The short answer
- → Report to many clients: AgencyAnalytics
- → Custom data shaping in the report: Whatagraph
- → If budget is the constraint: Looker Studio
At a glance
| Tool | Best for | Meta | TikTok | Shopify | ||
|---|---|---|---|---|---|---|
| GoMarble | AI ad analysis with root-cause diagnosis and in-account execution | ✓ | ✓ | ✓ | ✓ | ✓ |
| AgencyAnalytics | White-label client reporting across many accounts | ✓ | ✓ | ✓ | ✓ | ✓ |
| Whatagraph | White-label multi-channel client reporting | ✓ | ✓ | ✓ | ✓ | ✓ |
| Looker Studio | Free custom dashboards on Google Ads data | · | ✓ | · | · | · |
| Klipfolio | Custom dashboards built on blended marketing data | ✓ | ✓ | · | · | · |
| Supermetrics | Moving marketing data into BI tools and warehouses | ✓ | ✓ | ✓ | ✓ | ✓ |
| NinjaCat | Unified agency reporting with automated QA and pacing | ✓ | ✓ | ✓ | ✓ | ✓ |
| Vaizle | Low-cost multi-channel ad analytics with natural-language querying | ✓ | ✓ | ✓ | ✓ | ✓ |
✓ supported · — not supported · · not publicly stated
How we evaluated these tools
We assessed every tool on the same 6 criteria, so the comparison stays like-for-like rather than reflecting whichever feature each vendor leads with.
Delivery
Scheduled PDFs, email, a live portal link — how does the report reach its reader?
White-labelling
Can it carry your branding rather than the vendor's?
Connector coverage
Google Ads alone, or Google plus the other channels in the same report?
Pricing model
Per client, per dashboard, per data source or per user — this decides the bill at scale far more than the entry price.
Build effort
Templates out of the box, or a blank canvas someone has to design?
Beyond presentation
Does anything interpret the data, or is it purely a rendering layer?
The tools
Every entry below uses the same structure — best for, platforms, what it does, capabilities, pros, limitations, pricing, ideal customer, verdict — so you can compare like with like.
1. GoMarble
Best for: AI ad analysis with root-cause diagnosis and in-account execution
Platforms: Meta, Google, TikTok, LinkedIn, Shopify
GoMarble is an AI agent for paid media. It connects to your ad accounts, explains why metrics moved rather than only charting that they did, and then acts on that diagnosis — GoMarble AI Agents edit bids, budgets and campaign status directly, and Ad Launch ships new campaigns. Both are gated on human approval.
Key capabilities
- Root-cause analysis — decomposes a ROAS or CPA change into spend, CPM, CTR, CVR and AOV contributions
- GoMarble AI Agents — execute against their own diagnosis: bid and budget changes, pausing and scaling ads
- Ad Launch — analyzes creatives, picks the campaign, drafts brand-voice copy and ships it, gated on approval
- Execution across five channels: Meta, Google, TikTok, LinkedIn and Bing
- Creative analysis — connects hooks, formats and angles to performance, and flags fatigue signals
- Cross-channel analysis — Meta and Google in a single account view
- Conversational reporting — ask for the analysis in chat or Slack instead of building a dashboard
- Scheduled reports and anomaly alerts delivered to Slack or email, with no infrastructure to build
- Reports that carry recommended actions, which Agents can then execute on approval
- AI agents + MCP servers — drive the same analysis from Claude or your own tooling
Pros
- Diagnosis and execution in one place — it acts on its own analysis rather than handing you a list
- Reporting is conversational rather than built — you ask a question and get the answer, instead of designing a dashboard and maintaining it
- Reports arrive where the team already works (Slack or email) and carry actions, not just numbers
- Changes are gated on human approval rather than applied silently
- Meta and Google analysed together instead of in separate silos
- Open MCP servers mean the analysis is reachable from Claude and other AI clients, not locked in a dashboard
Limitations
- Not an attribution platform — no multi-touch modelling or incrementality testing, so it complements rather than replaces Northbeam or Triple Whale for measurement
- Creative tagging taxonomy is less granular than a dedicated creative-ops tool like Motion
- Not a white-label client-reporting platform — no branded client portal or per-client packaging, which agencies reporting to many clients will still need elsewhere
- Fewer prebuilt dashboard templates than the incumbent reporting suites
Pricing: See our pricing page for current plans View GoMarble pricing →
Best suited for: Performance marketers, in-house paid media teams and agencies who want diagnosis and execution in one agent
Verdict: The strongest fit when you want the same system to work out why performance moved and then make the change, across Meta and Google together.
