Marketing Analytics

Growth marketing analytics guide: What to track and how

In this guide, we'll explore which metrics matter most and how to analyze them effectively to drive smarter marketing decisions. ...

6-MINUTE READ | By Linda Grönlund

Marketing data: Types, benefits, and solutions

Marketing teams are using 230% more data compared to 2020. While it can be a good sign that marketers have become data-savvy and incorporated data in their day-to-day tasks, the reality shows that 56% don’t even have enough time to analyze and act on this massive amount of data generated from different campaigns. ...

12-MINUTE READ | By Anna Shutko

Key marketing metrics every agency should measure

Which metrics actually matter for your bottom line? How do you ensure your hours, budgets, and clients all line up profitably—without drowning in spreadsheet chaos? These and many more questions can come up when marketing agencies handle everything from branding campaigns to paid ads to CRM integrations. ...

8-MINUTE READ | By Outi Karppanen

Marketing Analytics, Performance Marketing Analytics

Personalized marketing in a cookieless era: Proven tactics and strategies

Your audience doesn’t hate ads. They hate irrelevant and spammy ads. Imagine seeing the same T-shirt on every social media after you’ve already made a purchase. Or seeing ads for things that you don’t care about over and over again. ...

8-MINUTE READ | By Outi Karppanen

What is marketing intelligence?

As a marketer, how do you ensure that every decision you make is backed by actionable insight rather than guesswork or outdated information? This is where marketing intelligence comes in. ...

7-MINUTE READ | By Aleksander Cardwell

Marketing Analytics, Data Management

Server-side tracking for marketers: Ensure accurate tracking and targeting without third-party cookies

We aren’t cookieless yet—but it’s coming, and marketers are freezing up. This is where serve-side tracking can help. Since it allows you to collect and process data on your server rather than relying on users’ browsers, it improves data and targeting accuracy. ...

10-MINUTE READ | By Ilkka Särkiö

Marketing Analytics, Tools and Platforms, Web analytics, Performance Marketing Analytics, Marketing measurement

Marketing reporting software: Choosing the right tools for you

Your marketing tasks depend on the type of project you’re working on. Sometimes, you need to focus on social media, other times on ads, and other times on search engine optimization and organic reach. Reporting is the one task you’ll deal with regardless of your project. ...

7-MINUTE READ | By Anna Shutko

Google Sheets, Marketing Analytics

How to create a Google Sheets marketing dashboard

Google Sheets offers a flexible, user-friendly platform that makes building custom dashboards accessible to marketers, whether you're tracking social media analytics, client reports, or OKRs (Objectives and Key Results). In this guide, I’ll show you how to create a Google Sheets marketing dashboard that meets your needs and empowers team collaboration. ...

5-MINUTE READ | By Milja Nevalainen

Data Management, Marketing Analytics

Marketing attribution: what is it, and how do you use it?

Marketing attribution isn’t just about tracking the customer journey. Or at least it shouldn’t be. Its whole purpose is to convert findings into actionable insights to drive growth—and that involves communicating attribution insights to leadership. ...

5-MINUTE READ | By Courtney Waganer

Campaign naming conventions: The key to cleaner and reliable reporting [template included]

Imagine analyzing data from a “Special Discount” campaign six months later. Unless you’re blessed with an exceptional memory, you’ll find it impossible to remember details such as its purpose, audience, or the period it ran. This is why having a well-structured naming convention and marketing data governance will make analyzing and reporting your campaign much ...

6-MINUTE READ | By Milja Nevalainen

Marketing analytics: The only guide you need

Despite all the buzz about data-driven marketing, marketing analytics remains a challenge for many marketers who still struggle to track and optimize performance. Only a fraction of marketers use quantitative tools to measure the impact of marketing spend. ...

9-MINUTE READ | By Anna Shutko & Robert White & Kelly Duval

7 ways agencies are using Supermetrics to win and retain clients

For an agency, data is an invaluable asset. It helps you prove the value you’re bringing to your clients. Without it, clients may wonder if their marketing budget is well spent—and it’s the last thing you want. In this article, we’ll discuss different ways marketing agencies use data and Supermetrics to land, grow, and retain ...

