Supermetrics vs. Adriel: Which Should You Choose?

Supermetrics is great if you want to ship your marketing data into databases, BI tools, or spreadsheets and can maintain data pipelines yourself. But if you want a ready-to-use enterprise-grade platform to build stunning cross-platform reports within minutes, try Adriel.
Fast and easy integrations
Real-time dashboards
Custom alerts & automations
Creative Insights

Adriel vs. 


Spend more time growing your business and let Adriel handle the rest.
Custom integrations
Ease of use
Account overview of key metrics
Data refresh frequency
Real time
Data blending
Custom metrics
Alarm system
Creative intelligence
Native campaign management
Client reporting
White labeling
Customer support
High quality
Setup difficulty
Cost (in US dollars)
From $299/month
Supermetrics;100+; true; Hard; false; Not real-time; true; true; false; false; false; true; true; Slow; Hard; $39/data source or up to ~$3000/mo
Join 6300+ agencies and brands using Adriel to track and improve ad performance

Why leading marketers choose Adriel as their Ad Operations platform

On Adriel, you can:
Get real-time data from all your favorite platforms
Adriel integrates with over 650 channels and streams harmonized data into your dashboards in real-time. No coding, data processing, or manual refreshes required. Data pipelines are managed by our engineers so you never have to worry about queries not running.
To integrate with channels on Supermetrics, you'll need to run complicated queries either on Excel or on the software. There is no real-time data refresh, and data pipelines need to be constantly maintained by your team.
Adriel brings in all the data I need to makeeffective decisions as a business owner.

Ingrid Carney | Founder & CEO, Ingrid & Isabel

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Your marketing command center
No more jumping from platform to platform. Reallocate budgets or stop money-leaking, ineffective campaigns with just a few clicks. Adriel automatically apply changes across all channels.
Supermetrics is a data pipeline tool, which means you'll need to send the data to another tool for visualization (e.g. Tableau, Data Studio, or PowerBI). There's no option to edit your campaigns directly on these platforms.
Data Studio is great but outside of pulling data in, it’s static. Adriel isn’t.

Grant Spychka | Marketing Ops Manager, Beacn

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Save 45 hrs/week with automated reports
See beautifully summarized, real-time reports every time you log into Adriel - no manual action needed. Share white-labeled reports with clients and executives in minutes, as PDFs or live links.
Building reports on data visualization tools like Data Studio or Tableau is extremely time-consuming and complicated. You also can't manage multiple reports easily in one place like on Adriel.
Adriel made it easy for us to track our online ads across multiple platforms. The reporting process is now a lot more straightforward for my account managers, and our clients are in love with their new live dashboards.

Paul Townley-Jones | Founder, Paparico

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Fully customizable alerts to stay on top of performance
Adriel notifies you immediately via email or on your dashboards when KPIs trend up or down. Customize alerts across specific data sources, campaigns, ad sets, or ad levels, and turn off those that are leaking money right on your dashboard.
Supermetrics only sends performance alerts once a day. Setting up alerts is also very difficult; you'll need to build formulas and queries on Excel.
Adriel is giving us the freedom to experiment a lot more freely than we could before. Their alarm system has basically put our QA process on autopilot.

Dax Hamman | Founder & CEO, Fireside Agency

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Ad creative insights for smashing ROAS targets
Import, analyze, and A/B test all your creatives natively from your Adriel workspace. See which keywords, colors, and emojis convert well and drive profitable campaigns for clients.
There's no way to get ad creative insights on Supermetrics. This is unique only to Adriel.
Adriel’s ability to display ad creatives directly within our performance reports has made exploring data a lot more insightful.

Vik Kumar | COO, Alice Camera

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Thank you Supermetrics & Data Studio for your years of kind services, but it’s time for me to move on!
A. Eriksson
Founder & CEO, Anabolic Health
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Integrate with your favorite marketing platforms in seconds

Not a single line of code required. The most user-friendly AdOps platform on the market.
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You have our support, always

Personalized Onboarding
Get your dashboards up and running just the way you need them with your Customer Success Manager in the first 15 to 60 days.
Live Chat and FAQs
Have quick questions as you're using the app? Message us directly on your dashboard and a real-person will get back to you.
Or check out our FAQs.
Adriel Academy
Get step-by-step guides on connecting your data, setting up your dashboard, and managing users and permissions.
Visit Adriel Academy here.

Transparent pricing. No hidden fees.

