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Supermetrics alternatives: 7 tools to consider

Are you a marketer or data analyst looking for the perfect marketing data tool? You might have come across Supermetrics. But is it the right fit for you? Let's find out.

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Data. It's the engine that drives your marketing strategy. But managing it? That's a whole different ball game. Cleaning, organizing, even just copying and pasting data into a reporting tool can feel like a marathon.

Enter Supermetrics. It's a tool that connects to your data sources and data warehouse. But is it the best tool for you and your team?

Supermetrics: a quick snapshot

Supermetrics has some strengths worth considering. For instance:

  • Ideal for small-scale data extraction to destinations like spreadsheets and Looker Studio.
  • Effective for quick ad-hoc analysis when cross-platform data blending needs are small. 
  • Efficient for siloed reporting on individual platforms when used with Looker Studio, due to direct platform querying.

Supermetrics also struggles in some important ways. For example, it:

  • Spreadsheets have limitations in data storage, leading to slow performance and potential crashes.
  • Inadequate for complex data transformations in spreadsheets; prone to errors and time-consuming troubleshooting.
  • Risk of hitting platform quota and rate limits in Looker Studio with extensive or frequent data queries.
  • Data blending in Looker Studio can be slow and cumbersome, particularly with complex operations or large data volumes.

In all, Supermetrics is a versatile tool, with the ability to connect to many different destinations. It typically shines for small scale use cases with limited data transformation needs and is a good starting point for reporting for most marketers.

However, as brands and agencies grow, they may encounter limitations with this approach. This could require workarounds or ultimately a shift towards alternative solutions for more complex data needs.

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If you are on this page, chances are that you have encountered one of the many issues mentioned above and are looking for an alternative to Supermetrics. The good news is that there are plenty of options to choose from, and in this articles we’ll cover several of them: 


Top 7 Supermetrics alternatives

Ready to explore? Here are 7 Supermetrics alternatives that could be just what you and your team are looking for:

1) Funnel 


Not surprisingly, Funnel is our favorite Supermetrics alternative.

Funnel was built specifically to tackle the inherent challenges of reporting in spreadsheets and Looker Studio, by offering a robust platform that stores the data before it’s shared with the end destinations. This makes reports a lot more robust because it lets the end destinations perform the tasks they were built to do, which does not include storing or handling vast amounts of marketing data. 

How is Funnel different? 

Funnel offers a vast data connector library of over 200 out-of-the-box connectors, roughly twice the number of connectors offered by Supermetrics. Funnel also has an in-house team that builds custom connectors, ensuring that you will always have all the data you need for reporting. 

From a data collection perspective, Funnel downloads historical data in increments and can handle terabytes of raw data, unlike spreadsheets or Looker Studio. Funnel also automatically normalizes and blends data across platforms. Fields like Dates, Campaign Names, Clicks and Costs are automatically grouped in the same columns, alleviating time consuming manual data mapping. Funnel also provides a powerful set of no-code data transformation tools that lets you build additional metrics, dimensions and data blends. 

Once the data is neatly structured, the data can be shared with Google Sheets, Looker Studio, PowerBI, data warehouses, or any other data destination where you would like the data to go. This means that in the case of Looker Studio, data is shared through a single data source, as opposed to multiple data sources that have to be manually blended in Looker Studio. This let’s Looker Studio focus on visualizing the data, not data blends and transformations, which significantly improves the user experience. 

Should you choose Funnel as your Supermetrics alternative? This side-by-side comparison makes it easier for you to decide which solution has the features you need to collect information from your data sources and load it to destinations where data analysts, marketers, and sales agents can access it.

Funnel is the best Supermetrics alternative for marketers that want to easily collect data from more than 500 connectors and store data in practically any location. 