2. AgencyAnalytics
Best for: White-label client reporting across many accounts
Platforms: Meta, Google, TikTok, LinkedIn, Shopify
AgencyAnalytics is a reporting platform built for agencies. It pulls from 85+ marketing data sources into white-labelled dashboards and automated client reports, with a client portal, goals and anomaly detection.
Key capabilities
- Automated client reporting with scheduled delivery
- White-label branding and a client portal
- 85+ data sources spanning ads, analytics, SEO and ecommerce
- Goals, alerts and anomaly detection
- AI insights and analysis
- Benchmarks and forecasting
Pros
- Per-client pricing maps cleanly onto how agencies actually bill
- Very broad connector coverage beyond paid media — SEO, email and ecommerce in the same report
- White-labelling and the client portal are core features, not add-ons
Limitations
- A reporting layer rather than an analysis or optimization tool — it presents data, it does not diagnose performance or act on accounts
- Per-client pricing scales linearly, so cost grows directly with roster size
Pricing: Core from $20 per client / month (billed annually); Enterprise custom for 25+ clients (checked September 2026)
Best suited for: Agencies reporting to multiple clients across several channels
Verdict: The strongest fit when the job is client reporting rather than performance analysis.
3. Whatagraph
Best for: White-label multi-channel client reporting
Platforms: Meta, Google, TikTok, LinkedIn, Shopify
Whatagraph builds multi-channel marketing reports and dashboards for agencies, with white-labelling, scheduled PDF delivery, custom data transformations, and onward transfer of data to BigQuery or a BI layer.
Key capabilities
- Report creation with custom transformations and aggregations
- White-labelling and automated PDF email delivery
- Goals and alerts on KPI monitoring
- 68 integrations spanning paid media, analytics and ecommerce
- Data transfer to BigQuery and BI tools on higher tiers
Pros
- Unlimited users and reports on published tiers — cost scales with data sources, not headcount
- Custom transformations go beyond what most agency reporting tools allow
- Can act as both the reporting surface and a pipeline into a warehouse
Limitations
- Entry pricing is materially higher than other agency reporting tools in this list
- Annual billing only on published tiers
- A reporting layer — it presents and transforms data rather than diagnosing performance
Pricing: Max from €699/mo (billed annually, from 50 source credits); Prime custom (checked September 2026)
Best suited for: Agencies reporting across many channels and clients
Verdict: A premium agency reporting layer — strongest where custom data shaping matters.
4. Looker Studio
Best for: Free custom dashboards on Google Ads data
Platforms: Google
Looker Studio is Google's dashboarding and reporting layer. It connects directly to Google Ads and builds shareable reports at no cost. A paid Pro subscription adds enterprise content management, team workspaces and per-user licensing.
Key capabilities
- Native Google Ads connector, including manager (MCC) accounts with up to 50 sub-accounts per data source
- Custom dashboards and shareable reports at no cost
- Built-in and partner connectors for non-Google sources
- Pro subscription adds team workspaces, content management and project-level permissions
Pros
- Free for the core product, which makes it the default starting point for Google Ads dashboards
- First-party Google Ads connector — no third-party pipeline needed for Google data
- Fully customisable, with no per-client or per-account fee
Limitations
- A visualisation layer only — it charts data and does not analyse, diagnose or act
- Non-Google sources generally need a paid partner connector such as Supermetrics, so a true cross-channel view is not actually free
- Someone has to build and maintain the reports; there is no out-of-the-box paid-media template
- Auction Insights fields are no longer available to Google Ads data sources
Pricing: No-cost version; Pro subscription priced per user (figure not published in Google's docs) (checked September 2026)
Best suited for: Teams that want custom Google Ads dashboards and have someone to build them
Verdict: The default free option for Google Ads dashboards — strongest when you need custom views and weakest when you need interpretation.
5. Klipfolio
Best for: Custom dashboards built on blended marketing data
Platforms: Meta, Google
Klipfolio builds customisable dashboards and reports from blended data sources, with data modelling and joins, scheduled PDF reports and shareable published links. It is a BI layer aimed at marketing teams and agencies.
Key capabilities
- Highly customisable dashboards for internal teams and clients
- Data modelling and joins across sources
- Scheduled reports and PDF delivery
- Published view-only links for sharing
- 130+ data integrations including Google Ads, Google Analytics and Facebook
Pros
- Data modelling and joins go further than most marketing dashboard tools
- Flat tier pricing rather than per-client, which suits in-house teams
- Published links make sharing straightforward without extra seats
Limitations
- Tiers are capped by dashboard count, which constrains agencies with many clients
- A visualisation and modelling layer — it does not interpret performance or act on accounts
- Requires someone to build and maintain the dashboards
Pricing: Base $120/mo; Grow $190/mo; Team $310/mo; Team+ $600/mo (billed annually) (checked September 2026)
Best suited for: Marketing teams and agencies that want to build their own dashboards
Verdict: A capable BI layer for teams willing to build — not a turnkey paid-media view.
