White label reporting: how to send clients reports with your brand on them, not the tool's

What is white label reporting?

White label reporting is a report or dashboard built on a third-party tool but dressed up to look like your agency made it from scratch. Your logo sits where the vendor's logo would normally go, the color scheme matches your brand, and often the report lives on a subdomain like reports.youragency.com instead of the vendor's own domain. The client never has to know the underlying tool exists.

This matters for a specific reason: clients paying an agency for marketing, SEO or ad management want to feel like they're getting a custom service, not a login to a generic dashboard that a dozen other agencies hand to their clients with a different logo pasted on top. White labeling is the cheapest way to protect that feeling.

What tools offer white label reporting, and what do they cost?

A handful of platforms exist specifically to let agencies pull data from ad accounts, analytics tools and SEO trackers into one branded report. Three of the most commonly used, with current pricing confirmed live in October 2026:

• AgencyAnalytics, a reporting and client dashboard platform built specifically for marketing agencies, runs a single plan at $20 per client a month (billed annually), which includes unlimited reports, dashboards and staff accounts, white labeling, and a branded client portal with a custom domain option. Agencies managing 25 or more clients can ask for volume pricing.
• DashThis, a dashboard-building tool aimed at agencies that pull data from multiple ad and analytics platforms into one view, starts at $44 a month (billed annually) for its Individual plan, covering 3 dashboards and 15 data sources, with white labeling included on every tier. Its Professional plan jumps to $139 a month for 10 dashboards and 40 sources, so the real cost depends heavily on how many clients you're reporting on.
• Whatagraph, a marketing reporting platform that also layers in AI-generated commentary on the numbers, starts at roughly €699 a month (billed annually) on its Max plan, which includes white-label reports, unlimited users and reports, and a starting allotment of 50 source credits. Its Prime tier adds a custom report domain and API access but is priced on request.

The pattern across all three: white labeling itself is rarely the expensive part. The cost scales with how many data sources and clients you're reporting on, which is worth modeling against your actual client count before picking a plan. The two cheapest are compared head to head in AgencyAnalytics vs DashThis on price, features and limits.

What to actually check before you commit to one

• Does the branding go all the way through, or just on the cover page? Some tools only let you swap a logo on the first page of a PDF, while the live dashboard view underneath still shows the vendor's own navigation and footer. Ask to see a client-facing report, not just the editor.
• Can you use your own domain? A report that lives at a vendor's subdomain (yourclient.dashthis.com, for example) still signals which tool you're using. A custom domain closes that gap, but it's sometimes a separate add-on rather than included.
• How many of your actual data sources does it connect to? Reporting tools advertise "90+ integrations," but if the three platforms you actually run client work on aren't natively supported, you're stuck exporting CSVs manually anyway, which defeats the point.
• What happens when a client wants to click into something, not just look at it? This is the real ceiling on white-label reporting tools, covered next.

The real limit: reports are something clients look at, not something they live in

White-label reporting tools are built to answer one question well: "show me the numbers, branded as mine." They're not built to be a place where a client logs in regularly, checks the status of a specific deliverable, approves an invoice, or sees their retainer hours used against what's left for the month. Most agencies end up running the branded report alongside a separate email thread, Slack channel, or shared folder for everything else the client relationship actually needs.

That gap is exactly what a dedicated client portal is built to close. A portal gives each client a real login, not just a report link, where they can see their reports alongside their open requests, approvals and files, all under your own branding from the start, because you own the whole thing rather than skinning someone else's tool. For an agency with ten or more active clients, the jump from "branded PDF" to "branded portal" is often where the client relationship actually starts feeling premium instead of templated. One route is a client portal and approval tool built with an AI app builder.

What should a good white-label report actually show?

Before picking a tool, it's worth being honest about what the report needs to prove to the client, which is usually one of three things: that the work is happening, that it's producing results, or both. A good starting template covers:

• What was delivered this period (campaigns launched, content published, tickets closed), tied to the retainer or scope you agreed to.
• The headline metrics that actually matter to this specific client, not every metric the platform can pull. Three to five numbers a non-technical client actually understands beats twenty that bury the story.
• A short plain-language summary of what moved, why, and what you're doing next. The numbers alone rarely convince anyone of anything without that context.

My guide to building a KPI dashboard goes deeper on picking the right metrics for an owner or client view, and applies just as well whether you're building that view in a reporting tool or inside a custom portal.

A quick cost example across 15 clients

Run the three tools above through the same rough scenario to see how differently the pricing models actually behave: an agency reporting to 15 clients, each pulling from 2-3 data sources. On AgencyAnalytics' per-client model, that's roughly $300 a month ($20 times 15), with no dashboard cap to worry about. On DashThis, 15 client dashboards would push you onto the Business plan at $279 a month for up to 25 dashboards, which comes out cheaper than AgencyAnalytics at this specific client count, though it would cost more again at 25-plus clients since AgencyAnalytics keeps scaling linearly while DashThis jumps in bigger tier steps. Whatagraph's Max plan at roughly €699 a month only makes sense at this client count if you're also leaning on its AI-generated commentary or need the source-credit volume it includes, since the flat monthly cost is higher than either alternative for 15 clients alone. The lesson isn't that one tool is cheaper in general, it's that the crossover point between per-client and flat-tier pricing moves depending on exactly how many clients and data sources you're actually running, which is worth modeling with your real numbers rather than the sticker price alone.

How I'd approach this

If you're reporting to under ten clients and the branding and data sources line up with what AgencyAnalytics, DashThis or Whatagraph already connect to, one of those is genuinely the faster and cheaper path, and I'd tell you that on a first call even though it means I don't get paid. Where it starts making sense to build something of your own is once the report is just one piece of a bigger client experience you want to own outright: a portal with reports, approvals, retainer status and files in one branded place, connected directly to the tools you already run client work in, with no per-client reporting fee that climbs as you grow.

FAQs