Google Ads Reporting Tools: 8 Compared (Free and Paid)

For a free Google Ads report, use Google's own Report Editor inside Google Ads or Data Studio. For scheduled reports that go to clients without anyone rebuilding them each month, use a reporting tool that connects to Google Ads and emails the report on a schedule. Below are eight options, two of them free, compared on setup and price.

Best Google Ads reporting tool: the short answer

The best Google Ads reporting tool depends on who reads the report. For one account and no client, Report Editor in Google Ads is free. To put Google Ads next to GA4, Meta and LinkedIn and send it to clients, Metrics Watch puts the full report in the email body. AgencyAnalytics and DashThis suit clients who open a branded dashboard.

Sources: each vendor's own pricing and help pages, checked 29 to 31 October 2026: Metrics Watch, Google Ads Help, Data Studio, AgencyAnalytics, DashThis, Supermetrics.

A quick note on the name before anything else, because it matters for what you search for: AdWords has not been a Google product since July 2018, when it was renamed Google Ads. The last technical remnant, the AdWords API, was switched off on 27 April 2022. If a tool's marketing still says "AdWords" in the present tense, that tells you something about how recently anyone updated it.

People still search for it, though, which is why this page exists. Below are eight tools for reporting on Google Ads — including two that cost nothing — checked against each vendor's own pricing page, most recently on 29 to 31 October 2026.

What a Google Ads report actually needs to show

Most reporting tools will happily hand your client a wall of 40 metrics. That is not a report, it is a data dump, and it is the reason so many clients stop opening them.

A Google Ads report that survives contact with a client answers four questions:

• What did we spend? Cost, split by campaign, and against budget.
• What did we get? Conversions and conversion value — not clicks. Clicks are an input.
• Was it worth it? Cost per conversion, ROAS, and the trend against last month.
• What changed and why? One or two sentences of human commentary. This is the part no tool automates well and the part clients actually read.

Impressions, CTR and average position belong in an appendix, if anywhere. Choose a tool that makes the four questions above easy and the rest optional.

The eight tools at a glance

1. Metrics Watch

We make Metrics Watch, so weigh this accordingly — but the difference is specific enough that you can check it in a trial in ten minutes.

The report arrives inside the email. Your Google Ads spend, conversions, cost per conversion and your commentary render in the message body. No PDF attachment. No dashboard login. A client checking their phone between meetings sees the numbers without tapping anything.

You can combine Google Ads with Google Analytics, Search Console, Microsoft Advertising, Meta, LinkedIn and the rest of the connected platforms in a single report, so paid search sits next to the organic and social numbers it should be judged against. Reports go out daily, weekly or monthly on a schedule, with your own branding.

Pricing is per report, not per data source or per seat:

• Startup — $49/month ($41/month annually): up to 2 reports.
• Pro — $149/month ($124/month annually): up to 25 reports.
• Agency — $399/month ($333/month annually): up to 100 reports, plus custom integrations.

Data sources are unlimited on every plan, so a client with six Google Ads accounts costs the same as a client with one. Annual billing gives two months free. Trial is 14 days, no credit card.

• Pros: report renders in the email body; per-report pricing; white-label on every plan; free migration service from your current tool.
• Cons: twelve integrations, not ninety-plus — see the full list before you commit. No client login portal: if a client wants a browser view, turn on the shareable report link (with an optional password), which also offers a PDF download.
• Best for: agencies and consultants reporting on Google Ads alongside GA4, Meta and LinkedIn, who want the numbers read without asking anyone to log in.

2. Google Ads Report Editor (free)

Worth saying plainly, because a lot of reporting-tool posts pretend it does not exist: Google Ads has a competent built-in report builder, it is free, and for a single account it may be all you need.

Report Editor lives under the Campaigns menu. It does pivot tables and charts across any Google Ads dimension, saves report templates, and will email reports on a schedule. There is also an Insights & Reports page with predefined reports and dashboards.

• Pros: free; every Google Ads field is available, including ones third-party tools do not expose; no data-sync lag.
• Cons: Google Ads only — no way to put paid search next to GA4, Meta or LinkedIn in one document; we could not find any branding option documented, so the scheduled email comes from Google rather than from you; saved reports not opened for 18 months are deleted automatically.
• Best for: in-house teams managing one account who do not need to present to anyone.

