Results Report: What is it and how to create one?

A marketing strategy performance report is a document that summarizes the performance of a marketing campaign and evaluates its effectiveness in relation to established objectives.

The report typically includes information on the reach of the campaign, the number of people reached, the results in terms of engagement and conversions , and an analysis of the data obtained to determine whether the strategy was effective.

Specifically, a marketing strategy performance report is a valuable tool for measuring the performance of a campaign and making informed decisions about future marketing strategies.

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Types of results reports

Marketing strategy performance reports can vary in length, content, and wording. Some common types of performance reports include:

Short Reports : These reports are short and concise, and typically include only the most important and relevant data.

Detailed reports : These reports are typically more extensive and provide a detailed overview of your campaign results, including graphs and tables illustrating the data.

Technically written reports : These reports are usually written in technical language and use marketing-specific terminology.

Reports written in a simple and accessible manner : These reports are written in simple and accessible language and are easy to understand even for those without advanced marketing knowledge.

The type of performance report you choose will depend on the needs of your business and the audience you are targeting. For example, a short report may be appropriate for a general audience, while a detailed report may be more appropriate for a technical audience.

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Features of an earnings report

The characteristics of a marketing performance report may vary depending on the focus and structure of the report, but in general, a marketing performance report should include the following characteristics:

Campaign Objectives – The report should include a clear and concise description of the campaign objectives , along with the key performance indicators (KPIs) that will be used to measure the success of the campaign.

Campaign Scope – This should include a description of the actions and activities performed during the campaign, as well as the scope and audience reached.

Results : A detailed description of the results achieved in terms of engagement and conversions, and must present the data in a clear and easy-to-understand manner.

Analysis : An analysis of the data obtained during the campaign, and should offer conclusions and recommendations on how to improve performance in future campaigns.

Customer Journey: The ideal path to generate higher sales

The marketing performance report should be comprehensive, clear and easy to understand, and should provide valuable information that helps the company make informed decisions about future marketing strategies.

Metrics involved in the results report

To prepare a performance report, you must select the appropriate metrics based on the type of report and the purpose you are seeking. Some of the most common metrics are:

+ The conversion rate , which indicates the percentage of visitors who complete a desired action, such as purchasing a product, signing up for a newsletter, or completing a form.

+ Click-through rate , which shows the percentage of users who click on a link, ad, or button.

+ The customer acquisition cost , which calculates the average expenditure required to acquire a new customer.

+ The customer life cycle , which estimates the time that passes from when a user becomes interested in the brand until he or she stops being a customer.

+ The cost per lead , which determines the average expenditure required to generate a qualified contact.

+ Visits , which count the number of users who enter a web page or a specific section.

These metrics can be obtained from tools such as Google Analytics, Google Search Console or HubSpot. These tools allow you to collect, analyze and display data easily and efficiently.

They can be integrated with other specific metrics depending on the sector, channel or marketing campaign.

For example, if it's a social media performance report, you can add metrics like number of followers, reach, interactions, mentions, or sentiment.

What elements should a results report contain?

A results report should include the following elements:

+ An introduction describing the context, purpose and scope of the report.

+ An explanation of the objectives sought with the action, project or marketing campaign.

+ A choice of the most important metrics to measure the performance and impact of the action, project or marketing campaign.

+ An exposition of the data obtained from measurement tools, such as Google Analytics, Google Search Console or HubSpot.

+ An analysis and interpretation of the data, comparing the results with the objectives and highlighting the positive and negative aspects.

+ A conclusion that summarizes the main findings, lessons learned, and recommendations for improvement.

The format and style of the results report depends on the type of audience it is aimed at and the channel through which it will be disseminated. However, some general tips are:

+ Use simple, precise and objective language, avoiding unnecessary technicalities or ambiguities.

+ Organize content into sections and subsections with descriptive, numbered titles.

+ Use visual resources, such as graphs, tables or images, to facilitate understanding and interest of the reader.

+ Cite the sources of information and data used, following a uniform and recognized citation style.

+ Review the text to correct possible spelling, grammatical or coherence errors.

How to make a results report?

To make a marketing results report, you can follow these steps:

Define campaign objectives – Determine the campaign objectives and the KPIs that will be used to measure the success of the campaign. This will help you focus your report and ensure it provides relevant and useful information.

Gather the data : Collect all the important data that was collected during the campaign. This can include information about the reach of the campaign, the number of people reached, the results in terms of engagement and conversions, and any other information that you consider to help you evaluate the success of the campaign.

Create an outline : It is important to create an outline that includes all the sections you want to include in your report and indicates the order in which the sections will be presented. This will help you maintain a clear and organized structure in your report.

Write the report : Once you have your outline and data collected, you can begin writing your report following the outline you created. Make sure your report is written clearly and concisely, and use charts and tables to illustrate your data visually.

Review and proofread the report – Review and proofread it to ensure that it is error-free and provides accurate and reliable information. You can do this yourself or ask someone to proofread it for you.

Present the report : Make sure the presentation is clear and concise, and provides valuable information relevant to the company.

Written by Moises Hamui Abadi : I am an entrepreneur, founding partner of Viceversa and SoyMacho. After leading several digital businesses and advising several other businesses, I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and empowering digital businesses in more than 7 countries and generating more than 1,500 million pesos.