Papercrane

Category: Agencies

  • Google Ads Dashboard: Automated PPC Reporting for Clients

    Google Ads Dashboard: Automated PPC Reporting for Clients

    A client messages you at 4:47pm on a Friday: “Why did conversions drop this week?” You have the answer somewhere, across three MCC accounts and a spreadsheet you last updated on Tuesday. By the time you’ve exported CSVs and rebuilt the chart, the client has already drawn their own conclusion.

    This is the actual problem a google ads dashboard is supposed to solve for agencies not “tracking metrics in one place”. If your reporting setup can’t do that, it’s not a dashboard. It’s a delay with a nicer font.

    Why the Standard Google Ads Dashboard Breaks Down for Agencies

    Google’s native interface was built for one advertiser looking at their own account, not an agency managing twenty. The MCC view isn’t client-safe, you can’t hand a client a login without exposing every other account you manage.

    There’s no white-labeling, no automated client-facing export, and every time Google rolls out a redesign, saved views and custom columns can shift or disappear without warning.

    Some people still search for this under its old name, the adwords dashboard but the limitation hasn’t changed with the rebrand: it’s an internal tool, not a client communication tool.

    If you want your Google Ads account feeding a system built for sharing, not just viewing, you can connect your Google Ads account directly rather than exporting from the native interface. For reference on what the native interface actually supports, Google’s own Ads Help Center documents the current dashboard layout is worth checking before you assume a feature exists.

    The Real Cost: Hours, Not Just Hassle

    Agencies that cross roughly 10 hours a week on manual reporting are already past the point where a spreadsheet makes sense.

    That’s not a rule of thumb, it’s the threshold where the labor cost of manual google ads reporting exceeds what a reporting tool costs to run. Every hour spent formatting a slide deck is an hour not spent adjusting bids, testing ad copy, or catching a budget pacing issue before it burns through spend.

    Multiply that by every client on your roster, and “we’ll just export it manually” stops being a scrappy habit and starts being the reason your best account manager is doing data entry instead of strategy.

    The Trust Problem. Not Just the Time Problem

    Here’s what most articles on this topic miss: clients don’t churn because performance dipped. They churn because they felt out of the loop when it did. A monthly report is a monologue, you talk, they listen, and for the 29 days in between, they’re guessing. A live ppc dashboard changes that dynamic entirely. Instead of “prove it to me at the end of the month,” the client can check in whenever they want, which means the conversation you have on a call is about strategy, not about defending a number they’re seeing for the first time.

    This is the gap most Google Ads dashboard content ignores. Metrics matter, but access to metrics on the client’s schedule, not yours is what actually protects the relationship.

    What a Proper PPC Dashboard Actually Needs

    A dashboard that’s built for agency-client reporting, not just personal account tracking. It needs to cover a few non-negotiables:

    • The right KPIs, not vanity metrics. A google ads kpi dashboard should surface CPA, ROAS, conversion rate, and pacing against goal. It is not just about impressions and clicks, which look good and mean little.
    • Live data, not stale exports. If the client is looking at numbers from three days ago, you haven’t solved the trust problem, you’ve just made the delay prettier.
    • White-labeling without asterisks. Many tools gate full brand removal like custom domain, custom sender, and no vendor logo, behind a higher-priced tier. Check this before you commit, not after a client spots someone else’s logo on your report.
    • Multi-client, multi-account support. Agencies need to move between accounts without re-authenticating or rebuilding views from scratch.
    • Anomaly alerts. A ppc reporting dashboard that only reports monthly can’t warn you about a budget pacing issue on day 4.

    How Papercrane Closes These Gaps

    Papercrane connects directly to your Google Ads account through the API, no CSV exports, no manual copy-paste into slide decks. Every agency client gets a fully white-labeled google ads performance dashboard, with no gated tier hiding your own branding behind theirs.

    The setup is three steps:

    1. Connect your Google Ads account (and any others you manage).
    2. Select KPIs relevant to that client’s goals, using pre-built templates or a custom view.
    3. Share a live link, or schedule automated email or Slack digests on whatever cadence the client actually wants.

