The best marketing reporting tools, tested and ranked
We built the same client report from four data sources in five marketing reporting tools, then checked every figure against the source. Here's which tool did best, which one fits the way you work, and what each costs to start.
About this list
A marketing reporting tool pulls numbers from your ad platforms, analytics, SEO tools and social accounts and puts them in one place. Some build finished, branded reports and client dashboards for you. Others are data connectors that feed spreadsheets, BI tools or a data warehouse, and leave the visuals to you. Our reporting tools section and our marketing automation hub have more on both kinds.
On paper, these tools look alike: they connect to the big ad platforms, offer white label and let you plug in an AI assistant. In use, they differ in how many numbers match the source, how long a sendable report takes, how they handle privacy, and how they charge: per client, per data source, per plan or per connected account.
To compare them fairly, we used each tool for a week, from October 21 to October 27, 2026. Every tool connected to the same test website for a made-up online store and the same ad accounts, and built the same client report from four data sources. We checked 80 figures in each report against the source platforms, timed how long it took to reach a useful report, asked the same ten questions of every tool, ran eight privacy and cookie checks, and watched whether scheduled reports went out on time.
Compare at a glance
| # | Tool | Best for | Cheapest way to start | Score |
|---|---|---|---|---|
| 1 | AgencyAnalytics | Best overall | $20 a month, billed yearly (Core) | 2.5 |
| 2 | Supermetrics | Best for Sheets and BI tools | 49 EUR a month (Starter) | 2.5 |
| 3 | Swydo | Best for accurate numbers | $69 a month (One plan) | 2.5 |
| 4 | Whatagraph | Best for polished white-label reports | 699 EUR a month, billed yearly (Max) | 2.5 |
| 5 | Funnel | Best for data teams with many channels | $300 a month, billed yearly (Starter) | 2.0 |
Features and terms compared
These facts come from each company's own pages and our research, checked on November 3, 2026; prices follow the cheapest way to start.
| Tool | Starting price | Pricing model | Free trial | Integrations | Data destinations |
|---|---|---|---|---|---|
| AgencyAnalytics | $20 a client a month, billed yearly | Per client, unlimited sources | 14 days, no card needed | 90+ | None, per a third-party roundup |
| Supermetrics | 49 EUR a month (Starter) | Per plan, capped by data sources | 14 days, no card (per connector) | Count not stated | Sheets, Looker Studio, Excel; warehouses on Enterprise |
| Swydo | $69 a month | Per data source, 10 included | 14 days, no card needed | 38+ | Not stated |
| Whatagraph | 699 EUR a month, billed yearly | Platform fee plus credits per data account | Not mentioned on the pricing page | 68 | Looker Studio on Prime; BigQuery as an add-on |
| Funnel | $300 a month, billed yearly | Per plan tier | 14 days, no card needed | 117 to 600+, by plan | 13 to 47, by plan, incl. Power BI, Tableau, BigQuery |
Test results side by side
The headline is how close this group was, and how far from perfect. Four of the five tools scored 2.5 out of 5, and Funnel came last with 2. Not one tool got all 80 report figures to match the source: the best, Swydo, matched 58, and the rest matched between 42 and 50. Every tool answered exactly 6 of our 10 questions, and scheduled reports went out on time only 6 or 7 times in 10 across the board. Whichever tool you choose, check your reports before a client sees them.
Where they did differ was speed, accuracy and privacy. Swydo was both the most accurate and the quickest, reaching a useful report in 89 minutes, against 94 for AgencyAnalytics, 112 and 113 for Supermetrics and Whatagraph, and 128 for Funnel. Privacy split the group in two: Supermetrics, Whatagraph and Funnel passed 5 of our 8 privacy and cookie checks, while AgencyAnalytics and Swydo passed 4. The surprise was Swydo in third place: it led on the numbers but scored only 2 for both ease of use and privacy.
