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7 Best Whatagraph Alternatives: In-Depth Comparison

Whatagraph is a marketing reporting platform that helps in-house teams and marketing agencies deliver actionable insights and generate better marketing outcomes. However, if you're a marketing or sales professional with specific needs that Whatagraph cannot cater to, the MarTech industry has a generous supply of Whatagraph alternatives you can explore.

This guide discusses the 7 best alternatives to Whatagraph based on crucial yardsticks like ease of use, data integration capabilities, customization options, and more.

TL;DR? Here’s a quick summary of the best Whatagraph competitors:

  • Improvado (Top recommendation): A robust, enterprise-grade marketing analytics platform built to help marketing and sales departments centralize data from any sources and automate reporting processes at scale. Ready to go? Schedule a consultation with an Improvado expert to learn what it can do for your organization.
  • DashThis: A dashboard tool designed to help marketers and marketing agencies generate simple automated reports for PPC, SEM, social media marketing, and more.
  • Looker Studio: A self-service business intelligence platform with over 200 report templates and 800 data source connectors.
  • Klipfolio: A low-code dashboarding and reporting service with 100+ data sources and pixel-level control over visualization.
  • AgencyAnalytics: A reporting platform with 70 data connectors built explicitly for marketing agencies.
  • Databox: A data visualization platform with native integration to 70 data sources and 200 report templates.
  • Supermetrics: A marketing-specific data aggregation and exporting tool with over 100 data sources and destinations.

The following section will explore each platform, covering features, use cases, and other essential details you need to know.

Whatagraph Overview

Whatagraph is a marketing reporting tool built for small businesses and agencies.

Whatagraph is a marketing data platform tailored to in-house marketing teams and agencies. It comes fitted with features that automate marketing data reporting processes, from aggregation to visualization and sharing.

The platform pulls data from 40 native sources and offers 95 report templates for various use cases. Users can also push data to their account from any website or external data source using the Whatagraph Public API, build custom dashboards using drag-and-drop widgets, and utilize custom metrics and formulas.

Whatagraph also has a white labeling option for marketing agencies that want to access more customization capabilities and reflect their brand identity while sending dashboards to clients.

Whatagraph Use Cases

Whatagraph is built specifically for marketing agencies and in-house teams, so its features are tailored for this category of users. Its reporting features cover multiple aspects of marketing reporting, including social media, SEM, email, PPC, SEO, call tracking, web analytics, and eCommerce.

The platform is relatively simple and doesn't require coding or technical experience. To quickly build a report, Whatagraph supports cross-channel reporting and data blending, customizable report templates, report segmentation, and automated sharing.

Additionally, Whatagraph doesn't offer professional services for clients with unique needs. However, users get access to a dedicated account manager to help them through platform-related challenges.

Whatagraph Pricing

Whatagraph runs on a three-tier pricing model: Professional, Premium, and Custom. Professional and Premium cost $199 and $299 per month, respectively. With Custom, you get a quote based on your needs.

All plans come with a 7-day free trial and a 30-day money-back guarantee.

Whatagraph Integrations

Whatagraph offers native integration to 40 platforms, covering a range of basic marketing tools. The platform also offers the Whatagraph Public API for technically-skilled users. This allows you to push data from external platforms. However, this is a paid add-on.

Improvado (Best Whatagraph Alternative)

The majority of Whatagraph customers are small business owners.

Improvado is a robust, enterprise-grade marketing analytics solution built to help marketing and sales departments automate their reporting processes at scale.

With native integration to over 500 data sources and compatibility with custom data sources, the platform streams data from any source, whether it’s a paid ads platform or a CRM, transforms the data, and pushes high-quality data to a preferred destination, such as a BI, visualization, or analytics platform. This saves you hours of manual API requests and management, and it gives marketers access to analysis-ready data in real-time.

The platform is powered by an advanced data transformations engine that automatically harmonizes inconsistent naming conventions (a common pain point with cross-channel analytics). This eliminates time wastage due to manual data transformation and delivers transparent, dashboard-ready data in no time. 

