Reporting
What Should an Advertising Report Include?
By Adedon · Updated 2026-08-14
What should an advertising report include?
An advertising report should include the period, the goal you are managing to, spend, outcomes (platform and business if available), a short diagnosis, notable changes in the accounts, and explicit asks (approve spend, pause an offer, fix a page). It should not include every column Ads Manager can export, unexplained screenshots, or a motivational paragraph that dodges the numbers. If a busy owner cannot find the ask, the report failed.
Context in four lines
What we ran, what success meant this period, anything unusual (site outage, sale, sales team on holiday). Without context, every dip looks like incompetence.
The number block
Spend, results, efficiency, volume. Same order every time. Consistency is a gift to the reader.
Quality and caveats
Lead dispositions, refunds, attribution footnotes. This is where trust is built. Hiding bad quality to protect a retainer is how retainers end.
Changes and asks
What we did. What we want you to approve. Adedon will not bury a budget increase in a footnote. You should see the money move as a decision.
Appendix optional
Placement tables and query lists can live in an appendix. The first page is for humans.
Frequently asked questions
How long should it be?+−
As short as the decisions require. A weekly operational note can be one page. A monthly board version can be a few. Length is not rigor.
Should creative screenshots be included?+−
Yes for the ads that mattered. A collage of everything is noise.
Do you include competitor commentary?+−
Only if it is evidenced (auction insights, obvious SERP changes). Speculation belongs in a labeled inference.
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Advertising Reporting
Client-ready narratives that pair platform metrics with business context, not a screenshot dump.
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Paid Media Management
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Done For You
Adedon operates Meta and Google advertising end to end. You approve decisions that move money; we run the rest.
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