# Whatagraph — Business Intelligence & Dashboards

Whatagraph by Whatagraph B.V. holds a panel rating of 2.5/5 from 6 AI judges (category median 3/5), as of 2026-11-01. Provenance: EU-Made; sovereignty: not determined.

- Vendor: Whatagraph B.V. (https://whatagraph.com)
- Category: [Business Intelligence & Dashboards](https://whats-best.ai/software/business-intelligence.md)
- Provenance (editorial classification): EU-Made
- Canonical page: https://whats-best.ai/software/business-intelligence/whatagraph
- Alternatives: https://whats-best.ai/software/business-intelligence/whatagraph/alternatives ([markdown](https://whats-best.ai/software/business-intelligence/whatagraph/alternatives.md))
- Data as of: 2026-11-06 · evaluated 2026-11-01 · oldest source captured 2026-11-01

**AI-generated.** Every score, rationale and verdict here is written by a panel of AI judges from public evidence — an analysis, not a hands-on test. Every fact quotes the vendor page it was read from. No score can be bought. How scores are made: https://whats-best.ai/methodology

## At a glance

- Vendor: Whatagraph B.V.
- Headquarters: Not stated on the vendor’s pages as of 1 Nov 2026
- Data hosting: Default not stated; pages mention the EU [S8]
- Free plan: Yes, per the vendor’s own page [S9]

## The panel's verdict

Whatagraph, an agentic marketing intelligence platform from Dutch vendor Whatagraph B.V., scores highest on sharing and embedding at 6-7: white-label client dashboards with the vendor hidden, branded subdomains, scheduled PDF, CSV and Slack delivery, password-protected live links and iFrame embedding are documented. Data connectivity spreads 4-6, the widest range: 60-plus maintained connectors plus BigQuery, Snowflake, Google Sheets and a push API cover agency sources, but we found no public information on connectors for PostgreSQL, MySQL or SQL Server, for accounting or ERP data, or for an on-premise gateway. Governance and portability is weakest, ranging 4 to 4: four roles and single sign-on are documented, but the public API sits on the top plan and we found no public information on row-level security or audit logs. Pricing transparency spans 4-5: Max is published from €699 per month, billed annually, while Prime is Custom billed annually. Sovereignty spans 4-5: the captured pages give different statements on where data sits — the security policy says the European Union, the privacy policy allows the United States, Europe or any other country.

**Speaks for it:**
- White-label client dashboards with the vendor hidden, branded subdomains, and iFrame embedding of any shared report link
- Sixty-plus native marketing, analytics, CRM and e-commerce connectors maintained by the vendor, plus BigQuery, Snowflake, Google Sheets and a push-style custom API
- Scheduled delivery by email or Slack as PDF, CSV or live link at weekly, monthly or quarterly intervals, with password-protected links and expiry
- An Organize layer that defines custom metrics and unified names once for reuse across reports, and a plain-language IQ Chat that can be turned on for clients
- A published data processing agreement, ISO 27001:2022 stated, and Google Cloud Platform and Amazon Web Services named as hosting

**Held against it:**
- We found no public information on row-level or column-level security, audit logs or SCIM provisioning, and the terms put backup of account contents before termination on the customer
- The Snowflake documentation states there is no incremental fetch and every widget refresh runs a fresh query, and we found no public information on connectors for PostgreSQL, MySQL or SQL Server
- The Prime plan is Custom billed annually, credits scale From 50 with no published per-credit price, and add-ons such as the custom report domain and the BigQuery transfer carry no public price
- The captured pages give different statements on where data sits, and we found no public information on subprocessor locations or where the Claude or ChatGPT connection processes data
- The captured pages give different figures for the total integration count — 50+, 55+, 60+, 68 and a 1000+ claim on the homepage

**Best for:**
- You run a marketing agency and need white-label client dashboards on a branded subdomain with scheduled PDF and Slack delivery
- Your reporting sources are marketing platforms — paid ads, social, SEO, email, e-commerce — plus Google Sheets or BigQuery, blended in one report
- You want non-analysts, including clients, to answer plain-language questions and reuse one metric definition across every report

