Attribution 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.
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The short answer
Both sides assessedAttribution compared with Supermetrics
Supermetrics moves marketing data from ad platforms into Sheets, Looker Studio, or a warehouse from €49 a month, and it does not attribute anything: it faithfully reproduces each platform's self-reported numbers, double-counting included. Attribution is what you buy when you have concluded those numbers are wrong. Teams often run both, with Supermetrics handling reporting plumbing and Attribution handling the credit question.
Supermetrics compared with Attribution
Attribution exists precisely because platform-reported numbers are wrong, binding spend to individual users and offering five models with visit-level auditability at $399. Supermetrics faithfully delivers those same wrong numbers into your report for €49 to €499. They pair well: Supermetrics handles the reporting plumbing across every channel, and Attribution answers the credit question the plumbing cannot.
Choose Attribution if
B2B SaaS, subscription, and ecommerce companies spending real money on multiple ad channels who need to reconcile platform-reported ROAS against actual revenue, and who want an auditable model comparison rather than a black-box number they cannot defend in a budget meeting.
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 | Attribution | Supermetrics |
|---|---|---|
| Category | Analytics | Analytics |
| Starting price | $19 per month (Shopify Starter), $399 per month (Pro) (free plan available) | €49 per month (Starter), or €39 per month billed yearly (free plan available) |
| Pricing model | Per-plan subscription metered on monthly tracked website visitors, with per-1,000 overages, cheaper dedicated Shopify plans ($19 Starter, $199 Pro), and a quote-only Custom tier for account-based, offline, and warehouse requirements. | 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 | None; the trial is the evaluation path. | None; the trial is the evaluation path. |
| Free trial | 14 days | 14 days, no credit card required |
| Best for | B2B SaaS, subscription, and ecommerce companies spending real money on multiple ad channels who need to reconcile platform-reported ROAS against actual revenue, and who want an auditable model comparison rather than a black-box number they cannot defend in a budget meeting. | 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 vendor says setup takes under a day for most customers. The tracking install is quick, especially through an existing Segment or RudderStack pipeline, but connecting ad accounts, CRM, and payment systems and then agreeing which model and mode reflect your business is genuine configuration work. | 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 | Moderate to high, and unavoidably so. The tool asks you to make real modelling decisions about credit allocation and lookback windows, and a team that does not understand the difference between first touch and position based will misread the output regardless of how good the interface is. | 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 app, JavaScript tracking, Segment and RudderStack pipelines, MCP server | Google Sheets add-on, Looker Studio connectors, Excel and Power BI connectors, Cloud data warehouse destinations, Web hub at hub.supermetrics.com |
| Compliance | GDPR data processing, CCPA | SOC 2 Type II (annual audits), ISO 27001, GDPR, CCPA |
| Founded | 2014 | 2013 |
| Headquarters | San Francisco, California, United States | Helsinki, Finland |
| Ownership | Privately held and independent | Venture-backed; privately held and profitable |
Strengths and limitations
Attribution
Strengths
- Five attribution models across four configurable modes, which is deeper model coverage than GA4 offers at any price after it removed most of its models in 2023.
- Visit-level auditability with no black-box modelling layer, which is what makes the output usable in a budget argument rather than merely interesting.
- User-level cost binding across sessions and channels directly addresses the double-counting that makes platform-reported ROAS unusable.
- A dedicated product-led growth mode that excludes post-signup visits from credit, which almost no competitor models correctly.
Limitations
- At $399 a month with a 10,000 tracked visitor ceiling and $10 per 1,000 overages, this is expensive for high-traffic sites and unjustifiable for low ad spend.
- It is a single-purpose tool: no general web analytics, no product analytics, no dashboards for anything other than attribution, so it adds to your stack rather than consolidating it.
- Account-based attribution, offline and broadcast tracking, and custom lookback windows are Custom-tier features, which means B2B buyers with buying committees usually need a quote after all.
