Metriko vs Whatagraph: which to choose in 2026
The main difference is the output. Metriko (metriko.io) connects to Google Analytics 4 and returns a written report in plain English that explains what changed and what to do next, while Whatagraph is a multi-source reporting platform built for marketing agencies that assemble branded dashboards and recurring client reports. Whatagraph covers dozens of ad and CRM sources and is priced accordingly (published plans start around $249/month at the time of writing); Metriko covers GA4 only and has a free tier for one site. Choose Whatagraph if you deliver client reporting at scale, and Metriko if you just want your own analytics explained.
| Feature | Metriko | Whatagraph |
|---|---|---|
| Setup time | About 30 seconds: paste your URL, sign in with Google, read the report. | Hours to days: connect sources, build or adapt templates, set schedules. |
| GA4 connection | Native, one-click OAuth to GA4. No tag, no data warehouse. | GA4 is one of 45+ integrations, alongside ad platforms, SEO tools and CRMs. |
| Output | A written narrative report: what changed, why, what to do next. | Visual dashboards and scheduled PDF/live client reports, with optional AI summaries. |
| Supported languages | English and Italian. | Interface in English; report text is written by you. |
| Target user | Ecommerce owners, freelancers and marketers who are not analysts. | Marketing agencies and in-house teams reporting on many clients or channels. |
| Free trial | Free tier: 1 site, no card required. Pro €19/month for up to 5 sites. | Free trial available on request; paid plans start around $249/month (verify current pricing). |
When to choose Whatagraph
- You report to clients on many channels at once — Google Ads, Meta, LinkedIn, SEO and CRM data in a single document.
- You need white-label, branded, automatically scheduled reports on a recurring basis.
- You want data transfers into a warehouse or BigQuery and a team workflow with approvals.
When to choose Metriko
- You want a plain-language report in about 30 seconds, not a dashboard build.
- You don't want to learn a new interface: there is nothing to configure or maintain.
- You are an ecommerce owner or a non-technical freelancer who needs answers, not charts.
Frequently asked questions
Is Whatagraph free?
No. Whatagraph is a paid platform; published plans start at roughly $249 per month, with a trial available on request. Metriko has a permanent free tier for one website.
Does Metriko replace GA4?
No. Metriko reads your existing Google Analytics 4 data through the official API and explains it. GA4 stays the source of truth and keeps collecting the data.
Can Metriko produce client-facing reports like Whatagraph?
Metriko produces a written analysis you can copy or share, but it is not a white-label reporting suite: no branded templates, no scheduled multi-client delivery. For that, Whatagraph is the better fit.
Do I need a developer to set up either tool?
Neither requires code. Whatagraph does require someone to connect sources and design templates; Metriko only requires signing in with the Google account that has access to your GA4 property.
Can I use both together?
Yes, and many agencies do: Whatagraph for the recurring client deliverable, Metriko for a quick plain-language read on what a specific site's numbers actually mean.