    Want to see what’s actually included versus what’s gated elsewhere? See how white-label reporting works for agencies for a closer look. And if you want the technical detail on what a direct API connection can pull that a manual export can’t, Google’s Google Ads API documentation covers the data available at that level.

    FAQ

    What is a Google Ads dashboard?

    A Google Ads dashboard is a visual interface either Google’s native tool or a third-party platform. It displays campaign metrics like clicks, conversions, CPA, and ROAS in one place instead of raw account data.

    How do I create an automated Google Ads report for clients?

    Connect your Google Ads account to a reporting platform via API, select the KPIs relevant to the client, and schedule automatic delivery by live link, email, or Slack. No need of manually building reports each period.

    Is a Google Ads dashboard the same as an Adwords dashboard?

    Yes. Google Ads was formerly called Google AdWords, so “Adwords dashboard” and “Google Ads dashboard” refer to the same tool under its old and current names.

    How much time does automated PPC reporting save?

    Agencies manually building reports typically spend several hours per client each week; automated dashboards remove most of that by pulling live data directly instead of requiring manual exports and formatting.

    What’s Next?

    A google ads dashboard built for agencies isn’t about prettier charts. It’s about giving clients access before they have to ask, and giving your team back the hours currently lost to formatting instead of optimizing.

    Start your free Google Ads dashboard and see the difference between a report a client waits for and one they can already see.

  • Facebook & Meta Ads Dashboard: Client-Ready Reporting on Autopilot

    Facebook & Meta Ads Dashboard: Client-Ready Reporting on Autopilot

    Your Meta Ads campaigns are running. The data is there. The client still wants answers.

    Which campaigns generated the best leads? Which ads drove revenue? Why did CPL increase? What changed from last month? Where should the budget move next?

    A Facebook Ads dashboard should help answer those questions without turning every client report into another manual project.

    For agencies, the problem is rarely a lack of data. It is turning Meta Ads data into a clear client story, then doing it again for every account.

    Your Meta Ads Report Has the Numbers. Does It Answer the Client?

    Meta Ads Manager gives you a detailed view of advertising performance. You have spend, impressions, clicks, conversions, cost per result and other campaign metrics. Meta also provides reporting and performance data through its advertising tools.

    But clients often ask questions beyond those metrics.

    They might ask:

    • Which campaign generated the most qualified leads?
    • Which ads produced customers?
    • How did this month’s results compare with last month?
    • Which campaigns deserve more budget?
    • Did the extra ad spend produce more revenue?

    A typical Facebook advertising dashboard might show:

    Spend → Clicks → Leads → CPL → ROAS

    The client might be thinking:

    Spend → Qualified leads → Customers → Revenue

    Those are two different reporting needs.

    Your job as the agency is to connect them.

    Why Facebook Ads Reporting Gets Repetitive for Agencies

    The monthly reporting process often looks simple from the outside.

    Open the client’s Meta account.

    Select the date range.

    Pull the numbers.

    Check the previous period.

    Update the charts.

    Add commentary.

    Apply the agency branding.

    Export the report.

    Send it to the client.

    Then do it again.

    And again.

    One account is manageable. The problem grows when your agency manages 10, 20 or 30 accounts with different goals and different data sources.

    A B2B client might care about leads and pipeline.

    An ecommerce client might care about purchases and revenue.

    A lead generation client might care about qualified leads and cost per acquisition.

    The same Facebook Ads report template does not fit all three.

    This is why agencies often end up maintaining spreadsheets, dashboards and reporting templates alongside Meta Ads Manager. The reporting itself becomes another recurring production task.

    A Facebook Ads Dashboard Still Needs More Than Meta Data

    A dashboard full of Meta metrics does not automatically give you the full business picture.

    Consider a lead generation campaign.

    Meta reports:

    • $20,000 ad spend
    • 500 leads
    • $40 cost per lead
    • 2.8x ROAS

    The CRM reports:

    • 310 qualified leads
    • 82 sales appointments
    • 31 new customers

    The finance system reports:

    • $74,000 collected revenue

    Now the client has a better question.

    Which campaigns generated the customers and revenue?

    Answering it requires more than a Meta Ads dashboard. It requires the advertising data and the business data to work together.

    This is where a social media ads dashboard becomes more useful than a collection of platform reports.

