7 Best Alternatives to Supermetrics for Marketing Data in 2026

Why look beyond Supermetrics

Supermetrics provides data connectors for marketing platforms, facilitating the transfer of advertising and analytics data into various destinations like Looker Studio, Google Sheets, or data warehouses. Its primary function is to automate data extraction and transformation for reporting and analysis. Users typically consider alternatives when their data integration needs extend beyond marketing-specific sources, or when they require more robust data governance features, greater flexibility in data transformation, or a different pricing structure. For instance, organizations with complex data pipelines involving operational data alongside marketing data might find Supermetrics' scope too narrow. Others may seek platforms offering broader data warehousing integrations or more advanced API capabilities for highly customized data workflows. Performance requirements for large datasets or stringent data compliance mandates can also drive the search for alternative solutions that specialize in enterprise-grade data management.

Top alternatives ranked

1. 1. Fivetran — Automated data movement for analysts

   Fivetran is a cloud-based data integration service that automates the extract, load, transform (ELT) process. It offers a catalog of pre-built connectors for databases, applications, events, and files, including various marketing platforms, CRMs, and ERP systems. Fivetran’s approach emphasizes automated schema migration and data normalization, aiming to reduce the engineering effort required to maintain data pipelines. It loads data directly into a customer's data warehouse, such as Snowflake, BigQuery, or Amazon Redshift, and provides tools for basic data transformation within the warehouse. The platform is designed for reliability and scalability, supporting a wide range of data volumes and update frequencies. Its focus on enterprise-grade data movement makes it suitable for organizations with complex data ecosystems that need to consolidate data from many disparate sources for business intelligence and data science initiatives.

   Best for: Enterprise-level data ingestion, complex data warehouse integrations, automated ELT processes.

   See the Fivetran profile page or visit the Fivetran official site.

2. 2. Funnel.io — Marketing data hub for consolidated reporting

   Funnel.io specializes in collecting, cleaning, and organizing marketing and advertising data from various platforms. It offers connectors to over 500 marketing and advertising sources, including social media platforms, ad networks, and analytics tools. The platform's core value proposition is to provide a unified view of marketing performance by normalizing data from disparate sources into a consistent format. Users can then export this consolidated data to business intelligence tools, data warehouses, or reporting platforms like Google Sheets and Looker Studio. Funnel.io also includes features for data transformation and custom metric creation, allowing marketers to define specific KPIs and aggregate data according to their reporting needs. It is often used by marketing teams and agencies seeking to automate their reporting workflows and gain a holistic understanding of their campaign performance without extensive manual data manipulation.

   Best for: Marketing agencies, e-commerce businesses, consolidating diverse marketing data sources for reporting.

   See the Funnel.io profile page or visit the Funnel.io official site.

3. 3. Improvado — Customizable marketing data aggregation for BI

   Improvado is a marketing data aggregation platform designed to connect various marketing tools and extract data for reporting and analysis. It provides pre-built connectors to advertising platforms, CRMs, and analytics tools, enabling users to centralize their marketing data. Improvado offers a flexible data mapping and transformation layer, allowing users to customize how data is structured and normalized before being sent to data warehouses, BI tools, or dashboards. The platform supports integration with tools like Looker Studio, Tableau, Power BI, and various data warehouses. It caters to businesses that require a high degree of customization in their data models and reporting, particularly those with complex marketing technology stacks or specific data governance requirements. Improvado aims to reduce the manual effort involved in data extraction and preparation, allowing marketing teams to focus on insights rather than data wrangling.

   Best for: Large marketing teams, custom data modeling, integration with a wide range of BI tools and data warehouses.

   See the Improvado profile page or visit the Improvado official site.

4. 4. Google Analytics — Web analytics and user behavior tracking

   Google Analytics, specifically GA4, is a web analytics service that tracks and reports website traffic and user behavior. It provides insights into how users interact with websites and applications, offering data on traffic sources, engagement metrics, conversions, and user demographics. Unlike Supermetrics, which aggregates data from various sources, Google Analytics is primarily focused on first-party website and app data. It offers event-based data collection, allowing for more flexible tracking of user interactions. GA4 integrates directly with Google Ads and other Google marketing products, providing a unified view of campaign performance and user journeys within the Google ecosystem. Developers can leverage the Google Analytics Data API to extract raw or aggregated data for custom applications and reporting. It's a foundational tool for understanding digital audience behavior and optimizing online experiences.

   Best for: Website and app behavior analysis, conversion tracking, integration with Google Ads and other Google products.

   See the Google Analytics profile page or visit the Google Analytics support documentation.