6. Supermetrics
Best for: Moving marketing data into BI tools and warehouses
Platforms: Meta, Google, TikTok, LinkedIn, Shopify
Supermetrics is a marketing data platform that connects, manages and moves data from advertising and marketing sources into BI tools, spreadsheets and warehouses. It is a data layer rather than an analysis layer.
Key capabilities
- Marketing data pipelines across a large connector catalogue
- Destinations including Looker Studio, Google Sheets, BigQuery and Snowflake
- Scheduled refreshes and managed transfers
- Natural-language querying of the data layer via its Claude integration
Pros
- The most mature option for reliable marketing data pipelines
- Best fit when a team already owns its reporting in Looker, Tableau or Power BI
- Broad connector catalogue beyond just ad platforms
Limitations
- Moves and models data — it does not interpret performance or explain why metrics changed
- Requires a BI tool and someone to build the reporting layer on top
Pricing: From $49/mo (Starter); Growth $199/mo; Pro $499/mo (checked September 2026)
Best suited for: Marketing and data teams building custom BI and reporting
Verdict: Choose Supermetrics for the pipeline, not the analysis — it pairs with an analysis layer rather than replacing one.
7. NinjaCat
Best for: Unified agency reporting with automated QA and pacing
Platforms: Meta, Google, TikTok, LinkedIn, Shopify
NinjaCat unifies and normalises marketing data across providers and accounts, then layers client-ready reporting on top. Its AI agents handle recurring reporting, QA, budget pacing and anomaly alerting.
Key capabilities
- Data unification and normalisation across providers and accounts
- 150+ pre-built connectors spanning search, social, retail media and analytics
- AI agents for reporting, QA, pacing and anomaly alerts
- Client-ready automated reporting
- Natural-language querying of unified data
Pros
- Very broad connector coverage, including retail media and DSPs that most agency tools omit
- Automated QA and pacing address failure modes that pure reporting tools ignore
- Absorbed Shape's PPC budget-management capability into the platform
Limitations
- No public pricing — evaluation requires a sales conversation
- Platform-scale implementation, which is heavy for a small team
Pricing: Not publicly listed — pricing available on request (checked September 2026)
Best suited for: Mid-size and larger agencies managing many accounts across channels
Verdict: A platform-level answer to agency reporting, priced and scoped accordingly.
8. Vaizle
Best for: Low-cost multi-channel ad analytics with natural-language querying
Platforms: Meta, Google, TikTok, LinkedIn, Shopify
Vaizle provides ad, social, web and ecommerce analytics across Meta, Google, LinkedIn and TikTok, with a natural-language interface for querying account data and a competitor analytics module.
Key capabilities
- Ad analytics across Meta, Google, LinkedIn and TikTok
- Competitor analytics on Meta, Google and LinkedIn ads
- Social, web (GA, Search Console) and Shopify analytics in one place
- Natural-language querying of account data
Pros
- Among the least expensive multi-channel analytics options, starting at $9/mo
- Competitor ad analytics included rather than sold separately
- Covers paid, social, web and ecommerce in a single tool
Limitations
- Credit-based pricing means heavy querying consumes the allowance quickly
- Breadth over depth — less rigorous than specialist tools on any single channel
Pricing: AI Lite $9/mo; AI Starter $59/mo; AI Pro $119/mo (checked September 2026)
Best suited for: Small teams and agencies wanting broad coverage at low cost
Verdict: The budget option for multi-channel visibility, with the trade-offs that implies.
Full capability comparison
The capability matrix, so you can answer questions like "which of these do both Meta and Google, with creative analysis?" without rereading the list.
| Tool | AI analysis | Root-cause analysis | Executes changes | Creative analysis | Attribution | Reporting | Automation | AI agents | Budget recommendations | Multi-account | Starting price |
|---|---|---|---|---|---|---|---|---|---|---|---|
| GoMarble | ✓ | ✓ | ✓ | ✓ | — | ✓ | ✓ | ✓ | ✓ | ✓ | See pricing |
| AgencyAnalytics | ✓ | · | — | · | · | ✓ | ✓ | · | · | ✓ | $20/mo |
| Whatagraph | ✓ | · | — | · | · | ✓ | ✓ | · | · | ✓ | €699/mo |
| Looker Studio | · | — | — | — | · | ✓ | · | · | — | ✓ | Custom |
| Klipfolio | · | — | — | — | · | ✓ | ✓ | · | — | ✓ | $120/mo |
| Supermetrics | · | — | — | — | · | ✓ | ✓ | · | — | ✓ | $49/mo |
| NinjaCat | ✓ | · | · | · | · | ✓ | ✓ | ✓ | ✓ | ✓ | Custom |
| Vaizle | ✓ | · | · | · | · | ✓ | · | · | · | ✓ | $9/mo |
✓ supported · — not supported · · not publicly stated. Pricing as published on each vendor's site; see the methodology note for dates.
