Marketing reporting: one monthly view across channels

Key takeaways

Marketing reporting outsourcing brings website, social, email, ads and enquiries into one monthly view, built the same way every time. Gathering and building the report is routine; interpreting it and choosing what to change stays with you. Report enquiries and sales by source first, and activity numbers second.

• One report across all channels.
• Enquiries and sales by source come first.
• Same definitions and date ranges every month.
• Interpretation and decisions stay in-house.

What should a monthly marketing report show?

Enquiries and sales by source, cost per enquiry for paid channels, website visits and conversion rate, email clicks, social reach and engagement trends, and three short notes on what changed. Most SMEs need one page, with a 12-month trend for the top numbers.

• Enquiries and sales by source.
• Cost per enquiry for paid channels.
• Website conversion rate.
• Email and social trends.
• Three notes on what changed.

• Which business processes should you outsource?
• A social media reporting dashboard with three numbers

Which reporting work can be outsourced?

Pulling data from analytics, ad platforms, email and social tools, matching enquiries to sources from the CRM, checking tracking still works, building the report and writing factual notes on changes. Consistent UTM tagging and key events in Google Analytics make this much more reliable.

• UTM tracking mistakes that scramble your social data
• Data reporting: outsource the build and the monthly refresh

What must marketing leads interpret?

Why numbers moved and what to do next. A provider can see that enquiries from search fell; your team knows whether a competitor launched or a page changed. Book half an hour each month to read the report and choose one change to make.

• Marketing processes to outsource, and the ones to keep
• Sales pipeline reporting: outsource the numbers, own the calls

When is a marketing report not worth outsourcing?

When you run one or two channels and the platform's own report answers your questions. Outsourcing pays off once several channels run at once and nobody has time to combine them, or when tracking problems make the numbers unreliable.

• How much volume makes a process worth outsourcing?
• Can you measure it? The test every outsourced process needs

What does this look like in practice?

A pattern we see: each channel reports success on its own terms, yet enquiries are flat. Putting enquiries by source at the top of one report changes which conversations happen.

• See client work
• Social Media Marketing for UK businesses

Marketing report checklist

Agree these before the first report.

• Channels and data sources included.
• Definitions for each measure.
• UTM and key event set-up checked.
• Monthly delivery date.
• Twelve-month trends for top numbers.
• Monthly review meeting booked.

• The process selection score: outsource, split or keep?
• Email marketing outsourcing: what to hand over

Next step

Tell us which marketing channels you run and where the data lives. We will suggest a one-page report and say what producing it would take.