Quick Overview
- 1#1: Supermetrics - Connects SEM platforms like Google Ads to spreadsheets, BI tools, and dashboards for automated data extraction and reporting.
- 2#2: Funnel.io - Aggregates and standardizes SEM campaign data from multiple ad platforms into a single source for customizable reports and analytics.
- 3#3: AgencyAnalytics - Provides white-label automated reporting dashboards for SEM metrics across Google Ads, Facebook Ads, and other channels.
- 4#4: Whatagraph - Creates visually stunning, automated reports for SEM performance with drag-and-drop customization from various ad platforms.
- 5#5: Adverity - Enterprise-grade data integration platform that unifies SEM data for advanced analytics and scheduled reporting.
- 6#6: ReportGarden - Automates client-ready PDF and web reports for SEM campaigns with SEO integration and white-label options.
- 7#7: DashThis - Builds custom real-time dashboards pulling SEM data from Google Ads, Bing, and more without coding.
- 8#8: Looker Studio - Free Google tool for creating interactive dashboards and reports directly from Google Ads and other SEM data sources.
- 9#9: Databox - Mobile-friendly dashboards that visualize SEM KPIs from multiple platforms with goal tracking and alerts.
- 10#10: Klipfolio - Builds KPI-focused dashboards for SEM reporting with data connectors to ad platforms and real-time updates.
Tools were selected and ranked based on their ability to integrate with key ad platforms, offer customizable reporting, ensure user-friendly design, and deliver strong value through robust features and reliability
Comparison Table
Selecting the right SEM reporting software requires analyzing key factors; this comparison table explores tools like Supermetrics, Funnel.io, AgencyAnalytics, Whatagraph, Adverity, and more, offering a clear view of features, pricing, and usability to guide informed decisions.
| # | Tool | Category | Overall | Features | Ease of Use | Value |
|---|---|---|---|---|---|---|
| 1 | Supermetrics Connects SEM platforms like Google Ads to spreadsheets, BI tools, and dashboards for automated data extraction and reporting. | specialized | 9.3/10 | 9.6/10 | 8.2/10 | 8.7/10 |
| 2 | Funnel.io Aggregates and standardizes SEM campaign data from multiple ad platforms into a single source for customizable reports and analytics. | specialized | 9.2/10 | 9.6/10 | 8.4/10 | 8.9/10 |
| 3 | AgencyAnalytics Provides white-label automated reporting dashboards for SEM metrics across Google Ads, Facebook Ads, and other channels. | specialized | 8.7/10 | 9.2/10 | 8.5/10 | 8.0/10 |
| 4 | Whatagraph Creates visually stunning, automated reports for SEM performance with drag-and-drop customization from various ad platforms. | specialized | 8.2/10 | 8.7/10 | 7.9/10 | 7.5/10 |
| 5 | Adverity Enterprise-grade data integration platform that unifies SEM data for advanced analytics and scheduled reporting. | enterprise | 8.2/10 | 9.1/10 | 7.3/10 | 7.6/10 |
| 6 | ReportGarden Automates client-ready PDF and web reports for SEM campaigns with SEO integration and white-label options. | specialized | 8.1/10 | 8.4/10 | 7.9/10 | 7.7/10 |
| 7 | DashThis Builds custom real-time dashboards pulling SEM data from Google Ads, Bing, and more without coding. | specialized | 8.2/10 | 8.5/10 | 9.0/10 | 7.8/10 |
| 8 | Looker Studio Free Google tool for creating interactive dashboards and reports directly from Google Ads and other SEM data sources. | enterprise | 7.9/10 | 8.1/10 | 7.3/10 | 9.7/10 |
| 9 | Databox Mobile-friendly dashboards that visualize SEM KPIs from multiple platforms with goal tracking and alerts. | specialized | 8.1/10 | 8.4/10 | 9.2/10 | 7.7/10 |
| 10 | Klipfolio Builds KPI-focused dashboards for SEM reporting with data connectors to ad platforms and real-time updates. | specialized | 7.8/10 | 8.2/10 | 7.4/10 | 7.1/10 |
Connects SEM platforms like Google Ads to spreadsheets, BI tools, and dashboards for automated data extraction and reporting.
Aggregates and standardizes SEM campaign data from multiple ad platforms into a single source for customizable reports and analytics.
Provides white-label automated reporting dashboards for SEM metrics across Google Ads, Facebook Ads, and other channels.
Creates visually stunning, automated reports for SEM performance with drag-and-drop customization from various ad platforms.
Enterprise-grade data integration platform that unifies SEM data for advanced analytics and scheduled reporting.