7-MINUTE READ | By Sofie Segercrantz & Milja Nevalainen & Mariia Zubova

Marketing agency client reporting: How to create actionable client reports more quickly

Your top priority as an agency is to win and retain clients. And effective marketing reporting is key to both goals. In this guide, we’ll give you all the information you need to set up your client reporting. ...

5-MINUTE READ | By Milja Nevalainen & Rosanna Campbell

How to scale and standardize your client reporting

Many marketing agencies still handle client reporting manually—pulling .csv files from each channel, copy-pasting data, and trying to make it look pretty or at least comprehensible…. And then repeat it for every new client. That might be doable when you’re starting out, but what about when you’re scaling up? ...

10-MINUTE READ | By Kathy Murillo & Rosanna Campbell

What’s a data-driven marketing agency, and how to be one

Many marketing agencies call themselves data-driven. But there’s a big difference between being data-aware and truly data-driven. So, how can you become a genuinely data-driven marketing agency? In this article, we’ll break down the characteristics of data-driven marketing agencies, why it’s worth becoming one, and how to overcome the common struggles that we see our marketing agency customers wrestling with. Coming ...

10-MINUTE READ | By Anna Shutko & Rosanna Campbell

Data Management, Data Transformation, Marketing Analytics

Marketing reporting: the ultimate guide for digital marketers, including dashboards, templates, tools & software

Marketing reporting isn’t just about proving the value of your marketing team. Or at least it shouldn’t be. The whole purpose of reporting on your marketing efforts is to be able to make better data-driven decisions. ...

15-MINUTE READ | By Anna Shutko & Rosanna Campbell

Data blending in marketing: What it is, how it works, and why you need it

Marketers often run campaigns across several channels, and without bringing data from these sources together, you’re missing out on the full picture. That’s where data blending comes in handy. Before you say, “Data blending is a data analyst’s thing,” I’d say it’s not entirely true at all. ...

8-MINUTE READ | By Courtney Waganer

Data Management, Marketing Analytics, Marketing measurement

Marketing measurement: A guide to KPIs, methods, and tools

Despite managing large marketing budgets, many senior marketing leaders find it difficult to connect the dots and prove the impact of marketing. After working with thousands of companies across different industries and sizes to solve their measurement problems, we’ve recognized that most companies are missing a key piece in their measurement strategy. ...

10-MINUTE READ | By Michael Kaminsky & Kathy Murillo

Marketing Analytics, Power BI

Brand testing and measurement: How to use data to develop and launch a new brand identity

How do you measure the impact of brand? This is a question that has challenged marketers since the dawn of time. But today, we’ll aim to answer it once and for all. ...

15-MINUTE READ | By Edward Ford

Power BI vs. Excel: Which one should you use for your marketing dashboards

Power BI and Excel are excellent data analysis tools offered by Microsoft, with the latter having been around for decades as part of the Microsoft Office suite. Business analysts use both to create dashboards and reports on desired insights. As a marketing manager doing reporting, you might be torn between the two. ...

5-MINUTE READ | By Jessica Wei

New ChatGPT feature in Supermetrics for Google Sheets and Excel

Supermetrics’s brand new ChatGPT feature allows you to generate data summaries and get key insights to your Google Sheets and Excel reports without a single cross-tabulation or pivot table. With these AI-analyzed reports, you can save hours of time on data analysis and dig deeper into stand-out insights. ...

4-MINUTE READ | By Supermetrics

Marketing mix modeling vs attribution: the pros and cons

Most marketing teams have some kind of data problem. Either they don’t have enough data, they have too much of it, or most commonly, they don’t know what to do with it. And that’s why in this post, we’ll evaluate two of the most common ways businesses are currently putting their marketing data to work. ...

