How Layer uses Claude and Supermetrics to turn 10-Hour reports into 20-minute tasks

For a digital agency, delivering accurate data quickly is the foundation of strong client relationships. Layer relies on Supermetrics to feed its marketing data directly into Claude , opening up new ways to work with clients and handle the reporting requests that matter most.

The agency challenge

Layer has long relied on Looker Studio dashboards as a core part of its reporting setup — and that remains the case. But as client needs evolved, the team noticed a gap: certain requests, particularly bespoke or multi-channel queries, were falling outside what a standard dashboard could handle efficiently.

Blending multiple data sources caused performance and stability issues in some setups. Dashboards would occasionally break or require refreshing right when clients logged in to check their live metrics — creating frustration at moments when reliability mattered most.

On top of this, time-sensitive, custom reporting requests required hours of manual data extraction and spreadsheet work. The team was spending more time gathering data than acting on it.

Building a conversational data layer

Layer began exploring whether Supermetrics for Claude could offer a faster, more flexible way to handle the reporting tasks that sit outside a standard dashboard workflow.

By connecting their unified marketing data directly to Claude, the team gained a conversational interface for pulling and analyzing data quickly. Before rolling it out to clients, Morten Kleven from Layer spent several weeks rigorously testing and validating the AI’s output. After extensive testing, he confirmed there were zero hallucinations or incorrect data points.

With that confidence in place, Layer began applying the integration across a wider range of client reporting scenarios.

How Supermetrics powers smarter decisions

1. Turning 10-hour tasks into 20-minute conversations

When clients ask for specific, multi-channel reports, it typically requires hours of manual data extraction and spreadsheet formatting. With Supermetrics and Claude handling the data-gathering step, the team can redirect that time towards the work that actually moves clients forward.

Tasks that once required up to 10 hours to build can now be generated and formatted in just 20 minutes. Of those 20 minutes, 17 are simply spent dropping the perfectly clean data into the client’s final Google Sheet. That shift in capacity allows the team to be more responsive, take on more work, and spend more time on what they do best.

2. Building client trust with flawless accuracy

Reliability is at the heart of Layer’s client relationships. With Supermetrics and Claude, the team can deliver fast, accurate answers to client questions without hesitation. Every recommendation is backed by data that has been rigorously validated — giving both the agency and its clients confidence in what they’re seeing, whether the request is routine or highly specific.

3. Delivering bespoke client insights on demand

Clients often run short-term initiatives — a two-week push, a specific quarterly campaign — that call for highly customized reporting. These kinds of requests can be difficult to accommodate within a standard dashboard setup, particularly when the brief is narrow or time-sensitive.

With the Supermetrics and Claude integration, Layer can pull the exact data needed and deliver a clean, formatted response on the fly. If a client sends over a detailed reporting brief or asks a specific question about their performance, the team can respond quickly and precisely — providing a level of flexibility that supports clients’ immediate goals, whatever shape those take.

4. Exploring what’s next: strategic output at scale

Beyond day-to-day reporting, Layer is beginning to explore how the integration could reduce the manual workload in other areas of agency life — including time-intensive processes where pulling historical performance data is currently a significant bottleneck.

This is still an area the team is actively developing and testing. But the direction is clear: as the integration matures, Layer sees real potential for it to reshape how they approach some of the most time-consuming parts of agency planning.

Outcome and impact

Since adopting Supermetrics for Claude , Layer has seen meaningful changes to how the team works:

• Massive time savings: 10-hour reporting tasks reduced to just 20 minutes.
• Improved accuracy: Zero hallucinations or data errors found during extensive, multi-week validation.
• Freed-up capacity: Time previously spent on manual data preparation is now available for strategy and client service.
• Greater responsiveness: The team can handle bespoke, ad hoc client requests quickly, sitting alongside their existing reporting setup.

Layer is just one example of how teams are using Supermetrics to unlock faster, more flexible ways of working with theirs and their client’s marketing data.