Supermetrics starts from $39 per data source per month,
but its opaque pricing model often leaves you paying far more - as much as $3000/month.

On Adriel, just choose a plan that works for you starting at $299/month.
See this page for the full price list.

Take control of your marketing data today

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All your questions answered. And if you can’t find it here, chat to our friendly team.
Why should I invest in Adriel?
We understand that marketing dashboards can be a significant investment. But Adriel has been proven to be a revenue generator - not an expense. Agencies and brands currently using Adriel are maximizing return on ad spend by tapping into the real-time insights and ad creative analysis on the platform. Read their success stories here.
Do I need to manually upload data to Adriel?
No. Once your data sources are connected to Adriel, we automatically fetch and update all your dashboards with your data, in real-time.
Can I get a custom data integration?
Yes. If you don't see a connection you need from our 650+ native integrations, just let us know and we will build it for you.
Can you run my ads for me?
Unfortunately, no. Adriel is a marketing intelligence platform and we're not authorized to run your ads for you. However, you can manage all your ad campaigns directly on Adriel without having to go into different platforms. Reallocate budgets and turn campaigns on and off with just a few clicks.
How easily can I get help?
We fully understand the struggles you have to go through when onboarding a new piece of software. Although Adriel is easy to get started with, we offer an extensive client onboarding process that spans 15 to 60 days. During this time, we meet with you once or twice a week to make sure you can connect to all your data sources, see all your data, and automate your reports. You can also find extensive documentation and videos on Adriel Academy or reach out to us directly if you need individual support.
What are the benefits of using Supermetrics?

Supermetrics is a data integration and reporting tool that consolidates data from over 100 sources and loads it into various destinations like spreadsheets and data warehouses.

It supports data sources such as:

  • Paid media, like Facebook Ads, Twitter Ads, and Google Ads.
  • SEO & PPC tools, such as Google Search Console, Semrush, and Ahrefs.
  • Sales tools, like HubSpot and Salesforce.

Supermetrics offers several benefits for marketing professionals, including automated data integration from various marketing platforms, data extraction, transformation and customization, scheduled data updates, and secure data handling.

It promotes collaboration, saves time, and provides scalability, making it a cost-effective solution for marketing reporting and analytics.

However, even a super tool like such has its pros and cons. Here are the biggest limitations:

  • Complex Queries Required: To integrate with channels, users must run complicated queries either in Excel or within the Supermetrics software itself.
  • No Real-Time Data Refresh: Data pipelines need to be constantly maintained by your team, as there is no option for real-time data refresh.
  • Separate Visualization Tool Needed: Being a data pipeline tool, Supermetrics requires you to use another platform like Tableau, Data Studio, or PowerBI for data visualization.
  • Time-Consuming Report Building: Creating reports on visualization tools can be extremely time-consuming and complicated, unlike more integrated solutions like Adriel.
  • Limited Alert Functionality: Performance alerts are sent only once a day, and setting them up is challenging, requiring the building of formulas and queries in Excel.
  • No Creative Insights: Supermetrics does not offer any features for gaining insights into ad creatives.

In contrast, on Adriel you can:

  • Connect to all your ad accounts and marketing channels within seconds
  • Use ready-made templates and robust visualization widgets to build reports
  • Track metrics in real-time, including custom ones
  • Configure custom alerts to stay on top of ad performance 24/7
  • Whitelabel both your dashboards and reports
  • Get ad creative insights and suggestions for growth

Grab a demo here.

How much does Supermetrics cost?

Supermetrics offers a total of 15 pricing plans tailored to specific data destinations and needs. These plans vary in cost and features, depending on the chosen destination, user access, and account limits.

In general, Supermetrics can cost anywhere between $39/data source or up to ~$2000/mo.

The pricing structure includes options for Supermetrics API, BigQuery, Snowflake, Looker Studio, Google Sheets, Microsoft Excel, and integrations.

While Supermetrics emphasizes fixed-fee pricing, some users have reported unexpected charges and difficulties canceling subscriptions. Additional tools like Looker Studio and Tableau may be required for data visualization, adding to the overall cost. Alternative solutions like Adriel offer more capabilities and flexibility at competitive prices.

What are Supermetrics alternatives?

Supermetrics isn’t for everyone. Choosing a platform depends on your specific needs, the marketing platforms you use, your level of technical expertise, and your budget.

