10 Best Supermetrics Alternatives in 2026

The best Supermetrics alternatives in 2026 are Weld (best for warehouse-first marketing analytics), Funnel.io (best marketing data hub), Fivetran (best general-purpose ELT), and Adverity (best for enterprise marketing intelligence). The right choice depends on whether you need a reporting-first tool, a warehouse-first data platform, or something in between.

Supermetrics is a popular marketing data integration tool that connects ad platforms and analytics tools to spreadsheets, BI tools, and data warehouses. It works well for marketers who need data in Google Sheets or Looker Studio quickly — but its pricing has become complex, its connector quality varies, and it struggles with larger data volumes or non-marketing use cases.

This guide covers 10 alternatives, from general-purpose ELT platforms to specialized marketing analytics tools.

Quick Comparison: Supermetrics Alternatives at a Glance

Which Supermetrics Alternative Should You Choose?

The 10 Best Supermetrics Alternatives

1. Weld

Weld is a modern data platform that combines ELT connectors, SQL/dbt transformations, and reverse ETL in one interface. It loads marketing data (and all other business data) into a cloud data warehouse, then lets you transform, model, and activate it — all from one platform with predictable pricing.

Our take (we build this): Weld is our product. Our advantage over Supermetrics is combining ingestion, transformation, and reverse ETL in one platform on top of a proper data warehouse. This gives you a single source of truth for marketing and all other business data. Where we fall short compared to Supermetrics: we require a data warehouse (no Google Sheets destination), our approach needs more technical expertise, and we don't offer built-in reporting dashboards — you'll use a BI tool like Looker, Metabase, or Power BI.

Pros:

• Unified ELT + reverse ETL + transformations in one platform
• 300+ connectors covering marketing, sales, finance, and databases
• Predictable subscription pricing (no per-row surprises)
• AI-powered SQL editor and dbt support
• Real-time syncs (up to every minute)
• Custom connector builder for any API
• Enterprise security: SSO, 2FA, audit logs

Cons:

• Requires a data warehouse (BigQuery, Snowflake, or Redshift)
• Steeper learning curve than spreadsheet-based tools
• No built-in dashboarding (requires a separate BI tool)
• Cloud-only (no self-hosted option)

Pricing: Starts at $99/month (5M active rows). Free 14-day trial.

Why choose Weld over Supermetrics: You want all your business data (not just marketing) in a warehouse with transforms and reverse ETL, at a predictable price.

Weld’s graphical interface is intuitive and easy to work with, even for teams with limited SQL experience. Its flexibility across sources—from databases to Google Sheets and APIs—made onboarding smooth, and performance across larger workloads was consistently strong. Support was responsive and helpful throughout our setup and ongoing use.

— A reviewer on G2 said

Reviews: G2 reviews

2. Funnel.io

Funnel.io is a marketing data hub that collects, maps, and exports marketing data to warehouses, BI tools, or its own reporting layer. It's designed specifically for marketing teams and agencies that need to normalize ad spend and performance data across channels.

Our take after testing: Funnel.io is the closest direct alternative to Supermetrics for marketing-only use cases. It has deeper marketing data normalization (automatic currency conversion, campaign grouping, cost metrics) than general-purpose ELT tools. The "flexpoints" pricing model is confusing and can get expensive quickly. Best for marketing teams that need clean, normalized ad data without touching SQL.

Pros:

• 500+ marketing-specific connectors
• Automatic data normalization (currencies, campaign naming, metrics)
• No technical expertise required
• Can export to warehouses, Looker Studio, or use built-in dashboards
• Strong onboarding and training resources
• Good for agencies managing multiple brands

Cons:

• "Flexpoints" pricing model is confusing and expensive at scale
• Limited to marketing use cases (can't handle sales, finance, product data)
• Reporting features are basic compared to dedicated BI tools
• Steep learning curve for advanced features despite being "no-code"

Pricing: Free (350 flexpoints/mo), Starter €360/mo, Business €1,000/mo.

Why choose Funnel.io over Supermetrics: You need deeper marketing data normalization and don't want to deal with a data warehouse yourself.

