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Supermetrics

The pipe that moves your marketing data out of the ad platforms and into somewhere useful

Supermetrics is a marketing data pipeline from Helsinki that pulls metrics from ad platforms, analytics tools, CRMs, and social channels into destinations marketers already use, including Google Sheets, Looker Studio, Excel, Power BI, and cloud data warehouses such as BigQuery and Snowflake, priced by the number of connected data sources and accounts rather than by data volume.

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Overview

Supermetrics solves a boring problem extremely well. Marketing data lives in fifteen different platforms, each with its own login, its own definition of a conversion, and its own export button, and someone at every agency spends the first three days of each month copying numbers into a spreadsheet. Supermetrics replaces that person's Monday with a scheduled refresh: connect the sources once, choose the destination, and the numbers arrive where the report already lives.

The important design decision is that Supermetrics does not have a dashboard of its own worth speaking of. It is deliberately a pipeline rather than a destination, which is why it has survived a decade of dashboard vendors coming and going: you keep Looker Studio, Sheets, Power BI, or your warehouse, and Supermetrics feeds them. That also means it does not attribute anything. It faithfully reproduces whatever each platform reports, double-counted conversions included, which is a critical distinction from Attribution, Triple Whale, or Dreamdata.

Pricing is built around connectors, not rows. Starter is €49 a month for one core destination, three data sources, one user, and three accounts per data source with weekly refreshes. Growth is €199 for seven sources, two users, seven accounts per source, and daily refreshes. Pro is €499 for ten sources, three users, ten accounts, and hourly refreshes. Enterprise adds all data sources, warehouse destinations, on-demand refreshes, data transformations, and a management API. Critically, all packages advertise no data volume fees, so a client spending €5,000 a month and one spending €500,000 cost the same to report on.

The company is the most established supplier in this entry: founded in Helsinki in 2013 by Mikael Thuneberg, profitable from the start, and it raised a €40 million Series B in 2020 led by Highland Europe with IVP participating, with angels including Supercell's Ilkka Paananen. It now employs roughly 360 people and serves more than 14,000 clients from Fortune 500 brands to independent agencies. For a small business, that translates into a supplier that will still be there next year and connectors that get fixed when a platform changes its API.

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.

Not the right fit for

  • Anyone who thinks this will tell them which channel really drove revenue; Supermetrics reproduces each platform's self-reported numbers faithfully, double-counting included, and does no attribution of its own.
  • Businesses running one or two channels; at €49 a month for three data sources, a small advertiser with just Meta and Google can export from those platforms manually for free.
  • Teams that want a finished dashboard out of the box; there is no meaningful Supermetrics interface to show a client, only the destination you already had.
  • Agencies with many clients on the cheap tier; three accounts per data source on Starter means a handful of clients exhausts the allowance and pushes you to €199 or higher fast.
  • Anyone needing website analytics, event tracking, or a tracking script; Supermetrics moves data that other tools collected and collects nothing itself.

How it works

  1. 1

    You sign up at the Supermetrics hub and authorise the marketing platforms you want to pull from: ad accounts, analytics properties, CRMs, social profiles, ecommerce stores, and email platforms. Each connected platform counts as a data source against your plan, and each ad or property account within it counts against the accounts-per-source allowance.

  2. 2

    You choose a destination. For most small businesses that is Google Sheets or Looker Studio, where the report or dashboard already exists and the client already knows how to open it. For teams with a data function it is BigQuery, Snowflake, or another warehouse, where marketing data joins finance and product data and gets modelled properly.

  3. 3

    Queries are defined in the destination itself: which metrics, which dimensions, which date range, which accounts. Once saved, they refresh on a schedule, weekly on Starter, daily on Growth, hourly on Pro, and on demand on Enterprise. That refresh cadence is one of the real differences between the tiers and matters more than the source count for anyone doing intraday optimisation.

  4. 4

    From there the data is yours to work with in tools you already know. Blending across sources happens in the destination rather than in Supermetrics, which is why the product does not resolve conflicting conversion counts between platforms: it delivers what each platform reported and leaves the reconciliation, if you want one, to you or to a dedicated attribution tool.