10-MINUTE READ | By Supermetrics

SaaS Reporting: Everything you need for your annual marketing report

As the SaaS industry matures, there’s an increasing demand for SaaS companies to show their performance not only in terms of top-line growth but also with a focus on operational efficiency and cost structure. ...

13-MINUTE READ | By Edward Ford

The end of third-party cookies and what it means for retargeting

When Google announced the Privacy Sandbox in 2020, the writing was on the wall for third-party cookies. This initiative, aimed at developing new ways to deliver targeted advertising while protecting user privacy, is set to phase out third-party cookies. Many marketers ripped up their playbooks after Google’s announcement, but there’s no need to panic. ...

10-MINUTE READ | By Evan Kaeding

The ultimate guide to annual marketing and sales reporting—get ahead before the end of the year

Admit it. Everyone secretly hates annual marketing and sales reporting. So we’re here to make your end-of-year easier. Regardless of the industry, Q4 is arguably the most important and busiest time of the year. It’s the season of holidays, peak campaigns, and the last closing quarter for many businesses. Marketing teams are in the race ...

18-MINUTE READ | By Supermetrics

Google Analytics, Marketing Analytics, Tools and Platforms, Web analytics

Data vs. insights-driven marketing: what’s the difference?

Marketers have access to large quantities of data. Some 43% of CMOs say marketing tech, data, and analytics are their biggest priority. And according to McKinsey, data-driven campaigns are poised to increase sales of a core product by more than 10%. ...

12-MINUTE READ | By Elise Dopson

Google Analytics 4 vs. Adobe Analytics: Which One’s Best for You

Making data-driven decisions is difficult without analytics tools to help you out. Even if your data already exists in marketing platforms, CRM, financial systems, or survey tools, this scenario doesn’t give the insight you need to draw decisions from your data. Luckily, there are multiple analytics platforms to choose from. We’ll cover two of them: ...

10-MINUTE READ | By Tea Korpi

Google Sheets, Marketing Analytics

How to automate marketing mix modeling with an MMM data feed spreadsheet

Marketing mix modeling or MMM is seeing a renaissance, over 60 years since it came into common use. Unlike most marketing attribution methods, MMM doesn’t require user-level data, instead of modeling what channels deserve credit for sales by statistically mapping spikes and dips in spend to actions and events in your marketing channels. Upgrading from ...

9-MINUTE READ | By Michael Kaminsky

Marketing Analytics, SEO

Vanity metrics: why organic traffic matters

Vanity metrics is a term used for metrics that look good on the surface but don’t help you understand your performance or give any meaningful business results. This article focuses on organic traffic and assesses its role in measuring content marketing performance. ...

9-MINUTE READ | By Johannes Rastas

How to create, run, and manage marketing campaigns for B2B SaaS businesses

If you’re a marketer in a growth-minded B2B SaaS company, you would know how important it is to create, run and manage goal-oriented B2B SaaS marketing campaigns and achieve success. However, even if you have the world’s perfect software to offer your customers, a poor B2B SaaS marketing strategy can easily make your research and ...

14-MINUTE READ | By Anna Shutko

The marketing industry has a data problem. How can you fix it?

There’s never been so much data available. According to Forbes, almost all of the world’s data was created in the past few years. Now that you have all that data, do you know what to do with it? And can it be done ethically, reliably, and efficiently? ...

7-MINUTE READ | By Sophie Michaud

Data Management, Marketing Analytics

Why traditional B2B marketing attribution is broken and what you can do about it

Tell me B2B marketing attribution reporting is broken without actually telling me B2B marketing attribution reporting is broken… This is one of many quote requests where the message that came across Session Media didn’t align with the attribution source concluded by either Google Analytics or HubSpot. And it’s not just me—I’ve spoken to many marketers ...

6-MINUTE READ | By Ben Brown

The future of marketing measurement: How to win in a world of data

When I started my career as a research analyst in 2006, marketing was much easier than it is today. The industry was less crowded. Search opportunities in both organic and paid advertising were huge. Direct response ads were at their heyday. Marketers could track pretty much everything. Probably, the hardest challenge was getting siloed marketing ...

