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TikTok Organic: Key Metrics to Track for Maximum Engagement

Tick-tock, tick-tock… No, it’s not the clock; it’s the sound of the world syncing up to the unstoppable rhythm of TikTok.

Picture this: In 2022, the average Joe and Jane were spending a whopping 151 minutes per day scrolling, liking, and sharing on social media – that’s over two and a half hours of emojis, memes, and dog videos. 🐶

As of October 2023, the USA has the largest TikTok audience, boasting 143 million users. That’s right, from sunny California beaches to the bustling streets of New York, Americans are swiping and tapping away on TikTok more than ever before.

As TikTok remains a prominent force in social media, it becomes increasingly important for content creators and marketers to grasp and monitor the appropriate metrics. Our guide will shed light on the most significant TikTok metrics. We have some exciting news for those looking for a more efficient way to track these metrics. Stay tuned.

Top TikTok Metrics to Track for Success

Watch Time

This is a vital metric, indicating how long viewers stay on your video. A higher watch time, especially one that exceeds the video length, suggests strong audience engagement and interest.

Shares

The number of shares a video receives is critical. High share counts often correlate with higher viral potential, meaning viewers actively spread your content.

Audience Geography

Understanding where your viewers are from can help tailor your content. Videos that reach beyond your local sphere indicate broader appeal and success in engaging diverse audiences.

Video Views Over Time

Tracking views over different time frames (like 28 days) helps you understand content performance trends and identify which videos drive the most engagement.

Follower Insights

The ‘sounds your followers listen to’ and ‘videos your followers are watching’ sections in the follower analytics provide valuable insights into your audience’s preferences, helping you craft more targeted and appealing content.

When it comes to assessing the organic reach of a website, these indicators can be divided into two categories: content-focused indicators and profile-specific indicators.

Profile Analysis Metrics for TikTok

You could think of these metrics as a report card for TikTok that you’d love to show off.

Video Views

This metric shows the total number of views across all videos. It’s a direct indicator of your content’s reach and popularity. High view counts can impress clients by demonstrating your agency’s ability to create compelling content that attracts viewers. You want this in your TikTok client report.

Profile Views

Tracking how many users visit a TikTok profile is crucial for brand visibility. For clients, this number reflects the potential customer or audience interest in their brand, which is essential for campaigns focused on brand awareness and recognition.

Likes and Comments

These are key engagement metrics—many likes are often associated with brand approval and customer satisfaction. At the same time, comments are typically direct feedback from the audience, which can be invaluable for shaping future marketing strategies and product development.

Shares

The frequency of shares reflects a video’s viral potential. A high share count suggests the content is compelling enough for viewers to share with their network, increasing organic reach. Clients benefit from this as it amplifies brand exposure and can lead to new audience acquisition.

Content Performance Metrics for TikTok

Think of these metrics like adding up every minute your fans watch your videos – movie marathon, anyone?

Total Play Time

This measures the cumulative time spent by viewers on the videos. This metric helps assess the overall engagement with the content. For clients, longer total play times indicate effective content that keeps viewers interested, which is crucial for sustained brand engagement.

Average Watch Time

It indicates how long, on average, viewers watch a video. This metric is vital for understanding content engagement depth. For clients, a higher average watch time proposes that the content is engaging and holds the viewer’s attention, a key factor for successful messaging and branding.

Watched Full Video

The count of total video views signifies the content’s ability to retain viewer attention until the end. This metric is essential as it suggests that the entire message or brand story is being consumed, increasing the likelihood of your CTA being fulfilled.

Reached Audience

This shows the number of unique users who have seen the video. This metric reflects the breadth of audience engagement, which is critical for campaigns aiming to maximize reach.

Video Play

The number of plays a video receives offers insights into its appeal and reach. For digital marketers, this helps understand what kind of content performs best. Clients benefit from this knowledge as it guides the creation of more effective future content.

Engagement Metrics: Likes, Comments, Shares, Save

These engagement metrics provide a comprehensive view of how users interact with the content. They help you refine content strategies to boost engagement. High engagement rates often correlate with increased brand awareness and customer interaction for clients.

Reach

This measures the total spread of a video, showing how far the content is traveling across the platform. Understanding reach is crucial for targeting and optimizing content distribution for digital marketers. Clients value this metric as it reflects the potential size of the audience exposed to their brand.

Why These TikTok Metrics Matter
  • They provide a clear picture of content performance and audience engagement.
  • Insights gained can guide content strategy and improve your ability to create viral content.
  • Understanding your audience’s preferences and behaviors helps create more relevant and engaging content.

TikTok Reporting Template

Expert Tips for Maximizing TikTok Organic Reach

  • Stay Authentic: Remember, organic engagement thrives on authenticity. Craft content that genuinely resonates with your audience.
  • Leverage Trends Wisely: While trending content can boost visibility, ensure it aligns with your brand identity and messaging.
  • Engage Actively: Don’t just post content; engage with your audience through comments, challenges, and collaborations.
  • Analyze and Adapt: Regularly review your TikTok analytics to understand what works and refine your strategy accordingly.

Swydo’s TikTok Reporting Template: Your Analytics Partner

We see you. We know you need to visualize your TikTok marketing data — quickly and simply. And that’s why Swydo exists. Our platform streamlines the chore of converting complex metrics into A1 TikTok reports and dashboards.

All so you can better understand— and share—your insights. How is Swydo different from other TikTok client reporting tools? Others target generic data analytics. Swydo focuses on digital marketers’ specific needs and wants.

With Swydo, you can include your TikTok Ads and organic metrics in one report—our promise: a streamlined, user-friendly experience. Request a demo and create your free marketing report in minutes. For the whole experience, sign up for a free 14-day trial.

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How to Set Up an Effective Marketing Analytics Dashboard in 4 Essential Steps

A marketing analytics dashboard plays a vital role in client reporting. Besides providing actionable insights and data, it helps measure the impact of your campaigns, track KPIs, and make data-driven decisions. You can also use a marketing dashboard to share performance metrics with your clients  and explain your choices using hard-and-fast numbers.

To do that effectively, you should tailor each marketing analytics dashboard to a client’s specific goals. Share KPIs that resonate with them and provide actionable insights, so you’ll foster transparency, trust, and open communication. This approach allows you to maximize your impact on a client’s growth and success — not only because it helps you and your client stay on the same page, but also because a properly set up marketing dashboard makes it easy to identify optimization opportunities. Armed with a bird’s-eye-view, you can analyze data, spot areas for improvement, and adapt your strategy accordingly.

The Nuts And Bolts of a Digital Marketing Dashboard

On a digital marketing dashboard, you display key metrics that provide an overall picture of your marketing efforts. Depending on the client, you might want to share information about marketing campaigns, email marketing, or social media performance, among other things.

Before you dive into your client’s Google Analytics and other marketing data to create a(n) (web) analytics dashboard, it’s important to know the difference between a marketing KPI dashboard and a KPI report: a KPI dashboard provides a high-level overview of specific KPIs (ideally, 6 to 9) that are relevant to the client’s goals, while a KPI report explains what’s behind the numbers.