Feature breakdown

22 features in 4 modules

Data sources

The connector library, which is the actual product.
Ad platform connectors
Google Ads, Meta Ads, LinkedIn Ads, TikTok, Microsoft Advertising, Amazon Ads, Pinterest, Snapchat, and the rest of the paid media stack, pulling spend, impressions, clicks, and platform-reported conversions.
Analytics connectors
Google Analytics 4, Google Search Console, and comparable analytics sources, which is how most teams get GA4 data into a readable report without opening GA4.
CRM and revenue sources
HubSpot, Salesforce, and similar systems so pipeline and revenue numbers sit alongside spend in the same report.
Social and content platforms
Organic social, YouTube, and content platform metrics, so owned and earned channels appear next to paid rather than in a separate deck.
Ecommerce and email platforms
Shopify, Klaviyo, Mailchimp, and comparable sources for stores and lifecycle marketing teams.
Custom data import
Bring in data from systems without a native connector, with one custom import configuration included from the Growth plan and more on higher tiers.

Destinations

Where the data lands, chosen to be somewhere your team already works.
Google Sheets
The most-used destination by a wide margin, because a spreadsheet is where most agency reporting and most small business budgeting actually happens.
Looker Studio
Free dashboarding from Google with Supermetrics connectors filling in every source GA4 does not cover, which is the standard low-cost agency reporting stack.
Excel and Power BI
For finance-led organisations and anyone standardised on Microsoft rather than Google.
Data warehouses
BigQuery, Snowflake, and other warehouse destinations for teams modelling marketing data alongside product and finance data; warehouse destinations are an Enterprise-tier entitlement.
One core destination per plan
Starter, Growth, and Pro each include a single core destination, so a team wanting both Sheets and Looker Studio needs to check whether that requires an add-on before buying.

Scheduling, transformation, and data quality

The operational layer that decides whether the pipeline is trustworthy.
Refresh scheduling
Weekly on Starter, daily on Growth, hourly on Pro, and on demand on Enterprise, which is the tier difference that matters most for teams optimising campaigns intraday.
Historical backfill
Pulling history from connected platforms so a new report is not limited to the day you installed the pipeline.
Data transformations
Transformation tooling for shaping data before it lands, available on the Enterprise tier.
Automatic connector maintenance
When Meta or Google changes an API, Supermetrics fixes the connector rather than your analyst discovering the report is broken, which is the single most underrated reason to pay for this instead of writing scripts.
AI credits
4,000 monthly AI credits on Starter, 12,000 on Growth, and 18,000 on Pro, used for AI-assisted querying and analysis across the connected data.
Management API
Programmatic administration of the pipeline itself on the Enterprise tier, for organisations managing many accounts at scale.

Accounts, seats, and administration

The allowances that determine what you actually pay.
Data source allowances
Three sources on Starter, seven on Growth, ten on Pro, and all sources on Enterprise, which is the primary pricing lever.
Accounts per data source
Three, seven, and ten accounts per data source across the three self-serve tiers, which is the allowance agencies hit first because each client's ad account counts separately.
User seats
One user on Starter, two on Growth, three on Pro, with additional users available as add-ons at roughly €37 to €124 a month each.
SSO included
Single sign-on is advertised across packages rather than reserved for enterprise, which is unusual and welcome at this price point.
No data volume fees
All packages advertise no charges based on data volume, so a client spending €500,000 a month costs the same to report on as one spending €5,000.

Use cases

4 documented

Agency reporting to fifteen clients monthly

Three days a month disappear into exporting from Meta, Google, LinkedIn, and GA4, then pasting into a template that nobody trusts by the time it ships.

Connectors feed a Looker Studio template per client on a daily refresh, and the monthly report becomes a link rather than a task. The constraint to watch is accounts per data source, since each client ad account counts, which usually pushes an agency of this size onto Growth or Pro rather than Starter.

In-house marketer who cannot read GA4

The numbers exist, but GA4's interface makes assembling a simple channel report a weekly ordeal.

GA4 stays installed doing what only it can do, which is feeding Google Ads, and Supermetrics pulls the data into a spreadsheet the marketer can actually read. This is a much cheaper fix than replacing the analytics platform.

Ecommerce brand spending $50,000 a month across channels

Wants spend, revenue, and email performance in one place without paying a percentage of GMV for an ecommerce operating platform.

