We will introduce you to some of the required steps towards the preparation of a digital marketing report that includes clear and relevant information. Lastly, we will point out some of the main metrics that should be present. Check it out.
For a long time, checking the results of marketing efforts was somewhat complicated, but with the strengthening of the digital media, that reality has been transformed. Nowadays, it is possible to show and state the importance of each investment.
If you have come this far, this is not something new. However, there is another question: which information is really important and should be part of your digital marketing report? To help solve this, we have prepared today’s article.
We will introduce you to some of the required steps towards the preparation of a report that includes clear and relevant information. Lastly, we will point out some of the main metrics that should be present. Check it out.
Contents
Provide an overview
When preparing a digital marketing report, the first step is to provide an overview of what has been done and some information regarding the results achieved. This will arouse the curiosity of those who are reading or following your presentation.
At this moment, make a short introduction to the campaigns, present the buyer persona, the actions taken, in which fronts and what were the objectives set in the planning stage. The goal is to place the audience on the position where the company was and where it was intended to get.
Identify the work fronts
After the overview, you should address, in detail, which work fronts were used and how they contributed to the results that will be presented. At this moment, you information presented must be very clear.
Present these fronts, point what your individual goals and how each front contributes to the strategy as a whole, preventing the audience from being confused about the value of each stage performed.
Make a comparative timeline
When presenting the results, try to establish a comparative timeline between the different stages of each action or, whenever possible, between the strategies previously implemented. By the way, since we are talking about old actions, it is fundamental to keep all this information duly registered.
This comparative timeline is crucial to prove the evolution of the results with the passage of time. This reaffirms the importance of digital marketing for the company’s sales and the generation of new business opportunities.
Use graphs to translate data
The adoption of graphics resources in the presentation of results in a digital marketing report is extremely recommended. Using several slides to present the evolution of a given product, for example, will make your presentation tiring and quite confusing.
Therefore, whenever you are presenting quantitative data, use and overuse statistical graphs. In cases of qualitative information, this task may be a bit more complicated, but it is possible to use infographics or other types of representations to present it.
Rely on a complete tool
Collect, organize and keep data in a database in a correct manner is something that can become very costly, stressful, and also inaccurate. For this reason, you must rely on a digital marketing tool, such as E-goi.
Through this type of resource, it is possible to:
- monitor the results of each action;
- generate performance graphs;
- map each lead’s action;
- create a database with the most diverse information on the profile and preferences of your customers.
Without a good digital marketing tool, your report will hardly have a high degree of accuracy and relevance.
What are the metrics of a digital marketing report?
Now that we have talked about the structure a digital marketing report, we will address the main metrics that should compose it. After all, not all information is relevant to the company’s results. Discover them below.
Click-through rate
The first metric is the click-through rate. It indicates the number of clicks a particular link, product, post, or ad had on the volume of impressions during a campaign.
For example, if an ad had 100,000 views and was clicked 45,000 times, the click-through rate is 45%. A very low number may indicate that the message is reaching the wrong audience or is not appropriate for the audience. So, follow it closely.
Traffic source
Another essential metric to assess the performance of a digital marketing campaign is the source of the traffic received. Through this, you will discover which channels have the best performance.
In addition, whenever necessary, it is possible to reassess the practices adopted and to adapt the strategies of those that are not achieving good results.
Customer Acquisition Cost (CAC)
Monitoring the CAC is the best way to know if the volume of resources used to bring a new customer to the company is being compensated by the value of the average purchase ticket.
Having a high CAC is not always an indication that something is wrong. In niche markets, for example, it is common for this to be high, but the value of the average ticket is considerably higher.
Lifetime Value (LTV)
The LTV represents the average amount of time that a customer remains in the company’s portfolio. The higher it is, the greater the profitability of the business, which ends up diluting its cost of acquisition.
Conversion rate
Undoubtedly, conversion is the most important metric in all digital marketing strategies. This is because the number of people who evolved in the sales funnel until the moment of the purchase is indicated.
The conversion of prospects into leads, of leads into opportunities and opportunities into sales is what drives digital marketing strategies. If you do not know how much you are converting, you will hardly be able to understand and check the results.
ROI
Finally, the metric most managers like the ROI. Through it, you can see what the return on investment in each action was, by pointing to the revenue of every cent.
These are just some of the indicators that should be included in an efficient digital marketing report. There are many others that can be used — all will depend on the focus of the document, the goals and the reality of the company.
Would you like to know how a digital marketing tool can be useful in producing increasingly efficient reports? Contact us and find out how we can help you!