How to Create Customized Social Media Marketing Reports with Metricool 4 Ways

Social media reporting used to mean exporting CSVs, pasting them into slides, and rewriting the same commentary every month. With Metricool, you can build fully branded custom social media reports across networks, time periods, brands, and campaigns in minutes.

There are four ways to create custom social media reports inside the platform, each one made for a different job: a quick monthly recap, a campaign retrospective across channels, an AI-generated deep dive, or a fully custom dashboard outside Metricool with Looker Studio. Here’s how each method works and when to reach for it.

1. Standard Social Media Reports: Built for Monthly Recaps

The classic Metricool report is where you should start when you need a clean, branded PDF or PowerPoint on a regular basis. These are the social media reports you’d send to a client every month without thinking about it.

To generate one, go to the Reports section and:

• Pick the time period: a full month from the dropdown or a custom date range.
• Choose the report language.
• Select the social networks you want to include, plus how you want tables sorted and the maximum number of rows.
• Add your logo if you want one.
• Click download for PDF or PPT.

The Summary section changes based on what you pick. Leave the network filter empty for an all-platforms summary, or choose specific networks to narrow it down. Your last 10 reports are saved under Previous downloads, so you don’t have to rebuild them.

Automate Monthly Delivery

Inside the Reports settings you’ll find an automatic monthly email option. Add one or more recipient addresses, set a “send replies to” address if you want client responses routed to a specific inbox, choose the day of the month, and write an accompanying message. You can also send a test report before activating the schedule.

Custom Social Media Report Templates (Advanced and Custom Plans)

On Advanced and Custom plans, you can build report templates per brand and reuse them across downloads. Templates control three things:

• Pages and sections: pick which networks and pages are included.
• Background and logo: cover background, body background, logo, and title.
• Colors and preview: fine-tune the palette and preview the result.

For images, JPG is recommended: 600×86 px for the logo and 1684×1190 px for both the cover and body backgrounds. Templates are saved per brand (they don’t transfer across brands), and you can create as many as you need.

When to use it: recurring client deliverables, monthly recaps, anything that needs to land in someone’s inbox on the same date every month.

2. Campaign Dashboards: Cross-Channel Campaign Analysis

Standard social media reports show how an account performed in a given period. Campaign Dashboards show how a single campaign performed across every channel you used.

Campaign Dashboards bundle the organic posts and paid ads from a single campaign into one place, so you can look at them together and share the results.

Setting Up a Campaign Dashboard

From Reporting > Campaigns Dashboards, click Create dashboard and fill in:

• Campaign Name: Metricool uses this to suggest relevant posts, so be specific.
• Description: required, and it appears in the shared client view, so write it as context for the recipient.
• Date Range: up to 90 days.
• Social Networks and ad Platforms: only the channels relevant to this activation.

Once saved, Metricool suggests posts that match your campaign name and description. Review the Excluded content tab, check the ones to include, and click Add selection. You can also pull posts in from two other places:

• The Planner, by selecting a dashboard in the Global presets section when composing a post.
• Analytics, by selecting published posts from the post list and clicking Add to dashboard.

What You Get After Syncing

Once the dashboard syncs, you get three things: a content summary with a performance chart, the Top 5 best posts by impressions or interactions (you can switch between the two), and AI Insights. The AI Insights piece is a written breakdown of what worked, patterns Metricool spotted, and recommendations for the next campaign.

AI Insights need at least 10 posts in the dashboard to generate. The language follows your campaign name and description, falling back to the account owner’s language if neither makes it clear. You can also edit the insights, which is rare on the platform. Tweak the wording to match your reporting voice before you send the link to a client.

Sharing

Use the Share button at the top of the dashboard to create a public, read-only link. Clients open the live dashboard without needing a Metricool account, and any change you make shows up when they reload. You can switch the link off whenever you want. Custom logos in the shared view aren’t supported yet, but they’re on the way.

A few things to know before you build one: dashboards belong to a single brand, so you can’t mix content from different brands. Once it’s created, the name, description, date range, and networks are locked in. If anything needs to change, duplicate the dashboard and rebuild it.

