Impressions report template for marketing teams and agencies

An Impressions report should include metrics on visibility, engagement, and conversion. The data should be segmented by campaign, channel, audience, content, objective, and date to provide a comprehensive analysis. For example, the report could include impressions by campaign such as Campaign A, and also breakup of impressions by different channels like social media, display ads, etc. It should also provide insights on how different audience segments interacted with the content and which objectives drove the most impressions.

To analyze impressions data and create an impressions report, follow these steps: 1) Choose your metrics and break them down by visibility, engagement, and conversion metrics. For visibility, consider metrics such as total impressions, reach, and frequency. For engagement, include metrics like click-through rate (CTR), time spent on page, and social shares. As for conversion metrics, you can include metrics related to conversion rate, cost per acquisition (CPA), and conversion value. 2) Add context by comparing against cost, date range, goals, rates, and benchmarks. For example, compare the cost per thousand impressions (CPM) across different campaigns or channels to determine efficiency. Compare impressions and engagement metrics over different date ranges to identify trends or campaign performance. Assess whether the impressions achieved align with the goals set for the campaign. Benchmark against industry standards or previous campaign performance to assess effectiveness. 3) Segment the impressions data by campaign, channel, audience, content, objective, and date. This segmentation allows for a more in-depth analysis and understanding of what is driving impressions. For example, compare impressions across different campaigns to see which campaign performed the best. Analyze impressions by channel to identify the most effective distribution channels. Evaluate impressions by audience segment to identify the most responsive target audience. Analyze impressions by content type to identify the most engaging content. Lastly, analyze impressions by objective to assess the success of different campaign objectives. Overall, an impressions report should provide insights into visibility, engagement, and conversion metrics by comparing against relevant benchmarks and segmented data, enabling informed decision-making for future campaigns.

To build an Impressions dashboard, 1) connect your data and accounts from various platforms like Google Analytics, Facebook Ads, etc. 2) Select metrics such as total impressions, unique impressions, and impression frequency. 3) Segment your data by campaign, channel, audience, product, customer content, objective, and date to understand where impressions are coming from. 4) Add filters or buttons to make your report interactive, such as filtering by date range or by specific campaigns. 5) Share your dashboard via PDF, scheduled emails, or links to relevant stakeholders.

An Impressions dashboard is a visual tool that tracks and displays the number of times a digital advertisement or piece of content is viewed. It is significant for businesses as it helps them measure the reach of their marketing campaigns and adjust strategies accordingly. Tools like Looker Studio are commonly used to create such dashboards, which typically include key elements like total impressions, impressions by channel, and impressions over time. Real-time data monitoring is crucial as it allows businesses to respond quickly to changes in impressions. For learning how to create a marketing dashboard using Looker Studio, refer to our YouTube channel: https://www.youtube.com/@porter.metrics.

Yes, Looker Studio allows you to download your report as a PDF. To do it, follow these steps:

Before downloading your report choose the date range you want to visualize on your report.
Click on the “File” menu at the top left corner of the screen.

Select “Download as” from the drop-down menu and choose “PDF.”

You can choose which pages you want to download, and also you can add a password to protect the report and add a link back to the online report.

Click on “Download” to save the report on your device.