**Avoid if:**
- Your month-end close or reporting depends on ERP, accounting or transactional database systems — the published connector catalogue is marketing-focused
- You must know the full annual cost before committing — only the Max plan has a published price, Prime is custom, the standard term is one year, cancellation requires 30 days' notice and advance payment is non-refundable
- You need written certainty on where data sits and which subprocessors touch it — the captured pages give different statements on data location

## Scores by judge and criterion

Scores out of 5, each judge scoring independently against the published rubric (v1). "n/r" = not rated: the vendor publishes no price, or the judge found no public information on that criterion.

| Criterion | The Finance Controller | The Managing Director | The Data Analyst | The IT Administrator | The SaaS Product Lead | The Skeptic |
| --- | --- | --- | --- | --- | --- | --- |
| Data sources, connectors & refresh | 2/5 | 2.5/5 | 3/5 | 3/5 | 3/5 | 3/5 |
| Dashboards, charts & interactivity | 2.5/5 | 2.5/5 | 2.5/5 | 2.5/5 | 3/5 | 3/5 |
| Self-service analysis & shared metrics | 2/5 | 2.5/5 | 2/5 | 2.5/5 | 2.5/5 | 2.5/5 |
| Sharing, scheduled reports & embedding | 3/5 | 3/5 | 3/5 | 3/5 | 3.5/5 | 3/5 |
| Access control, administration & portability | 2/5 | 2/5 | 2/5 | 2/5 | 2/5 | 2/5 |
| European sovereignty | 2/5 | 2.5/5 | 2.5/5 | 2.5/5 | 2.5/5 | 2/5 |
| Pricing transparency | 2/5 | 2.5/5 | 2.5/5 | 2.5/5 | 2/5 | 2.5/5 |
| **Weighted verdict** | **2/5** | **2.5/5** | **2.5/5** | **2.5/5** | **2.5/5** | **2.5/5** |

### The judges

- **The Finance Controller** (v1.0): Head of controlling at a 250-person machine builder in Baden-Württemberg. Closes the month from DATEV, the ERP, the CRM and a dozen Excel files that colleagues still mail around, and spends two days a month copying numbers into the management report. Wants the sources connected and refreshed on a schedule, one definition of contribution margin on every page, a report that prints cleanly for the advisory board, and data that stays where the auditors expect it.
- **The Managing Director** (v1.0): Runs a 40-person service company with HubSpot, an online accounting tool, a help desk and a project management app, and no one whose job is data. Wants revenue, pipeline, utilisation and open tickets on one screen in the office and on their phone, set up in an afternoon from ready-made connectors, a weekly summary in the inbox on Monday morning, and a price that does not double when the whole team wants to look.
- **The Data Analyst** (v1.0): The first data hire at a Hamburg e-commerce scale-up, with orders, marketing spend and customer data landing in a PostgreSQL warehouse every night. Answers the same question three times a week because every department computes revenue differently. Wants a SQL editor and a query builder for colleagues, metrics defined once in a model that lives in Git, natural-language questions that show the query they ran, and a way out that does not mean rebuilding every dashboard.
- **The IT Administrator** (v1.0): IT lead at a mid-sized healthcare supplier whose reports touch customer, pricing and employee data. Is asked to approve a BI tool after a department has already started a trial. Reads where extracts and caches are stored, whether the tool reaches the ERP database through a gateway or wants it opened to the internet, whether sales sees only its own region, and whether single sign-on and an audit log come with the plan or behind a sales call. Prefers an edition they can run themselves.
- **The SaaS Product Lead** (v1.0): Product lead at a Vienna software company selling fleet management to 600 business customers, each of whom asks for reports the team keeps building by hand. Wants dashboards embedded in the product under its own brand, every customer seeing only their own rows, customers building their own views without a ticket, and an embedding licence whose cost they can put into the product's price before signing.
- **The Skeptic** (v1.0): Has seen "connect any data source" on a tool with eight connectors and a CSV upload, "self-service" that ends with every department defining revenue its own way, "free viewers" that need a paid licence to open a shared link, and "AI insights" that never show the query. Asks where the extracts are stored, whether dashboards and definitions can be exported in a format another tool reads — and what leaving would cost.

