Whatagraph

Name: Whatagraph
Brand: Whatagraph
Price: 69950 USD

Cross-channel marketing reporting with a governed data layer, now sold at agency-scale prices only

Whatagraph is a marketing reporting and data platform that pulls campaign data from advertising, social, SEO, analytics, CRM, email, and ecommerce sources into one place, standardizes it into shared datasets, and renders it as white-labeled client reports and live dashboards. It is priced by source credits, where one credit equals one connected account, and as of August 2026 it publishes only two plans: Max from 699 euros per month billed annually, and a custom-priced Prime tier.

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Overview

Whatagraph started as a report generator. Its early reputation was built on visually distinctive, illustration-heavy client reports that an agency could produce in minutes and send under its own brand, which made it a common answer to the question of how a ten-person agency reports on twenty clients without a full-time analyst. That product still exists inside the current platform, but it is no longer the thing the company sells.

Over 2024 and 2025 the product was rebuilt around a data layer rather than a report layer. Connected sources feed into a Data Hub where records are stored, cleaned, mapped to shared field names, blended across channels on a join key, and grouped so that ten client Google Ads accounts can be treated as one dataset. Reports and dashboards then read from that governed layer instead of hitting each API separately, and the same layer can be pushed out to BigQuery or Looker Studio, or queried from Claude or ChatGPT through Whatagraph's MCP endpoint. The pitch is consistency: the number an AI assistant returns is the same number the client report shows, because both read the same definition.

The commercial consequence of that shift is the single most important fact about Whatagraph in 2026. The published entry point is the Max plan at 699 euros per month billed annually, starting at 50 source credits, with a Prime tier above it priced on request. There is no free plan, no monthly billing on the public page, and the tiers that third-party comparison articles still quote (Start around 229 dollars, Boost around 463 dollars) are not what the pricing page currently offers. Whatagraph today is a platform purchase for an agency or in-house team running dozens of accounts, not a tool a three-client freelancer can buy. It remains listed here because that buyer genuinely exists in the small-business world, but the entry price should be treated as the first fact, not a footnote.

Best for

Marketing agencies and multi-brand or multi-location in-house teams running roughly 50 or more connected data accounts, that want cross-channel client reporting and a governed shared data layer from one vendor and can commit to an annual contract in the five-figure range.

Not the right fit for

Freelancers and small agencies with a handful of clients; the published entry plan starts at 699 euros per month billed annually with 50 credits, so a five-client shop pays for capacity it will not use.
Anyone who needs to try before committing beyond a trial; there is no free plan and no published month-to-month option.
Teams that want pixel-level layout control over a report; the grid and widget system constrains sizing and positioning by design.
Buyers who want a self-serve checkout; the current motion is sales-led, with the higher tier quoted only after a demo.
Single-channel reporting needs, where a native platform dashboard or a cheaper single-purpose tool does the same job for nothing.
Teams that already run a warehouse and a BI tool and only need extraction; a pipeline product such as Supermetrics or Fivetran covers that without the reporting layer.

How it works

1
You connect data sources by authenticating each account: a Google Ads account, a Meta Ads account, a GA4 property, a Search Console site, a HubSpot portal. Each connected account consumes one source credit, and credits are the meter the plan is sized on, so the count of client accounts times channels per client is the number that determines your bill.
2
Connected data lands in the Data Hub, where Whatagraph stores it rather than proxying live API calls on every report load. Inside the hub you can rename and map fields so that campaign naming differs by platform but resolves to one dimension, create custom metrics and calculated fields, group multiple accounts of the same type into a single source, and blend datasets from different channels on a shared key such as date or campaign, using left, inner, full, or cross joins.
3
Reports and dashboards are assembled from widgets that read those datasets. Layout is grid-based with templates for common channel mixes, and branding is applied at the account level: logo, colors, fonts, sender domain, and on higher tiers a custom report domain, so the client sees the agency rather than the vendor.
4
Delivery is automated. Reports are scheduled by email on any cadence, published as live links with optional password protection, or embedded. Alerts can be attached to KPI overviews so a budget pacing problem surfaces before the monthly report does. On the Prime tier the same governed data can be transferred out to BigQuery or Looker Studio and queried through the public API or the MCP connection.

