Marketing reporting software: Choosing the right tools for you

Your marketing tasks depend on the type of project you’re working on. Sometimes, you need to focus on social media, other times on ads, and other times on search engine optimization and organic reach. Reporting is the one task you’ll deal with regardless of your project.

Marketing reporting tools help you collect, analyze, and visualize data from various marketing platforms.

These tools centralize essential performance metrics, making it easier for digital marketers to measure campaign success, make data-driven decisions, and present results to stakeholders.

For agencies wanting to scale client reporting or in-house marketers optimizing workflows, selecting the right tool is key to improved data analysis.

This guide will show you what features a marketing reporting tool must have and walk you through the best tools for agencies and marketers.

What features should you look for in marketing reporting tools?

When evaluating digital marketing reporting tools, focus on key features that address your team's needs and operational goals.

• Data integration capabilities. A powerful marketing agency reporting tool must integrate data from various sources, such as social media, advertising platforms, and CRMs. This lets you combine data streams for more comprehensive reporting, eliminating time-consuming manual data entry.
• Data refresh options. Tools should allow flexible refresh intervals (hourly, daily, weekly) to suit campaign needs. For instance, hourly refreshes are vital for real-time, high-stakes campaigns like Black Friday.
• Sorting & filtering. The ability to filter and sort data efficiently is crucial for cutting through noise. Avoid overcomplicated dashboards with excessive charts. Instead, try to use one chart with interactive filters.
• Custom calculations. If you want adaptable, relevant reporting, you need custom metrics like agency margins and rule-based dimensions. Tools like Supermetrics enable custom dimensions that work across platforms.
• Automation features. Automation saves time and reduces errors in client reporting. Tools with automated data updates and scheduled report generation help agencies manage multiple clients efficiently.
• Real-time reporting. Real-time updates help teams and clients make informed decisions quickly. Quick insights prevent delays and improve campaign results.

How do marketing reporting tools help with client reporting?

Marketing reporting tools streamline client reporting by automating data collection, report generation, and visualization. They eliminate manual data entry, reducing errors and saving time while providing customizable dashboards tailored to client needs.

These tools are also essential for those working on scaling client reporting. Solutions like Supermetrics help you create reports in no time, no matter how much data you’re working with.

You’ll also need marketing reporting tools if you want to work with real-time data, which is a critical component of campaigns that require immediate action, such as sales events or inventory updates.

What are the top marketing analytics platforms?

Marketing reporting tools vary widely in functionality, from simple data visualization to advanced analytics and business intelligence. Choosing the right platform depends on your needs, whether you're running a PPC-heavy strategy, tracking SEO performance, or managing omnichannel campaigns.

Below are the top tools marketers rely on for reporting, complete with their pros, cons, and best use cases.

1. Supermetrics

Supermetrics is a data integration tool designed to centralize and automate data collection from various marketing platforms.

It’s great for those who manage multiple clients and need a quick way to create reports without manual data entry.

Supermetrics connects with platforms like Google Ads, Facebook Ads, LinkedIn, HubSpot, and many more, pulling data directly into Google Sheets, Looker Studio, Excel, or a data warehouse.

Best for:

• PPC marketers who need accurate and real-time ad performance data.
• SEO professionals pulling search analytics data from Google Search Console and Ahrefs.
• Agencies managing multiple clients who want to scale client reporting with automated workflows.
• Marketing professionals who need easy data blending across multiple sources.

Pros:

• Saves time by automating data extraction and refreshes.
• Supports a wide range of integrations for cross-platform data blending.
• No code required; works with Google Sheets, Looker Studio, Excel, and BigQuery.
• Ideal for those who need to scale client reporting quickly.

Cons:

• Pricing may be high for smaller businesses with limited budgets.
• Some platforms require additional configuration to enable full data tracking.

2. Google Analytics 4

GA4 is Google’s latest iteration of its analytics platform, focusing on event-based tracking rather than traditional session-based analytics. It provides insights into website and app performance, user behavior, and conversion paths, making it indispensable for SEO, content marketing, and user journey tracking.

Common use cases:

• SEO professionals tracking organic traffic, bounce rates, and engagement metrics.
• E-commerce businesses analyzing conversion rates and product performance.
• PPC marketers optimizing campaigns based on audience segmentation.

Pros:

• Free to use, making it accessible to all businesses.
• Strong machine learning capabilities for predictive analytics.
• Advanced cross-device tracking to understand multi-touchpoint journeys.
• Deep integration with Google Ads for tracking campaign performance.

Cons:

• Steeper learning curve compared to Universal Analytics.
• Customization is often required to set up meaningful reports.
• Limited raw data access unless connected to BigQuery.

3. Power BI

Microsoft’s Power BI is an enterprise-level business intelligence (BI) tool that helps marketers analyze complex datasets and create interactive dashboards. It’s best suited for in-depth marketing performance analysis, particularly for large organizations dealing with massive data sets.