Every tool got the same test, between October 21, 2026 to October 27, 2026.
| Tool | Score | Numbers matching the source data | Setup time to first useful report | Questions answered from a fixed list of 10 | Privacy and cookie handling | Price at a typical small-business tier |
|---|---|---|---|---|---|---|
| AgencyAnalytics | 2.5/5 | Source match 50/80 figures | 94 min to useful report | Questions answered 6/10 | Consent/masking/privacy checks 4/8 | – |
| Supermetrics | 2.5/5 | Source match 49/80 figures | 112 min to useful report | Questions answered 6/10 | Consent/masking/privacy checks 5/8 | – |
| Swydo | 2.5/5 | Source match 58/80 figures | 89 min to useful report | Questions answered 6/10 | Consent/masking/privacy checks 4/8 | – |
| Whatagraph | 2.5/5 | Source match 47/80 figures | 113 min to useful report | Questions answered 6/10 | Consent/masking/privacy checks 5/8 | – |
| Funnel | 2/5 | Source match 42/80 figures | 128 min to useful report | Questions answered 6/10 | Consent/masking/privacy checks 5/8 | – |
AgencyAnalytics came first of five with 2.5 out of 5. It reached a useful report in 94 minutes, the second-fastest time in our test, and its insight score of 3 was the joint best in the lineup. Its weak spots were accuracy and privacy: 50 of our 80 report figures matched the source, so 30 didn't, it passed 4 of 8 privacy checks, and scheduled reports went out 6 times in 10. Our AgencyAnalytics review has the full results.
AgencyAnalytics is built for marketing agencies. Each client gets its own dashboard, automated reports and a white-label portal with your custom domain and email branding, drawing on 90+ integrations across ads, SEO, social, email and call tracking. You pay per client, and every client comes with unlimited data sources, reports, dashboards and staff accounts. AI insights, alerts and MCP access for ChatGPT and Claude are in the Core plan too.
Users rate it well on the big software sites: 4.7 out of 5 on G2 from 456 reviews and 4.8 on Capterra from 115, though only 2.9 on Trustpilot from 24 reviews (all checked November 2026). The main complaint is that cost grows with every client.
Who it's for
Agencies with several to dozens of clients that want a branded client portal and a price that grows only when the client list does.
Skip it if
You're an in-house team with one brand, or you need data sent to a warehouse. Supermetrics or Funnel fit data-first work better.
What we liked
- Useful report in 94 minutes
- Joint-best insight score in our test
- 14-day trial with no card and a 30-day guarantee on first purchases
What we didn't
- 30 of 80 report figures didn't match the source
- Passed only 4 of 8 privacy checks
- Cost rises with every client you add
Key features
- White-label client portal with custom domain
- 90+ integrations across ads, SEO, social and call tracking
- Goals, alerts and anomaly detection
- AI insights, benchmarks and MCP access
- Rank Tracker and AI Tracker add-ons
Plans and prices
| Core 90+ integrations; White-labeled portal. | $20 a month, billed yearly |
Supermetrics came second with 2.5 out of 5, scoring 2.5 on every part. It matched 49 of our 80 report figures, took 112 minutes to reach a useful report and answered 6 of 10 questions. It did better than most on privacy, passing 5 of 8 checks, and scheduled reports went out 7 times in 10, joint best with Funnel. Read our Supermetrics review for the details.
Supermetrics is a data connector first. It pulls ad, analytics and CRM data into the places you already work, such as Google Sheets, Looker Studio and Excel, and on the Enterprise plan into warehouses like BigQuery and Snowflake. It also lets you ask Claude or ChatGPT questions about live ad data, and it claims SOC 2 Type II, GDPR and CCPA compliance. The catch is the plan limits: Starter covers 2 data sources and 1 user, and Growth 7 sources and 2 users, with extra sources, users and destinations sold as add-ons.
Users are unhappy on Trustpilot, where it has 1.5 out of 5 from 32 reviews (checked November 2026). The complaints are mostly about yearly renewals and charges after cancelling, so note your renewal date.
Who it's for
Agencies and marketing teams that already build reports in Google Sheets or Looker Studio and want data from many ad platforms to arrive there on its own.
Skip it if
You want finished client dashboards rather than a data pipe. AgencyAnalytics gives you a branded portal out of the box.
What we liked
- Sends data to Sheets, Looker Studio and Excel
- Passed 5 of 8 privacy checks
- 14-day free trial with no card needed
What we didn't
- Only 49 of 80 figures matched the source
- Starter caps you at 2 sources and 1 user
- Rated 1.5 out of 5 on Trustpilot
Key features
- Connectors for ad, analytics and CRM data
- Google Sheets, Looker Studio and Excel destinations
- AI chats over live ad data via Claude or ChatGPT
- Supermetrics Studio dashboards
- Warehouse destinations and SAML SSO on Enterprise
Plans and prices
| Starter 1 user; 4,000 AI credits a month. | 49 EUR a month, or 39 EUR a month billed yearly |
| Growth 2 users; 12,000 AI credits a month. | 199 EUR a month, or 159 EUR a month billed yearly |
| Enterprise Core and warehouse destinations; SAML SSO. | Custom contact sales |
Swydo came third with 2.5 out of 5, but it led on the measures many buyers care about most. It matched 58 of our 80 figures, the most in the test, and reached a useful report in 89 minutes, the fastest time. Its data accuracy and insight scores of 3 were the best in the lineup. What held it back was ease of use and privacy, both at 2: it passed 4 of 8 privacy checks, and scheduled reports went out 6 times in 10. Our Swydo review explains the score.
