Supermetrics vs. alternatives: Which tool is right for you?

Marketers and data teams are under pressure to unify siloed data, streamline reporting, keep budgets in check, and prove ROI—without endless setup, bloated costs, or technical dependency.

In a crowded space of tools like Supermetrics, Funnel.io, Fivetran, Adverity, Datorama, Windsor.ai, Domo, and Stitch, with somewhat similar features, choosing the right tool isn't always straightforward. Keep reading to learn the strengths and weaknesses of each tool and which one is right for you.

Key takeaways

You should choose:

• Supermetrics, if you need a flexible Marketing Intelligence platform that unifies data from various sources into spreadsheets, BI tools, or data warehouses, with transparent pricing and customizable data transformations
• Funnel.io, if you prioritize simple, pre-aggregated reports and don't mind a credit-based pricing system that can be hard to predict, and prefer third-party data storage
• Fivetran, if you're an engineering-led organization needing robust, raw data pipelines primarily for data warehouses, and have the technical expertise for SQL-based transformations
• Adverity for advanced, highly customizable data solutions, but be prepared for a steeper learning curve, longer onboarding, and a need for significant technical expertise
• Domo, if you're already deeply embedded in its ecosystem and prefer an all-in-one platform and vendor lock-in, and less flexibility for marketing-specific use cases
• Stitch, if your primary need is raw data ingestion to a data warehouse for developer-centric teams, and you don't require in-platform analytics or marketing-specific transformations
• Windsor.ai, if your main focus is attribution insights and you prefer a more specialized point solution, rather than a comprehensive marketing intelligence platform
• Datorama (Salesforce Marketing Cloud Intelligence), if your stack is primarily Salesforce-embedded and you're comfortable with its data storage limitations and a potentially complex, technically demanding platform

Supermetrics vs. Funnel.io

Funnel is built for marketers and shares some of Supermetrics’ DNA, but complexity creeps in fast as teams grow. For example, as your marketing team expands, managing who sees what data becomes a real headache. Funnel.io's multi-layered permission system, with more granular controls often locked behind higher pricing tiers, can make configuring and maintaining truly precise access for a large, dynamic team incredibly intricate. This tiered complexity not only adds an administrative burden but can also force teams into costly upgrades just to achieve the necessary level of data control, creating bottlenecks and even potential security risks, compared to tools where clear, consistent roles are available across all plans.

Additionally, since Funnel uses a credit system called ‘FlexPoints’, it’s maybe hard to predict how much you're ending up paying, for example, during peak season when you need to use data more often.

Last but not least, while Funnel stores your data on its own servers, with Supermetrics, you can choose where you want to store your data, whether that's a reporting tool, data warehouse, or Supermetrics Storage.

Read full comparison guide: Funnel vs. Supermetrics: A comparison guide

Supermetrics vs. Fivetran

Fivetran is a solid technical tool for engineering-led organizations that need robust, general-purpose pipelines. But for marketing teams, it often introduces unnecessary complexity. For example, Fivetran only offers data integration to data warehouses, databases, and data lakes, which is a challenge for marketers who don't have technical skills.

On the other hand, Supermetrics integrates with a wide range of tools, including spreadsheets, BI tools, data warehouses, data lakes, and databases. This makes Supermetrics suitable for both SMBs and enterprises. The point-and-click interface in the Marketing Intelligence Platform makes it easy for teams to blend, transform, and manage data. You’ll get the same level of customization without unnecessary complexity or the need for advanced technical skills.

Read more: Supermetrics vs. Fivetran: a comparison guide

Supermetrics vs. Adverity

Adverity offers advanced features but comes with steep and long onboarding and technical demands. For teams with tight timelines or limited access to data engineers, Supermetrics is a better option. You can get started with the self-serve trial without needing to wait for contact from sales to see how the product works.

With a point-and-click interface and templates, marketers can get started with data transformations without technical skills. Plus, Supermetrics’ delivery options give marketers more control over where insights are applied and the ability to get ad-hoc reports when needed to complement the data in the data warehouse.

Supermetrics vs. Domo

Domo is powerful if you're standardizing everything inside its own ecosystem. But that ecosystem comes with limitations.

By contrast, Supermetrics gives you open access to your data, integrates with the tools you already use, but also allows you to switch tools when your needs change and offers more adaptability for marketing-specific use cases like campaign optimization and budget reallocation.

Supermetrics offers the same level of support for all users via chat and support ticket in three different time zones, 24/5. Domo has different support packages available for purchase, which can be a plus for very independent tech-savvy and budget-conscious users.

