12 marketing reporting templates you need to track progress

The only way to know if you are implementing the right marketing strategy for your brand or client is to keep track of your marketing KPIs. What’s the best way to do this? By creating insightful and detailed reports that show marketing performance. Depending on your activity and the marketing activities you are doing, there are various types of reports you can use to track progress. 
In this article, we will share various marketing reporting templates that will help you make your analysis easy to visualize and understand. Let’s get started!

What is a marketing report?

Before we take a look at some reporting templates, let’s do a quick revision. Marketing reporting refers to the process of gathering, organizing, and interpreting marketing data and metrics with the purpose of enhancing the performance of your campaigns and strategies. Such reports are usually created by marketing agencies or the marketing team of a company.
A marketing report allows you to track progress and define the areas where you need to invest more time or marketing budget. Also, reporting provides insights regarding the performance of each channel and activity you are executing. Marketing reports help you make data-informed decisions regarding marketing strategies. If you want to dig deeper into the benefits of this activity, we’ve prepared an article on marketing reporting that comes with useful and actionable best practices.
As you know, there are different types of reports, depending on the channel, marketing strategy, and time period. Here are some of the most common types of reports used for marketing campaigns: 

• Yearly marketing report
• Monthly marketing report
• Email marketing report
• SEO marketing report
• Content marketing report
• Digital marketing report
• PPC (pay-per-click) marketing report
• Traffic analytics report
• Lead generation report

What should a marketing report include?

Wondering what your marketing report should have to be insightful? Well, typically, a marketing report should include: 

• Separate graphs for the most crucial aspects of your campaign.
• A set of the most informative metrics – as opposed to “vanity metrics” that look good but offer little meaning.
• A variety of visual elements – for example, different types of graphs for different metrics.

Depending on the type of report you are preparing (email marketing report, digital marketing report, yearly report, etc.), your final analysis will include different information and metrics. For instance, on a content marketing report, you will include details about bounce rate and organic traffic from Google Search Console, while on a PPC report, you will focus on cost per click and cost per acquisition.

How to create a marketing report

There are a few things you need to take into account before getting started with your marketing reporting activity, including whether or not you should use a reporting tool. Let’s take a look at what you need to do to prepare an analysis that is both actionable and easy to understand. 

1. Start with the purpose of the report: Ask yourself why you are creating this asset and how it is going to be used. Make sure you know exactly what you want to track and what your expectations are. This way, it is going to be easier to present it to others and create an action plan based on the report.
2. Track the right metrics: Yes, metrics are important, and I know you want to fill your report with metrics showing progress. However, you need to focus on the ones that are essential and show the current status of your marketing campaigns. For example, for a social media report, the number of Page likes is not necessarily an essential metric since it’s more of a vanity one. 
3. Gather and curate your data automatically: If you want to ensure that your data is up to date and correct, we recommend using a data automation solution that allows you to collect marketing data automatically and track changes in real-time. An example of such a solution is Coupler.io, a data automation and analytics platform that allows you to gather data from over 70 business apps, transform it, and create automated reports in Looker Studio, Google Sheets, or Microsoft Excel. 
4. Focus on data visualization: It’s hard to understand hundreds of numbers that are just popping out in a simple marketing report. That’s why it’s best to include graphs, charts, and other data visualization elements that can make your report understandable and shareable. 
5. Use ready-to-use templates: If you want to create a great report, it doesn’t mean you should start from scratch. There are hundreds of models and reporting templates you can use or get inspired by. We’ve curated a few for you. Let’s see them!

Marketing reporting templates 

Here, you will find 12 templates that you can just insert your data in or use as inspiration to create your own reporting model. You will find various template examples for different campaign types. 
We will start with PPC marketing templates and then move on to other types covering various areas of marketing reporting.
Paid advertising is one of the most important types of marketing used to increase traffic and conversions for brands. The examples of PPC channels include such platforms as Google Ads, Facebook Ads, and many others. We’ve prepared three templates for PPC reports – two for the channels mentioned above and one for performance reports that you can use for multiple channels at a time. They will help you see your campaign performance and evaluate your marketing efforts. 
In general, the offered set of templates allows you to cover most of the core use cases for marketing reporting. 

