Client reporting is one of the most important parts of running a marketing agency. It affects client trust, retention, and how confident clients feel about the work you are doing.
In 2026, agencies generally have two main options for client reporting.
They can use ready made SaaS tools, or they can build their own reporting system.
This guide breaks both options down so you can decide what actually works best for your agency.
What marketing agencies actually need from reporting
Before picking any tool, it helps to step back.
Good client reporting should:
• Clearly show performance
• Help clients understand what is working
• Save time for your team every month
If a reporting setup does not do these three things, the tool is not the problem. The system is.
Option 1: Using SaaS client reporting tools
Many agencies rely on dedicated reporting software built specifically for agencies.
Popular SaaS reporting tools for agencies
These are commonly used across marketing agencies:
• AgencyAnalytics
• Databox
• Swydo
• DashThis
• Whatagraph
These platforms connect directly to ad platforms and marketing tools and generate automated client reports.
Benefits of SaaS reporting tools
• Fast setup with minimal effort
• Designed specifically for agencies
• Built in integrations with ad platforms
• Easy to manage multiple clients
For agencies looking to move away from manual reporting quickly, SaaS tools can be a strong starting point.
Limitations of SaaS reporting tools
• Reports can feel generic across clients
• Limited flexibility in custom metrics
• Clients may still struggle to understand the numbers
• Costs increase as client count grows
Many agencies still end up spending time explaining reports, even when automation is in place.
Option 2: Building your own reporting system
As agencies grow, some choose to build custom reporting systems tailored to their services and clients.
What building your own system usually includes
• Centralized data setup
• Custom metrics based on your services
• Reports focused on decisions, not just data
• Automated data refreshes
This approach puts your agency in full control of how performance is measured and explained.
Benefits of building your own reporting system
• Full ownership of metrics and logic
• Reports aligned with how your agency works
• Easier to tell a clear performance story
• Stronger differentiation from competitors
Once built properly, custom systems often reduce long term reporting effort.
Challenges of building your own system
• Requires more effort upfront
• Needs strong analytics structure
• Ongoing maintenance is required
• Poor design can create confusion
This approach works best when reporting clarity is treated as a core part of service delivery.
SaaS tools vs custom systems: which one should you choose?
SaaS tools work well when:
• You want speed and simplicity
• Your reporting needs are fairly standard
• You are early in your agency growth
Custom systems work better when:
• You want reporting to support decisions
• You serve complex or high value clients
• You want reporting to scale smoothly
• You want reporting to stand out
Some of the most effective agencies use SaaS tools for data collection and layer their own reporting logic on top.
What really makes reporting effective
No tool can replace clear thinking.
The best reports focus on:
• Fewer meaningful metrics
• Clear explanations in simple language
• Consistent definitions across clients
• Actionable takeaways
When reporting is clear, clients trust more and ask better questions.
Final thoughts
The best client reporting tool in 2026 is not just software.
It is the system that helps your agency:
• Save time
• Build trust
• Communicate value
• Scale without stress
Choose the option that supports clarity first.
Everything else follows.
