Building Automated Reporting with Zigpoll
Use survey data as the foundation for automated reporting for clients
This playbook outlines how marketing agencies can leverage Zigpoll’s survey capabilities to build reporting that proves your agency’s ROI, unlocks hidden growth opportunities, and enables the upsell high-value services.
1. Key Metrics & Insights for Reporting
Zigpoll captures both qualitative and quantitative data that traditional analytics platforms often miss due to cookie restrictions and tracking limitations.
In particular, we've seen that surveys are uniquely strong for surfacing the following data points that no other platform can capture:
True Attribution: Identify specific channels (e.g., Reddit, ChatGPT, Podcasts, Word-of-Mouth) that customers actually credit for their purchase by asking “How did you hear about us?”
Particularly useful if you struggle with proving that view-through conversions were not "Google" to clients.
Customer Journey Length: Measure the time between initial brand discovery and first purchase to optimize retargeting windows. Ask “How long have you known about BRAND before purchasing?”
Gifting Behavior: Track the percentage of orders intended as gifts and identify the end recipients to inform seasonal creative strategy. Ask “Are you buying this for someone else?”
Conversion Blockers: Use open-ended responses to identify technical bugs, pricing confusion, or missing product information. Ask “What almost stopped you from purchasing?” or go more specific “How can we improve our product photos?”
2. Building Automated Reporting
Zigpoll already has built in reporting and data visualizations. However if you want to automate reports, build out branded reports, or join data with other context from other platforms, you can use Zigpoll’s integrations to do this.
Google Sheets Approach
Use our Google sheets integration to pull response and meta data directly into Google sheets. From there you can build reports using pivot tables, or even use Google Sheets as a Data Source for Looker Studio.
Reporting API Approach
Zigpoll has a reporting API that you can read more about here.
Typically agencies will use the reporting API to pull data into a data warehouse, then report from there. The CTO of Yay Snacks shared his approach with us in this case study.
3. Agency Use Cases: Proof of Value & Monetization
A. Install Zigpoll as part of your sales process
Install Zigpoll’s free plan for prospective clients to uncover "hidden" attribution before they even sign a contract.
Example: A Reddit agency proved that Reddit was driving 8.2% of total sales for a client, a metric that was completely invisible in Google Analytics.
B. Upsell high-value services and add-ons
Use survey data to identify gaps that your agency can fill with new service offerings.
CRO Packages: Use "What almost stopped you from purchasing?" data to build a roadmap for site optimizations grounded in real buyer insight.
Lifecycle Marketing: Use zero-party data to build hyper-segmented Klaviyo flows that drive higher LTV. We have seen users build segments around age, skin care conditions, fitness goals, and lifestage. See a great example of that in our case study with Jolly Maman
Creative Direction: Use survey data to advise on new ad creative and inform new experiments.
C. Premium Reporting Retainers
Offer a "Strategic Insights" report as a high-margin add-on. Instead of standard traffic data, provide a monthly 8-slide deck that explains who the customers are and why they bought.
See how one Reddit marketing agency approaches this here.
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