7 best White-label reporting and dashobards tools we tested in 2024

As a marketer and White-label data analyst, I’ve tested and compared some of the best White-label reporting and dashboards tools ,including:

Porter Metrics, Supermetrics, Funnel IO, Windsor AI, Power My Analytics, Dataslayer, AgencyAnalytics, and Polar Analytics.

These reviews are written by me, Juan, founder of Porter. As a marketer and tech founder, I’ve personally tested and reviewed these reporting and dashboard tools. While I might be biased, I intend to give you a deeper, honest perspective on both benefits and limitations of all providers, including us. If you find any inaccuracies, please reach out to j@portermetrics.com.

White-label reporting tools: what they are—and how I’d choose one

A white-label reporting tool is a software that centralizes business data, such as marketing, sales, operations, or support, and allows users to modify interface colors, logos, and UI for branding purposes, enabling agencies to present the tool as their own and lift client perception.

It allows to track metrics and KPIs on visibility, engagement, conversion, bottom-line, effectiveness, and spend, while allowing data segmentation by client/product, campaign, objective, channel, creative, and date.

Some standard features of a White-label reporting software are drag-and-drop dashboards, email/Slack alerts, email/PDF exports, white-labeling, templates, AI chat, as well as data transformation capabilities like filters, custom formulas, data blending, custom segments, goal tracking, and date range comparisons.

Main use cases for White-label reporting tools include:

Answering questions (resellers – daily): analyze campaign performance data for clients to identify trends and opportunities for growth
Performance monitoring (reseller teams – weekly/monthly): track key metrics for client campaigns to ensure they meet agreed-upon goals and objectives
Client reporting (monthly/quarterly): generate white-labeled reports for clients, showcasing the effectiveness of their marketing campaigns

Check if the White-label reporting tools you’re reviewing offer the following features:

White-label repoting tools integrations

Data sources: E-commerce platforms (Shopify, WooCommerce), web analytics, email marketing platforms
Metrics: Conversion rate, average order value, customer lifetime value, revenue, abandoned cart rate, product performance
Dimensions: Product, category, customer segment, traffic source, device, location
Granularity: Ability to create custom queries combining metrics and dimensions
Speed: Reports loading within seconds
Freshness: Data synced hourly or daily for real-time monitoring
Historical data: Access to all available data from API

Essential features of a White-label reporting tool

White-label reporting tools typically offer two main types of features: reporting to present and share the data, and transformation to get clean, accurate data.

Reporting features:
Customizable dashboards with visualizations like time series, scorecards, tables, and charts
Alerts via email or Slack for data summaries or anomalies
Sharing options like email, PDF exports, or shareable URLs
White-labeling for agencies to customize the platform’s appearance
Templates for common use cases
AI chat: natural language querying for quick insights

Data transformation features:
Filters: excluding data based on specific criteria
Custom formulas: calculating metrics (CPA, CPC, ROAS, engagement)
Data blending: Combining data from multiple sources (total spend, blended CAC)
Custom segments: Grouping data based on shared characteristics
Goal tracking: Measuring progress against predefined targets
Date range comparisons: Analyzing performance changes over time

White-label dashboard reporting tools types

Different categories of White-label analytics software solutions address White-label reporting needs, varying in features, pricing, users, complexity, and use cases:

Built-in analytics: Default, native dashboards and reports provided by your sales, marketing, automation tools.
Data connectors: Tools that import marketing data into spreadsheets or reporting tools like Google Looker Studio.
Data visualization tools: Solutions focused on creating visual, easy-to-build dashboards but lack integrations and data transformation.
Vertical reporting tools: simple integrations and reporting specific use cases, such as client reporting, but may lack data transformation and flexibility.
Tracking solutions: Tools that use JavaScript to track website, app, or product events, providing clean user-level conversion, attribution, or UTM acquisition and behavior data.
Business intelligence platforms: All-in-one solutions that manage the entire data process, from integrations and storage to transformation and visualization.
ETL solutions: Tools that allow data analysts and engineers to pull data from integrations and endpoints into data warehouses or spreadsheets for further analysis.
Attribution software: Platforms that use scripts, user-level tracking, multi-touch attribution, or machine learning to perform lift analysis and marketing mix modeling

White-label reporting needs by team type

By size: SMBs prioritize time-to-value, ease of use, and flexible pricing, while enterprise focus on compliance, security, user management, and enterprise tool integrations.
Agency vs in-house team : agencies need client management and easier data visualization; in-house teams may require cross-channel and tie performance to revenue and spend.

