The data pipeline that quietly powers marketing reports for 200,000+ brands — Supermetrics review, pricing & verdict
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.
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.
Push the same data into Sheets, Excel, Looker Studio, BigQuery, Snowflake, Redshift and PostgreSQL — useful when different teams want different tools.
Set refresh intervals from every 15 minutes to monthly. Enterprise plans unlock higher refresh limits and intraday syncs.
Build calculated fields (CPA, ROAS, blended cost, etc.) inside the query builder — no SQL needed for most setups.
Shared connections, client management, white-labeling options for agencies handling many accounts under one roof.
The Supermetrics API lets developers build custom data flows — handy for engineering teams that want to bypass the UI entirely.
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:
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.
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.
Decide where the data should land: Google Sheets, Looker Studio, Excel, or a warehouse like BigQuery. This determines which Supermetrics product to install.
Head to the Supermetrics site, start a 14-day free trial, and install the add-on for your chosen destination (Sheets add-on, Looker Studio connector, etc.).
Authenticate the ad accounts, analytics properties and CRM systems you want to pull from. Grant read-only access tokens; Supermetrics never needs write access to your ad accounts.
Choose metrics (cost, clicks, conversions, impressions) and dimensions (date, campaign, ad group, device). Add calculated fields if you need them.
Pick how often the report should refresh — hourly for live dashboards, daily for executive summaries. Once it works for one report, clone the pattern across the rest of your stack.
Start a free trial of the destination that fits your stack and connect your first data source in under 10 minutes — no credit card required on most plans.
Get started with Supermetrics →Supermetrics offers a limited free tier for Google Sheets users on a single data source. Paid plans start at a modest monthly price and require an annual commitment for the best rates. A 14-day free trial is available on most paid SKUs.
Google Sheets, Microsoft Excel, Google Looker Studio, BigQuery, Snowflake, Amazon Redshift, PostgreSQL, and a public API for custom destinations. New destinations are added on a rolling basis.
Not exactly. Supermetrics is a data pipeline (ETL) — it moves and transforms marketing data and lands it in another tool. It pairs naturally with BI tools like Looker Studio, Power BI, Tableau or Mode for visualization.
Funnel positions itself as a higher-end data hub with more connectors and a usage-based pricing model aimed at larger teams. Supermetrics is more accessible to marketers and agencies, especially those who live in Google Sheets or Looker Studio.
Yes. GA4 is a first-class data source in Supermetrics and is the recommended Google Analytics connector for most users in 2026.
Absolutely — agencies are one of Supermetrics' core audiences. You can manage multiple clients, share connections, and standardize reporting across accounts.
Supermetrics uses OAuth for authentication, never stores ad-platform credentials in clear text, and offers SSO, audit logs and SOC 2 compliance on enterprise plans. Always review the latest security documentation before signing a contract.
Supermetrics in 2026 is exactly what it was five years ago — the most reliable, lowest-friction way to move marketing data into the tools marketers already use. It isn't flashy and it isn't trying to replace your BI platform. What it does, it does very well.
If you're an in-house marketing team, an agency, or an analyst who is tired of hand-built spreadsheets, Supermetrics will pay for itself the first month you stop exporting CSVs. The price has crept up over the years, and the warehouse-tier plans can get expensive, but the time savings are real and measurable. For the target audience, the verdict is a confident buy.
Agencies managing multiple clients and diverse campaign portfolios use Supermetrics to aggregate performance data from various ad platforms into a single dashboard or report, saving hours on manual data collection.
Marketing teams at growing companies use Supermetrics to automate the extraction and delivery of campaign metrics to their internal reporting tools, ensuring stakeholders always have access to current data without manual intervention.
Data analysts leverage Supermetrics to pull raw marketing data into data warehouses or BI tools. This allows for advanced analysis, custom modeling, and deeper insights beyond standard platform reports.
Quarterly access to product leadership.
Bonus credits redeemable on partner tooling.
We re-verify the offer every quarter so it never goes stale.
Hit the button on this page — opens the partner site in a new tab.
Check your investor or accelerator benefits portal for the Supermetrics partner code. Y Combinator, Sequoia, and most Tier 1 VCs have codes available.
Renewals stay at the same rate — verified by us, not the vendor.
| Feature | Supermetrics |
|---|---|
| Free trial | 14 days |
| Cheapest paid plan | $0/mo |
| Annual discount | Up to 25% |
| Refund window | 30 days |
| Setup time | < 1 hour |
| Best for | Founders |
“Powerful connector tool — budget carefully or costs grow fast”
“Non-engineer built a BigQuery marketing data pipeline in under an hour”
“Saved our agency 15 hours a week pulling client performance data”
6 months free for founders
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