Reach, impressions and follower counts are context metrics, not performance metrics. Unless your brief is brand awareness with reach targets, they have no business in a performance report. Focus reporting on metrics that map directly to business outcomes.
For ecommerce: ROAS, revenue attributed, cost per purchase and new vs returning customer split. For lead generation: cost per lead, lead quality score (if CRM-integrated) and lead-to-sale conversion rate. For brand awareness campaigns: brand search lift and reach among target audience.
Non-technical stakeholders want to see revenue impact, not click-through rates. Lead with the outcome (revenue or leads), then provide the cost (spend), then the efficiency (ROAS or CPL), then the volume metrics (clicks, impressions) as supporting context. One page, three numbers at the top.
ROI varies by industry, audience and offer. Well-targeted campaigns typically return between $3 and $6 for every dollar spent. The key is audience precision, creative quality and landing page alignment.
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TPR Media explains social media ads reporting for Australian businesses: how to strip vanity metrics, which revenue-connected KPIs to track and how to present results to stakeholders so the report connects spend to outcomes.