How to Build Customer-Facing Analytics for B2B SaaS
Your B2B customers want to see their data. Usage metrics, billing summaries, conversion funnels, performance dashboards. Every customer expects analytics inside your product. They shouldn't have to ask your support team for a CSV export. The question isn't whether to ship customer-facing analytics. It's how. Most teams start with one of two approaches. They embed a BI tool (Metabase, Looker, Power BI) and fight with multi-tenancy, iframe styling, and paid embedding licenses. Or they build custom charts from scratch and spend months maintaining SQL queries, API endpoints, and frontend components that nobody asked for. Both approaches burn engineering time on the wrong problem. You end up building analytics infrastructure instead of your product. And there's a surface most of these tools miss entirely: the AI agent. Customers increasingly want to ask questions about their data inside Claude or ChatGPT and get a chart back. That's a different problem from embedding a dashboard, and it's where @bonnard/mcp-charts fits, covered later in this post. Why embedded BI tools fall short Embedding a BI tool sounds fast. Drop in an iframe, connect to your database, ship it. In practice, the friction shows up quickly. Multi-tenancy is an afterthought Most BI tools were built for internal teams, not B2B products serving hundreds of tenants. Multi-tenancy is either missing, manual, or gated behind an enterprise license. Metabase requires the Enterprise license ($500+/month) for row-level permissions and sandboxed embedding. The open-source version has basic embedding but no tenant isolation. You end up writing middleware to filter queries by tenant, which is exactly the custom infrastructure you were trying to avoid. Looker's embedded analytics requires an enterprise contract. Power BI Embedded uses capacity-based pricing that gets expensive at scale. Tableau's embedding story is Salesforce-priced. Even when multi-tenancy is available, it's usually dashboard-level or role-based, not