6 Examples of Client Dashboards for Agencies and Reseller


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A client dashboard for agencies provides a visual display of all your client's marketing campaign information in one place. By using a client dashboard, your clients are able to view and understand the performance of their campaigns in a unified manner.

An important feature of client management is its ability to automate reporting. If an agency points clients to a dynamic, real-time dashboard instead of cutting and pasting numbers into Excel or PowerPoint templates, they will be able to provide more accurate information.

This means that the report is presented in a way that the client can understand in a matter of seconds.

The first client won by every agency is a memorable experience. It was exciting and hectic, but there was also care and concern shown to that first client at every step of the process. With an agency's portfolio growing, it is notoriously difficult to maintain this level of attention to detail and quality. It is here that automated dashboards can be very useful. Although they take time to develop, once they are up and running and even templated, they provide agencies with the ability to provide top-notch reporting across their entire client base. At Toucan with our 0-code platform, you can deploy your dashboards in as little as 2 weeks

It is important to note that digital agencies are using dashboards for more than just their clients. Dashboards can be used internally to increase productivity and foster a culture of data transparency throughout an organization.


Essential Features For Agency Analytics Tools

Data analytics tools enable agencies to gather information from multiple sources in one place with just a few clicks. A good agency analytics tool is one that integrates powerful online analysis features with an easy-to-use interface, making it easy for even the most novice users to use. Here are the features every agency analytics tool must have for it to be successful.

  • Connecting to data: Clients can have a multitude of databases where they store their data. Your agency can have its own modes of storage. while building client dashboards for agencies you will need to connect to all of these data sources. That is why it is crucial to get an analytics platform that has easy connector capabilities like Toucan. Toucan has a 1-click integration to 100+ databases simplifying the connection process. Further, Toucan can pull data from multiple databases for aggregation in its 0-code platform allowing you to manipulate the data any way you like to get the most actionable insights possible. 
  • Automated reports: Automated reporting is one of the most valuable tools for agencies. Every month, it is a laborious process to collect data from several sources. Using Toucan’s automated features, your agency's data will be updated automatically, allowing clients and team members to access it with a few clicks. The report comes with more than just KPIs, they give users actionable insights so all their decisions can be data-driven. 
  • Interactive dashboard: Interactivity is the key to the power of a custom dashboard. With Toucan, you can create interactive reports based on historical and current data using our 0-code platform. Through dynamic charts and live metrics, you can tell a story with your information. This process is called data storytelling. With Toucan's powerful analytics and collaboration tools, agencies are able to use dashboards simultaneously, improving communication with clients and enhancing team collaboration within their organization. A customized dashboard allows agency team members or managers to access all client data in just a few minutes, all in one place.
  • Embedded capabilities: The use of embedded analytics can prove to be a great value add for your agency. Toucan provides the option of embedding analytics in your own interface, so you can take advantage of all of Toucan’s features without having to modify your product. Incorporating embedding features into your reporting process will save you time, allow you to create customized dashboards, and even provide new revenue streams by charging clients for analytical functions without the cost of developing your own software.
  • Branded reports using white labels: Your agency can also take advantage of the white labeling capabilities available in Toucan. You can customize your dashboards by adding your own logo, colors, and styling. Thus, your reports will appear consistent and more professional, thereby improving the agency's image. In addition, you can use specific client logos to provide personalized service and make them feel like a part of your organization.
  • User-friendly interface: In the past, the analysis process was tedious and time-consuming; only professional analysts in teams knew how to handle the data. The situation is different today. A user-friendly interface should be the most important principle of any agency analytics too. Using Toucan, any member of your team can manage data and create quality agency reports as Toucan is a 0-code platform built for business users. 

Agency Dashboard Examples & Report Templates

Before we jump into the examples there are a few things to keep in mind about all the dashboards presented. All client dashboards from Toucan come equipped with filters and drill-down options to gain better insights from your data. Further, the reports have color-coded data to represent insights at a glance. Toucan's client analytics for agencies comes equipped with context at every turn in the form of description, tips, glossary and a comments section so that non-technical business users can gain the most from their analytics. Keeping these base features in mind let us take a look at 7 of the most used agency analytics dashboards. 

1. Financial Management Dashboard

Financial management dashboards can be implemented in two ways in agencies. The first way is to show the financial gains of the client due to partnering with your agency. It will be a numerical demonstration of how much you have impacted their growth making them more loyal customers and advocates. 

The second way is to understand your own financial health and communicate it with your team. This helps you understand if you have hit your ARR, help understand financial churn and get a better handle on your cash flow. With access to financial insights, you will be able to better forecast budget and growth for the coming year and adjust strategies to make sure you always win. It’s also a useful way to inform everyone on the team about opportunities to improve their numbers. These are metrics we have seen our clients focus on in the past,

  • Adjusted Gross Income (AGI)
  • Client Income (Actual vs. Estimated)
  • Accounts Receivable Aging
  • Number of Proposals Submitted
  • Pipeline by Expected Close Date

KPI Sample: Client Sales Revenue (2020 vs. 2021)

Finance chart 2

2. Project Management Dashboard

Project management dashboard allows teams to be organized with all the projects that are handled in agencies. Autonomously users can track the flow of projects, understand resource allocation and notice budget constraints. Further, non-technical decision-makers can analyze personnel and resource distribution rectifying ones that are overused or underused. 

All projects and their progress are consolidated into a single view which is associated with their targets and deliverables. This gives managers and the C-suite a clear understanding of how the company is working and an overview of every project that is being handled.

Agencies we have worked with in the past typically track the following metrics on this dashboard,

  • Project Updates
  • Billable vs. Unbillable Hours per Employee, Per Team/Project
  • Lost Hours Report
  • New Business Opportunities by Rep
  • Number of Data-Driven Audits Completed

KPI Sample: Project Updates

Project management chart


3. Inbound Sales Prospecting Dashboard

This is different from a fiance dashboard as it is more internal. The inbound sales prospecting dashboard monitors the agency’s client sales funnel.

The truth of agency growth is that it requires quite a bit of hustle. It’s time-consuming and an essential part of the business, but many agencies neglect to implement any formal processes around how they do it, let alone organize what the data is telling them about their performance.

Using the inbound sales prospecting dashboard you can track where your clients are coming from, how they interact with your websites, what content they find useful and how you were able to get in front of them beating your competition. Using this information you can further sharpen your ICP and content to increase the conversion rate at every step of your sales funnel. 

Agencies using Toucan have considered the following metrics for their prospecting dashboard,

  • Visits
  • Average Time on Site by Device
  • Session Duration
  • Goal Conversions by Page
  • Keyword Ranking on Top Terms
  • Bounce Rate
  • Conversion Rate
  • Page Performance

Website Performance

e-commerce dashboard

4. Social Media Dashboard

This is a dashboard specifically important for marketing agencies. Instead of going from one social media to the other, gathering metrics, consolidating them and making a presentation. You can have a perfectly crafted report within seconds that your clients can access directly with a social media dashboard from Toucan. 

Not only does it save time but it allows clients to see continuous growth and activity in your social media platforms this builds more trust with the agency, showing the value they bring without it needing to be highlighted. This kind of organic customer satisfaction is hard to achieve and harder to maintain. But using a Toucan agency analytics dashboard makes it seem effortless. 

Here are a few metrics we have seen agencies showcase on their dashboards,

  • Followers
  • Impressions
  • Engagement rates
  • Avg order value
  • NPS Score

Social Media Command Centre

Social Media dashboard

5. Marketing Performance Dashboard

There are two ways agencies can use a marketing performance dashboard. The first is to always keep their client in the loop. It is often hard to understand the value of marketing efforts and how the budget spent impacts the bottom line. This can sometimes leave clients uneasy as they pump out money to agencies. But with a marketing performance dashboard at their disposal, clients can view the results from their marketing at any time, compare where they are and pivot strategies on the fly. With all the information at their fingertips, they are also able to place more trust in the agencies they are working with.

