White Label Dashboard: Tools, Pricing and Setup

A white label dashboard is a client reporting dashboard that carries your brand instead of the software vendor's: your logo, colors and often your own domain and email sender. Agencies use one to show clients live SEO, ads and analytics results in one branded place, and brands use one to see every channel their agency manages without logging into five tools.

This guide is for agency owners choosing a reporting platform and for e-commerce brands deciding what their agency's dashboard should show. You'll get a clear definition, the metrics worth including, a side-by-side comparison of real tools with prices taken from each vendor's own pricing page on October 27, 2026, a worked cost example, and a step-by-step setup plan.

What is a white label dashboard?

"White label" means the product is built by one company and presented under another company's brand. In reporting, the vendor supplies the data connectors, charts and scheduling, and you supply the branding. Your client logs into a portal that looks like your agency's software, at an address like reports.youragency.com, and receives scheduled reports from your email address.

Most white label dashboards include some or all of these branding features:

• Logo and color scheme. Your logo (or the client's) and brand colors replace the vendor's.
• Custom domain. The dashboard runs on your subdomain rather than the vendor's.
• Branded email. Scheduled reports and alerts go out from your address.
• Client login. Clients get their own access to a live view, not just a monthly PDF.
• Branded exports. PDF reports carry your header, footer and cover page.

Dashboard versus report

A dashboard is live and always on: the client can open it any day and see current numbers. A report is a snapshot, usually monthly, with commentary on what changed and why. Good agencies use both. The dashboard answers "how are we doing right now?" and the report answers "what did you do, what did it earn and what's next?"

Why agencies and brands use white label reporting

For agencies

• Time. Connectors pull data automatically, so nobody copies numbers from Google Analytics into slides every month.
• One view per client. SEO, paid search, paid social and email results sit in one place instead of separate vendor logins.
• Brand consistency. The client experiences one agency, not a stack of third-party tools.
• Retention. Clients who can see progress between calls tend to ask better questions and stay focused on results, not activity.

For brands

• Transparency. You can check the numbers yourself instead of waiting for a monthly call.
• Accountability. A good dashboard ties each channel to revenue, so you can see which spend pays back.
• Continuity. If a team member leaves, the reporting history stays in one place.

What metrics a white label SEO dashboard should show

The most common dashboard mistake is showing everything the connectors can pull. Clients don't need 40 charts. They need a short, consistent set of numbers that connect work to money, with detail one click away.

Separate branded from non-branded search

Branded searches grow when a brand runs TV, influencer or paid social campaigns, whether or not SEO improved. Filter brand terms out of Search Console data so the SEO line shows what SEO earned. Our Search Console performance comparison tool makes period-over-period checks faster, and the Google Analytics vs. Search Console guide explains why the two never match exactly.

Compare like with like

Compare full calendar months, not rolling 28-day windows, and show both month over month and year over year. E-commerce is seasonal, so a November spike or a January dip means little without last year's number next to it. Tag campaign links consistently with a tool like our UTM builder so channel data stays clean.

Best white label dashboard tools compared

The table below compares widely used reporting platforms on their white label features and pricing, using only what each vendor's pricing page showed on October 27, 2026. We didn't include review ratings, because they change constantly and vary by site. Prices are in the currency each vendor shows, and plans change often, so confirm on the vendor page before you buy.

AgencyAnalytics

AgencyAnalytics prices per client, which keeps costs predictable as you add accounts. Its pricing page lists branded logo, color scheme, client branding, custom domain and custom email as included features, and offers volume pricing for 25 or more clients. Rank tracking and AI tracking are paid add-ons.

DashThis

DashThis prices by the number of dashboards: Individual (3), Professional (10), Business (25) and Standard (50 or more). White labeling and a custom domain come with every plan, which makes it simple to compare.

Swydo

Swydo has one plan with all features, including white labeling and custom domain hosting, and charges by data source. Clients, users, dashboards and reports are unlimited, so cost depends on how many accounts you connect. The page lists prices in euros for EU countries and US dollars elsewhere.

Databox

Databox is a broader business analytics platform with a free plan. White label branding is a separate add-on at $80 a month on its pricing page. The plan card prices and the FAQ on the same page showed different figures when we checked, so confirm the plan price with Databox directly.

Whatagraph

Whatagraph is aimed at larger agencies, with unlimited users and reports and credit-based plans. White-label reports are included, but a custom report domain is only available as an add-on on its custom-priced Prime plan.

Data Studio (formerly Looker Studio)

Google's free reporting tool, known as Google Data Studio and then Looker Studio, now appears as Data Studio in Google Cloud's documentation. It connects natively to Google Analytics, Search Console, Google Ads, Sheets and BigQuery, and you can add your logo and theme. It isn't a true white label platform, because reports are shared through Google rather than your own domain. A paid Pro tier is billed per license, and Google publishes its price separately.

How much does white label reporting cost?

Pricing models differ so much that headline prices are misleading. A per-client tool can be cheapest for an agency with a few large clients and most expensive for one with many small ones. The fairest comparison is to price your own setup.

Here is a worked example for an agency with 10 clients, each with one dashboard and three data sources (GA4, Search Console and Google Ads), using the prices listed above. AgencyAnalytics: 10 clients at $20 is $200 a month, billed annually. DashThis: 10 dashboards fits the Professional plan at $164 billed monthly. Swydo: 30 data sources is the base $69 plus 20 extra sources at $4.50, or $159 a month.

Change the inputs and the order changes. With 25 clients, DashThis moves to its Business plan, AgencyAnalytics becomes $500 a month, and Swydo depends on how many data sources each client has. Build the same small model for your own client list before you sign an annual contract.

How to set up a white label dashboard

1. Agree on the goal with the client. Write down the two or three numbers that define success, usually revenue, conversions and non-branded clicks.
2. Confirm data ownership and access. Make sure the client owns GA4, Search Console and ad accounts, and that your team has user access.
3. Pick the tool from your own cost model. Price your real client list, and check that it has native connectors for every source you use.
4. Set up branding once. Add your logo, colors, custom subdomain (usually a CNAME record in your DNS) and the sender email for scheduled reports.
5. Build one template. Put the summary first: revenue, conversions, non-branded clicks and money keyword rankings. Detail pages follow.
6. Clean the inputs. Exclude internal traffic, filter brand queries in Search Console and tag campaigns with consistent UTMs.
7. Add commentary. Every monthly report needs three short sections: what we did, what changed and what we do next.
8. Review with the client after the first month. Remove anything they don't read and add anything they keep asking about.

What brands should expect from agency reporting

If you are a brand, the dashboard your agency sends is the best window into whether the work is paying off. A useful report answers revenue questions directly. A weak one fills pages with impressions, rankings and DR scores without saying what any of it earned.

At QCK, revenue comes first because the company was founded by a CPA, and clients get a revenue report every month. Its A/B testing program reports every test, including losses, and only counts a test as a win when the new version made more money than the original. That is the standard worth holding any agency's reporting to.

For a wider look at reporting software, see our roundups of the best SEO reporting tools and the best SEO tools for agencies.

Choosing the right dashboard for you

Pick the pricing model that fits your client list first, then the connectors, then the branding. Most agencies with a handful of Google-heavy clients can start on Data Studio for free and move to a paid platform once manual report building eats more time than the subscription costs. Agencies with many clients usually save time with a per-client or per-dashboard tool that includes a custom domain and branded email.

Whatever you choose, the dashboard only works if it tells the client what the work earned. If you're a brand that wants SEO reporting tied to revenue, or you'd like a second opinion on what your current reports are missing, talk to our team or read more about our SEO services.