How To Create a Facebook Report That Wows Agency Clients

Feels good to cross things off your to-do list, right? 

Create a design for that client’s Facebook Ad: Check. Monitor user engagement: Check. You're cruising through these campaigns when suddenly… it’s time to analyze the data.

Even if you know these campaigns inside out, there’s another key part of the puzzle: Communicating results to clients.

Easier said than done. For starters, it may be tricky to decide on which metrics to track. There’s engagement rate, conversions, leads–you name it. Plus, there’s the challenge of getting your message across in a succinct but impactful way. After all, clients are busy and don’t have time to sift through mounds of data or hard-to-look-at spreadsheets. 

That’s where a well-crafted Facebook report comes in. It’s a way to share campaign results, give recommendations, and demonstrate your agency’s value. 

In this article, we’ll explore how to create one, along with popular data types, reporting best practices, and the importance of an automated solution. 

What Makes a Great Facebook Report?

To put it simply, an exceptional Facebook report goes beyond basic insights. 

Think about it–clients can easily check their feeds, track follower counts, and see which posts garnered the most likes, all on their own. So, to really stand out, your agency must go beyond the obvious and create a solid value proposition. 

For example, clients may have questions like:  

They’re all reasonable inquiries. Aside from regular 1:1 discussions, a well-crafted Facebook report is the way to communicate these insights. Essentially, it’s a must-have for sharing data analysis, uncovering trends, and demonstrating tangible ROI. 

So, how exactly do you take a Facebook report from average to extraordinary? Here are a few reporting best practices. 

Remember–presentation matters. Taking the time to customize your client’s Facebook report often leads to greater client satisfaction and retention in the long run.

Types of Data To Include in a Facebook Report

Now that we’ve touched on the importance of reporting, you may be wondering, “What exactly should I include?”

To help guide this decision, let’s explore some common Facebook metrics and what they mean.

• Likes: Likes are an indicator of basic audience engagement—they show that your client’s content resonates in some way.

• Shares: This metric measures how often users share your client’s Facebook Ad or post. A significant number of shares extends organic reach, boosts content visibility, and builds brand awareness.

• Reach: This number reflects the number of unique users who have seen your client’s Facebook Ad. Essentially, it shows the extent of audience exposure.

• Engagement Rate: This metric measures the percentage of users who interacted with your client’s Facebook Ad or post compared to the total reach. A high engagement rate is a good indicator of content relevance.

• Clicks: Clicks show piqued user interest and may also lead to more concrete actions (e.g., completing an online sale).

• Demographics: An overview of audience characteristics (e.g., age, gender, and location) means knowing exactly who interacted with your client’s Facebook content. This data may also reveal new market segments.

• Amount Spent: This figure refers to the total amount spent on your client’s Facebook Ad strategy. Monitor this number to ensure their budget remains on track.

• Cost-Per-Click (CPC): CPC is the amount your client pays each time a user clicks on a Facebook PPC ad. A lower CPC indicates better cost-effectiveness and may yield greater campaign profitability.

• Click-through Rate (CTR): CTR refers to the percentage of users who clicked on your client’s Facebook Ad after viewing it. This metric shows how well their ad attracts attention and user interest.

• Leads Generated: This number collates how many users submitted their contact information via a submission form within your client’s ad. While a high number of leads may seem promising, keep an eye on quality.

• Add-to-Cart Rate: If your client runs ecommerce ads on Facebook, monitor their add-to-cart rate. It shows how many times users put products in their shopping carts, which is a sign of conversion intent.

• Return on Ad Spend (ROAS): ROAS measures the revenue generated for every dollar spent on advertising. A higher ROAS means their campaign was profitable and effective.

• Conversions: Conversions refer to the actions users have taken after interacting with your client’s ad (e.g., purchases, sign-ups, or app installs). It shows the ad’s effectiveness in driving desired outcomes.

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

Reporting may seem daunting at times; we get it. Thankfully, there are a few ways to ease the burden. 

Here’s a breakdown of common reporting roadblocks, along with tips for navigating them effectively. 

Aside from the hassle of outdated reporting methods, there’s another thing to consider: You’ve got multiple clients on your roster. 

When the reporting period rolls around–like it always does–you’ll need a system to streamline this entire process. Otherwise, there’s the risk of human error, wasted billable time, and inaccurate recommendations. 

The solution? Investing in a tool like AgencyAnalytics. It’s a way to automate data retrieval and consolidate metrics from 80+ marketing platforms.

Accurate client reporting is a great way to show customers that your work is making a difference. It's also useful when all of the marketing data is centralized in one place, which leads to greater client satisfaction.

Ryon Gross, CEO, Local Leap Marketing

7 Best Practices for Delivering Outstanding Facebook Reports

There’s power in repeatable processes. To consistently create impactful Facebook reports, incorporate these practices into your routine.

1. Understand Your Client’s Objectives Upfront

First things first–what does your client want to achieve? 

To get this key information, have a conversation with your client beforehand. For added context, here are some common Facebook goals and examples.

2. Focus on Tracking Facebook Metrics That Align With These Goals

Next, it’s time to decide on Facebook metrics that align with your client’s chosen goal.

