Report on every location in one place

What is multi-location reporting and how can agents help?

Multi-location reporting is reporting marketing performance for each location (a store, school, clinic, property, dealership or brand) and for groups of those locations, from the same data. Essentially, multi-location marketing is the work of running campaigns for every location, and multi-location reporting is how you measure it.

If you run two or three locations, a report per site is manageable. But once you grow past that, reporting can turn into a full-time job. Every location needs the same report, every report needs the new month's numbers, and someone has to add it all up to see which locations are doing well and which need help. That leaves little time for optimizing campaigns or delivering strategic recommendations to clients.

Add to that the fact that the data doesn't arrive sorted by location. One location's campaigns sit in Google Ads, Meta and Google My Business profile, its leads land in your CRM, and the location name often only shows up inside a campaign name. Some locations share an ad account, others have their own. Getting accurate, consistent numbers for every location, and a total that matches, takes a lot of manual work.

That's where agents come in. They take on the repeat work of building, updating and summarizing location reports, so your team can spend their time on analysis, strategy, and optimizations, rather than tedious manual work.

In Whatagraph, IQ Agents work on the same data, metric definitions and reports your team already uses. These pre-made agents cover most of a multi-location setup:

• Roster connects every location's data sources, tags them, puts them in the right place, and finds broken connections.
• KPI turns messy campaign names into a clean location field you can filter by, and builds metrics like cost per lead or ROAS once for every location.
• Rollup adds up the sources of many locations into one, so all of a region's ad accounts or Google Business Profiles become a single view.
• Omni blends sources from different channels, so a location's Google Ads, Meta and GA4 data can sit in one widget.
• Recap builds the location report from a short prompt, or rebuilds one from a report you already use.
• Intake sets up a new location from your standard template in about 10 minutes.
• Sweep applies one change across every location report at once, and takes a snapshot first.
• Insight answers questions about the data and writes a first draft of what changed into a comment widget for you to review.

You can also build one agent that runs the whole cycle on a schedule: refresh every location report, compare each location with its own past results and with the others, and write a summary that names the locations to look at. You'll see two examples of this further down the page.

Agents can send reports out on a schedule too, but keep a person in the loop. Someone on your team still needs to check the numbers, add what only they know about each location (a closure, a new manager, a local promotion), and sign off before anything reaches location managers or clients.

Multi-location vs. single-location reporting

Single-location reporting answers one question: how are we doing? Multi-location reporting answers that for every location, and then answers a second one across all of them: which locations need attention?

Ad platforms help with part of it. A Google Ads manager account lets you "compare performance across all accounts and run reports for multiple accounts at a time." That covers one channel. A location's real picture sits across ads, GA4, Google Business Profile and social, so you still need a layer that joins them per location.

Single-location reporting is enough when you run one site, or a few that one person reads together. Past that, the number of copies grows fast. An agency serving franchise chains said: "...one client, 100 locations. And each one gets a report separately. There's not one report."

Case studies of successful multi location reporting

Here's how one property-tech company and one agency run multi-location reporting today, plus two example workflows you can build the same way.

Rentable: 200+ locations in one roll-up report, 1.5 hours saved per report

Rentable is a rental marketplace and property-tech company based in Madison, Wisconsin. It reports for 215 customers across 5,000+ Google Business Profile sources. Its previous setup couldn't fit all of a large customer's locations into one roll-up report.

In Whatagraph, the team builds from two templates: a full portfolio view and a location-specific version. Tabs break performance down by property, state, city or onboarding date, and an "All Properties" tab keeps the full view next to the filtered ones. The team migrated its 60 highest-priority customers first, then the rest.

Building a report for a customer with 200+ locations went from about 2 hours to 20 to 30 minutes. Rentable's setup runs on the platform's data layer and templates, before agents, which is the foundation the agents below work on. Read how Rentable streamlined reporting across 5000+ sources.

"Whatagraph lets us pull in all the data we need, fit hundreds of locations in one report, and break it down exactly how our customers want. My teams love Whatagraph because it saves so much time, and the new AI features also cut down the time for our customers to analyze reports."

A UK agency reporting on a housebuilder's developments

The agency runs paid social for a housebuilder with developments across several regions. Region, development, objective and format all sat inside campaign names, so the team broke data down by hand in Excel.

The person we spoke to at the agency said: "...we were literally looking at the Excel report today and we were like... there's no easy way to break this down by development name or region name because it's combined within a single campaign name."

An agent in Whatagraph read those campaign names and turned them into four fields (region, development, objective and format) in about two minutes. It then built a five-tab report with filters for each. The first tab flagged campaigns where spend had changed sharply, and the flags lined up with daily budget changes the team had made the day before.

Example 1: a 40-location franchise brand, weekly roll-up

Here are two more AI marketing workflows you can build on location data.

