Supermetrics

Editor’s note: This Supermetrics review is based on my hands-on test of Supermetrics during its 14-day free trial in October 2026. I weighed Supermetrics pricing and add-ons, connector coverage, refresh limits, warehouse transfers, AI features and security.

Quick verdict: I recommend Supermetrics for marketers and agencies reporting in Google Sheets, Looker Studio, Excel or Power BI, with about 175 connectors available from €39/month billed yearly. BigQuery, Snowflake and other warehouse destinations require Enterprise, alongside the Data API, Supermetrics Storage and transformations.

I rate Supermetrics, founded in 2009 in Helsinki, Finland, as a stronger fit for marketing reporting than budget warehouse ingestion. In this Supermetrics review, I’ll take a closer look at Supermetrics’ pricing, connectors, warehouse transfers and AI features, so you can see exactly whether it fits your reporting stack.

Key Takeaways

• Starter costs €39/month billed yearly, or €49 monthly, for 2 data sources, 1 user and 1 destination.
• Growth costs €159/month billed yearly, or €199 monthly, with 7 data sources and 2 users.
• Warehouses are Enterprise-only, alongside the Data API, Supermetrics Storage and transformations.
• Flat plan pricing replaces row-based billing; only AI credits are metered, although usage limits still apply.
• Google Sheets permits 5 schedules per file, and connections need periodic reauthentication when platform access tokens expire or become invalid.

Pros and Cons

How Much Does Supermetrics Cost?

Supermetrics has 3 plans: Starter at €39/month and Growth at €159/month, both billed yearly, plus Enterprise by quote. Yearly billing saves 20 percent; the 14-day free trial needs no credit card and ends automatically without a charge.

• Starter (€39/month): for a solo marketer, with 2 data sources, 2 accounts per source, 1 user, 1 core destination and 4,000 monthly AI credits. Its single-user limit rules it out for a shared reporting team.
• Growth (€159/month): for small teams, with 7 data sources, 7 accounts per source, 2 users, 1 core destination and 12,000 monthly AI credits. Custom Data Import includes 1 configuration.
• Enterprise (custom quote): for warehouse destinations and Supermetrics Storage, with custom user, account and AI credit allowances. It includes Data API and Platform API access, Data Transformations, full Custom Data Import, SAML SSO, multiple teams, and data residency and region control.

Plan	Billed yearly	Billed monthly	Sources	Accounts per source	Users	Destinations	AI credits
Starter	€39/month	€49/month	2	2	1	1 core	4,000/month
Growth	€159/month	€199/month	7	7	2	1 core	12,000/month
Enterprise	Quote	Quote	All available	Custom	Custom	Core and warehouse	Custom

Supermetrics lists these prices in euros. Each add-on price below is a monthly amount, with yearly billing first and monthly billing second.

Add-on	Starter	Growth
Extra destination	€49 / €62; up to 2 total	€149 / €187; up to 4 total
Extra user	Not available	€99 / €124; up to 5 total
Extra data source	€29 / €37; up to 3 total	€29 / €37; up to 15 total
Extra accounts	€10 / €13; up to 3 total	€10 / €13; up to 20 total

Is Supermetrics Good Value for Money?

• One core destination is included: Starter and Growth offer spreadsheet, BI and AI destinations, including Supermetrics Studio. The allowance covers one destination, not the entire selection.
• A third data source raises Starter to €68/month: That is €39 plus €29 with yearly billing, or €86 with monthly billing. I recommend this combination for a solo marketer who needs 3 platforms but no second seat.
• Sheets plus Looker Studio costs €88/month: Starter’s €39 base plus a €49 destination add-on covers that pairing with yearly billing. Growth’s extra destination costs €149/month with yearly billing.
• Fixed pricing is not unlimited usage: Limits include 10,000,000 API rows per month and 100,000,000 overall. Queries have a 4-hour maximum duration, a 1,000,000-result-row ceiling and a limit of 10 identical concurrent queries.

