Implementation Guide: Auto-compile and distribute monthly client performance dashboards

Hardware Procurement

Optional: Agency KPI Wallboard Display

Software Procurement

Prerequisites

• Agency must have active paid subscriptions to the advertising and analytics platforms they use (Google Ads, Meta Ads, GA4, etc.) — the MSP cannot provide these; they are the agency's own accounts.
• Admin-level access to a Google Ads MCC (My Client Center) account with all client ad accounts linked under a single MCC umbrella.
• Admin or Advertiser-level access to a Meta Business Manager account with all client ad accounts accessible.
• At minimum Viewer-level access to each client's Google Analytics 4 properties. Ideally, access is granted to a shared service account email (e.g., dashboards@agencyname.com).
• Google Search Console property access (verified owner or full user) for all SEO client domains.
• API keys or OAuth credentials for SEO tools the agency subscribes to (Semrush API key from Business plan, Ahrefs API token, or Moz API credentials).
• API keys or OAuth access for email marketing platforms used per client (Mailchimp, ActiveCampaign, Klaviyo, Constant Contact).
• API credentials for CRM if reporting on sales/lead data (HubSpot Private App token or OAuth, Pipedrive API token).
• A registered custom domain for the agency's white-label client portal (e.g., reports.agencyname.com) with DNS management access to create CNAME records.
• A dedicated email address for report sending (e.g., reports@agencyname.com) with DNS access to configure SPF, DKIM, and DMARC records for deliverability.
• A shared document (spreadsheet) listing every client, the platforms they use, their account IDs, and the designated report recipients with email addresses.
• Agency stakeholder availability for a 2-hour discovery workshop to define KPIs, report templates, branding guidelines, and distribution schedules.
• Business-class internet connectivity (25+ Mbps) at the agency office — standard for any modern office, no special requirements.
• Modern web browser (Chrome 120+, Edge 120+, or Firefox 120+) on admin workstations for platform configuration.

Installation Steps

...

Step 1: Discovery Workshop and Data Source Audit

Conduct a structured discovery session with the agency's leadership and account management team. The goal is to document every client, the platforms used per client, the KPIs that matter for each service type (PPC, SEO, social, email, e-commerce), the desired report format, branding requirements, and distribution schedules. Use the provided audit template spreadsheet to capture all information systematically. This step prevents scope creep and ensures accurate quoting.

Step 2: Provision AgencyAnalytics Account and Configure White-Label Branding

Sign up for the AgencyAnalytics Agency plan ($159/month for 10 client campaigns). Immediately configure the white-label settings: upload the agency's logo, set brand colors (hex codes from their brand guide), configure the custom report header/footer, and set the default report timezone. Then configure the custom domain for the client portal by creating a CNAME DNS record pointing their chosen subdomain to AgencyAnalytics' portal domain.

# DNS CNAME Record Configuration (at agency's DNS provider)
# Type: CNAME
# Name: reports (or dashboard, portal, etc.)
# Value: custom.agencyanalytics.com
# TTL: 3600

# Verify DNS propagation
nslookup reports.agencyname.com
# or
dig reports.agencyname.com CNAME

Step 3: Configure Email Deliverability for White-Label Report Sending

Set up the agency's custom email domain for sending automated reports. This involves configuring SPF, DKIM, and DMARC records in the agency's DNS to authorize AgencyAnalytics (and optionally SendGrid) to send emails on behalf of the agency's domain. Without this, automated report emails will land in spam folders. If using SendGrid as a relay, configure the SendGrid domain authentication first, then point AgencyAnalytics to use SendGrid SMTP.

# SPF Record — Add AgencyAnalytics and SendGrid to existing SPF
# Type: TXT
# Name: @ (root domain)
# Value: v=spf1 include:_spf.agencyanalytics.com include:sendgrid.net ~all

# DKIM Record — AgencyAnalytics will provide the specific DKIM selector and value
# Type: CNAME
# Name: aa1._domainkey (example — get exact value from AgencyAnalytics settings)
# Value: aa1._domainkey.agencyanalytics.com

# DMARC Record (if not already configured)
# Type: TXT
# Name: _dmarc
# Value: v=DMARC1; p=quarantine; rua=mailto:dmarc-reports@agencyname.com; pct=100

