Terminology

An API is like a bridge that lets two systems talk to each other and share data automatically. At Whatagraph, we use APIs to connect with platforms like Facebook, Google Ads, or Shopify, so we can pull in data without manual work.

Example: Instead of manually downloading a report from GA4, Whatagraph uses the GA4 API to fetch that data directly into your report.

A Channel (also called an Integration) is a platform that Whatagraph connects with to pull in data. Think of it as the service you want to report on, like LinkedIn Ads, HubSpot, or TikTok.

Example: If you want to create a report using Facebook Ads data, Facebook Ads is the channel/integration you'd select in Whatagraph.

A Channel Account is a specific user account or profile within a channel that you connect to Whatagraph. It’s where the actual data lives for a particular client or campaign.

Example: You have one Meta (Facebook) login that gives you access to multiple Facebook Pages and Ad Accounts. That single Meta login is the channel account.

A Channel Source is the specific dataset or property from within a channel account that you use in your report. It’s the exact point where the data comes from.

Example: You manage Facebook Ads for 5 different clients. Each client’s Facebook Ads account is a separate channel source that you connect individually.

Organize is a data transformation space in Whatagraph that lets you clean, unify, and structure cross-channel data for clearer, more readable reports. It helps standardize names, group data meaningfully, blend sources, and fix inconsistencies making your reports easier to understand and act on.

Example: You're creating a report that includes data from Google Ads and Facebook Ads. Google calls the location field "Country," while Facebook uses "Region." Using Organize, you can rename both to "Location," group them under the same column, and even merge data from both platforms into one unified table making the report easier to read and compare.