MARKETING REPORT CAUSALYTICS REPORT EXAMPLE SAMPLE COMPANY Fonts Used: Nexa

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1 MARKETING REPORT SAMPLE COMPANY CAUSALYTICS REPORT EXAMPLE This is an example of a report that can be automatically generated with Causalytics. It s generated for a fictional company trying to maximise contact requests on the website. Fonts Used: Nexa COLOR PALETTE These will not be shown in the final report. They are just an example of layout parameters you can customise.

2 Key figures SUMMARY: LOOKING GOOD! During the period you received 3 more contact requests than during the previous period, but you still spent 256 euro less on marketing. CONTACT FORMS SENT MARKETING SPEND COST/CONTACT ,69 +3 (4,4%) +42 (145,8%) Period Year -256 (9,1%) (96,3%) Period Year -5,34 (13,0%) -8,83 (19,8%) Period Year You got some more requests (OK) You ve received 71 contact requests in total during. This is 3 more than previous period ( ) and 25 more than a year ago. You spent less on marketing (GOOD) This period you ve spent a total of 2534 euro on marketing. This is 256 euro less than in the previous period and 1243 more than a year ago. You paid a lot less per request (EXCELLENT) This period you ve paid 35,69 euro for every contact form you ve received. It s 5,34 euro less than in the previous period and 8,83 euro less than a year ago. TRENDS 11/16-10/17 CONTACT FORMS SENT MARKETING SPEND COST/CONTACT /16 10/17 11/16 10/17 11/16 10/17 Steady growth (EXCELLENT) Your contact form requests are gorwing steadily, up 145,8% from a year ago. Steady growth (GOOD) Your marketing spend is growing steadily, up 96,3% from a year ago. Minor decline (GOOD) Your cost/contact declines slowly, down 19,8% since last year.

3 Contacts by channel Referrals 26% 7% 19% Direct traffic Facebook Organic search 27% 21% AdWords DIGITAL MARKETING PRODUCES 40% OF YOUR CONTACTS Organic search and AdWords together account for 48% of all your contact requests. Paid Advertising (AdWords, Facebook) produces 40%, while other channels (Direct, Refferal and Organic search) account for 60%. 30% 20% Organic Referrals AdWords Facebook 10% Direct traffic 0% Nov-16 Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct-17 REFERRALS GROW, FACEBOOK AND DIRECT DECLINE Referrals continue to grow like it has done the whole year. After a huge jump in June-August the growth has slowed down. Facebook and Direct traffic continues their steady decline. AdWords grows slowly and Organic search stay about the same.

4 Cost per channel DIGITAL MARKETING COST PER PAID CHANNEL This period Previous period This period Previous period 65% (+31,4%) -138 (-13,5%) 55% 45% 35% AdWords Facebook YOU SPENT MORE ON ADWORDS AND THE GAP IS GROWING 65% of your digital marketing spend went to AdWords and 35% to Facebook. AdWords increased it s share while Facebook s declined. COST PER CONTACT ,14 Facebook 30 25,68 AdWords 0 Nov-16 Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct-17 CONTACTS FROM ADWORDS ARE MUCH CHEAPER Contacts from AdWords has ben cheaper all year and now the difference is growing. For the price of one contact from Facebook you get 2,4 contacts from AdWords.

5 Causal analysis CHANGE IN CONTACT REQUESTS PER CHANNEL 10 5 Contact requests 0 +7 (+26,4%) +6 (+12,4%) +2 (+5,0%) -3 (-8,6%) -9 (+22,8%) Organic search Referrals AdWords Facebook Direct ORGANIC AND REFERRALS COMPENSATE FOR DIRECT Overall you got 3 more conversions than last period. Organic (+7) and Referrals (+6) brought you a lot more conversions than previously, but because Direct produced 9 conversions less, the overall increase was just 3. AdWords and Facebook stayed about the same. Searches / month Lorem Ipsum Sep -17 Oct -17 Seasonal increase in searches for two keywords ORGANIC SEARCH 7 more conversions because of seasonal growth Your got 7 more conversions from Organic search because organic visits increased 23,4% and conversion rate 1,35%. The increase in visits was mainly due to an increase in visits from two keywords lorem and ipsum. According to Google searches for these keywords usually grow about 20% in October compared to September, so you most likely got 7 more conversion due to a seasonal change in keyword popularity. REFERRALS 6 more conversions because of techcrunch.com You got 6 more conversions from Referrals. You got 14 more conversions from techcrunch.com, from a page titled Sample company invents incredible new widget!. In the same period you also lost 7 conversions from the site producthunt.com. Other referral sources stayed about the same. Visitors Huge jump in visitors from techcrunch.com on techcrunch.com producthunt.com Visitors from two referral sites

6 Causal analysis KEYWORD CLICKS CONVERSIONS CONVERSION RATE ADWORDS dolor sit % 2 more conversions because of removing bad keywords amet Average ,21% 3,12% You got 2 more conversions from AdWords as dolor sit and amet were added as negative keywords and thus leaving more budget for better performing keywords. Keyword statistics Views Clicks FACEBOOK conversions less because of declining click trough rate You lost 3 conversions from Facebook as the number of visitors decreased due to a poorer click through rate from your campaign Fall sale. As your click through rate now declined for a second month, it is likely that your ad has already been shown to the best target group and is now shown to users less inclined to click on it Views and Clicks per week for Facebook campaign Fall sale Bounce rate Huge jump in bounce rate as main.jpg was changed on Frontpage Frontpage bounce rate DIRECT TRAFFIC 9 conversions lost because of change in main.jpg You lost 9 conversions from direct traffic. The number of direct visitors grew with 2,14%, the reason for the loss is that the bounce rate for direct visitors jumped from 34,9% to 53,12% on This affected the conversion rate which dropped width 18,18%, leading to a 22,8% drop on conversions. The increase in bounce rate happened immediately after a change was made to the frontpage, where main.jpg was replaced with a new image. This change is the most likely reason for the loss of 9 conversions.

7 Changes and impact ADWORDS CHANGE IN ADWORDS INCOME +530 (7,9%) This period Previous period CHANGE IN ADWORDS ROI +7,3% 312,7% 305,4% This period Previous period More income and better ROI thanks to bid and keyword changes This month we focused mostly on optimising keywords and bidding. We made 54 keyword changes resulting in an increase in conversions by 15. Thanks to 12 changes in bidding which cost us 7 conversions, but lowered the cost/conversion by 4,36. This saved us 309. CHANGES AND THEIR IMPACT

8 Changes and impact WEBSITE CHANGE IN INCOME DUE TO WEBSITE CHANGES -889 (-6,2%) Changing the frontpage image cost 9 conversions You made 4 changes to your website of which 3 seemed to have no effect so far. You lost 9 conversions because you changed the main.jpg image on the Frontpage. CHANGES AND THEIR IMPACT OFFLINE CHANGE IN INCOME DUE TO OFFLINE EVENTS +592 (+4,8%) Radio commercial Fall sale produced most conversions You have entered 3 offline events this period and of these radio commercial Fall sale produced the most conversions (5). The other events Newspaper artcile and Opened up a new office did get you some visitors but had no majer impact on conversion. CHANGES AND THEIR IMPACT