Whatagraph vs Improvado: Which Is Right for Marketing Teams Managing Multiple Clients? (2026)

Whatagraph and Improvado both promise to solve the marketing data problem, but they solve fundamentally different parts of it. Whatagraph is an AI-powered reporting platform built to automate dashboards and client presentations. Improvado is a marketing data platform handling extraction, transformation, governance, and delivery across the entire analytics stack. The difference isn't incremental—it's architectural. This comparison covers where each tool wins, what each costs, and how to decide which fits your team.

A Note on Perspective

Full disclosure: we're Improvado, and this page is written from our perspective. We've tried to represent Whatagraph's capabilities accurately—and where we've gotten it wrong, email us and we'll fix it. Our goal is to help you make the right call, even if that's not us.

Quick Verdict

Feature Comparison: Improvado vs Whatagraph

Where Improvado and Whatagraph Diverge

The table shows what each platform does. This section explains what that means when you're managing 20+ client accounts, onboarding a new platform mid-campaign, or defending a budget discrepancy in a client meeting.

Your Marketing Team Operates the Entire Pipeline—No Engineering Tickets

Whatagraph excels at the last mile: taking clean data and turning it into client-ready dashboards. But it assumes the data is already extracted, normalized, and ready to visualize. If a client adds a new ad platform, you're either limited to Whatagraph's 55 managed integrations or you're building a custom API connection and handling the transformation yourself.

Improvado owns the entire pipeline. When a client asks to add TikTok Ads or a niche affiliate platform, the connector is either already in the library of 500+ pre-built integrations, or it's built under a 2–4 week SLA with professional services handling the API maintenance. Marketing teams don't file tickets with engineering—they configure the connector in the Improvado interface and the data starts flowing.

The no-code transformation layer means your strategists can map "cost per conversion" across Google Ads, Meta, LinkedIn, and TikTok without writing SQL. But when your analytics team needs custom attribution logic, they have full SQL access to the same data. Dual-persona design: marketers get simplicity, engineers get power.

Improvado review

“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

Marketing Data Governance: 250+ Pre-Built Rules vs. Manual Quality Checks

Whatagraph tracks metrics and visualizes performance, but it doesn't validate whether the data feeding those dashboards is correct. If a campaign launches without UTM parameters, or a client's media budget is pacing 40% over target by mid-month, Whatagraph shows you the numbers—but it doesn't flag the issue before it becomes a client-facing problem.

Improvado includes 250+ pre-built governance rules covering naming conventions, budget pacing, UTM completeness, duplicate campaign detection, and cross-channel consistency. These rules run in real time. When a campaign goes off-track, your team gets an alert before the client discovers the issue themselves. That's the difference between reactive reporting and proactive campaign management.

For agencies managing multiple clients, governance templates can be cloned and customized per client. Each client's naming conventions, budget rules, and quality thresholds are enforced independently. The compliance dashboards show measurable improvement in data quality over time—a quantifiable proof point when demonstrating agency value.

Improvado review

“If we don't trust the data, the agency won’t trust the reports and won't give them to the client. They’ll start pulling data manually to Excel and spend a lot of time comparing platform numbers to reports. With Improvado, we now trust the data. If anything is wrong, it’s how someone on the team is viewing it, not the data itself. It’s 99.9% accurate.”

Tyler Corcoran

Scaling to 50+ Clients Without Replatforming

Whatagraph scales well for reporting: unlimited dashboards, unlimited users, and dashboard cloning across all paid tiers. If your bottleneck is producing more client-facing reports faster, Whatagraph removes that friction. But as client count grows, the data layer becomes the constraint. Each new client means configuring extraction, handling API rate limits, validating data freshness, and reconciling discrepancies when numbers don't match the ad platform.

Improvado is built for agencies managing 50+ clients simultaneously. Centralized pipeline management means one interface for all client extractions, transformations, and governance. When a platform changes its API (which happens quarterly for major ad networks), Improvado handles the update across all clients. Your team doesn't touch 50 individual connectors.

The professional services team becomes an extension of your agency. New client onboarding that could take a month gets compressed to days. Custom connectors, complex transformations, and compliance rule libraries are handled as part of the service—not as billable add-ons. That model works when scaling is a strategic priority, not when you're managing a handful of clients with stable tech stacks.

Improvado review

“I've seen client onboardings that could have taken a month cut down to just a couple of days with Improvado. It also speeds up our ability to communicate our expertise to visual clients.”

Bill Urciuoli

Transformation Depth: Marketing-Specific Data Models vs. Basic Blending

Whatagraph offers pre-made transformations and calculated fields—enough to build cross-channel dashboards and custom KPIs. For straightforward reporting needs (total spend, impressions, clicks, conversions by channel), it works. But when you need to normalize "purchase" events across Google Analytics 4, Meta CAPI, TikTok Events API, and Shopify—each using different event schemas—you're handling that logic outside Whatagraph or limiting analysis to surface-level metrics.

