Top Supermetrics Alternatives & Competitors You Must Try in 2026

Supermetrics is a popular marketing intelligence platform that delivers on its promise: helping users make better marketing decisions. As a result, the product attracts many first-time customers seeking to gather granular insights from various data sources.

Even though Supermetrics is a leading solution in the data integration market, many users start researching alternatives within months of subscribing. We know this from personal experience, having spoken with customers who started with Supermetrics before finding better options.

Notably, the company admits its $50 million ARR growth is driven by regular price increases rather than renewed subscriptions.

Here comes the main frustration: Why pay more without improved service?

We understand this concern. That’s why we’ve analyzed dozens of data integration platforms to bring you the top 10 Supermetrics alternatives, with Windsor.ai offering the best value for money and the most stable connectors (as you’ll see below).

In this evidence-based review, we compare top Supermetrics competitors side by side based on functionality, offerings, pricing, and use cases.

Why look for a Supermetrics alternative?

Many users start considering a Supermetrics alternative once it becomes clear that the solution is overpriced and buggy.

Based on our conversations with Supermetrics customers, we’ve identified the top reasons for cancellations:

• Pricing is the biggest challenge. Although the €29 starting price for the Starter plan isn’t the main issue, the plan includes only three data source connectors and one destination. Even Supermetrics doesn’t recommend it, acknowledging its poor value. If you need more than three data sources, you must upgrade to the Growth plan at €159.
• Along with that, Supermetrics pricing changes unexpectedly. Renewals and feature access can shift, forcing 2x–4x price hikes with just one week’s notice to keep existing setups.

• Premium connectors raise costs further. Adding a specific data source, such as Adform or Adobe Analytics, pushes the price to €399 under the Pro plan, for just one additional connector. And that’s before factoring in costs for database and warehouse destinations or less common connectors, making the price escalation excessive.
• Paid add-ons for additional accounts, users, and data sources are another drawback. The default limits per plan are quite restrictive, so you have to pay for almost everything extra. What makes this worse is that account changes are limited to 10 accounts per data source, even on the Pro plan.
• Other deal breakers include data integration errors, broken pipelines, and poor support. Numerous reviews on platforms like G2 and Trustpilot highlight complaints about specific connectors (Meta Ads, Shopify) and critical errors being left unresolved for months. Users share that the most popular connectors often break due to token expirations or permission errors, and reported metrics can differ from native platforms.

👉 Learn why marketing and data teams are switching from Supermetrics to Windsor.ai: https://windsor.ai/windsor-vs-supermetrics/.

🔎 Case study: How Omnicom Media Group Hong Kong replaced Supermetrics with Windsor.ai to accelerate omnichannel reporting: https://windsor.ai/case-studies/omnicom-media-group-hong-kong/.

Top 10 Supermetrics alternatives: comparison table

The table below presents the main Supermetrics rivals and all the critical details you need to know to choose the best Supermetrics alternative.

* API access and database destinations are included in all Windsor.ai plans.

Our general overview comprises the list of the top 10 Supermetrics alternatives:

1. Windsor.ai
2. Funnel.io
3. Adverity
4. Dataslayer
5. Portermetrics
6. Power My Analytics
7. Coupler.io
8. Improvado
9. Fivetran
10. Hevo Data

We’ve divided the above comparison table into four parts: general features, business intelligence and spreadsheet support, security, and database destination features. Now, let’s compare the listed Supermetrics competitors based on these factors before diving into each platform’s specifics.

General features of the top Supermetrics competitors

• Free trial (no talking to sales)

The first question we ask is whether platforms offer a free trial without contacting sales. All except Adverity and Improvado do.

• Free Forever Plan

We identified the following platforms offering a free forever plan for individual use: Windsor.ai, Dataslayer, Fivetran, and Hevo Data.

• Paid plans

We looked at starting prices for paid plans. Platforms available below $20 include Portermetrics, Power My Analytics, and Windsor.ai—ideal for startups and SMBs.

Dataslayer and Coupler.io charge up to $50. Notably, 60% of Supermetrics competitors have starting prices below $50. Funnel.io starts at $400, Hevo Data at $239, and Adverity and Fivetran at $500 (contacting sales required). Improvado doesn’t share pricing. Supermetrics starts at €29.

• Number of connectors

More data source connectors mean greater flexibility and more value. Supermetrics offers 176+ connectors, while Windsor.ai has 325+, Funnel.io has 590+, Adverity has 360+, Improvado has 500+, Fivetran has 600+, and Hevo Data has 150+.

• No premium connectors

Premium connectors raise integration costs, a major drawback of Supermetrics. Windsor.ai, Fivetran, Dataslayer, Portermetrics, and Power My Analytics do not have premium connectors, offering all data sources in every plan.

• Use all destinations in all plans

Another key consideration is whether all destinations (Google Sheets, Power BI, Looker Studio, BigQuery, etc.) are available with all plans. Supermetrics ties pricing to destinations, while Windsor.ai and Coupler.io allow all destinations at all pricing levels.

• Unlimited users on all plans

Supermetrics limits users per plan. Windsor.ai, Dataslayer, and Portermetrics do not, allowing you to invite as many team members as you need.

• G2 review score average (1 to 5 stars)

We considered platform ratings on G2. Supermetrics scores 4.4, while Windsor.ai, Dataslayer, and Coupler.io score between 4.6 and 4.9, making them more highly rated.

• Data mapping feature 

Lastly, we discuss data mapping—the ability to create custom metrics and dimensions using formulas. While this feature is included in Supermetrics and some competitors, it adds little value. Funnel.io and Adverity include it, but Windsor.ai users can achieve similar results with simple, code-free formulas with greater flexibility.

Business intelligence and spreadsheet features of Supermetrics alternatives

This section examines whether each platform allows you to easily integrate data into spreadsheets and data visualization tools, which is essential for building dashboards and automating reports.

Reliable data integration tools should connect directly to reporting platforms such as Looker Studio, Power BI, Google Sheets, Tableau, Excel, and APIs.

Windsor.ai is the only platform that supports all these integrations, providing connectors for Looker Studio, Power BI, Tableau, and Excel. In contrast, Supermetrics does not support Tableau.

Funnel.io and Adverity come close but have limitations: each offers only one general connector for Looker Studio, compared to Windsor.ai, which provides 170+ native connectors for various specific data sources.

Security features of Supermetrics alternatives

The third critical parameter is platform security, specifically SOC Type II Compliance and single sign-on/MFA. These features protect personal and client management related data; hence, they’re essential, not optional.

Two Supermetrics competitors—Portermetrics and Dataslayer—fall in the rankings because they lack both security features, while Power My Analytics is missing one.

If your organization prioritizes data security, consider Windsor.ai or other Supermetrics alternatives, which offer robust security features. However, proceed cautiously with Portermetrics, Dataslayer, and Power My Analytics.

Database destination features of Supermetrics rivals

Most modern ELT platforms like Supermetrics support database and data warehouse (DWH) integrations, but accessing these destinations is usually costly.

Some Supermetrics competitors offer database destinations only on the Pro or Enterprise plans, while others base pricing on the number of data rows exported. Among all platforms listed here, only Windsor.ai provides database destinations in all plans.

Most other competitors charge hundreds to thousands of dollars for database and DWH destinations, often requiring direct contact with sales. This makes exporting data to BigQuery, Snowflake, Azure SQL/Blob, Amazon SQL, Amazon Redshift, and PostgreSQL largely inaccessible due to excessive pricing.

Windsor.ai stands out by offering affordable access to all these database destinations, starting at just $19/month.

Next, let’s examine each data integration platform individually, starting with the best Supermetrics alternatives.

Best 5 Supermetrics alternatives

We began our analysis with the top ten Supermetrics competitors. First, we reviewed their features using a general overview table, and through objective analysis, we identified the top five Supermetrics alternatives based on the following criteria:

#1 Supermetrics alternative with the highest value for money: Windsor.ai

The number one Supermetrics alternative is Windsor.ai, and here are the clear facts explaining why:

Windsor.ai vs Supermetrics features

• Data source connectors

Windsor.ai offers more than 325 data sources to Supermetrics’ approximately 176+, providing roughly double the connectors at half the starting price.

All Windsor.ai connectors are accessible at every pricing level, meaning there are no premium connectors. In contrast, many Supermetrics connectors are considered premium and are available only in higher-tier plans like Enterprise.

This limitation has led many users to migrate from Supermetrics to Windsor.ai.

Here’s a G2 review of a user who switched from Supermetrics to Windsor.ai:

And here’s how Nikki Lindgren (Agency Owner at Pennock) comments on her switch from Supermetrics to Windsor.ai:

• Destinations and API integrations

Windsor.ai integrates data into 20+ destinations, including APIs, spreadsheets, visualization and reporting tools, database destinations, and AI chats. Lastly, you can export your data into Windsor.ai Cloud Database or Python for further processing.

Windsor.ai’s data destinations are classified into categories:

Supermetrics lists 17 destinations, including many of the above. However, its pricing is tied to the selected destination. Choosing Google Sheets, for example, means paying for that destination alone, with each additional destination requiring a separate package.

Windsor.ai provides access to all destinations under all pricing plans, allowing users to choose any destination without extra costs.

Database destination pricing is another critical factor. Supermetrics starts at €899/month for BigQuery and Snowflake, with other databases priced around $2,000/month after contacting sales. Windsor.ai offers database destinations starting from just $19/month, making it the clear choice for cost-conscious users.

Consider the math: a Windsor.ai Standard Subscription ($99/month) delivers the same functionality as Supermetrics, which costs $16,000/year ($1,333/month) — over 10x the value for the same capabilities.

• Spreadsheets, business intelligence, and reporting templates

We highlight spreadsheets and business intelligence tools because these are the most popular platforms for marketing teams. 

A codeless data integration platform helps create and automate these reports where needed. Windsor.ai and Supermetrics export data to the leading visualization, dashboarding, and reporting tools.

Both platforms support Looker Studio, Power BI, Google Sheets, and Microsoft Excel, but Windsor.ai also includes Tableau. Supermetrics requires a separate subscription for each reporting destination, which is inconvenient and costly.

Looker Studio is a crucial reporting tool. Windsor.ai offers 170+ native connectors for Looker Studio, allowing direct data connections, while Supermetrics offers 142. 

The number of native connectors makes Windsor.ai a proven Supermetrics competitor.

Lastly, Windsor.ai and Supermetrics provide free reporting dashboards to automate data integration and marketing reports, which are essential in a data-driven business world.

• Pricing 

Both platforms offer free trials: Supermetrics gives a 14-day trial, while Windsor.ai offers a 30-day free trial. Windsor.ai also includes a Forever Free plan, which Supermetrics does not.

Supermetrics pricing is as follows: the Essential plan is €29/month, the Core plan €159/month, and the Enterprise plan is available via custom quote.

Windsor.ai, on the other hand, is more budget-conscious: the Basic plan costs $19/month, the Standard plan $99/month, the Plus plan $249/month, and the Professional plan $499/month. An Enterprise plan is also available via a custom quote.

Finally, one of Windsor’s key differentiators is that all plans include unlimited users, unlimited accounts, and unlimited account changes. In contrast, Supermetrics strictly limits the number of seats per plan and allows only up to 10 account changes per data source.

Adding more users or accounts requires paid add-ons (€99 for up to 5 additional users and €10 for up to 10 extra accounts). For agencies managing multiple clients and accounts, these restrictions quickly compound, resulting in unexpected and disproportionately high monthly bills.

⚖️ Considering this pricing structure and feature set, Windsor.ai delivers up to 10× better cost efficiency for comparable functionality, while actually offering more generous and flexible capabilities, making it the best Supermetrics alternative.

#2 Supermetrics alternative: Fivetran

The second-best Supermetrics competitor is Fivetran, with a starting price of $500, offering much broader capabilities for tech teams.

Here is why:

Fivetran vs. Supermetrics features

• Data sources

According to Fivetran, it currently supports more than 660 data sources (but only 445 are actually listed). This makes it one of the platforms with the richest pool of connectors.

Every connector in Fivetran is provided at all the tiers, but the number of connectors is restricted by the allowance in the particular plan (similar to Windsor). 

This is more advantageous than Supermetrics because you can select any required data source without upgrades. In contrast, Supermetrics’ connectors can be basic, standard, professional, or enterprise, and their prices differ.

• Destinations and API integrations

Fivetran supports 22 destinations, all of which are databases/data lakes, which is crucial for data engineering use cases. However, keep in mind that many of these destinations are in the Beta stage.

• Spreadsheets, business intelligence, and reporting templates

Fivetran does not natively support integrations with spreadsheets or BI tools. As a result, users must rely on workarounds to connect Fivetran data to Looker Studio, Power BI, Tableau, Excel, or Google Sheets for reporting and analysis.

• Pricing 

Fivetran does not offer fixed or transparent pricing. Instead, monthly costs are based on Monthly Active Rows (MARs). This model can be efficient when the primary use case is syncing large datasets into databases. However, it makes budgeting more challenging and requires close monitoring of usage to avoid unexpected charges at the end of the billing cycle.

To estimate costs, users must rely on Fivetran’s pricing calculator. It’s also worth noting that the Standard plan starts at $500 per month for up to 1 million MARs, which can escalate quickly as data volumes grow.

Summary: Fivetran is a strong Supermetrics alternative for data engineering–focused teams, offering 660+ connectors and broad database destination support. However, it lacks native integrations with spreadsheets and BI tools, relies on usage-based MAR pricing, and starts at $500/month, which can make costs unpredictable and is not suitable for most common marketing and reporting use cases.

👉 Learn why marketing and data teams are switching from Fivetran to Windsor.ai: https://windsor.ai/windsor-vs-fivetran/.

#3 Supermetrics alternative: Funnel.io

Funnel ranks as the third-best Supermetrics alternative, offering nearly 3X more connectors (as stated on the website) and almost 2X more destinations.

Below is an overview of how Funnel.io compares to Supermetrics:

Funnel.io vs Supermetrics features

• Data sources

According to Funnel.io, the platform supports 590+ data source connectors, which are distributed across its Starter, Business, and Enterprise plans. This means Funnel also treats some connectors as premium, but it has a clear advantage over Supermetrics in terms of connector breadth.

• Destinations and API integrations

Funnel.io supports 27 destinations. All destinations are included in the Business plan, with the exception of Snowflake, which is available only on the Enterprise plan.

By comparison, Windsor.ai includes Snowflake in every plan, even on the Basic tier and during the free trial.

• Spreadsheets, business intelligence, and reporting templates

Funnel.io integrates with major spreadsheet and BI tools. Looker Studio, Excel, and Google Sheets are available on the Starter plan, while Power BI and Tableau require the Business or Enterprise plans.

Compared to Supermetrics, Funnel.io is more flexible, as it allows access to multiple BI and reporting tools within a single subscription. Supermetrics, by contrast, limits users to one core destination per plan.

• Pricing 

Funnel.io uses a pricing model that combines a base subscription (starting at $400/month) with usage-based Flexpoints, causing costs to increase as data volume grows. The company does not publish fixed pricing and instead provides a pricing estimator to calculate expected monthly spend. You have to book a demo with their sales team to purchase even the Starter plan.

Summary: Funnel.io is a top Supermetrics alternative for teams that need a large number of connectors and multiple reporting destinations in a single subscription. With 590+ data sources and broad BI support, it offers more flexibility than Supermetrics. However, pricing is not transparent, combines a high base fee with usage-based costs, and advanced destinations like Snowflake and custom connectors are locked behind expensive plans, making it less cost-efficient as data volume and complexity grow.

👉 Learn why marketing and data teams are switching from Funnel.io to Windsor.ai: https://windsor.ai/windsor-vs-funnel-io/.

#4 Supermetrics alternative: Hevo Data

Hevo Data is a strong Supermetrics alternative, although its starting price of $239/month is significantly higher. That said, for data engineering–focused use cases, it can offer better solutions.

Below is a side-by-side comparison:

Hevo Data vs. Supermetrics features

• Data sources

Hevo Data supports 150+ data connectors, which is comparable to Supermetrics’ 176+. The platform includes premium connectors, but with an important distinction: connectors are split into free and paid categories.

The free plan provides access only to free connectors, while paid plans unlock all connectors, which gives Hevo Data an advantage over Supermetrics, where many connectors are locked behind higher-tier plans.

• Destinations and API integrations

Hevo Data supports database-only destinations (10+ in total). It does not natively integrate with spreadsheets or BI tools, meaning users must first load data into a warehouse and then connect reporting tools separately.

• Spreadsheets, business intelligence, and reporting templates

Hevo Data is not designed for reporting use cases. It does not offer built-in BI destinations or reporting templates, making it less suitable for teams that rely on direct dashboarding in tools like Looker Studio, Power BI, or Tableau.

For marketing analytics and reporting workflows, other Supermetrics alternatives are typically a better fit.

• Pricing 

Hevo Data’s pricing is usage-based and tied to data volume. The Starter plan comes at $239, covering 5 million events or active rows. The Professional plan costs $679 for 20 million active rows or events. The Business-Critical plan has custom pricing.

All plans scale based on row or event counts, which can increase costs as data volume grows.

#5 Supermetrics alternative: Adverity

The starting price of Adverity is $500, but if you select a database destination, costs can rise above $2,000. And you need to contact sales to get the exact pricing, even for the basic needs.

Here is why we ranked Adverity fifth in the list of Supermetrics competitors:

Adverity vs. Supermetrics features

• Data source connectors

Adverity offers 363+ data connectors—nearly twice as many as Supermetrics—making it suitable for teams that need connectors unavailable on Supermetrics. However, some connectors are premium, split into Core and All Connectors tiers, and it’s unclear which connectors fall into each category. Core connectors are included in the $500/month plan, while All Connectors typically start at $2,000/month.

• Destinations and API integrations

Adverity supports 30 data destinations, primarily databases, with some business intelligence tools. Database destination pricing can exceed $2,000, and exact costs must be obtained by contacting sales.

• Spreadsheets, business intelligence, and reporting templates

Adverity supports Tableau, Google Sheets, Excel, and Power BI for reporting. Unlike Supermetrics and its top alternatives, it does not offer reporting templates.

• Pricing 

Adverity does not provide open pricing on its website. You must contact sales and specify the connectors and destinations you need. While the starting price is $500, costs can quickly exceed $2,000 per month for database destinations or All Connectors access.

Summary: Adverity is a high-end Supermetrics alternative with nearly twice as many data connectors and broad destination support. While Core connectors are included at $500/month, access to all connectors or database destinations can exceed $2,000, and pricing is only available through sales. Reporting templates are not offered, and some BI tools like Looker Studio are missing, making Adverity best suited for large organizations with complex, database-focused workflows rather than smaller marketing teams.

Summary table of the best 5 Supermetrics alternative competitors

Other Supermetrics alternatives in the top 6-10

If you want to explore more options beyond the top five, consider these additional Supermetrics competitors: Coupler.io, Dataslayer, Portermetrics, Power My Analytics, and Improvado.

Here’s why we ranked them lower and didn’t include them in the top five:

#6. Coupler.io vs Supermetrics

We did not include Coupler.io in our top five because it offers fewer destinations.

With only three database destinations, it doesn’t provide the flexibility needed for more complex data workflows. While Coupler.io may work if it meets your specific connector and destination requirements, it still falls short compared to Windsor.ai, which offers a broader range of connectors and starts at just $19.

👉 Learn why marketing and data teams are switching from Coupler.io to Windsor.ai: https://windsor.ai/windsor-vs-coupler-io/.

#7. Dataslayer vs Supermetrics

Dataslayer starts at $35 per month, comparable to Supermetrics, but it supports only 11 destinations, and you can use just one per subscription. API access comes at an additional cost of $3,600 per year.

Dataslayer can work if you don’t need API connectivity and all your required connectors and destinations are covered. However, it lacks the flexibility and scalability in choosing unlimited destinations offered by platforms like Windsor.ai.

#8. Portermetrics vs Supermetrics

Portermetrics is appropriate for people who pull data into Looker Studio or Google Sheets from a few sources. The $12.49 starting price is affordable. However, it has only 20 connectors, significantly lower than Supermetrics’ 176+, and it does not support database destinations.

👉 Learn why marketing and data teams are switching from Portermetrics to Windsor.ai: https://windsor.ai/windsor-vs-portermetrics/.

#9. Power My Analytics vs Supermetrics

Power My Analytics starts at $41.63 per month at the basic level and provides only 48 data connectors. It supports integrations with Looker Studio, Google Sheets, Excel, and database destinations, but lacks Tableau and Power BI.

API access costs $299 per month, and database destinations are available only upon request through the sales team. The platform may be useful if your main goal is to transfer data directly to Looker Studio or Google Sheets. Even so, Supermetrics often remains the more cost-efficient choice for most use cases.

#10. Improvado vs Supermetrics

Improvado is a well-known data integration platform, but pricing information is not available on the website; users must contact the sales team for a quote. The platform is primarily aimed at large enterprises, typically companies with marketing budgets of $10 million or more, so subscription fees are expected to be very high.

Which of the Supermetrics alternatives is the best choice?

Today, the market offers a wide range of data integration platforms like Supermetrics. These tools are designed to meet different needs, including data movement, dashboarding, and reporting.

Among them, Windsor.ai stands out as a versatile ELT platform suitable for organizations of all sizes. All our plans provide access to a large number of data source connectors and both BI and tech-focused destinations, making it ideal for individuals, small teams, and large enterprises with diversified data workflows.

For businesses looking for a scalable, multi-purpose, and transparent data integration solution, Windsor.ai clearly emerges as the top choice among Supermetrics alternatives.

🚀 Ready to see it in action? Start your free trial today or book a demo to experience Windsor.ai for yourself!

FAQs

What is Supermetrics used for?

Supermetrics is a marketing intelligence & data movement application that helps businesses gather data from various applications, such as digital marketing, CRM, e-commerce, and more, for automated reporting and analysis.

What factors should I take into account when seeking a Supermetrics replacement?

When looking for a Supermetrics replacement, you should focus on several key factors:

1. Data sources and destinations: Ensure the platform supports all the sources you rely on and can deliver data to your preferred BI tools, spreadsheets, or databases.

2. User and account limits: Check if there are restrictions on the number of users or accounts, especially if you manage multiple clients or teams.

3. Data volume and pricing model: Make sure the platform handles your data volumes efficiently and that pricing is transparent, so you don’t face unexpected costs.

4. Visualization and reporting options: Confirm that the platform integrates with your reporting tools or offers built-in templates to simplify dashboards and analysis.

What are the main drawbacks of Supermetrics according to user reviews?

Is there a free plan for Windsor.ai?

Indeed, Windsor.ai has a free plan that will suit an individual or a small business well. This plan offers basic features and access to many connectors, making it affordable for those who do not need additional tools at the beginning of the cooperation.

Which companies may need to seek Supermetrics replacements?

Organizations across industries, including e-commerce, marketing, IT, healthcare, fintech, nonprofits, and many others, rely on data-driven insights to optimize their operations and campaigns. For example, for nonprofits, combining powerful data integration tools with donor management software can streamline their fundraising efforts. By consolidating donor data, tracking campaign performance, and analyzing outreach effectiveness, nonprofits can make informed decisions to amplify their impact.

Tools like Supermetrics, as well as its alternatives, play a crucial role in ensuring seamless data collection and reporting to drive mission success. With total charitable giving reaching $557.2 billion in 2023, nonprofits need effective tools to manage and optimize their donor engagement.

Can Windsor.ai be used with cloud databases?

Yes, Windsor.ai works well with cloud databases like Google BigQuery, Amazon Redshift, Snowflake, Azure SQL, etc. Our flexible pricing structure does not include row-based pricing for database integration, making it possible for companies with large data volumes to access it at affordable rates.

Which is the best Supermetrics competitor?

The best alternative depends on your needs, but for the abovementioned factors, Windsor.ai is a leading solution thanks to affordability, an extensive pool of data source connectors, and all destinations available in each pricing plan.

How much does Windsor.ai cost?

The Basic plan begins at $19 per month if billed annually. Visit Windsor.ai’s pricing page to learn more about our offerings.

What are Windsor.ai’s advantages over Supermetrics?

Windsor.ai provides more connectors, no limitations on premium connector usage, unlimited users and account changes per data source, and a starting price of just $19 per month. It works with all destinations irrespective of the pricing tiers. We don’t charge based on data volume, which makes our platform favorable for businesses that handle large datasets.

Which platforms support the most data connectors?

There are currently over 500 connectors available with Improvado, 660+ connectors with Fivetran, 363 with Adverity, 590 with Funnel.io, and 325 with Windsor.ai. Windsor.ai sets itself apart from competitors by providing all connectors across all pricing tiers, while other rivals offer some connectors only with premium subscriptions.