What should a monthly social media report include?

A short summary, results for each network compared with last month, the best posts and why they worked, what you learned and the plan for next month. Add anything the client needs to do, such as approvals or assets, with a date. This template has a section for each.

Which social media metrics matter most to clients?

The ones tied to the client’s goal. Reach and impressions show awareness, engagements and engagement rate show whether people cared, and link clicks show traffic. Follower count is easy to read but rarely the goal on its own. Agree two or three headline numbers at onboarding and lead every report with them.

How do you calculate engagement rate?

Divide engagements by reach and multiply by 100. The sheet does it for you. Some teams divide by impressions or followers instead, which gives different numbers, so say which one you use and keep it the same every month.

How often should you send social media reports to clients?

Monthly suits most client work: long enough for trends to show, short enough to change course. Add a short weekly note during launches and campaigns, and a quarterly review that steps back to goals and strategy.

Does Posty write the report for me?

Posty gathers the numbers rather than writing the report. Its analytics show each metric with the change from the previous period, and you can export them as CSV or print the page as a PDF. The summary and next month’s plan are still yours to write, and this template gives them a structure.

Do I need an account to download the report template?

No account, nothing to pay. The file is built in your browser, and nothing you pick or type is sent to Posty.

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Monthly Social Media Report Templatefor Clients

A monthly social media report template for clients in two parts: a metrics sheet that works out the change from last month for each network, and a written report that says what happened and what comes next. Add the client and month, pick the networks and download both.

Format: A metrics sheet for Google Sheets and Excel, and a written report
Privacy: Built in your browser, nothing uploaded

Monthly social media report
Client
Month	September 2026
Prepared by

Instagram
Metric	This month	Last month	Change	Change (%)	Notes
Followers			Worked out	Worked out
Posts published			Worked out	Worked out
Reach			Worked out	Worked out
Impressions or views			Worked out	Worked out
Engagements			Worked out	Worked out
Engagement rate (%)	Worked out	Worked out	Worked out
Link clicks			Worked out	Worked out

Facebook
Metric	This month	Last month	Change	Change (%)	Notes
Followers			Worked out	Worked out
Posts published			Worked out	Worked out
Reach			Worked out	Worked out
Impressions or views			Worked out	Worked out
Engagements			Worked out	Worked out
Engagement rate (%)	Worked out	Worked out	Worked out
Link clicks			Worked out	Worked out

LinkedIn
Metric	This month	Last month	Change	Change (%)	Notes
Followers			Worked out	Worked out
Posts published			Worked out	Worked out
Reach			Worked out	Worked out
Impressions or views			Worked out	Worked out
Engagements			Worked out	Worked out
Engagement rate (%)	Worked out	Worked out	Worked out
Link clicks			Worked out	Worked out

Top posts
Network	Date	Link	Reach	Engagements	Why it worked




Next month
Goal	What we will do	Owner	Due

The metrics sheet. Change and engagement rate are formulas that fill in once both months are entered.

Monthly social media report

Report details

Client: Blank
Month: Blank
Prepared by: Blank
Date sent: Blank

Summary

Three sentences: the headline result this month, the main reason for it, and what changes next month because of it.

Results by network

Network	Followers	Reach	Engagement rate	Change from last month
Instagram
Facebook
LinkedIn

What worked

Post	Network	Result	Why it worked

What we learned

What did not go as expected, the reason, and what we will try differently next month.

Next month

Goal	What we will do	Owner	Due

What we need from you

Posts to approve, by: Blank
Photos, video or information needed, by: Blank
Decisions needed: Blank

What each number in the sheet means

Take every number from the same source on the same dates each month, or the change columns compare different things.

Followers: The audience at the end of the month. Who follows matters more than how many.
Posts published: How many posts went out. Read every other number against it: more reach from more posts is not the same as better posts.
Reach: How many accounts saw at least one post. Some networks call it accounts reached or unique viewers.
Impressions or views: How many times posts were seen, counting repeat views. Several networks now report this as views.
Engagements: Likes, comments, shares, saves and clicks added together. Note which ones you count and keep it the same each month.
Engagement rate (%): Engagements divided by reach, as a percentage. The sheet works it out from the two rows above.
Link clicks: Clicks through to the website or a landing page: the number that connects social media to sales.

