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Whatagraph

ANALYTICS
Velocity5.0

Whatagraph builds a managed storage layer, moving from live-API reporting toward owning the data pipeline

marketing-reportingintegrationsdata-storagevisualizationagency-workflowsai-reporting
◆Current state
Whatagraph is a marketing-reporting platform that pulls multi-channel data — paid media, web analytics, CRM, call tracking, e-commerce — into client-ready reports. Recent releases push on three fronts: more data sources (WhatConverts, Snowflake, bol., CallTrackingMetrics v2), reporting performance and architecture (Data Storage), and report-building UX (themes, grid view, AI-assisted creation, conditional formatting, GeoMap).
◆Where it's heading
The direction is owning more of the data pipeline — adding warehouse-grade sources like Snowflake and a managed storage layer so reports load fast over deep history — while smoothing the build experience for agencies juggling many clients. AI-assisted report creation ('Create with IQ') hints at where the authoring side is heading.
◆Prediction
Expect continued integration expansion, especially retail-media and warehouse sources, more depth on Data Storage (schemas, backfill, performance), and further AI in report creation. Whatagraph is positioning as a reporting layer that stores and blends data, not just one that visualizes live feeds.

◆Recent moves

  1. 4d ago

    Themes settings, simplified

    Consolidates all report-style controls into Themes, with a clear split between creating a new theme and editing the applied one; existing custom themes are preserved. A focused UX cleanup in the report-building thread.

  2. 19d ago

    WhatConverts data available on Whatagraph

    Adds WhatConverts lead data as a source, lettings users blend lead count, score, and sales value with ad spend to tie campaigns to real conversions. Continues the steady widening of marketing data sources.

  3. 1mo ago

    Snowflake, bol. Retailer & Advertising, and a rebuilt CallTrackingMetrics

    Three integration updates: Snowflake as a warehouse data source, bol. retailer and advertising data for the Benelux market, and a rebuilt event-level CallTrackingMetrics v2 that works inside Source Groups. Notable for pulling warehouse and first-party data into the same reports as paid media — a step toward owning the full data surface.

  4. 1mo ago

    See where your audience actually is with the GeoMap widget (BETA)

    Adds a beta GeoMap widget that visualizes any metric by country across ~40 integrations using a normalized Country dimension, with continent and sub-region drill-down. A new visualization for multi-market reporting; still beta.

    View source ↗
  5. 1mo ago

    Store your data for faster reporting

    ⚡ SPARK

    Whatagraph adds Data Storage, a managed destination that pre-syncs your data so reports load from stored data instead of live API calls, with a schema builder and a 24-month backfill. It moves Whatagraph past pure live-API reporting toward a managed data layer it owns.

    View source ↗
  6. 3mo ago

    Conditional formatting for tables is live

    Brings conditional formatting to tables, letting users color text and cell backgrounds to highlight outliers and trends, applied per-metric with no rebuild. A readability improvement to the reporting surface.

    View source ↗