What’s Included in Facebook Ads Management
A 16-point checklist of what Facebook ads management should include, with a free scorer and Malta Digital’s scope from €1,249/mo.
Facebook & Instagram ads · Reporting
What a good Facebook ads report shows
the numbers that pay the bills.
A good Facebook ads report starts with spend, results and cost per result, then explains what changed and what you will do next. Malta Digital’s Meta ads management from €1,249 a month includes a plain monthly report, and the free checklist below scores any report you already get.
Hero: Illustration (AI-generated)
Free report checklistscore any monthly report
Short answer
A useful Facebook ads report shows spend, results, cost per result and (for shops) ROAS, compared with the prior period, plus a short note on what to change next. Malta Digital includes that in Meta ads management in Malta from €1,249 a month plus ad spend. Use the free checklist on this page as a template.
Key takeaways
- What should a Facebook ads report include? At minimum: spend, results, cost per result, a comparison with the prior period, and a short next-step note. For shops add tracked sales and
- How often should an agency send a Facebook ads report? At least monthly for budget sign-off, with weekly checks inside the account. Daily views suit the person editing ads.
- What is the most important Facebook ads metric? Cost per result for your agreed goal: cost per lead, cost per booking or cost per purchase. Everything else supports that number.
Why it matters
Most reports bury the one answer you need.
Many Facebook ads reports dump every column Meta can export. Reach, reactions, video plays and twenty other lines fill the page. The owner still cannot answer one question: did the money work, and what should we change?
This guide is a plain template for a good Facebook ads report. It is written for Malta businesses that pay for Meta ads and want clear reporting from a Meta ads agency in Malta, not a vanity dashboard.
For fee models and what management should include, see Facebook ads management pricing and what’s included in Facebook ads management.
Checklist tool
Score your last Facebook ads report in two minutes.
Tick what your report included. You get a score out of 100. Six items are deal-breakers if they are missing: spend, results, cost per result, a period comparison, proof from Ads Manager, and a written next step.
Facebook ads report checklist
Tick what your last report included. You get a score out of 100 and a short list of gaps. Nothing leaves this page.
Your report score
This checklist needs JavaScript. Use the written table below as a paper version.
You can also print the table below and tick it on paper during a review call.
Must show
The numbers that belong at the top.
Open with the goal you agreed. For lead ads that is leads and cost per lead. For shops that is purchases, tracked sales and ROAS. Put spend next to results so the cost is honest.
| Section | What to show | Why it matters |
|---|---|---|
| KPI summary | Spend, results, cost per result, ROAS or lead value | Answers “did the money work?” in ten seconds |
| vs last period | Same KPIs for the prior week or month | Shows direction, not only a total |
| Trend | Spend and cost per result over time | Spots fatigue or a one-day spike |
| Campaign view | Top campaigns by result and cost | Names what drove the outcome |
| Pacing | Spent so far vs planned budget | Stops under-spend or runaway spend |
| Next actions | 2–3 plain sentences | Turns data into a decision |
| Proof | Ads Manager screenshot or export | Lets you verify the numbers |
Meta’s Insights API lists hundreds of metrics (Meta Marketing API Insights, opened 6 Nov 2026). A good report picks a short set tied to your objective, not every available field.
Proof
A real report line: 129 leads at €7.35.
Here is the kind of result line a report should lead with. One lead campaign we managed ran on about €10 a day and brought 129 form leads at €7.35 each. The screenshot is from Ads Manager. Names are hidden.
Read it the honest way. Leads are enquiries, not sales. Your close rate decides whether €7.35 is cheap or expensive. A report that stops at “129 leads” without spend and cost per lead is incomplete.
When we report for clients, we also check how many of those leads booked or bought. Platform numbers and CRM numbers can differ. Meta can attribute a lead for days after a click or view, so reconcile before you celebrate.
Want reports that lead with cost per result, not likes? Apply now for Meta ads reporting
Have a report that only shows likes and reach?
Apply now and send it over. We’ll map it to this checklist and tell you what is missing, even if you do not hire us.
Secondary
Useful extras that should stay below the fold.
