Supermetrics is a powerful marketing intelligence tool that lets you gather, clean, analyse, and use all of your marketing data from a single location, without having to do endless manual reports or hard-to-understand code. It’s made for marketers, companies, and data teams that want to get clear insights from messy, spread-out channel data and make decisions more quickly.
What is Supermetrics?
A marketing intelligence platform driven by AI called Supermetrics brings together data from paid ads, analytics, CRM, email, social media, and more into one place. You can then send this data to spreadsheets, business intelligence tools, or data warehouses of your choice. Its main goal is to make data gathering, transformation, and reporting automatic, so you can spend more time improving campaigns and less time exporting CSVs.
You only have to connect Supermetrics connectors once, and then you can plan data refreshes to make sure that your dashboards and reports are always up to date. Because of this, performance marketers, agencies, and brands that need to manage funds across multiple channels use it.
Core pillars of the platform
Supermetrics builds its platform on four main ideas: connect, control, analyse, and use your marketing data. A modern marketing team can map the entire data lifecycle—from collecting data to improving it—directly to these pillars.
- Connect: Get information from more than 100 places, like Google Ads, Meta Ads, Google Analytics, LinkedIn Ads, HubSpot, and more.
- Manage: Combine, normalise, and change data without writing SQL to get it ready for more in-depth research.
- Send data to Google Sheets, Excel, Looker Studio, Power BI, BigQuery, Snowflake, and other tools to analyse it.
- Push insights and audiences back into channels to make targeted ads and set up automatic optimisations.
This makes Supermetrics more than just a tool for connecting tools; it adds a full layer of marketing data on top of your stack.
Key features marketers actually use
Supermetrics has a lot of features, but for marketing teams and companies, a few stand out as being used every day.
- Connectors that are already made: There are more than 100–150 connectors for big ad platforms, web analytics, social media, CRM, ecommerce, review sites, and more.
- You can combine ads across platforms, make metrics more consistent, change the names of fields, and create calculated metrics all without writing any code.
- Scheduled refresh and automation: You can set refreshes to happen every hour, every day, or every week, based on your plan and destination, so dashboards are always up to date.
- Support for multiple destinations: You can connect the same sources to different destinations, like Looker Studio, Power BI, Sheets, and stores.
- Enterprise-grade governance: Higher levels allow teams to work together, give more rights, and centralise control over data links.
- Because of these features, you only need to make dashboards once. After that, you can trust Supermetrics to keep the data running in the background.
Supermetrics AI: the new layer of intelligence
With Supermetrics AI, the company has added intelligence, automation, and a natural language interface to its database. Supermetrics AI lets marketers, researchers, and even non-tech leaders ask questions in plain English and instantly get data-based answers.
- If you ask, “Why are my leads down this week? “, built-in AI Agents can scan all linked channels and show you what changed.
- MCP Server and Enterprise APIs safely share your marketing data with tools like ChatGPT, Gemini, and Claude, allowing AI agents to analyze performance and explain results.
- A marketing-specific knowledge graph powers the AI layer, ensuring accurate measurements, attribution, and platform-specific details.
- This turns Supermetrics from a passive data pipe into an active analytics helper that finds trends and tells you what to do next.
Connectors: where your data comes from
Supermetrics connections are like pipes that move data from marketing platforms to the places you choose. There are paid traffic, organic channels, web analytics, CRM, ecommerce, and even review sources that these connections can connect to.
Examples of connector categories include:
- Ads and performance: Google Ads, Facebook Ads, LinkedIn Ads, TikTok Ads, Twitter Ads, and more.
- Analytics and the web: tools like Google Analytics, Adobe Analytics, and others like them.
- Social media and content: Facebook Pages, Instagram, YouTube, LinkedIn, and other ways to connect with people.
- Shopify, WooCommerce, and ticketing or retail data through JSON connectors are used for e-commerce and income.
- Connectors for Capterra, G2, Glassdoor, Indeed, TripAdvisor, Yelp, and survey platforms let you get reviews and comments.
- You can compare performance across channels in a single, consistent report thanks to the connector structure, which makes everything the same.
Where Supermetrics sends your data
Supermetrics doesn’t try to take the place of your reporting or business intelligence tools; instead, it gives them clean, organised data to work with. You pick the places that work with your process, and then Supermetrics takes over and automates the pipeline.
- Some popular places to visit are
- Spreadsheets, like Google Sheets and Microsoft Excel, are great for swift research and making models.
- For live screens, data visualisation tools like Looker Studio and Power BI are useful.
- Cloud data stores, such as Google BigQuery, Snowflake, and others, offer advanced analytics and storage that can grow as needed.
- Because of this, small teams can start with spreadsheets and move on to full data warehouse designs as they gain experience, all without changing the core data integration layer.
Real-world use cases
Marketing teams and companies use Supermetrics to standardise multi-channel measurement and get rid of the need for manual reporting. There are many real-world uses for the tool that are similar to the work that marketers do every day.
Common use cases include:
- Agencies can use Google Ads, Meta Ads, analytics, and CRM data to make screens that clients can see. These dashboards can be refreshed every hour or every day.
- Keep an eye on performance by making internal dashboards that show CPA, ROAS, spend, and sales for all channels in one place.
- Combining ad data with data from CRM, e-commerce, or booking systems can help you figure out which campaigns actually bring in money, not just clicks.
- Review and sentiment tracking: Get review scores and feedback from different sites to keep an eye on your brand’s image and how customers feel about it over time.
- In one case study, an agency used Supermetrics to combine data from marketing and e-commerce. By automating their reports, they were able to serve twice as many clients each year.
Benefits for marketers and agencies
There are three major ways that Supermetrics is useful: time, visibility, and scalability. Groups can work more quickly and make better choices when they automate the flow of data and make numbers consistent.
Some important perks are:
- Teams say they save a lot of time each week because they don’t have to export, copy, and clean data by hand.
- Better working together: Marketing, sales, and leadership can all see the same data at the same time thanks to shared screens and centralised data views.
- Up-to-date and reliable numbers: Automatic refresh means that everyone works from the most up-to-date info, not old spreadsheets.
- It is easier to add new connectors or destinations as funds and channels grow than it is to rebuild custom scripts or APIs.
- This mix of automation and standardisation quickly becomes a competitive edge for companies that care about margins and being able to grow.
Who should consider Supermetrics?
Supermetrics works best for marketing teams that already use a lot of different channels and need a single way to report on all of them. It also works well for businesses that have a lot of clients and platforms to manage. It’s especially appealing when you need reliable, repeatable dashboards and outgrow the results that come with the platform.
You’ll be a good fit if:
- You are in charge of campaigns that run on multiple channels, and it’s hard for you to directly combine performance data every week or month.
- You work for a business with a lot of clients, and you need standard, automated templates for your reports.
- To build a modern marketing data stack around tools like BigQuery, Looker Studio, or Power BI, you need connections that can grow as your business does.
- Native platform reports may be enough for smaller advertisers with few channels, but as the number of channels and reporting needs increase, the time saves can quickly make the subscription worth it.
Conclusion
So you can see how organic traffic fits into bigger marketing goals, Supermetrics lets you combine data from Search Console, analytics, content performance, and other sources. This is useful for SEO and content. It gives you a better idea of what content, keywords, and ads really move the needle across the funnel by putting all of your data in one place and adding AI on top of it.
Supermetrics is a great marketing intelligence platform to think about if you want a single, accurate source of truth for all your marketing success and the freedom to create dashboards only once and trust the data.
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