Porter Metrics

Porter Metrics, the dashboard software for no-code marketing bottom-line analytics.

• Category: marketing data connector
• Starting price: $14.99/month
• G2 score: 4.5

Porter Metrics is a no-code marketing reporting tool to measure marketing performance towards bottom-line, revenue metrics with no data warehouses, scripts, or additional tools required.

It connects to the most popular B2B and e-commerce marketing data for small businesses such as Shopify, HubSpot, GA4, Facebook Ads, and Instagram, to destinations like Looker Studio (formerly Data Studio) and GoogleSheets.

+100 Looker Studio templates and +100 Youtube tutorials on marketing reporting. Used by +1,500 marketing teams in 60 countries.

Porter Metrics pricing

Simple, flat pricing based solely on the number of connected accounts across various marketing platforms. Plans range from $14.99/month for 1 account to $180/month for 40 accounts. All plans include unlimited users, data destinations (Looker Studio, Sheets), integrations, with no additional usage fees.

Porter Metrics integrations

18+ data Sources for marketing teams and agencies in B2B or e-commerce, incuding:

• Ads: Google Ads, Facebook Ads, LinkedIn Ads, TikTok Ads, Twitter Ads (X).
• Social Media: Facebook Insights, Instagram Insights, LinkedIn Company Pages, TikTok Organic
• Social Media Competitors: Facebook and Instagram Pubic data
• Marketing Analytics: GA4
• CRM and Email Marketing: ActiveCampaign, HubSpot, MailChimp, Klaviyo.
• SEO: Google Business Profie
• E-commerce: Shopify, Amazon Seller Central, WooCommerce

Destinations:

• Google Looker Studio
• Google Sheets extension

What I like about Porter Metrics as White-label reporting tool?

Granular, real-time data marketing integration: Porter allows free combination of all metrics and dimensions within a data source connector. Standardizes common dimensions (e.g. “dates”) across integrations, enabling data blending from typically separate API data (e.g. followers, stories, posts). Offers “real-time” mode for direct API data retrieval ensuring accuracy, with option to disable for faster, more stable data warehousing.

Self-managed BigQuery: Porter automatically backfills your data on its Google BigQuery to gurantee the highest speed, accuracy, and stability. Optionally, customers can request to migrate their data to their own Google BigQuery.

1:1 multilingual support: Porter offers free, unlimited support and chat in english and spanish. You can request calls with its founders not only to help you fix issues but to guide you to build marketing reports, analyze your marketing campaigns—and even teaching you Looker Studio (formerly Google Data Studio)

Only pay for accounts you connect: Plans include unlimited users, all data destinations, and integrations with no additional usage fees. Pricing is based on the number of connected accounts across various marketing platforms. Annual Team ($399) and Agency ($999) plans offer free onboarding, training, and the Agency plan includes custom reporting services.

Supermetrics

Supermetrics, the leading reporting tool for marketing and sales data connectors.

– Category: ETL solution
– Starting price: $23/month
– G2 score: 4.8
– G2 support score: 9.9
– G2 ease of use score: 8.4
– G2 ease of setup: 8.9

Supermetrics is a data integration and reporting tool for marketing and sales data. With 200+ integrations for e-commerce, B2B, ads, sales data, Supermetircs is an established market leader with 17,000+ customers, tracks 10%+ global ad spend.

Supermetrics collects data from sources like CRMs, analytics tools, and ad platforms, then loads it directly into the destinations teams already use – spreadsheets, visualization tools, data warehouses.

Supermetrics pricing

Supermetrics pricing is based on number of integrations, accounts per data source, and destinations. Higher tiers unlock more integrations, while agencies may need custom plans for additional accounts. Pricing varies across destinations, with spreadsheets and Looker Studio being more affordable compared to Power BI and data warehouses.

Plans range from $37/month for the Essential plan with 1 user and 11 data sources, up to $724/month for the Super plan with 1 user and 82 sources. Enterprise custom pricing is available for unlimited users and 119 sources.

Additional costs include $87-$724 per extra user and $24 per additional data source. All plans include automated data refreshes and connectors.

Supermetrics integrations

200+ data Sources for sales and marketing SMB and enterprise teams, including:

• Ads: Facebook Ads, LinkedIn Ads, TikTok Ads, Snapchat Ads.
• Social Media: Facebook Insights, Instagram Insights, LinkedIn Company Pages.

Web Analytics: Google Analytics 4, Adobe Analytics.

