What is a Return on Investment (ROI) Report for a Web-site and Related Marketing?

Website efficiency reports are considered operational reports and are often used by marketing executives and campaign managers to analyze how well online marketing efforts are resulting in lead conversions through the corporate website. Some of the key functionality in this type of report is that it pulls web visitor data from Google Analytics, lead conversions from the company’s CRM system, and marketing expenses the ERP system. The report’s columns compare this data from the most recent rolling 12 months with the 12 months prior to that. The variance column shows the growth or decline in visitors, conversions and associated marketing costs. The “magic number” in the report is the Marketing cost per Conversion. In short, this tells executives and marketing personnel the ROI (in terms of cost per converted lead). The lower the cost is, the higher the potential financial return is to the company. The rest of the report provides graphical analysis and summary metrics regarding the web traffic itself.. You find an example of this type of report below.

Purpose of Website ROI Reports

Companies and organizations use Website ROI Reports to easily show executives the results of their web-site and online marketing efforts. When used as part of good business practices in a Marketing department, a company can improve its marketing investment priorities and as a result increase revenues. They can also reduce the chances that large amounts of web-site and online marketing money goes down the drain because nobody are paying attention to- and measuring the ROI.

Website ROI Report Example

Here is an example of a ROI Report for a website and related online marketing investments.

Return on Investment (ROI) Report Example for a Corporate Web-site

Return on Investment (ROI) Report Example for a Corporate Web-site

You can find hundreds of additional examples here

Who Uses This Type of Report?

The typical users of this type of report are: Marketing executives, marketing managers, campaign managers, web-site managers.

Other Reports Often Used in Conjunction with Website ROI Reports

Progressive Marketing Departments sometimes use several different Website ROI Reports, along with website analytics, marketing campaign reports, marketing department profit & loss reports, marketing dashboards and other management and control tools.

Where Does the Data for Analysis Originate From?

The Actual (historical transactions) data typically comes from Google Analytics as well as CRM and enterprise resource planning (ERP) systems like: Hubspot, Salesforce, Microsoft Dynamics 365 (CRM), Microsoft Dynamics 365 (D365) Finance, Microsoft Dynamics 365 Business Central (D365 BC), Microsoft Dynamics AX, Microsoft Dynamics NAV, Microsoft Dynamics GP, Microsoft Dynamics SL, Sage Intacct, Sage 100, Sage 300, Sage 500, Sage X3, SAP Business One, SAP ByDesign, Acumatica, Netsuite, and others.

In analyses where budgets or forecasts are used, the planning data most often originates from in-house Excel spreadsheet models or from professional corporate performance management (CPM/EPM) solutions.

What Tools are Typically used for Reporting, Planning and Dashboards?

Examples of business software used with the data and ERPs mentioned above are:

  • Native ERP report writers and query tools
  • Spreadsheets (for example Microsoft Excel)
  • Corporate Performance Management (CPM) tools (for example Solver)
  • Dashboards (for example Microsoft Power BI and Tableau)

Corporate Performance Management (CPM) Cloud Solutions and More Examples