# Verify SPF
nslookup -type=txt agencyname.com

# Verify DKIM
nslookup -type=cname aa1._domainkey.agencyname.com

# Test email deliverability (use mail-tester.com)
# Send a test report from AgencyAnalytics to check@mail-tester.com
# Score should be 9/10 or higher

Step 4: Connect Data Sources — Google Ecosystem (GA4, Google Ads, Search Console)

In AgencyAnalytics, create each client campaign. For each campaign, connect the Google data sources using OAuth 2.0 authentication. Log in with the agency's MCC/admin Google account that has access to all client properties. Connect Google Analytics 4 (select the correct property and data stream), Google Ads (select the correct account from the MCC), and Google Search Console (select the verified property). Verify that data is flowing correctly by comparing the last 7 days of data in AgencyAnalytics against the native platform.

Step 5: Connect Data Sources — Meta (Facebook/Instagram Ads)

For each client campaign in AgencyAnalytics, connect Meta Ads using the agency's Meta Business Manager account. The OAuth flow will request permissions for ads_read and ads_management scopes. Select the correct ad account for each client. Also connect Facebook Pages and Instagram Business profiles if social media reporting is in scope. Verify data accuracy by comparing spend, impressions, and conversions for the last 7 days against Meta Ads Manager.

Step 6: Connect Data Sources — SEO, Social, Email, and Additional Platforms

Connect remaining data sources for each client campaign based on the audit spreadsheet from Step 1. Common connections include: Semrush or Ahrefs (for keyword rankings and backlink data), Mailchimp or ActiveCampaign (for email campaign metrics), CallRail or CallTrackingMetrics (for call tracking data), Shopify or WooCommerce (for e-commerce clients), HubSpot or Pipedrive (for CRM/lead data), and social platforms (LinkedIn, Twitter/X, TikTok). Each connection uses either OAuth or API key authentication depending on the platform.

• Semrush API Key Location: Semrush Dashboard > Management > API > Your API Key — Copy and paste into AgencyAnalytics Semrush integration settings
• Ahrefs API Token Location: Ahrefs Dashboard > Account Settings > API > Create Token — Set permissions: Read-only, Site Explorer + Keywords Explorer
• HubSpot Private App Token: HubSpot > Settings > Integrations > Private Apps > Create Private App — Required scopes: crm.objects.contacts.read, crm.objects.deals.read — Copy the generated token into AgencyAnalytics
• Mailchimp API Key: Mailchimp > Account & Billing > Extras > API keys > Create A Key — Format: xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx-usXX — The suffix (e.g., us14) indicates the data center

Step 7: Design Dashboard Templates by Service Type

Create 2–4 reusable dashboard templates in AgencyAnalytics based on the agency's service offerings. Each template should be designed once and then cloned for each client of that service type. Typical templates: (1) PPC Campaign Dashboard — Google Ads + Meta Ads metrics (spend, impressions, clicks, CTR, CPC, conversions, ROAS, cost per conversion), (2) SEO Performance Dashboard — organic traffic, keyword rankings, backlinks, page speed, Search Console data, (3) Full-Service Dashboard — combines PPC + SEO + social + email metrics, (4) E-Commerce Dashboard — adds revenue, transactions, AOV, cart abandonment. Use the agency's brand colors, logo, and preferred data visualization styles (charts vs. tables vs. scorecards).

Step 8: Configure Automated Report Schedules

For each client campaign, configure the automated report delivery schedule in AgencyAnalytics. Set the report to generate on a specific day each month (e.g., the 3rd business day of each month to allow platforms to finalize the previous month's data). Configure the recipient list (client contacts from the audit spreadsheet), the email subject line template (e.g., '[Agency Name] — [Client Name] Monthly Performance Report — [Month Year]'), and the email body template with a brief personalized introduction. Enable PDF attachment and optional link to the live dashboard portal.

Step 9: Build Ancillary Automation Workflows in Make.com

Create supporting automation workflows in Make.com that extend beyond AgencyAnalytics' native capabilities. Build the following scenarios: (1) Report Delivery Notification — When AgencyAnalytics sends a report, trigger a Slack/Teams message to the assigned account manager with client name, report link, and a reminder to follow up within 48 hours. (2) PDF Archive — Automatically save each generated PDF report to a structured Google Drive/SharePoint folder (organized by Client > Year > Month). (3) CRM Update — Log a 'Report Sent' activity in HubSpot or Pipedrive against the client contact record. (4) Data Source Health Check — Daily check that all data source connections are active; alert via Slack/email if any connection is broken.

