Reporting infrastructure that grows with your agency — from 13 clients to 30+.
From our conversation, the picture is pretty clear. You've got 13 clients, a growing team, and reporting that's still duct-taped together with screenshots and Google Sheets. You tried Whatagraph — it didn't stick. Supermetrics before that. Same story.
The issue isn't that these tools are bad. It's that none of them let you blend data across channels. So when a client asks "is our retention actually improving, or are we just spending more on ads?" — nobody has a quick answer. Your team ends up pulling numbers from four different platforms, manually piecing together a narrative in a slide deck, and hoping the math adds up.
That's not sustainable at 13 clients. It's definitely not going to work at 25.
A reporting system that your team actually uses — organized around business questions, not platform tabs. Built on infrastructure you own, so you're never locked into another vendor that disappears or breaks.
One template. One data model. Duplicate across every client.
| Layer | Technology | Why |
|---|---|---|
| Data Warehouse | BigQuery | Your data lives in your project. No lock-in. If we part ways, everything stays with you. |
| Data Ingestion | Fivetran | Pre-built connectors for Shopify, Meta, Google Ads, Klaviyo. When APIs change (and they do), Fivetran handles it — not your team. |
| Presentation | Looker Studio | Free. Client-shareable. Your branding. Pulls directly from modeled BigQuery views. |
Seven pages. Organized around the questions your clients actually ask — not around which ad platform the data came from. Each page has KPI scorecards, trend charts, and space for your team to add strategic commentary before the monthly review.
| # | Page | Key Question It Answers |
|---|---|---|
| 1 | Executive Summary | What moved, what didn't, and where should we look? |
| 2 | Business Outcomes | Is the growth real, or are we just spending more? |
| 3 | Acquisition | Where are new customers actually coming from, and at what cost? |
| 4 | Retention & Lifecycle | Are email and SMS pulling their weight, or are we over-relying on paid? |
| 5 | CRO & On-Site | We're driving traffic — is the site actually converting it? |
| 6 | Opportunities & Threats | What should we do next month, specifically? |
| 7 | Appendix | The nitty-gritty: campaign-level and flow-level breakdowns for whoever manages the channels. |
Under the hood, six BigQuery views power everything. Same structure for every client — daily granularity, consistent naming, no surprises. When you onboard a new client, you duplicate the views, point Fivetran at their accounts, and you're live.
| View | Grain | Key Fields |
|---|---|---|
| business_daily | Day | revenue, orders, AOV, new vs returning customer revenue |
| acquisition_daily | Day × channel | spend, CAC/NCAC, sessions, new customers, channel mix |
| retention_daily | Day | repeat rate, returning revenue %, email rev, SMS rev |
| lifecycle_program_daily | Day × program | campaign vs flow performance, placed-order rate |
| cro_daily | Day × page | LP CVR, PDP→cart rate, checkout completion |
| reporting_targets | Month | revenue goal, MER goal, NCAC goal, retention goal |
Each client gets their own dataset — no cross-contamination, no risk of sharing the wrong numbers. Parameterized data sources with unique shareable links mean you can drop a report link into a client Slack and they'll only ever see their own data.
| Item | Monthly Cost |
|---|---|
| Fivetran (13 clients × 5 sources) | $300–500 |
| BigQuery storage & queries | $50–100 |
| Looker Studio | Free |
| Total | $350–600/mo |
For context — probably less than what Whatagraph was costing you. Except now you actually own everything.
After the post-launch period, if you want me to stay involved — handle new client onboarding, add connectors, troubleshoot issues — I offer a $2,500/mo retainer. No commitment, cancel anytime. Most agencies find it useful for the first 2–3 months until the team is fully self-sufficient.
| Where the value comes from | Conservative numbers |
|---|---|
| Time your team gets back (no more manual report assembly) | $2,000–3,000/mo |
| Keeping one client who would've churned over bad reporting | $36,000–84,000/yr |
| Capacity to take on 2–3 more clients without hiring | $72,000–200,000/yr |
I run Valiotti Analytics and currently work as Fractional Head of Data for a $6M ecommerce marketplace — same stack, same scale, same kind of cross-platform reporting challenges you're dealing with.
A few things that are directly relevant:
You're not hiring a freelancer who'll figure it out as they go. This is literally what I do every week.
The stack and approach are firm — that's what makes this actually work long-term. Timeline and payment milestones, happy to adjust.
Looking forward to it, Danielle.