Creating White Label Client Reports: A Step-by-Step Guide

Prerequisites

White Label Client Reports are available on all plans, including the free tier. Free plan reports are retained for 90 days and share links expire after that period. Pro plan reports are retained indefinitely with permanent links. AI-generated executive narratives require a Pro subscription. Before you begin, make sure you have at least one connected ad account (Google Ads, Microsoft Ads, or Meta Ads) with synced performance data. Blueprint needs historical data to populate the KPIs, charts, and trend lines that appear in each report. If you just connected an account, allow one full sync cycle (up to 6 hours) for data to become available.

You will also need Owner or Manager permissions in your workspace. Analysts and Viewers cannot create or manage client reports, agency branding, or client profiles. If you are an Analyst who needs to build reports, ask your workspace Owner to upgrade your role to Manager.

Setting Up Agency Branding

Your agency branding serves as the default identity on every report you generate. To configure it, navigate to Settings → Workspace and scroll to the Agency Branding section. Here you will find two key fields: your agency logo and your primary brand color.

Click Upload Logo to add your agency's logo. Blueprint accepts PNG, JPG, and SVG formats up to 2 MB. The logo is displayed in the top-left corner of every report header, so a horizontal or square logo works best -- tall vertical logos may be cropped. After uploading, you will see a preview of how the logo renders at report scale.

Next, set your primary color using the color picker or by entering a hex value. This color is used for the report header background, section dividers, and accent elements throughout the report. Choose a color that represents your agency's brand and provides good contrast with white text, since headings and labels in the header render in white. Once saved, your agency branding applies to all new reports by default -- you do not need to set it again for each report.

Creating and Managing Clients

Before building a report, you need to create a client profile. Navigate to Settings → Clients and click New Client. The client form includes the following fields:

• Client name -- the business name that appears on report headers (e.g., "Acme Corp" or "Summit Dental Group").
• Contact information -- optional email and phone number for internal reference. This information does not appear on reports.
• Client logo -- upload the client's logo (PNG, JPG, or SVG, up to 2 MB). This logo appears in the top-right corner of the report header, opposite your agency logo, creating a professional dual-branded look.
• Client primary color -- set a color specific to this client. When a client color is set, it overrides your agency color for that client's reports, allowing you to match each client's brand identity.
• Ad account mapping -- select which connected ad accounts belong to this client. The dropdown shows all connected accounts in the workspace. A client can have multiple accounts (for example, a Google Ads account and a Meta Ads account), and each account can only be mapped to one client at a time.

After saving, the client appears in your clients list with a summary showing their name, logo, and the number of linked ad accounts. You can edit or archive clients at any time. Archiving a client hides them from the report builder but preserves all previously generated reports.

Building Your First Report

Navigate to Reports → Client Reports and click New Report. The report builder walks you through three steps:

Step 1: Select Client

Choose the client this report is for. The list shows all active clients in your workspace, along with the number of linked ad accounts for each. Select a client to proceed -- the builder uses their mapped accounts to pull performance data automatically.

Step 2: Configure

This is where you shape the content of your report. Start by setting the date range -- typically the previous month, but you can choose any custom range. Blueprint auto-populates KPIs based on the selected date range and the client's linked accounts, including metrics like total spend, impressions, clicks, conversions, cost per conversion, and click-through rate.

Below the KPIs, you will find the AI-generated executive narrative. Blueprint uses AI to analyze the performance data and write a summary paragraph that highlights key trends, notable changes, and overall performance trajectory. You can edit this narrative freely -- add context the AI might not know, adjust the tone for your client relationship, or rewrite it entirely. The AI draft is a starting point, not a final product.

Next, add "What We Did" entries. These are line items describing the specific actions your team took during the reporting period -- for example, "Launched new responsive search ads for the spring promotion" or "Added 47 negative keywords to reduce wasted spend." Each entry includes a title and optional description. This section gives clients concrete visibility into the work you are doing on their behalf.

Finally, write your recommendations and notes. Recommendations are forward-looking suggestions for the next period -- budget adjustments, new campaign ideas, landing page improvements. Notes are general observations or context that do not fit neatly into the other sections. Both fields support free-form text.

