What is a digital marketing reporting tool? In this article I will explore what digital marketing reporting software programs are available as well as the various features of common reporting tools. In the end, I’ve included a short list of popular marketing analytics tools that can be used by those running a digital marketing agency.
First, if you are just starting out in the world of digital marketing, I recommend you read our digital marketing guide. No, wait – that’s not your style? Maybe you just want to know which specific social media or analytics software to use for your business? Or maybe you are looking for some software to handle reporting on your ad campaigns on Facebook , Instagram , or Twitter ?
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.
Cyfe
Cyfe is one of the best all-in-one, single dashboards for marketers and advertisers. They have deep integrations with most social, analytics, and CRM platforms on the market.
Using these integrations, Cyfe compiles a dashboard that shows how changes in one activity impact results in another. All without logging in and out of ten different tools.
Everything from social media to Google Ads (formerly known as Google AdWords) to finance and sales can be tracked. Custom report building and dashboard management allow you to create different dashboards depending on your goals or team.
For example, the SEO team can have their own dashboard while another focuses on PPC.
Or, if you’re just a boss, doing all of the marketing and advertising things in sight, you can create multiple dashboards to keep things manageable.
Plus, there’s a free version!
And in this economy!
You can structure dashboards around specific segments, like advertising, blogging, email, SEO and more. Each one has their own set of widgets that will pull data from your other tools within a click or two.
You no longer need dozens of tools to track everything. You no longer have to spend all day Friday dumpster diving for raw data.
If you’re looking for a reporting tool that can harness the power of multiple data sources, Cyfe is a great bet. And it doesn’t hurt that they offer a free version, allowing you to test the waters before making a purchase decision.
Klipfolio
Klipfolio is a business dashboard software that displays your key metrics on any computer or television screen. And since it’s cloud-based, you can share this information with anyone in the world, including clients in different countries.
But what makes it so valuable is its flexibility. Per Andy Crestodina, Strategic Director & Co-founder of Orbit Media, “it’s a way to combine reports from all kinds of different systems. It’s not just a dashboard with reports from different sources, but you can put several sources into a single report: Google Analytics, Moz, Facebook, HubSpot, SEMrush, and pretty much anything else.
“Once it’s all set up, the insights jump off the screen.”
How much does it cost?
Klipfolio starts at $24 per month.
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 Analytics, SAP, and Salesforce to name just a few.
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.
Supermetrics
Supermetrics is similar to Cyfe, aggregating data from multiple tools into a single comprehensive dashboard. But instead of its own platform, it relies on connectivity with Google Data Studio to display metrics and data.
Supermetrics can compile data using PPC tools, SEO tools, social, and website analytics, doing all of the heavy lifting for you automatically.
You can schedule reports to be collected, curated, and sent straight to your inbox in CSV format (or linking back to the platform).
You literally don’t have to check the platform if you don’t have time. Set and forget these reports to have them just show up on your doorstep unexpectedly.
They also include templated reports built by professional data analysts. So no need to spend hours trying to become the next Avinash, either.
With cross-platform reporting modules, you can compare traffic, users and spend across each of your advertising campaigns on a single dashboard.
The automation is probably the best-selling Supermetrics feature. It continually scrubs each connected platform you have to pull real-time data, emailing you weekly, monthly, or quarterly reports based on your needs.
(Or, you can even just send the reports directly to your bosses and clients, virtually eliminating all reporting on your end.)
They also offer a restriction-free 14-day free trial, so you can test drive the full power over two weeks to see how much time it saves.
NinjaCat
NinjaCat brings together information from a range of different sources to help agencies report to clients. These sources include PPC platforms, SEO tools, and social media sites.
Johnathan Dane, the founder of KlientBoost, appreciates this versatility. “It includes the biggest PPC platforms, analytics, and call tracking in one place.”
And it lets KlientBoost hand the reins over to their clients and see their progress for themselves. “Our clients can get a dashboard login themselves and see anything they want at any given time and slice the data much faster compared to logging into their own PPC accounts.”
How much does it cost?
Starting at $799 per month, it’s not cheap. But if you’re serious about client reporting, you’re not looking for cheap. You’re looking for great. NinjaCat appears to be that.
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 overtime and benchmark your performance against competitors of your choosing.
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 leading reporting tools when it come to SEO.
Conclusion:
Digital marketing is a very popular term today. This is because it has become easier to get more customers via the internet especially on social media sites. You can get more customers by using social media sites such as Facebook, LinkedIn, Twitter and many more. Putting money on advertising via these social media sites can give you instant results if you use them for your marketing strategy. However, the challenge that every marketing professional faces is that their reports have low or no conversion at all. They spend huge amount of money on advertising but they are not getting any ROI.