Improvado's Marketing Cloud Data Model (MCDM) is pre-built specifically for marketing use cases. It handles schema normalization, metric harmonization, and cross-platform event mapping automatically. The AI Agent automates the tedious parts: mapping "cost_per_conversion" from 30 different field names across platforms, flagging anomalies when CTR drops 40% week-over-week, and surfacing the insight in plain language.

When transformation requirements go beyond the pre-built models, the SQL layer is accessible. Your data team can write custom transformation recipes, version them, and deploy across all clients. That flexibility matters when clients have unique attribution models, custom funnel definitions, or industry-specific KPIs that off-the-shelf platforms can't accommodate.

Dedicated Customer Success vs. Responsive Ticket Support

Whatagraph's support is highly rated on G2—live chat in 4 minutes, responsive email, and helpful documentation. For teams that need quick answers to "how do I filter this widget?" or "why isn't this data source refreshing?", the support model works. It's self-serve-first, with human help available when you're stuck.

Improvado includes a dedicated Customer Success Manager (CSM) and professional services team as part of the platform cost—not as an add-on. The CSM becomes your team's extension: weekly check-ins, proactive monitoring of data pipeline health, and direct escalation when something breaks. When a client adds a new platform mid-quarter, the CSM coordinates the connector build, transformation setup, and dashboard delivery without your team managing the project.

For agencies, that model shifts the burden. Instead of your strategist troubleshooting API rate limits or debugging a schema mismatch, Improvado's team handles it. The cost is higher, but the time saved scales with client count. When you're managing 30 clients and every hour saved per client per week compounds, the ROI justifies the premium.

Improvado review

“We have weekly meetings with Improvado representative, and that really helps get things done quicker. We can raise a ticket, ask them to look at it, and they’ll push it forward if needed.”

Quinny Li

When to Choose Whatagraph

Whatagraph is the right choice in specific scenarios where its strengths align with your team's actual needs:

• Your data is already centralized and clean. If you've built your own ETL pipeline, use DBT for transformation, and need a reporting layer with polished client-facing dashboards, Whatagraph delivers that final mile better than Improvado's native reporting.
• You need white-labeled dashboards with minimal setup. Whatagraph's native templates, drag-and-drop interface, and AI-powered report generation require less technical lift than configuring a full BI tool. If speed-to-client-presentation is the priority, Whatagraph wins.
• Your client count is under 10 and tech stack is stable. The 55 managed integrations cover the major ad platforms and analytics tools. If your clients aren't adding niche platforms quarterly, the connector gap won't constrain you.
• Budget is tight and you're optimizing for reporting cost, not pipeline cost. At €199–€499/month for unlimited users and dashboards, Whatagraph is cheaper than Improvado if your only need is visualization. But factor in the engineering time to maintain the data layer—that's where the total cost of ownership shifts.
• Your team values visual polish over transformation depth. Whatagraph's dashboards are presentation-ready out of the box. Improvado's strength is the data pipeline; the reporting is functional but requires a BI tool like Looker or Tableau for the same visual quality.

What Customers Say

Agencies and enterprise marketing teams using Improvado consistently highlight three outcomes: time saved on reporting, elimination of engineering dependencies, and the ability to scale client count without replatforming.

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

The governance layer surfaces issues that would otherwise become client escalations. When a campaign naming convention breaks, or a budget overspend is trending toward month-end, teams get alerts before the client sees the discrepancy in their dashboard. That shifts the agency's role from reactive to proactive.

Case study

Yodel Mobile relies on Improvado for daily budget pacing and campaign optimization. Having centralized, reliable data allows them to make quick adjustments to ensure campaigns stay on track. Read full case study →

“Improvado allows us to have all information in one place for quick action. We can see at a glance if we're on target with spending or if changes are needed—without having to dig into each platform individually.”

Kasia Pasich

Data Analyst, Yodel Mobile

For enterprise marketing teams managing global campaigns, the compliance and audit trail capabilities matter. When stakeholders question data accuracy, the governance logs show when issues were detected, what rules flagged them, and when they were resolved. That level of transparency isn't available in reporting-only platforms.

Pricing Comparison: Whatagraph vs Improvado

Whatagraph and Improvado use fundamentally different pricing models, which makes direct comparison difficult—but understanding what drives cost at each platform clarifies the total ownership picture.

Whatagraph Pricing

Whatagraph uses a credit-based model where each connected data source consumes credits. Pricing is tiered by credit count, with unlimited users, reports, and dashboards across all paid plans:

• Free: €0/month — 3–5 credits; essential integrations; basic reporting; public sharing only
• Start: €199/month (annual billing) — 5–20 credits; unlimited users/reports; essential integrations; pre-made transformations
• Boost (most popular): €499/month (annual billing) — 60 credits; advanced/premium integrations; Whatagraph IQ (AI features); custom transformations; version history
• Max: Custom pricing — 100+ credits; unlimited users; all features; priority support; white-labeling available as add-on

Additional credits cost approximately €5.60/month each. Monthly billing increases the base price by roughly 25%. White-labeling is a premium add-on on the Max tier. A 30-day free trial is available on paid plans.

