Facebook Ads Performance Review Template (Weekly + Monthly)

Quick Answer

A performance review isn't a report — it's a decision meeting. Use the templates below to walk through metrics, isolate the cause, and walk out with action items.

Template 1: Weekly Performance Review (45 min)

Owner: Senior media buyer
Attendees: Media buyer, account manager, optional client
Tool: Live Ads Manager + reporting sheet

0:00-0:05 — TL;DR
- This week's spend, revenue, ROAS, CAC
- Compared to last week (% change)
- 1-sentence narrative: "What happened"

0:05-0:15 — Funnel breakdown
| Stage         | Spend  | Revenue | ROAS | Notes        |
|---------------|--------|---------|------|--------------|
| Prospecting   | $X     | $X      | X.Xx | -            |
| Retargeting   | $X     | $X      | X.Xx | -            |
| Reactivation  | $X     | $X      | X.Xx | -            |

Decisions:
- [ ] Shift budget? (Where from / where to)
- [ ] Pause any campaigns?

0:15-0:25 — Top 5 / Bottom 5 ads
TOP 5
1. [Ad name] — $X revenue, X.Xx ROAS
2. ...

BOTTOM 5
1. [Ad name] — $X spent, X conversions
2. ...

Decisions:
- [ ] Scale top 5? By how much?
- [ ] Pause bottom 5?
- [ ] Brief variations of top 2?

0:25-0:35 — Audience health
- Frequency check (>4 = problem)
- CPM trend (rising = audience saturation)
- Audience overlap (>30% = consolidate)

Decisions:
- [ ] Refresh any CAs?
- [ ] Build new LLAs?
- [ ] Expand geo?

0:35-0:40 — Tracking & data
- Pixel firing correctly?
- CAPI match quality?
- Any anomalies in events?

0:40-0:45 — Action items
| # | Action            | Owner   | Due    |
|---|-------------------|---------|--------|
| 1 | Pause [ad]        | MB      | EOD    |
| 2 | Brief 5 new ads   | AM      | Wed    |
| 3 | Scale [campaign]  | MB      | Tue    |

Template 2: Monthly Performance Review (90 min)

Owner: Strategist
Attendees: Strategist, MB, AM, client (optional)

PART 1: NUMBERS REVIEW (20 min)

Headline metrics:
| Metric        | This Mo | Last Mo | Change | YTD |
|---------------|---------|---------|--------|-----|
| Spend         | $XX,XXX | $XX,XXX | +X%    | $XX |
| Revenue       | $XXX,XX | $XX,XXX | +X%    | $XX |
| ROAS          | X.Xx    | X.Xx    | +X%    | X.X |
| CAC           | $XX     | $XX     | -X%    | $XX |
| New Customers | XXX     | XXX     | +X%    | XXX |
| AOV           | $XXX    | $XXX    | +X%    | $XX |

PART 2: WHAT WORKED (15 min)
Top 3 wins this month:
1. [Win]
2. [Win]
3. [Win]

Why it worked: [Insight]

PART 3: WHAT DIDN'T (15 min)
Top 3 misses this month:
1. [Miss]
2. [Miss]
3. [Miss]

Root cause: [Honest assessment]

PART 4: STRATEGIC ADJUSTMENTS (20 min)
Based on this month, we will:
1. [Change 1]
2. [Change 2]
3. [Change 3]

Things we'll stop doing:
- [Stop 1]

Things we'll start doing:
- [Start 1]

PART 5: NEXT MONTH PLAN (20 min)
- Budget: $XX,XXX
- Funnel split: X% / X% / X%
- Creative theme: [Theme]
- Tests: [3 tests]
- Risks: [2 risks + mitigations]

Decisions logged in strategy doc: ✓

Template 3: Quarterly Strategic Review (120 min)

1. THE STORY OF THE QUARTER (10 min)
   Big picture: what changed in spend, revenue, structure?

2. MARKET CONTEXT (15 min)
   - Industry CPM trends
   - Competitor moves
   - Platform updates (Meta releases, iOS changes)
   - Seasonality factors

3. PERFORMANCE TREND (20 min)
   Spend, revenue, ROAS, CAC over 3 months
   Identify trend: growing, plateau, declining, volatile

4. STRUCTURAL HEALTH (20 min)
   - Account organization
   - Audience strategy
   - Creative refresh velocity
   - Funnel allocation

5. CREATIVE LEARNINGS (20 min)
   - Top 10 ads of the quarter
   - Common patterns in winners
   - What angles are dead
   - What angles are emerging

6. NEXT QUARTER STRATEGY (25 min)
   - 3 strategic priorities
   - Budget allocation
   - Big bets
   - Risks
   - Success criteria

7. ACTION ITEMS & OWNERS (10 min)
   Concrete next 30 days

Decision Frameworks (Use During Reviews)

When to scale:

ROAS 50%+ above breakeven for 7 days

Frequency under 3

Daily budget consistently spent

→ Increase budget 20-30%

When to pause:

5,000+ impressions, zero conversions

CTR below 0.5% on cold audience

CPA 2x target after 50 link clicks

Frequency over 5

When to test new creative:

Top ad has run 30+ days

CTR dropped 25% vs first week

Frequency over 3.5

When to consolidate audiences:

Overlap > 30% in Audience Overlap tool

Two ad sets with same conversions/CPA

More than 5 ad sets per campaign

Performance Review Rules

Never review without action items. A meeting that ends with "interesting" is wasted.
Keep TL;DR to 1 sentence. "Spend $X, revenue $Y, ROAS Z — driven by [thing]."
Use the same template every week. Familiarity = speed.
Document decisions. Future you will thank you.
Don't review during the meeting — review beforehand. The meeting is for decisions.

Auto-Build Performance Reviews

Pix-Vu generates the entire weekly and monthly performance review automatically — including the narrative, action items, and decision recommendations. Walk into the meeting with the doc done.

Auto-generate reviews →