Feature breakdown

24 features in 4 modules

Data sources and connections

The extraction layer, metered in credits, that everything else reads from.

67 native integrations: Coverage across paid media, social, SEO, analytics, email, ecommerce, CRM, and call tracking, including Google Ads, Meta, LinkedIn Ads, TikTok Ads, Microsoft Advertising, GA4, Search Console, Semrush, Klaviyo, Shopify, HubSpot, and CallRail.
Source credit model: One connected account equals one credit regardless of plan, so a client with five channels consumes five credits and the credit total, not user count, is what drives the price.
Account grouping: Multiple accounts of the same type can be merged into one logical source, which is how a multi-location brand reports on 200 Google Business Profile listings without 200 widgets.
Google Sheets and file uploads: Offline or unsupported data such as call logs, media spend from a channel with no API, or client-supplied revenue can be brought in through Sheets and treated like any other dataset.
Warehouse sources: BigQuery and Snowflake can be read as sources, so an existing warehouse becomes another input rather than a competing system of record.
Self-healing widgets: Broken or drifted connections and field changes are detected and reconciled automatically in many cases, addressing the most common failure mode in scheduled reporting.

Data Hub and modeling

The governed layer that makes cross-channel numbers agree with each other.

Stored datasets: Data is pulled and stored rather than re-fetched at render time, which keeps large reports from timing out and keeps historical figures stable after a platform restates them.
Field mapping and normalization: Differently named metrics and dimensions across platforms are mapped to one shared name, so spend from six ad networks stacks in a single chart without manual renaming per client.
Blends with join control: Datasets from different sources are joined on a key such as date or campaign with a choice of left, inner, full, or cross join, which is more control than most reporting tools expose.
Custom metrics and dimensions: Calculated fields such as blended CAC, contribution margin, or a client-specific qualified lead rate are defined once and reused across every report that reads the dataset.
Data transfers: On the Prime tier the governed datasets can be pushed to BigQuery or Looker Studio, so Whatagraph acts as the collection and modeling layer for teams that also run their own BI stack.
MCP endpoint: Claude, ChatGPT, and other MCP clients can query the semantic layer directly, which means an AI answer and a client report are drawing on the same definitions rather than raw API pulls.

Reporting and dashboards

The output layer the agency's client actually sees.

Template library: Prebuilt report templates by channel and by common agency service mix, so a new client's first report is a template plus a data source selection rather than a blank canvas.
White labeling: Logos, color palettes, fonts, and email sending identity are set per client, with a fully custom report domain available on the higher tier so no Whatagraph URL appears.
Live dashboards: The same datasets can be published as continuously updating dashboards with date-range controls, for clients who want to check numbers between monthly reports.
KPI overviews and alerts: Goal tracking against targets with threshold alerts, which turns reporting from a monthly artifact into something that flags pacing problems mid-cycle.
Scheduled delivery: Reports go out by email on a fixed cadence to defined recipient lists, or as password-protected live links, with delivery status visible to the account team.
Multi-client rollouts: A change to a shared template can be pushed across every client using it, which is the difference between a ten-minute edit and a ten-hour one at 50 clients.

AI (IQ) and collaboration

The layer added through 2025 and 2026, sitting on top of the governed data.

IQ chat: A conversational interface over your own connected data for questions like which campaigns lost efficiency last month, answered against the modeled datasets rather than a generic model.
AI report building: Reports can be generated from a text prompt describing the client, channels, and goals, producing a first draft that a human then edits.
Automated summaries: Performance narratives are drafted per report section in multiple languages, which removes the part of client reporting that consumes the most account manager time.
Client-facing IQ chat: Clients can be given the chat inside their own report so routine questions are answered without an email to the account team.
Unlimited users: Seats are not a pricing axis on either published plan, so account managers, analysts, and client-side viewers can all be added without changing the bill.
Comments and review: Internal commenting on reports before they are sent, so the approval loop happens in the tool rather than in a chain of PDF attachments.

