Member Avatar for InsightsDigital

I need to create an end of year report of all the digital campaigns - SEM, banners, PPC, etc. What do you recommend is the best format for the report and best data reporting/visualization tools to create such report?

  • 3 Contributors
  • 4 Replies
  • 117 Views
  • 1 Week Discussion Span
  • Latest Post Latest Post by InsightsDigital

Dani AI

Generated

For : a CPM-focused EOY should be brief up front and auditable behind the scenes. Open with a one-page executive summary (total impressions, spend, weighted CPM, CTR trend, conversions/CPA, one-sentence conclusion). Follow with channel pages (search, display, social) that show the same KPIs plus a short insight and recommended action for each. Finish with methodology (attribution, currency/time alignment, filters) and an appendix linking raw exports so every number can be traced.

Keep one canonical dataset that every visual and table derives from. Example header to export and store as your audit source:

date,channel,campaign_id,campaign_name,impressions,clicks,conversions,cost,revenue,viewable_impressions,invalid_traffic_pct

Derive metrics centrally (weighted CPM = total_cost / total_impressions * 1000; CTR = clicks/impressions; CPA = cost/conversions). Document any filters, duplicate-impression handling, and the attribution window used.

For tooling: use a dashboarding layer to present clean visuals and a query/ingest tool to build the canonical table. Quick/free dashboards: Looker Studio. For richer analysis or offline exports use Power BI or Tableau. To automate pulls from ad networks, consider connectors like Supermetrics.

Notes and common pitfalls: always report weighted (not simple) CPMs; convert spend to one currency and align timezones before aggregating; check for sampling or API limits; surface viewability and IVT where available; separate brand (vCPM/viewability) from direct-response (CPA/ROAS) conclusions. Building the canonical table (as hinted) and automating refreshes lets you produce a one-pager for executives plus drillable channel pages for analysts.

Recommended Answers

All 4 Replies

Member Avatar for redesignunit

Banner and PPC are best way to get popularity but it depends on budget :)

Member Avatar for InsightsDigital

Oh I know, thanks, but what is the best way to organize the data and consolidate the insights?

Member Avatar for jay 11

Oh I know, thanks, but what is the best way to organize the data and consolidate the insights?

If you know how to work good 'ol Excel, you can really get jiggy with how you organize and display the data. Could even use graphs and charts.

Member Avatar for InsightsDigital

Well thank you - yes, I have been playing around with my excel and new cool graphing features on MS Office 2007

Be a part of the DaniWeb community

We're a friendly, industry-focused community of developers, IT pros, digital marketers, and technology enthusiasts meeting, networking, learning, and sharing knowledge.