Swydo builds white-label reports and dashboards for agencies from 38+ integrations. There is one plan with every feature and no limit on clients, users, dashboards or reports. The price is a base fee that includes 10 data sources, plus a fee for each extra source, so it suits agencies with many clients but only a few sources each. It also has an AI report builder and KPI alerts by email or Slack.
Users on G2 give it 4.6 out of 5 from 112 reviews and on Capterra 4.5 from 95 (checked November 2026), mostly for being easy to set up. Its pages state no security certifications or hosting location.
Who it's for
Agencies with a long client list and only a few data sources per client, where getting the numbers right comes first.
Skip it if
You need many integrations, warehouse destinations or stated security certifications. Funnel lists far more connectors and its certifications.
What we liked
- Most accurate: 58 of 80 figures matched
- Fastest to a useful report, at 89 minutes
- One plan with all features and unlimited clients
What we didn't
- Passed only 4 of 8 privacy checks
- Scheduled delivery worked 6 times out of 10
- No stated certifications or hosting location
Key features
- AI report builder and summaries
- White label with a custom domain
- KPI and connection alerts by email or Slack
- Client portal with roles and two-factor sign-in
- MCP connector for Claude and ChatGPT
Plans and prices
| One plan Unlimited clients, users, dashboards, reports; All features, white label, MCP. | $69 a month |
Whatagraph came fourth with 2.5 out of 5. It scored 3 for value for money, the best in our lineup, and passed 5 of 8 privacy checks. But it matched only 47 of our 80 figures, so 33 didn't, and its data accuracy score of 2 was joint lowest. It took 113 minutes to reach a useful report and scheduled reports went out 6 times in 10. More in our Whatagraph review.
Whatagraph turns ad, SEO, social and e-commerce data from 68 integrations into branded reports and live dashboards, with a drag-and-drop builder. The Max plan includes unlimited users and reports, data blends without code, white label, an EU data center and a dedicated customer success manager. You buy credits, each covering one connected data account, starting from 50.
It's aimed above the cheapest tools here, and the contract terms are strict. Payments are non-refundable and you need to cancel at least 30 days before renewal. Users give it 4.5 out of 5 on G2 from 278 reviews and 4.4 on Capterra from 84, but 2.5 on Trustpilot from 19 (all checked November 2026), where users mention auto-renewal charges and sales follow-up after a trial.
Who it's for
Agencies and mid-size teams with many clients who care most about how their reports look and want unlimited users.
Skip it if
Accuracy or budget comes first. Swydo matched 58 figures to Whatagraph's 47 and costs far less to start.
What we liked
- Best value score in our test
- Unlimited users and reports on Max
- EU data processing with AES-256 encryption
What we didn't
- Only 47 of 80 figures matched the source
- Starts at 699 EUR a month, billed yearly
- Non-refundable payments and 30 days' notice to cancel
Key features
- 68 integrations across ads, SEO and e-commerce
- Data blends and transformations without code
- White-label branding and linked templates
- Whatagraph IQ and IQ Agents
- Scheduled PDF reports by email
Plans and prices
| Max Unlimited users and reports; From 50 credits, one per connected data account. | 699 EUR a month, billed yearly |
| Prime Everything in Max; Whatagraph IQ+, premium integrations, Looker Studio transfer. | Custom contact sales |
Funnel came last of five with 2 out of 5. It matched 42 of our 80 figures, the fewest, and took 128 minutes to reach a useful report, the slowest. It did pass 5 of 8 privacy checks, and scheduled reports went out 7 times in 10, joint best with Supermetrics. Ease of use, at 2.5, was its best score. Our Funnel review has the full story.
In fairness, Funnel is built for a different job from the client-reporting tools. It is a marketing data hub: it collects data from ad, analytics, e-commerce and CRM accounts, cleans and maps it, and sends it on to dashboards, spreadsheets, BI tools or a warehouse. Starter has 117 connectors and 13 destinations, Business 579 and 46, and Enterprise 600+ and 47. Power BI, Tableau and BigQuery start on Business.
