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Best SEO report templates for marketing teams and agencies (2024)

Automate marketing reporting with dozens of 100% customizable, white-label SEO report templates. Used and made by +10,000 marketers in over 60 countries.
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Facebook Ads report template for marketing teams and agencies

Optimize your Facebook Ads strategy with this report template. Measure key metrics like cost per conversion, ROAS, and CTR. Analyze performance by audience, placement, and time. Ideal for PPC specialists to track and improve paid media campaigns. Consolidate data from Facebook Ads and PPC for actionable insights.

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E-commerce report template for marketing teams and agencies

Optimize your strategy with this E-commerce report template. Track metrics like conversion rate, average order value, and CPA. Analyze dimensions by audience, channel, and time. Integrate data from E-commerce, Paid Media, and SEO. Ideal for marketing teams to measure performance and achieve goals effectively.

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Twitter Ads report template for marketing teams and agencies

Analyze key metrics like CTR, conversion rate, and social actions with this Twitter Ads report template. Track performance by campaign objective, ad format, and audience targeting. Segment data by time, location, gender, and age. Perfect for PPC specialists to consolidate Twitter Ads and Paid Media strategies for actionable insights.

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HubSpot report template for marketing teams and agencies

Optimize B2B marketing with this HubSpot report template. Track metrics like conversion rate, ROI, and average deal size. Analyze CRM contacts and campaign performance by demographic and psychographic breakdowns. Ideal for inbound marketing teams to measure and refine email marketing and funnel strategies across different timeframes.

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Web analytics report template for marketing teams and agencies

Optimize your marketing strategy with this Web analytics report template. Track conversion rates, ROI, and audience size using Google Analytics 4. Analyze key metrics by campaign, demographics, or time. Perfect for marketing teams to consolidate data and enhance performance. Monitor sessions, impressions, and reach for actionable insights.

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Mailchimp report template for marketing teams and agencies

Analyze key metrics like conversion rate, cost per conversion, and average order value with this Mailchimp report template. Track audience segmentation, email design, and performance metrics. Segment data by timeframes and dimensions. Designed for email marketing teams to unify strategy and measure actionable insights, optimizing Mailchimp campaigns to achieve marketing goals.

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Store performance report template for marketing teams and agencies

Measure key metrics with the Store performance report template. Analyze total revenue, conversion rates, and traffic sources. Segment by audience, marketing channels, and campaign objectives. Consolidate data from E-commerce, Google Analytics 4, Shopify, Google Ads, Facebook Ads, and SEO. Perfect for marketing teams to track performance and optimize strategies.

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SEO competitors report template for marketing teams and agencies

Optimize your strategy with the SEO competitors report template. Analyze conversion rates, cost per conversion, and customer lifetime value. Track social media shares, CTR, and organic search visibility. Segment by demographics, psychographics, and time. Perfect for marketing teams aiming to measure performance and refine tactics against SEO competitors.

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What is an SEO report?

An SEO report is a document that consolidates data from multiple sources (e.g., Google Search Console, Ahrefs, SEMrush) to track and display key performance indicators (KPIs) (e.g., keyword rankings, organic traffic, backlinks), enabling teams and agencies to monitor SEO performance and create presentations for clients and executives. 

SEO reports are typically created using flexible tools like Google Looker Studio, Power BI, Google Sheets, or platform-specific solutions to enable high customization and integration of multiple data sources.

What to include in an SEO report?

An actionable SEO report balances context and specificity based on the audience (executives, managers, and analysts) and their use cases.

Executive SEO reports

Executive reports for CMOs, CEOs, and clients show SEO's bottom-line impact. Reviewed weekly, monthly, or quarterly, they include:

  • SEO ROI analysis: by channel, using attribution for large budgets (≈100k/mo).
  • Traffic analysis: organic traffic growth, bounce rate, session duration
  • Cohort analysis: retention, expansion, and LTV by customer cohort (sign-up period, acquisition channel)
  • Add text for additional context to translate metrics for non-technical audiences. Present in slide decks and simplified Looker Studio reports.

