Client Report Template
The client report template ecommerce agencies actually need
Most agency report templates stop at ad metrics. A store owner's monthly report needs the profit side too: COGS, refunds, fees, and fulfillment next to ROAS. Here is the structure, section by section.
Template Structure
What goes in a monthly client report
These are the five sections of the template, in the order clients read them. Most map directly to report templates agencies generate inside MerchantFlow.
1. Executive summary
Four numbers at the top: net revenue, net profit, blended ROAS, and orders. If the client reads nothing else, they know how the month went.
2. P&L statement
Gross revenue down to net profit: refunds, COGS, ad spend, payment fees, fulfillment, and operating expenses as line items. This is the section that separates a profit report from an ads screenshot.
3. Marketing overview
Spend, attributed revenue, and ROAS per ad platform - Meta, Google Ads, TikTok, Snapchat - plus the channel mix showing where revenue actually came from.
4. Fulfillment
Fulfillment cost, cost per order, and return rate. Operational costs move margin as much as media does, so they belong in the monthly conversation.
5. Month-over-month comparison
Every key metric against the previous period with the change. Trend beats snapshot: it shows whether the work is compounding.
Free Tool
Generate an illustrative white-label sample
The free builder combines a fixed executive summary with four selectable illustrative sections. Add your agency name, color, and logo, then download the sample PDF.
Common Questions
Frequently asked questions
What sections should a client report template include?
The illustrative builder uses five sections: an executive summary (net revenue, net profit, blended ROAS, orders), a P&L statement from gross revenue down to net profit, a marketing overview with spend and ROAS per channel, a channel mix showing attributed revenue share, and a month-over-month comparison. Together they answer what was sold, what it cost, and what changed.
How often should agencies send client reports?
A monthly full report with an optional lighter weekly check-in is one workable cadence. Choose the schedule the client will actually read, then automate delivery instead of assembling each report by hand.
Should a client report show profit or just ad performance?
For ecommerce clients, profit. ROAS alone can look great in a month where refunds, COGS increases, or fulfillment costs quietly erased the margin. Putting the P&L next to the ad metrics keeps the conversation anchored to the number the client's business actually runs on.
Can I automate this template instead of building it manually?
The MerchantFlow Agency plan automates the supported P&L, marketing overview and channel data, order summary, expense breakdown, and period-comparison templates from synced client-store data. The builder's combined five-section PDF is illustrative and is not a single live report template.
Is the sample PDF from the builder real data?
No - the free builder uses clearly labeled illustrative sample data. It shows one possible combined structure and the white-label treatment, not an exact live export template.