As we enter 2024, the need for effective marketing reporting software has never been greater. They help us make marketing plans by providing important insights and showing us the way to succeed.
This article will shed light on the indispensable resources that are set to shape the marketing arena next year. Mere knowledge of these tools is not enough; the true power lies in the ability to harness them effectively. To succeed, check, test, try, and incorporate challenges and opportunities into your marketing plans. Come explore how top reporting tools can transform your marketing strategies in 2024!
Top 5 best marketing reporting tools & software in 2024
So, let’s have a look at the list of top digital marketing reporting tools to help you build your digital marketing toolkit.
#1. Coupler.io
Coupler.io is a data automation and analytics platform designed to turn complex data into meaningful reports. It simplifies collecting data from business applications, organizing and transforming it into insights. The platform integrates with a wide range of business applications, including Google Ads, Pipedrive, Mailchimp, to name a few. Users can not only easily import data from different sources but also get data in the form of marketing dashboards. This makes it a flexible solution for various data requirements.
Coupler.io offers a user-friendly interface that makes it easy to set up and manage data flows. Users can set up automatic data updates, so their reports are always current. This feature is handy for businesses that need to monitor their performance metrics regularly. By automating repetitive tasks, it improves efficiency and minimizes the risk of human errors.
In addition to data collection and reporting, Coupler.io also provides robust data backup solutions. It ensures that the valuable data is always safe and accessible, giving you peace of mind. This tool prioritizes data security, adheres to industry standards, and allows extensive customization.
Coupler.io is trusted by 900K+ professionals for data collection, custom report creation, and metric analysis. The platform gets better from user feedback and industry trends. It has great customer support and always improves.
Pros
- Automatic data refresh on a schedule to ensure your data is updated and accurate.
- Data stitching feature to combine data from different sources in one sheet or table. Use it to join reports, combine survey responses, or merge time-tracking data.
- You can move data between different business programs, like CRM, databases, and marketing tools. Additionally, it is possible to exchange data between these applications and accounting software.
- Data transformation features to ensure your data is analysis-ready before loading it to the chosen destination.
- Ready-to-use dashboard templates for marketing, PPC, e-commerce, CRM, finance, sales, and so on.
- Advanced data analytics and consulting service.
Cons
- Only 50 sources and 6 destinations are supported.
- Ready-to-use report templates are only designed in Looker Studio.
Pricing
You can try Coupler.io for free. In the free version, you can explore different data sources. You can also upgrade to paid plans as required.
Monthly plans:
- Starter: $49 per month, billed annually. Ideal for entrepreneurs and smaller teams starting with no-code data export on a custom schedule.
- Squad: $99 per month, billed annually. Suited for larger teams needing advanced functionality for multiple integrations and automation.
- Business: $249 per month, billed annually. This is for companies with many teams that need to work together on data from different sources (data stitching is an option).
- Enterprise: Custom pricing available. This is good for big marketing teams and companies with lots of data and complicated business situations.
Additional services:
- Custom integration. You can offer custom solutions for your data needs. This includes connecting apps that are not part of Coupler.io’s regular sources or even the creation of custom marketing reporting templates. We can also blend data from different sources and automate your data flow.
- Data expert services. Data experts provide data visualization, custom dashboards, and business analytics. They can also help with data automation and infrastructure setup.
#2. Ruler Analytics
Ruler is a marketing attribution and call-tracking tool that helps link closed sales to your marketing efforts. To do this, it tracks who visits the website using cookies and collects data on user activity.
When a visitor converts through an inbound call center or a marketing campaign, Ruler Analytics sends all the data to your CRM. It continues to monitor leads, adding marketing touchpoints to map the customer journey. When a lead eventually converts into a sale, Ruler scrapes revenue data from your CRM and sends it to your chosen marketing tools. You can accurately attribute revenue to different channels, marketing campaigns, ads, and keywords. This gives you a complete picture of your marketing ROI. The tool removes the guesswork. It helps you measure the impact of each marketing touchpoint on sales.
You can use call tracking to record and track phone calls, which gives you useful information about offline conversions. It benefits businesses that rely heavily on calls for lead generation and conversions.
Ruler Analytics keeps track of when a lead interacts with your business. This helps you see their journey from start to finish. The tool helps you track every interaction a lead has and this can help you see how a customer goes from their first interaction to becoming a customer.
Pros
- Visitor interaction tracking at every touchpoint.
- Seamless integration with various tools, including Google Analytics.
- Automatic transmission of lead or sale values to acquisition reports.
- Advanced prediction of the point at which additional investments may no longer result in significant conversions or return on investment (ROI).
Cons
- Because of changes to third-party cookies, it’s sometimes hard to track revenue from user touchpoints. Multi-touch attribution may not work.
Pricing
Ruler offers flexible pricing plans based on the business size and monthly website visitor traffic:
- Small Business: Ideal for businesses with around 5,000 monthly visits, starting at £199 per month.
- Medium Business: Designed for medium-sized businesses with around 50,000 monthly visits. Prices start at £649 per month.
