Better Raven Tools Reports

Raven Tools

I received an email from Jon Henshaw from Raven Tools today, as I assume every other Raven Tools user did. The subject line, Better Raven Reports. The email was a request to complete a short survey, and provide some feedback on their reporting tool.

Obviously Google’s recent move to 100% (not provided) keywords has had a major effect on how we report to clients. Keyword level data was part of most of the report we included – branded vs non-branded search traffic, converting keywords by goal etc. So, Raven appear to be taking up the challenge of improving reports in the post-keyword era, and I’m looking forward to see what they come up with.

I think Raven Tools is a pretty amazing product, but I’ve always felt the reporting tool was lacking. The guys at Raven seem to add a ton of new features all the time, but I wish they would focus more on improving the existing, core feature set.

The ability to streamline and at least partial automate reporting is one of the most valuable features of Raven Tools. Unfortunately, the tool has never been up to scratch (in both my personal opinion, as well as not being able to customise it to be inline with agency style guides) to present to a client.

Here are the few things I mentioned in my feedback:

Custom Fonts

Perhaps via Google fonts API? May agencies have style guides that need to be adhered to. Some basic styling / colour options would also be awesome. The bold, black-striped report headlines aren’t everyone’s cup of tea.

More Export Options

The option to export as something other than PDF to allow for editing – Word, Google Docs etc. At one point I tinkered with downloading Raven Tools reports as PDFs and running them through a PDF to Word converter to allow me to customise the reports. However, the time involved in fixing all of the formatting issues made it more time consuming than it was worth.

Customise Everything

The ability to edit report sub titles. You can edit the titles, but the default report sub-titles can be misleading and confusing to clients. Especially once you add filters, define specific goals etc.

Cost Per Conversion Data

Why is this not available as part of every Adwords report? The Adwords Summary campaign break down report, and the Adwords account performance report are both lacking the crucial data.

Currently, these reports include ‘total conv. value’ but it’s quite rare that clients use this as they have variable conversion values. Ideally I’d like to see the ‘total conv value’ column as optional, and/or replaced with cost per conversion.

I’d love to see some of these implemented and save me a bunch of time on reporting, as well as justify the cost of subscription back to management.
Good luck guys!

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