One of the most overlooked but critical skills in traffic management is reporting. As a beginner, it’s tempting to focus only on ads and performance—but if you can’t clearly show your results, clients will doubt your value.
A good report is not just about numbers. It should tell a story, highlight progress, and build trust.
In this guide, you’ll learn how to create simple, professional, and effective client reports, even if you’re just starting out.
Why Client Reports Matters
Client reports:
- Show what you’ve done and why it matters
- Help clients understand their return on investment
- Build transparency and trust
- Justify your fees and set the stage for renewals or upsells
Even if you’re doing great work, poor communication can make it seem like you’re doing nothing. A clear report fixes that.
What to Include in a Basic Client Reports
Here’s a breakdown of what your report should cover:
1. Overview / Campaign Summary
Briefly explain:
- What was done this period (e.g., new ads launched, A/B tests)
- What the goal was (e.g., lead generation, traffic, sales)
- Any major insights or changes
2. Key Metrics
Focus on results that matter to the client’s business, not just the platform.
- Impressions
- Clicks and CTR (Click-Through Rate)
- Leads or Conversions
- Cost Per Lead / Cost Per Conversion
- ROAS (Return on Ad Spend) if applicable
- Total Spend
3. Performance Highlights
Use simple visuals or bullet points to show:
- What worked best (e.g., “Ad 3 had the highest CTR”)
- What needs improvement
- If results improved from the previous period
4. Next Steps
Tell the client what you’ll do next:
- Launch new creatives
- Test different audiences
- Scale winning ad sets
- Pause low-performing campaigns
This shows you’re proactive and strategic.
How Often Should You Send Reports?
- Weekly for active campaigns or high-paying clients
- Biweekly for smaller budgets
- Monthly as a minimum reporting standard
Always agree on the frequency before starting a project.
Tools to Create Simple Reports
You don’t need fancy software to make great reports. Start with:
1. Google Slides or PowerPoint
- Create a clean, branded slide deck
- Use screenshots, graphs, and bullet points
- Great for visual clients
2. Google Sheets + Charts
- For data lovers, show breakdowns of metrics by campaign or ad set
- Add conditional formatting to highlight wins
3. Looker Studio (formerly Data Studio)
- Create dynamic dashboards with real-time data from Meta, Google Ads, or GA4
- Share a link that updates automatically
4. Loom
- Record a short video walkthrough of the report
- Perfect for clients who don’t like reading documents
Report Example (Simplified)
Campaign Summary:
Launched 3 new ad sets targeting yoga instructors. Focused on lead generation for free training.
Key Metrics (May 1–7):
- Impressions: 18,420
- Clicks: 1,212
- CTR: 6.6%
- Leads: 58
- Cost per Lead: $3.21
- Spend: $186
Insights:
- Ad Creative 2 had the highest CTR (8.2%)
- Lookalike audience performed 45% better than interest-based
- Landing page bounce rate was high (we’ll test a new version)
Next Steps:
- Replace low-performing creatives
- Launch A/B test for lead form vs. landing page
- Increase daily budget by $5 on winning ad set
Short, clear, and focused. That’s all most clients want.
Tips for Better Reports (Especially as a Beginner)
- Avoid technical jargon unless the client is also a marketer
- Use visuals (charts, arrows, screenshots) to explain key points
- Be honest about underperformance—but always suggest a solution
- Track week-over-week or month-over-month changes to show growth
- Use consistent formatting to look professional
Bonus: Use Templates
Create your own or download templates from:
- Canva
- Google Slides gallery
- Notion or Trello workspaces
- Traffic manager Facebook groups or course communities
Customize your template once, then reuse and update each week.
Final Thoughts
Client reporting isn’t just a task—it’s an opportunity. It’s your chance to prove your value, guide strategy, and strengthen relationships.
If you take time to create reports that are clear, results-driven, and easy to understand, your clients will trust you more—and stick around longer.
As a beginner, this one skill can make you look like a seasoned pro.
I specialize in Meta Ads, Google Ads, sales funnels, and client strategy—sharing everything I’ve learned through hands-on experience and real campaign results. Whether you’re just getting started or looking to grow as a traffic manager, this blog is here to guide you with practical tips and clear strategies.
Let’s grow together—one campaign at a time.