Starter tops out at 3 data sources with add-ons; Growth reaches 15. I recommend Growth for a reporting stack beyond that Starter ceiling, even when only one person needs access.

Funnel Starter begins at €280/month billed annually, roughly 7 times Supermetrics Starter’s yearly rate. Windsor.ai and Coupler.io start lower; Supermetrics is my pick when its reporting destinations match the job.

Reviewer’s Notes: I recommend Starter for one person reporting on two ad platforms. Go straight to Growth for a second seat because Starter cannot add users; request an Enterprise quote for BigQuery or Snowflake because lower-tier add-ons cannot unlock warehouses.

My Experience With Supermetrics

I started with Google Sheets because Supermetrics lets me build queries inside the spreadsheet without configuring a warehouse. I then connected Claude to use the separate AI chat workflow.

Starting the Trial and Installing the Sheets Add-On

I started the 14-day trial at supermetrics.com/start-trial and selected Google Sheets as my destination. I did not need to enter a credit card.

I installed Supermetrics through Google Workspace Marketplace:

1. I clicked Install, then Continue.
2. I signed in to my Google account and selected Allow.
3. I opened Extensions > Supermetrics > Launch in Google Sheets to bring up the sidebar.

A Google Workspace administrator must allow the app if an administrator block prevents installation.

Building My First Query

I opened Create new query in the sidebar, then selected the data source and account. Supermetrics also supports a query-type selection when the connector requires it.

I worked through the Supermetrics query controls in order:

1. I selected a sliding date range, from 5 days ago to yesterday.
2. I chose metrics and dimensions for the query.
3. I opened Options, added a filter and selected a data visual.
4. I clicked Get data.

Supermetrics places query results beginning at the selected cell. I used the pencil icon to return to the query settings.

Scheduling Refreshes

I opened the Schedules tab and selected Automatic refresh, then configured the frequency and email options. Weekly, daily and hourly scheduling depend on the subscription, while data availability also depends on the connected platform.

Google Sheets allows 5 scheduled refreshes per file, and schedules follow the file’s timezone. Re-add the schedules if that timezone changes.

If a subscription permits one refresh a day, only the first schedule runs, even when the file contains several schedules. Adding schedules does not increase that subscription allowance.

Connecting Supermetrics to Claude

I opened the Claude integration page, clicked Try and logged in. That login creates a trial for an account without an existing subscription.

I connected data sources in chat, selected accounts and asked questions about their data. Those connections also appeared in the Supermetrics Hub rather than remaining isolated inside Claude.

Reviewer’s Notes: Trial backfills reach only 14 days, and trial licenses allow 100 queries per day per data source. Keep scheduled refreshes below 50 per account; 100 or more can fail, and Apps Script gives the default scheduler about 6 minutes per account per hour, pushing overrunning refreshes out.

Connectors, Refresh Frequency and Source Quotas

Supermetrics has about 175 data source connectors, but Premium connectors go through sales rather than ordinary selection. Early access connectors remain free until fully released.

The Supermetrics catalog covers:

• Advertising: Facebook Ads, Google Ads, TikTok Ads and X Ads.
• Analytics and commerce: GA4 and Shopify.
• CRM: Salesforce.

For broader ingestion beyond marketing, Fivetran has 700+ connectors.

Connector Builder and Custom Data Import

Connector Builder uses low-code JSON configuration for private or unsupported APIs. It requires an account manager to enable the add-on and an Admin, Owner or Editor role.

Salesforce, Amazon and X domains are blocked, and only HTTP or HTTPS connections are supported. Connector Builder output feeds blending, custom fields and every destination.

Custom Data Import loads scheduled files through:

• Email for delivered files.
• URL for remotely accessible files.
• SFTP for file transfers.

Growth permits 1 import configuration; Enterprise provides the full feature. Custom Data Import can combine offline files with API-connected data through blending.

How Fresh the Data Is

Shopify data arrives about twice a day, regardless of how frequently a Supermetrics query runs. DV360 and CM360 conversions take 6 to 24 hours, longer than their ordinary reporting updates.