    The dashboard should connect the journey:

    Ad spend → Leads → Qualified leads → Customers → Revenue

    The goal is not to replace Meta Ads Manager. It is to give the client a clearer view of what the advertising activity means for the business.

    What Should a Client-Ready Meta Ads Dashboard Show?

    The best dashboard depends on the client’s goal.

    For lead generation, start with:

    • Ad spend
    • Leads
    • Cost per lead
    • Qualified leads
    • Cost per qualified lead
    • Customers
    • Revenue

    For ecommerce, focus on:

    • Ad spend
    • Purchases
    • Cost per purchase
    • Revenue
    • ROAS
    • Average order value
    • Conversion rate

    For campaign analysis, add:

    • Campaign performance
    • Ad set performance
    • Creative performance
    • CTR
    • CPC
    • Conversion rate
    • Period-over-period changes

    The important part is the order.

    Start with the business outcome.

    Then show the metrics explaining the outcome.

    For example:

    Revenue → ROAS → Campaigns → Ad sets → Creatives

    This gives the client a path from the result to the detail.

    How Papercrane Turns Meta Ads Reporting Into a Live Dashboard

    Papercrane connects Facebook Ads with other data sources, including Google Ads, LinkedIn Ads, Shopify, HubSpot, Google Analytics and more.

    The workflow is simple.

    1. Connect

    Connect the client’s Facebook Ads data.

    2. Ask

    Describe the dashboard you need in plain language.

    For example:

    “Build a client dashboard showing Meta ad spend, leads, CPL, ROAS and campaign performance for the last 30 days.”

    3. Refine

    Ask for changes without rebuilding the dashboard from scratch.

    “Add month-over-month changes.”

    “Show our five best campaigns.”

    “Add revenue from Shopify.”

    “Highlight campaigns where CPL increased.”

    4. Share

    Share the finished dashboard with the client.

    Papercrane’s current workflow follows the same basic model. Connect your data, ask for the dashboard you need, then share it through a link.

    For agencies, Papercrane also supports branded client-facing dashboards and multiple data sources across different client setups.

    See how Papercrane works for agencies

    What Changes When Reporting Runs This Way?

    The biggest change is where your team spends its time.

    Traditional workflow:

    Export → Clean → Format → Compare → Write → Send → Repeat

    Papercrane workflow:

    Connect → Ask → Refine → Share

    The difference becomes more useful when client requirements vary.

    Imagine your agency manages three accounts.

    Client A is a B2B company.

    Their dashboard combines Meta Ads and HubSpot.

    They need:

    Leads → Qualified leads → Pipeline → Revenue

    Client B is an ecommerce brand.

    Their dashboard combines Meta Ads and Shopify.

    They need:

    Spend → Purchases → Revenue → ROAS

    Client C is a lead generation company.

    Their dashboard combines Meta Ads and a CRM.

    They need:

    Spend → Leads → Qualified leads → Cost per qualified lead

    You do not need to force every client into the same Facebook Ads report template.

    You build the dashboard around the client’s actual reporting question.

    Papercrane’s agency content follows this same approach, with different dashboard structures for B2B, ecommerce and SEO reporting.

    Three Client Questions Your Dashboard Should Answer

    A useful Meta Ads dashboard should help you answer three levels of questions.

    What happened?

    “Spend increased 18% and leads increased 11%.”

    Why did it happen?

    “Campaign B produced most of the additional leads, but its cost per lead also increased.”

    What should we look at next?

    “Campaign C has lower spend but stronger lead quality. Compare its pipeline performance before increasing budget.”

    This is where reporting becomes more valuable than a monthly collection of numbers.

    The client gets context.

    Your account manager gets a faster way to explain performance.

    Your media buyer gets a clearer view of where to investigate.

    How to Build a Client-Ready Facebook Ads Dashboard With Papercrane

    You do not need to start with a finished dashboard template.

    Start with the client’s reporting question.

    1. Connect Facebook Ads.
    2. Describe the KPIs and date range you need.
    3. Add another data source if the question crosses platforms.
    4. Ask for campaign, channel or period comparisons.
    5. Refine the dashboard based on the client’s reporting needs.
    6. Share the finished dashboard.

