Whatagraph publishes two plans and one of them has no price on it. Max starts from EUR 699 a month billed annually. Prime is quoted. There is no free plan, no cheaper self-serve tier, and no way to buy either one with a credit card. What you get for the base fee is unusually generous on the things most competitors meter, and unusually restrictive on one thing almost nobody checks before signing.
Every figure below was read off whatagraph.com/pricing in August 2026, including the feature comparison table that sits under the plan cards. That table is where the interesting part is.
Whatagraph pricing at a glance
| Plan | Price | Billing | Users | Reports | Credits |
|---|---|---|---|---|---|
| Max | From EUR 699 a month | Annually | Unlimited | Unlimited | From 50 |
| Prime | Custom, not published | Annually | Unlimited | Unlimited | Custom |
Note the word from in front of both the price and the credit count. EUR 699 is a floor, not a quote, and the number it is a floor for is credits.
What is a credit in Whatagraph?
One credit equals one connected data account. Whatagraph puts the example on its own pricing page: one Facebook Ads account is one credit. Each source costs one credit regardless of which plan you are on, and Max starts from 50 of them.
That unit matters more than the headline price, because it is not per client and not per integration. An agency reporting on Google Ads, Meta and GA4 for one client is spending three credits on that client, not one. At three connected accounts per client, 50 credits covers roughly 16 clients before you need to buy more.
| Clients | Credits used at 3 accounts each | Inside the 50-credit base? | Cost a month | Per client |
|---|---|---|---|---|
| 5 | 15 | Yes | EUR 699 | EUR 139.80 |
| 10 | 30 | Yes | EUR 699 | EUR 69.90 |
| 16 | 48 | Yes, only just | EUR 699 | EUR 43.69 |
| 25 | 75 | No, 25 extra credits needed | Not published | Not published |
| 50 | 150 | No, likely a Prime conversation | Quoted | Quoted |
The empty cells in that table are the honest answer, not a gap in our research. Whatagraph says you can buy extra credits until you reach the next plan threshold, at which point you move to Prime. It does not publish the price of an extra credit, and it does not publish where the threshold sits. If your client count is anywhere near the top of that table, the number you need is only available from a salesperson.
The useful takeaway is that Whatagraph gets cheaper per client the more clients you have, right up until it stops publishing prices. At five clients it is a EUR 140 per client tool. At sixteen it is a EUR 44 per client tool. That curve is the whole argument for buying it, and it only works if you arrive with enough volume to ride down it.
Three Prime features that are add-ons on top of Prime
This is the part worth slowing down for. The Prime plan card lists what you get for the custom price, and the feature comparison table further down the same page lists it again in more detail. They do not agree.
| Feature | Prime plan card says | Comparison table says | On Max |
|---|---|---|---|
| Custom report domain | Included in Prime | Add-on | Not available |
| Public API access | Included in Prime | Add-on | Not available |
| Transfer to BigQuery | Included in Prime | Add-on | Not available |
| SAML single sign-on | Not listed | Add-on | Google login only |
| Transfer to Looker Studio | Included in Prime | Included | Not available |
Four things that a buyer would reasonably assume are covered by an enterprise quote are marked as paid extras on the same page that advertises them. None of them has a published price. If custom domain hosting, API access or a warehouse pipe is part of why you are considering Prime, get all four priced in writing before the quote is signed, because the plan card is not the contract.
On Max, your data does not leave Whatagraph
Read the destinations rows together and a clear picture appears. On the Max plan, transfer to BigQuery is unavailable, transfer to Looker Studio is unavailable, and the public API is unavailable. Whatagraph Storage keeps your synced data inside the platform and the widgets load from it.
That is a deliberate design rather than an oversight, and for the target buyer it is fine. If your reporting lives entirely in Whatagraph and the deliverable is a branded PDF, you never need the data anywhere else. But it does mean the EUR 699 plan is a one-way door: an analyst who wants to model marketing spend next to finance data in a warehouse cannot do it on Max, and the escape route is a Prime quote with an add-on attached.
Compare that to how the connector market prices the same capability. Coupler.io lists BigQuery, Snowflake, PostgreSQL, Redshift and Supabase as ordinary destinations on a $99 a month plan. Supermetrics puts warehouses on Enterprise. Whatagraph puts them behind Prime plus an add-on. Same feature, three completely different commercial postures, which we lay out in full on Coupler.io vs Funnel.io vs Windsor.ai vs Supermetrics.
