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Comparing Azure Data Factory with Supermetrics and Weld

Carolina Russ
Carolina Russ6 min read
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What is Azure Data Factory

Azure Data Factory (ADF) is Microsoft’s cloud-based data integration service for creating ETL/ELT pipelines. ADF supports a drag-and-drop pipeline designer, over 90 built-in connectors for Azure, on-premises, and SaaS data sources, and can execute transformations via Azure Databricks, U-SQL, or stored procedures. It also includes features for data orchestration, monitoring, and hybrid data integration scenarios.

Pros

  • 90+ built-in connectors (Azure SQL, Cosmos DB, SAP, Oracle, Salesforce, etc.) and support for custom REST endpoints.
  • Visual pipeline orchestration with debug, parameterization, and Git integration for CI/CD.
  • Hybrid data integration via Self-hosted Integration Runtime for on-premises sources.
  • Integration with Azure Synapse, Databricks, and Azure Functions for flexible transformation and compute.

Cons

  • Complex pricing: charges per pipeline activity, per DIU for data flows, and for data movement across regions.
  • UI can be slow when working with large pipelines; error messages are often generic, requiring deeper investigation.
  • Steeper learning curve for advanced features (e.g., mapping data flows with Spark under the hood).

Azure Data Factory Documentation:

What I like about Azure Data Factory

ADF’s visual pipeline authoring and integration with other Azure services (Databricks, Synapse) make it easy to build end-to-end data workflows without managing infrastructure.

What I dislike about Azure Data Factory

Pricing is multifaceted (per activity run, data movement, SSIS integration), which can be hard to forecast. Debugging pipeline errors often requires sifting through activity logs.
Read full review

What is Supermetrics

Supermetrics is a powerful data integration tool that's particularly popular among marketers. It allows you to fetch data from various marketing platforms, such as Google Ads, Facebook Ads, and Google Analytics, and then transfer it into a data warehouse, spreadsheet, or BI tools like Looker, Google Data Studio, or PowerBI. The automation it provides saves time and reduces the chance of errors that come with manual data transfers.

Pros

  • Easy to use
  • Pre-built reports
  • Google Sheets destination
  • Flexibility in data storage and visualization options

Cons

  • Complex pricing model
  • Expensive
  • Limited data transformation capabilities
  • Slow data refresh rates
  • Can be glitchy
  • Not suitable for very large datasets

A reviewer on G2:

What I like about Supermetrics

Supermetrics is so easy to use, and the user interface for Google Sheets is intuitive and fast. There is a huge number of connectors available. I liked the scheduling options in my legacy plan, with hourly refreshes available. The customer support is premium and fast.

What I dislike about Supermetrics

There is a limited set of connectors available in the less expensive pricing plans, and the pricing has increased significantly over the years.
Read full review

What is Weld

Weld is a powerful ETL platform that seamlessly integrates ELT, data transformations, reverse ETL, and AI-assisted features into one user-friendly solution. With its intuitive interface, Weld makes it easy for anyone, regardless of technical expertise, to build and manage data workflows. Known for its premium quality connectors, all built in-house, Weld ensures the highest quality and reliability for its users. It is designed to handle large datasets with near real-time data synchronization, making it ideal for modern data teams that require robust and efficient data integration solutions. Weld also leverages AI to automate repetitive tasks, optimize workflows, and enhance data transformation capabilities, ensuring maximum efficiency and productivity. Users can combine data from a wide variety of sources, including marketing platforms, CRMs, e-commerce platforms like Shopify, APIs, databases, Excel, Google Sheets, and more, providing a single source of truth for all their data.

Pros

  • Premium quality connectors and reliability
  • User-friendly and easy to set up
  • AI assistant
  • Very competitive and easy-to-understand pricing model
  • Reverse ETL option
  • Lineage, orchestration, and workflow features
  • Advanced transformation and SQL modeling capabilities
  • Ability to handle large datasets and near real-time data sync
  • Combines data from a wide range of sources for a single source of truth

Cons

  • Requires some technical knowledge around data warehousing and SQL
  • Limited features for advanced data teams

A reviewer on G2 said:

What I like about Weld

First and foremost, Weld is incredibly user-friendly. The graphical interface is intuitive, which makes it easy to build data workflows quickly and efficiently. Even with little experience in SQL and pipeline management, we found that Weld was straightforward and easy to use. What really impressed me, however, was Weld's flexibility. It was able to handle data from a wide variety of sources, including SQL databases, Google Sheets, and even APIs. The solution also allowed us to customize my data transformations in a way that best suited my needs. Whether I needed to clean data, join tables, or aggregate data, Weld had the necessary tools to accomplish the task. Weld's performance was also exceptional. I was able to run large-scale ETL jobs quickly and efficiently, with minimal downtime via a Snowflake instance and visualization via own-hosted Metabase. The solution's scalability meant that I could process more data without any issues. Another standout feature of Weld was its support. I never felt lost or unsure about how to use a particular feature, as the support team was always quick to respond to any questions or concerns that I had. Overall, I highly recommend Weld as an ETL solution. Its user-friendliness, flexibility, performance, and support make it an excellent choice for anyone looking to streamline their data integration processes. I will definitely be using Weld for all my ETL needs going forward.

