Supermetrics
Analytics Verified May 2026
The data pipeline that quietly powers marketing reports for 200,000+ brands — Supermetrics review, pricing & verdict
- Connects 100+ marketing sources — Google Ads, Meta, LinkedIn, TikTok, HubSpot — to any reporting destination
- Automated daily refreshes keep dashboards current without manual data exports or copy-paste
- Massive time-saver for agencies managing multiple client ad accounts in a single reporting layer
- No coding required — non-technical marketers can build automated pipelines in minutes
How Supermetrics scored 67/100
6 weighted criteria, each scored out of 10 and published with its reasoning. Featured placements never move a score.
Deal Strength
3.0 /10Supermetrics runs no public coupon or promotional discount, so this reflects an offer that stands on the product rather than a price cut. New teams get a 14-day free trial with no credit card required, plus a 20% saving whenever a plan is billed yearly instead of monthly.
Value for Money
8.0 /10Supermetrics delivers strong value for teams that live in marketing reports. Paid plans open at $39 per month billed yearly, or $49 monthly, for the Starter tier and three data sources, easily outweighing the hours of manual CSV exports it removes. Costs do rise sharply once more connectors are needed.
Capability
9.0 /10Supermetrics is the category's most complete marketing data pipeline, connecting an extensive catalog of ad, social, SEO, and analytics platforms into Google Sheets, Excel, Looker Studio, Power BI, and warehouses such as BigQuery and Snowflake. Scheduled refreshes, custom fields, and blended queries make it a genuine reporting backbone rather than a simple connector.
Time to Value
8.0 /10Most teams get a working report within an hour. Supermetrics installs as a no-code add-on for Google Sheets or Looker Studio, and prebuilt templates plus a visual query builder let marketers pull live campaign data without SQL or engineering help. Warehouse and multi-source setups naturally take longer to configure.
Trust & Reliability
8.0 /10Supermetrics is trusted by 200,000+ companies across 120 countries and has refined its connectors since a 2009 origin, making it one of the most established names in marketing data. Broad agency adoption and a mature support operation back its reliability, though connectors can occasionally need reauthorization when source platforms change their APIs.
Flexibility & Exit
5.0 /10Billing flexibility is moderate. Plans run monthly or yearly, and the annual commitment that unlocks the 20% discount is the main lock-in to weigh. Data lands directly in tools teams already own, so reports stay accessible, but each tier caps how many data sources you can connect, making mid-contract scaling a paid upgrade.
About Supermetrics
Quick answer
Supermetrics is a marketing data pipeline that pulls data from 200+ advertising, analytics, SEO and CRM sources and pushes it into Google Sheets, Excel, Looker Studio, BigQuery, Snowflake, Redshift and similar destinations. It's the de facto choice for marketers and agencies who want automated, always-fresh reports without writing ETL code. Best for small-to-mid marketing teams, agencies and in-house analysts; less ideal if you need a free, fully open-source pipeline.
What is Supermetrics?
Supermetrics is a marketing data pipeline built by a Helsinki-based company of the same name, founded in 2013 by Mikael Thuneberg. It started as a simple Google Ads → Google Sheets connector and grew into a full-fledged ETL (extract, transform, load) product that today connects 200+ data sources to the destinations marketers and analysts already use.
Unlike a business intelligence platform such as Looker, Power BI or Tableau, Supermetrics doesn't try to be the place where you visualize your data. Instead, it sits in the background, pushing refreshed numbers into tools like Google Sheets, Microsoft Excel, Google Looker Studio, BigQuery, Snowflake, Amazon Redshift, and PostgreSQL on a schedule you control.
The pitch is straightforward: stop exporting CSVs. Once you wire up your ad accounts, analytics properties and CRM in Supermetrics, those numbers are continuously synced to wherever your reports live — every hour, every day, or in real time, depending on the plan.
Key features
200+ data source connectors
Native integrations for Google Ads, Google Analytics 4, Meta Ads, LinkedIn, TikTok, Pinterest, Reddit, Microsoft Ads, HubSpot, Salesforce, Stripe, Shopify, Klaviyo, Ahrefs, Semrush, Search Console and many more. New sources are added regularly.