1. Google Ads report template

This template showcases various key metrics, including Impressions, Clicks, Cost per acquisition, Cost per click, Conversion rate, Amount Spent, and Total Conversions that offer you details about your target audience. Also, you can calculate your Return on investment to see if your campaigns are profitable. 
The Google Ads report template by Coupler.io is the perfect option if you want to automate your reporting activity. Why? Because you can connect your Google Ads account to Looker Studio with Coupler.io and have a copy of this dashboard with your data in minutes. 

View the full version of the Google Ads report template

All of your data will be automatically exported, and you can set up a schedule for your data to be updated. Thanks to Coupler.io’s Preview and Transform feature, you can see exactly what will be exported before loading your data into Looker Studio and manipulate your data if needed.

2. Facebook Ads report template

As you can see, with this Facebook Ads marketing report template, you can track various metrics, including Impressions, CPM, Amount Spent, Clicks, Cost per click, Actions, Action rate, and Cost per acquisition. It also includes graphs for Conversions per landing page view, by country, and over time. 
Just like with the previous report for Google Ads, you can easily automate your marketing reporting activity with this template as it works in the same way. You just need to connect your Facebook Ads account to Looker Studio, and Coupler.io will automatically fill this report with your data.
Want to know how to use this template and get your dashboard in a matter of minutes? Jump to the How to use automated marketing reporting templates section for the step-by-step tutorial. 

View the full version of the Facebook Ads report template

3. LinkedIn Ads report template  

Want to keep a close eye on the performance of your LinkedIn Ads campaigns? With this marketing report template, you can track your progress with a set of key metrics. Just like the previous two report templates, with this LinkedIn Ads report template, you can analyze data in real-time with a Coupler.io integration. Monitor metrics like CPM, Impressions, and Clicks, all in one comprehensive dashboard.

4. Email marketing reporting template

Working with Mailchimp, ElasticEmail, or Moosend? Then you need an email marketing reporting template to ensure that your campaigns have a good open rate and that the number of subscribers is constantly increasing. 

In this email marketing template, you can track Revenue, Impressions, Clicks, Conversions, Open rate, and number of Subscribers. You can use the template if you create a free account. However, you will have to manually add your data. 

5. Digital marketing reporting template

Are you combining different types of marketing tactics and strategies to boost awareness or leads for your brand? We’ve included a digital marketing reporting template that contains various marketing tactics and channels so you can have a complete overview of your performance. 

In this digital marketing reporting template, you can include data from your SEO, email, performance, and social media marketing. It contains metrics such as Bounce rate, Click through rate, and Goal competitions for your marketing analytics. Also, it includes an overview of your email campaigns, social media performance, and a PPC overview.

6. SEO reporting template

Search Engine Optimization is an important part of the whole marketing strategy. This is why it deserves a detailed report. Here’s an example of an SEO marketing reporting template from Semrush. 

In this template, you can track the ranking of your keywords, details about your traffic, basic backlink stats, and the health score of your technical SEO. 

7. Content marketing report template

If you want to ensure your content is engaging for potential customers, you can use this content marketing reporting template from Rock Content. With this template, you can track various metrics, including Visitors, Leads, MQLs, SQLs, and Subscribers. Also, you can see which pieces of content are top performing. 

This template is available in Google Sheets.

8. Web analytics report template

How’s your digital footprint? Are you getting enough visitors to your website? You can monitor that by using a web analytics template like this one. 

With this template, you can see how many people are visiting your website, the channels and mediums they are coming in from, and how much time they spend on your website. Also, you can track metrics like New Sessions, Goal Completions, and Demographics of your ecommerce from Google Analytics.

