Whatagraph Review
Multi-source marketing data in one place, built for agencies that live and die by client reports
Whatagraph is a mature reporting platform with strong multi-source data blending and white-label delivery. The pricing is steep for smaller agencies at €199/month, but the feature set justifies it when you are managing 10 or more client reporting accounts. It is not a lightweight tool, and the learning curve for custom data source groups is real.
Pros and cons
- Connects and blends data from 40+ marketing sources in a single dashboard
- White-label reporting with custom domain and branding included
- Public API for programmatic data access and automation
- Source groups let you combine data across accounts without manual merges
- Go plan includes unlimited reports and users on an annual contract
- No free tier and no trial listed publicly; you commit at €199/month minimum
- Max plan at €699/month is a significant jump with limited middle ground
- Custom integrations require technical setup that non-technical teams will struggle with
- AI features are still maturing compared to dedicated analytics AI platforms
- Contract pricing adds friction for agencies with seasonal client loads
What is Whatagraph?
Whatagraph is a marketing intelligence platform designed to consolidate data from 40+ sources, including Google Ads, Meta, LinkedIn, HubSpot, and Shopify, into unified reports and dashboards. The core promise is that your team and clients see clean, consistent data without manually pulling exports from six different platforms every week.
The platform positions itself as the layer between raw marketing data and the people who need to act on it, whether that is an internal team reviewing performance or a client reviewing a white-labeled monthly report. Source groups, a distinguishing feature, let you combine data from multiple ad accounts or properties into a single metric without writing SQL or setting up custom calculations manually.
Whatagraph has expanded beyond static reporting into what they call marketing intelligence, adding AI-powered data querying and integrations that push data into tools like Looker Studio, BigQuery, and AI assistants. The platform sits firmly in the mid-to-enterprise agency segment, with pricing that reflects that positioning.
Core features
Multi-source data aggregation
Whatagraph connects to 40+ data sources spanning paid media, organic search, social, CRM, and ecommerce. The real capability is blending: you can pull Google Analytics sessions alongside Facebook ad spend and email opens into a single view without writing a single query. For agencies managing clients with fragmented channel mixes, this eliminates the spreadsheet assembly step that typically consumes hours each reporting cycle.
Source groups
Source groups let you combine multiple accounts or properties into a single logical source. If a client runs five Google Ads accounts across different markets, you can group them and report on combined performance without building manual rollups. This is particularly valuable for multi-location businesses and franchise clients where data is spread across many accounts that need to be both individually tracked and aggregated.
White-label reporting with custom domain
Whatagraph supports full white-label delivery: custom logo, brand colors, custom domain, and automated report scheduling. Clients receive reports that look like they came from your agency, not from a third-party tool. Scheduled delivery means the platform sends PDF or live-link reports directly to client inboxes on whatever cadence you configure, reducing manual delivery overhead.
Public API
The Whatagraph API lets you programmatically access your reporting data, trigger report generation, and pull metrics into other platforms. This matters for agencies building custom client portals or embedding Whatagraph data into broader reporting stacks. The API is available on the Go plan and above, though the documentation complexity means it is primarily useful for teams with developer resources.
AI data querying
Whatagraph has added AI-powered natural language querying, letting users ask questions in plain text and get chart or metric answers without building a widget manually. The feature is most useful for ad-hoc data exploration rather than production reporting workflows. It accelerates the exploratory phase before you build a polished client dashboard, letting analysts test hypotheses without the back-and-forth of manual chart construction.
Pricing
| Feature | Go (Annual) €199/month | Go (Monthly) €249/month | Max €699/month | Prime Contact for pricing |
|---|---|---|---|---|
| Data sources | 40+ | 40+ | 40+ | 40+ |
| Reports and dashboards | Unlimited | Unlimited | Unlimited | Unlimited |
| Users | Unlimited | Unlimited | Unlimited | Unlimited |
| White-label | ✓ | ✓ | ✓ | ✓ |
| API access | ✓ | ✓ | ✓ | ✓ |
| Source groups | Limited | Limited | Advanced | Advanced |
| Dedicated CSM | ✗ | ✗ | ✓ | ✓ |
| Custom integrations | ✗ | ✗ | ✓ | ✓ |
Who it is for
Running 15 to 50 client accounts and spending too many hours assembling data from separate channel dashboards into monthly reports. Whatagraph centralizes that data pull and automates delivery, which can recover significant time each billing cycle. The pricing makes sense when the alternative is manual reporting labor.
Needing a single source of truth for performance data across multiple brands, regions, or product lines. Source groups handle the rollup complexity, and the Prime plan supports the level of customization and dedicated support that enterprise teams require for internal buy-in.
Building custom client deliverables that go beyond standard templates and need API access to blend Whatagraph data with proprietary tools or client CRM data. The API access on the Go plan and the platform's connector depth make it a viable data layer for custom reporting workflows.
Verdict
Whatagraph earns its place in the agency stack when you have enough clients and enough channels that manual reporting has become a real operational drag. The source groups and white-label delivery are genuinely useful features that competitors at lower price points do not replicate cleanly. The barrier is cost: at €199/month on the annual plan, it is priced for agencies with meaningful scale. Small or early-stage agencies will find the value hard to justify until the volume of clients warrants it.
Frequently asked questions
Does Whatagraph offer a free trial?
Whatagraph does not publicly advertise a self-serve free trial. You can book a demo to explore the platform, and in some cases they offer a trial period after a sales conversation. There is no permanent free tier.
How many data sources does Whatagraph connect to?
Whatagraph connects to 40+ marketing data sources including Google Ads, Google Analytics 4, Facebook Ads, Instagram, LinkedIn Ads, HubSpot, Shopify, TikTok Ads, and more. Custom API connectors are available on the Max and Prime plans for sources not natively supported.
Can clients view reports without logging into Whatagraph?
Yes. You can share live report links with clients who do not have Whatagraph accounts, or configure automated PDF delivery to their inbox. White-label settings ensure clients see your agency branding, not Whatagraph.
What is the difference between the Go and Max plans?
The Go plan covers core reporting features with unlimited users and reports. The Max plan at €699/month adds a dedicated Customer Success Manager, advanced source group functionality, priority support, and access to custom integrations. The jump is significant, so most agencies either stay on Go or move to Prime for enterprise-level support.
Does Whatagraph support Google Looker Studio?
Yes. Whatagraph can push data to Google Looker Studio, allowing you to use Looker Studio templates alongside the native Whatagraph reporting interface. This is useful if your team or clients already have established Looker Studio report structures.
Is Whatagraph suitable for single-client in-house teams?
Not really. The pricing and feature set are oriented toward agencies managing multiple clients. A single in-house marketing team would likely find Whatagraph overbuilt and overpriced relative to lighter reporting tools like Looker Studio or Databox that cover the same use case at lower cost.