12 Best Client Reporting Tools for Marketing Agencies in 2024

What to look for when choosing a client reporting tool?

Client report is a medium that carries the most of agency-client communication. This means that the report you send to your clients must be a reflection of your agency’s best values: speed, focus, accuracy, and the care for clients. When choosing a client reporting tool, you want to make sure that the solution you choose excels in all those areas.

Translated into reporting format, here’s what features to look for:

Connectivity: The client reporting tool you choose needs to connect to all data sources you use. But not even all connectors are made the same. While some tools offer huge numbers of third-party connectors, you should give priority to solutions that have native or direct integrations, as these provide much better stability and speed with zero maintenance. Also, since those connectors are developed in-house, the tool vendor can promptly respond to any support issues and even work toward creating new integrations at user’s request.

Data capabilities: In addition to connectivity with different relevant data sources, make sure that the client reporting solution can provide required data granularity and ways to organize data for in-depth analysis. Also, consider whether it enables real-time data updates and historical data analysis. Another value proposition is whether the data and report-building layers are separate and how intuitive it is to switch between one another. Organizing data only to load the visualizations every time you need to change something takes a lot of time.

Drag-and-drop report builder: We’re sure your agency’s developer has better things to do than help you build custom visualizations for every report you send to your clients. To avoid using generic Excel-style visuals, pick a client reporting solution that allows you to build stunning reports using widgets as building blocks. Whatagraph templates, for example, are not set in stone. You can edit and rebuild each one to your specifications using nothing but mouse clicks. Whether it’s SEO or social media report, a drag-and-drop report builder with pre-made templates saves you a ton of time.

Visual storytelling: Your clients are most likely business people, not marketers. Technical acronyms such as CPC, CPM, and CLTV may not mean a lot to them. Instead, go for a client reporting platform that offers graphs and charts that are easy to understand. A line graph that shows the relation between impressions and clicks can show that your agency’s SEO efforts are bearing fruit. Really flexible reporting tools allow you to even customize the names of metrics so you can adapt them to the client’s internal naming.

We use Whatagraph for all our client’s reports. The ability to title metrics differently is important to us because we often report the same metrics to different clients and just need to call them differently because many clients have internal terminology that is very different from one another.

KPIs and goals: Key performance indicators and goals are a must-have for any client report. Some KPIs and metrics will never change — you can’t have a client report on social media without followers and click-through rate metrics. However, you need a reporting solution that has a customizable goals widget that tracks progress toward your client's objectives and will always show them how close you are to achieving their targets.

White label and custom options: Even if you’re using a third-party tool for data visualization and reporting, you want your agency’s name and logo on client reports. Double-check what level of customization each tool provides. Only the best ones allow you to pick true colors for chart fields so you can outfit the whole report in your agency’s color scheme. Among premium custom options, some client reporting platforms give you a custom domain for live online reports that can be your agency’s name.

Scalability: Your client reporting platform must be able to scale as your agency grows. A tool might meet your immediate requirements but could become too slow or inadequate as your requirements expand — you start signing on bigger clients with a lot more marketing data, creating more reports, etc.

Impressive onboarding capabilities: Any successful agency-client relationship begins at the discovery call and continues on throughout the onboarding phase. A versatile client reporting software is your best ally. Through the demonstration of data source management and different templates, you can introduce the clients to your agency’s automated reporting and monitoring processes, which speaks to your technological advancement as an agency. No one expects an agency to come forward with spreadsheets anymore.

Learning curve and support: Assess the time and effort needed for your team to start using the tool effectively. Ask about the level of support that is provided in terms of customer service, training, and resources. A tool might seem ideal, but have a steep learning curve or include only ticket based support – both of which are not very practical for a lean and fast-paced agency operation.

Vendor reputation: Check the reputation and track record of the tool’s vendor on trusted review sites such as Capterra and G2. Read what users say about the client reporting tool. Are there any cons that might be a dealbreaker for you? Make a list of possible issues and prepare questions for the demo call. A reliable vendor with positive feedback is more likely to ensure long-term satisfaction with the tool.

