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To give clients a genuinely unbranded dashboard, use a white-label reporting platform rather than simply replacing a logo. The complete setup combines vendor-brand removal, your agency’s logo and colors, a client-facing subdomain or domain, separate dashboard visibility, and carefully limited user permissions. AgencyAnalytics documents this workflow most fully, while DashThis and Databox offer comparable branded hosting. Looker Studio is a flexible, lower-administration alternative for shared links, embeds, and scheduled PDFs, but it does not provide the same native white-label client portal.
What an unbranded client dashboard actually includes
“Unbranded” should mean that a client experiences the reporting service as your agency’s product. A logo swap alone is not enough if the vendor name still appears in the sign-in page, browser favicon, dashboard URL, emails, reports, or mobile interface.
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- Vendor-brand removal: the provider’s name and visual marks are removed from the client-facing interface and reports where the plan supports it.
- Agency identity: upload your logo, report logo, favicon, brand colors, and typography choices supported by the platform.
- Branded address: clients open a URL such as
reports.example.cominstead of a provider-owned address. - Client isolation: each client sees only its own dashboards, filters, reports, and data connections.
- Controlled access: named users, groups, roles, and permissions determine who can view or edit anything.
- Consistent delivery: the same identity appears in live portals, embedded views, emails, downloadable reports, and scheduled snapshots where supported.
These capabilities are product features. A custom domain without client-level permissions can still expose the wrong account, and a branded dashboard with a public link can still leak sensitive data.
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Choose the hosting model before configuring anything
White-label agency platform
Choose a dedicated agency reporting service when clients need a login portal, separate workspaces, reusable templates, branded URLs, and administration designed for many accounts. AgencyAnalytics, DashThis, and Databox all document combinations of these capabilities.
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Shared or embedded report
Use Looker Studio when flexibility, Google ecosystem connections, iframe embedding, or scheduled PDFs matter more than a native white-label portal. Owners can invite specific email addresses or Google Groups as viewers or editors, share a report by link, embed it in an iframe-enabled site, and send scheduled PDF copies. The result can look like part of your site, but Google’s documentation focuses on report sharing and embedding rather than removing every Google-facing element or administering a branded client portal.
PDF-only delivery
Scheduled PDFs work for clients who need a recurring snapshot rather than interactive exploration. They are not a substitute for a permissioned portal: a PDF does not provide live filtering, and forwarding the file is difficult to control.
Platform capabilities compared
| Capability | AgencyAnalytics | DashThis | Databox | Looker Studio |
|---|---|---|---|---|
| White-label branding | Agency and client branding, with vendor-brand removal described for white-label setups | Separate branded dashboard for each client; white-label option removes DashThis branding | Branded dashboards, alerts, web app, and reports instead of Databox branding | Sharing and embedding controls; not documented as a native white-label portal |
| Custom URL | Custom subdomain or domain using a CNAME; native SSL/HTTPS is generated automatically | Custom domain such as reports.yourcompany.com |
Shareable dashboard URLs branded with the company domain and favicon | Google report links or an iframe on a site you control |
| Client-specific branding | Account branding is used when a client has no client-specific branding; client branding can be customized | Each client can use its own logo and color theme | Company-level white-label branding is documented; verify the exact per-client branding controls on your plan | Branding is controlled by the report and embedding context rather than a client-portal white-label layer |
| Client separation | Select which dashboards each client user can see and manage client users | Separate dashboard per client is documented; confirm role granularity for your account | Dashboard sharing and branded access are documented; confirm workspace and user-isolation rules | Viewer and Editor roles, invitations, and link-sharing controls |
| Connectors | Agency reporting integrations; exact connector count depends on the current plan | More than 30 platforms are listed on the current product page | Connector availability depends on the current workspace and add-ons | Google and third-party connectors available in the Looker Studio ecosystem |
| Delivery options | Live portal, branded reports, and a branded mobile app are described; custom email sending is available on select plans | Live branded dashboards and reports sent from the agency’s own email address are described | Live dashboards, performance alerts, branded web app, and reports | Link, iframe embed, and scheduled PDF delivery |
| Commercial notes | Plan gates and current pricing must be checked before purchase | White-label availability and plan limits must be checked before purchase | White Label is identified as an add-on; verify the current price and eligibility | Sharing limits and connector terms vary by Google account and data source |
Set up an unbranded portal step by step
1. Define the viewer journey
Write down exactly what a client should do from the first invitation to the first report. Decide whether the client will:
- sign in to a private portal;
- open an unlisted link without an account;
- view an embedded dashboard inside your agency website;
- receive scheduled PDFs by email; or
- use more than one of these paths.
