Make a Killer Monthly Marketing Report With This Template (For Any Marketer)

Make a Killer Monthly Marketing Report With This Template (For Any Marketer)

It’s that time to present all your hard work in a monthly marketing report. When you don’t have an analyst on deck, you’ll need to take the lead on reporting the numbers. But where do you start? And what’s considered enough to show to the big bosses?

From an analyst to a marketer, I will make it as simple as possible for you to replicate on your own with Google Analytics

If you’re using another web analytics tool like Adobe Analytics, just contact me and I’ll show you the ropes. 

First, let’s go over what your marketing report should achieve to successfully impress your bosses.

Goals for Your Monthly Marketing Report

  • Summarize all of your marketing efforts: This is self-explanatory, but often misrepresented in a report. Maintain only high-level numbers for each marketing channel to keep the report concise and straightforward. Big bosses don’t want to know every single detail. It’s your job to know the details, they just want to know the result of whether there was an improvement and why. 
  • Relate marketing numbers to real numbers = sales: Digital marketing spans across hundreds of platforms with each of its own custom metrics. But the most important metric is money. Money takes no explanation and is the truth to your business success. When you can relate all your marketing traffic to actual sales, then it’s easy for anyone to understand.
  • Help you track progress over time: Context is key to knowing if the month in question is good or not. Show comparisons and trends month-over-month to watch how well you’re doing. It’ll help you drill down on which strategies, given the seasonality, worked the best throughout the year.

Now for the juicy part of this article, creating the actual structure of your monthly marketing report. Here are the top items you should include in your template. 

What to Include in Your Monthly Marketing Report

Executive Overview AKA Conversion Summary

The Executive Overview is the meat-and-potatoes of your report. Essentially, the foundation of website broken into 3 main KPIs. 

  • Total Visitors: How much traffic are you driving to your site? 
  • Total Conversions: How many conversions are you getting? 
  • Conversion Rate: And how many people are converting out of all the people visiting your website?

You want the executive overview to be a stand-alone if a big boss doesn’t have time to view the additional elements in the report.

How to get the data manually in Google Analytics

For the first KPI of “Total Traffic,” head over to the Audience Overview report in Google Analytics. Then, grab the “Total Users” number from the previous month. 

Now the “Total Conversions” KPI is based on what the goal of your website is. Create a segment to capture that action - whether it was a purchase, lead, or something else and apply it to the Audience Overview report. Again, grab the “Total Users” number from here. If you don’t know how to create a segment, check out my article here on creating a basic segment.

The “Conversion Rate” KPI then is a simple calculation. Divide the Total Conversions by Total Traffic to get the percentage.

How to present the data in your monthly report

  • Total Visitors (with MoM % change)
  • Total Conversions (with MoM % change)
  • Conversion Rate (with MoM % change)

Present these KPIs as raw numbers, similar to a scorecard on the page. Then, add a month-over-month percentage change underneath each raw number for a quick comparison. This will show a quick view of whether the current month improved from the last. 

Another way to present these 3 KPIs is a monthly trend graph, let's say January to present. Apply the Conversion Rate on the right axis with the two KPIs on the left axis for an easy visual.

Traffic by Channel and Device

Now let’s break down the total KPIs by channel and device, the next tier of marketing data. After looking at the actual sales, you'll need to figure out how you're getting those sales. We want to figure out the general origin of these users and how we can attract more.

We'll be asking these simple questions:

Channel: Where are your users coming from? 

Device: What are the users using to get to your website? Is your website optimized for each device? 

How to get the data manually in Google Analytics

Channel Traffic: Head over the Acquisitions > All Traffic > Channels. Grab all the User counts for each channel, along with the percentage beside it for % of Total Visitors.

Device Traffic: Go over to Audience > Mobile > Overview and do the same. Grab the counts for each device category, along with the percentage beside it. 

When you pull numbers for the traffic, remember to apply your conversions segment to get the Total Conversions by Channel or Device too. Then, follow up with the Conversion Rate for each category. 

How to present the data in your monthly report

  • Traffic by Channels
  • Traffic by Device

To show the distribution of each category, Channel or Device, I enjoy using pie charts or bar charts for a ranking list. Also, you can add custom labels to each pie piece to show the month-over-month change. That way, context and also current performance are shown in just one chart.

Paid Campaign Performance

Now that you’ve given a very high-level of your marketing efforts, it’s time to drill down to each channel to look at the specifics. These elements aren’t necessary, but your monthly report becomes even more comprehensive. 

