12 Best Supermetrics Alternatives & Competitors in 2026

Updated for 2026

Quick Answer: The Best Supermetrics Alternatives in 2026

The best Supermetrics alternatives and competitors in 2026 are SegmentStream, Funnel.io, Improvado, Datorama (Salesforce Marketing Intelligence), Adverity, TapClicks, Whatagraph, AgencyAnalytics, Triple Whale, Fivetran, Windsor.ai, and Adriel.

SegmentStream stands out as the top choice for teams that have moved beyond reporting and need actual marketing measurement — the platform tells you what’s working, proves it with experiments, and shifts budget accordingly.

This guide covers 12 alternatives across three categories: measurement platforms that go beyond reporting, data infrastructure tools that improve on Supermetrics’ EL-only approach, and reporting-first platforms built for agencies. For a broader view, see Top-15 Best Marketing Analytics Tools & Platforms in 2026.

Why Marketing Teams Are Switching from Supermetrics in 2026

Supermetrics built its name as the go-to marketing reporting connector — linking 100+ ad platforms and analytics tools to destinations like Google Sheets, Excel, Looker Studio, BigQuery, and Snowflake. It’s an EL (extract-load) tool: pull raw data from platforms, dump it into your destination. No cleaning, no normalization, no transformation. For years, that was enough. If you needed Facebook Ads numbers in a spreadsheet every Monday morning, Supermetrics handled it.

But marketing teams in 2026 aren’t asking “can I see my numbers?” — they’re asking “which channels actually drive revenue, and where should I move budget next?” Supermetrics can’t answer either question. It delivers the same platform-reported metrics each ad network already shows in its own dashboard, just rearranged into a different format. The data moves, but the understanding doesn’t.

That gap between data delivery and data-driven decisions is why teams are looking elsewhere. Here’s what’s pushing them.

No Real Measurement Layer

Supermetrics surfaces platform-reported metrics. That’s it. Each ad platform self-attributes conversions using its own methodology, its own attribution windows, and its own definition of “a conversion.” Sum Google’s numbers and Meta’s numbers and you’ll almost certainly count conversions twice (or more). Supermetrics can’t reconcile that, because it doesn’t do measurement — it just moves the numbers around.

No Attribution Beyond Platform Defaults

When you pull data through Supermetrics, you’re pulling whatever attribution each platform applies. Google gives you its Data-Driven Attribution. Meta applies its 7-day click / 1-day view window. There’s no independent, cross-channel attribution model that evaluates the actual customer journey. Teams can’t see which touchpoints genuinely influenced a conversion versus which platforms are taking credit for revenue they didn’t drive.

No Optimization Layer

Even if you trust the data Supermetrics delivers, there’s no way to act on it inside the platform. No budget recommendations. No marginal ROAS analysis showing where spend hits diminishing returns. No scenario planning. No automated reallocation. Supermetrics collects and moves. Everything else — the analysis, the decisions, the execution — happens somewhere else.

Extract-Load Only

Raw platform data arrives in your destination exactly as the platform exports it. Different naming conventions, inconsistent date formats, mismatched currency, duplicate records — all waiting for someone to clean up manually. Dedicated marketing ETL tools like Funnel and Improvado solve this with built-in data transformation. Supermetrics doesn’t.

Connector Reliability Issues

Users regularly report silent data breakages — connectors stop pulling data without any alert or notification. Reports go stale. Dashboards show yesterday’s numbers when they should show today’s. For teams that rely on Supermetrics for daily cross-channel marketing reporting, discovering a broken connector a week later is a real problem. On G2, Supermetrics holds a solid 4.4/5 rating (798+ reviews) — but its Trustpilot score of 1.8/5 tells a different story about what happens when teams rely on it at scale.

Quick Comparison: 12 Best Supermetrics Alternatives

SegmentStream ranks first because it’s the only alternative that replaces both the data collection and the measurement gap in one platform.

