The Raven Tools blog has not published a post since 21 January 2021. That is five years and eight months of silence from a marketing software company.
I mention it first because every other list of Raven Tools alternatives skips straight to a feature table, and the feature table is not what you came for. If you are searching for a Raven Tools replacement, something has already made you uneasy, and it is probably this.
Most guides to alternatives to Raven Tools will not tell you any of that. So here is what actually happened to the product, what it costs now, and my nine best Raven Tools alternatives, including one that is free and one I think plenty of agencies should consider staying with.
What happened to Raven Tools
TapClicks acquired Raven Tools on 27 April 2017. That is the fact underneath everything else.
What followed was not a shutdown. It was something quieter, and I had to piece it together from published reporting on the product under TapClicks rather than from anything the company said.
The reporting layer kept getting attention, because reporting feeds other TapClicks products and therefore earns development time. Keyword research, site auditing and competitor analysis went into maintenance.
Co-founder Jon Henshaw stepped back from day to day leadership. The blog stopped. Release notes continued, with updates published through July 2025, but they are dashboard templates and visualisation tweaks rather than new capability.
I want to be fair about what this does and does not mean. Maintenance mode is not abandonment. The software works, your reports go out, support exists, and TapClicks is a real company with no reason to switch it off.
But if you are choosing software for the next three years, you are buying a roadmap as much as a product, and this one has been flat since 2017. That is the honest frame for everything below.
What it costs now, and why there are two price lists
Raven's pricing confuses people and I can tell you exactly why.
There are two of them. Raventools.com sells Small Biz, Start, Grow, Thrive and Lead. Tapclicks.com sells Free, Basic, Pro and Enterprise. Same company, two product pages, two sets of tier names, and no obvious map between them.
The Raven ladder, taken from Raven's own pricing page, runs like this.
Small Biz is $49 a month or $39 prepaid annually, covering 2 domains and 2 users. Start is $109 or $79 for 20 domains and 4 users. Grow is $199 or $139 for 80 domains and 8 users.
Thrive is $299 or $249 for 160 domains and 20 users, and Lead is $479 or $399 for 320 domains and 40 users.
Monthly rank position checks scale from 1,500 up to 30,000, page crawls from 50,000 to 7 million, and backlink reports from 20 to 100. User seats run from 2 to 40.
Every tier includes unlimited client reports, keyword research, competitor research and the Google Analytics, Google Search Console, Moz and Majestic integrations. There is a seven day trial with no card required, and the annual prepay discount runs to roughly 30 percent.
I cross-checked those figures against an independent review and they match, which is more than I can say for some pricing pages I have taken apart lately.
The thing worth noticing is the rank check allowance. Fifteen hundred checks a month on the entry plan is thin for an agency, and that limit rather than the domain count is usually what pushes people up a tier.
The best Raven Tools alternative options for agencies
An agency running forty clients and a consultant running four are solving different problems, so I have not tried to rank these into a single league table. Read them as answers to different questions. If you specifically want a free Raven Tools alternative, number two is the only one that genuinely qualifies.
1. AgencyAnalytics
The most direct replacement and the one most Raven refugees land on. Built specifically for agencies, with white label client dashboards, scheduled reports and a long list of data connectors covering far more than SEO.
It is actively developed, which is the whole point of this exercise. If you want the thing Raven was meant to become, this is closest.
2. Looker Studio
Free, from Google, and it gets its own section below because it deserves more than a line here.
3. SE Ranking
The best value if you want rank tracking and reporting in one place without agency platform pricing. Strong white label reporting, generous rank check allowances, and a price that undercuts most of this list.
For a small agency where the rank tracking limit is what hurts on Raven, this is the straightforward swap.
4. Semrush
The heavyweight. Far more capable than Raven on research, with reporting attached rather than central. You are buying a research platform that also reports, not a reporting platform.
Expensive, and overkill if client PDFs are genuinely all you need.
5. Databox
Dashboard-first rather than SEO-first. If your reports pull from sales, ads and analytics as well as search, Databox handles the blend better than any SEO-rooted tool will.
Weaker on the SEO specifics, so pair it with something that does rank tracking properly.
6. Whatagraph
The one clients comment on. Its reports look better than everyone else's, which matters more than engineers like to admit when you are justifying a retainer every month.
Priced for agencies rather than individuals.
7. DashThis
Simple, focused, and does not try to be a platform. Automated reporting with a clean interface and a short learning curve. If Raven felt bloated, this is the opposite end.
8. Swydo
Similar territory to DashThis, strong on scheduled client reporting and KPI monitoring, with a reputation for straightforward pricing.
9. Morningscore
Worth knowing as the simplest option here, aimed at small businesses and solo marketers rather than agencies. Gamified, approachable, and a fraction of the complexity.
Worth noting that Morningscore also publishes one of the articles competing for this keyword, a point I pick up further down.
The free option nobody selling you software will mention
Looker Studio is free. Not freemium, not a limited tier. Free, from Google, with no seat charges.
It connects natively to Google Analytics and Search Console, which between them supply most of what sits in a typical SEO client report. You build a dashboard once, share it with a client as a live link, and it updates itself. No monthly fee, no user limits, no report credits.
What it does not do is matter. There is no rank tracking, no site audit, no backlink index. Those are the things you pay Raven and its rivals for. And the setup is real work, because you are building what other tools hand you prebuilt.
So the honest position is this. If your client reports are mostly traffic, conversions and search console data dressed up nicely, Looker Studio replaces a $199 a month subscription with an afternoon of work. If you need rank tracking and crawling, it does not replace anything and you should stop reading this section.
