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- Weekly summary: filled example (CSV) · blank (CSV)
- Post performance: filled example (CSV) · blank (CSV)
- Actions: filled example (CSV) · blank (CSV)
- Metric definitions: filled example (CSV) · blank (CSV)
In Google Sheets: File, Import, Upload, then pick the CSV.
What's inside
- A weekly summary: reach, engagements, engagement rate, followers, link clicks and bookings from social, against last week, with what each change means
- A post-by-post sheet with reach, engagements, engagement rate, link clicks and a verdict on each post
- An actions sheet that turns findings into next week's changes, with an owner and a date to check
- Metric definitions, so everyone who reads the report counts the same way
- A filled example for Harbour Yoga, a fictional studio (every figure is made up), and a blank CSV of each sheet
How to use it
- Pick the same day each week to pull the numbers, so the weeks compare fairly.
- Copy each platform's figures from its own insights into the summary, using the same metric every week.
- Calculate engagement rate the same way every time. This template divides engagements by reach and multiplies by 100.
- Add every post from the week to the post sheet and give each one a verdict.
- Write what each change means in one sentence. A number without a reason isn't a finding.
- Turn the top two or three findings into actions for next week, each with an owner.
- Start each new report by checking last week's actions: did the change work?
Preview: Weekly summary
A filled example for a made-up small business, first 8 of 10 rows.
| Metric | Platform | This week (9 to 15 Nov) | Last week | Change | What it means |
|---|---|---|---|---|---|
| Reach | 3,420 | 2,980 | +440 (+14.8%) | The stretching Reel reached people who don't follow us yet | |
| Engagements | 212 | 196 | +16 (+8.2%) | Up, but less than reach | |
| Engagement rate (by reach) | 6.2% | 6.6% | -0.4 points | Likely because the Reel reached people who don't follow us yet | |
| Followers | 1,268 | 1,241 | +27 | Most new follows came on the day of the Reel | |
| Reach | 1,150 | 1,310 | -160 (-12.2%) | Two posts instead of three | |
| Engagements | 64 | 71 | -7 (-9.9%) | Fell with reach; the Event post held up | |
| Clicks to website | Google Business Profile | 38 | 31 | +7 (+22.6%) | The workshop update gave people a reason to click |
| Link clicks (tagged links, all platforms) | All | 54 | 41 | +13 (+31.7%) | The beginner carousel sent the most clicks |
Preview: Post performance
A filled example for a made-up small business.
| Post | Platform | Format | Published | Reach | Engagements | Engagement rate | Link clicks | Verdict |
|---|---|---|---|---|---|---|---|---|
| 60-second morning stretch | Reel | Mon 9 Nov | 1,610 | 88 | 5.5% | 6 | Best reach: keep one Reel a week | |
| What to bring to your first class | Carousel | Wed 11 Nov | 980 | 74 | 7.6% | 21 | Best rate and most clicks: answer more beginner questions | |
| Saturday class | Photo | Sat 14 Nov | 830 | 50 | 6.0% | 3 | Steady; fine as a filler | |
| Beginners' workshop | Event post | Tue 10 Nov | 720 | 41 | 5.7% | 18 | Events work here: post the next one earlier | |
| New timetable | Photo | Fri 13 Nov | 430 | 23 | 5.3% | 2 | Lowest reach: add the times as text, not only in the image | |
| Beginners' workshop | Google Business Profile | Update | Tue 10 Nov | n/a | n/a | n/a | 4 | Keep posting workshops here |
Preview: Actions
A filled example for a made-up small business.
| Finding | Evidence | Action next week | Owner | Check on |
|---|---|---|---|---|
| Beginner questions get clicks | The first-class carousel had the most link clicks (21) | Post a second beginner carousel: what happens in your first class | Kate | Fri 20 Nov |
| Reels reach new people | The Reel had the highest reach and most new follows | Film two short stretches on Monday; post one, keep one | Kate | Fri 20 Nov |
| Facebook fell with fewer posts | Two posts instead of three; reach down 12.2% | Schedule three Facebook posts by Sunday | Owen | Fri 20 Nov |
| Timetable image underperformed | Lowest reach of the week | Write the times in the post as well as the image | Owen | Fri 20 Nov |
Preview: Metric definitions
A filled example for a made-up small business.
| Metric | How we count it | Where we find it |
|---|---|---|
| Reach | The number of accounts that saw a post or the account at least once | Each platform's insights |
| Views or impressions | How many times content was shown. Platforms name and count this differently; use the same one each week | Each platform's insights |
| Engagements | Likes or reactions, comments, shares, saves and replies added together | Each platform's insights |
| Engagement rate | Engagements ÷ reach × 100, rounded to one decimal place | Calculated in this sheet |
| Link clicks | Clicks on links tagged with UTM parameters | Website analytics, filtered by source |
| Bookings from social | Bookings from tagged links, plus customers who answered 'social media' when booking | Booking system |
Tips
- Harbour Yoga and every figure in the example are made up. They show how a report reads, not what a studio should expect.
- Compare a week with the week before and with the same week last month. One week on its own can mislead, for example a bank holiday week.
- Platforms change metric names and how they count them. Write down which figure you used in the definitions sheet and note any change in the report.
- Tag every link with UTM parameters so clicks and bookings in the report come from your analytics, not guesswork.
- Keep the report to one page. If nobody acts on a number, drop it.
- Zolyp, which makes this template, writes a plain-language weekly report through its Analyze feature: what landed, what didn't and what to try next. It can only see what each platform's API shares for connected accounts, and history starts when you connect.
Common questions
What should a weekly social media report include?
The headline numbers for each platform against last week, every post with its results and a verdict, two or three findings in plain words, and the actions you'll take next week with an owner for each.
How do you calculate engagement rate?
This template divides engagements by reach and multiplies by 100. Other formulas divide by followers or by impressions. Any of them works if you use the same one every week and say which it is.
Should I report weekly or monthly?
A weekly check catches problems early and suits a small team that posts every week. A monthly report shows trends and goes to whoever needs the bigger picture. Doing both works well: our monthly social media report template covers the second.
Are the numbers in the example real?
No. The studio and every figure are made up. The percentages are calculated correctly from the made-up figures so you can check the formulas.
Related
- Social media report template (monthly)
- Social media KPI tracker
- Engagement rate calculator
- What is engagement rate?
- Instagram insights guide
- Zolyp Analyze
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