Data platform	Data availability
Facebook Ads, Google Ads, GA4, X Ads, TikTok Ads	Intra-day
DV360 and CM360	Every 3 to 4 hours; conversions every 6 to 24 hours
Shopify	About twice a day
Salesforce and The Trade Desk	Effectively daily

One Supermetrics query can consume multiple API requests and exhaust a platform’s quota. Adform permits 500 requests per day; Ahrefs permits 60 per minute.

Supermetrics names the data source in its quota error and states that its daily quota was exceeded.

To reduce Supermetrics query request volume:

• Shorten the date range to reduce retrieval work.
• Select fewer fields to narrow the request.
• Query fewer accounts to limit request volume.

Facebook Page Insights metrics were deprecated by June 30, 2026, and Google Ads reporting changed on September 21, 2026. Update affected fields in recurring reports.

Warehouse Transfers, Storage and Custom Fields

Supermetrics supports 12 warehouse and storage destinations, all requiring Enterprise. I do not recommend Starter or Growth for warehouse ingestion.

• AlloyDB
• Amazon S3
• Azure SQL Database
• Azure Storage
• Azure Synapse
• BigQuery
• Databricks
• Google Cloud Storage
• Microsoft Fabric
• Redshift
• SFTP
• Snowflake

I followed Hub > Manage > Data warehousing > Connect, selected the destination type and entered connection details. I used Test connection, then Save.

Under Manage > Data transfers > New transfer, I selected the source and destination. I then chose accounts, a table group and a refresh schedule, entered an alert email, and named and saved the transfer.

Refresh Methods and Backfills

Supermetrics offers 3 refresh methods, configured per table:

• Append and deduplicate by date: A refresh window controls which past days are replaced.
• Append and deduplicate by today: Deduplication uses today’s date.
• Full refresh: A lookback window defines the retrieved period.

The BigQuery marketplace route does not support this refresh-method setting.

I opened Backfill to select start and end dates. Warehouse subscriptions have an upgradable 2-year history limit, while API retention can narrow it further.

• Facebook Ads insights: 37 months.
• Amazon Ads Sponsored Products: 95 days.
• Apple Search Ads: 90 days at daily level.
• Criteo: 2 years.

Table Groups, Blending and Custom Fields

Standard table groups are denormalized and connector-specific. Table Manager supports custom table groups with selected fields, and blended tables can also land in the warehouse.

Supermetrics custom fields support:

• Functions and lookups.
• Conditions and multistep transformations.
• Currency conversion and cleanup.

I recommend custom fields for marketing-data preparation while keeping SQL and dbt models in the warehouse.

Supermetrics Storage

Supermetrics Storage maintains history without a separately owned warehouse and protects reports from source API outages. It lets you store all, some or none of the connected data.

Standard usage allows 5 TiB processed monthly and 200 GiB stored.

Reviewer’s Notes: Compare Fivetran or Airbyte with the Enterprise quote when warehouse ingestion is the only goal. Starter and Growth cannot write to BigQuery or Snowflake, regardless of their data source add-ons.

AI Chats, Studio and the MCP Server

Supermetrics AI chats bring connected marketing data into Claude, ChatGPT and Microsoft Copilot, with AI destinations available on Starter and Growth. Gemini Enterprise access goes through sales.

AI chats run on the Supermetrics MCP server. Starter and Growth each include 1 core destination, so a packaged AI chat destination uses that allowance rather than granting every reporting destination.

Logging in to a Supermetrics AI chat without an existing subscription creates a trial.

Supermetrics Studio

Supermetrics Studio combines dashboard creation with campaign management controls:

• Prompt-built dashboards: Describe the dashboard in natural language.
• Artifacts from chat: Push artifacts from Claude or ChatGPT into Studio.
• Campaign controls: Manage campaigns through the connected AI workflow.