Depending on their needs and technical expertise, marketers can choose one of two data transformation options:

  • Marketing Common Data Model (MCDM), an out-of-the-box solution that automatically merges data from multiple channels and comes with a pre-built cross-channel Data Studio dashboard. It provides a number of dashboard templates to offer a quick glance at the data right in Improvado. The tool takes about two weeks to master.
  • DataPrep, an enterprise-grade self-service transformation solution where you apply data rules to run transformations. It provides over 300 features and functionalities to automate lengthy analytics timelines and facilitate data discovery. The DataPrep learning curve is about two months, which is still faster and easier than digging through data with SQL. 

High-quality data is then pushed to a desired destination, such as a data warehouse, analytics tool, or data visualization platform. Improvado seamlessly integrates into an existing MarTech stack and can securely feed data to Power BI, Redash, Tableau, or other solutions. Meanwhile, the Improvado Professional Services team can customize your dashboard, connect custom data sources or enable flat-file feed, and design custom data transformations.

Improvado Use Cases

Improvado is tailored for sales and marketing departments in enterprises, mid-market brands, and marketing agencies.

The platform has users in privacy-sensitive industries like health, finance, and insurance, thanks to its compliance with regulations like HIPAA, SOC-2, and enterprise SLA.

Furthermore, Improvado suits users at all skill levels because its solutions are based on a zero-code philosophy. The Improvado team also provides professional services, covering the full spectrum of data services, like data migration, custom dashboards, team-wide training, data warehouse management, and more.

Improvado holds extensive expertise in the marketing field.

Improvado Pricing

Improvado tailors its pricing to its customers’ unique needs and doesn’t lock them into a one-size-fits-all annual pricing plan.

You only get a quote after discussing your reporting needs and business objectives on a 30-min call with a member of the sales team. That way, you only pay for the features you need and actually use, as well as the number of data rows required. 

Improvado also has a token system that rewards you with credit units called Data Extraction Customization Service (DECS) points. These credits can be spent on adding custom connectors, new report types, metrics, and dimensions for existing and custom data sources, or flat-file ingestion.

Customers report saving 90 hours per week with Improvado.

Improvado Integrations

Improvado natively integrates with 500+ data sources, including warehouses, BI tools, email marketing solutions, social media platforms, CRMs, and more. On top of that, a client can request a custom data connector, and it'll be delivered in six weeks at the most. The ability to request a custom data source is a part of the Improvado billing plan, and it is available to all users. 

Besides connecting to numerous data sources, Improvado provides high data granularity, pulling a large number of metrics and dimensions from the data sources. This gives enough specificity and insights to zoom into the performance of a particular audience, cohort, or creative and make solid business decisions based on data. Browse through the Improvado Data Dictionary to learn what metrics, reports, and dimensions you can pull from each platform or book a call with a company representative to discuss your analytics needs. 


DashThis is a simple digital marketing reporting tool.

Like Whatagraph, DashThis is designed to help marketers and marketing agencies generate simple automated reports for all their marketing needs, from PPC and SEM to social media and Google My Business.

The platform integrates with 34+ marketing channels, covering a few popular tools like Google Analytics, LinkedIn Ads, TikTok Ads, and more. For custom sources, you can utilize its Google Sheets integration to connect your custom data to your dashboards. Alternatively, you can import the data using the platform's CSV file tool. Despite getting the job done, flat file integration can lead to inconsistency in the data and low data quality, which some current customers mention on software review websites.

DashThis dashboards are flexible and support the combination of metrics from multiple platforms for cross-channel analytics. You also get access to reports and widget templates alongside cloning options for fast report generation.

That said, limited granularity, inaccurate data, poor filtering capabilities, and the inability to quickly switch between data sources are some of the complaints users have made about the platform.

DashThis Use Cases

The bulk of the DashThis user base consists of agencies and in-house marketing teams in SMBs and non-profits, which is no surprise, considering the lack of enterprise-level functionality and professional services.  

DashThis also has reporting templates for healthcare businesses. However, it doesn’t explicitly express its compliance with HIPAA, SOC-2, or other privacy policies. So if you’re a marketer in a highly regulated industry, you’ll need to make more inquiries.

DashThis doesn't have many advanced features, making it suitable for non-technical users.

The majority of DashThis customers are small brands.

