How to Create a Monthly Marketing Report

How to create a monthly marketing report

If you're the one responsible for assembling your company's monthly marketing report but feel unsure about what to include, this post will help you out. 

When we create marketing reports for clients who are interested in performance details, these are the specific elements we include: website analytics, social media analytics, a list of work accomplished, and a general summary. This information is useful for measuring success and identifying areas that need improvement.  

1. Website Analytics

Like most marketers, we rely on Google Analytics. It's robust and offers tons of information. However, not all the information is useful to everyone. Below is what we decided to use for our monthly reports.

NOTE: We supply the below metrics with month-over-month and year-over-year comparisons. This helps to keep an eye on trends and growth.

  • Sessions: The number of times that people came to your website.

  • New Users: The number of visitors who came to your website for the first time or without a Google cookie from their last visit.

  • Pages/Session: The number of pages on your website that the average visitor has accessed.

  • Average Session Duration: The average length of visitors’ sessions. 

  • Sessions & New Users by Channels: This overview metric includes organic and paid search, plus direct, referral, and social traffic.

  • Sessions & New Users by Social Network: This metric show traffic coming from specific social channels like Facebook, Twitter, Instagram, Pinterest, LinkedIn, etc.

  • Sessions by Landing Page: These are the top website pages that visitors land on first.

  • Goal Destination Completions: This measures how often users complete specific actions or visit a certain page.

TIP: Did you know that you can create and export custom Google Analytics reports? Sure can! Our report includes the metrics above. We export the report as a PDF and include it in our Monthly Marketing Report. 

2. Social Media Analytics

Choose three social channels and report on them. You could do more, but usually three is a fair number for assessment. We often focus on Facebook, Twitter, and Pinterest or a particular niche channel that performs well. This provides a glimpse into how people are interacting and engaging with the brand.

NOTE: Don't get caught up in the numbers below; these are formatting examples only.

Facebook

You can take a snapshot of Insights (Example A), create a custom chart (Example B), or use bullet points (Example C).

Example A: Snap shot of Insights

Facebook Insights

Example B: Custom chart

Item  # of Actions   Compared to Previous 28 Days 
Actions on Page 9 Down 25%
Page Views 345 Down 8%
Page Likes 147 Up 65%
People Reached 48,842 Up 213%
Post Engagement 3,262 Up 18%
Videos Viewed 8 Down 53%

Example C: Bullet points

April 2016

  • Actions on Page: 9 | Down 25% compared to previous 28 days
  • Page Views: 345 | Down 8% compared to previous 28 days
  • Page Likes: 147 | Up 65% compared to previous 28 days
  • People Reached: 44,842 | Up 213% compared to previous 28 days
  • Post Engagement: 3,262 | Up 18% compared to previous 28 days
  • Video Views: 8 | Down 53% compared to previous 28 days

Twitter

You can take a snapshot of the native analytics chart (Example A), create a custom chart (Example B), or use bullet points (Example C).

Example A: Snap shot of native analytics chart

Twitter Analytics

Example B: Custom chart

Item  #of Actions   Compared to Previous 28 Days 
Tweets 89 Down 6.3%
Tweet Impressions 40K Up 84.4%
Profile Visits 290 Down 7.9%
Mentions 94 Up 754.5%
Followers 292 Up 12
Tweets Linking To You 89 Up 9.9%

Example C: Bullet points

April 2016

  • Tweets: 89 | Down 6.3% compared to previous 28 days
  • Tweet Impressions: 40K | Up 84.4% compared to previous 28 days
  • Profile Visits: 290 | Down 7.9% compared to previous 28 days
  • Mentions: 94 | Up 754.5% compared to previous 28 days
  • Followers: 292 | Up 12 compared to previous 28 days
  • Tweets Linking To You: 879| Up 9.9% compared to previous 28 days

Pinterest

You can take a snapshot of the native analytics chart (Example A), create a custom chart (Example B), or use bullet points (Example C).

Example A: Snap shot of native analytics charts

Example B: Custom chart

Views your Pins get Avg. Daily Impressions: 3,108 Up 2,433.21% compared
to previous 30 days
  Avg. Daily
Viewers: 2,522
Up 3,765.65% compared
to previous 30 days
Views Pins from your website get Avg. Daily Impressions: 3,071 Up 2,586.31% compared
to previous 30 days
  Avg. Daily
Viewers: 2,515
Up 3,672.56% compared
to previous 30 days

People who see your Pins and people who act on your Pins

Avg. monthly viewers: 78,717 Up 25.01% compared
to previous 30 days
  Avg. monthly engaged: 305 Down 19.83% compared to previous 30 days

Example C: Bullet points

April 2016

Views your Pins get

  • Avg. Daily Impressions: 3,108 | Up 2,433.21% compared to previous 30 days
  • Avg. Daily Viewers: 2,522 | Up 3,765.65% compared to previous 30 days

Views Pins from your website get

  • Avg. Daily Impressions: 3,071 | Up 2,586.31% compared to previous 30 days
  • Avg. Daily Viewers: 2,515 | Up 3,672.56% compared to previous 30 days

People who see your Pins and people who act on your Pins

  • Avg. monthly viewers: 78,717 | Up 25.01% compared to previous 30 days
  • Avg. monthly engaged: 305 | Up 19.83% compared to previous 30 days

3. Work Done

Did you work on website development, design some collateral, launch a campaign, or create a content offer? Here's the place to list specific items along with a brief description. The more you list, the more value the client will see.

Example:

Below are the tasks that our team accomplished this month.

  • Reviewed analytics and strategy
  • Completed 50% of a site content audit
  • Published 4 new blog posts and uploaded them to LinkedIn Pulse and Medium
  • Managed a 5 day Facebook campaign around the blog post, "Life is Crazy, Do A Dance."
  • Posted a giveaway on Facebook that earned over 20% the average engagement rate
  • Published over 40 actions on 4 social media platforms

4. Summary

We use this portion to sum up ways in which our efforts are contributing to the overall marketing plan, goals, and in short, what return on investment was garnered that month. One succinct paragraph is sufficient.

Example:

This month our marketing efforts lead to a 15% increase in website traffic, 5% increase in social media interactions, and over 400 blog post engagements. We believe these actions contributed to this month's sales goals being exceeded by 10%. We continue to be on target with strategy implementation.


And there you have it: a monthly marketing report that's pretty straightforward and easy for a client to read and understand. Click here for a report outline.

While this report is perfect for marketers and marketing departments, often decision-makers, business owners, and board members want a big picture report on how marketing and sales efforts are performing and affecting the bottom line. Next week we'll dive into the benefits and how-tos of this type of report which we call the Marketing & Sales KPI Report. 

For more ideas on creating Monthly Marketing Reports, check out these sources:

Get Marketing Report Outline

Did you find this post helpful? Sign up for our monthly e-blast then follow us on FacebookTwitter, Instagram, and Pinterest!

Topics: How-To Practical Tips Reporting and Measurement