    For example:

    “Show Meta spend, leads, CPL and ROAS by campaign. Compare the last 30 days with the previous 30 days.”

    Then:

    “Add Shopify revenue and show ROAS based on actual revenue.”

    The dashboard evolves around the question instead of forcing the question into a fixed report.

    Connect your data sources with Papercrane

    Facebook Ads Reporting FAQs

    What should a Facebook Ads dashboard include?

    Start with the metrics tied to the client’s goal. Common metrics include spend, impressions, clicks, leads, CP, CPA, ROAS, revenue and conversion rate.

    What is the difference between Facebook Ads reporting and Meta Ads reporting?

    Facebook Ads reporting often refers to advertising performance on Facebook. Meta Ads reporting covers the broader Meta advertising ecosystem, including Facebook and Instagram.

    Is a Facebook Ads report template enough for client reporting?

    A template works well when every client needs the same metrics. It becomes restrictive when clients need different KPIs or data from other systems.

    How do agencies automate Meta Ads reporting?

    Agencies typically connect advertising data to a reporting platform, create dashboards or templates, refresh the data and share reports with clients. Papercrane adds an AI-driven workflow where teams describe the dashboard they need and refine it through natural-language requests.

    Can a Meta Ads dashboard include CRM or ecommerce data?

    Yes, when the reporting platform supports those data sources. This gives agencies a view of advertising performance alongside leads, customers or revenue.

    Stop Rebuilding the Same Meta Ads Report

    Your clients do not need another spreadsheet full of advertising metrics.

    They need answers.

    Which campaigns worked?

    Why did performance change?

    Which leads became customers?

    Where did the revenue come from?

    What deserves attention next?

    A client-ready Facebook Ads dashboard should bring those answers into one place and pricing of Papercrane is also affordable.

    With Papercrane, you connect the data, describe the dashboard, refine it as requirements change and share it with the client.

    Build client-ready dashboards with Papercrane

  • White Label Dashboard for Agencies: Stop Rebuilding Client Reports

    White Label Dashboard for Agencies: Stop Rebuilding Client Reports

    The client work is done. The reporting work shouldn’t take another few hours.

    Your team pulls Google Ads data, checks GA4, exports CRM numbers, updates charts, applies agency branding, writes the summary, and sends the report. Then the next client needs a different set of metrics.

    As your client list grows, reporting becomes another production workload.

    A better white label dashboard should support automated client reporting, reduce the work behind each account, and give clients a professional, branded way to access their data.

    What Should You Expect From a White Label Dashboard?

    A white label dashboard is a client-facing reporting dashboard presented under your agency’s branding rather than the software provider’s branding.

    For an agency, white labeling should cover more than a logo. The reporting system should support:

    • Your agency branding
    • Custom domains
    • Client-specific access
    • Multiple data sources
    • Automated data refreshes
    • Reusable dashboard structures
    • Secure sharing
    • Flexible reporting requirements

    Consider an agency managing three accounts:

    ClientData sourcesMain KPIs
    B2B SaaSGoogle Ads, GA4, HubSpotLeads, CPL, pipeline, ROAS
    EcommerceMeta Ads, Shopify, StripeRevenue, purchases, ROAS
    SEOSearch Console, GA4, CRMOrganic traffic, leads, revenue

    Good client dashboard software lets the agency present each account under its own brand without forcing every client into the same reporting structure.

    The key distinction is simple. White labeling solves the client-facing experience. The reporting platform behind it still needs to reduce the work required to create and maintain those dashboards.

    Where Most Agency Reporting Tools Stop Short

    A reporting template works well until the client asks for something outside the template.

    A PPC client might need:

    • Spend
    • CPC
    • CPL
    • Conversion rate
    • ROAS

    An SEO client needs a different set:

    • Organic clicks
    • Impressions
    • Rankings
    • Organic conversions
    • Revenue

    Then a client adds a CRM and asks:

    “Can you show pipeline revenue by campaign?”

    Now the reporting workflow needs another change.

    The same issue appears when agencies work across different platforms. One client uses Google Ads and HubSpot. Another uses Meta and Shopify. Another has a PostgreSQL database containing its core revenue data.

