What is a marketing attribution report?
A marketing attribution report is a document that consolidates data from multiple sources (e.g., Google Analytics, Facebook Ads, HubSpot) to track and display key performance indicators (KPIs) related to attribution (e.g., conversion paths, attribution models, touchpoints), enabling teams and agencies to assess the effectiveness of marketing efforts and create presentations for clients and executives.
Marketing attribution 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 marketing attribution report?
An actionable marketing attribution report balances context and specificity based on the audience (executives, managers, and analysts) and their use cases.
Executive marketing attribution reports
Executive reports for CMOs, CEOs, and clients show marketing's bottom-line impact through attribution. Reviewed weekly, monthly, or quarterly, they include:
- Attribution analysis: by channel, using models like MMM, lift analysis, and multi-touch attribution for large budgets (≈100k/mo).
- Unit economics analysis: CAC, LTV, payback, ARPU from marketing-acquired customers
- Cohort analysis: retention, expansion, and LTV 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.
Marketing manager attribution 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 attribution 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 Marketing Attribution Reports
Operational reports for analysts and channel managers have granular, customizable KPIs to solve technical issues. Monitored hourly, daily, or weekly, they cover:
- Attribution paths: analysis of customer journeys, touchpoints, and conversion paths
- Model comparison: evaluate different attribution models and their impact on ROI
- Data accuracy: ensure data quality and consistency across sources
Operational marketing attribution 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 marketing attribution report?
To build a marketing attribution 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 marketing attribution report templates in Google Sheets or Looker Studio, designed for use cases like attribution modeling, conversion path analysis, and touchpoint evaluation.
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 marketing attribution reporting use cases, such as attribution modeling, conversion path analysis, and touchpoint evaluation.
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. conversion paths, touchpoints, ROAS, etc.).
- Choose breakdowns to segment your data (e.g. by date, campaign name, ad image, etc.)
You can follow these tutorials on adding data to your reports
Design
To make your marketing attribution reports truly white-label you can add logos, colors, fonts, and styling to mirror your brand.
Follow these tutorials to design your marketing attribution reports:
Share
Share your marketing attribution reports via links, PDF, schedule emails, and control permissions.
KPIs to include in a marketing attribution report?
Marketing attribution reports should include a mix of funnel—visibility, engagement, conversion—, efficiency, effectiveness, revenue, and cost metrics and KPIs to fully understand the performance of marketing campaigns towards business goals. They include:
Marketing 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 marketing 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 marketing performance:
- Sales: customers, revenue
- Cost: ad spend, OPEX, payroll
- Efficiency: ROI, ROAS, CAC
- Effectiveness: AOV, ACV
To analyze these marketing 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
