There is an old saying in the marketing industry: “I know that half of the advertising costs are wasted, but I don’t know which half is wasted.” Today’s marketers still face this problem. Marketing costs are high, it is difficult to divide customers accurately and efficient marketing, wasting a lot of workforce, money, and customer resources. In order to solve such problems, the concept of digital marketing or precision marketing has gradually emerged. Many companies are exploring how to rely on data analysis to achieve precision marketing and obtain valuable customers at a lower cost. To succeed in the digital marketing era, businesses of all sizes make full use of data value to drive their decision. That said, marketing reports are extremely important.

But how to make a digital marketing report that satisfying the enterprise needs? This post will give you a clear answer on the following topics:

  • What is a marketing report?
  • Types of marketing reports
  • How to write a marketing report/dashboard?

What is a Marketing Report?

A marketing report is a set of data from different marketing channels and analyzes marketing activities’ performance. Marketing reports visualize marketing data and present the results in front of the marketing team, clients or managers. Thus, it is efficient to communicate the marketing goals and strategies and evaluate the effectiveness.

A similar idea is the marketing dashboard. It integrates all relevant marketing data indicators on one screen to understand the full picture of the company’s marketing activities at a glance.

Marketing Dashboard example
Marketing Report(Dashboard) Template- from FineReport

The templates and examples used in this article are made by FineReport. FineReport has a free version for personal use. You can try various built-in report and dashboard templates for free!

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Types of Marketing Report

Here I list some common marketing reports & dashboards and the key metrics that can be structured.

Web Analytics Report

Web analytics reports are different from web reports. Web analytics report, also web analytics dashboard, gives you a clear overview of website performance. It is not only crucial for measuring the traffic but also for evaluating brand influence and marketing research.

Google Analytics provides some excellent pre-configured reports that can be used directly. However, at the same time, marketers can also combine the company’s internal data to customize exclusive notifications to obtain truly valuable insights.

Key Metrics: Pageviews(PV), Unique Visitor(UV), Conversion Rate, Bounce Rate, Traffic Source, Pages Viewed Per Session

Marketing Performance Report

Evaluating marketing performance is an indispensable part of improving digital marketing strategy. Marketing professionals often use marketing performance reports to describe marketing efficiency and effectiveness and suggestions for improvement. The metrics can be comprehensive or selected based on the specific purpose.

Key Metrics: Brand Awareness, Lead Generation, Engagement, Revenue, Customer Retention Rate

Online Advertising Performance

How do companies know if their online marketing efforts have brought profits, or are they just wasting budget? They need to evaluate the performance of the advertising campaign. The purpose of advertising is not merely to complete the planned delivery, and the ultimate goal is to improve brand awareness and promote sales conversion.

A company may use Google Ads, Facebook, Linkedin, and other platforms to place and track the effectiveness of advertising campaigns. However, generally speaking, it is best to get through the data of multiple platforms and finally summarize the results on one sheet, which is more conducive to comparing and evaluating the effectiveness of the sorted advertisement.

Key Metrics: Impressions, click-through rate, CPM, CPC, CPA, conversions, ROI

Marketing KPI Report

This report example gives a comprehensive overview of the most important marketing indicators in a single glance. KPIs in marketing are measurable values related to specific goals of marketing activities. Therefore, it is key to check the achievability of goals and the measurability of results when formulating marketing KPIs. We can summarize the key metrics mentioned in the marketing KPI report into two sides: costs and revenue. 

Key Metrics: Market Share, Sales Growths, Number of Leads, Conversions, New Customers, Cost per Conversion, Cost per Lead, Cost per Customer

digital marketing report template
Sales Analysis Template-from FineReport

How to Create Digital Marketing Reports?

A cohesive marketing report can provide you with all the data you need to make decisions and adopt improvements. Before you start compiling marketing information and creating reports, wait three seconds and ask yourself: What is the purpose of this report? What is the message we most want to deliver? How can we convey the message we want to share?

A marketing report that loses its target is just a tedious set of numbers without meaning. Therefore, you need to set up a clear goal before you start. It’s worth thinking about who is your target audience? And what do they want to know?

According to the goals, you can develop analysis on multiple topics, such as traffic, competing products, channel effects, user operations, etc.

For website managers, what they want to know most is that website traffic comes from various channels, how the final results of different media vary. If the funnel from traffic to customers is clouded in marketing reports, it will result in inaccurate market channel investment and a waste of customer resources.

When marketers face a rapidly increasing number of users, marketers need to differentiate their customers effectively. However, this only relies on the work experience of the marketer/operator to meet the actual development needs and may cause loss of customer resources and the company and waste of human resources.

Step 1 Define Data Sources

No matter how the final effect of the marketing report is presented, the primary data is a crucial first step. A data source is a device or medium that provides some required data. Before making a report, you first need to define the data source. In actual work, the typical situation is that the data is stored in the database and is constantly updated. Therefore, if you use database data to make reports, the content of the reports will be updated as the database is updated.

We take the professional report software FineReport as an example to learn how to connect data.

There are two data connection methods in FineReport: establishing a data connection through the designer and establishing a data connection through the platform. Open the designer, define the database to be connected in Server> Define Data Connection, you can specify the required data connection, and customize the query statement to create a data set to make a report. As shown below:

Define Data Source-from FineReport

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Step 2 Collect Data

It is not enough to just determine the data source. The data is updated in real-time, so the information needs to be collected quickly in an efficient way. It is often required to provide business report users with features to support actions such as adding, modifying, and deleting the database due to the irregularity and incompleteness of data. We can create such forms called data entry in FineReport.

Customer Tracking Records-from FineReport

FineReport’s reporting function is very flexible, and it has powerful processing capabilities for data and report structure. It can quickly build a multi-source report. That is, the data in a report can point to multiple different databases or data tables. To ensure that the data submission meets the rules, FineReport also has a built-in comprehensive data verification function, which can make judgments on the validity and legality of the data and feedback the verification information to the user.

For some users’ habit of editing data in Excel, FineReport also supports the online import of Excel marketing reports, which is greatly convenient for the business personnel.

Step 3 Design a Report

When our data is ready, we can start to make the reports we need. Now, most of the reporting software is developing towards the trend of low code. Namely, developers can carry out various styles of report design can be easily through simple code. The purpose of this is to lower the cost of people who are familiar with Excel operations. 

One of the significant advantages of FineReport is to improve the development efficiency of report personnel. The core feature of report page design, parameter query design, reporting settings, multi-layer drilling, etc., all realize visual development, and in this process, only some simple codes are required. The development of the report can be completed mainly with drag and drop.

Report Designer-FineReport


Marketing reports allow you quickly and easily stay on top of your marketing performance across all your marketing channels and tells you where your digital marketing efforts are a success and where they might need to be optimized. According to your goal, you can make the digital marketing reports more detailed in analyzing website traffic, cost, and revenue, brand influence, etc. 

However, digital marketing data is enormous and endless. To maximize the benefits of marketing reports, you need to make sure the reports can reveal the latest information. 

As a professional reporting tool, FineReport can be your best partner to stand out in the digital marketing era.

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