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

What is a Facebook Competitors report?

A Facebook Competitors report is a document that consolidates data from multiple sources (e.g., social media analytics, competitor ad libraries, engagement metrics) to track and display key performance indicators (KPIs) (e.g., engagement rate, share of voice, audience growth), enabling teams and agencies to monitor competitor performance and create presentations for clients and executives. 

Facebook Competitors 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 multiple data sources.

What to include in a Facebook Competitors report?

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

Executive Facebook Competitors reports

Executive reports for CMOs, CEOs, and clients show the competitive landscape's impact. Reviewed weekly, monthly, or quarterly, they include:

• Competitor performance analysis: by channel, using metrics like engagement rate and audience growth.
• Market share analysis: share of voice, brand mentions, and sentiment analysis.
• Trend analysis: emerging topics and content strategies by competitors.
• Add text for additional context to translate metrics for non-technical audiences. Present in slide decks and simplified Looker Studio reports.

Manager Facebook Competitors reports

Manager reports have cross-channel views with drill-downs to see performance by competitor, region, and content type. They help align teams, define tactics, and include:

• Cross-channel reporting: overall competitor performance across social media platforms.
• Goal tracking: compare current performance vs objectives.
• Audits for prioritization and spotting issues 
• Competitive analysis for channel and tactic mapping.
• Topic, keyword, content, audience research

Operational Facebook Competitors reports

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

• Engagement: post metrics, follower growth, engaging topics/hashtags.
• Content performance: analysis of competitor content strategies.
• Audience insights: demographic and interest analysis.

Operational Facebook Competitors 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 Competitors report?

To build a Facebook Competitors 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 social media analytics tools, competitor ad libraries, and engagement tracking platforms.

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 competitor data to Google Looker Studio
• How to connect your data to Google Sheets

Choose a template

Choose from dozens of Facebook Competitors report templates in Google Sheets or Looker Studio, designed for use cases like engagement monitoring, audience growth, and content strategy analysis. 

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 engagement metrics, audience insights, and all the fields and metrics that you define as "competitor performance" and "market share".

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 competitor analysis use cases, such as engagement monitoring, audience growth, and content strategy analysis. 

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. Engagement rate, audience growth, share of voice, etc.). 
3. Choose breakdowns to segment your data (e.g. by date, competitor name, content type, 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 Competitors reports truly white-label you can add logos, colors, fonts, and styling to mirror your brand. 

Follow these tutorials to design your Facebook Competitors reports:

• Design reports on Looker Studio
• Best practices on designing competitor reports

Share

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

KPIs to include in a Facebook Competitors report?

Facebook Competitors reports should include a mix of engagement, audience growth, content performance, and market share metrics and KPIs to fully understand the competitive landscape. They include:

Competitor analysis KPIs measure the competitive landscape across channels: 

• Engagement metrics: likes, comments, shares, engagement rate
• Audience growth metrics: follower growth, reach, impressions
• Content performance metrics: top-performing posts, content types

Efficiency KPIs compare your competitor's outputs to the cost, including:

• Engagement: cost per engagement
• Audience growth: cost per follower

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

• Engagement: engagement rate
• Audience growth: growth rate

Market share and cost KPIs show the competitive impact:

• Market share: share of voice, brand mentions
• Cost: ad spend, competitor spending
• Efficiency: ROI, cost efficiency

To analyze these competitor KPIs, segment them by:

• Channel: social, Facebook vs Instagram

• Time: Hourly, daily, weekly, monthly

• Competitor: brand, region

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

• Content: creatives, format, topic, keyword