If your agency is still copying and pasting data from multiple platforms to build client reports, you already know the pain. Many agencies call this monthly ritual "Hell Week." And it's a process that eats into the hours you could spend on strategy, optimizing campaigns, and growing your business.
An agency dashboard puts all of your client data in one place. SEO, PPC, social media, Google Analytics, call tracking, email performance… it's all there. No more logging into 10 different platforms, taking screenshots, or wrestling with spreadsheets.
AgencyAnalytics is agency dashboard software built specifically for marketing agencies. Over 7,000 agencies use it to track performance, automate reporting, and show clients exactly what their marketing dollars are doing.
An overview of the 31 most important digital marketing analytics that your agency should track to create relevant and actionable client reports & dashboards.
Discover eight marketing report examples with the KPIs, sections, and best practices agencies use to show ROI, explain results, and automate client reporting.
Focusing on the key performance indicators is how your agency demonstrates its value to clients–and tracks their goal progression. And an automated KPI dashboard streamlines your client reporting, keeping everyone informed with just the right amount of information.
Sep 15, 2025
Let's take a look at what makes a great agency dashboard, the features that matter most, and examples you can start using today.
Key takeaways
An agency dashboard pulls data from SEO, PPC, social media, email, and web analytics tools into one view. Your team stops switching between ad platforms and starts focusing on the insights that move the needle for clients.
Every campaign, every channel, every key metric, accessible in real time. When you see what's working (and what's not) at a glance, you make smarter decisions faster—and your clients see it too.
What is an agency dashboard?
An agency dashboard is a centralized, visual reporting tool that pulls marketing data from multiple platforms into one live view. Instead of exporting spreadsheets from Google Ads, logging into Facebook Ads Manager, or manually checking search engine results in Google Search Console, an agency dashboard does the data collection for you.
An agency dashboard is your agency's command center. It connects to the analytics tools your team already uses and displays the key metrics that matter to each client, updated in real time.
As an agency, the client's active campaign dashboard and final report showcase our work. It's important that we present key metrics accurately in an easy-to-digest way. That way, we're able to identify insights that lead to actionable campaign optimizations, whether that is in real-time or a takeaway for future marketing campaigns.
How an agency dashboard differs from a marketing report
A marketing dashboard is live. It updates automatically and gives your team and clients real-time access to performance data whenever they need it. A marketing report, on the other hand, is a snapshot. It's a static document sent at the end of a week, month, or campaign to summarize what happened.
Most agencies need both. The dashboard for day-to-day monitoring and optimizing, and the report for monthly client communication. With the right tool, you can generate both from the same data. For inspiration, check out these marketing report examples agencies are using right now.
Who needs an agency dashboard
Agency dashboards are built for the people managing multiple marketing campaigns across multiple clients. That includes agency owners, operations leaders, and account managers. But they're also useful for clients who want a window into their own performance data without needing to call you every week.
Whether you're an SEO agency tracking keyword rankings for 30 clients, a PPC shop managing Google Ads spend across dozens of accounts, or a full-service agency handling everything from social media to email, a dashboard keeps everyone aligned and informed.
Why agencies use dashboards to grow and retain clients
A well-built agency dashboard is more than a reporting tool. It's how you prove your value, keep clients longer, and free up your team to focus on the work that actually grows your business.
Here's a quick overview of the benefits, followed by a deeper look at each one.
Benefit
What it means for your agency
Reduce manual reporting
Automated data collection replaces hours of copy-paste work each month.
Turn data into stories
Visual dashboards make it easy to communicate results to clients who aren't data experts.
Improve campaign visibility
See performance changes across all clients and channels in a single view.
Save time at scale
As your client list grows, templates and automation keep reporting manageable.
Control client access
Flexible permissions let you share exactly what each client or team member needs to see.
Reduce manual reporting and human error
Marketing dashboards automate the process of report creation. Instead of taking screenshots or piecing together data by hand, the tool retrieves data across several platforms on your behalf.
That means fewer mistakes and more time for high-level activities. When you're managing multiple clients with campaigns running on different ad platforms, automation is the difference between staying afloat and actually growing.
