12 Best Dashboard Reporting Tools and Software for Marketers in 2024

What qualities to look for in dashboard reporting software?

When considering the best software for dashboard reporting, you should focus on key features that will help you find a tool that meets and exceeds your expectations.

• Ease of use: The software should be straightforward and intuitive. It should make it easy for everyone on your team to navigate and use its features without extensive training. Unfortunately, we can’t say so for all products on this list. Some of them are fairly easy to use only after you’ve gone through professional training.
• Customization options: A one-size-fits-all approach doesn’t work for dashboard tools. It is important that users can customize your dashboard - from the data visualization styles to the specific metrics you track.
• Integrations: A dashboard is only as useful as it is able to integrate with other marketing platforms you already use. Seamless integration helps to break down data silos, offering a comprehensive view of your business performance across all platforms.
• Value for money: While the price is always a consideration, the real question should be “What value do I get for the price?”. The best dashboard software strikes the right balance of advanced features and affordability, ensuring you get the functionality you need without overspending. However, the perception of value may vary. What is a huge deal breaker to some, may be an inconsiderable tradeoff to others.

Top 12 dashboard reporting tools

Here are some of the best dashboard reporting tools with their key features, advantages, as well as possible disadvantages:

1. Whatagraph

Whatagraph is an easy-to-use platform to monitor and report on your marketing performance. With Whatagraph, you can replace multiple slow and complex tools with one marketing analytics platform. Plus, it has a whole range of direct integrations for SEO, PPC, web analytics, and email marketing tools to present scattered cross-channel data using intuitive visualizations.

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

Thanks to professionally built dashboard templates, you can easily create any marketing analytics dashboard customized to your client’s or company’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.

Results:

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.

As a result, 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 dashboard and 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: 4.5 · ‎267 reviews
• Capterra: 4.4 · ‎83 reviews
  

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

2. Metrics Watch

Metrics Watch is a data analysis tool that you can use to send reports directly to your team’s or clients’ inboxes. The software has a drag-and-drop builder that lets you easily create marketing dashboards with data from all your marketing channels. This means you can have social media metrics alongside Google Analytics insights or performance metrics from your paid ads accounts.

Rather than depending on PDF documents or building live links to reports and dashboards, Metric Watch has developed a workflow where the recipients get all the data in a custom email body with their logo and branding. This way, they can access their latest report from anywhere at any time.

Key features:

• Pre-made report templates
• Drag-and-drop visualization builder
• Automated report delivery
• White-label reports
• Real-time alerts

Pros:

• Easy to set up
• Convenient report sharing in email body
• Automated reporting process
• Good support

Cons:

• Need help from customer support to set custom metrics
• Limited design options
• No blended metrics
• No real-time dashboards

Pricing

Four pricing plans based on the number of configured reports. Free migration service from competing software is available for all plans.

Metrics Watch ratings and reviews

• G2: 4.5 · ‎2 reviews
• Capterra: 4.3 · ‎3 reviews

3. Looker Studio

Looker Studio (previously known as Google Data Studio) is one of the most popular dashboard reporting tools. And it doesn’t surprise us. It’s free, it allows you to collect data from hundreds of different sources and turns it into insightful reports and dashboards.

However, its biggest selling point is that it’s fully integrated with Google’s marketing platform. If you rely 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 dashboards and share them with clients or stakeholders.

Things change slightly when you try to import data sources outside Google’s ecosystem. 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 downside is that Looker Studio dashboards 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 dashboard creation tool can cost you more than you planned when you start connecting outside sources via third-party connectors.

This is an issue for many agencies that are trying to scale their business by signing on more clients and an increasing number of data sources.

Key features:

• Big collection of pre-built reports and dashboard 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 dashboards

Cons:

• Can get slow with more data sources
• Limited blending capabilities
• Performance of a dashboard 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 a team dashboard, connection to Google Cloud projects, and better support. The price is tailored to every customer based on their specific needs.

Who is Looker Studio for?