#	Platform	Connectors	Data Transformation	Attribution	Budget Optimization	Best For	Pricing
1	SegmentStream	Ad platforms, CRMs, warehouses	Yes — unified measurement	AI-powered multi-touch + incrementality	Yes — automated weekly	Teams spending $50K+/mo who need measurement + optimization	Custom (book demo)
2	Funnel.io	500+	Yes — hub + storage	Early stage (Adtriba acquisition)	No	Mid-to-enterprise data normalization + storage	From $400/mo
3	Improvado	500+	Yes — full ETL	No	No	Enterprise data governance + compliance	Custom enterprise
4	Datorama	170+	Yes — within Salesforce	No	No	Salesforce-native enterprises	Custom (Salesforce bundle)
5	Adverity	600+	Yes — AI-powered	No	No	Multi-brand/multi-region enterprise data	Custom enterprise
6	TapClicks	250+	Partial	No	No	Agencies needing ops + reporting	Custom enterprise
7	Whatagraph	55+	Partial — blending	No	No	Agencies producing white-label reports	From $286/mo
8	AgencyAnalytics	80+	No	No	No	Agencies managing multiple clients	From $79/mo
9	Triple Whale	Shopify + ad platforms	Minimal	Modeled multi-touch	No	DTC/Shopify brands	From ~$100/mo
10	Fivetran	700+	ELT + dbt	No	No	Engineering-led warehouse pipelines	From ~$500/mo
11	Windsor.ai	325+	No	Basic rule-based	No	Small teams wanting a cheap connector	From $19/mo
12	Adriel	650+	Partial — dashboards	No	No	Agencies and teams needing AdOps + reporting	Custom

12 Best Supermetrics Alternatives

1. SegmentStream — Best for Marketing Measurement and Optimization

Best for: Marketing teams spending $50K+/month on paid media who’ve grown past dashboard-level reporting and need to understand where revenue actually comes from

Most tools on this list replace Supermetrics’ data pipe with a better pipe. SegmentStream replaces the whole approach. It collects cross-channel marketing data — yes, like Supermetrics does — but then adds what Supermetrics fundamentally can’t: measurement, optimization, and action.

The core difference is what happens after the data arrives. Supermetrics delivers raw platform numbers and leaves you to interpret them. SegmentStream runs that data through AI-powered cross-channel attribution, incrementality testing, and marketing mix optimization — then recommends where to shift budget and can automatically apply changes across your ad platforms.

Why SegmentStream Is the Top Supermetrics Alternative

If you’re searching for a Supermetrics alternative because you’ve outgrown reporting — not because you want a slightly different connector — SegmentStream is the answer. Here’s why.

Key Capabilities

1. Cross-Channel Attribution That Evaluates Real Behavior

Instead of relying on platform-reported numbers (the same numbers Supermetrics would pipe into your spreadsheet), SegmentStream offers multiple attribution models: first-touch, last paid click, last paid non-brand click, and advanced multi-touch attribution powered by ML Visit Scoring. The ML model evaluates how each session’s behavioral signals — engagement depth, key events, navigation patterns — actually influenced conversion probability. Credit goes to touchpoints based on measured impact, not arbitrary position in the journey.

2. Incrementality Testing That Validates What Works

Attribution tells you which touchpoints get credit. Incrementality testing tells you whether those touchpoints actually drove additional revenue that wouldn’t have happened anyway. SegmentStream’s expert-led geo holdout experiments measure true incremental impact — with MDE and power analysis, confidence intervals, and synthetic control for markets where pure holdouts aren’t feasible.

3. Marketing Mix Optimization That Moves Budgets

This is where SegmentStream breaks away from every other tool on this list. The platform models marginal returns and diminishing returns for each campaign, forecasts optimal cross-channel budget scenarios, and recommends precise reallocations. Then it can automatically apply those changes across your ad platforms. Budgets rebalance weekly based on real-time marginal efficiency — not quarterly based on a retrospective deck.

4. Conversion Modeling for Privacy Gaps

Cookie consent rejection rates keep climbing. SegmentStream’s conversion modeling uses GDPR-compliant probabilistic inference to recover conversions lost when users decline tracking — so you’re not making budget decisions based on a shrinking slice of your actual customer journeys.

5. Predictive Lead Scoring and LTV Prediction

For B2B and subscription businesses: SegmentStream predicts each lead’s monetary value from day one and can send those value signals back to ad platforms for smarter bidding. Customer LTV prediction does the same for recurring revenue businesses. You optimize for revenue quality, not lead volume.

6. MCP Server — AI-Native Measurement

SegmentStream launched its MCP Server in February 2026, making it one of the first measurement platforms where AI assistants like Claude can directly analyze performance, identify underperforming allocations, and execute budget changes through SegmentStream’s engine. It’s one feature in a broader story: SegmentStream is built around a continuous optimization loop (Measure → Predict → Validate → Optimize → Learn → Repeat), not a one-way data pipe.

Typical Customers & Use Cases

SegmentStream serves over 100 customers in 15+ countries — from ambitious DTC brands to enterprise leaders like Synthesia, SimpliSafe, and Eneco. The platform fits e-commerce, B2B/SaaS, subscription businesses, fintech, automotive, and more. What unites them: they invest seriously in multi-channel paid media and need measurement that goes beyond platform-reported metrics.

