AgencyAnalytics vs Supermetrics
An independent, review-free comparison compiled by the SaaSTracker editorial team. Both products are profiled in full, and neither can pay for placement here.
The short answer
Editorial assessmentAgencyAnalytics compared with Supermetrics
Not really a competitor so much as the layer beneath. Supermetrics moves marketing data into spreadsheets, warehouses, and BI tools; AgencyAnalytics reads the same APIs and renders finished reports. Agencies that want to own their data and build their own reporting go the Supermetrics route and accept the build cost. Agencies that want reports rather than pipelines buy AgencyAnalytics, and a few large agencies run both, with Supermetrics feeding the analysis and AgencyAnalytics producing the client deliverable.
Choose AgencyAnalytics if
Small and mid-sized marketing agencies and freelancers who bill retainers and need branded, automated client reporting across many accounts: strongest when the channel mix is standard (search, paid, social, email, local) and the value is time saved and client retention rather than deep custom analysis.
Choose Supermetrics if
Marketing agencies producing recurring client reports, in-house teams who live in Google Sheets or Looker Studio, and any business that wants marketing data in a warehouse without building and maintaining API connectors themselves.
Side by side
13 attributes| Attribute | AgencyAnalytics | Supermetrics |
|---|---|---|
| Category | Reporting | Analytics |
| Starting price | $20 USD per client per month billed annually (roughly $25 billed monthly) (14 days trial) | €49 per month (Starter), or €39 per month billed yearly (free plan available) |
| Pricing model | Per-client subscription. As of the 2026 pricing change there is one self-serve plan with every feature unlocked, priced per client account per month, with unlimited data sources, reports, dashboards, staff users, and client users. Rank tracking, AI search tracking, and database connectors are paid add-ons on top. Agencies with 25 or more clients are directed to a custom Enterprise agreement for volume discounts. Customers who signed up under the earlier four-tier structure are generally still billed on those legacy plans. | Subscription tiered by the number of connected data sources, accounts per source, user seats, and refresh frequency, with one core destination per self-serve plan and explicitly no data volume fees. |
| Free plan | No | None; the trial is the evaluation path. |
| Free trial | 14 days, no credit card required, plus a 30-day money-back guarantee | 14 days, no credit card required |
| Best for | Small and mid-sized marketing agencies and freelancers who bill retainers and need branded, automated client reporting across many accounts: strongest when the channel mix is standard (search, paid, social, email, local) and the value is time saved and client retention rather than deep custom analysis. | Marketing agencies producing recurring client reports, in-house teams who live in Google Sheets or Looker Studio, and any business that wants marketing data in a warehouse without building and maintaining API connectors themselves. |
| Setup time | The first client is genuinely a same-day exercise: create the client, authorize four or five OAuth connections, apply a channel template, and schedule delivery. Rolling an established roster over takes longer, typically a week or two of evenings for 20 clients, because every connection has to be authorized individually and each client's report needs a review against what they were previously sent. | An hour for a first working report: authorise the sources, install the destination connector, define a query, and schedule the refresh. A full agency reporting template across a dozen clients is a week of design work, most of it in the destination rather than in Supermetrics. |
| Learning curve | Low. The editor is a widget grid and the mental model (client, source, widget, report, schedule) is small enough to hold in your head. The part that takes practice is discipline rather than skill: standardizing on two or three templates instead of hand-building a bespoke report per client, which is what determines whether the tool still saves time at 40 clients. | Low if you can already build a spreadsheet or a Looker Studio report, since the Supermetrics part is choosing metrics, dimensions, and date ranges. The real skill required is knowing which metric from which platform means what, and that is a marketing analytics skill rather than a product one. |
| Platforms | Web application, iOS and Android mobile apps, Branded client portal on a custom domain | Google Sheets add-on, Looker Studio connectors, Excel and Power BI connectors, Cloud data warehouse destinations, Web hub at hub.supermetrics.com |
| Compliance | GDPR, CCPA, SOC 2 | GDPR, SOC 2, ISO 27001, EU-based company and processing |
| Founded | 2010 | 2013 |
| Headquarters | Toronto, Canada | Helsinki, Finland |
| Ownership | Independent and 100 percent employee-owned | Venture-backed; privately held and profitable |
Strengths and limitations
AgencyAnalytics
Strengths
- Purpose-built for the agency workflow: client accounts, white-label branding, client logins, and per-client permissions are the model rather than features bolted onto a BI tool.
- One plan with every feature unlocked, so a two-client freelancer gets the same custom domain, API access, and dashboards as a 30-client agency.
- Unlimited staff and client users at no extra charge, unusual in a category where seat pricing is common.
- Broad, agency-relevant connector coverage across paid, organic, social, local, call tracking, email, and ecommerce, including call tracking sources that generic BI tools ignore.
Limitations
- Integration reliability is the most consistent user complaint: connections drop and need manual reauthorization, and a silently disconnected source produces a report that goes out with missing data.
- Custom metrics cannot express advanced filtering or segmentation. If the calculation you want requires filtering a source before aggregating, the formula layer will not get you there.
- Report layout control is limited to the widget grid, and the report title page in particular resists customization, which shows up repeatedly in reviews from agencies with strict brand standards.