When reporting KPIs, you need both. Suppose you ran a Google Ads campaign, and the KPI dashboard displays 100 conversions. That’s great at-a-glance information, but how did those 100 customers convert? You can use the in-depth KPI report to show your client which campaigns and keywords generated the most leads, explaining how it all came together. (If you want to lay a solid foundation for KPI reports, read our blog post on what should be included in a KPI report.)

We won’t dive into the tech side of marketing analytics dashboards here, nor will we share marketing dashboard examples and marketing dashboard templates (be wary of the latter — there is no such thing as a cookie-cutter template you can download from the internet!). You will want to lay the groundwork first. So, let’s discuss how to set up a marketing performance dashboard that displays the right marketing data and context and helps you make data-driven decisions.

Lay the Groundwork: 4 Steps to Creating a Powerful Marketing Performance Dashboard

1. Set clear business and strategic goals

The best marketing dashboards provide insightful, relevant information that helps achieve your client’s objectives. So, it’s crucial to sit down with them and define their business and strategic goals. Based on these, you can determine your mix of marketing and branding activities, as well as the marketing channels and key performance indicators you’ll focus on.

2. Define your goals per channel

To create an effective digital marketing dashboard, you need to specify your goals. Consider the number of leads or sign ups you need per channel (PPC, SEO, social media, and email marketing). If you know what your marketing analytics should look like beforehand, you can create and optimize your action plan for each channel, include key marketing metrics in your dashboard, and determine whether your channels perform the way they should. This approach makes for actionable KPIs that will help you make decisions regarding next steps.

3. Make decisions based on SMART objectives

When setting goals, we recommend that you use a well known method called ‘the SMART formula.’ This means your goals should be specific (S), measurable (M), attainable (A), relevant (R), and timely (T).

Also, define your quantitative goals before considering your qualitative goals. It’s wise to add context to each goal so you’ll get actionable insights: if you know where you’re headed, you can identify what’s going well and which elements you need to improve.

Want to get in-depth information about creating a succinct, actionable business strategy? Read our blog post about goal setting for marketing.

4. Choose the right data visualization

Marketing dashboards contain lots of data (as they should). But the human brain isn’t great at processing rows of numbers and ratios. What to do? Well, two things tend to stick: visuals and stories. If you use data visualization to tell a comprehensible, engaging story to your client, it’s easier to keep them on board. How to go about it?

Choose a visualization method that helps convey the types of data you want to share. It’s important to take various aspects into account. For example, make sure your presentation of data isn’t visually misleading, use colors strategically (and include a legend to explain what each color represents), create clear pie charts (pies with 5 to 9 sections can be easily understood), and organize data in a coherent way.

Want to explore the options? Read our blog post ‘How to choose the most effective data visualization.’

Quick Tips for Setting Up Impactful Marketing Dashboards

  • List marketing data in order of significance. The most essential data should always be at the top of the dashboard.
  • Limit the data visualizations on your marketing performance dashboard. Pick 6 to 9 KPIs that matter to the client’s goals.
  • Once your marketing dashboard is up and running, don’t sit back and relax. It evolves as your marketing evolves. So, use it to continuously improve your client’s campaigns.

Need a Practical Tool to Set Up Your Marketing Analytics Dashboard?

Swydo is an easy to use, scalable, and dynamic marketing reporting tool. Curious to see what Swydo can do for you? Request a demo and create your free marketing report in minutes. Or, sign up for a free trial to explore more options.

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Reinforce Your Brand: White Label Reporting for Marketing Agencies

In a competitive business environment, marketers today yearn to differentiate themselves and stand out amidst the crowd. The goal is to seek client attention and leave a lasting impact.

Weaving your own spell of uniqueness and personalizing your client communication with white label reporting can not only help you create a lasting impression on your clients but also foster a culture of trust.

By utilizing a powerful reporting tool like Swydo, businesses can create personalized reports that provide valuable insights, strengthen their client’s brand image, promote transparency, and cater to their clients’ specific preferences.

Let’s explore the essential aspects of white label reporting and discuss how it can benefit your digital marketing agency.

What is White Label Reporting?

White label reporting entails using a reporting tool to craft customized reports that bolster your brand and cater to your client’s preferences.

It allows you to present data in a manner that aligns with your brand’s aesthetics and messaging, resulting in a cohesive and professional appearance.

With white label reporting, you seamlessly incorporate your brand elements into the reports, making them an extension of your business identity.

Key Elements to Consider When Branding White Label Reports

To maximize the impact of white label reporting, it’s important to consider the following key elements when branding your reports:

1. Add Logos

To add a professional touch to your report, including your agency’s logo is a great idea. Place the logo in the report’s upper right or left corner to ensure it’s displayed without hindering readability.

This win-win situation allows for easy navigation between multiple client reports without confusion. The ideal placement for the client’s logo is either on the report’s cover page or in the upper left corner if it’s a dashboard.

Incorporating your company’s logo into the reports creates a strong visual association between the marketing data and your brand. Thus reinforcing your brand presence throughout the entire reporting experience.

Swydo's White Label Report - Changing Cover Page

2. Give Cover Pages a Makeover

Cover pages serve as the first impression of your reports. Including titles, dates, and logos on the cover page not only provides a professional touch but also helps establish a sense of credibility and authenticity. A well-designed cover page sets the tone for the entire report and captures the attention of your clients. Here’s what you must remember while designing your client reporting cover page.

Step 1: Start by changing the cover page background image. Add your client colors or their logo as a backdrop.

Rebranding White Label Reports with Swydo

Step 2: Incorporate titles, dates. You can also change the font and colors to the one that your brand identifies with.

Step 3: Use engaging typography. Choose fonts that are clear, readable, and visually appealing. Play with different font styles, sizes, and colors to make it dynamic. Ensure the text is legible and complements the overall design of the cover page.

Step 4: Maintain a professional touch. While adding brand elements, it’s important to maintain a professional appearance and not to overdo it. Ensure that the cover page looks polished and well-designed. Less is more.

Step 5: Save it. Take a step back and review your design. Make any necessary adjustments to improve the overall aesthetics and ensure all the essential information is present and easily readable. You can then save it as a brand template to reuse it the next time or replicate it across different reports.

3. Use Headers and Footers

Consistency is key when it comes to brand recognition. You can maintain brand consistency across different sections and pages by using headers and footers in your reports. These elements can include your company name, logo, account manager information, or even a tagline. Ensuring that your brand elements are present in every part of the report reinforces your brand’s authority and credibility.

Include subheaders in your client reports

4. Select Brand Colors

Colors are vital for brand recognition and evoke emotions. When branding white label reports for your clients, choose brand colors that resonate with them. Use them consistently across different report elements, such as charts, graphs, or text boxes, for a cohesive experience. You can also name your brand template with your client’s name for easy access in the future.

Saving Brand Colors

5. Use a Custom Email Domain

Communication is a vital aspect of any business relationship. To avoid your reports getting caught in spam filters and to maintain a professional appearance, consider utilizing a custom email domain. This ensures that your reports reach clients’ inboxes seamlessly, enhancing the overall user experience and reinforcing your brand’s reliability.

Custom Email Domain - White Label Reporting

6. Branding Your Report and Dashboard Domain

Send your dashboards and online reports from your own domain and strengthen your brand presence. You can customize the dashboard URL with your brand name or a relevant keyword and create a consistent experience that aligns with your brand identity.