Funnel Pros

  • Unlike Supermetrics, Funnel has a free Starter plan which is not time restricted. This means that you can start using Funnel without taking out your wallet or be constrained by a 14-day limit. 
  • Funnel’s connector library is roughly twice the size of Supermetrics, ensuring that you have all the data you need for reporting. 
  • Automatic data mapping lets you start reporting immediately, and blend data across data across data sources. 
  • Funnel’s Data Explorer allows for easy data validation and exploration. 
  • Data from Funnel can be shared as a single data source, reducing downstream reporting issues.

Funnel Cons

  • Users need to join the Business or Enterprise plan to access custom data connectors. A Custom Connector is a tailor-made connector, allowing you to get data from any source. 

  • While Funnel is designed to be user-friendly, there can be a learning curve associated with understanding how to best use all of its features and integrations.

Funnel Pricing

Funnel’s pricing model is two-dimensional, split by capacity and features. Capacity is measured using Flexpoints, a transparent measurement primarily driven by the number of connectors, data sources and destinations you use. 

After you have identified the plan that holds the features you need, you can easily adjust the capacity of the plan by adding or removing flexpoints. If you are unsure of which plan fits you best, you are welcome to try the Starter plan for free, or reach out to us and book a personal demo and consultation. 

Learn more about Funnel plans and pricing.

2) Power My Analytics

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Power My Analytics isn't the most robust Supermetrics alternative, but it's a strong option for small marketing teams and consultants working with very limited budgets. The best thing about Power My Analytics is that it gives you a straightforward dashboard with some nice visualization features. The worst thing is that it comes with very few data source connectors.

The company offers a free trial. Power My Analytics is worth trying if you don't have sophisticated data needs, but it won't work well for marketing teams that want to collect data from diverse sources. 

Power My Analytics Pros

  • Works well for small teams with limited budgets.
  • Connects to the most popular destinations, including Google Data Studio, Microsoft Excel, Google BigQuery, and SQL.
  • Easy setup that only takes a few minutes.
  • A simple user interface lets practically everyone access data and data analytics.

Power My Analytics Cons

  • You have to pay extra for a Google Sheets add-on.
  • Offers fewer than 100 built-in data connectors, which could become a serious problem depending on your marketing strategy.
  • Some users complain about data discrepancies. 

Power My Analytics Pricing

Power My Analytics has four pricing tiers. The Single plan only costs $14.95 per month. Not surprisingly, you don't get much for such a small amount. The plan is only suitable for one admin and one data source. More advanced plans give you access to more data sources. The Enterprise tier gives you unlimited sources for $295 per month.

3) DataSlayer


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DataSlayer helps marketers and website developers analyze and choose the best tags for their content. It also has debugging features you can use to make tags more effective and improve site performance.

Supported tag variables include:

  • Google Tag Manager’s dataLayer
  • Tealium data layer
  • TagCommander data layer
  • Adobe Launch rules and data elements

You can even create custom data layers. DataSlayer will create results as a JavaScript object you can add to websites and digital marketing content.

The tool can also work with Google Analytics, Adobe Analytics, Omniture SiteCatalyst, and Floodlight display tags.

DataSlayer is a good option for marketers that want to analyze website content tags.

DataSlayer Pros

  • It’s a free browser extension, so you can use it as often – or infrequently – as needed without worrying about the cost.
  • Works with a broad range of tags and data layers from various solutions.
  • The open-source tool accepts development contributions that make it more accurate and powerful.
  • It lets you optimize your tags and other data directly in a web browser (preferably Chrome).

DataSlayer Cons

  • While it can play an important role in helping marketers create effective online campaigns, DataSlayer has limited use cases.
  • Only works with specific types of data.
  • Doesn’t replace Supermetrics or other data-ingestion apps that provide an overview of multichannel marketing campaigns.

DataSlayer Pricing

DataSlayer is a free tool you can add to Chrome or Firefox browsers.