What the base fee actually includes
For all the caveats above, Max is genuinely well loaded on the things competitors nickel and dime. Everything here is on the base plan:
- Unlimited users and unlimited reports, so headcount and report volume never change the bill
- White-label custom branding on reports, included rather than sold as a bundle
- Whatagraph IQ: report creation, chat, plain-language summaries and themes
- Source groups and blended sources, custom metrics and dimensions, currency exchange
- Automated emails with PDF on a schedule, linked report templates and version history
- KPI overviews with goals and alerts across countries, brands or locations
- A dedicated customer success manager on both plans, plus live chat
- Whatagraph MCP, so the data is reachable from AI tools
The unlimited-users line is the strongest thing on the page. Supermetrics includes one seat on Starter, two on Growth and three on Pro at EUR 399, then charges up to EUR 99 a month for five more. A ten-person team pays for that ten times over the life of a contract. On Whatagraph it is free, and so is the white labeling that Klipfolio sells as a $299 a month bundle. Our agency reporting software pricing page runs the cost-per-client math across seven tools if you want the wider grid.
Where Whatagraph pricing gets expensive
Below about ten clients. EUR 699 needs volume underneath it. A five-client agency is paying roughly EUR 140 per client for reporting, against roughly $20 on a per-client platform or $62 on a single-plan tool. The tooling is better, but not five times better at that size.
Clients with lots of connected accounts. A multi-location retail client with twelve Google Business Profile locations plus ads and analytics is not three credits. Every connected account counts, so audit your integration-to-account mapping before you estimate.
Anything involving the data leaving the platform. Covered above, and it is the most expensive surprise available here because it is not solvable with money at the Max tier at all.
The currency. Prices are published in euros only. A US agency pays the exchange rate and, often, a card FX fee on a four-figure monthly invoice. That is not a hidden fee, but it is a real one, and it moves.
Whatagraph compared to the tools it usually loses to on price
| Tool | Entry price | Meter | Users | White label |
|---|---|---|---|---|
| Whatagraph | From EUR 699 a month annually | Source credits, from 50 | Unlimited | Included on Max |
| AgencyAnalytics | $20 per client a month annually | Clients | Unlimited | Included |
| Swydo | $62 a month annually | Data sources after the first 10 | Unlimited | Included |
| Raven Tools | $39 a month annually | Campaigns and seats | 2 to 40 by tier | From the $139 tier |
| Klipfolio Klips | $120 a month annually | Dashboards and features | Unlimited | $299 a month bundle |
Read that table with the credit curve in mind rather than the entry column. AgencyAnalytics at $20 per client crosses EUR 699 somewhere around 35 clients and keeps climbing forever, while Whatagraph flattens. Swydo at roughly $13.50 per additional client below 100 sources does something similar. The tools that beat Whatagraph decisively are the flat ones like Raven Tools, and they beat it on price by giving up integration depth and, on the cheaper tiers, white labeling. Full breakdowns are in our AgencyAnalytics pricing, Swydo pricing and Klipfolio pricing guides, and Whatagraph alternatives covers the switch case.
What Whatagraph does not do at any price
Whatagraph blends sources beautifully and still cannot tell you your blended ROAS, because those are different operations. Blending sources means putting Google Ads and Meta on the same chart with a shared metric. Blended ROAS means dividing your total spend across every network into the revenue your store and billing system actually recorded, which requires a source of truth that is not an ad platform.
The distinction is not academic. Ad platforms overlap by design: Google Ads books a conversion up to 30 days after the click and dates it to the click rather than the sale, Meta offers 1, 7 and 28-day click windows with a single 1-day view window since it removed the 7-day and 28-day view windows in January 2026, and TikTok claims on 1 or 7 days only. Sum the three revenue figures in a beautiful branded report and the total will routinely exceed what the business banked. We walk through all six causes in why ad platform revenue numbers do not match.
It is also worth being clear about the boundary on the other side. Reporting platforms of every kind stop at the acquisition channels, so nothing here tells you what those customers do after they sign up, which is a separate job for a tool that unifies product usage with feedback and revenue. Buying one to answer the other is a common and expensive mistake.
MixedMetrics takes the reconciliation job specifically. It divides total spend across Google Ads, Meta and TikTok into the revenue Shopify and Stripe actually recorded, which produces blended ROAS, blended CAC and MER that survive a board meeting because no attribution model was involved. It is a flat $79 a month at any client count, it is deliberately not a white-label client reporting platform, and it does not connect Amazon Ads, Microsoft Ads or LinkedIn Ads today. Plenty of agencies run one of these reporting tools for the client deliverable and MixedMetrics for the number they actually steer on. The method is on blended ROAS and cross-channel marketing analytics.
Should you buy Whatagraph?
Buy it if you are an agency or a multi-brand team with at least ten clients, a headcount big enough that per-seat pricing hurts, mainstream integrations, and a deliverable that has to look like yours. On those inputs the unlimited users, unlimited reports and included white labeling make EUR 699 defensible, and the per-client cost keeps falling as you grow.
Skip it if you are under ten clients, if you need the raw data in a warehouse, if you need a self-serve card payment, or if the number you actually manage the business on is blended rather than per-channel. And whichever way you lean, get the add-on prices in writing first.
See how MixedMetrics works for your kind of team on the use cases page.
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