Swydo Custom Domain - White Label Reporting

7. Create Your Own Favicon

What is a favicon, you may wonder? A favicon is a small square icon that represents a website and appears in browser tabs, bookmarks, and search results. It distinguishes your site, enhances user experience, and adds a touch of professionalism. Unlike a team logo used on report covers, a favicon is specifically for online dashboards, reports, and PDFs. Swydo’s Favicon feature allows agencies to customize this icon, aligning it with their brand identity and creating a consistent visual identity across all browser tabs, benefiting branding and user experience.

Why Choose Swydo for White Label Reporting?

When it comes to reporting tools that can be customized according to agency needs, Swydo shines as a reliable and user-friendly solution. Swydo offers a wide range of customization options and features that empower digital marketers and agencies to create tailor-made reports. Now, let’s delve into some of the notable features that make Swydo an exceptional choice for white label reporting.

Here’s a walkthrough for customizing your brand templates with Swydo

1. Easy Customization

Swydo provides comprehensive customization options, allowing you to tailor every aspect of your reports. From online reports to PDF exports, dashboards to templates, you have full control over the look and feel of your reports. Customize date ranges, text boxes, widgets, and more to deliver a truly personalized reporting experience or add your own favicon.

2. Beautiful Visualizations

Visual appeal is essential in delivering data-driven insights effectively. Swydo offers a variety of charts, graphs, and data visualization to transform your data into a captivating story. With easy-to-understand visualizations, you can present complex information in an appealing manner that resonates with your clients.

3. Intuitive Interface

User experience is a top priority for Swydo. The platform boasts an intuitive interface that makes report creation and customization a breeze. Even if you’re not a design or data expert, Swydo’s user-friendly interface empowers you to create professional reports with ease, saving you time and effort.

4. Collaborative Features

Swydo allows for seamless collaboration with team members and clients. You can invite team members to contribute to report creation and share reports with clients in a secure and user-friendly manner. Collaboration features ensure everyone is on the same page and can provide valuable input, leading to more impactful reports.

Team Collaboration Swydo

Conclusion

White label reporting is a remarkable way that helps digital marketing agencies strengthen their brand identity while providing valuable insights to clients.

By infusing creativity and customization into reports through logos, cover pages, headers, footers, brand colors, custom email domains, and dashboard branding, you can create reports that leave a lasting impression.

Swydo, with its comprehensive customization options, beautiful visualizations, collaborative features, and user-friendly interface, emerges as the perfect solution for businesses seeking top-tier reporting.

Embrace these strategies and harness the power of Swydo – your client reports can surpass competitors and establish your brand as an industry leader.

Start leveraging the potential of white label reporting today. Unlock new opportunities for your business’s success. Your first free white labeled report is on us!

Create your first free white labeled report

FAQ (Frequently Asked Questions)

1. Can I create multiple report templates in Swydo?

Swydo allows you to create multiple report templates to suit different clients or reporting requirements. You can customize each template to align with the specific branding and needs of each client. You can also duplicate templates and reuse them saving you more time.

2. Is Swydo suitable for small agencies or individual freelancers?

Absolutely! Swydo caters to agencies of all sizes, including small agencies and individual freelancers. Its user-friendly interface, affordable pricing, and customizable features make it accessible and valuable for everyone in the digital marketing industry.

3. Can I export Swydo reports in different file formats?

Swydo offers export options in various file formats, including PDFs as links and attachments, Online Dashboards, and Online HTML Reports. This flexibility allows you to share reports with clients in their preferred format or integrate them into other reporting systems.

4. Is it possible to schedule automated report generation in Swydo?

Swydo integrates with over 30+ digital marketing platforms, including Google Analytics, Google Ads, Facebook Ads, Instagram Ads, LinkedIn Ads, and more! This allows you to pull data from multiple sources, create comprehensive reports, and consolidate them how you want!

📚 Next Steps:

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Swydo vs. Looker Studio: An Alternative With More Reporting Features

In this article, we compare the feature and benefits of Swydo vs. Looker Studio and help you choose the right reporting platform for your business.

Whether you’re a seasoned marketing expert or a budding online marketer, chances are you’ve heard of Google Data Studio’s rebrand as Looker Studio in October 2022. This transformation caught many agencies off guard, leaving them curious about the changes that lay ahead. While Looker Studio introduced a few noteworthy developments, one thing remained constant – its ability to create visual reports and dashboards. Albeit with a few limitations. What are they, and how can you navigate them?

What is Looker Studio?

Looker Studio is a business intelligence tool enabling users to create interactive dashboards and reports to make smarter business decisions. Formerly known as Data Studio, Looker Studio is designed to provide self-service business intelligence with flexibility.

The Benefits of Looker Studio

Looker Studio is a solid starting point, particularly when you’re in the initial stages of establishing processes and finding your rhythm. However, as time passes, you’ll likely discover that it may not be optimal for managing multiple clients, accessing real-time data, or receiving responsive customer support.

As your clients grow and time demands increase, reporting becomes considerably more intricate. Just imagine what would happen if you suddenly had five times the number of reports to generate—or needed to seamlessly onboard new clients. While Looker Studio can handle the job, your team and clients require more than just the basics. And that’s when you’ll need an easy-to-use and reliable reporting platform like Swydo. To level up your client communication and help you scale your agency.

Why Consider Alternatives to Looker Studio?

Looker Studio is free for Google-based apps and offers data visualization and integration with various Google platforms. However, it’s important to acknowledge the limitations. Third-party connectors like LinkedIn Ads, Semrush, Facebook Ads, etc., must be purchased separately and are not a part of the ‘free plan.’ Another significant concern is the management of multiple clients. Looker Studio falls short when it comes to efficiently handling multiple client accounts, which can pose a challenge for agencies working with a diverse range of clients. Lastly, customer support has received mixed reviews, leaving some agencies feeling underserved regarding technical assistance and guidance.

On the flip side, Swydo is a marketing reporting tool that combines automation and user-friendliness at a monthly price of $49. It focuses on empowering marketers to save their precious time while effortlessly creating visually impressive reports and dashboards. Swydo simplifies your reporting and monitoring tasks by consolidating all the necessary tools for successful client communication into a single platform. It integrates with popular Google tools like Ads, Analytics, Search Console, and Google Sheets and offers over 30 direct data integration channels. This allows you to seamlessly bring your leading PPC, SEO, Email Marketing, and Social Media data sources together. And if you ever require assistance, the expert customer support team is available 24/5 to lend a helping hand.

Let’s dive a little deeper into how Swydo can help your agency scale. It’s time to take control of your marketing with ease.

Why Swydo Can Be Your Go-to Looker Studio Alternative

Ease of Use

Looker Studio is known to be complex. It requires a steep learning curve to utilize its features fully. On the other hand, Swydo offers a user-friendly interface with intuitive features. It is easy for users of all skill levels to navigate and create reports effortlessly. Whether you are a beginner or an experienced online marketer, Swydo’s streamlined workflow and straightforward design ensure a smooth and efficient reporting process. Swydo also offers an extensive template library, providing users with a wide range of options for report creation. The plug-and-play model and quick setup ensure your report is accurate and ready to be shipped in minutes.