4) Apipheny

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Apipheny is a Google Sheets extension that lets you move data via APIs. You will need a Google developer account to create API URLs, endpoints, and other essential assets. Once you set them up, though, your import API will quickly move data from your original source to Google Sheets. You can have Apipheny automatically update Google Sheets every hour or day. Alternatively, you can decide to move your information as needed.

Apipheny is a good option for marketers that want to easily move data from various applications and websites to Google Sheets.

Apipheny Pros

  • It lets you save and run successful API requests automatically at set times.
  • Accepts multiple API URLs at once to sync more than one data source quickly and easily.
  • Uses the most common HTTP methods for sending and retrieving data, including DELETE, GET, PATCH, POST, and PUT.

Apipheny Cons

  • Can only import data to Google Sheets, so you can’t use it to move data to a warehouse or similar destination.
  • Although reasonably priced and potentially helpful, Apipheny has a very limited number of features that will make marketing campaigns more successful.

Apipheny Pricing

If you pay monthly, you'll give Apipheny $12 per month for as long as you use the solution. You can save a small amount by paying annually. It costs $132 per year.

If you've tried several Supermetrics alternatives and decided you want to stick with Apipheny, you can pay $249 for lifetime access.

5) Whatagraph

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Whatagraph combines data integration, storage, and visual reporting tools in one dashboard. It's simple to use and affordable, but you can only store data in BigQuery. If you need more data warehouses, this isn't the option for you. Otherwise, it's a good deal for the price.

Whatagraph should work well for marketers that want data collection and visualization features and don't mind storing all of their information in BigQuery.

Whatagraph Pros

  • Templates make creating diverse data analysis reports simple with information from sources like LinkedIn Ads, Google Ads, Google Analytics, and several social media platforms.
  • Built-in visualization features help teams draw insights from the data. 
  • Drag-and-drop functionality works for nearly all users, regardless of experience.

Whatagraph Cons

  • There are few white-label options, which can make client reports feel unprofessional.
  • Doesn't integrate with all data sources and data warehouses, so you should check with the company before deciding to use Whatagraph.
  • Some users report slow customer services.

Whatagraph Pricing

Whatagraph has three pricing tiers. The Professional tier costs about $215 per month. It's suitable for up to give users with 50 or fewer data sources. The Premium tier costs about $230 per month. It's suitable for teams with up to 10 users relying on 50 to 100 data sources. You'll need to contact Whatagraph to get a price for the Custom tier.

6) Analytic Edge


Analytic Edge has several solutions designed to meet the needs of diverse marketing teams. For example, a small team that wants to take a DIY approach can use DIY Marketing Mix Modeling to collect, review, analyze, and simulate predictions. A larger marketing department or agency might want to invest in AI-driven Dynamic Forecasting that uses real-world data and emerging trends to predict changes in the marketplace.

Analytic Edge also has a straightforward dashboard, making it an attractive alternative to Supermetrics. The platform's “storyboarding” solutions help marketers communicate data in ways that drive data-driven decisions and make it easier to explain choices to professionals outside of marketing.

Analytic Edge offers diverse data collection, analytic, and visualization solutions, so marketers should explore their options.

Analytic Edge Pros

  • Marketing teams have access to several solutions for different use cases.
  • Built-in data visualization tools.
  • Real-time data analytics.
  • Predictive tools that help keep teams ahead of trends.

Analytic Edge Cons

  • It’s unclear what connectors Analytic Edge offers, so potential users will need to contact the company for more information.

Analytic Edge Pricing

Analytic Edge doesn’t publish its pricing. You will need to contact the company for a quote.

7) Porter Metrics

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Porter Metrics is a no-code tool designed specifically for marketing teams and agencies. It can integrate and pull data from diverse sources, making it a strong Supermetrics alternative for marketers using multichannel or omnichannel strategies. Popular data source integrations include:

  • Social media apps like TikTok, Facebook, LinkedIn, and Twitter.
  • Ecommerce platforms like Shopify and WooCommerce.
  • CRM and email tools like Mailchimp and Hubspot.

