Digital Marketing Performance Reports

We’ve all gotten the general, and sometimes ambiguous, request from the c-suite asking for a “high-level report” on digital marketing. How do you define what to include in the report, and how granular do you go with the data?

Each executive has their own focus within the business, and obviously, there are some areas which overlap. The data I begin with is the obvious data tied execs are looking to gauge performance relating to ROI/ROAS, CPL, CPA, CPM (CPM especially for brand awareness/amplification campaigns). Concisely outline the what and why of the current status and providing 1-2 modifications to the digital marketing tactics to increase the performance of each metric. 

This info in itself is generally the marketing data a CEO or COO is looking for will want to quickly digest. As you prepare this information, always be prepared to quickly pull together 3-4 slides to expand on if the request is extended. 

Some basic must-do items you need to do on a weekly basis:

• Update your KPI spreadsheet for each channel and main metric

• Use pivot tables and graphs, this will help you quickly grab data and even include an image of the graph in your high-level executive report

• Keep an outline template of the information you need to provide so you don’t omit anything

• Set goals on what you hope to achieve short-term and long term

• Note adjustments needed you noticed from the KPIs you’re tracking

• Create a project based table of needed elements to help you launch successful campaigns while noting and communicating responsible stakeholders for each need

Being prepared and organized is more important than being smart. Actively taking care of the tasks above will go a long way, especially when 11th-hour requests come through.