NinjaCat vs Improvado: Which Marketing Performance Platform Is Right for Your Agency? (2026)

NinjaCat and Improvado both solve marketing data consolidation for agencies — but they solve fundamentally different problems. NinjaCat is purpose-built for rapid white-label reporting across multiple client accounts, with built-in dashboards and call tracking. Improvado is an enterprise marketing data platform that handles extraction, transformation, governance, and AI-powered insights at scale. If your agency delivers branded client portals with standard KPIs, NinjaCat gets you there faster. If you're managing complex data pipelines, custom attribution models, or multi-brand enterprise clients with compliance requirements, Improvado provides infrastructure NinjaCat wasn't designed to handle.

A Note on Perspective

Full disclosure: we're Improvado, and this page reflects our perspective. We've represented NinjaCat's capabilities as accurately as possible based on publicly available information and user reviews — and where we've gotten something wrong, email us and we'll correct it. Our goal is to help you make the right decision for your agency, even if that decision isn't us.

Quick Verdict

Feature Comparison: NinjaCat vs Improvado

Where Improvado and NinjaCat Diverge

Your Marketing Team Controls the Data Pipeline — No Engineering Backlog

NinjaCat handles basic transformation for visualization: it pulls data from 150+ sources and delivers it to dashboards or warehouses in a format ready for reporting. That works when your clients accept standard metrics and pre-built templates. It doesn't work when you need to normalize campaign naming conventions across 30 ad accounts, create custom calculated fields per client workspace, or join CRM data with ad spend at the contact level.

Improvado provides a full transformation layer marketers can operate without writing SQL — and engineers can extend when they need to. The Marketing Cloud Data Model (MCDM) pre-maps 46,000 metrics and dimensions into standardized schemas, so cross-channel reporting doesn't require manual field mapping every time a client adds a platform. You're not limited to what the vendor's dashboard templates support — you define the logic, and Improvado executes it at scale.

When a client asks for a custom attribution model that weights first-touch and last-touch differently by product category, NinjaCat hands that back to your BI team or a third-party tool. Improvado handles it in the transformation layer, governed and version-controlled.

Improvado review

“Improvado handles everything. If it's a data source of any kind, either there's a connector for it, or we get one created.”

Beau Payne

Marketing Data Governance That Prevents Errors Before Campaigns Launch

NinjaCat offers budget pacing, role-based permissions, and per-client workspace isolation — strong governance features for agency workflows. What it doesn't offer is pre-launch validation rules, real-time anomaly detection across all client accounts simultaneously, or compliance audit trails for regulated industries.

Improvado ships with 250+ pre-built governance rules: UTM parameter validation, naming convention enforcement, budget cap alerts, duplicate campaign detection, and metric anomaly flagging. These rules run before data hits your warehouse — not after a client calls asking why the dashboard shows $50K overspend on a paused campaign.

When you're managing 50 client accounts, governance isn't a nice-to-have. It's the difference between proactively catching a budget pacing issue and discovering it in a client QBR. NinjaCat gives you dashboards to monitor performance; Improvado gives you automated rules that stop problems before they become client conversations.

500+ Connectors vs 150+ — And What That Gap Actually Means

NinjaCat covers the major platforms agencies use daily: Google Ads, Facebook, LinkedIn, Bing, Google Analytics, CallRail, and the standard paid media stack. For 80% of agency clients, that's enough. The problem surfaces when a client runs campaigns on The Trade Desk, AppsFlyer, Adjust, or Salesforce Marketing Cloud — platforms outside NinjaCat's 150-connector library.

Improvado maintains 500+ pre-built connectors and commits to building custom connectors in 2–4 weeks under SLA. That's not a request queue — it's a contractual guarantee. When a client adds a niche platform mid-contract, your agency doesn't become the bottleneck.

The deeper difference: Improvado preserves 2 years of historical data when a connector changes or an API updates. NinjaCat handles API updates, but doesn't contractually guarantee historical data retention across breaking changes. For agencies running year-over-year performance analysis or attribution models that require 18+ months of lookback, that's a material risk.

Improvado review

“About 95% of the data points we needed were already provided by Improvado.”

Josh Allen

Senior Software Engineer

AI That Answers Questions vs AI That Surfaces Insights You Didn't Know to Ask

Both platforms offer AI capabilities, but they're solving different problems. NinjaCat's AI monitors campaigns, flags performance anomalies, and helps parse naming conventions across clients. It's reactive intelligence — useful for keeping campaigns on track.

Improvado's AI Agent operates as a marketing analyst: it reads governed datasets, answers natural language queries ("Why did our CPL increase 30% last week?"), generates root-cause analysis, drafts performance summaries, and identifies patterns across all client accounts simultaneously. It's proactive intelligence designed to replace the repetitive analytical work your team does manually.