One thing to keep straight: Google Ads Editor is the desktop bulk-editing app and is a different product with a confusingly similar name. It is not a reporting tool.

3. Data Studio (free) — note the name change

This one has been renamed twice and the second one is recent enough that almost every article on the internet is now wrong about it. Google Data Studio became Looker Studio in October 2022, and then in April 2026 Google renamed it back to Data Studio. The lookerstudio.google.com address now redirects to datastudio.google.com. Looker Studio Pro is now Data Studio Pro.

The free version is genuinely capable. The native Google Ads connector is solid, there is a large template gallery, and reports can be shared by link or scheduled as PDF email.

• Pros: free; deep Google Ads and GA4 connectors; enormous template ecosystem; fully customisable if you are willing to build.
• Cons: non-Google data needs a paid connector such as Supermetrics; performance degrades on large blended data sets; building a genuinely client-ready report takes real hours; branding options are limited compared with a white-label tool.
• Best for: teams with time to build and a Google-centric data stack.

Data Studio Pro adds support, team content management and Google Cloud integration. Google's Data Studio page lists Pro at $9 per user per project per month. Google also confirms that Pro bills per licence per Google Cloud project, and that you pay for licences whether or not they are used. For an agency running a Cloud project per client, that detail is the whole story.

4. AgencyAnalytics

AgencyAnalytics has restructured into a single plan: $20 per client per month billed annually ($25 per client per month billed monthly), with unlimited data sources, reports, dashboards and users, and 90+ integrations. Its PPC reporting covers the metrics you would expect, with campaign-over-campaign comparison and annotations so you can explain a spike.

• Pros: very wide integration catalogue; unlimited seats for both staff and clients; white-label included; SEO tooling in the same product; 14-day trial, no credit card.
• Cons: per-client pricing adds up fast with many small accounts; rank tracking and AI features are separately priced add-ons; clients get a PDF or a portal login.
• Best for: full-service agencies reporting on paid, organic and social for a manageable client list.

5. DashThis

DashThis connects to multiple Google Ads accounts, has preset Google Ads widgets, and meters on dashboards and data sources with unlimited users throughout. White-labeling — logo, colours, custom domain, custom email sender — is included on every tier, which is unusual at this price.

Annual pricing: Individual $44/month (3 dashboards, 15 sources), Professional $139 (10 / 40), Business $279 (25 / 100), Standard $429 (50+ / 200+). Billed monthly, the same tiers are $54, $164, $324 and $499 per month.

• Pros: white-label on the entry plan; unlimited users; combines Google Ads with GA4 easily; 14-day trial, no card.
• Cons: three dashboards on the cheapest plan; large price step to the next tier; delivery is a link or a PDF.
• Best for: small agencies that need branded reports without an enterprise budget.

6. Databox

Databox has prebuilt templates, and goals and anomaly detection on every plan, including Free. Alerts, scorecards and scheduled snapshots, the features that tell you when cost per conversion drifts off target, start at the Team plan ($199/month billed annually). It also has a permanent free plan (1 user, 3 data sources).

Paid, billed annually: Analyst $71/month (1 user, 5 data sources), Team $199/month (3 users, 10 data sources), and Agency from $79/month plus account packs at $25 a month each (1 client account and 5 data sources per pack). Billed monthly, they are $89, $249 and from $99 per month. Metering is on data sources and client accounts, so multi-account clients get expensive.

• Pros: genuine free tier; goals and anomaly detection on every plan; good mobile apps.
• Cons: white-labeling is a $200/month add-on; the entry Analyst plan is one user, and multi-user starts at the Team plan ($199/month billed annually); per-source pricing.
• Best for: in-house teams watching their own Google Ads performance rather than agencies presenting to clients.

7. Supermetrics

Supermetrics started as a pipeline, and that is still the core of it: it moves Google Ads data into Sheets, Excel, Data Studio or BigQuery, where you build the report. Supermetrics also says agencies can deliver white-label reports on a schedule, with the client's logo and colour theme, and its newer Supermetrics Studio builds dashboards from AI chat tools such as Claude and ChatGPT.

