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free","https://live.whatagraph.com/auth/register",{"id":34,"page_slug":401,"cta":409},[410],{"id":42,"label":406,"url":407,"open_new_tab":32,"button_type":396},{},{"article":413,"bodySanitize":490,"relatedArticles":491,"banners":620},{"id":414,"title":415,"slug":416,"summary":417,"body":418,"read_time":50,"createdAt":419,"updatedAt":420,"publishedAt":421,"errors":31,"table_of_contents":32,"dateReorder":422,"cover_image":423,"article_category":442,"tags":449,"author":454,"seo":483,"banners":31,"FAQ":31},2299,"8 Essential Marketing Data Sources You Need to Monitor","marketing-data-sources","\u003Cp>Marketing teams are analyzing more customer data, business data, and third-party data than ever before, which inevitably leads to many innovations in data gathering and processing methods. In other words, if your job description didn’t include collecting marketing data, it might soon.\u003C/p>","\u003Ch2>Marketing success begins and ends with data\u003C/h2>\u003Cp>If you’re reading this, I hope you’re already using data to measure past success. You \u003Ca href=\"https://whatagraph.com/blog/articles/campaign-report\">evaluate campaigns and create reports\u003C/a> to document your ability to ride the current marketing trends toward your business goals. \u003C/p>\u003Cp>However, marketing data is equally valuable for planning future marketing campaigns. Still, for omnichannel campaigns to work, you need more content in more places, and the number of digital marketing data sources you need to cover keeps growing every year. \u003C/p>\u003Cp>All this makes it difficult to know what types of data and how many marketing data sources you need. \u003C/p>\u003Cp>As your marketing budget for 2024 is awaiting approval, it’s a good time to review marketing data sources you’ve used or may use in the next quarter. \u003C/p>\u003Cp>These marketing data sources range from quantitative data sources that present hard-to-beat figures to qualitative data you may not even realize you’re collecting. \u003C/p>\u003Cp>In this article, we’ll review some of the best places to collect data and what to look for when analyzing that data. \u003C/p>\u003Ch2>Quantitative marketing data sources\u003C/h2>\u003Ch3>Google Analytics 4\u003C/h3>\u003Cp>Google Analytics 4 has everything you need to kick off your data-driven marketing strategy. It gives you information on your web traffic and conversions on your website, as well as app data. \u003C/p>\u003Cp>\u003Cstrong>What to look for in Google Analytics 4?\u003C/strong>\u003C/p>\u003Cp>Google Analytics 4 collects an overwhelming amount of marketing stats, but what you should focus on the most is:\u003C/p>\u003Cul>\u003Cli>Traffic sources,\u003C/li>\u003Cli>Engagement rate,\u003C/li>\u003Cli>Pages with the highest views.\u003C/li>\u003C/ul>\u003Cp>Analyzing traffic sources can also streamline your marketing planning. If, for example, social media performs better than emails or PPC, you should increase the ad spend on socials rather than spreading your budget across multiple channels that don’t hit the target. \u003C/p>\u003Cp>Engagement rate is a good metric for detecting if any of your website pages are underperforming and could use an update or refocusing. For example, if the number of engaged sessions is low on a landing page with display ads, you may need to rethink headers and messaging, as well as make the visuals more engaging. \u003C/p>\u003Cp>By analyzing high page views, you can shape next year’s content marketing strategy on those pages. This can help you increase a target demographic that is already coming to your website. \u003C/p>\u003Cp>With Whatagraph’s native \u003Ca href=\"https://whatagraph.com/integrations/ga4\">Google Analytics 4 integration\u003C/a>, connecting and analyzing your clients’ GA4 data becomes a breeze: \u003C/p>\u003Cul>\u003Cli>Step 1: Chose a \u003Ca href=\"https://whatagraph.com/templates/google-analytics-4-report\">Google Analytics 4 report template\u003C/a>,\u003C/li>\u003Cli>Step 2: Add the client’s account,\u003C/li>\u003Cli>Step 3: Take insights from visualized data.\u003C/li>\u003C/ul>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/google_analytics_4_08f41b2142.png\" alt=\"Google Analytics 4 report section \">\u003C/p>\u003Cp>You can use one of Whatagraph templates, or \u003Ca href=\"https://whatagraph.com/google-analytics-4-reporting-tool\">create your own GA4 report\u003C/a> from scratch using drag-and-drop widgets as building blocks and specifying metrics and filters for each widget. \u003C/p>\u003Ch3>Advertising platforms\u003C/h3>\u003Cp>When it comes to creating content for your paid ads on Google or social media, your primary metric is conversions. If the conversion rate is nowhere near your goal, you should revise your ad copy or visuals to launch more compelling content. \u003C/p>\u003Cp>For example, you can also use a \u003Ca href=\"https://whatagraph.com/templates/google-ads-report\">Google Ads report template\u003C/a> to identify and research high-performing keywords, which you can use for search engine optimization. \u003C/p>\u003Cp>But what does high-performing mean in this case?\u003C/p>\u003Col>\u003Cli>Good conversion rate on the website,\u003C/li>\u003Cli>A high number of clicks,\u003C/li>\u003Cli>Good click-through rate.\u003C/li>\u003C/ol>\u003Cp>If these keywords are expensive, you should also use them in your strategy and try to rank for them in organic search. \u003C/p>\u003Cp>Paid ads on social media can also provide valuable insights into lead generation and marketing activity for each ad you deploy for your client. On \u003Ca href=\"https://phonexa.com/blog/pay-per-call-facebook-ads/\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook Ads\u003C/a>, for example, some of the most relevant data points include:\u003C/p>\u003Cul>\u003Cli>Return on ad spend (ROAS),\u003C/li>\u003Cli>Impressions,\u003C/li>\u003Cli>Clicks,\u003C/li>\u003Cli>Post engagement. \u003C/li>\u003C/ul>\u003Cp>ROAS is a powerful indicator if you’re trying to maximize spending efficiency, especially for clients with large amounts of ad spend. But other metrics like impressions (the number of appearances in users’ feeds) and clicks can provide additional context. \u003C/p>\u003Cp>Post engagement is another valuable piece of data to keep an eye on, as it can tell how popular or interesting your ad content is. Posts with low engagement are best deleted or reworked since the current content doesn’t resonate with your target audience. \u003C/p>\u003Cp>Whatagraph allows you to effortlessly connect data from advertising channels such as Google Ads, Facebook Ads, LinkedIn Ads, and Amazon Ads, and compare the performance in a cross-channel view. \u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/consolidated_ppc_ea12266927.png\" alt=\"Cross-channel marketing report multi-source widget\">\u003C/p>\u003Cp style=\"text-align:right;\">\u003Ci>A detail of a \u003C/i>\u003Ca href=\"https://whatagraph.com/ppc-reporting-tool\">\u003Ci>Consolidated PPC Report\u003C/i>\u003C/a>\u003Ci> created in Whatagraph\u003C/i>\u003C/p>\u003Ch3>Social media\u003C/h3>\u003Cp>Social media are critical for advertising, but also for feeling the pulse of the customers and increasing the reach, trust, and advocacy. Agencies that monitor their clients’ brand mentions on social media can achieve even better results than with regular ad campaigns. \u003C/p>\u003Cp>Develop a quick response methodology for different brand discussions, including reviews. Product questions, and even customer complaints. This way, the customers feel heard and appreciated. \u003C/p>\u003Cp>You can also use social media to monitor what users say about your competition and use those insights in your next marketing strategy revision. \u003C/p>\u003Cp>But without the right tool to monitor all social media, you might miss many opportunities. \u003C/p>\u003Cp>Whatagraph allows you to collect marketing data from all popular social media channels and present insights in \u003Ca href=\"https://whatagraph.com/blog/articles/cross-channel-marketing-report\">cross-channel reports\u003C/a>. \u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/social_overview_aa9f38bb1b.png\" alt=\"Social media overview in Whatagraph\">\u003C/p>\u003Cp style=\"text-align:right;\">\u003Ci>A detail of a \u003C/i>\u003Ca href=\"https://whatagraph.com/templates/social-media-report\">\u003Ci>Social Media Overview Report\u003C/i>\u003C/a>\u003Ci> created in Whatagraph\u003C/i>\u003C/p>\u003Cp>With all social media accounts in one overview report, you can easily track the performance of individual channels or create a multi-source table to compare the metrics of choice for individual posts.  \u003C/p>\u003Ch3>Google Search Console\u003C/h3>\u003Cp>If you’re not an SEO expert, Google Search Console could appear too technical, but it’s not that difficult to learn the basics and monitor metrics like:\u003C/p>\u003Cul>\u003Cli>Core web vitals,\u003C/li>\u003Cli>Page indexing,\u003C/li>\u003Cli>Performance overview.\u003C/li>\u003C/ul>\u003Cp>The core web vitals report reveals the speed performance of your pages: good, needs, improvement, and poor. However, speed isn’t just an SEO ranking factor — it’s also essential for the overall customer experience. If you see a lot of poor URLs, you need to create a ticket and get them improved as soon as possible.  \u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/gsc_dashboard_3bde8c3bd6.png\" alt=\"Google Search Console dashboard in Whatagraph\">\u003C/p>\u003Cp>The page indexing report tells you if Google indexes your pages, while the performance overview gives you the search queries you appear in. \u003C/p>\u003Cp>Thanks to \u003Ca href=\"https://whatagraph.com/integrations/google-search-console\">native integration with Google Search Console\u003C/a>, Whatagraph allows you to connect this source data in a few clicks and create an SEO overview with your critical engagement metrics. \u003C/p>\u003Ch3>CRMs\u003C/h3>\u003Cp>Customer Relationship Management tools are a valuable source of marketing data. They hold all the essential customer datasets in one place to help you understand conversions and analyze customer interactions. \u003C/p>\u003Cp>What to look for in CRMs?\u003C/p>\u003Cul>\u003Cli>Time to close,\u003C/li>\u003Cli>Deal value,\u003C/li>\u003Cli>Time to respond to support tickets.\u003C/li>\u003C/ul>\u003Cp>Combined with information on which channel customers were acquired and their lifetime value, these insights can help you optimize future campaigns and calculate hard-to-get KPIs such as the ROI of your marketing. \u003C/p>\u003Cp>Now you can round up your marketing efforts by including data from your HubSpot or Salesforce account in any report created in Whatagraph — quickly and painlessly.    \u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/salesforce_report_6f3fb1bf68.png\" alt=\"Salesforce report in Whatagraph\">\u003C/p>\u003Cp style=\"text-align:right;\">\u003Ci>A detail of a \u003C/i>\u003Ca href=\"https://whatagraph.com/salesforce-dashboards\">\u003Ci>Salesforce Campaign Report\u003C/i>\u003C/a>\u003Ci> created in Whatagraph\u003C/i>\u003C/p>\u003Ch2>Qualitative marketing data sources\u003C/h2>\u003Cp>In addition to quantitative marketing data from the previous examples, qualitative data from your sales and support teams is just as important for gaining new insights and creating a data-based marketing plan. \u003C/p>\u003Ch3>Insights from sales development representatives\u003C/h3>\u003Cp>You may do your marketing research, but your sales development representatives (SDRs) speak to customers all the time, which makes them a valuable source of market intelligence. \u003C/p>\u003Cp>\u003Cstrong>What insights to look for from SDRs?\u003C/strong>\u003C/p>\u003Cp>Start by asking questions like:\u003C/p>\u003Cul>\u003Cli>What was the focus of a recent inbound call with a prospect? What challenges were they trying to solve?\u003C/li>\u003Cli>What was the last prospect that you had an easy time closing? What was the problem that the person was trying to solve? Why did the prospect choose to sign?\u003C/li>\u003Cli>What would you say are our advantages over the companies we compete with?\u003C/li>\u003C/ul>\u003Cp>Speaking to sales representatives to determine customer pain points allows you to understand what unique selling points are most appealing to certain prospect groups. With those insights in hand, you can focus on those unique selling points in your messaging. \u003C/p>\u003Cp>Sales call data can also help you separate different customer groups. Audience segmentation makes it easier to find more engaging examples for marketing campaigns. \u003C/p>\u003Cp>By talking to people who actually speak to your customers, you can understand the quantitative data you’re gathering and have a more complete picture of your prospects and their industry. \u003C/p>\u003Ch3>Insights from technical support \u003C/h3>\u003Cp>Your support team has deep knowledge of your product’s pain points, which makes them a great source of potential marketing data. \u003C/p>\u003Cp>The data you get from your customer support team can contain technical issues customers experience with your product or website. This information helps you understand what messaging to underline and what to avoid if, for example, a feature is not yet fully developed and may lead to a negative user experience. \u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/clarity_heatmap_cca2bef889.png\" alt=\"Clarity heatmap \">\u003C/p>\u003Cp style=\"text-align:right;\">\u003Ci>Tools like Clarity can show your support team if something on your website is not working\u003C/i>\u003C/p>\u003Cp>For example, if your service has speed issues, you may not want to make an ad creative saying how fast it is.\u003C/p>\u003Cp>If you use Google Analytics 4 and come to realize that engaged sessions are low on a certain product page, your support team can identify what is confusing customers about that page. \u003C/p>\u003Ch3>Insights from account managers\u003C/h3>\u003Cp>If you are in a B2B marketing team or serve multiple clients as an agency, your account managers can be another valuable marketing data source.\u003C/p>\u003Cp>\u003Cstrong>What insights to look for from account managers? \u003C/strong>\u003C/p>\u003Cp>The story of your marketing data should really start with you talking to account managers first. This team understands your clients on a micro and macro level and can tell you:\u003C/p>\u003Cul>\u003Cli>What kinds of marketing campaigns do prospects respond to the most?\u003C/li>\u003Cli>What marketing trends do they pay attention to?\u003C/li>\u003Cli>What pain points lead them to you?\u003C/li>\u003Cli>What economic indicators are important to them?\u003C/li>\u003C/ul>\u003Ch2>Connect marketing data sources easily with Whatagraph\u003C/h2>\u003Cp>To gain a complete overview of your client, you need to track marketing data that lives on different marketing platforms. Until recently, marketing agencies have often used several tools to connect marketing data sources into a unified view — one tool for social media, another for Google-based platforms, the third for paid advertising, etc. \u003C/p>\u003Cp>It’s not rare that marketers still use one tool to connect data sources and another to visualize and share insights with their clients. \u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/ppc_integrations_7ebfd7daec.png\" alt=\"Paid ads integrations in Whatagraph\">\u003C/p>\u003Cp>In either case, relying on multiple marketing SaaS complicates data aggregation and reporting. \u003C/p>\u003Cp>If any of the tools encounters a problem, you can’t complete your data journey. Not to mention the cost and logistics of managing several tool subscriptions. \u003C/p>\u003Cp>Whatagraph solves these problems by offering \u003Ca href=\"https://whatagraph.com/blog/articles/marketing-data-platform\">a marketing data platform\u003C/a> to connect, visualize, and share marketing data from diverse sources.  \u003C/p>\u003Cp>\u003Cstrong>What makes Whatagraph an ideal choice for marketing agencies?\u003C/strong>\u003C/p>\u003Ch3>One platform\u003C/h3>\u003Cp>Whatagraph allows you to connect, visualize, and share your marketing data within the same tool. Thanks to over 45 native integrations with popular website analytics, social media, paid ads, e-commerce, email marketing, and CRM tools, your connections are fast and stable. Add your data sources once and create stunning reports and dashboards with accurate marketing data. All the supported integrations are available in all pricing plans. \u003C/p>\u003Ch3>Easy cross-channel insights\u003C/h3>\u003Cp>Bring cross-channel data together in just a few clicks by simply connecting the multiple data sources to a single report and dashboard and pick the widgets you need for cross-channel visualization. You can set individual data sources for every graph, chart, table, and even a single-value widget. \u003C/p>\u003Cp>Use separate widgets for each channel or blend data within a single widget for unified metrics. Thanks to custom formulas, you can blend existing metrics from multiple sources and create new metrics that original platforms don’t provide. \u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/custom_formula_278fd448c9.png\" alt=\"Custom formulas in Whatagraph\">\u003C/p>\u003Cp>Multi-source tables are another handy cross-channel feature you can use to compare metrics of choice from comparable sources, like paid advertising or social media. \u003C/p>\u003Ch3>Connect any marketing data source\u003C/h3>\u003Cp>Our list of native integrations is growing constantly, but if you currently have a data source you want to connect and report on, Whatagraph gives you three workarounds: \u003C/p>\u003Col>\u003Cli>Create a custom API, \u003C/li>\u003Cli>Move data to Google BigQuery and connect it as a source, \u003C/li>\u003Cli>Export data to Google Sheets and connect it as native integration. \u003C/li>\u003C/ol>\u003Cp>The last option is useful if you want to include additional formulas like exchange rates to your data before unifying it in one of the Whatagraph reports.  \u003C/p>\u003Ch3>Report automation and live dashboard links\u003C/h3>\u003Cp>Whatagraph enables you to automate much of the data collection and reporting process. Once you add your data sources, create a report, and specify the recipients: email addresses, frequency, and time of sending, you can set the whole process on autopilot, and your clients will receive every report on time.\u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/automate_report_2661de2852.png\" alt=\"Report automation in Whatagraph\">\u003C/p>\u003Cp>Of course, you can add a review step if you want to inspect what gets sent and include additional comments and recommendations. \u003C/p>\u003Cp>Another handy reporting feature is \u003Ca href=\"https://whatagraph.com/live-dashboards\">live links to reports and dashboards\u003C/a>. \u003C/p>\u003Cp>Emailed .pdf reports are great for periodical reporting and allow clients to reference data from previous periods. \u003C/p>\u003Cp>Live links, however, give additional transparency to reporting as they remove all the steps between clients and their marketing data. They reduce the possibility of human error and speed up client-agency communication as clients can access real-time data at any time, from any place.\u003C/p>\u003Ch3>Code-free data transfers to BigQuery\u003C/h3>\u003Cp>Whatagraph offers an intuitive, \u003Ca href=\"https://www.shno.co/blog/what-is-no-code\" target=\"_blank\" rel=\"noopener noreferrer\">no-code way\u003C/a> to transfer data from multiple marketing platforms to Google BigQuery data warehouse. \u003C/p>\u003Cp>Data warehousing gives you total ownership of the marketing data you collect. Instead of trusting multiple platforms to keep your data, move it to a warehouse and run data analysis whenever you need, without date range or API limitations. \u003C/p>\u003Cp>And the best thing is that you don’t have to build or maintain your connection. With Whatagraph, setting up a date transfer to BigQuery takes just a few clicks. \u003C/p>\u003Cfigure class=\"media\">\u003Cdiv data-oembed-url=\"https://www.youtube.com/watch?v=duPLgIOS-vs\">\u003Cdiv style=\"position: relative; padding-bottom: 100%; height: 0; padding-bottom: 56.2493%;\">\u003Ciframe src=\"https://www.youtube.com/embed/duPLgIOS-vs\" style=\"position: absolute; width: 100%; height: 100%; top: 0; left: 0;\" frameborder=\"0\" allow=\"autoplay; encrypted-media\" allowfullscreen=\"\">\u003C/iframe>\u003C/div>\u003C/div>\u003C/figure>\u003Ch2>Wrapping up\u003C/h2>\u003Cp>Although quantitative marketing data is the essence of marketing analytics, qualitative data can help you see the whole picture of your clients’ marketing performance. \u003C/p>\u003Cp>However, qualitative and quantitative marketing data sources don’t need to be siloed from each other. Account managers can provide useful notes on the customer journey, which you can transform into comments or recommendations in client reports. \u003C/p>\u003Cp>This combination of metrics and human observation ensures an accurate interpretation of your marketing results. \u003C/p>\u003Cp>Yet, in spite of marketing data sources often being widely diversified, data gathering shouldn’t take much of your time. \u003C/p>\u003Cp>More precisely, it shouldn’t take more than a couple of minutes of what it takes to connect a new client’s accounts in Whatagraph. \u003C/p>\u003Cp>Connect the accounts once and use our intuitive drag-and-drop data visualization to create unlimited reports and dashboards.  \u003C/p>\u003Cp>Request \u003Ca href=\"https://live.whatagraph.com/auth/register\">a free trial\u003C/a> of Whatagraph today — connect your marketing sources and start analyzing your marketing data with no limits. \u003C/p>","2023-11-08T14:14:28.755Z","2025-06-17T13:45:15.750Z","2023-11-08T14:15:36.637Z","2023-11-08",{"id":424,"name":425,"alternativeText":426,"caption":31,"width":427,"height":428,"formats":429,"hash":437,"ext":292,"mime":293,"size":438,"url":439,"previewUrl":31,"provider":296,"provider_metadata":31,"createdAt":440,"updatedAt":441},11543,"marketing-data-sources.png","Essential Marketing Data Sources You Need to Monitor",1880,1058,{"thumbnail":430},{"ext":292,"url":431,"hash":432,"mime":293,"name":433,"path":31,"size":434,"width":435,"height":436},"https://s3.us-east-2.amazonaws.com/whatagraph.com/thumbnail_marketing_data_sources_5a745fcf24.png","thumbnail_marketing_data_sources_5a745fcf24","thumbnail_marketing-data-sources.png",10.33,245,138,"marketing_data_sources_5a745fcf24",49.25,"https://s3.us-east-2.amazonaws.com/whatagraph.com/marketing_data_sources_5a745fcf24.png","2023-11-08T13:53:16.743Z","2024-01-05T17:07:29.181Z",{"id":5,"title":443,"slug":444,"subheading":445,"createdAt":446,"updatedAt":447,"publishedAt":448},"Data analytics","data-analytics","Delve into a goldmine of marketing data","2023-05-16T15:39:58.211Z","2025-06-04T14:37:44.968Z","2023-05-18T13:29:47.959Z",[450],{"id":78,"tagName":451,"slug":452,"createdAt":453,"updatedAt":453},"Marketing data","marketing-data","2024-08-29T09:10:14.861Z",{"id":455,"name":456,"about":457,"email":458,"createdAt":459,"updatedAt":460,"publishedAt":461,"slug":462,"linkedin_url":463,"avatar":464},131,"Nikola Gemes","Nikola is a content marketer at Whatagraph with extensive writing experience in SaaS and tech niches. With a background in content management apps and composable architectures, it's his job to educate readers about the latest developments in the world of marketing data, data warehousing, headless architectures, and federated content platforms.","nikola.g@whatagraph.com","2023-01-20T11:02:48.617Z","2023-08-22T15:37:25.199Z","2023-01-20T11:02:48.616Z","nikola-gemes","https://www.linkedin.com/in/nikola-gemeš-6175ba157/",{"id":465,"name":466,"alternativeText":31,"caption":31,"width":467,"height":468,"formats":469,"hash":479,"ext":471,"mime":474,"size":480,"url":481,"previewUrl":31,"provider":296,"provider_metadata":31,"createdAt":482,"updatedAt":482},9564,"Nikola Gemeš.jpg",2028,2048,{"thumbnail":470},{"ext":471,"url":472,"hash":473,"mime":474,"name":475,"path":31,"size":476,"width":477,"height":478},".jpg","https://s3.us-east-2.amazonaws.com/whatagraph.com/thumbnail_Nikola_Gemes_4ff74c0a62.jpg","thumbnail_Nikola_Gemes_4ff74c0a62","image/jpeg","thumbnail_Nikola Gemeš.jpg",4.01,154,156,"Nikola_Gemes_4ff74c0a62",463.28,"https://s3.us-east-2.amazonaws.com/whatagraph.com/Nikola_Gemes_4ff74c0a62.jpg","2023-02-14T12:19:50.923Z",{"id":484,"metaTitle":485,"metaDescription":486,"addNoIndex":31,"canonicalURL":31,"metaImage":487},1736,"Top Marketing Data Sources to Keep an Eye On","Elevate your marketing efforts with the power of data. Combine the essential human and digital marketing data sources for a 360-degree ICP view.",{"id":424,"name":425,"alternativeText":426,"caption":31,"width":427,"height":428,"formats":488,"hash":437,"ext":292,"mime":293,"size":438,"url":439,"previewUrl":31,"provider":296,"provider_metadata":31,"createdAt":440,"updatedAt":441},{"thumbnail":489},{"ext":292,"url":431,"hash":432,"mime":293,"name":433,"path":31,"size":434,"width":435,"height":436},"\u003Ch2 id=\"marketing-success-begins-and-ends-with-data\">Marketing success begins and ends with data\u003C/h2>\u003Cp>If you’re reading this, I hope you’re already using data to measure past success. You \u003Ca href=\"/blog/articles/campaign-report\">evaluate campaigns and create reports\u003C/a> to document your ability to ride the current marketing trends toward your business goals. \u003C/p>\u003Cp>However, marketing data is equally valuable for planning future marketing campaigns. Still, for omnichannel campaigns to work, you need more content in more places, and the number of digital marketing data sources you need to cover keeps growing every year. \u003C/p>\u003Cp>All this makes it difficult to know what types of data and how many marketing data sources you need. \u003C/p>\u003Cp>As your marketing budget for 2024 is awaiting approval, it’s a good time to review marketing data sources you’ve used or may use in the next quarter. \u003C/p>\u003Cp>These marketing data sources range from quantitative data sources that present hard-to-beat figures to qualitative data you may not even realize you’re collecting. \u003C/p>\u003Cp>In this article, we’ll review some of the best places to collect data and what to look for when analyzing that data. \u003C/p>\u003Ch2 id=\"quantitative-marketing-data-sources\">Quantitative marketing data sources\u003C/h2>\u003Ch3 id=\"google-analytics-4\">Google Analytics 4\u003C/h3>\u003Cp>Google Analytics 4 has everything you need to kick off your data-driven marketing strategy. It gives you information on your web traffic and conversions on your website, as well as app data. \u003C/p>\u003Cp>\u003Cstrong>What to look for in Google Analytics 4?\u003C/strong>\u003C/p>\u003Cp>Google Analytics 4 collects an overwhelming amount of marketing stats, but what you should focus on the most is:\u003C/p>\u003Cul>\u003Cli>Traffic sources,\u003C/li>\u003Cli>Engagement rate,\u003C/li>\u003Cli>Pages with the highest views.\u003C/li>\u003C/ul>\u003Cp>Analyzing traffic sources can also streamline your marketing planning. If, for example, social media performs better than emails or PPC, you should increase the ad spend on socials rather than spreading your budget across multiple channels that don’t hit the target. \u003C/p>\u003Cp>Engagement rate is a good metric for detecting if any of your website pages are underperforming and could use an update or refocusing. For example, if the number of engaged sessions is low on a landing page with display ads, you may need to rethink headers and messaging, as well as make the visuals more engaging. \u003C/p>\u003Cp>By analyzing high page views, you can shape next year’s content marketing strategy on those pages. This can help you increase a target demographic that is already coming to your website. \u003C/p>\u003Cp>With Whatagraph’s native \u003Ca href=\"/integrations/ga4\">Google Analytics 4 integration\u003C/a>, connecting and analyzing your clients’ GA4 data becomes a breeze: \u003C/p>\u003Cul>\u003Cli>Step 1: Chose a \u003Ca href=\"/templates/google-analytics-4-report\">Google Analytics 4 report template\u003C/a>,\u003C/li>\u003Cli>Step 2: Add the client’s account,\u003C/li>\u003Cli>Step 3: Take insights from visualized data.\u003C/li>\u003C/ul>\u003Cp>\u003Cimg src=\"https://media.whatagraph.com/google_analytics_4_08f41b2142.png\" srcset=\"https://media.whatagraph.com/google_analytics_4_08f41b2142.png?width=350 350w, https://media.whatagraph.com/google_analytics_4_08f41b2142.png?width=700 700w, https://media.whatagraph.com/google_analytics_4_08f41b2142.png?width=420 440w, https://media.whatagraph.com/google_analytics_4_08f41b2142.png?width=840 880w, https://media.whatagraph.com/google_analytics_4_08f41b2142.png?width=768 768w, https://media.whatagraph.com/google_analytics_4_08f41b2142.png?width=1536 1536w, https://media.whatagraph.com/google_analytics_4_08f41b2142.png?width=992 992w, https://media.whatagraph.com/google_analytics_4_08f41b2142.png?width=1984 1984w, https://media.whatagraph.com/google_analytics_4_08f41b2142.png?width=600 1200w, https://media.whatagraph.com/google_analytics_4_08f41b2142.png?width=1200 2400w, https://media.whatagraph.com/google_analytics_4_08f41b2142.png?width=720 1440w, https://media.whatagraph.com/google_analytics_4_08f41b2142.png?width=1440 2880w\" sizes=\"(max-width: 350px) 350px, (max-width: 440px) 440px, (max-width: 768px) 768px, (max-width: 992px) 992px, (max-width: 1200px) 1200px, (min-resolution: 192dpi) and (max-width: 350px) 700px, (min-resolution: 192dpi) and (max-width: 420px) 840px, (min-resolution: 192dpi) and (max-width: 768px) 1536px, (min-resolution: 192dpi) and (max-width: 992px) 1984px, (min-resolution: 192dpi) and (max-width: 1200px) 2400px, (min-resolution: 192dpi) 2880px, 1440px\" loading=\"lazy\" fetchpriority=\"auto\" decoding=\"async\" alt=\"Google Analytics 4 report section \">\u003C/p>\u003Cp>You can use one of Whatagraph templates, or \u003Ca href=\"/google-analytics-4-reporting-tool\">create your own GA4 report\u003C/a> from scratch using drag-and-drop widgets as building blocks and specifying metrics and filters for each widget. \u003C/p>\u003Ch3 id=\"advertising-platforms\">Advertising platforms\u003C/h3>\u003Cp>When it comes to creating content for your paid ads on Google or social media, your primary metric is conversions. If the conversion rate is nowhere near your goal, you should revise your ad copy or visuals to launch more compelling content. \u003C/p>\u003Cp>For example, you can also use a \u003Ca href=\"/templates/google-ads-report\">Google Ads report template\u003C/a> to identify and research high-performing keywords, which you can use for search engine optimization. \u003C/p>\u003Cp>But what does high-performing mean in this case?\u003C/p>\u003Col>\u003Cli>Good conversion rate on the website,\u003C/li>\u003Cli>A high number of clicks,\u003C/li>\u003Cli>Good click-through rate.\u003C/li>\u003C/ol>\u003Cp>If these keywords are expensive, you should also use them in your strategy and try to rank for them in organic search. \u003C/p>\u003Cp>Paid ads on social media can also provide valuable insights into lead generation and marketing activity for each ad you deploy for your client. On \u003Ca href=\"https://phonexa.com/blog/pay-per-call-facebook-ads/\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook Ads\u003C/a>, for example, some of the most relevant data points include:\u003C/p>\u003Cul>\u003Cli>Return on ad spend (ROAS),\u003C/li>\u003Cli>Impressions,\u003C/li>\u003Cli>Clicks,\u003C/li>\u003Cli>Post engagement. \u003C/li>\u003C/ul>\u003Cp>ROAS is a powerful indicator if you’re trying to maximize spending efficiency, especially for clients with large amounts of ad spend. But other metrics like impressions (the number of appearances in users’ feeds) and clicks can provide additional context. \u003C/p>\u003Cp>Post engagement is another valuable piece of data to keep an eye on, as it can tell how popular or interesting your ad content is. Posts with low engagement are best deleted or reworked since the current content doesn’t resonate with your target audience. \u003C/p>\u003Cp>Whatagraph allows you to effortlessly connect data from advertising channels such as Google Ads, Facebook Ads, LinkedIn Ads, and Amazon Ads, and compare the performance in a cross-channel view. \u003C/p>\u003Cp>\u003Cimg src=\"https://media.whatagraph.com/consolidated_ppc_ea12266927.png\" srcset=\"https://media.whatagraph.com/consolidated_ppc_ea12266927.png?width=350 350w, https://media.whatagraph.com/consolidated_ppc_ea12266927.png?width=700 700w, https://media.whatagraph.com/consolidated_ppc_ea12266927.png?width=420 440w, https://media.whatagraph.com/consolidated_ppc_ea12266927.png?width=840 880w, https://media.whatagraph.com/consolidated_ppc_ea12266927.png?width=768 768w, https://media.whatagraph.com/consolidated_ppc_ea12266927.png?width=1536 1536w, https://media.whatagraph.com/consolidated_ppc_ea12266927.png?width=992 992w, https://media.whatagraph.com/consolidated_ppc_ea12266927.png?width=1984 1984w, https://media.whatagraph.com/consolidated_ppc_ea12266927.png?width=600 1200w, https://media.whatagraph.com/consolidated_ppc_ea12266927.png?width=1200 2400w, https://media.whatagraph.com/consolidated_ppc_ea12266927.png?width=720 1440w, https://media.whatagraph.com/consolidated_ppc_ea12266927.png?width=1440 2880w\" sizes=\"(max-width: 350px) 350px, (max-width: 440px) 440px, (max-width: 768px) 768px, (max-width: 992px) 992px, (max-width: 1200px) 1200px, (min-resolution: 192dpi) and (max-width: 350px) 700px, (min-resolution: 192dpi) and (max-width: 420px) 840px, (min-resolution: 192dpi) and (max-width: 768px) 1536px, (min-resolution: 192dpi) and (max-width: 992px) 1984px, (min-resolution: 192dpi) and (max-width: 1200px) 2400px, (min-resolution: 192dpi) 2880px, 1440px\" loading=\"lazy\" fetchpriority=\"auto\" decoding=\"async\" alt=\"Cross-channel marketing report multi-source widget\">\u003C/p>\u003Cp style=\"text-align:right;\">\u003Ci>A detail of a \u003C/i>\u003Ca href=\"/ppc-reporting-tool\">\u003Ci>Consolidated PPC Report\u003C/i>\u003C/a>\u003Ci> created in Whatagraph\u003C/i>\u003C/p>\u003Ch3 id=\"social-media\">Social media\u003C/h3>\u003Cp>Social media are critical for advertising, but also for feeling the pulse of the customers and increasing the reach, trust, and advocacy. Agencies that monitor their clients’ brand mentions on social media can achieve even better results than with regular ad campaigns. \u003C/p>\u003Cp>Develop a quick response methodology for different brand discussions, including reviews. Product questions, and even customer complaints. This way, the customers feel heard and appreciated. \u003C/p>\u003Cp>You can also use social media to monitor what users say about your competition and use those insights in your next marketing strategy revision. \u003C/p>\u003Cp>But without the right tool to monitor all social media, you might miss many opportunities. \u003C/p>\u003Cp>Whatagraph allows you to collect marketing data from all popular social media channels and present insights in \u003Ca href=\"/blog/articles/cross-channel-marketing-report\">cross-channel reports\u003C/a>. \u003C/p>\u003Cp>\u003Cimg src=\"https://media.whatagraph.com/social_overview_aa9f38bb1b.png\" srcset=\"https://media.whatagraph.com/social_overview_aa9f38bb1b.png?width=350 350w, https://media.whatagraph.com/social_overview_aa9f38bb1b.png?width=700 700w, https://media.whatagraph.com/social_overview_aa9f38bb1b.png?width=420 440w, https://media.whatagraph.com/social_overview_aa9f38bb1b.png?width=840 880w, https://media.whatagraph.com/social_overview_aa9f38bb1b.png?width=768 768w, https://media.whatagraph.com/social_overview_aa9f38bb1b.png?width=1536 1536w, https://media.whatagraph.com/social_overview_aa9f38bb1b.png?width=992 992w, https://media.whatagraph.com/social_overview_aa9f38bb1b.png?width=1984 1984w, https://media.whatagraph.com/social_overview_aa9f38bb1b.png?width=600 1200w, https://media.whatagraph.com/social_overview_aa9f38bb1b.png?width=1200 2400w, https://media.whatagraph.com/social_overview_aa9f38bb1b.png?width=720 1440w, https://media.whatagraph.com/social_overview_aa9f38bb1b.png?width=1440 2880w\" sizes=\"(max-width: 350px) 350px, (max-width: 440px) 440px, (max-width: 768px) 768px, (max-width: 992px) 992px, (max-width: 1200px) 1200px, (min-resolution: 192dpi) and (max-width: 350px) 700px, (min-resolution: 192dpi) and (max-width: 420px) 840px, (min-resolution: 192dpi) and (max-width: 768px) 1536px, (min-resolution: 192dpi) and (max-width: 992px) 1984px, (min-resolution: 192dpi) and (max-width: 1200px) 2400px, (min-resolution: 192dpi) 2880px, 1440px\" loading=\"lazy\" fetchpriority=\"auto\" decoding=\"async\" alt=\"Social media overview in Whatagraph\">\u003C/p>\u003Cp style=\"text-align:right;\">\u003Ci>A detail of a \u003C/i>\u003Ca href=\"/templates/social-media-report\">\u003Ci>Social Media Overview Report\u003C/i>\u003C/a>\u003Ci> created in Whatagraph\u003C/i>\u003C/p>\u003Cp>With all social media accounts in one overview report, you can easily track the performance of individual channels or create a multi-source table to compare the metrics of choice for individual posts.  \u003C/p>\u003Ch3 id=\"google-search-console\">Google Search Console\u003C/h3>\u003Cp>If you’re not an SEO expert, Google Search Console could appear too technical, but it’s not that difficult to learn the basics and monitor metrics like:\u003C/p>\u003Cul>\u003Cli>Core web vitals,\u003C/li>\u003Cli>Page indexing,\u003C/li>\u003Cli>Performance overview.\u003C/li>\u003C/ul>\u003Cp>The core web vitals report reveals the speed performance of your pages: good, needs, improvement, and poor. However, speed isn’t just an SEO ranking factor — it’s also essential for the overall customer experience. If you see a lot of poor URLs, you need to create a ticket and get them improved as soon as possible.  \u003C/p>\u003Cp>\u003Cimg src=\"https://media.whatagraph.com/gsc_dashboard_3bde8c3bd6.png\" srcset=\"https://media.whatagraph.com/gsc_dashboard_3bde8c3bd6.png?width=350 350w, https://media.whatagraph.com/gsc_dashboard_3bde8c3bd6.png?width=700 700w, https://media.whatagraph.com/gsc_dashboard_3bde8c3bd6.png?width=420 440w, https://media.whatagraph.com/gsc_dashboard_3bde8c3bd6.png?width=840 880w, https://media.whatagraph.com/gsc_dashboard_3bde8c3bd6.png?width=768 768w, https://media.whatagraph.com/gsc_dashboard_3bde8c3bd6.png?width=1536 1536w, https://media.whatagraph.com/gsc_dashboard_3bde8c3bd6.png?width=992 992w, https://media.whatagraph.com/gsc_dashboard_3bde8c3bd6.png?width=1984 1984w, https://media.whatagraph.com/gsc_dashboard_3bde8c3bd6.png?width=600 1200w, https://media.whatagraph.com/gsc_dashboard_3bde8c3bd6.png?width=1200 2400w, https://media.whatagraph.com/gsc_dashboard_3bde8c3bd6.png?width=720 1440w, https://media.whatagraph.com/gsc_dashboard_3bde8c3bd6.png?width=1440 2880w\" sizes=\"(max-width: 350px) 350px, (max-width: 440px) 440px, (max-width: 768px) 768px, (max-width: 992px) 992px, (max-width: 1200px) 1200px, (min-resolution: 192dpi) and (max-width: 350px) 700px, (min-resolution: 192dpi) and (max-width: 420px) 840px, (min-resolution: 192dpi) and (max-width: 768px) 1536px, (min-resolution: 192dpi) and (max-width: 992px) 1984px, (min-resolution: 192dpi) and (max-width: 1200px) 2400px, (min-resolution: 192dpi) 2880px, 1440px\" loading=\"lazy\" fetchpriority=\"auto\" decoding=\"async\" alt=\"Google Search Console dashboard in Whatagraph\">\u003C/p>\u003Cp>The page indexing report tells you if Google indexes your pages, while the performance overview gives you the search queries you appear in. \u003C/p>\u003Cp>Thanks to \u003Ca href=\"/integrations/google-search-console\">native integration with Google Search Console\u003C/a>, Whatagraph allows you to connect this source data in a few clicks and create an SEO overview with your critical engagement metrics. \u003C/p>\u003Ch3 id=\"crms\">CRMs\u003C/h3>\u003Cp>Customer Relationship Management tools are a valuable source of marketing data. They hold all the essential customer datasets in one place to help you understand conversions and analyze customer interactions. \u003C/p>\u003Cp>What to look for in CRMs?\u003C/p>\u003Cul>\u003Cli>Time to close,\u003C/li>\u003Cli>Deal value,\u003C/li>\u003Cli>Time to respond to support tickets.\u003C/li>\u003C/ul>\u003Cp>Combined with information on which channel customers were acquired and their lifetime value, these insights can help you optimize future campaigns and calculate hard-to-get KPIs such as the ROI of your marketing. \u003C/p>\u003Cp>Now you can round up your marketing efforts by including data from your HubSpot or Salesforce account in any report created in Whatagraph — quickly and painlessly.    \u003C/p>\u003Cp>\u003Cimg src=\"https://media.whatagraph.com/salesforce_report_6f3fb1bf68.png\" srcset=\"https://media.whatagraph.com/salesforce_report_6f3fb1bf68.png?width=350 350w, https://media.whatagraph.com/salesforce_report_6f3fb1bf68.png?width=700 700w, https://media.whatagraph.com/salesforce_report_6f3fb1bf68.png?width=420 440w, https://media.whatagraph.com/salesforce_report_6f3fb1bf68.png?width=840 880w, https://media.whatagraph.com/salesforce_report_6f3fb1bf68.png?width=768 768w, https://media.whatagraph.com/salesforce_report_6f3fb1bf68.png?width=1536 1536w, https://media.whatagraph.com/salesforce_report_6f3fb1bf68.png?width=992 992w, https://media.whatagraph.com/salesforce_report_6f3fb1bf68.png?width=1984 1984w, https://media.whatagraph.com/salesforce_report_6f3fb1bf68.png?width=600 1200w, https://media.whatagraph.com/salesforce_report_6f3fb1bf68.png?width=1200 2400w, https://media.whatagraph.com/salesforce_report_6f3fb1bf68.png?width=720 1440w, https://media.whatagraph.com/salesforce_report_6f3fb1bf68.png?width=1440 2880w\" sizes=\"(max-width: 350px) 350px, (max-width: 440px) 440px, (max-width: 768px) 768px, (max-width: 992px) 992px, (max-width: 1200px) 1200px, (min-resolution: 192dpi) and (max-width: 350px) 700px, (min-resolution: 192dpi) and (max-width: 420px) 840px, (min-resolution: 192dpi) and (max-width: 768px) 1536px, (min-resolution: 192dpi) and (max-width: 992px) 1984px, (min-resolution: 192dpi) and (max-width: 1200px) 2400px, (min-resolution: 192dpi) 2880px, 1440px\" loading=\"lazy\" fetchpriority=\"auto\" decoding=\"async\" alt=\"Salesforce report in Whatagraph\">\u003C/p>\u003Cp style=\"text-align:right;\">\u003Ci>A detail of a \u003C/i>\u003Ca href=\"/salesforce-dashboards\">\u003Ci>Salesforce Campaign Report\u003C/i>\u003C/a>\u003Ci> created in Whatagraph\u003C/i>\u003C/p>\u003Ch2 id=\"qualitative-marketing-data-sources\">Qualitative marketing data sources\u003C/h2>\u003Cp>In addition to quantitative marketing data from the previous examples, qualitative data from your sales and support teams is just as important for gaining new insights and creating a data-based marketing plan. \u003C/p>\u003Ch3 id=\"insights-from-sales-development-representatives\">Insights from sales development representatives\u003C/h3>\u003Cp>You may do your marketing research, but your sales development representatives (SDRs) speak to customers all the time, which makes them a valuable source of market intelligence. \u003C/p>\u003Cp>\u003Cstrong>What insights to look for from SDRs?\u003C/strong>\u003C/p>\u003Cp>Start by asking questions like:\u003C/p>\u003Cul>\u003Cli>What was the focus of a recent inbound call with a prospect? What challenges were they trying to solve?\u003C/li>\u003Cli>What was the last prospect that you had an easy time closing? What was the problem that the person was trying to solve? Why did the prospect choose to sign?\u003C/li>\u003Cli>What would you say are our advantages over the companies we compete with?\u003C/li>\u003C/ul>\u003Cp>Speaking to sales representatives to determine customer pain points allows you to understand what unique selling points are most appealing to certain prospect groups. With those insights in hand, you can focus on those unique selling points in your messaging. \u003C/p>\u003Cp>Sales call data can also help you separate different customer groups. Audience segmentation makes it easier to find more engaging examples for marketing campaigns. \u003C/p>\u003Cp>By talking to people who actually speak to your customers, you can understand the quantitative data you’re gathering and have a more complete picture of your prospects and their industry. \u003C/p>\u003Ch3 id=\"insights-from-technical-support-\">Insights from technical support \u003C/h3>\u003Cp>Your support team has deep knowledge of your product’s pain points, which makes them a great source of potential marketing data. \u003C/p>\u003Cp>The data you get from your customer support team can contain technical issues customers experience with your product or website. This information helps you understand what messaging to underline and what to avoid if, for example, a feature is not yet fully developed and may lead to a negative user experience. \u003C/p>\u003Cp>\u003Cimg src=\"https://media.whatagraph.com/clarity_heatmap_cca2bef889.png\" srcset=\"https://media.whatagraph.com/clarity_heatmap_cca2bef889.png?width=350 350w, https://media.whatagraph.com/clarity_heatmap_cca2bef889.png?width=700 700w, https://media.whatagraph.com/clarity_heatmap_cca2bef889.png?width=420 440w, https://media.whatagraph.com/clarity_heatmap_cca2bef889.png?width=840 880w, https://media.whatagraph.com/clarity_heatmap_cca2bef889.png?width=768 768w, https://media.whatagraph.com/clarity_heatmap_cca2bef889.png?width=1536 1536w, https://media.whatagraph.com/clarity_heatmap_cca2bef889.png?width=992 992w, https://media.whatagraph.com/clarity_heatmap_cca2bef889.png?width=1984 1984w, https://media.whatagraph.com/clarity_heatmap_cca2bef889.png?width=600 1200w, https://media.whatagraph.com/clarity_heatmap_cca2bef889.png?width=1200 2400w, https://media.whatagraph.com/clarity_heatmap_cca2bef889.png?width=720 1440w, https://media.whatagraph.com/clarity_heatmap_cca2bef889.png?width=1440 2880w\" sizes=\"(max-width: 350px) 350px, (max-width: 440px) 440px, (max-width: 768px) 768px, (max-width: 992px) 992px, (max-width: 1200px) 1200px, (min-resolution: 192dpi) and (max-width: 350px) 700px, (min-resolution: 192dpi) and (max-width: 420px) 840px, (min-resolution: 192dpi) and (max-width: 768px) 1536px, (min-resolution: 192dpi) and (max-width: 992px) 1984px, (min-resolution: 192dpi) and (max-width: 1200px) 2400px, (min-resolution: 192dpi) 2880px, 1440px\" loading=\"lazy\" fetchpriority=\"auto\" decoding=\"async\" alt=\"Clarity heatmap \">\u003C/p>\u003Cp style=\"text-align:right;\">\u003Ci>Tools like Clarity can show your support team if something on your website is not working\u003C/i>\u003C/p>\u003Cp>For example, if your service has speed issues, you may not want to make an ad creative saying how fast it is.\u003C/p>\u003Cp>If you use Google Analytics 4 and come to realize that engaged sessions are low on a certain product page, your support team can identify what is confusing customers about that page. \u003C/p>\u003Ch3 id=\"insights-from-account-managers\">Insights from account managers\u003C/h3>\u003Cp>If you are in a B2B marketing team or serve multiple clients as an agency, your account managers can be another valuable marketing data source.\u003C/p>\u003Cp>\u003Cstrong>What insights to look for from account managers? \u003C/strong>\u003C/p>\u003Cp>The story of your marketing data should really start with you talking to account managers first. This team understands your clients on a micro and macro level and can tell you:\u003C/p>\u003Cul>\u003Cli>What kinds of marketing campaigns do prospects respond to the most?\u003C/li>\u003Cli>What marketing trends do they pay attention to?\u003C/li>\u003Cli>What pain points lead them to you?\u003C/li>\u003Cli>What economic indicators are important to them?\u003C/li>\u003C/ul>\u003Ch2 id=\"connect-marketing-data-sources-easily-with-whatagraph\">Connect marketing data sources easily with Whatagraph\u003C/h2>\u003Cp>To gain a complete overview of your client, you need to track marketing data that lives on different marketing platforms. Until recently, marketing agencies have often used several tools to connect marketing data sources into a unified view — one tool for social media, another for Google-based platforms, the third for paid advertising, etc. \u003C/p>\u003Cp>It’s not rare that marketers still use one tool to connect data sources and another to visualize and share insights with their clients. \u003C/p>\u003Cp>\u003Cimg src=\"https://media.whatagraph.com/ppc_integrations_7ebfd7daec.png\" srcset=\"https://media.whatagraph.com/ppc_integrations_7ebfd7daec.png?width=350 350w, https://media.whatagraph.com/ppc_integrations_7ebfd7daec.png?width=700 700w, https://media.whatagraph.com/ppc_integrations_7ebfd7daec.png?width=420 440w, https://media.whatagraph.com/ppc_integrations_7ebfd7daec.png?width=840 880w, https://media.whatagraph.com/ppc_integrations_7ebfd7daec.png?width=768 768w, https://media.whatagraph.com/ppc_integrations_7ebfd7daec.png?width=1536 1536w, https://media.whatagraph.com/ppc_integrations_7ebfd7daec.png?width=992 992w, https://media.whatagraph.com/ppc_integrations_7ebfd7daec.png?width=1984 1984w, https://media.whatagraph.com/ppc_integrations_7ebfd7daec.png?width=600 1200w, https://media.whatagraph.com/ppc_integrations_7ebfd7daec.png?width=1200 2400w, https://media.whatagraph.com/ppc_integrations_7ebfd7daec.png?width=720 1440w, https://media.whatagraph.com/ppc_integrations_7ebfd7daec.png?width=1440 2880w\" sizes=\"(max-width: 350px) 350px, (max-width: 440px) 440px, (max-width: 768px) 768px, (max-width: 992px) 992px, (max-width: 1200px) 1200px, (min-resolution: 192dpi) and (max-width: 350px) 700px, (min-resolution: 192dpi) and (max-width: 420px) 840px, (min-resolution: 192dpi) and (max-width: 768px) 1536px, (min-resolution: 192dpi) and (max-width: 992px) 1984px, (min-resolution: 192dpi) and (max-width: 1200px) 2400px, (min-resolution: 192dpi) 2880px, 1440px\" loading=\"lazy\" fetchpriority=\"auto\" decoding=\"async\" alt=\"Paid ads integrations in Whatagraph\">\u003C/p>\u003Cp>In either case, relying on multiple marketing SaaS complicates data aggregation and reporting. \u003C/p>\u003Cp>If any of the tools encounters a problem, you can’t complete your data journey. Not to mention the cost and logistics of managing several tool subscriptions. \u003C/p>\u003Cp>Whatagraph solves these problems by offering \u003Ca href=\"/blog/articles/marketing-data-platform\">a marketing data platform\u003C/a> to connect, visualize, and share marketing data from diverse sources.  \u003C/p>\u003Cp>\u003Cstrong>What makes Whatagraph an ideal choice for marketing agencies?\u003C/strong>\u003C/p>\u003Ch3 id=\"one-platform\">One platform\u003C/h3>\u003Cp>Whatagraph allows you to connect, visualize, and share your marketing data within the same tool. Thanks to over 45 native integrations with popular website analytics, social media, paid ads, e-commerce, email marketing, and CRM tools, your connections are fast and stable. Add your data sources once and create stunning reports and dashboards with accurate marketing data. All the supported integrations are available in all pricing plans. \u003C/p>\u003Ch3 id=\"easy-cross-channel-insights\">Easy cross-channel insights\u003C/h3>\u003Cp>Bring cross-channel data together in just a few clicks by simply connecting the multiple data sources to a single report and dashboard and pick the widgets you need for cross-channel visualization. You can set individual data sources for every graph, chart, table, and even a single-value widget. \u003C/p>\u003Cp>Use separate widgets for each channel or blend data within a single widget for unified metrics. Thanks to custom formulas, you can blend existing metrics from multiple sources and create new metrics that original platforms don’t provide. \u003C/p>\u003Cp>\u003Cimg src=\"https://media.whatagraph.com/custom_formula_278fd448c9.png\" srcset=\"https://media.whatagraph.com/custom_formula_278fd448c9.png?width=350 350w, https://media.whatagraph.com/custom_formula_278fd448c9.png?width=700 700w, https://media.whatagraph.com/custom_formula_278fd448c9.png?width=420 440w, https://media.whatagraph.com/custom_formula_278fd448c9.png?width=840 880w, https://media.whatagraph.com/custom_formula_278fd448c9.png?width=768 768w, https://media.whatagraph.com/custom_formula_278fd448c9.png?width=1536 1536w, https://media.whatagraph.com/custom_formula_278fd448c9.png?width=992 992w, https://media.whatagraph.com/custom_formula_278fd448c9.png?width=1984 1984w, https://media.whatagraph.com/custom_formula_278fd448c9.png?width=600 1200w, https://media.whatagraph.com/custom_formula_278fd448c9.png?width=1200 2400w, https://media.whatagraph.com/custom_formula_278fd448c9.png?width=720 1440w, https://media.whatagraph.com/custom_formula_278fd448c9.png?width=1440 2880w\" sizes=\"(max-width: 350px) 350px, (max-width: 440px) 440px, (max-width: 768px) 768px, (max-width: 992px) 992px, (max-width: 1200px) 1200px, (min-resolution: 192dpi) and (max-width: 350px) 700px, (min-resolution: 192dpi) and (max-width: 420px) 840px, (min-resolution: 192dpi) and (max-width: 768px) 1536px, (min-resolution: 192dpi) and (max-width: 992px) 1984px, (min-resolution: 192dpi) and (max-width: 1200px) 2400px, (min-resolution: 192dpi) 2880px, 1440px\" loading=\"lazy\" fetchpriority=\"auto\" decoding=\"async\" alt=\"Custom formulas in Whatagraph\">\u003C/p>\u003Cp>Multi-source tables are another handy cross-channel feature you can use to compare metrics of choice from comparable sources, like paid advertising or social media. \u003C/p>\u003Ch3 id=\"connect-any-marketing-data-source\">Connect any marketing data source\u003C/h3>\u003Cp>Our list of native integrations is growing constantly, but if you currently have a data source you want to connect and report on, Whatagraph gives you three workarounds: \u003C/p>\u003Col>\u003Cli>Create a custom API, \u003C/li>\u003Cli>Move data to Google BigQuery and connect it as a source, \u003C/li>\u003Cli>Export data to Google Sheets and connect it as native integration. \u003C/li>\u003C/ol>\u003Cp>The last option is useful if you want to include additional formulas like exchange rates to your data before unifying it in one of the Whatagraph reports.  \u003C/p>\u003Ch3 id=\"report-automation-and-live-dashboard-links\">Report automation and live dashboard links\u003C/h3>\u003Cp>Whatagraph enables you to automate much of the data collection and reporting process. Once you add your data sources, create a report, and specify the recipients: email addresses, frequency, and time of sending, you can set the whole process on autopilot, and your clients will receive every report on time.\u003C/p>\u003Cp>\u003Cimg src=\"https://media.whatagraph.com/automate_report_2661de2852.png\" srcset=\"https://media.whatagraph.com/automate_report_2661de2852.png?width=350 350w, https://media.whatagraph.com/automate_report_2661de2852.png?width=700 700w, https://media.whatagraph.com/automate_report_2661de2852.png?width=420 440w, https://media.whatagraph.com/automate_report_2661de2852.png?width=840 880w, https://media.whatagraph.com/automate_report_2661de2852.png?width=768 768w, https://media.whatagraph.com/automate_report_2661de2852.png?width=1536 1536w, https://media.whatagraph.com/automate_report_2661de2852.png?width=992 992w, https://media.whatagraph.com/automate_report_2661de2852.png?width=1984 1984w, https://media.whatagraph.com/automate_report_2661de2852.png?width=600 1200w, https://media.whatagraph.com/automate_report_2661de2852.png?width=1200 2400w, https://media.whatagraph.com/automate_report_2661de2852.png?width=720 1440w, https://media.whatagraph.com/automate_report_2661de2852.png?width=1440 2880w\" sizes=\"(max-width: 350px) 350px, (max-width: 440px) 440px, (max-width: 768px) 768px, (max-width: 992px) 992px, (max-width: 1200px) 1200px, (min-resolution: 192dpi) and (max-width: 350px) 700px, (min-resolution: 192dpi) and (max-width: 420px) 840px, (min-resolution: 192dpi) and (max-width: 768px) 1536px, (min-resolution: 192dpi) and (max-width: 992px) 1984px, (min-resolution: 192dpi) and (max-width: 1200px) 2400px, (min-resolution: 192dpi) 2880px, 1440px\" loading=\"lazy\" fetchpriority=\"auto\" decoding=\"async\" alt=\"Report automation in Whatagraph\">\u003C/p>\u003Cp>Of course, you can add a review step if you want to inspect what gets sent and include additional comments and recommendations. \u003C/p>\u003Cp>Another handy reporting feature is \u003Ca href=\"/live-dashboards\">live links to reports and dashboards\u003C/a>. \u003C/p>\u003Cp>Emailed .pdf reports are great for periodical reporting and allow clients to reference data from previous periods. \u003C/p>\u003Cp>Live links, however, give additional transparency to reporting as they remove all the steps between clients and their marketing data. They reduce the possibility of human error and speed up client-agency communication as clients can access real-time data at any time, from any place.\u003C/p>\u003Ch3 id=\"code-free-data-transfers-to-bigquery\">Code-free data transfers to BigQuery\u003C/h3>\u003Cp>Whatagraph offers an intuitive, \u003Ca href=\"https://www.shno.co/blog/what-is-no-code\" target=\"_blank\" rel=\"noopener noreferrer\">no-code way\u003C/a> to transfer data from multiple marketing platforms to Google BigQuery data warehouse. \u003C/p>\u003Cp>Data warehousing gives you total ownership of the marketing data you collect. Instead of trusting multiple platforms to keep your data, move it to a warehouse and run data analysis whenever you need, without date range or API limitations. \u003C/p>\u003Cp>And the best thing is that you don’t have to build or maintain your connection. With Whatagraph, setting up a date transfer to BigQuery takes just a few clicks. \u003C/p>\u003Cfigure class=\"media\">\u003Cdiv data-oembed-url=\"https://www.youtube.com/watch?v=duPLgIOS-vs\">\u003Cdiv style=\"position: relative; padding-bottom: 100%; height: 0; padding-bottom: 56.2493%;\">\u003Ciframe src=\"https://www.youtube.com/embed/duPLgIOS-vs\" style=\"position: absolute; width: 100%; height: 100%; top: 0; left: 0;\" frameborder=\"0\" allow=\"autoplay; encrypted-media\" allowfullscreen=\"\">\u003C/iframe>\u003C/div>\u003C/div>\u003C/figure>\u003Ch2 id=\"wrapping-up\">Wrapping up\u003C/h2>\u003Cp>Although quantitative marketing data is the essence of marketing analytics, qualitative data can help you see the whole picture of your clients’ marketing performance. \u003C/p>\u003Cp>However, qualitative and quantitative marketing data sources don’t need to be siloed from each other. Account managers can provide useful notes on the customer journey, which you can transform into comments or recommendations in client reports. \u003C/p>\u003Cp>This combination of metrics and human observation ensures an accurate interpretation of your marketing results. \u003C/p>\u003Cp>Yet, in spite of marketing data sources often being widely diversified, data gathering shouldn’t take much of your time. \u003C/p>\u003Cp>More precisely, it shouldn’t take more than a couple of minutes of what it takes to connect a new client’s accounts in Whatagraph. \u003C/p>\u003Cp>Connect the accounts once and use our intuitive drag-and-drop data visualization to create unlimited reports and dashboards.  \u003C/p>\u003Cp>Request \u003Ca href=\"https://live.whatagraph.com/auth/register\">a free trial\u003C/a> of Whatagraph today — connect your marketing sources and start analyzing your marketing data with no limits. \u003C/p>",[492,533,559,585],{"id":493,"dateReorder":494,"title":495,"slug":496,"summary":497,"body":498,"read_time":270,"createdAt":499,"updatedAt":500,"publishedAt":501,"errors":31,"table_of_contents":32,"cover_image":502,"author":517,"article_category":526},2320,"2025-08-01","A Complete Guide to Whatagraph Integrations","whatagraph-integrations","\u003Cp>So…you're considering Whatagraph and you'd like to know if it offers the integrations you need?\u003C/p>\u003Cp>I see you and I've got you covered. \u003C/p>","\u003Cp>In this article, you’ll find:\u003C/p>\u003Cul>\u003Cli>Which integrations are available, including our custom integrations\u003C/li>\u003Cli>How the integration set-up process works and how you can manage them\u003C/li>\u003Cli>What makes Whatagraph’s integrations stable and accurate\u003C/li>\u003C/ul>\u003Cp>You’ll also learn how Whatagraph’s integrations compare to those of competitors so you can choose the platform that best fits your needs.\u003C/p>\u003Ch2>Whatagraph integrations: what’s available out-of-the-box\u003C/h2>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/whatagraph_integrations_6f7c94481c.png\" alt=\"Whatagraph Integrations - A collection of logos representing different advertising platforms.\">Whatagraph has \u003Ca href=\"https://whatagraph.com/integrations\">55+ out-of-the-box integrations\u003C/a> in categories like paid ads, social media, SEO, email marketing, and call tracking.\u003C/p>\u003Cp>The integrations are fully managed, meaning there is no extra setup needed to connect.\u003C/p>\u003Cp>Here’s a breakdown of the available integrations:\u003C/p>\u003Cfigure class=\"table\">\u003Ctable>\u003Ctbody>\u003Ctr>\u003Ctd style=\"border:1pt solid #000000;padding:5pt;vertical-align:top;\">\u003Cp style=\"text-align:center;\">\u003Cstrong>Category\u003C/strong>\u003C/p>\u003C/td>\u003Ctd style=\"border:1pt solid #000000;padding:5pt;vertical-align:top;\">\u003Cp style=\"text-align:center;\">\u003Cstrong>Supported Platforms\u003C/strong>\u003C/p>\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd style=\"border:1pt solid #000000;padding:5pt;vertical-align:top;\">\u003Cstrong>Paid Advertising\u003C/strong>\u003C/td>\u003Ctd style=\"border:1pt solid #000000;padding:5pt;vertical-align:top;\">\u003Cul>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/adform\">Adform\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/adroll\">AdRoll\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/amazon-ads\">Amazon Advertising\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/apple-search-ads\">Apple Search Ads\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/basis-technologies\">Basis Technologies\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/campaign-manager-360\">Campaign Manager 360\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/criteo\">Criteo\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/facebook-ads\">Facebook Ads\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/google-ad-manager\">Google Ad Manager\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/google-ads\">Google Ads\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/google-display-and-video-360\">Google Display & Video 360\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/linkedin-ads\">LinkedIn Ads\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/microsoft-ads\">Microsoft Advertising\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/pinterest-ads\">Pinterest Ads\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/quora-ads\">Quora Ads\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/reddit-ads\">Reddit Ads\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/search-ads-360\">Search Ads 360\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"http://simpli.fi\">Simpli.fi\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/snapchat-ads\">Snapchat Ads\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/spotify-ads\">Spotify Ads\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/stackadapt\">StackAdapt\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/taboola\">Taboola\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/trade-desk\">The Trade Desk\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/tiktok-ads\">TikTok Ads\u003C/a>\u003C/li>\u003C/ul>\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd style=\"border:1pt solid #000000;padding:5pt;vertical-align:top;\">\u003Cstrong>Social Media\u003C/strong>\u003C/td>\u003Ctd style=\"border:1pt solid #000000;padding:5pt;vertical-align:top;\">\u003Cul>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/facebook-page\">Facebook\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/instagram\">Instagram\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/linkedin\">LinkedIn\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/pinterest-organic\">Pinterest\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/reddit\">Reddit\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/tiktok\">TikTok\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/youtube\">YouTube\u003C/a>\u003C/li>\u003C/ul>\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd style=\"border:1pt solid #000000;padding:5pt;vertical-align:top;\">\u003Cstrong>SEO\u003C/strong>\u003C/td>\u003Ctd style=\"border:1pt solid #000000;padding:5pt;vertical-align:top;\">\u003Cul>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/accuranker\">AccuRanker\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/ahrefs\">Ahrefs\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/google-my-business\">Google My Business\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/google-search-console\">Google Search Console\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/se-ranking\">SE Ranking\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/semrush\">Semrush\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/seomonitor\">SEOMonitor\u003C/a>\u003C/li>\u003C/ul>\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd style=\"border:1pt solid #000000;padding:5pt;vertical-align:top;\">\u003Cstrong>Email marketing\u003C/strong>\u003C/td>\u003Ctd style=\"border:1pt solid #000000;padding:5pt;vertical-align:top;\">\u003Cul>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/activecampaign\">ActiveCampaign\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/campaign-monitor\">CampaignMonitor\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/constant-contact\">Constant Contact\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/klaviyo\">Klaviyo\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/mailchimp\">Mailchimp\u003C/a>\u003C/li>\u003C/ul>\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd style=\"border:1pt solid #000000;padding:5pt;vertical-align:top;\">\u003Cstrong>Analytics\u003C/strong>\u003C/td>\u003Ctd style=\"border:1pt solid #000000;padding:5pt;vertical-align:top;\">\u003Cul>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/appsflyer\">AppsFlyer\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/ga4\">Google Analytics 4\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/matomo\">Matomo\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/piwik-pro\">Piwik Pro\u003C/a>\u003C/li>\u003C/ul>\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd style=\"border:1pt solid #000000;padding:5pt;vertical-align:top;\">\u003Cstrong>Ecommerce\u003C/strong>\u003C/td>\u003Ctd style=\"border:1pt solid #000000;padding:5pt;vertical-align:top;\">\u003Cul>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/bigcommerce\">BigCommerce\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/magento\">Magento\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/shopify\">Shopify\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/woocommerce\">WooCommerce\u003C/a>\u003C/li>\u003C/ul>\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd style=\"border:1pt solid #000000;padding:5pt;vertical-align:top;\">\u003Cstrong>Call Tracking\u003C/strong>\u003C/td>\u003Ctd style=\"border:1pt solid #000000;padding:5pt;vertical-align:top;\">\u003Cul>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/callrail\">CallRail\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/calltrackingmetrics\">CallTrackingMetrics\u003C/a>\u003C/li>\u003C/ul>\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd style=\"border:1pt solid #000000;padding:5pt;vertical-align:top;\">\u003Cstrong>CRM\u003C/strong>\u003C/td>\u003Ctd style=\"border:1pt solid #000000;padding:5pt;vertical-align:top;\">\u003Cul>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/hubspot\">HubSpot\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://whatagraph.com/integrations/salesforce\">Salesforce\u003C/a>\u003C/li>\u003C/ul>\u003C/td>\u003C/tr>\u003C/tbody>\u003C/table>\u003C/figure>\u003Cp>\u003Cbr>We also have custom API, \u003Ca href=\"https://whatagraph.com/integrations/google-sheets\">Google Sheets\u003C/a>, and \u003Ca href=\"https://whatagraph.com/integrations/bigquery\">BigQuery\u003C/a>, so even if a specific integration isn’t available on this list, you can still pull data to Whatagraph. \u003C/p>\u003Cp>We’ll have a better look at this later under the Custom Integrations section.\u003C/p>\u003Ch2>How can I set up and customize Whatagraph integrations for my marketing data sources?\u003C/h2>\u003Cp>On Whatagraph, you have two ways to connect integrations: either directly from the report or through the “Connect” page on the dashboard.\u003C/p>\u003Cp>I’ll now show you how both of these work.\u003C/p>\u003Ch3>1. Connecting Integrations right from a Report\u003C/h3>\u003Cp>One way to add your integrations is right from your report, which you can create even if you haven’t connected your data sources yet.\u003C/p>\u003Cp>\u003Cstrong>Steps:\u003C/strong>\u003C/p>\u003Cp>1. Head to the \u003Cstrong>Sources\u003C/strong> drawer on the right side of your report:\u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/whatagraph_sources_drawer_bbf32cee12.png\" alt=\"Whatagraph Sources Drawer - Report edit screen showing data sources and widgets tabs.\">2. Click on \u003Cstrong>“Manage all sources.”\u003C/strong> \u003C/p>\u003Cp>3. You’ll be forwarded to the source management page where you need to click on the \u003Cstrong>“Connect an account”\u003C/strong> button: \u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/Connect_new_source_on_Whatagraph_8007256c8b.gif\" alt=\"\">\u003C/p>\u003Cp>4. Once you add an account, select which sources you want to connect:\u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/whatagraph_select_data_sources_f47e598685.png\" alt=\"Whatagraph Select Data Sources - Pop-up window for data source selection.\">\u003C/p>\u003Cp>5. Go back to your report, and from the Sources drawer, click on the Change button next to the sample data source:\u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/whatagraph_change_sample_data_cff184f982.png\" alt=\"Whatagraph Change Sample Data - A dashboard with charts, graphs and an edit report box is shown.\">\u003C/p>\u003Cp>6. Click on “Save selection,” and that’s basically it! \u003C/p>\u003Cp>You can now follow the same process for all of your data sources or add integrations from the Connect tab, which we’ll look at next.\u003C/p>\u003Ch3>2. Connecting Integrations from the Connect Tab\u003C/h3>\u003Cp>To add integrations from the \u003Cstrong>Connect\u003C/strong> tab, follow these steps:\u003C/p>\u003Cp>1. Click on \u003Cstrong>“Connect sources” \u003C/strong>or \u003Cstrong>“Data sources”\u003C/strong> from the admin dashboard:\u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/whatagraph_connect_sources_tabs_cccbb71104.png\" alt=\"Whatagraph Connect Sources Tabs - Screenshot of Whatagraph's report dashboard.\">\u003C/p>\u003Cp>2. Press on \u003Cstrong>“Connect new source”\u003C/strong> and select your channel.\u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/Connecting_a_source_2_c9c5c62005.gif\" alt=\"Connecting a Source - A modal window listing available sources with checkboxes.\">\u003C/p>\u003Cp>3. After selecting your channel, you can log in and select the channel account and data sources you wish to connect.\u003C/p>\u003Cp>4. All that’s left to do is to click on “Connect your data.”\u003C/p>\u003Ch3>3. Data management\u003C/h3>\u003Cp>After you’ve added your data sources, you can always make changes to them from the \u003Cstrong>Data sources\u003C/strong> page.