7 Best Custom Reporting Tools for Marketing Agencies in 2026

Pre-built dashboards work for a while. Then the questions change. You need different metrics, new dimensions, or a report that your tool doesn’t offer.

That’s usually when teams look into custom reporting tools. 

These platforms let you create reports around your data instead of forcing it into fixed templates. You choose what to track, how it appears, and when reports go out.

Below is a selection of widely used custom reporting tools and their capabilities.

TL;DR

Here are the seven best custom reporting tools to help get you started:

1. TapClicks

2. Klipfolio

3. Cyfe

4. Whatagraph

5. Supermetrics

6. DashThis

7. Looker Studio

When Do You Need Custom Reporting Tools?

You need a custom reporting tool when reporting starts eating up time that should go into analysis.

That often happens when data comes from places like Google Analytics, ad platforms, or sales systems and needs constant adjustment just to answer routine questions.

When reports rely on repeated exports, edits, or reformatting, the software no longer keeps up with reporting demands.

Custom reporting tools help when you need reports that refresh automatically, pull from multiple data sources, and show the exact key metrics stakeholders expect.

Visual dashboards and automated reporting keep numbers consistent and reliable, so effort goes into reviewing results rather than rebuilding reports.

7 Custom Reporting Tools Worth Exploring

The tools below are commonly used to create custom reports, track key metrics, and share reports that match your projects.

1. TapClicks

TapClicks is a custom reporting tool for teams that want to deliver better insights and storytelling to their customers and stakeholders.

It’s used in marketing environments where reports need to explain performance, stay consistent over repeated cycles, and cater to different audiences.

You can connect data sources such as marketing platforms, customer relationship management (CRM) data, and analytics tools, then choose how reports should be delivered.

Dashboards, presentations, and written summaries all pull from the same reporting setup, so updates don’t require reformatting or rewriting explanations each cycle.

Key Features

• AI-generated summaries that turn reporting data into actionable insights based on key performance indicators (KPIs)

• Customizable dashboards that combine marketing data, sales data, and other business data

• SmartSlides for creating editable slide decks from dashboards or data sources

• SmartEmail for the scheduled delivery of written insights through email

• Drag-and-drop report builder for customized reports in PowerPoint or PDF

• Report scheduling and secure sharing for recurring updates

• Data monitoring tools that help confirm data accuracy before reports are shared

• 6,000+ data connectors, such as Google Ads, Facebook Ads, LinkedIn Ads, and more

Custom Reporting With SmartSlides

SmartSlides converts dashboard data into presentation-ready slides, making performance changes easier to understand.

You can select a template, timeframe, and data set, and SmartSlides generates slides with charts, written insights, and suggested next steps.

Since slides are created directly from TapClicks dashboards, updates don’t require rebuilding layouts or rewriting commentary.

Exports are fully editable in PowerPoint or PDF, so final adjustments are easy before sharing with clients.

Report Studio for Custom Report Layouts

When reports need more layout control, Report Studio lets teams create report templates using the same dashboard data.

Sections, widgets, calculations, and variables carry over, which keeps formatting consistent as reporting volume increases.

Reports stay connected to updated data and can be scheduled or shared securely based on how stakeholders prefer to review results.

TapClicks keeps dashboards, presentations, and written insights connected in one reporting workflow.

Book a demo with TapClicks to see how custom reporting stays readable, consistent, and easier to manage!

2. Klipfolio

Image source: klipfolio.com

Klipfolio focuses on real-time dashboards and modern data visualization. It’s often used to present data from multiple sources without relying on data warehouses.

Dashboards update as connected systems refresh, keeping reporting aligned with incoming data.

Key Features

• Connections to more than 130 data services

• Support for cloud systems, on-premises data, spreadsheets, and custom queries

• Excel-like formulas for calculations, filtering data, grouping, and sorting

• More than 30 chart types, including tables, maps, gauges, and funnels

• Dashboard customization with themes and templates

• Sharing through links, PDFs, images, scheduled emails, or TV displays

• User and group permissions for managing data access

What Klipfolio Is Often Used For

Marketing teams rely on Klipfolio to visualize campaign data, sales teams rely on it for performance tracking, and leadership teams reference it for high-level reporting.

The Klip Editor supports calculations, user input, and filtering, which works well for ongoing reporting and ad hoc views.

3. Cyfe

Image source: cyfe.com

Cyfe is a custom reporting software used to track business performance through real-time dashboards.

It pulls data from marketing platforms, sales tools, analytics software, and support systems, then displays key data points in a single dashboard.

Key Features

• Data connectors for popular tools like Google Analytics, Salesforce, and social platforms

• Custom widgets for Google Sheets and application programming interface (APIs)

• Interactive reports with chart types such as tables, funnels, gauges, lists, and number widgets

• Dashboard branding options, including logos, colors, and white-label domains

• Scheduled reports shared through email, links, or embedded dashboards

What Cyfe Is Often Used For

Cyfe is commonly used for marketing reports, sales activity tracking, and high-level views of project progress or support metrics.

While it supports data integration from many sources and handles growing data volume, it’s mainly chosen for dashboard-based reporting rather than advanced analytics.

4. Whatagraph

Image source: whatagraph.com

Whatagraph focuses on building visual reports that bring marketing, sales, and financial performance data into one shared view.

It emphasizes fast report creation and simple presentation, making it easier to review KPIs. Reports update in real time and can be built from templates or assembled with a drag-and-drop editor.

Key Features

• Integrations with more than 50 data sources

• Drag-and-drop report creation with reusable templates

• Cross-channel reports that combine multiple platforms into a single view

• Visualization options such as tables, line charts, bar charts, gauges, and number blocks

• Scheduled report delivery and shareable live report links

• White label report customization with branded colors, logos, and email domains

What Whatagraph Is Often Used For

Whatagraph is commonly chosen when reporting needs to be shared with clients or non-technical stakeholders.