Automates client-ready PDF and web reports for SEM campaigns with SEO integration and white-label options.
Builds custom real-time dashboards pulling SEM data from Google Ads, Bing, and more without coding.
Free Google tool for creating interactive dashboards and reports directly from Google Ads and other SEM data sources.
Mobile-friendly dashboards that visualize SEM KPIs from multiple platforms with goal tracking and alerts.
Builds KPI-focused dashboards for SEM reporting with data connectors to ad platforms and real-time updates.
Supermetrics
specializedConnects SEM platforms like Google Ads to spreadsheets, BI tools, and dashboards for automated data extraction and reporting.
Its vast library of 100+ no-code connectors that pull granular SEM metrics directly into familiar tools like Sheets and Looker Studio.
Supermetrics is a leading data integration platform that automates the extraction and reporting of SEM data from sources like Google Ads, Microsoft Advertising, and hundreds of other marketing platforms into tools such as Google Sheets, Looker Studio, Excel, and Power BI. It excels in creating custom dashboards, blending datasets, and scheduling automated refreshes to streamline performance tracking for PPC campaigns. As a top SEM reporting solution, it eliminates manual data exports, enabling real-time insights and scalable reporting for agencies and teams.
Pros
- Over 100 pre-built connectors for SEM platforms like Google Ads and Microsoft Advertising
- Seamless integration with Google Sheets and Looker Studio for quick dashboard building
- Advanced data transformation, scheduling, and automation capabilities
Cons
- Pricing scales with data volume (rows queried), which can become expensive for large accounts
- Steeper learning curve for complex queries and custom metrics
- Relies on third-party tools for visualization, lacking built-in BI features
Best For
Marketing agencies and in-house teams managing high-volume SEM campaigns across multiple platforms who need automated, customizable reporting.
Pricing
Starts at $99/month (Starter plan, 50K credits); scales to Enterprise with custom pricing based on data rows queried monthly.
Funnel.io
specializedAggregates and standardizes SEM campaign data from multiple ad platforms into a single source for customizable reports and analytics.
Unlimited custom metrics engine that lets users blend and transform data from any source without coding
Funnel.io is a robust marketing data hub that connects to over 500 data sources, including key SEM platforms like Google Ads, Microsoft Advertising, and Facebook Ads, to centralize and automate data collection for reporting. It offers powerful ETL (Extract, Transform, Load) capabilities, allowing users to create custom metrics, dimensions, and unified dashboards for in-depth SEM performance analysis. Ideal for teams handling multi-platform campaigns, it supports real-time data syncing and shareable reports to streamline decision-making.
Pros
- Seamless integration with 500+ connectors for comprehensive SEM data aggregation
- Unlimited custom metrics and real-time data processing for flexible reporting
- Intuitive dashboard builder with scheduling and white-label sharing options
Cons
- Pricing scales with data volume, which can be costly for high-volume users
- Initial setup requires time for complex transformations
- Limited native AI-powered insights compared to newer competitors
Best For
Marketing agencies and large teams managing multi-platform SEM campaigns who need automated, customizable reporting across channels.
Pricing
Starts at $299/month for Starter plan (up to 5 connectors, 10M rows/month); scales to Enterprise with custom pricing based on data volume and features.
AgencyAnalytics
specializedProvides white-label automated reporting dashboards for SEM metrics across Google Ads, Facebook Ads, and other channels.
White-label client dashboards that allow agencies to brand reports as their own while automating SEM data updates in real-time.
AgencyAnalytics is a comprehensive marketing reporting platform designed primarily for digital agencies, offering seamless integrations with SEM tools like Google Ads, Microsoft Advertising, and others to automate data aggregation and visualization. It enables the creation of customizable, white-label dashboards and scheduled PDF reports that present key SEM metrics such as impressions, clicks, conversions, and ROI in a client-friendly format. The tool emphasizes time-saving automation, allowing agencies to focus on strategy rather than manual reporting tasks.
Pros
- Over 80 integrations including major SEM platforms for comprehensive data pulling
- White-label client portals and automated scheduled reports
- Highly customizable widgets and templates for tailored SEM insights
Cons
- Pricing scales quickly with number of clients, potentially expensive for large agencies
- Steeper learning curve for complex custom report builds
- Lacks deep SEM optimization tools, focusing more on reporting than bid management
Best For
Digital marketing agencies handling multiple client SEM campaigns that require branded, automated reporting to impress stakeholders.
Pricing
Starts at $79/month (billed annually) for 5 client logins, with plans scaling to $499/month for 100+ clients; custom enterprise options available.
