A Facebook Ads report should present and track data about activities, as well as campaign performance metrics. With so many platform-specific vanity metrics, an impactful Facebook Ads report favors performance metrics that align to business goals.
According to social media scheduling platform Hootsuite, Facebook has about 2.74 billion active users and reaches about 60% of all social media users. Which pretty much means: people are on Facebook. If you want to advertise to people, you are likely to find them through the social media giant.
There is no shortage of performance data emanating from social media platforms like Facebook, which means optimizing the reporting process is critical for any agency or brand looking to make the most of this popular channel.
The benefit of having a reliable, white-labeled Facebook Ads Report template is it brings distinction to your reporting process, establishes trust, and potentially enlarges marketing budgets.
Introduce your Facebook Ads Report with an overview of the top campaigns alongside key metrics such as impressions, clicks, reach, CTR, CPC and CPM. Presented in a table format, this can be quite a bit of information, so try to limit to your best campaigns. You might define “best” differently for different programs, but it could look like the campaigns with highest reach, the campaigns with the most clicks, or the campaigns with the lowest CPC. Whichever way you define your top campaigns, include some narrative or bullet points that introduce the information to the reader.
Provide a snapshot of the most important metrics for the reporting period. But those data points into context by visualizing the trend of two of the KPIs side by side in a graph. For example, you might show total leads overlaid by CPA on a month by month graph.
Dig into the specific ad units that are performing well. Again, you’ll have to define what metrics signify success for your campaign. If it’s an awareness campaign, that might be impressions or total reach. If you are judging success by engagement, you might look at the ads that had the highest number of clicks or the highest CTR. Feature one or two of the best ads so that the reader can see the creative and copy clearly. You might see some patterns in the best ads and use that intel to try refreshing your ad set.
Always provide a clear recap summary that explains wins as well as misses so that you can introduce ideas for optimization and growth. A Next Steps section can capture important to-dos and timelines to align expectations.