# Make.com Scenario 1: Report Delivery Slack Notification
# Trigger: Webhook (AgencyAnalytics webhook on report sent)
# Module 1: HTTP > Parse webhook payload (extract client_name, report_url)
# Module 2: Slack > Send Message to #client-reports channel
# Message template: ":chart_with_upwards_trend: Monthly report sent to *{{client_name}}*. View: {{report_url}}. Please follow up within 48 hours."

# Make.com Scenario 2: PDF Archive to Google Drive
# Trigger: Webhook (same AgencyAnalytics webhook)
# Module 1: HTTP > Download PDF from report_pdf_url
# Module 2: Google Drive > Upload File
# Folder path: /Client Reports/{{client_name}}/{{year}}/{{month}}/
# Filename: {{client_name}}_Performance_Report_{{month}}_{{year}}.pdf

# Make.com Scenario 3: Data Source Health Check
# Trigger: Schedule (Daily at 8:00 AM)
# Module 1: HTTP > GET AgencyAnalytics API /integrations/status
# Module 2: Filter > Check for any status != 'connected'
# Module 3 (conditional): Slack > Send Alert to #msp-alerts
# Message: ":warning: Data source disconnected: {{integration_name}} for {{client_name}}. Reconnect immediately."

Step 10: Quality Assurance — Data Accuracy Validation

Before enabling live client delivery, perform a thorough data accuracy validation for every client. For each client, pull the same date range (previous full month) from both AgencyAnalytics AND the native source platform (e.g., Google Ads interface, Meta Ads Manager, GA4 Reports). Compare at least 5 key metrics per platform. Document any discrepancies. Acceptable variance is ≤2% for most metrics (minor rounding and timezone differences are normal). Also test the full email delivery chain: send a test report to an internal test address, verify it arrives (not in spam), verify the PDF renders correctly, verify the live dashboard link works, and verify the white-label branding appears correctly.

Step 11: Client Portal Configuration and Access Provisioning

For each client who should have interactive dashboard access (beyond the monthly email report), configure their login on the AgencyAnalytics white-label portal. Create a client user account with their email address, set permissions to view-only for their specific campaign data only (critical: clients must NEVER see other clients' data), and send the welcome email from the white-label portal domain. Optionally configure two-factor authentication for clients with sensitive data. Test each client login to verify data isolation.

Step 12: Go-Live: Enable Automated Delivery and Monitor First Cycle

Enable the automated report schedules for all clients. For the first month, run reports in 'preview' mode — generate the reports but send them only to the agency's internal team for review before forwarding to clients. Once the agency approves the reports (typically after reviewing 2–3 examples), enable direct-to-client delivery. Monitor the first automated delivery cycle closely: verify all emails were sent, check for bounce-backs, confirm PDF attachments are present and render correctly, and verify Make.com ancillary workflows triggered successfully (Slack notifications sent, PDFs archived, CRM updated).

Step 13: Training Session and Documentation Handoff

Conduct a 2–3 hour training session with the agency team covering: (1) How to add a new client campaign and connect data sources, (2) How to modify dashboard templates and create new widgets, (3) How to manage report schedules and recipient lists, (4) How to handle common issues (disconnected data source, expired OAuth token, client access request), (5) How to interpret the Make.com automation dashboard for troubleshooting. Provide written documentation (runbook) and a recorded video walkthrough. Establish the MSP's support SLA and escalation process.

Custom AI Components

Client Data Source Audit Template

Type: workflow A structured spreadsheet template used during the discovery phase (Step 1) to systematically document every client, their platforms, account IDs, KPIs, report recipients, and delivery preferences. This template drives all subsequent configuration steps and prevents missed connections or incorrect setups.

