Reporting and BI
Whatagraph - the practical guide.
Whatagraph is a marketing reporting platform built specifically for agencies and in-house marketing teams that send a lot of branded reports. Founded in 2015 in Lithuania, it focuses on the unglamorous reality of agency reporting - 50+ connectors, white-labelled templates, scheduled delivery and the ability to spin up a new client report in minutes rather than hours.
What Whatagraph does
The core covers data ingestion from 50+ marketing sources (Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads, GA4, Search Console, HubSpot, Salesforce, Mailchimp, Klaviyo and the rest), pre-built report templates, drag-and-drop customisation, white-labelling with client domains and logos, and scheduled email or shareable-link delivery.
Cross-channel widgets let you compare performance across paid, organic and CRM in a single view; goal tracking and benchmarks add context; multi-account templates let agencies clone a master report across dozens of clients in minutes. Recent additions include AI-generated commentary, custom data via Google Sheets and BigQuery, and tighter Looker Studio interoperability.
Who it's for
Marketing agencies (PPC, SEO, social, full-service) and in-house marketing teams that send recurring branded performance reports to clients or stakeholders. Particularly strong for agencies of 5-100 people managing 10-100+ client accounts who want to standardise reporting without coding dashboards.
Pricing, in rough terms
Per month, billed monthly or annually, by data source count and tier - typically starting around USD 199 per month for small agencies and rising with sources, users and white-label requirements. There's a 7-day free trial. Pricing is closer to Looker Studio + connectors than to enterprise BI, which is the point.
When Whatagraph is the right fit
The right call when client reporting is a routine, repeatable process and the time saved per report is the ROI. Also a sensible default for in-house teams reporting upward to a non-technical leadership audience. A weaker fit for organisations that need a real BI tool with warehouse depth, custom calculations and self-service exploration (Looker, Sigma, Hex), or for solo consultants whose reporting volume doesn't justify the price.
Watch-outs
Connector quality varies - test your top three or four data sources during the trial, particularly attribution-sensitive ones like Meta Ads. AI-generated commentary is useful but should be reviewed before client delivery. The tool is opinionated about report layout; teams that want pixel-perfect custom design often end up in Figma or Looker Studio for one-off pieces.