Social Media Report Template: Free Column Layout for Sheets or Excel

A social media report template is a spreadsheet you fill once a month with the same handful of numbers from each network, so you can see what changed and decide what to post next. The method is simple: one row per network per month, the same columns every time, two formulas, and one line of conclusions. You can build it free in Google Sheets or Excel and feed it from the insights each network already gives you. Below is the exact column layout to copy, where to find each number, and the point where the spreadsheet stops being worth the time.

What goes in a social media report template

A useful report answers three questions: did we grow, did people react, and which posts did the work. Everything else is noise for a small business. That means you need fewer columns than you think. Pick the metrics that match your goal, keep them identical from month to month, and resist adding a column every time a network launches a new chart. A report you fill in 20 minutes beats a perfect one you skip.

Use the same date range for every network: the calendar month, start to end. Mixing a 28-day view on one network with a 30-day view on another makes the comparison meaningless. Record totals for the period, not a running average, and write the number you see on the day you pull it. Networks restate figures later, so a fixed snapshot is the only way to compare honestly.

The column layout: one row per network per month

Set up one tab called Data. Each month you add one row per network you post on. Three networks means three new rows. The columns never change, which is what makes filtering and charts work later.

Add a second tab called Summary with one row per month and the totals across networks: followers, posts, reach, engagements and the overall engagement rate. That is the page you actually read or send. Keep a third tab, Decisions, with one sentence per month on what you will do differently. Without that line, the report is a scrapbook.

How to see analytics on Instagram and the other networks

Each network keeps its own numbers, so filling the sheet means visiting each one. Here is where the native insights live today, according to each maker's help pages.

Instagram

1. In the Instagram app, tap Profile or your profile picture in the bottom right.
2. Tap Professional dashboard if you have a professional account, or Your dashboard if you have a personal one.
3. If you can't see the dashboard, tap More to go to Settings and activity, then tap Insights below For professionals (professional accounts) or Your dashboard below Your insights and tools (personal accounts).
4. Tap the insight you want, then the drop-down menu. Choose a preset time frame, or set a custom start and end date, and tap Update.

You'll see insights for views, interactions, new followers and the content you shared. ^[1] Instagram's overview leads with views; if you log views rather than accounts reached, say so in Notes.

Instagram says dashboards are available to all public accounts; for the Professional dashboard you switch to a business or creator account. ^[2] Instagram business account analytics also include boosted content, since only professional accounts can boost. Story insights stay available for up to two years after a story is created. ^[3] The account view is shorter. Looking back beyond 90 days, and exporting your insights to a CSV spreadsheet, are only for eligible public accounts with a Meta One subscription. So pull Instagram on the first of every month, without fail.

LinkedIn Page

1. Open your Page admin view.
2. Click Analytics in the left menu.
3. Pick the tab you need: Content, Visitors, Followers or Competitors.
4. Click Export in the upper-right corner, choose a timeframe, and export.

The file downloads as XLS, which opens straight in Excel or Google Sheets. ^[4] Paste the monthly totals into your Data tab rather than the whole export.

Facebook and TikTok

For Facebook and TikTok, open each network's own analytics for your account. Read the same four figures there: followers, reach, engagements and your top post. If a network shows views instead of reach, enter views and say so in the Notes column. Networks rename and retire metrics often, and the note keeps next year's comparison honest.

Building the sheet in Google Sheets or Excel

The setup takes one sitting. After that, each month is copy, paste and read.

1. Create the three tabs: Data, Summary, Decisions.
2. Type the eleven headers from the table above in row 1 of Data and freeze that row.
3. Format column A as a date and column H as a percentage.
4. In H2, divide engagements by reach: =IF(F2=0,"",G2/F2). The check stops a divide-by-zero error when a network reports nothing.
5. For follower change in D, subtract the same network's previous month. If you keep rows sorted by network, then month, it is simply the row above: =C3-C2.
6. In Summary, add each month's totals with SUMIFS, for example the sum of column F where column A equals that month.
7. Select the Summary range and insert a line chart for followers and one for engagement rate.

That is the whole build. Google Sheets and Excel both handle every step, and the file works the same in either. Share the Summary tab with whoever reads the report, and keep editing rights on Data to yourself so nobody overwrites last month.

A mini example: one month, three networks

Take a local bakery posting on Instagram, Facebook and LinkedIn in October. Instagram reached 12,400 accounts and earned 620 engagements, so the sheet shows a 5.0% engagement rate. Facebook reached 8,100 with 243 engagements, 3.0%. LinkedIn reached 3,200 with 128 engagements, 4.0%. Followers rose on Instagram, held flat on Facebook.

The top Instagram post was a short video of the morning bake. The top Facebook post was an event announcement. The Decisions tab gets one line: more behind-the-counter video on Instagram, keep events on Facebook, cut LinkedIn to one post a week. That sentence is the report. The numbers only exist to justify it.

Notice what the example did not need: demographics, hashtag reports or a dashboard. For a business this size, three networks and eleven columns cover the decision. Twenty minutes a month is a fair trade for that clarity.

Where the free spreadsheet stops working

The template holds up well for one brand on two or three networks. It breaks in four specific places.

• Several accounts or clients. Five clients on four networks means twenty visits and twenty pastes every month. At that size the copying is the job, and errors creep in unnoticed.
• Missed months. Native history is short. Skip Instagram for a quarter and, without a Meta One subscription, that data is gone from the app, so the sheet cannot be rebuilt.
• Client-ready output. A spreadsheet is not a branded report a client can open.
• Metric drift. When a network swaps one metric for another, you rewrite headers by hand and lose the trend line.

Past that point, look at the free social media analytics tools and paid platforms that pull the numbers for you. Metricool keeps your analytics history and builds the reports once you move up from its Free plan. Sendible turns connected profiles into ready-made client reports, and Buffer's paid plans export what Insights collects as CSV straight into your sheet. For the full field, compare the social media analytics tools side by side. If you are still deciding which numbers matter, start with our guide to social media analytics.

The bottom line

A social media report template earns its place when it is small and boring: one row per network per month, the same eleven columns, two formulas and one sentence of decisions. Fill it on the first of each month, because native histories are short: Instagram's account view goes back only 90 days without a Meta One subscription. For one brand on a few networks, Google Sheets or Excel is all you need. Once you report on several clients, need a branded file, or keep losing history, a tool that collects the data for you saves more time than the template does.