- It requires a CRM or payment system to be genuinely useful; without a revenue source to join to, you are paying $399 to count form fills more carefully.
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
Attribution
Per-plan subscription metered on monthly tracked website visitors, with per-1,000 overages, cheaper dedicated Shopify plans ($19 Starter, $199 Pro), and a quote-only Custom tier for account-based, offline, and warehouse requirements.
- Shopify Starter$19
- Shopify Pro$199
- Pro$399
- CustomCustom
Against the quote-only B2B attribution market, $399 with a published price, a 14-day trial, and optional rather than mandatory onboarding is a strong offer, and the five-model, four-mode coverage with visit-level auditability is deeper modelling than most platforms charging several times more. Against a general analytics budget it looks expensive, because it does one job and does not replace anything else you are running. The deciding number is ad spend: at $50,000 a month, $399 is under one percent of media budget for the ability to stop double-counting conversions, which is trivially worth it. At $3,000 a month of spend it is not, and the honest recommendation is to use the ad platforms' own numbers with appropriate scepticism until the spend justifies the tool.
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
Attribution
Attribution is the most intellectually honest product in this category. It states the arithmetic problem plainly, which is that every ad platform claims full credit for shared conversions, and it fixes it by binding spend to users itself and showing you the visits behind every number. Five models across four modes, a product-led growth configuration almost nobody else models, full-fidelity warehouse exports, and an MCP server for conversational querying make it deeper on modelling than tools costing several times more, and the published $399 price with a real trial is unusual in a market that mostly refuses to quote. The limits are equally clear: it does one job and will not replace your analytics stack, the 10,000 visitor ceiling makes high-traffic sites expensive, account-based attribution needs a Custom quote, and cross-session identity means the consent banner stays. If you spend $50,000 a month on ads and cannot reconcile what the platforms tell you, this is worth well over its price. If you spend a tenth of that, it is not.
Read the full Attribution 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 profileAttribution profile last reviewed 2026-09-27; Supermetrics last reviewed 2026-09-27. Pricing is compiled from public sources and can change without notice. See our methodology.
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Frequently asked questions
6 questionsWhat is the difference between Attribution and Supermetrics?
Supermetrics moves marketing data from ad platforms into Sheets, Looker Studio, or a warehouse from €49 a month, and it does not attribute anything: it faithfully reproduces each platform's self-reported numbers, double-counting included. Attribution is what you buy when you have concluded those numbers are wrong. Teams often run both, with Supermetrics handling reporting plumbing and Attribution handling the credit question.
Is Attribution or Supermetrics cheaper?
Attribution starts at $19 per month (Shopify Starter), $399 per month (Pro) (free plan available). Supermetrics starts at €49 per month (Starter), or €39 per month billed yearly (free plan available). The billing models differ, so the entry price is rarely the whole cost. Attribution pricing model: Per-plan subscription metered on monthly tracked website visitors, with per-1,000 overages, cheaper dedicated Shopify plans ($19 Starter, $199 Pro), and a quote-only Custom tier for account-based, offline, and warehouse requirements. Supermetrics pricing model: 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.
Does Attribution or Supermetrics have a free plan?
Attribution has a free plan. None; the trial is the evaluation path. Trial terms: 14 days. Supermetrics has a free plan. None; the trial is the evaluation path. Trial terms: 14 days, no credit card required.
Who should choose Attribution?
B2B SaaS, subscription, and ecommerce companies spending real money on multiple ad channels who need to reconcile platform-reported ROAS against actual revenue, and who want an auditable model comparison rather than a black-box number they cannot defend in a budget meeting.
Who should choose Supermetrics?
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.
What are the best alternatives to Attribution and Supermetrics?
SaaSTracker profiles 16 products in GTM Analytics. The Summer 2026 awards in the category went to Google Analytics 4 (Category Leader), Umami (Best Value), HockeyStack (Momentum). Every profile is compiled from primary sources, so a shortlist can be built from pricing, limitations, and fit rather than from star ratings.