Use cases

4 documented

Performance agency with 40 retainer clients

Account managers spend the first four working days of every month assembling reports by hand from six platforms, and the numbers occasionally disagree between the deck and the dashboard because each was built separately.

Channel data is mapped once into shared datasets and a single template is rolled out across all 40 accounts; monthly reporting drops to a review-and-send exercise and the deck, dashboard, and internal pacing view all read the same definitions.

Multi-location retail marketing lead

180 store locations each have their own Google Business Profile, local ads, and analytics view, and regional managers want their own numbers without the head office building 180 reports.

Accounts are grouped by region into single logical sources, one template renders per location from the same dataset, and each regional manager gets a scheduled live link with only their locations in it.

In-house team feeding a warehouse and a BI tool

Marketing data is extracted by a patchwork of scripts and connectors into BigQuery, definitions of spend and conversions drift between the BI dashboards and the reports marketing sends to the board, and nobody trusts either number.

Whatagraph handles collection and modeling, transfers the governed datasets to BigQuery on the Prime tier, and serves the same layer to reports and to AI assistants over MCP, so one definition of a metric survives across all three surfaces.

Agency owner evaluating whether to keep the tool after a price change

The agency joined on a legacy self-serve plan at a few hundred dollars a month and has since been quoted the Max tier at a five-figure annual commitment.

The honest calculation is credits against alternatives: at 50 or more connected accounts and heavy blending, the platform can still pay for itself in analyst hours, but under roughly 25 accounts the same reporting is available from AgencyAnalytics, Swydo, or DashThis for a fraction of the price.

Pricing

from From 699 euros per month, billed annually (Max, from 50 source credits)

Annual subscription priced by source credits, where one connected data account equals one credit. Users, reports, and dashboards are unlimited on every plan, so cost scales with the number of client accounts and channels rather than with headcount. As of August 2026 the pricing page publishes two tiers: Max and a quote-only Prime.

Plan	Price	Includes
Max	From 699 euros per month, billed annually	From 50 source credits, with one credit per connected account Unlimited users, reports, and dashboards Data groups and blends, advanced integrations, white-label reports KPI overviews with alerts and a dedicated success manager This is the published entry point; the price scales upward with the credit allocation you need.
Prime	Custom quoted annually after a demo	Everything in Max, plus premium integrations and a custom credit allocation Custom report domain and public API access Data transfer to BigQuery and Looker Studio Priority support, tailored onboarding, enterprise SLA, and IQ+ custom prompts and dimensions API access and warehouse transfer sit here, which matters if either is a requirement rather than a nice-to-have.

Plan

Price

Includes

Max

From 699 euros

per month, billed annually

From 50 source credits, with one credit per connected account
Unlimited users, reports, and dashboards
Data groups and blends, advanced integrations, white-label reports
KPI overviews with alerts and a dedicated success manager

This is the published entry point; the price scales upward with the credit allocation you need.

Prime

Custom

quoted annually after a demo

Everything in Max, plus premium integrations and a custom credit allocation
Custom report domain and public API access
Data transfer to BigQuery and Looker Studio
Priority support, tailored onboarding, enterprise SLA, and IQ+ custom prompts and dimensions

API access and warehouse transfer sit here, which matters if either is a requirement rather than a nice-to-have.

Billing notes

Annual billing is the only option shown on the public pricing page; there is no advertised month-to-month plan, so the commitment is a full year of budget.
There is no free plan. The trial on Max is the only way to use the product without a contract.
Credits are the meter, and there is no advertised way to buy a handful of extra credits, so exceeding an allocation means moving to a larger allocation rather than paying a small overage.
Third-party comparison articles still quote Start and Boost tiers at roughly 229 and 463 dollars per month. Those are not on the current pricing page; treat any such figure as legacy and confirm directly.
Public API access and BigQuery or Looker Studio transfer are gated to the quote-only Prime tier, not available on Max.
Prices are published in euros, which introduces exchange-rate variance for buyers billed in dollars.