5-MINUTE READ | By Mikael Thuneberg

Data Management, Marketing Analytics

The marketing analytics roadmap: 3 levels of data architectures

Every organization is on an analytics journey. Some are quite far along, while others are just getting started. At Supermetrics, we provide solutions to help customers wrangle their marketing data and analytics, no matter what stage they’re at. From freelance marketers and small agencies to Fortune 500 companies, you’re in good company with us. ...

9-MINUTE READ | By Evan Kaeding

Google Sheets, Marketing Analytics, Power BI

The most important email marketing metrics: 5 KPIs you should optimize for

As marketing evolves and new ideas replace the old and redundant ones, the one question that keeps coming back to us is: How important is email marketing today? If you’re well-versed with email marketing strategy, you might have noticed how even the smallest tweak can improve your brand reach. But email marketing can get tricky ...

15-MINUTE READ | By Carla Andre-Brown

How to connect your Google Sheets data to Power BI in 3 simple steps

You don’t necessarily need a SQL server to handle data storage when you’re loading a small volume of data to Power BI. Why deal with the annoyance of Power BI’s built-in direct query options when you can connect your data from Google Sheets directly to Power BI? To top it off, you’ll get refreshed data ...

7-MINUTE READ | By Jens Lystlund Madsen

How to create automated marketing reports in Google Slides in 5 simple steps

If you work in marketing, chances are you’ve copy/pasted data from Facebook Ads, Google Analytics, HubSpot, etc., into a Google Slides or PowerPoint presentation on more occasions than you’d like to admit. And if you’ve been through the process, you’d probably agree that manually copying data is a huge time-suck. What’s even worse is that ...

7-MINUTE READ | By Pinja Virtanen

How to automate your marketing reports: 3 concrete examples

In August of 2019, Search Station had come to a point where we needed to optimize the efficiency of our time spent on client tasks and our own operational tasks. We decided to plunge into the shiny world of automated marketing reporting and analytics, with the aim to cut out bulky work and streamline our ...

5-MINUTE READ | By Samuel Manton

Google Sheets, Marketing Analytics, Web analytics

Predictive analytics in marketing: everything you need to know

Before you start sweating: nope, your competitors aren’t very likely to be advanced users of predictive analytics in marketing. Yet. But since the predictive analytics market is growing at a 23.2% rate year over year and we know that predictive analytics can help you make better marketing decisions (which equals more revenue), we’re tempted to ...

12-MINUTE READ | By Pinja Virtanen

Google Sheets marketing reporting templates including SEM, web analytics, HubSpot, and social media

Google Sheets is a great tool for marketers to gather, analyze, and report on how their marketing is performing. But getting started can be tricky, which is where ready made templates come in. In this article we’ve collected different Google Sheets templates for marketers to help you get started building your own marketing reports. We’ve ...

5-MINUTE READ | By Edward Ford

Marketing reporting during a downturn: How to keep track of your performance in 6 steps

If you’re anything like us, your original marketing plans, forecasts, and budgets for 2020 have been thrown out the window by now. Over the last few weeks, your marketing team has probably been figuring out what you can do to keep things moving forward. ...

7-MINUTE READ | By Mikael Thuneberg

Marketing Analytics, Performance Marketing Analytics

HubSpot marketing analytics: 6 agency marketers share their reporting secrets

HubSpot is the go-to marketing, sales, and service platform of thousands of businesses worldwide. And for good reason. But because HubSpot helps you generate so much data from email open rates to SQLs and from social media engagement to revenue, getting started with reporting can feel pretty overwhelming. ...

15-MINUTE READ | By Pinja Virtanen

5 steps for agencies to create better PPC reports for clients

Most of us look at paid search reports oftentimes with a mix of reluctance and necessity. Why? Well, while we know that we need to showcase results to clients, you might be wondering why you have to create a report to fulfil this need. Much of this stems from ...