Implementation:

• Create as a Google Sheet or Excel workbook with the following tabs:

Tab 1: Client Master List

• Client Name — Legal/brand name (e.g. Acme Corp)
• Primary Contact — Main report recipient (e.g. Jane Smith)
• Contact Email — Email for report delivery (e.g. jane@acmecorp.com)
• CC Emails — Additional recipients, semicolon-separated (e.g. bob@acmecorp.com; cfo@acmecorp.com)
• Service Type — PPC / SEO / Social / Full-Service / E-Commerce (e.g. Full-Service)
• Report Template — Which template to use (e.g. Full-Service Dashboard)
• Delivery Day — Day of month for report (e.g. 5th)
• Portal Access? — Yes/No — does client get live portal login? (e.g. Yes)
• Client Timezone — For accurate date ranges (e.g. America/New_York)
• Notes — Special instructions (e.g. Include YoY comparison; CEO prefers charts over tables)

Tab 2: Data Source Connections (One row per client per platform)

• Client Name — Link to Tab 1 (e.g. Acme Corp)
• Platform — Name of platform (e.g. Google Ads)
• Account ID — Platform-specific account ID (e.g. 123-456-7890)
• Access Method — OAuth / API Key / MCC (e.g. MCC under agency MCC 111-222-3333)
• Access Granted To — Email/account with access (e.g. dashboards@agencyname.com)
• Connection Status — Not Started / Connected / Verified / Failed (e.g. Not Started)
• Verification Date — Date data was verified accurate
• Variance Notes — Any discrepancies found during QA

Tab 3: KPI Mapping (One row per service type)

• Service Type — PPC / SEO / Social / Email / E-Commerce (e.g. PPC)
• Primary KPIs — Top 3–5 metrics for scorecards (e.g. Conversions, ROAS, Cost Per Conversion, Spend)
• Secondary KPIs — Supporting metrics for detail sections (e.g. CTR, CPC, Impression Share, Quality Score)
• Comparison Period — MoM / YoY / Both (e.g. Both)
• Goal Targets — If applicable, numeric goals (e.g. ROAS > 4.0, CPA < $50)

Tab 4: QA Validation Log (One row per client per platform per metric)

• Client Name
• Platform
• Metric
• Date Range
• Source Value — Value from native platform
• Dashboard Value — Value from AgencyAnalytics
• Variance % — Calculated: ABS(source-dashboard)/source*100
• Status — Pass (≤2%) / Investigate (2–5%) / Fail (>5%)
• Resolution — Notes on how discrepancy was resolved

Monthly Report Pre-Flight Check Automation

Type: workflow A Make.com automation scenario that runs 48 hours before the scheduled report delivery date. It checks all data source connections for each client, verifies data freshness (confirms data exists for the reporting period), flags anomalies (e.g., zero spend, traffic drop >50%), and sends a summary to the agency's account management team. This gives the agency time to investigate issues before reports go to clients.

Implementation:

# Make.com Scenario: Monthly Report Pre-Flight Check
# Trigger: Schedule — runs on the 1st of every month at 9:00 AM (2 days before typical report delivery on the 3rd)

## Scenario Flow:

### Module 1: HTTP Request — Get All Campaigns
# Method: GET
# URL: https://api.agencyanalytics.com/v2/campaigns
# Headers: Authorization: Bearer {{agencyanalytics_api_key}}
# Parse response to get array of campaign objects

### Module 2: Iterator
# Iterate over each campaign in the response array

### Module 3: HTTP Request — Get Integration Status per Campaign
# Method: GET
# URL: https://api.agencyanalytics.com/v2/campaigns/{{campaign_id}}/integrations
# Headers: Authorization: Bearer {{agencyanalytics_api_key}}
# Check each integration's 'status' field

### Module 4: Router (two paths)

#### Path A: Disconnected Data Sources
# Filter: Any integration where status != 'active'
# Action: Add to disconnected_sources array
# Fields: campaign_name, integration_name, last_sync_date, error_message

#### Path B: Data Anomaly Check
# For each active integration, make an API call to check the previous month's data
# Method: GET
# URL: https://api.agencyanalytics.com/v2/campaigns/{{campaign_id}}/{{integration_type}}/summary
# Query params: start_date={{previous_month_start}}&end_date={{previous_month_end}}
# Check for anomalies:
#   - Total spend = 0 (for ad platforms) → FLAG
#   - Sessions = 0 (for GA4) → FLAG
#   - Current month value < 50% of previous month → FLAG as significant drop

### Module 5: Aggregator
# Combine all flags and disconnected sources into a single summary object

### Module 6: Slack Message (or Email)
# Channel: #report-preflight (create this channel in agency's Slack)
# Message format:
# ":clipboard: **Monthly Report Pre-Flight Check — {{month}} {{year}}**
# 
# :white_check_mark: **Healthy Campaigns:** {{healthy_count}} / {{total_count}}
# 
# :warning: **Issues Found:**
# {{#each issues}}
# • **{{campaign_name}}** — {{issue_type}}: {{details}}
# {{/each}}
# 
# :arrow_right: Please resolve issues before reports go out on the {{delivery_date}}.
# Contact MSP support at support@mspname.com if you need help reconnecting data sources."