Popular use cases:

• Enterprises tracking multi-channel marketing KPIs.
• Agencies working with advanced data modeling and predictive analytics.
• Teams requiring automated reports that integrate with CRM and sales data.

Pros:

• Excellent for data visualization and deep analytics.
• AI-powered insights for predictive trend analysis.
• Supports data integration from various sources, including SQL databases and APIs.
• Enterprise-grade security and data governance.

Cons:

• Requires technical expertise to fully utilize.
• Not as beginner-friendly as Looker Studio or Google Analytics.
• Cloud-based version has limitations in terms of data storage compared to desktop version.

4. Looker Studio

Looker Studio is a highly customizable and user-friendly data visualization tool. Its focus is ease of use, which is why it comes with‌ drag-and-drop features and pre-built templates that simplify data blending across different marketing platforms.

Common use cases:

• Agencies needing to create client-facing dashboards.
• PPC marketers visualizing ad performance across multiple platforms.
• Teams requiring data blending for holistic marketing insights.

Pros:

• Completely free with no user limits.
• Drag-and-drop interface makes it beginner-friendly.
• Supports data blending across different marketing sources.
• Native integration with Google products like GA4, Google Ads, and Google Sheets.

Cons:

• Limited built-in connectors without third-party integrations like Supermetrics.
• Can be slow with large data sets.
• Lacks advanced analytics features found in Power BI.

When considering Looker Studio vs Power BI, note that Power BI excels in large-scale data analysis, while Looker Studio focuses on ease of use and seamless data blending with multiple connectors.

5. Tableau

Tableau is a data visualization and business intelligence tool designed for companies that need to analyze large and complex datasets. It’s popular among enterprises that require scalable analytics solutions with deep customization.

Perfect for:

• Enterprises tracking cross-departmental marketing KPIs.
• Data analysts visualizing large-scale campaign performance.
• Businesses needing real-time dashboarding for decision-making.

Pros:

• Powerful data visualization capabilities.
• Supports real-time reporting for immediate insights.
• Can integrate with almost any database or marketing platform.

Cons:

• High learning curve compared to Looker Studio.
• Expensive compared to free or lower-cost alternatives.
• Requires dedicated data analysts for full utilization.

6. Spreadsheet tools

Spreadsheet tools like Google Sheets and Microsoft Excel remain two of the most widely used tools for marketing data analysis and reporting. They’re not dedicated marketing reporting platforms, but they offer great flexibility for custom calculations, data integration, and ad hoc reporting.

Both tools allow users to manually or automatically import data from marketing platforms, manipulate it using formulas, and create custom dashboards using pivot tables and charts. With automation tools like Supermetrics, Google Sheets, and Excel become even more powerful thanks to their easy data integration from multiple sources, eliminating manual data entry.

Great for:

• Marketers who prefer full control over how data is processed and visualized.
• Agencies managing custom calculations, such as ROI formulas or ad spending breakdowns.
• Teams needed lightweight, cost-effective reporting solutions without investing in a BI tool.

Pros:

• Highly flexible for custom metrics and calculations.
• No additional costs for businesses already using Google Workspace or Microsoft Office.
• Support data blending across different sources without requiring complex integrations.

Cons:

• Manual setup is required for data automation and formatting.
• No built-in real-time dashboards or interactive visualizations like Power BI or Looker Studio.
• Can be overwhelming when working with large datasets.

Choosing the right marketing reporting tool depends on your specific needs—whether it’s data integration, real-time reporting, or client-friendly dashboards. Tools like Supermetrics excel at automating data collection, while Power BI and Tableau offer advanced analytics for in-depth insights.

Looker Studio simplifies data visualization, while Google Sheets and Excel provide flexibility for custom calculations. Selecting a tool that aligns with your marketing goals allows you to streamline reporting, make data-driven decisions, and scale client reporting more effectively.

FAQs

How to choose the right marketing reporting software?

When choosing a marketing reporting software, follow a few essential steps:

• Evaluate your needs: Determine the specific data sources you need to track.
• Prioritize usability: A tool should be easy to navigate, even for team members without a technical background.
• Consider integrations: Ensure the tool supports your key platforms.

What integration capabilities should you consider?

Look for tools that support pre-built connectors for the platforms you use most. Consider options that enable custom connectors for unique data sources to support more complex data integration.

How to evaluate reporting tool costs?

Compare pricing tiers based on your expected data volume and required user seats. Tools that offer flexible pricing based on data sources and users are often more scalable for growing teams.

What are common marketing reporting challenges?

Common challenges include:

• Data silos: Disconnected data sources can lead to incomplete insights.
• Manual data entry: Time-consuming processes increase the risk of errors.
• Cross-platform reporting: Integrating data from multiple platforms often requires advanced data blending techniques.

How to handle data blending across platforms?

Look for tools that support automated data blending to combine multiple datasets, such as Supermetrics. It’s a feature that allows you to merge data fields from different sources into a unified report, making comparisons simpler and more insightful.