- Large Business: Tailored for large businesses receiving about 100,000 monthly visits, starting at £1,149 per month.
- Advanced: Customized pricing for businesses with over 200,000 monthly visits.
You can save 10% by opting for an annual payment. The tool has special pricing rates for agency partners.
#3. Google Analytics
Google Analytics is important for understanding how users behave on your website. It gives valuable insights to improve your digital strategies. It is the most popular marketing reporting and analytics tool. As of July 2023, Google Analytics boasts a usage rate of 89.3% among the world’s top 1,000,000 websites and 84.5% among the top 1,000 websites. GA provides insights into user experience, content performance, device functionality, and more.
Google Analytics 4 (GA4) is a big improvement. It collects and analyzes data in a more user-focused way. GA4 has a new tracking system based on events, like clicking a button or playing a video. The old version mainly used session-based metrics.
GA4 also introduces the free integration with BigQuery, a robust data warehousing tool that allows you to run complex SQL queries on your data. This feature enables you to perform detailed analysis and generate custom reports that meet your business needs.
Another notable feature of GA4 is its improved cross-platform tracking capabilities. Furthermore, the new Google Analytics offers enhanced privacy and data control features.
It is a versatile marketing reporting tool that helps you understand your audience better.
Pros
- User flow analysis.
- Free tool.
- Robust features in Google Analytics 360.
- Out-of-the-box reports and valuable e-commerce metrics.
- The ability to manage multiple properties (websites) under the same account.
Cons
- The cost for Google Analytics 360 can be substantial.
- Can be difficult to add custom features to fit your business needs.
Pricing
Google Analytics works on a hybrid model, meaning it offers both freemium and paid services. Anyone with a Google account can access the free version, but it has limited data. The paid version, Google Analytics 360, costs $50,000 annually.
#4. Tableau
Tableau is a top-tier visual analytics platform that transforms the way we use data to solve problems. The tool has advanced features that help organizations see and understand data better. In 2003, it was founded by Stanford students who wanted to make data easier to understand.
Users can use Tableau to create interactive dashboards and reports. These tools help track and measure performance metrics and KPIs in real time. The collaborative features enable teams to share insights and work together more effectively. You can publish and share reports and dashboards with others. This promotes transparency and data-driven marketing decision-making in the organization.
You can connect to many types of data sources, like Excel and Google Analytics. Moreover, its advanced data visualization capabilities make it easy to spot trends, patterns, and outliers in the data. Users can use the tool to set alerts that notify them of important changes in the data.
Tableau is a necessary tool for modern marketers because it has advanced analytics and reporting abilities.
Pros
- Remarkable data visualization features.
- An extensive array of charts and graphs.
- Efficient data processing.
- Collaborative features.
- Real-time updates.
Cons
- Steep learning curve.
- Not a free BI solution.
Pricing
Tableau offers flexible pricing plans that reflect a range of data analysis needs. The pricing for in-house teams and organizations varies based on the mix of users and their requirements. The most popular plan is the Tableau Creator at $70 per user per month. The Explorer plan costs $42 per user per month, and the Viewer plan costs $15.
#5. AgencyAnalytics
AgencyAnalytics is an automated reporting platform designed specifically for marketing agencies. It provides custom dashboards and reports for SEO, PPC, social media, SEM, call tracking, email marketing, and more.
This tool saves agencies time. It automates reporting and integrates with 75+ marketing platforms. This makes data access easy and eliminates the need to switch between different marketing platforms.
AgencyAnalytics aims to enhance client reports and impress them with interactive marketing dashboards. The platform has a wide variety of features, such as custom widgets, metrics, annotations, goals, and more. You can easily build reports and embed content with a drag-and-drop builder. The platform also offers white labeling options. It allows agencies to brand the reports with their logo and color scheme and even host them on their domain.
Agencies can comment, share stories with data, make custom metrics, and give unique insights for each campaign. They can create formulas that combine multiple data points for easy goal-tracking.
If you need a tool to view reports and understand how strategies help achieve goals, try this one.
Pros
- Open and transparent pricing.
- Report scheduling feature to automate reporting daily, weekly, or monthly.
- Tools that are built and integrated (supports integration with 70 marketing tools).
- Customizable widgets, custom metrics, and white-label reports.
- Drag-and-drop editor.
Cons
- Limited monitoring in entry packages.
- Learning curve for new users.
- Does not provide an option for requesting custom integrations.
Pricing
Agency Analytics offers three simple plans.
- Freelancer plan: $12 per client campaign/month with a minimum of 5 campaigns.
- Agency plan: $18 per client campaign/month with a minimum of 10 campaigns.
- Enterprise plan: custom pricing for large agencies with 100+ clients looking for flexibility & hands-on care (API, priority support, a dedicated account manager, etc.).
The tool also offers a 14-day free trial.
What is a marketing reporting tool in 2024?
Marketing technology (MarTech) solutions have been consistently increasing in availability worldwide each year. According to the HubSpot State of Marketing Report 2021, around 62% of marketers use integrated software for reporting.