Reviews: G2 reviews

3. Fivetran

Fivetran is the market-leading managed ELT platform. It automates data ingestion from 600+ sources into your data warehouse with minimal maintenance. Unlike Supermetrics, Fivetran is general-purpose — it handles marketing data alongside CRM, databases, product analytics, and more.

Our take after testing: Fivetran is the gold standard for managed ELT reliability. If you're outgrowing Supermetrics because you need more than just marketing data, Fivetran is the natural upgrade path. The downside: usage-based pricing on Monthly Active Rows gets expensive fast, and you'll need separate tools for transformations (dbt) and visualization (BI tool). Best for data teams that want rock-solid connectors and are comfortable managing a broader stack.

Pros:

• 600+ high-quality connectors with automatic schema drift handling
• Best-in-class sync reliability (99.9% uptime)
• Supports all major data warehouses
• Near real-time replication
• Strong security and compliance certifications

Cons:

• Expensive — usage-based pricing (MAR) is hard to predict
• No built-in transformations (requires dbt or similar)
• No built-in reporting or dashboarding
• Requires data engineering expertise to manage the full stack
• Marketing-specific features (campaign normalization) are weaker than Funnel.io

Pricing: Starts at $500/month for 1M Monthly Active Rows. Usage-based beyond that.

Why choose Fivetran over Supermetrics: You need reliable ELT for all business data (not just marketing) and want the most mature managed platform.

Reviews: G2 reviews

4. Adverity

Adverity is an enterprise marketing intelligence platform that combines data integration, transformation, and visualization. With 600+ marketing connectors, it's built for large marketing teams and agencies that need to aggregate and normalize data across hundreds of campaigns and channels.

Our take after testing: Adverity is the enterprise choice for marketing data. The connector breadth for ad platforms is unmatched, and the built-in data quality and normalization features save time. The trade-off is cost and complexity — this is not a tool you set up in an afternoon. Best for enterprise marketing teams with large budgets and complex multi-channel campaigns.

Pros:

• 600+ marketing-focused connectors
• Built-in data quality and anomaly detection
• Automatic data normalization across channels
• Visualization and dashboarding included
• Flat fee with unlimited data and connections
• Strong for enterprise and agency use cases

Cons:

• Expensive (starts at €500/month)
• Steep learning curve for initial setup
• Performance can lag with large datasets or complex visualizations
• Overkill for small teams with simple needs
• Reporting UI is functional but not best-in-class

Pricing: Standard €500/mo, Professional €1,000/mo. Custom enterprise pricing.

Why choose Adverity over Supermetrics: You're an enterprise marketing team that needs 600+ ad connectors, built-in data quality, and doesn't want to manage a separate data warehouse.

Reviews: Capterra reviews

5. Improvado

Improvado is an enterprise marketing analytics platform that automates data extraction, transformation, and reporting for large organizations and agencies. It's particularly strong for teams managing hundreds of ad accounts across multiple brands or clients.

Our take after testing: Improvado is purpose-built for enterprise marketing ops teams and agencies with complex, multi-brand ad account structures. The bulk pipeline creation via templates is a real differentiator for agencies. Pricing is custom (read: expensive) and the platform lacks non-marketing connectors. Best for large agencies or enterprise marketing teams with high-volume, multi-account needs.

Pros:

• 500+ marketing connectors
• Bulk pipeline creation via templates (great for agencies)
• Excellent customer support and onboarding
• Automation features (scheduled refreshes, automated reports)
• Flexible enough for complex cross-channel attribution
• Good data blending across ad platforms

Cons:

• Custom pricing only (typically expensive)
• Limited to marketing use cases
• Some advanced features have a learning curve
• Lacks non-marketing data connectors
• Dashboard features are basic compared to dedicated BI tools

Pricing: Custom pricing only (Growth, Advanced, Enterprise tiers).

Why choose Improvado over Supermetrics: You're a large agency or enterprise team managing hundreds of ad accounts and need templates and automation at scale.