Strengths

• Full measurement stack — Attribution, incrementality, marketing mix optimization, conversion modeling, and predictive scoring in one platform
• Transparent methodology — Every attribution model is fully explainable. Your CFO can audit it
• Expert-led partnership — Dedicated Slack channel, monthly strategic reviews, tailored optimization roadmap. Not self-serve SaaS you’re left to figure out alone
• Platform-agnostic — Works with any e-commerce platform, CRM (Salesforce, HubSpot, Pipedrive), and data warehouse (BigQuery, Snowflake, Azure, Redshift)
• Automated budget optimization — Weekly rebalancing across ad platforms based on marginal efficiency, not manual guesswork

Limitations

• Minimum ad spend threshold — Built for teams investing $50K+/month in paid media. Below that, simpler tools may be a better fit
• Premium investment — Strategic partnership model, not a $99/month self-serve subscription. The value comes from measurement-driven optimization at scale

G2 Rating: 4.7/5

Customer review examples:

• “A one-of-a-kind attribution, optimisation and budget allocation tool.”
• “The best attribution platform we’ve tried so far.”
• “Backbone for performance marketing.”

See all reviews on G2

SegmentStream Product Demo

Summary

SegmentStream is the alternative for teams who’ve realized their problem isn’t “how do I move data” — it’s “how do I understand and optimize my marketing.” It collects cross-channel data, measures what actually drives revenue, and optimizes budget allocation automatically. If you’re leaving Supermetrics because you need answers, not just numbers, start here.

Book a demo to see SegmentStream in action.

2. Funnel.io — Best for Data Normalization and Storage

Best for: Mid-to-enterprise marketing teams needing a proper data normalization and storage foundation

In the Supermetrics vs Funnel comparison, the key difference is what happens to your data after extraction. If Supermetrics is a pipe, Funnel is a pipe with a storage tank and a filter. The platform connects to 500+ ad and analytics platforms, normalizes the data (consistent naming conventions, currency handling, date alignment), and stores it in Funnel’s own Data Hub before exporting to BI tools or warehouses like BigQuery and Snowflake.

That normalization layer is exactly what Supermetrics lacks. Instead of getting raw platform dumps that require manual cleanup, you get clean, queryable data that’s ready for analysis. Funnel also acquired Adtriba in June 2024 — a German MTA and marketing mix modeling platform — signaling a push into measurement. But those capabilities are still early stage and not yet comparable to dedicated measurement platforms.

Strengths

• 500+ connectors with data normalization — Clean, consistent data without manual transformation work
• Data Hub storage layer — Stores and versions marketing data; enables historical analysis without re-pulling
• Flexible export destinations — Looker, Tableau, BigQuery, Snowflake, Power BI
• Enterprise-grade — Multi-region, multi-brand support with compliance controls

Limitations

• Data layer, not measurement — Funnel normalizes and stores data well, but doesn’t tell you which campaigns actually drove incremental results. You still need separate tools for the analysis and optimization piece
• Measurement capabilities are early-stage — The Adtriba acquisition signals intent, but integrated measurement features aren’t ready for complex marketing decisions
• Users report data discrepancies — Some teams find inconsistencies between Funnel’s outputs and source platform data
• Learning curve for data mapping — Setting up proper transformation rules and data models takes time, especially for complex multi-platform setups

Summary

Funnel is a strong upgrade from Supermetrics if your pain point is raw, untransformed data. It solves the normalization and storage problem well. But if you’ve also left behind the “reports without answers” stage, pair Funnel’s clean data with a dedicated measurement platform to close the gap between data and decisions.

Pricing: Starts at $400/month

3. Improvado — Best for Enterprise Data Governance

Best for: Enterprise teams ($10M+ ad spend) needing full ETL with data governance and compliance

The Supermetrics vs Improvado choice mostly comes down to scale and data maturity. Supermetrics extracts and loads. Improvado extracts, transforms, and loads — true ETL. The platform connects to 500+ marketing data sources and applies data quality controls and transformation rules before delivering unified data to warehouses and BI tools. For enterprises with complex data requirements — multi-region, multi-brand, multi-agency — Improvado handles the complexity that Supermetrics can’t.

Where Supermetrics gives you raw exports, Improvado gives you a governed data layer with audit trails, role-based access, and enterprise-grade security. It’s a real data platform, not a connector.