## Variables to Configure:
# - agencyanalytics_api_key: Store in Make.com Connection settings
# - Slack webhook URL or Slack API connection
# - delivery_date: Set to the agency's standard report delivery day
# - anomaly_thresholds: Customize percentage drops that trigger flags

## Error Handling:
# - If AgencyAnalytics API returns 429 (rate limit), add a 60-second delay and retry
# - If API returns 401 (unauthorized), send urgent alert: API key may have expired
# - If any module fails, send error notification to MSP #msp-alerts Slack channel

New Client Onboarding Automation

Type: workflow A Make.com scenario triggered when the agency adds a new client to their CRM (HubSpot or Pipedrive). It automatically creates a campaign in AgencyAnalytics, sends the MSP a notification to configure data source connections, creates the Google Drive folder structure for report archival, and sends the agency account manager a checklist of information needed (account IDs, credentials, KPIs).

Implementation:

• Make.com Scenario: New Client Onboarding
• Trigger: HubSpot — New Deal moved to 'Won/Onboarding' stage
• Alternative trigger: Pipedrive — Deal moved to 'Won' stage

Module 1: HubSpot Trigger

• Watch: Deals
• Filter: deal_stage = 'closedwon' or custom 'onboarding' stage
• Extract: deal_name, contact_email, contact_name, deal_properties.service_type

Module 2: AgencyAnalytics — Create Campaign

• Method: POST
• URL: https://api.agencyanalytics.com/v2/campaigns
• Store response: campaign_id

{
  "name": "{{deal_name}}",
  "url": "{{client_website}}",
  "timezone": "America/New_York",
  "currency": "USD"
}

Module 3: Google Drive — Create Folder Structure

• Parent folder: /Client Reports/
• Create: /Client Reports/{{deal_name}}/
• Create: /Client Reports/{{deal_name}}/2025/
• Create: /Client Reports/{{deal_name}}/2025/Templates/

Module 4: Slack Notification to MSP

• Channel: #msp-onboarding

Module 5: Email to Account Manager

• To: {{account_manager_email}} (from deal owner in HubSpot)
• Subject: Action Required: Dashboard Setup for {{deal_name}}

Hi {{account_manager_name}}, We're setting up automated reporting dashboards for {{deal_name}}. Please provide the following within 3 business days: □ Google Ads Account ID (format: XXX-XXX-XXXX) □ Meta/Facebook Ad Account ID (format: act_XXXXXXXXX) □ Google Analytics 4 Property ID (format: XXXXXXXXX) □ Google Search Console verified property URL □ Any other platform credentials (Mailchimp, Semrush, etc.) □ Client report recipients (name + email for each) □ Preferred report delivery day (e.g., 5th of month) □ Any specific KPIs or goals the client has communicated Reply to this email or fill out this form: {{intake_form_url}} Thanks, {{msp_name}} Dashboard Team

Error Handling

• If AgencyAnalytics campaign creation fails, retry once after 30 seconds
• If still fails, alert MSP and proceed with remaining modules
• Log all actions to a Google Sheet for audit trail

Data Source Reconnection Alert and Runbook

Type: integration An automated monitoring integration that checks all AgencyAnalytics data source connections every 6 hours and immediately alerts the MSP and agency when a connection breaks. Includes a self-service reconnection runbook for the most common failure scenarios (expired OAuth token, revoked permissions, API key rotation). Implementation:

# Make.com Scenario: Data Source Health Monitor
# Trigger: Schedule — Every 6 hours (00:00, 06:00, 12:00, 18:00)

## Module 1: HTTP Request — List All Integrations Across All Campaigns
# Method: GET
# URL: https://api.agencyanalytics.com/v2/integrations
# Headers: Authorization: Bearer {{api_key}}
# Parse: Array of integration objects with fields: id, campaign_id, campaign_name, type, status, last_sync

## Module 2: Array Filter
# Filter condition: status != 'active' OR last_sync older than 48 hours
# Output: Array of unhealthy integrations

## Module 3: Router

Path A: If unhealthy integrations found

• Module 3A-1: Slack Alert — Channel: #dashboard-alerts
• Module 3A-2: Email to MSP Support Queue — To: support@mspname.com, Subject: [DASHBOARD ALERT] {{count}} disconnected data sources, Priority: High

Email body: Same content as Slack message + links to each campaign in AgencyAnalytics admin.

