Social Media Report Template for Marketers

What is a social media report template?

A social media report template is a pre-built layout that helps you track, organize, and present key performance data from your social channels—without starting from scratch every time.

Instead of pulling numbers manually from Instagram Insights, Facebook Ads Manager, LinkedIn Analytics, and TikTok dashboards, a good template brings it all into one clean, visual format.

It gives you a consistent way to show what’s working, where to improve, and how your social strategy is driving results.

Whether you’re building a social media monthly report template for ongoing client check-ins or a quarterly breakdown for stakeholders, the right template should help you:

✅ Highlight key key performance indicators like reach, engagement, conversions, and ROI

✅ Break down performance by channel, campaign, or content type

✅ Provide context with written insights, visuals, and trend comparisons

✅ Tailor the layout to match each client’s goals or brand

✅ Share updates quickly through live links, PDFs, or scheduled email delivery

If you’re reporting on social media performance regularly (and let’s be honest—you probably are), a social media analytics report template saves hours each week.

It standardizes your process, keeps reports client-friendly, and helps you move past vanity metrics to show real impact.

What should a social media report template include?

A well-structured social media performance report template should tell a clear story: what happened, what it means, and what to do next.

It should combine performance data from all platforms into one easy-to-understand report—visually engaging, insight-driven, and client-ready.

Here’s a breakdown of the must-have sections, how to structure each one, which widgets to use, and best practices for every part:

1. Executive summary

Purpose: Give clients or stakeholders a high-level overview of how social media performed during the reporting period.

Best practices:

✅ Keep it short (2–4 sentences per channel or campaign)

✅ Focus on what changed: wins, issues, new opportunities

✅ Use bold text to highlight key takeaways or metrics

✅ Use AI to generate insights on your behalf based on your data for a specific time period to save time

Widgets to use:

• Text block widget: Add AI-generated summaries or write your own for each platform or campaign.
• Image or GIF: Optional, but great for giving the report more personality.

2. Monthly KPIs

Purpose: Visually show how you’re tracking against monthly social media goals—so clients can instantly understand whether their strategy is working.

Metrics to include: Choose metrics based on what your clients want to see. Some important metrics include:

• Reach (total number of unique people who saw your posts)
• Impressions (how many times your posts were seen)
• Engagements (likes, comments, shares, saves)
• New followers
• Conversions (form fills, downloads, purchases)
• Post volume or frequency

Best practices:

✅ Keep it consistent month to month—use the same KPI order and visual structure

✅ Focus on KPIs that reflect business outcomes (e.g., not just engagement, but conversions or assisted conversions if available)

✅ Add short context where needed: “Reach dipped due to 3 fewer posts this month”

✅ Include a goal vs. actual visual (bar or progress indicator)

Widgets to use:

• Goal tracking widget: for reach, engagements, new followers, conversions
• Single-value widgets: show total followers, posts, impressions

3. Channels’ performance at a glance

Purpose: Quickly compare how your organic and paid social channels performed side-by-side.

For example, you can add two pivot tables, one for “Organic Performance” and another for “Paid Channels Performance”.

Organic performance pivot table recommended structure:

Platforms: Facebook, Instagram, LinkedIn, TikTok, YouTube (organic)

Metrics to include:

• Impressions
• Engagements (likes, comments, shares)
• New followers
• Reach (if available per platform)

Best practices:

✅ Use a pivot-style layout with rows as channels and columns as metrics

✅ Stick to 3–5 key metrics for readability

✅ Add a quick comment underneath with top organic takeaways (e.g. “LinkedIn had a 20% lift in reach vs last month”)

Paid channels performance pivot table recommended structure:

Platforms: Facebook Ads, LinkedIn Ads, TikTok Ads, Snapchat Ads, etc.

Metrics to include:

• Total ad spend
• Click-through rate (CTR)
• Cost-per-click (CPC)
• Conversions
• ROAS (if applicable)

Best practices:

✅ Align column headers across channels for easy comparison

✅ Highlight the top-performing metric per channel (e.g. highest CTR or lowest CPC)

✅ Include a short AI-generated or custom summary below for quick insights

Widgets to use:

• Table widgets with customizable columns (one for organic, one for paid)
• Optional: text block for key comments or takeaways

4. Detailed insights for each channel

Purpose: Give a full breakdown of what’s working (and what’s not) on each channel—both organic and paid. For example:

Facebook Page Overview (Organic)

• Monthly KPI goal widget
  • Reach, impressions, engagement, followers
• Single-value widgets
  
  • Total followers
  • Number of posts
• Top performing social media content performance table
  
  • Include post text preview, unique impressions, clicks, reactions, comments, shares
• Performance summary
  
  • Add commentary (manual or AI-generated) on what worked and what didn’t
• Top-performing posts breakdown
  
  • Showcase a few standout posts with visuals and engagement data

Best practices:

✅ Group visual and written elements logically (KPI > content > insights)

✅ Add quick context for spikes or drops in performance

✅ Highlight content themes that resonated (e.g., carousels vs. memes)

Facebook Ads Performance (Paid)

• Monthly KPI goal widget
  • Impressions, leads, conversions, ROAS
• Single-value widgets
  
  • Total spend
  • CPC, CTR
  • Conversion rate
  • Cost per page like
• Funnel breakdown
  
  • Visualize ad flow: reach → clicks → conversions
• Top-performing ad breakdown
  
  • Include headline, copy snippet, clicks, CTR, conversion rate
• Performance summary
  
  • Add context: what ad worked, how cost shifted, what optimizations were made

Best practices:

✅ Tie results back to goals from previous month

✅ Use funnel widgets to show where drop-offs happened

✅ Compare current performance vs. past periods or benchmarks

Repeat this structure for other major platforms like:

• Instagram
• LinkedIn (organic + paid)
• TikTok (organic + paid)
• Twitter/X or YouTube as needed

5. Conclusions and next steps

Purpose: Tie everything together. Summarize what the numbers mean and what actions should be taken next.

Structure & best practices:

✅ Keep this section concise and strategic

✅ Use bullet points to lay out 3–5 key takeaways

✅ Add clear next steps or optimization ideas (e.g. “Shift budget toward LinkedIn Ads,” “Test more carousel posts on IG”)

✅ Mention any industry or platform changes that may have impacted results

Widgets to use:

• Text block with bolded headers (e.g. "Key takeaways", "Action items")
• Optional: checklist widget or team assignment if shared internally

What metrics should you include in a social media report template?

The best way to understand which metrics to add to report template is to ask your clients (or your C-Suite) what they want to see.

In general, here’s a breakdown of the most essential metrics to track for your social media campaigns:

1. Engagement metrics

These show how your audience interacts with your content—and how well your messaging resonates.

• Likes/Reactions – A simple but strong indicator of how much your content is appreciated.
• Comments – Show how engaged your audience is and what they care enough to respond to.
• Shares – Measure how valuable or relatable your content is to the point users want to pass it on.
• Saves (Instagram/TikTok) – A sign that your content has long-term value for the viewer.
• Engagement Rate – Combines all engagements relative to reach or followers, giving you a true sense of content effectiveness.

2. Performance metrics

These help you measure reach, visibility, and how often your content is seen.

• Impressions – Total times your content was displayed—great for visibility tracking.
• Reach – The number of unique users who saw your content—key for brand awareness.
• Video Views / Completion Rate – For video-heavy channels, these show viewer interest and content stickiness.
• Post Frequency – Helps assess how consistent your posting is and its impact on engagement and growth.

3. Audience growth metrics

These track how your community is evolving across different platforms.

• New Followers – A core indicator of how well your content and campaigns attract new audiences.
• Follower Growth Rate – Measures momentum over time, not just raw numbers.
• Total Followers – Gives context to your reach and engagement performance

4. Paid social metrics

If you're running social ads, these show whether your spend is turning into real results.

• Ad Spend – The total amount spent on paid campaigns—essential for budget tracking.
• CTR (Click-Through Rate) – Indicates how compelling your ad content is.
• CPC (Cost Per Click) – Measures how efficiently your ads drive traffic.
• Conversion Rate – Tells you how effective your ads are at driving actions.
• ROAS (Return on Ad Spend) – A key metric for proving ad profitability.
• Cost per Result (e.g. Lead, Purchase) – Lets you optimize for the most efficient outcomes.

5. Conversion & traffic metrics

These connect social media efforts to business goals and on-site behavior.

• Clicks – How many users clicked on your content—great for driving traffic analysis.
• Landing Page Views – Measures actual interest beyond just a click.
• Conversions (Leads, Purchases, etc.) – Shows how well your social media drives real business outcomes.
• Assisted Conversions – Highlights the role of social in multi-touch journeys.
• Scroll Depth – Indicates how engaging your landing page content is post-click.

6. Audience insight metrics

These help you understand who you're reaching—and how to tailor your strategy.

• Top Performing Audience Demographics – Helps tailor content to the age/gender groups that engage most.
• Top Geo-Locations – Reveals which regions respond best to your marketing campaigns.
• Device Type – Helps optimize visuals and user experience based on where your audience is browsing.

How to create a social media KPI report template?

Creating a social media KPI report template doesn’t have to be time-consuming or complicated.

With Whatagraph, you can build a fully automated, customizable, and client-ready report that tracks your most important social media metrics across every platform—all without starting from scratch each time.

Here’s how to create one step by step:

1. Connect your social media platforms

Start by connecting all your social channels—Facebook, Instagram, LinkedIn, TikTok, YouTube, Twitter, and more—directly to Whatagraph.

With 55+ native integrations (and no unstable third-party connectors), setup takes just a few clicks.