Top 12 client reporting tools to try this year

Now that you know what to look for in a client reporting tool, you can start your hunt.

You don’t have time? No worries.

We did some research for you, and these are the client-reporting solutions we like more than others.

1. Whatagraph

Whatagraph is an easy-to-use platform to monitor and report on your marketing performance, with direct integrations to popular digital marketing data sources such as SEO and PPC tools, web analytics, email marketing tools, social media, e-commerce platforms, and CRM systems. With Whatagraph, you can replace multiple slow and complex tools with one easy-to-use client reporting platform.

You can organize data by the specific client reporting needs. Unify metric names, group countries in tiers, or blend key metrics with data from other channels.

Thanks to professionally built templates, you can easily create any custom report tailored to your client’s requirements and with the business KPIs of choice.

Instead of using different tools to collect, clean, and analyze data, Whatagraph integrates all your data into one fast and easy-to-use platform.

As a result:

1. Data is easier to organize and analyze.
2. Teams can track their performance on internal dashboards and overviews.
3. You can automate the way you report to clients or stakeholders.

Marketing analytics processes become more efficient, and everyone — from clients to teammates — can finally understand marketing data and focus on strategy and execution with hours saved.

Key features:

• Native integrations to popular marketing sources
• Connect any data source using Custom API, Google Sheets, or BigQuery
• Organize connected data without coding
• Drag-and-drop visualization builder
• Cross-channel insights
• Overview (monitors the performance of all your clients or campaigns)
• Library of pre-made report templates
• Edit multiple reports in bulk
• Save anything as a template
• Custom branding and white-label features
• Automated report sharing
• No-code data transfers to BigQuery data warehouse

Pros:

• All-in-one marketing analytics solution
• Easy to use by anyone on your team
• Engaging visual reports
• Fast campaign performance and insights
• Results easy to interpret
• Excellent live chat customer support

Cons:

• No freemium plan
• Just one data warehouse destination (BigQuery) is available so far

Pricing

Whatagraph offers three pricing plans based on the amount of “source credits” and access to customization and data organization capabilities. You can use source credits to connect data sources, send data from a source to a warehouse, and blend cross-channel data together.

Whatagraph ratings and reviews

• G2: Rating: 4.5 · ‎267 reviews
• Capterra: Rating: 4.4 · ‎83 reviews

Book a demo to learn more about how much time you can save while tracking performance and reporting insights to your clients with Whatagraph.

2. Looker Studio

Looker Studio (previously known as Google Data Studio) is one of the most popular client reporting tools. And on paper, it really looks good. It’s free, it allows you to collect data from hundreds of different sources and turns it into insightful reports.

Its biggest selling point is that it has excellent data integration with Google’s marketing platform. If your agency relies heavily on Google Analytics, Google Search Console, Google Ads, or YouTube, connecting data and creating reports will be super easy. You can then customize those reports and share them with clients.

However, things don’t go so smoothly when you try to import data sources outside Google’s ecosystem, such as LinkedIn or HubSpot. To connect this data, you need to purchase third-party connectors, which have proven multiple times not to be as reliable as Google’s native ones, leading to slow performance and instability.

Another disadvantage is that Looker Studio reports lack real-time updates. Its core sources, which are mostly Google apps, refresh every 15 minutes, which may or may not be an issue for you. A much bigger issue is that although free with Google’s sources, this reporting tool can cost you more than you planned when you start connecting outside sources via third-party connectors.

This can be a problem for many agencies that feel they have outgrown Looker Studio when they try to scale their business by signing on more clients and using an increasing number of data sources.

Key features:

• Big collection of pre-built report templates
• More than 650 connectors built by third-parties
• Large variety of graphs and other visualization types, including Gantt charts, gauges, and waterfalls
• Embed dashboards on any site using shortcode

Pros:

• Wide customization options
• Large number of connectors
• Free with most Google sources
• Interactive reports

Cons:

• Can get slow with more data sources
• Limited blending capabilities
• Report performance depends on the performance of individual data connectors
• No way to save custom visualizations
• Steep learning curve

Pricing

Looker Studio is free if you use data from the supported Google products. If you want to include data sources outside the Google platform, you need to pay a monthly subscription and purchase third-party connectors for those data sources. There’s also the paid version called Looker Studio Pro. This is a premium version that has additional features like team access, connection to Google Cloud projects, and better support. The price is tailored to every customer based on their specific needs.