DashThis Pricing

DashThis runs on four pricing tiers: Individual, Professional, Business, and Standard. The monthly costs are $39, $129, $249, and $399, respectively.

Unlike Whatagraph, DashThis supports unlimited connection points, users, and templates in all pricing plans. However, users on the Individual plan only get access to 3 dashboards, Professional plan users get access to 10 dashboards, and Business plan users get 25 dashboards.

For Standard users, DashThis provides 50 dashboards. But this can be increased to 1,500 for an extra fee.

DashThis Integration

DashThis offers integrations to 34+ platforms, which is relatively low compared to its competitors mentioned on the list. Nor does it make provisions for requesting custom integrations.

Looker Studio (Formerly Google Data Studio)

Looker Studio is a free data visualization and reporting tool.

Looker Studio, formerly known as Data Studio, is a Google-owned business intelligence platform that helps users sync and analyze data streams from over 800 sources and share insights with team members.

To accelerate reporting, Looker Studio offers the following:

  • A library with over 200 templates for multiple use cases and data analytics needs. 
  • Drag-and-drop objects and other report customization options.
  • Report embedding feature that allows your dashboard to be embedded into a website or other environment.

Looker Studio is free to use. However, Google offers Looker Studio Pro with added functionalities like asset management for enterprises, collaboration tools, and technical support.

Looker Studio Use Cases

Looker Studio has several integrations to marketing platforms, alongside a dedicated catalog of marketing dashboards. This makes it suitable for marketing professionals.

However, its user base is quite diverse, covering professionals from a wide variety of business units like engineers, data scientists, project managers, etc.

Looker Studio is a low-code platform offering more flexibility to developers. Users with no programming background can use its features without code. However, the platform isn't beginner-friendly, and the lack of technical support makes it more challenging for new users to master.

Looker Studio has a quite diverse user base.

Looker Studio Pricing

Looker Studio is available for free. Enterprise users who upgrade to the pro version will get access to expanded administrative features and technical support.

The cost for the Looker Studio Pro is customized for users depending on the volume of data usage and backend queries. The paid version is super pricey, even for enterprise users, which often restrains the scaling of operations. 

A Looker customer from an enterprise company writes on G2

The backend queries eventually start using up a lot of funds. Although most visualization tools don't charge for underlying queries, in this scenario, if you are using a pay-per-go approach, scaling becomes a major consideration while still attempting to keep money in your pocket. The choice of when to go from the pay-per-go charge model to the instance-based price model requires a lot of thought.

Looker Studio Integrations

Looker Studio offers native integrations to over 800 data sources, covering various platforms like marketing tools, DSPs, call trackers, project management platforms, data warehouses, etc.

There are no provisions for requesting custom connectors. However, just like DashThis, Looker Studio comes with Google Sheets and CSV file integrations for users who wish to build reports from custom data sources.


Klipfolio is an analytics and BI platform.

Another Whatagraph alternative is Klipfolio, a low-code business dashboard and analytics software that allows individuals and teams across several departments to centralize data from multiple sources, transform it using formulas, and build dashboards and reports.

With Klipfolio, you can connect data from over 100 platforms using its native data connectors, spreadsheets, REST APIs, FTP, and more. However, it doesn't provide an option for requesting custom connectors.

The platform comes with 60 dashboard templates and over 200 prebuilt visualizations, alongside an overview functionality to give you faster access to insights. For pixel-level control of visualization, Klipfolio supports CSS, HTML, JavaScript, and iframes.

Klipfolio's data blending functionality makes cross-channel analysis possible. However, users have reported that the metrics are inconsistent sometimes.

In general, you will require some technical skills to use Klipfolio beyond its prebuilt templates. The platform offers professional services for users with unique needs. However, the team states that they can't cater to every platform-related challenge, and sometimes working with third-party Klipfolio partners may make more sense.

Klipfolio Use Case

Klipfolio is designed for individuals and teams in various areas of expertise, including marketers, accountants, customer support specialists, human resource managers, ops professionals, and more.

The platform has dashboard solutions designed for each of its user categories. However, the customization for these dashboards is limited. Data filtering is also a pain point for Klipfolio users, especially those with little to no expertise in JSON manipulation.

