7 best PPC reporting platforms for agencies and small businesses

A PPC report has one job: to tell the person paying for the ads whether the money is working, in words they understand, in less time than it takes to make a coffee. Most reporting tools are built for the agency producing the report rather than the owner reading it, which is why so many owners receive a 14-page PDF every month and read the first line.

Here are seven platforms, split by who they serve. For each one: what it does, who it suits, and the catch.

1. Looker Studio

Google's free dashboard builder. It connects to Google Ads and Analytics natively, pulls in Microsoft Ads and others through connectors, and produces a live page rather than a PDF. There are hundreds of free templates. The catch: someone has to build and maintain it, and the connectors for non-Google sources are paid.

Best for: anyone who wants a free, always-current dashboard and has an afternoon to set it up.

2. Supermetrics

The connector most agencies use to feed ad data into Looker Studio, Google Sheets, Excel and warehouses. It is plumbing rather than presentation, but it is the plumbing that makes the rest work.

Best for: teams that want the data in a spreadsheet or a dashboard of their own design. Not a report in itself.

3. AgencyAnalytics

Built for agencies with many clients: white-label dashboards, scheduled PDF reports, a client login, and integrations across ads, SEO, social and email. Priced per client account.

Best for: agencies. Overkill for one business with one account.

4. Databox

A dashboard tool with a strong mobile app and goal tracking, aimed at business owners and small teams rather than agencies. Less white-labelling, more "glance at the phone".

Best for: an owner who wants the numbers on their phone each morning without building anything.

5. Swydo

An agency reporting tool focused on PPC specifically: campaign dashboards, scheduled reports, budget monitoring, and templates that speak Google Ads. Simpler than the all-channel platforms and priced accordingly.

Best for: PPC freelancers and small agencies.

6. Whatagraph

Visual, multi-channel reporting with a clean look, built for agencies sending reports to clients who will not log in to anything. Strong on presentation, priced for teams.

Best for: agencies whose clients want a pretty report.

7. Insyt

Our own product, so weigh the placement. Insyt is not a reporting platform in the sense above: it does not build dashboards. What it sends is a short weekly note to the owner, in plain words, saying what changed in the account that week, what it saved, and a one-tap undo on each change. The report exists because the work was done, rather than instead of it. For agencies, there is a console with white-label PDF reports kept in a library.

Best for: an owner who wants to know the account is being run, not to study it. Not for: anyone who wants charts.

What any good report should answer

Whatever tool produces it, a report for a business owner needs five lines, in this order: what was spent, how many enquiries were counted and whether that number is trusted, what each enquiry cost, what changed in the account this period, and what will change next. If the report you receive does not answer the fourth question, nobody is managing the account; they are describing it.

To see what the weekly note looks like for your own account, start with the free check below. It reads your website and shows what would be fixed first, no sign-up and no card.