Search marketing agencies need to report to clients regularly and keep them up to date with what is happening with their site. There are already tools out there that will automate your reporting, but each client has individual needs for their reporting. Different metrics are important for different clients. Your reporting software won't always have the option to track your clearly defined KPIs. Some tools do allow a high level of customisation with your reports, such as Raven tools, but often the only way to produce the right result for your client will be with bespoke reports.