A good monthly digital marketing report is not just about showing metrics: it should tell the story of what worked, what needs improvement, and what actions can be taken based on the data. Whether it's to present results to a client or to organize a team's internal work, the monthly report is a key strategic tool. When it comes to areas such as paid social, organic social networks and SEO, it is essential that the report not only reflects performance, but also evolution, context and opportunities. In this article we tell you which elements should not be missing and how to structure them so that your report really adds value.
Paid social: beyond spending and clicks
In the case of paid campaigns on platforms such as Meta Ads, TikTok Ads or LinkedIn Ads, the monthly report must show the advertising performance indicators, but also contextualize them according to objectives and changes made in the campaigns.
A complete report should include:
- Total investment and distribution by platform, campaign and target.
- Results achieved: conversions, leads, sales or visits, depending on the objective.
- Key costs: CPC, CPM and CPA.
- ROAS (return on advertising investment), if applicable.
- Analysis by audience or segment (e.g., which group responded best).
- Featured ads: which ones generated the highest engagement or conversion.
- Insights and learnings: Were there improvements after changes in creative or segmentation? Which campaigns should be paused or scaled?
The key is to connect metrics with decisions and learning, not just show numbers.
Organic social networks: quality before quantity
In organic social media (Instagram, LinkedIn, TikTok, etc.), the important thing is not only to grow in followers, but to evaluate the quality of the content and the connection with the audience.
A monthly report should show:
- Evolution of followers and reach.
- Total interactions and engagement rate.
- Types of content that worked best (reels, carousels, stories, etc.).
- Featured publications of the month.
- Audience behavior (busiest times, topics that generate the most conversation).
- Comparison with the previous month or with industry benchmarks.
It is also useful to include qualitative observations: how the community reacted to certain issues, what kind of feedback was received and how the strategy was adapted.
SEO: positioning, traffic and opportunities
In the case of SEO, the monthly report should focus on organic visibility, positioning evolution and traffic quality, in addition to identifying new content opportunities.
The most relevant data should include:
- Total organic traffic and month-over-month comparison.
- Main pages that generated traffic from search engines.
- Positioned keywords (and their evolution).
- New keywords that are starting to be positioned.
- Click-through rate (CTR) in search results.
- Pages that dropped positions or traffic, with possible causes.
- Opportunities: content to optimize, keywords with good potential, topics for new articles.
It is also advisable to include any technical or content actions taken during the month (speed improvements, metatag changes, new articles, backlinks obtained, etc.).
How to structure the report
A monthly report that combines paid social, social media and SEO can be organized by thematic blocks, but it should have a clear and easy-to-follow structure:
- Executive summary: main findings, general results and key conclusions.
- Social paid section: metrics, analysis and decisions taken or recommended.
- Organic social media section: community evolution, content performance and learnings.
- SEO section: visibility, positioning, content performance and next steps.
- General recommendations: concrete actions for the following month, cross-referencing learning from all channels.
A good monthly report is not static: it adapts to the priorities of each client or team. The important thing is that it is actionable, clear and contextualized.
