Supermetrics Alternative: 7 Best Competitors to Consider in 2025

Supermetrics is a data integration platform with both strengths and weaknesses. If you’ve run into its limitations or are deciding whether to integrate it, check out the top seven Supermetrics alternatives listed below to help you make an informed decision.

Supermetrics Overview

Supermetrics is a data aggregation and exporting tool specifically designed for marketing teams. 

Key features: 

• Data integration: Supermetrics pulls data from 150+ sales and marketing platforms and exports it to reporting, BI, and data visualization tools or data warehouses.
• Data destinations: Supermetrics supports popular destinations like Tableau, Power BI, Excel, Looker Studio, Snowflake, BigQuery, and more.
• Data processing: Supermetrics lacks built-in data transformation capabilities, requiring users to handle data mapping and cleaning themselves.
• Data storage: Supermetrics does not offer native data storage, which enhances security but requires users to store historical data in Google Sheets or other platforms. Some users note this as a limitation for long-term data retention.

Supermetrics Pricing

The price for Supermetrics depends on the final destination and the number of data sources your company needs.

For example, the Starter plan for Supermetrics for Google Sheets is $29 per month, billed annually. For this price, you get just 3 data sources of your choice and 3 accounts per data source, weekly automated refreshes, and a space for one user. 

Supermetrics Integrations

Supermetrics supports 150+ data sources, including web analytics, digital marketing, SEO, paid media, sales, and other platforms. When choosing Supermetrics, keep in mind that the number of tools and which integrations you get will depend on the billing plan you choose. 

Why Look for a Supermetrics Alternative?

• Supermetrics supports fewer data sources compared to popular alternatives like Improvado and Funnel.
• There is no clear framework for requesting a custom connector or adding new metrics and dimensions to existing ones.
• Supermetrics only supports extract and load functionalities, requiring teams to manually handle data transformations or rely on third-party tools to clean data and prevent duplications and errors.
• Many customer reviews mention frequent connection issues, with some users reporting that data wasn’t being pulled for weeks without any notifications.
• Overlapping dimensions can lead to "double counting" costs, requiring extensive querying and manual adjustments to manage data accuracy.
• Numerous reviews highlight persistent issues with messy data and recurring bugs.
• On G2, Supermetrics’ quality of support is rated 7.5 out of 10, while its competitors have a minimum rating of 9.2.

1. Improvado (Best Supermetrics Alternative)

Improvado is the best Supermetrics alternative, offering an enterprise-grade marketing analytics and intelligence platform powered by a robust Extract, Transform, Load (ETL) solution. 

Unlike Supermetrics, Improvado supports the entire data pipeline, automating every step of the marketing reporting cycle for seamless data integration and analysis.

Key Features

• Data integration: Improvado pulls data from 500+ marketing and sales platforms, including popular advertising tools, programmatic networks, CRMs, and industry-specific solutions like Walmart Connect, Samsung DSP, and others. Improvado offers pre-built and custom data extraction templates to further simplify the process of data aggregation.
• Data transformation: Unlike Supermetrics, Improvado offers an advanced transformation framework, including AI mapping in one click, blending, grouping and joining data together as part of a unified recipe. The platform also provides multiple pre-built models (e.g., Cross-Channel, Paid Ads, Paid Social, Paid Search, SEO, etc.) that can be implemented with just a few clicks. This simplifies setup and accelerates time to value for your marketing team.
• Data storage: Improvado supports multiple data storage options and provides data storage management as a service. The platform operates directly on top of your data warehouse. 
• Data visualization: Improvado integrates with any data visualization and BI tool. For on the go analysis, it provides a number of pre-built dashboards, including advertising analytics, marketing attribution, paid search, and others. 
• Marketing Data Governance: It’s a robust solution for campaign, brand, and data compliance. Marketers can set custom rules or choose from a library of 250+ pre-built rules your campaign should follow. Marketing Data Governance monitors compliance in real time and alerts of any issues and metrics drops.

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Improvado Pricing

Improvado offers three pricing plans designed to accommodate businesses with varying data volumes and needs.

Key differences between Supermetrics and Improvado pricing:

• Unlike Supermetrics, Improvado provides access to all connectors and allows an unlimited number of accounts per data source across all pricing plans.
• Each Improvado package includes customization credits and professional services to tailor the platform to specific business requirements, whereas Supermetrics offers a more standardized solution with limited customization options.

Improvado review

We now rely fully on Improvado for multiple dashboards that we use for day-to-day marketing operations and strategy, as well as for presentations to executive leadership.

