How a digital ad agency automated client ROAS reporting with dashboard software

ReachFire is a digital native advertising agency specializing in programmatic advertising for B2B and B2C brands. The team works collaboratively with clients to increase traffic, drive sales, educate consumers, and build brand awareness. Using multi-channel marketing and advanced behavioral targeting, ReachFire transforms ordinary sales messages into extraordinary brands.

Meet Jane

"My name is Jane Darke and I have worked as part of the management team at ReachFire for around two years as Operations Manager."

Jane oversees day-to-day operations at ReachFire, ensuring projects stay on time and within budget across all clients. Her responsibilities span tracking performance, compiling client statistics, managing creative assets, and administering invoicing and budgets.

Manual spreadsheet reporting became unsustainable

Before adopting a dashboard solution, ReachFire managed key metrics by gathering reports from multiple Demand-side Platforms (DSPs) and consolidating them in Excel spreadsheets.

"Whilst this was an appropriate way of communicating the information to our clients, due to the amount of manual intervention required to produce these reports, it had become unsustainable."

Building client reports manually in spreadsheets is tedious work. It's time-consuming, repetitive, and prone to human error during data entry. Without automation, reports require hand-delivery on a regular basis. Jane recognized the need for a better way to build client reports and decided to explore dashboard software.

"The free trial option was a definite plus point as we got to see how the system would work for us before committing to a subscription."

Klipfolio's free trial provides nearly unlimited access for 14 days, allowing teams to test the platform with their actual data before purchasing.

Choosing dashboard software that saves hours and improves budget decisions

"At first glance, I immediately liked the design of Klipfolio dashboards and the variety of options for bringing in data to act as sources for these individual reports."

Klipfolio connects to 100+ data sources, enabling digital agencies to build metrics from popular tools like Facebook Ads, Google Analytics, HubSpot, and many more. Once data sources are connected, agencies can build custom dashboards tailored to each client's needs or combine multiple data sources into a unified view.

"The most impactful part of Klipfolio for us is to be able to see campaign performance across multiple traffic sources. This allows us to reallocate budget to the best performing areas for our clients."

With Klipfolio, agencies can build specific campaign dashboards or create an all-in-one digital ads dashboard that pulls data from multiple platforms. This unified view makes it easy to spot trends, identify underperforming channels, and reallocate budget strategically.

"Weekly reporting with Klipfolio is now done with a click of a button rather than being a laborious manual task."

Automated dashboard refresh schedules mean reports update on demand or on a fixed schedule—no manual compilation required. Agencies can distribute dashboards via email, PDF, or direct link, ensuring clients always have access to the latest performance data.

Tracking digital ad metrics that demonstrate return on ad spend

"As a programmatic digital advertising agency, it is vital that we let our clients know how their media spend is impacting their overall business. There are key metrics that they expect to see and Klipfolio allows us to collate these metrics across several sources and present them in an attractive and easy to read format."

Digital agencies that proactively track and demonstrate Return on Ad Spend (ROAS) for their clients gain a competitive advantage. Rather than scrambling to answer client questions about performance after the fact, agencies that deliver insights before clients ask build stronger relationships and increase account retention.

Klipfolio enables agencies to deliver performance answers before clients request them. This proactive approach strengthens client relationships and creates opportunities for account growth and upselling.

Here are key digital ad performance metrics that ReachFire tracks and presents to clients:

Daily ad spend

Ad Spend is the total amount of money spent on specific ad variations within a campaign or ad set. Tracking daily spend helps agencies monitor budget burn rate and ensure spending aligns with client budgets.

Cost per acquisition (CPA) or Customer acquisition cost (CAC)

Customer Acquisition Cost is the total cost a business incurs to acquire a new customer, including all sales and marketing expenses. This metric reveals campaign efficiency and helps agencies justify their media spend to clients.

Click-through rate (CTR)

Click-Through Rate (CTR) measures the percentage of ad impressions that result in clicks. CTR is one of the most important measures of ad creative performance and audience relevance.

Cost per click (CPC)

Cost Per Click (CPC) is the price an advertiser pays each time a user clicks their ad. Publishers—typically search engines (search advertising) or websites (display advertising)—charge CPC rates. Tracking CPC helps agencies optimize bids and allocate budget to the most cost-effective channels.

Using data to make better decisions every day

"We are a performance-driven agency. Clients come to us to drive leads, sales, etc. It is essential for us to collect data in order to optimize the campaigns and deliver the best Return on Ad Spend (ROAS) for a client."

Data reveals audience tastes, preferences, behaviours, and habits. Armed with these insights, ReachFire makes informed optimizations to improve conversion rates and campaign efficiency. Clients also gain visibility into how these insights impact their business, building confidence that the agency is responding to trends and delivering results.

By centralizing all performance data in a single dashboard, agencies eliminate silos and ensure everyone—from account managers to leadership—works from the same source of truth. This alignment accelerates decision-making and reduces time spent hunting for reports.

Jane's perspective on automating client reporting

"Transferring all our reporting practices to Klipfolio does require a certain amount of technical know-how, however, the support team is both knowledgeable and effective at dealing with any issues I have encountered along the way."

Jane looks forward to expanding ReachFire's reporting capabilities and leveraging more advanced features that Klipfolio offers. The platform's flexibility means the agency can evolve its dashboards as client needs change and as new data sources become available.

For digital agencies tired of spreadsheet reporting, dashboard software offers a clear path to efficiency. By automating data collection and centralizing performance metrics, agencies free up time for strategic work, strengthen client relationships, and position themselves as data-driven partners rather than service providers scrambling to deliver reports.