Client reporting dashboards that agencies stop rebuilding every Monday

Getting every channel into one table

Dashboard panels read workspace Tables, so the first job is one performance table with a row per client, channel and day, and a client column on every row.

• Google Ads. A scheduled workflow in the workflow builder uses the Google Ads block to read campaign performance, ad group and ad performance, or a custom query, for each client account. The block is read only, which suits reporting.
• Instagram. The Instagram block reads account and media insights: reach, impressions and engagement for the client’s professional account.
• Shopify. The Shopify block lists orders, so revenue, order count and average order value land next to the ad spend that drove them.
• Meta ads. There is no built-in Meta block. The same scheduled workflow calls Meta’s Marketing API insights endpoint with the generic API block, using a token stored as a workspace secret. For questions between reports, add Meta’s official ads server under Settings → Tool connections, a standard way for AI agents to use another product’s tools; Chat, and a Relay allowed to use that connection, can then list ad accounts and read campaign insights.

Agree the definitions before you build. Put spend, revenue and ROAS into named Metrics, so the tile, the chart and the Relay all count the same way. Agencies lose more client trust over two different ROAS numbers than over a bad week.

What the client dashboard shows

Build the dashboard once and filter it by client. Read it top to bottom.

• KPI tiles. Ad spend, Shopify revenue, blended ROAS and ROAS for each channel, each against the previous period.
• ROAS by week. Google Ads and Meta side by side, so a slow decline in one channel is visible before it shows in revenue.
• Campaigns this week. Spend, ROAS and a status per campaign. A rule can mark anything below the client’s agreed ROAS floor as Review.

For D2C clients that sell on cash on delivery, add a column for prepaid versus COD orders. Revenue that later comes back as returns tells a different story from prepaid revenue.

Each client sees only their own rows

Row-level policies on the client column decide what each person sees in tables, dashboards, exports and scheduled reports. An account manager sees their book of clients. The agency lead sees everything. A client contact who signs in as a read-only member sees only their brand.

This matters most in scheduled reports. One dashboard serves fifteen clients, and the access policy, not a copy of the dashboard, keeps each report to one client’s data.

Scheduled reports instead of decks

Set a weekly scheduled report on the dashboard for each client: a PDF, PNG or link sent to the client’s contacts, including external email addresses. Daily and monthly schedules work the same way, so a fast-moving launch can get a daily snapshot while a retainer client gets a monthly summary.

A Relay drafts the commentary

Numbers alone do not tell a client what to do next. Create a Relay, an AI coworker with its own instructions, called Reporting. Give it a weekly schedule with the agency’s time zone, the performance table and the metrics bound to it, and instructions such as: explain the three biggest changes, name the likely cause from the data, and suggest one decision for the client call.

The Relay drafts the email in Assist mode. Relays never send email without an approval, so the account manager sees the exact message, edits it if needed and approves it. Approvals expire after 24 hours by default, so a forgotten draft does not go out late. Set the recipient policy to an allowlist of client domains, up to 20, so the Relay cannot write to anyone else.

Alerts between reports

Weekly reports are too slow for a campaign that breaks on a Tuesday. Add Monitors on blended ROAS and daily spend per client. They re-check as often as every five minutes and alert the account team by email, in the app or in Slack. A monitor alert can also start the Relay, which drafts a short note on what moved, for the account manager to read before calling the client.

Start with one client

Pick a client with clean tracking and a patient contact. Run the dashboard alongside your current deck for two weeks, and check every tile against the platform’s own numbers. Once they match, switch that client to the scheduled report and add the next one. For creative work behind those campaigns, see the creative production line.