White Label Dashboard & Reporting Automation

White Label Dashboard & Reporting Automation

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How do your clients perceive your service?


Are you providing them with an “all-in-one-spot” solution to their personalized content, website, and SEO services? Or are they seeking another source for some of their Key Performance Indicator (KPI) reporting? If you are looking for a way to focus your client’s attention on you, and away from distractions from other online services, then you need to provide your clients with a White Label Dashboard and White Label Reports.

Table of Contents

What is a White Label Dashboard?

While you might not be familiar with the term “white label dashboard”, you are certainly familiar with the tools it contains. A white label dashboard is the ultimate in client personalization. These are client dashboards that you can fully brand, that contain all the metrics, data, and reports you use to drive business to a landing page or your own domain. The biggest difference is that a white label dashboard is fully branded to look like an in-house solution using your logo, brand colors, and customized reporting.

white label reporting dashboard

Why White Label Dashboards are Important

White label fully branded dashboards offer custom personalization so that you or your client can present a holistic service that is all branded by one company. This dashboard:


  • Provides more value as an extension of your or your client’s brand
  • Promotes the brand while presenting a visual representation of data in graphs and charts
  • Allows you to communicate with the SEO in real-time through an automatically updated dashboard
  • Offers the ability for your clients to track their results in real-time and watch their campaign in action
  • Summarizes and visually presents large data sets for quick analysis and action.
  • Helps paint the picture that your SEO is creating with your campaign, so you can monitor results and make modifications
  • Incorporates artificial intelligence (AI) and machine learning to maximize knowledge and insights with point-and-click, self-service capabilities
  • Takes your data to the next level, and creates any white label report you need.

What Metrics Should a White Label Dashboard Show?

At a minimum, your dashboard should display all of your own data, along with charts and graphs illustrating that data, that you check every day to monitor your website’s or landing page’s SEO performance. While these data sets might be slightly different for each client, they should include:


  • Summary or highlights of how high priority metrics are performing, such as:
    • Your SEO KPIs
    • High-performing metrics
    • Low-performing metrics
    • Tasks needing completion
    • Tasks that are complete
    • Problems that need attention and their urgency


  • In-Depth KPI metrics tied to your or your client’s revenues and profits
    • Search visibility = Brand visibility value/Total market visibility value
    • Number of organic conversions
    • Assisted organic traffic conversions (if applicable) for long-term, complex buying process


  • Ranking progress – Rank progress for keyword segments/phrases


  • Overview of “money” keyword ranking – keywords that drive revenue


  • Non-branded organic traffic progress – Use Google Search Console to view organic traffic with a query filter, ie. all traffic that doesn’t include your brand name. Compare month to month and year over year. Other sources of organic traffic you may want to measure and track separately are Google Discover and Google News if traffic is significant.


  • New referring domains highlights – Where you are getting new backlinks from including:
    • Backlinks you built yourself
    • Any new domains with backlinks
    • Number of links for each domain URL
    • Any link-building related statistics
    • Any insights relative to backlinks


  • Technical SEO health overview – A snapshot of the website’s health that any client can understand, even if they aren’t science or technology experts. (You can expand this to personalize it for clients’ priorities and preferences.)


  • Metrics relevant to your client’s work and goals


  • Metrics you need at hand to help your agency answer a client’s question at a moment’s notice.


Note: For year-over-year comparisons, GSC defaults to a 28-day view. For full month performance comparisons, you need to add custom dates to get the full 30 or 31 days.

Where Does this Data Come From?

The data for your white label dashboard comes from reports from Google’s Search Console, Google Analytics, third-party marketing services, and your agency as a data source, including reports on website traffic, overall marketing data sets, organic and paid search information, social media marketing data, various campaign details, and any SEO metrics.

GA vs. GSC

Brand Your White Label Dashboard with Your Client's Logo

When adding a white label dashboard for your client, your first priority should be to brand it with their logo, or wordmark if they prefer. This logo should be placed on the top of the dashboard, usually in the right or left upper corner. That makes the logo noticeable to users, but out of the way, so it won’t interfere with the white label reporting.



Adding a logo to your client’s dashboard brands it as theirs and provides them with the feeling of ownership. It also reminds them which dashboard they are working on, if they are momentarily confused, because they move between dashboards throughout the day.



Additional customization options include fully branded color schemes for the dashboard, headers and footers, cover pages, client reports, proprietary data, and other custom reports.

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Types of White Label Dashboards

You can work with several companies to create white label dashboards and reports. Each company features different options and capabilities. Here’s a brief overview of them.


dashthis logo
DashThis‘ white-labeled client dashboard connects to 34+ platforms, and can be personalized with your own custom domain, without a DashThis subdomain or branding, and then send automated emails from your domain. You can customize KPIs and metrics with your marketing data and create unique white label reports by personalizing DashThis’ preset templates.


cyfe logo
Cyfe offers a professional-looking white label dashboard that you can customize completely. Designed to scale up as your business grows, the dashboard can draw metrics from custom data sources while keeping them secure. You have flexibility and control over branding, coloration, and static or live links to website data.


databox logo
Databox’s white label dashboard is designed to customize. You can custom-brand everything from your group presentations, displaying live dashboards on the walls in your office or in meeting rooms, or on shared reports hosted on your own custom domain. The system can send out email updates using your email as the sender and has a mobile app that can also be personalized for your client.


raventools logo
Raventools is a one-stop shop for SEO and other reporting tools. Raventools originally offered white label SEO reports for rank tracking, auditing, backlink research, and integration with Google Analytics and Search Console. They have added competitor ad copy, keyword, and in-depth SEO/SEM research, as well as enhanced visualization of site analysis, and connections to Google Data Studio.

Google Data Studio

google data studio logo

Google Data Studio is a free tool that helps you literally visualize your data using personalized charts, including line, bar, and pie charts, geo maps, area and bubble graphs, paginated data tables, pivot tables, and more. It is easy to connect to a variety of data sources, including:


  • Google Marketing Platform products, including
    • Google Ads, Analytics, Display & Video 360, Search Ads 360
  • Google consumer products, such as Sheets, YouTube, and Search Console
  • Databases, including BigQuery, MySQL, and PostgreSQL
  • Flat files via CSV file upload and Google Cloud Storage
  • Social media platforms such as Facebook, Reddit, and Twitter


You can share the results with just a few people or publicly. You can create reports by collaborating with other people and speed up that process with built-in templates. You can include links and clickable images to create product catalogs, video libraries, and other hyperlinked content. And you can embed your reports on your website, blog posts, marketing articles, and yearly report.

Why Google Data Studio is Our Favorite

The ability to seamlessly connect and integrate to many key data sources and the fact that it’s free makes Google Data Studio the best tool on the market today:


  • Combines the metrics from Google Analytics and Google Search Console and presents it using charts and graphs in any fashion you want
  • Gives you a wide range of personalization options
  • Completely Free
  • Requires a learning curve to fully understand the data you are collecting and analyzing
  • Any SEO provider who is using Google Data Studio really understands the inputs
  • You can use any of the paid white label report services listed above and connect third-party SEO data with your Google Data Studio for more in-depth reporting


Would you like to learn more about white label dashboards and reports? We can send you some examples and templates of our own for you and your agency.

Robert Battle CPA

Robert Battle CPA

Founder of QCKBOT and data analyst extraordinaire. Looking for trends and testing theories led this financial guru into the world of SEO. Empowered by the ability to take businesses to the next level through organic search, he's on a mission to upend traditional B2B consulting via data-driven high-impact results.

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