--- title: "Marketing Reporting: A Tracking and Reporting Process" description: "Marketing reporting explained: set up tracking, choose metrics with formulas and run a weekly, monthly and quarterly routine that ends in decisions." image: https://www.finemediabw.com/hubfs/Blog/Technology%20and%20RevOps/Refresh/Marketing%20Reporting%20-%20A%20Tracking%20and%20Reporting%20Process%20That%20Works/the-ultimate-marketing-tracking-and-reporting-process-share-1200x630-v2.png --- [![Fine\_Media\_logo\_Set\_HubSpot Website Logo Stacked](https://www.finemediabw.com/hubfs/Fine_Media_logo_Set_HubSpot%20Website%20Logo%20Stacked.svg "Fine_Media_logo_Set_HubSpot Website Logo Stacked")](https://www.finemediabw.com/) - Solutions - [Inbound Marketing](https://www.finemediabw.com/inbound-marketing) - [Website Design](https://www.finemediabw.com/website-design-and-development) - [Sales Enablement](https://www.finemediabw.com/sales-enablement) - [Customer Success](https://www.finemediabw.com/customer-success) - [HubSpot Services](https://www.finemediabw.com/hubspot-services) - [Insights](https://www.finemediabw.com/blog) - [About](https://www.finemediabw.com/about-us) Show submenu for About - [About us](https://www.finemediabw.com/about-us) - [Meet the Team](https://www.finemediabw.com/our-team) - [Our Story](https://www.finemediabw.com/our-story) - Solutions - [Inbound Marketing](https://www.finemediabw.com/inbound-marketing) - [Website Design](https://www.finemediabw.com/website-design-and-development) - [Sales Enablement](https://www.finemediabw.com/sales-enablement) - [Customer Success](https://www.finemediabw.com/customer-success) - [HubSpot Services](https://www.finemediabw.com/hubspot-services) - [Insights](https://www.finemediabw.com/blog) - [About](https://www.finemediabw.com/about-us) Show submenu for About - [About us](https://www.finemediabw.com/about-us) - [Meet the Team](https://www.finemediabw.com/our-team) - [Our Story](https://www.finemediabw.com/our-story) - [Contact us](https://www.finemediabw.com/contact) - [Contact us](https://www.finemediabw.com/contact) ![Marketing Reporting: A Tracking and Reporting Process That Works. White and dark type on a slate ground with a large Propello mark behind it, Propello.](https://www.finemediabw.com/hubfs/Blog/Technology%20and%20RevOps/Refresh/Marketing%20Reporting%20-%20A%20Tracking%20and%20Reporting%20Process%20That%20Works/the-ultimate-marketing-tracking-and-reporting-process-share-1200x630-v2.png) May 27, 2023, 8:42:55 PM | [Analytics](https://www.finemediabw.com/blog/tag/analytics) # Marketing Reporting: A Tracking and Reporting Process That Works [Tumisang Bogwasi](https://www.finemediabw.com/blog/author/tumisang-bogwasi) Share - [mailto:?&subject=Marketing%20Reporting:%20A%20Tracking%20and%20Reporting%20Process%20That%20Works&body=Marketing%20Reporting:%20A%20Tracking%20and%20Reporting%20Process%20That%20Works%0A(https%3A%2F%2Fwww.finemediabw.com%2Fblog%2Fthe-ultimate-marketing-tracking-and-reporting-process)](mailto:?&subject=Marketing%20Reporting:%20A%20Tracking%20and%20Reporting%20Process%20That%20Works&body=Marketing%20Reporting:%20A%20Tracking%20and%20Reporting%20Process%20That%20Works%0A(https%3A%2F%2Fwww.finemediabw.com%2Fblog%2Fthe-ultimate-marketing-tracking-and-reporting-process)) - - - If you are a CEO, founder, CRO or revenue leader at a growing B2B company, you need marketing reporting that shows what your marketing efforts produced and what they cost. The process has five parts: tracking, a short metric list, report templates, a fixed routine and a review that ends in decisions. This guide shows what good looks like, the metrics worth tracking with their formulas, and a weekly, monthly and quarterly routine your team can run. By the end you will have a reporting process that your sales team, finance team and board can all read the same way.   | **Marketing Reporting** Marketing reporting is the regular process of collecting marketing data, turning it into agreed metrics and presenting it so your team can judge performance and decide what to do next. | | --- | ## What good marketing reporting looks like ![Five signs of good marketing reporting. One source of truth: every number comes from the same connected data. A short list of metrics: each one ties to a goal. A fixed rhythm: the same report, on the same day, in the same layout. Context beside every number: the target and the previous period. A decision at the end: what the team will start, stop or change.](https://www.finemediabw.com/hs-fs/hubfs/Blog/Technology%20and%20RevOps/Refresh/Marketing%20Reporting%20-%20A%20Tracking%20and%20Reporting%20Process%20That%20Works/the-ultimate-marketing-tracking-and-reporting-process-good-reporting-blog-1600x900.png?width=1600&height=900&name=the-ultimate-marketing-tracking-and-reporting-process-good-reporting-blog-1600x900.png) Good marketing reporting answers three questions without a meeting: what happened, why it happened and what we will do about it. A report that lists numbers but leaves those questions open is a data dump, not a report. Five signs tell you the process is working: - **One source of truth.