Attribution Reporting | Dashboard Design Ideas

ATTRIBUTION REPORTING

DASHBOARD DESIGN IDEAS

Let’s break down how to design and present marketing-based attribution reports from individual top-of-funnel campaign performance so you can connect the dots from awareness to conversion and prove marketing’s overall contribution to revenue.

There are many different ways to showcase attribution and influence data. How an organization presents these reports will depend on a few factors: Who is looking at the information; What insights they are seeking to obtain (for example, individual campaign performance versus overall marketing contribution to revenue); The length of time being considered (for example, a quarterly overview will look different than overarching annual reporting).

Regardless of design or layout, any visualization developed using attribution data needs to highlight Marketing’s success through the presentation of revenue results. Here are four essential reports to start demonstrating marketing's impact on revenue.

A baseline campaign attribution report would be developed at the end of each campaign to clarify which channels produced the best ROI:

1. Campaign attribution WHAT MOST MARKETERS LOOK AT

WHAT ATTRIBUTION REPORTING GIVES YOU

Activity

Cost

Number of Leads

Cost /Lead

PPC

$500,000

2994

$167

Trade Show

$900,000

500

Banner

$30,000

Email Total

Number of Sales

Cost /Sale

Total Sales

ROI

120

30

$16,667

$300,000

60%

$1,800

250

200

$4,500

$2,000,000

222%

8000

$4

8

1

$30,000

$10,000

33%

$50,000

2000

$25

25

10

$5,000

$100,000

200%

$1,480,000

13494

$110

403

241

$6,141

$2,410,000

163%

Figure 1: Sample Campaign Attribution Report

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Number of Opportunities

You can also utilize attribution and influence reporting on a more consistent basis through high-level weekly campaign reports:

2. Campaign Report Executive Weekly Summary

Inquiries

118

Marketing MQLs

Opportunities #

Sales MQLs

Opportunities $

27

10

22

Figure 2: Sample Weekly Campaign Report

$1.2M

A tactical report can provide a more visual representation of which channels resulted in the highest number of MQLs, Opportunities, and Won Sales across time.

3. Campaign report - Tactical Weekly Summary 25

20

15

10

5

0 Blog

Inquiries 0

MQLs (Mktg) 0

MQLs (Sales) 0

SAL 0

SQL 0

Opps Created # 0

Opps Created $ 0

Opps Won # 0

Opps Won $ 0 0

Display/Video

2

2

2

2

0

0

0

0

Email

0

0

0

0

0

0

0

0

0

Organic Search

0

0

0

0

0

0

0

0

0

Organic Social

0

0

0

0

0

0

0

0

0

Programmatic

0

0

0

0

0

0

0

0

0

SEM

4

4

4

5

1

0

0

0

0

Social

5

2

2

21

0

0

0

0

0

Figure 3: Sample Tactical Campaign Report

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Finally, a Funnel Report can offer an Executive Summary of how a particular campaign or the overall organization is performing.

4. Funnel report

Figure 4: Sample Full Funnel Campaign Report

Executive Summary

YEA R TO DATE FUNNEL STAGE

COUNT (#)

VALUE ($)

MQLs Opps Created Opps Won Opps Dropped

32 852 721 142 214

N/A 88 M 12 M 25.8 M

MARKETING COUNT (#) (Current Week)

COUNT (#) (Prior Week)

CONVERSION %

Inquiries (TOTAL)

12 458

11 027

N/A

Marketing MQLs

1 204

1 042

10%

COUNT (#) (Current Week)

COUNT (#) (Prior Week)

CONVERSION %

Sales MQLs

1 112

1 022

92%

SAL

238

58

21%

SQL

20

5

9%

SALES

OPPORTUNITIES VALUE ($)

CHANGE %

(Current Week) (Prior Week) (Current Week) (Prior Week)

COUNT (#)

COUNT (#)

VALUE ($)

(of Value)

Opps Created

4

8

456K

539K

-(8%)

Opps Won

0

1

0

26K

N/A

Opps Dropped

0

0

0

0

N/A

There is no need to present a highly sophisticated report right away. An elementary version of the above four reports pulled from a CRM can suffice until methodologies are established to bring in additional tools.

DOWNLOAD

Attribution Reporting: The Ultimate Guide for more detailed insights into how to transform marketing into a profit centre.

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