Reporting tools are used to display data so that it’s easy to understand. They are essential for professionals like data analysts, financial analysts, and project managers. A marketing reporting tool is software made to help marketers measure digital marketing performance, analyze and document their work.
They offer various services, like improving search rankings and managing social media. These applications also analyze email marketing data and create content. Marketing reporting tools are great at collecting data from different marketing channels. They provide helpful information about different parts of campaigns.
Marketing reporting is a structured process. The tool studies data to make marketing better and help with decisions and goals. A regular marketing report has a product strategy, market analysis, competitor research, promotion info, goals, and key performance indicators (KPIs).
Competitive Marketing Analysis, Power BI
Marketing reporting tools are essential for every marketer as they help capture the ‘what’ and ‘how’ of their job.
What types of marketing reporting tools exist?
There are various types of tools to cater to different needs across industries and sectors. When you look for marketing analytics tools, you’ll find ones made for different parts of your strategy. Here are the key categories:
- Market analysis and competitor research tools. They offer insights into market trends and competitor strategies. Examples include SEMrush or Ahrefs, which are also SEO platforms.
- SEO tools. They improve websites so it can be easy to find them on search engines. Also, these platforms provide reports on optimization performance. You can use SEO tools to check how well your keywords are doing. They also show you new backlinks every week and keep track of your rankings and domain authority. Examples are Google Search Console, Moz, Ahrefs, SEMrush, and Serpstat.
- Data integration reporting tools. They make combining data from different sources easier to see how marketing is doing. Examples include Coupler.io, Domo, etc.
- Promotion tools. They provide detailed reports on the diverse promotional activities (for example — HubSpot Marketing Hub, handling all social media accounts in a single place).
- Ad performance tools (such as Google Ads, LinkedIn Campaign Manager, Facebook Ads, and Mailchimp). These solutions focus on SEM (paid advertising) and email campaigns, offering comprehensive reports.
- Customer behavior analysis tools (like GA4, Mixpanel, or Kissmetrics). They provide valuable insights into customer preferences and needs.
- Social media analytics tools, for instance, Facebook Insights and Twitter Analytics. The tools offer in-depth information about social media activities.
- Survey tools, like Typeform and Jotform. These applications help to improve reporting by collecting customer feedback.
- Data visualization tools, such as Tableau, and Google Looker Studio (ex Google Data Studio). These tools enhance data comprehension by facilitating data visualization.
- Reporting dashboard tools, such as Cyfe. They offer a view of all marketing activities in one place.
So as you may have gathered it’s a widely encompassing term. The marketing platform landscape is diverse and constantly evolving to meet business needs. However, it can be challenging to find the right reporting platforms to measure your marketing success.
In addition, some providers may charge extra for setting up accounts, integrating, or adding users. That’s why it’s prudent to have a precise understanding of what you’re acquiring and the associated costs. To help you find the best solution, we have given you our top 5 recommendations. We have also shown the main categories and explained the pros, cons, and prices. Still, you might need to find your own, unique approach.
Which marketing reporting software to choose?
According to Gartner’s survey, marketers face obstacles in relying on marketing analytics for decision-making because of poor data quality, difficulty in discovering actionable insights, and the complexity of generating customized reports, especially for non-technical users.
When choosing marketing reporting software, consider criteria and features that improve data presentations and team responsiveness. Such features can include:
- Embedded analytics. The reporting platform automatically updates separate applications with data visualizations. This improves the quality of data presentations.
- Customization. It allows you to focus on key metrics that are the most important for your organization and that you want to display to clients or on in-house reports.
- Predictive or prescriptive features. It goes beyond basic data analysis by using AI and machine learning to predict outcomes. It looks at historical data and other factors.
- Natural language querying. User-friendly reports allow you to ask questions in everyday language and help your team understand data.
- APIs and data connectors. It connects different tools, apps, and databases to show data visually and in real time. This helps make decisions quickly.
- Visualizations. You can assess the reporting tool’s various data visualizations, such as bar graphs, maps, and flowcharts, based on your reporting needs. Reports designed in BI tools, for example, Looker Studio marketing dashboards, are a good choice here.
- Automated marketing reporting. This option streamlines the process of distributing routine reports and ensures reliability and accuracy.
- Notifications and alerts. Such tools use notifications for swift responses to evolving business scenarios; and deliver notifications for high or low thresholds, unusual data patterns, or specific events.
Remember, choosing a reporting tool should align with your specific needs and objectives. If you own a lot of specific tools, using an all-in-one solution can combine your measurements. Alternatively, choose from our PR, social media, and SEO tools based on their potential to benefit you or your clients. If you’re not sure, you can try them out with free versions or trials, which are common now.
Therefore, to simplify your analysis, presentation, and reporting work, use the tools listed above. Gain greater insights by understanding how to use them. You can improve your approaches, correct the course, and optimize marketing efforts through experience. Remember that the journey begins not with awareness but with action.