Multiple destinations
Push the same data into Sheets, Excel, Looker Studio, BigQuery, Snowflake, Redshift and PostgreSQL — useful when different teams want different tools.
Scheduled refreshes
Set refresh intervals from every 15 minutes to monthly. Enterprise plans unlock higher refresh limits and intraday syncs.
Custom metrics & fields
Build calculated fields (CPA, ROAS, blended cost, etc.) inside the query builder — no SQL needed for most setups.
Team & agency features
Shared connections, client management, white-labeling options for agencies handling many accounts under one roof.
API access
The Supermetrics API lets developers build custom data flows — handy for engineering teams that want to bypass the UI entirely.
Supermetrics pricing in 2026
Supermetrics sells several product SKUs rather than a single all-in-one plan, which is worth understanding before you compare prices. The big categories are:
- Supermetrics for Google Sheets / Excel / Looker Studio — self-serve plans aimed at individuals and small teams. Lower monthly price (typically in the tens of dollars), with limits on refresh frequency and team seats.
- Supermetrics for BigQuery / Snowflake / Redshift — mid- to upper-tier plans designed for companies that want raw marketing data landed in a cloud data warehouse. Higher monthly price, longer data retention, more frequent refreshes.
- Supermetrics API — usage-based, billed by API queries or data volume, geared at developers and engineering teams.
- Enterprise — custom pricing, with SSO, premium support, dedicated CSM, multi-workspace and high-volume refreshes.
Exact list prices change frequently and the vendor typically expects an annual commitment for meaningful discounts, so use the figures on the official pricing page as your source of truth. A free 14-day trial is available on most paid plans, and there is a limited free tier for Google Sheets users on a single source.
Supermetrics vs Funnel vs Improvado vs Coupler.io
How does Supermetrics stack up against the closest alternatives? Here's a side-by-side at a glance.
| Feature | Supermetrics | Funnel | Improvado | Coupler.io |
|---|---|---|---|---|
| Number of data sources | 200+ | 500+ | 300+ | ~70 |
| Sheets / Excel support | Yes (flagship use case) | Limited | Limited | Yes (flagship use case) |
| Warehouse destinations | BigQuery, Snowflake, Redshift, PostgreSQL | BigQuery, Snowflake, Databricks, Redshift | BigQuery, Snowflake, Redshift, many more | BigQuery, Looker, HubSpot CRM (growing) |
| Best for | Marketers & agencies in Sheets/Looker Studio | Larger teams & enterprises | Enterprise marketing ops | SMBs & Sheets-first users |
| Pricing model | Per destination tier, annual contracts | Data volume based | Custom (enterprise) | Per tier, monthly/annual |
| Open-source / free tier | Limited free plan | No free tier | No free tier | Free tier available |
Read it as: Supermetrics dominates the "I live in Google Sheets or Looker Studio" use case. Funnel wins on raw connector breadth and enterprise data volume. Improvado is geared at large marketing-ops orgs with bespoke pipelines. Coupler.io is the budget-friendly, lighter-weight alternative.
Who Supermetrics is (and isn't) for
✓ Use Supermetrics if you:
- Build weekly or monthly marketing reports in Google Sheets, Excel or Looker Studio.
- Manage paid social, search and analytics for multiple clients or brands.
- Want to land marketing data in BigQuery, Snowflake or Redshift without writing ETL code.
- Are an agency that needs shared connections and per-client access controls.
- Treat reporting as a recurring time tax you'd rather eliminate.
✗ Skip Supermetrics if you:
- Need a true end-to-end BI platform with its own visualization layer (look at Looker, Power BI, Mode).
- Are an engineer who prefers fully open-source ETL (consider Airbyte, Meltano).
- Only need to connect two or three sources and can live with native integrations.
- Have very high query volume and tight per-row cost constraints — usage-based tools may be cheaper.
- Need offline / on-premise data movement (Supermetrics is cloud-only).