    The challenge becomes less about creating a report and more about adapting the reporting system to each client’s business.

    Why Papercrane Fits Agencies With Different Client Data

    Agencies rarely work with one standard data stack.

    A B2B lead generation agency might connect:

    Google Ads + GA4 + HubSpot

    Its dashboard might show:

    • Ad spend
    • Leads
    • Qualified leads
    • CPL
    • Pipeline
    • Revenue

    An ecommerce agency might connect:

    Google Ads + Meta Ads + Shopify + Stripe

    Its dashboard might focus on:

    • Ad spend
    • Purchases
    • Revenue
    • ROAS
    • Average order value
    • Customer revenue

    An SEO agency might combine:

    Search Console + GA4 + CRM

    Its reporting could focus on:

    • Organic clicks
    • Organic sessions
    • Target queries
    • Leads
    • Revenue

    Papercrane supports 100+ data connectors and also supports building your own integrations.

    The value isn’t the number of connectors alone. It is the ability to build reporting around the client’s actual data instead of forcing every account into one template.

    See Papercrane’s integrations and dashboard platform

    Build the Dashboard Around the Client, Not the Template

    This is where AI changes the reporting workflow.

    Instead of starting with a fixed dashboard and modifying every component manually, your team describes what the client needs.

    For example, an agency connects Google Ads and HubSpot and asks:

    “Create a client dashboard showing monthly ad spend, leads, cost per qualified lead, pipeline generated, and ROAS. Compare the last 90 days with the previous period.”

    Then the agency can refine the request:

    “Add campaign-level performance and highlight campaigns with falling conversion rates.”

    Then:

    “Add a summary of the three biggest changes this month.”

    Papercrane handles data modelling, queries, and visualisation from plain-language requests, so your team doesn’t need SQL knowledge to create the dashboard.

    This changes the workflow from building every report component manually to describing the reporting outcome you need.

    To read example of a channel-specific dashboard, see our Google Ads Dashboard guide.

    Give Clients a Branded Reporting Experience

    The dashboard itself is only part of the client experience.

    Your agency also needs control over how clients access and interact with reporting.

    Papercrane’s Pro plan includes custom domains and removal of Papercrane branding. Enterprise adds features such as unlimited dashboards and team members, SSO, embedded analytics, and per-tenant isolation.

    This matters when reporting becomes part of your agency’s service.

    For example, instead of sending a client to a third-party reporting environment, your agency can provide a branded reporting portal under your own domain.

    The client sees the agency’s reporting environment, while your team manages the underlying dashboards and data connections.

    For agencies selling ongoing analytics or reporting services, this creates a more consistent experience from onboarding through monthly performance reviews.

    What Happens When a Client Asks for Something New?

    This is where reporting workflows often become expensive.

    A client asks:

    “Can you add pipeline revenue by Google Ads campaign?”

    A traditional workflow might look like:

    Client request → Analyst → Data extraction → Dashboard modification → QA → Client

    Another request arrives:

    “Can we compare this quarter with last year?”

    The process starts again.

    With an AI dashboard workflow, the agency can ask for the new view directly:

    “Add HubSpot pipeline revenue by Google Ads campaign and compare it with advertising spend.”

    The reporting system handles the technical work while the agency decides what the client should see and why it matters.

    The point isn’t to remove your agency’s expertise. It is to reduce the technical work required to turn a reporting request into a useful dashboard.

    Traditional:

    Request → Analyst → Data work → Dashboard update → QA → Client

    Papercrane:

    Request → Ask → Dashboard update → Client

    This visual directly addresses a major agency concern, reporting turnaround time.

    Build Client Dashboards Around Business Outcomes

    A client doesn’t need 40 charts. They need answers.

    For paid media, don’t lead with impressions and clicks if the client’s goal is lead generation.

    Lead with:

    Leads → Qualified leads → CPL → Pipeline → Revenue

    Then use supporting metrics such as:

    • Impressions
    • Clicks
    • CPC
    • Conversion rate

    For SEO, the primary story might be:

    Organic traffic → Leads → Qualified leads → Revenue

    Search Console performance data provides metrics such as clicks, impressions, CTR, and average position, which agencies can use as supporting evidence for SEO performance.

