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.

SEO report template for marketing teams and agencies

This SEO report template helps track key metrics like conversion rate, ROI, and CTR. Analyze organic search traffic and keyword rankings. Segment by audience, channel, or time. Integrate data from Google Search Console and content marketing. Ideal for marketing teams to measure performance and achieve specific goals.

Paid media E-commerce report template for marketing teams and agencies

Track metrics like cost per conversion, ROAS, and CTR with the Paid media E-commerce report template. Analyze data from Google Analytics 4, Shopify, Google Ads, and Facebook Ads. Segment by audience, ad placement, and time. Perfect for marketing teams to measure performance and refine strategies.

Monetization report template for marketing teams and agencies

Optimize your marketing strategy with this Monetization report template. Track metrics like conversion rate, CPA, and ROI. Analyze audience dimensions, including demographics and behavior. Integrate data from Google Analytics 4, Shopify, and Facebook Ads. Ideal for e-commerce teams to measure performance and refine tactics. Segment by time for specific insights.

Google Ads Funnel report template for marketing teams and agencies

Track key metrics like conversion rate and CTR with the Google Ads Funnel report template. Analyze performance across campaigns, ad groups, and devices. Segment by time and audience type. Perfect for PPC specialists and marketers using Google and Facebook Ads to optimize paid media strategies and achieve specific marketing objectives.

E-commerce report template for marketing teams and agencies by Porter (2024)

Get the actual E-commerce template used by Porter to monitor E-commerce performance.

Google Analytics 4 report template for marketing teams and agencies

Optimize your e-commerce strategy with this Google Analytics 4 report template. Track conversion metrics, session duration, and bounce rate. Analyze impressions, CTR, and average position. Segment by campaign, age, gender, and device. View data by hour, day, or year. Perfect for marketing teams to enhance website performance and achieve objectives.

PPC ROAS report template for marketing teams and agencies

Track PPC performance with this PPC ROAS report template. Measure CTR, CPA, and conversion rates. Analyze ad placement, audience, and creative formats. Integrate data from Facebook Ads and Paid Media. Segment by time and demographics for actionable insights. Ideal for marketing teams aiming to optimize their strategy and achieve specific goals.

E-commerce cohorts report template for marketing teams and agencies

E-commerce cohorts report template tracks KPIs like conversion rate, CTR, and average order value. Analyze demographic, geographic, and psychographic dimensions. Consolidate data from Google Analytics 4, Shopify, Google Ads, and Facebook Ads. Perfect for marketing teams to measure performance and optimize strategies.

Google Ads Campaign performance report template for marketing teams and agencies

Analyze key metrics like conversion rate, CTR, and impressions with this Google Ads Campaign performance report template. Segment by campaign type, audience, and time. Ideal for PPC specialists to track performance and refine paid media strategies. Consolidate data from Google Ads for actionable insights and strategic marketing goals.

Daily Marketing performance report template for marketing teams and agencies by Porter (2024)

Get the actual Daily Marketing performance template used by Porter to monitor Marketing performance.

Funnels report template for marketing teams and agencies

Optimize your marketing strategy with this Funnels report template. Track conversion rates, ROI, and CTR from Facebook Ads, Google Ads, and Paid Media. Analyze by acquisition, conversion, and retention stages. Perfect for marketing teams leveraging Google Analytics 4 to achieve specific goals and improve performance across various audience segments.

AOV report template for marketing teams and agencies

Analyze key metrics with the AOV report template. Measure conversion rates, average order value, and CPC. Integrate data from E-commerce, Google Analytics 4, Shopify, Google Ads, and Facebook Ads. Segment by audience, campaign, and time. Perfect for marketing teams to track performance and refine strategies.

Facebook Ads Messenger report template for marketing teams and agencies

Track and analyze key metrics with this Facebook Ads Messenger report template. Measure CTR, conversion rate, and ROI. Explore demographic, psychographic, and behavioral dimensions. Leverage data from Social Media, Facebook Insights, and PPC. Ideal for marketing teams to assess performance and refine strategies.

Google Ads Keyword analysis report template for marketing teams and agencies

Track key metrics like conversion rate, CTR, and impressions with the Google Ads Keyword analysis report template. Analyze performance by campaign type, device, and more. Consolidate data from Google Ads and Keywords. Ideal for PPC specialists to optimize strategy and meet marketing objectives. Segment by time for specific insights.

Agency report template for marketing teams and agencies by Porter (2024)

Get the actual Agency template used by Porter to monitor Marketing performance.

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:

Select the data source and the account connected to it
Choose metrics (e.g., Clicks, impressions, Sessions, bounce rate, etc.).
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