired location, you may need to consider changing up your paid advertising targeting. WebFX has been a pleasure to work with on our SEO needs and I look forward to working with them on future projects. This will help you decide whether or not your strategy is working. How Often Should You Be Looking At Your Digital Marketing Reports? The value of each marketing conversion is the metric that can help you most easily answer the following questions: Some of these questions may be harder to answer than others. WebFX did everything they said they would do and did it on time! Your past results should inform future decisions. Group similar content into sections and then visually separate the sections with headers. For B2C companies, most of your energy should be spent optimizing your website for mobile users; for B2B companies, most of your websites visitors will probably be on desktop.
The benchmarks for social media platforms differ. Here are some tips to help you cut through the noise and measure what matters. If youre getting 20 phone calls a month from your Google Ads, thats an awesome start. With agency and client-side work under her belt, Kingsleys strategic experience spans both the B2B and B2C sectors. What is the value of your sales from digital marketing effort vs. the cost per sale? DashThis is a brand owned by Moment Zero inc. Which calls led to the most valuable sales? If youve ever felt overwhelmed by your digital marketing reporting or struggled to understand what the metrics really imply, we get it. You may also want to calculate conversion rates for individual elements of your marketing, such as social media ads. By doing this, you can see how well you are retaining current clients and determine how to raise this rate over time through marketing efforts such as retargeting campaigns. 6 Conversions / $300 Ad Spend = $50 Per Conversion). We are always available at Beanstalk to take a deep dive into your digital marketing report and provide valuable insights. Which calls led to sales? The worst thing you can do with a mediocre digital report is keep trying the same things over and over again. Divide this by the reach of the post and multiply the result by 100 - this gives you that post's engagement rate (as a percentage). Knowing the devices from which your websites users visit can help you determine where to spend time optimizing in order to get the best results. The whole process was very easy!
Prior to joining the Ironmark team, she served as in-house marketing director for several non-profit organizations. Optimize any paid ads landing pages for conversions. Want help in analyzing your digital marketing metrics? This will also let you analyze which of your channel strategies is most effective, and help you to determine how and where your money should be spent. Thats where a digital marketing report comes in. While you may want to rely on the experts to help you draw conclusions from your data, try to pick out a few questions or insights yourself. High conversion rates mean that your marketing campaign and website are proving to be successful - so it's a metric you really want to pay attention to. Take note of which campaigns drive the most web traffic, leads, and conversions for your business. Any good data-driven marketing reporting strategy will include as much information about conversions as possible. Once you have gathered as much information as possible about your websites users, its time to think about what their behavior might mean. Related: Your Guide to Scorecards and Dashboards - Campaign Performance, Related: How to Update Your Marketing Scorecard for 2022, six marketing metrics your boss actually cares about, Prove ROI and ROAS with These 12 Digital Marketing KPIs. Taking the time to draw conclusions from data-driven digital marketing reporting can help your business gain insight and take strategic actions in the future. Vicki enjoys helping clients with their websites and digital marketing campaigns, providing data-based recommendations to increase revenue and engagement. Finally, every data-driven digital marketing report should take a deep dive into the performance of all marketing efforts. It is a good idea to evaluate pages with higher bounce rates to see if there are any areas that can be optimized for engagement. Conversion rate is important because it gives you insight into what works and what doesn't work - ultimately showing you what people or companies want. Social media engagement is one of the most important metrics to measure when looking at the longevity of your brand and how people interact with your company over time. Youll want to email the reports in advance and be sure to insert page breaks throughout so its easy to refer to which page youre on and that they see thebig picture. For digital marketing advice on the regular, subscribe to the email that more than 190,000 other marketers trust: A digital marketing report compiles essential information about your digital marketing strategies and campaigns all in one place. These should provide a sufficient basis for most companies to get started. By doing this, you can determine if your advertisements are actually leading to a return on your investment and make adjustments accordingly. For most websites, Google Analytics is a great place to start analyzing your websites main data. For example, you can track how much time users spend on your web pages and their demographics, such as age and location. From those observations, we make a hypothesis, which we test with an actionable change. A lot of the digital marketing reports I see for campaigns are filled with vanity metrics, making it difficult for candidates and their team to focus on what matters. When it comes to your marketing strategies, its essential to make informed decisions to drive the best results for your business. Now that yourdigitalmarketingperformancereportis set up and you have a solid understanding of what it represents and what your audience is looking to glean from it, youre ready to prepare your presentation. Its important to take a look at which pages users visit most often as well as those users initially use to find your website.
And once youve compiled your report, its essential to analyze your marketing results. Data-driven digital marketing services rely on reporting to track progress. However, for long-term SEO strategies, month-to-month reporting can be too often to provide any meaningful data, while PPC campaigns might require more frequent checks. Ideally, this number will be as low as possible. You want to keep your digital program on track and your vendors accountable, so its imperative you know how to read their reports. Include all of the data you need and none of the data you dont. Your CRM software can help you match names with the metrics and figure out the value of each marketing channel. To get the most out of your marketing report, youll want to think about the goals and objectives you want to achieve for your business. This field is for validation purposes and should be left unchanged. Even if a channel like organic social posting is technically free, you will need to spend a significant amount of time creating, scheduling, promoting, and interacting with posts. What should your digital marketing report include? How to Present a Digital Marketing Performance Report, Vicki Lesage is a Digital Marketing Strategist at. Be sure to include critical metrics for each of your strategies so you can easily measure the performance of your campaigns and your progress towards your business goals. The summary sets the stage to make it easier to digest the metrics to come. To measure the engagement rates of your social media accounts, you may want to first focus on putting your accounts into one highly-effective social media scheduling app, because many of them track engagement analytics for you. Here are the elements data-driven digital marketing reports should include: Before diving into the nitty-gritty metrics, a good digital marketing report will include a summary that provides a snapshot of the business and current digital marketing efforts. So its important to find the balance. For most websites, Google Analytics is a great place to start analyzing your websites main data. The traffic channels and traffic breakdown section of our reports answer these questions. For smaller budgets or programs with few changes, quarterly is probably fine. ROAS measures the amount of money spent on advertisements in comparison to the amount of money made on sales directly linked to advertisements.
However, it can be difficult to find important information in reports, especially if you arent actively tracking marketing progress every day. The 7 Best Ways to Analyze Digital Marketing Data, Related: Elements of a Good Social Media Campaign, Related: 5 Starter Tips to Set Up a Retargeting Campaign, Related: Why You Need a Social Media Schedule, Related: Google Analytics Guide for Busy People. The best data-driven marketing strategies understand that quantity is not the most important thing. Its essential to monitor the performance of your campaigns regularly to ensure that theyre driving the best results for your business. If you will be presenting via email, i.e.
During your presentation, take notes and collect feedback on what they would like to see next time. These are the campaigns youll be tracking in your report. Average session duration is how long the average user spends on your website per session. I usually highlight a few trends or anomalies I noticed in that monthsmarketing report, along with recommendations for improvements. Again, the answer depends on your strategy and marketing channels. In just the past few years, weve helped businesses just like yours drive over $3 billion in revenue with our data-driven marketing campaigns and award-winning software, MarketingCloudFX.