## European sovereignty — proven facts

Built only from facts on the vendor's own pages; a dimension we could not prove is left open, never scored as zero. Headline: not determined.

| Dimension | Finding | Points | Source |
|---|---|---|---|
| Legal entity | Not determined | — | — |
| Hosting location | Not determined | — | — |
| Hosting options | Not determined | — | — |
| Open source | Not determined | — | — |
| Data processing agreement | Not determined | — | — |
| Transfer impact assessment | Not determined | — | — |

## Key facts

Each fact is the vendor's own statement, cited to the source page it was read from ([S*n*] → Sources).

**Compliance**
- Complaint right: right to complain to data protection supervisory institution [S7]
- Data subject rights: access · rectification · objection · withdrawal of consent [S7]
- Dnt respected: yes [S7]
- Documents available: Privacy Policy · Cookie Policy · Security Policy · Data Processing Agreement [S9]
- DPA: yes [S1]
- DPA: yes [S3]
- DPA: yes [S5]
- DPA available: yes [S6]
- DPA available: yes [S12]
- DPA available: yes [S13]
- Encryption aes256: yes [S8]
- Encryption SSO: yes · yes [S2]
- GDPR: yes [S2]
- GDPR: yes [S8]
- GDPR contact: gdpr@whatagraph.com [S7]
- Google API limited use: yes [S7]
- ISO 27001: yes [S2]
- Rbac: 4 [S2]
- Security policy: yes [S5]
- Tls: TLS 1.2 [S8]

**Data**
- Breach notification: 72 [S7]
- Confidentiality: yes · only if required by law [S9]
- Deletion right: yes [S8]
- Invoices downloadable: yes [S9]
- Request acknowledgement: 72 [S7]
- Retention period: two years [S7]
- Termination deletion: customer · yes [S9]
- Token storage: user access tokens · custom field metadata · account names and details [S8]
- User access update: users can review and update personal information via account login [S7]

**Hosting**
- Data locations: United States · Europe · other countries [S7]
- Data residency: EU [S8]
- Providers: Google Cloud Platform · Amazon Web Services [S8]

**Integrations**
- API external id rule: external_id must match the data's keyword, no spaces or special characters; available metrics depend on pushed data [S19]
- API key generation: API key generated in Data sources section, used as Access Token [S19]
- API setup steps: Custom API source added via Data sources > + Connect new source > Custom API [S19]
- API sources by client: recommended to divide sources by client/advertiser to avoid slow fetching [S19]
- Bigquery export: yes · yes [S13]
- Bigquery google auth: Authorization via Google account; Workspace admin may need to grant access [S10]
- Bigquery source: yes [S10]
- Count: 50 [S3]
- Count 60 native: 60+ [S13]
- Custom API: push · yes [S19]
- Custom sources: Custom API · Google Sheets · BigQuery [S12]
- Custom sources: yes · yes [S13]
- Data sources: integrations with data sources; selectable and changeable by Whatagraph at any time [S9]
- Delivery channels: email · Slack · live link · PDF · CSV · BigQuery · Looker Studio [S13]
- Ecommerce channels: Shopify · BigCommerce · Magento [S13]
- Listed: 50+ · Adform · Facebook Ads · Google My Business · Google Sheets · Instagram · Klaviyo · LinkedIn · LinkedIn Ads · StackAdapt [S7]
- Mcp: MCP connections bring data and agents into Claude and ChatGPT [S1]
- Mcp: MCP connects Whatagraph data to Claude or ChatGPT [S13]
- Named: Adform, Facebook Ads, Google My Business, Google Sheets, Instagram, Klaviyo, LinkedIn, LinkedIn Ads, StackAdapt [S3]
- Named: 50+ · Adform · Facebook Ads · Google My Business · Google Sheets · Instagram · Klaviyo · LinkedIn · LinkedIn Ads · StackAdapt [S9]
- Native count: Google Analytics 4 · social media · paid ads · SEO · email marketing · eCommerce · CRM · 45 [S12]
- Native sources: 60 · marketing · analytics · CRM · ecommerce [S1]
- Oauth tokens: OAuth access tokens · yes · customer support email [S8]
- Ppc channels: Google Ads · Meta Ads · LinkedIn Ads · Microsoft Ads · Pinterest Ads [S13]
- Roadmap input: integration library expanded based on customer needs [S5]
- Scheduled delivery: yes · weekly · monthly · quarterly [S13]
- SEO analytics channels: GA4 · Semrush · Ahrefs · SE Ranking · Google Search Console [S13]
- Smart sources: Agent-built custom connections for sources without native integrations [S1]
- Snowflake auth: Snowflake connector uses key-pair authentication (RSA/JWT), no passwords; each schema becomes an integration account and each table a source [S11]
- Snowflake automatic mapping: Numeric columns become metrics (default SUM), DATE/TIMESTAMP columns become date dimensions, other columns string dimensions; first DATE/TIMESTAMP column is default date column; _SK columns excluded as surrogate keys [S11]
- Snowflake cost billed by snowflake: Snowflake [S11]
- Snowflake egress ips: Whatagraph has an egress IP range that can be allowlisted in Snowflake network policy [S11]
- Snowflake jwt ttl: 9 · yes [S11]
- Snowflake no incremental fetch: no [S11]
- Snowflake no password auth: no [S11]
- Snowflake query method: Uses Snowflake SQL API asynchronously; polls statement handle until success [S11]
- Snowflake requirements: AWS · Azure · GCP [S11]
- Social channels: Instagram · TikTok · YouTube · Facebook [S13]
- Supported sources: Google Ads · Meta · LinkedIn · TikTok · GA4 [S13]
- Total claim: 1000+ integrations you may need [S1]
- Total count: 55+ [S13]
- Uptime: past six months · 99.95 [S13]
- Widget export: single widget · whole report · Excel · CSV [S4]
- Youtube: YouTube API integration for feed and insights, revocable via Google Security Settings [S7]
- Youtube tos: yes · yes [S9]

