For B2B business, marketing reports play a crucial role in demonstrating ROI, activity accountability and homing in on strategic direction. Without reporting on your marketing activity, you can’t determine which marketing activities are contributing to your overall profitability.
When it comes to building a successful marketing strategy, you need to be reporting on your success so that your future budget is being spent on activities that drive profit and growth.
If you need help to analyse your marketing efforts, contact our team today. We can help you build a report that focuses on the key drivers of your success.
What Should Be Your Focus When Creating Marketing Reports
Without accurate and insightful reporting, you’re effectively flying blind. It’s not uncommon for new clients to come to us and their previous agency can provided them with a monthly data dump without explanation or analysis – or no report at all.
It’s important that your marketing report focuses on KPIs and metrics that are contributing to the success of your business. If you’re spending money on Social Media Ads for example, then you will want to know the conversion from the budget you have allocated.
When preparing a marketing report, relevance, and alignment with your business goals should be your top priorities. At Bubble, we know that well-structured report isn’t about dumping data, it’s about telling the story of the marketing efforts over a given period and what they mean for your business. Here’s what you should focus on:
1. Summary of Activities Over the Reporting Period
Starting with the marketing objectives and desired business outcomes. When you have established what they are and how to get there you can move on to providing a clear overview of what’s been done during the reporting period. Campaign launches, content published, ads run, SEO updates, or new platform integrations. This sets the context and provides immediate value to business owners, directors or sales managers who want to know what’s been actioned and why.
Need help aligning marketing activity with business strategy? Let’s talk.
2. Website Traffic
Your website is the digital shopfront of your business. Reporting on total sessions, unique visitors, average time on site, and bounce rate provides a snapshot of overall interest and engagement. Tracking traffic trends over time helps measure the effectiveness of ongoing campaigns and activities. For example, tracking the traffic following placing an advert with a QR code in a magazine, analysing ongoing Google Ad sessions following a campaign or budget update, seasonal trends in search and traffic fluctuations etc
If you want to know more about traffic trends in your industry, make sure you give us a call.
3. Social Media
An analysis of the activities undertaken and the interaction rate. It’s not just about the posting on Social Media, it’s about the impact your brand is having and reaching the right audience. Our marketing reports help you to monitor this over time.
4. Conversions
Conversions are the heartbeat of performance reporting. Whether it’s contact form submissions, product purchases, or lead magnet downloads, you need to track what really matters to your business. We make sure these are all tagged as conversions and reported on, not only the volume but where the traffic came from before converting.
5. Traffic Sources
Knowing where your audience is coming from, whether it’s organic search, paid advertising, social media, or email marketing, is key to understanding which channels are delivering ROI. This insight helps inform budget allocation and future strategy.
6. Search Engine Rankings
SEO takes time, but it’s worth the wait. Regularly reporting on your keyword rankings and how they’ve changed over time gives you a view into your visibility and competitiveness online. This is especially critical for businesses relying on organic lead generation.
Want to outrank your competitors? Let’s audit your current SEO performance.
7. Plans for Future Months
A great marketing report doesn’t just look back, it also looks forward. Highlight the strategic focus for upcoming months, be it new campaigns, testing opportunities, or platform expansion. This shows direction, accountability, and proactive thinking.
Understanding The Focus of your Marketing Report
As mentioned briefly above, when creating any marketing report you need an understanding of what drives success for your business. If your key conversion is contact form submissions, then focusing on news pageviews isn’t going to be useful for understanding business success.
For successful marketing you need to be generating:
Conversions – this will be your lead generation which will contribute towards your sales pipeline. If your marketing activities are not contributing to your sales pipeline, then there is a problem. This can all be monitored through regular marketing reporting.
Customer Journey – not every single click will lead to a hard conversion, so it’s important you also understand and report on the touch points along the customer journey. For example, if your social media post led to a new sign-up to your newsletter, and then 2 months later that user makes a purchase, this was an important part of your customer buying journey and needs to be considered.
ROI – Return on Investment is one of the harder elements to get right when it comes to marketing reporting. But if you’re not taking time to analyse your success then measuring ROI is completely impossible.
Brand Awareness – for your regular reports, commenting on your online presence is also a good element to consider. Is your business growing as your social media following grows? Are more people searching for your brand online? These are all success factors and can help you determine where you need to focus and where you might need to stop investing time and resources – again, this analysis and evaluation is all from good marketing reporting.
Marketing Reports from Bubble
At Bubble, we know that the reporting is as important as the doing when it comes to marketing. That’s why we provide reports for all of our clients on a regular basis.
We use a range of different measurement tools and analytics software to provide data that measures from all angles. When you work with us, we will build a custom report that suits your business and takes your overall business goals into account.
How Reports Aid Marketing Success
Without reporting, your marketing is based on assumptions. Success remains unmeasured, and there’s no reliable way to determine what’s working or what isn’t. This lack of visibility leads to wasted budget, missed opportunities, and misalignment with overall business objectives.
Our marketing reports provide the evidence you need to make confident decisions. They help you spot trends, eliminate underperforming strategies, and double down on what drives results. For CEOs and directors, they’re not just useful, they’re a vital tool for steering your organisation toward sustainable growth.
If you want to make smarter marketing decisions based on real data? Let’s start the conversation.