Looker Studio is a solid dashboard reporting tool for anyone who’s tight on a budget, uses mainly marketing platforms from Google’s ecosystem, and is ready to commit to learning its ins and outs. Good to know there are many YouTube tutorials explaining how to perform advanced data management.

Looker Studio ratings and reviews

• G2: Rating: 4.4 · ‎420 reviews
• Capterra: Rating: 4.6 · ‎250 reviews

4. Funnel.io

Funnel.io is dashboard analytics software for digital marketing that automates data collection, transformation, and loading to streamline marketing reporting and analysis.

This tool allows you to create customizable dashboards that connect data from over 500 apps and platforms, including PPC, e-commerce, email marketing platforms, CRMs, and more. Funnel allows users to manage raw data, customize the frequency of imports and exports, and perform automated data categorization.

On the other hand, keep in mind that Funnel supports a limited number of marketing analysis functions and performs only basic data transformation tasks. Any advanced data processing tasks should be done manually or using other data transformation tools.

Another downside is that native Funnel dashboards are pretty basic in terms of visual customization and white labeling. This is why marketers often couple Funnel with another visual tool to create client-facing reports.

Key features:

• Integration with over 500 data sources
• Consolidates data from multiple sources into a single dashboard
• 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
• Suitable for businesses of all sizes, from small teams to large enterprises

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.

Who is Funnel.io for?

Funnel.io is used by data analysts to integrate marketing data with other business data for holistic analysis. Marketing agencies can also use it to manage multiple client accounts and consolidate marketing data across various channels. However, since Funnel has only basic native visualization capabilities, a marketing analytics platform that covers an entire data journey would be a better choice for agencies.

Funnel.io ratings and reviews

• G2: Rating: 4.4 · ‎420 reviews
• Capterra: Rating: 4.7 · ‎19 reviews

5. Geckoboard

Geckoboard is a dashboard tool that displays live business metrics, key performance indicators, and goals in a clear and engaging way, which makes it especially useful for client communication and goal tracking. Businesses can use it to share valuable information with employees in real time, from one location.

Marketers can build dashboards directly in a browser with an intuitive, drag-and-drop interface and present important numbers, metrics, and KPIs out of static reports and spreadsheets. The dashboard can be set to highlight noteworthy changes in selected metrics using status indicators, immediately drawing attention to numbers that are performing above or below expectations. This way, you can see whether your marketing strategy is on the right track.

You can share a Geckoboard dashboard with a live link which end-users can view in any web browser. If needed, you can invite teammates to log in and view and even create their own dashboards.

In case people you’re reporting to want regular updates, schedule screenshots of a dashboard to be sent via email or posted in a Slack channel at regular intervals.

To maximize the visibility of its dashboards, Geckoboard has one more feature up its sleeve. The “Send to TV” option allows users to pair an account with a browser on a smart TV and choose the dashboards to be displayed there. There is even a possibility to cycle through several dashboards on one screen. If it’s a large screen, you’ll need additional off-the-shelf hardware and a bit of instructions.

The dashboard has white label options, allowing agencies and companies to share the dashboard under their own domain names for a more authentic experience.

Geckoboard comes with a phone dashboard app, which is available for iPhone but not Android users.

Key features:

• Live metric visualization
• Pre-built visualization formats
• Administration via web interface
• Live connection to external data
• Easy dashboard sharing
• TV dashboard support

Pros:

• Wide choice of no-code integrations
• Clean and simple interface
• Drill-down analysis
• Good value for the price
• Responsive customer support

Cons:

• No mobile app for Android devices
• No support for ad hoc reporting
• Limited choice of visualization types

Pricing

Geckoboard has three pricing plans that differ by the number or users and dashboards, as well as Send to TVs. An upgrade from the Essential, the Pro plan brings white labeling, sending dashboard screenshots by email and Slack as well as advanced dashboard theming.

Who is Geckoboard for?

