# Marketing report — [period]

| Field | |
|---|---|
| **Company / client** |  |
| **Reporting period** | e.g. 1–31 March |
| **Prepared by** |  |
| **Date prepared** |  |
| **Report cadence** | Monthly |
| **Audience for this report** | e.g. CMO + exec team |

## Executive summary

> Three sentences maximum: what happened, why, and what you're doing next.


## KPI dashboard

| Metric | Channel | Goal | Actual | Prev period | Pacing |
|---|---|---|---|---|---|
| Sessions / users | All channels | | | | |
| New leads (MQLs) | All channels | | | | |
| Sales-qualified leads | All channels | | | | |
| Customers won | All channels | | | | |
| Pipeline value | All channels | | | | |
| Revenue attributed | All channels | | | | |
| Marketing spend | All channels | | | | |
| Cost per lead | All channels | | | | |
| Customer acquisition cost | All channels | | | | |
| Return on ad spend | Paid | | | | |

## SEO performance

| Metric | This period | Last period | Change | Note |
|---|---|---|---|---|
| Organic sessions | | | | |
| Organic conversions | | | | |
| Non-branded clicks | | | | |
| Branded clicks | | | | |
| Impressions | | | | |
| Average position | | | | |
| Keywords in top 3 | | | | |
| Keywords in top 10 | | | | |
| Referring domains | | | | |
| New pages published | | | | |
| Core Web Vitals pass rate | | | | |

## Paid performance

| Metric | This period | Last period | Change | Note |
|---|---|---|---|---|
| Impressions | | | | |
| Clicks | | | | |
| Click-through rate | | | | |
| Average cost per click | | | | |
| Spend | | | | |
| Conversions | | | | |
| Cost per conversion | | | | |
| Return on ad spend | | | | |
| Top-performing ad creative | | | | |
| Wasted spend (zero-conversion terms) | | | | |

## Social performance

| Metric | This period | Last period | Change | Note |
|---|---|---|---|---|
| Followers | | | | |
| Net new followers | | | | |
| Posts published | | | | |
| Impressions | | | | |
| Engagements | | | | |
| Engagement rate | | | | |
| Link clicks | | | | |
| Referral sessions | | | | |
| Top-performing post | | | | |
| Share of voice vs competitors | | | | |

## Email performance

| Metric | This period | Last period | Change | Note |
|---|---|---|---|---|
| List size | | | | |
| Net new subscribers | | | | |
| Unsubscribes | | | | |
| Campaigns sent | | | | |
| Open rate | | | | |
| Click-through rate | | | | |
| Click-to-open rate | | | | |
| Conversions | | | | |
| Revenue attributed | | | | |
| Deliverability / bounce rate | | | | |

## Website performance

| Metric | This period | Last period | Change | Note |
|---|---|---|---|---|
| Sessions | | | | |
| Users | | | | |
| New vs returning split | | | | |
| Pages per session | | | | |
| Average engagement time | | | | |
| Bounce rate | | | | |
| Top landing pages | | | | |
| Top exit pages | | | | |
| Conversion rate | | | | |
| Mobile vs desktop split | | | | |

## Conversion funnel

| Stage | Volume | Conv. from previous |
|---|---|---|
| Impressions / reach | | |
| Sessions | | |
| Engaged sessions | | |
| Leads | | |
| Sales-qualified leads | | |
| Opportunities | | |
| Customers | | |

## Budget and return

| Line item | Planned | Actual | Variance | Revenue attributed | ROI |
|---|---|---|---|---|---|
| Paid search | | | | | |
| Paid social | | | | | |
| Display / programmatic | | | | | |
| Content production | | | | | |
| SEO / tooling | | | | | |
| Email platform | | | | | |
| Events & sponsorship | | | | | |
| Agency / freelance | | | | | |
| Other | | | | | |

## Insights

### What worked

_The single result you'd repeat next period, and the number that proves it._

### What didn't

_The clearest underperformer — say what you're stopping, not just what missed._

### Why the numbers moved

_Cause, not restatement. Seasonality, a launch, a tracking change, an algorithm update._

### What we're doing about it

_Specific action, owner, and date. One line each._

### What we need from you

_Decisions, budget, or approvals blocking next period._


## Next actions

| Action | Owner | Due | Expected impact |
|---|---|---|---|
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Template from Letaido — https://blog.letaido.com/marketing-report-template