Step 3: Preview

The preview renders the full report exactly as your client will see it. Scroll through every section to verify that the data looks correct, the branding renders properly, and the narrative reads well. If anything needs adjustment, click back to the Configure step to make changes. When you are satisfied, click Create Report to finalize it.

Understanding Report Sections

Every white label report contains eight sections, each designed to communicate a specific aspect of campaign performance:

1. Header -- displays your agency logo (left), the client logo (right), the report title, date range, and the primary brand color as the background. This is the first thing clients see and sets the professional tone.
2. Executive Summary KPIs -- a grid of key performance indicators showing the headline numbers for the reporting period. Each KPI shows the current value, the previous period value, and the percentage change with a color-coded indicator (green for improvement, red for decline).
3. Executive Narrative -- the AI-generated (and optionally hand-edited) paragraph summarizing overall performance. This gives clients a human-readable story instead of forcing them to interpret raw numbers.
4. What We Did -- a list of specific actions your team took during the period. This section justifies your agency's value by showing concrete work product alongside the results.
5. Performance by Account -- if the client has multiple ad accounts, this section breaks down KPIs per account so clients can see how each platform is contributing to overall results.
6. Conversion Performance -- a focused view on conversion metrics including total conversions, cost per conversion, and conversion rate across all accounts.
7. Trends -- line charts showing key metrics over the reporting period, giving clients a visual sense of trajectory rather than point-in-time snapshots.
8. Recommendations & Notes -- your forward-looking strategy recommendations and any additional context or observations for the client.

Customizing Branding and Colors

Blueprint uses a color resolution hierarchy to determine which color appears on each report. The hierarchy works as follows: if the client has a primary color set, that color is used. If the client does not have a color set, the agency's primary color is used. If neither is set, Blueprint defaults to its standard teal (#5BB5B5). This means you can set your agency color once and have it apply to all reports, then override it on a per-client basis when needed.

The dual-logo placement -- agency logo on the left, client logo on the right -- creates a co-branded appearance that reinforces both your agency's professionalism and the client's brand identity. If the client does not have a logo uploaded, only your agency logo appears, and it remains left-aligned. If neither logo is set, the report header still renders cleanly with the report title and date range.

To customize branding for a specific client, go to Settings → Clients, select the client, and update their logo or color. Changes apply to all future reports for that client -- existing reports retain the branding they were created with, so you always have an accurate historical record of what was sent.

Sharing Reports with Clients

Once a report is created, sharing it is a single click. Open the report from Reports → Client Reports and click the Share button. Blueprint generates a secure, tokenized URL that you can copy and send to your client via email, Slack, or any other communication channel.

The share link uses a cryptographically secure token -- it is not guessable and cannot be enumerated. When your client opens the link, they see the full branded report rendered in their browser. No Blueprint account or login is required. The public viewer displays the complete report with all eight sections, styled with the appropriate branding colors and logos. Clients can scroll through the report, and the layout is fully responsive for mobile viewing.

Each report has its own unique share link. If you generate a monthly report, the previous month's link remains active and accessible -- clients can revisit past reports at any time. If you need to revoke access to a specific report, you can disable its share link from the report detail page.

Best Practices

Establish a regular cadence. Most agencies find that monthly reports strike the right balance between keeping clients informed and giving campaigns enough time to generate meaningful data. For high-spend accounts or clients who want more frequent updates, weekly reports work well -- but keep the narrative shorter and focus on tactical highlights rather than strategic analysis.

Make the narrative count. The AI-generated narrative is a solid starting point, but the best reports include your own context. Mention specific optimizations you made, explain why certain metrics moved, and connect the data to the client's business goals. A narrative that says "Conversions increased 23% this month due to the new landing page we launched on March 3rd" is far more valuable than "Conversions were up this period."

Structure recommendations clearly. Each recommendation should include what you suggest, why you suggest it, and what the expected impact might be. For example: "We recommend increasing the daily budget on Campaign X by 15% because it has the lowest CPA and is currently limited by budget. Based on current trends, this could yield an additional 30-40 conversions per month." Specific, data-backed recommendations build trust and make it easy for clients to approve your strategy.

Be consistent with branding. Upload high-quality logos, choose colors that look professional on screen, and keep the same branding across all reports. Consistency reinforces your agency's professionalism and makes reports instantly recognizable in your client's inbox. If a client rebrands, update their logo and color in the client profile promptly so future reports reflect the change.