Save up to 50% on annual marketing training memberships

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.

Plan

  • 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

Reach

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

Act

  • 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?

Convert

  • Goals
  • Sales transactions (if relevant)

Engage

  • 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.

Individual memebrship badge icon Individual
Business memebrship badge icon Business

Access this resource now

Individual and Business members get full access to this and 5 other guides in the Google Analytics Toolkit.

Learn more about membership Already an Individual or Business member?
Login here
Guide cover
Look inside content

Why wait? Start Improving your marketing today

Join as an Individual or Business member to access this toolkit and up to 19 more.

Splitter graphic
Illustration for Individual Membership

Individual Membership

  • Enhance your marketing skills
  • Keep up to date with all the latest techniques
  • Become more effective in your role and develop your career
Illustration for Business Membership

Business Membership

  • Improve your (and your clients') results from marketing
  • Upskill and develop your marketing team
  • Get dedicated support on your journey

Trusted by marketers all over the world

Since 2009 our toolkits have helped thousands of marketers in over 170 countries to hit - and exceed - their targets.
Will you be next?

Globe illustration
Smart Insight partner logos

...plus over 165,000 consultants, agencies, entrepreneurs and SMB's in over 170 countries.

Get better results

Make your job easier

Tenfold improvement

Learn more about Individual or Business membership options
Smart insights logo
CLOSE