# Monthly client report template

> A free monthly client report template for ad agencies: a three-line summary, a scorecard, creative learnings, tests and next month's plan, with a worked example.
- **Author**: Marxx
- **Published**: 2026-10-26
- **Category**: Reporting
- **URL**: https://marxx.ai/library-templates/monthly-client-report-template

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A good monthly client report fits on two pages: a three-sentence summary, a scorecard, creative learnings, tests and next month's plan. Clients read the top and skip the rest, so put the answer there.

Copy the template below into a doc or slides.

## The template

```
MONTHLY REPORT: [Client], [Month Year]

1. SUMMARY (3 sentences)
What happened. Why it happened. What we do next.

2. SCORECARD       This month   Last month   Change   Target
   Spend           [ ]          [ ]          [ ]      [ ]
   Store revenue   [ ]          [ ]          [ ]      [ ]
   MER             [ ]          [ ]          [ ]      [ ]
   Platform ROAS   [ ]          [ ]          [ ]      [ ]
   Orders          [ ]          [ ]          [ ]      [ ]
   Cost / order    [ ]          [ ]          [ ]      [ ]
   Avg order value [ ]          [ ]          [ ]      [ ]

3. SPEND BY JOB
   New customers: [ ]   Retargeting: [ ]   Testing: [ ]   Search: [ ]

4. CREATIVE
   Best 3 ads and why. Ads that tired. One learning for the brief.

5. TESTS RUN
   Test, result, decision (see tracker).

6. PROBLEMS AND RISKS
   Anything slowing us: tracking, stock, site, approvals.

7. NEXT MONTH
   Budget, three tests, new creative due, dates that matter.

8. DECISIONS WE NEED FROM YOU
   [Approvals, assets, budget sign-off, by date.]
```

## A worked example

Say a skincare client spent INR 6,00,000 this month against INR 5,50,000 last month.

| | This month | Last month | Change |
|---|---|---|---|
| Spend | INR 6,00,000 | INR 5,50,000 | +9% |
| Store revenue | INR 21,00,000 | INR 17,60,000 | +19% |
| [MER](/glossary/mer) | 3.5 | 3.2 | +0.3 |
| Platform [ROAS](/glossary/roas) | 2.8 | 2.7 | +0.1 |
| Orders | 1,400 | 1,250 | +12% |
| Cost per order | INR 429 | INR 440 | -3% |
| Average order value | INR 1,500 | INR 1,408 | +7% |

The working: MER is INR 21,00,000 divided by INR 6,00,000, which is 3.5. Cost per order is INR 6,00,000 divided by 1,400, which is about INR 429. Average order value is INR 21,00,000 divided by 1,400, which is INR 1,500.

The three-sentence summary could read: "Revenue rose 19% on 9% more spend, so MER went from 3.2 to 3.5. A new UGC ad drove most of the gain, while the summer sale static tired. Next month we move 15% of budget to the UGC angle and brief two more."

## Notes on the numbers

- **Lead with store revenue and MER**, then show platform ROAS. Platform ROAS often reads lower than MER, as it does in the example, because the ad platform only counts sales it can link to an ad. For why both matter, see [ROAS vs MER](/compare/roas-vs-mer).
- **Show last month and target in the same row.** One number alone tells a client nothing.
- **Say what you will do about each bad number.** A drop with a plan is a report. A drop with no plan is an excuse.

## Tips

- Send a [weekly ad report](/templates/weekly-ad-report-template) and keep the monthly one for the bigger picture.
- Link each test to your [creative testing tracker](/templates/creative-testing-tracker-template) so the client sees the thinking.
- Put the asks (assets, approvals, budget) in one box at the end, with dates.
- Keep a template per client but never mix numbers across clients.

If you run many clients, Marxx gives each one an isolated workspace, priced per workspace with unlimited seats. It also sends alerts and digests, so part of the scorecard is ready before you write the report. The summary and the plan still need you. See [client workspaces](/features/client-workspaces).

## FAQ

### How long should a monthly report be?

Two pages is enough for most clients. Put the three-sentence summary and the scorecard on page one.

### Should I include every campaign?

No. Show the jobs the budget does (new customers, retargeting, testing, search) and the three ads that mattered. Keep campaign-level tables in an appendix.

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