For small-sized businesses (lower end of SMBs), Digital Marketing is a key driver of growth, and tracking performance efficiently is crucial to maximize results from the limited ad budget this companies have. However, as businesses grow, the complexity of managing multiple advertising platforms like Google Ads, Facebook Ads, and analytics tools like Google Analytics 4 (GA4) increases. Automating digital marketing reports can save time, reduce errors, and improve the ability to make data-driven decisions.

This article will explore the best options for automating digital marketing performance reports for companies with fewer than 100 employees. We’ll examine the pros and cons of each solution and provide guidance on which tools work best based on company size.

1. Google Data Studio (Looker Studio)

Google Data Studio, now called Looker Studio, is a free tool offered by Google for creating customizable dashboards and reports. It integrates easily with Google Ads, Facebook Ads (via third-party connectors), and GA4, making it a popular choice for SMBs looking for a cost-effective solution.

Pros:

• Free: Google Data Studio is entirely free.
• Ease of Use: Intuitive drag-and-drop interface that requires minimal technical expertise.
• Customization: Highly customizable dashboards to meet unique reporting needs.
• Collaboration: Real-time collaboration and sharing features.

Cons:

• Facebook Ads Integration: Requires third-party connectors, which may add additional costs.
• Limited Advanced Features: Performance may degrade with large datasets or complex reports.

Cost:

• Initial Setup: Free if done in-house, but may require consulting or training for advanced features ($500–$1,500).
• Annual Management: Free unless third-party connectors are used for Facebook Ads ($200–$1,000 annually).

Best Fit: Ideal for small companies or startups with limited budgets but internal resources for setup and management.

2. Supermetrics + Google Sheets/Excel

Supermetrics is a tool that automates the process of pulling data from Google Ads, Facebook Ads, and GA4 into spreadsheets like Google Sheets or Excel. It’s widely used for reporting and data automation.

Pros:

• Automated Reporting: Data is automatically pulled into spreadsheets, reducing manual effort.
• Affordable: Supermetrics offers an affordable solution, especially for Google Sheets.
• Customizable: Full control over how data is presented and analyzed in spreadsheets.

Cons:

• Facebook Ads Integration: Requires the paid Supermetrics connector for Facebook Ads.
• Limited Scalability: Spreadsheets may not be ideal for large datasets or complex reporting.

Cost:

• Initial Setup: Free if done in-house, but could cost around $500–$1,500 for setup.
• Annual Management: Supermetrics costs $99–$149/month for Facebook Ads integration, totaling $1,188–$1,788 annually.

Best Fit: Suitable for businesses that prefer using spreadsheets and need a simple, automated solution.

3. Power BI + Google Ads, Facebook Ads, GA4 Connectors

Power BI is a powerful business intelligence tool that allows for advanced data analysis and reporting. It integrates well with Google Ads, Facebook Ads, and GA4, offering robust features for companies that need more sophisticated reports.

Pros:

• Advanced Analytics: Powerful data modeling and reporting capabilities.
• Customizable: Provides detailed custom dashboards.
• Scalable: Well-suited for growing businesses with expanding data and reporting needs.

Cons:

• Learning Curve: Steeper learning curve compared to simpler tools like Data Studio.
• Facebook Ads Integration: Requires third-party connectors, adding additional costs.

Cost:

• Initial Setup: Setup costs can range from $2,000–$5,000 for complex reports.
• Annual Management: Power BI Pro costs around $120/user/year, plus connector fees ($500–$2,000 annually).

Best Fit: Best for medium-sized companies (20-50 employees) that require advanced reporting and have resources for setup and maintenance.

4. Third-Party Marketing Dashboards (e.g., DashThis, AgencyAnalytics)

Third-party marketing dashboards like DashThis or AgencyAnalytics are designed for automated reporting across multiple marketing platforms, including Google Ads, Facebook Ads, and GA4. They offer pre-built templates and easy integration with marketing tools.

Pros:

• Ease of Use: Pre-built templates and easy integration with advertising platforms.
• Time-Saving: Minimal setup and maintenance required, making them great for companies that want a hands-off approach.
• All-in-One: Handles multiple marketing platforms in one place.

Cons:

• Limited Customization: While customizable, these tools are less flexible than Power BI or Google Data Studio.
• Cost: Ongoing subscription costs can be high for small businesses.

Cost:

• Initial Setup: Usually included in the subscription, so low setup costs.
• Annual Management: Costs typically range from $500–$2,500 annually, depending on the plan and number of users.

Best Fit: Ideal for businesses that want a hands-off, automated solution with minimal internal setup, but are willing to pay for convenience.

5. Power BI + Google Ads, Facebook Ads, GA4 through API Connectors into owned Cloud storage

For businesses which are gearing up for the next growth phase and are getting into specific reporting needs, direct API integrations can pull data directly from Google Ads, Facebook Ads, and GA4 into a database or reporting system. This allows for better historical comparison, cross-channel reports and business specific customization of reporting and analytics.

Pros:

• Full Customization: Tailored to meet exact reporting needs specific to the growth stage and focus of the business.
• Integration with Other Systems: Ability to inter-connect reports between multiple departments like Marketing with CRM and Finance.
• Scalability: Can grow with your business and handle complex reporting tasks.

Cons:

• Technical Expertise: Requires developers to build and maintain the API integrations.
• Higher Costs: Custom dashboard development would require additional efforts.

Cost:

• Initial Setup: Starts from $5,000 for a set of 2 to 5 dashboards and can go up to $20,000 depending on the complexity of the solution.
• Annual Management: Software costs (for Power BI and API) range from $1,000 to $5,000 annually for 5 to 20 users.

Best Fit: Best for small businesses with 50–100 employees with a growth focus that benefit from custom insights and the technical resources to handle custom integrations.

Choosing the Right Option for Your Business

Conclusion

For small businesses, there are multiple options available in the market today, and companies can easily start small and keep moving to more advanced options as there businesses and requirements grow. Data Studio and Supermetrics with Google Sheets/Excel offer the most affordable and user-friendly solutions for automating digital marketing performance reports. As businesses grow, Power BI with Direct API connections become more viable options for advanced analytics and reporting.

By selecting the right tool for your company’s size and needs, you can streamline your reporting processes, save valuable time, and gain deeper insights into your digital marketing performance.