**Legal**
- Dispute resolution: Amsterdam · NAI arbitration · English · 1 [S9]
- DPA: yes [S2]
- Effective date: 2024-05-24 [S7]
- Entity: Whatagraph B.V. [S3]
- Entity: Whatagraph B.V. [S4]
- Entity: Whatagraph B.V. [S2]
- Entity: Whatagraph B.V. [S5]
- Entity: Whatagraph B.V. [S6]
- Entity: Whatagraph B.V. · Herengracht 420, 1017 BZ Amsterdam, The Netherlands [S9]
- Entity: Whatagraph B.V. [S12]
- Entity: Whatagraph B.V. [S13]
- Entity name: Whatagraph B.V. [S7]
- Governing law: Netherlands [S9]
- Liability cap: fees paid by customer [S9]
- Marketing logo use: yes [S9]
- Related documents: Terms & Conditions · Privacy Policy · Cookie Policy · Security Policy · Data Processing Agreement [S7]

**Pricing**
- Auto renewal notice: 30 [S9]
- Currency: USD · EUR [S9]
- Fee change notice: 30 [S9]
- Free tier: yes [S9]
- Max price: Max · 699 [S6]
- Max vs prime iq: no · yes [S6]
- Max vs prime premium integrations: no · yes [S6]
- Page presence: Pricing page linked in navigation, but no prices stated on homepage [S1]
- Payment methods: yes · by individual agreement [S9]
- Plan dependent availability: Organize / custom metrics · plan-dependent [S15]
- Prime price: custom · yes · annually [S6]
- Refund policy: in advance · yes [S9]
- Standard term: 12 [S9]
- Tax treatment: yes [S9]
- Usage limits: unlimited · unlimited · from 50 · custom [S6]

