What Is Supermetrics?
Supermetrics is not a dashboard tool — and that's the thing most people miss when they first look at it. It doesn't have a front-end reporting interface you'd show a client. Its job is quieter than that: pull data from wherever it lives (Google Ads, Facebook, LinkedIn, TikTok, HubSpot, and 140+ others) and push it into wherever your team already works.
If you're building Looker Studio dashboards and need non-Google connectors that actually stay connected, Supermetrics is usually the answer. Same if you're feeding a BigQuery or Snowflake warehouse with marketing data and don't want to maintain your own API integrations. It's infrastructure — reliable, unglamorous, and genuinely useful if that's what you need.
If you need a full reporting platform with dashboards, client delivery, and white-labeling — stop here. Whatagraph or Databox are better fits. Supermetrics is for teams that already know what their reporting destination is and just need the data to flow reliably.
Key Features
- 150+ data source connectors — all major ad platforms, CRMs, and analytics tools
- Multiple destinations — Looker Studio, Google Sheets, Excel, Power BI, BigQuery, Snowflake
- Automated data refresh — weekly (Starter), daily (Growth), hourly (Pro)
- Data transformation — blend, calculate, and prepare data before it lands
- No data volume fees — pricing is based on sources and users, not rows moved
- Named one of G2's Top 50 Best EMEA Software Companies (2024)
Pricing — What You Need to Know
This is where Supermetrics gets complicated fast. Pricing is per destination — meaning if you want data in both Looker Studio and Google Sheets, that's two separate subscriptions. Stack in extra users ($29–$99/mo each) and extra data sources ($29–$69/mo each), and the real monthly cost for an agency running multiple client accounts often runs 100–300% above whatever the base plan advertises. Go in with clear numbers on your sources, users, and destinations before the sales call.
| Plan | Starting Price (US) | Data Sources | Refresh |
|---|---|---|---|
| Starter | ~$37/mo | 3 | Weekly |
| Growth | ~$177/mo | 6 | Daily |
| Pro | ~$399/mo | 10 | Hourly |
| Enterprise | Custom | Unlimited | On-demand |
Watch out: extra users cost $29–$99/mo each, extra data sources cost $29–$69/mo each, and each additional destination costs ~$149/mo. Real costs often run 100–300% above the base plan price for agencies.
Who Should Use Supermetrics?
- Teams building Looker Studio or Sheets reports who need non-Google connectors
- Data engineers feeding marketing data into BigQuery or Snowflake
- Enterprise teams with complex multi-source reporting needs
If you need a full reporting platform with dashboards and client delivery, consider Whatagraph or Databox instead.