Value assessment: Whatagraph has repriced itself out of the small end of the market it originally served, and any assessment has to start there. At 50 or more connected accounts, with real cross-channel blending and a team whose account managers otherwise spend days a month in spreadsheets, the arithmetic works: roughly 8,400 euros a year is less than a fractional analyst, and the governed data layer plus warehouse transfer replaces a connector subscription as well as a reporting tool. Below about 25 connected accounts it does not work, and the honest recommendation is a cheaper per-client reporting tool. The product is good; the question is whether your account count is large enough to make the floor price rational, and for most businesses reading a small-business directory the answer is no.

Strengths & limitations

Strengths

A genuine data modeling layer, not just a report renderer: field mapping, custom metrics, account grouping, and joins with explicit join-type control.
Cross-channel blending is a first-class feature rather than a workaround, so blended cost per acquisition across six platforms is a defined metric instead of a spreadsheet.
Unlimited users on every plan, which suits agencies where a dozen people touch reports and clients need viewer access.
White labeling goes as far as a custom report domain, so nothing in the client-facing experience carries the vendor's name.
Data is stored rather than fetched live at render time, which makes large multi-account reports fast and historical figures stable.
The MCP endpoint and warehouse transfer make the same governed definitions available to AI tools and BI tools, which is unusual in this category.
Template rollouts across many clients turn a per-client edit into a one-time change, the main reason the tool scales past twenty accounts.

Limitations

The published floor is 699 euros per month billed annually with no free plan and no monthly option, which removes the product from consideration for small agencies and freelancers entirely.
Pricing is credit-based with no small top-up path, so crossing an allocation forces a tier move rather than an incremental charge; agencies report the jump as unpredictable.
Public API access and BigQuery or Looker Studio transfer are locked behind the quote-only Prime tier, so the integration path many technical buyers want is not purchasable at the published price.
Report layout is constrained by a grid and fixed widget sizing; reviewers consistently note limited freedom over widget dimensions and design, which frustrates teams with strict brand templates.
Source connections drop and require manual reauthentication, a recurring complaint in public reviews despite the self-healing widget feature.
Concurrent editing of the same report by two people can glitch widgets, which is a real problem on a shared deadline.
67 native integrations is a respectable but not exhaustive list; niche or regional platforms usually arrive through Google Sheets rather than a connector.
The sales-led motion means the real price for your account count is only known after a demo, which slows evaluation compared with self-serve competitors.

Head-to-head comparisons

6 alternatives

Whatagraph vs Swydo

from EUR 69 per month for the first 10 data sources (EUR 62 per month billed annually)

Swydo is the straightforward per-client reporting tool Whatagraph used to be, priced from a low monthly figure with self-serve signup and a free trial, and it covers scheduled white-labeled reports and budget pacing well. It has nothing resembling Whatagraph's Data Hub: no blending with join control, no governed semantic layer, no warehouse transfer. For an agency under about twenty clients that needs reports rather than a data platform, Swydo does the job at a small fraction of the cost. Whatagraph wins only when modeling and consistency across surfaces are the actual requirement.

Full Whatagraph vs Swydo comparison

Whatagraph vs ReportGarden

from $75 per month (Standard, up to 5 clients; list price $89)

ReportGarden is the older agency reporting product, with reporting plus some client and budget management around it, and it stayed in the mid-hundreds per month band that Whatagraph has left. The comparison is now more about market position than features: ReportGarden remains buyable by a mid-sized agency without a procurement conversation, while Whatagraph requires an annual commitment and a demo. If your evaluation is driven by price and you want white-labeled multi-channel reports, ReportGarden stays on the list; if you need blends, custom metrics reused across clients, and data pushed downstream, it does not compete.

