6 Key Principles for Client Reporting in 2021

Client reporting

Clients hire marketing agencies to oversee ad campaigns, social media strategy, customer acquisition, and many other facets of promoting and building their businesses. Client reporting is one important way marketing agencies grow their business relationships with clients, communicate successes, and interpret their results in understandable ways.


We’ll cover the 6 key principles of client reporting and how you can use it to build your marketing agency.


What is Client Reporting?


Client reporting is the process of communicating results of a particular campaign, project, or initiative to customers.


These can be simple narrative reports, spreadsheets, shared dashboards, lengthy reports, or some combination.


Client reports


For digital marketing agencies, these reports typically include Key Performance Indicators (KPIs) like:


  • Click Through Rate (CTR)
  • New Subscribers
  • Engagement
  • Increased sales
  • Social media growth
  • Brand recognition
  • Lead generation
  • Bounce rate
  • Page views
  • ROI
  • Conversion rate


The included metrics will differ depending upon your agency’s niche and focus.


Why is Client Reporting Important?


Since digital marketing agencies are hired to manage this aspect of running a business, why is reporting to your clients so important?


Client reporting lets clients see where and how their money is being spent and what the results are.


There are a few main ways client reporting accomplishes this.


Clients can sometimes view digital marketing campaigns as a black box – money goes in, and they expect increased sales to somehow result.


By delivering periodic reports, marketing agencies can draw clear links between the money clients pay for marketing services and the results of those services.


For example, perhaps a client budgeted for a social media campaign. Client reporting can show the status of that campaign and draw a correlation between its efforts and new impressions, engagement, and conversion. These are facts your clients need to know to gauge the success of your marketing efforts.

Explanation/Interpretation of Results

It’s commonly said that digital marketers measure everything. Simply throwing spreadsheets full of data at your busy clients is unlikely to impress them, however.


Client presentation


Client reporting gives you a chance to explain your results to your clients by interpreting your most important KPIs.


Even if your report is as simple as numbers on a spreadsheet, some kind of narrative or summary goes a long way towards distilling your results for a client.

Relationship Building

All business relationships benefit from periodic check-ins, and this can help you keep clients in an increasingly competitive digital marketing world, where 2/3 of clients work with more than one agency.


Client reporting establishes a regular time for you and your clients to touch base, air questions and concerns, and examine what is and isn’t working. This builds trust and ultimately aids client retention.


6 Key Principles of Client Reporting


If client reporting is so important, how can you make your process successful? We’ve outlined the 6 key principles of good client reporting to set you off on the right foot.

1. Set Expectations early on

Whenever you sign a new client (or ideally, during the interview phase), you should determine what their reporting expectations are. This should be part of the conversation where you decide what goals and outcomes your client has in signing with your agency.


Do they expect a better CTR? Increased brand awareness? How will the success of your partnership be measured?


You may want to present a template of your preferred reporting format and KPIs for new clients to streamline the process on your end. Be sure to accommodate your client’s requests as much as possible. In this client-focused environment, client reporting is one way you can serve your clients better than the competition.

2. Determine your Metrics

While you could be tracking dozens of different KPI’s, you might not necessarily want to. It’s best to focus on the metrics that are most important to your client and best gauge the success of your marketing efforts.


Keyword Tool


For example, if you are running an SEO project, you may want to focus on keyword rankings, backlinks and domain authority. SEO Reports for clients don’t need to take hours to produce and can be automated at the touch of a button!


Prioritizing your metrics is a function both of determining your agency’s specific niche and determining what matters most to a particular client.


Good client reporting tools will let you report on specific metrics for different clients in an easily customizable way.

3. Educate your Clients

Your clients will most likely not be marketing experts – that’s why they hired you, after all. Client reporting can be a chance to share a bit about what you do with your clients.


For example, you could share an explanation about the conversion rate of video link ads on Facebook compared to static images to explain why you are including videos as part of a client’s social strategy.


This demystifies the marketing process for them and demonstrates the value of your work. Ultimately, you want your clients to view their relationship with your agency as a crucial part of their business.

4. Keep it Short and Sweet

While it’s important to communicate key metrics and some kind of narrative explanation, remember that your clients are busy. Your reports should be kept to under a page if at all possible.


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Summaries, bulleted lists, and bolded content are all useful ways to make sure you are communicating the essential information to your clients without boring them with every graph, table, and spreadsheet that your internal team sees.


Incorporating visuals is a good way to keep your clients engaged with the report. Good graphs provide at-a-glance explanations of complex data. Similarly, infographics continue to gain in popularity because of their crisp look and easily digestible format.


You can always ask your clients for feedback to determine what they liked about previous reports and what was too confusing or unnecessary. This will help you tailor your reports even further in the future.

5. Frequency

What is the right client reporting frequency? This will depend on several factors:


  • The nature of the project
  • The duration of the project
  • Client preferences
  • Agency preferences


Some clients prefer to remain more engaged with the process and may prefer weekly reports to stay reassured that the project is on track. You can keep this from becoming an onerous task by automating the process (see point 6 below).


Other clients may prefer to be more detached from the nuts and bolts of marketing, in which case you can use client reporting to keep your efforts at the forefront of your clients’ minds.


At a minimum, client reporting should take place monthly. This ensures that your clients have plenty of opportunities to ask questions and that they stay engaged with the process.


A monthly summary is a good way to do this. It can include these parts:


  • A narrative summary of the month’s work
  • SEO ranking
  • Google Analytics metrics
  • Goals
  • Progress towards goals


Ideally, this should be kept to one page and prioritize the most relevant KPIs for your clients.

6. Automate Your Client Reporting Process

Depending upon the frequency of your reports, generating one by hand each time can create too much extra work for your marketing team. Automation can save your team valuable time by generating important data automatically, allowing you to simply tweak and add notation to each report.


Here are some examples of good client reporting software that helps streamline the process for you:


SEOptimer is the web’s best SEO audit and reporting tool trusted by thousands of agencies around the world to automate SEO reporting for clients. Agencies can white label and completely customize their reports.


White labelled report


An Embeddable Audit Tool is also included enabling agencies to generate new business leads on their website.

Agency Analytics

A good solution for small- and medium-sized marketing agencies, Agency Analytics does a good job of integrating data from multiple channels, including all social media and Google Analytics. Set-it-and-forget-it reporting templates are easy to adjust and generate automatically at predetermined times.


A lead provider in white label marketing reports, RavenTools (now owned by TapClicks) offers a drag-and-drop interface that lets you easily customize reports for different clients.

Wordsmith for Marketing

With clients as famous as Associated Press, Wordsmith specializes in taking data and translating it into a readable narrative, saving your marketing team valuable time composing monthly marketing summaries.

Google Analytics

Never forget the basics – Google Analytics has a Marketing Platform that can automatically generate various metrics, like a social media report and a keyword analysis report. It has the benefit of familiarity since most of your clients will have spent at least a little time with the Google Analytics dashboard.


Use Client Reporting to Build Your Marketing Agency


When done right, client reporting should help you with client retention. As with any service, marketing teams need to frequently demonstrate their value to their clients to retain them.


Releasing client reports at least monthly increases clients’ faith in the value of your agency’s offerings, and research indicates that just a 5% boost in client retention can lead to at least a 25% increase in marketing agency profits over time.


This is because customers who have been retained over a longer period of time have a higher degree of trust in your agency’s services, meaning they are more likely to purchase additional services.


Better client reporting leads to greater customer retention, which in turn generates higher profits for your agency. What tools or processes do you use in your agency? Let us know on Twitter @seoptimer.

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