Strengths

• True ETL — Data quality controls, transformation rules, validation before delivery
• Enterprise data architecture — Multi-region, multi-brand, multi-agency support with compliance controls
• 500+ connectors — Broad coverage across ad platforms, analytics, CRM, and marketing tools
• Data warehouse-native — Clean delivery to BigQuery, Snowflake, Redshift, Azure

Limitations

• Data infrastructure, not measurement — Improvado builds a strong data foundation, but it doesn’t model marketing effectiveness or answer “where should we spend next?” You need other tools for marketing decision support
• Enterprise complexity — Implementation and ongoing use typically require dedicated analyst or data engineering resources
• No marketing decision support — Dashboards and reports depend entirely on downstream BI tools; no built-in marketing-specific analysis

Summary

Improvado is the enterprise-grade data infrastructure that Supermetrics never was. If your organization needs governed, transformed, compliant marketing data at scale, it delivers. But it stops at the data layer. The “How to Choose” section below can help you figure out whether a data tool is enough or whether you need a measurement layer on top.

Pricing: Custom enterprise pricing

4. Datorama — Best for Salesforce-Native Enterprises

Best for: Enterprise teams already invested in the Salesforce ecosystem who need centralized marketing dashboards

Salesforce acquired Datorama in 2018 and rebranded it as Marketing Cloud Intelligence. If your organization runs on Salesforce — Marketing Cloud, Sales Cloud, Service Cloud — Datorama plugs right in. It aggregates marketing data from multiple sources into centralized dashboards with standardized KPIs, powered by Salesforce’s AI layer (Einstein) for descriptive insights.

That native Salesforce integration is the selling point. The limitation is everything else.

Strengths

• Native Salesforce integration — Data flows directly into and out of other Salesforce products without custom development
• Centralized marketing dashboards — Standardized KPIs across channels, campaigns, and regions
• Enterprise security — Salesforce-grade compliance and access controls
• AI insights (Einstein) — Descriptive analytics that surface patterns and anomalies in your marketing data

Limitations

• Descriptive, not prescriptive — Einstein insights tell you what happened and flag anomalies. They don’t recommend where to shift budget, predict incremental impact, or automate optimization. The AI answers “what” but not “what next”
• Salesforce stack lock-in — Getting real value from Datorama requires heavy Salesforce investment. Teams using HubSpot, Marketo, or non-Salesforce stacks won’t see the same native benefit
• Einstein tells you WHAT happened — not what to DO about it — Datorama visualizes and aggregates data. It doesn’t model marketing effectiveness, run independent attribution, or validate whether campaigns drove incremental results
• Bundled complexity — Typically sold as part of Salesforce Marketing Cloud packages. Procurement, pricing, and implementation follow Salesforce’s enterprise sales cycle

Summary

Datorama is a natural upgrade from Supermetrics for Salesforce-native enterprises that need centralized dashboards with strong data controls. Outside that Salesforce stack, the value drops considerably. And regardless of your setup, the measurement questions — what’s actually driving incremental revenue, where to shift budget — stay unanswered. Datorama shows you the scoreboard; it doesn’t coach the team.

Pricing: Custom, enterprise-only (typically bundled with Salesforce Marketing Cloud)

5. Adverity — Best for Multi-Brand Enterprise Data Integration

Best for: Large enterprises running multi-brand or multi-region setups that need complex data integration at scale

Adverity positions itself as an enterprise marketing data platform with 600+ connectors and an AI-powered transformation engine. The platform handles data collection and normalization at scale — fitting organizations that run marketing across multiple brands, regions, or agencies with different data standards and naming conventions.

Think of it as Improvado’s European counterpart. Both are enterprise data infrastructure tools; Adverity emphasizes AI-driven data harmonization and multi-market support.

Strengths

• 600+ connectors — One of the broadest connector libraries in the category
• AI-powered data transformation — Automated harmonization, normalization, and quality checks across sources
• Multi-region and multi-brand architecture — Designed for complex global setups with localized data standards
• Data quality controls — Validation rules, audit trails, and enterprise compliance

Limitations

• Data infrastructure only — No attribution modeling, no causal measurement, no spend recommendations. Adverity unifies data — it doesn’t analyze marketing effectiveness
• Expensive foundation without the analysis piece — The enterprise pricing reflects the platform’s scale, but the output is still data unification. Turning that data into marketing decisions requires a separate platform
• Implementation effort — Complex transformation rules and compliance setup require dedicated resources, especially for large multi-brand deployments

Summary

Adverity is powerful data integration for enterprises that need serious data quality controls and multi-market data harmonization. It shares the same category as Funnel and Improvado: clean data without measurement. If your core challenge is data chaos across brands and regions, Adverity fixes that. If your challenge is figuring out which campaigns deserve more budget — you’ll need to layer a measurement platform on top.

Pricing: Custom enterprise pricing

6. TapClicks — Best for Agency Marketing Operations

Best for: Large agencies needing marketing operations, workflow management, and reporting in one platform

TapClicks goes broader than Supermetrics. Where Supermetrics moves data, TapClicks bundles data collection, reporting, workflow management, order management, and campaign operations into a single marketing ops platform. With 250+ connectors and features like task management, billing, and automated report generation, it’s built for agencies running complex multi-client operations.