Full Whatagraph vs ReportGarden comparison

Whatagraph vs AgencyAnalytics

from $20 USD per client per month billed annually (roughly $25 billed monthly)

The most direct head-to-head, and for most agencies the more practical purchase. AgencyAnalytics is priced per client per month with self-serve signup and a free trial, has a broader native integration list, and includes SEO tooling such as rank tracking and site audits that Whatagraph does not attempt. Whatagraph is stronger on data modeling: blends, custom dimensions, account grouping, and warehouse transfer are more capable than AgencyAnalytics equivalents. Choose AgencyAnalytics for cost predictability and marketing-service breadth, Whatagraph when the data layer is the point.

Full Whatagraph vs AgencyAnalytics comparison

Whatagraph vs DashThis

from $44 per month on the Individual plan billed yearly ($54 billed monthly) for 3 dashboards and 15 sources

DashThis is deliberately narrow: automated dashboards priced by dashboard count, cheap to start, fast to set up, and very little to learn. It does not attempt data modeling, blending, or downstream transfer. Compared with Whatagraph's current entry price the gap is enormous, and for a team whose need is a recurring client dashboard rather than a governed dataset, DashThis is the rational answer. Whatagraph is what you move to when dashboard count stops being the constraint and data consistency starts being one.

Full Whatagraph vs DashThis comparison

Whatagraph vs Databox

from $0 (Free), then $64 per month billed annually (Analyst)

Databox comes at the same problem from the KPI dashboard direction rather than the client report direction, with a usable free tier, a large metric template library, and goal tracking that is stronger for in-house teams watching numbers daily. Whatagraph is better at multi-client white-labeled deliverables and at modeling data before it is charted. A small business wanting to watch its own KPIs should start with Databox; an agency producing branded monthly reports for many clients should not.

Full Whatagraph vs Databox comparison

Whatagraph vs Supermetrics

from €49 per month (Starter), or €39 per month billed yearly

Different layers that increasingly overlap. Supermetrics is an extraction and pipeline product that moves marketing data into Sheets, Looker Studio, BigQuery, or a warehouse, leaving visualization to whatever tool you already use. Whatagraph now does extraction, modeling, and reporting in one product, and on Prime can push to the same destinations. Teams that already own a BI stack and only need reliable pipes should buy Supermetrics and spend the difference elsewhere; teams that want the reporting surface included and do not want to maintain Looker Studio templates get more from Whatagraph, at a higher floor price.

Full Whatagraph vs Supermetrics comparison

Implementation & onboarding

Setup time: A first client report can be built in an afternoon from a template. Doing it properly across a portfolio takes longer: field mapping, custom metric definitions, account grouping, and template design are a one-to-three week project for an agency with dozens of clients, and that work is the source of most of the eventual value.
Learning curve: Moderate. The report builder is approachable for an account manager. The Data Hub is not: blends, join types, custom dimensions, and normalization decisions require someone who thinks in datasets, and getting them wrong produces confidently incorrect client-facing numbers.
Onboarding: Sales-led with human onboarding included. The Max plan includes a dedicated success manager and Prime adds tailored onboarding and an enterprise SLA, which is consistent with the price point and effectively necessary given how much of the value lives in the modeling setup.
Migration notes: Historical data comes from the source platforms themselves rather than from your previous reporting tool, so backfill depth is limited by each platform's own API retention (notably short on some social networks). Report layouts do not migrate from other vendors and must be rebuilt from templates. Because the contract is annual, time the switch to your existing renewal rather than running both tools in parallel for months.

Platform, API & security

Platforms: Web applicationScheduled email deliveryLive shareable report linksEmbedded dashboardsMCP endpoint for Claude, ChatGPT, and other MCP clients
API: Public REST API available on the Prime tier only, alongside data transfer to BigQuery and Looker Studio. The MCP connection exposes the governed semantic layer to AI clients. Max-tier customers have no published API access.
Compliance: GDPRSOC 2ISO 27001
Data residency: European company (Amsterdam headquarters, Lithuanian engineering base) with EU data processing; confirm specific residency commitments contractually.
SSO: Single sign-on available on enterprise arrangements; confirm during the sales conversation.
Security notes: Source connections are made through each platform's official OAuth flow rather than credential storage, and reports published as live links can be password protected and served from a customer-controlled domain on the Prime tier. Client-facing IQ chat exposes underlying data to whoever holds the report link, so link protection matters more once it is enabled.