Path B: If all integrations healthy

• No action (silent success)
• Optional: Log to Google Sheet for uptime tracking

Reconnection Runbook (provide as PDF/wiki to agency)

Google Ads / GA4 / Search Console Disconnection

Cause: OAuth token expired or Google account password changed

Meta/Facebook Ads Disconnection

Cause: Personal user token expired (60-day limit) or user removed from Business Manager

Semrush / Ahrefs API Key Expired

Cause: Agency subscription lapsed or API key was regenerated

General Troubleshooting

Report Delivery Confirmation and Follow-Up Tracker

Type: workflow Tracks whether automated reports were successfully delivered to each client and whether the agency account manager has followed up. Creates accountability by logging delivery status and follow-up completion in a shared Google Sheet, and sends reminder notifications if follow-up hasn't happened within 48 hours of delivery.

Implementation:

# Make.com Scenario: Report Delivery Tracker
# Trigger: AgencyAnalytics Webhook — Report Sent event
# (Configure in AgencyAnalytics: Settings > Webhooks > Add > Event: report.sent)

## Module 1: Parse Webhook Payload
# Expected fields: campaign_id, campaign_name, report_id, recipients, sent_at, report_url

## Module 2: Google Sheets — Add Row to Delivery Log
# Spreadsheet: 'Report Delivery Tracker' (shared with agency team)
# Sheet: 'Delivery Log'
# Row data:
# | Date Sent | Client | Report URL | Recipients | Follow-Up Status | Follow-Up Date | Account Manager |
# | {{sent_at}} | {{campaign_name}} | {{report_url}} | {{recipients}} | Pending | | {{lookup_am_from_campaign}} |

## Module 3: Slack — Notify Account Manager
# Direct message to the account manager assigned to this client
# (Map campaign_name to account manager via a lookup table in Google Sheets)
# Message:
# ":incoming_envelope: Report sent to **{{campaign_name}}**
# Recipients: {{recipients}}
# :arrow_right: Please follow up with the client within 48 hours.
# Mark as complete: {{google_sheet_url}}"

## Module 4: Delay — Wait 48 Hours
# Use Make.com's built-in delay/sleep module
# Wait 48 hours from the sent_at timestamp

## Module 5: Google Sheets — Check Follow-Up Status
# Read the row added in Module 2
# Check if 'Follow-Up Status' column = 'Complete'

## Module 6: Router
### Path A: Follow-up NOT complete
# Slack DM to account manager:
# ":alarm_clock: **Reminder:** Follow-up for **{{campaign_name}}** is overdue.
# Report was sent 48+ hours ago. Please reach out to the client and update the tracker."
# Also notify agency manager/director if >72 hours overdue

### Path B: Follow-up complete
# No action needed

## Lookup Table (Google Sheet tab: 'AM Assignments'):
# | Campaign Name | Account Manager | Slack User ID | Email |
# | Acme Corp | Jane Smith | U0123ABC | jane@agency.com |
# | Beta Inc | John Doe | U0456DEF | john@agency.com |