Reporting Capabilities

Looker Studio provides a range of reporting features, allowing users to generate insightful reports. However, Swydo takes automated reporting to the next level by offering comprehensive reporting and monitoring features and customization capabilities. With Swydo, you can create visually appealing reports tailored to your specific needs. Think about changing your brand colors, writing summaries via text widgets, and automating your report scheduling with a few clicks. You can fully customize and Whitelabel your reports, allowing the sharing of your reports and dashboards using your own company domain. What’s more?  With Swydo, you can easily monitor reports sent to your clients and identify any report dispatch failures. Keeping your eye on the ball, always. Looker does not offer this feature.

Check out all the data sources Swydo integrates with!

Live Customer Support

Reliable customer support is essential when encountering issues or needing assistance with an analytics platform. While Looker Studio offers some support, Swydo goes the extra mile by providing a dedicated support team that is readily available 24/5 to assist you. Swydo’s support team is known for its responsiveness, expertise, and personalized assistance, providing you with the help needed. Additionally, Swydo offers personalized onboarding sessions to get you up and running in no time. Customers who need an extra helping hand can take advantage of Swydo’s Free Reporting Service and book a call with the reporting experts for template setup and technical support—showing reliability every step of the way.

Customer Driven Approach

Swydo adopts a customer-driven approach, which distinguishes it from Looker Studio. This approach is characterized by a strong focus on customer feedback and responsiveness regarding product enhancement. Unlike Looker Studio, Swydo actively listens to customer needs and demands, ensuring that its platform remains user-friendly, relevant, and adaptable to the evolving requirements of time-constrained marketers and agencies.

Hear our customer success stories!

Flexibility and Scalability

As your business grows, scalability becomes crucial in choosing an analytics and reporting platform. Looker Studio may have limitations in terms of flexibility and scalability as your client requirements expand. Swydo is designed to be highly flexible, multi-channel, and scalable – accommodating the evolving needs of growing businesses. Its monitoring feature allows you to easily manage multiple client accounts and keep an eye on the ball all in one platform.

Besides that, Swydo also offers affordable pricing plans that cater to businesses of all sizes. Its transparent pricing provides excellent value for money, making it a simple and attractive alternative to Looker Studio for cost-conscious organizations.

Swydo vs Looker Studio Comparison Table

Conclusion

Our Swydo vs. Looker Studio comparison shows you that Swydo offers a compelling alternative to Looker Studio for businesses seeking a simple reporting and analytics platform. With its user-friendly interface, comprehensive reporting capabilities, powerful automation, extensive integrations, cost-effectiveness, excellent customer support, and scalability, Swydo empowers organizations to extract valuable insights from their data and confidently make data-driven decisions. For marketers choosing an automated reporting platform, Swydo is a worthy contender to consider.

Feel heard, say goodbye to limitations, and simplify your marketing reports with Swydo. Start your free trial today!

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Swydo vs. Whatagraph: A Comparison Guide

Swydo and Whatagraph are automated reporting tools that empower marketing teams to analyze, measure, and share data in a simple, time-saving, and scalable way. This comparison guide will help you determine the perfect fit for your organization. But before we dive into the nitty-gritty details, let’s start with a quick overview of both platforms.

Swydo Overview

Swydo is a smart and simple reporting tool designed for marketing agencies and in-house teams. It empowers marketers to connect, visualize, and share their marketing data seamlessly.

Swydo integrates with 30+ marketing platforms, making connecting your favorite sources into a single report or dashboard simple and eliminating the need for marketers to collect and analyze data manually. The tool facilitates automated report delivery – allowing marketers to schedule and share their reports as PDFs or live online dashboards at a time that suits their convenience — and is equipped with easy client management functions and bulk replicating of reports across clients.

With Swydo’s user-friendly interface and extensive range of available templates, widgets, filters, custom metrics, in-depth integrations, and data visualizations – the platform allows you to build scalable reports and make data-driven decisions.

Whatagraph Overview

Whatagraph and Swydo offer similar core features, but their functionality, pricing, and scaling model differ. This article will discuss how both platforms compare in these areas:

  • Pricing
  • Data Sources
  • Usability

1. Pricing

Whatagraph charges customers based on a steep pricing model of $233 per month for 25 data sources and 5 users. It is billed annually.

Swydo vs Whatagraph Pricing

Whereas the flat base fee for Swydo starts at €49/ month, includes unlimited users, clients, reports/ dashboards, plus 10 data sources, and is billed monthly.

As your company grows, so do your reporting and monitoring needs. Swydo's economical pricing plan ensures you continue measuring metrics that matter without burning a big hole in your marketing budget.

Swydo Pricing - Affordable for all marketers

2. Data Sources

Data Source Connectors, also known as integrations, are the platforms that enable marketers to fetch data from various sources and transfer it to the desired destination.

Swydo’s 30+ integrations allow for deeper slicing and dicing of data thanks to an extensive portfolio of metrics and dimensions available compared to Whatagraph's 40+ basic integrations.

It is crucial to consider the level of granularity provided by each data source. Some of the integrations offered by Whatagraph have limitations in terms of the number of metrics and dimensions they can pull, which may restrict your data analysis capabilities. In contrast, Swydo ensures you have access to comprehensive data sets, allowing you to delve into the finer details and extract valuable insights for your reporting needs.

What platforms can you pull data from?

The platforms covered by Swydo can be broken down into the following groups:

  • Paid media (including Google Ads, FB Ads, Microsoft Ads, LinkedIn Ads, AdRoll, and more)
  • Web Analytics (including Google Analytics 4, Google Search Console, and Pingdom)
  • Social media Organic and Paid (including Facebook, Instagram, Twitter, TikTok, Snapchat, Pinterest, and YouTube)
  • SEO (including Google Search Console, Google My Business, Semrush, Google Page Speed, and AccuRanker)
  • Email (including Mailchimp, Klaviyo)
  • Sales (including Salesforce, HubSpot, CallRail, and CallTracking Metrics)

After identifying the desired platforms to extract data from, Swydo enables you to report on that data in various ways. You can choose from pre-set reporting templates, plug your data source, and voila – have a report ready in minutes, or make your own report from scratch and create custom metrics and formulas to report on specific KPIs.

If you’re missing an integration or want to turn your internal standalone Google Sheets into sharable dashboards, that’s possible too. You can move a specific dataset into Google Sheets and connect it with Swydo to track performance and provide a good-looking report full of actionable insights.

On the other hand, Whatagraph refers to this data as ‘widgets’ – which are predefined blocks of information consisting of dimensions and metrics. These predefined widgets can be dragged and dropped into your reports. This may limit your choice over choosing your own dimensions and metrics to report on your marketing performance. Restricting the granularity with which you can access specific data points.

Check out all the data sources Swydo integrates with!

3. Scalability

Tired of spending hours on report generation? Multiple reports across clients across countries? Swydo’s dynamic reporting templates expedite your report creation process. The magic happens when you change a template – all your connected reports get automatically updated. This means brand colors, logos, specific KPIs you created, and more! So that’s goodbye to repetitive editing and more time available for analyzing and optimizing your campaigns.

With Swydo, you can also have your internal Monitoring Dashboard to get a bird's eye view of all your client campaign performance. Track key metrics for multiple clients, locations, or campaigns, set targets under one hub, and never miss a beat.

