The modern world of business is very much concerned with digital marketing since many firms spend a lot of money on campaigns to grow and popularize themselves. However, what is indicative of the effectiveness of these campaigns? The mystery of your digital marketing efforts is knowing and communicating the outcomes successfully. This is the reason that campaign reports are useful. 

 Marketing campaign reports give you information on the effectiveness of the current campaigns to enable you to come up with better strategies for future ones. In this blog article, we will discuss the role of the campaign reports, how to determine the effectiveness of the campaigns, and how you can share the results with the stakeholders. 

 Why Campaign Reports Matter 

Campaign reports are important because they enable one to monitor the effectiveness of the campaigns that are being run online. Besides, these reports are quite helpful in establishing which campaigns are effective and which are not. They enable you to: 

  • Evaluate the success: Using the relevant parameters, one can determine if the campaign was effective. 
  • Campaign reports: Campaign reports give information on what was effective and what was not, giving accurate information that can be used to improve the strategies being used. 
  • Improve measurability: A detailed report makes the stakeholders understand that the amount of money invested in the campaign is well utilized. 
  • Better management: Reports assist in the management of resources and the decision-making process of where to invest in future marketing campaigns. 

What follows, then, is the logical question: how can one tell that your online campaigns are working? 

Key Metrics to Track in a Campaign Report 

This is the reason why you have to pay attention to the right metrics to assess the success of your digital marketing campaigns. Here, some of them might depend on the kind of campaign that is being implemented, but in most cases, the following may be tracked: 

Traffic Sources 

This way, one can know which channel brings the most visitors so as to know which channel is more effective in bringing visitors. Whether the traffic is organic, paid, via social media, or referral, a company needs to know traffic sources to assess the value of each. 

Conversion Rates 

Conversion rates inform you of the extent to which your campaign is effective in converting visitors into customers. ‘Conversion’ could refer to a sale or even a signup to a newsletter or downloading an offer, depending on the nature of the campaign. The meaning of high conversion rates means that your campaign is successful in reaching your target audience. 

Customer Acquisition Cost (CAC) 

This metric is used to determine the cost of the campaign in acquiring a new customer. Thus, by comparing CAC to the lifetime value or LTV of a customer, you can reveal the cost-efficiency and feasibility of a campaign. 

ROI 

Digital marketing campaign effectiveness should be measured through ROI, which is the most effective metric.  It helps you to know if the campaign is bringing more money than the money spent in the campaign. A positive ROI is an indication that the campaign has been effective, while a negative ROI shows that there is a need for improvement. 

Engagement Metrics 

That is why different measures like likes, shares, comments, and time on the page tell about the engagement level of the audience. High engagement means that the campaign is interesting to the audience and vice versa; low engagement may mean the need to adjust the content or target. 

Bounce Rate 

Bounce rate is the number of visitors who go to a particular page on your site and immediately navigate away from your site. A high bounce rate means that the landing page does not attract viewers or the traffic is not related to the campaign goal. 

Lead Generation 

Lead generation campaigns need to establish the total number of new prospects or leads they produce. Lead tracking enables us to verify whether the outreach meets our population target. 

Tools for Measuring Campaign Results 

Although it is possible to track and analyze the data manually, it is not the best way to go about it since it will take a lot of time. That is why tools for digital marketing reporting are so helpful in this context. These tools enable them to collect and analyze information and provide you with real-time information that you can use in your campaigns. 

  1. Digital Marketing Reporting Dashboard

An ideal digital marketing reporting dashboard is one of the most valuable tools for tracking campaigns’ performance. It has the advantage of depicting your campaign data in a format that enables you to view trends, monitor KPIs, and present outcomes. 

  • Flexible widgets: You can choose which aspects of the campaign you would like to monitor and display. 
  • Campaign metrics: The monitoring tool tracks real-time campaign performance through its campaign metrics function. 
  • Easy sharing: The dashboard features easy sharing which lets users invite various other people to see their dashboard for collaborative purposes. 

  1. Digital Marketing Reporting Software

Additional features that are not present in the basic features can be found in advanced digital marketing reporting software. It can be linked with Google Analytics, social media networks, and CRM, and all your campaign data can be collected in a single place. 

  • Multi-channel integration: Track data across email, social media, SEO, and more in a single platform. 
  • Automated reporting: Use the features of the software to get periodic reports without having to request them. 
  • Additional suggestions: Additional features such as the A/B testing analysis and customer segmentation needed to be incorporated into the campaign. 

  1. Google Analytics

Google Analytics is a tool used to analyze the performance of digital marketing, which is popular among companies. It gives a clear picture of website traffic, users’ behavior, conversion, and almost everything else. Google Analytics can be used in your campaign so as to get a clear picture of how the campaigns are faring and which areas need to be worked on. 

How to Share Campaign Results 

After you identify the performance outcomes of your digital marketing initiatives you must share findings clearly to key stakeholders. Special guidelines should be utilized during campaign result presentations as follows: 

  • Use Visuals 

People prefer to follow data that is presented in an easily understandable format. In order to enhance the understanding of the results, graphs, charts, and infographics should be used. 

  • Tailor the Report to Your Audience 

Potential audiences interested in the campaign will have various expectations depending on the role they play. For instance, the marketing department may need more elaborated metrics, while the executive board may be interested in such metrics as ROI and revenue growth. Always ensure that you write the report with the audience’s needs in mind. 

  • Provide Actionable Insights 

It is therefore important not only to provide raw data but also to give an analysis of what the results mean and how the data can be used to enhance future campaigns. For instance, if a certain channel was not very effective, recommend how it could be made more effective. 

  • Focus on KPIs 

Do not forget to focus on the leading KPIs that correspond to your targeted campaign objectives. When it comes to addresses, click-through rates, shares, subscriptions, or even sales, these are the values that mean the most to stakeholders. 

  • Use a Reporting Dashboard for Easy Access 

It is easier to present the campaign performance data in a digital marketing reporting dashboard for the convenience of the stakeholders. A dashboard functions as a tool to display convenient information that users can distribute to clients and different departments. 

Read also: How Can Data Visualization Report Improve My Marketing Strategy?

Conclusion 

A business needs thorough effectiveness assessments to gauge its digital marketing efforts as part of its strategic marketing approach. With the help of metrics, a proper selection of digital marketing reporting tools, and the help of presenting these again and again, it becomes possible to make continuous improvements to your campaigns. At the same time, it becomes easier for any marketer to prove the return on investment for their campaigns. 

If you are in search of a solution for reporting, AgencyEasy brings you a digital marketing reporting tool and digital marketing reporting widget. This is to ensure that you spend more of your time and efforts on what counts most – growth and improvement of business results. 

To do this, you have to properly implement the tool so that you can not only track how successful your campaigns are but also provide feedback that will allow for better future campaigns.