Jump to a section of the template:
- Summary
- Spend and delivery
- Results by campaign
- What we tested and what it showed
- Creative notes
- Next month
- Caveats
The template (copy it)
Each section below has a short instruction and a block you can copy as plain text. Replace everything in square brackets with your own numbers from Ads Manager. Keep Meta's metric names, so your client can check every number in the account.
1. Summary
Three sentences at the top: what happened, what you changed and what you will do next.
Summary This month we spent [amount spent] and got [results] at [cost per result]. We tested [one change]. Next month we will [next test].
2. Spend and delivery
Four numbers against last month.
| Metric | This month | Last month |
|---|---|---|
| Amount spent | [amount spent] | [amount spent] |
| Reach | [reach] | [reach] |
| Impressions | [impressions] | [impressions] |
| Frequency | [frequency] | [frequency] |
Spend and delivery Metric | This month | Last month Amount spent | [amount spent] | [amount spent] Reach | [reach] | [reach] Impressions | [impressions] | [impressions] Frequency | [frequency] | [frequency]
3. Results by campaign
One row per campaign. Use the result your campaign optimizes for, as Meta defines it in the Results column.
| Campaign | Objective | Results | Cost per result | Amount spent |
|---|---|---|---|---|
| [campaign] | [objective] | [results] | [cost per result] | [amount spent] |
Results by campaign Campaign | Objective | Results | Cost per result | Amount spent [campaign] | [objective] | [results] | [cost per result] | [amount spent]
4. What we tested and what it showed
The test record: one row per test.
| What changed | What stayed the same | Spend, clicks, click rate | How sure | Status |
|---|---|---|---|---|
| [the one thing, for example the headline] | [audience, budget, placement] | [spend], [clicks], [click rate] | [clear winner, or tied] | [finished, or unfinished] |
The rule: an unfinished test is reported as unfinished, never as a win. A tie is a result.
What we tested and what it showed What changed | What stayed the same | Spend, clicks, click rate | How sure | Status [the one thing, for example the headline] | [audience, budget, placement] | [spend], [clicks], [click rate] | [clear winner, or tied] | [finished, or unfinished] An unfinished test is reported as unfinished, never as a win. A tie is a result.
5. Creative notes
Which image, video or text delivered best, where your account has Meta's ad creative breakdown. Note any ads it does not cover, such as dynamic creative ads or ads shown as a collection or carousel.
Creative notes Delivered best: [image, video or text] From the ad creative breakdown: [results], [reach], [impressions], [cost per result], [amount spent] Not covered by the breakdown: [dynamic creative ads, collection or carousel ads]
6. Next month
The next test, the one thing it changes and why.
Next month Next test: [test] The one thing it changes: [one change] Why: [reason, from this month's results]
7. Caveats
What the numbers do not show, so your client does not misread them.
Caveats A click rate is an ad response, not a lead or sale. [attribution notes your client should know] [anything else the numbers do not show]
How to fill it from Meta Ads Reporting
Checked 29 October 2026. The ad creative breakdown is rolling out gradually.
Most of sections 1 to 3 and 5 come straight from Meta. Meta's help page on exporting and sharing reports says: "In Ads Reporting, you should create either a 'custom report' or a 'report from template'". Meta Ads Reporting lets you "create, customize, export, share and schedule reports", with breakdowns, filters and sorting. Metric groups include performance (reach, impressions and delivery), engagement, conversions and settings.
For section 5, Meta's help page on creative level performance describes an ad creative breakdown with results, reach, impressions, cost per result and amount spent for each creative. Meta notes: "We are gradually introducing this experience so it may not be available to you yet." It does not cover dynamic creative ads, it shows data only after July 1, 2017, and bar or trend charts are not supported with it. You can export it as .xlsx, .csv or .png. Social Media Today reported on 27 October 2026 a Breakdown for images and videos "as single media" and for text variations, but not for ads shown as a collection or carousel.
To send the report, you can export .xlsx or .csv files, or share a link with people outside your business. They cannot edit it or see unsaved changes, and you can set an optional expiration date. You can also schedule recurring reports by email. "The maximum reporting window is 37 months from the date of your request." You need administrator, advertiser or analyst access to the ad account.
Sections 4, 6 and 7 are yours to write. Meta gives you the numbers; only you know what you changed and why.
Why the test record matters
Clients trust a result they can trace. "Cost per result went down" is a number. "We changed the headline, kept everything else the same, and the new one got a better click rate" is a reason, and a reason is what your client is paying for.
Meta's own guidance points the same way. Its best practices say "Test only one variable for more conclusive results", and its help page on testing several things at once warns: "When you're testing more than one variable, you won't know exactly which variable led to the winning ad set." So the test record names the one change. If you cannot name one, the test cannot tell you what worked.
The record also keeps you honest. A tie goes in as a tie, which tells your client that change did not matter much. An unfinished test goes in as unfinished, even when one version is ahead. That way, every win in your report is one you can defend.
For more on reporting results this way, see how to prove Meta ad results to clients. For the mechanics of a fair test, see how Facebook split testing works, or read why it helps to test one thing at a time.
Where 1Signal fits
1Signal is our product. It does not fill in this template for a whole account. It can supply section 4.
1Signal runs small real Meta ads that change one thing at a time: pain, headline, offer, image and ad text. The Signal Prompt Pack page answers "What won? The exact line, with its click rate, clicks and spend." and says "Partial packs say so: an unfinished test is never shown as a result." Each step shows "Changes:" and "How sure:", which maps straight onto the test record. You also get a one page summary PDF "in your name on Agency and White label", and a JSON data file with "Every tested line and number".
The Agency plan is $149 a month for up to 25 businesses. Meta ad spend is separate. See all 1Signal plans.
Get your report and first-test draft free.
When a reporting tool fits better
If you report many channels, or many clients, filling sections 2 and 3 by hand every month gets slow. A dashboard tool can fill them automatically and send them on a schedule, and you add the test record on top. See Facebook ads reporting tools compared for the options and what each one is built for.
FAQ
What should a monthly Facebook ads report for a client include?
Include a short summary, spend and delivery, results by campaign, what you tested, creative notes, next month's plan and caveats. Use Meta's metric names, such as amount spent, reach, impressions, results and cost per result, so your client can check each number in Ads Manager.
Is there a Facebook ads report template in Ads Manager?
Yes. Meta's help pages say you can create a "custom report" or a "report from template" in Ads Reporting. You can then add breakdowns, filters and sorting, export .xlsx or .csv files, share a link, or schedule recurring emailed reports. Use this page's template for the parts Meta does not write.
Which metrics belong in a Facebook ads report?
Start with amount spent, reach, impressions, results and cost per result, the metrics Meta shows for each creative in its ad creative breakdown. Add clicks and click rate for any test you ran. Pick the result your campaign optimizes for, and explain any metric your client may misread.
How do I show what we tested this month in a client report?
Add a test record for each test: what changed, what stayed the same, the spend, clicks and click rate, how sure you are, and whether it finished. Report a tie as a tie and an unfinished test as unfinished. Your client then sees the work behind each result.
How long should a monthly client report be?
Keep it short enough to read in a few minutes: a three sentence summary at the top, two small tables of numbers, one test record per test, and a clear plan for next month. Put detail in an appendix or a shared Ads Reporting link for clients who want more.
Can 1Signal fill in this report for me?
Not all of it. 1Signal is our product, and it does not report on your whole ad account. It can supply the test section: each winning line with its click rate, clicks and spend, unfinished tests labelled, and a one page summary in your agency's name on Agency and White label.