Most weekly client reports are a screenshot of Ads Manager with some notes underneath. The client sees ROAS go up or down, doesn’t know whether that is good for their business, and starts to wonder what the retainer is buying.<\/p>\n\n\n
The fix is not a longer report. It is a report that ties every week to one number the client already cares about, follows the same order every time, and ends with one clear decision for the client to make.<\/p>\n\n\n
This guide gives you that structure: how to agree the number, the 5 parts to report in order, how to handle numbers that don’t match Ads Manager, and a template you can paste into your client doc today.<\/p>\n\n\n
Ads Manager will give you dozens of columns. The client cares about one or two things: how many sales closed, and how much revenue came in. Pick that number with them on the kickoff call and write it at the top of the report doc.<\/p>\n\n\n
For a store, it is usually revenue or orders from their own platform, such as Shopify. For a high-ticket or lead-based client, it is closed sales, not leads. Then agree a target for it, and the spend you have to hit it.<\/p>\n\n\n
Say the client wants 400 orders a month on $16,000 of Meta spend. That is a $40 cost per order. Now every weekly report has a yardstick: roughly 100 orders a week at about $40 each. Purchases, CPA and ROAS from Ads Manager still go in the report, but as the explanation, not the headline.<\/p>\n\n\n
Ask one more question at kickoff: will they share total revenue each week? If yes, you can report MER.<\/p>\n\n\n
MER (marketing efficiency ratio) is the client’s total revenue divided by their total marketing spend, across every channel, for the same period. If the store made $60,000 last week and spent $15,000 on all marketing, MER is 4.<\/p>\n\n\n
MER is useful because it does not care which channel gets the credit. Ads Manager ROAS counts only the purchases Meta attributes to your ads. MER counts the whole business. When Meta ROAS looks great but MER is falling, the client is right to ask questions, and you want to be the one who raised it first.<\/p>\n\n\n
A fixed order means the client knows where to look, and you can’t bury a bad week at the bottom. Use these 5 parts.<\/p>\n\n\n
Lead with the agreed number against the target, then spend, then MER if you have it. One line each. “92 orders against a target of 100. Spend $4,000, so about $43 per order. MER 3.8, down from 4.1.” If the week missed, say so in the first sentence.<\/p>\n\n\n
List each change your team made: budget moved, ad sets paused, new ads launched. Give each one its reason. “Moved $50 a day from the prospecting ad set to the retargeting ad set because its cost per purchase was $30 against $55.” Include the changes you chose not to make. A client who sees what you turned down understands what the retainer pays for.<\/p>\n\n\n
Name the ads, not “creative performance was mixed”. For each ad that is still working, name the hook, why you think it works, and the test that would prove it. For each ad that is slipping, say what you see: cost per result climbing week on week, or click-through falling.<\/p>\n\n\n
Ads Manager can help here. For eligible ad sets, the Delivery column can show “Creative limited” when cost per result is higher than the advertiser’s past ads but less than twice as much, and “Creative fatigue” when it is twice as much or more. If you quote that status, say it is Meta’s label, not yours.<\/p>\n\n\n
For each test: what is being tested, what you expect to win and why, and when you will read it. “Testing 3 hooks on the bestseller video. We expect the objection hook to win. Reading results next Thursday.” If a test finished, give the result in one line, even if it lost.<\/p>\n\n\n
Say what you will pause, test and launch next week. Then ask for one decision, with a date. “Can we raise daily spend from $500 to $650 from Monday? Please reply by Friday.” If you need 3 decisions, the client will make none. Pick the one that moves the number most.<\/p>\n\n\n
Your report and the client’s Shopify or analytics numbers will rarely match Ads Manager. That is normal. What hurts trust is a number with no label on it.<\/p>\n\n\n
Meta reports off-ad actions, such as a purchase on the client’s site, based on the attribution setting chosen at the ad set level. For website conversions, Meta’s standard settings count events within 1 or 7 days after a link click, within 1 day after an ad impression (view-through), and within 1 day after a non-link engagement such as a 5-second video play (engage-through). A purchase can count for the ad in Ads Manager and for email or organic search in the client’s own analytics.<\/p>\n\n\n