When a prospect asks how your agency uses AI, NinjaCat lets you say you automate monitoring. Improvado lets you say you deploy an AI analyst that benchmarks every client against similar accounts, explains performance shifts before clients notice them, and generates executive summaries at the click of a button.

Improvado review

“I use Improvado AI Agent to get basic analytics and quick solves. I just enter the question, and it gives me the answer I need.”

Beau Payne

Dedicated CSM and Professional Services vs Ticket-Based Assistance

NinjaCat provides live support, ticket-based assistance, and training — standard for a SaaS platform at its price point. Improvado includes a dedicated Customer Success Manager and professional services team as part of the contract, not as an add-on.

That difference matters when onboarding a new enterprise client with 50+ data sources, custom KPI definitions, and a compliance review process. A ticket queue won't get you through a SOC 2 audit or a campaign taxonomy migration. A CSM who knows your business and a solutions engineer who can build custom connectors will.

Agencies don't fail because the software doesn't work — they fail because implementation takes too long, clients lose patience, and the internal team doesn't have bandwidth to troubleshoot. Improvado's service model assumes you need expert help; NinjaCat's assumes you can self-serve with occasional support.

Improvado review

“Having a single point of contact simplifies everything. If we ever need assistance, we can reach out directly to Improvado instead of managing it internally. That's worth something.”

Jonathan Hemnes

EVP of Engineering

When NinjaCat Is the Right Choice

NinjaCat wins in specific scenarios where speed, simplicity, and built-in reporting matter more than transformation depth or enterprise-grade governance:

• Your agency delivers standardized reporting packages to 20+ clients — NinjaCat's white-label dashboards and pre-built templates let you deploy a consistent analytics offering without building custom BI infrastructure for every client.
• Call tracking is a core service offering — NinjaCat integrates natively with CallRail, CallTrackingMetrics, and Marchex, surfacing call metrics alongside digital ad performance in unified dashboards. Improvado supports call tracking data via API, but NinjaCat's native integrations are tighter.
• Your clients accept out-of-the-box KPIs and don't require custom attribution models — if standard metrics (CPC, CPM, ROAS, conversion rate) suffice and you're not building multi-touch attribution or Marketing Mix Models, NinjaCat's built-in analytics handle the job.
• You need predictable pricing for a mid-market agency budget — NinjaCat's contract-based pricing (starting around $1,500–$3,000/month) is lower than enterprise ETL platforms, making it accessible for agencies with 10–30 clients and straightforward reporting needs.
• Your team wants an all-in-one platform with built-in dashboards, not a data pipeline that outputs to external BI tools — NinjaCat is the reporting layer and the data layer in one product. Improvado is the data foundation; you bring your own BI tool (Looker, Tableau, Power BI) for visualization.

What Agencies Using Improvado Say

Agencies choose Improvado when client complexity outgrows what reporting-first platforms can handle — when the bottleneck isn't dashboard design, but data pipeline reliability, transformation logic, and governance at scale.

Case study

At Signal Theory, Improvado’s wide range of connectors—including the much-needed GA4—was a game-changer. Improvado also simplified the process of merging data from various sources and solved a major bottleneck that had been too cumbersome in the agency’s previous platform. Read full case study →

“Improvado’s connectors were huge for us in overcoming the limitations of our previous platform. I don't think we would have been able to get as far with data as we are now.”

Shayna Tyler

Analyst, Signal Theory

Case study

At Signal Theory, for most clients, the reporting process is now fully automated, taking 30 minutes to an hour at most. For clients with unique data sources requiring manual input, the system is flexible enough to accommodate specific needs without compromising overall efficiency. Read full case study →

“Reports that used to take hours now only take about 30 minutes. We're reporting for significantly more clients, even though it is only being handled by a single person. That's been huge for us.”

Shayna Tyler

Analyst, Signal Theory

Case study

At Booyah Advertising, when the initial setup was complete, the team found that they rarely needed to interact with the Improvado platform on a daily basis. Read full case study →

“Once the data's flowing and our recipes are good to go—it's just set it and forget it. We never have issues with data timing out or not populating in GBQ. We only go into the platform now to handle a backend refresh if naming conventions change or something. That's it.”

Tyler Corcoran

Booyah Advertising

Pricing: NinjaCat vs Improvado

NinjaCat operates on contract-based pricing with publicly reported ranges starting at $1,500–$3,000 per month, though some sources cite $3,000 per contract (likely annual). Custom pricing is available based on the number of clients, data sources, and features required. The model is designed for mid-market agencies managing 10–50 client accounts with standard reporting workflows.

Improvado uses custom pricing based on data volume, number of connectors, transformation complexity, and required features (governance, AI, attribution). There's no publicly listed starting price — pricing is determined during the sales process based on your agency's specific needs. For context, Improvado typically serves agencies managing 50+ clients or enterprise brands with multi-regional campaigns and compliance requirements.

