A monthly report should judge results against the budget and the targets you agreed, explain what changed, and propose next month's plan. It is the report a client forwards to their boss, so it has to make sense to someone who has never opened Ads Manager.
The seven sections of a monthly ad report
| Section | What goes in it | Why it matters |
|---|---|---|
| 1. Summary | Three sentences: the result, the main reason, the plan | Many readers stop here |
| 2. Results vs target | Spend, results, cost per result and ROAS against the month's targets and last month | Shows whether the money worked |
| 3. Trend | A daily or weekly chart of spend and results across the month | Explains dips and spikes |
| 4. Channel mix | Each platform's spend, results and cost per result | Justifies where budget goes next |
| 5. Creatives | The best and worst ads of the month, with what you learned | Feeds next month's creative brief |
| 6. What we changed | Tests run, budgets moved, ads paused | Shows the work behind the numbers |
| 7. Next month | Budget split, tests and creative plan | Turns the report into a decision |
Metrics by campaign goal
| Goal | Headline metrics |
|---|---|
| Online sales | Revenue, ROAS, purchases, cost per purchase, average order value |
| Leads | Leads, cost per lead, and lead quality if the client shares it |
| Awareness | Reach, frequency, impressions, CPM |
| Local footfall or calls | Calls, direction requests, messages and cost per action |
Copy-ready monthly template
[Client] · Monthly ad report · [Month Year] SUMMARY [Result.] [Main reason.] [Plan for next month.] RESULTS VS TARGET Spend $____ / budget $____ Results ____ / target ____ (last month ____) Cost per result $____ / target $____ (last month $____) ROAS ____x / target ____x (last month ____x) CHANNEL MIX [Platform] · spend · results · cost per result CREATIVES Best: [ad] · [metric] · [what we learned] Worst: [ad] · [metric] · [what we learned] WHAT WE CHANGED - [Change and its effect] NEXT MONTH Budget: [split by platform] Tests: [1 to 2 tests] Creative: [what we will make]
Monthly templates in Adsorra
Adsorra includes twelve monthly templates, from the standard Monthly Performance Report and the full Monthly Client Report to the Monthly Ecommerce, Lead Generation, Channel Mix and KPI Scorecard reports. Each fills itself from the client's ad accounts on Meta, Google, TikTok, LinkedIn, Microsoft, Pinterest and Snapchat. See every one on the report templates page. For the short weekly version, use the weekly ad report template, and for writing tips read how to write client ad reports clients read.