Let’s say an in-house team reports Google Ads, Meta and Google Business Profile for 40 locations. Each location's sources carry a region tag, and one source group per region adds them up (a source group sums many sources into one).

Every Monday at 8:00, a scheduled agent compares each location against its last four weeks and against its region. It writes the summary on the first tab of the roll-up report and sends the marketing lead one notification, in the app or in Slack, naming the three locations to look at. When a new location's profile is connected, the agent proposes the region tag and the group to add it to, and waits for approval.

The marketing lead reads the three flags, checks them with the regional lead and decides what to change.

Example 2: an agency with a 100-location salon client, monthly reports

The agency gives each salon its own report, and all 100 reports are linked to one template, so a layout change on the template reaches every salon.

On the first of the month, the agent checks that every location report pulled data. It flags empty widgets and disconnected sources instead of writing around them, and updates the campaign filter where a salon ran a local promotion.

It writes two lines of notes per salon and a list of salons to discuss, then checks again 30 minutes later that every report it touched still loads. When the client opens a new salon, the new space starts the onboarding agent, which sets it up from the template.

Nothing reaches the client until the account manager approves it. They add what only they know (a salon that closed for refurbishment, a new manager) and send.

Features to look for in multi-location reporting software

Multi-location reporting software is a platform that collects every location's marketing data, groups it by location and region, and reports on each level from the same definitions. Look for these features:

• Location as a field: you can filter, group and compare by location, even when the location only exists in campaign names.
• Roll-ups at scale: you can sum hundreds of sources into one view without building a join per source.
• Cross-channel joins: ads, GA4, Google Business Profile and social sit together per location, without a spreadsheet in between.
• Metrics defined once: CPA and ROAS mean the same thing in every location report and in the roll-up.
• Per-location access: each location manager sees their own reports and nothing else.
• Templates that stay in sync: a change to the template reaches every location report.
• Delivery with review: scheduled reports can wait for a person's approval before they send.
• AI on the same data: AI that works on the governed data your reports use, and does the repeat work as well as answering questions.

Here's how three platforms compare on those points. Whatagraph is our own platform, and we've included it because it puts the data layer, the reports and the agents in one place, so you don't stitch separate tools together.

Based on each vendor's own product and help pages, October 2026.

How to create multi-location reports in Whatagraph, step by step

You create multi-location reports in eight steps: connect the sources, build the data foundation, build one location template, roll it out, build the roll-up, schedule the work, share it, and review it. Here's what each step involves, and how agents help in Whatagraph.

1. Connect the data sources for every location

List each location's ad accounts, GA4 properties, Google Business Profiles and social pages. Note which sources are shared (a brand-wide Meta account, say) and which belong to one location.

How agents help: Roster connects, verifies and tags sources, sets their currency, assigns them to the right space, and finds broken connections. If a new account needs a login, the agent gives you the link to approve it.

2. Build the governed data foundation

Make location a field you can filter by. Define your hierarchy (location, region, brand, portfolio) and define metrics like CPA and ROAS once. In Whatagraph, that's custom dimensions for the location field, source tags for the hierarchy, source groups to sum every location in a region, blends to join channels, and custom metrics. Build it once in a governed data foundation, and every report, filter and agent reads the same definitions.

How agents help: KPI reads the location out of your campaign names and saves it as a custom dimension. Rollup builds the source groups and checks the data before it hands back (a new group takes a few minutes to fill). Omni joins channels into blends and keeps rate metrics like CPA out of them, so a region's CPA isn't an average of averages.

3. Build one location report as the template

Build for the location manager first. Keep it short, with the metrics a location can act on.

How agents help: Recap builds the report from a short prompt, or copies a reference report you give it. A franchise gym operator said: "the first report I want to put together is one for a specific location... I was hoping I could kind of use that as a template to then replicate that for all the other clubs as well."

4. Roll the template out to every location

Create one report per location from the template, each pointed at that location's sources. Keep the reports linked to the template, so a layout change reaches all of them.

How agents help: when you open a new location, an agent can onboard a new location from the same template in about 10 minutes. It can start on its own when you create the location's space. When you need the same edit everywhere, Sweep applies it across every location report, takes a snapshot first and checks each edit.

5. Build the roll-up across all locations

Build one view across all locations, with filters by region and brand and a ranking of locations against each other.

How agents help: Recap builds the roll-up report, or a one-page overview, on top of your source groups. It adds the dashboard filters for region and brand, so you can compare two locations side by side.

6. Schedule the recurring work

Set a cadence for each level. Weekly for the roll-up and monthly per location is a common split.

How agents help: a custom agent runs on your schedule. It updates the period, compares each location against its own baseline and the group, and writes the summary into a comment widget in the roll-up (the Insight agent's job). Then it notifies the owner in the app or in Slack. One agent with your locations in its memory can cover the whole estate; split agents only where locations work very differently. The agents run inside Whatagraph IQ, on the same sources your reports use.

