Executive Report Overview

The Executive Report is your client’s single source of truth for the state of their online presence. It gives your clients a rollup of everything that’s happening across all of their digital marketing channels in the last week or month. This automated report gives your clients a first-hand look at the return on their investment — it’s a great way to build trust, position yourself as an expert, and show how you’re delivering week over week.

And, with all new features including detailed reporting, the Executive Report makes it even easier to show your clients everything you accomplish for their business, month after month. New features include:

• Products and key performance indicators from across the marketing stack, including Reviews, Listings, Social, Website, SEO, and Advertising. Most apps that are active on the account push data to the report.

• Short-term changes and long-term trends. Compare metrics week-over-week or month-over-month, and use long-term trends to contextualize changes over time, e.g. “You may have received fewer website visits from Google Maps this week, but since you started working with us 6 months ago, your website traffic has more than tripled.”

• An automated email with relevant highlights is delivered to your clients at the beginning of every week, month, or both. No sign-in is required to view the report, and it’s mobile-responsive, so your clients can view the report from any device.

This article breaks down each section of the Executive Report in an easy-to-understand format, from the default beginning to end. This resource is here to help you and your clients better use and understand the Executive Report.

Give your clients relevant, personalised, actionable data at just the right time. The Executive Report is your secret weapon for engaging with your clients, continually proving your value to them, and retaining them for longer. Our study revealed that partners who use the Executive Report and connect a data source like Google Business Profile, see a 51% increase in client retention rates, over 24 months, compared to those who do not use the Executive Report.

Viewing and Understanding the Executive Report

Choose a view

On the top-right, you can choose your date range.

In the Business Center, defaults are weekly or monthly reports

Quick navigation to a certain section in the report is possible by clicking on a category icon in the header of the report, or by choosing from the drop-down menu in the navigation header.

The Marketing Funnel

The Marketing Funnel rolls up key metrics from the Executive Report into Impressions, Engagement, and Leads – helping your clients see how their marketing efforts contribute to increased brand awareness and earning more customers. It is divided into 3 distinct sections:

• Impressions: The number of views of online content received.
• Engagement: The number of interactions with a business' online content.
• Leads: The number of interactions from people interested in a business' online content.

Within each section, you can find important statistics that drive Marketing Funnel. These include statistics such as Google Business Profile views, social post comments, ad clicks, and the number of new reviews.

Recommendation CTAs

Simple recommendations throughout the Executive Report help your clients find additional value, use features they have access to, or prompt them to upgrade. Recommendations consist of a sentence or two explaining a feature they can use and contain one or two links to either use the feature, see available solutions in your store, or learn more about it. 

Each section of the Executive Report has a spot for one recommendation banner. Only recommendations related to that section will appear within a section.

Google Business Profile Insights

The next section of the Executive Report is Google Business Profile Insights. This section gives details on your clients’ Google Business Profile listing is performing in search. In order for this data to be brought into the Executive Report, you must have your client's Google Business Profile Account connected to Business Center. This section includes data such as:

• Search types: how customers find your business on Google 
• Views: where your customers are seeing your Google listing
• Actions: what common actions are taken on your Google listing
• Photo views: how many people have viewed the photos on your Google listing
• Photo quantity: how many photos have been uploaded by you and your customers to your Google listing

More engagement on your clients’ Google Business Profile listing means more awareness, traffic, and conversions. It’s important to monitor and ensure these metrics are increasing over time.

Listings

Your listing score shows where a business stands in terms of accurate listings compared to others in your client's industry. Your clients can also see the progression of their listing score over time - where they started compared to where they are now. The goal is to increase your score as much as you can and then maintain that score over time.

Your clients can also see their listing score changes over time in the graph below the card. The card below that shows your clients’ listing accuracy and what directories or publishers they are listed on. Each publisher shows if there are any errors, indicated in yellow. If everything is correct, the colour is green. 

Reputation Management

This section is an overview of a business’s online reputation and how your product has assisted them. Included in this section are:

• Average Star Rating: Across all reviews collected, the change in rating would be compared to the same time period previously. 
• New Reviews: Collected in the reporting period selected.
• Insights: Sentiment analysis of review context using Google’s Natural Language Processing technology. 
• Top Review Sources: Which sources you are receiving reviews in the highest quantities. 
• Recent Requests: Number of new requests sent for reviews via Customer Voice. 
• Average Response Time: Time to respond to reviews on the Platform. 
• New Review Responses: Responses during this period.
• Recent Mentions: Based on mention searches configured in Reputation Management. 
• Google Q&A: Total questions answered by the owner.

It’s important to note that the star rating found natively on the source may differ from the star rating you see on the Platform. If reviews are deleted, ratings are updated, etc, as we scrape in the review on the first time it is left. 

Website

In order to receive your website data, Google Analytics must be connected in the platform. This can be done through Business Center. The Executive Report surfaces data from Google Analytics, including

• Users: the number of unique visitors your website has received
• Sessions: the number of times your website has been visited
• Pageviews: the number of times a user has viewed a page on your website
• Average time on website: the average length of time a user spends on your website
• Bounce rate: the percentage of users who left your site after viewing only one page
• Pages/session: the average number of pages viewed in a single session
• Traffic sources: where your website traffic is coming from. This includes direct searches (the business name), organic searches (eye doctor near me), and social (re-directed to website from a social media platform)
• Top referral sources: where your website is being found the most

  

• Social Marketing

  The Social Marketing section is a roll-up of all social media activity across your clients’ accounts. It includes information including:

  • New Posts: The number of posts you’ve published on all connected accounts during this period.
  • Engagement: Likes, comments, shares, etc, that your posts have received during this period. 
  • Reach: The number of people who have seen your posts during this period. 
  • Top Performing Posts: Posts with the highest reach and engagement during this period. 
  • Facebook Likes & Twitter Follows: Audience growth over time, compared to set competitors

  • Advertising

    If your Google Ads and Facebook Ads Manager accounts are authenticated in Advertising Intelligence, Digital Advertising reporting will also be surfaced in the Executive Report.Executive_Report_Full_Size_Example.pdf