Megalytic vs Whatagraph in 2026: What Megalytic used to be vs the closest thing still on the market
Megalytic was absorbed into TapClicks and now requires a sales demo with no public price. Whatagraph is a self-contained, publicly priced reporting platform starting at €199/month with 40+ sources and a public API.
Megalytic
Whatagraph
Megalytic no longer exists as a purchasable product; it runs as tapReports inside TapClicks, accessible only through a demo with no published pricing.- Whatagraph publishes all four of its tiers, from €199/month (Go, annual) to a custom Prime plan, so buyers can compare cost before a sales conversation.
- Whatagraph includes a public API on the Go plan and above. TapClicks has no documented self-serve API at any tier.
- TapClicks maintains a larger connector library at 500+ integrations; Whatagraph connects 40+ sources but adds Source Groups to combine multiple accounts into a single rolled-up metric.
- Both platforms support white-label delivery with a custom domain, but TapClicks white-labeling sits inside an undisclosed enterprise contract while Whatagraph includes it starting on the published Go plan.
- Whatagraph has added AI-powered natural-language data querying for ad-hoc exploration, distinct from TapClicks' tapInsights, which focuses on automated anomaly and trend detection.
Of the tools agencies compare against the old Megalytic, Whatagraph is arguably the closest spiritual match: a dedicated, self-contained reporting platform built for agencies that blend data from dozens of channels into client-ready reports, with a public API and published pricing. Megalytic used to occupy roughly that space before TapClicks acquired it in 2023 and rebuilt it into tapReports, one module inside a much larger enterprise suite sold exclusively through a demo. Whatagraph is not cheap, €199/month on the annual plan and up to €699/month for Max, but it is transparent about that cost and stays focused on being a reporting and data-blending tool rather than expanding into ETL, CRM, or workflow automation the way TapClicks did.
The tools at a glance
Megalytic
Agency reporting tool for automated client reports, acquired by TapClicks and now operating as tapReports within the TapClicks platform.
Megalytic was a self-serve agency reporting tool until TapClicks acquired it in 2023. The megalytic.com domain now redirects to TapClicks, and the reporting engine that agencies used to sign up for directly survives as tapReports, one module inside a considerably larger platform.
The expanded platform adds real depth beyond what Megalytic offered: tapData handles ETL into BigQuery or a hosted warehouse, tapAnalytics adds interactive dashboards, tapInsights layers in AI-driven anomaly detection, and tapOrders and tapWorkflow cover sales intake and task automation. The connector library covers 500+ marketing integrations, well beyond what a reporting-only tool typically supports.
The cost of that depth is accessibility. There is no self-serve signup, no published pricing, and no free tier; everything runs through a sales demo. Agencies that want the straightforward, self-serve experience the original Megalytic offered will not find it inside TapClicks.
| Feature | TapClicks Platform Requires Demo |
|---|---|
| tapReports (Automated Reports) | ✓ |
| tapData (ETL Pipeline) | ✓ |
| tapAnalytics (Interactive Dashboards) | ✓ |
| tapInsights (AI Analysis) | ✓ |
| Connector Library (500+) | ✓ |
| BI Connector / BigQuery Export | ✓ |
| Self-Serve Sign-Up | ✗ |
| Transparent Public Pricing | ✗ |
Whatagraph
Multi-source marketing data in one place, built for agencies that live and die by client reports
Whatagraph consolidates data from 40+ sources, including Google Ads, Meta, LinkedIn, HubSpot, and Shopify, into unified dashboards and reports. Source Groups let an agency combine several ad accounts or properties, useful for a client running campaigns across multiple markets, into a single rolled-up metric without manual spreadsheet work.
White-label delivery includes a custom domain, branded colors, and scheduled PDF or live-link delivery to client inboxes. A public API is available starting on the Go plan, letting agencies with development resources pull data programmatically or embed Whatagraph data into a broader reporting stack. Whatagraph has also added AI-powered natural-language querying for exploring data ad hoc, though it is positioned as a discovery aid rather than a production reporting feature.
