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Key takeaways:
- Best for agencies and teams needing automated SEM reporting: Reporting Ninja offers cross-channel data integration, customizable dashboards, and automated reporting at an affordable price.
- Best for competitor analysis and keyword research: SpyFu and Semrush provide detailed PPC insights, ad history, and competitor tracking to refine SEM strategies.
- Best for in-depth ad performance tracking and campaign management: Google Ads and Google Analytics give real-time data, audience insights, and conversion tracking, but may need additional tools for advanced reporting.
Keeping track of your SEM (search engine marketing) campaigns can feel like a full-time job—especially when juggling multiple platforms, clients, and campaigns.
That’s where SEM reporting tools come in. They can provide features like automated reports and cross-channel data integration to save time and reduce manual work.
The challenge? Finding the right one that fits your needs and makes reporting fast and hassle-free.
In this article, we’ve rounded up the 9+ best SEM reporting tools in 2025, covering options for agencies, in-house teams, and solo marketers. No fluff—just the best tools to help you save time, optimize campaigns, and make smarter decisions.
Reporting Ninja: best SEM reporting tool
Reporting Ninja simplifies and automates SEM reporting. Its user-friendly platform connects to your go-to SEM tools, lets you build custom dashboards, showcases cross-channel data, and automates report scheduling.
For marketers, that means clearer insights, faster reports, and more time to focus on strategy instead of numbers.
Key features
Seamless integration with SEM tools
Reporting Ninja pulls in real-time data from Google Analytics, Facebook Ads, Google Search Console, and other SEM tools, giving you a complete performance snapshot. No more jumping between platforms—see key metrics all in one single PPC reporting tool.
Customizable and automated reports
With fully customizable dashboards and automated scheduling, Reporting Ninja lets you easily design reports to showcase metrics that are relevant to you.
Cross-channel data visualization
SEM doesn't work in a silo, and Reporting Ninja helps you see the bigger picture. Its cross-channel data visualization allows you to assess data from different sources. This helps spot opportunities and improvements.
Pricing
Where Reporting Ninja shines
- Seamless integrations: Connects to multiple tools, unifying your data in one place for a clear SEM and SEO (search engine optimization) performance view.
- Easy customization: Brand reports in just a few clicks—perfect for presentations.
- Time-saving automation: Set up reports once and forget about manual updates.
- All-in-one solution: Get every feature, integration, and destination with one single pricing plan—no hidden fees.
Where Reporting Ninja falls short
- No free plan: You get a 15-day free trial and competitive pricing, but there’s no forever-free option.
- No AI recommendations: It provides insights but doesn’t suggest bid or budget optimizations.
Customer reviews
“The ability to integrate data from various marketing channels and turn them into such well-crafted reports saves us a lot of time while enhancing our clients' experience” - Stephanie Barbieri | Studio 33
Who Reporting Ninja is best for
- PPC specialists who need automated, professional-looking reports for clients.
- Marketing teams managing multiple ad platforms and wanting clear performance insights.
- Agencies looking for an affordable, all-in-one SEM reporting tool without a complex setup.
Semrush
Semrush offers a robust suite of digital marketing products. It specializes in tracking and understanding SEO analytics, helping businesses optimize their online presence.
Key features
- PPC keyword research: Find high-performing keywords, competition, and trends for Google & Microsoft Ads.
- Advertising research: Analyze competitor ad budgets, keywords, and copies to refine your strategy.
- Campaign tracking: Monitors ad performance, conversion rates, and cost efficiency, providing detailed analytics for SEM campaigns.
Pricing
Where Semrush shines
- Comprehensive suite that integrates various SEM, SEO, and other marketing tools into a single dashboard.
- Accurate data for keyword tracking and competitor analysis.
- Top-tier keyword analysis, as it is one of the best tools for keyword ranking, tracking, and discovery analysis.
Where Semrush falls short
- Costly and complex, as its extensive features can be both expensive and overwhelming for those who are seeking a straightforward reporting tool.
- Its social media reporting capabilities are not as strong.
Customer reviews
"Many functions, not all useful on a daily basis" - Ivet P., verified G2 review
Who Semrush is best for
- Digital marketing agencies looking for comprehensive SEM tools
- Experienced marketers requiring in-depth data and advanced features
- SEO professionals needing detailed insights
Google Ads
Google Ads is Google’s advertising platform. It helps businesses run search and display ads across its vast network.
Key features
- Multi-channel ad placement: Run search, display, video, and app ads across Google Search, YouTube, and millions of partner sites.
- Real-time performance tracking: Monitor impressions, clicks, conversions, and audience insights to measure campaign effectiveness.