Looker Studio ratings and reviews

• G2: Rating: 4.4 · ‎423 reviews
• Capterra: Rating: 4.6 · ‎253 reviews

3. Microsoft Power BI

Microsoft Power BI is an interactive data visualization platform developed to help businesses aggregate, organize, and analyze data. You can use it to create a variety of data-rich yet engaging dashboards and reports using data from a wide choice of marketing channels.

This comprehensive reporting software helps marketers arrange client data from scattered sources and make it understandable for the end readers. Similarly to other client reporting solutions (check Domo and Klipfolio descriptions below), Power BI puts focus on self-service. This means that decision-makers and end users are encouraged to access and manipulate information without ticketing data analysts every time.

Key features:

• Natural language Q&A box
• A wide choice of visualization types
• Flexible visualization tiles
• Native integration with major databases
• Office 356 App launcher

Pros:

• Wide choice of data connections
• Competitively priced business intelligence solution
• Scheduled data refresh for live reports
• Near endless customization possibilities

Cons:

• Steep learning curve for BI setup and edits
• Dependent on Microsoft environment
• Making changes yourself is difficult
• No support for mobile devices

Pricing

Microsoft Power BI has four pricing plans graded by the advanced analytics features. The Free plan allows users to explore data and create simple reports with Power BI Desktop but with no option for sharing. White labeling, and much of the automation features are only available through the custom Variable plan.

Power BI ratings and reviews

• G2: Rating: 4.5 · ‎1,128 reviews
• Capterra: Rating: 4.6 · ‎1,692 reviews

4. Funnel.io

Funnel.io is data analytics software that automates data collection, transformation, and loading to streamline the marketing reporting process. This client reporting tool allows you to create customizable reports that connect data from over 500 apps and platforms. Funnel allows agencies to manage raw data, customize the frequency of imports and exports, and perform automated data categorization.

On the other hand, be aware that Funnel supports a limited number of marketing analysis functions and performs only basic data transformation tasks. If you need to perform an advanced data processing task, you need to set up the whole workflow manually or use other data transformation tools.

Another drawback is that native Funnel reports are pretty basic in terms of visual customization and white label options. This is why agency users often pair Funnel with another visualization tool to create client-facing reports.

Key features:

• Aggregates data from multiple sources into a single report
• Integration with over 500 data sources
• Custom metrics and calculations
• Automated reporting
• Exports data to various formats and destinations such as Google Data Studio, Google Sheets, Excel, and data warehouses like BigQuery and Snowflake.

Pros:

• Wide range of integrations
• User-friendly interface
• Automated data handling

Cons:

• Significantly more expensive than most of the competition
• Steep learning curve
• Users report delays in data updates from certain sources
• No automated reporting

Pricing

Funnel has three plans — Starter, Business, and Enterprise, while the subscription cost is based on the number of flexpoints. Flexpoints are capacity-based units that measure your usage of connectors, destinations, and other data features.

Funnel.io ratings and reviews

• G2: Rating: 4.5 · ‎151 reviews
• Capterra: Rating: 4.7 · ‎19 reviews

5. Klipfolio

Klipfolio is a data analytics and reporting platform that comes with a huge library of report templates that you can connect to multiple client data sources. We included Klipfolio in this list because it allows you to track your clients’ data history, which helps with identifying trends and monitoring performance metrics over time with no trouble.

Also, Klipfolio allows more technically oriented agency users to gain deeper insights through complex formulas, data modeling, and machine learning functionalities.

Like Power BI, this client reporting solution leans heavily towards metric explorations and self-service reporting. You can connect scattered data sources into a centralized hub, which other team members can use to access shared, updated information necessary for decision-making. This data sharing among team members is made easier by the ability to add users to an account, organize them into groups, and assign them specific user permissions.