Our reporting process has undergone a remarkable transformation, bringing newfound ease, efficiency, and client satisfaction. AgencyAnalytics' user-friendly interface has made it incredibly easy to navigate and generate comprehensive reports with just a few clicks.
Data alone is hard for most clients to interpret. A marketing dashboard with clear visualizations makes the story obvious. Use charts to show how SEO growth connects to increased website traffic, or how ad spend on Google Ads translates into conversions and revenue.
That's the difference between a client who understands your value and one who's wondering what they're paying for.
It's very difficult to explain the value of a service to a client without visuals. Using the web analytics report and the SEO reports side by side, helps us show our clients a correlation between SEO and Traffic. We merge this data with a custom template that tracts conversions, and stripe data to show that traffic growth–from SEO and PPC–does have an impact on the number of conversions and revenue (Their bottom line).
For best results, craft an executive summary that highlights top marketing performance metrics across your client's various channels. This will help communicate what is working, what's falling short, and what your agency plans to do next.
When all the data lives in a single dashboard, it's much easier to quickly identify areas of opportunity and make changes to client campaigns when needed. You can spot performance changes early, analyze different metrics across channels, and keep your whole team on the same page.
For agencies managing multiple marketing campaigns across locations or brands, roll-up dashboards consolidate everything into one overview without losing the detail.
Dashboards provide a clear overview of our performance throughout the month, giving us enough time to make a change to improve our clients' ROI at the end of the month.
Marketing dashboards dramatically reduce reporting time and costs. Automation replaces the hours spent manually collecting data, formatting spreadsheets, and building reports from scratch.
Case in point: One SEO agency saved over $100,000 per year using the marketing dashboards and agency reporting tools in AgencyAnalytics.
We manage close to 200 partners, and AgencyAnalytics is how we do our digital marketing reporting. When you're tracking SEO, PPC, Social Media, and email marketing campaigns, it can be time-consuming. This is why having a template and dashboard that efficiently does it all is a game changer.
A platform like AgencyAnalytics includes powerful admin settings that give agencies the option to assign user permissions at the campaign level. This ensures each team member and client views only what's relevant to them. It protects sensitive information and keeps collaboration efficient through secure client portals with role-based visibility.
Having the ability to share access to the live dashboards with clients allows them to dive deeper into the analytics without needing us to dig up specific metrics on their behalf. This has reduced the number of requests/calls we receive from clients throughout the month.
Generic business intelligence tools weren't built with marketing agencies in mind. When you're evaluating agency dashboard software, these are the features that separate purpose-built platforms from the rest.
White-label dashboards and reports
Your dashboard should look like it belongs to your agency, not a third-party tool. White labeling lets you add your logo, brand colors, and even a custom domain to every dashboard and report you share. It's a small detail that makes a big impression on clients and reinforces your agency's professionalism.
Automated client reporting
The best agency dashboards let you schedule automated reports that go out to clients on a monthly, weekly, or custom cadence. No more scrambling at the end of the month. Reports generate and send themselves, so your team can focus on campaign strategy instead of formatting PDFs.
Real-time data and alerts
Stale data leads to missed opportunities. Look for a dashboard that pulls live data from all connected platforms, and sends alerts when there are significant performance changes. That way, you can react to drops in traffic or spikes in ad spend before they become bigger problems.
Multi-channel integrations
Your agency's dashboard is only as useful as the data it can access. A platform with 85+ marketing integrations gives you the ability to pull data from Google Ads, Google Analytics, Facebook, Instagram, TikTok, YouTube, Shopify, Mailchimp, CallRail, and dozens of other services your clients depend on. If a tool can't connect to the platforms you use, it's going to create more work, not less.
Client portals and user permissions
Give clients their own login to view their dashboard whenever they want. At the same time, control exactly what they can see. Good agency dashboard software lets you set permissions at the campaign level, so each client, team member, or stakeholder sees the data that's relevant to them.
Custom metrics, goals, and templates
Every client has different KPIs. Your dashboard should let you create custom metrics, set goals, and build reusable templates that speed up onboarding for new clients. Being able to generate a new client dashboard from a template in minutes (instead of building one from scratch) is a serious time saver.
AI-powered insights and anomaly detection
Modern agency dashboards use AI to surface valuable insights automatically. Instead of combing through data yourself, AI reporting insights can identify what's working, flag what needs attention, and even write a first draft of your client's executive summary. It's like giving every account manager a data analyst sidekick.