Agencies rely on it to present campaign performance in a single report rather than separate channel summaries. 

Internal teams use it to create department-level views or executive summaries that focus on relevant insights.

5. Supermetrics

Image source: supermetrics.com

Supermetrics connects marketing data to the reporting tools people already rely on. It connects ad platforms, analytics tools, and CRM systems to destinations like Google Sheets, Excel, Looker Studio, and Power BI.

That makes it easier to review data, check calculations, and answer questions before reports are finalized or shared.

Key Features

• Built in data exploration to review tables, check queries, and verify data before reports update

• Ready-made dashboards inside Supermetrics for quick ways to visualize data

• Custom fields for adjusting metrics, filling missing values, and applying formatting rules

• Scheduled data refreshes and alerts when KPIs change

• AI-assisted custom fields for correlation analysis, text extraction, sentiment checks, and data enrichment

What Supermetrics Is Often Used For

Supermetrics is commonly chosen when business reporting depends on in-depth data analysis rather than presentation alone.

Marketing teams combine channel spend with CRM or first-party data, then review performance inside business intelligence (BI) tools they already trust.

6. DashThis

Image source: dashthis.com

DashThis connects existing systems like analytics platforms, ad networks, and email tools into a single dashboard, then keeps reports updated and delivered on a schedule.

This setup works well when reporting requirements stay consistent, and stakeholders expect the same KPIs every week or month.

Key Features

• Integrations with 30-plus marketing platforms, including Google Analytics, Google Ads, and more

• Dashboards that refresh automatically with real-time data

• Preset report templates that cover common digital marketing reporting requirements

• Custom widgets to support additional data collection

• Drag-and-drop customization for layouts, sections, and widgets

• White-label reporting features with custom domains, logos, themes, and sender email addresses

• Scheduled delivery through email, live URLs, or PDF exports

What DashThis Is Often Used For

Agencies rely on DashThis to send client reports on a set schedule. In-house marketers use it to monitor search engine optimization (SEO), pay-per-click (PPC), social media, and email performance in one dashboard.

7. Looker Studio

Image source: lookerstudio.google.com

Looker Studio fits reporting workflows that combine data from multiple systems into a single, interactive view.

The report editor uses drag-and-drop components and prebuilt templates, which makes assembling dashboards quick and easy.

Reports can include charts, tables, controls, text, and images, so context sits right next to the metrics rather than in a separate document.

Key Features

• Large library of report templates for faster setup

• 600-plus partner data connectors for marketing, analytics, and business platforms

• Data blending from up to five sources in a single chart or table

• Custom themes, colors, and component-level styling

• Report sharing with view or edit permissions and real-time collaboration

• Embedded reports for websites, intranets, or internal tools

• Scheduled email delivery with PDF exports

• Looker Studio API for managing and migrating report assets

What Looker Studio Is Often Used For

Looker Studio is commonly used for ad hoc reports, marketing dashboards, and internal business reporting, where multiple platforms need to be viewed together.

It helps simplify reporting when performance data needs to be shared, edited, and explored by different stakeholders.

How TapClicks Makes Custom Reporting Easier to Manage

People looking for custom reporting tools want reporting to stop slowing work down. TapClicks helps teams analyze data and reuse that work in reports, presentations, and updates that are ready to share.

That expectation reflects how modern marketing teams work with data and what they expect reporting platforms to handle.

According to Fortune Business Insights, the global self-service BI market is projected to reach $32.97 billion by 2034, driven by demand for faster insights and tools that don’t require heavy technical involvement.

Reporting That Does More Than Display Charts

Charts alone don’t answer questions. Reporting needs to explain what changed, where it happened, and how different channels contributed.

TapClicks turns raw data into insightful reports that highlight performance shifts and key drivers, so stakeholders don’t have to interpret results on their own.

Filters and drill-downs support deeper exploration, while access rules help protect sensitive information.

Automation That Covers the Full Reporting Process

Refreshing dashboards isn’t enough. Custom reporting depends on automating how reports are created, formatted, scheduled, delivered, and branded.

TapClicks manages this end-to-end. Its SmartReports suite converts dashboards into written summaries, slide decks, and scheduled updates, all from the same data.

That means you won't have to rebuild explanations or presentations every reporting cycle.

TapClicks Makes Large-Volume Reporting Easier

TapClicks combines reporting, insight generation, and delivery in one platform. It connects marketing data sources and supports dashboards, slide decks, and written updates without duplicating work.

For agencies comparing the best reporting tools, TapClicks stands out by helping teams move from data to client-ready reporting without repeating the same steps each cycle.

Make reporting easier and more insightful. Book a TapClicks demo to see the difference!

FAQs About Custom Reporting Tools

What are some reporting tools?

Reporting tools include platforms like TapClicks, Looker Studio, DashThis, Whatagraph, Supermetrics, and Klipfolio. 

Some focus on dashboards and visualization, while others handle automation, scheduling, and report delivery.

What are custom report types?

Custom report types include marketing performance, operational metrics, or financial data such as cash flow statements. These reports adjust as priorities change instead of forcing teams into predefined formats.

Which tool is used for reporting?

Different tools are used depending on the reporting goal. Some platforms specialize in marketing data, others handle operational or financial data, and some support a mix of both.

Tools like TapClicks are commonly used by marketing teams when reports need to be pulled from many sources and delivered automatically on a recurring schedule.

Which reporting tool is best in the market?

There isn’t a single tool that works best for every scenario. The best choice depends on reporting volume, data complexity, and how much automation is expected.

TapClicks stands out when reporting needs to scale, since it combines data connections, automated delivery, and AI-generated insights in one platform.