Using a complementary analytics tool called Powermetrics, designed for large agencies, you can effortlessly segment and visualize their client data using different filters and visualization types.

However before you consider Klipfolio as your solution to digital client reporting, keep in mind that both the data refresh rate and historical data limits depend on the pricing plan you get.

The same applies to the number of reports you can have at any given time — it is tied to your package. While simpler Klips are easy to create, building anything more customized might take you a lot of time, especially since only a handful of pre-made templates are available.

Key features:

• Customized dashboard builder
• Report sharing and collaboration
• Predictive modeling
• Live connection to external data
• Data presentation and storage
• Interactive dashboard visualizations on mobile
• My SQL server

Pros:

• Easy to create complex dashboards
• No-code integrations
• Good user support and documentation
• Large choice of dashboard templates
• Custom metrics and calculated fields

Cons:

• Steep learning curve
• Limitations in uploaded file size
• Klips can be confusing for people with no coding skills
• Every Klip is configured in a separate environment
• Number of dashboards depends on pricing plan

Pricing

Klipfolio has three pricing plans based primarily on the number of reports you can create — 15, 30, or 60 reports. Another pricing factor is the data refresh rate, which goes from 1 hr to up to 1 minute for the Team+ plan. Any plan is upgradable with more reports, alongside other perks for an additional fee, such as priority support, large data sets, and faster refresh rates.

Klipfolio ratings and reviews

• G2: Rating: 4.5 · ‎252 reviews
• Capterra: Rating: 4.7 · ‎193 reviews

6. AgencyAnalytics

AgencyAnalytics is a client reporting tool designed specifically for marketing agencies looking to automate their reporting process. The tool lets you connect your clients’ analytics or marketing platforms and create custom reports that help them make informed decisions. AgencyAnalytics comes with SEO auditing tools that can scan your client’s sites automatically and raise alerts in case of any issues.

The tool has an user-friendly interface that makes it easy for users to create custom reports for different scenarios. You can also customize colors and charts for improved branding and communication.

On the other hand, if you regularly need to organize data, you may have to look for another tool. Actions like blending, aggregating data from multiple sources, or unifying names of metrics and dimensions so they are more in line with the client’s internal communication are not available with AgencyAnalytics.

Key features:

• White-label reporting
• Integrates with 80+ different data sources
• Cross-campaign data

Pros:

• Intuitive user interface
• Responsive customer service
• Live reports

Cons:

• Expensive for startup agencies
• Limited widget customization
• Steep learning curve
• No bulk report edit
• Reports older than 60 days get deleted

Pricing:

AgencyAnalytics pricing has three pricing plans — Freelancer, Agency, and Enterprise. Your subscription cost is based on the number of Client Campaigns you run. More advanced features like custom branding, custom metrics, and report approvals are reserved for the higher tiers. However, the AgencyAnalytics pricing page leaves many questions unanswered. Are some of the features available as add-ons? Are there limits within each plan? What does a Client Campaign include? etc.

AgencyAnalytics ratings and reviews

• G2: Rating: 4.7 · 316 reviews
• Capterra: Rating: 4.8 · 114 reviews

7. Domo

Domo is a cloud-based business intelligence platform that agencies can use to manage data, automate reporting, and deliver accurate insights to their clients. More skilled users can use this reporting tool to build data experiences that integrate real-time data from any source.

Although you’d be able to complete most reporting jobs with little or no support from IT, when your analytics needs start to grow, you may run into some Domo pain points. For example, the UI is not intuitive enough for non-technical users, and extracting data is a bit challenging.

Key features:

• ETL capability
• Live connection to external data
• Pixel Perfect reports
• Data dictionary layer
• Location analytics

Pros:

• Works with most databases in the market
• Self-service analytics
• Drag-and-drop interface
• Data transformation
• Email and Slack scheduling and notifications

Cons:

• Some features depend on data integrations
• No support for the Outlook app on iPhone
• Visualizations could do some improvement
• Easy to create a new widget and then forget about it

Pricing

Domo pricing is not publicly available, so you’d have to ask their sales team for a quote. However, the pricing is based on the overall usage of the platform and factors such as data storage, data refresh rates, the number of users, the volume of data queries, etc. Newly registered users get a 30-day trial.