** Every number comes from the same connected data sources, so marketing and sales never argue over whose figure is right. - **A short list of metrics.** Each metric ties to a goal. If nobody would change a decision based on it, it comes out. - **A fixed rhythm.** The same report arrives on the same day, in the same layout. - **Context beside every number.** Each metric shows the target and the previous period, so a reader can see direction at a glance. - **A decision at the end.** Every report closes with what the team will start, stop or change. The stakes are real. HubSpot's [2026 State of Marketing survey](https://blog.hubspot.com/marketing/hubspot-blog-marketing-industry-trends-report) named measuring the ROI of marketing activities as the top challenge marketers face, cited by 33% of respondents. A repeatable process is how you move from guessing to knowing. Marketing analytics is the analysis layer that sits on top of reporting; for the concepts behind it, read our guide to [marketing data analytics](https://www.finemediabw.com/blog/the-ultimate-guide-to-marketing-data-analytics). ## Set up tracking before you build any report A report is only as accurate as the tracking behind it. Spend the first week on the foundation, because errors made here repeat in every report afterward. **Agree the goals first.** Write down the business outcome marketing is responsible for, such as qualified pipeline in a target segment, and turn it into specific, measurable targets with dates. Your key performance indicators (KPIs) come from these targets, not from whatever your tools happen to show. **Tag every campaign.** Add UTM parameters to the links in your emails, ads and social posts so each visit carries its source, medium and campaign name across every one of your marketing channels. Use one naming convention, write it down and brief your marketing team on it. Inconsistent tags are the quickest way to corrupt your channel data. **Track the actions that matter.** Set up conversion tracking for form submissions, demo requests and sign-ups. Then connect your website to your CRM so each lead keeps its original source through to a closed deal. [HubSpot](https://www.finemediabw.com/blog/what-is-hubspot) records the source of each contact in the CRM, which lets you report on revenue, not only on clicks. **Write a metric dictionary.** List each metric, its formula, its data source and its owner. Consistent definitions stop two teams from reporting different answers to the same question, and they make conflicting figures between platforms easier to trace. **Choose how you will assign credit.** Attribution assigns credit among the touchpoints a buyer meets before they convert. Decide on a model in advance and apply it every time, so changes in the numbers reflect performance and not a change of method. **Connect your data sources.** Marketing data usually lives in the website, email, advertising platforms, social media platforms and the CRM. When those stay separate you get data silos and conflicting totals. Pull them into one place before you report. ## Choose marketing metrics that tie to revenue ![Three layers of metrics, from activity to revenue. Reach and engagement asks: do the right people find us? Metrics: website traffic by channel, click-through rate, bounce rate. Conversion and lead asks: does attention turn into pipeline? Metrics: conversion rate, cost per lead, lead-to-opportunity rate. Revenue asks: what did it earn, and what did it cost? Metrics: customer acquisition cost, customer lifetime value, return on investment, pipeline sourced and influenced.](https://www.finemediabw.com/hs-fs/hubfs/Blog/Technology%20and%20RevOps/Refresh/Marketing%20Reporting%20-%20A%20Tracking%20and%20Reporting%20Process%20That%20Works/the-ultimate-marketing-tracking-and-reporting-process-metric-layers-blog-1600x900.png?width=1600&height=900&name=the-ultimate-marketing-tracking-and-reporting-process-metric-layers-blog-1600x900.png) Start with the question each metric answers, then add its formula. Group your marketing metrics into three layers so a reader can follow the path from activity to revenue. ### Reach and engagement metrics These show whether the right people find you. Treat them as early signals about website performance, not proof of success. - **Website traffic by channel:** sessions grouped by source, such as organic search, paid, email, social and referral traffic. See the [website metrics to track](https://www.finemediabw.com/blog/website-metrics-to-measure-and-track) for the full list. - **Click-through rate (CTR):** clicks divided by impressions, multiplied by 100. Use it for ads, emails and search listings. - **Bounce