How to Automate Client Reporting with AI and Make.com
Every agency and consultant spends hours each week assembling data, writing narrative, and formatting reports that clients barely read. This guide shows you how to build a Make.com scenario that collects data from every platform, generates an AI narrative, and delivers a formatted report automatically — every week, without touching it.
The End-to-End Flow
The completed automation runs every Monday at 8am. It pulls performance data from Google Analytics (website traffic), Google Search Console (SEO performance), and your social media platforms. It passes all data to Claude with a reporting prompt. Claude generates a narrative analysis — what performed well, what declined, what is recommended for next week. The narrative plus the raw data is formatted into a report template. The finished report is emailed to the client automatically from your team member’s email address. Every client gets a consistent, professional report before they have their Monday morning coffee — without anyone on your team spending time on it.
Step by Step
Set up Make.com and connect your data sources
Create a Make.com account (free plan supports up to 1,000 operations per month — sufficient for testing; the Core plan at $9/month supports most agency reporting needs). Connect your data sources using Make.com’s native modules: Google Analytics 4 (add the GA4 module, authenticate with your Google account, select your property), Google Search Console (add the GSC module, authenticate, select your property), and any social platforms you report on (LinkedIn Pages, Facebook Pages, and Instagram Business accounts all have Make.com modules). Each connection requires OAuth authentication — follow Make.com’s guided connection flow for each.
Build the data collection scenario
Create a new scenario in Make.com. Add a Schedule trigger: set to run every Monday at 8:00am. Add a Google Analytics 4 module: Run a Report. Configure: date range = last 7 days, dimensions = date, metrics = sessions, users, new users, bounce rate, average session duration. Add a Search Console module: List Search Analytics. Configure: date range = last 7 days, dimensions = query, metrics = clicks, impressions, CTR, position, rows = 10 (top 10 queries). Add any social platform modules for engagement metrics. Each module produces a bundle of data — the next step combines them for AI processing.
Build the AI narrative generation step
Add an HTTP module (for the Claude API call) or use Make.com’s OpenAI module (if using GPT-4). In the request body, build the prompt dynamically using data from the previous modules: You are a digital marketing analyst generating a weekly client report for [Client Name]. Here is last week’s performance data: Website: [sessions] sessions ([sessions_change]% vs prior week), [new_users] new users, [bounce_rate] bounce rate. Top search queries: [top_5_queries_with_clicks]. [Add social data in same format]. Generate: (1) a 2-sentence performance summary, (2) the top positive result with brief explanation, (3) the main area of concern with likely cause, (4) 2 specific recommended actions for next week. Write in plain English — no jargon. Map the previous module outputs to the appropriate placeholders in this prompt.
Format and send the report
Add a Gmail or Outlook module to send the report. In the email body, combine the AI narrative with a formatted data section: use Make.com’s text formatter to build the HTML email template. The subject line: [Client Name] Weekly Performance Report — [date]. The body: the AI narrative paragraphs, followed by a simple data table (the raw metrics for the week plus week-over-week comparison). Send from your team member’s email address (configured in the Gmail/Outlook module). Add the client’s email as the To address — stored in a Make.com data store or Google Sheet for easy management across multiple clients.
Test, monitor, and expand
Run the scenario manually for the first week and review the output: is the AI narrative accurate? Is the data correctly pulled? Is the email formatting clean? Fix any issues in the prompt or module configuration. After a successful manual test, activate the schedule. For multiple clients: duplicate the scenario for each client, updating the data source property IDs and client email address. Alternatively, build a multi-client scenario using a Google Sheet as the client list — one scenario iterates through all clients and sends each their report.
📌 Add a Google Sheets module before the email send to store each week’s data in a historical log: client name, week date, all metrics, and the AI narrative. After 3 months, this log provides trend data for quarterly reviews and makes it easy to show clients their progress over time — without any additional manual work.
What if I report on platforms that Make.com does not have native modules for?
Make.com’s HTTP module allows you to call any API directly — if a platform has an API (and almost all marketing platforms do), you can pull data from it. The configuration requires reading the platform’s API documentation and building the request manually in the HTTP module. For platforms without a public API, consider whether the data can be exported to Google Sheets automatically (many platforms support Google Sheets integration) and pull from the sheet instead.
Can I personalise the AI narrative for each client’s specific goals?
Yes — and you should. Build a client profile data store in Make.com or Google Sheets: for each client, record their primary KPIs, their business goals for the quarter, and any context about their industry. Include this profile in the AI prompt: Client context: [client profile]. When generating the narrative, frame performance in terms of these specific goals rather than generic marketing metrics. A client whose goal is local lead generation gets a different interpretation of their search data than a client whose goal is e-commerce revenue.
Want Your Client Reporting Fully Automated?
SA Solutions builds Make.com reporting automations for agencies — multi-platform data collection, AI narrative generation, and branded report delivery for every client, every week.