Whatagraph
specializedCreates visually stunning, automated reports for SEM performance with drag-and-drop customization from various ad platforms.
Magic Metrics that automatically combine and calculate KPIs across multiple disconnected data sources
Whatagraph is a powerful reporting and visualization platform designed for marketers and agencies to automate client-ready reports from SEM platforms like Google Ads, Bing Ads, and Facebook Ads. It connects to over 50 data sources, enabling users to build customizable dashboards, track KPIs, and schedule automated report deliveries with white-label branding. The tool excels in transforming complex marketing data into visually appealing, shareable insights without requiring coding skills.
Pros
- Stunning, customizable visualizations and templates
- Seamless integrations with major SEM platforms
- Automated scheduling and white-label reporting
Cons
- Steep learning curve for advanced customizations
- Pricing can be high for small teams or solo users
- Occasional delays in data syncing from some sources
Best For
Marketing agencies managing multiple SEM clients who need branded, automated reports to impress stakeholders.
Pricing
Starts at $79/month (Starter plan for 3 reports), Pro at $239/month, Agency plans custom; free trial available.
Adverity
enterpriseEnterprise-grade data integration platform that unifies SEM data for advanced analytics and scheduled reporting.
SmartConnect AI for automated, no-code data modeling and blending across disparate SEM and marketing sources
Adverity is a robust marketing data integration platform that connects to over 500 data sources, including key SEM platforms like Google Ads, Microsoft Advertising, and Bing Ads, enabling automated data extraction and unification. It offers ETL capabilities, customizable dashboards, and AI-powered blending for comprehensive SEM performance reporting and multi-channel analysis. Users can create automated reports, track KPIs, and gain actionable insights without manual data handling.
Pros
- Vast library of 500+ connectors for seamless SEM and multi-channel data integration
- Powerful no-code ETL and AI-driven data blending for custom reporting
- Scalable automation and real-time dashboards for enterprise-level SEM analysis
Cons
- Steep learning curve and complex initial setup for non-technical users
- Enterprise pricing makes it less accessible for SMBs or small agencies
- Overkill for teams focused solely on basic SEM reporting without multi-channel needs
Best For
Enterprise marketing teams and large agencies handling complex SEM data alongside other channels for unified reporting.
Pricing
Custom enterprise pricing based on data volume and users, typically starting at $20,000+ annually.
ReportGarden
specializedAutomates client-ready PDF and web reports for SEM campaigns with SEO integration and white-label options.
White-label client portals with interactive snapshots for branded, self-service reporting
ReportGarden is a marketing reporting platform tailored for digital agencies, automating the creation of white-label client reports and dashboards from data sources like Google Ads, Facebook Ads, LinkedIn, and more. It enables customizable templates, scheduled deliveries, and interactive client portals to streamline SEM performance tracking and presentation. The tool focuses on multi-client management, helping agencies scale reporting without manual effort.
Pros
- Extensive integrations with major SEM platforms for seamless data pulling
- White-label reporting and client portals enhance professional delivery
- Automated scheduling and templates save significant time for agencies
Cons
- Pricing scales quickly with additional clients/brands
- Advanced customizations require a learning curve
- Lacks deep predictive analytics compared to enterprise tools
Best For
Digital marketing agencies managing multiple SEM clients who need branded, automated reporting to impress and retain business.
Pricing
Starts at $59/month (Solo, 1 brand), $99/month (Pro, 3 brands), $299/month (Agency, 10 brands), with custom Enterprise pricing.
DashThis
specializedBuilds custom real-time dashboards pulling SEM data from Google Ads, Bing, and more without coding.
Multi-source data blending that combines metrics from disparate platforms like Google Ads and Bing Ads into a single, cohesive dashboard view
DashThis is a customizable dashboard and reporting platform that aggregates data from over 50 marketing sources, including Google Ads, Facebook Ads, and Google Analytics, into unified, visually appealing dashboards. It enables users to create automated PDF, PPT, or Excel reports with scheduled delivery and white-label options for client sharing. Primarily designed for marketing agencies and teams focused on SEM reporting, it simplifies data visualization without requiring coding skills.
Pros
- Over 50 integrations for seamless SEM data aggregation
- Drag-and-drop dashboard builder for quick customization
- Automated report scheduling and white-labeling for clients
Cons
- Limited advanced analytics or forecasting capabilities
- Pricing scales quickly with number of dashboards needed
- Occasional data sync delays reported by users
Best For
Marketing agencies and SEM managers handling multiple client PPC campaigns who need fast, automated visual reports.
