If you’re running ads online, chances are, you’re running ads on Facebook. In the past few years, Facebook has had the second most ad revenue from all digital platforms, right behind Google. The competition is fierce to get the attention of the 2.7 billion active users on Facebook.

Are you getting the most out of your ads? How do you optimize your campaigns? Do you run A/B tests?

So many questions! Listen, we get it. There’s so much data to look at — it can get dizzying at times…

First things first, let’s get all that data into a report so you can make sense of all those useful insights and get your ads to reach your customers. 🚀

We put together the ultimate guide to Facebook Ads reporting to get you started. We included templates for Google Sheets, Google Data Studio, and Excel.

Also running ads on Google, Microsoft, Twitter, YouTube, or LinkedIn? We’ve got you covered.

Skip ahead to go directly to the template you want. 👇

Facebook Ads templates

Google Sheets

1. Facebook Ads high-level monthly reporting template

Google Data Studio

2. Facebook Ads dashboard template

Excel

3. Facebook Ads reporting template

Mixed ad channels templates

Google Sheets

4. Detailed paid channel mix reporting template

5. Ecommerce performance dashboard template by Gauge

6. Paid channel mix reporting template

7. Paid social performance dashboard template by Gauge

Google Data Studio

8. Google Ads vs. Facebook Ads comparison template

9. Paid channel mix reporting template

Excel

10. Paid channel mix reporting template

Check out our template gallery

Looking for reporting templates to get you started?

Find them here

Facebook Ads

First, let’s look at reports that only include Facebook Ads data. If you wanna deep dive into your campaign optimization, simply connect your Facebook account to your preferred destination and voilà! You’re ready to analyze.

Google Sheets

1. Facebook Ads high-level monthly reporting template

Facebook Ads high-level monthly reporting template - Google Sheets

This report starts with your high-level insights and then goes deeper with more detailed views. Whether you want to look at specific demographics, detailed figures, or a campaign overview, this template covers it all.

You’ll find:

  • A sheet with all your raw data
  • A high-level month-over-month view
  • A detailed campaign performance view
  • A detailed monthly performance view
  • A summary of your performance by user device
  • A demographic view

Get started with the Facebook Ads high-level monthly reporting template.

Google Data Studio

2. Facebook Ads dashboard template

Want to see all your Facebook Ads reporting in a swanky two-pager? This template has all the metrics you need to quickly analyze your ad campaigns.

On the overview page, you’ll find:

  • Cost, impressions, clicks, conversions/actions
  • Top campaigns and metrics per campaign
  • Country breakdown by conversions

If you want to see a more detailed view, go over to the breakdown page to see breakdowns by:

  • Device
  • Age
  • Gender
  • Campaign objective

Whether you’re using Facebook for lead generation or ecommerce, just plug your data into this dashboard and see your campaign performance at a quick glance.

Get started with the Facebook Ads dashboard template.

How to connect Facebook Ads to Google Data Studio

Get the most out of your Facebook Ads dashboard

Read now

Excel

3. Facebook Ads reporting template

For those of you using Excel to create your marketing reports, this report template is for you. You’ll find all the metrics you need to analyze your Facebook campaigns. 

The overview shows you:

  • Cost, impressions, CPM (cost per mille)
  • Clicks, CTR (click-through rate), CPC (cost per click)
  • Conversions and actions
  • Clicks by country

You’ll also find a detailed table for your campaign breakdown.

Get started with the Facebook Ads reporting template.

Mixed ad channels

Chances are, you’re also running ads on some other platform. If you want to see your campaign performance from Google Ads, Microsoft Ads, Twitter Ads, YouTube, or LinkedIn Ads on top of Facebook Ads, then we have a report template, or seven, for you.

Google Sheets

4. Detailed paid channel mix reporting template

Detailed paid channel mix reporting template - Google Sheets

We know this report has “detailed” in the title, but it’s no understatement. It has an overview sheet for all your ad platforms and a separate overview, and a detailed breakdown for each data source.

In the overview, you’ll see:

  • All your main ad metrics by platform
  • Your top 10 campaign metrics

Each platform report includes:

  • A chart for clicks, impressions, CTR, and CPC over the last 12 weeks
  • A main metrics table for the last two weeks split daily
  • A top 10 campaigns table
  • A top 20 keywords or ad sets table
  • A demographics table

Data sources:

  • Twitter Ads
  • Facebook Ads
  • Microsoft Ads
  • Google Ads

Psst… Want to dig deeper? It even includes the raw data for each channel.

