Agency Reporting Automation

A digital marketing agency was managing 12 clients. Each month, they produced a performance report for each one. Pulling data from GA4, Google Search Console, Google Ads, and Facebook Ads. Copying numbers into a Google Slides template. Writing contextual commentary that was mostly the same sentence rephrased twelve different ways.

Two days of billable-capacity work per client, per month. 24 days a month. Three full working weeks. That is time that could be spent on strategy, on actual campaign work, on new business. Instead, it was spent on data assembly.

We audited the process first. The actual variable work per report was about 20 minutes: interpreting anomalies, flagging strategy decisions for the month ahead, and any specific client context. The remaining 90% was mechanical.

The tool we built connects to GA4, Search Console, Google Ads, and Meta Ads via their respective APIs. It runs on a schedule at the end of each month, pulls the previous period's data, compares it to the prior period, and calculates the changes. It flags anything that moved more than 15% in either direction and categorises the change as positive, negative, or ambiguous.

The output is a structured Google Slides deck in the agency's existing report template. Pre-filled with the numbers. Pre-written with standard contextual language for standard movements. Flagged anomalies are marked for the account manager to review and annotate.

The account manager opens the draft, reads the flagged items, writes their specific commentary in the gaps, and sends. 30 minutes, not two days. The mechanical work disappears. The strategic work stays.

The build took six weeks. Integration, testing across all 12 client accounts, edge case handling for accounts with unusual data structures, and a simple admin interface so the team could adjust templates without touching code.

The tool paid for itself in the first month. 40+ hours of saved capacity, redirected to client work. Every month since. Indefinitely.