Marketing Reporting 101
Building the Ultimate SaaS Analytics Dashboard
Editor-in-Chief at The Globe and Mail
Numerical business measures
Metrics used to measure business targets and outcomes
Here’s the great thing. Visualization dashboards let you follow an unlimited number of different metrics and KPIs. It’s up to you what you track. The main question to ask is why you want to track it. Maybe you want to optimize your ad spend.
Or you might want to improve the performance of an email campaign. Or work out how many customers you’re losing through churn. Perhaps you need to observe click volumes in an A/B Google Ads test.
Website-related data can be a great indicator of customer interest and engagement. Things like unique website visits, or conversions and goal completions for newsletter signups or demo requests.
Data that will help you track the success of your email campaigns includes email open rates, bounce rates and unsubscribes.
You can track the success or failure of your marketing campaigns by measuring page impressions, clickthrough rates, social shares and reach.
Cost per click, return on ad spend, click through rate and cost per conversion of data-centric measurements – these all tell you how effective your marketing spend is.
The next step is to organize your data structure and naming conventions. You want to make your dashboard as useful as possible when it comes to reporting on data.
For example, the best way to develop your UTM structure is to look at your marketing funnel. By assessing which assets are top of funnel (awareness), middle of funnel (evaluation) or bottom of funnel (purchase), you can set effective UTM tags. These parameters will enable you to track and visualize your marketing or promotional efforts more effectively on the dashboard.
CAC represents the true cost of gaining a new service subscriber. It includes money spent on sales, marketing, advertising and commission.
CLTV is a sales-related metric that tracks the average amount of money your customers pay during their relationship with your company.
Well worth knowing. This KPI will indicate if your marketing campaigns and ad accounts are on, under or over budget. Very important.
CPC is ad spend divided by the number of conversions it generates. Data visualization can quickly show you which campaigns are financially on track.
MRR aggregates all revenue the business receives from paying customers each period, regardless of pricing plans and billing cycles.
This designates the percentage of customers the business has retained over a given period. You’ll want to watch this one closely.
CAC represents the true cost of gaining a new service subscriber. It includes money spent on sales, marketing, advertising and commission.
CLTV is a sales-related metric that tracks the average amount of money your customers pay during their relationship with your company.
Well worth knowing. This KPI will indicate if your marketing campaigns and ad accounts are on, under or over budget. Very important.
CPC is ad spend divided by the number of conversions it generates. Data visualization can quickly show you which campaigns are financially on track.
MRR aggregates all revenue the business receives from paying customers each period, regardless of pricing plans and billing cycles.
This designates the percentage of customers the business has retained over a given period. You’ll want to watch this one closely.
Behind any great dashboard is great data. Through automating data integration from hundreds of sources, our vendor-agnostic platform delivers a single view of marketing performance across your business. And with the help of the sorts of powerful data integrations illustrated in this playbook, Adverity creates tangible business impact from your marketing activities.
A leader in the automatic classified business, cars.com chose to implement Adverity to completely eliminate manual data processing, centralize disparate data sources and scale business performance through enhanced intelligence.
The business reduced its data wrangling times from 160 to 5 hours each week. They also achieved true return on ad spend in their campaigns for the first time ever.
Manager of Data Enablement, cars.com
By using Adverity’s platform, Vodafone transformed its campaign data reporting and reduced wasted time by 75%.
The company automated data integration across multiple CRM systems and data stores, and implemented secure and tailored data access for different levels of stakeholders.
Digital Marketing & Performance Data Analyst at Vodafone Italy
SaaS marketers! We can show you how to build a successful dashboard that showcases your sales, CRM, marketing and client success data.
