Reporting Tips for Non-Marketing Stakeholders

In an increasingly data-driven world, reports aren’t just marketing tools—they’re crucial business instruments. Yet, for many small business owners, executives, and other non-marketing stakeholders, interpreting or even requesting actionable digital marketing reports can be a struggle. Reports often arrive overloaded with marketing jargon, dense charts, or raw data that lack context. The result is missed opportunities, decision paralysis, or the risk of steering the business with incomplete information.

This blog post offers practical, jargon-free advice for non-marketing stakeholders looking to get the most value from digital marketing reports. Whether you’re a business owner, product manager, finance lead, or operational director, this guide will help you ask for the right information, interpret results accurately, and make informed decisions based on digital data.

Why Reporting Matters for Non-Marketing Stakeholders

While marketers use reports to refine tactics and measure campaigns, non-marketing stakeholders rely on reporting to understand performance at a high level. Effective reporting helps:

• Link marketing activity to business outcomes: Reports should clarify how digital efforts impact sales, leads, reputation, and customer satisfaction.
• Prioritise resources: By showing which channels or activities deliver the best results, stakeholders can allocate time and budget more strategically.
• Spot risks and opportunities early: Good reporting surfaces both positive trends and problem areas, enabling better risk management and agility.
• Bridge communication gaps: Clear reports foster alignment between marketing and other business units, supporting shared goals.

Common Reporting Challenges for Non-Marketers

Before diving into tips, let’s outline a few common issues that non-marketing stakeholders encounter:

• Jargon overload: Reports may be filled with acronyms and technical terms without explanations.
• Irrelevant data: Data presented might not relate to actual business goals.
• Missing context: Numbers without benchmarks, trends or industry comparisons are hard to interpret.
• Neglected storytelling: Data without explanations or recommendations lacks a narrative and feels disconnected.
• Analysis paralysis: Too much information can overwhelm, making it hard to see what matters.

With these challenges in mind, let’s explore ways to get clearer, more useful reports—no marketing degree required.

Tip 1: Start With Clear Business Questions

Every meaningful report begins with the right questions. Instead of asking for all available data, focus on your core business concerns:

• How many leads or sales came from digital marketing this month?
• Which channels (website, social, email) perform best for our business’s main goals?
• Is our customer acquisition cost going up or down?
• Are there any notable shifts in website or campaign performance?
• What are the main things holding us back, and what could help us grow faster?

Work with your marketing team or agency to turn your business questions into measurable, reportable metrics. This ensures reports stay focused and actionable.

Tip 2: Insist on Plain Language Explanations

Data means little without context. When reviewing reports, ask for plain language summaries that answer:

• What happened?
• Why did it happen?
• What does it mean for the business?
• What’s recommended next?

If you receive a report full of marketing acronyms (like CTR, CPA, ROAS) or unexplained visuals, ask for each term and chart to be explained in a way anyone can understand. This isn’t just a courtesy—clear communication improves decision-making throughout the business.

Tip 3: Focus on Outcomes Over Outputs

Marketers often report on outputs: impressions, clicks, social likes, or email opens. But stakeholders should prioritise outcomes: leads generated, sales closed, repeat business, or cost per acquisition.

Here’s a simple rule:

• Outputs show activity; outcomes show results.

Don’t be distracted by big activity numbers if they don’t translate to business value. Request reports that connect marketing activity to concrete business results and key performance indicators (KPIs) relevant to your goals.

Tip 4: Ask for Trends, Not Just Snapshots

One reporting period rarely tells the whole story. Instead of only reviewing month-end or quarterly numbers, ask your marketing team to show trends over time. For example:

• Is website traffic increasing seasonally, or is there a sustained growth trend?
• How have conversion rates shifted over the last six months?
• Are digital acquisition costs getting better or worse?

Seeing changes and trends helps you spot early warning signs or areas of momentum. This perspective is more useful than single data points or isolated observations.

Tip 5: Request Benchmarks and Comparisons

Raw numbers often lack context. Is a 3% email click rate good or bad? Are 500 site visits enough for your industry? Always ask for benchmarks or comparative data:

• How do our results compare to last month/quarter/year?
• What are typical results for our industry or similar businesses?
• How do different channels or campaigns stack up against each other?

Benchmarks frame the data and give clarity about whether your marketing is operating above or below par.

Tip 6: Highlight Both Wins and Losses

Effective reports show both what’s working and what isn’t. Ask for clear explanations of:

• Areas of strength: Which tactics or activities are excelling, and why?
• Weak points or missed targets: Where are results lagging? What are the probable causes?
• Opportunities and risks: Are there new chances to double down, or issues that could hurt growth?

Balanced, honest reporting helps business leaders build trust in the data and plan improvement together.

Tip 7: Look for Recommendations, Not Just Data

Data alone is rarely useful. Always ask your marketing team or agency to include actionable recommendations in their reports. Even a simple “So what? Now what?” section fosters better decision-making.

• What specific steps do you recommend based on the results?
• Should we change our budget, focus, or experiment with something new?
• Which underperforming tactics should we pause or drop?
• Where should we double down?

Clear, actionable advice bridges the gap between analysis and action, keeping your business agile.

Tip 8: Demand Simple, Visual Reporting

Charts, graphs, and visuals can turn complex data into understandable insights—if used correctly. Ask your marketing partners to:

• Summarise key points visually (bar charts, line graphs, simple tables).
• Limit the use of “busy” or over-complicated dashboards unless they serve a real purpose.
• Provide a one-page executive summary for each reporting period.

Simple visual aids reinforce important points and allow you to spot patterns, compare results, and make decisions at a glance.

Tip 9: Schedule Regular Reviews (Not Just Email)

Digital reports should not live exclusively in your inbox. Schedule a regular review meeting—monthly or quarterly—where your team can present results, answer your questions, and discuss next steps.

• Use the meeting to clarify anything unclear in the report.
• Discuss recommendations and agree on actions together.
• Encourage two-way feedback—what’s helpful in the report and what could be improved?

Real-time discussions reduce misunderstandings and ensure everyone is aligned on priorities.

Tip 10: Educate Yourself—Just Enough

You don’t need to become a marketing expert, but learning the basics of digital metrics will empower you to ask better questions and interpret reports with more confidence.

• Familiarise yourself with core terms: conversion rate, bounce rate, cost per acquisition, and ROI.
• Ask your team for a “metrics cheat sheet” with plain English definitions.
• Attend a short workshop or request a walkthrough of your data dashboards every few months.

This basic digital literacy improves the quality of your conversations and enables you to interrogate results thoughtfully.

Conclusion: Turning Reporting Into Business Growth

Reporting shouldn’t be mysterious or intimidating. The right approach transforms digital marketing reports into powerful tools for business growth. When non-marketing stakeholders bring a clear, focused mindset to reporting—asking good questions, demanding clarity and context, and seeking actionable insight—they unlock the full value of digital marketing efforts.

Remember:

• Focus on outcomes, not just activities.
• Insist on simple language, clear visuals, and honest storytelling.
• Always connect the dots between marketing activity and your top business priorities.
• Use reporting meetings as a chance to collaborate and decide on next steps together.

With better reporting practices, data becomes a strategic asset—helping your business move forward with confidence in the digital age.

If you need help with your website, app, or digital marketing — get in touch today at info@webmatter.co.uk or call 07546 289 419.