Multi-channel analytics for a marketing agency

The business

A marketing agency managing campaigns across organic search, paid media, social, email, and e-commerce for a portfolio of clients. Each client had a different channel mix, different KPIs, and different reporting expectations.

The agency was good at the work. What was killing them was proving it. Every client wanted monthly reports, and every report meant pulling data from Google Analytics, Search Console, Google Ads, Meta Ads Manager, Mailchimp, and Shopify — then compiling it into slides that told a coherent story.

The challenge

The reporting problem had three layers.

Data was scattered and disconnected. Sessions lived in GA. Rankings lived in Search Console. Ad spend lived in the ad platforms. Revenue lived in Shopify. Email metrics lived in Mailchimp. There was no single place where all of a client's data existed together. Asking "what's the ROAS across all channels?" required manual calculation every time.

Reports were expensive to produce. A single client report took roughly a full working day — pulling exports, cleaning data, building charts, writing commentary. Multiplied across the client portfolio, reporting consumed the equivalent of a full-time hire every month. That was time not spent on the campaigns themselves.

Insights were backwards-looking. By the time a report was assembled, reviewed, and delivered, the data was two to three weeks old. The agency was telling clients what happened last month, not what was happening now. Opportunities to reallocate budget or respond to ranking changes were missed because the data wasn't visible in time.

What we built

A white-label analytics dashboard that connects all marketing data sources into a single, real-time view — branded per client.

Unified dashboard. Sessions, conversions, bounce rate, and estimated revenue across all channels in one view. Each client sees their own branded interface with their own logo and colour scheme. The agency manages everything from one admin panel.

Client overview. Channel breakdown showing traffic, revenue, and conversion rate by source. Top-performing pages ranked by views, time on page, and bounce rate. The agency can see at a glance which channels are driving results and which need attention.

SEO module. Organic sessions, average position, keywords tracked, and domain authority trended over time. A keyword rankings table shows position, movement, and search volume for every tracked term. Ranking changes are visible the day they happen, not three weeks later.

Automated SEO audits. Technical SEO scoring across performance, on-page, content, and authority categories. Prioritised issue lists with severity ratings. Competitor benchmark comparisons. These run automatically and update in the dashboard — no manual crawling required.

Paid media module. Ad spend, conversions, ROAS, and CPC across all paid channels. Campaign-level drill-down with spend-by-platform visualisation. The agency can see which campaigns are delivering and which are burning budget in real time.

Generated client reports. Monthly performance reports with executive summary, channel-level KPIs, and prioritised recommendations. These pull directly from the live data and generate in minutes. No more day-long compilation exercises.

What the platform does

Reporting compresses from a day per client to minutes. The generated reports pull live data, apply the client's branding, and produce a PDF-ready document — freeing agency time for actual campaign work.

Transparency becomes an always-on feature. Clients see their own numbers whenever they want, not only when a monthly report lands, which turns reporting from a deliverable into a shared workspace.

Upsell conversations become evidence-led. When organic traffic is climbing but paid budget is flat, the dashboard makes the case before the agency does — proposals land faster because the data is already in the client's view.

Cross-channel ROI sits in one view. Organic, paid, social, and email revenue are stitched together, so budget allocation decisions stop being arguments about attribution and start being reviews of the same number.

Concept build. Fictional brand. All data illustrative.