Digital marketing agencies share the results of their Google Ads, Meta Ads and SEO work with clients every month. Sometimes the ad data lives in Excel, the SEO results sit in another file, and the monthly review is in a presentation. Preparing reports in different designs can lengthen preparation time and make it harder for clients to compare past periods. White-label reporting helps agencies present all of these results under their own brand, in a consistent design.
What is white-label reporting? White-label reporting means delivering a reporting tool or ready-made report template to the client with the agency's logo, colors and corporate design. Depending on the tool, you can set up branded PDFs, dashboards, custom domains or a client portal. Platforms that report on marketing data, such as AdsLuma, support the preparation and analysis of the performance results used in presentations.
How Does White-Label Reporting Work?
In white-label reporting, the report the client sees carries the agency's corporate design. The data can come from sources such as Google Ads, Meta Ads, GA4 or Search Console. The report is then built with the logo, colors and page layout the agency has chosen.
Reporting software typically offers three branding models. Standard reports use the software provider's logo and design. Co-branded reports can show both the agency's and the software provider's brand. In the white-label model, the areas the software allows are customized to match the agency's brand.
Not every white-label tool has the same features. Some only let you change the logo and colors, while others offer a custom domain, branded email or a client-specific login screen. That's why the features you use should be chosen based on the agency's reporting needs.
What Does White-Label Reporting Offer Agencies?
When clients receive reports in the same layout every month, it's easier for them to follow performance results. Even if the advertising and SEO teams work with different tools, the report headings, chart layout and overall look stay the same. Clients don't have to hunt for the information they need in a different file each month.
On the agency side, ready-made templates can cut preparation time. Instead of designing a report from scratch for each new client, you can use an existing template. An e-commerce client can be shown revenue and ROAS data, while a service business can be shown lead submission results. The look of the report stays the same, and its content is adapted to the client's goals.
How reports are shared matters too. For some clients, a PDF sent at the end of the month is enough, while others want to check campaign results during the week. With systems that offer a white-label client portal, users can log in to their own accounts and see up-to-date data. That way, you may not need to prepare a separate file for every request.
Which Features Should Branded Reporting Tools Have?
An agency that prepares a monthly PDF and one that gives clients ongoing dashboard access don't need the same software features. When choosing a tool, consider what the reports are used for and how often they are shared. Decide up front whether a logo change is enough or whether you need a client-specific portal.
Logo, Color and Design Customization
The foundation of white-label reporting is being able to use the agency's logo and brand colors. Headings, charts, the cover page and report footers should also follow the same design.
Changes made on the dashboard don't always carry over to the PDF output. Some tools only allow certain areas to be customized. Before buying, create a sample report and compare the on-screen view with the exported file.
Custom Domain and Client Portal
With systems that support custom domains, clients can reach their reports at an address chosen by the agency. For example, an address like report.agencyname.com lets the reporting service be delivered under the agency's brand.
In a client portal, access permissions should be checked as carefully as the visual design. Each client should see only their own data, and information belonging to other accounts should remain inaccessible. Agency staff should also be given permissions that match their roles.
Branded PDF and Email Delivery
For teams that share monthly or weekly reports, branded PDF and email options may be enough. Sending a report that carries the agency's logo from a company email address keeps the communication style the client is used to.
Automatic report generation and delivery on set days should be evaluated separately. Not every software with white-label features supports scheduled report delivery.
How Do You Prepare a White-Label Client Report?
Before preparing a branded report, identify the results the client wants to track. The monthly report sent to company management and the needs of a team that follows campaigns daily are not the same. The content and sharing format of the report should be tailored to the audience's expectations.
The preparation process can follow four steps:
Define the report's content. Choose metrics that fit the client's goals. For monthly reports, decide which periods will be compared and which activities will be explained.
Prepare the data. Pull the results for the relevant period from sources such as Google Ads, Meta Ads, GA4 and Search Console. Check date ranges, data freshness and calculations.
Use the branded template. Build the report with the logo, brand colors and a shared page layout. Next to the charts, add short comments explaining important changes.
Share it with the client. Deliver the report in a PDF, presentation or dashboard format supported by the tool you use. Before sharing, check access permissions and the final look.
Before reports are sent to clients, verify that the metrics come from the right sources, that comparison periods are consistent and that access permissions are set correctly.
