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Best SERP analysis report templates for marketing teams and agencies (2024)

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

Optimize your strategy with this Inbound marketing report template. Track KPIs like conversion rates and social media engagement. Analyze data from CRM, E-commerce, Facebook Ads, Google Analytics 4, and LinkedIn Ads. Segment by demographics and timeframes. Ideal for B2B and e-commerce teams to measure performance and achieve marketing goals.

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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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branding

SEO Report template for Marketing teams and agencies

This SEO report template helps track key metrics like conversion rate, ROI, and CTR. Analyze organic search traffic and keyword rankings. Segment by audience, channel, or time. Integrate data from Google Search Console and content marketing. Ideal for marketing teams to measure performance and achieve specific goals.

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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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Content performance

Peso model Report template for Marketing teams and agencies

Analyze key metrics such as leads, conversion rates, and engagement with the Peso model report template. Evaluate campaign performance across Facebook Ads, Instagram Insights, and SEO. Segment by audience demographics and timeframes. Perfect for marketing teams to track e-commerce and social media strategies efficiently.

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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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Amazon Seller Central

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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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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AOV Report template for Marketing teams and agencies

Analyze key metrics with the AOV report template. Measure conversion rates, average order value, and CPC. Integrate data from E-commerce, Google Analytics 4, Shopify, Google Ads, and Facebook Ads. Segment by audience, campaign, and time. Perfect for marketing teams to track performance and refine strategies.

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Instagram Insights Report template for Marketing teams and agencies

Analyze key metrics with the Instagram Insights report template. Measure CTR, conversion rate, ROI, likes, comments, shares, impressions, and reach. Segment by age, gender, location, and time. Ideal for social media marketers to consolidate performance data and refine strategies. Gain actionable insights to optimize engagement and ROI.

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Social Media Engagement Report template for Marketing teams and agencies

Analyze key metrics like CTR, ROI, and conversion rates with the Social Media Engagement report template. Leverage data from Social Media and Instagram Insights to optimize performance. Ideal for marketers to track audience segmentation, channel selection, and message personalization, enhancing strategy across demographics and timeframes. Perfect for understanding engagement trends and improving marketing efforts.

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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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Facebook Ads Report template for Marketing teams and agencies

Optimize your Facebook Ads strategy with this report template. Measure key metrics like cost per conversion, ROAS, and CTR. Analyze performance by audience, placement, and time. Ideal for PPC specialists to track and improve paid media campaigns. Consolidate data from Facebook Ads and PPC for actionable insights.

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Google Ads Funnel Report template for Marketing teams and agencies

Track key metrics like conversion rate and CTR with the Google Ads Funnel report template. Analyze performance across campaigns, ad groups, and devices. Segment by time and audience type. Perfect for PPC specialists and marketers using Google and Facebook Ads to optimize paid media strategies and achieve specific marketing objectives.

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What is a SERP analysis report?

A SERP analysis report is a document that consolidates data from multiple sources (e.g., Google Search Console, Ahrefs, SEMrush) to track and display key performance indicators (KPIs) (e.g., keyword rankings, organic traffic, click-through rate), enabling teams and agencies to monitor search engine performance and create presentations for clients and executives. 

SERP analysis 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 SERP analysis report?

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

Executive SERP analysis reports

Executive reports for CMOs, CEOs, and clients show the impact of search engine visibility on business goals. Reviewed weekly, monthly, or quarterly, they include:

  • SEO ROI analysis: by keyword, using attribution for large budgets.
  • Traffic analysis: organic traffic growth, bounce rate, session duration
  • Cohort analysis: user behavior and engagement by search query cohort
  • Add text for additional context to translate metrics for non-technical audiences. Present in slide decks and simplified Looker Studio reports.

SERP manager reports

Manager reports have cross-channel views with drill-downs to see performance by keyword, region, team member, and campaign. They help align teams, define tactics, and include:

  • Keyword performance reporting: overall keyword, page, or region reporting across search engines
  • Goal tracking: compare current performance vs objectives
  • Audits for prioritization and spotting issues 
  • Competitive analysis for keyword and tactic mapping
  • Topic, keyword, content, audience research

Operational SERP Analysis Reports

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

  • Keyword rankings: position tracking, visibility, SERP features
  • Backlink analysis: new and lost backlinks, domain authority
  • Technical SEO: site speed, crawl errors, mobile usability
  • Content performance: page views, engagement metrics, bounce rate

Operational SERP analysis 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 SERP analysis report?

To build a SERP analysis 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 Search Console for search performance, Ahrefs or SEMrush for keyword and backlink data, and Google Analytics for web 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 SERP analysis report templates in Google Sheets or Looker Studio, designed for use cases like keyword tracking, backlink analysis, and technical SEO 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, 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 SERP analysis reporting use cases, such as keyword tracking, backlink analysis, and technical SEO 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., keyword rankings, organic traffic, CTR, etc.). 
  3. Choose breakdowns to segment your data (e.g., by date, keyword, page, etc.)

You can follow these tutorials on adding data to your reports

Design

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

Follow these tutorials to design your SERP analysis reports:

Share

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

KPIs to include in a SERP analysis report?

SERP analysis reports should include a mix of visibility, engagement, conversion, efficiency, effectiveness, and cost metrics and KPIs to fully understand the performance of search engine efforts towards business goals. They include:

Visibility KPIs measure the search engine presence:

  • Visibility metrics: impressions, average position, SERP features
  • Engagement metrics: clicks, CTR, bounce rate, session duration
  • Conversion metrics: goal completions, leads, key events

Efficiency KPIs compare your search outputs to the cost, including:

  • Visibility: cost per impression
  • Engagement: cost per click
  • Conversion: cost per acquisition

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

  • Visibility: frequency
  • Engagement: CTR, engagement rate
  • Conversion: conversion rate

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

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

To analyze these SERP KPIs, segment them by:

  • Channel: organic, paid, Google vs Bing
  • 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

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