What should an agency dashboard include?
A well-built agency dashboard tracks the metrics that prove ROI across every channel you manage. At a high level, those fall into a few categories: executive KPIs, channel-specific performance data, lead generation metrics, and revenue indicators.
The exact metrics depend on the campaigns you're managing and the integrations connected. Here are the ones that matter most.
Executive summary KPIs
Start every dashboard with a top-level overview. Include total leads, conversions, campaign revenue, and cost efficiency metrics. This gives clients (and your own leadership team) an instant sense of how things are going without needing to dig into every webpage or channel.
SEO performance metrics
For search engine optimization campaigns, track keyword rankings, organic traffic, backlinks, and site health. SEO KPIs show whether your keyword research and content strategy are paying off on the search engine results page.
PPC performance metrics
For paid campaigns across Google Ads, Bing Ads, Facebook Ads, and other ad platforms, include impressions, clicks, spend, CPC, conversions, and ROAS. This gives a complete view of how each ads campaign performs against its budget.
Social media performance metrics
Social media analytics measure engagement, reach, and follower growth across platforms. Whether you're managing Facebook, Instagram, TikTok, or YouTube, these metrics show how well your content strategy is building brand presence.
Metric
Purpose
Leads
Highlights new opportunities entering the sales pipeline through lead generation efforts.
Conversions
Shows how many leads convert into customers, clearly demonstrating ROI.
Campaign revenue
Measures revenue generated directly from active marketing campaigns.
Micro conversions
Tracks smaller but meaningful actions, such as cart adds, demo requests, or trial sign-ups.
Measures engagement, reach, and follower growth across platforms to gauge brand presence.
Email marketing metrics
Tracks sends, opens, clicks, and subscriber growth to evaluate campaign performance.
PPC metrics
Includes impressions, clicks, spend, conversions, and ROI for a complete view of paid campaigns.
Reputation management metrics
Consolidates ratings and reviews from across the web to monitor brand sentiment.
Geographic data insights
Identifies where traffic, leads, and revenue originate to refine targeting and strategy.
Lead generation and conversion metrics
Track leads, conversion rate, micro conversions (like demo requests or trial sign-ups), and call tracking data. For service-based businesses, monitoring inbound call activity is just as important as tracking form fills on a webpage.
Revenue, ROI, and cost efficiency metrics
Ultimately, clients want to know if their marketing investment is paying off. Include campaign revenue, cost per conversion, and geographic data insights to show where traffic, sales, and revenue originate. These metrics help refine your marketing strategy and demonstrate real impact on the client's bottom line.
Create custom goals inside any agency dashboard and track performance against key targets. Explore the full range of features in AgencyAnalytics,free for 14 days.
Agency dashboard examples and templates by use case
The right dashboard template helps your agency streamline data collection and present key marketing metrics in a clear, actionable way. Below are the most popular agency dashboard templates in AgencyAnalytics, organized by use case.
SEO dashboard template
The SEO dashboard template tracks every metric that matters for organic search performance. Monitor keyword rankings, organic traffic, backlinks, and conversions in real time. Consolidate Google Analytics data, Google Search Console metrics, Semrush insights, and even Bing Webmaster Tools data.
For SEO agencies, this template makes it easy to visualize progress toward marketing objectives, prove the long-term value of SEO, and connect search engine improvements to tangible growth. You can track relevant keywords, build a keyword list for each client, and show how your keyword ideas translate into real traffic. Some agencies even pair this with an agency dashboard SEO extension or Chrome extension to review on-page tags and webpage performance alongside their reporting.
The PPC dashboard template consolidates campaign performance data from Google Ads, Bing Ads, Facebook Ads, LinkedIn Ads, and more. Compare spend, conversions, and ROI across marketing platforms to see which campaigns perform best.
It's easy to quickly flip those live stats into a downloadable document or customize a pre-built PPC report template. Whether you're running search ads, shopping campaigns, or display placements, this template gives you an all in one dashboard for paid media.
Agency Tip: Also run paid search for your clients? Create a dedicated PPC report that highlights specific PPC KPIs that your clients are interested in. Get started in minutes with our PPC report template.
