Customers value metrics that they deem important
Posted: Mon Jan 27, 2025 4:20 am
Often, they have zero relevance to their business but you include those in the report too.
Include something educational: No matter how many times you tell clients something, they will forget it, so you will have to repeat the same thing over and over again. For example, "This double-digit growth is not sustainable, in Q4 we will focus on protecting keyword positions and maintaining traffic."
On my staff reports:
In these types of reports I need a very clear understanding of what is really happening with their business. If we are doing well, either we need to put more resources into a client, or the monthly report will be negative.
I need a daily report on what went wrong (like disapproved ads or keywords) and what was done to fix it.
Weekly reports on where we are this month versus last year for key metrics. Then an explanation of what is moving the numbers with the data backed up. For example, "organic traffic is down, mostly because of why you need this database this keyword. We're in the same position, but volume is down, so there's nothing we can do." To do that, they need to cross-reference SEMrush, Google Search Console, Analytics, and a CRM system to make sure with the numbers that what they think is happening is correlated.
We also report internally on different metrics at each stage of the marketing funnel . That way, we’re not just looking at traffic leads and trying to guess what’s happening in between. We’re pulling different levers to increase each stage of the funnel. It’s too granular a report for clients, and again, more often than not, it’s above their expectations.
Director of Content Strategy, BuilderDesigns
How does a great report differ from a good report? The most important element of a good report is the approach . It should reflect both what interests your partners, colleagues or clients, and their level of knowledge, presenting the information they want to see without overwhelming them.
How to make a report for a client (or boss) that stands out from the rest? Have fun creating it!
Customize your report with your branding and add a little color to make the data a little more interesting. We also like to add a few captions under each chart to highlight what we think is important and why the results matter.
SEO & SEM Manager, Club del Sole
I believe a great report should focus on three characteristics: target, action and data visualization.
Target: KPIs and dashboards should reflect the needs of end users. This means focusing only on Macro-KPIs (such as ROI, LTV and cost per acquisition) if the users are at the top management. To that report, add processes (such as conversion paths and attribution models) for the users at the middle management. To that report, add Micro-KPIs (such as CTR, CPC, position changes), if addressed to specialists.
Action: Every report should be meaningful. This means you should give readers actionable suggestions on what to do to improve KPIs. Even just a short sentence at the end of each dashboard, such as: "spend more advertising budget on mobile devices, which bring the best conversion rates." This makes the analyst's role more pragmatic and results-oriented.
Include something educational: No matter how many times you tell clients something, they will forget it, so you will have to repeat the same thing over and over again. For example, "This double-digit growth is not sustainable, in Q4 we will focus on protecting keyword positions and maintaining traffic."
On my staff reports:
In these types of reports I need a very clear understanding of what is really happening with their business. If we are doing well, either we need to put more resources into a client, or the monthly report will be negative.
I need a daily report on what went wrong (like disapproved ads or keywords) and what was done to fix it.
Weekly reports on where we are this month versus last year for key metrics. Then an explanation of what is moving the numbers with the data backed up. For example, "organic traffic is down, mostly because of why you need this database this keyword. We're in the same position, but volume is down, so there's nothing we can do." To do that, they need to cross-reference SEMrush, Google Search Console, Analytics, and a CRM system to make sure with the numbers that what they think is happening is correlated.
We also report internally on different metrics at each stage of the marketing funnel . That way, we’re not just looking at traffic leads and trying to guess what’s happening in between. We’re pulling different levers to increase each stage of the funnel. It’s too granular a report for clients, and again, more often than not, it’s above their expectations.
Director of Content Strategy, BuilderDesigns
How does a great report differ from a good report? The most important element of a good report is the approach . It should reflect both what interests your partners, colleagues or clients, and their level of knowledge, presenting the information they want to see without overwhelming them.
How to make a report for a client (or boss) that stands out from the rest? Have fun creating it!
Customize your report with your branding and add a little color to make the data a little more interesting. We also like to add a few captions under each chart to highlight what we think is important and why the results matter.
SEO & SEM Manager, Club del Sole
I believe a great report should focus on three characteristics: target, action and data visualization.
Target: KPIs and dashboards should reflect the needs of end users. This means focusing only on Macro-KPIs (such as ROI, LTV and cost per acquisition) if the users are at the top management. To that report, add processes (such as conversion paths and attribution models) for the users at the middle management. To that report, add Micro-KPIs (such as CTR, CPC, position changes), if addressed to specialists.
Action: Every report should be meaningful. This means you should give readers actionable suggestions on what to do to improve KPIs. Even just a short sentence at the end of each dashboard, such as: "spend more advertising budget on mobile devices, which bring the best conversion rates." This makes the analyst's role more pragmatic and results-oriented.