Honest Comparison
Nooma vs Whatagraph
Updated for 2026
Which reporting approach is right for your agency? Whatagraph blends cross-channel data into visual reports. Noomawrites the narrative analysis for you. Here's an honest look at how they compare.
Feature comparison
Side by side, no spin.
| Feature | Whatagraph | Nooma |
|---|---|---|
| AI-written report narratives (full sections) | ||
| AI data summaries | ||
| Voice matching (sounds like your agency) | ||
| Business rule engine / policy editor | ||
| Multi-source data blending | ||
| Cross-channel performance views | ||
| Custom report templates | ||
| Drag-and-drop visual report builder | ||
| Custom widgets and visualizations | ||
| Gmail draft delivery | ||
| White-labeled reports | ||
| Automated scheduling | ||
| Client portal / dashboards | ||
| 45+ data source integrations | ||
| Anti-hallucination safeguards | ||
| Competitive intelligence in reports |
Where Whatagraph excels
Credit where it's due. Whatagraph is a strong platform, especially for agencies running campaigns across many channels.
Multi-channel data blending
45+ native integrations plus custom API and BigQuery connections. Whatagraph pulls data from Google Ads, Meta, LinkedIn, SEO tools, CRM platforms, and more — then lets you blend metrics across sources into unified views.
Visual report builder with drag-and-drop
A library of pre-made widget types — goal widgets, funnels, charts, multi-source tables — plus the ability to build custom widgets. You choose the visualization, set your sources and metrics, and arrange everything with drag-and-drop.
Cross-channel performance views
Custom formulas let you combine metrics across channels. Compare Google Ads vs Meta spend and conversions in a single table. Agencies running omnichannel campaigns get real value from this.
Data organization at scale
Group data sources by campaign, region, or client. Create custom metrics and dimensions that are instantly available across all reports. Useful for agencies managing large portfolios with consistent reporting structures.
Where Nooma excels
Noomais not a data visualization tool. It writes the report your clients actually read — the narrative that turns numbers into meaning.
AI writes the actual narrative
Whatagraph visualizes data beautifully. But someone still has to write the email that says what it means. Nooma generates full narrative reports — what happened, why it matters, and what the agency is doing about it. No template filling. No copy-pasting from dashboards.
Your voice, not robot voice
Nooma learns how your agency communicates — tone, terminology, level of detail. Reports read like your senior account manager wrote them. Whatagraph's AI summaries use a generic tone across all agencies.
Business rules, enforced automatically
Define your policies once. "If CPA exceeds $X, flag it." "If it's the first 60 days, don't judge conversion volume." Your expertise is encoded and applied to every report, every cycle, without manual checking.
Gmail draft delivery
Reports land as drafts in your Gmail, ready to review and send. The client sees an email from their account manager — not a notification from a reporting platform. This preserves the personal relationship dynamic.
Competitive intelligence woven in
Nooma surfaces competitive context directly in the narrative. Not a separate tab or widget — the AI weaves competitor activity into the story where it matters, so clients understand the full picture.
The real difference: visualization vs. interpretation
Whatagraph excels at turning raw data from many sources into polished visual reports. Charts, widgets, cross-channel tables — all beautifully organized. But someone still has to write the narrative.
Nooma writes the narrative. It reads the data, applies your business rules, and generates analysis in your voice. The difference looks like this:
Whatagraph visual report
A polished dashboard with charts showing 142 conversions (up 12%), CPC trends, CTR by campaign, and a cross-channel comparison table. Beautiful visualization — but the client still asks “so what does this mean for us?”
Nooma narrative report
“Strong month. Google Ads delivered 142 conversions — up 12%, which is the lift we expected heading into leasing season. Cost per conversion dropped to $31.20, so we are getting more leads for less. The branded campaign is eating more budget than usual (22% vs our 15% target), so I am tightening that cap this week. Expect 6-8 tours from this batch.”
Same data. One shows it. The other explains it. The second version is what agencies spend 3-5 hours per client writing manually after the dashboard is already built.
Which one is right for you?
Choose Whatagraph if…
- You need multi-channel reporting across Google, Meta, LinkedIn, SEO, and more
- You want visual, chart-heavy reports with custom widgets
- You prefer building custom report templates yourself with drag-and-drop
- Cross-channel data blending is critical to your workflow
- Your team handles the narrative writing and just needs data organized
Choose Noomaif…
- You want reports written for you, not just data visualized
- Google Ads is the primary channel you report on
- Your team spends hours turning dashboards into narrative summaries
- You care that reports sound like your agency, not a template
- You want reports delivered as Gmail drafts from your team's email
Pricing, straight up
Different pricing models for different value propositions.
Whatagraph
Annual billing required on paid plans (~$2,748/yr minimum). Source credits determine how many data connections you can use. Visual report builder, data blending, 45+ integrations, white-label included.
Nooma
One tier. Everything included.
AI-written narrative reports, voice matching, business rules engine, client dashboard, AI chat, Gmail draft delivery, competitive intelligence, anti-hallucination safeguards. No credit limits, no add-ons, no annual commitment required.
Whatagraph visualizes data across channels. Nooma writes the narrative analysis. If your team spends 3+ hours per client turning dashboards into written reports, Nooma's per-client pricing pays for itself.
Common questions
- Is Nooma a Whatagraph alternative?
- They solve different problems. Whatagraph is a cross-channel reporting and data blending platform — it pulls data from 45+ sources and lets you build visual reports with custom widgets. Nooma is an AI report-writing platform that generates narrative analysis in your agency's voice. If your pain point is consolidating data across channels, Whatagraph is strong. If your pain point is the hours spent writing the narrative that accompanies the data, Nooma is purpose-built for that.
- How does Whatagraph handle AI compared to Nooma?
- Whatagraph includes AI-powered data summaries that describe what happened in the data. Nooma's AI goes further: it generates full narrative reports that interpret the data, apply your business rules, and match your agency's voice. The difference is between summarizing metrics and writing the analysis your clients actually read.
- Which is cheaper — Whatagraph or Nooma?
- Whatagraph starts at $229/month (billed annually) for 20 source credits. A 15-client agency running multiple channels could easily reach $400-600/month depending on source usage. Nooma is $100/client/month — so a 15-client agency pays $1,500/month. Nooma costs more because it replaces the writing labor, not just the data visualization. If your team spends 3+ hours per client on narrative analysis each cycle, the math favors Nooma.
- Can I use Whatagraph and Nooma together?
- Yes. Some agencies use Whatagraph for cross-channel data visualization (especially for channels Nooma doesn't cover yet) and Nooma for the narrative reporting on their PPC accounts. Whatagraph handles the data consolidation, Nooma handles the storytelling. There's no technical conflict between using both.
- Does Whatagraph support as many integrations as other platforms?
- Whatagraph supports 45+ native integrations plus custom API and BigQuery connections. That's fewer than some competitors like AgencyAnalytics (80+), but covers most major marketing channels including Google Ads, Meta, LinkedIn, SEO tools, and CRM platforms. Nooma currently focuses on Google Ads, with more integrations on the roadmap.
See what your reports could look like
Request access and we'll generate a sample report using your real data. No commitment, no sales pitch — just your report, written by AI, in your voice.
$100/client/mo · Flat rate, no tiers