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

What is a Facebook Insights report?

A Facebook Insights report is a tool that consolidates data from Facebook to track and display key performance indicators (KPIs) (e.g., engagement rate, reach, impressions), enabling teams and agencies to monitor page and post performance and create presentations for clients and executives. 

Facebook Insights reports are typically built 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 Insights report?

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

Executive Facebook Insights reports

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

• Engagement analysis: by post type, using metrics like likes, shares, and comments.
• Reach analysis: organic vs. paid reach over time.
• Audience insights: demographics, interests, and behavior of engaged users.
• Add text for additional context to translate metrics for non-technical audiences. Present in slide decks and simplified Looker Studio reports.

Facebook Insights manager reports

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

• Post performance reporting: overall engagement, reach, and impressions across posts.
• Goal tracking: compare current performance vs objectives.
• Audits for prioritization and spotting issues 
• Competitive analysis for page and content mapping.
• Topic, keyword, content, audience research

Operational Facebook Insights reports

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

• Engagement: post metrics, follower growth, engaging topics/hashtags.
• Reach: impressions, reach, frequency.
• Content performance: video views, link clicks, reactions.

Operational Facebook Insights 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 Insights report?

To build a Facebook Insights 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 Facebook Insights for page analytics, Meta Ads for ad performance, and Instagram for cross-platform social media 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 data to Google Looker Studio
• How to connect your data to Google Sheets

Choose a template

Choose from dozens of Facebook Insights report templates in Google Sheets or Looker Studio, designed for use cases like engagement monitoring, reach analysis, and audience insights. 

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 data, and all the fields and metrics that you define as "key performance indicators".

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 reporting use cases, such as engagement monitoring, reach analysis, and audience insights. 

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., Likes, Shares, Reach, Impressions, etc.). 
3. Choose breakdowns to segment your data (e.g., by date, post type, audience demographics, 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 Insights reports truly white-label you can add logos, colors, fonts, and styling to mirror your brand. 

Follow these tutorials to design your Facebook Insights reports:

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

Share

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

KPIs to include in a Facebook Insights report?

Facebook Insights reports should include a mix of engagement, reach, audience, and content performance metrics and KPIs to fully understand the performance of Facebook pages towards business goals. They include:

Engagement KPIs measure user interaction with content: 

• Engagement metrics: likes, comments, shares, reactions
• Reach metrics: impressions, reach, frequency
• Content performance metrics: video views, link clicks, post clicks

Audience KPIs provide insights into the demographics and behavior of your audience:

• Demographics: age, gender, location
• Interests: pages liked, topics engaged with
• Behavior: active times, device usage

To analyze these Facebook KPIs, segment them by:

• Time: Hourly, daily, weekly, monthly

• Post type: video, image, link, text

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

• Content: creatives, format, topic, keyword