Link CTR and cost per link click. They show whether people act on the ad. Prefer link CTR over “CTR (all)”, which also counts likes and photo taps.
Frequency and reach. Rising frequency with a rising cost per result often means creative fatigue. In Malta’s small audience that arrives fast.
Placement breakdown. Feed, Stories and Reels can cost differently on the same day. Move budget to the placement that brings cheaper results, not only cheaper CPM.
Delivery and quality rankings. Useful after 500 impressions. They are not auction inputs, and they are empty on tiny tests (Meta Business Help: Your costs are too high, opened 6 Nov 2026).
Malta fact
Why clear reporting matters more here.
In 2025, 82.4% of people in Malta aged 16 to 74 took part in social networks, against 67.3% across the EU (Eurostat, isoc_ci_ac_i, 2025, opened 6 Nov 2026). Reach is rarely the hard part. Judging spend against enquiries and sales is.
In 2024, 60.4% of Malta firms with 10 or more staff paid to advertise online (Eurostat, isoc_cismt, opened 6 Nov 2026). You are rarely alone in the auction, so a report that only shows cheap reach can hide a weak offer.
Meta’s learning phase usually needs about 50 results in the week after a big change (Meta Business Help: About the learning phase, opened 6 Nov 2026). A report should flag when a change reset learning, so you do not judge a half-learned ad set too soon.
Cadence
Daily, weekly and monthly views.
Daily. For the person in the account. Spend pacing, cost per result vs target, learning status, and anything that broke in the last day.
Weekly. For the marketing lead. Trends over four weeks, campaign roll-up, and a short note on creative that tired.
Monthly. For whoever signs the budget. One page: spend, results, cost per result, what changed, and the plan for next month.
Malta Digital’s Meta packages include clear monthly reporting. Weekly checks still happen in the account even when the formal report is monthly. See Facebook ads cost in Malta for how spend and fees sit side by side.
Red flags
Report red flags to push back on.
Reach and likes as the headline. Ask for cost per lead or cost per sale.
No Ads Manager proof. You should see the same totals in your own login.
No comparison period. A lone total has no direction.
No next actions. A dump of charts is not a report.
Guaranteed ROAS in the write-up. Nobody controls Meta’s auction.
A few straight answers
What you might be wondering.
What should a Facebook ads report include?
At minimum: spend, results, cost per result, a comparison with the prior period, and a short next-step note. For shops add tracked sales and ROAS. Malta Digital includes that in Meta ads management from €1,249 a month plus ad spend.
How often should an agency send a Facebook ads report?
At least monthly for budget sign-off, with weekly checks inside the account. Daily views suit the person editing ads.
What is the most important Facebook ads metric?
Cost per result for your agreed goal: cost per lead, cost per booking or cost per purchase. Everything else supports that number.
Should a report show ROAS?
Yes for e-commerce when purchase value is tracked. For lead gen, show cost per lead and how many leads became customers when you know that.
Why do Meta numbers differ from my CRM?
Attribution windows, delayed processing (up to about 48 hours) and offline follow-up all create gaps. Reconcile before you change budget.
Is reach a good success metric?
Rarely on its own. In Malta most adults already use social networks, so cheap reach is easy. Sales and enquiries are harder.
Can I get a free Facebook ads report template?
Yes. Use the checklist tool and table on this page. Tick them against any report you receive.
Do you include reporting in Meta ads management?
Yes. Clear reporting on leads and sales is part of every Malta Digital Meta package, with Ads Manager access kept in your name.
Keep reading
Related guides.
Facebook ads metrics explained
Which Ads Manager numbers decide whether your ads work, what CPM, CTR, CPC, frequency and landing page views mean, and how to read them without industry averages.
Facebook ads cost per lead in Malta
How to work out cost per lead, a real €9.68 example, what it means per customer and a free CPL calculator.
A useful first step
Want Facebook ads reporting you can act on?
We send a plain monthly report with spend, results, cost per result and next actions, plus Ads Manager access in your name. From €1,249 a month plus ad spend.
Step 1 of 2
Apply now for Meta ads reporting
A few quick questions, about a minute. We usually reply within 2–3 hours.