Supermetrics pricing breakdown: Is it worth it in 2026?

If you've ever tried to estimate the true cost of using Supermetrics, you're not alone. Between varying connector fees, pricing tiers, and data destination differences, Supermetrics pricing is convoluted. And when you're managing dozens of clients, that lack of transparency can be a real budgeting risk.

Agency leaders are always asking tough questions about the ROI of every tool in their stack. Reporting platforms are no longer just about data management—they need to save time, centralize insights, show clients results, and help you grow your agency. 

How does Supermetrics' pricing compare to the competition?

This article provides a clear overview of the Supermetrics pricing structure. We'll unpack what you really get at each level, how it scales (or doesn’t) with your agency, and whether the value adds up. 

We’ll also compare it with smarter, more agency-focused alternatives that integrate data in client reports so you can make an informed decision either way.

What is Supermetrics?

Supermetrics is a data pipeline tool that helps marketers extract data from platforms such as Google Analytics, Google Ads, Facebook, and HubSpot and transfer it into a specific data destination—spreadsheets, data warehouses, and business intelligence tools (BI tools). It’s not a reporting platform in itself—it just moves data from one place to another.

Think of it like plumbing: It connects your marketing tools to destinations like Google Sheets, Looker Studio (formerly Data Studio), Excel, or Power BI. Once connected, Supermetrics lets you automate pulling metrics into those tools without manual exports or copy-pasting.

The best thing about Supermetrics is the simple connection to Looker Studios and Google Sheets. It can fetch Google Analytics data right to that platform, no exports or playing around with formats.

Chris C., Software Advice

Supermetrics supports a growing list of data connectors to sync metrics from popular marketing platforms into your chosen destination.

However, here’s the catch for agencies: While data integration and automation save time, a significant amount of manual effort is still required to clean up the data, build reports, and maintain those connections. 

Supermetrics isn’t designed for client-facing reporting. It’s a connector, not a complete solution.

And because pricing depends heavily on the data destination and the number of data sources, figuring out the cost (and value) for agencies isn’t always straightforward.

Supermetrics pricing overview

Do they have a free trial?

Yes. Supermetrics offers a 14‑day free trial on any connector or data destination. It’s available across all plan tiers and lets you test data pulls, refreshes, and dashboard integrations before committing.

Supermetrics USA vs. EU pricing

Supermetrics customers in the U.S. and Europe don’t just see different currencies—they often see entirely different plans.

In the U.S., Supermetrics pricing starts at $37/month (billed annually) for the Starter plan, with a clear upgrade path through Growth and Enterprise tiers. This model is consistent across Supermetrics’ U.S. site, with transparent limitations based on destination, source count, user seats, and refresh frequency.

EU customers, however, get a different experience. Supermetrics offers region-specific packages in Europe, including a “Pro” plan that isn’t available on the U.S. site. 

EU pricing also starts lower—at around €39/month (billed annually)—but includes unique combinations of features, connectors, and data limits that differ from U.S. plans.

Bottom line: Supermetrics does more than localize the currency; it localizes the product experience. Agencies comparing costs should factor in both the pricing and plan structure, and take into account their specific location.

Supermetrics API pricing

API access is only available through the Enterprise tier, which includes advanced features like data warehousing, custom destinations, multi-team support, and on-demand refresh. 

This plan is quote-based. Supermetrics doesn’t list public pricing for API usage. Agencies requiring API integration must contact the sales team for a customized package.

Supermetrics pricing plans comparison

To understand Supermetrics pricing, consider that it splits its pricing based on the number of data destinations, user count, data integration needs, and data refresh frequency. 

For example, the Starter plan offers a weekly refresh, and the Growth plan provides daily refreshes. On-demand data refreshes and unlimited data sources are exclusive to the Enterprise plan. Therefore, depending on your agency’s needs, these additional expenses can quickly stack up.

Depending on usage, Supermetrics plans can also include data volume fees when syncing large datasets or running frequent refreshes.

Say you’re on the Starter plan and need multiple data sources above the three included? That’s an extra cost above your basic plan. Do you need more users to have access? Extra. Need more accounts included? That’s also extra. 

Supermetrics licensing appears to only be done by "seats" (i.e., each user has to have their own license). This makes it incredibly costly for even a small-but-growing team to utilize the platform since Supermetrics is fairly strict about usage.

Gregory J., G2

Under the software’s pricing model, you’ll likely hit plan limits that will force you to upgrade to a higher tier as you scale, jumping from the base $37 to $177 (and eventually, a custom pricing plan) just to add a few key elements to your services.

That means you can’t pick a single “agency plan” and call it a day. You need to piece together what you require based on where you want the data to go, the number of platforms from which you need it, and how often.

Here’s a quick comparison of Supermetrics plans in 2026:

For agencies, the challenge is scale. 

You’re likely running multi-channel campaigns across 10+ platforms per client. Multiply that across your portfolio, and suddenly you're looking at a custom business plan and an enterprise-level bill—without any reporting templates, data visualization, or client-ready outputs included.

That’s the missing piece: Supermetrics takes care of the data flows, but everything after that is still on your plate.

I found the division of services confusing. The cost is extremely high for the value provided. If you need to link more than one account or service, you can probably outsource to a developer to build you a custom integration for less money.

Shawn O., G2

Is Supermetrics worth the price?

That depends on how much manual work you still need to do after the data lands in your spreadsheet or dashboard.

If you're a technical team with in-house data engineers and the time to build custom reports, Supermetrics offers flexibility. But for client-facing agencies? The gaps start to show fast.

Here’s what agency leaders need to consider:

• You’re still on the hook for building reports. Supermetrics moves raw data—it doesn’t interpret, format, or explain it. That means someone on your team still needs to clean it, find the insights, and package it for clients inside Looker Studio, Sheets, Excel, or Power BI.