What I dislike about Weld

Weld is still limited to a certain number of integrations - although the team is super interested to hear if you need custom integrations.
Read full review

Azure Data Factory vs Supermetrics: Ease of Use and User Interface

Azure Data Factory

ADF’s UI provides a canvas for building pipelines and data flows. Basic data movement is intuitive, but advanced mapping data flows (visual Spark transformations) require understanding Spark concepts. Integration with Git makes collaboration easier.

Supermetrics

Supermetrics is easy to use, especially for marketers who need to fetch data quickly from various platforms and transfer it to spreadsheets or BI tools.

Azure Data Factory vs Supermetrics: Pricing Transparency and Affordability

Azure Data Factory

ADF charges per pipeline activity (at least $0.25/activity), per DIU-hour for data flows, plus data movement costs (e.g., $0.25/GB). Estimating costs can be tricky due to these components, but pay-as-you-go avoids upfront fees.

Supermetrics

The pricing model for Supermetrics can be complex and expensive, which might be a concern for small businesses or those with limited budgets.

Azure Data Factory vs Supermetrics: Comprehensive Feature Set

Azure Data Factory

Features include: pipeline orchestration, mapping data flows (visual Spark jobs), hybrid integration via self-hosted runtime, triggers (schedule, event, tumbling window), monitoring & alerting, and integration with Azure Monitor. Also supports SSIS lift-and-shift for on-prem ETL workloads.

Supermetrics

Supermetrics offers pre-built reports and flexibility in data storage and visualization, but has limited data transformation capabilities and may have slow data refresh rates.

Azure Data Factory vs Supermetrics: Flexibility and Customization

Azure Data Factory

ADF allows custom .NET activities, Azure Functions, and Databricks notebooks within pipelines. It supports parameterized templates, branching, and custom Azure ML scoring steps. However, customization often requires familiarity with other Azure services.

Supermetrics

Supermetrics provides flexibility in where data can be stored and visualized, but may lack advanced customization options for more technical users.

Summary of Azure Data Factory vs Supermetrics vs Weld

WeldAzure Data FactorySupermetrics
Connectors200+90+128+
Price€99 / 2 connectorsPay per activity run + data movement; starts ~$0.25 per DIU-hour for data flowsstarts at €29 / month - 3 data sources - 1 user
Free tierNoYesNo
LocationEUAzure Global (multi-region)FI
Extract data (ETL)YesYesYes
Sync data to HubSpot, Salesforce, Klaviyo, Excel etc. (reverse ETL)YesNoNo
TransformationsYesYesNo
AI AssistantYesNoNo
On-PremiseNoNoNo
OrchestrationYesYesNo
LineageYesYesNo
Version controlYesYesNo
Load data to and from ExcelYesYesNo
Load data to and from Google SheetsYesNoNo
Two-Way SyncYesNoNo
dbt Core IntegrationYesNoNo
dbt Cloud IntegrationYesNoNo
OpenAPI / Developer APIYesNoNo
G2 Rating4.84.44.4

Conclusion

You’re comparing Azure Data Factory, Supermetrics, Weld. Each of these tools has its own strengths:

  • Azure Data Factoryfeatures include: pipeline orchestration, mapping data flows (visual spark jobs), hybrid integration via self-hosted runtime, triggers (schedule, event, tumbling window), monitoring & alerting, and integration with azure monitor. also supports ssis lift-and-shift for on-prem etl workloads. adf charges per pipeline activity (at least $0.25/activity), per diu-hour for data flows, plus data movement costs (e.g., $0.25/gb). estimating costs can be tricky due to these components, but pay-as-you-go avoids upfront fees. .
  • Supermetricssupermetrics offers pre-built reports and flexibility in data storage and visualization, but has limited data transformation capabilities and may have slow data refresh rates.the pricing model for supermetrics can be complex and expensive, which might be a concern for small businesses or those with limited budgets..
  • Weldweld integrates elt, data transformations, and reverse etl all within one platform. it also provides advanced features such as data lineage, orchestration, workflow management, and an ai assistant, which helps in automating repetitive tasks and optimizing workflows.weld offers a straightforward and competitive pricing model, starting at €99 for 2 million active rows, making it more affordable and predictable, especially for small to medium-sized enterprises..
Review the detailed sections above—connectors, pricing, feature set, and integrations—and choose the one that best matches your technical expertise, budget, and use cases.

Want to try a better alternative? Try Weld for free today.