By Supermetrics

Marketing Analytics, Performance Marketing Analytics

How to create auto-updating PPC dashboards that give you a snapshot of performance

12-MINUTE READ · By Rashed Khan As a PPC manager, I spend a lot of time knee deep in PPC marketing data. Whether it be identifying optimization areas or reporting back to the person or people I’m responsible to. I’ve noticed that in a PPC account, there are often a number of key keywords that ...

By Supermetrics

HubSpot reporting dashboards: how to create the ultimate marketing report

When we talk about HubSpot reporting dashboards, you’re likely to think about your dashboards within HubSpot itself. These can provide you with valuable insights into your marketing and sales performance by grouping together and displaying key metrics from up to ten different reports. But besides HubSpot’s native functionality, you can also create custom dashboards by ...

7-MINUTE READ | By Edward Ford

13 best HubSpot reporting tools for marketers

7-MINUTE READ · By Edward Ford As a way to enhance HubSpot’s in-built reporting capabilities, HubSpot apps or integrations are specialized types of software that allow you to extract and display your marketing data in graphs, charts, and other visualizations. In this article we’ll outline why you should be using additional tools to improve your HubSpot ...

By Supermetrics

Excel, Marketing Analytics

HubSpot reporting: how to make the most of it

You create a ton of data at every step of your campaign – from publishing blogs, creating and deploying campaigns, capturing leads, converting contacts, retargeting them, and much more. To make sense of this data, first of all, it’s crucial to track your performance. This article will look at how you can use all the ...

15-MINUTE READ | By Isha Shinde

How to build digital marketing reports in Excel (including 5-minute video tutorials)

Excel is a powerful tool that supports in-depth analysis and reporting for your digital marketing campaigns. You can leverage the built-in functions of Excel to get more insight from your data. Its rich formatting options allow you to create engaging and beautiful reports easily. In addition, what makes Excel a real beast is the capability ...

15-MINUTE READ | By Anna Shutko & Joy Huynh

Excel, Google Sheets, Marketing Analytics

Google Sheets vs. Excel: which is better for digital marketing?

8-MINUTE READ · By Tina Arnoldi Google Sheets vs. Microsoft Excel: which one is better for marketing reporting? We’re breaking this down to help you make a decision and are looking at the following criteria: Capacity First things first, how much data are you working with? The basic rule is Excel for big data and ...

By Supermetrics

Excel, Marketing Analytics

Free Microsoft Excel digital marketing reporting templates

Are you looking to create engaging, effective, and insightful marketing reports in Excel? Well, look no more… Supermetrics for Excel is an intuitive, fast and convenient tool which brings your data from all the major marketing platforms, like Facebook, Google Ads, Google Analytics, Instagram and more, into Excel in just a few clicks. ...

10-MINUTE READ | By Anna Shutko

Dashboards, Looker Studio (Google Data Studio), Marketing Analytics

The ultimate marketing reporting playbook: 29 agency marketers share their expert reporting tips

Marketing reporting is a vehicle for improving marketing performance. By regularly reviewing progress marketers can identify what is working, what isn’t working, and what actions you can take to optimize and improve performance. Ultimately, this will enable you to prove the value of your work, which is exactly why we do marketing reporting. ...

12-MINUTE READ | By Edward Ford

Free marketing reporting templates for PPC, SEO, social & web analytics

We’re big fans of marketing reporting templates here at Supermetrics: they’re easy to use, you immediately get insights into your data, and you can easily come up with ideas for improving your paid campaigns, organic search performance, and social marketing efforts. ...

18-MINUTE READ | By Anna Shutko

Data Visualization, Marketing Analytics

4 rules for creating the perfect marketing reporting dashboard

In a recent survey, 87% of executives claimed that data is the most underused asset within marketing. By structuring and visualizing that underused data in a marketing reporting dashboard, marketers can understand at a glance which marketing actions have been successful, and which ones haven’t. These insights help marketers make well-founded decisions to inform their ...

12-MINUTE READ | By Mieke Houbrechts