# Weekly ad report template

> A one-page weekly ad report template for Meta and Google ads, with the six numbers to show, a filled-in example and how to write the summary.
- **Author**: Marxx
- **Published**: 2026-10-21
- **Category**: Reporting
- **URL**: https://marxx.ai/library-templates/weekly-ad-report-template

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A good weekly ad report fits on one page: six numbers against last week, the three ads that moved them and the decisions for next week. Copy this template into a doc or sheet.

## The template

```
WEEKLY ADS REPORT: [Brand], week of [date]

1. HEADLINE (2 sentences)
What happened and what we will do about it.

2. NUMBERS                This week   Last week   Change
   Spend                  [ ]         [ ]         [ ]
   Revenue (store)        [ ]         [ ]         [ ]
   MER                    [ ]         [ ]         [ ]
   Cost per purchase      [ ]         [ ]         [ ]
   New customers          [ ]         [ ]         [ ]
   CTR (link)             [ ]         [ ]         [ ]

3. WHAT MOVED THE NUMBERS
   Best ad:    [name], [why]
   Worst ad:   [name], [why]
   Tiring ad:  [name], [frequency, CTR trend]

4. DECISIONS FOR NEXT WEEK
   - [Scale / pause / test]
   - [ ]

5. TESTS RUNNING
   [Test], [started], [ends], [what we expect]
```

## A filled-in example

**Headline:** Revenue rose 12% on flat spend. A new UGC ad drove most of it, so we are moving budget to it and briefing two more on the same angle.

| | This week | Last week | Change |
|---|---|---|---|
| Spend | INR 2,10,000 | INR 2,05,000 | +2% |
| Revenue | INR 8,40,000 | INR 7,50,000 | +12% |
| MER | 4.0 | 3.7 | +0.3 |
| Cost per purchase | INR 610 | INR 680 | −10% |
| New customers | 290 | 262 | +11% |

- **Best ad:** "Lunchtime matte" UGC, hook rate 38%.
- **Tiring ad:** "Summer sale" static, frequency 4.1, CTR down from 1.4% to 0.8%.

## Tips

- Lead with store revenue and [MER](/glossary/mer), not only platform numbers.
- Explain changes with ads, not adjectives.
- End every report with decisions. A report with no decision is a log.

## FAQ

### Should I report ROAS or MER?

Both. MER for the business, ROAS per campaign.

### Can this be automated?

Yes. Most of section 2 can be pulled automatically. The headline and decisions still need a person.

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