Case study · MyContentLab · our own reporting SaaSThe platform every figure on this site comes from

MyContentLab is our reporting SaaS. It connects to clients' ad accounts, social accounts, analytics and CRM and reports everything in one dashboard, complete months only. We built it, we run it and we market it, so this case study is never finished.

Why we built it

Because agency reporting is usually a screenshot with no date on it. We wanted our clients to see the same dashboard we see, so that any number on this website can be checked against its source. Building it also forced us to be honest about something most agencies blur: the difference between a platform conversion and a sale.

What it does

Reads Meta Ads, Google Ads, Facebook, Instagram, TikTok, LinkedIn, Google Business Profile, Google Analytics, Search Console and the client’s CRM (LeadConnector or HubSpot). Reports leads, cost per lead, revenue won, reach, views, followers, rankings and website sessions, month by month, complete months only, with the top performing content alongside the numbers. It is the reason we never publish a platform conversion count as if it were a sale: the CRM says what was won.

What it changed for the agency

Monthly reporting that used to take a day per client now takes minutes, which is time that goes back into the work. Client conversations moved from “how did the ads do?” to “what did the ads produce?”, because the CRM sits next to the ad account in the same view. And every case study on this site can be traced back to a number in a dashboard the client can see.

The running story

This page is updated as the platform changes: what we built, what we learned and what it now reports. Marketing a SaaS from inside a marketing agency turns out to be the best possible way to keep the agency honest.

Questions

What is the best client reporting software for small agencies?

One that reads the ad accounts, social accounts, analytics and the CRM into one view and reports complete months only. We built MyContentLab because we could not find one that did the CRM part properly.

How do agencies automate client reporting?

Connect every source the client cares about to one platform, agree the metrics that matter (leads, cost per lead, revenue won), and report on a fixed monthly rhythm. That is what MyContentLab does for every AMW client.

Why did an agency build its own reporting tool?

Because we wanted clients to see the same numbers we see, with dates, and because building software is part of what we do for clients too.

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