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The 5 Best Marketing Reporting Tools

Spending money on digital marketing? If you answered yes, then, it goes without saying that you want to be able to report accurately on the performance of your campaigns. In this guide, I’ll showcase the top five resources for tracking and measuring the return of your marketing spend across channels.

Spending money on digital marketing? If you answered yes, then, it goes without saying that you want to be able to report accurately on the performance of your campaigns. Click To Tweet

 

  1. Google Analytics

While Google Analytics may be the obvious choice and go-to marketing reporting tool, I believe that many that feel the reporting suite is ‘too basic’, simply are not looking hard enough.

While Google Analytics has been around for what seems like forever, the solution is constantly evolving to assist marketers. For instance, intelligent insights in the form of ‘Analytics intelligence’, which will highlight campaigns which are performing well, and in contrast, campaigns which need your attention, without the need for you immediately drill down further into reports.  

Other convenient and accessible pre- prepared reports focus around site speed, with reports highlighting performance issues on specific pages for instance. Further content analysis can be undertaken at the click of a button, and the same can be said for trend analysis.

Finally, one understated and often overlooked feature of Google Analytics is the the ‘Top Conversion Paths’ report, which can be found under ‘Multi-Channel Funnels’.

With digital marketing being multi-touch, there are often many campaigns channels and touchpoints contributing to the final conversion. Therefore, you want to ensure that you understand and take into account the true value of all channels and your overall marketing efforts, even more so if you are using last-click attribution.

2. Tableau

Tableau is a comprehensive reporting suite and business intelligence solution, which empowers businesses to visualize data in the form of customizable dashboards.

Today Tableau is one of the best reporting tools in what is a crowded marketplace. What sets Tableau apart is the fact that they empower businesses to create dashboards from a range of sources, such as Google Aanalytics, SAP, and Quickbooks to name just a few.

marketing reporting tools Tableau

You can effortlessly combine and blend complex data from numerous solutions into beautiful and clear visualizations. Which makes Tableau an appealing proposition for businesses and marketers alike.

 

3. Moz Pro

Moz Pro is a powerful all-in-one SEO reporting tool. Created by leading industry experts, Moz Pro, is designed to remove SEO complexity, and to help marketers strategically target and track the performance of organic keywords. Although the SEO suite offers much more, with a seamlessly endless feature set.

Popular features of Moz Pro include the ability to track and report on keyword rankings, whereby you can analyze performance over time and benchmark your performance against competitors of your choosing.

marketing reporting tools Moz Pro

You can also leverage Moz Pro to crawl and audit your website in order to discover any potential issues which may hinder your performance in organic search results such as Google. Combine this with powerful on-page optimization suggestions and scores, with link building resources and research tools, and you can start to see why this is a leading reporting tools when it comes to SEO.

 

4. Kissmetrics

Kissmetrics is a powerful business intelligence (BI) and analytics solution that enables marketers to analyze customer behaviours over time.

While Kissmetrics can be used all manner of businesses, it’s particularly beneficial for SaaS businesses, as detailed reports can include information based on activation or sign-ups, and customer retention, helping you to understand where you may be losing customers.

Kissmetrics can also be used to create revenue reports, cohort reports, and even A/B test reports in just a few clicks.

marketing reporting tools Kissmetrics

Activation events or triggers can also be leveraged to provide accurate sign-up data. For instance, maybe the goal is for the customer to install something such as your app, or perhaps they must complete their profile first, you can effortlessly track and report on this with Kissmetrics.

 

5. Typeform

  1. So this last suggestion is a bit of a curve ball. While I appreciate that you’re likely thinking that Typeform has no place on this list, as of course, it’s used for surveys, right? Well, allow me to explain why it’s featured here…

While Typeform is used for surveys, the purpose of such surveys is,  of course, to gather data. Therefore, as it’s a data gathering tool, it can also be used to present your findings.

In fact, Typeform is understated; it’s a tool which as marketers we should all use to gather customer feedback and carry out market research.

marketing reporting tools Typeform

Within Typeform, survey responses are categorized by Responses, Total visits, Unique visits, Completion rate, and Average time to complete. A detailed device overview is also available. Furthermore, with the recent addition of ‘Stories’ which is currently in BETA, you can seamlessly create stunning reports in the shape of a bar, pie, or doughnut chart.

Finally, there is always the option to simply select ‘Generate a report’ and at a click of the button the results of your survey are displayed one easy to understand report.

 

What reporting tools are essential to you and your business? Let us know in the comments!

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Craig, is the International Marketing Manager at 10to8, with over 10 years’ digital marketing experience.

At 10to8 Craig devises and oversees multi-channel marketing campaigns, and plays a pivotal role in growing the business. Throughout Craig’s most recent career history he’s specialised in successfully growing tech start-ups.

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