In conclusion, Swydo emerges as the optimal reporting tool for digital marketers, small and mid-sized businesses, and freelancers looking for an automated reporting tool. It offers a more expansive platform integration, user-friendly connectors, and access to various metrics and dimensions for in-depth analysis. With Swydo, marketers can confidently create robust reports that cover a wider range of platforms and provide granular insights into their marketing performance at an affordable price.

Conversely, Whatgraph could be expensive for small and mid-sized businesses and teams looking for a reliable and affordable reporting platform. The cheapest plan for Whatagraph is $223 per month. The integrations are focused on broader use cases, and the options to drill down on specificities are limited.

Swydo vs Whatagraph Comparison

We hope this comparison helps you decide which product, Swydo or Whatagraph, fits you best. If you’re looking for a reliable, affordable way to build simple marketing reports at scale for your clients or internal stakeholders, Swydo could be your best bet.

Save time with your first free marketing report today! No strings attached.

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Google Ads Metrics Your Reports Should Include

Tracking and sharing Google Ads KPIs is one of the most measurable and transparent performance indicators to show the value of your Google Ads efforts to your clients.

A staggering 92% of customer purchases occur through searches on Google. This means if you’re a PPC marketer, Google Ads is one of the most effective platforms to run your campaigns. 

And if you’re tracking those campaign results, you have tons of metrics, KPIs, and a wealth of data to mine and report on. Knowing what you should be tracking can be overwhelming, so we are here to help you. 

Why it’s crucial to analyze your Google Ads performance

Tracking your Google Ads KPIs allows you to measure the effectiveness of your ad campaigns in the most quantifiable way. You’ve created and launched an outstanding campaign, now it’s time to take the next step and see how it’s performing. And what better way to do that than by tracking statistics that drive your business? Think of it like looking through a crystal ball. You must also figure out what you want to achieve with your campaign. Are you seeking more website traffic, increased brand awareness, or higher sales? Once you know your goals, you can zero in on the correct statistics and watch your success soar. By tracking your KPIs, you can make better decisions, optimize your campaigns, and spend money only where they move the needle. 

By analyzing your Google Ads KPIs, you:

  1. Know which campaigns generate the most leads depending on your goals 
  2. Determine which keywords and ad groups are getting you the best results
  3. Identify areas of improvement and cut back or allocate your budget wherever necessary 

Choosing Google Ads KPIs depending on your campaign goals

There is no one size fits all KPIs to choose from. The metrics you choose vary from business to business. If you’re an e-commerce marketer using Google Ads, your KPIs will vary from that of a B2B company that primarily uses the platform to generate leads. PPC and SEO expert Veronika Holler says: “Analysis and reporting are the A to Z of successful campaigns. The most important KPI for me is the conversion value – but of course, the KPIs depend on the campaign’s goals. If I have a brand awareness campaign, I look at the impressions and clicks. Ultimately, however, I bring everything together and examine the revenue.” 

The bottom line is to track the data driving your business goals and bringing in the revenue, and you want to keep a close eye on those numbers. A good way to start this is by defining your overall advertising goal and tying that in with the core of Google Ads data.

Google Ads Campaign Goals

For instance, branding campaigns aim to increase your brand visibility and reach a wider target audience. Achieving these goals is possible by creating Google Ads video and display campaigns and utilizing the brand awareness and reach objective, which can increase website traffic and stimulate customer engagement with your brand. Besides the usual brand awareness metrics like impressions, unique reach, and avg. impression frequency, you should also take into account the following metrics: 

  • Maximum cost-per-thousand-impressions (max. CPM)
  • Average cost-per-thousand-impressions (avg. CPM)
  • All video sequence impressions (All video seq. impr.)
  • Watch time and avg. watch time / impr 

These will tie together your brand awareness and reach campaign goals. It’s important to note that the goal is to reach a wider audience, and while conversions are crucial, they aren’t the key metric for this type of campaign. 

Whereas, while running a Google Ads sales campaign, your KPIs would focus on ROAS (return on ad spend), cost of conversion, and the average cost per click. Similarly, a local store visits and promotion campaign would focus on store visits, store sales, call clicks, direction clicks, impressions, the geographic performance of the ad, etc.  

However, some standard metrics remain constant and can be the key performance indicators you should always track in your reports and dashboards. 

Standard Google Ads metrics you should track in your reports

The goal is to get insights into your ad performance and optimize it over time for better results. How well are your leads converting? Is the cost per lead too high? Are your clients getting the best returns for their marketing buck?

Tracking these Google Ads KPIs will help you get a detailed overview of these numbers. With Swydo, you can start with a preset Google Ads Report template filled with all these important KPIs and more. 

Let’s simplify these for you: 

Google Ads KPIs to include in your reports

1. Impressions

This metric tells you the number of times your ad has been displayed or seen, whether clicked or not. Each time your ad appears on Google or the Google Network, it’s counted as one impression.

What can you do to improve impressions? The quickest way to boost this number is to increase your ad budget, as it controls how often your ad is shown to your target group. Having said that, improving the quality of content and imagery in your ad creative is also a cost-effective way to boost your impressions. Use crisp, error-free copy and visually appealing images or videos as it reflects on your brand quality and also increases your brand awareness. 

2. Clicks

It’s called pay-per-click for a reason, right? Simply said, this metric demonstrates the number of times your ad was clicked. But don’t solely focus on this metric, you need to look at both this and CTR for a  holistic picture of your campaign performance.

3. Click Through Rate (CTR) 

The difference between CTR and clicks is that clicks refer to the number of times users click on your ad, while CTR represents the proportion of clicks relative to the total number of times your ad was shown (impressions). Clicks give you the raw number of interactions, whereas CTR provides a percentage that offers insights into your ad’s performance.

More often than not, advertisers do not pay attention to their ad copy and landing page, which is one of the reasons why your ad may have a reasonable click-through rate but not a high conversion rate. 

What can you do to improve CTR?  Google Ads Specialist Nick Jervis explains: “Optimizing your ad copy and landing page is one of the most essential aspects. With an overload of multiple client campaigns, advertisers rely on Google AI’s suggestions to improve their ad copy and spend almost no time writing a good landing page. It is an incredibly important part of the process, and if you see people clicking on your ad but not converting – you know where the error lies. You’re paying for those clicks, and if they don’t turn into clients, you need to realign your messaging proposition and make sure your copy is relevant to the keywords you’re targeting. 

4. Cost 

This is how much advertisers spend for their ads to appear in front of their audience. There are two ways in which this is evaluated in Google Ads: 

  1. Cost Per Click (CPC): This metric is how much the advertiser spends each time someone clicks on their ad. For Google’s Search Network, the average CPC is $1 to $2, whereas for Google’s Display Network, it is $1 or less. This is an interesting metric to track because if your campaigns are well-optimized over a period of time, you will see a gradual decline in your CPC. 
  2. Cost Per Acquisition (CPA): This is the amount of money you need to pay to Google each time someone does something you want them to do after seeing your ad, like buying something from your website or filling out a form. The average amount you’ve been charged for conversion from your ad.

What can you do to reduce costs?  Since these are very specific actions, the ad viewer’s experience on your website or landing page matters the most. Focus on improving the quality of content, focus on highly relevant keywords, and how closely your ad matches the intent behind a user’s search. Prune through the search terms daily and add the search term as a phrase match or negative keyword. Do not leave any search term with an impression > 10 or click > 1 untouched. The key is to give users what they want. 

