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

Automate marketing reporting with dozens of 100% customizable, white-label Agency report templates. Used and made by +10,000 marketers in over 60 countries.

Email marketing Report template for Marketing teams and agencies

Analyze key metrics like conversion and bounce rates with this Email marketing report template. Track campaigns by name, type, and duration. Consolidate data from Mailchimp, Klaviyo, ActiveCampaign, and Hubspot. Segment by demographics and engagement levels. Ideal for marketing teams to measure performance and optimize strategies.

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Google Ads Report template for Marketing teams and agencies

Optimize your PPC strategy with this Google Ads report template. Track conversion rate, cost per conversion, and CTR. Analyze by campaign type, audience, and time. Perfect for marketing teams to measure performance and align with objectives. Consolidate data from Google Ads and Paid Media for actionable insights and enhanced campaign management.

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Inbound marketing Report template for Marketing teams and agencies

Optimize your strategy with this Inbound marketing report template. Track KPIs like conversion rates and social media engagement. Analyze data from CRM, E-commerce, Facebook Ads, Google Analytics 4, and LinkedIn Ads. Segment by demographics and timeframes. Ideal for B2B and e-commerce teams to measure performance and achieve marketing goals.

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Content performance Report template for Marketing teams and agencies

Optimize your social media strategy with the Content performance report template. Track conversion rates, engagement, and audience demographics using data from Google Analytics 4, Instagram Insights, and Facebook Insights. Analyze key metrics by campaign, duration, and time. Perfect for marketing teams to measure performance and achieve objectives efficiently.

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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.

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Instagram Insights Report template for Marketing teams and agencies

Analyze key metrics with the Instagram Insights report template. Measure CTR, conversion rate, ROI, likes, comments, shares, impressions, and reach. Segment by age, gender, location, and time. Ideal for social media marketers to consolidate performance data and refine strategies. Gain actionable insights to optimize engagement and ROI.

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Social Media Engagement Report template for Marketing teams and agencies

Analyze key metrics like CTR, ROI, and conversion rates with the Social Media Engagement report template. Leverage data from Social Media and Instagram Insights to optimize performance. Ideal for marketers to track audience segmentation, channel selection, and message personalization, enhancing strategy across demographics and timeframes. Perfect for understanding engagement trends and improving marketing efforts.

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Paid media Report template for Marketing teams and agencies

Analyze key metrics like CTR, conversion rate, and CPA with this Paid media report template. Integrate data from Facebook Ads, TikTok Ads, Google Ads, and more. Segment by location, age, and interests. Ideal for PPC specialists to track performance and refine strategies across platforms using Google Analytics 4.

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What is an agency report?

An agency report is a document that consolidates data from multiple sources (e.g., project management tools, CRM systems, financial software) to track and display key performance indicators (KPIs) (e.g., project timelines, client satisfaction, revenue), enabling agencies to monitor performance and create presentations for clients and executives. 

Agency 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 agency report?

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

Executive agency reports

Executive reports for agency leaders and clients show the agency's bottom-line impact. Reviewed weekly, monthly, or quarterly, they include:

  • Revenue analysis: by client, using attribution for large budgets.
  • Client satisfaction analysis: NPS, feedback scores, retention rates
  • Project performance analysis: timelines, budget adherence, resource allocation
  • Add text for additional context to translate metrics for non-technical audiences. Present in slide decks and simplified Looker Studio reports.

Agency manager reports

Manager reports have cross-project views with drill-downs to see performance by client, team, region, project stage, and resource allocation. They help align teams, define tactics, and include:

  • Cross-project reporting: overall project, client, or region reporting across teams
  • Goal tracking: compare current performance vs objectives
  • Audits for prioritization and spotting issues 
  • Competitive analysis for service and strategy mapping
  • Resource and capacity planning

Operational Agency Reports

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

  • Project management: task completion, deadlines, resource utilization
  • Client communication: response times, engagement, satisfaction
  • Financials: invoicing, expenses, profitability
  • Resource allocation: team workload, availability, efficiency

Operational agency 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 agency report?

To build an agency 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 project management tools for task tracking, CRM systems for client data, financial software for revenue and expenses, and communication platforms for client interactions.

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 agency report templates in Google Sheets or Looker Studio, designed for use cases like project tracking, client satisfaction, financial performance, and resource management. 

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 client data, project milestones, financial metrics, and all the fields and metrics that you define as "success" and "performance".

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 agency reporting use cases, such as project tracking, client satisfaction, financial performance, and resource management. 

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. Task completion, revenue, client satisfaction, etc.). 
  3. Choose breakdowns to segment your data (e.g. by date, project name, client, etc.)

You can follow these tutorials on adding data to your reports

Design

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

Follow these tutorials to design your agency reports:

Share

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

KPIs to include in an agency report?

Agency reports should include a mix of project performance, client satisfaction, financial, and resource metrics and KPIs to fully understand the performance of agency operations towards business goals. They include:

Project performance KPIs measure the progress and success of projects:

  • Timeline metrics: deadlines, milestones, task completion
  • Resource metrics: utilization, allocation, efficiency
  • Client satisfaction metrics: feedback scores, NPS, retention rates

Financial KPIs compare your agency outputs to the cost, including:

  • Revenue: total revenue, revenue per client
  • Expenses: operational costs, project costs
  • Profitability: profit margins, ROI 

Resource KPIs compare the input with the output from one project stage to another

  • Utilization: resource allocation, workload balance
  • Efficiency: task completion rate, project delivery time

To analyze these agency KPIs, segment them by:

  • Project: stage, type, client
  • Time: Hourly, daily, weekly, monthly
  • Client: industry, size, region
  • Team: department, role, location
  • Resource: availability, skill set, efficiency