A social media report template that shows what worked
A good social media report template answers three questions in the first minute: what happened, why, and what happens next. Below is the structure we use, section by section, with the metrics that belong in each. You can copy it into any tool. In AgentFabrica, the numbers that come from connected accounts, such as Search Console, Analytics and ad accounts, fill in every month; the explanation and the plan are still yours to write.
- Sessions
- Users
- Page views
- Conversions (key events)
- Clicks
- Impressions
- Click-through rate
- Average position
- Spend
- Clicks
- Conversions
- Cost per conversion
- Spend
- Clicks
- Conversions
- Cost per conversion
- Followers
- Reach
- Profile visits
- Engagement
- Followers
The social media report template, row by row
Use this table as the skeleton of every monthly report. The third column tells you where each number lives; the last column shows what an AgentFabrica report fills on its own.
| Section | Metric | Where it comes from | In AgentFabrica |
|---|---|---|---|
| 1. Summary | Followers, reach and engagement this period | Automatic | |
| 1. Summary | The post that worked best, and why | Instagram top posts | Top posts automatic; the why is written by you |
| 2. By platform | Instagram: followers, reach, views, profile visits, engagement | Automatic | |
| 2. By platform | Facebook Page: followers | Automatic (followers only) | |
| 2. By platform | TikTok, LinkedIn, YouTube | Each platform's own analytics | Not in the report: add by hand |
| 3. Content | Formats, publish times and topics compared | Platform analytics | Written by you |
| 4. Website | Sessions and conversions (key events) | GA4 | Automatic, with previous period |
| 5. Next month | Calendar changes and formats to test | You | Written by you |
Platforms define reach and engagement differently. Compare each platform with its own past, not with the others.
Summary and platform breakdown
Open with the numbers that changed and the one post that explains most of the change. Then give every platform its own row, measured against its own previous months.
- Followers show audience size; reach and views show whether content was actually seen.
- Profile visits are the step between seeing a post and contacting the business.
- Engagement rate on each top post helps compare posts of different reach.
- Keep paid social in its own section; the Facebook ads report page covers the Meta Ads metrics.
Content and next month
This is the section clients ask about most: which formats, times and topics earned attention, and what you will do more of. Keep it to three findings and three actions.
- Formats compared: reels, carousels, single images.
- Publish times that reached more people.
- Topics that earned comments and saves, and the ones to drop.
How to send it every month without rebuilding it
- 11st of the month
The monthly report rebuilds from the connected accounts and lands in the archive.
- 2Write
Add the summary, the reasons behind the change and next month's plan.
- 3Send
The email goes out with a no-login link valid for 30 days.
- 4Review
Open last month's archived report to check the plan actually happened.
- A no-login link that stays valid for 30 days and can be revoked at any time.
- An automatic email every Monday for the weekly report and on the 1st for the monthly one; add your client or team as recipients.
- A print-ready page you save as a PDF from the browser, and a CSV export of the numbers.
- Every weekly and monthly report stays in the panel archive, so last quarter is one click away.
Automated reports are part of the reporting plans: $30 a month for one brand, $155 for up to 25 brands with your own branding. Full prices are on the pricing page.
Frequently asked questions
What should a social media report include?
A summary, a row per platform, the top posts with the reason they worked, content findings, website traffic and next month's plan.
Which platforms fill in automatically?
Instagram (followers, reach, views, profile visits, engagement and top posts) and the Facebook Page follower count. TikTok, LinkedIn and YouTube are added by hand.
How often should I send it?
Monthly is the usual rhythm. Fast-moving ad accounts often add a weekly report; AgentFabrica builds both, on Mondays and on the 1st.
Report or dashboard: what is the difference?
A dashboard shows live numbers. A report adds the explanation and the next step, which is what clients read.
Can I put my own branding on it?
Yes on the AgentFabrica agency plan, which applies your logo, colours and product name to the export, the link and the email.
Is this template free?
Yes, the outline on this page is free to copy into any tool. Automated reports are part of the paid reporting plans.
Sources
The official documentation behind the technical points on this page:
- [1]Analytics Help: [GA4] Engagement rate and bounce rate
How GA4 defines engagement for the website section.
- [2]Analytics Help: Dimensions and metrics
Definitions of sessions and key events in section 4.
- [3]YouTube Help: Get started with YouTube Analytics
Where YouTube numbers come from if you add the channel by hand.