\u003C/p>\u003Cp>You can:\u003C/p>\u003Cul>\u003Cli>Add new channels, accounts, and data sources\u003C/li>\u003Cli>Transfer source ownership\u003C/li>\u003Cli>Assign tags and folders\u003C/li>\u003Cli>Change original currency\u003C/li>\u003Cli>Delete sources\u003C/li>\u003C/ul>\u003Cp>For example, if you have multiple Facebook ad accounts and previously connected only one, you can easily connect new ones.\u003C/p>\u003Cp>\u003Cstrong>To do this:\u003C/strong>\u003C/p>\u003Cp>1. Click on “Connect new source.”\u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/whatagraph_connect_new_source_05f08addd2.png\" alt=\"Whatagraph Connect New Source - Dashboard with data sources, filters, and a connect new source button.\">2. Type in your channel name, which in our case is Facebook Ads. Select your channel.\u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/whatagraph_connect_new_source_tab_56b01c5ca0.png\" alt=\"Whatagraph Connect New Source Tab - Connect a new data source for Facebook Ads.\">\u003Cbr>3. After choosing your channel, you’ll see the accounts connected to Whatagraph, and you can also add new accounts.\u003C/p>\u003Cp>4. Below the accounts, you’ll see all of the available sources, and you can select new ones.\u003C/p>\u003Cp>5. Select the sources you wish to connect and click on “Connect your data.” \u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/whatagraph_available_sources_102ad07fa6.png\" alt=\"Whatagraph Available Sources - Dialog box listing available data sources with checkboxes.\">\u003C/p>\u003Cp>If you need to remove a source, select all the sources and then click on the Trash Can button, which will prompt you to enter “Delete.” \u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/How_to_remove_a_source_f7df3d5a45.gif\" alt=\"How To Remove A Source - A table displaying connected data sources with channel, account, status, and usage information.\">\u003C/p>\u003Ch2>Are there Custom Integrations Available on Whatagraph?\u003C/h2>\u003Cp>Yes, custom integrations are available. \u003C/p>\u003Cp>There are three ways to get them on Whatagraph, which I’ll show you next.\u003C/p>\u003Ch3>Does Whatagraph Offer Google Sheets Integration?\u003C/h3>\u003Cp>Yes, \u003Ca href=\"https://help.whatagraph.com/en/articles/6340702-google-sheets-how-to-use\">Google Sheets integration\u003C/a> is available.\u003C/p>\u003Cp>To create any type of widget with the Google Sheets integration, there needs to be at least one column with data, which Whatagraph will recognize as a metric.\u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/whatagraph_google_sheets_example_d3014405c1.png\" alt=\"Whatagraph Google Sheets Example - Spreadsheet showing ad campaign metrics, including date, impressions, and spend.\">\u003C/p>\u003Cp>To use our Google Sheets integration:\u003C/p>\u003Cp>1. Add Google Sheets as a new source to Whatagraph.\u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/Google_sheets_integration_04d5525c6d.gif\" alt=\"Google Sheets Integration - Data source table with channel, account, tags, and currency information.\">\u003C/p>\u003Cp>2. When choosing Google Sheets as your data source, make sure to match the date range in Whatagraph with the one used in your Google Sheets file.\u003C/p>\u003Ch3>Does Whatagraph Offer Custom APIs Integration?\u003C/h3>\u003Cp>Whatagraph offers API access, which you can use to:\u003C/p>\u003Cul>\u003Cli>Bring in data from tools that aren’t natively supported (e.g., internal dashboards or ad networks)\u003C/li>\u003Cli>Sync metrics from spreadsheets, CRMs, or tools like Zapier\u003C/li>\u003Cli>Include performance data from offline sources (e.g., print campaigns or call center logs)\u003C/li>\u003Cli>Keep reports automatically updated with the latest data—no manual refresh needed\u003C/li>\u003C/ul>\u003Cp>\u003Cstrong>To use Whatagraph’s API, you need to:\u003C/strong>\u003C/p>\u003Cp>1. Click on \u003Cstrong>“Connect new source”\u003C/strong> within the \u003Cstrong>Data sources\u003C/strong> page.\u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/how_to_work_with_Whatagraph_API_42a6685487.gif\" alt=\"Whatagraph API - Data sources table with channel, account, tags, and status columns.\">\u003C/p>\u003Cp>2. Copy the \u003Cstrong>“Access Token”\u003C/strong> key, send it to your developers, and follow the steps \u003Ca href=\"https://api.whatagraph.com/public-api/index.html\" target=\"_blank\" rel=\"noopener noreferrer\">here\u003C/a>.\u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/whatagraph_access_token_401ece6f54.png\" alt=\"Whatagraph Access Token - Modal window displaying an access token with a copy button.\">\u003C/p>\u003Cp>3. Finish connecting your Custom API source by selecting your source and clicking “Connect your data.”\u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/whatagraph_select_data_sources_f47e598685.png\" alt=\"Whatagraph Select Data Sources - Pop-up window for data source selection.\">\u003C/p>\u003Cp>It’s important to note that Whatagraph’s API differs from most of its competitors, \u003Cstrong>which don’t actually let you pull third-party data.\u003C/strong>\u003C/p>\u003Cp>For example, the API from \u003Ca href=\"https://whatagraph.com/blog/articles/agencyanalytics-integrations\">AgencyAnalytics’ integrations\u003C/a> are primarily to automate workflows within their platform—not to pull in new sources of data.\u003C/p>\u003Cp>This means you’ll still spend time manually bringing in data from platforms AgencyAnalytics doesn’t support.\u003C/p>\u003Ch3>Integration Requests\u003C/h3>\u003Cp>Less common, but still available for our users, is to request new integrations.\u003C/p>\u003Cp>And it’s safe to say that we take integration requests seriously. \u003C/p>\u003Cp>If there’s a feature or an integration you need, you can simply put up a feature request, and we'll most likely implement it. \u003C/p>\u003Cp>One of our customers, Stef Oosterik from \u003Ca href=\"https://whatagraph.com/case-studies/dtch-digitals\">Dtch. Digitals\u003C/a> appreciated this option and said that:\u003C/p>\u003Cp>[quote color-variant=\"1\"]\u003Cbr>80-90% of the necessary integrations we’ve requested have been implemented.\u003Cbr>[author][/author]\u003Cbr>[/quote]\u003C/p>\u003Ch2>Are Whatagraph’s Integrations Stable and Accurate?\u003C/h2>\u003Cp>I’ve now covered the basics, so let’s look at the integrations at a deeper level.\u003C/p>\u003Ch3>1. Fully-managed integrations\u003C/h3>\u003Cp>At Whatagraph, our customers tell us all the time how reliable our integrations are.\u003C/p>\u003Cp>The integrations are regularly managed by our engineers, and according to data from the past 6 months, our platforms has a 99.95% uptime. This means you never have to worry about integrations breaking down.\u003C/p>\u003Cp>Our customer Tanja Keglić from \u003Ca href=\"https://whatagraph.com/case-studies/achtzehn-grad\">Achtzehn Grad\u003C/a> said:\u003C/p>\u003Cp>[quote color-variant=\"2\"]\u003Cbr>We don’t have any connection issues on Whatagraph at all. We just connected the platforms once, and that was it. Whatagraph is very, very quick when loading the data. Even when I change a source in the report, it’s super quick, and I barely ever have to wait.\u003Cbr>[author][/author]\u003Cbr>[/quote]\u003C/p>\u003Cp>Another \u003Ca href=\"https://www.g2.com/products/whatagraph/reviews/whatagraph-review-9223919\" target=\"_blank\" rel=\"noopener noreferrer\">G2 user\u003C/a> appreciated Whatagraph’s ability to integrate with multiple data sources:\u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/whatagraph_comment_721c540c59.png\" alt=\"Whatagraph Comment - Review with star rating and written comment on the Whatagraph platform.\">\u003C/p>\u003Ch3>2. Near real-time data refresh rates\u003C/h3>\u003Cp>A common problem for marketing agencies with reporting tools is data delays or connectors simply breaking. This means you won’t always know if the data in your reports is up-to-date.\u003C/p>\u003Cp>For this reason, Whatagraph has consistent 30-minute data refresh rates \u003Cstrong>across all integrations, data sources, and accounts.\u003C/strong>\u003C/p>\u003Cp>All of this means:\u003C/p>\u003Cp>✅ You don’t need to worry about data being inaccurate for client calls\u003C/p>\u003Cp>✅ There’s no need to manually re-pull data from third-party platforms\u003C/p>\u003Cp>✅ You don’t need to spend time contacting support about data delays\u003C/p>\u003Cp>Our 30-minute data refresh applies across all pricing plans—no hidden costs involved.\u003C/p>\u003Cp>A few Whatagraph alternatives, like \u003Ca href=\"https://whatagraph.com/reviews/klipfolio\">Klipfolio\u003C/a>, offer faster data refreshes only on the most expensive pricing plans. \u003C/p>\u003Ch3>3. Responsive customer support\u003C/h3>\u003Cp>Customer support isn’t directly related to integrations, but it becomes important if you face any issues during the setup process.\u003C/p>\u003Cp>At Whatagraph, our live chat team responds in under 1 minute, meaning you’ll always have access to someone who knows our integrations inside and out. \u003C/p>\u003Cp>You also have access to a dedicated Customer Success Manager, who helps with bigger issues or feature requests.\u003C/p>\u003Cp>\u003Cstrong>Interested in using Whatagraph’s all-in-one marketing intelligence platform?\u003C/strong> Read other \u003Ca href=\"https://whatagraph.com/case-studies\">customer case studies here\u003C/a> or \u003Ca href=\"https://whatagraph.com/book-a-call\">talk to us today\u003C/a>.\u003C/p>","2024-08-08T12:12:10.532Z","2025-08-01T13:48:13.036Z","2024-08-08T12:16:10.593Z",{"id":503,"name":504,"alternativeText":505,"caption":31,"width":427,"height":428,"formats":506,"hash":512,"ext":292,"mime":293,"size":513,"url":514,"previewUrl":31,"provider":296,"provider_metadata":31,"createdAt":515,"updatedAt":516},15210,"Whatagraph integrations.png","Whatagraph Integrations - Marketing graphic showing software integrations with popular platforms.",{"thumbnail":507},{"ext":292,"url":508,"hash":509,"mime":293,"name":510,"path":31,"size":511,"width":435,"height":436},"https://s3.us-east-2.amazonaws.com/whatagraph.com/thumbnail_Whatagraph_integrations_a69e25ff39.png","thumbnail_Whatagraph_integrations_a69e25ff39","thumbnail_Whatagraph integrations.png",34.68,"Whatagraph_integrations_a69e25ff39",1238.55,"https://s3.us-east-2.amazonaws.com/whatagraph.com/Whatagraph_integrations_a69e25ff39.png","2025-08-01T04:11:29.096Z","2025-08-01T04:11:32.391Z",{"id":518,"name":519,"about":520,"email":31,"createdAt":521,"updatedAt":522,"publishedAt":523,"slug":524,"linkedin_url":525},137,"Elmeri Palokangas","Elmeri is a content strategist and writer helping SaaS firms scale up with long and short-form content. He has written dozens of SEO- and conversion-optimized blog articles for SaaS brands like Atera, Cognism, Scribe, Drip, QuickMail, Time Doctor, and TechnologyAdvice. When he's not working, he's off exploring Switzerland's stunning mountains.","2025-03-02T13:20:25.504Z","2025-06-10T14:40:34.626Z","2025-03-02T13:21:29.639Z","elmeri-palokangas","https://www.linkedin.com/in/elmeri-palokangas-368568184/",{"id":319,"title":527,"slug":528,"subheading":529,"createdAt":530,"updatedAt":531,"publishedAt":532},"Marketing analytics & reporting","marketing-analytics-and-reporting","A neverending collection of marketing tips & tricks","2023-05-16T15:41:47.823Z","2025-06-04T14:37:57.786Z","2023-05-18T13:29:41.243Z",{"id":534,"dateReorder":535,"title":536,"slug":537,"summary":538,"body":539,"read_time":42,"createdAt":540,"updatedAt":541,"publishedAt":542,"errors":31,"table_of_contents":32,"cover_image":543,"author":557,"article_category":558},2301,"2023-11-22","Marketing Data Analytics: Bring Together Marketing Data for Actionable Insights ","marketing-data-analytics","\u003Cp>The digital age brought up big data that allows marketing agencies to record every consumer click, impression, and view. However, this amount of marketing data is irrelevant if it’s not structured and analyzed for actionable insights that lead to campaign optimizations. That is the role of marketing data analytics.\u003C/p>","\u003Ch2>What is marketing data analytics?\u003C/h2>\u003Cp>Marketing data analytics is the practice of gathering and analyzing data from different marketing channels and sources to gain insights into customer behavior, marketing performance, and the effectiveness of marketing strategies. \u003C/p>\u003Cp>The aim of marketing data analysis is to foster data-driven decisions that help marketing teams optimize their marketing efforts and achieve better results with the available resources. \u003C/p>\u003Cp>There are three models or types of marketing data analytics:\u003C/p>\u003Cul>\u003Cli>\u003Cstrong>Descriptive analytics\u003C/strong>: When you collect historical data sets from earlier campaigns and use the insights to plan strategies for future campaigns.\u003C/li>\u003Cli>\u003Cstrong>Predictive analytics\u003C/strong>: When you use insights from previous digital marketing campaigns to try to predict customer behavior so you can work out better-targeted future campaigns.\u003C/li>\u003Cli>\u003Cstrong>Prescriptive analytics\u003C/strong>: This model assumes that you gather customer data from all available touchpoints and analyze the impact of each company initiative and customer interaction to create highly targeted campaigns that influence customer behavior. \u003C/li>\u003C/ul>\u003Cp>When used together, these analytic models create a complete picture of the effectiveness of marketing campaigns on the target audience. \u003C/p>\u003Ch2>6 ways marketing agencies benefit from analyzing marketing data\u003C/h2>\u003Cp>Marketing data analytics transform the performance of clients’ marketing channels into actionable insights that agencies can use to improve customer engagement, eventually bringing in more leads for clients and converting them into paying customers. \u003C/p>\u003Cp>However, marketing data analytics can alleviate multiple pain points that marketing agencies often encounter. Here are some of the challenges that can be tackled through the effective use of marketing data analytics. \u003C/p>\u003Col>\u003Cli>\u003Cstrong>Streamlined decision-making\u003C/strong>: Analyzing marketing data helps marketers understand clients’ campaigns in a more objective way, allowing them to base their decisions on facts. For a balanced process, it’s best to use analytics before and after decision-making. This way, you can optimize future plans and evaluate the campaign results.   \u003C/li>\u003Cli>\u003Cstrong>Identify the most profitable customer segments\u003C/strong>: Marketing agencies can use data analytics to identify customer segments that are most profitable for their clients’ businesses. You can use this information to meet these segments with more relevant messaging. \u003C/li>\u003Cli>\u003Cstrong>Optimize landing pages for conversions\u003C/strong>: Marketers can use data analytics to test different landing pages and determine which ones are most effective at converting visitors into customers. Clients can then use this information to improve the overall conversion rate of landing pages. \u003C/li>\u003Cli>\u003Cstrong>Predict customer churn\u003C/strong>: Advanced analytics allows marketers to develop predictive models to forecast which customers are likely to cancel subscriptions or stop doing business with a client’s company. You can then use this information to target those demographics with specially tailored marketing campaigns and try to prevent them from churning.\u003C/li>\u003Cli>\u003Cstrong>ROI measurement\u003C/strong>: Demonstrating the return on investment of marketing efforts to clients can be challenging. Marketing data analytics helps by attributing conversions to specific marketing touchpoints in the customer journey. This attribution modeling allows agencies to quantify the impact of their campaigns and allocate marketing budgets more effectively. Attribution modeling allows clients to see which of their marketing channels is the most perspective. \u003C/li>\u003Cli>\u003Cstrong>Prove value to clients\u003C/strong>: Finally, marketing data analytics helps demonstrate the impact of an agency’s marketing initiatives on clients. By providing tangible metrics and \u003Ca href=\"https://whatagraph.com/reporting-examples\">\u003Cu>professionally built reports\u003C/u>\u003C/a>, you can showcase the value of campaigns you plan and execute for your clients, which translates into trust and transparency. \u003C/li>\u003C/ol>\u003Ch2>4 steps to analyze marketing data\u003C/h2>\u003Cp>Marketing data analysis is a continuous cycle of measuring, analyzing, and improving. Make sure you’re not missing any of these four steps:\u003C/p>\u003Ch3>1. Identify critical metrics\u003C/h3>\u003Cp>The first step is to determine which metrics to use. This largely depends on your client, as each business will have a different set of metrics to support the company's KPIs. The common metrics used in marketing data analytics are:\u003C/p>\u003Cul>\u003Cli>\u003Cstrong>Website performance metrics\u003C/strong>: Including traffic, most visited pages, search ranking, unique visits, conversions, and bounce rates. \u003C/li>\u003Cli>\u003Cstrong>Paid ads metrics\u003C/strong>: Impressions, click-through rate, ad lifetime value (LTV), ad spend, ROI, and engagement rate.\u003C/li>\u003Cli>\u003Cstrong>Social media metrics\u003C/strong>: Total reach, likes, views, comments, shares, followers, and subscribers. \u003C/li>\u003C/ul>\u003Cp>\u003Ci>\u003Cstrong>Important\u003C/strong>: Some of these metrics are easily available from the social media platform analytics. However, to get cross-channel metrics such as total reach or total CTR, in the case of paid ads, you need to use a marketing data platform with \u003C/i>\u003Ca href=\"https://whatagraph.com/blog/articles/marketing-data-transformation\">\u003Ci>\u003Cu>data transformation ability\u003C/u>\u003C/i>\u003C/a>\u003Ci>. \u003C/i>\u003C/p>\u003Cp>\u003Ci>Whatagraph allows you to easily set up a custom formula to blend related metrics from different marketing channels and report on unique metrics unavailable at the source API. \u003C/i>\u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/singlevalue_f71a6ff804.png\" alt=\"Singe value widgets available for Whatagraph reports\">\u003C/p>\u003Cul>\u003Cli>\u003Cstrong>Email marketing metrics\u003C/strong>: Open rate, click-through rate, and bounce rate. \u003C/li>\u003Cli>\u003Cstrong>Marketing team performance metrics\u003C/strong>: These metrics measure the productivity of your team. The metrics in this category help the CMO and the team understand the results of their work. For example, metrics in this category can include the number of opportunities created, lead generation, brand awareness, social media followers, etc.  \u003C/li>\u003Cli>\u003Cstrong>Lead generation metrics\u003C/strong>: Metrics in this category tell you how effectively your campaigns and channels capture leads. Some of the \u003Ca href=\"https://whatagraph.com/blog/articles/lead-generation-kpis\">\u003Cu>lead generation metrics\u003C/u>\u003C/a> to consider: new metrics per channel, new leads by campaign, new opportunities created, qualified leads created, new customers, conversion rates, and cost per lead.  \u003C/li>\u003C/ul>\u003Ch3>2. Connect scattered marketing data\u003C/h3>\u003Cp>In the next step, you need to connect data from your client’s sources. Websites are a primary data source because they’re often the first stop where prospects learn more about a product or service. \u003C/p>\u003Cp>Web analytics aside, you should also get data from other sources like social media, CRMs, e-commerce, SEO, email, and PPC platforms. \u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/add_sources_2235377815.png\" alt=\"add sources to Whatagraph\">\u003C/p>\u003Cp>Website data should be easy to get from \u003Ca href=\"https://whatagraph.com/integrations/ga4\">\u003Cu>Google Analytics 4 reports\u003C/u>\u003C/a>. However, connecting data from all the other sources can be a time-consuming task. You need a way to extract data, consolidate it, cleanse it, and perform transformations where needed. \u003C/p>\u003Cp>It’s not rare that marketing agencies use several \u003Ca href=\"https://whatagraph.com/blog/articles/ai-marketing-analytics-tools\">AI marketing analytics tools\u003C/a> for different sources, for example, Looker Studio for Google platforms, Supermetrics for social media, Ahrefs or Semrush for search engine optimization or even some legacy dashboards.\u003C/p>\u003Cp>Managing multiple data connection tools is not only challenging from a logistical aspect but can also make budget planning difficult, as vendors may change the pricing or structure of their plans over time. \u003C/p>\u003Cp>Whatagraph solves this problem by presenting a single platform that pulls data from a range of marketing sources via \u003Ca href=\"https://whatagraph.com/integrations\">\u003Cu>native integrations\u003C/u>\u003C/a>. This not only secures the greater speed and reliability of connections but also allows marketers to seamlessly manage data sources from one place. \u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/data_sources_1136bdaf4b.png\" alt=\"Adding sources to a marketing report in Whatagraph\">\u003C/p>\u003Cp>Once you add your clients’ accounts, that’s that. There’s no need to manually import anything or refresh the connection. The data is pulled automatically whenever you need to analyze it. \u003C/p>\u003Ch3>3. Visualize and analyze cross-channel \u003C/h3>\u003Cp>The next step is to \u003Ca href=\"https://whatagraph.com/blog/articles/what-is-data-visualization\">\u003Cu>visualize the connected data\u003C/u>\u003C/a> for analysis. Ideally, you would use the same platform you used to collect marketing data. \u003C/p>\u003Cp>By going with \u003Ca href=\"https://whatagraph.com/blog/articles/marketing-data-platform\">\u003Cu>one marketing data platform\u003C/u>\u003C/a> to both connect and analyze marketing data, you avoid logistical issues and ensure that the data you analyze is always relevant and up to date. Not to mention that the whole analytics process is simpler and less prone to technical issues, which in return improves the customer experience.  \u003C/p>\u003Cp>Whatagraph excels in this visualization role as well. \u003C/p>\u003Cp>Once you connect the client marketing data, you can effortlessly build a marketing report or dashboard and present selected metrics from any of your client’s sources. \u003C/p>\u003Cp>But what does “effortless” data visualization mean in Whatagraph’s case?\u003C/p>\u003Cp>It means that you create every report using drag-and-drop widgets that conveniently stick to the grid for a neat and organized presentation. \u003C/p>\u003Cp>You can set data sources for every widget you use, which allows you to create \u003Ca href=\"https://whatagraph.com/blog/articles/cross-channel-marketing-report\">\u003Cu>cross-channel marketing reports\u003C/u>\u003C/a> on the key metrics. \u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/widget_options_efb8ffd52f.png\" alt=\"widget options\">\u003C/p>\u003Cp>You can blend metrics from multiple sources within one widget to present combined values. Thanks to custom formulas, it’s also possible to create new metrics that aren’t available from the source API, and set filters both at a widget and source level.  \u003C/p>\u003Cp>Any new widget, formula, report, or dashboard can be saved as a template for future use. \u003C/p>\u003Cp>Speaking of templates, we have a library of ready-made marketing \u003Ca href=\"https://whatagraph.com/templates\">\u003Cu>report and dashboard templates\u003C/u>\u003C/a> for different use cases — web page overview, cross-channel PPC reporting, consolidated social media dashboard, Instagram Business, you name it. \u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/ppc_report_ec221edbc2.png\" alt=\"Cross channel widgets\">\u003C/p>\u003Cp>There’s also a linked templates feature that is developed specifically for agencies in mind. Namely, you can create a “master template” and link all other report templates you create from it. This way, you can make bulk edits, as all the changes you make to the master template also affect the linked reports. \u003C/p>\u003Cp>This Whatagraph feature is super convenient when you must change details for all the reports you create for a particular client. \u003C/p>\u003Cp>Finally, you can rebrand every report with the client’s logo and a custom color scheme. \u003C/p>\u003Ch3>4. Report on findings\u003C/h3>\u003Cp>Once you visualize marketing data, you need to report the findings to your clients and, more importantly, suggest actions for improvement. \u003C/p>\u003Cp>The traditional way is to export a report as a PDF document, attach it to a mail with typed recommendations, and send it to a few addresses in the client’s company. \u003C/p>\u003Cp>But this method is both time-consuming and prone to human error, which is why we suggest you \u003Ca href=\"https://whatagraph.com/share\">\u003Cu>automate the report-sharing process\u003C/u>\u003C/a> as well. \u003C/p>\u003Cp>To be honest, you’d be pressed hard to find a marketing data platform that makes report sharing easier and more convenient than Whatagraph. \u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/automate_d37fd450c0.png\" alt=\"Automate report sending in Whatagraph\">\u003C/p>\u003Cp>Simply add the recipient's addresses, set the cadence, and the delivery time for each report, and the client gets the exact report as discussed at exactly the same time every time. \u003C/p>\u003Cp>Once you set up this process, it’s completely automated. However, you can add a review step where you get to approve every report before it goes out. But it’s not just about approving. Even in this step, you can change metrics manually and add personal comments to each of the report sections.  \u003C/p>\u003Cp>Of course, you can still export and save any report as PDF, but there’s no need to do it manually.\u003C/p>\u003Cp>Another way you can share a Whatagraph report or dashboard is via a live link. This means your clients can always check the stats in dashboards you created for them, as data updates automatically in near-real time. \u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/Tik_Tok_Dashboard_live_link_e652c9dea3.png\" alt=\"TikTok Dashboard in Whatagraph\">\u003C/p>\u003Cp>This increases your accountability and transparency as an agency because you’re letting clients see unaltered results every time and even change the data range themselves to see how results have changed over time. \u003C/p>\u003Ch2>Wrapping up\u003C/h2>\u003Cp>Marketing data analytics largely depends on an agency’s ability to connect scattered marketing data sources and secure fast and reliable data flow, visualize cross-channel data, and get insights in front of decision-makers on time. \u003C/p>\u003Cp>Marketing agencies that master all three marketing activities gain a competitive advantage over agencies that depend on multiple analytics tools or manual data collection. \u003C/p>\u003Cp>Whatagraph provides that competitive advantage by offering one platform to:\u003C/p>\u003Cul>\u003Cli>Connect scattered data from multiple sources – quickly and hassle-free, \u003C/li>\u003Cli>Visualize data from connected marketing sources as engaging marketing reports,\u003C/li>\u003Cli>Share those reports via automated emails or on-demand live links.\u003C/li>\u003C/ul>\u003Cp>The results: \u003C/p>\u003Cul>\u003Cli>Minimal manual work and the possibility of human error,\u003C/li>\u003Cli>Accurate and timely analysis of marketing campaigns you’re running for your clients,\u003C/li>\u003Cli>Increased client engagement and trust in you as an agency.\u003C/li>\u003C/ul>\u003Cp>If you’re an agency struggling to analyze marketing data, want to scale and keep the same quality of client service, or simply automate much of marketing data processing, \u003Ca href=\"https://live.whatagraph.com/auth/register\">\u003Cu>try a free trial\u003C/u>\u003C/a> of Whatagraph. Save time on analytics and use it for more creative tasks. \u003C/p>","2023-11-22T14:48:12.262Z","2025-04-10T14:20:25.429Z","2023-11-22T15:00:07.761Z",{"id":544,"name":545,"alternativeText":546,"caption":31,"width":427,"height":428,"formats":547,"hash":553,"ext":292,"mime":293,"size":554,"url":555,"previewUrl":31,"provider":296,"provider_metadata":31,"createdAt":556,"updatedAt":556},11578,"marketing_d_a.png","marketing data analytics cover",{"thumbnail":548},{"ext":292,"url":549,"hash":550,"mime":293,"name":551,"path":31,"size":552,"width":435,"height":436},"https://s3.us-east-2.amazonaws.com/whatagraph.com/thumbnail_marketing_d_a_d33d56e463.png","thumbnail_marketing_d_a_d33d56e463","thumbnail_marketing_d_a.png",11.61,"marketing_d_a_d33d56e463",59.26,"https://s3.us-east-2.amazonaws.com/whatagraph.com/marketing_d_a_d33d56e463.png","2023-11-22T14:47:59.667Z",{"id":455,"name":456,"about":457,"email":458,"createdAt":459,"updatedAt":460,"publishedAt":461,"slug":462,"linkedin_url":463},{"id":5,"title":443,"slug":444,"subheading":445,"createdAt":446,"updatedAt":447,"publishedAt":448},{"id":560,"dateReorder":561,"title":562,"slug":563,"summary":564,"body":565,"read_time":50,"createdAt":566,"updatedAt":567,"publishedAt":568,"errors":31,"table_of_contents":32,"cover_image":569,"author":583,"article_category":584},2298,"2023-11-07","Marketing Data Connectors: Key to a Unified Client View","marketing-data-connectors","\u003Cp>Marketers increasingly rely on digital tools to make data-based decisions about their client’s campaigns. In this data-driven landscape, marketing data connectors are essential for agencies that wish to collect marketing data from diverse sources. \u003C/p>","\u003Ch2>What are marketing data connectors?\u003C/h2>\u003Cp>Marketing data connectors are pieces of software that automatically extract data from various marketing sources and deliver it to a predetermined destination. \u003C/p>\u003Cp>Traditionally, this destination was \u003Ca href=\"https://whatagraph.com/blog/articles/marketing-data-warehouse\">a data warehouse or data lake\u003C/a>, as these services can store large amounts of data to be queried and transformed for analysis. \u003C/p>\u003Cp>Lately, however, marketing data connectors are increasingly used to deliver structured data directly to marketing data platforms for transformation, visualization, and sharing. \u003C/p>\u003Cp>For data analysis to remain relevant, new data must be regularly retrieved from each marketing channel. Users can specify how frequently they want the connection to run, which largely depends on the nature of the marketing data that is collected. \u003C/p>\u003Ch2>Three types of marketing data connectors\u003C/h2>\u003Cp>It’s important that you choose the marketing data platform with the right type of connectors for your agency, as it directly impacts the stability and reliability of your marketing data workflow.  \u003C/p>\u003Cp>Some connectors are seamless and cause few or no bugs, while others can be unstable. However, one rule applies — the stability of a connector typically depends on the connector type.  \u003C/p>\u003Cp>Marketing data connectors are classified by the relationship between the company that built the connector and each of the two tools the connector is supposed to connect. \u003C/p>\u003Cp>Depending on this relationship, your connector can be an \u003Cstrong>invisible piece of code\u003C/strong> that works seamlessly or \u003Cstrong>complex software\u003C/strong> that your technical staff must maintain and upkeep to ensure it works smoothly. \u003C/p>\u003Cp>There are three different types of marketing data connectors:\u003C/p>\u003Ch3>1. Native connectors (first-party connectors)\u003C/h3>\u003Cp>These data connectors integrate two pieces of software with a common code base and are often owned by the same company. \u003C/p>\u003Cp>Two examples of native connectors are the connections between Tableau and Slack or Power BI and Azure Cloud Computing System. Since these tools are owned by Salesforce and Microsoft, respectively, their teams can devote resources and work from both ends to build useful connectors without glitches and issues.\u003C/p>\u003Cp>In this case, the apps can talk to each other very easily, and there is no need for a complex procedure to connect them and get the data flowing. \u003C/p>\u003Cp>First-party integrations are usually the smoothest integrations. If any problem occurs, either vendor’s team can step in to fix it. \u003C/p>\u003Cp>However, a big downside is that \u003Cstrong>first-party native integrations are only possible between tools owned by the same company\u003C/strong> or vendors that are willing to partner and work closely. \u003C/p>\u003Cp>As a result, marketing tools have very few first-party integrations. \u003C/p>\u003Ch3>2. Built-in connectors\u003C/h3>\u003Cp>These connectors are native to one piece of software that connects to the API of the other piece of software. Typically, they are built with the involvement of only one vendor, who builds these integrations directly into their tool. \u003C/p>\u003Cp>Some BI and marketing platform vendors offer many built-in connectors and use this number heavily in their campaigns. However, when \u003Ca href=\"https://whatagraph.com/blog/articles/marketing-data-platform\">choosing a marketing data platform\u003C/a> for your agency, you need to consider:\u003C/p>\u003Col>\u003Cli>Which marketing data connectors do you really need?\u003C/li>\u003Cli>Does the marketing data platform have features that solve your pain point?\u003C/li>\u003Cli>What is the cost of the whole package? \u003C/li>\u003Cli>How easy is it to add a source?\u003C/li>\u003C/ol>\u003Cp>The ease of connecting your data is not to be underestimated. \u003C/p>\u003Cp>For example, Tableau had a built-in integration for Microsoft Excel, but there was a whole procedure to connect it. Since 2020, Tableau discontinued support for legacy Excel, so users can now connect sheets only via SQL databases. \u003C/p>\u003Cp>Still too complicated.\u003C/p>\u003Cp>This is why marketers should always look for an integrations + data platform combo that allows them to connect client data with a few clicks on a non-technical level. \u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/connect_sources_0344bab39d.png\" alt=\"Connecting an account in Whatagraph\">\u003C/p>\u003Cp style=\"text-align:right;\">\u003Ci>Whatagraph native integrations: Connect once and forget about it\u003C/i>\u003C/p>\u003Ch3>3. Third-party connectors\u003C/h3>\u003Cp>These are the most widespread marketing data connectors and the ones that vary widely in quality. As their name suggests, they are built by third parties, companies unrelated to either one of the two pieces of marketing software that you’re trying to connect. \u003C/p>\u003Cp>Some of these data connectors are uninvolved integrations between two simple tools with open APIs. Others are complex workarounds to connect marketing data between tools that would have no way of communicating otherwise. \u003C/p>\u003Cp>So why would a marketing agency want to use a data platform with less reliable third-party connectors?\u003C/p>\u003Cp>Well, maybe the source platform is so obscure that no one’s bothered to build a native integration for their marketing software. \u003C/p>\u003Cp>In other cases, a company is trying to connect one of its tools to a piece of legacy software that lacks modern connectivity protocols like APIs and needs to find a third party willing to build a data connector and hope it works as it should. \u003C/p>\u003Cp>Thirdly, some agencies still rely on “free” universal tools like Looker Studio (Google Data Studio), which doesn’t have an integrated data connection and must use third-party connectors to import data for visualization.