Best Facebook Ads report templates for marketing teams and agencies (2024)

What is a Facebook Ads report?

A Facebook Ads report is a tool that consolidates data from Facebook Ads to track and display key performance indicators (KPIs) (e.g., CTR, CPC, conversions), enabling teams and agencies to monitor campaign performance and create presentations for clients and executives.

Facebook Ads reports are typically created using flexible tools like Google Looker Studio, Power BI, Google Sheets, or platform-specific solutions to enable high customization and integration of data sources.

What to include in a Facebook Ads report?

An actionable Facebook Ads report balances context and specificity based on the audience (executives, managers, and analysts) and their use cases.

Executive Facebook Ads reports

Executive reports for CMOs, CEOs, and clients show the bottom-line impact of Facebook advertising. Reviewed weekly, monthly, or quarterly, they include:

• Advertising ROI analysis: by campaign, using attribution for large budgets (≈100k/mo).
• Unit economics analysis: CAC, LTV, payback, ARPU from Facebook-acquired customers
• Cohort analysis: retention, expansion, and LTV by customer cohort (sign-up period, acquisition channel)
• Add text for additional context to translate metrics for non-technical audiences. Present in slide decks and simplified Looker Studio reports.

Facebook Ads manager reports

Manager reports have campaign views with drill-downs to see performance by client, brand, region, team member, funnel stage, and campaign. They help align teams, define tactics, and include:

• Campaign reporting: overall campaign, product, client, or region reporting
• Goal tracking: compare current performance vs objectives
• Audits for prioritization and spotting issues
• Competitive analysis for tactic mapping
• Audience and creative research

Operational Facebook Ads reports

Operational reports for analysts and channel managers have granular, customizable KPIs to solve technical issues. Monitored hourly, daily, or weekly, they cover:

• Budget pacing, engagement, creative performance, CPA
• Post metrics, follower growth, engaging topics/hashtags

Operational Facebook Ads reports are highly customized, built in flexible tools like Google Sheets or Looker Studio to enable data cleaning, blending, annotations, and integrating multiple sources.

How to build a Facebook Ads report?

To build a Facebook Ads report, connect your data sources, choose a template on Looker Studio or Sheets, build your queries by selecting metrics and dimensions, choose charts to visualize your data, customize the report, design and share via link, PDF or email.

Here’s the breakdown:

Connect data sources

Define and connect the data sources to bring to your report. Common sources are Meta Ads for PPC performance and CRM or E-commerce for sales data.

To connect your data sources, go to portermetrics.com, choose the data sources to bring to your report.

You can follow these tutorials on connecting your data:

• How to connect Facebook Ads data to Google Looker Studio
• How to connect your data to Google Sheets

Choose a template

Choose from dozens of Facebook Ads report templates in Google Sheets or Looker Studio, designed for use cases like PPC monitoring, budget pacing, funnels, and creative performance.

Learn to copy Looker Studio templates.

While templates are the starting point, make them specific for your business or agency. Map your specific metrics, especially custom conversions, CRM contact data, and all the fields and metrics that you define as "conversions" and "revenue".

Depending on your reporting tool—Google Sheets or Google Looker Studio, pick any of the dozens of templates created by our team and customers to solve your Facebook Ads reporting use cases, such as PPC monitoring, budget pacing, funnels, and creative performance.

Select metrics, dimensions, and charts

Once your report template is downloaded, you may 1) modify it or 2) create a blank page to build it from scratch. Whatever the case, setting up a query always follows these steps:

1. Select the data source and the account connected to it
2. Choose metrics (e.g., Clicks, spend, Sessions, ROAS, etc.).
3. Choose breakdowns to segment your data (e.g., by date, campaign name, ad image, etc.)

You can follow these tutorials on adding data to your reports

• Calculated fields
• Charts
• Data blending
• Grouping and tagging

Design

To make your Facebook Ads reports truly white-label, you can add logos, colors, fonts, and styling to mirror your brand.

Follow these tutorials to design your Facebook Ads reports:

• Design reports on Looker Studio
• Best practices on designing Facebook Ads reports

Share

Share your Facebook Ads reports via links, PDF, schedule emails, and control permissions.

KPIs to include in a Facebook Ads report?

Facebook Ads reports should include a mix of funnel—visibility, engagement, conversion—, efficiency, effectiveness, revenue, and cost metrics and KPIs to fully understand the performance of advertising campaigns towards business goals. They include:

Facebook Ads funnel KPIs measure the buying process (from the marketer perspective):

• Visibility metrics: impressions, reach
• Engagement metrics: clicks, comments, shares, video plays
• Conversion metrics: custom conversions, leads, purchases, key events

Efficiency KPIs compare your advertising outputs to the cost, including:

• Visibility: CPM (Cost per Mille)
• Engagement: CPC (Cost per Click)
• Conversion: CPA (Cost per Acquisition), CPP (Cost per Purchase)

Effectiveness KPIs compare the input with the output from one funnel stage to another

• Visibility: Frequency
• Engagement: CTR, engagement rate
• Conversion: Conversion rate

Sales and cost KPIs show the bottom-line impact of your advertising performance:

• Sales: customers, revenue
• Cost: ad spend, OPEX, payroll
• Efficiency: ROI, ROAS, CAC
• Effectiveness: AOV, ACV

To analyze these Facebook Ads KPIs, segment them by:

• Channel: Facebook Ads vs other platforms

• Time: Hourly, daily, weekly, monthly

• Campaign: funnel stage, objective

• Business: client, branch, region

• Audience: geo, tech, demographics, interests, behavior, placement

• Content: creatives, format, topic, keyword