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All lessons in Digital and Web Analytics Lesson 7.1 of 32

Module 1: Introduction to Digital Analytics

  1. 1.1What is digital analytics?
  2. 1.2The four types of analytics
  3. 1.3Connecting analytics to business objectives and KPIs

Module 2: Analytics Data and Measurement Planning

  1. 2.1How to build a measurement plan
  2. 2.2Key metrics for each marketing channel
  3. 2.3Data sources, collection, and data quality
  4. 2.4Segmentation and personalization

Module 3: Web Analytics Fundamentals

  1. 3.1Users, sessions, page views, and events
  2. 3.2Traffic sources, channels, and UTM parameters
  3. 3.3Landing pages and user behavior
  4. 3.4Engagement metrics and conversion metrics
  5. 3.5Reading reports, trends, and anomalies

Module 4: Analytics Tools and Platforms

  1. 4.1Google Analytics 4 fundamentals
  2. 4.2Google Search Console performance data
  3. 4.3Adobe Analytics overview
  4. 4.4Tag management and tracking implementation
  5. 4.5Connecting tools and choosing the right stack

Module 5: Conversion Funnels and Optimization

  1. 5.1What is a conversion?
  2. 5.2Conversion funnels and drop-off points
  3. 5.3How to calculate conversion rate
  4. 5.4Prioritizing conversion improvements
  5. 5.5Introduction to A/B testing

Module 6: Digital Marketing Performance Analysis

  1. 6.1Measuring SEO and paid advertising performance
  2. 6.2Social, content, and landing page performance
  3. 6.3Comparing acquisition channels
  4. 6.4Evaluating campaigns and avoiding vanity metrics

Module 7: Reporting, Visualization, and Insights

  1. 7.1Building a marketing performance report
  2. 7.2Data visualization and dashboards
  3. 7.3Comparing periods and benchmarking
  4. 7.4Turning data into actionable recommendations

Module 8: Analytics Projects and Practical Assessment

  1. 8.1Analytics case study: Isla Coffee Co.
  2. 8.2Final assessment: digital analytics case study

Building a marketing performance report

Inside this lesson

  • The five parts of a strong report
  • How often to report
  • Which metrics each audience needs

Short answer

A strong marketing performance report has five parts: an executive summary, a KPI overview, a channel and campaign breakdown, insights, and recommendations. Report weekly for checks, monthly for reviews, and quarterly for strategy. Match the metrics to the reader, and leave out any metric that will not change someone's decision.

The five-part structure

  1. Executive summary: 3 to 5 sentences with the main result and recommendation.
  2. KPI overview: performance against targets.
  3. Channel and campaign breakdown: what drove results.
  4. Insights: what changed and why.
  5. Recommendations and next steps: actions, owners, and dates.

Report weekly for operational checks, monthly for performance reviews, and quarterly for strategy.

Metrics for each audience

AudienceWhat they care aboutMetrics to show
ExecutivesGrowth and returnRevenue, leads, ROAS, CPA
Marketing managersChannel and campaign resultsConversions by channel, CPA, conversion rate
SpecialistsDay-to-day optimizationCTR, engagement rate, page and ad metrics
Sales teamLead qualityQualified leads, lead source, close rate

If a metric will not change anyone’s decision, leave it out.

Quick quiz

1. What comes first in a strong report?
2. Which metric fits an executive best?

Your action

Key terms

Executive summary
A short opening stating the main result and action.
Stakeholder
Anyone who uses or acts on the report.
KPI overview
Performance against targets at a glance.
Recommendation
A specific action with an owner and date.

Questions beginners ask

How long should a monthly report be?

Short enough to read in five minutes. One page plus a dashboard works well.

Should I include every metric?

No. Only the ones that inform a decision.

Related lessons

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