Pricing starts at €199/month on the annual Go plan, or €249/month billed monthly, with no free tier or publicly listed trial. The Max plan jumps to €699/month for a dedicated Customer Success Manager and advanced Source Group functionality, which is a steep gap with limited middle ground. Custom data source integrations require technical setup that non-technical teams will find difficult.
| Feature | Go (Annual) €199/month | Go (Monthly) €249/month | Max €699/month | Prime Contact for pricing |
|---|---|---|---|---|
| Data sources | 40+ | 40+ | 40+ | 40+ |
| Reports, dashboards, users | Unlimited | Unlimited | Unlimited | Unlimited |
| White-label | ✓ | ✓ | ✓ | ✓ |
| API access | ✓ | ✓ | ✓ | ✓ |
| Source groups | Limited | Limited | Advanced | Advanced |
Head-to-head feature comparison
| Feature | Megalytic | Whatagraph |
|---|---|---|
| Pricing transparency | No public pricing, demo required | Fully published, 4 tiers |
| Starting price | Custom (sales-led) | €199/month (Go, annual) |
| Self-serve signup | No | No (demo-oriented, though pricing is public) |
| Public API | No self-serve API | Yes, from the Go plan |
| Data source / connector count | 500+ connectors | 40+ sources |
| ETL / data warehouse export | Yes (tapData ETL to BigQuery / warehouse) | No |
| White-label with custom domain | Yes | Yes, from the Go plan |
| Multi-account rollup (Source Groups equivalent) | Not documented as a named feature | Yes (Source Groups) |
| AI features | Yes (tapInsights anomaly/trend detection) | Yes (AI natural-language data querying) |
| Free trial or free tier | No | No public free trial listed |
Which should you choose?
WhatagraphWhatagraphWhatagraphWhatagraphWhatagraph is the more honest comparison point for anyone actually trying to replace what the original Megalytic did: connect several marketing data sources, build white-label reports, and automate delivery, all on a plan you can see the price of before signing up. TapClicks went a different direction, expanding what used to be Megalytic into ETL, AI-driven anomaly detection, and sales/workflow automation, at the cost of a completely opaque, sales-gated purchase process. Whatagraph's real weakness against TapClicks is raw connector count, 40+ against 500+, and the absence of a data warehouse export layer; TapClicks' real weakness is that you cannot find out what any of it costs without a demo.
Bottom line
If the goal is a direct, modern replacement for what Megalytic used to be, a dedicated reporting platform with published pricing, a public API, and white-label delivery, Whatagraph at €199/month is the closer match, even though it is priced for agencies with real scale rather than a single freelancer. Book the TapClicks demo only if the specific requirement is ETL into a data warehouse and a connector library far beyond 40+ sources, and the agency's budget and sales-cycle tolerance match an enterprise contract. For agencies under roughly 15 clients, both are likely more platform, and in Whatagraph's case more cost, than the job needs; Swydo or SEOptimer are worth checking first.
Frequently asked questions
Is Whatagraph basically what Megalytic used to be before the TapClicks acquisition?
Whatagraph is the closest publicly available match to what the original Megalytic did: a self-contained platform that blends data from many marketing sources into white-label reports with published, self-serve pricing. It is not a direct successor product, but the positioning and feature set overlap more than any other tool in this category.
Why does TapClicks not publish pricing the way Whatagraph does?
TapClicks sells through an enterprise, demo-led process where pricing is typically based on the modules, users, and integrations an agency needs, which is common for platforms targeting large-scale operations rather than self-serve subscribers. Whatagraph, by contrast, publishes four fixed or semi-fixed tiers from €199 to €699 a month plus a custom Prime option, letting buyers estimate cost upfront.
Does Whatagraph have anything comparable to TapClicks' 500+ connector library?
Whatagraph connects to 40+ marketing data sources, which is a fraction of TapClicks' published 500+ connector count. Whatagraph compensates with Source Groups for combining multiple accounts into rolled-up metrics, but agencies with niche or highly specific integration needs are more likely to find them supported inside TapClicks.
Is Whatagraph worth the €199/month starting price for a small agency?
For a small agency with fewer than 10 clients and a simple channel mix, €199/month is likely more than the reporting workload justifies, since Whatagraph is explicitly positioned for agencies managing 15 or more client accounts. Smaller teams should compare it against Swydo (from €62/month) or SEOptimer (from $29/month) before committing to Whatagraph's pricing tier.
Can I use Whatagraph's API to build a custom client portal instead of using TapClicks?
Whatagraph's public API, available from the Go plan, is built for exactly that: programmatically accessing reporting data, triggering report generation, and pulling metrics into other platforms. TapClicks has no documented self-serve API, so any equivalent programmatic access would depend entirely on what is negotiated in an enterprise contract.
What happened to my Megalytic data if I want to move to Whatagraph instead of TapClicks?
Megalytic itself does not offer an export path anymore since the product has been fully absorbed into TapClicks. If you have an active legacy Megalytic account, contact TapClicks support directly to retrieve historical data before setting up new data connections inside Whatagraph or any other reporting tool.