A private portal is the safest default for marketing, sales, finance, customer, or operational data. An unlisted or public link is appropriate only when anyone who obtains the URL may safely view the report.
2. Select a provider against requirements
List the capabilities that are mandatory rather than choosing on appearance alone: vendor-brand removal, custom DNS, automatic SSL, per-client visibility, client-level logos, user roles, data connectors, refresh schedules, exports, email sending, mobile access, templates, and auditability. Confirm which items are included in the plan you will actually buy. Current pricing, add-ons, partner terms, and geographic availability are not universal and can change.
3. Create a dedicated reporting subdomain
A subdomain keeps reporting separate from your marketing and application infrastructure. A common pattern is reports.example.com, although clients.example.com or a similar label can work. In your DNS provider, create the CNAME record supplied by the reporting service. Do not guess the target value; copy the exact hostname from the platform’s setup screen.
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DNS changes may take time to propagate. Keep the provider’s temporary URL available while propagation completes, and do not send invitations until the branded address resolves consistently from more than one network.
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AgencyAnalytics states that white-label URLs automatically receive native SSL/HTTPS with a certificate generated by the system. That removes the need to purchase and renew a separate certificate for the reporting subdomain. Other providers may handle certificates differently, so verify whether SSL is automatic, what happens during DNS changes, and whom to contact if a certificate remains pending.
5. Apply the agency brand
Upload the agency logo, report logo, favicon, approved color values, and any supported typography settings. Check light and dark backgrounds, small-screen layouts, exported reports, and email headers; a logo that looks correct in a desktop header may be unreadable in a PDF or browser tab.
AgencyAnalytics documents account branding that is used when a client does not have its own branding. DashThis describes a separate logo and color theme for each client. If you operate under several sub-brands, decide whether a client inherits the agency default or receives a dedicated identity before creating dashboards.
6. Build a template, then clone deliberately
Create one approved dashboard structure with standard metrics, date controls, definitions, and explanatory notes. Clone it for each client only after checking every data-source connection and filter. A cloned layout is not a cloned permission boundary: each copy must be assigned to the correct client workspace and tested with that client’s credentials.
7. Create client users and restrict visibility
Invite named users or groups wherever the platform supports them. Give a client the minimum role needed to do its job, normally view access. In AgencyAnalytics, select the dashboards visible to each client user and manage those users within the client account. On other platforms, use the equivalent workspace, folder, or report-level controls and verify whether inherited permissions can broaden access.
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8. Connect and isolate data
Keep each client’s ad, SEO, social, email, web-analytics, CRM, or spreadsheet connection separate unless a shared source is intentionally designed for multiple clients. Check account IDs, property IDs, date ranges, currency, time zone, and filter values. A viewer who can open a report is not automatically limited to the correct underlying rows; data-source credentials and report permissions must be reviewed independently.
9. Test as a client, not as an administrator
- Open the branded URL in a separate browser profile or private window.
- Sign in with a test client user that has view-only access.
- Confirm the expected domain, logo, favicon, colors, report title, and email identity.
- Verify that only the intended dashboards and date ranges appear.
- Change filters and inspect totals for another client’s names, campaigns, or properties.
- Open every export, scheduled report, and mobile view you plan to offer.
- Repeat the test after a data refresh and after changing a user’s role.
This viewer-session check is a recommended control, not a claim that a particular provider has been independently tested here.
10. Send the invitation with clear expectations
Tell the client which URL to bookmark, whether an account is required, how often data refreshes, which time zone and currency are used, and whom to contact for access changes. Explain that a live dashboard and a scheduled PDF may show different timestamps if their refresh schedules differ.
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Looker Studio can be a practical DIY baseline when you need a report link or embed rather than a managed agency portal. The owner can invite individual email addresses or Google Groups and choose Viewer or Editor. Link sharing can allow people without Google accounts to view a report, and reports can be embedded in Google Sites or another iframe-enabled website. Scheduled PDF delivery is also documented.
Public sharing requires special caution. Google states that embedded data sources in a publicly shared report are accessible to anyone with the link. Google’s documentation also sets a maximum of 1,500 principals for sharing. Those limits make named users or groups preferable for sensitive client data. An iframe on your domain changes where the report is displayed; it does not, by itself, make the underlying data private or remove every Google-facing control.
