The new year is here. Many marketers know it’s time to review last year’s data and nail down our planning for 2026. But, with so much data to review, it’s tough to know where to start.
That’s where this blog comes in.
Below is a practical, step-by-step way to analyze your 2025 marketing performance and build a realistic plan for 2026.
Sections
Step 1: Pull one clean report per channel
Start simple. For each major channel you used in 2025 (paid search, paid social, email, organic, referrals), pull a single summary report from tools like Google Analytics, Google Ads, Meta Business Suite, or TikTok Ads.
For each channel, capture key ROI metrics such as:
- Total spend (if applicable)
- Conversions or leads
- Revenue generated (if available)
- Cost per conversion
- Conversion rate
Then, put everything into one spreadsheet so you can compare channels side by side. Seeing the full picture in one place often reveals immediate insights.
Step 2: Rank channels by business impact
Once you have all your data in front of you, rank each channel from strongest to weakest based on their business results. A channel that drove fewer leads but higher-quality customers may deserve more attention than one that generated lots of engagement with little return.
You may even want to give each channel a grade or direction for 2026, such as “Scale,” “Maintain,” or “Reduce.” If you already have ideas for how to improve individual channels, jot them down.
Step 3: Identify your top-performing campaigns and assets
Next, zoom in on what worked best within your top channels. This could be specific ad creatives, keywords, offers, landing pages, or email sequences.
Ask yourself:
- Which campaigns had the lowest cost per lead or sale?
- Which messages consistently converted?
- Which offers drove the fastest decisions?
Next, create a short “winners list” of your top five (or ten) campaigns or assets. These should form the foundation of your 2026 strategy. Not that you’ll necessarily want to repeat yourself, but these winning campaigns can inform your marketing planning for 2026.
Step 4: Find the biggest friction points
As fun as it is to review the highlight reel, not all insights come from wins. Identify the drop-off points in your customer journey. These may include:
- Ads with strong click-through rates but low conversions
- Landing pages with high bounce rates
- Forms that were started but not completed
Next, divide these into two groups: those that seemed dead on arrival, and those that could benefit from some marketing love. Then, choose one major friction point to fix per quarter in 2026.
Step 5: Set focused, measurable goals for 2026
Now comes the fun part: transforming last year’s insights into 2026 planning. Avoid vague goals like “increase brand awareness.” Instead, tie goals directly to outcomes. For example:
- Reduce cost per lead by 15%
- Increase conversion rate on core landing pages by 1%
- Grow email-driven revenue by 20%
Limit yourself to five (or fewer) core marketing goals for the year. With fewer goals, it’s easier to stay focused, and easier to succeed.
Step 6: Build a simple review cadence
Planning isn’t a one-time exercise. Set a recurring monthly or quarterly check-in to review performance against your goals.
Schedule your first 60-minute marketing review on your calendar now. Consistent review prevents surprises and keeps your 2026 planning on track.
Here’s to your success in 2026
Analyzing your 2025 marketing data doesn’t require perfection. It requires focus. By consolidating your data, identifying what truly worked, and setting clear priorities, you’ll enter 2026 with confidence and direction.
Ready to turn your 2025 marketing data into a clear, actionable plan for stronger growth in 2026? Talk to Your Marketing People.