• Costs multiply with every client. The more data sources and accounts you manage, the faster your price grows. Need multiple destinations? Prepare to upgrade and pay an additional cost for a custom plan.

• No built-in client reporting tools. There's no templating system, white labeling, or automated summaries. That’s hours per client, per month, still spent manually reporting.

• Troubleshooting is on you. If a connector breaks or data doesn’t sync, your team is left figuring it out—sometimes mid-client call.

For agencies looking to scale reporting and free up internal bandwidth while running campaigns across multiple platforms, Supermetrics often creates more complexity than it solves.

Before switching to AgencyAnalytics, Supermetrics users told us they value the tool’s flexibility but caution that non-technical teams may face a learning curve. 

Some described it as “ridiculously expensive” with “no human touch” when it came to support. 

Others said that while it could “do absolutely everything,” the setup was complex and often required manual work to achieve results. 

For agencies juggling high client volume or short timelines, that complexity can quickly become a bottleneck. If your goal is client-ready reports in less time, tools purpose-built for agencies offer better value and clearer ROI than Supermetrics’ cost.

Supermetrics alternatives

If Supermetrics feels like a patchwork of connectors with too much overhead, you’re not wrong. Many agencies are switching to platforms that do more than just pull data. They deliver insights, automate client reporting, and save hours every month.

If Supermetrics isn’t the right fit, check out some of the best marketing analytics tools that are built specifically for agency use.

1. AgencyAnalytics

Built specifically for marketing agencies, AgencyAnalytics is the top Supermetrics alternative. The platform offers automated reporting, client-ready dashboards, and over 80 native integrations. 

No spreadsheets. No coding. Just reports your clients actually want to read.

Why agencies switch:

• Customized reports built with the drag-and-drop editor or from templates.

• White-labeled dashboards for every client.

• Automated scheduling for delivery.

• Built-in industry benchmarks, anomaly detection, and AI insights.

• Team collaboration features with custom access.

• 24/5 customer support with a 95% satisfaction rate.

AgencyAnalytics helps agencies automate recurring client updates, including full PPC report automation, without the need for spreadsheets or coding.

AgencyAnalytics offers everything Supermetrics doesn’t include—in one platform. As Molly Lopez, founder and CEO at Sparo Marketing, explains: 

Prior to using AgencyAnalytics, we were using Google Data Studio and Supermetrics. While both are powerful tools, Supermetrics has gotten incredibly expensive, and the company offers little to no client support in building dashboards. Same with Data Studio: It's one of the few Google programs with absolutely no customer support. So if a widget breaks or you can't figure out how to navigate a platform update, you're pretty much on your own. 

Molly Lopez, Founder & CEO, Sparo Marketing

2. Adverity

Adverity is designed for data teams that need to centralize, standardize, and route marketing data from hundreds of sources into destinations like BigQuery, Snowflake, or Power BI. It’s well-suited for agencies that already rely on a data warehouse or BI tool and need precise control over how performance data is transformed and delivered.

But it’s built for scale, not speed. While Adverity includes no-code connectors, advanced transformations and custom metrics often require technical setup. It doesn’t offer client-ready dashboards or visual reporting tools, so agencies still need to build that layer separately.

3. Funnel

Funnel is built for data teams that need to centralize and normalize marketing performance data from dozens of sources. It excels at collecting, cleaning, and routing data into destinations such as Google BigQuery, Snowflake, Looker Studio, or Tableau, making it a strong choice for teams already working within a BI environment.

But that’s where it stops. Like Supermetrics, Funnel focuses on data movement, not data presentation. It doesn’t offer client-ready dashboards, visual report templates, or built-in summaries. You’ll still need to manually build out reports in another platform after the data arrives.

4. Improvado

Improvado is an enterprise-grade marketing data platform designed to handle high-volume data ingestion across hundreds of sources. It’s purpose-built for teams that need to move data into warehouses like Snowflake, BigQuery, or Redshift with advanced transformation logic and customizable pipelines.

Large brands and holding-company agencies use it to automate complex reporting infrastructures. However, most agencies will need a data engineer to manage initial setup, maintain integrations, and ensure the accuracy of custom metrics.

The bottom line: When your agency's growth depends on freeing up billable hours and impressing clients, the right reporting platform matters. A platform built for agencies—not just data transfers—makes all the difference.

Need deeper insights into website performance? Several of the best web analytics tools also integrate easily with automated reporting platforms.

Impress clients and save hours with custom, automated reporting.

Join 7,000+ agencies that create reports in under 30 minutes per client using AgencyAnalytics. Get started for free. No credit card required.

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Final thoughts on Supermetrics pricing

Supermetrics offers flexible data movement—but moving data alone doesn’t deliver results. For agencies juggling multiple clients, accounts, and platforms, the real need is end-to-end reporting that saves time and strengthens client relationships.

In 2026, Supermetrics still lacks key features agency leaders care about:

• No templated reporting or customized reports

• No insight generation

• No real automation beyond data pulls

And when every extra source, user, or destination adds to your monthly bill, the costs stack up fast.

If your agency has technical resources and wants to build custom data transformation pipelines, Supermetrics might fit the bill. 

However, if you're looking to scale reporting, reduce manual work, and deliver beautiful, automated reports your clients actually understand, it's worth exploring better Supermetrics alternatives designed for agencies.

Still comparing marketing analytics competitors? Be sure to weigh pricing, ease of use, and how well each tool fits your reporting workflow.

Want to try the platform trusted by more than 7,000 agencies like yours? Give AgencyAnalytics a spin for free for 14 days—no credit card required.