To do so, take your client’s goal and translate it into a quantifiable OKR or KPI. In other words, create a target that’s relevant and easy to measure. Consider the following examples:

• Brand Awareness: Reach 1000 new users per quarter through a Facebook Ad with a brand awareness goal. 

• Traffic: Get 500 website clicks each month from your client’s organic Facebook posts.

• Engagement: Boost your client’s Facebook engagement rate from 5% to 8% in the next month.

• Lead Generation: Generate 100 leads bi-weekly from your client’s Facebook lead gen forms.

• Conversions: Achieve 1000 app installs per quarter via a Facebook Ad campaign.

After deciding on a target, use the goal-tracking feature in AgencyAnalytics to visualize progress and monitor traction. That way, your client will know whether their campaigns are on the right track.

3. Create a Report That Reflects These Insights

After running your client’s Facebook campaigns, it’s time to report on the results. With AgencyAnalytics, you’ve got options:

• Build a Custom Report With the Drag and Drop Feature: With a few clicks, shift widgets and arrange your client’s Facebook report as needed.

• Utilize the White-Label Feature: To start things off right, create a fully customizable and replicable cover page. Then, incorporate your unique brand colors and even swap the background image for extra pizzazz!

• Use a Pre-Built Facebook Report Template: If you’re not in the mood to start from scratch, no worries! This handy template simplifies the entire report prep process, saving you valuable time.

• Create a Smart Report in just 11 seconds: If your client is running other marketing campaigns, the Smart Report option may be your best bet. Connect their integrations in AgencyAnalytics and watch those insights auto-populate into a professional report. It’s that simple!

4. Make Data Visualizations the Primary Focus

An eyesore of numbers? That’s not exactly fun. 

Bring your client’s data to life through visualizations. It’s the best way to tell a story, uncover trends, and get your point across. 

Focus on creating reports that are clear, concise, and actionable. This means using data visualization tools like charts, graphs, and tables to help clients quickly and easily understand the performance of their campaigns. It also means providing context and explanations for the data presented, so clients can understand what it all means and how it relates to their business goals.

Daniel Dye, President, Native Rank

If the default graph doesn't quite meet your needs, try experimenting with different formats. We even provide features like maps, bar graphs, and pie charts–whatever works for your agency.

5. Decide on an Appropriate Reporting Frequency

Wondering how often your agency should deliver Facebook reports?

According to the results of our last Agency Benchmarks Survey, most agencies deliver reports on a monthly basis. 

Why might that be? It’s just enough time to keep clients in the loop and allow campaigns to materialize.

A monthly reporting cadence provides a consistent touch-point with the client while reducing hours spent analyzing and giving feedback on the data in reports. This allows for the majority of client billable time to be spent doing the work rather than reporting on it.

Lorianna Sprague, Vice President of Marketing, Trusted Search Marketing 

That said, reporting frequency will vary based on a few things. Consider the following: 

• Campaign Type and Duration: Short-term efforts (e.g., product launches or seasonal Facebook Ad campaigns) may require weekly or bi-weekly reporting.

• Ad Spend and Budget Management: If your client has a significant budget, they may prefer a more frequent reporting cadence to understand their ad metrics.

• Client Expectations: Some clients simply want to be looped in more regularly, especially if they’re heavily invested in the outcomes (e.g., a high-stakes Facebook Ad strategy). Alternatively, other clients could be comfortable with a standard once-a-month report.

Whatever the case, decide on this beforehand and ensure your client knows what to expect. 

6. Consider Granting Clients Live Dashboard Access

What if there was a way to keep clients informed 24/7? There is!

With dashboard login profiles, your clients will have on-demand access to their marketing metrics. This will provide data transparency, ensuring clients know what’s happening with their Facebook campaigns.

We want to be totally transparent with our clients. AgencyAnalytics allows us to provide our clients with a live dashboard where they can have full insight into what we're doing. It also means we don’t need to give full access to the ad platforms where they would have the potential to interfere with performance.

Michael Wisby, CEO, Two Trees PPC

Worried about sharing too much? Set user permissions to control exactly what’s shared. 

This approach also ensures that clients don’t have to manually log into their Facebook accounts to monitor data insights. You never know–they could inadvertently click an ad configuration or cause a campaign disruption.

Invest in a Reporting System That Evolves With Your Agency

While some best practices should always be implemented (like focusing on comprehensive tracking and reporting), it’s important to remain flexible. 

Investing in a platform like AgencyAnalytics provides just that… and then some. From pre-built report templates to live visual dashboards, it’s a must-have tool that maximizes your valuable billable time. 

The best part? It’s not just built for Facebook reporting. Easily consolidate insights from 80+ marketing platforms into a single, unified interface. Despite the influence of external factors (like cookies from other companies), having live data at your fingertips is the best way to identify trends and communicate results.

Paint the bigger marketing picture and deliver solid ROI–explore AgencyAnalytics by signing up for a free 14-day trial today.

What I liked most about this software is the fact that it is an all-in-one website tool. I’m able to easily track keyword rankings, and check Google Analytics and Facebook insights, all in one place. This tool is very helpful, and I highly recommend it.

Ricardo Santiago

Click Sprout Media