I would at least build one before renewing. An afternoon is cheap against $2,388 a year.
Getting your data out before you leave
I would do this before you cancel, not after, because this is where people lose years of history.
Your rank tracking history is the asset. It lives in Raven and leaves as CSV exports, so pull it per campaign before your access ends. Nothing imports it cleanly into a new tool, so I would treat it as an archive rather than something you continue.
Client reports already sent are fine, since clients have the PDFs. What disappears is your report templates and the scheduling behind them, and you rebuild those in the new tool regardless.
Your integrations are not Raven's property. Google Analytics and Google Search Console data stays in your Google accounts, so reconnecting elsewhere costs nothing but time.
And run both tools in parallel for one reporting cycle. A month of double subscription is much cheaper than discovering your new tool cannot produce a report a client has had every month for three years.
Who wrote the other lists you are reading
Worth knowing before you weigh anyone's recommendations, including mine.
Of the pages ranking for this keyword, the ones published by Morningscore, Improvado, Rankability, SEOmator, UpdateMate, Reportr, KeywordKick and Oviond are all published by companies selling a competing reporting tool. I did not find disclosures on them.
That does not make their recommendations wrong. Morningscore is a reasonable product and I have listed it above on its merits. But a list where the publisher's own tool appears is a list with a thumb on the scale, and you should read it knowing that.
My position for the record: I sell nothing here. If Raven still does what you need, the recommendation in the last section is to keep it. I also went through how agency and tool costs compare more broadly in my breakdown of what SEO actually costs, which is the wider budget question sitting behind this one.
Frequently asked questions
What is the best Raven Tools alternative?
AgencyAnalytics for a direct agency replacement, SE Ranking if value matters most, and Looker Studio if your reports are mainly Google Analytics and Search Console data and you are willing to build them yourself.
Is Raven Tools still being developed?
It receives maintenance updates, with release notes published through July 2025, but no major new features have shipped since the 2017 acquisition and the official blog has been silent since January 2021.
Who owns Raven Tools?
TapClicks, which acquired it on 27 April 2017. The ownership is confirmed in the footer of Raven's own site.
How much does Raven Tools cost?
From $49 a month, or $39 prepaid annually, for 2 domains and 2 users on Small Biz. The ladder runs up to Lead at $479 a month or $399 prepaid for 320 domains and 40 users.
Is there a free alternative to Raven Tools?
Looker Studio, which is genuinely free and connects directly to Google Analytics and Search Console. It has no rank tracking, site audit or backlink data, so it replaces the reporting half of Raven and none of the SEO tooling.
Can Looker Studio replace Raven Tools?
For client dashboards built on Google data, yes. For rank tracking, crawling and backlinks, no. Most agencies that switch end up pairing Looker Studio with a cheap rank tracker.
What is the best white label SEO reporting tool?
AgencyAnalytics for breadth of connectors, Whatagraph if report design matters to your clients, and DashThis or Swydo if you want something simpler than either.
Is Raven Tools good for agencies?
It still works, and the unlimited client reports on every tier are genuinely generous. The reservation is the roadmap rather than the software, plus rank check allowances that start at only 1,500 a month.
What is the cheapest agency reporting tool?
Looker Studio at nothing, if you build it yourself. Among paid tools, SE Ranking and Morningscore sit at the affordable end, and Raven's own Small Biz plan at $39 prepaid is cheaper than most dedicated agency platforms.
How do I export my data from Raven Tools?
Export per campaign as CSV before your subscription ends, prioritising rank tracking history since that is the part no other tool can rebuild. Google-sourced data does not need exporting because it stays in your Google accounts.
Raven Tools vs AgencyAnalytics, which is better?
On active development and connector breadth, AgencyAnalytics. On price, Raven's lower tiers are cheaper. If you are deciding purely on which product has a future, AgencyAnalytics is the safer bet.
Which are the real Raven Tools competitors?
For agency reporting, AgencyAnalytics, Whatagraph, DashThis and Swydo compete most directly. For the SEO tooling underneath, SE Ranking and Semrush. Looker Studio competes on reporting alone and costs nothing.
What is the best Raven Tools alternative for agencies specifically?
AgencyAnalytics, because white label client dashboards and multi-client management are what it was built for rather than features added later.
Does Raven Tools have a free trial?
Seven days, with no credit card required up front.
Why is Raven Tools pricing confusing?
Because there are two separate price lists. Raventools.com shows Small Biz through Lead, while tapclicks.com shows Free, Basic, Pro and Enterprise for the same ownership group, with no clear mapping between them.
What happened to Raven Tools?
TapClicks bought it in 2017 and folded it into a larger reporting portfolio. The product continues with maintenance updates, the reporting layer gets most of the attention, and public communication stopped in January 2021.
Whether to leave, and when
I will finish with the unpopular answer, which is that a lot of people reading this should stay.
If Raven produces the reports your clients accept, your rank check allowance is comfortable, and you are not waiting on a feature, then nothing is actually wrong. Maintenance mode software that does the job is cheaper than a migration, and migrations eat weeks.
Leave if you are hitting the rank check ceiling, if you need a connector Raven does not have, or if you have been waiting for something that has not arrived and now you know why. Those are real reasons and the nine options above all beat waiting.
And if what you actually need is prettier reports rather than better data, build a Looker Studio dashboard this week before you commit to anyone's subscription. It costs an afternoon and it answers the question properly. If you want a sense of how I judge the tools themselves rather than the reporting layer, my Ahrefs review covers the research side of this stack.