Monthly Reporting: Understanding Website Campaign Performance

Overview

Monthly reports provide insight into campaign performance by tracking key metrics related to website traffic, SEO progress, marketing efforts, and business generation. The goal is to communicate data effectively and set realistic expectations for clients.

Reports are sent out each month based on the client’s launch date and can be accessed at any time through the Townsquare App. Reports pull data from Google Analytics (GA4) and are formatted for easy review.

1. Where to Find Reports

• Clients can access reports through the “Reporting” tab in the Business Management Platform (BMP).
• Customer Success Leads (CSLs) can locate client reports in CAP.

Each report includes the business name, domain, and adjustable date ranges for pulling data.

2. Key Reporting Metrics

Business Management

What it tracks:

• Lead count
• Site interactions
• Bookings and communications from the website and BMP

Expectations:

• Lead counts may be low in the early stages of the campaign.

Predictions:

• Leads and interactions will increase as the marketing campaign gains traction over time.

Business Generation

What it tracks:

• Payments made through the Business Management Platform

Expectations:

• Data tracking is only available once the payment processor is connected.

Predictions:

• Once payments are enabled, the system will track estimates, invoices, and completed payments, allowing for comparisons over time.

Marketing

What it tracks:

• Performance of automated campaigns and announcements sent through BMP

Expectations:

• The system can only track marketing data once client contacts are added to the platform.

Predictions:

• More customer engagement with marketing campaigns leads to greater business visibility and lead generation.

Keyword Analytics

What it tracks:

• The online placement of optimized keywords for the client’s website.

Expectations:

• SEO takes 3-6 months to build credibility with Google. The speed of ranking improvements depends on location, competition, and industry.

Predictions:

• With consistent SEO optimizations, keywords will improve rankings over time. SEO is a long-term strategy, not an immediate result.

Site Views

What it tracks:

• The number of website views from mobile and desktop users.
• The traffic sources (organic search, direct visits, referrals, or paid ads).

Expectations:

• A new website will not have high visibility initially, so lower page views are normal at the start.

Predictions:

• As marketing efforts increase, website traffic and search visibility will improve.

Feedback & Reviews

What it tracks:

• Online reviews gathered through the Uberall reputation monitoring service.

Expectations:

• Clients need to actively request reviews from their customers.

Predictions:

• The more engagement the campaign generates, the more reviews the business can receive. Strong review activity strengthens credibility and SEO rankings.

3. Key Takeaways

• Reports provide clear, structured insights into campaign performance and trends.
• Marketing and SEO take time to build momentum, and clients should have realistic expectations for growth.
• Encouraging business owners to take action (such as requesting reviews or connecting payment systems) enhances campaign effectiveness.
• SEO improvements and marketing efforts drive gradual increases in traffic, leads, and conversions.

For additional questions, reach out to the Customer Success Team or the Marketing Analytics Team.