Too often people define reports some sort of quick snippet of data in a great looking graph. While graphs can look amazing, it takes a trained eye to understand what the graph is communicating. Every marketing firm shares data, but how many actually share the data then share their insight via written analysis?

Yet an agency’s main value-add isn’t report creation, but analyzing data and providing key findings and recommendations to clients. And while Google Analytics provides the tools to slice and dice the data, many web agencies also want to present clients with personalized reports, complete with the agency’s logo. And they want to be able to deliver and share reports without requiring users to log in, especially in large organizations where report distribution can become an onerous administrative process. via Sharing Personalized Dashboards using the Analytics API – Analytics Blog.