What This Is (In Simple Terms)
A marketing report is a summary of how your marketing is performing. Most reports look impressive but don’t help you decide what to do next.
Why It Matters
If your report doesn’t lead to an action (keep, fix, or stop), it wastes time and money.
What You’ll Need
- Access to: Google Analytics (or GA4), your ad platform (Google/Meta/LinkedIn), and your CRM or spreadsheet.
- A simple dashboard tool (Google Looker Studio is free).
Step-by-Step: Build a Useful Marketing Report
Step 1: Define the business question
Write one sentence at the top of your report:
“This report helps us decide how to get more qualified leads at a lower cost.”
Step 2: Pick 5 metrics max
Start with these:
- Sessions (how many visits)
- Leads (form fills/calls)
- CPL Cost per lead (total spend ÷ leads)
- Conversion rate (leads ÷ sessions)
- Revenue or closed deals (if available)
Avoid: total impressions, followers, post reach (use as context only).
Step 3: Map each metric to an action
Add a small “Action” column: Keep / Fix / Stop.
Example: CPL up 30% → Fix (test new creative or audience).
Step 4: Make a one-page dashboard
- Use Looker Studio.
- One page only.
- Include a simple trend chart (last 6–12 weeks) and the 5 metrics.
Step 5: Review weekly (not monthly)
In your weekly 15-minute review, answer:
- What went up/down?
- Why?
- What’s one change for next week?
Mini Example
- Spend: €600 → Leads: 20 → CPL: €30
- This week CPL jumped to €45.
Action: Pause the worst ad, launch one new headline test.
Quick Checklist
- One sentence business question
- Max 5 metrics tied to revenue
- Action column in the report
- One-page dashboard
- Weekly 15-minute review