\u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/third_party_connectors_ee06e7a12d.png\" alt=\"Third-party data connectors\">\u003C/p>\u003Cp style=\"text-align:right;\">\u003Ci>A choice of third-party connectors by Supermetrics. Each connector is treated as a separate product with individual pricing and a trial period\u003C/i>\u003C/p>\u003Cp>In that case, the free reporting tool can easily turn expensive due to all the connectors you need to purchase. But the worst part is that you still don’t get satisfying performance in data flows. \u003C/p>\u003Cp>A much better investment would be a dedicated marketing data platform with reliable built-in native integrations, which are included in all pricing plans. \u003C/p>\u003Ch2>Common problems with third-party marketing data connectors\u003C/h2>\u003Cp>Purchasing a third-party marketing connector is easier than building one yourself, and in the case of marketing agencies, the decision-makers might consider the vast number of available integrations on the market as enough reason for choosing a data platform that uses third-party connectors. \u003C/p>\u003Cp>Such a decision, however, shouldn’t be made without considering all the aspects of third-party integrations. And they have serious shortcomings. \u003C/p>\u003Ch3>Lack of flexibility\u003C/h3>\u003Cp>Third-party data connectors or iPaaS (integrated Platform as a Service) and unified APIs operate by standardizing data and wrapping it in visual blocks that users can manipulate. This block structure means that the functionalities offered by underlying APIs are rigid and not fully exploited. \u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/api_limit_warning_6c11276215.png\" alt=\"Facebook API limit warning\">\u003C/p>\u003Cp>As the number of marketing applications and use cases for each application grows, third-party data connectors can only capture a fraction of those use cases. As a result, agencies may be unable to extract the data they need when using a marketing tool with third-party connectors. \u003C/p>\u003Ch3>Dependent on the provider\u003C/h3>\u003Cp>When a marketing agency uses third-party software to power integrations with clients’ marketing tools, it depends on the software provider. This includes the technical dependency, for example, when a connector breaks off, and the maintenance, i.e. trusting the provider’s team to update and perform fixes for all connectors on time. \u003C/p>\u003Cp>APIs and marketing platforms are updated faster than ever, and a third-party connector can quickly become obsolete unless the provider updates it regularly. \u003C/p>\u003Ch3>Cost\u003C/h3>\u003Cp>Marketing agencies and businesses generally pay a monthly fee to use every third-party integration they purchase. Initially, this can be a cost-effective way to quickly connect \u003Ca href=\"https://whatagraph.com/blog/articles/marketing-data-sources\">a few simple data sources\u003C/a>. \u003C/p>\u003Cp>However, if these connectors are an integral part of a tool’s roadmap and business objectives, being dependent on the provider to scale integrations can result in high and unpredictable monthly costs. \u003C/p>\u003Cp>Also, if an agency is looking to implement marketing data integrations for more complicated use cases, they may also need to invest significant engineering resources to learn the platform and its code. \u003C/p>\u003Ch3>No control over customer experience\u003C/h3>\u003Cp>As mentioned above, third-party solutions offer only a portion of the underlying APIs’ functionality and may provide less than seamless customer experience. Customers may want to extract metrics in a way that the third-party connector doesn’t allow and become frustrated with the connector's UX.\u003C/p>\u003Cp>With some third-party integrations, a customer’s developers might also have to learn a visual builder interface, which can be time-consuming and require contacting iPaaS customer support. \u003C/p>\u003Cp>Then, if integrations aren’t working properly, it is also challenging for the marketing tool company and the marketing agency to know where the problem is coming from. The troubleshooting process can draw out as customers and the marketing software company try to find the reason why the integration isn’t running smoothly. \u003C/p>\u003Ch3>No direct support for marketing platform users\u003C/h3>\u003Cp>In the case of third-party connectors, there’s no direct customer support for the marketing platform's users. As a result, the marketing data platform that offers third-party integrations to its users needs to enable a technical infrastructure to support the user base. \u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/user_configuration_error_on_Google_Data_Studio_b24567adbe.png\" alt=\"User configuration error in Looker Studio\">\u003C/p>\u003Cp style=\"text-align:right;\">\u003Ci>An issue with the data source or connector provider? One of the common Looker Studio errors\u003C/i>\u003C/p>\u003Cp>Having three parties — the connector company, the marketing tool, and users, such as agencies, may prove challenging to scale and monitor the systematic use of integrations. \u003C/p>\u003Ch2>Why are native integrations better for marketers?\u003C/h2>\u003Cp>Building native integrations in-house and scaling them requires expertise from specific engineers, which translates into extra time and money needed to build them. As the company grows and wants to build more integrations to support its customers’ needs, it might struggle to meet demand while also prioritizing the development of its own platform. \u003C/p>\u003Cp>However, for users, built-in native integrations come with many benefits: \u003C/p>\u003Ch3>More flexible and functional\u003C/h3>\u003Cp>Native integrations give marketing software companies the most control over their integrations, including when data is exchanged, how it flows, and under what conditions. When a marketing data platform builds integrations itself, it can set up the workflows in the exact way marketing agencies need and is only limited by the source’s API. \u003C/p>\u003Cp>An agency looking for a marketing data platform to connect, visualize, and share its clients’ marketing data should look for a solution with native integrations as they offer better partner and customer UX.\u003C/p>\u003Ch3>Marketing data is accurate, visible, and available\u003C/h3>\u003Cp>With native integrations in place, there’s a direct connection between apps and their API, which gives the SaaS company complete visibility into their customer and data activity. This ensures that all the data is updated in real-time or according to its sync schedules.\u003C/p>\u003Cp>In this case, the company owns and operates the integrations, so it can study data logs to understand how data is being used. This way, the company tech team can drive modifications based on how agencies use the integration and quickly communicate any errors and their source to customers. \u003C/p>\u003Cp>For example, if errors only come from one native integration, it likely indicates that the partner system is down.  \u003C/p>\u003Ch3>Increased customer satisfaction and retention\u003C/h3>\u003Cp>Native integrations can improve customer satisfaction and retention, but only if they are reliable and represent the use cases that marketing users want. \u003C/p>\u003Cp>Marketing data integrations with high levels of functionality can become pivotal to agencies' analytics and reporting, reduce inefficiency, and improve the capabilities of the marketing tool they are associated with.\u003C/p>\u003Cp>Diverse and stable native integrations can be an important strategy for marketing SaaS companies to reduce churn. But that is only possible when they provide a seamless UX both at launch and in exploitation. Thanks to their agility and direct access to partner API, native integrations are known for exceptional user experience. \u003C/p>\u003Ch3>Improved acquisition of new users\u003C/h3>\u003Cp>For a marketing SaaS company, native integrations and marketing apps they connect provide more opportunities for customer acquisition. Built-in native integrations foster a deeper understanding of partner products, which ensures better use cases can be developed. \u003C/p>\u003Cp>In addition, highly rated and successful integrations can bring your company deals that would’ve otherwise been lost to a competitor. A solid integration to a keystone system like \u003Ca href=\"https://whatagraph.com/integrations/salesforce\">Salesforce\u003C/a> or web analytics software is the basis of many marketing accounts. For some users, it might be a deciding factor in choosing one marketing software over another.  \u003C/p>\u003Ch2>Whatagraph brings both a robust marketing data platform and native integration\u003C/h2>\u003Cp>Marketing agencies looking for a reliable \u003Ca href=\"https://whatagraph.com/blog/articles/marketing-data-platform\">marketing data tool\u003C/a> that collects clients’ data through custom connectors should take a closer look at \u003Ca href=\"https://whatagraph.com/marketing-agencies\">Whatagraph\u003C/a>. \u003C/p>\u003Cp>Whatagraph is a marketing data platform to connect, visualize, and share marketing data as visually stunning marketing reports and dashboards. \u003C/p>\u003Cp>It provides an easy and no-code way to integrate marketing data from disparate sources and visualize integrated data in actionable reports. \u003C/p>\u003Cp>There’s no learning curve or manual adjustments. Just add the sources you need and get data into your report. \u003C/p>\u003Cp>To connect clients’ data, you can choose among more than \u003Ca href=\"https://whatagraph.com/integrations\">45 popular marketing data sources\u003C/a>, including Google Analytics 4, social media like Facebook, Instagram, and TikTok, PPC platform Google Ads, Facebook Ads, LinkedIn Ads, Amazon Ads, SEO tools like Ahrefs and Google Search Console, e-commerce tools like Shopify and BigCommerce, Mailchimp, and CRMs like Salesforce and \u003Ca href=\"https://whatagraph.com/integrations/hubspot\">HubSpot\u003C/a>. \u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/whatagraph_integrations_6862356d40.png\" alt=\"A selection of Whatagraph native integrations\">\u003C/p>\u003Cp style=\"text-align:right;\">\u003Ci>…and counting. Whatagraph’s current selection of Paid Advertising native integrations\u003C/i>\u003C/p>\u003Cp>For each of these sources, we’ve built native integrations that provide far greater stability than third-party connectors. There’s no risk of connectors breaking off as with third-party integrations. And if there’s any issue with the connectors, chances are that our engineers will spot it first. \u003C/p>\u003Cp>There’s also the question of price. With Whatagraph, you can access all our connectors even with the basic pricing plan. \u003C/p>\u003Cp>Now, imagine if an agency is using Looker Studio to visualize their clients’ marketing data. Whether they use third-party connectors from \u003Ca href=\"https://whatagraph.com/blog/articles/supermetrics-connectors\">Supermetrics\u003C/a>, Fivetran, or Panoply, they must pay for the connectors and, in most cases, a top-shelf pricing plan. \u003C/p>\u003Cp>And their connectors will still never be as stable as if they went with Whatagraph and our native connectors. \u003C/p>\u003Cp>But what if the agency needs to connect data outside the current Whatagraph integrations?\u003C/p>\u003Cp>In those cases, users have two options: either build a custom API and connect the source to Whatgraph or export data to Google BigQuery or Google Sheets first. \u003C/p>\u003Cp>Users can create custom reports or dashboards simply by connecting the sources they need and drag-and-dropping the visualization widgets onto the report page. Alternatively, we have a \u003Ca href=\"https://whatagraph.com/templates\">library of report templates\u003C/a> that are pre-made for different marketing reporting cases. \u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/marketingdash_1a9cb2d3b0.png\" alt=\"Marketing dashboard in Whatagraph\">\u003C/p>\u003Cp>Remember how we said data workflows are only limited by sources’ APIs? Whatagraph has a workaround for that as well. If you want to visualize metrics unavailable from the sources’ API, you can use a custom formula and create custom metrics using simple mathematical operations.  \u003C/p>\u003Cp>But visualization is not the end of it. Whatagraph allows users to automate report sharing by setting up an emailing schedule. This way, every client receives the right report at the right time and right frequency.\u003C/p>\u003Cp>And you’ve managed to do everything from one tool!\u003C/p>\u003Cp>Finally, Whatagraph integrates with Google BigQuery both as a source and destination. This means you can seamlessly copy marketing data from your client’s platforms to a managed data warehouse, again without any coding involved. \u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/select_a_source_11c2c86842.png\" alt=\"Data transfer steps in Whatagraph\">\u003C/p>\u003Cp>Setting up regular \u003Ca href=\"https://whatagraph.com/data-transfer/google-bigquery\">data transfers to BigQuery\u003C/a> is an easy and safe way to protect your data from discontinuation and changing policies of individual marketing tools while also allowing you to visualize data with much wider historic ranges. \u003C/p>\u003Ch2>Wrapping up\u003C/h2>\u003Cp>Marketing data connectors are an invaluable tool for marketing agencies to bring together clients’ data from disparate sources for analysis and reporting. When you have only a handful of sources, third-party connectors might seem like a faster and cheaper solution. \u003C/p>\u003Cp>However, as the number of accounts and marketing channels increases, managing a collection of third-party software becomes overwhelming, leading to inefficiencies and client dissatisfaction.  \u003C/p>\u003Cp>That’s why we recommend choosing a marketing data platform with built-in native marketing connectors. \u003C/p>\u003Cp>Native connectors are more stable, faster to connect and provide a better user experience and direct technical support, as they are created by the same company that created the marketing data platform. \u003C/p>\u003Cp>Whatagraph is a dedicated marketing data platform powered by reliable native integrations. \u003C/p>\u003Cp>If you struggle to integrate client data with third-party data connectors or use a complex universal data analytics platform to aggregate marketing data, you have all the qualities to become a happy Whatagraph user. \u003C/p>\u003Cp>\u003Ca href=\"https://live.whatagraph.com/auth/register\">Request a free trial\u003C/a> and try Whatagraph today. \u003C/p>","2023-11-07T21:11:27.235Z","2025-04-10T14:04:01.380Z","2023-11-07T21:11:30.730Z",{"id":570,"name":571,"alternativeText":562,"caption":31,"width":427,"height":428,"formats":572,"hash":578,"ext":292,"mime":293,"size":579,"url":580,"previewUrl":31,"provider":296,"provider_metadata":31,"createdAt":581,"updatedAt":582},11534,"marketing_data_connectors.png",{"thumbnail":573},{"ext":292,"url":574,"hash":575,"mime":293,"name":576,"path":31,"size":577,"width":435,"height":436},"https://s3.us-east-2.amazonaws.com/whatagraph.com/thumbnail_marketing_data_connectors_34d5593334.png","thumbnail_marketing_data_connectors_34d5593334","thumbnail_marketing_data_connectors.png",13.09,"marketing_data_connectors_34d5593334",79.77,"https://s3.us-east-2.amazonaws.com/whatagraph.com/marketing_data_connectors_34d5593334.png","2023-11-07T20:14:01.732Z","2024-07-31T09:15:16.062Z",{"id":455,"name":456,"about":457,"email":458,"createdAt":459,"updatedAt":460,"publishedAt":461,"slug":462,"linkedin_url":463},{"id":5,"title":443,"slug":444,"subheading":445,"createdAt":446,"updatedAt":447,"publishedAt":448},{"id":586,"dateReorder":587,"title":588,"slug":589,"summary":590,"body":591,"read_time":50,"createdAt":592,"updatedAt":593,"publishedAt":592,"errors":594,"table_of_contents":32,"cover_image":595,"author":609,"article_category":619},2052,"2020-12-23","Marketing Data Visualization - A Complete Guide With Examples and Tool Recommendations","what-is-data-visualization","\u003Cp>We use marketing data in various visual forms — infographics, bars, charts, and graphs. But what is gained by visualizing data and how to do it properly?\u003C/p>","\u003Ch2>What is marketing data visualization? \u003C/h2>\u003Cp>Marketing data visualization is the process of creating visual representations of raw data collected by marketing tools, making it easier to understand the information behind that data. To visualize marketing data, you can use charts, graphs, tables, and interactive dashboard software.  \u003C/p>\u003Ch2>Why is marketing data visualization important?\u003C/h2>\u003Cp>Marketing data visualization is important because once visualized, marketing data is much easier to analyze for insights that can help with decision-making. \u003C/p>\u003Cp>Visualizing marketing data allows you to turn numbers into data-driven conclusions and transform metrics into decisions. You can visualize \u003Ca href=\"https://whatagraph.com/blog/articles/marketing-data\">different categories of marketing data\u003C/a>, such as website analytics, social media, paid advertising, email marketing, video marketing data, etc. \u003C/p>\u003Cp>Raw marketing data exported from a tool like \u003Ca href=\"https://whatagraph.com/blog/articles/universal-analytics-vs-google-analytics-4\">Google Analytics 4\u003C/a> into spreadsheets doesn’t point in any direction, especially in the case of large data sets. \u003C/p>\u003Cp>If you share such a report with stakeholders, they won’t get any smarter about whether the metrics are good or bad for your marketing strategy. \u003C/p>\u003Cp>Marketing data visualization solves this issue by graphically showing trends and patterns in data, making it easier to spot whether the changes are beneficial. \u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/ga4_299bd72426.png\" alt=\"Google Analytics 4 report section \">\u003C/p>\u003Cp>This example from a report created in Whatagraph shows that even a table can help you present Google Analytics 4 data clearly and understandably.