Supermetrics review covering pricing, data connectors, BI integrations, and pros and cons for marketers who need automated reporting pipelines.
Supermetrics is a marketing intelligence and data pipeline platform that connects marketing, sales, and advertising platforms to the spreadsheets, dashboards, and data warehouses teams already use. It started in 2009 when founder Mikael Thuneberg wrote a script to pull Google Analytics data into Microsoft Excel, and the company was formally founded in Helsinki, Finland in 2013.
Today Supermetrics offers more than 150 pre-built connectors covering platforms like Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads, Google Analytics, and HubSpot, and it moves that data into destinations such as Google Sheets, Excel, Looker Studio, Power BI, Tableau, BigQuery, Snowflake, and Amazon Redshift. Roughly 200,000 companies in around 120 countries use the product for automated marketing reporting.
The core of Supermetrics is its connector library, which lets non-technical marketers pull raw campaign and analytics data on a schedule without writing SQL or building custom integrations. Data can refresh weekly, daily, or hourly depending on plan, and results land directly in spreadsheets, BI dashboards, or a data warehouse.
Beyond raw extraction, Supermetrics offers dashboard templates, a management API for governing multiple accounts, custom data import for blending offline or CRM data with platform data, and AI credits that power features like natural-language querying and automated insights across connected accounts.
Supermetrics is sold on four subscription tiers. Starter begins at 49 euros per month (39 euros per month billed annually) and includes one destination, three data sources, one user, and weekly refreshes. Growth starts at 199 euros per month with seven data sources, two users, and daily refreshes. Pro starts at 499 euros per month with ten data sources, three users, and hourly refreshes. Enterprise is custom-priced and adds unlimited sources and users, data transformations, full warehouse storage access, and support for multiple teams.
There is no permanently free tier, and pricing scales with the number of data sources, users, and refresh frequency selected, so agencies managing many client accounts typically land on the Growth or Pro tier rather than Starter.
Supermetrics is used to automatically collect marketing, advertising, and sales data from many platforms and deliver it into spreadsheets, BI dashboards, or data warehouses for reporting and analysis.
Plans start at 49 euros per month for the Starter tier, with Growth at 199 euros per month and Pro at 499 euros per month; Enterprise pricing is custom.
Supermetrics has offered free trials on its paid plans in the past; current trial availability should be confirmed on the official pricing page since terms change over time.
Supermetrics supports more than 150 data sources including Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads, Google Analytics, and HubSpot, among many others.
Yes, Supermetrics offers native add-ons for Google Sheets and Excel that pull live data directly into spreadsheet reports.
Yes, higher-tier plans support loading data into warehouses such as BigQuery, Snowflake, and Amazon Redshift.
Supermetrics was founded by Mikael Thuneberg, who formally established the company in Helsinki, Finland in 2013 after building early scripts connecting Google Analytics to Excel.
Yes, agencies commonly use Supermetrics to consolidate reporting across multiple client accounts, though larger agencies typically need the Growth or Pro tier to cover enough data sources and users.