How to use the monthly report template

Fill in the numbers first, then write the report around them.

1
Download both files
Add the client and the month, tick the networks you manage and download the metrics sheet and the written report. The sheet opens in Google Sheets or Excel, and the report in Word or Google Docs.
2
Add this month and last month
Take each number from the network’s own analytics, or your scheduling tool, for the same dates every month. The sheet works out the change and the engagement rate as you type, and leaves a cell blank until both months are in.
3
Write the summary last
With the numbers in, write three sentences at the top of the report: the headline result, why it happened and what changes next month. Make it stand on its own for a client who reads nothing else.
4
Send it on the same day every month
Pick a date, such as the third working day of the month, and keep to it. A report that arrives on time with an honest miss in it does more for the relationship than a late one that only shows wins.

What to include in a social media report for clients

A monthly report answers three questions for the client: did social media do its job this month, why, and what happens next. Everything in the report should serve one of those answers. A wall of numbers with no explanation answers none of them.

Report the same metrics, from the same sources, every month, and always against the month before. Followers, posts, reach, impressions, engagements, engagement rate and link clicks cover most goals. If the client sells online, add the sales or enquiries that came from social media, from their website analytics.

Explain every change in plain language. ‘Reach fell’ tells the client nothing; ‘Reach fell because we posted four fewer Reels while the shoot moved’ tells them what happened and that you know why. Admit a miss with the reason and what you will change, and the client trusts the wins.

Keep the written report to a page or two. Put the full metrics sheet behind it for clients who want detail, and lead with the summary, the best posts and the plan for next month.

Posty gathers the numbers for every client workspace

Posty collects analytics from Instagram, Facebook, TikTok, LinkedIn, YouTube, Threads, Pinterest, and Bluesky. Each workspace shows followers, reach, impressions, engagements, engagement rate and posts for the dates you pick, with the change from the previous period beside each number. Export them as CSV for this sheet, or invite the client as a viewer to see the analytics in their own workspace.

Top posts for any date range, with each post’s numbers
The change from the previous period on every headline number
30-day analytics history on Starter, 90-day on Growth and 1-year on Accelerate
CSV exports by day and by post, and a print view you can save as a PDF
Clients with viewer access see analytics in their own workspace

Social media analytics tool Social media for agencies Analytics history on each plan

Questions about the monthly social media report template

What should a monthly social media report include?: A short summary, results for each network compared with last month, the best posts and why they worked, what you learned and the plan for next month. Add anything the client needs to do, such as approvals or assets, with a date. This template has a section for each.
Which social media metrics matter most to clients?: The ones tied to the client’s goal. Reach and impressions show awareness, engagements and engagement rate show whether people cared, and link clicks show traffic. Follower count is easy to read but rarely the goal on its own. Agree two or three headline numbers at onboarding and lead every report with them.
How do you calculate engagement rate?: Divide engagements by reach and multiply by 100. The sheet does it for you. Some teams divide by impressions or followers instead, which gives different numbers, so say which one you use and keep it the same every month.
How often should you send social media reports to clients?: Monthly suits most client work: long enough for trends to show, short enough to change course. Add a short weekly note during launches and campaigns, and a quarterly review that steps back to goals and strategy.
Does Posty write the report for me?: Posty gathers the numbers rather than writing the report. Its analytics show each metric with the change from the previous period, and you can export them as CSV or print the page as a PDF. The summary and next month’s plan are still yours to write, and this template gives them a structure.
Do I need an account to download the report template?: No account, nothing to pay. The file is built in your browser, and nothing you pick or type is sent to Posty.

More templates

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Create a workspace for each client, connect their networks and see the numbers in this report side by side, with the change from the previous period already worked out.

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