Whatagraph Review

Whatagraph is a marketing intelligence and reporting platform designed specifically for marketers rather than data engineers. It connects multiple marketing channels, centralizes data, and uses Whatagraph IQ to generate reports, summaries, and insights from simple prompts. The platform aims to replace fragmented stacks of BI tools, connectors, and spreadsheets with a single, AI-powered workflow.

From the homepage, Whatagraph emphasizes that it is the “easiest marketing intelligence platform you’ll ever use”, highlighting speed, reliability, and ease of use as its main differentiators. It targets performance marketers, agencies, and global brands that are frustrated with slow reporting, too many tools, and unreliable data. The product is positioned as a done-for-you intelligence layer that lets marketers focus on strategy and campaign optimization instead of manual data wrangling.

The company behind the platform is Whatagraph B.V., with contact details including US and EU phone numbers and a central email address. Its site showcases customer stories from agencies and brands worldwide, reinforcing its focus on client-ready reporting, cross-channel ROI tracking, and global performance monitoring. Overall, Whatagraph presents itself as a modern alternative to legacy BI and manual reporting workflows.

Whatagraph’s core value proposition is to be a single source of truth for marketing data, powered by AI. Instead of juggling multiple tools for connectors, warehousing, and dashboards, marketers can connect their channels, clean data, and generate insights inside one platform. The Whatagraph IQ engine sits at the center, turning raw data into branded reports, summaries, and Q&A-style insights.

The platform promises to solve three recurring pain points: reporting that is too slow, stacks with too many tools, and data that feels too unreliable. By automating data collection and transformation, it aims to free up dozens of hours per month that would otherwise be spent building manual reports. Customer stories on the site mention 100+ hours saved per month, reduced client churn, and improved transparency with clients and stakeholders.

Whatagraph also differentiates itself from legacy BI tools and code-heavy workflows by emphasizing ease of use and marketer-friendly UX. There is no requirement for SQL, data engineering, or complex setup; instead, users interact through prompts, pre-built templates, and intuitive report builders. This makes it particularly attractive for agencies and in-house teams that want enterprise-level intelligence without hiring a dedicated data team.

At the heart of Whatagraph is Whatagraph IQ, an AI layer that powers report creation, summaries, and chat-based insights. Users can create reports as easily as pressing a button, apply IQ themes to brand them in seconds, and generate IQ summaries that explain performance in plain language. The IQ chat feature allows marketers to ask questions about their data and receive instant, contextual answers without needing a data analyst.

Data connectivity is another major pillar, with source credits representing connected data accounts such as individual Facebook Ads accounts. Whatagraph supports Essential, Advanced, and Premium integrations, covering popular platforms like Facebook Ads, Google Ads, Google My Business, Instagram, LinkedIn, Klaviyo, StackAdapt, and more than 50 additional sources. Users can also move data to BigQuery and visualize it in Looker Studio, making Whatagraph both a reporting layer and a bridge to broader analytics stacks.

On the organization and modeling side, Whatagraph offers pre-made transformations, custom transformations, and custom metrics, dimensions, and source tags. Advanced plans add custom aggregations, source groups, and source blends, allowing teams to standardize metrics across channels and brands. This helps agencies and global businesses maintain consistent KPIs and roll up performance across clients, regions, or product lines.

Reporting and visualization features include pre-made themes, light and dark modes, and gradient styles for dashboards and reports. Users can set up automated emails with PDFs, use linked report templates, and apply custom branding or full white-label customization, including a custom report domain. This makes it easy for agencies to deliver client-ready, on-brand reports without exposing the underlying tool.

For insights and governance, Whatagraph provides an Overview for performance monitoring across countries, brands, and other segments. Users can configure goals and alerts to track KPIs and receive notifications when performance changes. Higher tiers unlock Whatagraph IQ+, which adds custom prompts and advanced dimension creation, as well as Single Sign-On (SSO/SAML), a public API, and priority support for enterprise environments.

Whatagraph uses a freemium plus tiered pricing model based on source credits, integrations, and advanced features. The Free plan is positioned as a forever-free option with basic reporting and limited credits, allowing teams to test the platform without time pressure. Paid plans start with Start, move up to Boost, and culminate in a Max plan with custom pricing for larger organizations.