What's included
- Data connectors pulling from 100+ marketing platforms including Google Ads, Meta, and TikTok
- Google Sheets, Looker Studio, Power BI, Excel, and BigQuery destinations
- Automated data refresh on schedules from hourly to monthly
- Cross-channel reporting combining spend, conversions, and revenue in one view
- Data transformation layer for renaming, filtering, and blending fields
- Agency plans with unlimited clients and multi-account management
- Historical data backfill up to 24 months for trend and YoY analysis
- Connector API for building custom integrations with Supermetrics infrastructure
- SaaSTweaks-verified affiliate deal
- Vendor-direct activation flow with editorial pros + cons review
Supermetrics pricing
Verified May 2026. Vendor's published rates at the time we checked — always confirm at checkout.
| Plan | Price | Term | What you get |
|---|---|---|---|
| Core | From $29/mo | annual | Single connector per destination; Google Sheets, Looker Studio, or Excel; auto-refresh |
| Super | From $79/mo | annual | Multiple connectors; BigQuery, Redshift, or Snowflake destination available at higher tiers |
| Enterprise | Custom | custom | All connectors, unlimited destinations, data transformation, dedicated support |
Getting started
4 steps. The last one is the part most people skip.
- 1
Open Supermetrics through the link on this page
It carries our referral tag. The price you pay is identical either way, and it never changes the score on this page.
- 2
Compare the tiers against what you actually use
The pricing table on this page lists what each plan includes. Match it to real usage rather than the tier the vendor highlights.
- 3
Start on the smallest plan that fits
Most vendors let you move up mid-cycle and bill the difference, so starting low costs you nothing but starting high does.
- 4
Check the renewal terms before you commit
Note the renewal date and the rate it reverts to, so the second invoice is not a surprise. Annual plans are usually cheaper per month but harder to exit.
Where Supermetrics wins and loses
What works
- Connects 100+ marketing sources — Google Ads, Meta, LinkedIn, TikTok, HubSpot — to any reporting destination
- Automated daily refreshes keep dashboards current without manual data exports or copy-paste
- Massive time-saver for agencies managing multiple client ad accounts in a single reporting layer
- No coding required — non-technical marketers can build automated pipelines in minutes
What doesn't
- Connector-based pricing compounds quickly when connecting multiple sources and destinations
- Data transformation capabilities are limited — heavy manipulation still requires downstream SQL or dbt
- Connector breaks occasionally when ad platforms change their API structure, causing data gaps
- Cost can be significant for agencies serving many clients across multiple channel combinations
The bottom line
Supermetrics is the default data pipeline for marketing teams that report across many platforms: deep connector coverage, no-code setup, and output straight into the tools they already use. There is no exclusive discount here, and pricing climbs steeply as data sources add up, but for teams tired of manual reporting it is a clear Buy.
Supermetrics pricing starts at $39 per month for the Starter plan billed yearly, or $49 billed monthly, covering three data sources and one destination. Growth runs $159/$199 with seven sources, Pro $399/$499 with ten, and Enterprise is custom-quoted. Yearly billing saves 20% across every tier.
Yes. Supermetrics offers a 14-day free trial with no credit card required, giving full access to connectors and destinations so teams can build real reports before paying. There is no permanent free plan, so continued use after the trial needs a paid subscription starting at $39 per month on the Starter tier.
Supermetrics is worth it for marketing teams and agencies pulling data from several ad, analytics, and social platforms into one report. It replaces hours of manual CSV exports with scheduled, always-fresh data in Google Sheets, Looker Studio, or a warehouse. Teams reporting on a single source may find cheaper native options enough.
Supermetrics and Funnel both move marketing data into reports, but suit different buyers. Supermetrics excels at pushing data straight into Google Sheets, Excel, and Looker Studio with a huge connector range, ideal for hands-on analysts. Funnel leans toward automated data harmonization and warehouse delivery, often at a higher price point for larger data operations.
Supermetrics connects an extensive catalog of ad, social, SEO, and analytics platforms, including Google Ads, Meta, Google Analytics 4, LinkedIn, and TikTok, and delivers that data into Google Sheets, Microsoft Excel, Looker Studio, Power BI, and warehouses like BigQuery and Snowflake. Each plan caps how many sources you can connect, starting at three on Starter.
The biggest limitation is that cost scales quickly with the number of data sources. The entry Starter plan allows only three connectors, so teams tracking many platforms are pushed toward Growth or Pro, where monthly bills reach the hundreds. Connectors can also need occasional reauthorization when source platforms update their APIs.