From there, your data flows automatically into your marketing report—no copy-pasting, CSV downloads, or screenshots needed. You’ll always be looking at live, accurate performance data that matches what you see inside native dashboards.

You can also connect other key data sources like Google Analytics, Meta Ads, or Google Sheets if you want to enrich your report with cross-channel performance or additional KPIs.

Plus, Whatagraph’s integrations are fully managed and extremely stable—uptime has averaged 99.95% over the past 6 months. If system outages occur, engineers are notified immediately (even at 3am).

2. Structure and organize your data

Every social platform reports data differently—and if you’re building reports manually, that creates a mess of inconsistent metrics. Whatagraph lets you structure everything in one unified view.

You can:

• Standardize naming conventions across platforms (e.g., align “Post Clicks” from Facebook with “Engagements” on LinkedIn)
• Group metrics by platform, region, client, or campaign
• Blend data from organic and paid campaigns
• Create folders by account manager, clients, or location
• Apply custom KPIs using formulas that reflect your success metrics

This step makes sure your social media KPI report is clear, client-friendly, and tailored to the way your marketing team works—not how the platforms present it.

3. Choose the KPIs that matter

Not all metrics are created equal. Your social media KPI report should focus on the numbers that align with campaign objectives and drive decisions.

Whatagraph’s templates come pre-loaded with the most important KPIs—organized by objective:

• Engagement KPIs: likes, comments, shares, saves, engagement rate
• Growth KPIs: new followers, follower growth rate, total audience size
• Reach & Visibility: impressions, reach, video views
• Paid KPIs: CTR, CPC, conversions, ROAS, cost per result
• Content KPIs: top-performing social media posts, post frequency, completion rate
  

Each KPI is displayed using visual widgets like bar charts, single-metric cards, goal progress bars, or funnel visualizations. You can easily drag, drop, and rearrange widgets to match your reporting flow—and even set monthly or quarterly goals to track performance over time.

4. Customize the template for your team or client

Once you’ve added KPIs to your social media insights report template, the next step is making it look and feel like it was built specifically for your brand—or your client’s.

Whatagraph gives you full control over how you want your social media marketing reports to look like. You can:

✅ Upload your brand or your client’s logo and images

✅ Select from ready-made color schemes or create your own

✅ Choose icons for widgets from an icon library

✅ Add custom headers, footers, and section dividers

✅ Share the report on a custom domain

You can even save your favorite layouts as reusable templates or apply changes across multiple client reports at once using Linked Reports. That means less time rebuilding, and more time optimizing.

5. Use AI to generate summaries and surface insights

Writing a performance summary every month—or for every social network—can eat up hours. Now, you don’t have to.

With Whatagraph’s AI performance summary writer, you can automatically generate on-brand summaries based on the live data in your custom reports.

Just select a date range and platform, and AI will write a clear, editable paragraph you can drop directly into the template.

Need quick answers in between reports? Use Whatagraph’s AI chatbot to ask performance questions like:

• “Which platform had the highest engagement rate this quarter?”
• “How does TikTok CTR compare to last month?”
• “Which campaign delivered the lowest cost per lead?”

The bot responds in plain English—so you’re never digging through dashboards to get the insights you need.

6. Schedule, automate, and deliver

Once your report is built, you never have to touch it again (unless you want to).

You can:

✅ Schedule automated digital marketing reports to send weekly, monthly, or quarterly

✅ Share via live link so stakeholders always see real-time data

✅ Export as PDF or CSV for offline use

✅ Deliver via white-labeled emails or share securely from your own subdomain

✅ Push data to Google BigQuery or visualize it in Looker Studio if needed

For agencies and in-house teams, this is where the real magic happens.

Instead of starting over each month, your reports are generated, updated, and delivered automatically—while giving you the choice to review and edit the reports before they are sent.

7. Monitor KPIs on an internal dashboard

Reporting to clients is essential, but what about managing your own campaigns in real time?

With Whatagraph, you can build a dedicated dashboard to track your social media KPIs across all channels, campaigns, and accounts. It’s not just for end-of-month reporting. It’s your daily control center.

Instead of logging into five different platforms or manually updating spreadsheets, you get a live overview of your performance data—all in one place. Monitor reach, engagement, ad spend, conversions, and campaign trends as they happen, so you can react faster and optimize proactively.

For example, you can:

✅ Track real-time KPI trends like a drop in CTR or sudden spike in post saves

✅ Compare channels side-by-side to see which platform is driving the most return on investment (ROI)

✅ Slice and dice data by custom tags (like “Instagram Reels,” “Black Friday campaign,” or “Client A”)

✅ Spot underperforming campaigns early so you can optimize your social media strategy, creative, budget, or timing

✅ Highlight which social posts or ads need improvement based on their relative performance

For social media managers, this dashboard helps you stay on top of KPIs and take the right action—fast.