Sales Loves MarketingThe best Supermetrics alternative depends on your budget and where your data needs to go. Funnel, Improvado and Adverity suit larger teams that need many connectors, data warehouses and governance. Coupler.io and Windsor.ai are lower-cost connectors with free plans. Klipfolio is a dashboard tool rather than a pure connector, and Apipheny pulls almost any API into Google Sheets.
What does Supermetrics do?
Supermetrics moves data from ad platforms, analytics and CRM tools into the places where marketers report on it. Its site now calls it a marketing intelligence platform. It says it is trusted by more than 200,000 companies in 120 countries.
On the Starter and Growth plans, destinations include Looker Studio, Google Sheets, Microsoft Excel, Power BI, its own Supermetrics Studio and AI assistants such as ChatGPT, Claude and Microsoft Copilot. Data warehouses such as BigQuery and Snowflake are on the Enterprise plan.
| Supermetrics plan | Yearly billing | Monthly billing | Main limits |
|---|---|---|---|
| Starter | €39 per month | From €49 per month | 1 destination, 2 data sources, 1 user |
| Growth | €159 per month | From €199 per month | 1 destination, 7 data sources, 2 users |
| Enterprise | Quote | Quote | Custom, includes data warehouses |
Prices checked on 1 November 2026; Supermetrics showed them in euros and did not confirm a US dollar price. There is a 14-day free trial without payment details.
People usually look for an alternative when they need more data sources than a plan allows, need a warehouse destination without moving to Enterprise, or want a lower price.
How do the Supermetrics alternatives compare?
| Tool | Best for | Connectors (as stated by vendor) | Starting price |
|---|---|---|---|
| Funnel | Mid-size and large teams that want a central marketing data hub | 117 on Starter, 579 on Business, 600+ on Enterprise | From $300 per month, billed yearly |
| Improvado | Enterprise marketing teams and agencies | 1,400+ platforms | MCP Only from $100 per month; full plans from $20,000 per year |
| Adverity | Enterprise teams that need governed data and AI analysis | 600+ | Custom quote |
| Coupler.io | Small teams that report in spreadsheets and BI tools | 400+ | Free plan; paid from $24 per month, billed yearly |
| Windsor.ai | Small teams that need many destinations on a budget | 350+ | Free plan; paid from $19 per month, billed yearly |
| Klipfolio | Teams that want dashboards with data connections built in | 130+ | From $120 per month, billed yearly |
| Apipheny | Pulling any JSON or CSV API into Google Sheets | Any API you configure | Free plan; paid from $10 per seat per month |
All prices checked on the vendors' pricing pages on 1 November 2026.
Funnel
Funnel is built around Data Hub, which collects marketing data from many platforms in one place and sends it on to reporting and warehouse tools. Its pricing page lists three plans: Starter from $300 per month and Business from $600 per month, both billed yearly, and a custom Enterprise plan. Starter includes 117 connectors and 13 destinations. Business raises that to 579 connectors and 46 destinations, including Power BI, Tableau, BigQuery and Amazon S3. Enterprise adds Snowflake.
Funnel also sells Funnel Measure for marketing mix modelling, multi-touch attribution and incrementality testing on Business and Enterprise. There is a 30-day free trial with no card required.
Choose it if you want one cleaned, combined data set for many channels and several reporting tools.
Improvado
Improvado calls itself a marketing agentic OS. It says it connects more than 1,400 platforms and sends data to warehouses such as Snowflake, BigQuery, Databricks and Redshift, to Looker Studio, Tableau and Power BI, and to AI agents through MCP. Its AI Agent answers questions about marketing data in plain English and can draft budget or bid changes for human approval.
Pricing is published: an MCP Only plan at $100 per month, Starter from $20,000 per year, Growth from $41,700 per year and a custom Enterprise plan.
Choose it if you are an enterprise team or large agency with many platforms and a data warehouse.
Adverity
Adverity describes itself as a marketing data intelligence company with two products: Adverity Connect, a marketing ETL platform, and Adverity Atlas, an AI analyst that answers cross-platform questions and flags anomalies. It lists more than 600 maintained marketing connectors and warehouses including Snowflake, BigQuery, Redshift and Databricks. Atlas lets you choose the AI model, and Adverity says personal data is detected before it reaches an AI prompt.
