Supermetrics is a leading business intelligence software and marketing data integration platform, used by over 200,000 companies and rated 4.4/5 on G2. To date, this software processes 15% of global advertising spend, connecting 150+ marketing sources to automate reporting and analysis.
What is Supermetrics?
Supermetrics is a data integration solution that extracts, transforms, and loads (ETL) marketing data from platforms like Google Ads, Meta Ads, LinkedIn, or HubSpot to analysis tools such as Google Sheets, Looker Studio, Excel, or BigQuery.
Founded in 2013 in Helsinki, it simplifies data management without coding, offering automated pipelines for real-time reporting.
Supermetrics is recognized as one of the best marketing data analysis and extraction software.
What does Supermetrics do?
Supermetrics centralizes multi-channel marketing data to:
Automate reporting: Create recurring reports without manual intervention.
Analyze KPIs: Track ROAS, CPC, CTR, or conversions in one place.
Optimize campaigns: Identify performing channels to adjust budgets.
Personalize customer experience: Use insights for targeted campaigns.
Supermetrics also allows tracking ad clicks and analyzing cost per click to optimize advertising performance.
Marketers using Supermetrics reduce their CPC and increase their conversion rates (Supermetrics, 2025).
Main Features
Connectors: Over 150 sources (Google Analytics 4, Meta Ads, LinkedIn Ads, TikTok Ads, Shopify, etc.).
Automation: Schedule daily, weekly, or hourly refreshes.
Report templates: Over 100 templates for budgets, performance, or social media.
• White-label reports
• All-in-one (no per-source fees)
• Limited customization
• High cost for small businesses
Improvado
500+ sources
Custom quote ($3,000–10,000)
• Advanced transformations
• Storage up to 200M rows/year
• Very high cost
• Implementation ~2 months
Databox
100+ integrations
Free (3 sources) + $5.60/source
• Cross-device dashboard
• 70M+ tracked metrics
• Additional cost per connector
Analysis: Supermetrics excels in simplicity and Google integrations, but lacks native dashboards unlike Whatagraph. Improvado is more robust for transformations but less accessible.
How Supermetrics facilitates reporting and analysis
Supermetrics eliminates manual search, data source centralization, and reading work by:
Centralizing data: Gather metrics from Google Ads, Google My Business, Meta (Facebook Insights, Instagram Insights, etc.), and CRM (Hubspot, Klaviyo sales, Callrail email, etc.) in one tool.
Automating updates: Schedule reports for always up-to-date data.
Simplifying analysis: Export ready-to-use data to Google Sheets or Looker Studio.
Reducing errors: Avoid copy-paste with reliable API connectors.
Supermetrics also lets you choose the destination for your exported data, whether a spreadsheet, BI tool, or data warehouse, to adapt to your specific needs.
Compatible platforms
Supermetrics integrates with:
Spreadsheets: Google Sheets, Excel.
BI/Visualization: Looker Studio, Power BI, Tableau.
Data Warehouses: BigQuery, Snowflake, Amazon Redshift, Azure Synapse.
Others: Google Analytics 4, HubSpot, Salesforce, JSON/CSV/XML.
Connectors: Facebook Ads, Google Ads, LinkedIn, Instagram, Twitter, YouTube, Bing Ads, and many more.
Using a data warehouse is essential to centralize and efficiently manage marketing data from different platforms with Supermetrics, optimizing business decision-making.
Target audience and company size
Supermetrics is designed for:
Freelancers: Solo marketers managing a few campaigns.
SMBs: Marketing teams looking for leverage to optimize SEO, PPC, or social media.
Agencies: Managing multiple clients with automated reports.
Enterprises: Cross-channel analysis and integration with data warehouses.
E-commerce: Looking to find sales opportunities across all data sources
Supermetrics also helps identify channels and campaigns that best reach your target audience.
Free trial and Supermetrics pricing
🔧 Plan
💰 Price/month (annual, USD)
🔗 Sources
📥 Destinations
🎯 Ideal for
Essentials
$29
1–3
Google Sheets
Freelancers & solopreneurs
Core
$99
up to 10
Sheets, Looker Studio
SMBs
Professional
$249
up to 20
BI tools, BigQuery
Agencies & data teams
Enterprise
Custom quote
Unlimited
Data warehouses
Large enterprises
To enjoy Supermetrics' 14-day free trial, simply create an account.
Benefits and use cases
Benefits
Time savings: Automation reduces manual reporting by 80 hours/week (Improvado, 2025).
Compatible: Works with spreadsheets, BI tools, email, and data warehouses.
Reliability: Stable API connectors, unsampled data.
Scalability: Suitable for freelancers and multinationals alike.
Languages: Available in French and English
Use cases
Agencies: Automated reports for 50 clients via Looker Studio.
SMBs: Track CPC and conversions on Google Sheets.
Enterprises: Cross-channel analysis in BigQuery to optimize ROAS.
Conclusion
Today, Supermetrics is an essential tool for marketers looking to automate reporting and extract insights from their data. With 150+ connectors, a no-code interface, and integrations like Google Sheets or BigQuery, it adapts to SMBs, agencies, and enterprises. Despite the absence of native dashboards, its flexibility and time savings make it a leader.
Supermetrics also aggregates sales and marketing data, providing more complete reporting and better decision-making.
Security is one of the most important features of automated reporting. This service poses no security concerns for its users because data is not stored anywhere. Your information is encrypted at the source.
SuperMetrics is also designed to be fast, so you can query data sources directly, retrieving only the information you need at the moment. It's an ideal solution if you want to create quick reports.
While SuperMetrics doesn't have its own visualization tool, it integrates well with multiple platforms, including Google Data Studio.
We will now examine the three main SuperMetrics products and their features, benefits, technical requirements, pricing, and all aspects worth mentioning for each.
Training and resources
To support users in mastering the tool and optimizing their marketing strategy, Supermetrics provides a wide range of educational resources.
Whether you're a beginner or expert, you'll find adapted materials to deepen your knowledge, discover new features, and get the most out of Supermetrics in your daily marketing work. These resources are designed to help you structure your marketing strategy, automate your reporting, and fully leverage the power of data.
FAQ
What is Supermetrics used for?
It's a BI (Business intelligence) tool to centralize data for automating reports, analyzing KPIs, and optimizing your marketing strategy campaigns.
Is there a free trial?
Yes, a 14-day free trial to test all integrations, including Google Sheets and Looker Studio.
How does Supermetrics differentiate itself?
Through its no-code simplicity, Google integrations, and templates versus Funnel.io or Improvado.
What integrations does SuperMetrics support?
Supermetrics integrates with the following business systems and applications: Google Analytics, Google AdWords, Database, Bing Ads, Google BigQuery, Google Search Console, Facebook Ads, Facebook Insights, MailChimp, Moz, SEMrush, Stripe, Twitter Ads, Yahoo Gemini, YouTube, Adobe Analytics, Adform, and DoubleClick.
How does Supermetrics integrate with Google Sheets?
It extracts marketing data (e.g., Google Ads, Meta) via API and automatically loads it into Google Sheets for custom reports.
Does Supermetrics work with Looker Studio?
Yes, it replaces Google Data Studio (rebranded as Looker Studio) by feeding dashboards with multi-channel data in real-time.
Who is Supermetrics for?
For marketers, agencies, and companies looking to automate reporting and analyze marketing data.
How does Supermetrics improve business intelligence?
By centralizing data sources and automating pipelines for quick and reliable insights, optimizing decision-making.
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