9 Custom Reporting Tools For Your Marketing Team

Custom Reporting Tools: The Key to Unlocking Actionable Marketing Insights in 2024

As a marketer, data is your secret weapon. It provides crucial insights into the performance of your campaigns, the behavior of your target customers, and opportunities for optimization. But with so much data scattered across different marketing platforms and tools, it can be challenging to see the full picture and extract meaningful insights. That‘s where custom reporting tools come in.

Custom reporting tools give you the power to combine all your most important marketing data into one centralized view, and slice and dice it in any way you need to answer your specific business questions. By creating reports tailored to your unique KPIs and use cases, you can uncover hidden trends, identify top performing channels and content, and make data-driven decisions to improve your marketing results.

Benefits of Using Custom Reporting Tools

  1. Gain a holistic view of marketing performance: Custom reporting tools allow you to bring together data from all your different marketing platforms, including web analytics, CRM, marketing automation, advertising, social media, and more. This gives you a comprehensive view of your marketing funnel and customer journey.

  2. Save time with automated reporting: With custom reporting tools, you can automate the process of syncing data from different sources and generating updated reports on a daily, weekly or monthly basis. This frees up more time for analysis and strategy, instead of manual data wrangling.

  3. Visualize data in meaningful ways: Custom reporting tools provide flexible customization options for data visualization. You can create intuitive charts, graphs, and dashboards that make it easy to interpret complex data and share insights with stakeholders.

  4. Discover actionable insights with augmented analytics: Many custom reporting tools now offer AI-powered features like anomaly detection, natural language querying, and intelligent data alerts. These capabilities surface important trends and insights that you may have otherwise missed.

  5. Collaborate seamlessly with team members: Cloud-based custom reporting tools allow you to easily share reports and dashboards with team members and stakeholders. You can set granular permissions to control access and editing rights.

Top 10 Custom Reporting Tools for Marketing Teams in 2024

With many custom reporting tools available in the market, it can be overwhelming to choose the right one for your team. Here are our top picks for the best custom reporting tools, based on their features, ease of use, integration capabilities, and customer reviews:

  1. HubSpot Marketing Analytics and Custom Report Builder: HubSpot‘s custom report builder allows you to pull in data from all your HubSpot marketing and CRM tools to create reports on virtually any metric, from website traffic to customer lifetime value. You can use pre-built templates or build reports from scratch with the intuitive drag-and-drop interface.

  2. Google Analytics 4 Custom Reports: The latest version of Google Analytics offers even more flexibility in building custom reports. You can create unlimited custom dimensions, metrics, and segments to analyze your website and app data. Plus, the integration with Google BigQuery allows you to join datasets from other sources.

  3. Tableau CRM (formerly Einstein Analytics): This powerful business intelligence platform, recently acquired by Salesforce, allows you to create interactive dashboards and reports with data from your Salesforce CRM as well as external sources. It offers advanced capabilities like AI-powered analytics, natural language queries, and real-time data updating.

  4. Microsoft Power BI: Power BI is a comprehensive business analytics solution that integrates seamlessly with other Microsoft products like Dynamics 365, Azure, and Office 365. Its intuitive interface and library of pre-built connectors make it easy to build custom reports and dashboards and embed them into your own apps or websites.

  5. Looker: Looker is a cloud-based BI and data visualization platform that allows you to create interactive dashboards and self-service reports. Its unique data modeling language, LookML, enables you to define reusable metrics and build a consistent data model across your organization.

  6. Zoho Analytics: Part of the Zoho suite of business tools, Zoho Analytics offers an intuitive drag-and-drop report builder, over 100 pre-built integrations, and advanced AI and machine learning tools. It also includes a public reports gallery, where you can share reports publicly or embed them into a website.

  7. Klipfolio: Klipfolio is a cloud-based custom reporting and dashboarding solution for marketing agencies and digital teams. It allows you to pull data from over 500 sources, including marketing platforms, spreadsheets, databases, and public data. You can also set up Klip templates to monitor common metrics and KPIs.

  8. TapClicks: TapClicks is an end-to-end marketing operations and reporting platform that helps agencies scale their business. Its custom reporting capabilities allow you to create client-ready reports and dashboards across all your marketing channels. It also offers order and workflow management, automation, and collaboration features.

  9. AgencyAnalytics: Built specifically for marketing agencies, AgencyAnalytics allows you to create custom dashboards and reports for all your client campaigns. It integrates with over 70 marketing platforms and offers white-label options to match your agency branding.

  10. ReportGarden: ReportGarden is a marketing reporting automation tool that helps agencies save time and impress clients. You can create custom templates with data from multiple sources, schedule automatic report sends, and give clients access to a live dashboard.

Tips for Building Effective Custom Marketing Reports

  1. Start with your key questions and objectives: Before building a custom report, clarify what insights you hope to gain and what actions you plan to take based on the data. This will help you choose the right metrics and data sources.

  2. Use a consistent naming convention: When creating custom metrics and dimensions, use clear and consistent naming to avoid confusion. Establish a standard taxonomy for your team.

  3. Leverage data visualization best practices: Use the right charts and graphs to convey your data story effectively. Don‘t try to cram too much into one visual. Use colors strategically to highlight key data points.

  4. Add context with benchmarks and goals: To make your reports actionable, include benchmark data to show how you‘re performing compared to industry averages or your own past performance. Set clear goals and targets so you can track progress over time.

  5. Annotate insights and recommendations: Enhance your reports with textual insights that explain the significance of the data and provide recommendations on next steps. This is especially important when sharing with senior stakeholders who may not have time to dig into the details.

  6. Share and collaborate: Make your reports easily accessible to all relevant stakeholders. Use your reporting tool‘s sharing and collaboration features to keep everyone on the same page and working towards common goals.


In today‘s data-driven marketing landscape, custom reporting tools are not just a nice-to-have but a must-have for high-performing teams. By unlocking the full potential of your martech stack data in one unified view, you can uncover valuable insights to optimize your campaigns, personalize customer experiences, and prove the impact of your marketing efforts.

The key is to choose a custom reporting solution that integrates with all your key data sources, offers flexible customization options, and enables seamless collaboration with your team. By following data visualization best practices and focusing your reports on answering critical business questions, you can turn your marketing data into actionable insights and drive better results in 2024 and beyond.