Free Facebook Ads Report Template (Excel Download)

If you build campaign reports for clients by hand, this template saves you the formatting and formulas. It's a free Excel file with the formulas already in place: you enter the numbers and everything else calculates itself.

What's inside the Facebook ads report template

How to use it

1. In Ads Manager, export the period's numbers broken down by day (Breakdown → By time → Day), or copy them by hand.
2. In the Daily sheet, enter each day's spend, impressions, clicks, results and revenue (if any).
3. In the Campaigns sheet, enter each campaign's totals.
4. In the Summary sheet, type the previous period's numbers in the "Previous period" column to get the % change.
5. Write your commentary in the Notes sheet — that's the part that sets your report apart.

Tips for a report clients understand

• Name the result explicitly: "purchases" or "conversations" instead of "results".
• Lead with the summary and notes; put detailed tables after.
• Always include the period comparison — a number alone means little to a client.

For more on what makes a good report, read Facebook Ads Client Report: What to Include and How to Stop Rebuilding It Every Week.

Exporting daily numbers from Ads Manager

1. Open Ads Manager and choose the account and period (e.g. the last 30 days).
2. Select only that client's campaigns.
3. Under Breakdown, choose By time → Day.
4. Make sure your columns include spend, impressions, link clicks, results and purchase value if relevant.
5. Use the Reports button to export the table as Excel or CSV, then copy the columns into the template's Daily sheet.

Customizing the template for each client

• Message-driven businesses: rename the "Results" column to "Conversations", and add a column for confirmed orders if the client tracks them, to get the real cost per order.
• Online stores: add a column for orders from the store system next to Ads Manager purchases, so you can compare the two.
• Multiple currencies: keep a separate copy of the template for each currency — never add up amounts in different currencies in one cell.
• Client or agency branding: add the logo and colors on the Summary sheet before sending.

Common mistakes in manual reports

• Forgetting to update the "Previous period" numbers, which produces a wrong % change.
• Copying today's numbers before the day is over, so the last day looks weak.
• Combining campaigns with different objectives in one "Results" column, which makes cost per result meaningless.

Reading the Summary sheet before you send it

Before sending the report, read the Summary sheet as if you were the client, and ask three questions:

• Is the most important number obvious? For a sales campaign, ROAS and purchases should come first. For a message campaign, conversations and their cost.
• Does the % change make sense? A 300% change usually means a mistake in the previous-period numbers, not a real jump.
• Do the notes explain the numbers? Every number that changed clearly should have a line explaining why on the Notes sheet.

Then save a copy named with the period, like "Report-Elite Store-October", so next time the previous period's numbers are ready without digging for them again.

A few minutes of review like this catches most of the errors that would otherwise make a client question the whole report — and a report the client trusts is worth more than a long one.

When you need more than an Excel template

The template is great for one or two clients. With several, you'll find yourself copying numbers every week for each one. That's where client reports in Raqeeb Ads come in: a report link with your logo and colors that updates itself from your ad account, with the same content (metrics with comparison, a daily chart, top ads with images and breakdowns), downloadable by the client as PDF or Excel.

Ahmed Abdelhamed

A media buyer running Meta campaigns for clients across Egypt and the Gulf, who built Raqeeb Ads to fix the account-monitoring problems he kept running into himself.