Supermetrics Alternatives 2026, Compared Independently
Campaign Performance · 8 compared · Updated
No vendor pays to appear or rank here. Alternatives are ordered by our reviewed relationships, then shared capabilities.
In June 2025 Supermetrics acquired Relay42, a real-time customer data platform, and is extending its product from marketing data pipelines into customer data activation. Teams that want a reporting-focused connector, and Relay42 customers whose platform is being integrated, are comparing their options.
- Closest match
- Improvado
- Direct replacements
- 1 of 8
- Pricing
- From $0 per month for the Free Limited plan; $100 per month for MCP Only · Custom · From $200/mo
- Typical switching effort
- Medium
No referral fees. Ordering is by approved relationship, then capability overlap. Nobody pays for a place in it.
Why teams look for Supermetrics alternatives
What changed, when, and who it affects. Each reason links to its source, with the line it rests on.
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Acquisition ·
Supermetrics acquired real-time CDP Relay42
Supermetrics bought Relay42 in June 2025 and is extending its product from marketing data pipelines into customer data activation. This matters to Relay42 customers and to teams that only want a reporting connector.
Supermetrics, the leading Marketing Intelligence Platform, announced today the acquisition of Relay42, a leading, real-time Customer Data Platform (CDP).
Relay42 (a Supermetrics company) -
Retirement ·
Google Ads and GA4 history capped at 37 months
Google Ads queries with granular date breakdowns (date, hour, week and similar) now go back at most 37 months, and so do warehouse backfills. Google is behind the change. It affects teams that report on long-term history.
From 1 June 2026, Google Ads and GA4 historical data is capped at 37 months for granular date breakdowns.
Supermetrics -
Retirement ·
Legacy Adobe Analytics connector replaced before API end-of-life
Users of the legacy Adobe Analytics (ASC) connector have to move to the new premium Adobe Analytics connector. Paid ASC licence holders get a free licence. Early Access-only users have to buy one.
That API reaches end-of-life in August 2026, so moving to the new connector keeps your reporting running.
Supermetrics
What Supermetrics is, in short
Supermetrics competes in the marketing data integration / ELT for reporting space, focused on reliably extracting granular campaign data from ad, social, SEO, CRM, and analytics sources and loading it into common marketing reporting destinations (e.g., Google Sheets, Looker Studio) and warehouses (e.g., BigQuery, Snowflake). In practice, it is primarily a connector and managed data pipeline layer for campaign-performance reporting and downstream modeling, not a full marketing measurement suite. Strengths include broad connector coverage, fast time-to-value for analysts building recurring performance reporting, and packaging that works for agencies managing many client accounts. Compared with Funnel.io and Windsor.ai, Supermetrics is typically stronger in “destination-first” workflows (Sheets/Looker Studio/Excel/warehouse) and in operationalizing refreshes for standardized dashboards; compared with Adverity, it is often simpler to deploy but can be less of a full-scale data management/transform hub for complex enterprise governance.
Buyers should shortlist Supermetrics if the main pain is manual exports and brittle scripts for cross-channel reporting and you need dependable scheduled refreshes into the tools your team already uses. If you need heavy transformation, a centralized data model, and advanced governance across many business units, also evaluate Adverity, Fivetran (plus dbt), or Stitch. Validate connector field coverage for your exact ad objects (e.g., conversion actions, video views), historical backfill limits, account quotas, and how the product handles schema changes and attribution fields before committing.
Supermetrics alternatives compared
Ranked by relationship first — a tool approved as a direct replacement outranks one that merely shares capabilities. Tools judged to be complements to Supermetrics are excluded, because running both is not the same as replacing it. Direct-replacement verdicts were checked by hand; the one-line verdicts were drafted by an AI model, and most partial-overlap verdicts were accepted on its confidence.