Klipfolio’s generalized use case impacts its granularity. Marketers, for instance, can’t drill deep into datasets to report on all kinds of marketing-related metrics.

Klipfolio has users in healthcare, insurance, and other privacy-sensitive industries, thanks to its GDPR compliance.

The majority of Klipfolio customers are small business owners.

Klipfolio Pricing

Klipfolio segments its pricing into two overarching categories: Businesses and Enterprises.

For Businesses, there are three pricing plans: Grow, Team, and Team+ running at $99, $199, and $399 per month, respectively.

Each plan allows unlimited users, access to the entire collection of integrations, report automation, and basic dashboard customization.

However, with Grow, you get a maximum of 15 dashboards, a 1-hour refresh rate, and email support. Team offers 30 dashboards, a 15-minute refresh rate, and priority support. Team+ offers up to 60 dashboards, 1-minute refresh rates, faster computing, and 1:1 onboarding support.

For Enterprises, Klipfolio offers customized pricing depending on your specific needs. However, the pricing starts at $499 per month.

Klipfolio Integrations

Klipfolio integrates with over 100 platforms, making it possible to connect your data from multiple sources. Alongside its pre-built connectors, the platform has a REST API for connecting to data from custom data sources. There's no provision for custom connector requests.

You can also connect custom data sources from on-premises and cloud sources using FTP and spreadsheets.


AgencyAnalytics is a reporting tool designed specifically for marketing agencies.

The best Whatagraph alternative for small-scale marketing agencies and freelancers is AgencyAnalytics.

With integrations to over 70 marketing platforms, AgencyAnalytics allows users to deliver their marketing data in a single dashboard. Its features cover several aspects of marketing reporting, including PPC, social media, SEM, SEO, call tracking, email marketing, and more.

Users get access to a suite of customizable widgets with custom metrics, white labeling capabilities, annotations, embeddable content, a mobile app, and more. AgencyAnalytics also comes with a cross-campaign functionality that allows users to analyze multiple campaigns on one dashboard.

Despite having a relatively small collection of native integrations, AgencyAnalytics doesn’t provide opportunities for requesting custom integrations. Thus, users have to improvise when working with custom data.

AgencyAnalytics Use Case

AgencyAnalytics focuses on agency owners working with small businesses in various industries. 

It provides functionalities that cater to major digital marketing activities,, like PPC, SEO, call tracking, email marketing, and social media marketing. The platform has an impressive SEO reporting tool that provides real-time updates on web analytics, backlinks, keyword performance, and more. 

With its report scheduling feature, agency owners can automate how they share reports with clients— daily, weekly, or monthly.

AgencyAnalytics is a lightweight platform with basic data transformation capabilities. Thus, it is intuitive and suitable for non-technical users.

AgencyAnalytics isn't powered for mid-market brands and enterprise companies.

AgencyAnalytics Pricing

AgencyAnalytics runs on three pricing tiers: Freelancer, Agency, and Enterprise.

  • All users can access unlimited reports, 70+ integrations, 350+ dashboards, and AgencyAnalytics' drag-and-drop editor.
  • Users on the Freelancer plan pay $12 per month and are limited to five users and one custom dashboard per campaign.
  • For $18 per month, Agency plan users get unlimited custom dashboards and unlimited users. Additionally, they get advanced features like PPC markup, custom metrics, full white labeling, cross-campaign reporting, and more.
  • If you sign up for the Enterprise plan, you get access to AgencyAnalytics’ API, priority support, a dedicated account manager, and more. However, the pricing for this is customized and requires an annual commitment.

AgencyAnalytics Integration

AgencyAnalytics offers over 70 native integrations featuring popular SEO, PPC, and social media platforms, among others. It doesn't allow custom data source requests. However, Enterprise plan users can programmatically access the platform using its REST API. The API lets you build custom connectors to your data sources.


Databox is a marketing reporting tool with 70 data source connectors.

Databox helps in-house teams and agencies pull data from multiple channels into one dashboard.

It comes with only 70 native data connectors but makes up for this by making provisions for custom integration requests. Each integration is populated with thousands of default metrics, hundreds of preset Datablocks, and over 200 report templates.

