Supermetrics & Claude in Action: Inside Layer's Agency Workflow

Why It Matters

By automating data extraction and narrative generation, agencies can deliver faster, more customized reports, strengthening client relationships and reducing operational overhead.

Key Takeaways

• Leia agency uses Supermetrics + Claude for AI‑generated client reports.
• Prompted LLM pulls Google Ads and Meta data for bi‑weekly dashboards.
• AI workflow replaces manual screenshots, cuts reporting time dramatically.
• Structured prompt library and MCP ensure data accuracy and customization.
• Consolidated data pipeline simplifies multi‑platform reporting for diverse clients.

Summary

The webinar showcased how Norwegian agency Leia integrates Supermetrics with Anthropic’s Claude to automate its client‑reporting workflow. Lead marketer Owen Baddam and agency head Morten Cleven explained that after eight years of pulling data into Google Data Studio, Leia turned to an AI‑first strategy, using Supermetrics’ Managed Connector Platform (MCP) to feed first‑party ad data into Claude for on‑demand dashboard generation.

Cleven demonstrated a bi‑weekly prompt that requests Google Ads and Meta metrics, compares current and prior months, and adds client‑specific CPA goals. Claude instantly produces a concise artifact summarizing spend, leads, and channel performance, which can be edited in real time during client meetings. The agency replaced labor‑intensive screenshot‑to‑slide processes with a single prompt, cutting preparation time and improving visual consistency.

Key to adoption was a structured prompt library and rigorous validation. Cleven started with a seven‑day pilot on three metrics, cross‑checking outputs against raw accounts. After confirming zero errors, the team expanded to larger reports—up to 13,000 rows—building confidence in data integrity. He emphasized that the LLM does not fabricate numbers; it merely formats trusted Supermetrics data, and that contextual prompts prevent misinterpretation.

For agencies, this workflow demonstrates how a unified data connector combined with generative AI can streamline multi‑platform reporting, boost client trust through rapid insight delivery, and free analysts to focus on strategy rather than manual formatting. The approach also highlights the importance of prompt engineering and governance to maintain accuracy at scale.

Original Description

Manual reporting is one of the biggest time drains in agency work. Layer, a Norwegian digital agency, fixed that by connecting Supermetrics to Claude — and the results speak for themselves.

In this fireside chat, Owen Badham sits down with Morten Kleven from Layer to walk through how they rebuilt their reporting workflow and use the same setup to optimize live campaigns. Both use cases are demo'd live, so you can see exactly how it works.

Here's a little summary of what you'll learn by watching this session:

🔹 How to cut reporting time by 30x: See exactly how Layer turned a 10-hour manual task into a 20-minute workflow — and what that looks like in practice for agency and in-house teams.

🔹 Why accuracy matters as much as speed: Before rolling it out to clients, Morten ran weeks of testing to validate the output. We'll walk through what that process looked like and what he found.

🔹 How the Supermetrics and Claude connection works: A plain-language look at how your marketing data from Google Ads, Meta Ads, LinkedIn, and more connects directly to Claude through Supermetrics.

🔹 How to use AI to optimize live campaigns: See how you can analyze active campaign performance and surface recommendations on what to do next.

🧑‍💻 Keep in touch with Supermetrics on social:

LinkedIn: https://www.linkedin.com/company/supermetrics

Instagram: https://www.instagram.com/supermetrics

Twitter: https://twitter.com/Supermetrics

Threads: https://www.threads.net/@supermetrics