How To Build Custom Marketing Reports

There are a lot of factors that influence the effectiveness of your digital marketing efforts. To ensure that you’re using the right strategies to boost your web traffic and, ultimately, sales, you have to know if the techniques you’re employing are making progress toward achieving your company’s goals.

That’s where marketing reports come in. These documents allow you to measure the success of each key performance indicator (KPI). Moreover, it gives you a visual on your progress, which makes it more manageable to get everyone on the same plate.

You can customize your marketing report to suit the needs and goals of your organization. It can look any way you want and include the metrics that you want to measure. Plus, you can find lots of pre-made templates online. You just have to learn more about them and how to gather the necessary data.

If you want to build custom marketing reports from scratch, here are the steps you can follow:

1. Know the Main Sections of a Marketing Report

Before you can create a customized marketing report for your company, you have to identify the main sections that are typically included in one. As mentioned above, the file can look any way you like and include the metrics that have a significant influence on your digital marketing efforts. Nonetheless, it’s wise to know the basics, so that you can mix-and-match the fundamental parts with your organization’s goals.

These are the different sections that make up a typical marketing report:

  • Summary – This overview of the file’s content is valuable for providing information at a glance. It should highlight the significant points, such as wins, losses, and goals for the subsequent period.

  • Traffic – In this section, you include the number of web visitors you have daily, weekly, or monthly. Categorizing them by channel and device is recommended to visualize your progress better.

  • Engagement – Engagement metrics should show which pages your web visitors frequent and their level of interest. It should include how much time they spend on your website, the rate by which they abandon your page, and how often they visit.

  • Conversion – This is probably the most critical section in your report because it can show how many web visitors converted into paying customers. Allow the option to filter conversions through the channel, revenue, and acquisition, among others.

  • Business Impact – Another essential section is the impact that these metrics have on your business for that month or quarter. It can include factors like opportunities and pipeline generated.

2. Determine the Metrics to Include

You should include the essential metrics in your report. It’s not sensible to bombard your clients or stakeholders with too much information when they only want to know whether your digital marketing campaigns are generating a return on investment (ROI).

Typically, you just have to provide them with a list of the channel sources that are performing well as well as the number of people who are most likely to become paying customers. You can also include revenue, cost per lead, bounce rate, and social interactions.

3. Create a Marketing Dashboard

Regardless of the system you’re using to monitor your progress, you may want to develop a custom marketing dashboard to show the key metrics that you want. Build the platform according to your goals. Similar to the summary section of your report, it should give viewers valuable information with just a single scan.

4. Consider Metrics Similarities and Differences

The metrics are so tightly woven together and influence one another that they often provide the same data. That’s why you should remember to note the source differences in including these KPIs in your custom marketing report.

For instance, the goals of an SEO and Pay-per-Click (PPC) report may seem the same. The former will include keyword performance, conversions, traffic increase, and backlinks.

All these factors can also be included in your PPC section. However, because of the expenses that this campaign entails, you want to focus on its ROI. Instead, you should show components like the average cost per click, click-through rate, impressions, and ad performance.


Digital marketing is beneficial for any business because it allows you to reach your target audience through the Internet’s extensive user base. Create custom reports for your campaigns by identifying the main sections, such as summary and metrics like traffic, engagement, conversions, as well as business impact.

With the many factors involved in digital marketing, you also have to determine which metrics are essential and should be shown to your clients or stakeholders. Next, develop a dashboard, which provides information with just a single scan. Lastly, figure out the similarities and differences of the metrics and include data depending on the goals for that specific campaign.

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  1. Albert Wasko on April 25, 2020

    This is very useful information to build report about custom marketing. I am a digital marketer in SEO agency NYC since few months. This one is my best for my job.


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