rate:** single-page visits divided by total visits. Read it with care, as explained in our guide to [bounce rate](https://www.finemediabw.com/blog/what-is-a-bounce-rate). ### Conversion and lead metrics These show whether attention turns into pipeline. - **Conversion rate:** conversions divided by visitors, multiplied by 100. Our guide to [conversion rate optimization](https://www.finemediabw.com/blog/how-to-get-started-with-cro) covers how to raise it. - **Cost per lead (CPL):** campaign spend, including ad spend, divided by leads generated. - **Lead-to-opportunity rate:** opportunities divided by leads, multiplied by 100. This is the number your sales team cares about most, because it shows lead quality. - **Marketing qualified lead (MQL) to sales qualified lead (SQL) rate:** SQLs divided by MQLs, multiplied by 100. ### Revenue metrics These answer the question your leadership team asks. - **Customer acquisition cost (CAC):** total sales and marketing spend divided by new customers won in the same period. - **Customer lifetime value (CLV):** average revenue per customer per period, multiplied by gross margin, multiplied by the average number of periods a customer stays. - **Return on investment (ROI):** revenue attributed to marketing minus marketing spend, divided by marketing spend, multiplied by 100. The full method is in our guide to [ROI in marketing](https://www.finemediabw.com/blog/what-is-roi-in-marketing). - **Pipeline sourced and influenced:** the value of opportunities that marketing created or touched. Compare CLV with CAC. If acquiring a customer costs more than the customer returns, no amount of reporting will fix the model. Our post on [GTM metrics](https://www.finemediabw.com/blog/gtm-metrics) shows how these measures connect across marketing, sales and customer success. Pick between eight and twelve metrics in total. A dozen well-chosen numbers get read. Forty do not. ## Create a marketing report people will read A marketing report is a structured document that presents your chosen metrics against targets and explains what they mean. A marketing dashboard is the live visual view of the same key metrics. You need both: the dashboard for daily monitoring, the report for the conversation. Use marketing report templates so every edition looks the same. Each report should hold five blocks, in this order: 1. **Summary.** Three sentences: the result, the main reason, the decision needed. 2. **Headline metrics.** Your KPIs against target and previous period. 3. **Channel and campaign performance.** What each channel produced and what it cost. 4. **Insights.** The actionable insights: what the data suggests, in plain words, with the evidence beside it. 5. **Next actions.** Who does what by when. Put the most valuable data first. Readers who stop after the first page should still know the result. Write for your target audience, and use plain words that support informed decisions. Match the report to the audience: executives want revenue and cost, channel owners want campaign detail, and the sales team wants lead quality. Ask each group what decision they make with the report, then cut anything that does not feed it. In HubSpot, the [custom report builder](https://knowledge.hubspot.com/reports/create-custom-reports) analyzes a primary data source along with related objects, and you can save the result to a dashboard. On a dashboard you can [filter all reports](https://knowledge.hubspot.com/dashboards/customize-your-dashboards) by date range, owner or team and share the dashboard with a link or by email. ## Match the type of marketing report to the question Digital marketing reporting uses a few types of marketing reports, and each answers a different question. - **General marketing reports** give an overview of all marketing activities, with the headline KPIs and spending. Leadership reads these. - **Campaign-specific reports** focus on one initiative, such as a product launch or an event, from spend to the leads it produced. - **Channel-specific reports** analyze performance in one channel, such as an email marketing report, a social media marketing report, a paid advertising view or a look at your search engine optimization efforts, with clear KPIs for that channel. - **Time-based reports** track performance over a set period, which is how weekly and monthly marketing reports show trends. Use data visualizations to make patterns easy to see: a line for trends over time, a bar for comparisons between channels. Stick to one idea per page, and start every report with the end in mind: the decision it should inform. Segment the results by channel, audience and campaign, because averages hide differences in customer behavior. A blended conversion rate can look healthy while one channel quietly fails. Automated reporting saves time and removes the copy-paste errors that creep into manual exports. Most reporting tools, and