A campaign report is a document that represents the performance of a marketing strategy in a visual and structured way. It includes a range of data from various sources to give a true picture of the impact of the campaign. To do this, it is essential to know the company's KPIs. This allows you to compare the results achieved with the desired objectives and to find out which areas need to be optimised.
Reporting can be done on a daily, monthly or annual basis. The daily report is the most commonly used in marketing agencies to analyse internal objectives. Its main advantage lies in the immediate reaction to a threat or change. All reports should include the performance of the website, social networks and interactions with email and advertising. Tools such as Google Analytics are essential for useful marketing reports. The HubSpot platform acts as a CRM and tool container to create reports and organise them according to the user's needs.
It is essential that a report includes the objectives of the campaign. This is useful to know what results the company intended to obtain and compare them with the results obtained. In this way, the brand can optimise the areas that need it. Some of the most common objectives are:
Website and SEO data will always appear in a report. It provides insight into the performance of the website and the performance of the digital marketing strategies. The following data will usually appear:
SEO and web traffic data show an overview of visitors. Email marketing analysis provides insight into the behaviour of users with the content. This is achieved with the following information:
These metrics are used to show the performance of the emailing campaign. After knowing the data, you should ask yourself the following questions:
what type of email is impacting my audience?
what product or service has generated the most activity?
The report should state how new customers and leads are generated, so the following data should be included in this section:
This information is obtained by tracking interactions, form submissions or number of event attendees, among others.
Knowing your brand's status on social media platforms will measure your popularity among your target audience, so you should include data on followers, interactions, mentions and follower demographics, among others. The most commonly used social networks in digital marketing are Facebook, Instagram, LinkedIn and Twitter.
Marketers can run a campaign to generate revenue, boost a product's popularity, increase web traffic, and more. To do this, it's important to understand how your marketing efforts are performing. The marketing reports do just that. To access the overview, click on Marketing > Campaigns.
You will then see an overview dashboard. You can use the search engine to see the overall performance of a specific campaign. You can also click on its name in the list to access this information. You can see the following information:
HubSpot displays a graphical report of the contacts and sessions attributed to the campaign.
This section analyses the interactions of each content in the campaign. The platform offers Collapse All or Expand All buttons to sort the information. Metrics are provided for the following content:
To access the analytics tools, navigate to the drop-down menu, then click on Reports > Analytics Tools, a panel will open with several options.
To compare campaign results go back to the drop-down menu and select Marketing > Campaigns. From the search engine you can search for the campaign you want to analyse or filter the information in the top left corner. From this page you can compare campaigns with each other and find out if you have achieved the desired results. After this, you can ask yourself the following questions:
what could have been done differently?
how could we have saved money?
what have we learned about our audience?
what information could be obtained from the participants?