Reporting and dashboards

Reporting tools collect numbers from the ad platforms and turn them into reports that clients and managers will read. Without them, someone exports spreadsheets from Google, Microsoft and Meta every month and stitches them together by hand.

There are two main approaches. Dashboard tools such as AgencyAnalytics, Swydo, DashThis and Whatagraph give ready templates and send reports on a schedule, which suits agencies with many clients. Data tools such as Supermetrics, Funnel and Windsor.ai move raw data into Looker Studio, Google Sheets or a data warehouse, where you build your own reports.

Looker Studio is free and connects directly to Google's own products. For other platforms it usually needs a paid connector. Many teams combine Looker Studio for the report with a connector for the data, which keeps costs down while covering several ad platforms.

Decide what a report is for before building it. A client report should show spend, results and cost per result against the goal, with a few lines on what changed and what happens next. A long page of every metric hides the answer to the question the reader came with.

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8 AI PPC tools in reporting and dashboards

Looker Studio

by Google

Free Google dashboard tool that connects to Google Ads, Analytics and other sources to build shareable reports.

  • Free to use or free plan
  • Works with Google Ads

Supermetrics

Moves marketing data from ad platforms into Google Sheets, Looker Studio, Excel and data warehouses for reporting.

  • Works with Google Ads
  • Works with Meta ads

AgencyAnalytics

Client reporting platform for agencies, with dashboards and scheduled reports across ad, SEO and social channels.

  • Works with Google Ads
  • Works with Meta ads

Swydo

Reporting and monitoring tool for PPC and social ads, built for agencies sending regular client reports.

DashThis

Dashboard tool that pulls marketing data into one report with ready templates for PPC and social campaigns.

Whatagraph

Marketing reporting platform that combines ad, analytics and social data into visual reports.

Funnel

Marketing data platform that collects and cleans data from ad platforms for reporting and analysis.

Windsor.ai

Connectors that send ad and marketing data into Looker Studio, Sheets, BigQuery and other destinations.

Expect numbers to differ between sources. Ad platforms, analytics tools and your CRM count conversions in different ways and on different time windows, so agree on which source is the official one for each figure and say so in the report.

Think about who reads the report and how often. A business owner may want one page each month with spend, leads and cost per lead. A marketing manager may want weekly detail by campaign. An agency may need white-labeled reports for many clients. Choose the tool that fits that rhythm instead of the one with the most chart types.

Check the data limits before you commit. Some tools cap the number of data sources, accounts or refreshes per day, and some keep only a limited history. If you plan to compare this year with last year, make sure the tool can pull or store that much data.

Add context to the numbers. A short note on what changed this month, such as a new campaign, a price change, a holiday or a tracking fix, explains swings that a chart alone cannot. Readers trust a report more when it explains a bad month plainly than when it hides it among extra charts, and the notes make next year's comparison easier.

Questions about reporting and dashboards

Is Looker Studio enough for PPC reports?

For Google Ads and Analytics it often is, and it is free. For Meta, Microsoft or LinkedIn data you usually add a paid connector or use a reporting tool that includes them.

Why do my reports show different conversion numbers?

Each platform counts conversions in its own way, with different attribution windows and rules. Pick one source as the reference for each number and label it clearly in the report.

Can reports be sent automatically?

Most reporting tools listed here schedule reports by email or share live dashboards by link, so clients can check results without a monthly export.

What should a PPC report include?

Spend, results and cost per result against the agreed goal, the main changes made, and what you plan next. Extra charts are useful only if someone acts on them.

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