Scroll the table sideways for switching effort and pricing →
| Vendor | Shared capabilities with Supermetrics | Switching effort | Pricing | Also strong in | Compare |
|---|---|---|---|---|---|
 Improvado 6 core capabilities | Direct replacement Agent Interface (MCP / Tool API) Agentic AI / Autonomous Agents AI Assistant / Copilot +6 more Both give marketing teams a way to extract, combine, and report on data from advertising and analytics sources. | Medium | From $0 per month for the Free Limited plan; $100 per month for MCP Only | Data Transformation | vs Improvado |
 Adverity 7 core capabilities | Partial overlap Agent Interface (MCP / Tool API) Agentic AI / Autonomous Agents AI Assistant / Copilot +5 more Supermetrics is often used for lightweight extracts into spreadsheets/BI while Adverity is used for more governed, centralized marketing data pipelines, creating partial duplication across connectors and reporting. | Medium | Custom | Semantic Layer Data Transformation | About Adverity |
 Funnel.io 6 core capabilities | Partial overlap Agent Interface (MCP / Tool API) Agentic AI / Autonomous Agents AI Assistant / Copilot +3 more Both pull ad and marketing performance data into reporting/analytics destinations, but Funnel is often used as a centralized marketing data hub with transformation/storage while Supermetrics is frequently used for point-to-point extracts into BI/spreadsheets. | Medium | From $200/mo | Data Transformation | About Funnel.io |
 Polytomic 3 core capabilities | Partial overlap Agent Interface (MCP / Tool API) Audience Segmentation ETL / ELT Polytomic and Supermetrics both load ad and analytics data, such as Google Ads, Facebook Ads and GA4, into a warehouse. Supermetrics centres on marketer reporting in Sheets and BI, while Polytomic centres on warehouse-wide ETL and reverse ETL. | Medium | From $500/month | — | About Polytomic |
 Airbyte 5 core capabilities | Partial overlap Agent Interface (MCP / Tool API) Agentic AI / Autonomous Agents AI Assistant / Copilot +1 more Both can extract data from marketing/SaaS sources into downstream destinations, but Supermetrics is optimized for marketer-friendly reporting pulls while Airbyte is a general-purpose ELT/replication tool. | Medium | From $20/month | Change Data Capture Data Replication | About Airbyte |
 Fivetran 4 core capabilities | Partial overlap Agent Interface (MCP / Tool API) Agentic AI / Autonomous Agents AI Assistant / Copilot +1 more Both pull marketing platform data into downstream stores, but Fivetran is a general-purpose warehouse ingestion tool while Supermetrics is often used for marketing reporting destinations like Sheets/Looker Studio, so teams may keep both. | Medium | From $5/month base charge per standard connection (1–1M MAR), plus usage-based MAR charges | Data Replication Data Transformation | About Fivetran |
 MuleSoft 5 core capabilities | Partial overlap Agent Interface (MCP / Tool API) Agentic AI / Autonomous Agents AI Assistant / Copilot +1 more Both can move and transform data between systems, but MuleSoft is an enterprise iPaaS/API-management suite for operational integrations while Supermetrics is optimized for pulling standardized marketing-platform data into reporting/warehouses, so many orgs run both. | High | From $2,000/month (billed annually) | Workflow Automation Agent Builder / Orchestration | About MuleSoft |
 Y42 4 core capabilities | Partial overlap Agent Interface (MCP / Tool API) Business Intelligence / Reporting ETL / ELT Both move marketing data into analysis/reporting, but Supermetrics is primarily a connector-layer for marketing sources whereas Y42 is a broader modeling/transformation and data quality platform. | Medium | From $500/month | Data Transformation Pipeline Orchestration | About Y42 |
What to look for in a Supermetrics alternative
Supermetrics’s core capabilities — check each alternative for coverage of these before shortlisting:
- Marketing Attribution (MTA/MMM)
- Business Intelligence / Reporting
- Agent Interface (MCP / Tool API)
- Agentic AI / Autonomous Agents
- AI Assistant / Copilot
- Audience Activation / Sync
- Audience Segmentation
- ETL / ELT
Supermetrics alternatives — FAQ
What is the best alternative to Supermetrics?
Improvado is the closest match among the 8 Campaign Performance alternatives we track. The two records share 9 core capabilities (Agent Interface (MCP / Tool API), Agentic AI / Autonomous Agents). Both give marketing teams a way to extract, combine, and report on data from advertising and analytics sources. The right choice depends on your existing stack — compare all 8 in the table above.
What should I look for in a Supermetrics alternative?
Supermetrics’s core strengths are Marketing Attribution (MTA/MMM), Business Intelligence / Reporting, Agent Interface (MCP / Tool API). Prioritise alternatives that cover the capabilities you actually use, and that integrate cleanly with the rest of your stack — a replacement that doesn’t connect to your warehouse, CDP, or activation tools isn’t really a replacement.
How much do Supermetrics alternatives cost?
Pricing varies — alternatives here range across From $0 per month for the Free Limited plan; $100 per month for MCP Only, Custom, From $200/mo, From $500/month. Check each vendor’s page for current rates.
How hard is it to migrate off Supermetrics?
Across the alternatives on this page, the typical switching effort is medium. Expect to remap configuration and re-verify downstream integrations, but not to rebuild your data model from scratch. The switching-effort column above shows the per-vendor judgement.
Can I compare Supermetrics and Improvado side by side?
Yes. Drop both onto a canvas in Martech Stack Builder and see how each integrates with your warehouse, CDP, and activation tools — then score them against your actual requirements before deciding.
Supermetrics head-to-head
Deciding between two specific tools? See the full side-by-side capability comparison:
Compare the rest of the field
Evaluating more than one? Each alternative above has its own ranked comparison. They follow the approved relationships rather than the category, so they cross categories where the tools compete.
Before you replace Supermetrics, check what you already own
Teams usually find the overlap is not where they expected. Name the tools you run and the Instant Stack Audit maps which ones duplicate capability — inside Campaign Performance and across the rest of the stack.
Takes about two minutes. Your overlaps and a savings estimate are free — no sign-up. An email address unlocks the costed roadmap.
Browse all Campaign Performance vendors
Stack Builder’s Campaign Performance page compares every vendor we track in this category, with capabilities, pricing, and a head-to-head for the closest pairs.
View all Campaign Performance vendors →Evaluating Supermetrics alternatives? Do it in your stack’s context.
Drop Supermetrics and the alternatives onto a canvas, see how they integrate with what you already have, and score them against your actual requirements — not a generic feature list.
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