Strengths

• All-in-one agency ops — Reporting, workflow management, order management, task management, and billing in one platform
• 250+ connectors — Covers most ad platforms and marketing tools
• Agency workflow automation — Fulfillment management, campaign execution, and automated report delivery
• AI-generated reports — Automated client and stakeholder reporting

Limitations

• Breadth over depth — Covers a lot of ground but doesn’t go deep on data transformation, attribution, or measurement
• No independent measurement — Reports surface platform-reported metrics without cross-channel analysis. You’ll still build your own spreadsheets for budget allocation
• Operations tool, not a performance tool — Designed for managing the process of marketing delivery, not for understanding which activities drive incremental results

Summary

TapClicks is a strong choice for agencies that need to consolidate marketing operations — reporting, workflow, project management — into one place. It replaces Supermetrics and a project management tool and a billing system. But it doesn’t answer the “what’s actually working?” question. Agencies that need both ops and performance insight will likely end up adding a measurement layer alongside it.

Pricing: Custom, enterprise-focused

7. Whatagraph — Best for White-Label Agency Reporting

Best for: Agencies producing polished, white-labeled client reports

Supermetrics pulls data into spreadsheets and leaves the visualization to you. Whatagraph bundles data collection and visualization together — connect your 55+ data sources, blend metrics across platforms, and build polished white-label reports with drag-and-drop widgets, custom branding, and automated delivery. The platform also supports no-code data transfer to Looker Studio connectors and BigQuery.

For agencies that spend hours formatting Supermetrics data into presentable reports, Whatagraph cuts that workflow down considerably.

Strengths

• White-label reporting — Branded reports with custom domains, logos, color palettes, and themes — no separate BI tool needed
• AI-powered features (Whatagraph IQ) — Report generation, summaries, and chat-based insights across all plans
• Cross-channel blending — Custom formulas and blended metrics without manual spreadsheet work
• No-code data transfer — Export to Looker Studio connectors and BigQuery

Limitations

• Smaller connector library — 55+ integrations versus 500+ for Funnel or Improvado. Niche platforms may not be covered
• No measurement layer — Dashboards look better, but the underlying data is still each platform’s self-attributed numbers. No independent attribution, no cross-channel measurement
• Reporting-only scope — Built specifically for the client reporting workflow. Marketing teams that need measurement or data infrastructure will outgrow it

Summary

Whatagraph solves the visualization gap that Supermetrics has — instead of raw data in spreadsheets, you get polished client reports. That’s a meaningful improvement for agencies. But it doesn’t make measurement smarter. The dashboards look better; the data underneath is the same platform-reported metrics Supermetrics would have delivered.

Pricing: From $286/month

8. AgencyAnalytics — Best for Multi-Client Agency Management

Best for: Marketing agencies managing multiple clients who need automated reporting and white-label dashboards

AgencyAnalytics is built from the ground up for agencies. The platform integrates with 80+ marketing tools — SEO, PPC, social, email, call tracking — and bundles white-label dashboards, automated PDF reports, rank tracking, and SEO audits into one interface. Unlimited user seats. Client access portals. Everything an agency needs to keep clients informed without drowning in manual report building.

It’s not competing with Supermetrics on data infrastructure. It’s competing on the agency workflow that Supermetrics feeds into.

Strengths

• Built for agencies — White-labeling, client portals, staff permissions, automated report scheduling, and multi-client management
• Built-in SEO — Rank tracking, site audits, and backlink monitoring alongside PPC and social reporting. Saves a separate SEO tool subscription
• Low barrier to entry — Starts at $79/month with per-client scaling, 14-day free trial, and 30-day money-back guarantee
• Unlimited user seats — No per-user charges eating into agency margins

Limitations

• Agency reporting only — No data transformation, no data warehouse integration, no measurement capabilities beyond what ad platforms self-report
• Smaller connector library — 80+ integrations are solid for agencies but smaller than Funnel (500+) or Fivetran (700+)
• Per-client pricing scales up — Costs can become meaningful for agencies with 50+ clients

Summary

AgencyAnalytics is the most agency-friendly Supermetrics alternative for teams whose primary job is producing client reports. It simplifies the workflow that Supermetrics makes complicated — but stays firmly in the reporting lane. Use it for what it’s designed for: keeping clients informed. Just don’t expect it to tell you how to make those campaigns perform better.