- No data modelling, SQL, or cross-source joins beyond what the connectors expose, so any question requiring blended data at a granularity the APIs do not return is out of scope.
Supermetrics
Strengths
- The largest and best-maintained marketing connector library in the category, with the vendor fixing connectors when platforms change their APIs rather than leaving your report broken.
- No data volume fees on any package, so cost is decoupled from how much you spend on ads or how much traffic you get.
- Destination-agnostic by design, so you keep Sheets, Looker Studio, Power BI, or your warehouse rather than being pushed into another vendor's dashboard.
- Warehouse destinations and transformation tooling turn it into a genuine marketing data pipeline rather than just a reporting connector.
Limitations
- It does no attribution whatsoever: the numbers it delivers are each platform's self-reported claims, so double-counting flows straight through into your report unchallenged.
- Accounts-per-source allowances are the real constraint for agencies, and they are hit far sooner than the data source counts suggest.
- Seat counts are low at one, two, and three users, with additional seats costing €37 to €124 a month each.
- One core destination per self-serve plan means teams wanting both a spreadsheet and a BI dashboard need to check whether that is an add-on.
Pricing compared
AgencyAnalytics
Per-client subscription. As of the 2026 pricing change there is one self-serve plan with every feature unlocked, priced per client account per month, with unlimited data sources, reports, dashboards, staff users, and client users. Rank tracking, AI search tracking, and database connectors are paid add-ons on top. Agencies with 25 or more clients are directed to a custom Enterprise agreement for volume discounts. Customers who signed up under the earlier four-tier structure are generally still billed on those legacy plans.
- Core (self-serve)$20 USD per client
- Rank Tracker (add-on)$20.83 to $41.67 USD
- AI Tracker (add-on, beta)$20.83 USD
- EnterpriseCustom quote
At $20 per client per month, the arithmetic is straightforward: if reporting costs an account manager two hours per client per month, the tool pays for itself several times over at any billable rate. For a freelancer with four clients that is $80 a month for branded reporting a client can log into, which is cheap relative to what it does for retention. The model gets less flattering at scale, because a 40-client agency is paying about $9,600 a year for what is fundamentally a rendering layer over APIs, and at that size the add-on line items and the ceiling on custom analysis start to matter. The 2026 move to one all-features plan removed the old complaint that upgrades bought features rather than capacity, which was the most common value objection. Judged strictly on capability per dollar the free Looker Studio route is cheaper; judged on hours recovered and on how a client perceives a branded portal, AgencyAnalytics remains the default for small agencies for good reason.
Supermetrics
Subscription tiered by the number of connected data sources, accounts per source, user seats, and refresh frequency, with one core destination per self-serve plan and explicitly no data volume fees.
- Starter€49
- Growth€199
- Pro€499
- EnterpriseCustom
Judged against the labour it replaces, Supermetrics is easy to justify: €199 a month is a fraction of the cost of the two or three days a month an agency currently spends assembling reports by hand, and the maintained connectors mean nobody has to fix a broken API integration on a Sunday. The absence of data volume fees is a real structural advantage over dashboard tools that meter usage. What makes the pricing feel expensive is the allowance structure: low seat counts, one core destination, and accounts-per-source ceilings that agencies hit quickly, all of which push a genuinely small team from €49 to €199 faster than the tier list suggests. Price your actual account count before comparing against Databox, and be clear that you are buying plumbing rather than answers.
Editorial verdict on each
AgencyAnalytics
AgencyAnalytics is the default small-agency reporting tool for defensible reasons: it is built around the client account rather than the dashboard, it white-labels properly down to the domain and the sending address, it charges nothing for seats, and the 2026 move to a single $20-per-client plan removed the old irritation of paying more to unlock features rather than capacity. For an agency currently losing three or four days a month to exports and slide decks, the payback is measured in weeks. The honest limits are worth stating plainly: it renders API data rather than modelling it, custom metrics fall over when a calculation needs filtering, report layout is a grid rather than a canvas, integration disconnections are a recurring operational annoyance, and rank tracking now costs extra despite being the original product. Buy it if the job is producing many branded client reports reliably at a predictable per-client cost; look at a warehouse and a BI tool instead if the job is answering questions the connectors were never built to answer.
Read the full AgencyAnalytics profileSupermetrics
Supermetrics is infrastructure, and the right way to judge it is by the labour it removes rather than the features it lists. If your team currently loses days each month exporting from Meta, Google, LinkedIn, and GA4 into a template, €199 a month buys those days back and hands connector maintenance to someone else, with no data volume fees so your bill does not grow with your ad spend. The connector library is the deepest in the category and the company is the most established, which matters when a platform changes an API on a Friday. Two things to be clear about before buying: this does no attribution at all, so it faithfully reproduces the double-counted conversion numbers the ad platforms report, and the allowance structure around accounts per source and seats will push a small agency from €49 to €199 faster than the price list implies. Buy it as plumbing, pair it with an attribution tool if you need answers rather than numbers, and compare it directly against Databox if what you actually want is a dashboard.
Read the full Supermetrics profileAgencyAnalytics profile last reviewed 2026-08-23; Supermetrics last reviewed 2026-08-22. Pricing is compiled from public sources and can change without notice. See our methodology.