On the pricing page, Whatagraph lists Start from 199€ per month billed annually, Boost at 499€ per month billed annually, and Max as a custom plan. All plans include Whatagraph IQ, unlimited users, and unlimited reports, with differences in the number of source credits and the depth of integrations and transformations. Additional credits can be purchased until a threshold is reached, at which point upgrading to the next plan is recommended.

Higher tiers unlock more advanced integrations, transformations, and support. Boost and Max customers receive features like advanced performance monitoring, enhanced branding options, and Dedicated Customer Success Managers with tailored onboarding. This structure makes Whatagraph accessible for smaller teams while still offering a clear upgrade path for agencies and enterprises that need more scale and control.

Whatagraph prominently showcases customer stories and testimonials from agencies and brands that have adopted the platform. A recurring theme is the significant time savings, with one agency reporting 100 hours saved per month and describing those hours as “pure profit” that can be reinvested into strategic work. Customers also highlight that Whatagraph’s AI reduces the manual effort required from marketing specialists and simplifies complex reporting workflows.

Agencies frequently compare Whatagraph to tools like Looker Studio, noting that Whatagraph is more visually attractive and smoother to use. Several testimonials mention improved client relationships and retention, with one agency reporting a 50% decrease in client churn after switching to Whatagraph. Others emphasize better transparency, clearer performance visibility, and the ability to spot flaws in data tracking systems that were previously hidden.

On the pricing page, additional quotes reinforce the platform’s impact on PPC reporting, speed of report creation, and support quality. Users describe reporting as transformed from a manual task into an automated, insightful process backed by a responsive support team. Overall sentiment from on-site testimonials is strongly positive, especially around ease of use, automation, and the value delivered to both agencies and their clients.

From a reviewer’s perspective, Whatagraph stands out as a marketer-first intelligence platform that successfully hides much of the complexity of data engineering. The combination of Whatagraph IQ, pre-built templates, and automated emails makes it particularly compelling for agencies that need to deliver polished reports at scale. The ability to connect dozens of data sources and standardize metrics across clients is a strong advantage over ad-hoc spreadsheet workflows.

However, the pricing structure, starting at 199€ per month billed annually for the Start plan, may feel steep for very small teams or freelancers. The reliance on source credits also means that costs can grow as you add more accounts, especially for multi-brand agencies. While the Free plan is helpful for evaluation, teams that need advanced integrations, transformations, and branding will quickly need to move into paid tiers.

In terms of usability, Whatagraph delivers on its promise of being easy to use for non-technical marketers. The interface is designed around reports, dashboards, and prompts rather than queries and schemas, which lowers the learning curve. For organizations that already use tools like Looker Studio or BigQuery, Whatagraph can act as a friendly front-end, but it may overlap with existing BI investments.

Overall, Whatagraph is best suited for agencies, performance marketing teams, and global businesses that value time savings, client-ready reporting, and AI-assisted insights. If your primary challenge is turning complex multi-channel data into clear, branded reports, Whatagraph is a strong contender. If your main bottleneck is content creation and communication rather than analytics, pairing it with a tool like PostFlow can cover the storytelling side of your marketing operations.

Whatagraph delivers a robust, AI-powered marketing intelligence solution that meaningfully reduces the time and effort required to build reports. Its strengths lie in cross-channel data connectivity, marketer-friendly UX, and powerful automation features like Whatagraph IQ, automated emails, and white-label reporting. For agencies and in-house teams managing multiple accounts or brands, these capabilities can translate into substantial operational savings and happier stakeholders.

The main trade-offs are pricing and potential overlap with existing BI tools for organizations that already have mature data stacks. Smaller teams may find the entry price high, and the credit-based model requires careful planning as you scale. That said, the forever-free plan and in-app upgrades provide a low-friction way to test the platform before committing.

Considering its feature depth, customer feedback, and focus on marketer usability, Whatagraph earns a strong rating in this review. It is not the cheapest option on the market, but it offers a compelling balance of intelligence, automation, and branding for teams serious about reporting. For many agencies and performance marketers, the time saved and improved client communication will justify the investment.