When to use it: product launches, seasonal campaigns, paid and organic activations, or anytime you need a single source of truth for one initiative across multiple channels.

3. Metricool Studio: AI-Generated Social Media Reports From a Prompt

Metricool Studio is the newest way to build custom social media reports inside the platform. You describe the report you want in plain language, and Studio puts together the charts, tables, and written insights for you.

You’ll find it under Reporting > Metricool Studio. Like Campaign Dashboards, it’s desktop-only.

Two Creation Modes

Guided mode walks you through the choices step by step. You pick a view type, choose a period, select brands and networks, and Studio writes the prompt for you. The two view types are:

• Calendar: scheduled posts for one or more brands over a chosen window. Useful for content planning reviews.
• Analytics: performance metrics and written insights. Pick an objective (analyze one brand, compare brands, or compare periods of the same brand), set the analysis period (max 3 months), choose networks, and pick which metric categories to include: Account, Content, or Demographics.

Expert mode is a free-text prompt. Describe the report you want, and Studio handles the rest. The more specific you are about the five data points (brand, network, time period, metrics, and chart types), the closer the result will be to what you had in mind.

Expert mode also includes Smart templates for things guided mode doesn’t cover, like competitor analysis, best posting times, content ideas, and multi-period comparisons. Pick a template, swap in your brand and dates, and run it.

What Studio Produces

Depending on the prompt, Studio combines line charts (performance over time), bar charts (totals and comparisons), pie or donut charts (distribution and demographics), tables (post-by-post detail), and text blocks (executive summaries, conclusions, and recommendations). The more specific you are about the chart types you want, the more control you have.

Fixed vs. Relative Periods

This is what makes Studio worth using for ongoing social media reports. When you pick a period, you can choose a fixed date range (Feb 1-28, 2026) or a relative one (this week, this month). With a relative period, the same shareable link refreshes on its own when you re-sync, so you’re not resending a new URL to your client every week.

Sharing and Managing Views

The view list lets you rename, duplicate, or delete any view. Duplicate is the real time-saver: if a prompt works well, clone it and change only the brand or period.

For sharing, click the share icon, generate a public link, and send it. Anyone with the link gets a read-only view, no Metricool account required. To revoke access, disable or regenerate the link.

When to use it: report scenarios that go beyond standard analytics, like multi-brand comparisons, period-over-period analysis, prompt-driven custom views, or anything where you want AI to handle the first draft of the commentary.

4. Looker Studio Connector: Custom Dashboards Outside Metricool

When you want full design control over your social media reports, need to combine Metricool data with other sources like Google Analytics, BigQuery, or Google Sheets, or prefer to build in a dedicated BI tool, the Metricool Looker Studio connector is built just for that.

Looker Studio is Google’s data visualization tool. Through Metricool’s connector, you get access to all brands connected to your Metricool account along with their associated websites, social networks, and ad platforms, all queryable from inside Looker Studio.

What You Can Build

Once the data source is connected, you can build interactive dashboards with custom charts, tables, and maps. Share them with anyone inside or outside your organization, refresh them in real time, collaborate with teammates live, and apply your brand colors, fonts, and design.

Build reports from scratch or start with Metricool’s template. When you finish setting up a data source, you can also turn on “Use report template in new reports” so every new report opens with that template applied.

When to use it: complex BI reporting, dashboards that blend social data with other sources (web analytics, CRM, ad platforms beyond what Metricool tracks), agencies with technical reporting teams, or stakeholders who already live in Looker Studio.

How to Choose the Right Method for Your Custom Social Media Reports

All four exist for different reasons, so the right one depends on what you’re trying to deliver.

Ask yourself:

• Are you reporting on the account or on a specific campaign?
• Do you want to write the commentary yourself or have AI draft it?
• Does the client need a PDF, a live link, or a custom dashboard?
• Are you reporting on social only, or blending in other data sources?

Answer those and the right format picks itself. Across all four ways to build social media reports in Metricool, the underlying data is the same: your connected accounts and your collected metrics. Different audiences get different formats from the same source.