Use Looker Studio when you can accept these trade-offs and have the staff capacity to manage report ownership, credentials, links, and embeds. Choose an agency platform when the portal, domain mapping, brand controls, and client administration are central requirements.
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Security and governance controls agencies should adopt
Prefer named access for sensitive reports
Use individual accounts or managed groups for financial, customer, employee, or personally identifiable information. Reserve “anyone with the link” access for data that is safe to expose to whoever receives the URL. Remove former staff and client users promptly, and review dormant accounts on a schedule.
Separate report permissions from data credentials
Document which credential owns each connector, who can refresh it, and whether it uses an agency account, a client account, or a service identity. A report can be correctly permissioned while its connector still points to the wrong property or spreadsheet.
Keep ownership transferable
Record the owner of the report workspace, DNS zone, CNAME record, connector credentials, billing relationship, and support contact. Use an agency-controlled mailbox rather than an employee’s personal address. This prevents a staff departure from taking the client portal or domain configuration with it.
Define an offboarding procedure
When a client leaves, disable users, revoke links, archive or export required records, disconnect data sources, and decide how long reports remain available. If a client changes its domain or brand, update the favicon, email sender, and URL references together so old and new identities are not mixed.
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The custom URL does not load
Confirm that the CNAME target exactly matches the provider’s instruction, that there is no conflicting A or AAAA record, and that the DNS change has propagated. Test from a second network and check whether the provider is still issuing the certificate. Do not replace the record with an IP address unless the provider explicitly instructs you to do so.
The old vendor logo still appears
Check each branding surface separately: login page, dashboard header, favicon, report export, email sender, mobile app, and browser title. White-label coverage can depend on the plan, and a cached favicon may persist after the configuration changes. Clear the browser cache and test in a private window before concluding that the setting failed.
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A client sees too many dashboards
Review direct report shares, inherited workspace permissions, group membership, public links, and copied dashboards. Remove broad links, then test with a view-only account. In a multi-client template, inspect filters and data-source credentials as well as the dashboard list.
Numbers differ between clients or exports
Compare connector account IDs, date range, time zone, currency, attribution settings, filter defaults, and refresh timestamps. A PDF generated before a refresh can legitimately differ from a live view generated afterward. Record the metric definition in the dashboard so the client knows what is being measured.
Invitations go to the wrong place
Verify the user’s email address, group membership, and whether the provider sends from your agency identity or its own mail system. On platforms that support custom email sending only on selected plans, confirm the feature is enabled before promising a fully agency-branded invitation.
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Operational checklist for a repeatable client rollout
- Approve the client’s logo, colors, favicon, URL, and report naming convention.
- Document the client’s data sources, account IDs, currency, time zone, refresh schedule, and metric definitions.
- Create the DNS CNAME and verify HTTPS before invitations are sent.
- Clone only an approved template and replace every client-specific connection and filter.
- Assign named users with the least privilege required.
- Run a separate-session test for visibility, branding, links, filters, exports, and mobile layout.
- Record workspace ownership, DNS ownership, connector credentials, and support contacts.
- Schedule a periodic access review and an offboarding review for every client.
Which option fits your agency?
Choose AgencyAnalytics when
You want a documented custom-domain workflow with CNAME setup, automatically generated native SSL/HTTPS, client-level dashboard visibility, client-user management, account and client branding, and an agency-oriented portal. Its product materials also describe custom URLs, exact brand colors, optional custom email sending, and a branded mobile app; verify which features are included in your plan.
Choose DashThis when
You need separate branded dashboards for clients, more than 30 listed platform connections, client logos and color themes, a custom domain, removal of DashThis branding, and reports sent from your agency email. Confirm the white-label option and role controls before committing.
Choose Databox when
You want company-branded dashboards and performance alerts, shareable URLs using your domain and favicon, and a branded web app. Databox identifies White Label as an add-on, so confirm the add-on’s current scope, price, and workspace permissions.
Choose Looker Studio when
You value flexible connectors, Google account or group sharing, iframe embedding, and scheduled PDFs, and you can manage report ownership and data credentials yourself. Do not use public links for sensitive data merely because they are convenient; Google warns that embedded data sources in a publicly shared report can be accessed by anyone with the link.
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If the client must log in at your domain, see only its own dashboards, and never encounter the software vendor’s identity, buy or enable a true white-label agency platform and treat DNS, branding, permissions, and data credentials as one implementation project. If the requirement is simply to show a controlled report on your site or send a recurring snapshot, Looker Studio may be sufficient, provided you accept its link-sharing and data-source exposure rules.
Quick Recap
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