How To Create a Facebook Ads Report For Clients

If you want to showcase your value as an agency, client reporting is the name of the game. These advanced reports aren’t just numbers—they’re powerful tools that show your clients the impact of your work. Client reporting lets you find ways to optimize your clients’ campaigns. A well-crafted, clear, and actionable report is a game-changer that highlights your agency’s expertise.

Facebook Ads reports create transparency between agencies and clients. Facebook ads reporting gives your clients a clear understanding of how their ad budget is spent, the effectiveness of the ad campaign you’re running for them, and the ROI the ad campaign generates. By delivering consistent, detailed reports, your agency builds trust and keeps your clients informed, which is key for long-term partnerships. 

Today, we’re sharing the data you should include on top of basic metrics, how to overcome challenges you’ll face in reporting, and the best practices for creating Facebook Ads client reports that shine.

What Makes a Great Facebook Ads Report?

A great Facebook Ads report should be concise, visually appealing, and focused on the metrics that matter most to your client’s goals. It should answer key questions like which ads are performing best, how the budget is doing, and where the campaign’s overall ROI stands. Here are a few star qualities that will take your report from good to great:

• It’s Digestible: You simplify and sort data from the ads manager and deliver an easy-to-understand report. We’re talking both visually and verbally. And most importantly, all roads lead to the purpose of your report. 

• It’s Relevant: Your report speaks to the metrics your client is after. Does each metric show you progressing (or hopefully already reaching) each campaign objective? This report should let your client know the answer.

• It’s Unique: While we all love a good template, this shouldn’t be just any ads manager report. Your report should reflect your client’s exact goals and needs. There should be a thread that connects that very first client-agency call to this report. Make it personal (in the best way.)

• It’s Practical: Looking to go the extra mile for your clients? The move is to utilize Facebook and to provide actionable next steps beyond the metrics. How can this report help your client improve their campaign performance?

• It’s Real: Numbers don’t lie. This report is the perfect opportunity to show your client how their budget was spent, down to the penny. Instead of masking real results, give practical ways to improve them in the future. 

Facebook advertising is important for businesses as the Meta company (and thus Facebook or Meta Ads) enables business owners to advertise across all Meta platforms. Additionally, it's a great way to remarket to your audiences in a place that feels natural to them. Organic Facebook also still holds value, however, there is a clear age bracket these days.

Joeri Vanhamel, Head of SEO & Marketing, Succeed Digital

If your reports have these qualities, you’ll leave no doubt about your agency’s value in your clients' minds. This is how you’ll prove that your team doesn’t just talk the talk with ad strategies—they walk the walk by delivering results and weaving those insights into future campaigns.

Metrics To include in Your Facebook Ads Report

Not all metrics are created equal. Depending on your client’s objectives, some metrics will be more important than others. Let’s think of a couple of examples: For lead generation, metrics like Cost per Lead (CPL) and conversion rates will be crucial. On the other hand, for brand awareness campaigns, metrics like Reach and Impressions might take precedence.

When creating your report, you should be meticulous (fussy, even) in the metrics you share with your client. These basic metrics provide the most insight into your client’s campaign performance. Here are some of the important Facebook ad campaign metrics to include:

Common Challenges When Creating Facebook Ad Campaign Reports (And How To Overcome Them)

You’ve landed here on the hunt for better ways to nail Facebook Ads reporting—we get it. Client reporting can be a real puzzle, and you’re not the only agency trying to crack it. If any of these challenges sound like your usual headache, don’t worry. We’ve got some tips to help you turn things around:

Creating reports is time-consuming and overwhelming, especially when dealing with large amounts of data. Trust us, we get it. It’s hard to know which metrics to track, how to present your data effectively, and how to keep your reports consistent across different clients. 

To overcome these challenges, more than 6,500 agencies use AgencyAnalytics to automate the reporting process, ensuring that reports are accurate and easy to digest.

Best Practices for Building Facebook Ads Reports That Clients Will Love

Creating killer Facebook Ads reports isn’t just about throwing numbers on a page—it takes smart planning and a solid grasp of what your clients want. Here are some best practices and concrete steps to create reports with clear value:

Get Clear on Your Client’s KPIs and Goals Upfront

Establishing clear Key Performance Indicators (KPIs) and goals is like setting up a GPS for your ad campaigns—it ensures you’re heading in the right direction and empowers you to celebrate the milestones along the way. 

Start by chatting with your client about their main objectives. Are they looking for brand awareness, driving traffic, or to generate leads? Once these goals are set, your team can figure out which metrics will best track your journey and make sure they shine in your report. 