Starter is $55/month monthly or $44/month annually — 1 destination, 3 data sources, 1 user, 3 accounts per source. Growth is $222/$177 — 6 sources, 2 users, 7 accounts per source. Enterprise is quoted. Extra destinations, users, sources and accounts are all separately priced add-ons. Supermetrics acquired the CDP Relay42 in June 2025 and now positions itself as a marketing intelligence platform.

• Pros: the broadest connector library in the category; reliable; the standard way to get non-Google data into Data Studio.
• Cons: you still have to build the report; the metering is multi-dimensional and the real bill is hard to predict; how often a scheduled Sheets refresh can run (weekly, daily or hourly) depends on your subscription, so check the tier before you rely on it for paid media.
• Best for: teams that have already committed to Data Studio, Sheets or a warehouse and need data flowing into it.

8. Klipfolio (Klips)

Klipfolio now sells two separate products — Klips (dashboards, the one relevant here) and PowerMetrics (metric tracking, priced separately on its own site). Conflating them is the most common error in comparison posts.

Klips, billed annually: Base $120/month (3 dashboards, 4-hour refresh), Grow $190 (10 dashboards, hourly), Team $310 (20, 15-minute, SSO), Team+ $600 (40, up-to-the-minute). Billed monthly, they are $140, $220, $350 and $690 per month. Unlimited users on all tiers, 130+ integrations.

The number that decides it for most agencies: white-labeling is a $299/month add-on (custom domain, theme and branding), or $90/month for a custom domain and $69/month for a custom theme à la carte. A branded Klips setup starts north of $400/month.

• Pros: very deep customisation; unlimited users; 130+ integrations; up-to-the-minute refresh on the top tier.
• Cons: steep learning curve for custom metrics; white-label pricing is punitive for agencies; clients get a dashboard link.
• Best for: data-comfortable teams who want to build exactly what they want and are not reselling branded reports.

Which should you pick?

• One Google Ads account, nobody to impress — use Report Editor. It is free and it is already in your account.
• Google-only stack and time to build — Data Studio, free.
• You want the numbers read, not just sent — Metrics Watch, because the report is the email.
• Wide platform mix, moderate client count — AgencyAnalytics.
• Branded reports on a small budget — DashThis.
• Data into a warehouse or Sheets — Supermetrics.
• Goals and alerts on your own performance — Databox (alerts from the Team plan).

Frequently asked questions

Is there a free Google Ads reporting tool?

Two, both from Google. Report Editor inside Google Ads handles single-account reporting and scheduled email delivery. Data Studio is free and can blend Google Ads with GA4 and Search Console. Databox also has a permanently free plan limited to one user and three data sources.

Can I report on Google Ads and Facebook Ads in the same report?

Yes, with any third-party tool on this list. You cannot do it in Google Ads Report Editor, and in Data Studio you need a paid connector such as Supermetrics for the Meta data.

What happened to AdWords?

Google renamed it Google Ads on 24 July 2018, at the same time it retired the DoubleClick brand. The AdWords API was sunset on 27 April 2022 and replaced by the Google Ads API. Nothing at Google carries the AdWords name today.

Is Looker Studio still called Looker Studio?

No. Google renamed it back to Data Studio in April 2026, reversing the October 2022 rename. Looker Studio Pro is now Data Studio Pro. Looker, the enterprise BI product, is unaffected and remains separate.

How often should I send a Google Ads report?

Monthly for clients, weekly for anything with meaningful spend that you are actively optimising. Daily reports get ignored within a fortnight — if you need daily visibility, use alerting rather than a report.

Related reading

• AgencyAnalytics alternatives, compared on 2026 pricing
• Swydo alternatives for client reporting
• The Metrics Watch Google Ads integration
• How Metrics Watch compares to other reporting tools

Every price in this post was read off the vendor's own public pricing page, most recently between 29 and 31 October 2026. Where a vendor does not publish a number, we say so rather than repeating a review-site estimate.

Want your Google Ads numbers to arrive in the email itself, not as another attachment? Start a free 14-day trial — no credit card required.