5. 5. Google Ads — Search and display advertising platform

   Google Ads is an online advertising platform developed by Google, where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users. It operates on a pay-per-click (PPC) model, where advertisers pay when users click on their ads. The platform offers a wide range of ad formats, including search ads, display ads, video ads, and app ads, targeting users across Google Search, YouTube, Gmail, and the Google Display Network. Google Ads provides extensive targeting options based on keywords, demographics, interests, and remarketing lists. While Supermetrics aggregates performance data from Google Ads, Google Ads itself is the source platform for managing and executing advertising campaigns. It includes its own reporting interface for campaign performance analysis, but for cross-platform reporting, data is often exported to tools like Supermetrics or its alternatives.

   Best for: Driving website traffic, generating leads, increasing online sales, brand awareness campaigns on Google properties.

   See the Google Ads profile page or visit the Google Ads support documentation.

6. 6. Meta Ads (Facebook + Instagram) — Social media advertising for broad reach

   Meta Ads, encompassing advertising on Facebook and Instagram, is a platform for businesses to create and manage ad campaigns across Meta's family of apps and services. It provides tools for audience targeting based on demographics, interests, behaviors, and custom audiences, allowing advertisers to reach specific segments of Meta's vast user base. Ad formats include images, videos, carousels, and stories, supporting various marketing objectives such as brand awareness, lead generation, website traffic, and sales. The platform offers analytics and reporting features within its Ads Manager to monitor campaign performance. Similar to Google Ads, Meta Ads is a primary source of marketing data that Supermetrics and its alternatives connect to. Businesses use Meta Ads to engage with social audiences, promote products, and build brand presence on two of the largest social media platforms globally.

   Best for: Social media advertising, audience targeting, e-commerce promotion, brand awareness campaigns on Facebook and Instagram.

   See the Meta Ads profile page or visit the Meta Business Help Center.

7. 7. LinkedIn Ads — Professional networking and B2B lead generation

   LinkedIn Ads is an advertising platform designed for B2B marketing, professional networking, and talent acquisition. It allows businesses to target professionals based on job title, industry, company size, skills, and seniority, making it suitable for account-based marketing and lead generation in professional contexts. Ad formats include Sponsored Content (native ads in the feed), Message Ads (formerly Sponsored InMail), Dynamic Ads, and Text Ads. LinkedIn provides robust analytics within its Campaign Manager to track ad performance, lead generation, and engagement metrics. While Supermetrics can pull data from LinkedIn Ads for consolidated reporting, LinkedIn Ads is the operational platform for directly reaching a professional audience with targeted campaigns. It is a key channel for B2B companies looking to build thought leadership, promote professional services, and generate qualified leads.

   Best for: B2B lead generation, professional networking, talent acquisition marketing, account-based marketing.

   See the LinkedIn Ads profile page or visit the LinkedIn Ads help documentation.

Side-by-side

How to pick

Selecting an alternative to Supermetrics involves evaluating your specific data integration, transformation, and reporting requirements. Begin by assessing the scope of data sources you need to connect. If your primary need is to consolidate marketing data from a wide array of advertising and social media platforms for unified reporting, then specialized marketing data hubs like Funnel.io or Improvado may be more suitable. These platforms often provide more granular control over marketing-specific data normalization and custom metric creation.

Consider your preferred data destination. Supermetrics is popular for its direct integrations with spreadsheets and BI tools. If you are migrating towards a centralized data warehouse (e.g., Snowflake, BigQuery) and require robust, automated ELT capabilities for a broader range of data types beyond marketing, Fivetran could be a stronger candidate. Fivetran specializes in maintaining reliable data pipelines from various operational and analytical sources into data warehouses.

Evaluate the level of data transformation required. If your team needs to perform complex data cleaning, restructuring, or custom aggregations before data reaches its final destination, look for platforms that offer powerful in-platform transformation capabilities or integrate well with data transformation tools (e.g., dbt). Improvado, for example, emphasizes its flexible data mapping and transformation layer. If transformations are minimal or handled downstream in your BI tool or data warehouse, then a simpler data connector might suffice.

Factor in your team's technical expertise. Solutions like Fivetran are often favored by data engineering teams due to their robust infrastructure and ability to handle large-scale data operations. Marketing-focused platforms like Funnel.io are typically designed with marketers in mind, offering user-friendly interfaces for data aggregation without requiring extensive coding knowledge. For basic website and app analytics, Google Analytics remains a foundational tool, though its scope is limited to first-party behavioral data.

Finally, consider pricing models. Supermetrics offers tiered subscriptions based on sources and queries. Alternatives may have different structures, such as Fivetran's consumption-based model (monthly active rows) or custom quotes from enterprise-focused solutions. For direct advertising platforms like Google Ads, Meta Ads, and LinkedIn Ads, the cost is tied to ad spend and campaign performance, and they serve as data sources rather than direct alternatives for data aggregation.