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Best Cross-channel report templates for marketing teams and agencies (2024)

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

Track key metrics with this Google Ads PMax report template. Measure conversion value, CTR, and impressions. Analyze by campaign type, audience segment, and time period. Consolidate data from Google Ads and Paid Media for actionable insights. Ideal for marketing teams focused on optimizing PPC performance and achieving strategic goals.

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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.

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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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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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Facebook Ads Funnel report template for marketing teams and agencies

Optimize your Facebook Ads Funnel with this report template. Track CTR, conversion rate, CPA, and more. Analyze audience targeting, ad creative, and placement strategy. Segment by demographics and behavior. Ideal for PPC and paid media specialists to enhance campaign performance and achieve marketing objectives. Perfect for understanding reach, impressions, and organic search traffic.

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Blog report template for marketing teams and agencies

Blog report template: Track and measure key metrics like click-through rate, lead conversion, and customer acquisition cost. Analyze audience dimensions—demographic, behavioral, and income level—using Google Analytics 4. Ideal for content marketing teams to unify strategy and achieve campaign goals efficiently.

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Local SEO report template for marketing teams and agencies

Optimize your local SEO strategy with this Local SEO report template. Track CTR, conversion rate, and cost per conversion. Analyze keyword ranking, organic traffic, and local pack visibility. Segment data by demographics, location, and behavior over time. Perfect for marketing teams aiming to achieve specific goals and improve performance.

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B2B

CRM report template for marketing teams and agencies

CRM report template tracks key metrics: conversion rate, cost per acquisition, ROI. Analyze demographic, geographic, and psychographic data. Measure sales cycle length, average deal size, and CRM contact conversion. Ideal for B2B and email marketing teams to consolidate insights and refine strategies.

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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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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.

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SEM report template for marketing teams and agencies

Optimize your SEM strategy with this report template. Analyze cost per conversion, conversion rate, and ROAS. Measure click-through rate, social media engagement, and organic search ranking. Segment by audience, content, platform, and more. Perfect for PPC specialists to track Google Ads and Paid Media performance.

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B2B

Lead generation report template for marketing teams and agencies

Optimize your strategy with the Lead generation report template. Track conversion rates, cost per conversion, and ROI. Analyze B2B, CRM, Email Marketing, and Facebook Ads data. Segment by audience, demographics, and behavior. Measure SQLs, sales cycle length, and CRM contact performance. Ideal for marketing teams seeking actionable insights.

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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.

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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.

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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.

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What is a cross-channel report?

A cross-channel report is a document that consolidates data from multiple sources (e.g., Google Analytics, Facebook Ads, CRM systems) to track and display key performance indicators (KPIs) (e.g., engagement, conversion rates, customer journey metrics), enabling teams to monitor performance across different channels and create presentations for stakeholders.

Cross-channel 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 cross-channel report?

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

Executive cross-channel reports

Executive reports for CMOs, CEOs, and clients show the overall impact of cross-channel strategies. Reviewed weekly, monthly, or quarterly, they include:

  • Channel performance analysis: by channel, using attribution models for large budgets.
  • Customer journey analysis: tracking customer interactions across channels.
  • Cohort analysis: retention, expansion, and LTV by customer cohort (sign-up period, interaction channel).
  • Add text for additional context to translate metrics for non-technical audiences. Present in slide decks and simplified Looker Studio reports.

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

Operational Cross-channel Reports

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

  • Channel-specific metrics: budget pacing, engagement, creative performance.
  • Social: post metrics, follower growth, engaging topics/hashtags.
  • Email: delivery, open, conversion rates.
  • SEO: keyword/page rankings, impressions, clicks, speed, errors, backlinks.

Operational cross-channel 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 cross-channel report?

To build a cross-channel 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 Ads and Meta Ads for PPC performance, GA4 for web analytics, CRM or E-commerce for sales and email data, and Instagram or TikTok for Social Media.

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 cross-channel report templates in Google Sheets or Looker Studio, designed for use cases like performance monitoring, budget pacing, funnels, and customer journey analysis.

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 cross-channel reporting use cases, such as performance monitoring, budget pacing, funnels, and customer journey analysis.

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, spend, Sessions, conversion rates, etc.).
  3. Choose breakdowns to segment your data (e.g., by date, campaign name, channel, etc.).

You can follow these tutorials on adding data to your reports:

Design

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

Follow these tutorials to design your cross-channel reports:

Share

Share your cross-channel reports via links, PDF, schedule emails, and control permissions.

KPIs to include in a cross-channel report?

Cross-channel reports should include a mix of funnel—visibility, engagement, conversion—, efficiency, effectiveness, revenue, and cost metrics and KPIs to fully understand the performance of strategies towards business goals. They include:

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

  • Visibility metrics: impressions, reach, followers, email deliveries.
  • Engagement metrics: clicks, comments, shares, video plays, Sessions, average time.
  • Conversion metrics: custom conversions, leads, purchases, key events.

Efficiency KPIs compare your outputs to the cost, including:

  • Visibility: CPM (Cost per Mille).
  • Engagement: CPC (Cost per Click).
  • Conversion: CPA (Cost per Acquisition), CPP (Cost per Purchase).

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

  • Visibility: Frequency.
  • Engagement: CTR, engagement rate.
  • Conversion: Conversion rate.

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

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

To analyze these KPIs, segment them by:

  • Channel: paid, social, Facebook Ads vs Google Ads.
  • 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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