Support & resources

Channels: Dedicated success manager on MaxPriority support and enterprise SLA on PrimeEmail supportIn-app chatLive onboarding sessions
Documentation: Help center covering connectors, the Data Hub, blends, and report building, plus a public changelog. Documentation depth on modeling has improved alongside the platform shift but still assumes some data literacy.
Community: No large public user community; the company publishes a substantial marketing blog and comparison library instead, and support is delivered through the assigned success contact rather than peer forums.

Company

Founded: 2015
Headquarters: Amsterdam, Netherlands (engineering in Vilnius, Lithuania)
Ownership: Venture-backed, independent
Founders: Justas Malinauskas, Andrius Malinauskas, Tomas Malinauskas
Employees: ~55 to 65 (est. 2026)
Funding: Roughly 9.6 million dollars raised in total, including a 600,000 euro seed round in 2019 and a 7.2 million dollar Series A in 2021 led by LitCapital with Inventure and Open Circle Capital.

Funding history

Round	Amount	Year	Notes
Seed	600,000 euros	2019	Led by Open Circle Capital.
Series A	7.2 million dollars	2021	Led by LitCapital, with Inventure, Open Circle Capital, and angel investor Giles Palmer.

Timeline

2015Founded in Lithuania by three brothers, Justas, Andrius, and Tomas Malinauskas, as a visual marketing report generator.
2019Raises a 600,000 euro seed round from Open Circle Capital and establishes an Amsterdam base.
2021Raises a 7.2 million dollar Series A led by LitCapital to expand beyond report generation.
2023Repositions from report builder to marketing data platform, adding cross-channel datasets and blending.
2024Data Hub launches: stored datasets, field mapping, custom metrics, account grouping, and join-controlled blends.
2025IQ AI features roll out across the platform (report generation, summaries in multiple languages, chat) alongside self-healing widgets.
2026Whatagraph 3.0 and IQ+ ship with an MCP endpoint over the semantic layer; public pricing consolidates to two annual tiers, Max from 699 euros per month and a quote-only Prime, ending the low-cost self-serve entry point.

Integrations

Google Ads
Meta Ads
LinkedIn Ads
TikTok Ads
Microsoft Advertising
Amazon Advertising
Google Analytics 4
Google Search Console
Google Business Profile
Semrush
Ahrefs
SE Ranking
Mailchimp
Klaviyo
ActiveCampaign
HubSpot
Salesforce
GoHighLevel
Shopify
WooCommerce
CallRail
CallTrackingMetrics
WhatConverts
BigQuery
Snowflake
Google Sheets
Looker Studio

Frequently asked questions

12 questions

What is Whatagraph used for?

Whatagraph collects marketing data from advertising, social, SEO, analytics, email, ecommerce, CRM, and call tracking accounts, standardizes and blends it into shared datasets, and turns it into white-labeled client reports and live dashboards. Agencies use it to automate recurring client reporting across many accounts; in-house teams use it to keep one definition of a metric across reports, dashboards, and a data warehouse.

How much does Whatagraph cost in 2026?

The published pricing page lists two plans. Max starts at 699 euros per month billed annually and includes at least 50 source credits, unlimited users, unlimited reports, blends, white labeling, and a dedicated success manager. Prime is quoted individually and adds public API access, a custom report domain, BigQuery and Looker Studio transfer, priority support, and an enterprise SLA. There is no monthly billing option shown.

Does Whatagraph have a free plan or a free trial?

There is no free plan. A free trial is offered on the Max plan, though the length is not published on the pricing page. If a permanent free tier is a requirement, Databox and Looker Studio are the usual alternatives in this category.

