What is a brand performance report?
A brand performance report is a document that consolidates data from multiple sources (e.g., social media analytics, brand sentiment analysis tools, CRM systems) to track and display key performance indicators (KPIs) (e.g., brand awareness, sentiment score, customer loyalty), enabling teams and agencies to monitor brand health and create presentations for clients and executives.
Brand performance 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 a brand performance report?
An actionable brand performance report balances context and specificity based on the audience (executives, managers, and analysts) and their use cases.
Executive brand performance reports
Executive reports for CMOs, CEOs, and clients show the brand's overall impact. Reviewed weekly, monthly, or quarterly, they include:
- Brand equity analysis: by channel, using sentiment analysis and brand valuation metrics.
- Customer loyalty analysis: NPS, repeat purchase rate, customer lifetime value.
- Cohort analysis: brand engagement and loyalty 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.
Brand manager reports
Manager reports have cross-channel views with drill-downs to see performance by client, brand, region, team member, and campaign. They help align teams, define tactics, and include:
- Cross-channel reporting: overall brand, product, client, or region reporting across channels.
- Goal tracking: compare current performance vs objectives.
- Audits for prioritization and spotting issues.
- Competitive analysis for brand positioning and strategy mapping.
- Topic, keyword, content, audience research.
Operational Brand Reports
Operational reports for analysts and brand managers have granular, customizable KPIs to solve technical issues. Monitored hourly, daily, or weekly, they cover:
- Social media: engagement metrics, follower growth, sentiment analysis.
- Customer feedback: survey results, reviews, NPS scores.
- Brand mentions: volume, reach, sentiment.
Operational brand 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 a brand performance report?
To build a brand performance 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 social media platforms for engagement data, CRM systems for customer data, and brand sentiment analysis tools.
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 brand performance report templates in Google Sheets or Looker Studio, designed for use cases like brand monitoring, sentiment analysis, and customer loyalty tracking.
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 brand metrics, CRM contact data, and all the fields and metrics that you define as "brand engagement" and "loyalty".
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 brand reporting use cases, such as brand monitoring, sentiment analysis, and customer loyalty tracking.
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. brand mentions, sentiment score, customer loyalty index, etc.).
- Choose breakdowns to segment your data (e.g. by date, campaign name, region, etc.).
You can follow these tutorials on adding data to your reports:
Design
To make your brand performance reports truly white-label you can add logos, colors, fonts, and styling to mirror your brand.
Follow these tutorials to design your brand performance reports:
Share
Share your brand performance reports via links, PDF, schedule emails, and control permissions.
KPIs to include in a brand performance report?
Brand performance reports should include a mix of visibility, engagement, sentiment, loyalty, and cost metrics and KPIs to fully understand the performance of brand initiatives towards business goals. They include:
Brand visibility KPIs measure the brand's reach and presence across channels:
- Visibility metrics: brand mentions, reach, followers, media coverage.
- Engagement metrics: likes, shares, comments, brand interactions.
- Sentiment metrics: sentiment score, positive/negative mentions.
Loyalty KPIs measure customer commitment to the brand, including:
- Customer loyalty: NPS, repeat purchase rate.
- Engagement: customer feedback, reviews.
Cost KPIs show the investment in brand initiatives:
- Cost: brand campaign spend, OPEX, payroll.
- Efficiency: ROI, brand value growth.
To analyze these brand KPIs, segment them by:
- Channel: social, media, online vs offline.
- Time: Hourly, daily, weekly, monthly.
- Campaign: brand initiative, objective.
- Business: client, branch, region.
- Audience: geo, demographics, interests, behavior.
- Content: creatives, format, topic, keyword.
