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Marketer: Are they actually going to read this? Will they believe it? Should I present the data in a way that sounds a bit … better?
Client: Have they just made all this up? Is this really going to be worth fifteen minutes of my time? Will anyone notice if I just … ignore it?
Monthly marketing reports – there’s usually a level of doubt on both sides. But should marketers put effort into creating them and should stakeholders take the time to read them? Let’s explore.
The benefits of reporting
It builds client trust
Many clients are capable of doing their own data analysis. But receiving reports from you – detailing what went well, what didn’t, and how you plan to improve – reassures them that you’ve got both eyes on their marketing strategies. It also gives you the first word on any dodgy data.
Accurate reports help you keep clients
When companies face financial challenges, it’s easy to question the value of various marketing activities. Before making any decisions, though, stakeholders are likely to turn to your most recent reports. If these demonstrate a clear ROI (return on investment), they’re less likely to end your contract.
It helps you measure performance
Even if your client doesn’t read the reports, keeping it up forces you to analyse the data intentionally. The insights you’ll glean are for you, the marketer, just as much as they’re for the client.
It helps you re-allocate time and budget
You’re not going to smash your performance targets with every activity each month. Reports help you to identify trends and focus your energy on what’s working.
Good marketing reports aren’t just stats and charts slapped on a slide.
They include nuance, analysis, and a story.
They show impact, learnings, and actionable next steps.
Yet so many will slap stats on a slide and wonder why no one cares.
— Adrienne Sheares (@AdriSheares) June 23, 2022
The issues with reporting
It takes a while and can be costly
It can take time to nail down your digital marketing report process. If you’re jumping between various analytics platforms and team members to produce reports for multiple clients, it becomes a big job. Using a dedicated reporting tool can help save you time, but there’s often a cost involved.
‘It’s important to find a reporting system that works for you and your clients. We recently changed to Looker Studio. It looks more professional than our past system, pulls data with better accuracy, and produces well-structured reports that are easy for clients to skim or study. And it’s free! Just making this change has made reporting more valuable for everyone.’ – Rodrigo Lasanta, Lead SEO Specialist
Clients don’t always read them word for word
Many clients don’t have time to read full reports each month. You might worry that they will misinterpret the data or simply lose sight of the effect your work is having. This is why you need to structure the reports with clear takeaways and book in chats to go through the results face-to-face.
Data quality can vary depending on who’s looking
There are many ways to track key metrics and to pull the data into reports. Inaccurate data is all around. As a marketer, you might find that another agency a client works with has reported different results to you. As a stakeholder, you might receive reports with questionable information. Learning to effectively track, monitor and analyse your KPIs (Key Performance Indicators) is crucial.
It can highlight poor performance
Transparency is key in marketing reporting. That means sharing the dips and downturns as well as the growth. It’s natural to feel uncomfortable reporting poor performance, but honesty is an investment in your marketer-client relationship – it means that when you report success, they’ll believe you!
Change my mind:
If the success of a project hinges on people not questioning the fluffed metrics or misleading marketing, that project has already failed. https://t.co/vvRo4en9Wz
— ThomasCrown.eth (@ETHomasCrown) July 28, 2024
The solution for marketers
Some marketers respond to these issues by putting less effort into reporting. That’s the wrong response. When you do it right, reporting is one of the most valuable activities in your working month.
Here’s how to make reporting worth every second:
- Find an affordable reporting tool that inputs accurate data in clicks and provides the flexibility you need.
- Work with a data specialist if you have any doubts about tracking setup.
- Put the key takeaways at the top of the report and highlight key data.
- Don’t manipulate the data so it looks better. Explain in simple terms what’s gone wrong and own up to any mistakes.
- Describe how you’re going to update the strategy going forward.
- Book in regular calls or meetings with the client to go over the performance and discuss ways to improve the reporting process.
- Consider what the report reveals to you, not just to the client.
The solution for stakeholders
You might be here as a business owner, internal marketing manager or head of sales wondering whether reports are worth your time. We think yes!
But try to follow our advice:
- Communicate clearly with your external teams, explaining which metrics are most important to you and how they can present reports in a way that’s most useful to you.
- Monitor your analytics on GA4 and other platforms yourself. Speak to your marketing team openly if you notice any discrepancies.
- Don’t panic if any results look bad. But stay in communication with your specialists – if they don’t propose a solution or the performance remains low over time, you might need to look elsewhere.
- Ask your marketers to deliver reports by a specific date. Set aside time in your calendar to go through it properly and raise any questions.
Measurable results you can count on
At Digivate, we use data to inform our strategies, track our progress and optimise your performance. We send straightforward, honest reports that help you to understand what we’re doing and measure your business’ growth.
Take a look at our digital marketing services and get in touch now to receive solid results that show in the numbers.
Article by
Tess O'Bamber