Waleed Noury

Lead Analytics Engineer at Activision

Improvado Integrations

• Improvado supports 500+ data sources, including popular tools like Google Ads, Microsoft Advertising, programmatic advertising networks, CRMs, sales tools, and more. See the full list of integrations. 
• Improvado offers additional data extraction options like flat-file ingestion, raw data extraction through email, spreadsheet, Amazon S3, and FTP/SFTP. 
• Customers can also request a custom connector which will be delivered in 2 to 6 weeks at the most. 
• Improvado provides one of the highest data granularity. It can pull over 46,000 metrics and dimensions from the data sources, allowing companies to go beyond shallow processing.

2. Funnel.io

Funnel.io is a marketing intelligence platform designed to help businesses consolidate and analyze their marketing data. 

Funnel integrates with over 500 data sources, allowing users to collect data from various marketing platforms into a centralized Data Hub. The platform’s Data Hub standardizes incoming data, applying mapping and transformation rules to ensure consistency across different channels. Users can customize data fields, merge datasets, and create calculated metrics without coding.

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The platform connects with BI tools, data warehouses, and visualization platforms, enabling automated data exports to destinations like Google Sheets, Looker Studio, Snowflake, and Tableau. 

Funnel also offers customizable dashboards that allow users to visualize performance trends and uncover insights. Marketers can tailor data views, compare campaign results, and create automated reports to support decision-making.

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Funnel.io Pricing

Funnel’s pricing is based on data volume, destinations, and specific business needs, requiring a custom quote.

Funnel offers a Free plan that includes 400 flexpoints, allowing users to connect up to four data sources and one destination. This plan supports up to five users and provides ongoing access without a time limit.

Funnel.io Integrations

Funnel.io supports over 500 connectors, but most of the data sources are marked as custom (meaning they were built for a specific customer). Therefore, users are required to carry out additional configurations.

Customers on the Business and Enterprise plans can also request custom data connectors if their needs exceed Funnel.io's current data exporting capabilities.

3. Adverity

Adverity is an integrated data platform designed to automate the collection, management, and sharing of marketing data. It connects to over 600 data sources, enabling users to schedule regular, automated data collection from various platforms.

Unlike Supermetrics, Adverity offers data transformation capabilities, allowing users to preview and apply transformations at scale. This includes the use of AI-powered data transformation co-pilot to simplify complex data manipulation tasks.

To ensure data accuracy, Adverity provides a Data Quality Suite that detects, alerts, and resolves data quality issues with customizable monitoring tools.

Once processed, data can be shared with various destinations and teams, including BI tools such as Looker or Power BI. 

Adverity Pricing

Adverity doesn't disclose any pricing information.

Adverity Integrations

Adverity has over 600 data connectors, which exceeds the offerings of any other tool on the list. But considering the large number of data sources, Adverity provides low data granularity. The tool supports a smaller number of metrics and dimensions than its competitors, which may prevent you from digging deep into the channel's performance or require you to do some manual data pulling.

4. Power My Analytics 

Power My Analytics is a data aggregation and integration solution that, much like Supermetrics, doesn't go beyond automating data collection.

Power My Analytics offers native API connectors to 40+ marketing-related platforms, mostly social media networks, ad platforms, and ecommerce tools. Similar to other Supermetrics alternatives, it also provides alternative data extraction options like FTP and SQL servers and flat-file feed.

Power My Analytics doesn't support data normalization and transformation functionality. Customers can't blend their data, build custom metrics and tables, or run calculations before pushing their data to a data visualization solution. This limits advanced and cross-channel marketing reporting capabilities.

Power My Analytics provides Looker Studio dashboard templates for various use cases. In addition, the team offers professional services, including custom dashboard building, data manipulations, and software training. It's a good starting point, but these services can't meet the needs of mid-market and enterprise companies. 

The platform doesn't integrate with BI and data visualization platforms like Power BI, Tableau, or Redash, and neither can it push data to data warehouses other than Google BigQuery and MySQL. 

Power My Analytics Pricing

The platform provides multiple pricing tiers based on the number of data sources, accounts, and additional features required.

The Single plan starts at $14.95 per month, allowing one data source and one account per source. The Enterprise plan, beginning at $295 per month, includes unlimited data sources and accounts, along with additional enterprise-grade features such as sovereign data warehousing and a dedicated account representative.

Power My Analytics Integrations

Power My Analytics provides native API connectors to 40+ marketing data sources, including popular platforms like Google Analytics, HubSpot, AdRoll, LinkedIn Ads, MailChimp, and others. 

The Power My Analytics features a form to request an integration your team needs, but the company doesn't specify if there is any framework in place to get a custom connector added to your account.

5. Fivetran

Fivetran is an automated data movement platform that is more tech-heavy than other Supermetrics alternatives on the list. 

The platform automates the process of extracting, loading, and transforming data from various sources into centralized destinations

Fivetran offers advanced, in-destination transformation features, including integrated scheduling, triggered transformations, version control, and more. Customers can choose between Transformations for dbt Core scheduled in Fivetran or in Code and Quickstart data models available in beta to apply pre-built data models without creating a dbt project. All transformation options require engineering resources and strong SQL knowledge.