Growth at €199 a month pulls Meta, Google, TikTok, Shopify, and Klaviyo into one sheet with daily refreshes and no volume fees. What it will not do is tell you which channel really caused the sale, because it reports each platform's own claim; that requires Triple Whale or Attribution alongside it.

Data team building a marketing warehouse

Wants marketing data in BigQuery next to product and finance data, without an engineer maintaining a dozen brittle API connectors.

Warehouse destinations on the Enterprise tier deliver maintained connectors and transformation tooling, which is almost always cheaper than the engineering time it replaces. Price that conversation early, since warehouse destinations are not on the self-serve plans.

Pricing

from €49 per month (Starter), or €39 per month billed yearly

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.

PlanPriceIncludes
Starter€49
per month, or €39 billed yearly
  • 1 core destination
  • 3 data sources, 3 accounts per source
  • 1 user
  • Weekly data refreshes
  • 4,000 monthly AI credits

Weekly refreshes and three accounts per source make this a solo-marketer plan, not an agency one.

Growth€199
per month, or €159 billed yearly
  • 7 data sources, 7 accounts per source
  • 2 users
  • Daily data refreshes
  • 12,000 monthly AI credits
  • 1 custom data import configuration

The plan most small agencies and in-house teams land on, mainly because of the daily refresh.

Pro€499
per month, or €399 billed yearly
  • 10 data sources, 10 accounts per source
  • 3 users
  • Hourly data refreshes
  • 18,000 monthly AI credits
  • Supermetrics Storage Basic add-on
EnterpriseCustom
quoted
  • All data sources and warehouse destinations
  • Custom user and account limits
  • On-demand data refreshes
  • Data transformations and management API
  • Custom AI credits

Add-ons

  • Additional users (€37 to €124 per month each): Priced by tier; seat counts on the base plans are low.
  • Additional data sources, destinations, and ad accounts (Quoted as add-ons): The usual route when a plan is right except for one allowance.

Billing notes

  • Yearly billing takes 20 percent off across tiers, turning €49 into €39 a month equivalent and €199 into €159.
  • There are no data volume fees on any package, which is genuinely unusual: a client spending €500,000 a month costs the same to report on as one spending €5,000, so pageview or ad spend volume is simply not part of the pricing conversation.
  • The allowance that bites is accounts per data source, not data sources. An agency connecting Google Ads once but reporting on twelve client accounts is against the ceiling on any self-serve tier.
  • Seats are thin at one, two, and three users, with additional seats at roughly €37 to €124 a month, so a five-person marketing team costs materially more than the headline price.
  • Warehouse destinations and data transformations are Enterprise-only, so warehouse-native teams should not budget from the published self-serve prices.

Value assessment: 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.

Strengths & limitations

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.
  • SSO is advertised across packages rather than reserved for enterprise, which is rare at a €49 entry price.
  • A large, established, profitable Finnish company with roughly 360 employees, more than 14,000 clients, and a €40M Series B behind it, so supplier risk is minimal.
  • Genuinely self-serve with a 14-day trial and no credit card, in a data-pipeline market where most vendors insist on a sales process.
  • Yearly billing at 20 percent off is a straightforward discount rather than a term trap.

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.
  • Warehouse destinations, data transformations, and the management API are Enterprise-only, so the published prices do not apply to warehouse-native teams.
  • There is no dashboard to show a client, so the total cost of a reporting stack includes whatever you build in Looker Studio or Sheets.
  • Weekly refreshes on the Starter plan make it unsuitable for anyone optimising campaigns more often than once a week, which is most paid media teams.
  • It collects no data of its own, so if a platform does not report something, Supermetrics cannot supply it.

Head-to-head comparisons

5 alternatives

Supermetrics vs Databox

from $0 (Free), then $64 per month billed annually (Analyst)

The closest comparison and a genuine fork in the road. Databox is a finished dashboard product with a free plan and $64 to $399 tiers, priced by data sources and built for people who want boards, goals, and alerts without building anything. Supermetrics is a pipeline with no dashboard, feeding Sheets, Looker Studio, Power BI, or a warehouse. If you want a dashboard handed to you, Databox; if you already have a reporting destination and a template you like, Supermetrics.

Full Supermetrics vs Databox comparison

Supermetrics vs Google Analytics 4

from $0

These are complements rather than alternatives. GA4 is free, irreplaceable for Google Ads conversion import, and unpleasant to read, and Supermetrics pulls its data into a spreadsheet or Looker Studio alongside every other channel. If your complaint about GA4 is the interface rather than the data, Supermetrics is a cheaper fix than replacing your analytics platform.

