Which social media analytics platform offers the most comprehensive reporting?

One of the biggest headaches I hear from social teams and feel myself is reporting. It’s not just about pulling numbers anymore. Teams want customizable dashboards, clean exports for leadership, reports that scale as channels grow, and in some cases even white-label options for clients. I was looking at the latest G2 Grid for Social Media Analytics tools, and some of them stood out. 

• Hootsuite: Widely used for managing multiple accounts, with strong marks for scalability and automated report delivery.
• Sprout Social: Often praised for polished, presentation-ready reports and audience insights.
• SOCi: Comes up often for multi-location enterprises, where roll-up reporting across many accounts is critical.
• Semrush: Best known for SEO, but users highlight its ability to blend social, content, and keyword reporting into one place.
• Zoho Social: Called out by SMBs for being cost-effective while still offering customizable dashboards and white-label options.
• Vista Social: reviewers highlight its ease of use and straightforward automated reporting.

Other platforms in the mix include (not in any particular order): Brandwatch and Talkwalker, Statwave, Later Social, YouScan, Brand24, Loomly, NapoleonCat, Socialinsider, Audiense, Cloud Campaign, and Rival IQ. When comparing the satisfaction score for the reporting features, a few platforms score especially high on customizability (like YouScan and Sotrender), while others lead on scalability (Statwave, Syrup). Tools like Cloud Campaign and Rival IQ also show strong marks across multiple reporting dimensions.

My question to this community:

• Which of these tools has given you the most comprehensive reporting experience in practice?
• Do you prioritize custom dashboards, easy exports, scalability, or client-ready white-labeling?
• Any underrated platforms you think deserve more attention?

Curious to hear both agency and in-house perspectives, because reporting pain points definitely looks different depending on whether you’re managing multiple brands or just one.