Delivering results is important—but being able to clearly show those results to your clients is what keeps them on board. How to create a monthly report for traffic management clients.
A well-structured monthly report helps you:
- Build trust and transparency
- Highlight what’s working
- Explain what needs to improve
- Justify your fee and value
- Position yourself as a strategic partner
In this article, you’ll learn how to create a professional, effective monthly report that clients can actually understand and appreciate.
Why Monthly Report for Traffic Management Matter
Clients don’t just want numbers—they want context. A good report gives them a clear picture of:
- The return on their investment
- Progress toward their goals
- The work you’re doing behind the scenes
Without reporting, clients are left guessing—and that leads to churn.
What to Include in a Monthly Report
Your report should be short, clear, and focused on outcomes. Here’s what to include:
1. Summary Overview
Start with a plain-language summary that answers:
- What happened this month?
- What improved?
- What are the next steps?
Example:
“This month we generated 94 leads at an average CPL of $12.47—down 18% from last month. The new video ad outperformed previous creatives. Retargeting campaigns are planned for next month to improve conversions.”
2. Key Metrics
Include only the most relevant data, based on the client’s goals.
Common metrics:
- Total ad spend
- Leads or conversions
- Cost per lead (CPL) or cost per acquisition (CPA)
- Return on ad spend (ROAS)
- Click-through rate (CTR)
- Conversion rate
- Frequency (Meta Ads)
- Impressions and reach
Use visuals like bar charts or tables to make the data easier to digest.
3. Campaign Breakdown
Summarize the performance of each major campaign or ad group.
For each one, include:
- Objective (lead gen, sales, traffic)
- Target audience
- Creatives used
- Results (leads, CPA, ROAS)
- Notes (e.g., “Video ad had 40% lower CPL than image ad”)
This shows that you’re testing and learning—not just running ads blindly.
4. What Was Done
Clients want to know what they’re paying for.
Include a short list of tasks completed:
- Created and launched 2 new campaigns
- Split-tested 3 headline variations
- Adjusted audience targeting based on CTR
- Added negative keywords
- Updated landing page CTA
Keep it brief, but demonstrate your activity and strategic thinking.
5. What’s Coming Next
Set expectations for the next 30 days:
- New campaigns planned
- Budget changes
- Creative refreshes
- Funnel adjustments
- A/B tests to run
This keeps clients informed and shows that you have a forward plan.
Tools to Create Reports
1. Google Looker Studio (formerly Data Studio)
- Ideal for live dashboards
- Connects with Google Ads, GA4, Sheets, and more
- Great for ongoing performance tracking
2. Google Slides or Canva
- Clean, visual monthly reports
- Easy to design and export as PDF
- Good for summarizing narrative and strategy
3. Notion or Docs
- Simple, text-based reporting
- Useful for smaller clients or informal updates
Choose the format that matches the client’s communication style.
Report Template Outline
Page 1: Monthly Summary
Brief overview and highlights
Page 2: Key Metrics
Charts or tables with CPL, ROAS, spend, leads
Page 3: Campaign Performance
Top campaigns, test results, what worked
Page 4: Work Completed
List of tasks done behind the scenes
Page 5: Next Steps
What’s coming, what you’ll optimize next
Best Practices for Client Reporting
- Keep it simple and clear
- Avoid jargon—explain metrics in plain language
- Focus on business outcomes, not just ad stats
- Highlight wins but be honest about challenges
- Offer insights and solutions, not just data
Your report should make the client think:
“I know exactly what’s going on—and I’m in good hands.”
Common Mistakes to Avoid
- Sending data dumps with no explanation
- Only reporting vanity metrics like reach or impressions
- Not tying results back to business goals
- Hiding bad results instead of offering solutions
- Waiting for clients to ask for updates
Proactive communication beats reactive explanations every time.
Final Thoughts
Monthly reports are not just about numbers—they’re about storytelling, leadership, and trust. When done right, they show clients that you’re not just managing ads—you’re managing strategy and results.
A strong monthly report turns a freelancer into a long-term partner. Make it part of your process, and your client retention will follow.
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.