Facebook Ads Year-End Review Template (Annual Report)

Quick Answer

A year-end review isn't a celebration. It's a forensic analysis of what worked, what didn't, and what to do differently next year. Use the template below to structure 90 minutes of focused review.

Section 1: The Year in Numbers

ANNUAL HEADLINE METRICS
| Metric                | This Year | Last Year | Change |
|----------------------|-----------|-----------|--------|
| Total Spend          | $XXX,XXX  | $XXX,XXX  | +X%    |
| Total Revenue        | $X,XXX,XXX| $XXX,XXX  | +X%    |
| Average ROAS         | X.Xx      | X.Xx      | +X%    |
| Total Customers      | X,XXX     | X,XXX     | +X%    |
| Avg CAC              | $XX       | $XX       | -X%    |
| Avg AOV              | $XXX      | $XXX      | +X%    |
| Total Leads (B2B)    | XXX       | XXX       | +X%    |

QUARTERLY BREAKDOWN
| Quarter | Spend | Revenue | ROAS | Notable |
|---------|-------|---------|------|---------|
| Q1      | $XX   | $XX     | X.X  | -       |
| Q2      | $XX   | $XX     | X.X  | -       |
| Q3      | $XX   | $XX     | X.X  | -       |
| Q4      | $XX   | $XX     | X.X  | -       |

GROWTH OVER TIME
- Best month: [Month, Revenue]
- Worst month: [Month, Revenue]
- Most consistent quarter: [Quarter]
- Most volatile quarter: [Quarter]

Section 2: What Worked

TOP 5 WINS OF THE YEAR
1. [Win — be specific with numbers]
   Why it worked: [Insight]
   Lesson: [What to repeat]

2. [Win]
   Why it worked:
   Lesson:

3. [Win]
   Why it worked:
   Lesson:

4. [Win]
   Why it worked:
   Lesson:

5. [Win]
   Why it worked:
   Lesson:

TOP 10 ADS OF THE YEAR
| Rank | Ad name | Spend | Revenue | ROAS | Why it won |
|------|---------|-------|---------|------|------------|
| 1    |         |       |         |      |            |
| 2    |         |       |         |      |            |
| 3    |         |       |         |      |            |
| ...  |         |       |         |      |            |

WINNING CREATIVE PATTERNS
- [Pattern 1 — e.g., "UGC outperformed studio 3x"]
- [Pattern 2]
- [Pattern 3]

Section 3: What Didn't Work

TOP 5 LOSSES OF THE YEAR
1. [Loss — what happened]
   Why it failed: [Honest reason]
   Lesson: [What to avoid]

2. [Loss]
   Why it failed:
   Lesson:

3. [Loss]
   Why it failed:
   Lesson:

4. [Loss]
   Why it failed:
   Lesson:

5. [Loss]
   Why it failed:
   Lesson:

WASTED SPEND ANALYSIS
- Total spent on losing tests: $X
- % of total spend: X%
- Biggest category of waste: [Category]
- Lesson: [Specific change for next year]

Section 4: Account Health

TRACKING HEALTH
- Pixel install: [Stable / Issues]
- CAPI status: [Active / Not set up]
- Match quality: [Score]
- AEM priorities: [Set / Not set]
- iOS attribution gap: [%]
- Action items: [List]

STRUCTURAL HEALTH
- Campaign count: [#]
- Active ad sets: [#]
- Audience count: [#]
- Naming convention adherence: [Yes / Partial / No]
- Action items: [List]

CREATIVE HEALTH
- New ads launched this year: [#]
- Refresh cadence: [Weekly / Bi-weekly / Monthly]
- Creator pipeline: [Active / Stalled]
- Action items: [List]

AUDIENCE HEALTH
- Customer list size: [#]
- LLA seed quality: [Strong / Weak]
- Custom audience freshness: [%]
- Action items: [List]

Section 5: Strategic Lessons

3 BIG LESSONS FROM THIS YEAR
1. [Lesson]
2. [Lesson]
3. [Lesson]

3 ASSUMPTIONS THAT WERE WRONG
1. [Assumption + reality]
2. [Assumption + reality]
3. [Assumption + reality]

3 ASSUMPTIONS THAT WERE RIGHT
1. [Assumption + proof]
2. [Assumption + proof]
3. [Assumption + proof]

NEW UNKNOWNS TO INVESTIGATE NEXT YEAR
1. [Question]
2. [Question]
3. [Question]

Section 6: Next Year Plan

NORTH STAR FOR NEXT YEAR
[1 sentence — what does success look like 12 months from now?]

QUARTERLY GOALS
Q1: [Goal + KPI]
Q2: [Goal + KPI]
Q3: [Goal + KPI]
Q4: [Goal + KPI]

THREE STRATEGIC PRIORITIES
1. [Priority] — why it matters
2. [Priority] — why it matters
3. [Priority] — why it matters

THREE THINGS WE'LL STOP DOING
1. [Stop]
2. [Stop]
3. [Stop]

THREE THINGS WE'LL START DOING
1. [Start]
2. [Start]
3. [Start]

BUDGET PLAN
Annual budget: $XXX,XXX
Q1: $XX,XXX
Q2: $XX,XXX
Q3: $XX,XXX
Q4: $XX,XXX (Q4 always gets the bump)

CREATIVE PRODUCTION PLAN
- New ads/month target: [#]
- Creators on retainer: [#]
- Creative refresh cadence: [Frequency]

NEW TESTS PLANNED
1. [Test]
2. [Test]
3. [Test]

RISKS TO MONITOR
1. [Risk + mitigation]
2. [Risk + mitigation]
3. [Risk + mitigation]

Section 7: Team / Resources

WHO DELIVERED THIS YEAR
- Media buyer: [Name]
- Account manager: [Name]
- Designer: [Name]
- Copywriter: [Name]
- UGC creators: [#]

WHAT THEY NEED TO BE BETTER
- Tools: [List]
- Training: [List]
- Support: [List]

HIRING / FIRING DECISIONS
- Add: [Role]
- Replace: [Role if needed]
- Promote: [Person]

How to Run the Year-End Review Meeting

DURATION: 90 minutes
ATTENDEES: Strategist + media buyer + account manager + client (optional)
PREP: Each attendee fills in their section before the meeting

AGENDA
0:00-0:15 — Numbers walkthrough
0:15-0:35 — What worked discussion
0:35-0:55 — What didn't work discussion
0:55-1:10 — Strategic lessons
1:10-1:30 — Next year plan + commitment

OUTCOMES
- Signed-off year-end report
- Approved next-year strategy
- Q1 plan with budget
- Action items assigned

Year-End Review Rules

Be honest about losses. Hiding mistakes makes you repeat them.
Numbers first, narrative second. Don't editorialize before showing data.
One next-year North Star. No more than 3 quarterly goals.
Distribute the doc. Client, team, leadership.
Reference it monthly next year. A year-end review is only valuable if you check back in.

Pix-Vu Generates Your Year-End Review

Connect Pix-Vu and it generates the entire year-end review automatically — pulling data from your Meta account, calculating winners/losers, identifying patterns, and drafting next year's plan. Your strategy meeting goes from "review" to "decide."

Auto-generate your year-end review →