Geckoboard is a online reporting dashboard that is built primarily for business leaders, and not data scientists. Their goal is to make building real-time data dashboards as painless as possible to in-house marketing teams. Those users don’t necessarily need to know how to code or use business intelligence tools but rather a simple way to aggregate key metrics and make data-driven decisions.

Geckoboard ratings and reviews

• G2: Rating: 4.3 · ‎48 reviews
• Capterra: Rating: 4.6 · ‎113

6. Klipfolio

Klipfolio is a data analytics platform that comes with a huge library of dashboard templates which you can connect to multiple data sources to extract the most out of your data sets. The reason why Klipfolio secured itself a place on this list is because it allows you to track your data history, which helps marketers identify trends and monitor performance over time with no trouble.

Also, Klipfolio allows more technically-oriented team members to put their skills to use and gain deeper insights through complex formulas, data modeling, and machine learning functionalities.

Aimed towards metric explorations and self-service dashboards, this dashboard reporting platform allowed users to connect scattered data sources into a centralized hub which other teams or stakeholders 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.

Thanks to PowerMetrics, a complementary analytics solution designed for business users in large organizations, teams can effortlessly segment and visualize their business data using different filters and visualization types.

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 dashboards you can create — 15, 30, or 60 dashboards. Another pricing factor is the data refresh rate, which goes from 1 hr to up to 1 minute for the Team+ plan. You can upgrade any plan with more dashboards, alongside other perks for an additional fee, such as priority support, large data sets, and faster refresh rates.

Who is Klipfolio for?

Klipfolio can be a viable dashboard tool for in-house marketing and sales teams from small businesses to large enterprises. Although this dashboard analytics software is marketed for users “from novices to data experts”, more advanced analytics functions will require some coding knowledge and experience working with data.

Klipfolio ratings and reviews

• G2: Rating: 4.5 · ‎252 reviews
• Capterra: Rating: 4.7 · ‎194 reviews

7. Domo

Domo is a cloud-based business intelligence platform that marketers can use to manage data, automate reporting, and deliver fast insights that fuel data-driven decisions. More skilled users can use the dashboard tool to create business apps and dashboards and build data experiences that integrate real-time data from any source. As a self-service data analytics platform, Domo targets senior executives and users who are looking for business-facing dashboards.

Although most users have 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:

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

Pros:

• Self-service analytics
• Drag-and-drop interface
• Data transformation
• Works with most databases in the market
• 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.

Who is Domo for?

Domo is a versatile tool for dashboard reporting which makes it suitable for a wide range of users across an organization. Business executives can use it to gain highly level insights into business performance, while customer success and marketing managers can use it to analyze support ticket data and track pipeline metrics. However, beyond the 150 pre-made charts, any team that wants to perform complex analysis should either hire a Domo expert or invest some resources in training.

Domo ratings and reviews

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

8. Databox

Databox is a business analytics dashboard tool that helps marketing teams track business performance across multiple channels using integrations with various data sources and real-time insights. You can modify the data using a simple drag-and-drop feature, which makes it popular among non-experts. Weekly and monthly KPI reports are available, helping teams visualize all data points for decision-makers across departments: sales, marketing, e-commerce, customer service, etc.

The interface is highly intuitive, which makes it easy for everyone to create custom reports with data from over 70 integrations.

Key features:

• Intuitive workflow and visual reporting
• Unified view across devices
• Goal setting and performance tracking

Pros:

• User-friendly UI
• 70+ direct and 2000+ third party integrations
• No coding required
• Multiple display options including desktop, mobile TV, and Apple Watch
• Automated notifications

Cons:

• Some integrations are difficult to optimize
• Some types of data can be tracked only 2 months back
• No data blending
• Live chat support works well only on the highest plan
• Data refresh rate depends on the plan

Pricing

Databox pricing has four levels: 1) Plan, 2) Data Source Connections, 3) Add-Ons, and 4) Services.The subscription cost is based on your plan + the number of data source connections in your account + add-ons and recurring services. The first three data source connections are free on all plans. Beyond that, you need to pay for each new connection.

