Guides · Global
Weekly Marketing Analytics Reporting Routine
Monday health checks, midweek channel reads, Friday decisions — plus a one-page report template that forces action.
Great analytics dies in unread exports. This routine is the operating system for Stage 2–3 of the digital analytics flow — a weekly cadence that forces decisions, not dashboards for decoration.
02Monday — Tracking Health (15 minutes)
- Realtime: do events appear on the live site?
- Key events: any sudden zero or spike vs last week?
- UTM spot-check: open 2–3 live campaign links — params intact?
- Note incidents in the report (“Meta UTMs broken Tue–Wed”)
03Midweek — Performance Read (30–45 minutes)
- Traffic acquisition: engaged sessions by source/medium
- Key events by campaign (UTM campaign)
- Top landing pages for paid and organic
- Compare to prior week and to target CPL/CPA/ROAS
04Friday — Decisions (20 minutes)
- Pause or reduce clearly losing campaigns
- Scale winners with a budget or creative test rule
- Assign one landing-page or offer fix from funnel drop-offs
- Log next week’s single primary experiment
05One-Page Report Template
- Headline KPI vs target
- Spend / sessions / key events / efficiency metric
- Top 3 winners + why (hypothesis)
- Top 3 losers + action
- Tracking notes
- Next experiment + owner + due date
06Monthly Add-Ons
- Funnel exploration refresh
- Content/SEO page review
- Attribution sanity check vs ad platforms
- Looker Studio layout cleanup for stakeholders
07Final Thoughts
Consistency beats complexity. A boring weekly routine will outperform a perfect model you open once a quarter.
Key takeaways
- Health check before performance debate.
- Read channels midweek; decide on Friday.
- One page, six sections — enough for most teams.
- One primary experiment per week keeps learning focused.
Frequently asked questions
Daily reporting?+
Only for high-spend always-on accounts. Most SMBs waste time on daily noise — weekly is the default.
Who should own the routine?+
One named owner (marketer or analyst). Stakeholders review decisions; they should not rebuild the sheet each week.
What if numbers disagree across platforms?+
Report both with a short caveat, optimize on trends and GA4+CRM truth for business outcomes, and investigate large unexplained gaps.
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