Pricing: From $79/month; per-client pricing applies

9. Triple Whale — Best for Shopify DTC Attribution

Best for: DTC/Shopify brands wanting attribution plus creative performance analytics

Triple Whale is the only tool on this list that offers actual attribution — making it a different kind of Supermetrics replacement. For Shopify-native DTC brands, it combines multi-touch attribution with profitability metrics (CAC, LTV, margin by channel), creative analytics, and a unified performance dashboard. You go from “data in a spreadsheet” to “attribution in a dashboard.”

That’s a real step up from Supermetrics for e-commerce teams. But it comes with trade-offs.

Strengths

• Cross-channel attribution for Shopify — Goes beyond platform-reported metrics to model how channels work together across the customer journey
• Creative analytics — Performance analysis at the creative and ad level, not just channel or campaign
• Profitability view — CAC, LTV, COGS, and margin by channel in one dashboard. Connects revenue to spend
• Shopify-native — Minimal setup for Shopify stores; fast time-to-value for DTC brands

Limitations

• Shopify-centric architecture — Strongest for standard Shopify setups. Multi-platform e-commerce, non-Shopify stores, B2B, and complex data stacks are either poorly supported or not supported at all
• Attribution methodology isn’t transparent — The platform uses its own pixel and modeling, but users report limited visibility into how credit is assigned. Hard to audit or explain results to stakeholders
• No way to validate causation — Attribution credit is modeled, but there’s no incrementality testing to confirm whether attributed touchpoints actually drove additional revenue. No conversion modeling for users who decline tracking consent either
• Self-serve model — Teams interpret results and make optimization decisions on their own. No expert support or strategic guidance for complex measurement questions

Summary

Triple Whale is the best option on this list for Shopify DTC brands that want to move from raw data to basic attribution. It’s a much bigger step than other Supermetrics alternatives in this article. But for teams spending $50K+/month across multiple channels — or anyone outside the Shopify world — the lack of causal validation and automated spend optimization means you’ll eventually need to look further.

Pricing: From ~$100/month (Growth) to custom (Enterprise)

10. Fivetran — Best for Engineering-Led Data Pipelines

Best for: Engineering-led teams needing automated, warehouse-first data pipelines at scale

Fivetran is a different animal from Supermetrics entirely. It’s an enterprise ELT platform with 700+ connectors, automated schema management, and deep integration with dbt for post-load transformations. Built for data engineers, not marketers.

Where Supermetrics pushes data into spreadsheets and BI tools, Fivetran pushes data into data warehouses — BigQuery, Snowflake, Redshift, Databricks — with automatic schema detection, incremental syncs, and managed change data capture. It’s infrastructure, not analytics.

Strengths

• 700+ connectors — The largest connector library on this list. Covers marketing, databases, SaaS applications, and custom sources
• Warehouse-first architecture — Built for modern data stacks with automatic schema management and incremental syncs
• dbt integration — Native support for dbt transformations post-load. Data teams get full control over the modeling layer
• Enterprise reliability — SLAs, automated alerting, and managed infrastructure. Connectors don’t silently break

Limitations

• Built for data engineers, not marketers — Requires warehouse infrastructure, dbt knowledge, and SQL skills. Marketers can’t use it directly
• Moves data into warehouses — what happens next is up to your team — No attribution, no reporting, no dashboards, no marketing-specific analysis. Your data team builds everything downstream
• Usage-based pricing can surprise — 2026 pricing changes (per-connector minimum charges, deletes counting as MAR) have caught some teams off guard with unexpected cost spikes
• Replaces the pipe, not the workflow — Fivetran replaces Supermetrics’ data movement role but doesn’t replace the marketing workflow. You still need BI tools, analysis layers, and measurement platforms on top

Summary

Fivetran is best-in-class data infrastructure — but it’s infrastructure for data teams, not a marketing tool. If your organization has data engineers building a modern data stack and you need reliable, scalable pipelines, Fivetran is a much stronger foundation than Supermetrics. It won’t answer any marketing questions on its own, though. For teams that want data collection and measurement in one place, SegmentStream has its own connectors built in — no separate pipeline tool required.

Pricing: Usage-based, starting from ~$500/month

11. Windsor.ai — Best for Budget-Friendly Data Connectors

Best for: Small teams wanting a low-cost data connector with basic attribution features

Windsor.ai is the budget option. It pulls data from 325+ sources into BI tools, warehouses, and spreadsheets with a no-code setup that takes about two minutes. All destinations are included on every plan — starting at $19/month, making it the cheapest tool on this list by a wide margin. Pre-built templates and an AI Prompt Library let teams get started without any data engineering support.