• CRM and Email Marketing: Salesforce, ActiveCampaign, HubSpot, MailChimp.
• SEO and Content: Ahrefs, Semrush Analytics.
• E-commerce: Shopify, Amazon Seller Central.

Destinations:

• Spreadsheets: Google Sheets, Microsoft Excel.
• Visualization tools: Power BI, Monday.com.
• Data warehousing: BigQuery, Google Cloud Storage, Amazon S3, Snowflake, Azure Storage, Azure Synapse, Amazon Redshift, Azure SQL Database, SFTP.

What I like about Supermetrics as White-label reporting tool?

Flexible data granularity: Supermetrics data source connectors allow freely combining metrics and dimensions directly from dashboards and spreadsheets, unlike ETL tools requiring pre-setup tables and data combinations to set up marketing data pipelines.

Easy to use for Sheets users: it allows users to directly connect data sources to data destinations without extra setup, SQL, or parameters. Although it does not control the UI/UX like dedicated reporting tools, its role as a data integration platform and data aggregator makes it appealing for those accustomed to tools like Google Sheets.

Supermetrics has a transformation layer that let users blend data across channels to allow calculating global CPAs, ROAS, goals, currency conversions, agency markups, and creating custom fields. This feature is only available for higher plans and a sales call is required.

Storage: accuracy, speed, and stability: Supermetrics doesn’t have default data storage ( but rather let users pull their data on destinations where they can store it such as a spreadsheet or a data warehouse. As such, users are reliant on APIs stability, speed, and availability to get their reports.

Supermetrics does offer some storage for connectors that otherwise can’t work such as Shopify or HubSpot, but it’s limited and tend to be slow if the data volume is high. This approach gurantees that the data is up-to-date when refreshed as it comes directly from the source API.

Other reporting solutions that offer storage are prone to have several hours of delay.

Scaled support team: previously criticized for its quality. Recent reviews highlight faster and more effective service, supported by team expansion efforts shown on their career and LinkedIn pages.

Windsor AI

, ETL solution + marketing attribution.

Category: ETL solution
Starting price: $23/month
G2 score: 4.8
G2 support score: 9.9
G2 ease of use score: 8.4
G2 ease of setup: 8.9

Windsor is an ETL tool and marketing attribution software. Since 2019, it has developed over 300 integrations for data collection and data pipelines, built for technical marketers and data analysts.

Windsor AI pricing

Flexible pricing model ranging from a free plan to $598/month Professional plan. Pricing is determined by the number of data sources (1-14), connected accounts (1-500 accounts), and additional enterprise features like invoicing and SLAs. Unlimited users and destinations included.

Windsor AI integrations

50+ data sources for marketing analytics and attribution, including:

• Ads: Google Ads, Facebook Ads, Bing Advertising, LinkedIn Ads, The Trade Desk, Criteo.
• Social Media: Facebook Lead Ads, Instagram, TikTok Ads, LinkedIn Pages.
• Web analytics: Google Analytics, Adobe Analytics.
• CRM and Sales tools: Salesforce, HubSpot, Zoho CRM, Intercom.
• SEO and E-commerce: Google Search Console, Shopify, Magento.

Destinations:

• Spreadsheets: Google Sheets, Microsoft Excel.

– Data visualization: Looker Studio, Microsoft Power BI, Tableau.

• Data warehousing: Google BigQuery, Snowflake, Amazon S3, Azure Blob Storage, PostgreSQL, MySQL, Azure MS SQL.
• Custom tools: Python.

What I like about Windsor AI as White-label reporting tool?

Easy to use: we tested ourselves and we could build a report within a few minutes and clicks. Impressively, we could build a cross-channel reporting so we didn’t need to think of data blending.

Automatic data blending and metrics unification: Unlike most connectors, Windsor.ai automatically blends and unifies metrics across channels when connecting data sources, eliminating the need for multiple setups to combine data for cross-channel reporting.

Exceptional customer support: One of the most common mentions in reviews is the excellent customer support provided by Windsor.ai, even mentioning calls with the founders.

Affordable, flexible pricing: based on the number of data sources, accounts, and destinations connected, allowing any source/destination combinations. They provide an unlimited free plan for one data source and unlimited destinations. Most customers fit within the $23/month and $118/month paid plans.

Power My Analytics

Power My Analytics, an affordable reporting software.

• Category: data connector
• Starting price: $34.99/month
• G2 score: 4.8
• G2 support score: 9.4
• G2 ease of use score: 9.1
• G2 ease of setup: 9.0

Power My Analytics is a no-code ETL tool offering direct marketing data source integrations to destinations like Looker Studio, Sheets, Analytics, Excel, BigQuery, and its API. At Porter Metrics, we benchmark it favorably for quality, customer satisfaction, and reliability.

