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Whatagraph

ANALYTICS
Velocity5.0

Marketing reporting quietly rebuilding itself around stored data instead of live API calls.

marketing-reportingagenciesintegrationsdata-storagereliabilitydashboards
◆Current state
Whatagraph builds client reports for marketing agencies by pulling from dozens of ad, analytics, and call-tracking sources. The recent releases split into two groups. One keeps widening the source catalog — Snowflake as a warehouse source, WhatConverts lead data, and Ahrefs Rank Tracker as a keyword-level integration separate from the existing domain-level Ahrefs. The other attacks reliability: a Data Storage destination that pre-syncs data so widgets stop waiting on live APIs, the Basis integration rebuilt on that model, and automatic failover when the team member whose account owns a source loses access.
◆Where it's heading
The reporting layer is being made boring in the good sense. Live-API reports break in ways an agency cannot explain to a client — a token expires, someone leaves, a widget goes blank mid-presentation — and the last few months answer each of those failure modes directly: store the data, align spend figures with the vendor's own billing totals, and silently switch to a colleague's credentials when one account stops working. The presentation work is following the same instinct, replacing per-metric threshold rules with automatic shading and consolidating scattered style settings into themes. Less configuration to maintain, fewer ways for a report to be wrong in front of a client.
◆Prediction
Credential failover currently rescues a source when someone else on the team happens to have access; the gap it exposes is agency-owned connections that do not depend on an individual at all, which is where this thread points next.

◆Recent moves

  1. 12d ago

    One broken connection won't break your reports

    When the account that owns a source loses access, Whatagraph checks whether a teammate can reach the same source and switches to their credentials in the background. It removes the most embarrassing failure in agency reporting — a blank widget caused by someone else's expired token.

  2. 13d ago

    Clearer charts and tables, and a faster way to find the right template

    Auto Colours shades a column across its own range from a single base color, replacing per-metric threshold rules that had to be revisited whenever performance moved. Comparison-period colors become selectable and template search gets faster — presentation work that reduces maintenance rather than adding options.

  3. 18d ago

    Track your keywords against competitors with Ahrefs Rank Tracker

    Ahrefs Rank Tracker connects as its own integration, reporting chosen keyword positions and competitor movement alongside every other channel. Deliberately kept separate from the existing domain-level Ahrefs source, since the two answer different questions.

  4. 1mo ago

    Basis rebuilt: faster data, cleaner numbers, per-client sources

    Basis is rebuilt to store data rather than load live from the API on every report open, adding tactic and line-item-group breakdowns and aligning spend with Basis billing totals including added-value lines. A concrete instance of the stored-data architecture replacing live calls, with the reconciliation problem fixed alongside.

  5. 1mo ago

    Themes settings, simplified

    Report styling settings consolidate under Themes, with a clearer split between creating a theme and editing the applied one. Existing custom themes are unaffected — a reorganization rather than a capability change.

  6. 2mo ago

    WhatConverts data available on Whatagraph

    WhatConverts lead data — lead count, score, quote value, sales value — becomes blendable with spend from Google Ads, Meta, and other channels. It moves agency reports past clicks toward the conversion figures clients actually judge campaigns on.