Full Supermetrics vs Google Analytics 4 comparison

Supermetrics vs Dreamdata

from Free plan at $0; paid plan is custom-quoted

Dreamdata joins web, CRM, and ad data into account-level B2B journeys and then actually attributes revenue to channels, with audience and conversion sync back to ad platforms and a free tier. Supermetrics moves the same source data without adjudicating between the platforms' competing claims. B2B teams who need to know what caused pipeline need Dreamdata; teams who need the numbers assembled in one place need Supermetrics.

Full Supermetrics vs Dreamdata comparison

Supermetrics vs Triple Whale

from $0 (free plan), then $219 per month (Foundation)

Triple Whale runs its own pixel and credits each ecommerce order once, blending revenue, spend, and profit for Shopify DTC brands at GMV-linked pricing. Supermetrics reports what Meta and Google each claim, double-counting intact, for a flat fee unaffected by your revenue. Brands large enough to be hurt by GMV pricing sometimes keep Supermetrics for reporting and buy attribution separately; brands that want one operating dashboard buy Triple Whale.

Full Supermetrics vs Triple Whale comparison

Supermetrics vs Attribution

from $199 per month (Shopify plan), $399 per month (Pro)

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.

Full Supermetrics vs Attribution comparison

Implementation & onboarding

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.
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.
Onboarding
Fully self-serve with a 14-day trial and no credit card, with direct signup at the Supermetrics hub. Enterprise involves a sales conversation, mainly because warehouse destinations and transformations live there.
Migration notes
Historical backfill pulls past data from connected platforms, so a new report is not limited to the install date, subject to each platform's own history retention. Note that GA4's 14-month event-level retention limits how far back that particular source can go, which is an argument for setting up the BigQuery export on the GA4 side as well. Leaving Supermetrics is straightforward because the data already lives in your destination rather than in a vendor's database.

Platform, API & security

Platforms
Google Sheets add-onLooker Studio connectorsExcel and Power BI connectorsCloud data warehouse destinationsWeb hub at hub.supermetrics.com
API
Management API on the Enterprise tier for programmatic administration of the pipeline; data delivery is to destinations rather than through a general-purpose reporting API.
Compliance
GDPRSOC 2ISO 27001EU-based company and processing
Data residency
Finnish company with EU-based operations; confirm specific processing locations for your destination configuration during evaluation.
SSO
Single sign-on is advertised across packages rather than reserved for the Enterprise tier.
Security notes
Supermetrics is a data mover rather than a collector: it sets no tracking script on your website and creates no visitor data of its own, so it does not affect your cookie consent position at all. The privacy questions that apply are about processing marketing data you already hold, which is a standard data processing agreement conversation with an EU-based vendor.

Support & resources

Channels
Email and ticket supportLive chatEnterprise support arrangements
Documentation
Extensive documentation per connector and destination, including metric and dimension references for each platform, which is essential given how differently platforms define the same word.
Community
Large partner and agency ecosystem, an active blog, and a substantial body of third-party templates for Looker Studio and Sheets.

Company

Founded
2013
Headquarters
Helsinki, Finland
Ownership
Venture-backed; privately held and profitable
Founders
Mikael Thuneberg
Employees
Approximately 360 (2026)
Funding
€40 million Series B in August 2020 led by Highland Europe with IVP participating, alongside angel investors including Ilkka Paananen of Supercell.

Funding history

RoundAmountYearNotes
Series B€40M (approximately $47M)2020Led by Highland Europe with IVP; the company was already profitable at the time of the raise.

Timeline

  1. 2013Mikael Thuneberg founds Supermetrics in Helsinki, starting with a Google Sheets add-on for pulling marketing data automatically.
  2. 2016Looker Studio (then Google Data Studio) connectors establish Supermetrics as the default plumbing for low-cost agency dashboards.
  3. 2020Raises a €40 million Series B led by Highland Europe with IVP, while already profitable, to expand into data warehousing for marketing teams.
  4. 2023Universal Analytics shuts down and GA4's interface pushes a wave of marketers toward pulling their analytics data out into readable destinations.
  5. 2026Roughly 360 employees serve more than 14,000 clients, with AI credits, custom data imports, and warehouse destinations layered onto the original connector business.

