Supermetrics vs Whatagraph
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 assessmentWhatagraph compared with Supermetrics
Different layers that increasingly overlap. Supermetrics is an extraction and pipeline product that moves marketing data into Sheets, Looker Studio, BigQuery, or a warehouse, leaving visualization to whatever tool you already use. Whatagraph now does extraction, modeling, and reporting in one product, and on Prime can push to the same destinations. Teams that already own a BI stack and only need reliable pipes should buy Supermetrics and spend the difference elsewhere; teams that want the reporting surface included and do not want to maintain Looker Studio templates get more from Whatagraph, at a higher floor price.
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.
Choose Whatagraph if
Marketing agencies and multi-brand or multi-location in-house teams running roughly 50 or more connected data accounts, that want cross-channel client reporting and a governed shared data layer from one vendor and can commit to an annual contract in the five-figure range.
Side by side
13 attributes| Attribute | Supermetrics | Whatagraph |
|---|---|---|
| Category | Analytics | Reporting |
| Starting price | €49 per month (Starter), or €39 per month billed yearly (free plan available) | From 699 euros per month, billed annually (Max, from 50 source credits) (free trial) |
| 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. | Annual subscription priced by source credits, where one connected data account equals one credit. Users, reports, and dashboards are unlimited on every plan, so cost scales with the number of client accounts and channels rather than with headcount. As of August 2026 the pricing page publishes two tiers: Max and a quote-only Prime. |
| Free plan | None; the trial is the evaluation path. | No |
| Free trial | 14 days, no credit card required | Free trial available on the Max plan (length not published) |
| Best for | 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. | Marketing agencies and multi-brand or multi-location in-house teams running roughly 50 or more connected data accounts, that want cross-channel client reporting and a governed shared data layer from one vendor and can commit to an annual contract in the five-figure range. |
| Setup time | 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. | A first client report can be built in an afternoon from a template. Doing it properly across a portfolio takes longer: field mapping, custom metric definitions, account grouping, and template design are a one-to-three week project for an agency with dozens of clients, and that work is the source of most of the eventual value. |
| Learning curve | 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. | Moderate. The report builder is approachable for an account manager. The Data Hub is not: blends, join types, custom dimensions, and normalization decisions require someone who thinks in datasets, and getting them wrong produces confidently incorrect client-facing numbers. |
| Platforms | Google Sheets add-on, Looker Studio connectors, Excel and Power BI connectors, Cloud data warehouse destinations, Web hub at hub.supermetrics.com | Web application, Scheduled email delivery, Live shareable report links, Embedded dashboards, MCP endpoint for Claude, ChatGPT, and other MCP clients |
| Compliance | GDPR, SOC 2, ISO 27001, EU-based company and processing | GDPR, SOC 2, ISO 27001 |
| Founded | 2013 | 2015 |
| Headquarters | Helsinki, Finland | Amsterdam, Netherlands (engineering in Vilnius, Lithuania) |
| Ownership | Venture-backed; privately held and profitable | Venture-backed, independent |
Strengths and limitations
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.
Whatagraph
Strengths
- A genuine data modeling layer, not just a report renderer: field mapping, custom metrics, account grouping, and joins with explicit join-type control.
- Cross-channel blending is a first-class feature rather than a workaround, so blended cost per acquisition across six platforms is a defined metric instead of a spreadsheet.
- Unlimited users on every plan, which suits agencies where a dozen people touch reports and clients need viewer access.
- White labeling goes as far as a custom report domain, so nothing in the client-facing experience carries the vendor's name.
Limitations
- The published floor is 699 euros per month billed annually with no free plan and no monthly option, which removes the product from consideration for small agencies and freelancers entirely.
- Pricing is credit-based with no small top-up path, so crossing an allocation forces a tier move rather than an incremental charge; agencies report the jump as unpredictable.
- Public API access and BigQuery or Looker Studio transfer are locked behind the quote-only Prime tier, so the integration path many technical buyers want is not purchasable at the published price.
- Report layout is constrained by a grid and fixed widget sizing; reviewers consistently note limited freedom over widget dimensions and design, which frustrates teams with strict brand templates.
Pricing compared
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.
Whatagraph
Annual subscription priced by source credits, where one connected data account equals one credit. Users, reports, and dashboards are unlimited on every plan, so cost scales with the number of client accounts and channels rather than with headcount. As of August 2026 the pricing page publishes two tiers: Max and a quote-only Prime.
- MaxFrom 699 euros
- PrimeCustom
Whatagraph has repriced itself out of the small end of the market it originally served, and any assessment has to start there. At 50 or more connected accounts, with real cross-channel blending and a team whose account managers otherwise spend days a month in spreadsheets, the arithmetic works: roughly 8,400 euros a year is less than a fractional analyst, and the governed data layer plus warehouse transfer replaces a connector subscription as well as a reporting tool. Below about 25 connected accounts it does not work, and the honest recommendation is a cheaper per-client reporting tool. The product is good; the question is whether your account count is large enough to make the floor price rational, and for most businesses reading a small-business directory the answer is no.
Editorial verdict on each
Supermetrics
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 profileWhatagraph
Whatagraph built something real over the past three years. The Data Hub, with field mapping, custom metrics, account grouping, and join-controlled blends, is a genuine modeling layer rather than a dashboard with a settings page, and pushing those same definitions to BigQuery and to AI clients over MCP is a coherent answer to the problem of numbers disagreeing across surfaces. The engineering is not in question. The positioning is. The product that once served a five-person agency for a couple hundred dollars a month now publishes a single entry plan at 699 euros per month billed annually with a 50-credit floor, no free plan, no monthly option, and the API locked behind a quote. That is an agency-scale platform purchase, and it should be evaluated as one: count your connected accounts first, and if the number is under about 25, buy AgencyAnalytics, Swydo, DashThis, or ReportGarden instead and revisit Whatagraph when your portfolio has grown into the price.
Read the full Whatagraph profileSupermetrics profile last reviewed 2026-08-22; Whatagraph last reviewed 2026-08-23. Pricing is compiled from public sources and can change without notice. See our methodology.