Power My Analytics pricing

Starts at $14.95/month for 1 data source and 1 account. Scales up to $295/month for 40 sources, unlimited accounts per source, data warehousing, and 4+ admin users. Additional fees for Google Sheets ($50/month) and Google Business Profile integration.

Power My Analytics integrations

42+ data sources for PPC, e-commerce, and social media teams, including:

• Ads: Outbrain, Pinterest Ads, Quora Ads, ShareASale, SharpSpring, Snapchat Ads, Taboola, X Ads (Twitter), Yahoo Native Ads.
• E-commerce: Amazon Seller Central, BigCommerce, CartStack, eBay Seller Center, PayPal, ShipStation, Shopify, Walmart.
• Social Media: LinkedIn Company Analytics, Pinterest Lifetime Analytics, X Analytics (Twitter), YouTube Analytics.

– SEO and Web Analytics: GA4, Google Business Profile, Google Search Console.
– Email and CRM: Campaign Monitor, Constant Contact, HubSpot, MailChimp, SharpSpring.

• Accounting and Financials: QuickBooks, Stripe.

Destinations:

• Spreadsheets: Google Sheets, Microsoft Excel.
• Visualization: Looker Studio.
• Data Warehousing: BigQuery, MySQL.
• Custom Tools: FTP Server, API.

What I like about Power My Analytics as White-label reporting tool?

Great granularity: allows free combination of all metrics and dimensions within integrations, and enables merging of multiple accounts into a single connection. This is especially useful for brands with multiple ad accounts.

easy to use: recognized by its customers as very easy to use, especially to power users tha compare with other connectors. Besides pricing, ease of use is one of the most common feedback given by users around PMA.

Automatic storage: PMA backfills data into a cloud data storage for fast, reliable integrations without needing additional warehouse setup. Its data storage also provides access to historical raw data from fields not retrieved by APIs.

Great customer support: good, fast support, complete documentation, and the possiblity to schedule free onboarding sessions. For most of its paid plans, it offers free email, chat, and phone support.

Dataslayer

Dataslayer, a dashboard software for marketers and data analysts

• Category: data connector
• Starting price: $34.99/month
• G2 score: 4.8
• G2 support score: 9.4
• G2 ease of use score: 9.1
• G2 ease of setup: 9.0

Dataslayer is an affordable ETL tool built PPC marketers. It has garnered impressive overall satisfaction scores (4.8/5 on G2). While offering marketing data integrations, its API query manager and BigQuery integrations also serve developers’ needs.

Dataslayer pricing

Usage-based pricing model per data destination, which can lead to unpredictable costs. For example, Looker Studio starts at $35/month while BigQuery is $355/month and up. Free plan with 15 daily API calls. Pricing depends on number of accounts/connectors and API call limits.

Dataslayer integrations

45+ data sources for data reporting, including:
Ads: Google Ads, Facebook Ads, Instagram Ads, Bing Ads, Criteo, Apple Search Ads, LinkedIn Ads, Pinterest Ads, TikTok Ads, Snapchat Ads, Google Campaign Manager (DCM), Google Display & Video 360 (DV360), Google Search Ads (SA360).
Social Media: Facebook Insights, Instagram Insights, YouTube.
Web Analytics: Google Analytics, Google Analytics 4, Google Search Console.
Database Integration: MariaDB, MySQL, PostgreSQL, Microsoft SQL Server, MongoDB.

Destinations:

Data visualization: Google Sheets, Looker Studio, Power BI, API Query Manager.
Data warehousing: Google BigQuery, Amazon S3, Amazon RedShift.

What I like about Dataslayer as White-label reporting tool?

Easy authorization: Dataslayer offers authorization links that enable marketers to access client data without requiring client logins on Dataslayer. This eases permissions management for large agencies.

Best-in-class customer support: Dataslayer scores the highest in G2 among competitors for their personalized customer support, offering 24/5 support.

More affordable than leading providers : transparent and affordable pricing for data integration, with usage-based plans not limited by connected accounts. Prices are displayed on their website, even for data warehouse destinations. It comes A free plan with 15 daily API calls is available, not really useful for data analysts working with multiple marketing platforms and data sources.

AgencyAnalytics

AgencyAnalytics, the leading reporting tool for agency client reporting.

