Reporting week eats the account team
Every month someone exports from six platforms, pastes the numbers into slides and fixes the same broken chart, once for every client on the roster.
White label client reporting your agency owns
I build custom client reporting for marketing, SEO and performance agencies: a live dashboard or portal in your logo and colours, fed from Google Ads, GA4, Search Console, Meta, LinkedIn and your CRM. Each client logs in to their own numbers, and a short written summary of the month waits for your approval before they see it. Tell me how you report today and what your clients keep asking about, and I build around that description.
Custom quote 4.9 from 80+ reviews on data and dashboard workClients in the US and Europe
A concept client report for a fictional agency, on sample data.
Sound familiar?
The tool looks like everyone else's
Clients get the same templated dashboard other agencies send, and the subscription often grows with every client you add.
Clients misread the numbers
A client sees conversions drop in GA4 and emails in a panic, because nobody told them the tracking changed or that Google Ads counts conversions differently.
What you get
A starting point, never a fixed package: describe how you want it and I build it to match.
Connected marketing sourcesGoogle Ads, GA4, Search Console, Meta and LinkedIn Ads, plus your CRM, pulled on a schedule into one data model where each metric is defined once.
A client dashboard in your brandYour logo, colours and domain, with the KPIs that fit each client's goals: leads, cost per lead, revenue, rankings or organic traffic.
A login per clientEach client user sees only their own accounts. The database enforces that with row-level security, so a mistake on a screen can't show one client another's data.
A monthly summary you approveAI drafts a few paragraphs from the calculated figures. Your account manager edits them, adds context and approves before the client sees anything.
Checks before clients lookMissing days, expired connections and sudden tracking breaks are flagged to your team before a client spots a gap in the chart.
Code and documentation you ownThe repository, database and a plain handover document are yours, including the steps to add a new client without calling me.
Client reporting software or a custom build?
Tools such as AgencyAnalytics, DashThis or a Looker Studio template are a sensible choice for many agencies. They connect to the usual platforms quickly, and if your reports are standard channel summaries that clients are happy with, I'd tell you to stay on one.
A custom build starts to pay off when the reporting is part of what clients pay you for. That might mean blending ad spend with CRM revenue to show cost per closed deal, or using your own definition of a lead instead of the platform's. It also suits agencies that want white label reporting which doesn't look like every other agency's dashboard. You pay once for the build and own it, so there is no fee that rises with each client you sign; hosting still costs something each month, and I put that figure in the quote.
A white label SEO dashboard next to paid media
For SEO agencies the gap usually sits between Search Console and everything else. Search Console shows clicks, impressions and positions per query, GA4 shows what those visitors did on the site, and the CRM knows which of them became customers. An SEO agency dashboard that joins the three lets a client see organic search as leads and revenue next to the rankings they already watch.
Search Console data arrives a couple of days late and the interface only goes back 16 months. So I store the data in your own database from the first day, which keeps the year-on-year comparison working long after the platform has dropped the older rows.
Agency client reporting with a summary you sign off
Clients often read the written part of a report before they look at any chart. The AI drafts it from numbers that were already calculated and never does the maths itself. It can say that cost per lead rose because Meta spend moved to a new campaign. What it can't know is that the client paused their sales team for a week, so your account manager adds that and approves the text.
I work alone, async from the Netherlands, and bring 5+ years as a Power BI data and business analyst to the data model underneath. The database can run in EU regions where the provider offers them, with NDA and DPA on request.
How it works
Show me today's reports
Send two or three reports you currently send clients and list the platforms you pull from. I sign an NDA first if you need one.
Fixed quote and metric definitions
I reply with a fixed price, then connect the sources and pin down each metric, for example which conversions count as a lead.
Pilot with one client
I build the reporting for one client first, so your team can compare it with the manual version and tell me what is missing.
Roll out and hand over
The other clients are added, your team learns the admin side, and you receive the code and the documentation.
Pricing
Custom quote
The fixed price depends on how many platforms feed the reports, how much the views differ between clients, and whether you want client logins and the AI-drafted summary.
- Every project is scoped with you, then priced as one fixed quote
- Built to your wishes: tell me exactly how you want it
- Optional care plan afterwards to keep it running
Work you can check
The client reviews on this site are about data and dashboard work. For this service, here is work you can open and judge yourself, each labelled for what it is.
A monthly pack for a made-up retailer, showing the layout, the data checks and the summary style. On that page the summary is generated in your browser from the sample numbers, not by a live AI model.
Open the exampleA stock analysis platform I designed, built and run myself: the interface, the web app and the data pipelines behind it, with scheduled refreshes.
Live dashboards for fictional companies, built by me on sample data to show what a finished build looks and feels like.
Browse the examplesClient reporting: questions answered
Anything else? Ask me directly, I reply within a few hours on working days.
What is white label client reporting?
White label client reporting means the reports your clients receive carry your agency's brand instead of the software vendor's. Your logo, colours and domain appear on the dashboard and in the emails. In the version I build there is no vendor at all: the reporting app is custom code you own, fed from your clients' ad, analytics and CRM accounts, and each client logs in to see only their own numbers.
Is a custom build better than AgencyAnalytics or DashThis?
For some agencies it is, and for many it isn't. A SaaS reporting tool is quicker to start and works well for standard channel reports. A custom build fits better when you need to join ad data with CRM revenue, apply your own lead definitions, or stop paying a subscription that grows with your client count. If a tool already covers what you need, I'll tell you that before I quote.
How much does custom client reporting cost?
Custom client reporting is quoted as a fixed project price after I've seen your current reports and your list of sources. The main drivers are the number of platforms to connect, how much the views differ between clients, and whether you want client logins and the AI-drafted summary. Hosting has its own monthly cost, paid to the provider, and ongoing support can run through the Care plan.
Can you build it exactly the way we want?
Yes. The service is a starting point, so describe in your own words what each client should see, how your team works through reporting week and what the finished report should look like. I match that as closely as the data allows. If you already have a report layout your clients like, I usually keep it, so nobody has to learn a new format.
Which data sources can the client dashboard use?
Google Ads, GA4, Search Console, Meta Ads and LinkedIn Ads all have APIs I can connect, and so do most CRMs, including HubSpot, Pipedrive and Salesforce. Spreadsheets and e-commerce platforms can be added too. Each source needs access granted by the account owner. Before quoting I check that every platform on your list exposes the metrics you report today, because some fields in the interface aren't available through the API.
Could the AI summary tell a client something wrong?
Nothing reaches a client without a person approving it. The AI only describes figures that were already calculated, and a check compares every number in the draft with the data before it goes to your team. Your account manager then edits the draft, adds what the data can't show, such as a paused campaign or a site migration, and publishes it. You can also switch the summary off.
Do you already have agency clients on this?
Not yet for this service, and I'd rather say so plainly. The example on this page is a concept report for a fictional agency, built on sample data. What I bring is 5+ years as a Power BI data and business analyst and the Microsoft PL-300 certification. The pilot with one client is there so you can judge the result on your own data before anything is rolled out.
Do you work with agencies in the US?
Yes. I work in English and asynchronously from the Netherlands, which suits US agencies well: send a question at the end of your day and there is often an answer or progress waiting the next morning. I reply within a few hours on working days. Prices are in euros, and I sign an NDA or DPA on request before touching any client account.
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