Domo ratings and reviews

• G2: Rating: 4.4 · ‎762 reviews
• Capterra: Rating: 4.3 · ‎312 reviews

8. Cyfe

Cyfe is a client reporting platform that allows marketers to connect data from multiple marketing data sources and blend it into real-time metrics live reports. As an all-in-one platform, it can sync social media, web analytics, paid advertising, and SEO ranking data together to provide an overview of your entire client marketing strategy. Cyfe has pre-built report templates for Facebook Ads, Google Ads, web analytics, etc.

You can export reports from Cyfe in different formats, including JPEG, PNG, CSV, and PDF, which makes sharing insights with clients easier.

A big disadvantage of Cyfe is that there is no centralized data management space. Instead, you need to connect or select a source for each individual widget. Also, there’s no way to create new templates just to duplicate a report for another client.

Key features:

• White-labeled reports
• Live connection to external data
• Email and SMS alerts for goal thresholds
• Brand mention monitoring
• Publish to web

Pros:

• Plenty of customization options
• Wide choice of plugins

Cons:

• No way to show multiple metrics in one widget
• The interface is sometimes confusing
• Limited choice of widgets
• No bulk dashboard edits
• Data sources are managed through individual widgets only, not from a central hub

Pricing

Cyfe has four pricing plans, based on the number of dashboards users can create and the number of user roles. There is a special Agency pricing plan that includes 100 dashboards, 15 users, and 10 clients, while each additional client costs extra. Plans based on the number of dashboards might be an issue when you need to scale your operations.

Cyfe ratings and reviews

• G2: Rating: 4.3 · ‎64 reviews
• Capterra: Rating: 4.6 · ‎79 reviews

9. Adverity

Adverity is an integrated no-code data reporting platform that marketers can use to connect various data sources, cleanse and transform data to get more granular insights and ensure data quality. This tool for digital client reporting allows agencies to transfer data to a variety of databases, data lakes, cloud storage, and visualization tools. Adverity can help agencies automate time-consuming workflows such as advanced data integration and governance so they can focus on client onboarding and creative work.

Keep in mind, however, that Adverity doesn’t have native reporting features. You need another tool to visualize data and share reports with clients. While it has some dashboarding options, Adverity focuses on sharing data with other BI tools, such as Power BI or Tableau. So, if you need one platform to cover and scale the entire client reporting use case, you may have to consider another solution.

Key features:

• 600+ pre-built connectors
• Data transfer to databases and data lakes
• AI-powered data transformation
• Built-in data governance

Pros:

• Manage all data from one place
• No-code ETL transfers
• Predefined data transformation
• A large number of sources and destinations

Cons:

• Very basic reporting
• The onboarding process may be difficult for non-tech people
• Even the basic pricing may be too expensive
• Lack of documentation on advanced features

Pricing:

Adverity has a pricing model without numbers. Instead, fully customized quotes are tailored to the needs and requirements of every client. However, to find out what the platform can cost, you need to fill out a form and book a demo session where they’ll offer the best plan for your use case.

Adverity ratings and reviews

• G2: Rating: 4.5 · 225 reviews
• Capterra: Rating: 4.5 · ‎26 reviews

10. NinjaCat

NinjaCat is a reporting platform for digital marketing agencies to monitor campaigns and deliver client reports demonstrating return on marketing investments. You can use NinjaCat to connect, clean, and transform marketing data and move it to any of the available destinations, including Google Cloud Platform, Amazon S3, and Microsoft Azure.

Unlike Adverity and Funnel, NinjaCat has a decent native visualization layer for reporting. You can auto-generate client reports from pre-made templates for different reporting cases.

The problem is, however, that the visualization layer and data cloud are two separate environments, so whenever you make adjustments to data, you need to reload the visualization layer to see the change taking effect.

