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Whatagraph

ANALYTICS
Velocity6.3

Whatagraph adds Data Storage and a Snowflake source — agency reports stop waiting on live API calls.

marketing-reportingdata-warehousesnowflakeagenciesretail-mediadata-storage
◆Current state
Whatagraph is moving from 'report builder over live API connections' to 'managed data layer plus report builder.' Two recent releases anchor the shift: Data Storage lets Whatagraph store customer data on its own infrastructure with a 24-month default backfill, and Snowflake has been added as a first-party data source so warehouse tables can sit alongside paid media and web analytics in the same report. Around that, the company is filling in standard reporting depth — GeoMap widget, conditional formatting, Gauge and Heatmap widget types — plus broader integration coverage like bol. Retailer and Advertising for Benelux retail media and a rebuilt event-level CallTrackingMetrics.
◆Where it's heading
The product is pushing toward becoming an agency-grade marketing reporting platform that also owns the data plumbing. Historically agencies had to choose between Whatagraph-style report builders (fast but live-API constrained) and BigQuery-based stacks (flexible but heavyweight). Whatagraph's managed Storage destination collapses that choice, and the Snowflake source pulls customer-warehouse data directly into the reporting surface — both moves widen the addressable customer set into mid-market and larger agencies.
◆Prediction
Expect the next quarter to deepen the data layer: a SQL-style transformation interface on stored data, more warehouse sources (likely Databricks or Redshift), and a billing change that splits the storage layer from the report-builder seat licenses. The GeoMap widget will exit beta with continent-grouped drill-downs.

◆Recent moves

  1. 1d ago

    Snowflake, bol. Retailer & Advertising, and a rebuilt CallTrackingMetrics

    Snowflake becomes a first-party data source (Max plan), CallTrackingMetrics is rebuilt as an event-level integration that fits inside Source Groups, and bol. lands as two separate retailer and advertising integrations for the Benelux. Snowflake plus the broader integration depth ladder up the trajectory toward agency-grade reporting.

  2. 21d ago

    See where your audience actually is with the GeoMap widget (BETA)

    GeoMap widget (beta) visualizes any metric by country across ~40 integrations using a normalized Country dimension. Useful for multi-market client reporting and a notable step in giving the widget library something distinctive.

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  3. 22d ago

    Store your data for faster reporting

    ⚡ SPARK

    Whatagraph Storage lets the product store customer data on its own infrastructure, with a schema builder, dedicated Stored Data tab, and 24-month default backfill. Widgets load from pre-synced data rather than live API calls. Architecturally moves Whatagraph from report builder to managed data layer plus report builder.

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  4. 1mo ago

    Conditional formatting for tables is live

    Conditional formatting on tables — set text color or cell background based on metric values via a per-metric menu. Modest readability win for client-facing tables, applied without recreating widgets.

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  5. 1mo ago

    Shopify available with collaborator access

    Shopify integration variant for collaborator-level access — agencies can report on Shopify without store-owner permissions, with sales- and order-level metrics. Removes a recurring onboarding blocker for the agency segment.

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  6. 2mo ago

    Control label size on charts

    Chart label size becomes adjustable across four sizes. Quality-of-life improvement requested by customers; no broader product impact.

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