Monthly Marketing Reports Shouldn’t Be a Cure for Insomnia
Written by Holly Kinney and published
Last month, we looked at how to impress the heck out of a potential client by building a sexy marketing report. This month, we’re going to make sure there’s nothing boring about the updates your clients receive from you.
In contrast to the information-heavy marketing proposal that is meant to win a potential client over by showing them all-the-things, monthly reports are meant to convey just the right amount of information. You want to show what you have been working on, but you don’t want to drown them in the details. We recommend that you keep it simple. Make sure they understand your value, without confusing them or making them wonder what’s going on.
Let’s get started
In this example, the monthly marketing report uses the Google Analytics and Social Integrations to report on monthly traffic sources. By choosing only the metrics needed to prove how amazing you are, you will keep the report simple and easy for your client to understand; especially when you can’t be with them. Remember, your reports are your stand-in when you aren’t there–make sure your reports always makes a good case for you getting paid again next month!
Here is a link to our sample monthly report so you can follow along.
The Monthly Marketing Report contains four sections:
- All Traffic Overview
- Drilldown: Mobile Traffic
- Drilldown: All Organic Traffic
- Drilldown: Social Media Traffic
What’s a section?
A Report Section is the outer shell that holds all of your individual data elements. For example, the All Traffic Sources is made up of four individual widgets. The Section is also where you control the date range.
To add a section in Raven, go to the Report Builder, and right under that heading, there are two buttons in the Section area. Choose Add.
A box with the available report sections will appear. Now you are ready to add the first section.
All Traffic Sources
The first section of our report is an overview using Google Analytics to show all of our Traffic Sources. Choose Google Analytics in the section group.
Select ‘All Traffic’ from the pre-defined metric list. The traffic data will appear in the report.
You’ll notice that there are more widgets displayed in All Traffic than what we displayed in the sample report. You can easily delete widgets that are not important to you by clicking on the ‘X’ icon in each widget.
I deleted the Goals KPI, and I also changed how the top traffic data was displayed by clicking on the gear icon, and changing it to a bar chart.
Creating Custom Widgets
Now it’s time to drill down into the specific traffic areas. Add another section, and from the available section list, choose Google Analytics again. Instead of choosing one of the predefined widget groups, select the Create Custom Widget button.
Now choose All Referrals from the list, and then change the widget type to Pie chart, and Mobile and Tablet Traffic for the Advanced Segment.
Repeat this process for the rest of the Google Analytics section.
Drill-down: All Organic Traffic Goals > Goal Completions > KPI All Traffic > Organic Traffic > Line Graph
For the social media section, you will choose Facebook from the drop-down list, and then pick Daily Referrals from Facebook as the Metric. Make sure it’s the correct Facebook account, and Click Save.
Drill-down: Social Media Traffic Facebook > Daily Referrals from Facebook > Line Graph
Follow the same steps one more time to add the Twitter referral metrics.
Twitter > Traffic > Line Graph
Finally, we will add the Social Network Referrals. Follow the Create Custom Widget steps above, choosing the following the parameters in the Google Analytics section.
Metric: Social Network Referrals Widget Type: KPI Metric: Page Views Primary Dimensions: Social Network Conversions: All Goals
Tying it all Together
At this point, things are looking pretty good. We’ve added a lot of detailed traffic metrics that will give your client a great idea about traffic, but we haven’t overwhelmed him with information. Now, we need to make sure he understands what we worked on and what we plan to do next month.To do this, let’s add a Text Summary at the beginning of each section.
Add a new section, and choose Text Summary from the section list. Doing this will open up a rich text editor that allows you not only to add detailed information, but also to format it in your own, unique style. Under the Section box, make sure you select the correct section for your new text. Please note if you insert a picture, it will also need to be hosted on a public URL.
Now all you have to do is brand your report with yours or your client’s logo, and you are ready to take their check to the bank! Does anyone actually make physical deposits anymore?
This is just one of the many kinds of reports you can build in Raven. We make it easy and fun for you, and interesting and meaningful for your client.
Have fun, and write us at firstname.lastname@example.org if we can assist you in any way.