It has the strongest security paperwork here: ISO 27001, a SOC 2 Type 2 attestation, GDPR and CCPA. Users give it 4.5 out of 5 on G2 from 165 reviews and 4.7 on Capterra from 20, but 2.1 on Trustpilot from 11 (all checked November 2026), with complaints about cancellation and downgrade billing.
Who it's for
Brands and agencies with a data team and many ad channels that need one clean data set for BI tools or a warehouse.
Skip it if
You want quick, accurate client reports. AgencyAnalytics and Swydo were faster and matched more figures, for far less.
What we liked
- 117 to 600+ connectors, depending on plan
- ISO 27001 and SOC 2 Type 2 credentials
- 14-day free trial with no card
What we didn't
- Only 42 of 80 figures matched the source
- Slowest to a useful report, at 128 minutes
- Starts at $300 a month, billed yearly
Key features
- Data Hub that cleans and maps marketing data
- 13 to 47 destinations, including Power BI and Tableau
- Built-in dashboards and unlimited Funnel AI
- Funnel Measure for MMM and attribution
- SAML, SCIM and audit log on Enterprise
Plans and prices
| Starter 117 connectors, 13 destinations; Data storage, semantics, context. | $300 a month, billed yearly |
| Business 579 connectors, 46 destinations; Power BI, Tableau, BigQuery, Amazon S3 destinations. | $600 a month, billed yearly |
| Enterprise 600+ connectors, 47 destinations (adds Snowflake); SAML, OIDC, SCIM, audit log. | Custom contact sales |
What it costs to get started
None of these tools has a free plan, and they charge in very different ways. AgencyAnalytics is $20 a client a month, billed yearly, so one client costs the least and the bill grows as you add more. Supermetrics Starter is 49 EUR a month, billed monthly, or 39 EUR a month billed yearly, for 2 data sources and 1 user; Growth is 199 EUR a month, or 159 EUR billed yearly. Swydo is $69 a month, billed monthly, with 10 data sources included and a fee for each extra source.
The other two are aimed higher. Funnel Starter is $300 a month and Business $600 a month, both billed yearly, and Whatagraph Max starts at 699 EUR a month, billed yearly. Enterprise plans at Supermetrics and Funnel, and Whatagraph Prime, are priced by quote. AgencyAnalytics, Supermetrics, Swydo and Funnel offer 14-day free trials with no card needed; Whatagraph's pricing page doesn't mention one. All prices were checked on November 3, 2026.
| Tool | Cheapest way to start | Free plan | Free trial |
|---|---|---|---|
| AgencyAnalytics | $20 a month, billed yearly (Core) | No | 14 days |
| Supermetrics | 49 EUR a month (Starter) | No | 14 days |
| Swydo | $69 a month (One plan) | No | 14 days |
| Whatagraph | 699 EUR a month, billed yearly (Max) | No | Not stated |
| Funnel | $300 a month, billed yearly (Starter) | No | 14 days |
Prices from each tool's own pricing page. Prices can change, so check before you buy.
Also worth knowing about
We didn't test these tools, but they come up often in this category and may suit a specific need.
Looker Studio
Google's free dashboard tool, which needs partner connectors for most marketing platforms. We haven't tested it, but it may suit anyone happy to build reports by hand.
Databox
A dashboard tool that appears in most roundups, aimed at teams with analytics skills. We haven't tested it.
DashThis
An agency reporting tool and a direct rival to the report-first tools on this list. We haven't tested it.
How we tested
Every tool went through the same one-week test, from October 21 to October 27, 2026. Each one connected to the same test website for a made-up online store and the same ad accounts, run on a small fixed budget, and built the same client report from four data sources. Using the same set-up for every tool means the results compare like with like. You can read the full method in how we test.
We checked 20 figures from each of the four sources, 80 in all, against the numbers in the ad platforms and store orders. We timed how long it took to reach a first useful report, asked every tool the same fixed list of ten questions, and ran eight checks on consent, data masking and privacy. We also watched whether scheduled reports arrived on time across ten sends.
Each tool then got a score out of 5, in half points, for data accuracy, insight quality, ease of use, privacy and value for money. Together they make the overall score, and the ranking follows it.
How to choose
Report-first tools like AgencyAnalytics, Swydo and Whatagraph give you branded dashboards and PDFs to send to clients. Supermetrics and Funnel move data into Sheets, BI tools or a warehouse, and expect you or another tool to build the visuals.
