13 PPC Reporting Tools Reviewed [Free & Paid]

Finding the perfect PPC reporting tool can be incredibly challenging.

You want a tool that has a beautiful user interface and perfectly shows key stakeholders & clients all of the key information they need to see the progress of your PPC campaigns.

💡 Why do I need a PPC reporting tool?

Every PPC platform (Google, Bing etc.) allows you to check results & data through their own platform. However, you need to log in to the platform manually and need to know your way around to pull out all of the relevant data & reports. 

PPC marketers need a better solution.

The 'free' reports that come with platforms are just not designed for aesthetic PPC reporting.

When it comes to delivering client reports or manager reports, you need something beautiful that tells the whole story of your PPC efforts in a very visual way that's easy to understand.

13 Best PPC Reporting Tools

We have very carefully selected the best PPC reporting tools on the market right now, each with different capabilities and aimed towards a specific type of customer.

We've also carefully analyzed all of the publicly available reviews for each tool to see what feedback real users are giving on each of them.

Now we're going to dive deeper into each of the reporting tools.

Let's try to find the right tool for your personal case.

We'll talk about pricing points and try to give you a good indication and what tool is best for you depending on your current situation.

1) Opteo - Best Overall

💡 Key Features of Opteo

Opteo is 100% built with Google Ads in mind, and for the PPC purists out there I don't think you'll find anything better than this.

Ultimately when you're looking for a PPC reporting tool, you're trying to achieve a goal - Generate incredible reports with the perfect blend of aesthetics + information which clearly communicate your amazing PPC progress whilst also highlighting areas for improvement.

If that is your goal, then Opteo is probably for you.

The most impressive thing about this tool in our opinion is the automatically generated comments that come with reports based on performance data.

✅ Pros

• Beautiful design 
• Adds comments automatically into reports on each section ❤️
• Helps non-PPC people clearly see the value of your work 
• Automated scheduling 
• Affordable pricing
• Honestly the best reporting tool for Google ads

❌ Cons

• Limited with other platforms
• If you need a reporting tool to show off multiple ad platforms, this won't be a good fit

2) WhatConverts - Best for Lead-Gen

💡 Key Features of WhatConverts

If you're an agency running Google ads for any kind of lead-generation businesses, then we strongly recommend WhatConverts.

The reason is simply because of their lead tracking capabilities, because you can actively monitor the real quality of leads with this tool.

Your client's need better visualization than some standard reporting chart telling them you had "50 conversions" last month.

Seriously, what does that even mean?

WhatConverts will actually show them the exact customers that converted, and they'll be able to look through that list and see the real names of those customers.

This is what you need to be using to truly prove the value of PPC to your clients. 

✅ Pros:

• Show your clients not just the top level numbers but the actual customers that converted 
• Exceptional lead tracking 
• Works across multiple channels e.g. Google ads, Facebook ads etc.
• User-friendly interface with minimal learning curve.
• Amazing customer support

❌ Cons:

• More focused around leads & new customers rather than metrics like ROAS or ROI
• Might not be suitable for those looking for full CRM functionality

3) Ninjacat - Best for Enterprise

💡 Key Features of Ninjacat

I'm incredibly impressed with Ninjacat, but it is an expensive tool if you're just looking to get basic reporting.

Out of all the tools, I love the design and user interface the most.

They also have a list of impressive features:

• Reporting.
• Dashboards.
• Call Tracking.
• PPC campaign monitoring.
• AI-driven co pilot that lets you ask questions.

 ✅ Pros:

• Beautifully design.
• Add branding easily.
• Built with high-end agencies in mind.
• Works with lead generation clients because of call tracking features! 
• Great attribution.
• Simplifies complex data aggregation tasks.
• Responsive customer support for troubleshooting and assistance.
• We love to AI copilot feature.

❌ Cons:

• Potentially prohibitive pricing.
• Not required for smaller agencies or smaller clients.

4) Databox - Best for Agencies

💡 Key Features of Databox

Databox again is really designed for marketing agencies or businesses that need to plug in data from multiple different sources.

But even if you're a marketing agency using perhaps just Google and Facebook ads, I'd still consider this tool because of its plethora of features and reporting flexibility.