Get started with the detailed paid channel mix reporting template.

Also running ads on Yandex?

Get this Google Sheets report with Yandex included

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5. Ecommerce performance dashboard template by Gauge

Ecommerce performance dashboard template by Gauge - Google Sheets

Are you running ads for your ecommerce business? Well, our friends at Gauge created this perfect report for you. It looks at your current ad performance and even has projections to help you optimize your ad spend.

Use this template to see:

  • An ROI projection with your current and optimal ROI (return on investment)
  • An average and standard deviation of your current performance, including transaction rate, average order value, and cost per visit.
  • An analysis of your current vs optimal ROI by channel

Data sources:

  • Facebook Ads
  • Google Ads — search and display
  • YouTube

Get started with the ecommerce performance dashboard template by Gauge.

6. Paid channel mix reporting template

Paid channel mix reporting template - Google Sheets

Sometimes, all you need is a good one-page overview of your main ad platforms. We put the most popular ones into this report so you can compare each platform to the other.

You’ll find:

  • Any changes in your overall metrics
  • The main metrics by platform in one table for an easy comparison
  • A chart for clicks and conversions for each platform
  • A detailed stats table for each platform

Data sources:

  • Google Ads
  • Microsoft Ads
  • Facebook Ads
  • Twitter Ads

Get started with the paid channel mix reporting template.

7. Paid social performance dashboard template by Gauge

Paid social performance dashboard template by Gauge - Google Sheets

Similar to the ecommerce report up top, this report by Gauge has predictions for ad cost. This is the perfect report for ad cost optimization.

You’ll see:

  • Your current and optimal CPM (cost per mille) for all included channels
  • A CPM breakdown per channel

Data sources:

  • Facebook Ads
  • Google Ads — search and display
  • YouTube

Get started with the paid social performance dashboard template by Gauge.

Google Data Studio

8. Google Ads vs. Facebook Ads comparison template

Since Google and Facebook have the highest ad revenue out of all digital channels, chances are you have ads on both platforms. Want to see which one is performing best? We put them together in this two-page dashboard and included all the main metrics you might want to see.

Check the overview to see:

  • Comparison charts for CTR, CPC, and cost per conversion
  • Percentage breakdowns for cost, impressions, clicks, and conversions
  • A table with the main metrics for an easy view of each campaigns’ performance

So you can understand who your audience is, we also included a demographic page with:

  • Country
  • Device
  • Age

Data sources:

  • Google Ads
  • Facebook Ads

Get started with the Google Ads vs. Facebook Ads comparison template.

Google Ads vs. Facebook Ads

Get started with a  Google Data Studio template and tutorial

Read now

9. Paid channel mix reporting template

Paid channel mix reporting template - Google Data Studio

For the quickest view of your top ad platforms’ performance, simply plug in your data sources to this one-page dashboard, and that’s it! All your metrics are in one place for an easy comparison. We included the top five most common ad platforms, but worry if you don’t use them all. Just leave the data source empty, and the charts will adjust to the ones you included.

Your overview charts include:

  • Link clicks
  • CTR
  • Cost
  • CPC
  • Conversions
  • Conversion rate
  • Link clicks vs CTR
  • Cost vs CPC
  • Conversions vs Conversion rate

And for a more detailed view per platform, you can find:

  • The percentage of clicks, cost, and conversions by platform
  • A breakdown table of all the top metrics by platform

Data sources:

  • Google Ads
  • LinkedIn Ads
  • Twitter Ads
  • Facebook Ads
  • Microsoft Ads

Get started with the paid channel mix reporting template.

Your top ad platforms in one place

Build a Google Data Studio dashboard with data from Google Ads, Facebook Ads, Twitter Ads, and Microsoft Advertising

Read now

Excel

10. Paid channel mix reporting template

Paid channel mix reporting template - Excel

Last but not least, we put together the ultimate Excel dashboard for all your ad platforms. We included everything you need in one view and added the raw data for each platform separately if you want to dig into the numbers. This dashboard covers the last 30 days.

Your dashboard has:

  • A table split by channel with clicks, click-through rate, cost, cost rate, conversions, and conversion %
  • A chart for each channel with the click trend as a default
  • A filter for the trend chart

Data sources:

  • Google Ads
  • Facebook Ads
  • Linkedin Ads
  • Microsoft Ads
  • Twitter Ads

Get started with the paid channel mix reporting template.

Over to you

Now, you have a report ready no matter where you want to visualize your Facebook ad campaign data.

Happy reporting!

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