SEO reporting tool for agencies: Report Builder, dashboards and white label compared

SEO reporting tool for agencies: start with where the data lives

The right SEO reporting tool for an agency depends on where the client's data already sits. If rankings, audits and backlinks are tracked in SE Ranking, its Report Builder turns them into scheduled PDF, HTML or XLS reports, and the Agency Pack add-on makes them white label. If a report must also show ad spend, social and analytics from many platforms, a dedicated dashboard tool such as AgencyAnalytics or DashThis is the better fit. Google Data Studio is the no-charge option if you can build the reports yourself.

Plan facts were read on vendor pages on 3 October 2026. SE Ranking, Swydo and Whatagraph showed euros to our research computer, so their rows carry no dollar price.

SEO reporting tools for agencies and SEO companies: shortlist

Google's product page uses the name Data Studio today; several vendor pages still call it Looker Studio.

What SE Ranking's Report Builder and Agency Pack cover

Report Builder is part of every SE Ranking plan. Core allows 10 reports and Growth 30, counted as reports you create and deliver manually or on a schedule. You can add your logo and company name, write comments for each section and save templates. Our Report Builder guide walks through the setup.

The Agency Pack adds white label for the platform and reports, an unlimited number of scheduled reports, client seats and a lead generator widget. It is available only on annual Core, Growth or Enterprise subscriptions and is billed annually. SE Ranking's own pages disagree on client seats: the help center says up to 10, while the pricing page shows 30 at its first tier, so confirm the number before you buy. Guest links, which give clients view-only access to live project data, are listed on Growth and not on Core. More detail is in our Agency Pack guide; for cost, check the vendor's page and our SE Ranking pricing guide.

Worked example: reporting for ten clients

• AgencyAnalytics: 10 clients x $20 = $200 a month, billed annually. Adding its rank tracker for 500 keywords brings that to $241.67.
• DashThis: ten clients need ten dashboards, which is the Professional plan: $139 a month paid yearly, or $164 billed monthly, with 40 data sources in total.
• SE Ranking: Core's 10 projects and 10 reports match ten clients with one report each. A second report per client needs Growth (30 reports) or the Agency Pack's unlimited scheduled reports.
• Google Data Studio: no charge for the tool, but you build and maintain every report yourself.

On annual billing at ten clients, DashThis Professional ($139 a month) costs less than AgencyAnalytics ($200 a month), but its 40-source cap averages four connected accounts per client. AgencyAnalytics lists unlimited data sources for every client.

Which reporting tool fits which agency

• SEO-only agency whose data is already in SE Ranking: Report Builder, plus the Agency Pack when clients should not see the SE Ranking name.
• Full-service agency reporting ads, social and SEO together: AgencyAnalytics if you prefer to pay per client, DashThis if you prefer to pay per dashboard.
• Agency with many small clients and few connected accounts each: Swydo, which charges per data source and not per client.
• Agency with analyst time and no tool budget: Google Data Studio. SE Ranking lists a Data Studio integration on Core and Growth; see our Looker Studio SEO dashboard guide.

SE Ranking's Report Builder is not the fit when a report has to include paid media or social data from other platforms. SE Ranking's own AI visibility page points to Data Studio, AgencyAnalytics or Whatagraph for client dashboards built on its data, so pairing it with a dashboard tool is a documented route.