It also claims attribution capabilities — which is unusual for a data connector. You get first-touch, linear, and other rule-based attribution models, which is more than most data connectors offer. But those are fixed-position models that assign credit using predetermined rules. No ML-driven attribution, no behavioral signal analysis, no session-level influence modeling. The attribution features read more like a checkbox on the pricing page than a serious measurement platform — no causal validation, no conversion modeling, no spend optimization.

At its core, Windsor.ai is a data pipe with a few extras bolted on. The attribution and AI features are add-ons, not the primary product.

Summary

Windsor.ai is the cheapest way to replace Supermetrics’ core function — pulling marketing data into your preferred destination. The attribution features are a nice bonus for small teams just starting to think about measurement. But teams that need answers beyond basic rule-based credit assignment will hit the ceiling fast.

Pricing: From $19/month

12. Adriel — Best for AdOps and Campaign Management

Best for: Agencies and in-house teams that want to centralize reporting and manage campaigns from one dashboard

Adriel takes a different angle from most tools on this list. Instead of focusing on data pipelines or measurement, it’s an AdOps platform — part dashboard builder, part campaign management tool. Connect 650+ data sources (Meta, Google, LinkedIn, Apple Search Ads, TikTok, and many more), then build white-labeled dashboards, set up KPI alerts, and use AdOptimize to manage campaigns directly: toggle campaigns on and off, adjust budgets, and edit CPC bids without switching between ad platform UIs. SOC 2 Type 2 certified, which matters for agencies handling client accounts.

There’s more here than just reporting. AdGen AI generates ad creatives. DataStream handles ETL to spreadsheets, databases, and BI tools. A Creative Intelligence Suite analyzes which keywords, images, and colors correlate with better performance. Over 6,300 teams use the platform across agencies, e-commerce, and enterprise. It’s a busy product with a lot of surface area.

But that surface area is all AdOps. Adriel tells you what your campaigns are doing and lets you make changes — it doesn’t tell you whether those campaigns are actually driving incremental results. There’s no attribution modeling, no incrementality testing, and no marginal ROAS analysis to guide where budget should go. You’re making decisions based on the same platform-reported metrics Supermetrics would have shown you, just in a nicer interface with campaign controls attached. The “AI insights” label is broad — what you get is trend detection and alerts, not measurement methodology.

Strengths

• 650+ connectors — One of the broadest connector libraries, covering Meta, Google, LinkedIn, TikTok, Apple Search Ads, and many more
• In-platform campaign management — Toggle campaigns, adjust budgets, and edit CPC bids directly without switching between ad platform UIs
• White-labeled dashboards — Custom branding, KPI alerts, and automated reporting for agencies
• Creative intelligence — Analyzes which keywords, images, and colors correlate with better ad performance

Limitations

• AdOps only, no measurement — No attribution modeling, no incrementality testing, no marginal ROAS analysis. Decisions are based on the same platform-reported metrics Supermetrics delivers
• AI insights are surface-level — Trend detection and alerts, not measurement methodology or causal analysis
• SOC 2 certified but no data transformation — Data flows through dashboards but isn’t normalized or cleaned for downstream analysis

Summary

Adriel works well for agencies and teams that want a single pane of glass for managing ad campaigns across platforms. The 650+ connectors, white-labeled dashboards, and in-platform campaign controls genuinely reduce the tab-switching and spreadsheet work that Supermetrics creates. But it stays firmly in the execution lane. Teams that need to understand which channels actually earn their budget — not just manage campaigns more efficiently — will still need a measurement layer like SegmentStream alongside it.

Pricing: Custom pricing

How to Choose the Best Supermetrics Alternative

Start with one question: what problem are you actually solving?

• Is your problem data movement — or understanding what the data means? If you just need cleaner pipes and better connectors, you’re shopping for data infrastructure. If you need to know which channels drive revenue and where to shift budget, you’re shopping for a measurement platform. These are fundamentally different categories, and most tools only cover one.
• Do you need data transformation, or is raw data fine? Some tools extract and load (EL) — you get raw platform dumps. Others extract, transform, and load (ETL) — you get normalized, clean data. If your team spends hours cleaning naming conventions and currency mismatches, transformation matters.
• Who will use it — marketers or data engineers? Some alternatives are self-serve for marketing teams. Others require SQL, warehouse infrastructure, and dbt knowledge. Match the tool to the team that will actually operate it.
• Do you run an agency or an in-house team? Agency tools prioritize white-labeling, client portals, multi-client management, and automated report delivery. In-house teams care more about depth of analysis and integration with their data stack.
• What’s your ad spend level? Tools built for $5K/month budgets solve different problems than tools built for $500K/month budgets. Measurement and optimization matter more as spend increases — the cost of misallocating a $500K budget is real.
• How locked in are you to your current stack? Some tools work independently. Others require specific ecosystems (Salesforce, Shopify, a data warehouse). Factor in switching costs and vendor dependency.