Instead of having one place to create, edit, and share reports with NinjaCat, you must separately build templates, dashboard profiles, and reports, merge things, and assign them to clients.

Key features:

• PPC and SEO reporting
• Easy ad spend and campaign performance monitoring
• White-label options
• White-glove setup and service

Pros:

• Automated client reporting
• One platform for integration and visualization
• Multiple choice of destinations
• Custom branded reports

Cons:

• Separate workspaces to organize and visualize data
• Complex visualization builder
• Performance issues with reports
• No autosave in case of a crash

Pricing:

NinjaCat doesn’t offer fixed pricing plans, and no information is available on its website. The pricing is determined by the user's needs during the demo call with its account executives.

NinjaCat ratings and reviews

• G2: Rating: 4.1 · 312 reviews
• Capterra: Rating: 4.4 · ‎89 reviews

11. TapClicks

TapClicks is a unified software suite that centralizes data from different channels and provides capable client reporting and analytics. As an all-in-one marketing operations platform, TapClicks allows you to automatically generate client reports for multiple marketing channels including organic and paid search, social, display, and even TV advertising.

On a separate note, if your current client reporting solution has multiple time-saving features, you won’t be thrilled to hear that TapClicks doesn't allow you to edit multiple reports at once.

Key features:

• Centralized data integration
• Wide choice of marketing data connectors
• Secure data handling
• Real-time client reporting

Pros:

• Custom template builder
• White-label reports
• Large number of report widgets

Cons:

• Steep learning curve
• No bulk report edit
• No cross-channel reporting

Pricing:

TapClicks has three pricing plans differentiated by the available advanced features. Each plan has the same choice of add-ons available, however, the specific price of either plan or add-ons is not revealed on the website but is offered during the demo call based on the prospects’ needs.

TapClicks ratings and reviews

• G2: Rating: 4.1 · 312 reviews
• Capterra: Rating: 4.4 · ‎89 reviews

12. Raven Tools

Raven Tools is a versatile marketing reporting tool that can automate your client reports for SEO, social media, paid ads, and call-tracking campaigns. While it may not have all integrations to your platforms – only 30, all of Raven Tools reports are white labeled so clients won’t think for a second that you designed them internally from scratch.

This client reporting solution comes with some unique features such as site audit tool, which highlights issues like semantic data, visibility issues, and duplicate content or title tags that need fixing.

Key features:

• Integrations with popular marketing tools
• Customizable reports
• Website audit tool
• Keyword tracker

Pros:

• Easy to set up
• Report scheduling options
• Clean and simple looking reports
• Text widgets

Cons:

• Limited customization options
• Visuals look outdated
• Interface can get clunky at times

Pricing:

Raven Tools offers five pricing plans, starting with the most affordable Small Business plan which gives you three campaigns, one user, and 7,500 position checks. The most expensive plan is the Lead plan that gets you 320 campaigns, 40 users, and 30,000 position checks. There are three other levels of service between those two: Start, Grow, and Thrive. If you want Enterprise pricing, you’ll have to contact Raven for a quote.

Raven Tools ratings and reviews

• G2: Rating: 4.2 · 152 reviews
• Capterra: Rating: 4.4 · 122 reviews

Ready to pick your new client reporting tool?

Choosing the right client reporting tool can evidently improve the efficiency and effectiveness of the reporting process in your agency. Each tool on our list has been selected for its unique capabilities and proven track record in helping agencies like yours achieve their goals. However, since no tool is perfect, we didn’t hesitate to include the disadvantages for each option.

As you plan your client retention strategy for the next quarter, looking for ways to demonstrate value, and build trust with your clients, the right client reporting tool can make a lot of difference.

Whatagraph is one of those tools that is both intuitive to use on the agency side, and easy to understand on the side of clients reading the reports.

Apart from multiple time-saving and scalable features built primarily for agencies, Whatagraph is a client reporting platform that covers the entire data journey, from connecting scattered sources to creating beautiful client reports.

Sign up for a free trial today and save time reporting to your clients!