Databox provides a drag-and-drop builder that lets you build dashboards and visualize company metrics the way you want. It also provides a query builder you can leverage to create custom metrics and get more granular insights into companywide or team-specific performances. However, the Query Builder only works with a select group of integrations.

Databox also has iOS and Android apps that users can utilize for accessing insights anywhere.

Databox Use Cases

Databox caters to a wide range of users, including professionals in marketing, sales, customer support, finance, and software departments.

Users leverage the platform for creating reports on social media marketing, PPC, SEO, PPC, IT support, DevOps, revenue and expenditures, employee performance, etc.

Because the platform is no-code and focuses heavily on drag-and-drop functionalities, it is a good choice for beginners and non-technical users.

Databox also caters to agency owners working with clients in diverse industries.

Databox is mostly used by small businesses.

Databox Pricing

Databox lets its users start with a free account. However, this is limited to three data source connection points. Its paid plans include Starter, Professional, and Performer.

  • Starter charges $72 per month, allowing 4 data source connections and databoards. It only supports 5 users, 11 months of historical data, and 24-hour refresh timeframes.
  • The Professional plan costs $135 per month and offers 3 data source connections and 9 databoards. Customers on the Professional plan can onboard 25 users, access 24 months of historical data, and get 1-hour refresh timeframes.
  • The Performer plan charges $231 monthly and offers 3 source connections and unlimited databoards. However, these limits can be increased at additional costs.

Furthermore, the platform has a special plan for qualified agencies and consulting firms.

Databox Integrations

Databox has over 70 integrations out of the box. This integration catalog features some of the most popular tools among marketing, sales, IT, and project management teams.

It also allows customers to request custom connectors through the integration page. Additionally, you can connect custom data to your Databox dashboard through Google Sheets, SQL databases, and APIs.


Supermetrics is a data extraction and integration platform.

Supermetrics is a data integration platform designed to help marketers pull data from diverse marketing channels and consolidate them in their preferred destination for analysis and visualization.

Supermetrics comes with native integration to over 100 data sources and destinations, including marketing platforms, data warehouses, visualization platforms, and data lakes.

Alongside offering 100 native connectors, Supermetrics pulls a large number of metrics from each connected data source, allowing you to get granular with your analysis. The platform also offers templates and report automation functionalities. 

Supermetrics complies with major data privacy and security regulations, including GDPR and SOC-2. It also states that it pulls data directly from the data source and only saves processed data for a few minutes. This can cause challenges for users with historical data as they'll always need to prep and save it externally on Google Sheets.

Supermetrics Use Cases

Supermetrics is designed for marketing and sales teams in SMBs, enterprises, and agencies. However, with a relatively small list of data connectors, you may have to double-check to ensure that the tools you use are included in its catalog.

Alternatively, users can request new data sources by upvoting platforms in Supermetrics Road Map (a catalog of integrations under consideration). This is not a flexible process for users who need these connectors urgently.

Supermetrics, while it offers automation capabilities, requires a considerable amount of manual work, especially with advanced transformation and data integrity. This makes it relatively challenging for inexperienced users. Furthermore, the platform does not offer professional services.

60% of Supermetrics customers are small businesses.

Supermetrics Pricing

Supermetrics charges its users based on the final destination they choose. The platform offers five destination options: Google Sheets, BigQuery, Supermetrics API, Looker Studio, and Excel.

Each has a separate set of pricing plans. For instance, the Google Sheets plan starts at  $69/month and goes up $579. Enterprise plans for all data sources, BigQuery, and the Supermetrics API offer custom pricing based on your needs.

Supermetrics Integrations

Supermetrics natively connects to 100 data sources and destinations. Users can only request additional data sources by voting on the Supermetrics Road Map page.

It is also important to note that the number of data sources you get depends on your billing plan. Additional data sources cost $35 per month.

Moving On

Finding a Whatagraph alternative that genuinely meets your needs can be challenging due to the sheer amount of options in the industry. This guide was written to show some of the best alternatives. But the ultimate tool can only be decided when you’ve carefully matched your goals to the offerings available on each platform. 

With Improvado, you get a customized solution, whether a data extraction, revenue attribution model, or full-fledged business analytics setup. Advanced features and a billing plan that aligns with your platform usage make Improvado a great fit for enterprise and mid-market brands.

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