**Product**
- Add member shortcut: yes [S18]
- Agency dashboard template: Agency Dashboard [S12]
- Agent tier features: Reporting workflows, monitoring and alerts · Managed MCP · Computer use and browser · AI visibility · Reporting workflows, monitoring and alerts · Managed MCP · Reporting workflows, monitoring and alerts · Managed MCP · Computer use and br… [S6]
- Agent usage tiers: Base · Mid · Heavy [S6]
- Agentic platform: Agentic marketing intelligence platform with governed data layer and agents [S3]
- AI built in: Data hub stores, cleans, and transforms data with AI built in [S3]
- AI chat plain language: yes · yes [S2]
- AI custom dimensions: AI creates custom dimensions and blended metrics without formulas or coding [S13]
- AI features: IQ Agents · Whatagraph MCP · Whatagraph IQ [S5]
- AI generated dimensions: AI generates IQ dimensions from plain-language rules; also naming patterns, regex, conditional logic [S3]
- AI performance summary: AI writes editable performance summaries based on actual page data [S13]
- AI report builder: Whatagraph IQ builds full reports from a prompt [S13]
- AI report creation: yes · yes [S2]
- AI summaries audits: yes · yes [S2]
- Automated distribution: yes · 5 [S12]
- B2b only: yes [S9]
- Bigquery connection: yes · yes · yes [S2]
- Bigquery date column requirement: Table needs at least one date column; widgets first look for a column named exactly Date, else first Date/Datetime/Timestamp column [S10]
- Bigquery dimensions: All non-date, non-metric columns are dimensions [S10]
- Bigquery export: yes [S1]
- Bigquery export: yes [S3]
- Bigquery metric detection: Numeric-typed columns are metrics unless named id or ending in _id [S10]
- Bigquery move data: feature to move data to BigQuery [S5]
- Bigquery no autoconfig: no [S10]
- Bigquery source and destination: yes · yes [S10]
- Bigquery transfer prime addon: no · add-on [S6]
- Blend join types: left · inner · full · cross [S3]
- Blended sources: Blends combine datasets from different sources into one unified view [S3]
- Calculated metrics: blended ROAS · CAC · margin · yes [S2]
- Children policy: 13 [S7]
- Client iq chat: yes [S13]
- CRM integrations: GoHighLevel · HubSpot · Salesforce [S5]
- Cross channel insights: yes [S4]
- Currency conversion: yes [S3]
- Custom agents: yes [S1]
- Custom API sources: Google Sheets · BigQuery · Custom API · yes [S5]
- Custom dashboards: Custom data visualization dashboards with marketing KPIs [S12]
- Custom dimensions: Custom Dimensions unify names, standardize language or group data [S3]
- Custom domain: yes [S4]
- Custom formula: custom formulas can be applied to any widget metric [S14]
- Custom formula builder: formula builder supports operators, channel sources, and metrics [S14]
- Custom formulas: yes [S4]
- Custom formulas: yes [S13]
- Custom hex colors: yes [S4]
- Custom metric formats: integer · percentage · currency [S3]

**Subprocessors**
- Call recording tools: Outreach · Chorus · Zoom · Google Meet · call recording [S7]
- Facebook: Facebook · remarketing [S7]
- Google ads: Google Ads · remarketing [S7]
- Google analytics: Google Analytics · web analytics [S7]

**Support**
- Chat: yes [S12]
- Dedicated csm all plans: yes [S6]
- Free tier support: no [S9]
- Help center: yes [S1]
- Help center: yes [S12]
- Live chat all plans: yes [S6]
- Prime extras: yes · yes · yes [S6]

106 more facts on the canonical page: https://whats-best.ai/software/business-intelligence/whatagraph

## Questions

### Is Whatagraph European?

Yes. whats-best.ai classifies Whatagraph as EU-Made.

### Where does Whatagraph store data?

The default storage location for customer data is not stated on the vendor’s pages as of 1 Nov 2026. The vendor’s pages mention the EU as hosting location, per [the vendor’s page captured 1 Nov 2026](https://whats-best.ai/evidence/14101).

### Does Whatagraph have a free plan?

Yes. Whatagraph has a free plan, per [the vendor’s page captured 1 Nov 2026](https://whats-best.ai/evidence/14106).

### What are the best alternatives to Whatagraph?

As of 1 Nov 2026, the panel rates [Metabase (3.5/5)](https://whats-best.ai/software/business-intelligence/metabase), [Preset (Apache Superset) (3.5/5)](https://whats-best.ai/software/business-intelligence/preset) and [Holistics (3/5)](https://whats-best.ai/software/business-intelligence/holistics) highest among the other 15 Business Intelligence & Dashboards products evaluated. Ratings that look equal are rounded to half stars; the order uses the unrounded rating, then the name. The highest-rated European alternative is [Luzmo](https://whats-best.ai/software/business-intelligence/luzmo) (EU-Made). Ratings are the AI panel’s opinion, formed from public evidence: [how scores are made](https://whats-best.ai/methodology#ordering). The full list, with European products first: [Whatagraph alternatives](https://whats-best.ai/software/business-intelligence/whatagraph/alternatives).