marketing reporting software in general, pull data from multiple platforms into one view, so your team spends its hours on analysis. ## Run the routine: weekly, monthly and quarterly ![Two lanes of three reports, weekly, monthly and quarterly. Who reads it: weekly, the marketing team; monthly, marketing and sales leadership; quarterly, the executive team. The decision it feeds: weekly, fixes for the coming week; monthly, where to adjust against the target; quarterly, what to fund, cut or test next.](https://www.finemediabw.com/hs-fs/hubfs/Blog/Technology%20and%20RevOps/Refresh/Marketing%20Reporting%20-%20A%20Tracking%20and%20Reporting%20Process%20That%20Works/the-ultimate-marketing-tracking-and-reporting-process-reporting-rhythm-blog-1600x900.png?width=1600&height=900&name=the-ultimate-marketing-tracking-and-reporting-process-reporting-rhythm-blog-1600x900.png) Different decisions need different time horizons. Match each report to the decision it supports so nobody reviews numbers that cannot change yet. ### Weekly marketing reports keep campaigns on course The marketing team reviews these in a short meeting. Cover campaign performance, traffic by channel, new leads, cost per lead, email performance and any campaign off target. The output is a short list of fixes for the coming week, such as pausing a weak ad or rewriting an underperforming subject line. Keep this report to one page. ### Monthly marketing reports show progress against targets These monthly reports go to marketing and sales leadership. Add conversion rates through the funnel, MQL to SQL rate, pipeline created, CAC by channel and progress against the monthly target. Explain the biggest variance in each direction. Also record the experiments you ran and what they taught you, so learning builds up rather than disappearing. ### Quarterly reviews link marketing to revenue This review goes to the executive team. Report ROI, pipeline sourced and influenced, CAC against CLV and spending by channel. The output is a marketing budget and priority decision: what to fund more, what to cut and what to test next. Quarterly is also the moment to check that your metrics still match your goals, and to retire any that no longer inform a decision. Reporting works best when sales agrees on the definitions. Our post on [sales and marketing alignment](https://www.finemediabw.com/blog/sales-and-marketing-alignment-customer-service) explains how to agree what counts as a qualified lead, which is the most common source of conflicting reports. ## Mistakes that make marketing reports useless Most reporting problems come from a short list of causes. Check your process against these. - **Reporting activity instead of outcomes.** Marketing activities such as posts published and emails sent are outputs. Leads, pipeline and revenue are outcomes. Lead with outcomes. - **Too many metrics.** A report with dozens of numbers hides the three that matter. Cut it back. - **Numbers without context.** A figure with no target or comparison tells the reader nothing. Show the previous period and the goal. - **Untrusted data.** Salesforce's [2024 State of Sales research](https://www.salesforce.com/news/stories/sales-ai-statistics-2024/) found that only 35% of sales professionals completely trust the accuracy of their organization's data. When people doubt the numbers, they ignore the report. Audit your sources and fix inconsistent tags. - **Copying data by hand.** Manual exports introduce errors and eat time. Connect the data sources and let the report refresh itself. - **Misleading charts.** Truncated axes and cherry-picked date ranges make results look better or worse than they are. Use consistent scales and the same period for comparisons. - **Judging one metric alone.** A rising click-through rate with falling lead quality is not a win. Read related metrics together. - **Ignoring privacy rules.** Collect consent where the law requires it and tell visitors what you track, including under regulations such as GDPR and CCPA. - **No decision at the end.** A report that does not end in an action wastes the effort that went into it. ## What you gain when this is done properly ### Sales Your sales team gets lead quality they can check. When source, campaign and lead status sit in the same CRM record, reps see where each lead came from, which of your marketing efforts reach buyers and which channels produce deals, not only inquiries. Disputes over lead quality shrink because both teams use the same definitions and numbers. ### Marketing Your marketing team gets to spend its time on marketing strategy and the next campaign instead of assembling slides. Templates and connected data sources cut the manual work, and clear targets show which marketing campaign to scale and which to stop, and what to change in future campaigns. When budget is discussed, you answer with revenue figures instead of activity counts. ### Customer