The working month or the project is over, it’s time to show off the result to the client. How to do it correctly? About this today.

If in a report an SMM specialist throws off numbers to a client, even the coolest ones, he may not understand them. Because for someone, even an increase of a couple of thousand subscribers does not mean anything. The main thought reflected in the report should be the following: did you achieve the desired results, and why. We have prepared for you a course on Google Data Studio – creating custom reports. Read the article and go to the course. It’s free.

My scenario is to send a report to the client in advance and offer to meet.

What should be displayed in reports:

Reaches, impressions, account views… Reach is the number of users who saw a post or ad from a community, regardless of whether they read the post or scrolled through the feed. There are several types of coverage:

  • organic – takes into account page impressions for each post;
  • advertising – impressions obtained through paid promotion on a social network;
  • viral – impressions due to reposts by other users.

Likes, comments, gains, ER (Engagement Rate). It makes sense to evaluate the growth in the number of subscribers only if all the work is carried out by “white” methods: advertising posts and targeted advertising. Engagement Rate, or engagement, is determined by the number of comments, shares, and likes on a community page.

Number of competitions held, results

Advertising campaigns

Most Popular and Least Popular Posts with Examples

On Instagram, I take metrics once a week, take screenshots. I look at the statistics of the VK or FB group in the community settings, and for a more detailed and detailed report, I upload the indicators to an Excel table.

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Export of statistics in the VKontakte advertising account for the report of an SMM specialist to the customer
Export of statistics in the VKontakte advertising account for the report of an SMM specialist to the customer

If something did not work out according to the plan, the customer must also indicate. In large agencies, in such cases, they even offer to return the money to the client. If you cannot afford that luxury, describe the reason for the failure. And try not to make too high forecasts for the indicators, so that the situation does not repeat itself.

It is better to write a transcript opposite the terms ER, CPC or retargeting in the report. The client does not have to know them, which is why they hired you.

If you have already discussed something in the work chat for a month, still take it into account in the report.

At the end of the report, write your conclusions, set tasks for the next month, write down the KPIs and the budgets necessary to achieve them. So both you and your client will understand the further development of the account.

Conclusions should be written not only based on the results of tasks for the current month, but also considered in dynamics. The dynamics of achievement by tasks is called a metric. They can easily track what happened to your account throughout the entire time of working with it. After several months of work, using metrics, you can evaluate the chosen development strategy and adjust it.

What to display in outputs

So, you have collected the data and generally understand whether the reporting period went well. But the report of the SMM manager should be summed up with conclusions. The easiest way to start writing conclusions is to take a task plan and analyze how the new actions worked and whether the chosen marketing strategy was correct.

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If you are new to SMM and it is difficult to start analyzing data, write explanations for each data category, what changes since last month, why:

  • why the indicator fell and is it bad;
  • why this figure has grown and is it good;
  • why the activity worked well;
  • what were the more active comments;
  • that they saved and reposted more.

For example, you write that such and such posts have become 2 times more active. Explain to the client why this happened, how it affected the overall account, and what to do next.

After the main conclusions for the current period, draw up a metric: dynamics for specific indicators in numbers. It is important to consider here that for each type of business, their own metrics are monitored. For example, for information communities, the main income comes from advertising. The number of live subscribers is important for them, because they will follow the advertising links. And for online stores, the sale of goods is important, and it is advisable to track indicators that affect the sales funnel, and this is engagement, and coverage, and activity, and attraction, and conversion.

After the conclusions and analysis of the key performance indicators KPI, provide a work plan for the next month. And it shouldn’t be just the words “keep going the same way,” but a plan that includes effective old tools plus testing new tools and introducing new mechanics.

Services for SMM reporting

To prepare reports on promotion in social networks, it is necessary to process large amounts of data. Analytics services built into social networks are often not enough. For example, when working on Instagram, the statistics are narrow and are available only from mobile phones. In other social networks, you have to fill in data by hand, and in general it is inconvenient to track the dynamics.

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If there is a demand, there is a proposal: for an overview of 8 popular services for collecting analytics, see the SMMplanner blog article. One of them is DataFan: it collects statistics from social networks, ad offices. Attractive with ready-made templates and dynamic reports. Having configured the report with the necessary data once, the numbers in it will be updated independently.

I created a dataset for the VK community. I can immediately create a report and see that it will be updated every 6 hours
I created a dataset for the VK community. I can immediately create a report and see that it will be updated every 6 hours
SMM report, template A report on one of the templates has been created, the data is visualized
A report based on one of the templates has been created, the data is visualized

Whether it is necessary to show only key indicators and conclusions in the reporting, or if you need extended statistics, read in the interview “Features of reporting in corporate SMM”.


At the beginning of each month, I prepare two documents: a content plan and a media plan. And I report on them. This allows me and the client to track the effectiveness of “just content” and ad content.

I taught myself to open the reporting table and enter indicators there immediately after an advertising campaign or competition. This approach relieves a lot of headaches at the end of the month.

At the end of the period, you make a document with screenshots of posts, where you show that the planned results have been achieved. I also use mind maps to show in general all kinds of posts for the month.

An example of using a mind map
An example of using a mind map

For more examples of how to make an SMM report, see the article “Samples and ready-made templates for SMM reports” on the SMMplanner blog.


Approach reporting on the work done by SMM seriously, it is on these documents that the client will make a decision on further cooperation or increasing the advertising budget.

Explain incomprehensible terms and numbers to the client and try to provide honest examples from professional experience. You can compare cases when the indicators were lower with the same budget, for example. Show how your posts are getting better and why.

The article has been updated. First published December 22, 2017