I’ve talked with tons of of selling company leaders and specialists prior to now 10 years of main Whatagraph, and one factor is for certain:
It’s extremely troublesome to get shoppers to learn and care about advertising and marketing reviews.
But, it’s additionally completely needed to clarify the worth you carry to your shoppers.
As a result of with out a advertising and marketing report, shoppers don’t perceive the worth you carry—they usually’re extra more likely to transfer to different companies.
That will help you scale back shopper churn and hold them inside your company, listed here are 5 finest practices we advocate to create a well-prepared and holistic cross-channel advertising and marketing report—from the neighborhood of selling specialists and company leaders who’re clients of Whatagraph.
1. Report on KPIs that align with shopper targets
Shoppers care about outcomes that tie again to enterprise outcomes. As an alternative of dumping self-importance metrics in your cross-channel advertising and marketing reviews, concentrate on KPIs that matter.
For example, if the shopper’s aim is lead technology, spotlight CPA, conversion charges, and lead high quality throughout channels.
Or in the event that they care about model consciousness, observe attain, engagement, and sentiment.
Pairing natural and paid metrics can be an effective way to indicate true channel effectiveness (for instance, pairing Google Advertisements with web optimization to indicate complete SERP influence).
This helps shoppers make smarter funds choices as a substitute of guessing the place to spend subsequent.
2. Inform a transparent story along with your cross-channel information
When you’ve determined which KPIs to make use of in your report, it’s best to construction your report in a approach that tells a narrative.
One of the best ways to do that is to begin with a high-level efficiency overview that reveals what labored, what didn’t, and what you’re testing subsequent. Then break down efficiency by channel to indicate specifics with out dropping the larger image.
Extra particularly, you are able to do this breaking down your advertising and marketing report into three sections:
An summary (the large image)
Channel efficiency (the specifics)
Key insights (what’s working and what wants adjusting)
You can too use visuals like development traces, comparability charts, and clear shade coding (e.g., inexperienced for enhancements, crimson for drops) to assist shoppers immediately grasp efficiency developments.
One other approach to assist your story of knowledge is to make use of AI to create actionable insights.
We’ve heard from many company leaders that shoppers typically go straight for the insights part, skimming via the remainder of the report.
Nevertheless, digging out worthwhile insights for the particular context takes loads of time.
That will help you, we constructed these two AI options at Whatagraph:
AI chatbot: Whatagraph’s AI chatbot can reply any questions on all of your related information or campaigns in pure language—identical to speaking to your private information knowledgeable. For instance, “What was the full advert spend from Google Advertisements and LinkedIn Advertisements in January final yr”?
AI efficiency abstract author: Don’t need to write efficiency summaries over and over in your reviews? Let AI do it for you. You may generate summaries in 18 completely different languages and 4 content material varieties, after which edit them earlier than you add to reviews.
With these, you don’t must manually write out summaries or dig via reviews to seek out actionable insights. You get them in seconds, and mechanically.
3. Make the reviews visually partaking
By now, you’ve nailed down the KPIs to trace and construct a report construction that helps shoppers see what’s working and what wants consideration.
Subsequent up is making your report visually partaking.
Sure, you’ll be able to depend on fundamental Excel charts, however there’s much more you are able to do to make reviews not simply practical however truly satisfying to learn.
The most important improve you may make is switching to a dashboard reporting instrument with clear, trendy visuals inbuilt—like Whatagraph.
When designing cross-channel dashboards for shoppers, it’s finest to maintain issues minimalist.
Group associated information visually, use loads of white house to cut back litter, and let charts do the speaking:
Bar charts for evaluating marketing campaign efficiency month-over-month
Pie charts for viewers demographics
Line charts for monitoring developments over time
Including media widgets is one other easy approach to stage up your reviews. Spotlight top-performing social media posts or advert creatives by dropping a media widget into your report. Select the compact or expanded view, choose your metrics, and also you’re set. Shoppers can see thumbnails of posts, evaluation what’s working, and get a transparent view of artistic efficiency at a look.
Lastly, white-labeling your reviews is tremendous vital if you wish to current your company as an expert, trusted companion. Right here’s why:
✅ It reveals you care sufficient to ship custom-branded reviews, not generic exports.
✅ It strengthens your company’s model recognition with each report.
✅ It reassures shoppers that their information is safe inside your ecosystem.
This was the case for Dtch. Digitals, a fast-growing company within the Netherlands. They have been beforehand utilizing a static reporting instrument, and the reviews have been only a data-dump.
However once they switched to Whatagraph, they obtained gorgeous, white-labeled, and trendy reviews that aligned with their model picture.
And because of these skilled reviews, Dtch. Digitals’ shoppers clearly noticed the worth the company was bringing, decreasing shopper churn by 50%.
Stef Oosertik, High quality Supervisor at Dtch. Digitals advised us:
Whatagraph’s reviews at the moment are our basis for discussing outcomes with shoppers. Due to enticing visuals, shoppers can see the professionality behind our company—and our churn price may be very, very low.
With Whatagraph, you’ll be able to simply add a screenshot of your model guide or sort in a particular immediate, and it’ll mechanically apply the colours to your reviews in seconds.
4. Automate reviews
Automating your cross-channel advertising and marketing reviews saves hours and retains shoppers within the loop with out you lifting a finger every time.
Arrange dwell dashboards so shoppers can observe efficiency in real-time, regulate date ranges, and discover information on their very own. For shoppers who like PDFs, schedule automated sends so that they get contemporary reviews once they want them, with out you having to recollect.
However don’t let automation change the human layer.
At all times give reviews a closing look earlier than they exit. Add a transparent, easy abstract of what’s working, what’s not, and what’s subsequent. You may even use AI to hurry this up whereas protecting reviews private and actionable.
Once you mix automation with a human check-in, you get the most effective of each worlds: environment friendly, scalable reporting that also feels private to your shoppers.
5. Maintain your reviews constant
Consistency makes your reviews simpler to learn and builds belief with shoppers over time.
Utilizing the identical format, construction, and naming in each report helps shoppers shortly discover what they care about with out getting misplaced in a sea of metrics.
It’s additionally vital to talk your shopper’s language. Totally different platforms typically use completely different names for a similar metrics, however your shoppers might need their very own phrases they like.
On Whatagraph, you’ll be able to simply rename metrics and dimensions throughout any information supply to match the terminology your shoppers know. This retains reviews clear, organized, and straightforward to grasp—even for non-marketers.
Sticking to a constant report construction is simply as vital. You would possibly assume switching up layouts will hold shoppers engaged, however it often simply confuses them. Utilizing the identical construction each time helps shoppers get comfy along with your reviews and concentrate on the insights you’re sharing.
Whatagraph makes this easy. You need to use pre-made report templates from the library, or save your personal reviews as templates to reuse everytime you want. It’s a fast approach to hold your reviews wanting constant whereas saving time in your crew.
When your reviews are clear, acquainted, and aligned along with your shopper’s language, shoppers will truly look ahead to opening them, and belief the insights you ship.