How SMM-specialist draw up a monthly report

Freelancers, SMM-specialists, agencies-all report to the client on the work done. How to do this effectively, efficiently and without wasting time, we will tell you in this article.

Management, after reviewing the report, makes a conclusion about whether the work of a specialist is effective. Of course, you should draw such a conclusion.

SMM-report – a whole document, which contains information both about the work done and about the upcoming work, about the plans, as well as innovation. Competently made report – a confirmation that the work is done, no one was cheated and did not remain deceived.

Who is the report for?

First and foremost – for the SMM-specialist, who will thus monitor and adjust his work. With the right approach, the SMM specialist will work through effective communication channels. Thus, the specialist will eliminate ineffective communication channels and leave only those that are profitable.

So, the report can be compiled…

For myself

In each project, you must keep your own statistics. If you can, automate the process. Documents, a spreadsheet, interactive whiteboards, and so on may be involved. Everything should be honest, no matter what, even if the result is far from being in your favor. Thanks to this you will understand where it is better to move, and where you should change course.

For the analyst, head of department

Such a report is created together with your colleagues and also includes all the data (possibly based on criteria that you will be informed additionally).

For the head of a business


When making such a report on SMM, it should be borne in mind that this should not include the ER indicator. For the entrepreneur is usually important, how much is sold, how much is not sold, and so on. Accordingly, explain to the customer the values of the indicators that interest him.

Get each other right

Some businessmen think that an SMM-specialist should bring in profits and new clients in as little as a month. This is the myth that is inculcated in many trainings.

The SMM-specialist expects business leaders to understand and be accepted, forgetting that they are unlikely to know anything about SMM.

The task of the SMM manager is to find out the goals, objectives, plans and expectations of the customer in order to understand the designation of numbers, to represent the vector of movement, to adjust the work and so on.

Explain to the client what exactly you do. Clients may ask you to take on handling calls, setting up targeting – in short, a completely distant area of responsibility from you. You may agree, reserving the right to ask the client for additional fees.

Reporting back

For clients, as a rule, the usual report is made in a text editor. The number of requests received, the average price of the target action, etc. is indicated. It is worth recommending and/or adjusting the plan for the next month: for example, you can suggest how to achieve the same or greater results for the same amount of money.

Next, tables are used in the work: in one of them we specify the KPIs, in the second we set out a brief report for the past month and detailed plans for the next. The same table can be used to give advice to colleagues from other departments.

When there are enough reports, it is worth creating charts. In tables it is difficult to understand what you are dealing with: growth or decline.

How often do I make a report?

Reports from the SMM manager should be made on a daily basis. Yes, it is enough to report to customers or managers once a month. But it is necessary to report to yourself every day. If you have several projects, then work with services that automate routine work. Remember that Instagram’s built-in statistics are not enough: you need advanced functionality.

The time an SMM specialist spends on reports can be reduced with templates in Google Data Studio, PowerBi, DataFan. The latter service supports work with Odnoklassniki, VK Ads, myTarget, TikTok Ads, Yandex.Metrika, as well as with expenses from the advertising cabinet.

Tips for the SMM report

  1. Talk to the customer. In the beginning, it is worth promising figures lower than those you can actually achieve. In this way, you won’t encounter inflated expectations on the part of the client.
  2. Refrain from using a lot of numbers and figures. Be careful when using them, even with colleagues.
  3. Sign graphs, charts, and tables. This will help you navigate faster and make decisions, as well as avoid wasting energy on writing bulky text.
  4. Format your report correctly. It will be useful to describe your actions even in case of sudden changes: for example, if the sales figures drop sharply. Think about and describe what you will do.
  5. Make a document where you will record all before/after figures, attach screenshots, etc.

Social media reports

First of all, the client is interested in statistics on targeting advertising. We will tell you how to collect it in the main media.


Targeted advertising analytics is automated thanks to the “Export” service.

The “Ads” section contains the type of ads to be uploaded.

1.All ads

The report displays information about the spent budget, the number of impressions and conversions, etc. entries

This contains data about the effectiveness of publications: coverage, number of likes, comments, reposts, and other information.

Be sure to select

  1. advertising cabinet;
  2. the period for which the report is required;
  3. type of report (in a browser or in a file).

Facebook and Instagram

In this promotional office, things are even simpler. Here you can regularly upload reports, changing only the date.  You need to go to Ads Manager under “Reporting”, set up the items correctly and don’t forget to save the report. Afterwards, export the SMM Manager report.


Several types of reports are possible here: standard and report builder. Efficiency can be evaluated in the standard mode. You select filters in the “Column Setup” and then upload the report to the table.

Facebook allows you to automatically collect analytics. You can perform analysis either online or after uploading to your documents.

Here you can set up several kinds of SMM report: all information that is collected by the social network itself, and a breakdown. The data can be shared or simply saved.

Content Analytics

These indicators are difficult to assess, but in SMM, attention is usually drawn to the following points:

  1. The number of subscriptions/ unsubscriptions;
  2. the number of views of posts/videos;
  3. number of views of posts, storis, videos
  4. engagement rate.