Paid media client reporting template for Meta and Google Ads

Use the download at the top of this page. Save the Markdown file, duplicate it for one client and reporting period, and replace the bracketed fields. The template is a document you fill in; it does not pull account data or require an Adrails login.

Begin with account IDs, dates, comparison dates, time zone, currency, conversion action and attribution window. Write down when the data was exported and whether recent conversions can still arrive. A weekly report with a different definition of purchase from the previous week is not a comparable trend.

In the example, spend rose from $4,000 to $4,400 while purchases fell from 100 to 88. Cost per purchase rose from $40 to $50. Revenue increased slightly, so the report should investigate order value as well as acquisition efficiency. The arithmetic shows a change; it does not prove that creative fatigue, targeting or a bid change caused it.

A defensible summary is: spend increased 10%, purchases fell 12% and cost per purchase rose 25%; check the campaign mix, conversion lag and order value before proposing a budget change. Add the actual source and named owner to that investigation. Do not turn a hypothesis into a finding simply to make the narrative sound complete.

Meta and Google can both claim credit for a purchase. Adding their attributed revenue does not necessarily give total business revenue. Keep platform ROAS in separate rows and use a reconciled commerce or finance source for a business-level view. State the deduplication method if you combine conversions.

Do not average campaign ROAS or CPA without weighting. For a compatible scope, calculate CPA from total spend divided by total conversions and ROAS from total attributed revenue divided by total spend. If currencies or conversion definitions differ, show separate groups before producing any combined figure.

For each proposed action, name the affected account, evidence, current setting, proposed change, owner and review date. Separate completed work from proposed work so the client can see what actually happened. A report is not authorization to change a budget.

Before sharing, remove unrelated account data and internal notes. Check that every number can be traced to the stated source, that zero denominators read as not available, and that the summary agrees with the table. Keep a dated copy so next week's report can show the decisions taken and what changed.

Adrails can make a client report as a PDF for selected accounts and a period. The PDF keeps the figures measured when it was made. It is useful as supporting evidence for this narrative, but it is not a live refresh of the platforms.

Whoever receives the PDF can read it, so review the account selection before you send it. The documentation below covers what the PDF holds; the downloadable template itself shares no data.