Porter Metrics comes with templates that will help you collect data from multiple channels. However, it can only load data to Google Sheets or Looker Studio (formerly Google Data Studio) for storage.

Porter Metrics works best for multichannel and omnichannel marketing teams that only store data in Google Sheets or Looker Studio.

Porter Metrics Pros

  • The user-friendly dashboard lets most users generate their first reports within a matter of minutes.
  • The growing library of native connectors should work well for most marketers.
  • Custom dashboards help marketers focus on the KPIs for each campaign.
  • Most users report excellent customer service from Porter Metrics.

Porter Metrics Cons

  • Power Metrics can only store data in Google Sheets or Looker Studio, which could be a deal-breaker for some marketing teams.
  • Users may encounter brief errors while the Porter development team continues improving the product.

Porter Metrics Pricing

Porter Metrics has three pricing tiers. The Solo plan costs $12.49 per month or $149.99 per year. A Teams plan costs $33.33 per month or $399.99 per year. The Agencies plan costs $83.33 per month or $999.99 per year. Paying annually saves you 17% on any plan.


Marketing data hub vs data pipelines

When exploring alternatives to Supermetrics, it's essential to understand the fundamental distinctions between data pipeline solutions, such as Supermetrics itself, and a marketing data hub like Funnel. This understanding will guide you in selecting a tool that best fits your marketing data management needs.

Data pipelines and marketing data hubs serve the crucial role of managing marketing data but cater to different aspects of this process. Data pipeline solutions, exemplified by Supermetrics, are designed to automate the extraction and loading of data from various marketing platforms into a centralized repository, such as a data warehouse, analytics platform, or even a spreadsheet. The primary focus of these tools is on the efficient and reliable transfer of data. They excel in fetching data from a wide array of sources and ensuring it reaches its destination promptly and accurately. While some data pipeline tools offer basic data transformation features, their core functionality revolves around moving data from point A to point B.

On the other hand, a marketing data hub like Funnel takes a more comprehensive approach to data management. Beyond merely transporting data, marketing data hubs are engineered to act as the central nervous system for your marketing data. They not only aggregate data from diverse sources but also provide robust tools for cleaning, transforming, and organizing this data. This process ensures that the data is not only centralized but also in a ready-to-use format that can be easily analyzed. Furthermore, marketing data hubs often facilitate deeper integration with analysis and visualization tools, enabling businesses to derive actionable insights directly from their consolidated data. Some marketing data hubs may even offer built-in reporting and visualization capabilities, making them a one-stop solution for managing and leveraging marketing data.

The choice between a data pipeline tool and a marketing data hub hinges on your specific needs. If your primary requirement is to automate the transfer of data from various marketing channels into a single repository with minimal transformation, a data pipeline solution like Supermetrics could be the ideal choice. 

Conversely, if you're looking for a solution that not only aggregates data from multiple sources but also prepares it for analysis by cleaning and transforming it, a marketing data hub like Funnel might be more in line with your needs. 

So, while both data pipelines and marketing data hubs aim to alleviate the challenges associated with managing marketing data, they cater to different needs within this spectrum. Data pipeline tools focus on the transportation of data. Marketing data hubs, however, provide a more holistic approach to marketing data, from collection and transformation to integration and analysis, offering a comprehensive solution for businesses looking to maximize the value of their marketing data. 


Reliable and robust dashboards

The inherent storage capability of a marketing data hub (MDH) like Funnel ensures that dashboards remain reliable and robust. By keeping a repository of collected data, it guarantees continuous access to insights, even when connections to external data sources are interrupted. This feature is critical for maintaining uninterrupted, error-free dashboards that businesses rely on for data-driven decision-making - or to report to clients, managers, and other stakeholders. 

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We hope this list of 8 alternatives to Supermetrics will help you make an informed decision. Ideally, the platform you work with should help you centralize all your data, gain performance insights, easily create reports, and enable data driven decision making. 

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