So whenever you quote a Meta number, add the setting in brackets: “118 purchases (7-day click, 1-day view)”. If the client’s store shows 100 orders from paid social, explain the gap in one sentence instead of hiding it.<\/p>\n\n\n
Three more things to check before you send:<\/p>\n\n\n
For clients who sell through a call or a quote, a common week looks like this: leads are on target, cost per lead is fine, closed sales are down. The reflex is to change the ads. Don’t, yet.<\/p>\n\n\n
First ask how fast the client follows up, and who does it. A lead who waits two days for a call has often moved on. If the answer is “whenever sales gets to it”, put that in the report as the finding and the decision you need. Say the ads delivered 80 leads at $25 each and only 6 closed. The useful line is “leads are on target; can someone call new leads within the hour this week so we can see if close rate moves?”, not a new set of creatives.<\/p>\n\n\n
Your client may paste your report into ChatGPT, Claude or Gemini and ask “is my agency doing a good job?”. Plan for that. Vague lines like “performance stabilized as the algorithm optimized” read as filler to a person and to a model.<\/p>\n\n\n
Write each section so it stands on its own: one number, one reason, one ask. “Orders were 92 against 100 because the top ad is fatiguing. We need approval for 3 new hooks by Friday.” If that sentence is pasted alone, it still says what happened, why, and what you need.<\/p>\n\n\n
A few habits help: write the full metric name the first time, put the date range at the top, label every Meta number with its attribution setting, and never refer to “the chart above”.<\/p>\n\n\n
Paste this into the client doc and fill it in each week.<\/p>\n\n\n
Once a client’s Meta ad account is connected and the 14-day trial starts, Vibelets audits it. Each week it writes a plan of what to pause, test and launch, with the reason for each proposed change, so parts 2 and 5 of your report have reasons you can quote. It runs only the changes your team approves, and the activity log records each change and who approved it. See Vibelets for agencies<\/a>.<\/p>\n\n\n It depends on the client’s margins, so there is no universal number. Work out with the client what MER they need to stay profitable after product costs and overheads, set that as the floor, and report the trend against it each week.<\/p>\n\n\n Both, if the client shares revenue. ROAS from Ads Manager shows how Meta credits your ads under a given attribution setting. MER shows whether the business as a whole got more efficient. Lead with the one tied to the agreed business number.<\/p>\n\n\n Meta counts purchases that happen within the attribution window after a click, a view or an engagement, while the store or analytics tool may credit the same order to another channel. Name the attribution setting next to every Meta number and explain the gap in one line.<\/p>\n\n\n Short enough to read in 2 minutes. If a section runs past a few lines, cut it to one number, one reason and one ask, and move the detail to a linked appendix.<\/p>\n\n\n A weekly Facebook ads report clients can act on: agree the business number, report in the same 5 parts, add MER, and name the attribution setting.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-40","post","type-post","status-publish","format-standard","hentry","category-ai"],"_links":{"self":[{"href":"https:\/\/www.vibelets.ai\/blogs\/wp-json\/wp\/v2\/posts\/40","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vibelets.ai\/blogs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vibelets.ai\/blogs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vibelets.ai\/blogs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vibelets.ai\/blogs\/wp-json\/wp\/v2\/comments?post=40"}],"version-history":[{"count":1,"href":"https:\/\/www.vibelets.ai\/blogs\/wp-json\/wp\/v2\/posts\/40\/revisions"}],"predecessor-version":[{"id":44,"href":"https:\/\/www.vibelets.ai\/blogs\/wp-json\/wp\/v2\/posts\/40\/revisions\/44"}],"wp:attachment":[{"href":"https:\/\/www.vibelets.ai\/blogs\/wp-json\/wp\/v2\/media?parent=40"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vibelets.ai\/blogs\/wp-json\/wp\/v2\/categories?post=40"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vibelets.ai\/blogs\/wp-json\/wp\/v2\/tags?post=40"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}FAQ<\/h2>\n\n\n
What is a good MER?<\/h4>\n\n\n
Should I report ROAS or MER?<\/h4>\n\n\n
Why don’t my Meta purchases match Shopify?<\/h4>\n\n\n
How long should a weekly report be?<\/h4>\n\n\n
Sources<\/h2>\n\n\n
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