• Category: Vertical reporting tool
• Starting price: $60/month
• G2 score: 4.7
• G2 support score: 9.6
• G2 ease of use score: 9.3
• G2 ease of setup: 9.3

Agency Analytics is a reporting and dashboarding tool for marketing agencies, offering unique features like SEO monitoring and client-staff communication management.

It’s a good starting point for non-technical agency marketers transitioning from manual reporting, despite potential limitations in flexibility and features compared to data connectors or ETL solutions. Agency Analytics remains superior in ease of use to BI tools like Google Looker Studio.

AgencyAnalytics pricing

AgencyAnalytics pricing is based on “client campaigns” which are combinations of connected accounts like websites and ad platforms per client.

Plans:

Freelancer: Starts at $60/month for minimum 5 client campaigns at $12 each
Agency: Starts at $180/month for minimum 10 client campaigns at $18 each
Enterprise: Starts around $900/month for minimum 50 client campaigns

Advanced features like white-labeling, custom metrics/dashboards, and agency management tools are included in higher-tier Agency and Enterprise plans.

AgencyAnalytics integrations

80+ data sources for agencies, including:

• Ads: Meta Ads, Bing Ads, LinkedIn Ads, AdRoll, Taboola.
• Social Media: Facebook Insights, Instagram Insights, LinkedIn Pages, YouTube Analytics.
• Web Analytics: Google Analytics, Google Analytics 4, Google Search Console.
• SEO: Moz, Ahrefs, Google My Business, Rank Tracker.
• CRM and Email Marketing: Salesforce, HubSpot, Mailchimp.
• E-commerce: Shopify, WooCommerce, Amazon Seller Central.
• Call Tracking: CallRail, CallSource.

What I like about AgencyAnalytics as White-label reporting tool?

Easier than Looker Studio: very easy to use compared to tools like Looker Studio. The agency-tailored platform simplifies connecting data sources like Facebook Ads and GA4, enabling quick reports with features like filters, date ranges, and design customization – covering essential marketing agency reporting needs.

Simple data transformation: like filtering by common dimensions, creating custom metrics, and data blending. Also enables adding agency markup and goals to ad reports.

Built-in storage: offers built-in storage for connected data, with a predefined scope of fields. This results in fast reports and quick availability of historical data.

Simple pricing: based on number of ‘client campaigns’, which are combinations of connected accounts per client. Multiple channels can be linked without extra cost, but each additional account counts as a new campaign.

Polar Analytics

Polar Analytics, the dashboard software for mid-sized e-commerce analytics.

• Category: Vertical reporting tool
• Starting price: $300/month
• G2 score: 5

Polar Analytics is a no-code analytics and data integration platform for e-commerce Shopify brands with $2+ million annual revenue.

All-in-one approach with custom dashboards, visualizations, integrations, conversion/attribution script, AI chat analysis, alerts, data transformation.

Automatically aggregates and combines channels to calculate CAC, LTV, retention, contribution margins, profits. Drawbacks: plans start $300/mo, not fully self-service, requires setup call.

Polar Analytics pricing

Pricing is based on total tracked orders, starting at $300/month for 2,000 orders. Price per tracked order decreases with higher volumes, down to $0.04/order for over 50,000 orders per month. Enterprise plan pricing for companies over $20M GMV.

Polar Analytics integrations

45+ data sources for e-commerce, including:

• Sales: Shopify, Recharge, Amazon Seller Central
• Analytics & Attribution: GA4, Google Search Console, Fairing
• Ads: Google Ads, Meta Ads, TikTok Ads, Pinterest Ads, Snapchat Ads, Bing Ads, Criteo, Amazon Ads, Campaign Manager 360, Display & Video 360, AdRoll, LinkedIn Ads, Awin, Spotify Ads, Apple Search Ads, Twitter Ads, Yahoo DSP, StackAdapt, Taboola, UpPromote, The Trade Desk, Outbrain
• Email & SMS: Klaviyo, Attentive, Yotpo, Postscript, Omnisend, Campaign Monitor, ActiveCampaign, Grin, Mailchimp, Customer.io, YouTube Analytics.
• Other: Google Sheets, ShipStation, Shiphero, Loop

What I like about Polar Analytics as White-label reporting tool?

Almost perfect customer support: Polar Analytics stands out for its 114 reviews on Shopify and 5 reviews on G2 to date are perfect, especially highlighting their incredible customer support, something unseen in all the other reporting tools we review at Porter.

White-label reporting tools summary

In a nutshell, here are the best White-label dashboard software compared by features, pricing, billing, reviews, pros, and cons.