Reviews: G2 reviews

6. Hevo Data

Hevo Data is a no-code ELT platform that makes it easy to load data from SaaS tools (including marketing platforms) into a data warehouse. It's a good middle ground between Supermetrics' simplicity and Fivetran's power — offering warehouse-based ELT without requiring deep technical expertise.

Our take after testing: Hevo is the fastest path from "I use Supermetrics for Google Sheets" to "I have a proper data warehouse." The no-code setup is genuinely analyst-friendly, and it handles marketing sources well alongside other SaaS data. Pricing is straightforward. The limitations show up in scheduling flexibility and connector depth for niche sources. Best for small-to-mid teams stepping up from spreadsheets to a warehouse.

Pros:

• No-code setup — genuinely analyst-friendly
• 150+ connectors (marketing + general SaaS)
• Built-in transformations (drag-and-drop + SQL)
• Affordable subscription pricing
• Good error handling and monitoring
• Supports all major data warehouses

Cons:

• Connector count is smaller than Fivetran or Adverity
• Limited scheduling flexibility
• Error messages could be more descriptive
• Less suited for deeply custom pipelines
• Marketing-specific normalization is basic

Pricing: Starts at $299/month (5M rows). Free tier available.

Why choose Hevo over Supermetrics: You want to move to a warehouse-based approach but need something as easy to set up as Supermetrics.

Hevo is really good for standard pipelines, but it has some limitations for more complex use cases.

— As one reviewer on G2 puts it:

Reviews: G2 reviews

7. Stitch Data

Stitch Data (now part of Qlik/Talend) is a budget-friendly, developer-oriented ELT platform that loads data "as-is" into your warehouse. It's open-source at its core (built on the Singer framework) and offers simple, usage-based pricing that's easy to understand.

Our take after testing: Stitch is the budget option for teams that just need data in a warehouse without bells and whistles. Setup is fast, pricing is transparent, and it handles common marketing sources well. The downsides: connector quality varies (many are community-maintained via Singer), there's no transformation layer, and the product has received limited investment since the Talend/Qlik acquisition. Best for budget-conscious teams with technical resources who just need basic ELT.

Pros:

• Budget-friendly (starts at $100/month)
• Simple, transparent pricing based on row volume
• 140+ connectors
• No coding required for setup
• Open-source Singer framework for custom connectors

Cons:

• Connector quality varies (community-maintained)
• No built-in transformations
• Limited product investment since Qlik acquisition
• Singer-based connectors can break without notice
• Requires separate tools for transforms and visualization

Pricing: Standard $100/mo (5M rows), Advanced $1,250/mo (100M rows), Premium $2,500/mo (1B rows).

Why choose Stitch over Supermetrics: You want cheap, no-frills ELT into a warehouse and have the technical skills to handle transforms separately.

Reviews: Gartner reviews

8. Whatagraph

Whatagraph is a marketing reporting platform built for agencies. It pulls data from ad platforms and analytics tools, then generates visually polished, client-ready reports with minimal effort. It's reporting-first — not a data warehouse tool.

Our take after testing: Whatagraph is the best Supermetrics alternative if your primary need is generating beautiful client reports quickly. The templates and automation save agencies hours per week. The trade-offs: limited connector coverage, no warehouse support, and customization hits a ceiling for advanced analytics. Best for agencies that value report aesthetics and automation over data depth.

Pros:

• Visually polished, client-ready reports out of the box
• Strong report automation and scheduling
• White-label support (with your own branding)
• Easy drag-and-drop report builder
• Good for agencies managing multiple clients

Cons:

• Limited connector coverage (~100 sources)
• No data warehouse support
• Customization options are limited for advanced users
• Expensive for smaller agencies
• Not suitable for complex analytics or data modeling

Pricing: Professional €199/mo (5 users, 25 sources), Premium €299/mo (10 users, 50 sources), Custom pricing for larger teams.

Why choose Whatagraph over Supermetrics: You're an agency that needs beautiful, automated client reports without touching a data warehouse.

