ActiveCampaign report template: Track key metrics like click-through rate, conversion rate, and ROI. Analyze customer acquisition cost and average order value. Segment by audience, campaign objectives, and timeline. Ideal for B2B, CRM, and email marketing teams seeking actionable insights through automation.
A marketing automation report is a document that consolidates data from multiple sources (e.g., HubSpot, Marketo, Salesforce) to track and display key performance indicators (KPIs) (e.g., lead scoring, email open rates, conversion rates), enabling teams and agencies to analyze automation workflows and campaign performance and create presentations for clients and executives.
Marketing automation 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.
An actionable marketing automation report balances context and specificity based on the audience (executives, managers, and analysts) and their use cases.
Executive reports for CMOs, CEOs, and clients show marketing automation's bottom-line impact. Reviewed weekly, monthly, or quarterly, they include:
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:
Operational reports for analysts and channel managers have granular, customizable KPIs to solve technical issues. Monitored hourly, daily, or weekly, they cover:
Operational marketing automation reports are highly customized, built in flexible tools like Google Sheets or Looker Studio to enable data cleaning, blending, annotations, and integrating multiple sources.
To build a marketing automation 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:
Define and connect the data sources to bring to your report. Common sources are HubSpot and Marketo for automation performance, Salesforce for CRM data, and email platforms for campaign 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 from dozens of marketing automation report templates in Google Sheets or Looker Studio, designed for use cases like lead tracking, email performance, and workflow 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, automation 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 automation reporting use cases, such as lead tracking, email performance, and workflow analysis.
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:
You can follow these tutorials on adding data to your reports
To make your marketing automation reports truly white-label you can add logos, colors, fonts, and styling to mirror your brand.
Follow these tutorials to design your marketing automation reports:
Share your marketing automation reports via links, PDF, schedule emails, and control permissions.
Marketing automation reports should include a mix of funnel—lead generation, nurturing, conversion—, efficiency, effectiveness, revenue, and cost metrics and KPIs to fully understand the performance of automation campaigns towards business goals. They include:
Marketing funnel KPIs measure the buying process (from the marketer perspective), regardless of the channel:
Efficiency KPIs compare your marketing outputs to the cost, including:
Effectiveness KPIs compare the input with the output from one funnel stage to another
Sales and cost KPIs show the bottom-line impact of your marketing automation performance:
To analyze these marketing automation KPIs, segment them by:
