Supermetrics
Helsinki marketing data connectors that send ad and analytics data into Sheets, Looker Studio, Power BI and AI assistants
Quick Overview
| Company | Supermetrics Group |
|---|---|
| Category | Marketing Reporting Software |
| Headquarters | Helsinki, Finland |
| Founded | Not stated |
| EU Presence | Yes - Finland (EU) |
| Data Location | Cloud processing on Google Cloud and Amazon Web Services; data residency control on Enterprise |
| Open Source | No |
| GDPR Compliant | Yes |
| Self-Hosting | No |
| Main Features | Marketing data connectors, Sheets, Excel, Looker Studio and Power BI destinations, Supermetrics Studio dashboards, AI credits, MCP for Claude and ChatGPT, data warehousing |
| Pricing | Starter EUR 39/month billed yearly (EUR 49 monthly); Growth EUR 159 yearly (EUR 199 monthly); Enterprise on request |
| Best For | Marketers who build reports in Sheets, Looker Studio or Power BI and need the data fed in reliably |
| Replaces | Funnel, Adverity, manual CSV exports |
Detailed Review
Supermetrics does not draw your reports; it moves the numbers. You pick data sources, choose a destination such as Google Sheets, Excel, Looker Studio or Power BI, and the data refreshes on a schedule. Its Studio product adds AI-built dashboards.
The privacy policy names Supermetrics Group, Helsinki, as controller, and the terms are governed by Finnish law with arbitration seated in Helsinki. The terms refer to the Supermetrics entity listed in the order form, so check which entity your order names.
Pricing That Starts Small
The pricing page lists Starter from EUR 39 per month billed yearly with two data sources and one user, and Growth from EUR 159 per month billed yearly with seven data sources and two users. Enterprise is quoted and adds warehouses, API access, multiple teams and data residency and region control.
Not Stored by Default
Its security page states that data loaded through the integrations is not permanently stored, only held in temporary storage for retrieval, unless you use Custom Data Import or Storage. It also states ISO 27001 certification and annual SOC 2 Type II audits.
AI Destinations
Starter and Growth include a core destination plus Claude, ChatGPT and Microsoft Copilot, with monthly AI credits (4,000 on Starter, 12,000 on Growth).
Limitations to Consider
Supermetrics is a data layer, so you still build and maintain the dashboard in Looker Studio, Sheets or Power BI. Starter allows two data sources and two accounts per source, which an agency with many clients will exceed quickly. Region control and warehouse destinations are Enterprise features. For finished white-label client reports, Whatagraph or Swydo fit better.
Who Should Use Supermetrics
Marketers and analysts who already report in Sheets, Looker Studio or Power BI and want a Finnish vendor to keep the data flowing.
Pros and Cons
Pros
- Entry plan from EUR 39 per month billed yearly
- Sends data to Sheets, Excel, Looker Studio and Power BI
- Does not permanently store loaded data by default
- ISO 27001 and SOC 2 Type II stated
- Terms under Finnish law
Cons
- No finished client report on its own
- Starter limits are tight for agencies
- Warehouse and region control only on Enterprise
- Entity depends on the order form
Alternatives to Supermetrics
Other European marketing reporting software worth comparing before you decide:
Whatagraph
Netherlands · Agency reporting with cross-channel data layer and AI agents
Swydo
Netherlands · Agency reports priced by data source, with unlimited clients
Funnel
Sweden · Stockholm marketing data hub with a choice of EU data region
Adverity
Austria · Vienna marketing data integration for enterprise teams
See all European marketing reporting software or compare them directly against Funnel on our alternatives page.
Frequently Asked Questions
It is mainly a connector layer that feeds Google Sheets, Excel, Looker Studio and Power BI. Supermetrics Studio adds AI-built dashboards, but most users build the final report in their own tool.
Its security page says data loaded through its integrations is not permanently stored, only kept in temporary storage, unless you use Custom Data Import or Supermetrics Storage.
Starter is EUR 39 per month billed yearly (EUR 49 billed monthly) and Growth is EUR 159 yearly (EUR 199 monthly). Enterprise is quoted.