5. Conversion 

This is what you make of it. Simply said, you determine what conversion means to you. It’s not a fixed metric, and you can set up conversion tracking within your Google Ads account to measure your conversion rate effectively. 

6. All Conversions

How is this different from conversions? When Google Ads tracks conversions, it’s only tracking conversions generated from the ads and not everything happening behind the scenes. The “All Conversion” metric measures sales not only through ads but also all the other conversions like page views, sign-ups, etc. This flexible metric gives you a broader view of how your business is performing. 

To start using All conversions, you’ll need conversion tracking, including website, phone call, store visits, or in-app conversion tracking. 

7. Phone Calls 

An often overlooked metric. It is an important one to track, especially when tracking lead generation. For local businesses, phone calls could also be used for sales tracking. Phone call tracking can be a valuable piece to bring together your Google Ads reporting puzzle. 

These seven KPIs are a great starting point for your Google Ads performance reporting. More often than not, you would want to customize your reporting metrics and KPIs depending on your clients and stakeholders and show your impact where it matters most. One of the easiest ways of tracking your marketing ROI is with Swydo. 

Google Ads KPIs 2023

How to use Swydo to improve and customize your Google Ads reporting 

Integrate all your Google Ads data seamlessly into one platform, making it easily accessible and understandable. No more wasted time trying to make sense of multiple spreadsheets and reports. 

Use Swydo’s Google Ads Integration to track Google Ads Metrics effortlessly. Monitor your campaign and see how you’re progressing toward your goals. Help your clients gain insights into campaign performance and ROI. 

You can also display your Ad creatives in your report and add text commentary to explain the ‘why’ behind your strategy and budget allocation ideas! 

Get in touch

Setting up your Google Ads reports or dashboards is easy with Swydo. Schedule a walkthrough, and we will answer all your questions and show you how to leverage our reporting and monitoring platform. Prefer doing it on your own? Visit our help center, check out the video tutorials, contact us through live chat, or email support@swydo.com.

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10 Must-Have GA4 Reports For All SEOs

Love or hate it – if you’re a digital marketer, you cannot ignore it. With the Google Analytics 4 migration clock ticking fast, we have UK’s leading digital marketing agency MD and brightonSEO’s Measurefest speaker, Farhad Divecha, shedding light on the must-have GA4 reports for all SEOs. Here’s an updated slide deck to go along with your reading.

Tell us about your topic, 10 must-have GA4 reports for all SEOs, and why you chose it?

I’m very acutely aware that everybody’s being pushed to move to GA4, and I’m acutely aware that many people are unhappy about that. They find it very, very different and fairly challenging. I have also seen much information and misinformation about GA4 and its workings. I know it’s quite a powerful tool, but you’ve got to understand the system and make the most of it. At BrightonSEO, I will specifically uncover GA4 reports for SEO, show how to set them up via GA4 + GTM, explain insights to be gained from those reports, and discuss actions that SEOs can take from those insights.

How’s your experience with GA4 been?

Personally, I really like it. I think it’s way more powerful than Universal Analytics. I say this because we have been using Facebook Pixel for much longer than GA4, before it even existed. Facebook Pixel has so much flexibility in what you can measure and how you track conversions and important actions on your site —moving to a similar event-based model with much more ability to track important parameters and get flexible reporting is a step up.

One piece of SEO advice for folks learning the ropes?

The most important thing any SEO can do is look at the data and start realizing where they’re already — getting organic placement rankings and traffic — compare that to what they want to achieve and understand why that gap exists. 

Look at the traffic you get from certain non-branded keywords and understand what stops you from getting that traffic on the keywords you want to rank for. Usually, that’s a very good starting point, so understanding what’s working in some ways is also understanding what is not working. It lets you figure out how to reach Point B from Point A.

What presentations are you most interested in attending/speakers you are most interested to hear and why?

I remember looking at the list and thinking there were some really interesting ones — topical conversations about equality, embracing diversity, and how people can put their genuine, authentic sleeves forward. There are a couple of AI sessions that I’m looking forward to. And, of course, the SEO topics because it’s fascinating to see how deep some people get into it and try to reverse engineer the algorithm.

What has been your core mantra in driving your agency forward?

I think there are two things. It’s incredibly good client support and a laser-sharp focus on growing internationally at scale. We set ourselves up for some high client support targets within the company that we insist everybody meets. So when a client asks us for anything, we have to respond within four hours, and if it takes a little bit more time, we have to start working on the solution within 12 hours. We aim to deliver most solutions within 48 hours. Where they want tweaks, where they want things changed, where they want an opinion, where they want advice, that sort of stuff is resolved very quickly. That’s why our clients stay with us for as much as 10 to 12 years. The agency average in the UK is a bit more than one year. Yeah, so it’s a massive difference for us. We believe in always taking a step back, looking at the bigger picture, and delivering on the impact.

What are the top 5 tools or apps you use daily and why?

Apart from the obvious platforms (Office 365, Meta Ads, Google Ads, DV360, LinkedIn Ads & TikTok Ads), I personally spend time daily using:

  1. Unyte.ai – Our marketing mix modeling tool
  2. Google Analytics – To track traffic & online actions for us & our clients
  3. Adobe cloud – For all things creative 
  4. Swydo – Reviewing daily activity reports for my team 
  5. SharpSpring  – Our CRM and marketing automation tool

Farhad is MD of digital agency AccuraCast. He advises corporations on their analytics and data strategy, and is passionate about using technology to improve performance marketing.

UK’s leading digital marketing agency trusts Swydo with their client reporting. You can too! Start your journey here.

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How To Be a Data Storyteller: A Guide To Reporting and Visualization

Data Analyst Eda Salihoglu knows how tricky it is to do client reporting well. In her upcoming talk at brightonSEO’s MeasureFest, she will share actionable insights into what makes her reporting successful. Here’s Eda’s data storytelling slide deck.

Tell us about your topic, How to be a data storyteller, and why you chose it?

Throughout my career, I’ve seen agencies struggle to create reports covering clients’ requests. It’s easy to get stuck on minor details and forget the big picture, which matters most regarding decision-making. A simple structure in the thought process behind reporting can help build a link between the creator and reader of any report. I want to remind everyone that we can all apply our storytelling skills to our work with minimal effort to build useful and guided reports.

Could you give us an example of how you used this strategy to help one of your clients? How did you go about it?

We used to have lots of back and forth with one of our clients every Monday when we sent over their weekly performance report; we never seemed to answer the right questions, and they weren’t even reading the entire report. After having an open discussion about their requirements, I realized they’re happy as long as they can get the gist of the information fast, along with actions off the back of all the factors that play a part in the performance. I formatted the following week’s report to follow the structure of a very simple story just as an experiment which halved the report’s length. Not only did the client not mind the new report size, but barring 2 questions, they didn’t need to follow up! I recommend it to everyone creating reports frequently ever since.

What presentations are you most interested in attending/speakers you are most interested to hear and why?

I’m excited to see the Friday keynote speech on AI in marketing, as its impact is much bigger than expected. Sam Oh’s talk on automated link building is definitely one I want to catch; knowing how tedious a process link building is, I’m curious about how we can streamline it. Anything to do with No-Code sounds very interesting to me as I think that’s where the industry is headed, so Abhishek Lakhera’s session is one to keep in mind.