Testing & Validation

• CONNECTIVITY TEST: For each client campaign, verify every connected data source shows a 'Connected' or 'Active' status in AgencyAnalytics. Navigate to each campaign's Integrations tab and confirm green status indicators and a 'Last Sync' timestamp within the last 24 hours.
• DATA ACCURACY TEST — GOOGLE ADS: For 3 representative clients, compare the following metrics for the previous full month between the AgencyAnalytics dashboard and the Google Ads interface: Impressions (≤1% variance), Clicks (≤1%), Cost (≤0.5%), Conversions (≤2%), Conversion Value (≤2%). Document results in the QA Validation Log spreadsheet.
• DATA ACCURACY TEST — META ADS: For 3 representative clients, compare Impressions, Reach, Spend, Link Clicks, and Purchases between AgencyAnalytics and Meta Ads Manager for the previous full month. Verify variance ≤2% for volume metrics and ≤0.5% for spend.
• DATA ACCURACY TEST — GA4: For 3 representative clients, compare Sessions, Users, New Users, Conversions, and Revenue between AgencyAnalytics and the GA4 Reports interface for the previous full month. Note: minor discrepancies (1-3%) are expected due to data sampling differences; flag anything >5%.
• TIMEZONE CONSISTENCY TEST: Verify that the timezone configured in each AgencyAnalytics campaign matches the timezone setting in the corresponding source platforms (Google Ads account timezone, GA4 property timezone, Meta ad account timezone). Mismatched timezones are the #1 cause of data discrepancies.
• EMAIL DELIVERABILITY TEST: Send a test report from AgencyAnalytics to check@mail-tester.com. Verify the score is 9/10 or higher. Also send test reports to Gmail, Outlook/M365, and Yahoo test addresses to verify inbox delivery (not spam/junk). Verify the sender name, email address, subject line, and branding appear correctly.
• PDF REPORT RENDERING TEST: Download the PDF version of a generated test report. Verify: (1) all charts and visualizations render correctly (no broken images), (2) data tables are properly formatted and not truncated, (3) agency branding (logo, colors, fonts) appears correctly, (4) report fits on the expected number of pages, (5) hyperlinks in the PDF work correctly.
• WHITE-LABEL PORTAL TEST: Log into the client portal using the custom domain (reports.agencyname.com). Verify: (1) SSL certificate is valid (green lock icon), (2) agency branding appears (no AgencyAnalytics branding visible), (3) login page shows correct agency logo, (4) after login, only the assigned client's data is visible, (5) dashboard widgets load and display data correctly.
• CLIENT DATA ISOLATION TEST: Create two test client logins. Log in as Client A and verify you CANNOT see Client B's campaigns, dashboards, or data. Log in as Client B and verify the reverse. This is a critical security and compliance requirement — failure means an immediate configuration fix before go-live.
• MAKE.COM WORKFLOW TEST — SLACK NOTIFICATION: Trigger a test report delivery and verify that the Slack notification arrives in the correct channel within 60 seconds, contains the correct client name and report URL, and mentions the correct account manager.
• MAKE.COM WORKFLOW TEST — PDF ARCHIVE: Trigger a test report delivery and verify that the PDF file appears in the correct Google Drive folder path (/Client Reports/[ClientName]/[Year]/[Month]/), with the correct filename format, within 5 minutes of delivery.
• MAKE.COM WORKFLOW TEST — DATA SOURCE HEALTH CHECK: Manually disconnect one data source for a test campaign. Wait for the next health check cycle (or trigger it manually). Verify that a Slack alert is generated within 15 minutes identifying the specific disconnected integration and affected client. Reconnect the data source and verify the next health check shows all clear.
• SCHEDULED DELIVERY TEST: Configure a report schedule for a test campaign set to deliver 'today' to internal email addresses. Verify the report is generated and delivered within the expected time window. Verify the email subject line uses the correct template variables (agency name, client name, month/year). Verify both the PDF attachment and live dashboard link are included.
• END-TO-END MONTHLY CYCLE TEST: Simulate a full monthly cycle: (1) Pre-flight check runs and produces a summary with no issues flagged, (2) Reports generate on schedule, (3) Emails deliver to all recipients, (4) Slack notifications fire for each delivery, (5) PDFs archive to Google Drive, (6) Follow-up tracker logs the deliveries, (7) 48-hour reminder fires if follow-up is not marked complete. Run this test for at least 3 clients before enabling live delivery to actual clients.
• FAILOVER TEST: Temporarily revoke API access for one data source and observe the behavior: (1) Health check alert fires correctly, (2) Report generation still proceeds but the affected widget shows a data unavailable message (not a blank or broken chart), (3) Pre-flight check flags the issue 48 hours before next delivery. This validates the monitoring and alerting pipeline.

