Monthly Marketing Report

About this template

Collect the numbers before opening the file

A monthly marketing report takes about half an hour once the sources are fixed. Pull the same period from four places: web analytics for sessions and traffic sources, the ad manager for spend and clicks, order data for conversions, new signups and revenue, and the CRM for inquiries. Always use the first to the last day of the month, and export after midnight on the final day.

Filling order

1. Lock the four metric cards on slide 8 first; the summary sentences come out of them.
2. Move the monthly values onto the four trend bars on slide 9.
3. Write the monthly review (slides 3-4) as three factual lines read off the cards.
4. Then the budget section (slides 5-6), account by account.
5. Finish with the comparison slide 7, the agenda, the cover and the closing slide.

The five agenda items are the whole structure

The agenda holds five items – monthly review, budget spend, last month versus this month, key metrics, trend analysis – and every one of them has a slide. Only the first two get a divider-and-body pair (3-4 and 5-6); the remaining three are carried by the comparison slide 7, the metric cards on slide 8 and the bars on slide 9. That leaves exactly two slides, 4 and 6, where you write free-form sentences. Traffic-source performance, the conversion funnel, issues, and next-month actions – subjects that always come up – have no place in the file as shipped. Since the closing question is always what happens next month, at minimum duplicate a divider-plus-body pair for next-month actions and add a matching line to the agenda. Keep it to three items: the layout holds three, and longer lists get done less.

Fix the formulas behind the four cards

The cards read 104% target attainment, 8,420 new signups, KRW 9,280 average order value, and 3.1x return on ad spend, captioned as self-reported figures.

• Attainment = actual / target, e.g. KRW 229.4M / KRW 220M = 104%.
• Average order value = revenue / orders, e.g. 229,400,000 / 24,720 = KRW 9,280.
• Return on ad spend = ad-driven revenue / spend, e.g. 229,400,000 / 74,000,000 = 3.1x.
• State whether new signups are de-duplicated; changing the basis breaks comparison with last month.

The KRW 74M of spend is the sum of the KRW 48M search and KRW 26M social lines on the budget slide, and the “92% of budget spent” line on the review slide comes from the same arithmetic – KRW 74M of an KRW 80M ad budget. Keep that separate from the KRW 4M of production budget carried forward, which is a different account. The other two lines on slide 4, 104% of the revenue target and 8,420 new signups, are the same values as the cards on slide 8, so changing one side alone breaks the deck.

The four bars are months, not channels

The chart holds April 118, May 132, June 127 and July 164. It is a monthly series, so each month you add a bar on the right and drop the oldest on the left. Keep one unit across all four; if one bar switches from sessions to revenue the heights stop meaning anything. Where a month dips, leave it in and put a one-line hypothesis on the review slide – being able to explain the dip is what makes next month’s budget request credible.

Why the report stops being read

• Dropping the declining metric from the summary.
• Changing which revenue counts toward return on ad spend from month to month.
• Reporting 104% without stating the target it is measured against.
• Leaving the sample figures on slide 7 (180k to 240k sessions, 2,140 to 3,380 conversions, ROAS 3.1x to 4.2x). The 3.1x is also the value on the metric card, so if you update the card but leave 4.2x on the right of slide 7, nobody can tell which column is this month. Fix the two periods first, then fill in numbers that agree with the body slides.