Do you see any trends specific to PPC reporting in 2023?

For the last few years, most brands and agencies have begun looking at Search as a single entity that gets its input from PPC and SEO separately. I think this trend is here to stay as there’s an undeniable link between the two, and the more interconnected their strategies, the more robust their individual performances. I believe most brands will continue experimenting with keyword match types, especially in PPC campaigns, so I hope to see simpler reports on their performance that aren’t too granular.

Who are your go-to people/ resources for beginners in digital marketing?

I would recommend Google’s own training courses, courses by Hubspot Academy and Copyblogger, for those who want to have a basic understanding of what digital marketing is and how its reporting works. Access to the GA Demo Account is quite useful, so playing around with it and inspecting site structures in your own time can also help build a foundation.

What actionable tips would you like to share with folks about client reporting?

It’s okay to experiment with different kinds of reporting and get client feedback before pursuing one structure consistently! Metrics and dimensions crucial in one industry might be irrelevant for another if their overarching objectives differ. Hence, it’s very important to understand where the clients are coming from. I recommend preparing reports manually throughout the experimentation process at the very start, and switching to more automated reporting methods once you’re clear on what the reports should consist of. Even after you switch to using automated sheets or dashboards, I feel it adds value, including a small commentary detailing key insights alongside screenshots of graphs and data tables that clients can get on their own.

What are the top 5 tools or apps you use daily and why?

I use Notion often to keep track of the projects I’m working on and their timelines. Looker and Tableau are always on the go, as I have multiple dashboards running on both platforms and need to check if any of their connections are broken. PgAdmin is my GUI tool of choice to confirm all the automated data tables are up to date and to perform ad-hoc data validation. I use Slack to communicate with my team internally and Microsoft Teams to reach clients, so I ensure I’m available daily.

What advice would you give yourself when you first started digital advertising?

Always stay inquisitive and keep asking questions! This is such a dynamic field it helps follow accounts and attend relevant conferences to stay informed. Do not be discouraged when you make mistakes or the feedback you receive is more constructive than positive – there’s no better way to learn. Digital advertising is vast. Try to get exposure to as many different areas within it as possible before concentrating on what you ultimately want to build a career on. Most importantly, enjoy this fast-paced environment!

Eda is an industrial engineer turned digital marketing professional who is the Data & Analytics Manager at Kaizen. Her proficiency with numbers and attention to detail has strengthened her skill for interpreting and visualizing data efficiently and coherently to not only add significant value to reporting methods but also easily draw actionable insights.

Tell data-driven stories with Swydo. Bring your marketing data together in one platform to create comprehensive client reports. Start your journey here.

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How automation can make your reporting easier

Are you a digital marketer consumed by time-intensive tasks like reporting? Do you want to spend less time copying and pasting data from multiple sources into spreadsheets and sharing them with clients and stakeholders? It’s time to embrace report automation. 

Delivering data-driven insights is a crucial part of your job as a marketer. As you juggle multiple roles, keeping track of many moving parts can seem daunting. Fast decision-making, prioritization, and data optimization are critical to driving business results and can be achieved by automating processes like reporting. 

The state of PPC survey 2022 noted that PPC marketers wanted to automate top ‘time suck’ activities like reporting, budget management, writing ads, and search query mining. If this sounds like you, continue reading on. 

What is report automation? 

Report automation is a way of streamlining the creation, updating, and delivery of marketing reports and dashboards, thus eliminating the need for manual effort or additional human labor. 

Report automation can help facilitate faster decision-making and optimize workflows by providing businesses with up-to-date data and insights. It will help you save time and resources by increasing accuracy and consistency in reporting. In addition, it can help organizations gain insights from data in a timely and efficient manner. 

Why you should automate your reporting process 

The time and effort you’re spending on manual reporting is taking away from other important tasks, such as analyzing and optimizing strategies to improve your performance. Additionally, because manual tracking and analysis are error-prone, you may make decisions based on inaccurate data. With automated reporting tools, you can: 

1. Save Time 

Are you spending hours a month manually compiling your marketing reports? With so many different marketing platforms and data sources, bringing them all together takes a challenging feat. Plus, if you’re creating client reports, you have to multiply that time by the number of them. The added challenge is making everything look professional and ensuring the correct business reports are shared with the right people. By automating your reporting, you set it up once and are done. 

Digital agencies have notably saved hours each week by automating their reporting process. And 33.2% of marketers have claimed that marketing automation has reduced daily work errors and helped them focus on data analysis.

2. Customize it the way you want 

Report automation is about making your busy marketing life a bit easier. With a suitable tool, you’re saving time and resources and reinforcing your brand. The right platform will allow you to tailor your reports and send them via your domain, offering you incredible flexibility and customization opportunities. 

3. Get real-time data insights

As the number and size of your marketing channels continue to grow, tracking your campaign metrics will become complex and time-consuming. Automating your reporting makes monitoring and identifying problems and opportunities easier and taking faster action, reducing your decision-making time. 

4. Improved productivity 

By automating time-intensive tasks like reporting, teams have time to focus on more analytical and impactful work. Gemma Ross, PPC Head at BigWave Marketing explains: 

“By using, Swydo, we had more time to grow our clients’ businesses and focus on performance rather than writing weekly manual summaries by hand. By streamlining internal processes and increasing productivity, we could scale our business and grow our Paid Media (PPC) department by 100%.”

5. Scale your business 

Running a digital marketing agency means wearing multiple hats and giving your clients the best-optimized results for their marketing buck. By automating reports, you get closer to that goal.

Explains Farhad Divecha, Managing Director of AccuraCast and a Swydo customer: “We are a team of 12, and I know it sounds shockingly small for the sort of business we are. It all comes down to being efficient. We use automation as much as possible to make things run smoothly. And use our time very intelligently as a team. We care about delivering the best results for our clients and then found a reporting platform that allowed us to get that maximum bandwidth with as many marketing channels as possible. It allowed us to create reports with a high degree of flexibility with lots of different reporting interfaces. Anybody working with large enterprises knows that you’re probably creating one report per country, one report per business unit, or one report per country per business unit. With that complexity, we needed something we could scale easily with. We love that automation allows us to be accurate, reliable, and scalable.”

What are the criteria for choosing a report automation tool? 

When selecting a reporting tool, it is important to consider data accuracy, team management, customization, shareability options, and the type of reports you want to generate. Additionally, depending on the task, digital marketers may want to consider the availability of easy access to support. Look for a tool that is easy to use and learn. This will not only help you save time but also help you train new employees easily. Here are some factors to consider: 

1. Branding and customization

Choose software that allows you to customize reports according to your business requirements. – think brand colors, white labeling options and hosting your reports on your own company domain. This will help you increase your brand visibility and reinforce your brand. 

2. Cross-platform integrations

Look for software that integrates with your existing marketing tools. This way you will reduce errors and copy-pasting data using manual spreadsheets and help you consolidate your data under one roof.  

3. Ease of use

A user-friendly and easy-to-navigate software allows you to create actionable reports within minutes from any data. Also, makes learning and onboarding new clients and peers easier. 