9. Social media marketing report template

Did you know that, on average, people spend two and a half hours on social media channels? With this social media marketing report template, you can find out how much time people are spending on your social channels and if your content is engaging enough. 

10. Weekly marketing report template

In marketing, some things tend to happen quickly. That’s why it is a good idea to keep a weekly marketing report. Unlike the monthly or quarterly report, you don’t have to look at all the channels, especially if you have seasonal strategies that you are adopting. However, with this weekly marketing report template, you can monitor your website traffic and your social media performance. 

You will need to make a copy of the template to edit it and insert data from all channels.

With this social media report template, you can have an overview of various marketing metrics, including Impressions, Clicks, and Engagements. You will need to make a copy of this template and add data.

11. Monthly marketing report template

Every month, you should create a report to have a complete overview of how things are progressing. This type of report doesn’t have to include much data, only the most essential metrics and data points from all of the channels you are using for campaigns. 

This monthly marketing reporting template is a basic option if you want to keep managers updated. You can add details about Reach, Visits, Leads, Conversions, and Customers from all channels. Just like the previous models, you will need to make a copy in Google Sheets to edit this free template. 

12. Lead generation report template

One of the most important tasks for any marketer is to generate leads so that the sales team can close deals. To ensure you are on track with your leads, you need a detailed Hubspot lead generation reporting template like this one.
In this report, you can track the cost per conversion, conversion rate, and cost per lead. You can purchase this template to add your data to it and share it with stakeholders. 

How to use automated marketing reporting templates 

We’ve shown you two of our automated reporting templates (number 1 and 2 on our list), and now it’s time to see how to use them step-by-step. We will focus on the Facebook Ads marketing template, but the process is the same for the Google Ads template as well. Let’s get started!

• First, create a Coupler.io account. 
• Once you have an account, open the template you want to use and go to the Readme tab. For this example, we will use the Facebook Ads reporting dashboard template. 
• Follow the instructions and click the link provided in step 2 on the Readme tab.

• You will be taken to the page where you can set up data transfer from Facebook Ads to Looker Studio. First, connect to your Facebook Ads account. 

• Then, select the data entity and the Ads account you want to use for the template. Once ready, click on Finish and Proceed, as the other Basic settings are predefined. 

• Then, select Transform data to preview your dataset that’s about to be exported and check if everything is correct. After this, click Proceed.

• Now it’s time to connect your Looker Studio account. Follow the instructions on the screen to complete the connection: generate and copy an API access token, and then press Looker Studio -> Connect.

• Your Imported ID is going to be added automatically, and you will need to click on Authorize to connect to Looker Studio. 

• After Looker Studio is authorized, you will need to add the API Token you copied and authorize the Coupler.io connection to the destination.

• After this, come back to the Coupler.io interface and click Finish and Proceed.

• Then, specify your preferences for the automatic updates and, finally, click on Save and Run. 

• Couple.io will transfer your data to Looker Studio and create a ready-to-use dashboard for you. Click the View results button in the upper right corner. Then, press Connect -> Create report.

• As a result, you will get a copy of the dashboard with your data. 

• Now you can use Looker Studio functionality to customize your dashboard. If needed, you can add more data, move the blocks around, add and delete sections, and so on.

That’s it! The whole process only takes minutes. See other examples of our automated dashboards and templates.

Using marketing reporting templates to measure progress

Creating marketing reports is an important part of marketing efforts that will help you have a complete overview and increase the performance of your campaigns. There are various things that you need to consider before creating a marketing report, including what tools and templates to use. 
Also, when creating marketing reports, we recommend using an automation tool that will export your data on a schedule to ensure that the information and metrics are up to date. Automating your reporting will help you work with fresh and correct data while allowing you to focus on what matters instead of manually adding information from various platforms. 
Lastly, using reporting templates makes it simpler for you to create assets that are easy to understand and share with stakeholders. Templates come with key metrics you need to keep track of, as well as good design and data visualization elements like graphs and pie charts. 

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