A framing example, not a case study: "You spent €100k on Meta and Google. Here's what actually produced the €300k that hit your bank account." Their figures. That order.
What you walk into the client meeting with
Amount spent, agreed dates, account timezone. Results for the contracted event. The attribution setting on the slide. Cost per result. Purchase ROAS only if purchase value exists, labeled as Meta's number. One delivery note. One change sentence. Then payment revenue for the same dates.
Facebook Ads reporting: the spend line and the bank line
Amount spent is what you paid Meta. Payment revenue is what the processor settled. Meta can look strong while the payout looks quiet. Do not rewrite Ads Manager to force a match. Defend the payment line in the retainer conversation.
What Facebook Ads reporting shows
Tables in Meta Ads Manager, same data the Meta-branded views use. The client may say Facebook. The label page is Meta Ads reporting.
A time range, a breakdown, columns. Meta credits results under the account's attribution settings.
- Results, Amount spent, Cost per result
- Purchase ROAS when purchase value is set up
- Reach, impressions, clicks, CTR, CPC, frequency
Useful for creative and delivery. Not a bank statement.
Columns that matter when the client asks which ads produced revenue
Weekly: spend, agreed Results, cost per result, purchase value or ROAS if value exists, reach and frequency when fatigue matters. Name the attribution setting.
If a client asks what a column means, send them cost per acquisition (CPA).
If a client asks what a column means, send them CPM vs CPC.
QBR: same windows for the trend, which campaigns drove attributed results, what changed, and a limitation line. Heavy caveats stay off their slide.
Sample only. Invented for teaching. Not an industry average, not a customer story, not a benchmark.
| Line | Sample figure |
|---|---|
| Date range | Monday to Sunday (account timezone) |
| Attribution note | 7-day click, as labeled on this sample |
| Amount spent | $4,200 |
| Purchases | 38 |
| Cost per purchase | $110.53 |
| Purchase ROAS | 2.4 |
| Reach / frequency | 61,000 / 2.1 |
We spent $4,200. Meta attributed 38 purchases at about $111, ROAS 2.4 under that note. If payment revenue is lower, say so.
To recheck a figure from the export, use the CPA calculator.
To recheck a figure from the export, use the CTR calculator.
To recheck a figure from the export, use the CPC calculator.
A weekly Facebook section in the client report
Same section each week. Dates match Slack. Attribution matches last week, or you note the change. Export spend, Results, cost per result, ROAS or value if used, reach, frequency. Flag empty results, frequency jumps, learning limits, and broken events as Meta shows them. One change sentence. Payment revenue before you send. One column set per account type.
That section is laid out, with the payment line under Amount spent, in our Facebook Ads report template.
When the Facebook total and the Google total are the same sale
Do not add them. Keep Facebook spend with Meta's claims. Google stays in Google Ads reporting. Overlap: one sale, two claims. Program math: blended ROAS and MER versus platform ROAS.
When Facebook Ads reporting is not the revenue number
Use Ads Manager to buy Meta. Purchase ROAS alone does not answer what they made, and it does not settle a fight with the processor. Thexly does not replace Ads Manager. The beside-it job is payment-verified client reporting: Thexly for agencies and the client report.
Where to read a window change without rebuilding this report
A new click or view window moves Results, cost per result, and Purchase ROAS with the campaigns untouched. Write the setting on the slide. Menus live on when the Meta Ads report changes overnight. Thexly does not change Meta's settings.
Definition and where the setting lives: Google Ads conversion window.
FAQ
What belongs in the Facebook section of a client report?
Spend, agreed Results, cost per result, the attribution setting, a change note, and payment revenue. Purchase ROAS only as Meta's figure.
Should the client treat Facebook revenue as the money that hit the bank?
No. That column is Meta's attributed value. The bank matches the processor.
What do I do when Google's report claims sales Facebook also claims?
Do not add them. One payment line beside both spends. See one sale, two claims.
Why did the Facebook report move when the campaigns did not?
Often the window changed. The path is on the window guide, not here.
Does Thexly replace Facebook Ads reporting?
No. Ads Manager still explains and buys Meta.
Can I sync Facebook spend into the client report automatically with Thexly?
No. Thexly does not sync Facebook spend or platform ROAS.
What does the Friday Facebook slide lead with, spend or the purchase column?