Case study · MyContentLab · our own reporting SaaS Where every figure comes from.

Reporting is usually a screenshot

We wanted our clients to see the same dashboard we see, so that any number on this website can be checked against its source. Building it also forced us to be honest about something most agencies blur: the difference between a platform conversion and a sale. The CRM says what was won. The ad platform says what it thinks it did. MyContentLab shows both, side by side, and never confuses them.

Every channel, every ad account, the CRM

Social: Facebook, Instagram, TikTok, LinkedIn, Threads and Pinterest. Advertising: Meta Ads, Google Ads, LinkedIn Ads and TikTok Ads. Google: Business Profile, Search Console and Analytics. The CRM: HubSpot and LeadConnector. It reads leads, cost per lead, revenue won, reach, views, followers, rankings and website sessions, month by month, with the top performing content alongside the numbers.

AI visibility, Brand Watch, thirty ideas

Three things no screenshot can do. AI visibility shows whether a brand appears when people ask AI assistants for a recommendation. Brand Watch tracks mentions of the brand across the web. Content Lab turns the numbers into a plan: thirty content ideas a month, drawn from what actually performed, so the next month’s calendar is written from evidence rather than instinct. Our estimate is around fifteen hours saved per client per month across reporting and planning.

From clicks to what the ads produced

Monthly reporting that used to take a day per client now takes minutes, which is time that goes back into the work. Client conversations moved from how did the ads do to what did the ads produce, because the CRM sits next to the ad account in the same view. And every case study on this site can be traced back to a number in a dashboard the client can see.

Days from release

MyContentLab is days from public release as a product other agencies and businesses can use. This page is updated as it changes: what we built, what we learned and what it now reports. Marketing a SaaS from inside a marketing agency turns out to be the best possible way to keep the agency honest.

The dashboard, in your pocket

Reporting software gets opened at the end of the month on a laptop. That is the wrong moment and the wrong device. The whole point of reading every account into one place is that you can check it on a Tuesday, standing up, before a client rings you.

So we built the apps. The Android app went live on Google Play on 27 October 2026, published by AMW Media Ltd, and the iOS version is with Apple for review. Same data, same complete months, same refusal to pass a platform conversion off as a sale.

It is also the reason this website now has an app development page. Building our own software on four platforms is how we learned to do it for other people.