Best Black Friday (BFCM) report templates for marketing teams and agencies (2024)

Automate marketing reporting with dozens of 100% customizable, white-label Black Friday (BFCM) report templates. Used and made by +10,000 marketers in over 60 countries.

Funnels report template for marketing teams and agencies

Optimize your marketing strategy with this Funnels report template. Track conversion rates, ROI, and CTR from Facebook Ads, Google Ads, and Paid Media. Analyze by acquisition, conversion, and retention stages. Perfect for marketing teams leveraging Google Analytics 4 to achieve specific goals and improve performance across various audience segments.

See template

Conversions report template for marketing teams and agencies

Optimize your marketing strategy with the Conversions report template. Track conversion rates, cost per conversion, and CTR across platforms like Facebook Ads, TikTok Ads, and Google Ads. Analyze by channel, campaign, and demographics. Perfect for PPC specialists using Google Analytics 4 to measure performance and align with marketing goals.

See template

Awareness report template for marketing teams and agencies

Awareness report template consolidates key metrics like CTR, CPA, and conversion rate from Social Media, Instagram Insights, and LinkedIn Pages. Analyze demographics, psychographics, and behavior over time. Perfect for marketing teams to track performance and strategy, providing actionable insights into audience engagement and organic search ranking.

See template

Lead generation report template for marketing teams and agencies

Optimize your strategy with the Lead generation report template. Track conversion rates, cost per conversion, and ROI. Analyze B2B, CRM, Email Marketing, and Facebook Ads data. Segment by audience, demographics, and behavior. Measure SQLs, sales cycle length, and CRM contact performance. Ideal for marketing teams seeking actionable insights.

See template

CPA report template for marketing teams and agencies

Track key metrics with this CPA report template. Measure CPA, conversion rate, and CLV across Facebook Ads, TikTok Ads, and Google Ads. Analyze performance by demographic, geographic, and psychographic dimensions. Segment data by timeframes to gain actionable insights and optimize your marketing strategy effectively.

See template

Dropshipping report template for marketing teams and agencies

Optimize your marketing strategy with this Dropshipping report template. Measure conversion rates, average order value, and customer lifetime value. Segment by demographics, interests, and time. Consolidate data from E-commerce, Google Analytics 4, Shopify, Google Ads, and Facebook Ads. Perfect for tracking key metrics and enhancing performance in the competitive e-commerce landscape.

See template

CMO report template for marketing teams and agencies

Track key metrics with the CMO report template. Measure conversion rates, ROI, and CTR from Facebook Ads, Google Ads, and Paid Media. Analyze demographics, psychographics, and buyer behavior using Google Analytics 4. Ideal for marketing teams to consolidate data and assess performance efficiently.

See template

Facebook Ads E-commerce report template for marketing teams and agencies

Track key metrics like conversion rate, CPA, and ROAS with the Facebook Ads E-commerce report template. Analyze audience targeting, ad creative, and budget allocation. Integrate data from Google Analytics 4, Shopify, and Google Ads. Ideal for marketing teams to measure performance and refine strategies by demographic, geographic, and psychographic dimensions.

See template

What is a Black Friday (BFCM) report?

A Black Friday (BFCM) report is a document that consolidates data from multiple sources (e.g., Google Analytics, Shopify, Facebook Ads) to track and display key performance indicators (KPIs) (e.g., sales, conversion rates, traffic), enabling teams and retailers to monitor campaign and sales performance and create presentations for stakeholders and executives. 

BFCM 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 Black Friday (BFCM) report?

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

Executive BFCM reports

Executive reports for CMOs, CEOs, and stakeholders show BFCM's bottom-line impact. Reviewed weekly, monthly, or quarterly, they include:

  • Sales performance analysis: by channel, using attribution for large budgets.
  • Revenue analysis: total sales, average order value, and customer lifetime value.
  • Cohort analysis: retention, expansion, and LTV by customer cohort (purchase period, acquisition channel).
  • Add text for additional context to translate metrics for non-technical audiences. Present in slide decks and simplified Looker Studio reports.

BFCM manager reports

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

  • Cross-channel reporting: overall campaign, product, or region reporting across channels.
  • Goal tracking: compare current performance vs objectives.
  • Audits for prioritization and spotting issues. 
  • Competitive analysis for channel and tactic mapping.
  • Product, pricing, and audience research.

Operational BFCM reports

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

  • PPC: budget pacing, engagement, creative performance, CPA.
  • Social: post metrics, follower growth, engaging topics/hashtags.
  • Email: delivery, open, conversion rates.
  • Website: traffic, bounce rate, conversion rate, speed, errors.

Operational BFCM 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 Black Friday (BFCM) report?

To build a BFCM 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 Google Ads and Meta Ads for PPC performance, GA4 for web analytics, CRM or E-commerce for sales and email data, and Instagram or TikTok for Social Media.

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:

Choose a template

Choose from dozens of BFCM report templates in Google Sheets or Looker Studio, designed for use cases like sales 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, GA4 events, 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 BFCM reporting use cases, such as sales 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., Sales, spend, Sessions, ROAS, etc.). 
  3. Choose breakdowns to segment your data (e.g., by date, campaign name, product category, etc.).

You can follow these tutorials on adding data to your reports:

Design

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

Follow these tutorials to design your BFCM reports:

Share

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

KPIs to include in a Black Friday (BFCM) report?

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

BFCM funnel KPIs measure the buying process (from the retailer perspective), regardless of the channel: 

  • Visibility metrics: impressions, reach, website visits, email deliveries.
  • Engagement metrics: clicks, shares, add-to-cart actions, Sessions, average time.
  • Conversion metrics: transactions, leads, purchases, key events.

Efficiency KPIs compare your BFCM 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 BFCM performance:

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

To analyze these BFCM KPIs, segment them by:

  • Channel: paid, social, Facebook Ads vs Google Ads.
  • Time: Hourly, daily, weekly, monthly.
  • Campaign: funnel stage, objective.
  • Business: product, branch, region.
  • Audience: geo, tech, demographics, interests, behavior, placement.
  • Content: creatives, format, topic, keyword.