How to get the data manually in Google Analytics

First things first, you’ll need to make sure you UTM’d all your paid campaigns on 3rd party platforms, anything other than your website. This can include Google Search Ads, Facebook Ads, and really anywhere you can create a custom link. Here’s a quick UTM parameter rundown if you haven’t done so.

Once you’re collecting data, head on over to the Acquisition section for Campaigns > All Campaigns. Your tagged campaigns will all be summarized here, so be sure to pull the Total Traffic and Total Conversions. 

One quick tip is to distinguish campaigns if you're tagging both paid and organic: use a special keyword for each campaign name. That way, you can filter more easily in the All Campaigns report.

How to present the data in your monthly report

  • Total Paid Campaign Traffic (with MoM % change)
  • Total Paid Campaign Conversions (with MoM % change)
  • Total Paid Campaign Conversion Rate (with MoM % change)
  • List of Top Paid Campaigns by Traffic (with MoM % change as custom labels)
  • List of Top Paid Campaigns by Conversions (with MoM % change as custom labels)

Show the overall total of your campaigns together in a scorecard format with a month-over-month comparison under each number. 

Then, feel free to use two bar charts to show the rankings of which campaigns brought in the most traffic and conversions. The conversion bar chart can have a custom label to include the conversion rate as well for easy viewing. 

Social Media Performance

With Social Media, I mean organic social media efforts where you didn’t pay for anything. Be mindful that Google Analytics doesn’t automatically categorize your paid Facebook ads or other paid social ads into a different bucket. Check out this #1 setting that you should do before running any ads on social platforms. 

How to get the data manually in Google Analytics

Navigate to Acquisition > All Channels > Channels. Click through the Social channel and you’ll see a breakdown of all the social networks that bring traffic to your website. Again, pull the total traffic for all of Social (darker grey) and then pull each individual social network. Grab the percentages of total visitors beside them, too. 

How to present the data in your monthly report

  • Total Social Traffic
  • Total Social Conversions
  • Total Social Conversion Rate
  • List of Social Media Platforms by Traffic, Conversions
  • Top Posts per Platform by Engagement Rate and Total Engagements

Because there aren’t as many social networks as there are campaigns, I like to showcase Social Media data as a pie chart to show which ones contribute more traffic and conversions. 

Feel free to pull data directly from Facebook Insights, Instagram Analytics, and Twitter Insights to get top posts, post engagement, and engagement rates if you could. Then, you can show which posts do the best each month. It's much easier to pull with Supermetrics without having to go to each platform, so save yourself some time with this reporting tool.


Organic Content Performance

Organic content AKA your blog or landing pages are the hot topic for many businesses nowadays. We all want to stop paying for our traffic, so creating your own content that ranks in search engines and gets shared for free is the way to go. 

So if you’re starting up your content bonanza, this is a great high-level monthly view to show off your work to your bosses.

How to get the data manually in Google Analytics

Create a segment where Session includes "Page" contains [your blog slug]. Typically, it’s /blog/ or whatever you chose for your website. The segment will help you filter just the blog traffic to see how much volume you’re getting.

Then adjust your normal Conversion segment to include the blog slug to see if your articles are influencing conversions. 

Apply the segments to the Audience Overview report to get your numbers.

Next, head on over to the Behavior > Site Content > Landing Pages to get the top pages that get traffic on their own from search engines or other websites.  Remember to filter based on your blog slug, whatever that may be. No need to use a segment for this section, by the way.

How to present the data in your monthly report

  • Total Blog Traffic (with MoM % change)
  • % of Total Website Traffic (with MoM % change)
  • Total Blog Conversions (with MoM % change)
  • Total Blog Conversion Rate (with MoM % change)
  • List of Top Blog Articles by Total Traffic and Conversions

Show all total Blog traffic and the percentage of total website traffic at the top. Also, show how many conversions the blog referred to, as well as the corresponding conversion rate (total blog conversions / total blog traffic). 

It’s also great to list the top blogs in a table as well with the number of visitors, and maybe even the bounce rate to see if people continue to view other pages on your website. 

Next Steps & Goals

With a solid view of all your core marketing channels and how they’ve worked together as a whole, you can now write down some next steps that are meant to improve results for the upcoming month.

This is also a place where you can insert some added details that were not included in previous elements of the report to wrap it all up - and leave your big bosses looking forward to the next month and the ones after. 

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Now that you have a solid foundation for your marketing report. Let's kick it up a notch. I have a few steps you can take to make this report much easier, every month. Check out my article here.