Improvado Pricing

Improvado's pricing is modular and outcome-based, determined by three variables: number of data connectors, data volume processed, and number of destinations (warehouses or BI tools). Enterprise plans include dedicated CSM and professional services as part of the base cost, not as add-ons.

Pricing is custom-quoted based on your specific use case. A typical mid-market agency managing 15–25 clients with 30–50 data sources can expect pricing in the range of $3,000–$6,000/month. Enterprise deployments with 100+ connectors, multi-region compliance requirements, and custom transformation recipes are quoted individually.

What's included at the base tier: 500+ pre-built connectors, Marketing Cloud Data Model (MCDM), AI Agent for mapping and anomaly detection, Marketing Data Governance (250+ rules), dedicated CSM, professional services for onboarding and custom connector builds, and 24/7 support. There are no usage-based surprise costs—pricing is predictable and scales with your client count.

Total Cost of Ownership

Whatagraph's sticker price is lower if you only need reporting. But the total cost includes the hidden work: engineering time to maintain custom API connections, manual data validation when discrepancies appear, and the opportunity cost of your strategists spending 10 hours/week reconciling platform data instead of optimizing campaigns.

Improvado's higher upfront cost includes the services that eliminate those hidden costs. When a platform updates its API, Improvado handles it. When a client adds a niche ad network, the connector is built under SLA. When data quality issues arise, the governance layer flags them before they reach the client. For agencies scaling past 20 clients, that shift from DIY to managed infrastructure justifies the premium.

The break-even calculation depends on how you value your team's time. If your data analyst costs $80/hour and spends 15 hours/month maintaining pipelines that Improvado would automate, that's $1,200/month in hidden cost. Multiply by client count and the ROI becomes clear.

Frequently Asked Questions

What is the main difference between Improvado and Whatagraph?

Improvado is a full-stack marketing data platform handling extraction, transformation, governance, and delivery to any BI tool or warehouse. Whatagraph is a reporting and visualization platform focused on automating client dashboards with AI-powered insights. The core difference: Improvado owns the entire data pipeline; Whatagraph assumes the data is already clean and centralized, then visualizes it. If your team needs to solve the data layer, choose Improvado. If the data layer is solved and you need better client reporting, choose Whatagraph.

How many data sources does each platform support?

Improvado offers 500+ pre-built connectors covering major ad platforms, analytics tools, CRMs, offline data sources, and niche marketing channels. Custom connectors are built in 2–4 weeks under SLA. Whatagraph provides 55+ managed integrations focused on the most common marketing platforms, with custom sources available via API, Google Sheets, or BigQuery connections—but without the same depth of transformation support for complex schemas.

Does Whatagraph offer marketing data governance?

Whatagraph allows you to create custom metrics, goals, and alerts, but it does not include a built-in governance framework. Improvado includes 250+ pre-built compliance rules covering naming conventions, UTM validation, budget pacing, duplicate detection, and cross-channel consistency. These rules run in real time with alerts and audit trails. For agencies managing client data quality at scale, that governance layer is a core differentiator.

How do the AI features compare?

Whatagraph IQ focuses on AI-powered reporting: one-click report creation, branded themes, plain-language performance summaries, and a chat interface for querying data. Improvado's AI Agent handles the data pipeline: automated metric mapping across platforms, anomaly detection, and instant answers to analytical questions. Whatagraph's AI makes reporting faster; Improvado's AI makes the data layer smarter.

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

Migration timeline depends on the number of data sources and complexity of transformation requirements. A typical agency with 20–30 connectors and standard reporting needs can complete migration in 2–4 weeks with Improvado's professional services team managing the setup. The team handles connector configuration, transformation recipe deployment, and BI tool integration. Your internal lift is primarily stakeholder alignment and dashboard design—not technical implementation.

Can both platforms handle per-client workspace isolation?

Yes, but differently. Whatagraph offers unlimited dashboards and users, making it straightforward to create separate workspaces per client with role-based access. Improvado provides granular role-based access control with multi-client isolation managed through professional services, allowing per-client governance rules, compliance dashboards, and independent data pipelines. For agencies, both work—but Improvado's governance isolation is deeper.

When does Whatagraph win over Improvado?

Whatagraph is the better choice when your data pipeline is already solved (via DBT, custom ETL, or another platform) and you need polished, white-labeled client dashboards with minimal technical setup. If visual presentation quality, fast dashboard creation, and AI-generated summaries are the priority—and your team has fewer than 10 clients with stable tech stacks—Whatagraph delivers better ROI. Improvado wins when the data layer itself is the bottleneck.

What level of support does each platform provide?

Whatagraph offers responsive live chat (average 4-minute response), email support, and documentation across all paid tiers. Priority support is available on the Max tier. Improvado includes a dedicated Customer Success Manager (CSM) and professional services team as part of the base platform cost for mid-market and enterprise plans. The CSM manages onboarding, connector builds, transformation setup, and proactive pipeline monitoring—not just reactive troubleshooting. For agencies scaling client count, that managed-service model removes the operational burden from your internal team.