A Facebook ads report that counts conversions honestly
A Facebook ads report should answer one question: did the budget pay off. Below is what ours shows from Meta Ads, how conversions are counted, what it leaves out, and a section-by-section template.
- 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
Facebook ads report: two different things
Search for "facebook ads report" and the top results are Meta's Ad Library Report. That is a public transparency report on ads about social issues, elections or politics, not a report on your own campaigns.
| Ad Library Report | Your ads report | |
|---|---|---|
| What it covers | Ads about social issues, elections or politics | Your own campaigns |
| Who can see it | Anyone | You and the people you share it with |
| Where it lives | Meta's Ad Library | Ads Manager, or a reporting tool |
| Typical question | Who spent what on political ads | Did my ad budget pay off |
What a Meta ads report should show
| Metric | How it is calculated | When it is empty |
|---|---|---|
| Spend | Total across all campaigns in the selected account | No ad account selected |
| Impressions and clicks | Campaign totals for the period | No campaign delivered in the period |
| Conversions | One conversion type, chosen in a fixed order | No conversion actions reported |
| Cost per conversion | Spend divided by conversions | No conversions |
| Campaign breakdown | Up to 8 campaigns by spend | No campaigns in the period |
| ROAS (panel only) | Purchase value divided by spend, on the Reports screen | Purchase value not reported |
- Campaigns are read page by page, so large accounts are not cut off at the first page of results.
- The window matches the report: last 7 days for the weekly report, last 30 days for the monthly one.
- Meta and Google Ads sit in one table, so total paid spend is in one row.
- Instagram account numbers sit in the social section of the same report.
How conversions are counted, and why it matters
Meta returns many action types for the same campaign. Adding them together would count one buyer several times. The report takes the first type that has results, in this order.
- 1Purchase, including purchases recorded by the pixel.
- 2Lead, from the pixel or from instant forms.
- 3Completed registration.
- 4Messaging conversation started.
Numbers come from Meta's Ads Insights API, the same source as Ads Manager. Off-ad actions such as purchases are credited according to Meta's attribution system, which is why a third-party tool can show a different number for the same campaign.
A Facebook ads report template, section by section
- 1Summary: spend against plan, conversions and cost per conversion.
- 2Campaigns: the top campaigns by spend, each with its result and cost.
- 3Creative and audience notes: what you tested and what you learned, in your own words.
- 4Measurement: which conversion type is counted, and whether purchase value is tracked.
- 5Next month: budget changes and the tests you will run.
The first two sections and the measurement line fill in automatically. The notes and the plan are yours to write; no tool should invent them. For a broader structure, see the social media report template.
From connection to a client-ready report
- 1Connect Meta
Connect your Meta account and select the ad account to report on.
- 2Add channels
Connect Instagram, Google Ads, Search Console and GA4 if you use them.
- 3Build
Weekly and monthly reports build themselves and land in the archive.
- 4Share
Email on Mondays and the 1st; a no-login link valid for 30 days.
What this report does not include
- Facebook Page reach and views: only the Page follower count goes into the report.
- Ad set and ad level breakdowns: the breakdown is per campaign.
- Changes to your campaigns: reporting only reads data. Running the ads is part of our Facebook ads management service.
- Report languages other than Turkish and English: the report is produced in one of those two.
| Reporting | Reporting Agency | |
|---|---|---|
| Monthly billing | $30 | $155 |
| Yearly billing | $288 | $1,488 |
| Brands | 1 | 25 |
| Users | 1 | 5 |
| Your logo, colours and product name | No | Yes |
Prices exclude VAT. Every plan is listed on the pricing page.
Agencies sending reports to several clients can put them under their own brand; see white label reporting. Google Ads reporting is covered on the Google Ads dashboard page.
Frequently asked questions
Is the Facebook Ad Library Report the same as an ads report?
No. The Ad Library Report is Meta's public report on ads about social issues, elections or politics. An ads report covers your own campaigns.
Which Meta Ads metrics are in the report?
Spend, impressions, clicks, conversions, cost per conversion and up to 8 campaigns by spend. ROAS appears on the panel's Reports screen when purchase value is reported.
Why does my conversion number differ from Ads Manager?
Usually because a different conversion type or attribution setting is being compared. The report counts one conversion type per campaign, in a fixed order.
Why is ROAS empty on the Reports screen?
Meta is not reporting purchase value for the account. The panel leaves ROAS empty instead of showing zero.
Does it include Instagram?
Instagram ads are part of Meta Ads. The organic Instagram account (followers, reach, profile visits, engagement) appears in the social section.
Can I share the report with a client?
Yes, through a no-login link valid for 30 days or by the weekly and monthly email. On the agency plan it carries your branding.
Does the tool change my campaigns?
No. It only reads data. Campaign changes are part of the Facebook ads management service.
Sources
The official documentation behind the technical points on this page:
- [1]Meta for Developers: Ads Insights API
Where spend, impressions, clicks and actions in the report come from.
- [2]Meta Business Help: Facebook's attribution system
How on-ad and off-ad actions are credited to an ad.
- [3]Meta Ad Library Report
Meta's public report on ads about social issues, elections or politics.