A marketing report has one job: tell the people who read it what changed, why, and what happens next. Most reports do the first part and skip the other two.
This template is built the other way round. The summary comes first, the numbers back it up, and the last section is the plan.
Download the marketing report template (Excel) or the CSV. Open it in Excel or Google Sheets (File → Import), delete what does not apply, and keep the rest.
What the template includes
Eight sections, each with the metrics to fill in and four columns to compare them: this period, the previous period, the change and the target. A source column says where each number comes from, so nobody has to ask.
| Section | What goes in it |
|---|---|
| Summary | What changed, why it changed, what we do next |
| Traffic | Sessions, users and sessions by channel, AI assistants included |
| Conversions | Conversions, conversion rate, revenue or pipeline, leads, top landing pages |
| Paid media | Spend, clicks, CTR, CPC, conversions, CPA, conversion value, ROAS |
| SEO | Organic clicks, impressions, average position, organic conversions by landing page |
| Email and CRM | Sends, open and click rates, conversions from email |
| Data quality | Tracking issues found, platform vs site conversions, sessions without UTMs, consent rate |
| Next steps | Action, owner, due date |
How to fill it in
Start with the summary, write it last
The summary sits at the top and gets written at the end. Three lines are enough: what changed, why, and what you will do.
"Leads fell 18% because Meta spend moved to a new campaign that converts worse; we move half of it back on Monday" is a summary. "Leads were down this week" is not.
Compare every number with something
A number alone says nothing. Put the previous period next to it, and the target when you have one. The change column is where the reader's eye goes first.
Split traffic by channel
Total sessions hide what moved. Split them by organic, paid, social, email, referral, direct and AI assistants. The last one is small for most sites and growing; report it now so you have the trend later.
Keep paid media in one block
Spend, clicks, CTR, CPC, conversions, CPA, value and ROAS, one row per platform. If paid media is most of your budget, use the PPC report template for the detail and keep only the totals here.
Add a data quality line
This is the section most templates leave out, and the one that decides whether the rest is true. A broken purchase event, a campaign without UTMs or a pixel that fires before consent changes the numbers above it. Write what was found this period, and whether it moves any figure in the report.
End with owners
Every next step gets a name and a date. A report without owners is an archive.
Weekly or monthly
The same template works for both. What changes is the reader.
- Weekly, for the team that runs the campaigns: summary, traffic, conversions, paid media, data quality. Short, and looking for changes.
- Monthly, for leadership or a client: every section, with trends and the decisions taken. Fewer numbers, more reading.
Agencies usually send the monthly version to each client and keep the weekly one for the account team.
Stop rebuilding it every Monday
The template saves the thinking. It does not save the hours: someone still exports from GA4, the ad platforms and the CRM, pastes, checks and writes.
Trackingplan reports do that part. Ask once in plain English and Trackingplan writes the report from your site traffic, your ad accounts, GA4 or Adobe and your warehouse, with the charts and what changed. You edit it, add your reading and schedule it daily, weekly or monthly, by email, in Slack or Teams, or as a link.
Because Trackingplan also watches the tracking, the data quality section fills itself: if a number in the report was moved by a tracking issue, the report says so.
The template is the right place to start. Once you know which sections your readers use, it is the brief for the report you stop building by hand.