Best Lead generation report templates for marketing teams and agencies (2024)

Automate marketing reporting with dozens of 100% customizable, white-label Lead generation report templates. Used and made by +10,000 marketers in over 60 countries.
B2B

Demand generation Report template for Marketing teams and agencies

Optimize B2B demand generation with this report template. Track conversion rates, cost per conversion, and click-through rates. Analyze social media shares and impressions. Integrate data from CRM, E-commerce, Facebook Ads, Google Analytics 4, and LinkedIn Ads. Segment by demographics and time for strategic insights. Ideal for marketing teams focused on performance.

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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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Demand generation Report template for Marketing teams and agencies

Optimize B2B demand generation with this report template. Track conversion rates, cost per conversion, and click-through rates. Analyze social media shares and impressions. Integrate data from CRM, E-commerce, Facebook Ads, Google Analytics 4, and LinkedIn Ads. Segment by demographics and time for strategic insights. Ideal for marketing teams focused on performance.

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A/B testing Report template for Marketing teams and agencies

Optimize your campaigns with this A/B testing report template. Measure conversion rates, ROI, and click-through rates. Analyze target audience, demographics, and campaign messages. Consolidate data from Email Marketing and Copy for actionable insights. Ideal for marketing teams to track performance and refine strategies.

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Dropshipping Report template for Marketing teams and agencies

Optimize your marketing strategy with this Dropshipping report template. Measure conversion rates, average order value, and customer lifetime value. Segment by demographics, interests, and time. Consolidate data from E-commerce, Google Analytics 4, Shopify, Google Ads, and Facebook Ads. Perfect for tracking key metrics and enhancing performance in the competitive e-commerce landscape.

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Shopify Store performance Report template for Marketing teams and agencies

Measure key metrics with the Store performance report template. Analyze total revenue, conversion rates, and traffic sources. Segment by audience, marketing channels, and campaign objectives. Consolidate data from E-commerce, Google Analytics 4, Shopify, Google Ads, Facebook Ads, and SEO. Perfect for marketing teams to track performance and optimize strategies.

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DTC Report template for Marketing teams and agencies

Optimize your strategy with this DTC report template. Track revenue, conversion rates, and cost per acquisition. Blend data from E-commerce, Google Analytics 4, Shopify, Google Ads, and Facebook Ads. Segment by demographics, behavior, and time. Perfect for marketing teams to measure key metrics and enhance E-commerce performance.

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Frequency Report template for Marketing teams and agencies

Frequency report template consolidates metrics like conversion rate, ROI, and CTR from Facebook Ads, TikTok Ads, and Google Ads. Analyze audience targeting and campaign duration. Track performance by time period. Designed for marketing teams to measure PPC strategies and optimize paid media efforts 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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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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Social Media Report template for Marketing teams and agencies

Optimize your strategy with this Social Media report template. Analyze conversion rates, ROAS, and engagement metrics from Instagram Insights and LinkedIn Pages. Track key metrics like likes, comments, and shares. Segment by audience, age, and location. Perfect for marketing teams to measure performance and achieve specific goals.

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What is a lead generation report?

A lead generation report is a document that consolidates data from multiple sources (e.g., CRM systems, LinkedIn Ads, Google Ads) to track and display key performance indicators (KPIs) (e.g., lead conversion rate, cost per lead, lead quality), enabling teams and agencies to monitor lead acquisition performance and create presentations for clients and executives. 

Lead generation 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 lead generation report?

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

Executive lead generation reports

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

  • Lead generation ROI analysis: by channel, using attribution models for large budgets (≈100k/mo).
  • Lead quality analysis: assessing the quality and potential value of leads generated
  • Cohort analysis: lead conversion and retention by 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.

Lead generation 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 lead acquisition, 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
  • Lead source and quality research

Operational Lead Generation Reports

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

  • PPC: budget pacing, engagement, lead cost, CPA
  • Social: lead metrics, follower growth, engaging topics/hashtags
  • Email: delivery, open, lead conversion rates
  • SEO: keyword/page rankings, impressions, clicks, speed, errors, backlinks

Operational lead generation 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 lead generation report?

To build a lead generation 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 LinkedIn Ads for PPC performance, CRM systems for lead data, and social media platforms for engagement metrics.

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 lead generation report templates in Google Sheets or Looker Studio, designed for use cases like lead tracking, budget pacing, funnels, and lead quality assessment. 

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, and all the fields and metrics that you define as "leads" 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 lead generation reporting use cases, such as lead tracking, budget pacing, funnels, and lead quality assessment. 

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. Leads, spend, Sessions, CPL, etc.). 
  3. Choose breakdowns to segment your data (e.g. by date, campaign name, lead source, etc.)

You can follow these tutorials on adding data to your reports

Design

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

Follow these tutorials to design your lead generation reports:

Share

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

KPIs to include in a lead generation report?

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

Lead generation 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: leads, lead conversion rate, key events

Efficiency KPIs compare your lead generation outputs to the cost, including:

  • Visibility: CPM (Cost per Mille)
  • Engagement: CPC (Cost per Click)
  • Conversion: CPL (Cost per Lead), CPA (Cost per Acquisition) 

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 lead generation performance:

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

To analyze these lead generation KPIs, segment them by:

  • Channel: paid, social, LinkedIn 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