What is a white-label report?
A white-label report is a document that consolidates data from multiple sources (e.g., CRM systems, financial software, customer support platforms) to track and display key performance indicators (KPIs) (e.g., customer satisfaction, revenue growth, support ticket resolution), enabling businesses to monitor performance and create presentations for clients and stakeholders.
White-label 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.
What to include in a white-label report?
An actionable white-label report balances context and specificity based on the audience (executives, managers, and analysts) and their use cases.
Executive white-label reports
Executive reports for CEOs, CFOs, and clients show the business's bottom-line impact. Reviewed weekly, monthly, or quarterly, they include:
- Financial performance analysis: revenue, profit margins, and cost analysis.
- Customer metrics: customer acquisition cost (CAC), lifetime value (LTV), and retention rates.
- Operational efficiency: process optimization and resource allocation.
- Add text for additional context to translate metrics for non-technical audiences. Present in slide decks and simplified Looker Studio reports.
Managerial white-label reports
Manager reports have cross-departmental views with drill-downs to see performance by team, project, region, and product line. They help align teams, define strategies, and include:
- Cross-departmental reporting: overall performance across departments.
- Goal tracking: compare current performance vs objectives.
- Audits for prioritization and spotting issues.
- Competitive analysis for market positioning and strategy.
- Customer feedback and satisfaction research
Operational white-label reports
Operational reports for analysts and managers have granular, customizable KPIs to solve technical issues. Monitored hourly, daily, or weekly, they cover:
- Customer support: ticket resolution times, customer satisfaction scores.
- Sales: lead conversion rates, sales cycle length.
- Product: defect rates, production efficiency.
- IT: system uptime, incident response times.
Operational white-label reports are highly customized, built in flexible tools like Google Sheets or Looker Studio to enable data cleaning, blending, annotations, and integrating multiple sources.
How to build a white-label report?
To build a white-label 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:
Connect data sources
Define and connect the data sources to bring to your report. Common sources are CRM systems for customer data, financial software for revenue and cost data, and customer support platforms for service metrics.
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 a template
Choose from dozens of white-label report templates in Google Sheets or Looker Studio, designed for use cases like financial reporting, customer satisfaction tracking, and operational efficiency monitoring.
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 conversions, CRM contact data, and all the fields and metrics that you define as "key performance indicators" and "business goals".
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 reporting use cases, such as financial reporting, customer satisfaction tracking, and operational efficiency monitoring.
Select metrics, dimensions, and charts
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:
- Select the data source and the account connected to it
- Choose metrics (e.g., revenue, customer satisfaction, ticket resolution time, etc.).
- Choose breakdowns to segment your data (e.g., by date, department, product line, etc.)
You can follow these tutorials on adding data to your reports
Design
To make your white-label reports truly white-label you can add logos, colors, fonts, and styling to mirror your brand.
Follow these tutorials to design your white-label reports:
Share
Share your white-label reports via links, PDF, schedule emails, and control permissions.
KPIs to include in a white-label report?
White-label reports should include a mix of operational, financial, customer, and efficiency metrics and KPIs to fully understand the performance of business operations towards goals. They include:
Operational KPIs measure the efficiency and effectiveness of business processes:
- Efficiency metrics: process completion time, resource utilization
- Effectiveness metrics: error rates, quality scores
- Customer metrics: satisfaction scores, retention rates
Financial KPIs compare your business outputs to the cost, including:
- Revenue: total revenue, revenue growth
- Cost: operational costs, cost savings
- Profitability: profit margins, ROI
Customer KPIs measure the impact on customer satisfaction and loyalty:
- Satisfaction: Net Promoter Score (NPS), customer feedback
- Loyalty: repeat purchase rate, customer lifetime value (LTV)
To analyze these KPIs, segment them by:
- Department: sales, support, operations
- Time: Hourly, daily, weekly, monthly
- Product: product line, service offering
- Customer: demographics, behavior, feedback
- Process: workflow, task, project
