The director or client requires a detailed report on advertising, but he does not understand this topic in principle?
Today I will tell you how you can turn complex numbers into conclusions and recommendations, as well as answer the question:
How to draw up a simple and understandable report on advertising for a person who “well, does not fumble at all”?
Indicators-Visualization-Conclusions-Recommendations
Our agency has a standard practice - monthly reports on advertising, and in order to offer a version of a simple but indicative report, I will tell you about my approach.
I follow a simple formula: Indicators-Visualization-Conclusions-Recommendations.
If you decipher it, you get the following:
- In the form of a table, we form indicators in dynamics (for example, by months);
- We visualize the dynamics of indicators using graphs;
- We write conclusions in the form of a list;
- We give recommendations for development.
It would seem an easy and understandable formula, but it took me a lot of time to get to it.
Report creation progress
Before starting to create a report, you need to determine which indicators the client / manager / director is targeting and superimpose them on the indicators received from the advertising system.
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Solution:
In analytics, the metrics themselves do not mean anything, the important thing is how they change and what influenced it. Therefore, the first step is to divide the dynamics by instruments, and then give an explanation of why the indicators have improved or worsened.
If the client sees that the indicators are deteriorating, then it is important to explain at the same time:
- why are they getting worse
- where does this lead
- what to do with it.
Without explaining the problems, the client will have additional questions and there will be a possibility of termination of cooperation.
Here you need to identify important indicators and give explanations to them.
Figure: 6 - We draw conclusions based on the work carried out and the situations that were in the reporting month.
Vi. Problem:
There are no development plans or problem solving. When we designate the work plan for the next month, we answer in advance the question “What are we going to do next?”.
Solution:
Based on the analysis, you can give recommendations and suggestions for the development of advertising and the site.
Figure: 7 - Making recommendations based on findings
Total
At the end of the report, I once again briefly go through all the conclusions and recommendations so that the client can read them again without returning to the report.
Figure: 8 - We combine all work plans for tools into one list
Congratulations! The report is ready for delivery to the management.
I attach a report from which I took screenshots to the post.