success Your customer success team gets the other half of the picture. Reporting that follows customers past the first sale shows which channels bring customers who stay and expand. That feeds customer lifetime value, and it tells marketing which kinds of customers to find more of. ## Start with one report and one routine Do not try to build everything at once. Write down your goals, choose your metrics, build one template and run the weekly review for a month. Add the monthly and quarterly layers once the weekly habit holds. Propello is a [HubSpot partner](https://www.finemediabw.com/about-us) that designs and builds connected GTM systems on HubSpot. If your reports disagree across teams or take too long to assemble, an audit is the place to start. [Book a Propello GTM Audit](https://www.finemediabw.com/contact) ## Frequently asked questions What should a marketing report include? A marketing report should include a short summary, your headline KPIs against target and the previous period, performance by channel and campaign, the insights behind the numbers and a list of next actions. Everything else is detail. If a section does not support a decision, remove it. How often should you report on marketing performance? Report weekly on campaign health, monthly on progress against targets and quarterly on revenue impact and budget. Each rhythm serves a different decision, so each needs its own report. Sending the same long document every week buries the signal and trains people to skim. What is the difference between a marketing report and a marketing dashboard? A marketing dashboard is a live visual view of your key metrics, ideal for daily monitoring. A marketing report is a structured document, issued on a schedule, that explains the numbers and records decisions. Dashboards show what is happening now. Reports explain why and what comes next. Which marketing metrics matter most? The metrics that matter most tie directly to revenue: conversion rate, cost per lead, lead-to-opportunity rate, customer acquisition cost, customer lifetime value, ROI and pipeline sourced. Traffic and engagement metrics are useful early signals, but only when you can connect them to pipeline and closed deals. How do you make marketing reports accurate? Agree one naming convention for campaign tags, connect your data sources to the CRM, define terms such as qualified lead with sales, and audit for duplicates on a schedule. Keep manual exports out of the process. Accurate reports come from clean inputs and shared definitions, not from better charts. ![Tumisang Bogwasi](https://app.hubspot.com/settings/avatar/77d7e2eaad8ff71b24463dcc39a31e9e) ### Written By: Tumisang Bogwasi Tumisang Bogwasi is the founder and CEO of Propello, a HubSpot partner that designs and builds connected go-to-market systems. [mailto:tumib@finemediabw.com](mailto:tumib@finemediabw.com) ## You May Also Like ### [![Marketing Analytics Explained: A Guide for Revenue Leaders. Dark type on a pale blue-grey ground, Propello.](https://www.finemediabw.com/hubfs/Blog/Technology%20and%20RevOps/Refresh/Marketing%20Analytics%20Explained%20-%20A%20Guide%20for%20Revenue%20Leaders/the-ultimate-guide-to-marketing-data-analytics-share-1200x630-v2.png) *Dec 1, 2022, 5:57:31 PM | Analytics* Marketing Analytics Explained: A Guide for Revenue Leaders](https://www.finemediabw.com/blog/the-ultimate-guide-to-marketing-data-analytics) ### [![How to Measure Inbound Marketing ROI: A Guide for B2B Revenue Leaders. 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[Legal Notice](https://www.finemediabw.com/user-agreement) | [Privacy Policy](https://www.finemediabw.com/privacy-policy)  ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Tumisang Bogwasi", "url" : "https://www.finemediabw.com/blog/author/tumisang-bogwasi" }, "dateModified" : "2023-05-27T18:42:55.575Z", "datePublished" : "2023-05-27T18:42:55.000Z", "headline" : "Marketing Reporting: A Tracking and Reporting Process", "image" : [ "https://www.finemediabw.com/hubfs/Blog/Technology%20and%20RevOps/Refresh/Marketing%20Reporting%20-%20A%20Tracking%20and%20Reporting%20Process%20That%20Works/the-ultimate-marketing-tracking-and-reporting-process-share-1200x630-v2.png" ], "mainEntityOfPage" : { "@id" : "https://www.finemediabw.com/blog/the-ultimate-marketing-tracking-and-reporting-process", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.finemediabw.com/hubfs/Fine_Media_logo_Set%20copy_HubSpot_Logo_Long_Stacked.svg" }, "name" : "Fine Media" } } ``` ```json { "@context" : "https://schema.org", "@type" : "FAQPage", "mainEntity" : [ { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "A marketing report should include a short summary, your headline KPIs against target and the previous period, performance by channel and campaign, the insights behind the numbers and a list of next actions. 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