API integration for agencies

Getting API access

Platform APIs often have their own access rules beyond the client granting permission to their account. Google's documentation for the Google Ads API, for example, explains that a new project starts with test access, which works only against test accounts, and that reaching production accounts means applying for a higher access level, some levels requiring brand verification or a manual review. Check each platform's current developer requirements early, because approval can take time and affects when automated reports can start.

Use access the client has granted to your agency's account, not shared client passwords.

Same name, different meaning

One store for client data

Rather than each report calling each platform live, many agencies load platform data on a schedule into a central store, then build reports from there. That spreads API calls over time, keeps history even if a platform changes what it returns, and lets figures from different platforms be combined with consistent definitions. Recent days should be reloaded for a period, since platforms revise them, and older days left settled.

Record when each source last updated, so a report can show if data is missing.

Keeping clients separate

Limits across many accounts

API limits often apply per project, per account or per user. Loading dozens of client accounts at the same hour can hit them. Stagger loads, request only the fields and date ranges needed and retry politely after limit responses. Monitor failures per client so one broken connection does not go unnoticed among many working ones.

Platform changes

Advertising and analytics platforms update their APIs and retire versions regularly. Budget time to keep connectors current, or use a maintained data connector service for common platforms and reserve custom work for the unusual ones.

Example: monthly reports from twenty accounts

Data connector service or custom loads?

Client ecommerce and CRM data

Reports become more useful when platform figures can be compared with the client's own sales or lead records. Connecting to a client's ecommerce platform or CRM needs their agreement on what data is used, how personal data is handled and whether you are acting as their processor. Often only aggregated figures, such as daily revenue or lead counts, are needed for reporting, which keeps personal data out of the agency's systems.

Who owns the data store

Agree with clients what happens to their data in your store if they leave, and whether they can take the history with them. Clear terms avoid disputes and make offboarding a routine task.