Running ads is only half the job. If you want to be taken seriously as a traffic manager, you must know how to present results clearly and effectively. That’s where reporting becomes essential.
An effective report is not just a spreadsheet of numbers. It’s a communication tool that builds trust, shows transparency, and reinforces the value of your work.
In this article, you’ll learn how to create traffic reports that your clients can understand, how to present relevant data, and what tools and metrics you should be using.
Why Reporting Matters in Paid Traffic Management
Clients don’t see your daily work. They don’t know how many hours you spent testing audiences or analyzing performance. The only thing they usually see is your report.
That report needs to build trust, show your impact, and provide clarity. When done well, it accomplishes three things: it reassures the client, it proves your strategy is working (or highlights what you’re doing to improve it), and it creates a healthy client relationship.
Whether you work with a local shop or a big brand, delivering structured reports is a must.
How Often Should You Send Reports?
This depends on how active the campaigns are and the expectations you’ve set. A typical rule:
Weekly reports are ideal for campaigns with daily activity and significant budgets.
Biweekly or monthly reports are best for long-term campaigns or stable performance.
Real-time dashboards are useful if the client is very involved or wants 24/7 visibility.
Always agree on reporting frequency when onboarding a new client.
What to Include in a Paid Traffic Report
A great report is simple, visual, and focused on the right metrics. Avoid overwhelming clients with data they don’t understand or care about.
1. Summary of Key Results
Start with a quick overview of performance. Include the most important results like total ad spend, number of leads or sales, cost per result (CPL or CPA), return on ad spend (ROAS), and the conversion rate.
Use bold numbers, icons, or colors to make this section easy to read.
Example:
- Ad Spend: $1,200
- Leads: 85
- Cost per Lead: $14.11
- ROAS: 3.2x
This section should allow the client to understand campaign performance in under a minute.
2. Campaign Performance Breakdown
Now go deeper. Show how each campaign performed.
Use a clean table layout to show campaigns side by side.
Example:
| Campaign | Spend | Leads | CPL | CTR | Conversion Rate |
|---|---|---|---|---|---|
| Lead Magnet | $400 | 40 | $10.00 | 2.1% | 18% |
| Webinar | $600 | 30 | $20.00 | 1.5% | 12% |
| Retargeting | $200 | 15 | $13.33 | 4.5% | 28% |
This allows clients to understand what is working and where adjustments might be needed.
3. Visual Trends and Charts
Visuals make data easier to digest. Include line or bar charts to show:
- Spend over time
- Cost per result over time
- Leads per day
- Performance by audience segment or device
Charts tell a story much faster than spreadsheets, especially for visual learners.
4. What’s Working
Clients love to know what’s going well. This section should highlight wins, improvements, and positive trends.
Examples:
“Our new retargeting creative improved the conversion rate by 27% compared to last week.”
“Switching to lead ads reduced the CPL by $5.”
This section gives clients confidence and helps you prove your value.
5. What Needs Improvement
Don’t hide poor performance. Be transparent and proactive.
Example:
“The webinar campaign underperformed. The CTR was below 1%, so we are testing two new headlines this week.”
“Cost per lead increased slightly due to audience saturation. A fresh audience will be added on Monday.”
Clients respect honesty—especially when you come with a plan to fix things.
6. Next Steps and Action Plan
Outline what will be done next to improve performance or scale results.
This might include launching new creatives, testing new offers, shifting budget to better-performing campaigns, or updating landing pages.
Let the client know you’re actively working to grow their results, not just watching the data.
7. Optional: Attach Detailed Data
If your client is data-driven, you can add a page or sheet at the end of the report with raw data exports.
Only include this if the client is experienced with ads or analytics. Otherwise, too much detail may create confusion.
Most Important Metrics to Track
Choose metrics based on your client’s goals. For example, e-commerce clients will care about ROAS and sales. A coach might care about lead cost and booking rate.
Here are key metrics most traffic reports include:
- Impressions: how many times ads were shown
- Clicks: how many people clicked
- CTR (click-through rate): clicks divided by impressions
- CPC (cost per click): spend divided by clicks
- Conversions: leads, purchases, or bookings
- CPA or CPL: spend divided by conversions
- ROAS: revenue divided by ad spend
- Conversion Rate: conversions divided by landing page visitors or clicks
Also include any funnel-specific metrics if available, like webinar attendance rate, add-to-cart rate, or email open rates.
Best Tools for Reporting (Free and Paid)
Google Looker Studio (Free)
This is a top tool for traffic managers. You can create beautiful, dynamic dashboards using data from Google Ads, Facebook Ads (via connectors), and GA4.
It updates automatically and is fully customizable.
Google Sheets or Excel (Free)
Ideal for beginners or those who prefer manual control. You can create charts and tables, then export a clean PDF for clients.
Great for basic reporting.
Canva or Notion (Free to low-cost)
These tools allow you to create well-designed, branded PDF reports. Perfect for freelancers or those wanting a visual presentation.
Supermetrics (Paid)
Advanced tool that connects your ad accounts to Google Sheets, Excel, or Looker Studio automatically. Saves time and is great for agencies.
DashThis or ReportGarden (Paid)
These are client-facing platforms made for digital agencies. They offer white-label reports and templates for ad campaigns, SEO, and more.
Choose a tool that matches your workflow and budget. Simpler is often better in the beginning.
How to Communicate Your Report
The way you deliver your report matters just as much as what’s in it.
Here are some best practices:
- Write in plain English. Avoid technical terms unless your client understands them.
- Provide context. Don’t just list metrics—explain what happened and why.
- Stay professional. Use your branding and formatting consistently.
- Schedule a meeting. Especially in the first months, review the report together over a call.
- Be open to questions. Make sure the client feels supported and heard.
A great report is not about impressing the client with complexity—it’s about making the data useful.
Final Thoughts: Reporting Is a Strategic Skill
When you master reporting, you become more than an ad manager—you become a strategic partner.
Your report shows clients what’s working, what’s not, and where to go next. It builds long-term trust and gives them the confidence to invest more in their marketing.
Clear reports lead to stronger relationships, higher retention, and a better reputation as a traffic professional.
So don’t treat reporting like a chore. Treat it as a core part of your service—and deliver it with pride.