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

MyContentLab is our reporting platform. It connects to a client’s social channels, ad accounts, Google properties and CRM and reports everything in one dashboard, complete months only. Every number on every case study on this site is read from it. We built it, we run it, and it is days from public release, so this case study is never finished.

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MyContentLab

20+Connections in one dashboard

15 hrsSaved per client a month, our estimate

Product: MyContentLab, reporting and content software for agencies and businesses
What it connects: Facebook, Instagram, TikTok, LinkedIn, Threads, Pinterest; Meta, Google, LinkedIn and TikTok Ads; Google Business Profile, Search Console, Analytics; HubSpot and LeadConnector
What it adds: AI visibility, Brand Watch, and Content Lab: thirty content ideas a month
Status: Built and run by us, used on every client, days from public release

01 · Why we built it

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.

1Dashboard, the same one the client sees

CompleteMonths only, dated, nothing annualised

2Columns kept apart: platform conversions and CRM revenue

02 · What it connects

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.

6Social platforms

4Ad platforms

5Google and CRM connections

03 · What it adds

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.

30Content ideas a month, from the data

AIVisibility: does the brand get recommended?

Brand WatchMentions, tracked across the web

04 · What it changed for the agency

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.

15 hrsSaved per client per month, our estimate

MinutesMonthly reporting, from a day

EveryCase study on this site traced to it

05 · The running story

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.

DaysFrom public release

EveryAMW client already reported through it

OngoingThis page, updated as it changes

How it unfolded

From an internal dashboard to a product.

The problemScreenshots with no dates
Agency reporting that could not be checked, and platform conversions passed off as sales.
The buildOne dashboard
Social, ads, Google and the CRM, month by month, complete months only.
Every clientThe same view
Every AMW client reported through it; every case study figure read from it.
The additionsAI visibility, Brand Watch, Content Lab
Recommendation checks, mention tracking and thirty ideas a month.
NowDays from release
A product for other agencies and businesses, marketed the way we market clients.

20+Connections in one dashboard.

30Content ideas a month from Content Lab.

EveryFigure on this site, read from it.

What we built

The work, in the open

Software developmentScoped, designed, built and run by our own team. Search and analyticsSearch Console, Analytics and Business Profile in the same view as the ads. Content planningContent Lab: thirty ideas a month from what actually performed.

the same numbers the client sees

Why this page has no result yet

MyContentLab’s result is every other case study on this site. It is the reason we can publish leads, cost per lead and revenue won with dates on them and the reason we never publish a platform conversion as a sale. Its own numbers as a product start when it is released, and they will be reported here the same way.

Our own work

The dashboard behind every number

MyContentLab is ours: built in house, used on every client, days from public release. FitConnect is the second product we have built for ourselves.

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Questions

What is the best client reporting software for small agencies?

One that reads the ad accounts, social accounts, analytics and the CRM into one view and reports complete months only. We built MyContentLab because we could not find one that did the CRM part properly.

What does MyContentLab connect to?

Facebook, Instagram, TikTok, LinkedIn, Threads and Pinterest; Meta, Google, LinkedIn and TikTok Ads; Google Business Profile, Search Console and Analytics; HubSpot and LeadConnector.

What is Content Lab?

The part of MyContentLab that turns the numbers into a plan: thirty content ideas a month, drawn from what actually performed on the client’s own channels.

Why did an agency build its own reporting tool?

Because we wanted clients to see the same numbers we see, with dates, and because building software is part of what we do for clients too.

Why should we care that you built your own reporting tool?

Because it decides what you get told. MyContentLab reads your ad accounts, your social accounts, your analytics and your CRM directly, so the figures in your report are the ones you would see if you logged in yourself. Agencies that report from screenshots and spreadsheets are choosing which numbers you see, and every figure on this website comes from this platform for exactly that reason.

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