Improvado 
Supermetrics Improvado vs Supermetrics
A side-by-side Campaign Performance comparison of Improvado and Supermetrics — capability coverage, pricing, and stack fit, with 43 of 44 recorded cells citing the vendors' own documentation. No referral fees; the data is ours.
Reviewed verdict
Direct substitute — Most teams run one of these, not both.
Both give marketing teams a way to extract, combine, and report on data from advertising and analytics sources.
Drafted by an AI model and checked by hand.
Switching takes real work. A judgement, not computed from the capability data.
Capability comparison
26on one record only
9on both
| Capability | Improvado | Supermetrics | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| On one record only 26 | |||||||||||
| Data Transformation | Core Data TransformationCore Data Transformation improvado.io/products ↗ 11 Oct 2026 · Verified by hand | Not offered Data TransformationNot offered Documentation index checked for dbt, Dataform, SQLMesh, and SQL-based transformation tooling. docs.supermetrics.com ↗ Checked · 2 of 3 passes | |||||||||
| Ad Targeting / Retargeting | Supported Ad Targeting / RetargetingSupported Campaign targeting and launch via MCP improvado.io/docs-section-topic/improvado-mcp ↗ 11 Oct 2026 · Verified by hand | — | |||||||||
| AI Governance & Guardrails | Supported AI Governance & GuardrailsSupported AI Agent usage rules and workspace policy restrictions improvado.io/docs-section-topic/ai-agent-usag… ↗ 11 Oct 2026 · Verified by hand | Not offered AI Governance & GuardrailsNot offered Documentation index checked for AI prompt guardrails, approval workflows, model inventories, and AI usage audit trails. docs.supermetrics.com ↗ Checked · 2 of 3 passes | |||||||||
| Anomaly Detection | Supported Anomaly DetectionSupported Anomalies flagged in AI Agent queries improvado.io/docs-section-topic/new-ai-agent ↗ 11 Oct 2026 · Verified by hand | — | |||||||||
| Computed Traits / Aggregations | Supported Computed Traits / AggregationsSupported Custom formulas, grouping, joins, and transformation recipes improvado.io/docs/build-custom-transformation ↗ 11 Oct 2026 · Verified by hand | — | |||||||||
| Cross-device Matching | Supported Cross-device MatchingSupported Identity Graph links user identifiers across source systems improvado.io/docs/attribution-product-overview ↗ 11 Oct 2026 · Verified by hand | — | |||||||||
| Data Access Control | Supported Data Access ControlSupported Role-based permissions for platform product areas improvado.io/docs/available-user-roles ↗ 11 Oct 2026 · Verified by hand | — | |||||||||
| Data Catalog / Discovery | Supported Data Catalog / DiscoverySupported Data source overview pages provide source metadata, accounts, extracts, and API updates improvado.io/docs/data-source-overview-page ↗ 11 Oct 2026 · Verified by hand | — | |||||||||
| Data Lineage | Supported Data LineageSupported Lineage UI maps data flow, dependencies, and transformations improvado.io/docs/lineage-ui ↗ 11 Oct 2026 · Verified by hand | — | |||||||||
| Data Retention / Deletion | Supported Data Retention / DeletionSupported Data deletion for extraction orders and data tables improvado.io/docs/data-deletion ↗ 11 Oct 2026 · Verified by hand | — | |||||||||
| Data Unification / Profile Stitching | Supported Data Unification / Profile StitchingSupported Identity Graph and Marketing Common Data Model unify source records improvado.io/docs/attribution-product-overview ↗ 11 Oct 2026 · Verified by hand | — | |||||||||
| Event Stream Ingestion | — | Supported Event Stream IngestionSupported Web tracking and event collection record page views, product views, conversions, and other behavioral events. docs.supermetrics.com/docs/how-to-set-up-web-tracking-… ↗ 15 Sept 2026 · AI-evaluated | |||||||||
| Funnel / Conversion Analysis | Supported Funnel / Conversion AnalysisSupported Conversion Funnel widget improvado.io/docs/pie-funnel-text-heatmap-wid… ↗ 11 Oct 2026 · Verified by hand | Not offered Funnel / Conversion AnalysisNot offered Documentation checked for step-by-step funnel and conversion analysis. docs.supermetrics.com ↗ Checked · 3 of 3 passes | |||||||||