Repeating the same tasks every month can take time, especially for teams managing many clients. How to organize data collection and update processes is covered in more detail in our guide to automating multi-client reporting.
How Can AdsLuma Reports Be Used in the White-Label Process?
The design of a white-label report matters, but so does the accuracy of the data in it. AdsLuma lets you track, report on and analyze Google Ads, Meta Ads, GA4 and Search Console data in the same workspace. This way, results from different channels can be reviewed together for the relevant period.
For example, when preparing a brand's monthly performance report, you can check Google Ads and Meta Ads spend, conversions and ad revenue in AdsLuma. GA4 data helps you assess traffic sources, and Search Console data helps you evaluate organic search performance. The specialist preparing the report can select the results to share with the client and compare them with the previous period.
When investigating the reasons behind changes, you can use AI-powered marketing analysis features. You can ask Luma AI questions such as “Which campaigns saw their cost per conversion rise compared with last month?” or “Which pages lost organic clicks over the last three months?” The answers can be checked against the relevant data and included in the commentary of the client report.
Reports and analysis findings from AdsLuma can be used in presentations the agency prepares under its own brand. White-label settings such as the logo, custom domain or client portal should be configured according to the features supported by the reporting and presentation tool you use.
How Do You Choose a White-Label Reporting Tool?
When choosing a reporting tool, don't invest in features your clients don't need. For an agency that sends one PDF a month, a branded report template may be enough. For teams serving clients who want daily campaign tracking, dashboard access and user permissions become more important.
Pricing models also differ between tools. Some software includes logo and color changes in the standard subscription but charges extra for a custom domain, client portal or branded email. The number of users and limits on connected accounts can also affect the total cost.
Before deciding, prepare a sample client report. This shows how the design looks in the PDF output, how client access works and how long it takes to update a report. Besides the subscription fee, factor in the time needed for setup and maintenance.
Common Mistakes in the Reporting Process
A branded report that looks good doesn't prove the data in it is correct. A wrong date range, missing conversion information or charts that haven't been updated can lead clients to misjudge the results. Before sending a report, check the data used and the comparison periods.
Another problem is presenting the same metrics to every client. For an e-commerce brand, revenue and ad efficiency matter, while a lead-driven business may want to see qualified leads and sales results. Even if the agency's report design stays the same, the results measured should fit the business's goals.
Interpreting Google Ads and Meta Ads conversions as if they came from the same measurement system can also be misleading. Because platforms can use different attribution models, the report should clearly state where the data comes from. Especially when evaluating total revenue or conversion counts, keep in mind that the same result may have been reported by more than one platform.
In systems with a client portal, access permissions should be checked separately. A client being able to view another account's report is a serious data security problem. Rather than relying only on dashboard filters, user permissions should be configured correctly.
The Right Approach to White-Label Reporting
Before changing your reporting model, review which formats your clients actually use. For businesses that are fine with monthly PDF reports, investing in a full portal may not be necessary. For clients who want more frequent performance tracking, dashboard and user access options should be considered.
Once you've decided how the report will be presented, organize the data preparation process. Platforms that report on and analyze marketing data, such as AdsLuma, can be used to review results across different channels. By transferring verified data and expert commentary into the branded template, you can give clients a report that shows both the work carried out and the performance results.
White-Label Reporting: Frequently Asked Questions
What is the difference between a white-label dashboard and a standard dashboard?
A standard dashboard usually uses the software provider's logo and design. In a white-label dashboard, the agency's brand colors, logo and other supported design areas can be customized. Both systems can show the same performance data. The main difference is the brand appearance the client sees and the customization options available.
Is white-label reporting the same as automated reporting?
White-label reporting is about which brand a report is presented under. Automated reporting covers tasks such as collecting and updating data and preparing reports on set dates. A piece of software can have both features. Being able to create a branded report doesn't mean that data collection and delivery are automated.
What marketing data do AdsLuma reports include?
With AdsLuma, you can review ad spend, clicks, conversions, traffic sources and organic search performance using Google Ads, Meta Ads, GA4 and Search Console data. The content of the reports varies depending on the data provided by the connected accounts. You can also ask Luma AI questions about these results to investigate performance changes.
What should you look for when choosing a white-label reporting tool?
When choosing a tool, check logo and color customization, custom domain, client portal, PDF output and report sharing options. You should also evaluate which features are included in the subscription fee, as well as user and account limits. Before buying, prepare a sample report to see how well the software meets your needs.
