How To Create a Custom Reporting Dashboard for Agency Clients

Custom reporting dashboards set your agency apart from the pack. Beyond tracking real-time data, this approach shows clients you’re dedicated to meeting their individual needs, so much so that you’re willing to create a reporting framework specifically tailored to their unique goals. This level of detail adds to your agency’s value proposition, all while demonstrating your expertise and attention to detail. 

While pre-built dashboard templates certainly save time and remove the hassle of starting from scratch, some clients need more. Whether it’s rearranging widgets to highlight critical metrics or adding data from multiple campaigns, a bit of customization makes all the difference. 

Even if you know the value of tailored dashboards, this extra step might feel overwhelming with everything else on your plate. There’s some good news, though–it doesn’t have to be complicated or time-consuming.

In this article, we’ll dive into the advantages of custom dashboards, share tips for making the process smoother, and provide a step-by-step guide for creating one in AgencyAnalytics.

Why Your Agency Needs Custom Client Reporting Dashboards

No two campaigns are the same. That means their dashboards shouldn’t be, either.

Take two clients running campaigns on Google Ads, for example. One client is an ecommerce brand aiming to boost revenue and meet aggressive targets. As a result, their dashboard might include detailed sales data, shopping cart abandonment rates, and conversion rates. 

On the other hand, a client with an upcoming restaurant launch is concerned with building brand awareness. They might prioritize metrics like video views and social engagement to measure the effectiveness of their branding efforts.

While both clients use the same platform, success looks different.

The ability to customize every aspect of reporting has allowed us to create an end result that gives clients the answers they need.

Ryan Gross, CEO, Local Leap Marketing

Plus, marketing campaigns don’t exist in siloes. As a result, your agency must have a strategic approach to show the relationship between various campaigns. For example, a client’s PPC campaign may drive qualified traffic, but your UX/UI optimizations may have also contributed directly to the uptick in sales after those visitors arrived on the website.

By integrating multiple data sets into a custom dashboard, it’s much easier to create a cohesive view of overall performance. 

How To Build a Custom Reporting Dashboard in AgencyAnalytics

Creating a custom dashboard in AgencyAnalytics is quick and seamless–here’s exactly how to do it.

1. Identify Your Client’s Objectives

To get started, clarify what your client wants to achieve. This step ensures you’ll develop a dashboard packed with valuable, data-driven insights—not just something visually appealing.

Clear objectives help us define the direction and purpose of the marketing campaign. They provide a well-defined focus and ensure that all efforts align with achieving the desired outcomes. They’re also necessary for accountability, resource allocation, and strategy development.

Anatoly Zadorozhnyy, SEO Manager, Marketing1on1

During this foundational stage, ask questions like: 

• What Are Your Primary Goals? Verify what your client is most concerned about (e.g., increasing brand awareness, generating leads, or boosting sales).

• Which Key Performance Indicators Matter Most to Your Business? Identify relevant data points that align with your client’s previously stated objectives. For example, success may look like reaching a specific conversion rate or reducing customer acquisition costs. 

• Are There Specific Marketing Platforms You’d Like to Prioritize? Determine whether your client wants to focus on a particular channel or campaign type. It’s also a good idea to share recommendations based on your experience.

• What Challenges Are You Currently Facing? Understanding your client’s pain points helps prioritize metrics and address their biggest obstacles. For example, if they’re struggling with high bounce rates, highlight this data in their customizable dashboard and monitor trends over time.

2. Set up Your Client’s Integrations

Next, connect your client’s marketing platforms to AgencyAnalytics.

To get started, sign in to your AgencyAnalytics account and head to “Integrations” in the left-hand menu.

Choose from the extensive list of 80+ integrations to streamline data collection. For easy reference, they’re categorized by Analytics, Call Tracking, Database, Ecommerce, Email, Local, Paid Ads, SEO, and Social.

After selecting your client’s integrations, follow the on-screen steps to connect this platform to AgencyAnalytics successfully. Repeat this process as needed to include all the data you need to showcase.

3. Choose a Pre-Built Template, Generate a Smart Dashboard, or Build a Custom Section

After setting up your client’s integrations, it’s time to get crackin’ on creating a sleek, custom dashboard. Here’s a quick breakdown of your options in AgencyAnalytics, along with use cases and more detailed explanations. 

Easily Customize a Pre-Built Dashboard Template

A pre-built dashboard is a great starting point if your client’s campaigns are focused on a specific marketing platform or area (e.g., SEO, PPC). 

These templates include intuitive dashboard sections and polished layouts, making them perfect for clients with standard reporting needs. Use them as a starting point and customize them as needed. That way, you won’t have to build a dashboard from scratch. The best part? It’s also possible to pull this data into a downloadable custom report (if your client prefers this format). 

Here are some examples of the top dashboard templates to explore in the AgencyAnalytics platform for quick reference. 

Generate a Smart Dashboard for a Quick, Seamless Approach

Curious about the most time-efficient way to create a custom dashboard?

Look no further than the Smart Dashboard feature! In a few seconds, generate a visual display that automatically populates with insightful metrics based on your client’s unique integrations. Here’s the best part–it’s fully customizable!

