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

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

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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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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Acquisition Report template for Marketing teams and agencies

This Acquisition report template helps marketing teams track key metrics like conversion rate, ROI, and CTR. Analyze dimensions such as target audience and campaign goals. Integrate data from Google Analytics 4, Copy, and PPC. Ideal for measuring performance and refining strategies to meet specific objectives.

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Website Report template for Marketing teams and agencies

Analyze key metrics with this Website report template. Track conversion rates, average order value, and customer lifetime value. Measure audience demographics, interests, and behavior using Google Analytics 4. Segment data by time periods. Perfect for marketing teams to consolidate insights and refine strategies.

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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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Weekly Report template for Marketing teams and agencies

Optimize your marketing strategy with this Weekly report template. Track CAC, conversion rates, ROI, and more. Consolidate data from SEO, Google Analytics 4, Facebook Ads, Instagram Insights, and YouTube. Segment by demographics, location, and time. Perfect for marketing teams to measure key metrics and enhance performance.

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CMO Report template for Marketing teams and agencies

Track key metrics with the CMO report template. Measure conversion rates, ROI, and CTR from Facebook Ads, Google Ads, and Paid Media. Analyze demographics, psychographics, and buyer behavior using Google Analytics 4. Ideal for marketing teams to consolidate data and assess performance efficiently.

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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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What is a funnels report?

A funnels report is a tool that consolidates data from multiple sources (e.g., Google Analytics, CRM systems, e-commerce platforms) to track and display key performance indicators (KPIs) (e.g., conversion rates, drop-off rates, funnel progression), enabling teams to monitor funnel performance and create presentations for stakeholders. 

Funnels 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 funnels report?

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

Executive funnels reports

Executive reports for CMOs, CEOs, and clients show the bottom-line impact of funnel performance. Reviewed weekly, monthly, or quarterly, they include:

  • Funnel ROI analysis: by stage, using attribution for large budgets (≈100k/mo).
  • Unit economics analysis: CAC, LTV, payback, ARPU from funnel-acquired customers
  • Cohort analysis: retention, expansion, and LTV by customer cohort (sign-up period, funnel stage)
  • Add text for additional context to translate metrics for non-technical audiences. Present in slide decks and simplified Looker Studio reports.

Funnels manager reports

Manager reports have cross-funnel 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-funnel reporting: overall funnel, product, client, or region reporting across stages
  • Goal tracking: compare current performance vs objectives
  • Audits for prioritization and spotting issues 
  • Competitive analysis for funnel and tactic mapping
  • Topic, keyword, content, audience research

Operational Funnels Reports

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

  • Conversion tracking: conversion rates, drop-off points, funnel progression
  • Engagement: user interactions, session duration, bounce rates
  • Lead nurturing: email open rates, follow-up actions, lead scoring

Operational funnels 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 funnels report?

To build a funnels 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 Analytics for web analytics, CRM systems for lead data, and e-commerce platforms for sales data.

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 funnels report templates in Google Sheets or Looker Studio, designed for use cases like funnel monitoring, conversion tracking, and lead nurturing. 

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 funnels reporting use cases, such as funnel monitoring, conversion tracking, and lead nurturing. 

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., conversion rates, drop-off rates, sessions, etc.). 
  3. Choose breakdowns to segment your data (e.g., by date, funnel stage, user segment, etc.)

You can follow these tutorials on adding data to your reports

Design

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

Follow these tutorials to design your funnels reports:

Share

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

KPIs to include in a funnels report?

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

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

  • Visibility metrics: impressions, reach, page views
  • Engagement metrics: clicks, interactions, session duration, bounce rates
  • Conversion metrics: custom conversions, leads, purchases, key events

Efficiency KPIs compare your funnel 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 funnel performance:

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

To analyze these funnel KPIs, segment them by:

  • Channel: paid, organic, referral
  • 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