Client Handoff

Client Handoff Checklist

Training Session (2-3 hours, recorded)

Documentation Package (Delivered as PDF + shared Google Drive folder)

• Admin Runbook: Step-by-step procedures for all routine tasks (adding clients, reconnecting data sources, modifying templates, managing schedules)
• Reconnection Runbook: Platform-specific guides for reconnecting Google, Meta, Semrush, Ahrefs, Mailchimp, HubSpot, and other integrations
• Client Data Source Audit Template: Blank template for onboarding future clients
• Architecture Diagram: Visual overview of the data flow from source platforms through AgencyAnalytics to client delivery
• Credential Inventory: Secure document listing all service accounts, API keys, and OAuth connections (stored in agency's password manager, NOT in plaintext)
• SLA Document: MSP's ongoing support scope, response times, and escalation procedures
• Make.com Scenario Documentation: Description of each automation scenario, its trigger, actions, and expected behavior
• Training Recording: Video recording of the training session with chapter markers

Success Criteria Review (Jointly with Agency)

Post-Handoff Support Period

• 30-day hypercare period: MSP provides priority support and proactive monitoring
• Weekly 15-minute check-in calls during hypercare to address questions
• MSP monitors second monthly report cycle closely and resolves any issues
• After 30 days, transition to standard managed service SLA

Maintenance

Ongoing Maintenance Responsibilities

MSP Monthly Maintenance Tasks (Estimated: 2-4 hours/month for 10-20 clients)

MSP Quarterly Maintenance Tasks

MSP Annual Maintenance Tasks

SLA Recommendations

Escalation Path

Monitoring Tools and Cadence

• UptimeRobot: Monitors client portal URL and AgencyAnalytics dashboard URLs every 5 minutes. Alerts MSP via email and Slack on downtime.
• Make.com Execution Logs: Review weekly for failed executions. Set up Make.com's built-in error notifications to email MSP on any scenario failure.
• Google Workspace / M365 Admin: Monitor email delivery reports monthly to track bounce rates and spam complaints for report delivery emails.
• AgencyAnalytics Activity Log: Review monthly for unauthorized access or unexpected configuration changes.

Alternatives

Google Looker Studio + Supermetrics (Hybrid Approach)

Use Google Looker Studio (free tier or Pro at $9/user/month) as the dashboard rendering engine, with Supermetrics ($29–$99/month) as the data connector pulling from marketing platforms into Google Sheets or BigQuery. Reports are built as Looker Studio dashboards that auto-refresh. Distribution is handled either via Looker Studio Pro's scheduled email delivery (up to 200/month) or via Make.com/Zapier triggering PDF exports and email sends. The agency gets interactive dashboards shareable via URL, plus automated PDF reports.

Self-Hosted Stack: n8n + Metabase + PostgreSQL

Deploy a fully self-hosted automation and reporting stack. n8n (Community Edition, free) handles all workflow orchestration — API data pulls, scheduling, PDF generation, email sending. Metabase (open-source, free) provides the interactive dashboard and visualization layer. PostgreSQL serves as the data warehouse storing all pulled marketing data. Everything runs on a single Linux VM (2 vCPU, 4 GB RAM, ~$40–80/month on DigitalOcean, Linode, or Hetzner). The MSP owns and controls the entire stack with no third-party SaaS dependency.

Use DashThis as a simpler, more affordable alternative to AgencyAnalytics. DashThis offers pre-built dashboard templates, 34+ native integrations, automated monthly email report delivery, and white-label branding (on Professional plan at $139/month for 10 dashboards). The interface is intentionally simplified — less powerful than AgencyAnalytics but faster to set up and easier for non-technical agency staff to manage independently.

Microsoft Power BI Pro + Dataflows

Use Microsoft Power BI Pro ($14/user/month) as the dashboard platform with Power BI Dataflows for scheduled data refresh from marketing APIs. Leverage Power Automate ($15/user/month) for report scheduling and email distribution. Optionally use Supermetrics for Power BI ($29+/month) for pre-built marketing data connectors. Reports are delivered as paginated Power BI reports via email subscription or as embedded dashboards in a Power BI workspace shared with clients.

Vendasta White-Label Platform

Vendasta provides a complete white-label platform designed for MSPs and agencies to resell marketing services. It includes an executive dashboard that pulls data from multiple marketing channels, automated report generation, a branded client portal, and a full marketplace of white-label marketing products. The MSP or agency operates under their own brand while Vendasta powers the backend.