Average session duration is how long the average user spends on your website per session. With paid advertising channels, this baseline can tell you if you should be spending more or less, or changing targeting. Once you have this data, youll be able to make informed decisions about what is working with your campaigns, what isnt working, and where to focus future efforts. Sessions per user is the average number of times a user visits your website. Is It Time to Consider a Marketing Pivot? While its useful to touch base with your clients to review reports, it does take timetime that you could be spending working on your website anddigital marketingefforts. From there, results follow, which we analyze and report on, and the process begins again. Once you have gathered as much information as possible about your websites users, its time to think about what their behavior might mean. On the other hand, you can launch a social media marketing campaign if you want to boost your brand awareness. Once youve identified your goals, you can start thinking about the marketing strategies you want to implement for your business. Youll want to email the reports in advance and be sure to insert page breaks throughout so its easy to refer to which page youre on and that they see thebig picture. Speak with one of our strategists today by calling 888-601-5359 or contact us online to learn more about how our digital marketing services can drive sales and revenue for your business. The summary sets the stage to make it easier to digest the metrics to come. Especially if you offer a product or service thats specific to a certain area, its important to make sure your traffic is coming from the right people. For most websites, Google Analytics is a great place to start analyzing your websites main data. If you want to track and manage your digital marketing strategies with ease, WebFX can help! Digital marketing reports take up a lot of your agencys time and are only helpful if theyre actionable. Marketing vehicles vary by business and industry, so be sure to monitor these metrics, invest in what's working, and minimize what is falling flat. WebFXs proprietary digital marketing platform makes it easier than ever to track digital marketing performance, conduct industry research, calculate ROI, and make strategic decisions. However, for long-term SEO strategies, month-to-month reporting can be too often to provide any meaningful data, while PPC campaigns might require more frequent checks. the top 20 URLs driving traffic to your site), but as long as you make the rest of the data as visual as possible, your report will feel easier to digest at first glance. Thats where a digital marketing report comes in. A single metric by itself doesnt tell you anything. Information on the target audience, target demographic information, location, hobbies, interests, etc. Another important group of metrics is site traffic. The way you present to upper management might be different than how you present to themarketing team. ), A description of the current scope of the project and what was completed in the given time period. You can always add your own widgets too, but its great to have a starting pointespecially one designed by the pros. When it comes to data-driven digital marketing services, you should expect to see results from paid efforts a lot sooner than organic efforts. This field is for validation purposes and should be left unchanged. For B2C companies, most of your energy should be spent optimizing your website for mobile users; for B2B companies, most of your websites visitors will probably be on desktop. Get actionable online campaign strategies and tactics delivered to your inbox weekly. Use our free tool to get your score calculated in under 60 seconds. Subscribe to the Best Practice Digital newsletter: Tell them what your digital priorities are and keep it to just two or three items. As a marketer, analyzing digital marketing data is the best way to see if your digital marketing tactics are working and where you can improve. Subscribe to DashThiss monthly newsletter and receive the latest news and articles directly in your inbox. These should provide a sufficient basis for most companies to get started. The 6 FREE Marketing Tools Every Marketer Needs to Use. When you take the time to understand the value of each conversion, you can make data-driven digital marketing decisions with confidence. In all cases, though, here are some good guidelines to follow: Select one ofDashThissreport templatesbased on whichkey performance indicatorsyoure looking to pull. Furthermore, analyzing site traffic and choosing to collect the right data from your website visitors can actually help you grow awareness, know who to target in the future, and better hone your buyer personas over time. Determine a budget and goals for each marketing channel. An error occurred when getting the results. The whole process was very easy! The average website should shoot for around 1.8 to 4.4, Sometimes, unexpected pages can end up being the most visited pages of your site, so be sure to optimize these pages, keep their information up to date, and make sure they guide users toward a conversion if possible. Bottom line, when you presentmarketing reportswith the data your audience wants and the way they want to see it, theyll look forward to your presentations and the value you provide. Essentially, you should be making more than you spend on ads, and this is a great way to monitor whether or not your investment is ringing the register. These are the campaigns youll be tracking in your report. Bring all your marketing data into one automated report. In addition to pullingdigitalmarketingreportson a regular basis, you might need to present these reports to either an internal team or your clients. Its their job to partner with you and help you better understand their services. To begin analyzing site traffic, you can monitor your site through Google Analytics, as well as incorporate site traffic data plugins on your site. From those observations, we make a hypothesis, which we test with an actionable change. By doing this, you can determine if your advertisements are actually leading to a return on your investment and make adjustments accordingly. Instagram and Facebook see engagement rates around 0.08%, while Twitter sees engagement rates around 0.05%. You might also trackcampaign performancefrom differentmarketing channelslike Google Ads (formerlyGoogleAdwords), Facebook,LinkedIn, or Mailchimp. In this guide, well explain the ins and outs of digital marketing reports to help you effectively track and analyze the performance of your strategies. The following metrics can reveal a lot about how users interact with your website: The bounce rate represents the number of people who leave after visiting a single page of your website, without making any sort of meaningful interaction. However, if your campaign is not able to directly report CPC as a