The Marketing Report.
The unsolved mystery.
That magic thingy that nobody wants to create, but everybody wants and needs.
And, what can i say: Don't Worry, Click Happy.
Marketing Reports are actually easy.
All you need is time.
Just a little bit of that most precious good on planet marketing earth: time.
Yes, i said the word, which is not bird, i said: time.
A marketing report doesn't necessarily need to be a millimeter precision GPS, but i helps to have at least a rusty old compass that helps you to navigate safely through monsterclickwaves, trafficstorms and the vast seas of KPI-chaos.
So, what do we report:
The first and last thing you report is time:
- time in the past
- time right now
- time tomorrow
- time this month
- time next month
- time this year
- time next year
Time. Still the most important business factor after all these centuries since the invention of the first business model, ever.
So. Time. We know you are tricky, but we are watching you:
So, what else?
This is a must have:
This is a nice add-on, but not all the time on every view of every report, sometimes you just don't need to know that you actually had
- Clicks! Guess what!
If you have these 5 you can optionally calculate some rates and ratios that might come in handy:
- CR = Conversion Rate = Conversions / Clicks * 100
- CPO = Cost per Order = Cost / Orders
- AOV = Average Order Value = Revenue / Orders
- CRR = Cost Revenue Ratio = Cost / Revenue * 100
- ROI = Return on Investment = Revenue / Cost * 100
- CTR = Click Through Rate = Clicks / Impressions * 100
Now you have the overall marketing KPI.
You can additionaly segment these KPI into the actual marketing channels, campaigns, countries or other available segmentations.
That's it for now.
I will add a more useful example Marketing Report Templates soonish manoonish...
Of course you might need more metrics if you want to dive deeper and/or for other business models :)
- CAC and CLV
- DAU / WAU / MAU / YAU
- Retention rate
Web Analytics lessons from datapuking Datagurus
Google Digital Marketing Evangelist Avinash Kaushik on PURE DATA PUKES:
Marketing Report Tools
- Google Sheets + Supermetrics plugin
- Excel + Supermetrics plugin
- Adwords scripts