The second way is internal. Agencies also need to monitor their marketing efforts to ensure they are in top shape. They cannot falter as they are promising stellar services to their clients and must lead by example. Having an internal marketing performance dashboard provides proof of concept to the clients of the work your agency can do. Further, it motivates employees by showing their progress and the impact they have made. Toucan’s dashboards can also alert you about any drastic changes so you can rectify them immediately with budget adjustments, SEO changes, or improved content.

These are some of the metrics monitored by agencies we work with,

  • Traffic & Lead Conversion
  • Channel Effectiveness
  • Content Effectiveness
  • Campaign Performance
  • Search Engine Marketing
  • Social & Community Engagement
  • Digital Advertising

Traffic Conversion

E-commerce dashbaord marketing

6. Client satisfaction dashboard

Getting to the end of our agency analytics dashboard examples list, we couldn’t leave out one of the most essential areas for any agency to track: client satisfaction. This is a mostly internal dashboard but one of the most important dashboards for an agency to have. The customer satisfaction dashboard shows how happy your clients are with your service, how likely they are to be advocates and also predicts churn possibilities. These are all key things to know so you can develop your client strategy around them. Further, this information in an automated reporting tool allows you to update strategies and change your course of action depending on your client's feedback and reactions. 

A few metrics that agencies using Toucan monitor are

  • Net Promoter Score (NPS)
  • Customer Effort Score (CES)
  • Churn rate
  • Retention rate

Client feedback

Customer Loyalty

Benefits Of A Modern Agency Report

Despite the fact that generating unique content and conducting detailed market research is fundamental to any agency's success, it is concrete results you are able to obtain from a high-quality agency report that will truly demonstrate the value of your team and make your clients' trust you.

The use of modern reporting techniques can improve the internal performance of your agency as well as add value to clients. Reports can be used internally by teams to stay in touch and optimize processes that will improve the efficiency of the organization's operations.

The development of agency reports has traditionally been done by hand, which is time-consuming and tedious. The focus of today's agencies should be on obtaining valuable insights from their data and presenting them to stakeholders in a meaningful manner; that is to say, crowded excel sheets and endless PowerPoint presentations are no longer sufficient. Here is where modern agency reports come into play.

The following points will serve as a starting point for shining a light on the benefits of modern, interactive agency reports:

  • Save time and resources: Modern agency reports have the distinct advantage of being time-saving. You can spend less time reporting by using reporting software that automates the analysis process and spend more time focusing on the creative aspect of your job. Additionally, by using reports internally to monitor the performance of different teams, you can save time and resources by avoiding unnecessary meetings.
  • Connecting all your data sources: As part of the client reporting process, data must be extracted from multiple marketing channels. With modern agency reporting, you have access to all the data from all your relevant sources in one location. Instead of manually preparing datasets every month, you can focus your efforts on extracting valuable insights from your client's KPIs.
  • Prove the success of your strategy: Although it may seem obvious, an agency report can be an invaluable tool in proving the success of a strategy when done properly. When presenting your work to clients, you can make your data more meaningful by using online data visualization tools such as interactive dashboards that provide actionable insights.
  • Integrate agency reports into your service: There are a few tools, like Toucan, that offer seamless embedding capabilities. This resource is extremely valuable to agencies that would like to offer their clients a dashboard tool but do not wish to invest in the development of their own software. The integration of this kind of technology into your agency's service adds an enormous amount of value. 
  • Retain clients with better campaign insights: As we said, nowadays, clients are expecting advanced feedback from the agencies. This makes communication a critical factor for an agency’s success. If you surprise your clients with an outstanding agency report, you will not only be building a trusted relationship with them, but you will also assemble a data-driven reputation for your agency that can drive new clients in the long run.
    • Increase client satisfaction: The adoption of a good reporting practice for internal processes will immediately result in an increase in the value of your service and, therefore, an increase in client satisfaction. Modern reporting techniques can improve the effectiveness of your communications, optimize the efficiency of your internal processes, and enhance your client's perception of your company.

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