Fivetran isn't a marketing-specific solution; the platform appeals to data engineers, operators, and analysts in various departments and industries. 

The platform has a steep learning curve and requires a knowledge of dbt to run data transformations and implement the downstream dependencies. 

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Manage your marketing strategy, not the data pipeline

Improvado frees marketing departments from data hassle and lets them focus on what's matters the most. It's a no-code solution that automates every step of the ETL process and marketing reporting and is easy to master.

Get a demo

Fivetran Pricing

Fivetran features four pricing plans without disclosing any actual numbers: Free, Starter, Standard, and Enterprise. Each plan has its features and limitations, like the number of users, sync frequency, access to advanced features, support, and more.

Overall, the tool is rolling on a monthly active row-based pricing model, meaning it fully depends on the number of rows inserted, updated, or deleted. For companies syncing data from high-volume sources like Google Search or Google Ads, the pricing can get steep really quickly. It also makes it difficult to forecast the marketing budget.

Fivetran Integrations

Fivetran provides native data source connectors to over 700 platforms. The tool also supports other data extraction methods, including flat-file feed, cloud storage, and email. Customers can also write code to create custom connectors or get access to Fivetran’s REST API.

6. Stitch

Stitch, also known as Stitch Data, is an automated cloud data platform that helps companies move their data from multiple sources to a designated warehouse for further analysis and processing. 

The platform provides a high level of control over the data pipeline with its orchestration features, including data replication frequency customization, logging and monitoring, API key management, configurable webhooks, and more. These features help tech-savvy teams to customize every step of the data extraction and loading process but, at the same time, can overcomplicate the process for others. 

As stated in the documentation, Stitch doesn't support user-defined data transformations. Advanced data transformation capabilities can only be accessed by signing up on Talend, Stitch Data’s “parent platform”. 

Stitch is most suitable for data analysts, data engineers, and business intelligence professionals looking for a tool to manage their data integration tasks.

Stitch Pricing 

Stitch offers three pricing plans: Standard (starting at $100 monthly for 5 million rows), Advanced (starting at $1,250 monthly), and Premium (starting at $2,500 monthly). Advanced and Premium plans are billed annually. All plans are row-based and open access to a different number of sources, destinations, users, and features. 

Stitch Integrations

The platform aggregates data from 900+ sources, including Salesforce, Facebook Ads, Google Campaign Manager, and other popular marketing and sales platforms. 

Stitch also makes provisions for pushing data from custom sources, using Import API or building your own connectors with the Singer framework. 

Import API acts as a reception point for arbitrary data sent as JSON files, which is then processed and sent to the designated destination. The Singer framework is an open-source solution that allows you to build your own taps, or connectors. Both methods are highly technical and require coding expertise.

7. Whatagraph

The last tool on this list of Supermetrics alternatives is Whatagraph. It's a reporting tool designed for marketing agencies and marketing teams in small businesses.

Whatagraph aggregates data from 55+ data sources and provides users with 95 dashboard templates and drag-and-drop widgets, custom metrics and KPIs and formulas to build a dashboard. Marketing agencies can customize their clients' reports with a white labeling solution and reflect their brand identity while sending dashboards.

The tool is straightforward and easy to use, but that is achieved through a lack of advanced features and use cases.

Whatagraph is a good starting point for companies getting into marketing analytics and reporting. The tool doesn't require technical or coding experience to build a report, perform report segmentation and customization, and set up automated sharing.

While Whatagraph offers a range of customizable templates and the ability to drag and drop elements, it may not provide the level of customization enterprise brands require.

Additionally, the platform serves as the endpoint for your data. Whatagraph doesn't support integrations with Power BI, Looker Studio, Tableau, other analytics tools, or data warehouses. 

Whatagraph doesn't offer professional services for clients with unique needs. However, users get access to a dedicated account manager to help them through platform-related challenges.

Whatagraph Pricing 

Whatagraph doesn't disclose any pricing information.

Whatagraph Integrations

Whatagraph offers native integration to 55+ platforms, covering a range of basic marketing tools. The platform lacks sales data source connectors, which makes it difficult to map the whole customer journey, from ad click to check amount.

Whatagraph also offers the Whatagraph Public API for technically-skilled users, which allows you to push data from external platforms. However, this is a paid add-on feature.

Summary

This article provides a comprehensive overview of the top three Supermetrics alternatives, but it doesn't give you a quick and easy answer to what solution to choose. The decision must be based on your company's unique needs and requirements. Before making a decision, you'll need to consider the exact data sources and opportunity to build custom connectors, the level of data granularity, available data transformation features, ease of setup and use, availability of professional services, and the quality of customer support.

If you're still unable to decide, contact our experts for a demo call.

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