Guides and Templates

Website performance reporting template

Quickly write detailed, digestible reports summarizing your inbound marketing with this simple template

How will this report template help me and my business?

If you’re operating online, you need to have a clear picture of how your website performs in supporting your inbound marketing. Without an understanding of how many people arrive at your site, who they are and what they do when they land, you’re essentially 'flying blind'.

By reporting on traffic, audience interactions, conversion to marketing outcomes and identifying improvements, you’ll be able to make informed decisions about tests to make site sections or calls-to-action more persuasive. Not only that, you’ll be able to prove the long term worth of such activity by showing any increases in traffic, conversion or engagement.

We’ll walk you through each step of the reporting process in this website performance report template. Created in PowerPoint, this template is a great solution for tracking progress over time. Not only that, but the format makes it easy for you to present performance to colleagues and summarize any further actions to ensure continued success.

Who is the template for?

You’ll find this template useful if you’re responsible for reporting on website performance and coordinating ongoing activity to ensure its improvement.

This might mean you’re working ‘in-house’ as part of a marketing department or as part of an agency - in which case you’ll use it to report on your client’s site performance.

How is this template structured?

Our website performance report template uses the following structure. It's based around the key questions you should ask each time you should review website performance.


  • Website performance summary – summary of changes and actions
  • Audience summary – a broad overview of general numbers
  • Audience demographics – a breakdown of your audience based on age and gender
  • Audience location by country – your audience broken down by location


  • Overall traffic – channel comparison
  • Overall traffic – channel comparison (year on year)
  • Attribution – which media are contributing assisted conversions?


  • Where do visitors arrive? Landing pages
  • How popular are different pages?
  • What is footfall in different sections of the site?
  • Top ten organic pages
  • What are paths through the site?


  • Goals
  • Sales transactions (if relevant)


  • Returning visitors – cohort analysis

You’ll find explanations of how to find and create each part of the report - as well as information about methodology and context - in the notes section of each slide.

Resource Details

About the authors

Dr. Dave Chaffey

dave-chaffeyDave is co-founder and content director of Smart Insights. He is editor of the 100 templates, ebooks, and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources are used by our premium members in more than 120 countries to plan, manage and optimize their digital marketing.

For his full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation, and Practice. In 2004 he was recognized by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

Matt Chappell

MattChappellMatt Chappell is our Content Curation Specialist here at Smart Insights. He’s charged with creating and updating new member content across all of Smart Insight’s various e-learning formats. He graduated from Leeds Beckett University and has spent eight years working in Digital Marketing as a content specialist.

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