Who is Databox for?

Databox is a good fit for small, medium, and perhaps even large companies who need e one stop-solution for monitoring their KPIs. It makes the decision-making process easier by simplifying the data collection and reporting. Large marketing agencies, however, might find it challenging to scale, as data transformation rules need to be adjusted for each metric at a time, there’s no way to edit dashboards in bulk, while the performance can slow down once a dashboard gets more complex.

Databox ratings and reviews

• G2: Rating: 4.4 · ‎188 reviews
• Capterra: Rating: 4.6 · ‎202 reviews

9. Cyfe

Cyfe is a dashboard reporting platform that allows users to connect data from multiple marketing data sources and blend it into a real-time metrics dashboard. As an all-in-one platform, it can sync social media, analytics, marketing, and sales data together to provide an overview of your business. Cyfe has pre-built dashboard templates for Facebook Ads, Google Ads, web analytics, etc.

Users can export data reports in different formats including JPEG, PNG, CSV, and PDF formats, which makes sharing any dashboard with clients and stakeholders easier.

Key features:

• Customizable dashboards
• Email and SMS alerts for goal thresholds
• Live connection to external data
• 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
• 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.

Who is Cyfe for?

Cyfe is heavily marketed to agencies and marketers who need software for dashboard reporting that is capable of combining data sources, visualizing trends, and proving ROI. However, Cyfe has a few limitations that agencies might run into when trying to scale their operations. First, data sources are managed on the widget level instead of through a central hub. There’s no option to save a dashboard you create as a new template (only to duplicate it). Finally, plans are based on the number of dashboards, which might be costly once the reporting needs increase.

Cyfe ratings and reviews

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

10. Google Sheets

Google Sheets is Google’s free spreadsheet software that allows you to list, compare, and tabulate data in rows and columns. Although this dashboard creation tool requires no special introduction, it’s simple to use and many startups use it for a variety of marketing functions, like managing the contact bases, tracking revenue, keyword research, etc.

Although not packed with advanced features and stunning visualizations as some other tools for dashboard reporting, Google Sheets integrates with many useful tools such as Google Analytics 4, Google Search Console, HubSpot, etc. For a small business that doesn’t require much complexity or has tech-savvy people on board, Sheets can provide basic analytics and reporting. As your business grows or you start signing on clients with more diverse platform portfolios, you should update to a more flexible and capable dashboard tool such as Whatagraph, which has a direct Google Sheets integration so you can seamlessly connect your legacy data.

Key features:

• Collaboration options
• Data visualization
• Formulas
• Conditional formatting
• Forms
• Google Meet integration

Pros:

• Easy to organize information
• Easy online access
• Live shared editing

Cons:

• Conditional formatting is not very user-friendly
• Formulas not as easy to use as in Excel
• Limited charts and visual options
• Gets slow with large number of rows

Pricing

Google Sheets is available free of cost if you wish to use it as an individual user. For businesses, Google offers a business subscription under Google Workspace with three pricing models: Business Starter Plan: $6/user per month. Business Standard Plan: $12/user per month.

Who is Google Sheets for?

Google Sheets serves the basic needs of small business users who analyze and present simple insights from various marketing, sales, and other platforms. While much of the data update is done manually, Google Sheets is free to use and requires almost no training.

Google Sheets ratings and reviews

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

11. Tableau

Tableau is a classic dashboard and reporting tool at a fairly reasonable price. Although it comes with a steep learning curve, once you master it, you can easily create graphs and charts and customize them according to your needs.

For many SaaS businesses, Tableau is a household name for a business dashboard. Updated and refined since 2003, it shouldn’t surprise that it supports integration from various data sources such as Salesforce and Google Analytics. This way, users can easily import data from all the different sources and generate a dashboard that displays a detailed view of the business. This all-in-one dashboard reporting tool has great team collaboration functions so all the business departments work together to achieve the business’s goals.

