How Communicators Can Successfully Report Digital Analytics

By Shelby Bradford
July 15, 2019

Whether you’re a PR pro representing multiple brands or a company’s communication expert, you’ve likely had to demonstrate the value of your work to a client or superior in some way. While these people may be approving your budget and overseeing your work, they likely don’t share your expertise, which is why it’s essential to develop impact reports that make sense to them and effectively demonstrate the value of your work. Easier said than done, right? Below are a few tips to ensure your impact reports are impressive, clear and always include the right information.

Be Clear

Avoid using industry jargon, like impressions or unique visitors, when information is presented to an audience for the first time. Be sure to clearly explain these terms and phrases to ensure your audience fully understands them.

Don’t Over-Report

Providing too much information can be overwhelming, so choose the metrics that will resonate with your audience the most and will be the most impactful. Prioritize metrics that align most closely with their objectives. For example, if your audience is most interested in getting traffic to a website, include clicks, click-through rates and unique visitor figures in your report.

Visually Display Information

Use charts to display data from recent campaigns or projects so your audience can clearly see the impact that has been made through your efforts to-date. Include screenshots of successful social media posts or blogs, increased web traffic or any other notable achievements.

Take Your Time

If you’re presenting in-person, take the time to explain metrics completely and provide opportunities for questions. Moving through information too quickly could confuse your audience and result in them feeling frustrated and unconvinced.

Always Be Honest

Some projects will be more successful than others – it’s the nature of the industry. In the instance that a project was less successful than others, it’s important to identify the cause, think through solutions and be honest when reporting. Clients and superiors will appreciate your honesty and the effort you put into finding a solution.

Demonstrating the success of a digital analytics and choosing which metrics to include can be challenging, but by following these tips, you’ll be sure to impress your audience by presenting information in a way that’s concise, transparent and easily absorbed.