Our Facebook Ads expert, Alana Cosic, preaches to test a variety of content as audiences for different types of businesses respond differently to different types of content.

Alex Kutschukian, Red Herring Digital

Track the Metrics That Matter the Most

The metrics you choose should be relevant to your client's goals and connected with their KPIs. You want to avoid including too many metrics that distract from the bottom line, or narrowing in too closely on a single one without showing the bigger picture—it's truly a balancing act. Keep the agreed upon goals and KPIs in mind when selecting your metrics.

There is no other platform that allows for creative testing at scale like Facebook. From small businesses to fortune 100 companies, every business can benefit from the ability to iterate, move quickly, and learn what’s working for your advertising efforts. Imagine being able to launch experiments/campaigns and have your learnings within the first two weeks of being in market. You have full control of your budgets, your targeting, your copy, your creative, and your scaling capabilities. I believe Facebook should be a distribution channel for every business in one way or another. Whether you’re looking to build awareness or drive leads/sales, you can do it all.

JC Polonia, Founder, Digitality Marketing

Decide How Often You’re Reporting 

The frequency of your reports should be based on the needs of your client and the nature of the campaign. Some clients may require weekly updates, but according to the AgencyAnalytics Marketing Agency Benchmarks Report, the majority of your clients will likely prefer a monthly reporting cadence.

Use AgencyAnalytics to schedule reports to be sent automatically, ensuring that your clients receive timely updates without you needing to manually compile data each time.

Build Your Template

Creating a reusable Facebook Ads report template is a great way to save time and maintain consistency across your client reports. With AgencyAnalytics, build and customize templates that include all the key metrics and data visualization elements you need. Once your Facebook Ads report template is set up, generating reports becomes a quick and straightforward process. Your template should include:

Real-Time Data: Provide clients with a current snapshot of their metrics alongside historical data for context.

White Labeling: Maintain brand consistency by incorporating your agency's logo and colors into the reports.

Data Visualization: Enhance data interpretation with clear visual representations.

Pick the Right Visualizations

Data visualization makes complex data a breeze to understand at a glance, but there are tons of ways to turn data into visuals. Choosing the right chart types for specific data sets will make your Facebook Ads reports truly compelling. They tell the story behind the numbers, helping clients grasp and learn from the data.

Use Real-Time Data

Providing clients with real-time data analytics opens the door to enhanced collaboration and transparency. When clients have a clear view of a campaign's current performance before they even hop on a call, it allows the conversation to shift from updates to strategy—focusing on ways to optimize results and make smarter budget decisions.

With AgencyAnalytics, teams create a personalized tracking dashboard for each client. This dashboard gives them instant access to their Google Ads metrics alongside relevant data from other sources like Facebook Ads, their website, and various other ad platforms.

Provide More Insight by Adding Goals and Annotations

Including goals in your Facebook Ads reports helps connect the Facebook Ads data back to the original objectives of the campaign. Meanwhile, adding annotations provides additional context and analysis, drawing connections between related ad metrics and results, and helping clients understand the true impact of your efforts.

One popular features in AgencyAnalytics is the ability to add goals and annotations to client reports. This turns reports into narratives, allowing your team to include examples of how they might optimize certain elements of a campaign or notes about events that impacted metric trends.

Remain Agile and Adjust as Needed

Finally, use the insights gained from your reports to stay agile and make adjustments to ad accounts as needed. By regularly reviewing performance metrics and comparing them against your goals, you can make informed decisions that improve campaign effectiveness and ROI.

We were wasting so much time setting up and editing reports for clients each month using Google Data Studio. Our team of account managers hated it. We were blown away once we started using AgencyAnalytics. The responsiveness and speed of the platform are amazing.

Lee Wallis

Excite Media

Supercharge Your Facebook Ads reporting

Cracking the code on Facebook Ads reporting lets your team flaunt your agency’s skills in social media advertising, sort ad data, and deliver results that clients can’t ignore. 

Remember, bragging (especially when backed by the right metrics) is always welcome in ad reporting. By acting on the knowledge we’ve laid out for you in this article, you’ll be ready to create Facebook Ads reports that don’t just inform—but inspire action and drive success for your clients and your agency.

Instead of trying to find your way around the Facebook Ads manager to track and report on performance, automate your reporting process and use AgencyAnalytics to sort ad data, focus on the metrics that matter most, and deliver professional, visually appealing reports that keep your clients informed and impressed.

Easily combine Facebook Ads data with any of the 80+ marketing platform integrations, including Google Ads, Google Analytics, and more into a single, comprehensive reporting tool.

Start your free 14-day trial with AgencyAnalytics today and see how easy it is to streamline your reporting.