Some popular Supermetrics alternatives include:

  1. Adriel: A marketing intelligence platform that integrates with hundreds of data sources to centralize real-time data, insights, and teams on a single workspace.
  2. Google Data Studio: Google's free tool for creating interactive dashboards and reports, often used in conjunction with Google Sheets and various data connectors.
  3. Tableau: A robust data visualization and analytics tool with data integration capabilities, suitable for more advanced users.
  4. Power BI: Microsoft's business intelligence platform, which offers data visualization, reporting, and integration with various data sources.
  5. Klipfolio: A cloud-based dashboard and reporting tool known for its real-time data tracking and integration capabilities.
  6. A marketing data integration platform that automates data extraction and transformation for various marketing platforms.
  7. Domo: A comprehensive business intelligence and analytics platform that integrates with various data sources and provides customizable dashboards.
  8. TapClicks: A marketing analytics and reporting platform that offers data integration from multiple marketing channels.
  9. ClicData: A cloud-based dashboard and reporting tool with data integration features, suitable for businesses of all sizes.
  10. Adverity: A marketing data intelligence platform focusing on data integration and transformation from various sources.

The tool you pick will depend on your specific needs. If you’re a marketer, advertising specialist, or marketing agency owner who wants to stay on top of your multichannel marketing data, Adriel is your all-in-one platform.

What's the difference between Supermetrics and Google Analytics?

Supermetrics and Google Analytics are digital marketing and analytics tools, but they have distinct purposes and features:

  1. Purpose: Supermetrics is a data integration and reporting tool that consolidates data from various online marketing platforms, while Google Analytics is a web analytics service that tracks website and app traffic, user behavior, and conversions.
  2. Data Integration: Supermetrics focuses on integrating data from marketing platforms into one central location, while Google Analytics primarily collects data on website and app user interactions and doesn't integrate external marketing platform data.
  3. Reporting and Visualization: Supermetrics enables custom reports and dashboards, exportable to tools like Google Data Studio and Tableau. On the other hand, Google Analytics provides in-platform reporting and visualization for website and app data.
  4. Data Transformation: Supermetrics offers data transformation capabilities for data cleansing and preparation, while Google Analytics primarily collects raw data with limited transformation features.
  5. Use Cases: Supermetrics suits digital marketers and analysts consolidating data, performing analysis, and creating customized reports. On the other hand, Google Analytics is used by website and app owners to track user behavior, optimize performance, and measure marketing campaign effectiveness.

Overall, Supermetrics is used for data integration and reporting from marketing platforms, while Google Analytics focuses on web and app traffic analysis. Depending on your needs, you may use both tools to analyze data comprehensively.

What's the difference between Whatagraph vs Supermetrics?

Whatagraph and Supermetrics are both comprehensive tools for digital marketing reporting and analytics, but they offer different features and user experiences. Here's a comparison:

Integrations: Supermetrics supports over 100 integrations, providing a broader range of data connections compared to Whatagraph's 40+. Both platforms support custom integrations.

Ease of Use and Setup Difficulty: Whatagraph is known for its ease of use and easy setup, making it more accessible for users without extensive technical expertise. In contrast, Supermetrics is considered hard to use and set up, catering to users who are more technically proficient or have specific, advanced data needs.

Data Refresh Frequency: Neither Whatagraph nor Supermetrics offers real-time data refresh, indicating a periodic update of data.

White Labeling: Both platforms support white labeling, allowing agencies and marketers to brand reports and dashboards as their own.

Mobile App: Neither tool offers a mobile app.

Cost: Supermetrics pricing starts at $39 per data source and can go up to approximately $2000/month, potentially making it more suitable for larger organizations or specific use cases. Whatagraph's pricing ranges from $249 to $500+/month, positioning it as a more accessible option for small to medium-sized businesses.

Client Reporting and Customer Support: Both platforms are strong in client reporting. Whatagraph is noted for high-quality customer support, while Supermetrics is reported to have slower customer support.

Target Audience: Whatagraph, with its user-friendly interface and straightforward setup, is well-suited for small to medium-sized agencies and businesses. Supermetrics, with its extensive range of integrations and more complex setup, is more appropriate for larger organizations or users with specific, in-depth reporting and data analysis needs.

In summary, Whatagraph is ideal for users looking for an easy-to-use, client-friendly reporting tool with effective white labeling, while Supermetrics is better suited for users who require a wide range of integrations and have the technical know-how to manage a more complex setup.

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