What is a Whatagraph source credit?

One credit equals one connected data account, regardless of plan. A client running Google Ads, Meta Ads, GA4, and Search Console consumes four credits. Plans are sized by credit allocation, so your bill is driven by the number of client accounts times channels per client, not by how many people use the tool.

Why do other sites list Whatagraph plans called Start and Boost?

Those figures, commonly quoted around 229 and 463 dollars per month, reflect an earlier tier structure and are still repeated across comparison articles. The current public pricing page shows only Max and Prime. Treat any Start or Boost price you find as historical and confirm directly with the vendor before budgeting.

Is Whatagraph worth it for a small agency?

Usually not at the current entry price. Below roughly 25 connected data accounts you are paying for a 50-credit floor and an annual commitment to do work that AgencyAnalytics, Swydo, DashThis, or ReportGarden handle for a fraction of the cost. The tool becomes rational at 50 or more accounts, or when cross-channel blending and a governed data layer are genuine requirements rather than conveniences.

Whatagraph vs AgencyAnalytics: which should an agency pick?

AgencyAnalytics is priced per client with self-serve signup, has a longer integration list, and bundles SEO tools such as rank tracking and site audits. Whatagraph is stronger at modeling: blends with explicit join types, custom metrics reused across clients, account grouping, and warehouse transfer. Pick AgencyAnalytics for predictable per-client cost and marketing-service breadth, Whatagraph when consistent cross-channel data definitions are the actual problem.

Does Whatagraph have an API?

Yes, but only on the quote-only Prime tier. The Max plan at the published price does not include public API access. Prime also unlocks data transfer to BigQuery and Looker Studio. If programmatic access is a hard requirement, price the Prime tier before assuming the entry plan covers it.

Can Whatagraph reports be fully white labeled?

Yes. Logos, colors, fonts, and email sending identity are configurable per client on Max, and Prime adds a custom report domain so the client-facing URL carries your agency's name rather than the vendor's. Reports can be sent as scheduled emails or as password-protected live links.

How does Whatagraph handle AI and MCP?

The IQ features generate reports from prompts, write performance summaries in multiple languages, and answer questions about your data in chat, including an optional client-facing chat inside a report. Whatagraph also exposes an MCP endpoint over its semantic layer, so Claude, ChatGPT, and other MCP clients query the same governed definitions that the reports use rather than raw platform API data.

Who owns Whatagraph?

It remains independent and venture-backed. It was founded in 2015 by brothers Justas, Andrius, and Tomas Malinauskas, raised a 600,000 euro seed round in 2019 and a 7.2 million dollar Series A in 2021 led by LitCapital, and is headquartered in Amsterdam with engineering in Vilnius. It has not been acquired.

What are the most common complaints about Whatagraph?

Price and the credit model lead, particularly the lack of a small top-up path so hitting a limit forces a tier move. After that: grid-constrained report layouts that limit widget sizing and design, source connections that drop and need manual reauthentication, widget glitches when two people edit the same report simultaneously, and an integration list that is solid but not exhaustive for niche platforms.

Editorial verdict

Whatagraph built something real over the past three years. The Data Hub, with field mapping, custom metrics, account grouping, and join-controlled blends, is a genuine modeling layer rather than a dashboard with a settings page, and pushing those same definitions to BigQuery and to AI clients over MCP is a coherent answer to the problem of numbers disagreeing across surfaces. The engineering is not in question. The positioning is. The product that once served a five-person agency for a couple hundred dollars a month now publishes a single entry plan at 699 euros per month billed annually with a 50-credit floor, no free plan, no monthly option, and the API locked behind a quote. That is an agency-scale platform purchase, and it should be evaluated as one: count your connected accounts first, and if the number is under about 25, buy AgencyAnalytics, Swydo, DashThis, or ReportGarden instead and revisit Whatagraph when your portfolio has grown into the price.

Written by the SaaSTracker editorial team. Awards, when shown, are judged against the published criteria in our methodology.