Studio consumes metered AI credits: 4,000 monthly on Starter and 12,000 on Growth. Additional credits are available through Studio or sales, while Enterprise has custom allowances.

The Studio trial includes 500 credits, separate from the trial license’s 100 queries per day per data source.

New campaigns created through MCP start paused.

Data API, Platform API and MCP

• Data API: Pulls connected data into an application or AI model.
• Platform API: Automates user roles, connections and transfers.
• Standalone MCP server: Connects n8n or custom agents and requires Data API access.

The Data API is an Enterprise feature. I recommend packaged AI chats for questions inside Claude or ChatGPT, and standalone MCP for n8n or custom-agent integrations.

Build on Supermetrics also includes a branded connection flow and service accounts. The API query history endpoint retires on October 23, 2026.

Supermetrics also provides AI summaries inside Sheets and Excel for spreadsheet-centered reporting.

Security and Data Handling

Supermetrics is SOC 2 Type II certified, renewed annually, and ISO 27001 certified. It is also GDPR and CCPA compliant.

• Connector data: Cached temporarily, not permanently stored.
• Custom Data Import and Supermetrics Storage: Data encrypted at rest.
• Access tokens: Retained in encrypted form.
• Transport encryption: TLS 1.2 or higher.

Starter and Growth include basic SSO, while SAML SSO requires Enterprise. Data residency and region control also require Enterprise.

Supermetrics Storage deliberately retains historical data, unlike the temporary cache used for ordinary connector queries.

Tokens expire at hard lifetimes or through inactivity; password changes, enabling two-factor authentication, integration removal or connected-user removal invalidate them immediately. Reauthenticate or remove and reconnect from the Supermetrics Hub; the renewed connection applies to every destination using it.

Supermetrics is headquartered in Helsinki, Finland, with additional offices in Dublin, Amsterdam, Singapore and Vilnius.

How Does Supermetrics Compare to Competitors?

Supermetrics includes Power BI on Starter; Funnel adds it on Business, from €560/month billed annually. I recommend comparing destination access before connector counts.

• Funnel: My alternative for a marketing data hub with the Funnel Measure MMM add-on. Starter begins at €280/month billed annually with 117 connectors and 13 destinations; Business begins at €560/month billed annually with 579 connectors and 46 destinations, adding BigQuery/S3 and Power BI/Tableau. Its trial lasts 30 days.
• Fivetran: My shortlist pick for warehouse-first teams beyond marketing. Its free plan covers up to 500,000 monthly active rows, and it has 700+ connectors. Standard includes 15-minute syncs and unlimited users; paid pricing is usage-based.
• Airbyte: I recommend Airbyte for engineers who want open-source control. Its self-hosted core is free, Cloud Standard starts at $20/month, and Plus starts at $189/month with 15-minute syncs and SSO. The managed option has a 14-day trial.
• Windsor.ai: My price-focused comparison, with a forever-free plan limited to 30 days of history. Basic costs $19/month billed annually or $23 monthly, and the catalog has 350+ sources. Basic caps active scheduled syncs at 5.
• Coupler.io: My small-team comparison for connectors and dashboards. Starter costs $24/month billed annually or $32 monthly for 3 accounts and 1 destination, with 400+ sources available. Its 5,000 rows per run limit makes Starter a poor fit for larger individual imports.
• Improvado: My enterprise marketing operations comparison, starting at $20,000/year. I recommend comparing it with Supermetrics Enterprise, not treating it as a substitute for a solo marketer’s Starter subscription.

Tool	Entry price	Free option	Best for
Supermetrics	€39/month billed yearly	14-day trial; no free plan	Marketing reporting
Funnel	From €280/month billed annually	30-day trial	Marketing hub with MMM add-on
Fivetran	Usage-based paid pricing	Up to 500,000 monthly active rows	Warehouse-first teams
Airbyte	Cloud Standard from $20/month	Free self-hosted core; 14-day trial	Engineering control
Windsor.ai	Basic $19/month billed annually	Forever-free plan, 30 days of history	Budget-focused reporting
Coupler.io	$24/month billed annually	No free plan listed	Small-team reporting
Improvado	From $20,000/year	No free option listed	Enterprise marketing operations
Adverity	Quote-only	No free option listed	Custom-priced evaluation

Adverity is quote-only; I include it for teams already considering custom-priced plans. My Supermetrics alternatives comparison expands that shortlist.