SEO manager reports

Manager reports have cross-channel views with drill-downs to see performance by client, brand, region, team member, funnel stage, and campaign. They help align teams, define tactics, and include:

  • Cross-channel reporting: overall SEO performance, product, client, or region reporting across channels
  • Goal tracking: compare current performance vs objectives
  • Audits for prioritization and spotting issues 
  • Competitive analysis for keyword and backlink mapping
  • Topic, keyword, content, audience research

Operational SEO reports

Operational reports for analysts and SEO managers have granular, customizable KPIs to solve technical issues. Monitored hourly, daily, or weekly, they cover:

  • Keyword performance: rankings, impressions, clicks
  • Technical SEO: site speed, crawl errors, mobile usability
  • Backlink analysis: new and lost backlinks, domain authority
  • Content performance: page views, engagement metrics

Operational SEO reports are highly customized, built in flexible tools like Google Sheets or Looker Studio to enable data cleaning, blending, annotations, and integrating multiple sources.



How to build an SEO report?

To build an SEO report, connect your data sources, choose a template on Looker Studio or Sheets, build your queries by selecting metrics and dimensions, choose charts to visualize your data, customize the report, design and share via link, PDF or email. 

Here’s the breakdown: 

Connect data sources

Define and connect the data sources to bring to your report. Common sources are Google Search Console for organic performance, Ahrefs or SEMrush for backlink data, and Google Analytics for web analytics.

To connect your data sources, go to portermetrics.com, choose the data sources to bring to your report. 

You can follow these tutorials on connecting your data:

Choose a template

Choose from dozens of SEO report templates in Google Sheets or Looker Studio, designed for use cases like keyword monitoring, backlink analysis, and technical SEO audits. 

Learn to copy Looker Studio templates. 

While templates are the starting point. Make them specific for your business or agency. Map your specific metrics, especially custom conversions, CRM contact data, GA4 events, and all the fields and metrics that you define as "conversions" and "revenue".

Depending on your reporting tool—Google Sheets or Google Looker Studio, pick any of the dozens of templates created by our team and customers to solve your SEO reporting use cases, such as keyword monitoring, backlink analysis, and technical SEO audits. 

Select metrics, dimensions, and charts

Once your report template is downloaded, you may 1)modify it or 2) create a blank page to build it from scratch. Whatever the case, setting up a query always follows these steps: 

  1. Select the data source and the account connected to it
  2. Choose metrics (e.g., Clicks, impressions, Sessions, bounce rate, etc.). 
  3. Choose breakdowns to segment your data (e.g., by date, keyword, page, etc.)

You can follow these tutorials on adding data to your reports

Design

To make your SEO reports truly white-label you can add logos, colors, fonts, and styling to mirror your brand. 

Follow these tutorials to design your SEO reports:

Share

Share your SEO reports via links, PDF, schedule emails, and control permissions.

KPIs to include in an SEO report?

SEO reports should include a mix of visibility, engagement, conversion, efficiency, effectiveness, and cost metrics and KPIs to fully understand the performance of SEO efforts towards business goals. They include:

SEO funnel KPIs measure the buying process (from the marketer perspective), regardless of the channel: 

  • Visibility metrics: impressions, search visibility, keyword rankings
  • Engagement metrics: clicks, bounce rate, average session duration
  • Conversion metrics: goal completions, leads, purchases

Efficiency KPIs compare your SEO outputs to the cost, including:

  • Visibility: cost per impression
  • Engagement: cost per click
  • Conversion: cost per acquisition

Effectiveness KPIs compare the input with the output from one funnel stage to another

  • Visibility: search frequency
  • Engagement: click-through rate, engagement rate
  • Conversion: conversion rate

Sales and cost KPIs show the bottom-line impact of your SEO performance:

  • Sales: customers, revenue
  • Cost: SEO spend, OPEX, payroll
  • Efficiency: ROI, ROAS, CAC
  • Effectiveness: AOV, ACV

To analyze these SEO KPIs, segment them by:

  • Channel: organic, referral, direct
  • Time: Hourly, daily, weekly, monthly
  • Campaign: funnel stage, objective
  • Business: client, branch, region
  • Audience: geo, tech, demographics, interests, behavior, placement
  • Content: creatives, format, topic, keyword

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