ABCDEFGHIJKLMNOPQRSTUVWXYZ
1
MONTHLY ADS REPORTING TEMPLATE: HOW TO USE
2
Amr Farag | amrfarag404.com | Built from managing $200K+/month across GCC clients
3
4
BEFORE YOU FILL THIS IN
5
Lock this structure with your client on Day 1Don't change the KPIs mid-month. If you need to add a metric, add a column but don't remove existing ones. Clients hate inconsistency.
6
Use consistent UTM namingThis report only works if your campaign names match what you set in your UTM builder. If names change platform-side, update them here too.
7
Set benchmark targets upfrontBefore month starts, agree on target ROAS / CPL / CPA with the client. Reporting without targets is just data, not analysis.
8
9
FILLING IN THE TABS
10
Tab order mattersFill Google Ads โ†’ Meta โ†’ TikTok โ†’ Snapchat first. Dashboard auto-calculates from those tabs once you link the ranges.
11
What counts as a 'Conversion'?Be consistent. If you're tracking leads: count form submissions. If e-commerce: count purchases. Don't mix purchase + add-to-cart in the same conversion column.
12
MoM comparison columnCopy last month's report values manually into the 'Prev Month' column. Google Sheets doesn't pull historical data automatically unless you build a database tab.
13
14
GCC-SPECIFIC NOTES (from real experience)
15
Ramadan changes everythingCPMs spike 40โ€“70% in GCC during Ramadan. Budget more, bid higher, and shift creative to Arabic emotional hooks. Post-Iftar 9pmโ€“1am is peak window.
16
WhatsApp is a real conversion eventIn Kuwait/KSA, Click-to-WhatsApp campaigns often outperform website leads 3:1. Add 'WhatsApp Conversations' as a column if you run these.
17
ROAS benchmarks by market (2025 observed)KSA e-comm: 3.5โ€“6x is solid. UAE: 4โ€“8x (higher AOV). Kuwait: 3โ€“5x. Egypt: 2โ€“4x (lower AOV, price-sensitive). Anything below 2x needs urgent fixing.
18
Don't report CTR in isolationA 5% CTR with 0 conversions is worse than 1.2% CTR with 40 leads. Always lead with cost per result, not vanity metrics.
19
20
WHAT CLIENTS ACTUALLY CARE ABOUT
21
E-commerce clientsROAS, Revenue, and whether they're beating last month. Everything else is secondary.
22
Lead gen clientsCPL, total leads, and lead quality (ask them to confirm how many converted to sales every month. This changes everything).
23
Awareness campaignsCPM, Reach, Frequency. If frequency goes above 3.5 the creative is getting stale. Flag it.
24
Every clientMonth-over-month trend. Did we improve? Why or why not? What are we doing next month differently?
25
26
amrfarag404.com | Need help with your creative strategy? Book a free call.
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100