Then land the conversation you have to win. Framing example only (not a customer result): "You spent €100k on Meta and Google. Here's what actually produced the €300k that hit your bank account." Use their month after you say that.
What belongs in a PPC report for ecommerce clients
A PPC report for an ecommerce retainer has one job: get through the Friday call without the deck fighting the client's bank app.
The pack needs spend by platform (Meta and Google at minimum), what each platform claimed, payment-verified revenue, the gap, and a short note on what you changed.
Keep Ads Manager tours off the main slide. UI deep dives: Google Ads reporting, Meta Ads reporting, Facebook Ads reporting. This page stays on the combined client pack.
Spend by platform: Meta and Google in one view
Clients think in total paid spend, not silos. Put Meta and Google spend side by side, label dates and currency, and sum for total ad spend. Adding cost is safe; adding claimed revenue is not.
Creative, keywords, and bids stay in the platform UIs. Soft note: Thexly is not an ad manager or bid tool.
Platform-claimed revenue vs payment-verified revenue
Three columns:
- 1Meta claimed (setting labeled)
- 2Google claimed (conversion actions labeled)
- 3Payment-verified revenue (cleared charges, once)
Combined platform-claimed is a sum of claims. It can sit above what hit the bank when Meta and Google both credit the same sale. Do not treat that sum as client revenue. Mechanism: when Meta and Google both claim the same sale. One bridge: blended ROAS / MER vs platform ROAS.
Framing example only (not a case study): €100k across Meta and Google, €300k that hit the bank. Show claims next to cleared total.
Which ads are driving sales (how to show ROI to clients)
Clients ask "which ads are driving sales" in plain language. Answer the same way.
Show each platform's claimed results next to its own spend. Show payment-verified revenue once. Walk the gap: claims can overlap; the bank does not. Keep optimization inside Meta and Google. Keep the client total on what cleared. No named attribution model required on the slide.
Ecommerce reporting and the client dashboard view
Ecommerce reporting often means a KPI dashboard: spend, claimed results, cleared revenue, and the gap, per client. For agencies, use the same columns every week, label dates, and share a view both sides can open mid-week.
Honest product line: Thexly is payment-verified client reporting, not a generic BI dashboard and not a Shopify app suite. No Shopify or WooCommerce integration claims here. Soft pointer: Thexly for agencies.
A simple PPC client-report template
Placeholders only. No invented sample results.
| Column | Placeholder |
|---|---|
| Client | [Client name] |
| Period | [Date range] |
| Meta spend | [EUR / USD Meta spend] |
| Google spend | [EUR / USD Google spend] |
| Total ad spend | [Sum of platform spend] |
| Meta claimed | [Platform-claimed] |
| Google claimed | [Platform-claimed] |
| Combined platform-claimed | [Sum of claimed] (double-count risk) |
| Payment-verified revenue | [Cleared payment revenue] |
| Gap | [Claimed - payment-verified] |
| Notes | [What changed this period] |
Total ad spend is the sum of spend only. Combined platform-claimed carries double-count risk; point to the overlap guide when you walk it. Match platform and payment windows.
Thexly's job here is the payment-verified column and a shareable client view. Not an ad manager, bid tool, or pixel/CAPI suite.
PPC reporting tool vs Sheets, Looker, and portal stacks
A PPC reporting tool is not Ads Manager. Ads Manager buys and diagnoses. A reporting tool packages what you show the client.
Rough map: platform UIs for operations; Sheets/Looker for DIY boards; multi-client portals for PDFs and share links; a payment-verified layer for cleared revenue beside platform claims.
Keep Sheets or a portal for SEO, email, and social if you want, and still add a payment-aware column for the paid ROAS fight. Stack reads: Sheets / Looker / portals, live payment-verified reporting, ad tracking software.
Soft product: Thexly is payment-verified multi-client reporting. Not spend sync, ROAS sync, or a CAPI suite.
SEO-software SERP skew: SEO agency reporting software. Soft CTA: Thexly for agencies.
FAQ
What should a PPC report include for an ecommerce client?
Spend by platform, platform-claimed results, payment-verified revenue, the gap, and a short "what we changed" note.
How do I show ROI to clients when Meta and Google both claim sales?
Show claimed columns separately, show payment-verified revenue once, and explain that platforms can both claim the same sale. Details: when Meta and Google both claim the same sale.
Is a PPC reporting tool the same as Ads Manager?
No. Ads Manager buys and diagnoses. A reporting tool packages the client pack. Thexly is payment-verified client reporting, not an Ads Manager replacement.
Does Thexly upload conversions or sync ad spend?
No. No Conversion API, conversion upload, ad passback, Ads spend sync, or ROAS sync as a Thexly feature. Payment-verified client reporting only.
Can I use this as an ecommerce KPI dashboard for multiple clients?
Yes for the agency need: per-client spend, claimed results, cleared revenue. Soft product: Thexly multi-client payment-verified reporting. No Shopify or WooCommerce dashboard claims.
How is this different from Google Ads reporting or Meta Ads reporting guides?
Those pages go deep on one platform's UI. This page is the combined Meta + Google PPC client report. Delivery (live share vs PDF): agency live payment-verified reporting.
Further reading
Per-platform: Google, Meta, Facebook. Overlap and metrics: both claim the same sale, blended ROAS / MER. Delivery and stack: live payment-verified reporting, Sheets / Looker / portals, ad tracking software. Also: Meta ads attribution window, tools.
What columns do you wish were on every Friday PPC pack before the client opens Stripe?