When it comes to campaign reporting, let’s be honest - it's a beast. You’re juggling data from five different platforms, trying to make sense of clicks, impressions, and conversions, and somehow distil all that into something your clients actually care about and is easier to decrypt than the flipping DaVinci code.
The number of times I see agencies piling on stats like there's no tomorrow is worrying!
What do all businesses care about?
"Their bottom line - so let's focus on that"
Why Is It So Difficult?
Data overload is at the top of the list. Every platform speaks a different language, so finding the story within all that noise takes patience.
On top of that, clients often want a single “magic number” that’ll tell them everything, and, as we know, there’s no one metric that does it all.
Our Process & Tools
We work with a mix of Google Analytics, Meta Ads Manager, and Whatagraph to keep it visual and client-friendly. (people-friendly)
Having one dashboard that pulls from all our sources is key, so we’re not lost in data purgatory.
It keeps things clear, fast, and lets us answer those big client questions, like:
“What actually worked?”
What Clients (Customers) Care About Most...
Clients care about one thing: growth.
They want to know, “Did this campaign move the needle?”
Revenue, ROI, and progress toward their end goals matter most. Clicks and impressions?
Sure, they’re nice, but without the “bottom line” metrics, they’re just noise.
How We Structure Reports to Keep Their Attention
I start with a quick “key takeaways” section.
Which is like an old 4-blocker from my corporate days; a snapshot of the biggest wins, most important numbers, and any areas that need tweaking.
After that, it’s visuals over text: a couple of trendlines, some comparison graphs, and that’s it.
I end with actionable “next steps” to show what’s coming and keep the client focused on the plan forward - the end goal - big results and big revenue.
Best Practices (for any business)
Keep it short and keep it real.
Clients want to see where their investment went and what’s coming back.
Don’t drown them in metrics.
If they want lead quality over bounce rate, make it all about the quality. - DO NOT ignore their requests just because it: "fits your template better".
At the end of the day, the best reporting is when clients can follow a story. A story with an ending they care about.
Speak soon,
Thomas
P.S. If you’re ready to stop guessing and start winning with your digital marketing, I can help. Let’s chat and create a strategy tailored for you: www.thresults.com/contact-us
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