How to Create an Engaging Facebook Ads Report for Clients?
Facebook Ads is one of the most popular digital marketing tools, and for a good reason. With a return on ad spend (ROAS) of 3-4x, an average ads campaign should get you $3-4 for every $1 you invest.
But to achieve that kind of ROI, you need a way to measure the effectiveness of your ads campaigns, and if needed, make changes on the go. In other words, if you manage Facebook advertising for your clients, you should know how to analyze performance and visualize data in a way they can easily understand.
Here’s a complete guide for Facebook Ads reporting.
A Facebook Ads report is a type of marketing report that gives you everything you need to evaluate and optimize your Facebook paid ads campaigns. Each ad campaign has an objective, for example, to drive more conversions, increase brand awareness, or boost the number of subscribers to your website, in case of a top-funnel campaign.
Under each campaign, you can create one or more ad sets with defined parameters like budget and targeting. Also, you may have different ad sets for different age and gender categories.
Then under each ad set, you can have one or more ads, which can have different versions of copy that compete with each other in A/B testing.
Because of this, those ad sets will usually have different variables that make them unique and together form a Facebook Ad campaign.
And when you have your ads up and running, you need to measure the Facebook Ads performance of each campaign to know if and how they are working.
This is the job of a Facebook Ads report.
A report can help you by breaking your Facebook campaign down by ad sets so you can more easily spot an issue. Once you spot an ad set that isn’t performing well, you can take a look at individual ads to find the common issue that prevents them from performing as desired.
3 reasons to create Facebook Ads reports
Let’s ignore for a second the fact that Facebook is the largest social media platform in the world and that a large portion of your client’s audience uses it.
Facebook had 2.963 billion active users in January 2023, and each month, the number increased by 5 million in the three months that led to January 2023.
Facebook Ads reports are the best way to prove to your clients that you’re delivering value. Here’s how both you and your client can benefit from these reports.
1. Increased transparency
The best case scenario is when you dedicate significant time and resources to a project that bears a resounding success. But what if your hard-won results aren’t what the client needs? What if you don’t meet your goals?
Although this scenario is far from ideal, you can still land on all fours.
For one, by frequently reporting results, you can find what’s not working sooner rather than later. There’s nothing worse than a realization that a campaign that’s been on your back burner for a while is falling apart and has been for some time.
The only worse thing is having to break the news to your client.
But if your monthly report shows that something’s not working, you can use this opportunity to figure out what needs to change. You should regularly meet with your clients so they can see the data you’re seeing and accompany it with two talking points:
The talking points 3 and 4, however, are a great opportunity to upsell your client and offer additional service that will make their Facebook Ads campaign even more successful.
Use this opportunity to show your client that you’re their partner and trusted advisor and not just a vendor providing a tool or service.
You can make this a brainstorming session where you can pitch some of your own ideas and use your expertise to guide them to a solution. Eventually, you should implement those actions ASAP and keep running.
2. Easier way to upsell clients
It goes without saying that clients need to hear from you regularly, even if you’re just hired to do a specific project. When you’re delivering results, you can prove you’re not a one-trick pony and turn it into a retainer.
Use the opportunity to prove value outside of showing that you can successfully run a Facebook Ads campaign.
For example, your main call to action (CTA) is a new software download. New prospects are lading at the website via your Facebook ad and filing a gated form to download a trial. As they enter the client’s database, most of them choose to receive emails on updates.
To turn this into a money-making scenario for both you and your client, offer them to
Create an automated lead follow-up email that the prospect receives immediately after download, with a sales-focused CTA.
Write a series of blogs on different use cases for the software.
Repurpose the blog content into a whitepaper, a webinar, or a series of social media posts.
Run a similar campaign on LinkedIn, provided there’s little overlapping between the audiences.
These are just a few examples of how both you and your client can capitalize on the success of their Facebook Ads campaign, brought to you by a Facebook Ads report.
3. Allow clients to make better decisions on a budget
It’s natural that you and your client agree upon the KPIs and define what success looks like before you run your campaign. This way, everyone is on the same page regarding what actions to take based on specific results.
However, once the campaign takes off, it’s easy to run into information overload. Facebook offers a lot of data you can use to measure an ad campaign’s success, which is usually a good thing. Yet, your clients may not have the time or expertise to draw meaningful insights from all those stats.
It’s your job to filter through all the available data and reach for metrics that are the most important to your clients.
For each type of metric, you can see how much you’re spending per lead, and clients can see how their money is spent.
A Facebook Ads report can also give clients more intelligence about which campaigns are worth funding. They might be keen to pause or terminate a high-cost campaign, which can be misleading when observed on its own. However, if you have two similar paid ads campaigns and one costs more, it might also bring in more actions or high-quality leads.
In other words, a client's Facebook Ads report has additional benefits beyond simply answering the question, “Did we meet our goals?”
12 metrics to use in your Facebook Ads report
Before generating a Facebook Ads report, you need to know which Facebook Ads metrics you’re going to track. These are the essential ones:
Cost Per Result
Cost Per Click and Cost Per Impression
Cost Per Conversion
Ad Spend and Return on Ad Spend or ROAS
Total Conversion Value
Cost Per Action (CPA)
How to create a Facebook Ads report in 6 easy steps
1. Consider the client’s needs
Before you get down to writing the actual report, you need to consider who is going to read your report. Depending on the position of the person and their knowledge of marketing, the report will have different structures and contents.
Also, you need to consider the frequency at which your report is sent out. The more frequently your reports go out, the more details you can cover. For example, a weekly Facebook Ads report can cover a broader range of metrics than a C3 report you send out every month, not to mention an annual Facebook Ads report.
2. Grab a reporting tool
A report on a Facebook Ads campaign that you run often contains several different ad sets, each with its own Facebook ad creative and results. Copying these manually to your report can be painstaking, especially if you need to repeat it every week.
What you need is a Facebook Ads reporting tool like Whatagraph. Connect your client’s Facebook Ads account once to your report, and every time you create a new report, the data is refreshed.
The days of digging through dashboards for hours trying to make the numbers fit are over. Connect your accounts once, and the Facebook Ads data fills in ad updates automatically in the future.
And the best thing — there’s no limit on the number of reports you can create, edit, and send.
But Whatagraph is not a one-trick pony either.
Apart from Facebook Ads reports, you can use our automated reports to visualize marketing data from over 40 platforms.
Sign up for a free trial to get a first-hand feel of what Whatagraph is all about and how it can help you automate your reporting.
Published on Mar 17 2023
Nikola is a content marketer at Whatagraph with extensive writing experience in SaaS and tech niches. With a background in content management apps and composable architectures, it's his job to educate readers about the latest developments in the world of marketing data, data warehousing, headless architectures, and federated content platforms.