What is a Facebook ads report template?
A Facebook ads report template is a fixed layout you fill in with numbers from Meta Ads Manager, so every report answers the same questions in the same order.
- 6 sections
- In the order readers ask
- 12 Meta metrics
- Each with its formula
- Free CSV
- Sheets or Excel, no email
Read the full answer
This one has six sections: a three-sentence summary, spend (Amount spent, Impressions, Reach, Frequency, CPM), results (Link clicks, CTR, CPC, Results), cost and return (Cost per result, Purchase ROAS), your top ads, and what changes next week. Each metric comes with Meta’s definition and formula: CPM is Amount spent ÷ Impressions × 1,000, CPC is Amount spent ÷ Link clicks, and Purchase ROAS is purchase conversion value ÷ Amount spent. To pull the numbers, open Ads Manager, click Columns, then Customize columns, or create a report from the Reports menu and export it as .csv or .xlsx. The free template below is a CSV file that opens in Google Sheets and Excel, with no email or form.
- Impressions80,000CPM$15.00
- Link clicks1,600CPC (link)$0.75CTR (link)2.00%
- Results48Cost per result$25.00
- Purchases conversion value$3,600Purchase ROAS3.00
What goes in a Facebook ads report?
Six sections, in the order a reader asks the questions. Each metric carries its Ads Manager column name, Meta’s definition and the formula behind it. The numbers are one example week for a store that sells online.
Summary
What happened, in three sentences?
This week we spent $1,200 and got 48 purchases at $25.00 each, a Purchase ROAS of 3.00. The customer review video brought 27 of them at the lowest cost per result, $22.22. The product shot image cost the most per purchase, $33.33, so its budget moves to the video next week.
- Amount spent
- $1,200
- Example
- Results
- 48
- Example
- Cost per result
- $25.00
- Example
- Purchase ROAS
- 3.00
- Example
Spend
How much did we spend, and who saw the ads?
| Ads Manager column | What it means | Formula | Example |
|---|---|---|---|
| Amount spent | The approximate total you spent on the campaign, ad set or ad during its schedule. Every cost metric starts from it. | Reported by Meta | $1,200 |
| Impressions | The number of times your ads were on screen. One person can count for several impressions. | Counted by Meta | 80,000 |
| Reach | The number of Meta accounts that saw your ads at least once. Meta estimates it from sampled data. | Estimated by Meta | 32,000 |
| Frequency | The average number of times each person saw your ad. | Impressions ÷ Reach | 2.50 |
| CPM (cost per 1,000 impressions) | The average cost of 1,000 impressions. | Amount spent ÷ Impressions × 1,000 | $15.00 |
Results
What did people do after seeing them?
| Ads Manager column | What it means | Formula | Example |
|---|---|---|---|
| Link clicks | Clicks on links in the ad that led to the destination you set, on or off Meta. | Counted by Meta | 1,600 |
| CTR (link click-through rate) | The share of impressions that got a link click. | Link clicks ÷ Impressions × 100 | 2.00% |
| CPC (cost per link click) | The average cost of each link click. | Amount spent ÷ Link clicks | $0.75 |
| Results | How many times the ad reached the outcome of the objective and settings you picked, here purchases. | Counted by Meta | 48 |
CPA and ROAS
What did each result cost, and what did it bring back?
| Ads Manager column | What it means | Formula | Example |
|---|---|---|---|
| Cost per result | The average cost of one result. When the result is a purchase, this is your CPA. | Amount spent ÷ Results | $25.00 |
| Purchases conversion value | The total value of the purchases attributed to your ads, from your connected Meta Business Tools. | Reported by Meta | $3,600 |
| Purchase ROAS (return on ad spend) | The return on ad spend from purchases: the purchase value each dollar spent brought back. | Purchases conversion value ÷ Amount spent | 3.00 |
Top ads
Which ads did the work?
| Ad name | Amount spent | Results | Cost per result | CTR (link) |
|---|---|---|---|---|
| 1Video: customer review | $600 | 27 | $22.22 | 2.00% |
| 2Carousel: best sellers | $400 | 15 | $26.67 | 2.24% |
| 3Image: product shot | $200 | 6 | $33.33 | 1.60% |
What changes next week
What do we do with all this?
- Move the budget of “Image: product shot” to “Video: customer review”: $33.33 per purchase against $22.22.
- Test a new first card on “Carousel: best sellers”, which has the highest CTR (link) of the week at 2.24%.
- Compare next week’s report with this one: same columns, same number of days.
Every value in this template is an example, made up to show the math. It is not a benchmark: compare your results with your own past weeks.
Where do you find each number in Ads Manager?
Every metric in the template is a column in Meta Ads Manager. This is the path Meta’s Help Center gives, checked on September 24, 2026.
Pick the level
Open Meta Ads Manager and click Campaigns, Ad sets or Ads, depending on what you report on. The top ads section needs the Ads level.
Add the columns
Click the Columns dropdown menu, then Customize columns, and tick the twelve metrics of the template.
Save them as a preset
Check Save as a column preset, then click Apply. Next week, click Columns and pick it under Column presets.
Build a report
To keep a report, click the Reports dropdown, then Create new report. Ads Reporting opens: choose a pivot table, a trend line chart or a bar chart.
Export or share it
In Ads Reporting, click Export to download the report as .xlsx or .csv, or Share to send a link.
Recent numbers can still move: Meta says ad results can take up to 48 hours to be processed. Report on a week that ended at least two days ago.
Download the free Facebook ads report template
One CSV file with 19 columns, from the report dates to what changes next week, and two example rows to delete. No email, no form.
- Google Sheets: File, then Import, then Upload.
- Excel: open the file as it is.
- One row per ad and per week, pasted from your Ads Manager export.
Weekly vs monthly vs client report: what changes?
The six sections stay. What changes is who reads the report, the question they bring and how much detail they need.
Weekly report
- Who reads it
- You or your team
- The question
- What do we change this week?
- Level of detail
- Ad level
- Lead with
- CPM, CTR (link), Cost per result
- Compare with
- Last week
Monthly report
- Who reads it
- You, a manager or an owner
- The question
- Are Meta ads worth the budget?
- Level of detail
- Campaign level
- Lead with
- Amount spent, Cost per result, Purchase ROAS
- Compare with
- Last month
Client report
- Who reads it
- Your client
- The question
- What did my money buy?
- Level of detail
- Campaign level, in plain words
- Lead with
- Results, Cost per result, Purchase ROAS
- Compare with
- The goal you agreed on