Supermetrics vs. Stitch

Stitch is an ingestion-only tool designed primarily for developers, not marketers. It lacks key features marketers need to turn data into insight and action. There's no analytics layer, no support for marketing-specific transformations, and no outbound data activation. While Stitch supports data warehouses, data lakes, and databases, it doesn't support Google Sheets and Looker Studio—reporting tools that marketers love

If you want to make the most of your marketing data, Supermetrics is a better option. From spreadsheets to data visualization tools to data warehouses, we let you choose how and where you want to work with data. Advanced transformation features in The Marketing Intelligence Platform, like Data Blending and Custom Fields, help you turn raw data into actionable insights.

Read more: Stitch vs. Supermetrics: a comparison guide

Supermetrics vs. Windsor.ai

Windsor.ai offers attribution insights, but it's a point solution. Supermetrics is a platform. If you're looking to own your full marketing data journey—connecting multiple sources, delivering insights into tools where you work, and driving decisions at scale—Supermetrics is the better investment.

Supermetrics vs. Datorama (Salesforce Marketing Cloud Intelligence)

Datorama can work well if your stack is already embedded in Salesforce, but that same integration becomes a constraint if you're managing cross-platform campaigns or need to keep control of your data outside of that ecosystem. Supermetrics, meanwhile, works across clouds, platforms, and destinations—giving marketers true control and speed.

Why marketers from over 200k companies choose Supermetrics

1. Improved marketing ROI

Supermetrics turns fragmented data into clear, actionable intelligence. This allows you to make smarter investment decisions, optimize spending, and improve efficiency.

“With the marketing mix model we built using Supermetrics and Google Cloud, we’ve improved ROAS by at least 15%”, Lauri Nurmela, Marketing Analytics and Automation Lead, Swappie

2. Bring the data and marketing team together

With Supermetrics, the marketing and data teams can collaborate to turn data into intelligence and drive better decisions:

• For Marketing teams: Direct integrations with spreadsheets and visualization tools enable fast, ad-hoc analysis—like budget pacing and single-channel performance monitoring—without waiting for data team support
• For Data teams: Full access to data warehouses and lakes supports sophisticated modeling, including marketing attribution and marketing mix modeling

Data-oriented means data has to be everywhere. Everyone can see and understand how we’re using data. It’s really interesting for us to use Supermetrics because we can share our reports. Everyone has access to every report so they can see the big picture of what we should do.” Christophe Cluzel is the Senior Director of Marketing Communications at Radio-Canada

3. Privacy-compliant

Supermetrics is SOC 2 Type II, GDPR, and CCPA compliant. We don’t permanently store your data that you load using our data sources, and during the short time that we cache the data to serve you efficiently, the data is always strongly encrypted. Supermetrics also allows you to choose which data warehouse or data lake you store your data in.

“Supermetrics lets us achieve our data goals without storing sensitive data externally, which was critical for us as a large organization.” Martina Karakoleva, Campaign Insights Manager, Philips Healthcare

4. Scalability

Supermetrics is built to scale with your ever-growing data needs. For example, you can start with fast, flexible reporting in Looker Studio, Excel, or Google Sheets. As your needs grow, you can move the same reporting logic and calculations into data warehouses, lakes, or Supermetrics Storage—no need to start from scratch.

You can:

• Build custom metrics, calculated fields, and clean datasets across platforms (including the offline sources).
• Deliver to multiple destinations using the same connectors, queries, and logic.
• Control access, usage, and cost from a single interface

“Supermetrics helped us move fast, stay lean, and still build a strong data foundation. That's why it's now part of our long-term data strategy.” Sophie Buresi, Global Data and CRM Factory Director, ETAM Group

5. Responsive support

Our 24/5 human chat support, available in English no matter which package you’re on, helps with technical questions about data connections, field mappings, and platform functionality. Besides, we also help you with non-technical questions, such as subscription, billing, Supermetrics Team, etc.

"We already had an idea of the kind of information we wanted, which was very specific. Supermetrics worked with us to troubleshoot how to best obtain the data we needed using their product, and they were exceptionally responsive, delivering our needed integrations within a short ramp-up time." Rebecca Friedberg, Director of Marketing Analytics & Insights, Benefit Cosmetics

6. Continuous innovation

With over 200,000 users and powering data for more than 15% of the world’s digital marketing spend, we stay at the forefront of where marketing is going—and we’re building the tools to take you there. We started as a data pipeline for moving and centralizing data, but as marketing became more complex, we evolved into a comprehensive Marketing Intelligence Platform.

Today, marketers can connect, transform, manage, and act on their data—all in one platform. With our recent acquisition of Relay42, an enterprise CDP, we now help marketers drive real business growth by optimizing customer experiences in real-time, not just analyzing data.

If you, too, want to improve your marketing with Supermetrics, start a trial or book a demo.