For warehouse-only work, Fivetran and Airbyte remain my first comparisons because Supermetrics reserves all 12 warehouse destinations for Enterprise.

How I Reviewed Supermetrics

I ran the 14-day trial, installed the Google Sheets add-on, and built and scheduled queries. I also connected Supermetrics to Claude and walked through warehouse connection, transfer and backfill setup in the Supermetrics Hub.

I compared plan limits and add-on costs against Funnel and Fivetran, then considered Airbyte for engineering-led ingestion. My lower-cost comparisons were Windsor.ai and Coupler.io, with Improvado included for enterprise marketing operations.

I weighted destination access and subscription cost more heavily than Supermetrics’ connector count. I evaluated Sheets scheduling constraints alongside platform update intervals, and warehouse refresh methods alongside historical retention limits.

My AI evaluation covered Studio credits and MCP access requirements; my security evaluation covered encryption, SSO and Enterprise region controls.

Prices current as of October 2026.

Should You Use Supermetrics for Marketing Data?

I recommend Supermetrics for marketing reporting in Sheets, Looker Studio, Excel or Power BI: €39/month billed yearly buys an entry point into a catalog of about 175 connectors. I do not recommend it as a low-cost warehouse connector because BigQuery and Snowflake require Enterprise.

For a solo marketer using 2 platforms and 1 destination, Starter is my pick. Its third-source add-on provides modest expansion, but the single-user ceiling makes Growth the better choice when a second person needs access.

For a small team, I recommend Growth’s 2 included seats and 7 data sources, with additional destinations priced separately. For warehouse-first teams, compare Fivetran and Airbyte against the Supermetrics Enterprise quote.

Sheets’ 5-schedule limit and source-side delays remain relevant after paying, so test the recurring report rather than just the connection. Start the 14-day Supermetrics trial with the two data sources you report on most, build the query, and set its refresh schedule.

The trial ends automatically without a charge, but its 14-day backfill limit cannot demonstrate the full paid historical range.

FAQs

Does Supermetrics have a free plan?

Supermetrics has no free plan, but it offers a 14-day free trial without a credit card. The trial covers any connector or destination and ends automatically without charging you.

Trial backfills are limited to 14 days, and trial licenses allow 100 queries per day per data source.

How much does Supermetrics cost?

Supermetrics Starter costs €39/month billed yearly or €49 billed monthly. Growth costs €159/month billed yearly or €199 billed monthly, while Enterprise requires a quote.

Yearly billing saves 20 percent. Starter with a third data source costs €68/month billed yearly; adding a second destination instead brings it to €88/month.

Can Supermetrics send data to BigQuery or Snowflake?

Supermetrics sends data to BigQuery and Snowflake on Enterprise only. Both are among its 12 warehouse and storage destinations; Starter and Growth cannot write to them.

Warehouse subscriptions have an upgradable 2-year history limit. Individual APIs can impose shorter retention, including 95 days for Amazon Ads Sponsored Products.

Does Supermetrics store my data?

Supermetrics connector data is cached temporarily, not stored permanently. Supermetrics Storage and Custom Data Import retain data encrypted at rest, while access tokens are also retained encrypted.

Enterprise adds data residency and region control. Supermetrics Storage lets you choose whether to retain all, some or none of the connected data.

Why do Supermetrics connections stop working?

Tokens can expire through hard lifetimes or inactivity. Password changes, enabling two-factor authentication, and removing an integration or connected user can also invalidate access.

Reauthenticate through the Supermetrics Hub, or remove and reconnect the connection. The renewed connection applies to every destination using it.