There are no public prices. Adverity provides a custom quote after a demo.
Choose it if you are an enterprise team or agency that needs data governance alongside AI analysis.
Coupler.io
Coupler.io moves data from more than 400 sources into spreadsheets, BI tools and warehouses, including Google Sheets, Excel, Looker Studio, Power BI, BigQuery and Snowflake. It also connects to AI assistants such as ChatGPT and Claude.
It has a free plan with one data source, one destination and 100 rows per run. Paid plans are Starter at $24, Active at $99 and Pro at $199 per month on yearly billing, or $32, $132 and $259 billed monthly. Higher plans add more accounts, destinations, hourly refresh and unlimited users.
Choose it if your team builds reports in spreadsheets or Looker Studio and wants a low starting price.
Windsor.ai
Windsor.ai is a data integration platform that says it supports more than 350 data sources. It lists 28 destinations on every plan, including Google Sheets, Looker Studio, Power BI, Excel, Tableau, BigQuery, Snowflake and AI assistants.
There is a 30-day trial that then drops to a forever-free plan with one data source. Paid plans run from Basic at $19 per month to Professional at $499 per month on yearly billing, with Enterprise on quote.
Choose it if you need warehouse or BI destinations without enterprise pricing.
Klipfolio
Klipfolio is different from the others: it is a dashboard and reporting tool with its own data connections, not just a pipe to other tools. Its Klips product has four plans, from Base at $120 to Team+ at $600 per month on yearly billing, all with unlimited users and more than 130 data integrations. Higher plans add more dashboards, faster refresh, scheduled reports and single sign-on. There is a 14-day free trial.
Choose it if you want finished dashboards rather than raw data in another tool. See also Databox.
Apipheny
Apipheny is a no-code API connector for Google Sheets, installed as a Google Workspace add-on. It sends requests to JSON and CSV APIs and imports the results into a sheet, on a schedule if you want. A free plan allows 50 API calls a month. Paid plans start at $10 per seat per month, and there is a one-time lifetime deal.
Choose it if you are comfortable with APIs and need data from a source that dedicated connectors do not cover.
How do you choose a Supermetrics alternative?
- List your data sources and accounts. Check each tool's connector list for every platform you use, including smaller ones.
- Decide where the data goes. Spreadsheets and Looker Studio, a BI tool, or a warehouse such as BigQuery. This narrows the list quickly.
- Check refresh frequency. Daily may be enough for monthly reporting. Hourly matters for live campaign monitoring.
- Work out the real price. Most tools charge by sources, accounts, destinations or data volume. Price your actual setup, not the entry plan.
- Use the free trial with real data. Rebuild one existing report before you switch.
For building the reports themselves, see our profile of Looker Studio and our guide to data visualization.
Frequently asked questions
What is the cheapest alternative to Supermetrics?
Coupler.io and Windsor.ai both have free plans. Their paid plans start at $24 and $19 per month on yearly billing, checked on 1 November 2026. Apipheny is cheaper still for simple API pulls into Google Sheets, but you have to set up each API request yourself.
Is Funnel better than Supermetrics?
They suit different needs. Supermetrics starts with low-cost plans for sending data to tools like Looker Studio and Google Sheets, with data warehouses on its Enterprise plan. Funnel starts at a higher price and is built around a central data hub with hundreds of connectors and many destinations, which suits teams that need cleaned, combined data at scale.
Which Supermetrics alternatives send data to BigQuery or Snowflake?
Funnel, Improvado, Adverity, Coupler.io and Windsor.ai all list data warehouses such as BigQuery and Snowflake among their destinations. At Supermetrics, warehouse destinations are part of the Enterprise plan.
Can these tools connect marketing data to AI assistants?
Several now do. Supermetrics, Improvado, Adverity, Coupler.io and Windsor.ai all mention connections to AI assistants such as ChatGPT or Claude, often through an MCP server, so you can ask questions about live marketing data.