metric, its as easy as analyzing how many clicks you're getting and dividing that by the amount of money you spent on the ad campaign. While other marketing metrics may fluctuate from month to month, none is as important as the conversions your business receives. Group similar content into sections and then visually separate the sections with headers. Pages per session is the average number of pages a user visits on your website in a single visit. Somemarketing metricscan only be displayed in list format (e.g. Will you be presenting in person, over the phone, or via email? When it comes to your marketing strategies, its essential to make informed decisions to drive the best results for your business. The 7 Best Ways to Analyze Digital Marketing Data, Related: Elements of a Good Social Media Campaign, Related: 5 Starter Tips to Set Up a Retargeting Campaign, Related: Why You Need a Social Media Schedule, Related: Google Analytics Guide for Busy People. Cost per click measures how efficiently you're reaching the people who are likely to click on your ad. Digital marketing reporting is essential for the success of any business. When Abby isn't writing, she enjoys movie nights with lots of snacks, yoga, and reading a good book. Start automating your digital marketing performance reports now! Once you have gathered as much information as possible about your websites users, its time to think about what their behavior might mean. Making data-driven decisions is a systematic process. How Do I Make Data-Driven Decisions from My Reports. Here are a few examples of key digital marketing metrics you can keep track of in your report: Plus, you can also track essential audience behavior data on your website to include in your report. However, we havent fully discussed how digital marketing can help with client retention. Data-driven digital marketing services rely on reporting to track progress. After all, current customers or clients are your most valuable assets, and retaining them over time is important. Taking the time to draw conclusions from data-driven digital marketing reporting can help your business gain insight and take strategic actions in the future. Are the people in your audience numbers people or do they get scared off by too much data? Having individual monthly reports allows you to go back and see specific stats for a particular month, but its also a good idea to include trend graphs so you can spot trends for the year without having to open 12 separate reports. Social media engagement is one of the most important metrics to measure when looking at the longevity of your brand and how people interact with your company over time. Tell them what your digital priorities are and keep it to just two or three items. This is where the real analysis begins. How often you need to evaluate progress depends on your industry, methods, and goals. Its very easy to hide a needle of poor performance in a haystack of extraneous metrics. How Often Should You Be Looking At Your Digital Marketing Reports? Your top landing pages and most visited landing pages can give you a sense of what content on your site resonates with users and how users move through your site toward the desired action. Here are just a few examples of digital marketing strategies you can implement for your company: If you want to drive more traffic to your website, you might consider investing in an SEO strategy. Prior to joining the Ironmark team, she served as in-house marketing director for several non-profit organizations. Abby is a Jr. Marketing Writer at WebFX. Any good data-driven marketing reporting strategy will include as much information about conversions as possible. There are a number of different formulas that you may use to calculate your conversion rate, and it depends a great deal on your overall goals and what your unique marketing efforts are. At Beanstalk, we are big fans of Google Data Studio, which allows us to combine metrics from tons of different data sources into one comprehensive report. Typically email, fundraising, and social media reach are the most important metrics for a digital campaign. Knowing the devices from which your websites users visit can help you determine where to spend time optimizing in order to get the best results. ROI. Do they want high-level information or the nitty-gritty stats? The best way to make data-driven digital marketing decisions is to view your report as both a summary of what has been done and a jumping-off point for future marketing efforts. Now that yourdigitalmarketingperformancereportis set up and you have a solid understanding of what it represents and what your audience is looking to glean from it, youre ready to prepare your presentation. If youre getting 20 phone calls a month from your Google Ads, thats an awesome start. While it is unusual for this number to be much higher than 1, a higher number of sessions per user indicates that users are engaged with your content and visit your website more than once. In order to properly analyze marketing data and get actionable results, you need to know which metrics to observe - so lets examine seven of the best ways to analyze digital marketing metrics and what those insights can do to help your business succeed. Take a look at who those 20 phone calls came from. Copyright 2022 Ironmark. Taking the time to draw conclusions from data-driven digital marketing reporting can help your business gain insight and take strategic actions in the future. It is a good idea to evaluate pages with higher bounce rates to see if there are any areas that can be optimized for engagement. You need the added context of previous numbers to determine whether a given number is good, bad or indifferent. So its important to find the balance. I usually highlight a few trends or anomalies I noticed in that monthsmarketing report, along with recommendations for improvements. Once youve implemented your marketing strategies, picked your reporting frequency, and chosen the metrics you want to measure, its time to compile your digital marketing report. What can or should be improved to increase my ROI? Want help in analyzing your digital marketing metrics? Finally, every data-driven digital marketing report should take a deep dive into the performance of all marketing efforts. High conversion rates mean that your marketing campaign and website are proving to be successful - so it's a metric you really want to pay attention to. It's not always easy to tie your sales revenue to your marketing campaigns, but without it, you have no idea if your digital marketing is paying off. Professional digital marketers use reports to make observations. Pages per session is the average number of pages a user visits on your website in a single visit. Be sure to include critical metrics for each of your strategies so you can easily measure the performance of your campaigns and your progress towards your business goals. Google Analytics data can help answer a few