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Social media report template: a filled monthly example

A social media report template is a one-page monthly summary of how each account did: followers, reach, engagements, engagement rate, link clicks and the best post, followed by what you learned and what changes next month. This one is filled in for a fictional bakery so you can see what a useful report looks like, then download the blank version.

Free, no signup · Updated · Opens in Excel, Google Sheets or Numbers

Download

In Google Sheets: File, Import, Upload, then pick the CSV.

What's inside

  • A per-platform numbers sheet: followers, change, reach, engagements, engagement rate, link clicks and top post
  • A top posts sheet that records why each post worked or didn't, not just its numbers
  • A summary sheet: goal, headline, what worked, what didn't, what you learned and next month's moves
  • A filled example for a fictional bakery (every figure is made up) and a blank CSV of each sheet

How to use it

  1. Pick a fixed day to report, such as the first working day of each month, and always report on the full previous calendar month.
  2. Write the month's goal at the top of the summary sheet before you look at any numbers, so the report answers a question.
  3. Copy each platform's figures from its own built-in analytics into the numbers sheet. Use the same date range for every platform.
  4. Work out engagement rate the same way every month. This template uses engagements divided by reach, times 100.
  5. Add your three to six best and worst posts to the top posts sheet, with one sentence on why each one did what it did.
  6. Fill in the summary: one headline, what worked, what didn't, and two or three things you learned.
  7. End with next month's moves: one thing to keep, one to stop and one to try. Carry them into your content calendar.
  8. Keep every month's report in one folder so you can compare this September with last September.

Preview: Monthly numbers

A filled example for a made-up small business.

PlatformFollowers (end of month)ChangeReachEngagementsEngagement rate (by reach)Link clicksTop postNote
Instagram2,184+9614,2008526.0%143Reel: scoring sourdough in 20 secondsExample figures, made up for this template
Facebook1,410+125,3002124.0%61Photo: pumpkin loaf is back, preorder by ThursdayMost preorder clicks came from here
TikTok640+11818,9001,3237.0%n/aPulling the first tray at 5amNo website link on this account yet
Google Business Profilen/an/a3,020 profile views418 interactionsn/a96Update: new Sunday opening hoursGoogle counts views and interactions its own way, so no rate here
Pinterest210+86,8001902.8%74Pumpkin loaf recipe cardSlow to start, still getting clicks weeks later
All platforms4,444+234Not added upNot added upn/a374TikTok tray video (highest reach)Reach isn't summed: the same person can be counted on several platforms

Preview: Top posts

A filled example for a made-up small business.

DatePlatformFormatPostReachEngagementsEngagement rateLink clicksWhy it worked (or didn't)
4 SepInstagramReelScoring sourdough in 20 seconds5,4004107.6%12Straight into the action, no intro. Shared by two local food accounts.
11 SepTikTokVideoPulling the first tray at 5am8,2006407.8%n/aReal sound of the oven and the early hour did the work. Cheap to make.
18 SepFacebookSingle imagePumpkin loaf is back: preorder by Thursday1,900965.1%38Clear deadline and one link. Regular customers tagged each other.
22 SepInstagramCarouselHow to store bread so it lasts3,1002608.4%9Useful without knowing us. Most saves of the month.
25 SepPinterestPinPumpkin loaf recipe card2,400883.7%41Low engagement but strong clicks: people want the recipe, not to chat.
27 SepInstagramSingle imageSaturday queue outside the shop1,700704.1%21Weakest post. Photo was dark and the caption didn't say why to come.

Preview: Summary and next month

A filled example for a made-up small business.

SectionWhat happenedEvidenceNext month
Month and goalSeptember 2026. Goal: sell out the first pumpkin loaf preorder week.Goal set on 1 Sep, before posting started.October goal: fill the Christmas preorder list's first 50 places.
HeadlinePreorders sold out in five days; most clicks came from Facebook and Pinterest.Facebook post 38 clicks, recipe pin 41 clicks, till count 54 preorders (example figures).Repeat the preorder format for the Christmas range.
What workedShort behind-the-scenes video at 5am on TikTok and Instagram.Highest reach of the month on both platforms.Film one early-morning clip a week.
What didn'tGeneric shop-front photos.Saturday queue photo had the lowest engagement rate on Instagram.Stop posting shop-front photos without a reason to visit in the caption.
What we learned (1)Posts with a deadline get clicks; posts without one get likes.Preorder post vs queue photo.Every offer post gets a date.
What we learned (2)Pinterest is slow but keeps sending visitors.Recipe pin still getting clicks three weeks after posting.Pin every new recipe, not only the seasonal ones.
Keep / stop / tryKeep: early-morning clips. Stop: shop-front photos. Try: a storage tips carousel for Christmas cake.From the top posts sheet.Add all three to the October calendar.
Note on numbersEvery figure in this example is made up to show the format.n/aReplace with your own numbers from each platform's analytics.

Tips

  • The figures in the filled example are invented to show the format. They are not benchmarks; compare your own months with each other instead.
  • Platforms count reach, views and impressions differently, so compare a platform with itself over time, not Instagram reach against TikTok reach.
  • Don't add reach up across platforms. The same person can see you on three of them, so a total overstates your audience.
  • Tag the links in your posts with UTM parameters so your website analytics can show which platform sent visitors and sales.
  • A report that ends without a decision is just a record. Always finish with one thing to keep, stop and try.
  • If you'd rather not compile this by hand, Zolyp's Analyze writes a plain-language weekly report on your connected accounts: what landed, what didn't, and one or two moves for next week.

Common questions

What should a monthly social media report include?

Per platform: followers and the change, reach, engagements, engagement rate, link clicks and the top post. Then a short summary: the month's goal, what worked, what didn't, what you learned and what you'll do differently next month. For a small business, one page is enough.

How do I calculate engagement rate for the report?

This template uses total engagements divided by reach, times 100. Some people divide by followers or impressions instead. Any of them is fine as long as you use the same one every month. The free engagement rate calculator shows all three.

Are the numbers in the example real?

No. The bakery and every figure are made up to show how a filled report reads. They are not averages or targets, so don't measure your accounts against them.

Weekly or monthly reports?

Monthly suits most small businesses: there are enough posts to see a pattern and it takes under an hour. A quick weekly look is useful when you're testing something new, but make decisions on the monthly view.

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