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The report focuses on aligning objectives with the KPIs that matter, turning data into actionable narrative with strong context, and tailoring reporting clarity for different stakeholders. 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As this report shows, there is an art to presenting the most valuable campaign information.  \nAt Ruler, we understand the challenges in creating great and insightful reports, and the time it takes to produce them. Therefore, we sought the insight of digital marketing practitioners within 40 agencies to try and establish the fundamentals of digital campaign reporting, and how we can all work together to further improve them.  \nMany agencies highlighted the need to filter key insights from the reports to define what actions should be taken next. What is sometimes referred to as the “So What?”element.  \nHowever, good reporting can be time-consuming, so the team at Ruler are committed to finding time savings ways to access the best information.  \nAttributing effectiveness in a cross channel campaign also brings challenges and, Ruler is committed to working our partner agencies to make this more achievable.  \nWe hope you enjoy our findings and would love you to join our partner programme [at www.ruleranalytics.com/](at www.ruleranalytics.com/)[ ](at www.ruleranalytics.com/)agency-partner  \nRichard Gregory  \nNon-Exec Chairman, Ruler Analytics  \nStats at a glance  \nWhich areas of digital marketing do you specialise in?  \nRespondents typically specialised within Paid Search and SEO, with several also supporting their clients with other channels such as Social, Email and Outreach.  \nA numberofthose polled provided additionalelementssuch asWebAnalytics, Development and Conversion Rate Optimisation.  \nPAID SEARCH  \n81%  \n SEO 71%  \n SOCIAL 50%  WEB ANALYTICS 45%  LEAD GENERATION 38%  EMAIL 19%  \n OTHER 26%  \n24% APPLYING INSIGHTS TO DATA  \n4% CLIENT FEEDBACK  \n16% SUCCINCT REPORTING  \n18% CROSS CHANNEL REPORTING  \n18% ATTRIBUTING REVENUE  \n18% ADMINSTRATION TIME  \n2% CHANGING MARKETPLACE  \nWhat are the main challenges you face when builidng reports?  \nAnswers are varied for this question, with agencies mainly finding obstacles in adding relevant context to the statistics they were presented with.  \nCombine this with the challenges in analysing the impact of their activity across multiple channels and keeping the data clear and concise, it’s easy to see why time taken to build reports can add up.  \nWhat format do you report in?  \nThe majority of agencies are using a range of report formats, with PDFs containing both data visualisation and supporting commentary alongside spreadsheets or BI tools for the cusotmer to dive deeper if they wish.  \nOver half of the agencies are utilising Google Data Studio for its rich, flexible and intuitive functionality. The ability for the client to access live data is often providing added value.  \nPDF  \n65%  \nGOOGLE DATA STUDIO  \n47%  \nSLIDES 19%  \nSHEETS 16%  \nJust the facts...  \nThere are a number of common themes running through the responses we’ve received, we’ve identified the top 5 tips to creating a compelling and useful digital marketing report.  \n1  \nMeasure what Matters  \nUnderstanding what makes a customer tick is imperative to ensuring your marketing efforts are hitting all the right notes.  \nAre they looking to increase instore foot traffic? Raise awareness in a new market? Reduce churn? If your report can help answer the high level questions asked in the board room, then you could have a customer for life.  \nClarifying your customer’s core short, medium and long term objectives will ensure KPIs are aligned and provide relevant information to show the value you are driving and help inform business decisions.  \nContext is King  \nOf course, data is only part of the story. Your customer looks to you for expert advice on what the numbers really mean.  \nNo one expects War and Peace, but adding commentary to your findi","cbCaigFbWjPSEQim","https://ap.wps.com/l/cbCaigFbWjPSEQim","pdf",5819749,25,"English","# Foreword\n## Stats at a glance\n## Applying insights to data\n# Just the facts: Top tips","[{\"question\":\"What is the key idea behind creating effective digital marketing reports?\",\"answer\":\"Effective reports present the most valuable campaign information and translate data into insights that guide the next actions to take.\"},{\"question\":\"What challenges do agencies commonly face when building reports?\",\"answer\":\"Agencies often struggle to add relevant context to statistics, analyze impact across multiple channels, and keep data clear, concise, and understandable.\"},{\"question\":\"How should agencies prioritize metrics and evidence in their reports?\",\"answer\":\"Agencies should measure what matters by aligning KPIs with customer objectives, provide context for the numbers, and evidence effectiveness through attribution that links marketing activity to revenue outcomes.\"}]","Ruler Analytics - Digital Marketing Reports Fundamentals Report | PDF",1789265042,9]