Pricing
Starts at $39/month (Starter: 3 dashboards), $89/month (Pro: 10 dashboards), $177/month (Business: 20 dashboards), with custom Enterprise plans.
Looker Studio
enterpriseFree Google tool for creating interactive dashboards and reports directly from Google Ads and other SEM data sources.
Direct, real-time connector to Google Ads for effortless SEM metric visualization and custom report building
Looker Studio is a free, cloud-based data visualization platform from Google that enables users to create interactive dashboards and custom reports by connecting to various data sources like Google Ads, Google Analytics, and BigQuery. For SEM reporting, it shines in pulling real-time data from Google Ads to visualize key metrics such as impressions, clicks, conversions, and ROI in customizable charts and tables. While versatile for general BI needs, it requires manual setup for advanced SEM insights and lacks built-in automation for campaign optimization.
Pros
- Seamless native integration with Google Ads for real-time SEM data
- Fully customizable and interactive dashboards at no cost
- Easy sharing and collaboration features for teams
Cons
- Steep learning curve for complex report design and data blending
- Limited advanced SEM-specific tools like automated alerts or forecasting
- Relies on external connectors for non-Google platforms, which can be clunky
Best For
Google-centric SEM teams and agencies needing free, customizable reporting dashboards without advanced automation.
Pricing
Completely free for all users, with no paid tiers required.
Databox
specializedMobile-friendly dashboards that visualize SEM KPIs from multiple platforms with goal tracking and alerts.
Seamless data blending from multiple SEM sources into unified, real-time metrics and shareable snapshots
Databox is a versatile business intelligence platform that pulls data from over 100 integrations, including key SEM tools like Google Ads, Microsoft Advertising, and Facebook Ads, into customizable, real-time dashboards. It enables users to visualize critical SEM metrics such as impressions, clicks, conversions, CTR, and ROAS through drag-and-drop builders, goal tracking, and automated alerts. This makes it a solid choice for monitoring and reporting on search engine marketing campaigns without needing coding skills.
Pros
- Intuitive drag-and-drop dashboard builder for quick SEM visualizations
- Real-time data syncing and mobile app for on-the-go reporting
- Broad integrations with major SEM platforms like Google Ads and Bing Ads
Cons
- Advanced features like forecasting and custom metrics locked behind higher tiers
- Less specialized SEM automation compared to agency-focused tools
- Pricing scales quickly for teams needing multiple dashboards or users
Best For
Small to mid-sized marketing teams or individual PPC managers seeking user-friendly, visual SEM dashboards without deep technical setup.
Pricing
Free plan for basic use; Starter at $72/mo (billed annually, 3 data sources/5 dashboards); Professional at $135/mo (15 sources/unlimited dashboards); custom Enterprise pricing.
Klipfolio
specializedBuilds KPI-focused dashboards for SEM reporting with data connectors to ad platforms and real-time updates.
Advanced data blending that combines SEM metrics with CRM, e-commerce, and other sources into a single, interactive dashboard
Klipfolio is a cloud-based dashboard and KPI visualization platform that connects to over 100 data sources, including Google Ads, Microsoft Advertising, and Google Analytics, enabling users to build custom real-time reports for SEM campaigns. It allows for interactive dashboards, automated updates, and data blending to provide holistic views of search marketing performance alongside other metrics. While versatile for general BI needs, it requires setup for SEM-specific reporting but offers flexibility beyond templated solutions.
Pros
- Extensive connectors to major SEM platforms like Google Ads and Bing Ads
- Highly customizable dashboards with data blending for unified reporting
- Real-time updates and mobile-friendly sharing for team collaboration
Cons
- Steep learning curve for building complex SEM reports from scratch
- Lacks deep SEM-specific templates or automation compared to niche tools
- Pricing scales quickly for larger teams or advanced features
Best For
Mid-sized marketing teams needing customizable SEM dashboards integrated with broader business data sources.
Pricing
Starts at $99/month for Starter plan (up to 3 users); Team plan $199/month (up to 10 users); custom enterprise pricing.
Conclusion
The reviewed sem reporting tools offer robust solutions, with Supermetrics leading for its seamless cross-platform integration and automated data extraction. Funnel.io stands out for aggregating and standardizing data into customizable reports, while AgencyAnalytics excels with white-label options, providing strong alternatives based on specific needs.
Begin optimizing your sem reporting journey by trying Supermetrics—its efficient data handling and flexibility make it the ideal starting point for enhancing your campaign management and results.
Tools Reviewed
All tools were independently evaluated for this comparison