How to approach weekly, monthly, quarterly and annual PPC reporting

Paid media professionals aren’t any strangers to reporting. 

Nonetheless, not all PPC experiences must be handled the identical. 

• Completely different audiences require you to deal with completely different metrics, and who receives your report ought to dictate the kind of evaluation you place collectively. 
• Reporting additionally varies relying on the timeframe you evaluation, with the most typical cadences being weekly, month-to-month, quarterly and yearly. 

Every report has key similarities and variations, so let’s dive in. 

Efficient evaluation overview

First, a fast refresher on the right way to effectively analyze PPC performance:

• Word any shifts in key metrics, particularly spend and conversions. 
• Clarify what these shifts imply in the true world. 
• Name out the potential causes behind any traits. 

The result’s a transparent overview of what’s taking place within the account, why it’s taking place, and what you probably did to affect that (or how you intend to deal with it if motion is required).

• Instance: “Conversion price elevated 10%, which signifies that our touchdown web page resonates higher with our viewers after updating the content material two weeks in the past.” 

This common strategy is related for any report, no matter viewers or cadence.

Dig deeper: PPC management checklist: Daily, weekly and monthly reviews

Weekly experiences

A weekly cadence is normally the shortest length individuals are requested to report on. The viewers for these experiences may be your common level of contact or a direct supervisor in order that the evaluation might be extra in-depth. 

For accounts with a excessive quantity of information (which can additionally coincide with larger budgets), it’s pretty frequent to see traits seem week over week. 

• Name these out, any causes for the shifts, and any motion gadgets that may be wanted. 
• You too can present a fast month-over-month comparability to take a look at the broader image.

For accounts with decrease budgets or much less information accessible (like should you goal a distinct segment business), week-over-week shifts may not be as prevalent. 

• Attempt to not overreact to minor shifts on this scenario, as information may very well be skewed by the brief time-frame you’re taking a look at.
  • Instance: 2 conversions final week vs. 3 conversions the week prior is a 33% lower, however the general quantity is analogous. A 33% lower for an account averaging 100 conversions per week may very well be far more alarming although.
• As an alternative, I like to recommend taking a look at a month-to-date comparability to the earlier month to present you a greater concept of how efficiency is trending over time (e.g., 10/1–10/12 vs. 9/1–9/12).
  • You can additionally examine to the earlier interval if it’s longer than per week (e.g., 10/1–10/12 vs. 9/19–9/30). 

The largest differentiator for weekly experiences is that you could dig deeper into the account. Hone in on particular key phrases and audiences which might be seeing a shift. Word any current adjustments you made or duties you’re actively engaged on to enhance short-term efficiency. 

• In different phrases, get a little bit extra into the nitty gritty. Because you’re in all probability delivering this to somebody you’re employed with typically, they don’t essentially must be reminded of the longer-term targets each week (although that ought to nonetheless be saved in thoughts). 

These similar ideas apply should you do biweekly or mid-month reporting as an alternative of weekly experiences, and the ultimate product could look one thing like this:

Month-to-month experiences

Month-to-month experiences must be a staple for any digital marketer. Your viewers is probably going the identical as weekly experiences, however they may be despatched to different stakeholders you don’t work with steadily.

Begin by evaluating efficiency to the earlier month and supply insights based mostly on that month-over-month information. You don’t must go as in-depth as a weekly report, although – broaden your focus to what had probably the most impression.

• Instance: As an alternative of highlighting particular key phrases/audiences, name out the advert group or marketing campaign. 
• There could also be occasions when you’ll want to present extra element, significantly if efficiency worsens, however on the whole, this may function a great framework. 

When you’ve carried out a month-over-month comparability, examine your efficiency to the earlier 12 months. Are you beating final 12 months’s benchmarks? If not, why? It is a nice strategy to maintain your self accountable and determine alternatives for the long run. 

• 12 months-over-year evaluation may also be pretty temporary. You continue to need to give perception into adjustments which might be impacting efficiency, however a fast abstract ought to suffice. 

The important thing with month-to-month experiences is to research efficiency with medium- and long-term targets in thoughts. Individuals receiving the report don’t essentially must know the superb particulars – simply the important thing factors. 

• Instance: Noting that you just up to date advert copy and CTR elevated general as an alternative of itemizing every particular person headline change. 

The ultimate product could look one thing like this:

Quarterly experiences

One other frequent reporting time is at first of every quarter. Just like the distinction between weekly and month-to-month experiences, these analyses ought to have a longer-term perspective. 

Nonetheless, quarterly experiences are additionally extra prone to be seen by higher-ups, like VPs, Administrators, and C-level executives. It’s essential to strategy these like an government abstract due to this. 

In your evaluation, focus extra on the account’s long-term technique, profitability, and so forth. Executives probably aren’t as apprehensive about effectivity and engagement metrics (like click-through price and common value per click on) until these had been outlined as core KPIs or had a serious contribution to general account progress. 

That is very true for any charts, graphs, or different visualizations you embody within the report.

The comparability interval also needs to be the earlier quarter and the earlier 12 months.

• Instance: For those who’re doing a quarterly report for This autumn 2023, examine that to each Q3 2023 and This autumn 2022.

The ultimate product could look one thing like this: 

Annual experiences

Lastly, annual experiences can be utilized to summarize main initiatives all year long. The folks you ship this to will probably be just like your quarterly experiences, so the strategy also needs to be related. 

The primary emphasis must be whether or not or not firm/department-wide targets had been achieved. 

• Examine efficiency to the earlier 12 months and notice any main wins or areas for enchancment. 
• Define your highest impression initiatives from the previous 12 months, what went effectively, and what you’d have carried out in another way. 

This provides you a roadmap for the approaching 12 months whereas additionally highlighting success, and the ultimate product could look one thing like this: 

Tailoring your PPC evaluation: Insights for each reporting cycle

Efficient PPC reporting is a matter of timing and viewers. Tailoring your evaluation to the appropriate timeframe is important.

The largest distinction between weekly, month-to-month, and quarterly experiences is the quantity of element you must go into. 

• Weekly experiences are probably the most in-depth, specializing in particular short-term updates.
• Month-to-month experiences are essential to understanding medium- and long-term efficiency, with barely much less element wanted than weekly experiences. 
• Quarterly experiences take a higher-level have a look at key traits unfolding all year long.
• Annual experiences summarize main initiatives, with the principle emphasis being on firm/department-wide targets for the 12 months. 

Readability, relevance, and actionable insights are key to PPC reporting success. Join information to real-world implications, communicate your viewers’s language, and refine your reporting abilities to make a distinction in your paid media efforts.

Dig deeper: How to improve PPC campaign performance: A checklist