Total cost of ownership considerations:

• NinjaCat: Pricing appears straightforward, but doesn't include external BI tool licenses if you outgrow built-in dashboards, or additional ETL/warehousing costs if you need to store raw data long-term or run advanced transformations outside the platform.
• Improvado: Higher upfront cost, but includes professional services, dedicated CSM, and custom connector builds under SLA — services most competitors charge extra for. If you're replacing multiple tools (ETL platform + governance system + attribution software), Improvado's consolidated pricing often becomes cost-neutral or lower than a fragmented stack.

The decision isn't strictly about monthly cost — it's about whether the platform's capabilities match your revenue model. If your agency charges clients a flat monthly retainer for standard reporting, NinjaCat's predictable pricing aligns well. If you sell custom analytics packages, attribution modeling, or data strategy consulting, Improvado's infrastructure supports higher-value service offerings that justify the platform investment.

Frequently Asked Questions

What is the main difference between NinjaCat and Improvado?

NinjaCat is a marketing performance management platform designed for agencies to automate client reporting with built-in white-label dashboards, budget pacing, and call tracking integration. Improvado is an enterprise marketing data platform that handles the full data pipeline — extraction, transformation, governance, and AI-powered insights — and outputs to any BI tool or data warehouse. NinjaCat solves reporting automation; Improvado solves data infrastructure for complex analytics.

How do the data connector libraries compare?

Improvado offers 500+ pre-built connectors and builds custom connectors in 2–4 weeks under SLA, with 2-year historical data preservation across API changes. NinjaCat provides 150+ native integrations covering major ad platforms, social channels, analytics tools, and call tracking providers. For standard agency workflows, NinjaCat's connector library is sufficient. For enterprise clients or niche platforms (The Trade Desk, AppsFlyer, Salesforce Marketing Cloud), Improvado's breadth and custom connector guarantee become critical.

Can NinjaCat handle advanced data transformation?

NinjaCat performs basic transformation to prepare data for visualization and reporting, but lacks the deep ETL capabilities required for complex joins, custom calculated fields, or long-term raw data storage. If your agency needs to normalize campaign naming conventions across 30 client accounts, build multi-touch attribution models, or join CRM data with ad spend at the contact level, you'll need an external transformation tool (like DBT) or a platform like Improvado that handles transformation natively.

How long does it take to migrate from NinjaCat to Improvado?

Implementation timelines depend on the number of data sources, transformation complexity, and governance requirements. For a typical mid-market agency with 20–30 clients and 10–15 data sources per client, expect 2–4 weeks for initial connector setup and data validation, followed by an additional 2–3 weeks for custom transformation logic, governance rule deployment, and BI dashboard integration. Improvado includes professional services and a dedicated CSM to manage the migration, so your internal team isn't building the pipeline from scratch.

Does Improvado support white-label reporting like NinjaCat?

Improvado doesn't provide built-in white-label dashboards — it's a data platform, not a reporting tool. Instead, Improvado delivers clean, governed data to your BI tool of choice (Looker, Tableau, Power BI, or custom), where you control the branding, layout, and client-facing presentation. This approach gives agencies more flexibility than pre-built templates, but requires your team to own the BI layer. If you need out-of-the-box white-label dashboards without BI infrastructure, NinjaCat is the better fit.

What does Marketing Data Governance mean in practice?

Marketing Data Governance automates the rules that keep campaign data accurate and compliant: UTM parameter validation, naming convention enforcement, budget cap alerts, duplicate campaign detection, and metric anomaly flagging. Improvado ships with 250+ pre-built rules and lets you configure custom policies per client workspace. NinjaCat offers budget pacing and role-based permissions (strong for agency workflows), but doesn't provide pre-launch validation or real-time anomaly detection across all accounts. The practical difference: Improvado catches errors before they hit your warehouse; NinjaCat helps you monitor performance after campaigns launch.

How do the AI capabilities differ?

NinjaCat's AI monitors campaigns, flags performance shifts, and assists with creative analysis and taxonomy parsing — useful for keeping clients' campaigns on track. Improvado's AI Agent operates as a marketing analyst: it answers natural language queries, generates root-cause analysis for performance changes, drafts automated summaries, and identifies patterns across all client accounts. If your agency sells AI-powered insights as a service offering, Improvado's depth supports that positioning; if you need AI to automate monitoring, NinjaCat covers the basics.

When does NinjaCat win over Improvado?

NinjaCat is the right choice when your agency prioritizes speed-to-value, built-in white-label dashboards, and predictable mid-market pricing — and your clients accept standard reporting templates without requiring deep custom transformations, attribution models, or enterprise compliance. If you're delivering branded client portals with out-of-the-box KPIs and call tracking integration, NinjaCat gets you operational faster and at a lower price point than building a full BI stack on top of Improvado.