AI-powered client reporting for marketing agency

A performance marketing agency replaced manual write-ups with an automated AI-supported reporting system that turns campaign data into consistent, client-ready summaries, while keeping human review before sending.

A 40-person strong performance marketing agency managing a focused roster of mid-market clients across paid search, paid social, and programmatic with deep specialization in eCommerce and lead generation.

Business challenge

The agency had reliable Looker Studio dashboards, but clients weren’t engaging with them. Instead, they wanted a plain-language explanation of what changed and why it mattered, rather than interpreting dashboards on their own.

Each week, account managers manually reviewed performance, identified changes, produced summaries, formatted reports, and sent them to clients. This took over two hours per client across 15 accounts, creating a recurring operational load on the team. Output quality varied too, as some reports were detailed and structured, others were brief and reactive, depending on AM’s workload and timing.  

The agency needed to turn campaign data into scheduled, client-ready explanatory reports without manual effort, added costs, or changes to their existing workflow. The solution had to explain performance without offering strategy, keep costs predictable, work within the existing data setup, and preserve final sign-off with account managers.

Solution delivered

GetDevDone built an automated reporting system that turns campaign data into AI-generated narrative summaries, with a draft-and-review workflow that keeps account managers in control before delivery.

How the AI narrative generator works

On a set schedule, the system pulls performance data, identifies meaningful changes, and generates a structured report aligned with the agency’s format. Each report follows the same three-part structure: a top-line summary, clear explanations of what changed, and a “what we’re doing about it” section based on the client’s active goals.

The system is built to explain performance, not advise on it. Strategy remains with the agency, while the system handles the repetitive reporting work.

Reports are formatted into the agency’s branded template and exported as PDFs. Each one is saved as a draft for the account manager to review, adjust if needed, and send.

The solution works alongside the agency’s existing dashboards and data setup, adding a reporting layer without replacing the tools already in use.

Key features

Automated reporting with change detection. A scheduled job pulls performance data from BigQuery, evaluates metrics against predefined thresholds, and includes only meaningful changes in the report.

Structured narrative generation. Flagged changes, client context, and tone guidelines are passed into a prompt. OpenAI GPT-4o mini generates consistent, client-ready summaries aligned with the agency’s format. Using a prompt-based setup keeps costs predictable as reporting volume grows.

Branded PDF output.  Reports are rendered into the agency’s existing HTML template and exported as branded PDFs using Puppeteer, including client details, reporting period, and a link to the dashboard.

Draft-and-review workflow. Reports are saved as drafts for account managers to review and edit before sending, preserving full control over client communication.

Centralized reporting data. Data flows from GA4, Google Ads, and Meta APIs into BigQuery, giving the reporting process one consistent source for metrics and deltas.

Technologies & tools

• Node.js / TypeScript: backend and scheduling
• GA4, Analytics Data API: web analytics retrieval
• Google Ads API: paid search performance retrieval 
• Meta Marketing API: paid social performance retrieval
• BigQuery: central data source for metrics and deltas
• OpenAI GPT-4o-mini: narrative generation via API, no fine-tuning
• Puppeteer: HTML-to-PDF rendering of branded report template

Business outcomes

The draft-and-review workflow shifted account managers from writing reports to reviewing them. Delivered in 5 weeks within the planned budget, the system reduced reporting effort without changing existing workflows or client communication.

Operational efficiency
Account managers shifted from writing reports to reviewing them, saving over 15 hours per week across the team.

Consistent client reporting
Reports are produced on a schedule and follow a consistent structure, so all clients receive the same required level of detail, regardless of AM’s workload or individual writing style

Reduced manual workload without process change
The system fits into existing workflows and tools, removing effort without introducing new operational overhead.

Human control preserved
Final review stays with account managers, allowing adjustments before reports reach clients.

Scalable reporting process
The agency can support more clients without increasing reporting workload or compromising consistency.