    For ecommerce:

    Ad spend → Purchases → Revenue → ROAS

    Then show:

    • CPC
    • CTR
    • Conversion rate
    • Average order value

    Google Analytics reports also help to investigating traffic, users, and website or app activity.

    The dashboard becomes more useful when it follows a clear sequence:

    Business outcome → Performance driver → Channel detail → Next action

    Example:

    Clicks → Leads → Qualified Leads → Pipeline → Revenue

    and

    Ad Spend → Conversions → ROAS

    White Label Dashboard vs PDF Client Report

    A white label dashboard and a PDF report serve different purposes.

    White Label DashboardPDF Report
    Live dataFixed snapshot
    Ongoing accessScheduled delivery
    InteractiveStatic
    Client can exploreLimited exploration
    Data refreshes automaticallyNeeds regeneration
    Useful between meetingsUseful for formal summaries

    For example, a monthly PDF might tell a client:

    “Google Ads generated 184 leads in July.”

    A live dashboard lets the client answer follow-up questions:

    • Which campaigns generated those leads?
    • How did CPL change?
    • How did July compare with June?
    • Which campaigns generated pipeline?
    • What happened after budget changes?

    A PDF still has value for formal monthly or quarterly communication. A dashboard becomes more useful when clients need access between meetings.

    When Papercrane Is Right for Your Agency

    You should go for Papercrane if your agency:

    • Manages clients across different data platforms
    • Builds custom dashboards for different accounts
    • Spends significant time modifying reports
    • Relies on spreadsheets or manual exports
    • Wants branded client-facing dashboards
    • Combines marketing data with CRM, ecommerce, finance, or database data
    • Wants teams to create dashboards without waiting for developers or analysts

    For example, an agency with 30 clients might have Google Ads and GA4 for one account, Meta and Shopify for another, and Search Console, GA4, and a CRM for a third.

    A flexible reporting system becomes more valuable as these combinations grow.

    If every client uses the same three metrics and the same reporting format, a template-based reporting platform might meet your needs more efficiently.

    The decision comes down to how much variation exists across your client accounts and how much work your team spends supporting it.

    What Does Papercrane Cost for an Agency?

    Papercrane has three plans.

    Free: Up to 5 dashboards, one user, 100+ connectors, custom integrations, and shareable public links.

    Pro: $50 per month, up to 20 dashboards, up to 5 team members, custom domains, and removal of Papercrane branding.

    Enterprise: Custom pricing, with unlimited dashboards and team members, SSO, private network connectivity, embedded analytics, per-tenant isolation, and additional enterprise controls.

    AI usage is billed through credits. Papercrane states that a dashboard typically costs around $0.30 to $0.60 to generate, with smaller updates costing less.

    See Papercrane pricing

    Stop Rebuilding Client Reports

    Your next client shouldn’t require another reporting workflow from scratch.

    Connect the client’s data sources. Ask for the dashboard you need. Refine it as requirements change. Apply your agency’s branding. Share it with the client.

    The result is a reporting process built around the agency’s workflow rather than another collection of fixed templates.

    If your team spends too much time assembling, modifying, and maintaining client reports, Papercrane gives you a different approach.

    See how Papercrane works for agencies

    FAQs

    Is Papercrane a white label dashboard platform?

    Yes. Papercrane’s Pro plan includes custom domains and removal of Papercrane branding. Enterprise adds customer-facing embedded analytics and per-tenant isolation.

    How does Papercrane handle different client data sources?

    Papercrane supports 100+ data connectors and allows teams to build their own integrations.

    Do I need SQL to build Papercrane dashboards?

    No. Papercrane states that users describe what they want to see in plain language while its AI handles data modelling, queries, and visualisation.

    Can agencies create different dashboards for each client?

    Yes. Each dashboard can be built around the client’s data sources, KPIs, reporting requirements, and access needs.

    Does Papercrane support custom domains?

    Custom domains are included in the Pro and Enterprise plans.

    Is Papercrane suitable for every agency?

    It fits agencies with varied client data, custom reporting requirements, and recurring dashboard work. Agencies with identical reporting requirements across every client might prefer a simpler template-based reporting workflow.