4. Data security

Consider the software’s data security measures to protect sensitive client information.

5. Reporting capabilities

The ultimate goal of reporting software is to reduce manual workload, help you scale your business, and get that marketing ROI up and running. So choose a platform with robust reporting capabilities that allows you to communicate meaningful data insights and bolster your decision-making. 

6. Scalability

Ensuring your chosen software can scale to meet your business’s ever-increasing demands is important. Additionally, it should be easy for multiple people to collaborate. 

7. Customer support

Look for software with reliable and responsive customer support to assist you in case of any issues. 

How Swydo can help you with your report automation needs

  • Generate professional, branded PPC, SEO, and Social Media reports in a jiffy
  • Save time with templates, pre-built widgets and auto-scheduling
  • Customer support via chat and video calls

Report automation with Swydo is easy. It takes a few steps to combine your metrics with data from 30+ other marketing channels into one comprehensive report or dashboard. Check out the full list of integrations! Not yet a Swydo customer? Try it for free. 

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The Benefits Of Client Reporting

Client Reporting may seem time-consuming, but it’s well worth the time. It is in the best interests of a digital marketing agency to put a regular and consistent reporting schedule in place. Here’s a look at the many benefits your agency can gain through regular client reporting.

1.  Reports Keep You And Your Client On The Same Page

Regularly checking in with your client with detailed reports helps eliminate any gap between the client’s expectations and the results you deliver. By using regular reports you and your client agree to a fixed schedule to communicate effectively. This helps assure your client that your strategies perfectly align with their goals. And it lets you stay on the same page throughout the marketing campaign.

2. Reports Raise Your Value

Reports with concrete data are irrefutable markers to show that your efforts paid off. Regular reports will track and report the progress of a client’s marketing campaign from the day they chose your agency to run their campaign. These reports will help you categorically explain the difference that your agency brought about. It’s a great way to prove the value of your services to your existing clients and potential clients that you are trying to win over.

3. Reports Establish Accountability

Once you and your client agree on a strategy and objective for the campaign, determine the metrics that will act as markers of success or failure. These are the metrics that will be the focus of the regular client reports, and establishes accountability on both ends of the client-agency relationship

You are carrying out the strategy that your client signed off on. The relevant metrics will reveal whether that strategy has achieved the desired goals. And while this regular reporting keeps the progress of your efforts strictly in check, it also prevents your client from moving the goal post midway through the campaign. Regular reporting acts as a definite reminder to the agency and the client of the specific objectives that the marketing campaign set out to pursue.

4. Reports Help Create Data Driven Campaigns

The future of online marketing is data-driven targeted campaigns. Regular reporting focuses your attention on the specific metrics that will indicate the success of your marketing strategies. As a result, the direction of your marketing campaign will be informed only by hard data and will not be influenced by any shortsighted impulses from the client’s end.

5. Reports Help You Stay Prepared For Changes

During the campaign, you may have to change strategies, shift focus to new metrics or pursue new objectives. For example, the client’s management team or priorities change due to internal or external factors influencing their market. It might simply be that the strategy being employed right now is not working as it should. In any of these scenarios, your client would want to change the marketing strategy or, in certain situations, even you may recommend that they do so.

Regular reporting keeps you prepared for such forks on the road. These reports, which have summarized the progress over regular intervals, will prove invaluable for both you and your client as you decide on a different strategy to serve new goals.

You understand the benefits of regular client reporting! What next? It would be a good idea to explore how to enhance the quality of your client reports. Better reports will serve both your and your client’s interests.  And help you unlock the success secret that’s hidden in there.

How To Unlock The Success Secret In Client Reporting

At the heart of a great client report lies clear communication. A great report provides clarity and strengthens the trust your client has put in you. The challenge lies in translating all of the marketing jargon and the tons of data streams that come your way into actionable insights for your client. When you succeed in doing that, you earn a client’s respect along with their loyalty.

So here are some of how you can make your client reporting more relevant to your client and communicate with them more effectively.

1. Provide Context

Clients want to understand the results you provide within the context of their goals. It’s a bad idea just to report the current stats of a campaign. Providing the context in which those stats exist will help your client grasp the whole picture.

Each marketing campaign will have its own particularities depending on the business niche, the strength of competitors, marketing budget etc. By informing the client about the unique aspects of their campaign, your report will give your clients a better perspective of why things stand where they stand.

2. Don’t Do A Data Dump

We live in an age of information overload. As a digital marketing agency, heaps of data reaches you everyday from various analytics streams. It is easy to yield to the temptation of filling the client report with heaps of data. Resist that urge. Drowning your client in a tsunami of numbers, ratios and percentages will result in confusion rather than clarity. Instead share only those metrics that are relevant to the objectives being pursued.

An ideal client report should clearly narrate the progress of your marketing campaign. The objective here is that upon a single reading, the client should understand which relevant metrics have changed since the last report, why they have changed and what it means for the marketing campaign moving forward.

3. Connect The Dots

As the one running the campaign, you can see all the minute details of every strategy step as well as the broader picture of how all of them fit together. The client, on the other hand, may only see your various marketing strategies in isolation. Consequently, they can’t connect the immediate results of your efforts with a meaningful long term impact on their business bottom line. You must connect these dots for them. Failure to do this is one of the most common reasons why agencies lose clients.

Whether your are creating a weekly activity report or monthly results report, make sure you address the client’s central concern – how do all of your marketing efforts affect their business bottom line? This way they see the campaign’s progress as a driver of their business interests. And they rest easy knowing that they are getting the desired return on their investment in your agency and the campaign.

4. Visuals Go A Long Way!

Use graphics to enhance your reports. No one wants to look at a dull Excel sheet and decipher the data. A little aesthetic beauty can make the reports much more palatable to an audience unaccustomed to crunching analytics numbers. We paid special attention to this aspect when creating the templates for client reports in Swydo. We understand that when it comes to client reporting, adding style to substance enhances the report.

5. Stick To A Schedule

Regarding a reporting schedule, there’s a general rule of thumb. Weekly reports to provide details on activities, monthly reports provide details on results, and quarterly reports focus on ROI. However, different clients have different needs. Create a reporting schedule that suits your client. The only thing to remember is to stick to a reporting schedule once it’s been decided. Consistency in this regard will establish your dependability in the client’s eye and that’s what long-term client relationships are made of!

6. Know Your Audience

When the company’s CEO and marketing executive look at the same report sent by you, odds are they are not looking for the same things. The CEO is looking for the broader picture, to understand what direct impact the marketing costs have generated on the bottom line. The marketing executive would be more interested to know what specific strategies were used in the marketing campaign and whether the budget allocation should be revisited in light of new results.

A detailed report would waste a CEO’s time and a brief one would not satisfy the marketing executive. So it helps to know who your reader is. That way you can customize the report for quick and easy understanding. For reports meant for multiple sets of eyes, it’s a good idea to add sections to the report that anticipate different expectations. For instance, a summary at the beginning for the CEO followed by more detailed analysis for the marketing department.

Now you understand the methods that’ll help make your client reports an amazing asset to your agency instead of a cumbersome liability. There’s more good news. Using Swydo as your reporting software, you can easily make all of these reports enhancements. Report generation is not only easy and automated but there’s tremendous customization you can do to keep all your clients happy.  

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