Reporting 101

Reporting for marketing campaigns is key for you to understand what your marketing investment is delivering back to your business and for you to understand the impact that it is having on your customers. Your goal is to be having a positive impact on both!

If you’re investing money into marketing and able to understand the return you’re more likely to spend future investment wisely.

What should I be reporting on? It does depend on the marketing activity you ran, the objective and the channel. Ultimately there are four critical elements to reporting…

  1. How much did your marketing campaign cost you?
  2. Did anything happen because of your marketing? Any leads achieved? Any sales driven? Enquires? Visits to your website? New followers on social media?
  3. Can you place a value of what happened?
  4. Would you have got those sales if you hadn’t done the marketing?

There are lots of ways that you can measure your campaigns, especially when it comes to different channels, here are our top 10 metrics to measure:

  1. Response rate
  2. Cost per lead
  3. Sales
  4. Cost of activity
  5. Return on Investment (ROI)
  6. Total sales generated
  7. Number of customers acquired
  8. Click through rate
  9. Organic traffic
  10. Visits / follows

The more you know about each campaign that you deliver for marketing the more you’ll be able to demonstrate the value that it brings to the business and unlock bigger budgets for the future.

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