Social media dashboard template
The social media dashboard template centralizes data from all your clients' social networks, including Facebook, Instagram, LinkedIn, TikTok, and YouTube. Track engagement, reach, and follower growth in real time across every platform.
Instead of building separate reports for each social channel, this template combines organic and paid social data into one view. Monitor which posts perform best, analyze audience growth, and spot creative trends. It's the most efficient way to manage multi-platform social media reporting and show clients the full impact of their social presence.
Agency Tip: Use the social media reporting template to streamline your workflow. It can automate recurring reports, highlight top-performing content, and keep clients updated on results.
Web analytics dashboard template
A web analytics dashboard tracks key marketing metrics from Google Analytics, including total traffic, top-performing pages, bounce rate, revenue, goals, and user sessions. This gives a clear view of how visitors engage with a client's website, making it easy to analyze website performance in one place.
For agencies, this template helps connect the dots between marketing efforts and on-site behavior. Show clients exactly which campaigns are driving traffic, where visitors drop off, and which pages generate the most conversions.
Agency Tip: Provide clients with real-time access to their web analytics dashboard through a dedicated login. Alternatively, automate updates using the web analytics report template. This will keep clients informed at regular intervals.
Ecommerce dashboard template
When you're managing marketing campaigns through Shopify, WooCommerce, or any other ecommerce platform, tracking results is important to the store's profitability and growth.
The ecommerce dashboard saves time by tracking all these marketing efforts in one centralized place, from PPC and SEO to sales and revenue. For agencies working with ecommerce businesses, it's the fastest way to connect ad spend to actual product sales.
The executive dashboard template provides a broader, top-level view of all marketing efforts, both digital and offline. It combines data from multiple sources to show how every initiative contributes to overall growth.
This is the dashboard you share with a client's CEO or VP of Marketing. It focuses on the metrics executives care about most: revenue impact, cost per acquisition, lead volume, and high-level channel comparisons. It answers the question "is this working?" without getting lost in granular campaign data.
For agencies managing franchises, multi-location businesses, or clients with multiple brands, a roll-up dashboard brings it all together. Instead of reviewing each location's data separately, this template consolidates metrics across all accounts into a single overview.
You can compare performance by location, identify which markets are outperforming others, and spot trends across the entire portfolio. AgencyAnalytics' roll-up reporting feature was built specifically for this use case. Try it free for 14 days.
How to choose the best agency dashboard software
Not all marketing dashboard tools are built the same. The right platform should fit your agency's workflow, scale with your growth, and make client reporting feel easy. Here's what to evaluate.
Ease of use and setup time
A great agency dashboard shouldn't require a developer to set up. Look for a user-friendly platform where your team can build dashboards in as little as 11 seconds and create a client report in under 30 minutes (source). If onboarding takes weeks, it's going to gather dust.
Integration depth and data quality
The whole point of a marketing dashboard tool is to consolidate data. If the platform doesn't connect to the ad platforms, analytics tools, and services your clients use, you'll end up back in the world of manual data entry. Look for a platform with deep integrations, not shallow ones that only pull a few basic metrics.
Flexibility for different stakeholders
Your account manager needs a different view than your client's CMO. The best agency dashboard software lets you build customized views for different audiences. That means executive summaries for leadership, detailed channel breakdowns for your team, and clean, branded portals for clients.
Pricing, scalability, and support
Transparent pricing that scales with your agency is a must. If adding 10 new clients means your monthly bill doubles, that's a growth problem, not a growth tool. Look for a subscription model that fits agencies of all sizes, backed by responsive customer support when something needs attention.
Before we used AgencyAnalytics, we were spending a lot of time manually creating and updating customized spreadsheet reports. When we found AgencyAnalytics, we cut reporting time by over 80%. Thanks to templated and automated reports, we no longer have to spend hours each month on analytics.
Why AgencyAnalytics is built for agency dashboards
AgencyAnalytics isn't a generic BI tool. It's the reporting platform built for marketing agencies. Everything from the dashboard builder to the client access controls was designed around how agencies actually work. Here's what that looks like in practice.