- Google keyword planner: Free tool that finds relevant keywords, forecasts traffic, and helps plan paid search campaigns.
Pricing
Where Google Ads shines
- Google's vast user base ensures ads reach a wide and diverse audience.
- Detailed analytics and reporting that allow advertisers to measure and optimize campaign performance.
Where Google Ads falls short
- Its complex features can be overwhelming for beginners.
- Limited report customization. For more insightful reporting, link your Google Ads campaigns to PPC tools that automatically pull and analyze data.
Customer reviews
“Lack of flexibility in reporting. I'd like to be able to visualize relevant data in a more flexible way” - Michael F., verified G2 review
Who Google Ads is best for
- Digital advertisers looking to drive traffic and sales through targeted ads. Best used alongside a dedicated reporting tool for deeper insights.
SpyFu
SpyFu is a competitive intelligence tool for SEM analytics, helping businesses analyze competitors' keywords, ad campaigns, and strategies.
Key features
- PPC keyword research: Offers in-depth insights into profitable keywords for pay-per-click campaigns.
- Ad history: Provides a historical overview of competitors' Google Ads campaigns.
- Keyword tracking: Monitors keyword rankings over time.
Pricing
Where SpyFu shines
- Offers detailed insights into competitors' SEM strategies, including keywords and ad history.
- Its cost-effective plans provide unlimited searches and data exports across all plans.
Where SpyFu falls short
- Lack of advanced features found in more comprehensive SEM tools, such as real-time data updates or extensive broken backlink tracking.
- Limited international data, as it primarily focuses on U.S. and U.K. markets.
Customer reviews
“Easy to use and find competitive info (...) The reporting was clunky and confusing. Way too many widgets that were hard to understand” - Verified G2 review
Who SpyFu is best for
- Small to medium-sized businesses seeking affordable SEM tools.
- Digital marketing agencies needing to monitor competitors and identify keyword opportunities for clients.
Whatagraph
Whatagraph is a marketing data platform that consolidates and visualizes data from various channels, helping agencies and in-house teams create SEM reports.
Key features
- Automated, multi-channel data integration: Consolidates data from platforms into unified reports.
- Customizable templates: Offers pre-made reporting templates that can be tailored to specific reporting needs.
- Automated reporting: Enables scheduling of reports, ensuring timely delivery without manual effort.
Pricing
Available on-demand. Request a quote.
Where Whatagraph shines
- Supports over 40 native integrations, allowing for data consolidation from multiple platforms.
- Live, real-time updates to performance data.
- Visually engaging reports with pre-designed dashboard templates that allow for presentation-ready reports.
Where Whatagraph falls short
- The cost may be high for smaller businesses or freelancers with limited budgets.
- Limited customization. Templates enable quick setup, but those needing fully customized dashboards may prefer other tools.
Customer reviews
"Good product. Doesn't provide much customization" - Kyle R., verified G2 review
Who Whatagraph is best for
- Agencies needing automated, professional reports without manual work.
- Marketing teams overseeing multi-platform paid ad campaigns.
Power My Analytics
Power My Analytics is a data integration tool designed to streamline the collection and analysis of marketing data.
Key features
- Data integration: Connects with +40 marketing platforms, automating the data collection process.
- Customizable API: Offers a customizable API that allows users to build tailored queries and export data in JSON format to tools like Power BI and Tableau.
Pricing
Where Power My Analytics shines
- Comprehensive data connectivity that supports over 40 data sources and multiple data destinations.
- Cost-effective plans, making it accessible for businesses of all sizes.
Where Power My Analytics falls short
- Add-on costs may increase costs. Features like spreadsheet and hourly refreshes require additional monthly fees.
- Not ideal for enterprises. Designed for small businesses and solo marketers, it lacks the scalability for large-scale data operations.
Customer reviews
“Cheap pricing is appealing but connectors don’t all work” - Zachary C, verified G2 review
Who Power My Analytics is best for
- Marketing agencies looking to streamline client reporting and data integration processes.
- Data analysts requiring flexible data connections to various platforms.
Google Analytics
Google Analytics is everyone's go-to tool for tracking SEO and marketing efforts. It tracks website traffic and user behavior, providing insights into visitor interactions, traffic sources, and conversions.
Key features
- Real-time ad performance tracking: Monitors live user interactions from paid ads, including traffic sources and conversions.
- Audience insights for paid campaigns: Groups users based on demographics, interests, and behaviors.
- Ad conversion tracking: Measures lead generation, purchases, and other key actions driven by ads.
- SEM reporting: Facilitates tailored reports that highlight key metrics for better-informed decisions.