What I love most is their automated reporting features that also provide context to the client as well - So they help tell the story of your PPC efforts rather than just dumping them with charts and bar graphs.

They also have forecasts, benchmarks and more. The company has been around for many years now, and I'd absolutely trust this is a well-priced starting point if you think you're going to need to start connecting data in from a number of sources for your reporting.

✅ Pros:

• Extensive integration with other software.
• User-friendly for non-technical individuals.
• Effective automated reporting and reminders system.
• Adds context to reports.

❌ Cons:

• Advanced custom metrics can be complex to set up.
• Some user reviews reported slow customer service responses.

5) Swydo

💡 Key Features of Swydo

Swydo certainly isn't the most complex PPC reporting tool out there, but it's popular for a reason - It's incredibly reliable, cheap and easy to get started with.

Literally all they do is reporting & monitoring - They focus on one thing and it works.

You simply go in, connect all of your data sources for any required clients, and you'll have a dashboard set up within minutes. You can also set up automated reporting as well which is perfect for busy agencies with lots of clients.

Essentially it's a no-nonsense tool that won't you bogged down with too many features. It does PPC reporting reliably and well.

✅ Pros:

• Simplifies report creation with nice templates.
• Multiple channels.
• Nice white-label options
• User friendly interface
• Solid customer support.
• Transparent pricing model, charged per data source.

❌ Cons:

• Limited control over widget display and branding.
• Restrictions in custom integrations

6) Whatagraph

💡 Key Features of Whatagraph

Whatagraph is really designed for full-stack marketing agencies and teams, but does handle PPC report generation quite nicely.

Similar to Databox, it has a ton of options for you to plug in from a ton of different sources.

Given the price, I wouldn't really recommend this if you're only going to need a PPC reporting tool.

✅ Pros:

• User-friendly with a simple setup.
• Automated reporting features.
• Huge number of data sources.
• Good customer service.
• Pre-made templates and automation.

❌ Cons:

• Limited historical data storage.
• Some integration challenges with specific apps.
• High pricing for small businesses.

7) Google Ads

💡 Key Features of Google Ads

You are never going to get more in-depth and accurate PPC reporting data than you are straight from the horses mouth.

Honestly, if you're an in-house PPC marketer, you should be spending 90% of your PPC reporting activities directly in Google ads.

It has absolutely everything you could possible want at the most granular level:

• Dive deep on search terms
• Dive deep on historical ROAS and conversion costs
• Monitor experiment test results 
• Analyze impression share against key competitors
• Track calls
• Get a good overview on conversions

✅ Pros:

• Most in-depth data possible 
• 100% accurate data
• Get super granular 

❌ Cons:

• No easy way to share reports with non-technical stakeholders - This is the main drawback which means that Google Ads just isn't good for sharing reports with clients or upper management. 
• This point above is literally why so many PPC reporting tools are out there on the market (like the others on this list).

8) Akkio

💡 Key Features of Akkio

Essentially, what Akkio does is allow you to 'chat' with your marketing data.

So just like many of the other tools on this list, what you do with Akkio is connect all of your advertising accounts & analytics accounts, and then you can ask Akkio to generate specific reports such as:

1. What channel drove the most conversions last month?
2. What's our forecast revenue for the next 6 months from paid ads?
3. What hour of the day do most customers buy from us?

It's essentially a very cool reporting tool that doesn't require a data scientist to navigate. With the power of AI, you can talk to the tool in plain English.

It includes a live generative AI dashboard that you can share with clients as well.

I love the concept, and from early user reviews it's doing very well.

✅ Pros:

• Enhances client engagement by giving them their own AI dashboard they can interact with
• AI-powered performance insight
• User-friendly interface 
• Responsive and helpful customer service.
• Capabilities for real-time data insights and actionable forecasts.

❌ Cons:

• Not really suitable as a standalone PPC reporting tool
• Some users may require a deeper understanding of statistical models for max performance.
• Limited API capabilities might restrict advanced custom integration needs.

9) Agency Analytics

💡 Key Features of AgencyAnalytics

For a new or smaller local PPC marketing agency, we really love AgencyAnalytics.

I think it's also a fantastic option for those offering white label PPC services.

