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

Automate marketing reporting with dozens of 100% customizable, white-label SaaS report templates. Used and made by +10,000 marketers in over 60 countries.
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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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Youtube Report template for Marketing teams and agencies

Optimize your social media strategy with this Youtube report template. Track CTR, conversion rate, CPA, likes, comments, shares, views, watch time, and subscribers. Analyze by audience, age, gender, interests, and time. Perfect for marketing teams seeking actionable insights to enhance performance across advertising platforms and align with SEO objectives.

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Twitter Ads Report template for Marketing teams and agencies

Analyze key metrics like CTR, conversion rate, and social actions with this Twitter Ads report template. Track performance by campaign objective, ad format, and audience targeting. Segment data by time, location, gender, and age. Perfect for PPC specialists to consolidate Twitter Ads and Paid Media strategies for actionable insights.

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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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Shopify Report template for Marketing teams and agencies

Analyze key metrics like revenue, average order value, and conversion rate with this Shopify report template. Track cost per acquisition and return on ad spend. Segment by audience, messaging, and channels. Ideal for e-commerce marketing teams to unify insights and optimize strategies. Perfect for monitoring Shopify store performance across various timeframes.

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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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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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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

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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Base

PPC Report template for Marketing teams and agencies

Optimize your PPC strategy with this report template. Track metrics like conversion rate, ROAS, and CTR across Facebook Ads, TikTok Ads, and Google Ads. Analyze by audience, channel, and time. Ideal for marketing teams to measure campaign performance and achieve objectives efficiently.

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B2B

HubSpot Report template for Marketing teams and agencies

Optimize B2B marketing with this HubSpot report template. Track metrics like conversion rate, ROI, and average deal size. Analyze CRM contacts and campaign performance by demographic and psychographic breakdowns. Ideal for inbound marketing teams to measure and refine email marketing and funnel strategies across different timeframes.

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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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Creator marketing Report template for Marketing teams and agencies

Track key metrics like CTR, conversion rate, and ROAS with the Creator marketing report template. Analyze audience breakdowns by demographics, psychographics, and behavior. Measure engagement through likes, shares, and comments. Utilize data from Social Media, Instagram Insights, and LinkedIn Pages. Optimize strategy with actionable insights segmented by time periods. Ideal for marketing teams.

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Youtube Report template for Marketing teams and agencies

Optimize your social media strategy with this Youtube report template. Track CTR, conversion rate, CPA, likes, comments, shares, views, watch time, and subscribers. Analyze by audience, age, gender, interests, and time. Perfect for marketing teams seeking actionable insights to enhance performance across advertising platforms and align with SEO objectives.

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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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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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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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Shopify Report template for Marketing teams and agencies

Analyze key metrics like revenue, average order value, and conversion rate with this Shopify report template. Track cost per acquisition and return on ad spend. Segment by audience, messaging, and channels. Ideal for e-commerce marketing teams to unify insights and optimize strategies. Perfect for monitoring Shopify store performance across various timeframes.

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What is a SaaS report?

A SaaS report is an interface tool that consolidates data from multiple sources (e.g., Stripe, Salesforce, Intercom) to track and display key performance indicators (KPIs) (e.g., MRR, churn rate, customer lifetime value), enabling teams to monitor product performance and create presentations for stakeholders and executives. 

SaaS reports are typically built 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 SaaS report?

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

Executive SaaS reports

Executive reports for CEOs, CFOs, and investors show the bottom-line impact of the SaaS product. Reviewed weekly, monthly, or quarterly, they include:

  • Revenue analysis: by product, using metrics like MRR, ARR, and growth rate.
  • Unit economics analysis: CAC, LTV, payback period, ARPU from 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.

SaaS manager reports

Manager reports have cross-functional views with drill-downs to see performance by product, region, team member, and customer segment. They help align teams, define tactics, and include:

  • Cross-functional reporting: overall product, customer, or region reporting across teams
  • Goal tracking: compare current performance vs objectives
  • Audits for prioritization and spotting issues 
  • Competitive analysis for market and product mapping
  • Feature usage and customer feedback analysis

Operational SaaS reports

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

  • Product usage: feature adoption, user engagement, session duration
  • Customer support: ticket volume, resolution time, satisfaction scores
  • Billing: payment success rates, refund rates
  • Infrastructure: uptime, response time, error rates

Operational SaaS 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 SaaS report?

To build a SaaS 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 Stripe for billing data, Salesforce for CRM data, Intercom for customer support data, and Mixpanel for product analytics.

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 SaaS report templates in Google Sheets or Looker Studio, designed for use cases like revenue tracking, customer retention, and product usage monitoring. 

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, product usage 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 SaaS reporting use cases, such as revenue tracking, customer retention, and product usage monitoring. 

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. MRR, churn rate, active users, etc.). 
  3. Choose breakdowns to segment your data (e.g. by date, customer segment, product feature, etc.)

You can follow these tutorials on adding data to your reports

Design

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

Follow these tutorials to design your SaaS reports:

Share

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

KPIs to include in a SaaS report?

SaaS reports should include a mix of product usage, customer engagement, revenue, and cost metrics and KPIs to fully understand the performance of the SaaS product towards business goals. They include:

Product usage KPIs measure how customers interact with the product: 

  • Usage metrics: active users, session duration, feature adoption
  • Engagement metrics: login frequency, feature usage, support interactions
  • Retention metrics: churn rate, renewal rate, customer lifetime value

Efficiency KPIs compare your outputs to the cost, including:

  • Customer acquisition: CAC (Customer Acquisition Cost)
  • Revenue: MRR (Monthly Recurring Revenue), ARR (Annual Recurring Revenue)
  • Cost: OPEX, payroll

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

  • Product: feature adoption rate
  • Customer: engagement rate, satisfaction score
  • Revenue: growth rate

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

  • Sales: customers, revenue
  • Cost: operational expenses, payroll
  • Efficiency: ROI, LTV/CAC ratio
  • Effectiveness: AOV, ACV

To analyze these SaaS KPIs, segment them by:

  • Product: feature, version
  • Time: Hourly, daily, weekly, monthly
  • Customer: segment, lifecycle stage
  • Business: region, team
  • Usage: frequency, duration, engagement
  • Feedback: ratings, comments, support tickets

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