# How to Automate Your Entire Social Media Reporting Stack
For many Australian small business owners, social media reporting is a chore that involves manual screenshots and messy Excel spreadsheets at the end of every month. Automating this process doesn't just save hours of admin; it provides real-time insights that allow you to pivot your strategy based on what’s actually working for your Brisbane or interstate audience.
In this guide, we will move you away from manual data entry and into a professional, automated reporting ecosystem using Google Looker Studio (formerly Data Studio) and a connector tool.
Why Automation Matters
Manual reporting is prone to human error and is often outdated the moment you hit 'send'. By automating your stack, you ensure that your ROI is always visible, your data is accurate, and you have more time to focus on creating content that converts.---
Prerequisites: What You’ll Need
Before we begin, ensure you have the following ready:- Admin Access: You must be an admin of your Facebook Business Suite, Instagram Professional account, and LinkedIn Company Page.
- A Google Account: This is required to use Google Looker Studio.
- A Connector Tool: While Looker Studio is free, connecting social media APIs usually requires a 'connector'. We recommend tools like Supermetrics, Porter Metrics, or Looker Studio Gallery Connectors. Most offer a free trial.
- Defined KPIs: Know which metrics matter to you (e.g., Reach, Engagement Rate, or Link Clicks).
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Step 1: Centralise Your Social Accounts
Before touching any reporting software, ensure all your social accounts are linked to a central business manager. For Australian businesses, this usually means ensuring your Instagram is properly linked to your Facebook Page via Meta Business Suite. Screenshot Description: You should see your Facebook Page and Instagram account listed together under 'Accounts' in your Meta Business Suite settings.Step 2: Set Up Google Looker Studio
Navigate to Looker Studio. Sign in with your Google account. This is a free data visualisation tool that will serve as the 'face' of your reporting stack. Click on the 'Blank Report' plus icon to start a new project.Step 3: Choose Your Data Connector
Looker Studio doesn't automatically 'talk' to Facebook or Instagram. You need a bridge. In the 'Add data to report' window, search for a connector like 'Supermetrics' or 'Porter Metrics'.Pro Tip: If you are on a tight budget, you can use a 'Google Sheets' connector, but this requires you to manually export data to a sheet first, which defeats the purpose of full automation. It is worth the small monthly investment for a direct connector.
Step 4: Authorise Your Social Media Accounts
Once you select your connector, you will be prompted to 'Authorise'. A pop-up will appear asking you to log into your Facebook/LinkedIn/TikTok accounts. Warning: Ensure you tick all the boxes for 'Permissions'. If you miss one, the data won't flow, and you’ll see 'System Error' messages later on.Step 5: Select Your Specific Pages
After authorisation, the connector will ask which specific pages you want to pull data from. Select your Australian business page. Ensure you also select the correct Currency (AUD) and Timezone (e.g., GMT+10 for Brisbane/Sydney) so your ad spend and posting times are accurate.Step 6: Layout Your Reporting Canvas
Now you have a blank canvas. Start by adding a 'Date Range Control' at the top right. This allows you to toggle between 'Last 30 Days', 'This Month', or 'Financial Year to Date'. Screenshot Description: Look for the calendar icon in the top toolbar. Placing this first ensures all charts you add later will respond to the date selection.Step 7: Add Your 'Big Picture' Scorecards
Start with the most important numbers. Click 'Add a chart' and select 'Scorecard'. Create three or four of these across the top of the page for:- Total Reach
- Total Engagement
- Total Followers
- Total Link Clicks
Step 8: Visualise Trends with Time Series Charts
Raw numbers are great, but trends are better. Add a 'Time Series Chart'. Set the Dimension to 'Date' and the Metric to 'Engagement'. This will show you a line graph of your performance over the month, helping you identify if specific days (like a weekend sale or a local Brisbane event) caused a spike.Step 9: Create a Top Performing Posts Table
To automate your content analysis, add a 'Table'.- Dimension: Post Image / Post Caption
- Metrics: Engagement Rate, Shares, and Comments.
- Sort by: Engagement Rate (Descending).
This table will now automatically update to show you exactly which posts your audience loved most.
Step 10: Incorporate Paid Ad Data (Optional)
If you are running Meta Ads, add another data source for 'Facebook Ads'. You can then create a section specifically for 'Return on Ad Spend' (ROAS). For Australian e-commerce brands, this is the most critical part of the stack.Step 11: Set Up Automated Email Delivery
You no longer need to remember to send the report. In the top right of Looker Studio, click the arrow next to 'Share' and select 'Schedule delivery'.- Recipients: Your email (and your team/clients).
- Start Time: 1st of the month at 8:00 AM.
- Repeat: Monthly.
Step 12: Review and Customise Branding
Make the report look professional. Use the 'Theme and Layout' panel to match the report to your brand colours. Add your business logo to the header. A professional-looking report builds trust, whether it’s for your own records or for stakeholders.---
Common Mistakes to Avoid
- Mixing Timezones: If your Facebook is set to US Pacific Time but your Looker Studio is set to AEST, your daily data will look 'shifted'. Always align your timezones.
- Overcrowding the Report: Don’t track every single metric available. Stick to 5-7 KPIs that actually impact your business goals.
- Ignoring the 'Comparison' Period: Always set your scorecards to compare against the 'Previous Period'. Seeing '10,000 Reach' is meaningless unless you know if that is 20% higher or lower than last month.
Troubleshooting
- Data is showing 'null' or '0': This usually happens if the date range is too short or if the connector has lost authorisation. Try re-authenticating your data source in the 'Manage added data sources' menu.
- The report is slow to load: If you have too many charts on one page, it will lag. Break your report into multiple pages (e.g., Page 1: Overview, Page 2: Instagram, Page 3: Facebook).
- Missing Posts: Some API connectors only pull data from 'Organic' posts. Ensure your settings include both 'Organic' and 'Promoted' posts if you are boosting content.
Next Steps
Now that your reporting is automated, you can spend that extra time actually improving your strategy.- Analyse: Look at your 'Top Posts' table—what do they have in common?
- Optimise: Adjust your posting schedule based on your 'Time Series' spikes.
- Scale: If your ROAS is healthy in your automated ad report, consider increasing your budget.
Need help setting up a complex dashboard or integrating your CRM data into your social reports? Our team at Local Marketing Group specialises in data-driven marketing for Australian businesses. Contact us today to get your reporting stack professionally managed.