## Head-to-head

- [Whatagraph vs Databox](https://whats-best.ai/compare/databox-vs-whatagraph.md)

## What this page leaves out

- 13 product facts could not be confirmed on the vendor’s page as captured and were left out of this page and of the panel’s material.
- 2 pricing facts could not be confirmed on the vendor’s page as captured and were left out of this page and of the panel’s material.
- 1 compliance fact could not be confirmed on the vendor’s page as captured and was left out of this page and of the panel’s material.
- 1 legal fact could not be confirmed on the vendor’s page as captured and was left out of this page and of the panel’s material.
- 1 support fact could not be confirmed on the vendor’s page as captured and was left out of this page and of the panel’s material.
- 4 sovereignty dimensions could not be confirmed on the vendor’s own pages and are shown as unknown.
- 6 of the readings below were written against an earlier fact sheet — a fact has been corrected, added or pulled since. Until the panel next runs on this product you are reading the older judgement.

## Sources

- [S1] Vendor homepage: https://whatagraph.com/ (checked 2026-11-01)
- [S2] Features page: https://whatagraph.com/features (checked 2026-11-01)
- [S3] Features page (data hub): https://whatagraph.com/data-hub (checked 2026-11-01)
- [S4] Features page (white-label dashboards): https://whatagraph.com/white-label-dashboard (checked 2026-11-01)
- [S5] Integrations page: https://whatagraph.com/integrations (checked 2026-11-01)
- [S6] Pricing page: https://whatagraph.com/pricing (checked 2026-11-01)
- [S7] Privacy policy: https://whatagraph.com/privacy-policy (checked 2026-11-01)
- [S8] Security / trust page: https://whatagraph.com/security-policy (checked 2026-11-01)
- [S9] Terms of service: https://whatagraph.com/terms-and-conditions (checked 2026-11-01)
- [S10] Data sources, connectors & refresh — found from sitemap: https://help.whatagraph.com/en/articles/6941233-how-to-connect-bigquery-as-a-data-source-in-whatagraph (checked 2026-11-01)
- [S11] Data sources, connectors & refresh — found from sitemap: https://help.whatagraph.com/en/articles/14999002-how-to-connect-snowflake-to-whatagraph (checked 2026-11-01)
- [S12] Dashboards, charts & interactivity — found from sitemap: https://whatagraph.com/data-visualization-dashboard (checked 2026-11-01)
- [S13] Dashboards, charts & interactivity — found from sitemap: https://whatagraph.com/kpi-reporting-tool (checked 2026-11-01)
- [S14] Self-service analysis & shared metrics — found from sitemap: https://help.whatagraph.com/en/articles/6212210-how-to-create-a-custom-formula (checked 2026-11-01)
- [S15] Self-service analysis & shared metrics — found from sitemap: https://help.whatagraph.com/en/articles/8271915-how-to-set-up-and-apply-custom-metrics (checked 2026-11-01)
- [S16] Sharing, scheduled reports & embedding — found from sitemap: https://help.whatagraph.com/en/articles/6254352-sharing-the-reports (checked 2026-11-01)
- [S17] Sharing, scheduled reports & embedding — found from sitemap: https://help.whatagraph.com/en/articles/6821783-how-to-embed-reports-using-iframe (checked 2026-11-01)
- [S18] Access control, administration & portability — found from sitemap: https://help.whatagraph.com/en/articles/6254388-how-to-change-the-role-of-a-team-member (checked 2026-11-01)
- [S19] Access control, administration & portability — found from sitemap: https://help.whatagraph.com/en/articles/6223915-how-to-work-with-whatagraph-api (checked 2026-11-01)

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Cite as: whats-best.ai, "Whatagraph — Business Intelligence & Dashboards", AI panel analysis, as of 2026-11-06. https://whats-best.ai/software/business-intelligence/whatagraph

Corrections: https://whats-best.ai/correct/1255?target=page