Your reporting is probably trash, and you know it: Time for automated reporting

So, your reporting sucks. You're scattered across a hundred spreadsheets, can't find the right spreadsheet, and have no clue what the hell the data is telling you. Meanwhile, all your boss wants is a clear-as-day source of truth to figure out if your marketing efforts are actually doing anything. Sound familiar?

So, what are you going to do? Create more spreadsheets to lose? What is this, 2005? Manually tossing info into spreadsheets is a recipe for disaster—human error is pretty common, you know. A little too common… 

Been there, done that (and it sucked)

Look, I’ve been in the same boat. I’ve actually just graduated from that boat to reach my destination of clear reporting. But, I get it. Clients would ask for reports, and we’d scramble, trying to pull it all together manually at the last second. The result? A total shit-show of mismatched numbers, last-minute stress, and reports that made zero sense.

But, here’s the thing—there’s a better way. And it’s not building more spreadsheets.

Get a damn tool

Seriously, just automate it. I don’t know why, but the agency I worked at would manually enter in emails sent per day, calculate open rates of emails, insert in leads manually to a Google sheet. And guess what, the “historical data” would be messed up every month. And I mean every month. It was embarrassing going to the client and trying to compare last month's metrics to this one BECAUSE THEY DIDN’T MATCH UP. 

So really– just get a damn tool . 

Tools like Google Analytics, Agency Analytics, and Looker Studio will pull in your data and present it in a way that even your boss (yes, the one who doesn’t care about your process) will be able to understand. You want reporting that’s not just easy to make, but easy to read.

Know what you want

Before you dive into the world of automated reporting tools, you need to get your shit together. Ask yourself:

• What KPIs actually matter?
• How often do you need reports—weekly, monthly, quarterly?
• Do you need more than one integration per report?
• How many reports are you actually producing?
• What’s your budget for this?
• Do you need white-label or customization options?

Because if you don’t figure this stuff out, no tool is going to save you.

Stop doing things manually

Seriously, are we not in the digital age? For years teams have been manually entering leads, emails sent, and calculating open rates like it’s 1999. Why are you still wasting time when automation exists? Let the robots handle the boring stuff. They screw up less than we do, trust me.

You have a couple methods for setting up your reporting (these are not ranked in order from best to worst):

Code it yourself 

While we all love DIY projects, this is not something that's as fun as building a little play house with your kid. THIS TAKES EFFORT. You’ll need to code all of your own custom reports, format your own dashboards, break the tool a couple times. Then restart all over again because your boss doesn’t like the brand colors. Anyways, I’m not saying it's impossible. I am saying it is slightly more difficult. The good news is, this method is highly customizable. 

Automate reporting

If you want something that gets the job done without making you lose your mind, this is it. Automated reporting tools pull in your data and build reports for you—no coding, no formatting headaches. It’s like having a personal assistant that actually does what you ask. 

The downside? You might lose a bit of customization, but who cares when you can get insights delivered straight to your inbox without lifting a finger? Perfect for those who just want to click a button and have their boss off their back.

Use business intelligence (BI) tools

Got a bit more budget and want to feel like you’re running a Fortune 500 company? BI tools are your answer. not only automate reports but also give you deep-dive analytics, predictive insights, and data visualization options that make your charts look like something out of a sci-fi movie. 

The catch? They can be complex, and setup might feel like you’re assembling a spaceship. But, if you have the patience (or a data analyst), you’ll be swimming in insights that go way beyond simple metrics.

Leverage data analytics dashboard tools

If you want a hybrid approach—something between coding it yourself and the all-out automation—data analytics dashboard tools are for you. Think of tools like Google Analytics or Looker Studio. They’re flexible and allow you to customize dashboards and reports without needing a PhD in data science. 

You’ll still need to put in a bit of work setting things up, but once it’s running, you’ll have a clear view of your data and insights you can actually use. Best for those who like a bit of control but don’t want to spend their entire day in the weeds.

My agency went with the automated reporting route. Now, it’s up to you based on whichever method above fits your needs. 

Now, what do you show in the reports?

So great– you made it to this section of the blog and you hopefully chose a method above of how you want to report. 

It's time to make it so good your boss doesn't want to kill you. 

Here’s what you need to know about making those reports better:

Show trends

What are these metrics even showing you? Are things trending up or down? Don’t make people scroll through endless columns of numbers—just give them the damn answer. Use a chart. So show week over week progress. Be able to compare easily. Make the numbers easy to read and easy to understand. 

Focus on what matters

Stop throwing every metric into your report. No one cares if you sent 20,000 emails unless those emails did something. Did they convert? What’s the open rate? Click-through rate? Conversion points? We want leading indicators, not a mess of useless data.

Organize metrics by funnel stage

Group your metrics based on where they fit in the customer journey—top, middle, and bottom of the funnel. Display traffic sources and new leads for top-of-funnel, engagement and conversion rates for mid-funnel, and revenue metrics or retention rates for the bottom. 

Take a look at the AgencyAnalytics dashboard below. It’s easy to see which channel is performing the best. How many contacts are in each stage funnel and how we are trending up or down per parts of the funnel.

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This structure makes it easy for your boss to see how efforts are impacting different stages of the funnel.

Use real-time data widgets

Set up widgets that show real-time updates for key metrics like traffic volume, form submissions, or sales conversions. This keeps everyone informed on the latest performance stats and creates a sense of urgency or excitement around results as they happen.

Break down the channels & stop guessing

Set up your dashboard to show exactly which channels are pulling their weight and which ones are dead weight. Email, social media, paid ads—each should have its own section showing traffic, engagement, and conversion rates. 

No more guessing where your leads are coming from or which channel is tanking—see it all, side by side, and know where to double down (or cut the cord).

Look at this HubSpot breakdown below by source weekly. 

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The dashboard makes it easy to see how your website sessions are broken down by source, how many people have visited your website, and the percentage per visitor. Look! No math for you to do!

Why automated reporting actually matters

Your reports are your way of showing your value—both to your clients and internally. They’re how you prove that the work you’re doing isn’t just busywork, but actually moving the needle. Marketing data, SEO strategies, social campaigns, Google Ads... it all piles up fast, and trying to track it manually is a fool’s errand.

Automated reporting doesn’t just save you time; it reduces human error, provides real-time data, and—most importantly—keeps everyone from losing their minds during those monthly check-ins. Plus, let’s not forget the cold hard cash: agencies that waste time on manual reports are basically throwing money out the window. And who can afford that?

How to choose the right automated reporting tool

Now, you’ve got options. You can code your own reports if you’re tech-savvy (Looker Studio is pretty friendly), or you can use tools that do the heavy lifting for you. Here’s what you should look for in a tool:

• User interface: Can a human actually read this?
• Usability: How fast can you learn the damn thing?
• Customization: Can you tailor it to different clients or teams?
• Scalability: Will it grow with you?
• Integration: How easily does it connect with your existing systems?
• Searchability: Can you find the data you need without tearing your hair out?
• Value: Is it worth the price tag?

Final thoughts: Automate that shit!

Stop wasting your time and sanity. Automated reporting tools exist for a reason—they save you from drowning in spreadsheets and losing track of what’s actually important. Do yourself a favor, make your life easier, and automate your reports. It’s not just about saving time; it’s about showing your clients (and your boss) that you know what the hell you’re doing.

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