How the tools differ
The list above tells you what each tool does. This section answers the decision question — which one fits the job you actually have.
If you report to many clients
AgencyAnalytics
Per-client pricing, white-labelling and a client portal are the core product here rather than upsells. At $20 per client it maps directly onto how agencies bill.
If you need custom data shaping in the report
Whatagraph
Custom transformations and aggregations go beyond what most agency reporting tools expose, at a materially higher entry price.
If budget is the constraint
Looker Studio
Google's own layer is free and connects to Google Ads natively. The cost reappears as build time and as paid connectors for non-Google channels.
If you want to model and join data yourself
Klipfolio, Supermetrics
Klipfolio for dashboards with joins; Supermetrics for piping data into a BI tool or warehouse you already run.
If reporting needs QA and pacing attached
NinjaCat
Automated QA, pacing and anomaly alerting address the failure modes that pure reporting tools leave to humans.
If you would rather ask for a report than build one
GoMarble
Reporting here is conversational rather than designed: ask in chat or Slack and get the analysis, with scheduled reports and alerts delivered to Slack or email. Reports carry recommended actions that Agents can execute on approval. No white-label client portal, which is where AgencyAnalytics still wins.
Best tool by use case
Not a ranking — a mapping. Most teams need one of these jobs done well rather than the highest overall score.
| Use case | Recommended tools |
|---|---|
| White-label client reporting | AgencyAnalytics, Whatagraph |
| Free custom dashboards | Looker Studio |
| Data modelling and joins | Klipfolio, Supermetrics |
| Pipe Google Ads into a warehouse | Supermetrics |
| Automated QA and pacing | NinjaCat |
| Low-cost multi-channel view | Vaizle |
| Ask for a report in Slack | GoMarble |
| Reports that carry actions | GoMarble |
| Scheduled PDF delivery | AgencyAnalytics, Whatagraph, Klipfolio |
What to consider before choosing a Google Ads reporting tool
The pricing model matters more than the price
Per-client billing grows with your roster, per-dashboard with your output, per-source with your channel count. A $20 entry and a $120 entry can invert completely at twenty clients.
Free dashboards are rarely free end-to-end
Data Studio costs nothing and connects to Google Ads natively, but pulling Meta or TikTok into the same report generally needs a paid connector such as Supermetrics.
Check who maintains the template
A blank-canvas BI tool is powerful and becomes a liability when the person who built the dashboards leaves. Templated tools trade flexibility for continuity.
White-labelling is not universal
If the report carries your brand to a client, confirm white-labelling is on the tier you are buying, not just on the platform.
Reporting is not analysis, and neither is execution
Every tool here renders data well. None of the pure reporting layers will tell you why CPA rose, and none of them can change a bid or pause an ad. Both of those happen somewhere else — so decide in advance whether that somewhere is a second tool or your team's manual time.
Check the MCC ceiling
Manager-account handling varies. Data Studio, for example, caps a Google Ads data source at 50 sub-accounts.
FAQ
What is the best Google Ads reporting tool?
What is the best free Google Ads reporting tool?
Is Looker Studio the same as Data Studio?
How much do Google Ads reporting tools cost?
Can these tools report on Google Ads and Meta Ads together?
Do I need a reporting tool if I already use Google Ads' built-in reports?
What is the difference between a reporting tool and an analytics tool?
Methodology & sources
Product capabilities and pricing were reviewed from publicly available product documentation and pricing pages, with the check date shown against each tool above. Features and pricing change — verify details with the vendor before purchasing. Capability marks reflect what each vendor states publicly; where a capability is not publicly documented we mark it "·" rather than assuming it is absent.
- GoMarble: https://www.gomarble.ai/pricing
- AgencyAnalytics: https://agencyanalytics.com/pricing
- Whatagraph: https://whatagraph.com/pricing
- Looker Studio: https://docs.cloud.google.com/data-studio/connect-to-google-ads
- Klipfolio: https://www.klipfolio.com/pricing
- Supermetrics: https://www.supermetrics.com/pricing
- NinjaCat: https://www.ninjacat.io/pricing
- Vaizle: https://vaizle.com/pricing
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