Copy this brief into a new agent and fill in the brackets:

7. Share each report with the right people

Each location manager sees their own location, and the people who run the whole estate see everything. In Whatagraph, that means separate spaces per location or owner group, password-protected share links with the date range locked, and scheduled emails that wait for approval before they send. Plan for owners with more than one location. An agency with franchise clients said: "The difference is like some franchise owners only have five of the 50 locations, but they have five."

How agents help: Brand applies the branding, creates the share links and schedules delivery. Only admins and managers use agents, so location managers read their reports and never run an agent.

8. Review before anything goes out

Your team owns the location list, the targets, the read-out to regional leads and every decision on spend. The agent drafts. A person signs off. A school network that reports on 80+ schools described its review loop: "I can then have that list. I can go into a couple of reports, do some sort of validation... And then I can use my bulk editing agent to go and change it at scale."

Before you send:

• Spot-check two or three location reports against the source platforms.
• Check every location appears in the roll-up, including new ones.
• Check closed or sold locations are out of the groups.
• Read the summary against the numbers in the report.
• Confirm nothing was shared or sent yet.

Templates for multi-location reports

A multi-location report template is a ready-made report you set up once and copy for every location. Start from one, adjust it to your metrics, then roll it out as in step 4.

These five templates are good starting points:

• Google My Business report template: puts Google Business Profile data for all your locations or franchises in one place. It covers search and Maps impressions, website clicks, calls, direction requests and review trends, so each location manager sees how people find and contact their location.
• Multi-channel marketing dashboard: brings ads, analytics and social for one location into a single dashboard. Use it as the location template, then copy it for every location.
• Property management weekly report template: a weekly report across a rental portfolio and its marketing channels, tying marketing performance to leasing results. It fits property groups, and any business that reports on a portfolio of sites every week.
• Real estate marketing report template: covers Google Business Profile, SEO and Google Ads for real estate, with cost per lead, performance by campaign and keyword insights tied to listing price or location. It suits brokerages and developers reporting on several offices or developments.
• Executive report template: a one-page summary of the numbers leadership asks about, like total cost, revenue, ROI and conversions, pulled from all your sources. Use it as the roll-up across all your locations.

Explore more marketing report templates here.

Best practices for multi-location reports

The best multi-location reports are short at the location level, consistent across locations, and built on one shared structure. These practices keep them that way:

• Fix the naming convention first. Put the location in a fixed position in every campaign name. An agency that reports for multi-location auto repair shops said it cares about "how we name campaigns when we have multiple, because otherwise we can't sort."
• Define the hierarchy before you build. Decide what counts as a location, a region and a brand, and who owns each.
• Build one template and copy it. Every location report should come from the same source, so they don't drift apart.
• Pilot one location, then roll out. Check the template with one location manager before you build the rest.
• Keep location reports short. An agency that reports for car dealerships said: "they don't need to be this extensive because they are going to the dealerships and most of the times, the more numbers they see, the crazier it gets for them."
• Keep groups current. Add new locations and take out closed or sold ones every time the estate changes.
• Set benchmarks per tier. Compare a small location against similar locations, not against your flagship.
• Organize Google Business Profile the same way. Google recommends business groups for managing many profiles, and "one account per business or brand."
• Send each alert to the owner. A flag about one location goes to the person who runs it.

Challenges of multi-location reporting

The main challenges of multi-location reporting come from data that wasn't set up with locations in mind. Here are the common ones, and the fix for each.

Location isn't a field. It sits inside campaign names, in a different position for each channel. The fix is a custom dimension that reads the location out of the name once, so every report can filter by it.

Ad accounts don't match locations. Some brands run one Meta account with a campaign per location. Others give each multi-unit owner their own account. Source groups plus a location dimension let you report the same way either way.

Locations run different channels. One location runs search this month and nothing else, another runs four channels. Blends handle the joins, and the agent brief tells the agent to flag an empty widget instead of writing about it.

Location managers can only see their own data. Platform permissions don't solve this for you. In GA4, for example, roles pass down from account to property and "the most-permissive role" wins. In Whatagraph, put each location or owner group in its own space and share it with its own link. A publisher with several sub-companies said: "...the sub-companies don't find their way around, like, they start analyzing each other's data, they're not supposed to do that."

Small budgets make location numbers noisy. A location spending a few hundred a month swings a lot. The housebuilder agency said: "...there's such small individual budgets per development that, you know, a result of seven conversions is a huge success." Compare each location against its own baseline, and set targets at region level.

There are too many reports to maintain. A hundred copies drift apart within a few months. Linked templates and bulk edits keep every location report on the same version.