To get started: 

• Head to your AgencyAnalytics account and choose your desired client campaign.

• If you've previously created dashboard sections, click the three dots under “Overview” and select “+Add” (like the example below). 

• If you’re creating a new dashboard section for the first time, you’ll be guided through the process via an on-screen prompt.

• Click the “Create a Smart Section” option. Then, watch as the interface populates with metrics from your client’s specific integrations. It’s that easy!

Build Your Own Custom Dashboard Section

Sometimes, you might prefer to do your own thing. 

Creating a custom dashboard section allows you to share insights tailored to each client’s business needs. Also, it’s easy to replicate, which could streamline the onboarding process whenever a new client comes along.

To create a custom dashboard section:

• Click on your client’s campaign in your AgencyAnalytics account.

• Like the above example, click the three small dots followed by “+Add” (if you’ve created sections before). Otherwise, you’ll be prompted to do so.

• Choose the “Create a blank dashboard section” option.

• After naming your section, simply drag and drop metrics from the dashboard editor. That’s it! 

4. Customize Your Dashboard as Needed

Now, it’s time to personalize your dashboard to create tailored solutions for clients. 

Adjust data visualization elements, create custom metrics, compare data points, and even add your branding to elevate the reporting experience—it’s all possible with one custom reporting tool.

AgencyAnalytics provides incredible value for the price, especially compared to the alternatives. It’s turnkey in many regards but also allows for in-depth customization. The support team is responsive and actually helpful. And they never stop innovating! It’s an awesome tool for clients to use. We also dive into the data on a daily basis to get key insights into how our accounts and campaigns are performing.

Matthew Regenie, CEO, Prospect Future

Wondering how it works? Here’s a rundown of what you can do with AgencyAnalytics.

5. Use AI Reporting Features for Deeper Insights in a Fraction of the Time

Efficiency is the name of the game for agencies.

To complement our existing suite of features, we recently rolled out Ask AI and AI Summary–the latest evolutions in client reporting.

With Ask AI, run a comprehensive data analysis, generate actionable recommendations, and even pinpoint not-so-obvious trends. It adds an extra layer of customization to client reporting, offering on-demand insights in literally a few seconds. 

Here’s a tip: Add a text box with key findings directly in your client’s dashboard. That way, they’ll quickly grasp key takeaways and understand campaign performance. 

For more context, here’s an overview of the available pre-defined prompts and brief explanations. And if you’ve got another question, no problem–Ask AI. 

Similarly, AI Summary quickly generates an overview of campaign performance in little to no time. Think about it–clients are busy and don’t always have the bandwidth to explore everything in their dashboard.

To maximize their time, include this summary at the very top of their dashboard. All you have to do is click “Edit Dashboard Section” in the top right corner and go to “Objects.” Then, drag the AI Summary widget to the top of your dashboard and watch it auto-populate with an overview of your client’s campaign performance.

Using the AI features in AgencyAnalytics helps us summarize data much faster than reading through results, typing up an email, and sending it to the client. The predictive analytics in Ask AI has undoubtedly increased our productivity, helping us to do things much faster.

Kevin Watts, Founder, Raincross

Editing this summary is also simple–just click the “Edit” icon at the top right corner of the widget.

Create Customizable Dashboards And Take Client Reporting to the Next Level 

As your agency grows, it’s essential to invest in the right systems to save time without compromising service.

Creating custom dashboards is a way to share tailored results in a professional, palatable format. It doesn’t have to be complicated, either. With AgencyAnalytics, streamline the entire process and reclaim billable hours to focus on what matters most: Delivering top-notch results.

Here’s the most valuable advice we can give about client reporting: Make sure you learn how to utilize all the features available in AgencyAnalytics. If you aren't integrating all of your clients’ data points, creating custom dashboards, and setting up automated report notifications, you’re missing out.

Graham Lumley, Director of Growth Marketing, Blackhawk 

To sum things up, use this client reporting tool to:

• Create Customizable Dashboards Based on Individual Needs: Determine what your client wants to achieve and build a dashboard that reflects their unique goals. Do they need to see granular insights from a specific data source or a consolidated overview of campaign performance? You decide!

• Custom Report Creation: With a dashboard in place, it's easy to create reports in seconds. Generate exportable reports or send these comprehensive data insights via email! Browse the comprehensive report template gallery to see dozens of sample reports.

• Consolidate Insights Across 80+ Platforms: If your client runs multiple campaigns, create a custom dashboard to integrate data into one centralized location and paint the complete picture.

• Optimize The Client Onboarding Process: A custom dashboard doesn’t have to be a one-time thing. Quickly replicate and tailor it each time a new client comes along, which saves time during this initial setup phase.

• Access On-Demand Data Insights via AI-Powered Features: No need to dwell over metrics or spend too much time summarizing complex data. Use Ask AI and AI Summary to produce actionable insights, which will help clients make informed decisions. 

Go the extra mile by creating custom dashboards that align with client objectives. Toggle with data visualizations, add white labeling, and export custom reports–try AgencyAnalytics today, free for 14 days.