\u003C/p>\u003Ch2>Benefits of marketing data visualization \u003C/h2>\u003Cp>Among the benefits of marketing data visualization, the most important are:\u003C/p>\u003Ch3>Executive decision-making\u003C/h3>\u003Cp>Marketing data visualization helps managers and key stakeholders interpret data. It enables faster data analysis and lets decision-makers see the whole picture. For example, by identifying trends and patterns, the management can gain insights to help them stay ahead of the competition. \u003C/p>\u003Ch3>Stronger employee engagement\u003C/h3>\u003Cp>Marketing teams can use data visualization to communicate their digital marketing campaigns’ results to other departments. If the entire company can visualize marketing data together, they can develop shared goals and plans. In addition, you can use visual analytics to measure goals and progress and boost team motivation, for example, by working together to increase the opportunities created in ACV in one quarter. \u003C/p>\u003Ch3>Streamlined customer service\u003C/h3>\u003Cp>Marketing data visualization helps customer teams identify customer needs by displaying them in tables or charts. Using visualization and analytics tools, you can spot gaps in your customer service, improve the product or processes, and reduce operational inefficiencies. \u003C/p>\u003Ch2>Types of marketing data visualization \u003C/h2>\u003Cp>While bar charts and pie charts are most often associated with visual marketing reporting, there are many other visual elements that you can use. The most important thing here is to pair the correct visualization with the right information sets. \u003C/p>\u003Cp>Here are some of the most useful types of data visualization you can use to report on your marketing efforts:\u003C/p>\u003Cp>\u003Cstrong>Area map\u003C/strong>: A type of geospatial visualization that shows specific values mapped over a country, state, county, or any other geographic entity. The two common types of area maps are \u003Ci>choropleths\u003C/i> — filled maps that use color shading to denote specific values within geographical borders, and \u003Ci>isopleths\u003C/i> — which don’t rely on defined areas but follow value contours regardless of borders. \u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/area_maps_06cf45a270.png\" alt=\"Example of isopleth area map\">\u003C/p>\u003Cp>\u003Cstrong>Bar chart\u003C/strong>: Numerical values represented as pillars with values compared to each other. The length of the bar stands for the value of each variable. \u003C/p>\u003Cp>\u003Cstrong>Box-and-whisker plot\u003C/strong>: This type of chart shows the distribution of data points across a selected measure. It includes outliers, the median, the mode, and the box that shows where 50% of your data points fall.\u003C/p>\u003Cp>\u003Cstrong>Bubble chart\u003C/strong>: This is a variation of a scatter plot in which data points are replaced with bubbles of different sizes. For example, you can use it to determine a correlation between three variables without using 3D visuals. This makes them a good choice for visualizing SEO data like keyword rankings. \u003C/p>\u003Cp>\u003Cstrong>Bullet graph\u003C/strong>: In this type of graph, a bar marked with extra encodings shows progress towards a goal or performance against the reference line. Each bar represents one measure, with multiple bars providing additional content. It is ideal for compact dashboards as they provide more information in a smaller space than meters and gauges \u003C/p>\u003Cp>\u003Cstrong>Gantt chart\u003C/strong>: Used in projects to visualize time duration for events or activities, this chart is ideal for highlighting interdependencies between the tasks in the workflow. \u003C/p>\u003Cp>\u003Cstrong>Heat map\u003C/strong>: A geospatial visualization with different colors for specific data values. Colors can be used for different effects, e.g., different intensities of a single color to highlight rank or diverging colors to show a range from negative to positive values.\u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/heat_map_4e5c8aaad8.jpg\" alt=\"heat map data visualization\">\u003C/p>\u003Cp>\u003Cstrong>Highlight table\u003C/strong>: Like heat maps, these visualizations use color but display data in a text table. The color helps users identify the most critical numbers inside a value range, while different rows and columns represent different dimensions. \u003C/p>\u003Cp>\u003Cstrong>Histogram\u003C/strong>: A type of chart that shows the number of occurrences between a range of values on an axis. Histograms may look like bar charts, but each bar is an interval of metric values. Together, they represent a frequency distribution that shows how often something occurs.\u003C/p>\u003Cp>\u003Cstrong>Infographics\u003C/strong>: A combination of visual elements and words that represent data. Often contains charts or diagrams, with commentaries explaining the data points, leading to conclusions, or recommending further actions. \u003C/p>\u003Cp>\u003Cstrong>Line chart\u003C/strong>: Also known as a line graph, connects data points and lines to measure change over defined values. Great for exposing trends as it can easily include positive and negative values. Still, if you use too many lines, it’s easy to confuse one for another, so a maximum of 5 lines is recommended. \u003C/p>\u003Cp>\u003Cstrong>Pie chart\u003C/strong>: As its name suggests, a pie chart uses a circle to represent a whole, with slices representing specific categories that make it complete. This chart type is ideal for comparing relationships between different dimensions within a particular context. \u003C/p>\u003Cp>\u003Cstrong>Scatter plot\u003C/strong>: Similar to a line chart, data points here are represented on an x/y axis, but they are not joined. You can use it to highlight data correlation, positive and negative relationships, show data spread and outliers, etc. However, like with line charts, having too many data points can make the chart difficult to interpret. \u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/scatter_plot_4b9fc810a9.png\" alt=\"Example of a scatter plot\">\u003C/p>\u003Cp>\u003Cstrong>Treemap\u003C/strong>: A treemap consists of nested squares for different categories ordered in a “tree” hierarchy. Different colors can represent dimensions, such as categories, or measures, such as KPIs. The largest square or “box” shows the largest part of the whole, while the smallest box shows the smallest part. \u003C/p>\u003Ch2>Marketing data visualization examples \u003C/h2>\u003Cp>When mentioning data visualization in marketing analysis, the first thing that comes to mind is a type of \u003Cstrong>chart or graph\u003C/strong>. \u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/graph_733ec7bb7d.png\" alt=\"An example of a graph\">\u003C/p>\u003Cp>For example, this graph shows the performance of organic traffic over time, which is one of the most important KPIs in content marketing. \u003C/p>\u003Cp>However, data visualization goes beyond graphs and charts. A \u003Cstrong>table\u003C/strong> allows you to grasp valuable insights from complex data without actually having to visualize it. \u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/table_0b8ec3ae2d.png\" alt=\"An example of a table\">\u003C/p>\u003Cp>This table in Whatagraph shows page performance metrics such as the number of users, average time on the page, goal conversion rate, and bounce rate. \u003C/p>\u003Cp>Such a presentation helps marketers identify the page that brings in the most conversions and, when tracked monthly, also compares the performance of individual pages over time. \u003C/p>\u003Cp>However, a \u003Ca href=\"https://whatagraph.com/data-visualization-dashboard\">data visualization dashboard\u003C/a> is the most advanced way to present your marketing data visually. Dashboards can contain multiple metrics in different forms and even let you filter or group data. \u003C/p>\u003Cp>Here’s an example of PPC data visualized in a dashboard created in Whatagraph:\u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/dashboard_b09d91c0be.png\" alt=\"example of dashboard\">\u003C/p>\u003Cp>This dashboard uses interactive visualizations for different metrics aimed at helping users understand the changes in marketing data: \u003C/p>\u003Cul>\u003Cli>The \u003Cstrong>main KPIs\u003C/strong> are presented with bar charts that visualize goal completions, \u003C/li>\u003Cli>\u003Cstrong>Total conversions\u003C/strong> over time are shown in a multi-source line graph that combines data from several paid ads platforms, \u003C/li>\u003Cli>The \u003Cstrong>traffic\u003C/strong> and \u003Cstrong>conversion\u003C/strong> percentages are conveniently represented by pie charts, \u003C/li>\u003Cli>Other \u003Cstrong>numerical metrics\u003C/strong> are displayed as single-value widgets. \u003C/li>\u003C/ul>\u003Cp>But the best thing about using marketing dashboards like Whatagraph is that the values are updated in near real time, so you always work with fresh data. \u003C/p>\u003Ch2>Marketing data visualization tools  \u003C/h2>\u003Cp>PowerPoint and Excel are a thing of the past, at least when visualizing marketing data. Why would you struggle with individual graphs, editing, and adjusting tables when you can use a dedicated data analytics and visualization tool that does it all? Here’s our pick of the popular \u003Ca href=\"https://whatagraph.com/blog/articles/data-visualization-tools\">marketing data visualization tools\u003C/a>. \u003C/p>\u003Ch3>Whatagraph \u003C/h3>\u003Cp>As an all-in-one platform to connect, visualize, and share \u003Ca href=\"https://whatagraph.com/blog/articles/marketing-data\">marketing data\u003C/a>, Whatagraph is a prime data visualization solution that handles the entire data collection, visualization, and sharing process under one roof. \u003C/p>\u003Cp>You can pull data from over 45 marketing platforms and visualize it on detailed dashboards and reports using a variety of visualization types. Whatagraph has native integrations with popular social media platforms like Facebook, Instagram, X (Twitter), and LinkedIn, email marketing tools like Mailchimp and \u003Ca href=\"https://whatagraph.com/integrations/campaign-monitor\">Campaign Monitor\u003C/a>, CRMs like HubSpot and Salesforce, and different SEO and paid ads platforms.   \u003C/p>\u003Cp>The best part is that you can report on 25 of these data sources even with the basic pricing plan. \u003C/p>\u003Cp>If your marketing tool is not among the native integrations, you can still connect your data using a Custom API, Google Sheets, or BigQuery data warehouse. \u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/whatagraph_e2c860145a.png\" alt=\"Whatagraph marketing report\">\u003C/p>\u003Cp>If you don’t know how to create your visual report, pick one of the pre-made report or dashboard templates from \u003Ca href=\"https://whatagraph.com/templates\">the Whatagraph library\u003C/a>.\u003C/p>\u003Cp>If you know exactly what kind of marketing report you want, use our intuitive builder to create a report or dashboard from scratch. Connect the sources and \u003Ca href=\"https://whatagraph.com/drag-and-drop-report-builder\">drag and drop everything you need\u003C/a> to a blank page. \u003C/p>\u003Cp>Once you visualize your data, Whatagraph allows you to share your report in several ways. \u003C/p>\u003Cp>For example, you can create an email template, set the recipients, time of delivery, and frequency, and put the whole thing on autopilot. Also, you can share a live link to a report or dashboard so the recipients can check data as it updates. \u003C/p>\u003Ch3>Looker Studio \u003C/h3>\u003Cp>Once known as Google Data Studio, this data visualization tool is popular mainly because it’s free to use and supports various visualization types. \u003C/p>\u003Cp>Looker Studio can transform massive data sets from essential data sources and apps into aesthetically pleasing data reports. Because of this, small teams and freelancers often consider it a cost-effective alternative to Tableau — another data visualization tool that has a wide application in industries beyond marketing. \u003C/p>\u003Cp>Indeed, Looker Studio works like a charm for visualizing data from marketing tools that belong to the Google platform. For other apps, you need to purchase 3rd party connectors, which can \u003Ca href=\"https://whatagraph.com/blog/articles/looker-studio-slow\">slow Looker Studio down\u003C/a> and make it more dependent on other vendors. \u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/looker_bafc91ed0f.png\" alt=\"Example of Looker Studio report\">\u003C/p>\u003Cp>They say the best things in life are free, but I’m sure they didn’t mean Looker Studio. As a free cloud-based tool, Looker Studio lacks many of the advanced \u003Ca href=\"https://whatagraph.com/features\">Whatagraph features\u003C/a>. \u003C/p>\u003Cp>For example, the interface could be more intuitive and easier to learn. Apart from Google’s extensive Help and Support pages, you’re pretty much on your own. Whatagraph, on the other hand, has live chat support so that you can remove every blockage in a matter of minutes. \u003C/p>\u003Cp>Also, Looker Studio doesn’t let you bulk edit and save multiple templates, as Whatagraph does. This feature saves time, especially for agencies or enterprises with elaborate reporting processes. \u003C/p>\u003Cp>Finally, if you need to \u003Ca href=\"https://whatagraph.com/blog/articles/cross-channel-marketing-report\">visualize cross-channel marketing data\u003C/a>, you can do it more easily in Whatagraph.  \u003C/p>\u003Ch3>Power BI\u003C/h3>\u003Cp>Microsoft Power BI is a business intelligence and data visualization platform that allows you to create \u003Ca href=\"https://whatagraph.com/blog/articles/interactive-dashboard\">interactive dashboards and reports\u003C/a>. Power BI is ideal for users who need to perform deep analytics, combine data from multiple sources, and predict outcomes by identifying real-time trends. \u003C/p>\u003Cp>\u003Cimg src=\"https://s3.us-east-2.amazonaws.com/whatagraph.com/powerbi_49fd71ab29.png\" alt=\"Example of Power BI dashboard\">\u003C/p>\u003Cp>Power BI has exceptional Excel integration, allowing you to visualize large quantities of data that Excel cannot open. In addition to that, Power BI enables users to integrate data from various databases such as CSV, XML, JSON, SQL Servers, and cloud-based sources like Azure and Salesforce. \u003C/p>\u003Cp>Thanks to the dashboard sharing features, Power BI allows users to share their insights with others, making collaborating on data analysis projects easier.\u003C/p>\u003Cp>On the downside, Power BI has limited customization options – even changing fonts in your report requires completing several steps. It’s more of an all-around data visualization tool for in-house teams, so marketing agencies may find it lacking some features needed to create truly unique visualizations and reports for their clients. \u003C/p>\u003Ch2>Wrapping up\u003C/h2>\u003Cp>Visualizing marketing data is essential for decision-making. A chart with a clear distribution or a graph with a trendline going down will point to a problem much faster than an array of raw numbers. \u003C/p>\u003Cp>Are you going to decide the right thing every time? Probably not. However, you will back your decisions with an advanced dashboard that visualizes data from the marketing platforms you use.\u003C/p>\u003Cp>Of course, this only counts if you use an advanced data visualization platform like Whatagraph. \u003C/p>\u003Cp>Check out \u003Ca href=\"https://whatagraph.com/case-studies\">our case studies page\u003C/a> to learn more about how others use Whatagraph to streamline their reporting. There, you’ll find use cases for both agencies and large enterprises. \u003C/p>\u003Cp>On the other hand, if you want to connect your sources and start visualizing your marketing data already, go ahead and \u003Ca href=\"https://live.whatagraph.com/auth/register\">request a free trial of Whatagraph\u003C/a>.  \u003C/p>","2020-12-23T14:31:12.000Z","2025-05-23T13:07:21.230Z","",{"id":596,"name":597,"alternativeText":588,"caption":31,"width":427,"height":428,"formats":598,"hash":604,"ext":292,"mime":293,"size":605,"url":606,"previewUrl":31,"provider":296,"provider_metadata":31,"createdAt":607,"updatedAt":608},11433,"marketing-data-visualization.png",{"thumbnail":599},{"ext":292,"url":600,"hash":601,"mime":293,"name":602,"path":31,"size":603,"width":435,"height":436},"https://s3.us-east-2.amazonaws.com/whatagraph.com/thumbnail_marketing_data_visualization_3af063ad9a.png","thumbnail_marketing_data_visualization_3af063ad9a","thumbnail_marketing-data-visualization.png",10.94,"marketing_data_visualization_3af063ad9a",49.59,"https://s3.us-east-2.amazonaws.com/whatagraph.com/marketing_data_visualization_3af063ad9a.png","2023-10-03T22:18:55.238Z","2024-08-01T15:13:32.611Z",{"id":610,"name":611,"about":612,"email":613,"createdAt":614,"updatedAt":615,"publishedAt":616,"slug":617,"linkedin_url":618},125,"Vytautas Pučka","Vytautas is a marketing specialist with experience in Customer Service and Sales. As a data-driven professional, he is excited to have discussions with his readers and debate new and innovative ideas about marketing.","vytautas.pu@whatagraph.com","2023-01-20T11:02:40.723Z","2023-08-22T15:34:17.210Z","2023-01-20T11:02:40.719Z","vytautas-pucka","https://www.linkedin.com/in/vytautas-pučka-b771a7193/ ",{"id":5,"title":443,"slug":444,"subheading":445,"createdAt":446,"updatedAt":447,"publishedAt":448},{"id":5,"title":344,"subtitle":621,"createdAt":622,"updatedAt":623,"publishedAt":624,"text_banner":31,"bottom_banner":31},"\u003Cp>Dive into Whatagraph product updates, how-tos, company news, product reviews, and educational content to get the most out of your marketing data.\u003C/p>","2022-11-18T08:43:50.870Z","2025-07-03T08:13:56.278Z","2022-11-18T08:43:52.413Z",{"data":626,"meta":633},{"id":5,"title":443,"slug":444,"subheading":445,"createdAt":446,"updatedAt":447,"publishedAt":448,"toc_banner":627},{"id":319,"content":628,"cta":629,"cta_collection":31},"Learn how to implement AI successfully at your agency",{"id":630,"label":631,"url":367,"subtext":31,"style":632,"element_id":31,"color":31,"icon":31,"width":31},1609,"Get free playbook","button",{},1759916841790]