7 Free Marketing Report Templates & How to Use Them

Marketing reports let you track key performance indicators (KPIs) in ways that are repeatable, easy to understand, and visually appealing.

And there are a few benefits to that.

As Emma Williams, Founder & CEO of the SEO agency Seene, says:

I find that a brief overview highlighting key findings and recommendations or quick wins is extremely important. Many clients are time-poor and want a top-line summary to read or to provide feedback to the C-suite.

This is why we're providing seven templates for a variety of marketing reports.

Our report templates generally consist of tables and graphs. And report monthly key performance indicators (KPIs) over a full year:

By the end of this article, you'll know exactly how to use each template to create your own reports. And you'll also learn how to automate data collection with Semrush's My Reports tool.

All-in-One Marketing Report Template

The all-in-one marketing report template consolidates all key marketing data into a single spreadsheet with data and graphs for SEO, PPC, social media, email marketing, and more.

Completing this marketing report is easiest if you include all relevant team members. And assign one or more sheets to each person.

This and all the other templates are designed for monthly reporting, but you can change them to weekly reporting by simply changing the column headings.

Key Report Metrics

• Total traffic: Overall traffic gives a high-level look at how effectively all your marketing efforts are driving people to your website
• Leads: The number of leads generated shows how well your offer is resonating with your website users
• Cost per lead: This indicates whether you need to optimize your campaign targeting or messaging
• Purchases: The amount of purchases shows whether you're growing your customer base
• Cost per purchase: Tracking your cost per purchase over time shows whether you're able to implement practices that persuade customers to buy more
• Brand mentions: The sum of your brand mentions shows how well you're building awareness about your company

SEO Report Template

Our SEO report template helps you understand and communicate your website's organic performance related to traffic, keywords, and backlinks.

If you've signed up for monthly email notifications from Google Search Console or Google Analytics, consider treating those messages as a reminder that it's time to gather all your SEO metrics and compile them in your report.

You can also schedule monthly email updates in Semrush tools like Backlink Analytics. Which is great for quickly seeing all the sites linking to you.

Our tip for the "Keywords" sheet is to copy the numbers from Semrush's Organic Research tool. Because it shows total values you would otherwise need to calculate if you were using Google Search Console.

Key Report Metrics

• Non-branded organic traffic: Traffic from non-branded keywords indicates how well you're attracting users who aren't already familiar with your brand
• New keywords: The number of new terms you're ranking for on search engine results pages (SERPs) shows how effectively you're expanding your site's organic visibility-and growing this number is often a precursor to more organic traffic
• New backlinks: The number of fresh inbound links from external websites indicates whether you're growing your site's authority

PPC Report Template

The PPC report template makes it easy to track the performance of your Google and Meta pay-per-click (PPC) campaigns to assess ad effectiveness, optimize budget allocation, and improve return on investment (ROI).

If you're running any short-term, one-off campaigns, consider adding separate sections for them. And include some text boxes to provide commentary.

Key Report Metrics

• Cost per click (CPC): The amount you pay for clicks helps you evaluate the efficiency of your ad spend to optimize your bidding strategies
• Conversion rate: The change in conversion rate reveals whether the changes you make to your site (like its design) are working
• Cost per conversion: Your average cost per conversion is a good way to gauge whether your audience targeting and landing page experiences are effective

The social media marketing report template breaks down the results of your campaigns across platforms to quickly help you see where you're succeeding (and where you're not).

Gather all the data for this report from the platform analytics within Facebook, Instagram, and LinkedIn. If you want to see all metrics at a glance, you can use Semrush's Social Analytics tool.

Adjust the sheets in the template if you're marketing on platforms other than Facebook, Instagram, and LinkedIn.

Key Report Metrics

• Page likes/total followers: Both metrics reveal whether you're growing your audience and by how much
• Engagement rate: Your engagement rate helps you see whether your social media content is resonating with your audience. And you can use your overall rate as a benchmark to assess the success of individual posts.
• Published posts: The number of published posts-when viewed alongside engagement-helps you determine whether you're publishing the right amount of content for your audience

Email Marketing Report Template

Our email marketing reporting template lets you evaluate whether your email marketing strategy is driving results.

To populate your copy of the template as quickly as possible, leave the formulas that calculate average open rate, average click-to-open rate, and average conversion-to-click rate in place.

Your email analytics platform might include them too, but there's no need to copy them over manually.

Key Report Metrics

• Unsubscribed: The number of recipients who unsubscribe can help you spot whether your messages are annoying or irrelevant, so you can adjust your email frequency and content as needed
• Average open rate: This metric reveals whether your subject lines are compelling
• Conversions: The number of conversions lets you see whether your emails are effectively driving recipients to take action

Competitor Analysis Report Template

Our competitor analysis report template shows where you're outperforming a single competitor-and where you could improve.

To get started quickly after creating a copy, select "Edit" > "Find and replace," enter "[Competitor Website]"in the "Find" field, and enter your chosen rival's actual name in the "Replace"field. And click "Replace all."

We recommend getting all the numbers for this report from Semrush tools. To ensure all the values are comparable.

Key Report Metrics

• Average visit duration: Comparing visit duration helps you determine whether your content is more relevant and/or than that of your competitor
• Organic traffic: Looking at your and a competitor's organic traffic reveals which one is driving people to the website via SEO campaigns
• PPC keywords: The number of PPC keywords helps you gauge the amount of work your PPC team has to invest into managing their ad campaigns
• Total mentions: This metric shows if people are more aware of your brand than your competitor's

Brand Reputation Report Template

The brand reputation report template helps you track how aware people are of your product or service, and what their sentiment toward it is.

Use the Brand Monitoring app to quickly populate the template with your data. You can also set up a monthly digest of all mentions as a reminder to fill out the report.

If you want to go further than categorizing mentions, consider feeding them to ChatGPT or another large language model and prompting it to extract key themes.

Key Report Metrics

• Positive mentions: The number of positive mentions helps you determine if your marketing efforts are improving your reputation
• Neutral mentions: The number of neutral mentions represents how many opportunities you have to create more brand advocates

Automate Your Reporting Process

With our report templates, you'll be well-equipped to understand the strengths and weaknesses of your marketing campaigns. And be able to clearly communicate wins and losses to stakeholders.

If you're ready for something more hands-off and scalable, My Reports removes the need to manually copy numbers from different tools. And updates those metrics automatically.

To use it, click the most relevant template (we're showing the Monthly SEO Report).

Follow the prompts to configure your basic report. And click "Create report."

You'll then have a full report. And you can customize it by adding additional metrics, commentary, etc.

If you want to report on another time frame, simply change it at the top of the report. And all numbers will update.

Trying to decide which option is right for you?

It depends on your needs.

The most important thing is to heed Emma's advice:

Make sure to break down the data, so it's easy to understand and aligns with the brand's unique business goals and objectives.