Pricing
Where Google Analytics shines
- In-depth performance insights, including data on user behavior and ad interactions.
- Seamless Google integrations for better campaign analysis and reporting.
Where Google Analytics falls short
- Restricted report customization. It often requires tools such as Reporting Ninja or Dashthis for better visualization and customization.
- The platform’s complex features and navigation can be overwhelming for new users.
Customer reviews
“It gives you good traffic data from all sources (...) I really find GA4 very confusing and needlessly complicated” - Deyan G., verified G2 review.
Who Google Analyics is best for
- Digital marketers optimizing SEM performance. Best used alongside a dedicated reporting tool for deeper insights.
- SMBs needing a budget-friendly analytics solution.
DashThis
DashThis is a marketing reporting tool that consolidates data from various platforms into customizable dashboards, streamlining the reporting process for digital marketers.
Key features
- Automated data integration: Connects seamlessly with over 30 data sources, ensuring up-to-date information.
- Customizable dashboards: Offers a range of pre-designed templates and widgets.
- White-label reporting: Enables agencies to brand their dashboards.
Pricing
Where DashThis shines
- Ease of use: Users frequently highlight the platform's intuitive design, which simplifies the creation and management of dashboards.
- Time efficiency: Automated data fetching and report generation significantly reduce the time spent on manual reporting tasks.
Where DashThis falls short
- Lacks advanced customization options for widgets and layouts.
- Lacks advanced analytics, especially for those requiring advanced data manipulation or in-depth analytics.
- The pricing structure can become a concern for agencies managing numerous clients.
Customer reviews
“Easy reports for your project (...) The cost can add up quickly if you need a lot of dashboards.” Ömer K, verified G2 review.
Who DashThis is best for
- Marketing agencies seeking to streamline client reporting.
- In-house marketing teams aiming to consolidate data from multiple channels.
- Small to medium businesses looking to monitor and present their marketing performance.
Swydo
Swydo is a cloud-based marketing analytics tool that helps businesses track, manage, and monitor campaigns in one place.
Key features
- Automated reporting: Schedules and delivers reports automatically, reducing manual effort.
- White-label customization: Allows for branded reports with custom logos and themes.
- KPI monitoring: Lets marketers set up KPI dashboards to track performance metrics in real-time.
Pricing
Where Swydo shines
- Extensive integrations with essential platforms like Google Ads and Facebook Ads, allowing for detailed customization.
- Designed for PPC Agencies. Swydo’s templates and KPI tracking are tailored for paid media performance and campaign monitoring.
Where Swydo falls short
- Limited data organization, as it may be challenging to organize data and customize visualizations.
- Strong for PPC but limited cross-channel insights. Agencies needing comprehensive multi-channel reports may find other tools like Reporting Ninja a better fit.
Customer reviews
"Great tool, very valuable to our agency (...) Pricing is a little sneaky as you must remove data sources you are not using” - Andy W., verified G2 review.
Who Swydo is best for
- Agencies specializing in PPC and paid media analytics.
- Teams requiring automated reports with built-in KPI tracking.
How to choose the best SEM reporting tool?
At the end of the day, the right SEM reporting tool depends on your own needs. That said, look for tools that offer automation, integrations, and actionable insights to optimize ad performance.
Here are three key features to consider:
Integration with multiple platforms
Reporting tools are meant to make your life easier. A big part of that is connecting to key data sources and automatically pulling in real-time data. This means no more manual imports, fewer errors, and always having up-to-date reports.
Reporting Ninja centralizes your data from multiple sources, simplifying complex datasets.
Customization and data visualization
Another major aspect—presentations! Don't just look for tools that pull data into a dashboard. Choose platforms that let you easily share and present your findings and insights.
Reporting Ninja includes customizable dashboards, white-label reports, and interactive visualization, along with a Looker Studio integration for powerful SEO analysis.
Automation and scheduling
Manual reports waste time. The best SEM tools offer automated report scheduling to keep everyone involved updated—from customers to major stakeholders—without manual efforts.
With Reporting Ninja, send out automated reports on your own timeline.
Track SEM performance effectively with Reporting Ninja: get your free trial!
Managing multiple campaigns across different platforms can get overwhelming. Luckily, choosing the right SEM or PPC reporting tool can make all the difference.
Yes—this will pull relevant data into dashboards. But, mostly, it will shed light on insightful takeaways for you to make smarter decisions.
Reporting Ninja takes the hassle out of reporting with automated insights, cross-channel data, and seamless integrations.
And the best part? It’s all available at one of the most budget-friendly prices out there.
So, why waste time on manual reports? Start your free 15-day trial today to see how easy SEM reporting can be.
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