85+ marketing integrations in one platform
Connect to 85+ marketing integrations across SEO, PPC, social media, email, ecommerce, call tracking, and review management. Google Analytics, Google Ads, Facebook, Instagram, Shopify, Mailchimp, Semrush, Ahrefs… the list keeps growing. All your client data flows into one dashboard automatically.
Smart Dashboard Builder and prebuilt templates
Build dashboards in as little as 11 seconds using the Smart Dashboard Builder, or start from a prebuilt template and customize it. Add widgets, rearrange layouts, create custom metrics, and replicate templates across clients for faster onboarding. With more features being added regularly, the platform keeps getting better at helping you manage campaigns in fewer steps.
Client-ready reports, portals, and white labeling
Every dashboard and report can be white labeled with your agency's logo, colors, and custom domain. Give clients their own secure login to view live dashboards, or schedule automated KPI dashboard reports that land in their inbox on a set schedule. It all looks like it came from your team, because it did.
AI summaries, forecasting, and anomaly detection
AI reporting insights in AgencyAnalytics can generate executive summaries, identify performance anomalies, and surface the insights your team would otherwise spend hours looking for. It's the fastest way to review campaign data and give clients the valuable insights they're paying for.
The integrations with Mailchimp and Klaviyo make it easy for us to report on specific email campaigns and overall channel performance without having to copy and paste metrics from each platform. Also, having the ability to share access to live dashboards allows clients to dive deeper into the analytics without needing us to dig up specific metrics on their behalf. This has reduced the number of requests/calls we receive throughout the month.
Bryan Lozano, Vice President of Operations, Ad-Apt
Start building your agency dashboard
If reporting still means juggling data from multiple platforms, it's time to simplify that process. An agency dashboard built for marketing agencies gives you the visibility to make better decisions, the automation to save hours every month, and the client-facing polish to prove your success.
Factor
What to Look For
Ease of use
A user-friendly setup that doesn't require coding or technical expertise. Your team should be able to create and share reports in minutes.
Functionality
Core features like custom metrics, report templates, white labeling, and automation for recurring client reports.
Flexibility
The ability to add, remove, or adjust widgets, charts, and metrics as client needs evolve.
Pricing
Transparent, affordable pricing that fits your agency's size and client load—ideally on a scalable subscription model.
Scalability
A platform that grows with your agency and can easily support additional clients, data sources, and reports.
Innovation
Ongoing product improvements, frequent integration updates, and new features that keep your agency ahead of the curve.
With AgencyAnalytics:
Pull data from 85+ platforms into one dashboard, reducing admin work and giving you a real-time overview of every client.
Use prebuilt templates for SEO, PPC, social, email, and ecommerce to generate dashboards fast.
White label everything with your brand colors, logo, and custom domain.
Automate monthly reporting so you can focus on campaign strategy and growing your agency's revenue.
Use AI-powered insights to identify what's working and surface the data your clients care about.
Time is valuable. With a great dashboard to give a quick overview of client performance, we spend more time on improvements. As an agency, that is a very important aspect to continue our growth and give our clients the best services possible.
Frequently asked questions about agency dashboards
With AgencyAnalytics, you can build a client dashboard in minutes. Connect your integrations, choose a template, customize the layout, and it's ready to share. Most agencies have their first dashboard live within the same day they sign up.
Yes. AgencyAnalytics lets you create dedicated client logins so each client can access their own live dashboard at any time. You control what they see through user permissions, so there's no risk of exposing sensitive data from other accounts.
A dashboard is a live, always-updated view of your client's marketing performance. A report is a static document sent at a specific point in time. Dashboards are great for ongoing monitoring and quick check-ins. Reports are best for structured monthly or weekly updates with context and analysis.
It depends on the channels you manage. If you're running SEO, PPC, social media, and email campaigns for clients, you'll want a platform that connects to all of those tools natively. AgencyAnalytics offers 85+ integrations, which cover the vast majority of platforms agencies use across the digital marketing analytics process.
Security is critical when you're handling client data across multiple platforms. AgencyAnalytics uses encrypted connections, role-based access controls, and secure client portals to keep data safe. Each user only sees the campaigns and data they've been given permission to access.
Written by
Paul Stainton
Paul Stainton is a digital marketing leader with extensive experience creating brand value through digital transformation, eCommerce strategies, brand strategy, and go-to-market execution.