AgencyAnalytics charges per client with unlimited sources, while Swydo charges per source with unlimited clients. If you have many small clients with a few sources each, Swydo is likely cheaper; if each client has many channels, AgencyAnalytics may be.
No tool matched every figure in our test, and the range ran from 42 to 58 out of 80. If your clients act on the numbers, Swydo was the most accurate, and whichever tool you pick, check its totals against your ad platforms during the trial.
Whatagraph's payments are non-refundable and it needs 30 days' notice before renewal. AgencyAnalytics yearly plans commit you for a year but come with a 30-day refund on first purchases, and Supermetrics renews automatically with no refund for unused time.
If you report in Power BI, Tableau or BigQuery, Funnel's Business plan and Supermetrics Enterprise cover those destinations. AgencyAnalytics has no external destinations, according to a third-party roundup.
Funnel states ISO 27001 and SOC 2 Type 2, Supermetrics claims SOC 2 Type II, and Whatagraph states GDPR with EU data hosting. Swydo's pages state no certifications, so ask before you sign if this matters to your clients.
Terms you'll see
- White label
- Reports and client portals that carry your agency's logo, colours and often your own web address instead of the tool's.
- Data connector
- A link that pulls data automatically from a platform such as Google Ads into another tool.
- Data warehouse
- A central database, such as BigQuery or Snowflake, where a company stores data from many sources for analysis.
- MCP access
- A standard way to let AI assistants such as Claude or ChatGPT read data from a tool and answer questions about it.
- Marketing mix modelling (MMM)
- A statistical method that estimates how much each marketing channel contributes to sales.
Frequently asked questions
What is the best marketing reporting tool for agencies?
In our test, AgencyAnalytics came first. It reached a useful report in 94 minutes, had the joint-best insight score and charges per client with unlimited sources. Swydo is the alternative if accuracy matters most, since it matched 58 of our 80 figures. Whatagraph suits agencies that want polished branded reports and can afford a higher price.
How much do marketing reporting tools cost?
It depends on how they charge. AgencyAnalytics is $20 a client a month, billed yearly, Supermetrics Starter is 49 EUR a month billed monthly, and Swydo is $69 a month billed monthly. Funnel Starter is $300 a month and Whatagraph Max 699 EUR a month, both billed yearly. None of the five has a free plan.
Can I try these tools for free?
Mostly, yes. AgencyAnalytics, Swydo and Funnel offer 14-day free trials with no card needed, and Supermetrics lets you trial any connector or destination for 14 days. Whatagraph's pricing page doesn't mention a trial. Use the trial to compare a few totals with your ad platforms, because no tool matched every figure in our test.
How did we test these tools?
Over one week in October 2026, every tool connected to the same test website for a made-up online store and the same ad accounts, and built the same client report from four data sources. We checked 80 figures against the source, timed the setup, asked ten fixed questions, ran eight privacy checks and tracked ten scheduled sends.
What is the difference between a reporting tool and a data connector?
A reporting tool builds dashboards and client reports for you, often with your agency's logo. A data connector, such as Supermetrics or Funnel, moves your marketing data into other tools like Google Sheets, Looker Studio, BI software or a warehouse. Funnel also has built-in dashboards, but its main job is cleaning and delivering data.
Can I cancel a reporting tool at any time?
Not always. AgencyAnalytics yearly plans commit you for a year, with no prorated refunds, though first purchases have a 30-day refund. Whatagraph needs 30 days' notice before renewal and its payments are non-refundable. Supermetrics renews automatically and doesn't refund unused days. Swydo lets you cancel or pause from its billing page.
The bottom line
For most agencies, AgencyAnalytics is the best place to start, but check its numbers; pick Swydo if accuracy matters most, or Supermetrics if you already report in Sheets.
Make your case
Think a tool is missing or wrong?
If you use a tool we reviewed, or work for the company, email us with what you saw. We'll look at the evidence and update the review if it changes our findings.
Think your company belongs on this list?
Send us your product, website and the category it fits. We'll test it the same way as every other tool. It's free, and we can't promise a date or a score.
Grace Sullivan
I've always been interested in how people connect and build communities online. When exploring a new service, I pay attention to usability, transparency, pricing, and whether its advertised features make sense in everyday situations.
Update history
- November 4, 2026: published with the results of our test, run between October 21, 2026 to October 27, 2026.