Integrations

  • Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads, Microsoft Advertising, Amazon Ads, Pinterest, and Snapchat
  • Google Analytics 4 and Google Search Console
  • HubSpot and Salesforce
  • Shopify, Klaviyo, and Mailchimp
  • YouTube and organic social platforms
  • Google Sheets, Looker Studio, Excel, and Power BI as destinations
  • BigQuery, Snowflake, and other warehouse destinations (Enterprise)
  • Custom data import for sources without a native connector

Frequently asked questions

10 questions

What is Supermetrics?

Supermetrics is a marketing data pipeline. It connects to ad platforms, analytics tools, CRMs, ecommerce stores, and social channels, then delivers that data into destinations you already use, such as Google Sheets, Looker Studio, Excel, Power BI, or a cloud data warehouse. It has no dashboard of its own by design: it moves data rather than presenting it.

How much does Supermetrics cost?

Starter is €49 a month for three data sources, three accounts per source, one user, and weekly refreshes. Growth is €199 for seven sources, seven accounts per source, two users, and daily refreshes. Pro is €499 for ten sources, ten accounts, three users, and hourly refreshes. Enterprise is quoted and adds all sources, warehouse destinations, on-demand refreshes, and transformations. Yearly billing takes 20 percent off, and there is a 14-day trial with no card.

Do I need a cookie consent banner because of Supermetrics?

No, and this is one of the few tools in this category where the question genuinely does not apply. Supermetrics installs no tracking script on your website and collects no visitor data of its own. It moves data that other platforms already collected, so it has no effect on your consent banner position. The privacy question it does raise is a standard data processing agreement with an EU-based vendor.

Does Supermetrics do attribution?

No, and this is the single most important thing to understand about it. Supermetrics reports what each platform reports. If Meta claims a conversion and Google claims the same conversion, your Supermetrics report will contain both, exactly as the platforms stated them. Attribution across channels requires a tool that adjudicates between those claims, such as Attribution, Dreamdata, Triple Whale, or HockeyStack.

What does it cost at 100,000 monthly pageviews or $50,000 monthly ad spend?

The same as at any other volume. All packages advertise no data volume fees, so a client spending €500,000 a month costs exactly the same to report on as one spending €5,000, and traffic volume is not part of the pricing model at all. Your price is determined by how many data sources, ad accounts, and users you connect, and how often you want the data refreshed.

Which plan does a small agency need?

Usually Growth at €199, and the reason is accounts per data source rather than data sources. Connecting Google Ads counts as one data source, but each client ad account counts against the accounts-per-source allowance, which is three on Starter and seven on Growth. An agency with more than a handful of clients also needs the daily refresh that Starter does not provide.

Can I get my marketing data into a warehouse?

Yes, but warehouse destinations such as BigQuery and Snowflake, along with data transformations and the management API, are Enterprise-tier entitlements rather than self-serve features. If a warehouse is your destination, price that conversation from the start rather than budgeting from the published Starter, Growth, or Pro figures.

How does Supermetrics compare to Databox?

Databox is a finished dashboard product with boards, goals, alerts, and a free plan, priced from $64 a month. Supermetrics is a pipeline with no dashboard, feeding whatever destination you already use. If you want something to hand a client today, Databox. If you already have a Looker Studio template or a spreadsheet model you trust and just need it fed reliably, Supermetrics, and its connector library is deeper.

What happens when a platform changes its API?

Supermetrics fixes the connector. That is genuinely the most underrated reason to pay for this rather than writing your own API scripts: Meta and Google change things regularly, and the difference between a maintained connector and a homegrown one is whether your Monday morning report exists. It is also why the connector library, rather than any single feature, is the product.

Who is behind Supermetrics and how stable is it?

Supermetrics was founded in Helsinki in 2013 by Mikael Thuneberg and has been profitable since early on. It raised a €40 million Series B in 2020 led by Highland Europe with IVP participating, and now employs roughly 360 people serving more than 14,000 clients including Nestle, Warner Brothers, L'Oreal, and HubSpot. It is the most established supplier covered in this category.

Editorial verdict

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.

Written by the SaaSTracker editorial team. Awards, when shown, are judged against the published criteria in our methodology.