Weekly reports go wrong when they try to be a small monthly report. A week is too short to judge strategy, but it is long enough to spot a creative that has stopped working, a budget that is pacing too fast or a tracking gap. Keep the weekly report short, consistent and focused on what you will do next week.
The six sections of a weekly ad report
| Section | What goes in it |
|---|---|
| 1. Headline numbers | Spend, results, cost per result and ROAS, each against last week |
| 2. One-line summary | "Leads up 12% at a lower cost per lead, driven by the new video." One sentence. |
| 3. Platform split | Spend and results for each platform the client runs |
| 4. Creatives | Top two ads and the weakest one, with thumbnails and a scale, keep or cut call |
| 5. Budget pacing | Spend so far this month against the monthly budget |
| 6. Next week | Up to three actions, such as new creative, a budget shift or a test |
Which metrics to show
Match the headline metrics to what the client pays for. An online store cares about purchases, revenue and ROAS. A lead generation client cares about leads and cost per lead. A brand campaign cares about reach, frequency and CPM. Put supporting metrics such as CTR and CPC below the headline, not next to it. Our ad reporting metrics glossary has plain-English definitions and formulas.
Copy-ready weekly template
[Client] · Weekly ad report · [Mon date] to [Sun date] HEADLINE Spend $____ (last week $____) Results ____ (last week ____) Cost per result $____ (last week $____) ROAS ____x (last week ____x) SUMMARY [One sentence.] BY PLATFORM Meta: spend · results · cost per result Google: spend · results · cost per result CREATIVES Scale: [ad] · [metric] Scale: [ad] · [metric] Cut: [ad] · [metric] PACING $____ of $____ monthly budget spent (__%) NEXT WEEK - [Action 1] - [Action 2] - [Action 3]
Weekly templates in Adsorra
Adsorra has ten weekly templates built on this structure, including the Weekly Performance Snapshot, Weekly Client Update, Weekly Ecommerce Report, Weekly Lead Generation Report and Weekly Budget Pacing. Each one fills itself from the client's connected ad accounts and can be emailed every Monday. See them all on the report templates page, or read the monthly ad report template for the longer monthly version.