| Identity Resolution / ID Graph | Supported Identity Resolution / ID GraphSupported Identity resolution engine based on the ID Graph improvado.io/docs/attribution-product-overview ↗ 11 Oct 2026 · Verified by hand | — | |||||||||
| iPaaS / API Integration | Supported iPaaS / API IntegrationSupported Improvado provides connections to marketing platforms and destinations through an integration layer. improvado.io/docs-section-topic/connect-your-… ↗ 11 Oct 2026 · Verified by hand | — | |||||||||
| Pipeline Orchestration | Supported Pipeline OrchestrationSupported Scheduled custom pipelines with run history, retries, and monitoring improvado.io/docs/custom-pipeline-runs-and-sc… ↗ 11 Oct 2026 · Verified by hand | Not offered Pipeline OrchestrationNot offered Documentation covers scheduled transfer monitoring but not DAG-style dependency orchestration. docs.supermetrics.com/docs/how-to-monitor-your-data-wa… ↗ Checked · 3 of 3 passes | |||||||||
| Privacy Compliance (GDPR/CCPA) | Supported Privacy Compliance (GDPR/CCPA)Supported GDPR and CCPA compliance documentation improvado.io/legal ↗ 11 Oct 2026 · Verified by hand | — | |||||||||
| Real-time Analytics | Supported Real-time AnalyticsSupported Real-time data queries through AI Agent improvado.io/docs-section-topic/new-ai-agent ↗ 11 Oct 2026 · Verified by hand | — | |||||||||
| Reverse ETL | Supported Reverse ETLSupported Reverse ETL into CRM and advertising platforms improvado.io/docs-section-topic/custom-pipeli… ↗ 11 Oct 2026 · Verified by hand | — | |||||||||
| Schema Enforcement | Supported Schema EnforcementSupported Fixed data schemas and schema configuration for data tables improvado.io/docs/how-to-configure-data-tables ↗ 11 Oct 2026 · Verified by hand | — | |||||||||
| Schema Management / Data Contracts | Supported Schema Management / Data ContractsSupported Recipe versions and transformation schemas improvado.io/docs-section/transformations ↗ 11 Oct 2026 · Verified by hand | — | |||||||||
| Semantic Layer | Supported Semantic LayerSupported Marketing Common Data Model and unified metrics improvado.io/docs/attribution-product-overview ↗ 11 Oct 2026 · Verified by hand | Not offered Semantic LayerNot offered Custom metrics and dimensions are documented, but no governed cross-consumer semantic layer is documented. docs.supermetrics.com/docs/about-metrics-and-dimensions ↗ Checked · 3 of 3 passes | |||||||||
| Trigger-based Automation | Supported Trigger-based AutomationSupported Webhook event notifications can trigger external automation improvado.io/docs/webhooks ↗ 11 Oct 2026 · Verified by hand | — | |||||||||
| Visitor Identification | — | Supported Visitor IdentificationSupported Data Activation resolves anonymous browsing activity to known customer profiles using deterministic identifiers. docs.supermetrics.com/docs/activate ↗ 15 Sept 2026 · AI-evaluated | |||||||||
| Web SDK | — | Supported Web SDKSupported A browser base script collects website events and forwards them to analytics, advertising, and activation tools. docs.supermetrics.com/docs/how-to-set-up-web-tracking-… ↗ 15 Sept 2026 · AI-evaluated | |||||||||
| Workflow Automation | Supported Workflow AutomationSupported AI-built production workflows with manual and scheduled execution improvado.io/docs-section-topic/custom-pipeli… ↗ 11 Oct 2026 · Verified by hand | — | |||||||||
| On both records 9 | |||||||||||
Data integration 1 · core on all
| |||||||||||
Audience 2 · graded apart
| |||||||||||
Analytics 2 · all core on every row
| |||||||||||
Governance 1 · graded apart
| |||||||||||
AI & agents 3 · all core on 1
| |||||||||||
Not offered means the evidence sweep read the vendor's documentation and did not find it — hover to see the page it checked. — means no verdict either way. Hover a recorded cell to read its evidence and source; a cell with no source says so, and each cell says whether an AI pass or a person set the grade.