Key features:

• Embedded analytics
• Geospatial analysis
• Ready-to-use Accelerator dashboards
• Data grouping bins
• Predictive modeling
• Tableau Catalog
• Data stories
• Metadata API

Pros:

• Visualization version control
• Huge library of templates
• Interactive fiscal calendar
• Marketing data management
• Custom SQL queries
• AI and machine learning functionalities

Cons:

• Setting up data automation requires some Python programming
• The cloud version lacks some visualization and formatting settings that are available on the desktop version
• Limited programming options for predictive functions
• Steep learning curve

Pricing

Tableau has three pricing plans, Viewer, Explorer, and Creator, based on the data exploration abilities and data management functions.

Who is Tableau for?

Tableau is mainly used by data analysts, business analysts, accountants, and financial analysts, but marketers can also use it to organize and visualize their marketing data, improve their analytics processes, and implement high-converting solutions. Due to its considerable learning curve, it’s not suitable for non-technical marketing teams.

Tableau ratings and reviews

• G2: Rating: 4.4 · ‎2,085 reviews
• Capterra: Rating: 4.5 · ‎2,285 reviews

12. Microsoft Power BI

Microsoft Power BI is an interactive data visualization platform developed to help businesses aggregate, organize, and analyze data. Users can easily create a variety of data-rich yet engaging dashboards and reports using data from an extensive choice of integrations.

This dashboard and reporting software helps teams arrange data from scattered sources and make it understandable for end users. Similarly to Domo and Klipfolio, Power BI puts focus on self-service. This means that access to information moves from data analysts to non-technical employees, end consumers, and decision makers.

Key features:

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

Pros:

• Wide choice of data connections
• Competitively priced BI solution
• Scheduled data refresh for live dashboards
• Near endless customization possibilities

Cons:

• Dependent on Microsoft environment
• Steep learning curve for BI setup and edits
• 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.

Who is Power BI for?

Power BI is often associated with data analysts, data engineers, and other data science types. While this is mostly true, with a bit of time invested, a wide range of business users can learn the ropes of this dashboard reporting platform and start using it to visualize their data.

Power BI ratings and reviews

• G2: Rating: 4.5 · ‎1,123 reviews
• Capterra: Rating: 4.6 · ‎1,689 reviews

FAQs

What is dashboard reporting software?

A dashboard reporting software is a SaaS product that displays key information about your business or activities in one interactive and easy-to-view display. It updates in real-time, allowing you to quickly understand your performance, identify problems, and make informed decisions.

How do I create a reporting dashboard?

To create a reporting dashboard, you need to follow these steps:

1. Decide what data sources you want to include.
2. Choose the dashboard reporting tool.
3. Connect your data.
4. Create all visualizations.
5. If needed organize data for a better understanding.
6. Share the dashboard with clients or stakeholders.

What is reporting and dashboarding?

Reporting is collecting, preparing, and sharing historical data, usually with deeper insights and more granular information. On the other hand, dashboarding involves sharing live dashboards with up-to-date information, usually in a streamlined overview in one screen. Readers can interact with dashboards in varying levels, such as changing the date range or clicking the elements to uncover more information.

Conclusion

The 12 dashboard reporting tools and software we've reviewed in this article are created to help you explore every bit of data that fuels your marketing strategies, drive impactful decisions, and move your business forward.

Whether you're looking for an online reporting dashboard with a live connection to external data, a highly customizable dashboard tool, or one that offers direct integrations to the platforms you use, there's a solution here that fits the description.

If you’re re-evaluating your marketing stack and feel your current reporting solution can’t keep up with your agency’s growth, you should take a closer look at Whatagraph.

A dashboard and reporting software developed for large marketing agencies and in-house teams, Whatagraph has everything you need to scale your monitoring and reporting workflows while delivering insights in easy-to-understand live dashboards.

Sign up for a free trial today and see how much time you can save with our intuitive dashboard reporting tool.