Agencies usually do best with a tool built for client reports, while in-house teams with analysts may prefer dashboards or a data pipeline. The deciding test is the same for both: connect your real data sources, build one live client report and see how much hand editing it needs before a client would see it.
The report your client opens on the first of the month is the product. Everything else, from connectors to data layers, only matters if that report is right, readable and on time. This list covers client reporting, dashboard and marketing data tools for agencies moving on from Whatagraph, in no particular order.
Reporting tools by how close they sit to the client
Built for agency client reports
AgencyAnalytics, Swydo and ReportGarden are made for agencies sending branded reports to clients across SEO, social and ad channels. They're the most direct swap for most agency teams.
Dashboards for analysts
Databox and Klipfolio are dashboard tools. They give you more room to build custom views and suit agencies with someone who enjoys building reports, or clients who want a live screen rather than a monthly PDF.
Data pipes and business intelligence
Supermetrics and Funnel.io move marketing data into other tools, such as spreadsheets or data warehouses, rather than being the report itself. Looker is full business intelligence on Google Cloud, which suits larger teams with data people. You'd usually pair a data pipe with a reporting layer.
Which group you pick says a lot about who builds the reports. If account managers make their own, a client reporting tool with templates keeps them independent. If one analyst builds everything, dashboards or a data pipe give that person more control, at the risk of a bottleneck when they're away.
Eight reporting tools in one table
| Tool | Kind of tool | Good for |
|---|---|---|
| AgencyAnalytics | Agency reporting platform | Automated client reports built for marketing agencies |
| Databox | Analytics and reporting | Performance data with AI workflows on top |
| Funnel.io | Marketing data pipeline | Clean marketing data sent where you need it |
| Klipfolio | Dashboard software | Spreadsheet-style power with live dashboards |
| Looker | Business intelligence platform | Company-wide metrics on a shared data layer |
| ReportGarden | Agency dashboards | Custom dashboards for SEO, social and PPC clients |
| Supermetrics | Marketing data and AI chat | Asking questions of your marketing data |
| Swydo | Automated client reporting | Client reports and KPI alerts across ad channels |
Every Whatagraph alternative, A to Z
Alphabetical and unranked. Each description reflects the vendor's own wording, rewritten plainly.
AgencyAnalytics
Best for: Marketing agencies wanting automated client reporting and performance monitoring on one data foundation, which the vendor says is built for agencies.
Databox
Best for: Teams wanting performance data, business context and AI workflows together so people act faster, according to the vendor.
Funnel.io
Best for: Data-minded marketing teams that want clean, governed marketing data moved into the tools they already use, per the vendor.
Klipfolio
Best for: Analysts who like spreadsheet-style control but want automated dashboards they can share, which is how the vendor positions it.
Looker
Best for: Organisations on Google Cloud wanting business intelligence and embedded analytics on one shared data layer, per the vendor.
ReportGarden
Best for: Agencies building custom client dashboards across SEO, social and PPC, with a free plan named on the vendor's site.
Supermetrics
Best for: Marketers who want to question their marketing data in a chat and pipe it into reporting tools they already use, per the vendor.
Want AI doing the heavy lifting in your marketing?
I build the systems that handle the boring 80 percent, so you get your week back. Done properly, with the human kept in.
Swydo
Best for: Online agencies automating client reports, dashboards and KPI monitoring across ads, SEO and social, as the vendor describes.
Data sources and the hand editing nobody plans for
Whatagraph's own homepage talks about one governed layer for cross-channel marketing data, with agents doing the heavy lifting. Whatever you move to, two things decide whether it saves time: which of your data sources connect without workarounds, and how much a report still needs editing before a client sees it.
List every source your clients rely on, including the awkward ones like call tracking or a niche ad network. Check each against the connector list of every tool you're considering. Then build one real client report and time how long it takes to get it ready to send. That number, repeated across every client every month, is the true measure of a reporting tool. These tools split by who they're built for and how much you set up yourself, so test them with the same client.
Advice for agencies switching reporting tools
Move one client at a time, starting with a friendly one who'll forgive a hiccup. Rebuild their report in the new tool, send both versions internally for a month and compare them line by line before the client sees the new one. Keep your report templates simple; the fewer custom widgets you rely on, the easier the next move will be. For more ideas, see my guide to dashboard software and my walkthrough on how to build an Instagram marketing reporting dashboard.
Questions to put to each reporting vendor
- Which of my clients' data sources connect natively, and which need a workaround?
- Can I white label reports with my agency's branding and my own domain?
- How often does data refresh, and what happens when a connector breaks?
- Can clients log in to a live dashboard, or do they only get scheduled reports?
- What can I export if I leave, including templates and historical data?
Do you make client reporting or dashboard software? Tool makers can ask to be considered for a featured place on this list.
Want your tool on this list? Featured spots and reviews here are paid partnerships. Here's how to partner with me.
Frequently asked questions
What's the difference between a reporting tool and a data pipeline?
A reporting tool turns your data into reports and dashboards clients can read. A data pipeline moves data from ad and analytics platforms into other places, such as spreadsheets or warehouses, where you build reports yourself.
Can I white label client reports?
Many agency reporting tools let you add your own branding, and some let you use your own domain. Check which plan includes it before you commit.
How many data sources should a reporting tool connect to?
Enough to cover every source your clients use. Make a list first and check it against each tool's connector page, including the less common platforms.
Should clients get a live dashboard or a monthly report?
It depends on the client. Some like checking a live screen; most prefer a short monthly report with commentary. Many tools offer both.
How do I move reports without upsetting clients?
Rebuild one client's report at a time, compare it internally against the old version, then switch them over with a short note explaining what's new.