Sources · 43 pages on the vendors' own sites
Improvado · 32
Ad Targeting / Retargeting — improvado.io/docs-section-topic/improvado-mcpAgent Interface (MCP / Tool API) — improvado.io/docs-section-topic/improvado-mcpAgentic AI / Autonomous Agents — improvado.io/productsAI Assistant / Copilot — improvado.io/docs-section-topic/new-ai-agentAI Governance & Guardrails — improvado.io/docs-section-topic/ai-agent-usag…Anomaly Detection — improvado.io/docs-section-topic/new-ai-agentAudience Activation / Sync — improvado.io/docs-section-topic/custom-pipeli…Audience Segmentation — improvado.io/docs-section-topic/custom-pipeli…Business Intelligence / Reporting — improvado.io/productsComputed Traits / Aggregations — improvado.io/docs/build-custom-transformationCross-device Matching — improvado.io/docs/attribution-product-overviewData Access Control — improvado.io/docs/available-user-rolesData Catalog / Discovery — improvado.io/docs/data-source-overview-pageData Lineage — improvado.io/docs/lineage-uiData Quality / Validation — improvado.io/productsData Retention / Deletion — improvado.io/docs/data-deletionData Transformation — improvado.io/productsData Unification / Profile Stitching — improvado.io/docs/attribution-product-overviewETL / ELT — improvado.io/productsFunnel / Conversion Analysis — improvado.io/docs/pie-funnel-text-heatmap-wid…Identity Resolution / ID Graph — improvado.io/docs/attribution-product-overviewiPaaS / API Integration — improvado.io/docs-section-topic/connect-your-…Marketing Attribution (MTA/MMM) — improvado.io/docs/improvado-attributionPipeline Orchestration — improvado.io/docs/custom-pipeline-runs-and-sc…Privacy Compliance (GDPR/CCPA) — improvado.io/legalReal-time Analytics — improvado.io/docs-section-topic/new-ai-agentReverse ETL — improvado.io/docs-section-topic/custom-pipeli…Schema Enforcement — improvado.io/docs/how-to-configure-data-tablesSchema Management / Data Contracts — improvado.io/docs-section/transformationsSemantic Layer — improvado.io/docs/attribution-product-overviewTrigger-based Automation — improvado.io/docs/webhooksWorkflow Automation — improvado.io/docs-section-topic/custom-pipeli… Supermetrics · 11
Agent Interface (MCP / Tool API) — docs.supermetrics.com/docs/supermetrics-mcp-serverAgentic AI / Autonomous Agents — docs.supermetrics.com/docs/insights-agentAI Assistant / Copilot — docs.supermetrics.com/docs/ai-chatsAudience Activation / Sync — docs.supermetrics.com/docs/activateAudience Segmentation — docs.supermetrics.com/docs/how-to-build-audiencesBusiness Intelligence / Reporting — docs.supermetrics.com/docs/dashboardsData Quality / Validation — docs.supermetrics.com/docs/data-quality-in-data-activa…ETL / ELT — docs.supermetrics.com/docs/how-to-create-a-transferEvent Stream Ingestion — docs.supermetrics.com/docs/how-to-set-up-web-tracking-…Visitor Identification — docs.supermetrics.com/docs/activateWeb SDK — docs.supermetrics.com/docs/how-to-set-up-web-tracking-… Choose Improvado if you need
On Improvado's record, not on Supermetrics's
- Data Transformation
- Pricing
- From $0 per month for the Free Limited plan; $100 per month for MCP Only
Choose Supermetrics if you need
On Supermetrics's record, not on Improvado's
Same jobs on record. Decide on price, and on how each connects to what you already run — drop both onto a canvas to see it.
- Pricing
- From $44 USD per month, billed yearly ($55 USD per month billed monthly)
Improvado vs Supermetrics — FAQ
What is the difference between Improvado and Supermetrics?
Both are Campaign Performance tools. Improvado's record includes Data Transformation, which Supermetrics's does not; the two records cover the same jobs. The matrix above shows 43 of 44 recorded cells citing the vendors' own documentation.
Is Improvado or Supermetrics better?
Neither is universally better — it depends on your stack. Choose Improvado if you need Data Transformation; choose Supermetrics if its strengths matter more. Map both against your actual requirements rather than a generic feature count.
How do Improvado and Supermetrics compare on price?
Improvado: From $0 per month for the Free Limited plan; $100 per month for MCP Only. Supermetrics: From $44 USD per month, billed yearly ($55 USD per month billed monthly). Check each vendor's page for current rates.
Free stack audit
Before you choose Improvado or Supermetrics, check what your stack already covers
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Improvado or Supermetrics? Decide in your stack's context.
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