Episode 38: Marketing reports aur dashboards
Marketing report ka structure, dashboard tools, aur numbers ko insight aur action mein badalna.
Agency ne Neha ko 14 page ki PDF bheji: 40 charts, 200 numbers.
Neha ne poochha: “Toh… achha hua ya bura? Aur ab kya karein?” Report ka kaam numbers dikhana nahi, yeh do sawaal ka jawab dena hai.
Achhi report ka structure
Client sabse pehle summary padhta hai. Kai baar sirf wahi. Usme sab kuch ho: result, kyun, aur aage kya.
Kaunse numbers report mein
Chapter 5 ke KPIs yaad hain? Wahi report ki reedh hain:
| Level | Metric |
|---|---|
| Business | Orders, revenue, ROAS, CAC (Chapter 39) |
| Funnel | Reach → profile/site visits → leads → orders |
| Channel | Instagram, ads, Google, WhatsApp, partners: har ek ka contribution |
| Health | Reply time, repeat rate, reviews |
Vanity metrics (Chapter 5) sirf context ke liye, headline mein nahi.
Data → insight → action
| Data | Insight | Action |
|---|---|---|
| Retargeting CPA ₹150, cold ₹380 | Garam log saste convert hote hain | Retargeting budget ₹3k → ₹4k |
| Size chart dekhne walon ka conversion 2x | Size dar sabse bada blocker | Size chart har product image ke neeche |
| Riya code se 11 orders | Audience match creator kaam karta hai | Riya ke saath 3-mahine deal |
“So what?” test: har number ke baad poochho “toh?”. Jawab nahi toh report se hatao.
Dashboard tools
- Google Sheets: sabse simple, manual entry, chhote clients ke liye kaafi
- Looker Studio (free): GA4, Google Ads, Sheets se live dashboard
- Platform dashboards: Meta Ads Manager, Shopify analytics
- Paid connectors se Meta data bhi Looker Studio mein aa sakta hai
Dashboard = roz/hafte dekhne ke liye. Report = mahine mein kahani sunane ke liye.
Charts jo samjhaayein
- Trend ke liye line chart, comparison ke liye bar chart
- Ek chart, ek message, title mein hi likho: “Orders 34 se 52 hue”
- Goal ko line ki tarah dikhao
- 3D charts, 10 colours, pie mein 8 tukde: nahi
StyleStreet ki real problem
Har mahine screenshot dump
Neha khud har mahine Instagram, Meta Ads aur Shopify ke 20 screenshots WhatsApp group mein daal deti thi (apni partner aur CA ke liye). Koi samajh nahi paata tha ki growth ho rahi hai ya nahi.
Practical example: StyleStreet monthly report: page 1
Orders 52 → 60 (goal: 60 ✅). Growth ka main reason retargeting aur WhatsApp follow-up. Google Ads abhi weak (CPA ₹420), agle mahine keywords tighten karenge.
| KPI | Last month | This month | Goal |
|---|---|---|---|
| Orders | 52 | 60 | 60 |
| Revenue | ₹49,920 | ₹57,600 | ₹57,600 |
| Meta ROAS | 3.84x | 4.1x | 3x+ |
| Reply time | 45 min | 20 min | <60 min |
| Repeat rate | 30% | 35% | 35% |
Next month: (1) Retargeting +₹1,000 (2) Google negatives update (3) Diwali office edit launch.
Aapka mission: Monthly report template banao
Google Sheets/Docs ya Looker Studio mein:
- 3-line summary ka format likho
- Goal vs actual table ke 6 KPIs chuno
- “Kya kaam kiya / kya nahi” ke 3–3 points ka section
- Data → insight → action table ke 3 rows bharo
- 2 charts decide karo aur unke message-wale titles likho
- Weekly dashboard aur monthly report ka fark likho
Quiz
-
Report ka sabse important hissa?
- A. Saare charts
- B. Upar ka summary: result, kyun, aage kya
- C. Appendix
- D. Logo
Answer dekho
Sahi jawab: B. Upar ka summary: result, kyun, aage kya
Busy client sirf summary padhta hai.
-
“So what?” test ka matlab?
- A. Har number ke baad poochho isse kya decision hoga
- B. Client se bahas
- C. Sirf positive dikhao
- D. Numbers chhupao
Answer dekho
Sahi jawab: A. Har number ke baad poochho isse kya decision hoga
Jo number koi action nahi batata, woh noise hai.
-
Free tool jo GA4 se live dashboard banata hai?
- A. Looker Studio
- B. Canva
- C. Photoshop
- D. Notepad
Answer dekho
Sahi jawab: A. Looker Studio
Looker Studio Google ka free dashboard tool hai.
-
Chart ka title kaisa ho?
- A. “Chart 1”
- B. Message wala: “Orders 34 se 52 hue”
- C. Khaali
- D. Sirf metric naam
Answer dekho
Sahi jawab: B. Message wala: “Orders 34 se 52 hue”
Title hi takeaway ho, toh padhne wale ko sochna nahi padta.
Client project mein output
Project file mein ab Reporting Kit:
- Monthly report template
- 6 core KPIs
- Insight → action table
- Weekly dashboard (Sheets/Looker Studio)
- Month 3 report: 60 orders, goal achieved ✅
Golden rule: Report numbers ka dher nahi, ek kahani hai: kya hua, kyun hua, aur ab kya karna hai. 2 minute mein samajh aaye.