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An agency report is a document that consolidates data from multiple sources (e.g., project management tools, CRM systems, financial software) to track and display key performance indicators (KPIs) (e.g., project timelines, client satisfaction, revenue), enabling agencies to monitor performance and create presentations for clients and executives.
Agency reports are typically created using flexible tools like Google Looker Studio, Power BI, Google Sheets, or platform-specific solutions to enable high customization and integration of multiple data sources.
An actionable agency report balances context and specificity based on the audience (executives, managers, and analysts) and their use cases.
Executive reports for agency leaders and clients show the agency's bottom-line impact. Reviewed weekly, monthly, or quarterly, they include:
Manager reports have cross-project views with drill-downs to see performance by client, team, region, project stage, and resource allocation. They help align teams, define tactics, and include:
Operational reports for analysts and project managers have granular, customizable KPIs to solve technical issues. Monitored hourly, daily, or weekly, they cover:
Operational agency reports are highly customized, built in flexible tools like Google Sheets or Looker Studio to enable data cleaning, blending, annotations, and integrating multiple sources.
To build an agency report, connect your data sources, choose a template on Looker Studio or Sheets, build your queries by selecting metrics and dimensions, choose charts to visualize your data, customize the report, design and share via link, PDF or email.
Here’s the breakdown:
Define and connect the data sources to bring to your report. Common sources are project management tools for task tracking, CRM systems for client data, financial software for revenue and expenses, and communication platforms for client interactions.
To connect your data sources, go to portermetrics.com, choose the data sources to bring to your report.
You can follow these tutorials on connecting your data:
Choose from dozens of agency report templates in Google Sheets or Looker Studio, designed for use cases like project tracking, client satisfaction, financial performance, and resource management.
Learn to copy Looker Studio templates.
While templates are the starting point. Make them specific for your business or agency. Map your specific metrics, especially custom client data, project milestones, financial metrics, and all the fields and metrics that you define as "success" and "performance".
Depending on your reporting tool—Google Sheets or Google Looker Studio, pick any of the dozens of templates created by our team and customers to solve your agency reporting use cases, such as project tracking, client satisfaction, financial performance, and resource management.
Once your report template is downloaded, you may 1)modify it or 2) create a blank page to build it from scratch. Whatever the case, setting up a query always follows these steps:
You can follow these tutorials on adding data to your reports
To make your agency reports truly white-label you can add logos, colors, fonts, and styling to mirror your brand.
Follow these tutorials to design your agency reports:
Share your agency reports via links, PDF, schedule emails, and control permissions.
Agency reports should include a mix of project performance, client satisfaction, financial, and resource metrics and KPIs to fully understand the performance of agency operations towards business goals. They include:
Project performance KPIs measure the progress and success of projects:
Financial KPIs compare your agency outputs to the cost, including:
Resource KPIs compare the input with the output from one project stage to another
To analyze these agency KPIs, segment them by:
