Setting up your reporting structure
The key is creating reports early on that mirror your actual reporting needs. This way, you're not rebuilding the same views every time - you're just updating dates and reviewing performance.
Top performers report
Start with date ranges
First, set your time period to match your reporting cadence. Go to the date range filter and select the timeframe you need (last week, last two weeks, last month, etc.). This becomes your baseline for all the reports you'll create.
You can also layer on additional filters like campaign type (awareness, bottom-of-funnel, etc.) to narrow down your data set if needed.
Create a top-performing report and customize the metrics you care about—spend, engagement rate, CPC, CPM, whatever aligns with your goals.
Using benchmarks to filter performance
Instead of just sorting by top spend, you can use your own account data as benchmarks:
Scroll down to the data table to see your account averages (like average CPC across all ads)
Use that number to filter for ads performing above or below your benchmark
For example, if your average CPC is $3, filter to show only ads with CPC below $3 to see above-average performers
Add a spend filter (like $50 minimum) to exclude low-spend ads that might skew your results.
Sharing your insights
Once your report is ready, you can:
Send it directly to Slack by connecting your account and choosing the channel (includes an optional AI summary)
Copy the thumbnail and paste it straight into presentation slides
Bottom performers report
Knowing what's not working is just as important as knowing what is.
Set up a bottom performers report the same way, but flip the filters:
Apply your spend minimum (like $50+)
Use your account average (like CPM) as the benchmark
Filter for ads performing worse than average (CPM above $55, for example)
This shows you which ads need to be turned off or iterated on.
Potentials report
This report surfaces ads that are low-spending but showing strong engagement - ads that Meta might not be pushing budget toward, but are performing well on soft metrics.
Filter for:
Lower spend (under $1,500, for example)
Above-average engagement metrics (impressions, click-throughs)
These ads might need messaging adjustments or more targeted personas to unlock their full potential.
Creative performance reports
Beyond overall performance, you'll want to know what specific creative elements are driving success.
Hook performance
Add a spend filter to remove low-spend ads
Sort by thumbstop rate to see your highest-performing hooks first
Identify what's working (setting, action, visual style) to influence future creative
Hold rate performance
Apply the same spend filter
Sort by hold rate to see which ad content keeps people watching
Use this to understand what body content resonates most
Click-through rate performance
Filter by spend minimum
Sort by CTR to see which ads drive the most site traffic
Identify what makes people click through
Think of these as puzzle pieces - your best hook plus your best hold rate might create an even stronger ad.
Format-specific reports
Static ads vs. video ads
Create separate reports for statics and videos to compare performance:
For statics: use click score and convert score to see traffic and conversion performance
For videos: use all four Motion metrics (thumbstop rate, hold rate, click score, convert score) for a complete view
This helps you understand which format works best for different stages of the funnel.
AI tag reports for trends
AI tag reports reveal trends in your account that can guide your next tests.
Persona trends
Look at which personas are showing strong engagement metrics. If founders or brands are outperforming your primary persona, that's an opportunity to create dedicated tests for those audiences.
Messaging trends
Check which messaging angles are driving the best engagement. If "improving ad performance" or "improving hooks" is resonating more than your primary message, test new creative specifically around those angles.
Visual format trends
See which ad styles (expert explains, testimonials, etc.) are getting the highest engagement, then combine those insights with your persona and messaging trends to create data-backed creative briefs.
Hook style trends
Identify which hook styles are working best right now to inform your next batch of creatives.
Organizing your reports
Save all these reports in a dedicated folder so your team can access them anytime. Each report stays pre-filtered and ready to use - just update the date range when you need fresh insights.
This structure gives you everything you need for weekly reporting: what's working, what's not, where the opportunities are, and what creative direction to take next.