It's incredibly cost effective at around $12/month per client website, and they have thought of absolutely everything in this tool:

• PPC markup (to show cost when your fees are added)
• Integrates with every platform
• Give clients direct access to a backend as well

If you want something that 'just works' for PPC reporting and helps you engage basic clients who don't need a ton of data - Then you seriously cannot go wrong with this tool.

✅ Pros:

• More features than many of the other tools on this list, especially for agencies.
• Incredibly easy to get set up and started.
• They've thought of every requirement for agencies.
• Give your clients a dashboard to log in to.
• Cost effective.
• Lots of automation! 

❌ Cons:

• We really don't like the design of their reports.
• If having a beautiful presentation is important, you may want to look elsewhere.

10) Funnel.io

💡 Key Features of Funnel.io

First and foremost, Funnel is expensive but in many ways it does warrant the price tag.

They're able to connect pretty much every single marketing channel available (way more than everybody else it seems) and then present it in beautiful reporting dashboards for the end user.

So if you're looking to aggregate a ton of data from multiple platforms and use it for a single source of truth, this is an awesome PPC reporting tool, because you'll have everything at your finger tips and don't need to then connect it with any other tools.

✅ Pros:

• Integrate 500+ sources 
• User-friendly interface with excellent support
• Lots of additional features
• Very nicely designed dashboards
• Automation features save significant time and resources.

❌ Cons:

• Pricing can become steep as business scales.
• Not really suitable for any kind of smaller business due to pricing.
• Certain analytical features might have a learning curve.

11) Looker Studio

💡 Key Features of Looker Studio

If you're completely new to PPC reporting, I would honestly opt for using Looker Studio.

This is Google's very own in-house tool and it's completely free to use.

It's also incredibly easy to use.

All you have to do is connect you're Google analytics or Google ads data, and you can create beautiful PPC reports in a matter of minutes.

They have a ton of different templates to choose from as well which makes it super convenient, and it's designed for even the most novice beginner's to get set up.

✅ Pros:

• Free
• Google products are incredibly reliable
• Ton of great templates to use 
• Best option for complete newcomers to learn about PPC reporting 

❌ Cons:

• You'll need to use other tools like SuperMetrics (below) if you want to connect more data like Facebook ads or other ad platforms.
• I personally don't love the template designs, but they do work.

12) Supermetrics

💡 Key Features of Supermetrics

I personally know a ton of PPC marketers who use Supermetrics to fulfil their PPC reporting.

What they do is use Supermetrics to centralize all of their data from multiple advertising platforms, and then connect that data with Looker Studio to provide the 'front end' for what the end client actually sees.

So essentially, the key feature is data connection & consolidation here, and then using other tools to help with the front-end reporting. 

✅ Pros:

• Broad range of data connector options.
• Simplifies complex data aggregation tasks.
• Responsive customer support for troubleshooting and assistance.

❌ Cons:

• Pricing may increase significantly! 
• No reporting dashboards
• Some technical knowledge is preferred
• You'll need to use Looker Studio to visualize data afterwards 
• Occasional data synchronization issues requiring manual checks.

13) Adriel

💡 Key Features of Adriel

The goal of Adriel is to streamline multi-channel ad campaign setups, saving time on data collection.

I would only suggest using Adriel if you have pretty complex requirements and you're pulling in data from multiple sources. 

✅ Pros:

• Simplifies budgeting decisions with clear ROI indicators.
• Efficient monthly and instant reporting, reducing hours of work.
• Intuitive and user-friendly interface.

❌ Cons:

• Some users find it underutilized due to their expertise level.
• Occasional inaccuracies in displayed information, likely due to API issues.
• Primarily tailored for experienced marketers and data analysts.

Summary & Advice

Finding the right tool for PPC reporting can be kind of stressful.

The best advice we can give is to be realistic about your requirements and then test some of the tools that align with them.

Of course everybody wants the most impressive tool with the most features, but if you're not going to use them, then just go for something basic, cheap and highly automated that works.

Read through reviews as well to see pain points from existing customers - those will tell you a lot about real users liked or disliked about the tool.

Here’re some other PPC tools you may want to consider:

• Best PPC Software
• PPC Brand Monitoring Software
• PPC Competitor Analysis Tools
• Marketing Mix Modeling Tools