main questions: If you are investing money into marketing your website, its important to know what channels users are coming from. This will also let you analyze which of your channel strategies is most effective, and help you to determine how and where your money should be spent. Once you have these numbers, simply place them into the formula. Depending on the answers to these questions, you might want to modify theuser experienceand set up your report differently. When you present in person, you have the benefit of being able to read your audiences cues and adjust your presentation accordingly. My general rule of thumb is that for large budgets and big decisions, meet more frequently (perhaps monthly or bi-monthly). While Google Analytics alone can give us some insight as to where marketing efforts are paying off, ultimately more information is necessary to make data-driven marketing decisions. Today, we will be talking about creating adigitalmarketingperformancereportand how to present it. , a web design and development agency based in St. Louis. Once youve figured out where your websites visitors are coming from, its important to take a look at their on-site behavior. There are several important things to analyze when determining the performance of various marketing efforts. How often you prepare reports is different than how often youll be presenting. Its OK to ask questions if you dont understand something in your report like a specific term or how a metric is calculated. Which calls led to sales? 6 Conversions / $300 Ad Spend = $50 Per Conversion). We are always available at Beanstalk to take a deep dive into your digital marketing report and provide valuable insights. You want to keep your digital program on track and your vendors accountable, so its imperative you know how to read their reports. And for even more information on reporting and analytics, check out our ebook on the six marketing metrics your boss actually cares about. If you do a conference call, its crucial that your audience be able to follow along. Learn what to look for and how to read digital marketing reports your top questions. Sorry, no results have been found, please try other search criteria. A space to discuss future growth opportunities, ideas for projects, or strategy changes. WebFX did everything they said they would do and did it on time! See this report live | Use it with your own data. Not only will your digital marketing reports be easier to read, but youll have better alignment with your digital agency and theyll be focused on the metrics that matter to you, ensuring success for both sides of the relationship. The traffic channels and traffic breakdown section of our reports answer these questions. For example, your headers could be Traffic Overview, User Engagement, Traffic Sources, SEO,PPC, andSocial Media. While you may want to rely on the experts to help you draw conclusions from your data, try to pick out a few questions or insights yourself. I hope these tips help you prepare excellent reports and deliver successful presentations! Here is a brief overview of some of the topics well cover on this page: Bonus: Do you want the inside scoop on all things digital marketing from our award-winning experts? Whether you're a B2B or B2C business, there is a standard equation you can use to measure your website conversion rates: Conversion Rate = Total number of conversions / Total number of sessions. Then sign up for our newsletter, Revenue Weekly, to get the latest digital marketing advice and tips sent straight to your inbox for free! Starting with the methods above, you'll soon be able to better measure what's working, and identify what isnt, in your digital marketing campaigns. Digital Marketing, Measuring the performance of your digital marketing is the greatest asset of these online channels, but unless you understand how to read the reports your agency sends you, youll miss out on critical opportunities. How to Present a Digital Marketing Performance Report, Vicki Lesage is a Digital Marketing Strategist at. And its easy to make sure youre all looking at the same thing and following along inreal-timesince youre all in the same room. If you have any questions about your digital marketing reports, talk to us! A certified inbound marketing professional and HubSpot agency partner, Kingsley has been helping companies transform their marketing function into fully diverse and streamlined growth engines since 2003. Vicki Lesage is a Digital Marketing Strategist at Thoughtprocess Interactive, a web design and development agency based in St. Louis. Vicki enjoys helping clients with their websites and digital marketing campaigns, providing data-based recommendations to increase revenue and engagement. In the first 90-180 days a new campaign goes live, you should establish a baseline of data to expect from each marketing channel. Conversion rates indicate the percentage of individuals, such as visitors to your website or audience members who engage with your ads, who go on to complete a desired goal. Maybe other people should be included in the next presentation. Vicki enjoys helping clients with their websites and digital marketing campaigns, providing data-based recommendations to increase revenue and engagement. Be the first to know when we publish a new blog post! You can choose to create monthly reports or quarterly reports to keep you and your team informed about the success of your strategies. The first metric to monitor and analyze is sales revenue. Professional digital agencies know that youre not accusing them of being dishonest just because you ask questions. If possible, what information do we have about the people who completed conversions? How many Conversions you received each month, How much is the average conversion cost in terms of ad spend (ie. Data-driven digital marketing reports are an essential tool for measuring marketing performance, understanding the value of digital marketing efforts, and evaluating progress toward your businesss goals. Beyond that, there are endless tools for reporting and measuring marketing success. Engaged users tend to spend longer amounts of time on your website. Since joining the company in 2016, she has increased Ironmarks digital presence by over 700%, establishing a new lead generation mechanism for the sales team. Watch the trendline. Loom vs. Vidyard: Which Platform is Better for Explainer Videos? Digital marketing reporting is the key to tracking valuable metrics and data that inform your marketing strategies so you can earn the highest possible return on investment (ROI) for your company. Lynne Kingsley oversees the digital marketing client services team as well as the marketing strategy division for the company. The value of each marketing conversion is the metric that can help you most easily answer the following questions: Some of these questions may be harder to answer than others.
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