Analytical report examples for SEO, doctors, hotels & more

Analytical reports are essential elements to any business, because they allow a company to identify weak points in their business strategy and track the strategy’s performance.

The problem with analytical reports however, is that when done incorrectly they can often lead to the wrong conclusion and push a company in a direction that loses money, instead of earning more.

To make things even more complicated, many managers, CEO’s and small business owners aren’t well versed in data analysis. In the worst case scenario, some have an “I’m here to lead, not to read” kind of attitude and will simply ignore the reports, especially the more complex ones.

As a result, data persons have to make analytical reports that are both actionable, and simple enough that higher ups, clients and other employees can easily understand.

What is an analytical report?

An analytical report is a short visual presentation that measures the performance metrics of a company, or more often, of a certain department in a company.

In most cases, an analytical report usually focuses on a few key figures that are relevant to a certain department.

For instance, a company’s support team will likely focus on:

  • Tickets received.
  • Tickets solved.
  • Ticket satisfaction rate.
  • Time per ticket.

However, an online marketing team will instead concentrate on metrics such as:

  • Total cost of ads.
  • Cost per lead.
  • Revenue per lead.
  • Total revenue.

As the saying goes, what you measure, improves. A good analytical report narrows the information down to a handful of key metrics a team or department can easily understand, focus on and then improve.

How to write analytical reports people will read

Keep it visual and make the information pop

A good analytical report instantly tells the viewer how well a strategy or department performs. This can be done by using certain colors for key metrics, how many metrics are displayed, font size, icon size, white space and more.

While it may sound superficial, a beautiful analysis report will be much, much better received and have a higher chance to be taken into consideration than an ugly one.

Focus only on a few, highly important metrics

Filling an analysis report with too many metrics will overload a viewer with excess information. They’ll likely be confused and not understand what exactly they should focus on improving. As a result, the best analytical reports concentrate only on key metrics that are easily understood, and have a clear connection to one another.

The highlight section of an executive business report

Automated reporting and sharing on regular time intervals

Analytical reports are rarely a one time thing. Most often they need to be automated and shared on regular time intervals to the people who need them most. The most common interval is usually one week, but it can range from daily to monthly reporting, depending on a business’s needs.

The regular intervals allow a manger or employee to track the performance through time, and see whether or not their decisions are having an impact.

As for the sharing, it’s most often done through email, but it can also be achieved with links to the report and PDF’s.

A monthly Google Analytics report received by email

Integrating data from multiple sources into one report

Most businesses, especially online ones, use multiple analytics tools in their day-to-day operation: Google Analytics, Facebook analytics, Twitter, Instagram, Ahrefs, SemRush etc. Creating a separate report for each of these isn’t always an option since it risks flooding the decision maker with excess information across multiple emails or PDF’s that have little connection to one another.

The best option is to use specially designed dashboard software that connects to all these data sources and creates a single unified experience.

Add notes and clarifications to reports

Sometimes, graphics and charts don’t fully explain the meaning behind the data. In such cases, it’s useful to add notes to the analysis report to clarify why something has happened, and what needs to be done in the future.

The analytical report must be easy to create

Once you have the layout, aesthetic and decided which metrics to include, the only thing you need to do is create the report.

Canv, charting tools, Excel integrations and so on can make reports just fine, but it does take a while. However, if you need to make many reports at frequent time intervals, they’ll quickly take up a lot of your time. Simply put: they work, but are time inefficient.

Ideally, a report shouldn’t take more than a few minutes to put together and automate. This allows a company to scale its reporting without wasting too many employee hours doing so.

It’s for this reason that we prefer to use data dashboards such as Dashthis to generate and automate our reporting for clients.

Consider showing a useful metric decision makers might have overlooked

Every company has hidden inefficiencies they have overlooked. In almost all cases, their data and analytics systems have captured this inefficiency but they haven’t dug enough through their analytics to see it.

If you can find one such inefficiency, you can try including in the report, but it has to be an exception, not the norm. That being said, you have to be absolutely sure that it exists in the first place, otherwise you’ll just send the decision maker on a wild goose chase which they will absolutely not like.

Does the decision maker want 24/7 access to the report?

Some people prefer to be more hands-on with their data and demand permanent access to it. If you’ve chosen to go with the unified dashboard method, all you need to do is share them the link to the report as it runs in real time.

If the decision maker doesn’t need aggregated data from multiple sources, then it can be as simple as giving them access to a data visualization tool such as Google Analytics or Facebook Insights.

Analytical report examples

Below are a few analytical report examples, made with Dashthis.

Medical appointments report

Medical office analytical report

The report above is an example of what a dentist cabinet analysis report would look like. It is neatly divided into three sections. The first one is a general overview that shows the number of appointments on a month-by-month basis. The two pie charts detail which type of device brings in more appointments. In this case, the pie chart names are standard lorem ipsum placeholders, however some businesses heavily attract mobile traffic while others desktop traffic. Knowing where most of your traffic is coming from allows a decision maker to focus on improving one experience.

The next two sections show the performance of the marketing channels used, including cost and cost per appointment. Again, the essential information in this report pops instantly. A decision maker can clearly see how much money they have to spend per appointment, which campaign works best, cost per appointment and also how effective their SEO strategy is.

Google My Business analysis reports

google my business analytical report

Above is what a Google My Business analysis report would look like. The first section shows the essential metrics of the business, including searches, clicks and phone calls. Below each data panel, there are also indicators that show how well that metric has evolved compared to previous period (week over week, or month over month) or a yearly period.

Following sections look at the business’s reviews, as well as traffic evolution on a month over month basis.

SEO Reports for online marketers

Online marketers in particular work with extensive amounts of data, coming in from multiple sources. The example report above shows at a glance the most important metrics an online marketer must keep an eye on.

First is the overall traffic, followed by a breakdown of where it has come from each month. The names in the report are again lorem ipsum placeholders, however a real report would break them down as: search, direct, referral, social etc. One very important metric in the first section is the average page load time. If the figure is too high, it’s a clear signal that the site suffers from technical issues.

Next is a deeper breakdown of the organic traffic, showing visits by device, landing page and more. The final section show the number of backlinks acquired, which are essential elements for the quality of a website.

Email marketing reports

A simple, but straightforward report that contains only a handful of key data points. It measures the performance of various email marketing campaigns using two different platforms. The charts are simple and easy to understand, while the rest of the report provides a marketer with every number he needs to know.

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