Reviews: G2 reviews

9. Klipfolio

Klipfolio is a KPI dashboarding and analytics platform that connects to 200+ data sources and lets you build custom dashboards for marketing, sales, and operations teams. It's more of a BI/dashboarding tool than a pure data integration platform.

Our take after testing: Klipfolio is a solid Supermetrics alternative if your main goal is building custom KPI dashboards. It's more flexible than Supermetrics for visualization but doesn't load data into a warehouse — it queries sources directly. The dashboards can be slow with large datasets. Best for teams that want custom dashboards across marketing and other departments without adopting a data warehouse.

Pros:

• 200+ data source connectors
• Highly customizable dashboards
• Competitively priced
• Good for cross-departmental KPI tracking
• Solid API and embedding options

Cons:

• No data warehouse loading (direct query only)
• Performance issues with large datasets
• Learning curve for advanced customization
• Limited training resources
• Dashboard builder can feel dated compared to modern BI tools

Pricing: Free (2 users, 2 dashboards), Go $90/mo, Pro $225/mo.

Why choose Klipfolio over Supermetrics: You want custom KPI dashboards across multiple departments (not just marketing) without a data warehouse.

Reviews: G2 reviews

10. DashThis

DashThis is a simple, affordable marketing reporting tool built for agencies and freelancers. It connects to common ad platforms and generates clean dashboards using pre-built templates. It's the easiest tool on this list — but also the most limited.

Our take after testing: DashThis is the simplest tool on this list. If you just need to pull Google Ads, Facebook Ads, and GA4 data into a clean dashboard for a client, DashThis does that in minutes. The connector catalog is tiny (34+ sources) and there's zero data modeling or warehouse capability. Best for freelancers and small agencies with basic reporting needs.

Pros:

• Extremely easy to use (fastest setup on this list)
• Clean, professional pre-built report templates
• White-label capabilities
• Affordable for small teams
• Good for standard ad platform reporting

Cons:

• Only 34+ connectors (very limited)
• No data warehouse support
• No real-time data (periodic refresh only)
• Limited customization for advanced reporting
• Not suitable for complex analytics

Pricing: Individual $49/mo (3 dashboards), Professional $149/mo (10 dashboards), Business $249/mo (25 dashboards).

Why choose DashThis over Supermetrics: You're a freelancer or small agency that needs dead-simple client dashboards at a low price.

Reviews: G2 reviews

Comparison Table

Conclusion

The right Supermetrics alternative depends on where you sit on the spectrum between "I just need a quick dashboard" and "I want a proper data warehouse":

If you want a data warehouse approach (single source of truth, SQL transforms, all business data): Look at Weld, Fivetran, Hevo, or Stitch. These load raw data into a warehouse where you can model and analyze it with full flexibility.

If you want marketing-specific data normalization without managing infrastructure: Look at Funnel.io, Adverity, or Improvado. These handle the complexity of normalizing ad spend, campaign naming, and cross-channel attribution.

If you primarily need client-facing reports with minimal setup: Look at Whatagraph, DashThis, or Klipfolio. These are reporting-first tools that trade data depth for speed and simplicity.

To learn more about how Weld handles marketing data alongside all your other business data, start a free trial or book a demo.

Related Guides

• Top 15 Best ETL Tools in 2026: Broader comparison of ETL and ELT platforms across all categories
• Top 10 Fivetran Alternatives: Similar comparison focused on general-purpose ELT tools
• Every ETL Tool in 2026: 50+ Platforms Compared: Complete market overview
• Best ELT Tools: ELT-specific comparison
• What is Reverse ETL?: How data activation works — push warehouse data back to marketing tools
• Marketing Analytics: Deep dive into marketing analytics strategy

Sources

• Supermetrics: Pricing
• Weld: Pricing
• Weld: Connectors
• Fivetran: Pricing
• Fivetran: Connectors
• Funnel.io: Pricing
• Adverity: Product
• Improvado: Pricing
• Hevo: Pricing
• Stitch: Pricing
• Whatagraph: Pricing
• Klipfolio: Pricing
• DashThis: Pricing
• G2: Marketing Analytics Category
• Gartner: Data Integration Tools