As a traffic manager, your ability to deliver results is essential—but just as important is your ability to communicate those results clearly and professionally. Clients want to understand what’s happening with their ad campaigns, whether their investment is generating returns, and what you’re doing to improve performance. That’s where effective reporting comes in. A good report builds trust, shows your value, and creates transparency in the relationship. In this article, we’ll walk through how to create reports that impress clients, simplify complex data, and support long-term partnerships.
Understand the Client’s Goals
Before creating any report, it’s critical to understand what the client actually cares about. Some clients want to focus on lead generation, others on sales or brand awareness. Ask specific questions early in the relationship to define success. What are their KPIs? What does a “win” look like for them? This context will guide the structure of your reports. When a report aligns with client goals, it becomes meaningful—not just a list of numbers.
Choose the Right Metrics
Not every number needs to be included. Focus on the most important metrics that relate to the client’s objectives. For example:
- For lead generation: cost per lead (CPL), conversion rate, and number of leads
- For e-commerce: return on ad spend (ROAS), revenue, and cost per acquisition (CPA)
- For brand awareness: impressions, reach, and engagement rate Avoid overwhelming the client with too much data. Stick to a handful of key metrics and explain why they matter. Quality beats quantity when it comes to reporting.
Use Visuals to Make Data Clear
A wall of numbers isn’t helpful. Instead, use charts, graphs, and tables to make data easy to digest. Visuals help clients see trends, compare performance, and understand progress. Tools like Google Looker Studio (formerly Data Studio), Excel, or Canva can be used to create clean, professional visuals. Show comparisons over time—week over week or month over month—to provide context and help the client see if things are improving.
Add Clear Explanations and Insights
The numbers tell part of the story, but your analysis brings them to life. For each key metric or section, include a short explanation of what happened and why. For example: “The cost per lead increased slightly this week due to higher competition in the auction. However, conversion quality remained strong.” This gives clients clarity and shows you’re actively managing their campaigns—not just letting the numbers run wild. Clients don’t expect perfection, but they do want awareness and strategic thinking.
Highlight Wins and Opportunities
Start your report with a summary of what went well. Highlight improvements, wins, or cost savings to build confidence. Did CTR improve? Did you reduce CPA compared to the last report? Celebrate those results. Then, mention opportunities for improvement. Present them as action steps. For example: “Next week we’ll test a new ad creative for cold audiences to lower CPC and improve engagement.” This keeps clients focused on progress rather than problems.
Make It Easy to Read
Structure your report logically with clear headings, short paragraphs, and simple language. Use bullet points when possible to make information scannable. Avoid technical jargon unless you’re sure the client understands it. The goal is to make the report accessible, not to show off your vocabulary or platform knowledge. A clear report shows respect for the client’s time and helps them engage with your insights faster.
Be Consistent with Format and Frequency
Clients appreciate consistency. Send reports on a regular schedule—weekly, biweekly, or monthly, depending on the scope of work. Keep the layout and style consistent so they know what to expect. Over time, they’ll become familiar with the format, making it easier for them to track progress and understand changes. Consistency also shows professionalism and builds trust.
Use Tools to Automate Where Possible
Manual reporting can be time-consuming. Use tools like Google Looker Studio, Supermetrics, or TapClicks to pull data automatically from platforms like Google Ads, Facebook Ads, and Google Analytics. These tools save hours and reduce the risk of human error. If you’re building reports in Excel or Google Sheets, create templates you can duplicate and update easily. Automating your process allows you to focus more on strategy and less on data entry.
Include a Next Steps Section
Don’t just present data—use the report to show that you have a plan. At the end of the report, include a brief “Next Steps” section outlining what you’ll do before the next reporting period. For example:
- Test new copy for ad group B
- Increase budget for top-performing audience
- Launch retargeting campaign for cart abandoners This proactive approach shows clients that you’re not just reporting results—you’re working to improve them.
Be Available to Discuss the Report
Some clients prefer to read the report on their own, while others like to walk through it with you on a call. Always offer the option. A 15-minute meeting to review the key points can help clarify confusion, build rapport, and open the door for valuable feedback. Even if the client doesn’t take you up on the offer every time, they’ll appreciate knowing you’re available.
Reports That Build Trust and Show Value
Creating great reports isn’t just a task—it’s a powerful way to strengthen your client relationships. An effective report highlights your strategic thinking, communicates the value of your work, and shows that you’re in control. It turns data into decisions and performance into progress. By focusing on clarity, relevance, and action, you can make your reports one of your most valuable client retention tools. Great reporting doesn’t just explain what happened—it proves that your work is worth investing in.