Final Verdict: Best Supermetrics Alternatives in 2026

Supermetrics solved a real problem when it launched — getting marketing data out of ad platforms and into usable formats. That problem hasn’t gone away. But for a growing number of teams, it’s the wrong problem to be solving in 2026. The data is there. What’s missing is the understanding of what it means and what to do with it.

• SegmentStream is the top recommendation because it closes that gap. Cross-channel data collection — yes. But also multi-touch attribution that evaluates actual behavioral signals, incrementality testing that proves which channels earn their budget, and marketing mix optimization that automatically shifts spend to the highest-return opportunities. For teams spending $50K+/month on paid media, it’s the upgrade from reporting to action.
• Funnel.io is the strongest alternative for teams whose primary pain is data quality — normalization, storage, and clean delivery to BI tools. It does what Supermetrics should have done: transform and organize data before delivering it. Still a data layer, not a measurement platform.
• Improvado is the enterprise pick for teams that need full ETL with data governance, compliance controls, and audit trails. Stronger data infrastructure than Supermetrics at scale — but like Funnel, it doesn’t answer the measurement question.

Everything else on this list is a variation on data infrastructure, agency reporting, or niche tools — each with a specific strength, but none addressing the measurement gap that drives most teams away from Supermetrics in the first place.

FAQ: Supermetrics Alternatives

What are the top-3 Supermetrics alternatives?

SegmentStream, Funnel.io, and Improvado are the three best Supermetrics alternatives. SegmentStream replaces both the data pipeline and the measurement gap — it shows what’s working, proves it with experiments, and reallocates budget automatically. Funnel adds data normalization and storage. Improvado provides enterprise-grade ETL with data governance.

Supermetrics vs Funnel: which is better?

SegmentStream is the better choice if you’ve outgrown both — it handles data collection and adds measurement (attribution, incrementality, optimization) that neither offers. Funnel is a step up from Supermetrics for dirty data: it normalizes, transforms, and stores data before sending it to BI tools. But both are data tools — neither tells you which marketing actually works.

Supermetrics vs Improvado: which is better for enterprise?

SegmentStream is the strongest enterprise alternative — it replaces Supermetrics’ data collection and adds measurement and optimization. If your primary gap is data transformation and governance, Improvado is a solid upgrade: full ETL with audit trails, compliance, multi-region support, and managed architecture. But Improvado is still data infrastructure — it can’t tell you which channels are working or where to move budget.

Does Supermetrics do attribution?

No. Supermetrics extracts raw data from ad platforms and loads it into spreadsheets, BI tools, or warehouses. It doesn’t perform any attribution modeling. The data reflects each platform’s self-reported metrics — Google’s DDA, Meta’s 7-day click window, and so on. For independent, cross-channel attribution, you need a measurement platform like SegmentStream.

Is Supermetrics worth it in 2026?

For teams that just need raw ad data in Google Sheets or Looker Studio and are comfortable cleaning it manually, Supermetrics still works. But many teams have moved past that workflow. Common complaints include silent connector breakages, no data transformation (EL only), and pricing increases at renewal. Funnel (better data handling) and SegmentStream (actual marketing measurement) address those gaps.

What is the best Supermetrics alternative for agencies?

SegmentStream is the best alternative for agencies managing serious ad spend — it gives agencies clear proof of which campaigns drive real revenue and where to reallocate budget. For agencies focused on client reporting workflows, AgencyAnalytics (white-label dashboards, automated PDFs) and Whatagraph (visualization, data blending) are lighter options.

What is the best marketing data pipeline tool?

SegmentStream is best if you need more than a data pipeline — it combines data collection with measurement and automated optimization. For standalone pipelines, Funnel.io (500+ connectors, normalization, storage) and Improvado (full ETL, enterprise governance) are the strongest marketing-specific options. Fivetran (700+ connectors, warehouse-first) is popular but requires data engineers.

Can Supermetrics do marketing mix modeling or incrementality testing?

No. Supermetrics does not offer marketing mix modeling, incrementality testing, or any form of causal measurement. It pulls numbers from ad platforms and loads them into your destination. For understanding which marketing causes revenue, SegmentStream covers marketing mix optimization, incrementality validation, and cross-channel attribution in one platform with expert-led support.

Related Articles

• Top-15 Best Marketing Analytics Tools & Platforms in 2026
• Best Multi-Touch Attribution Tools for E-Commerce & DTC Brands
• Top Enterprise Marketing Analytics and Attribution Platforms
• Best GA4 (Google Analytics 4) Alternatives

Ready to Go Beyond Supermetrics?

If you’ve outgrown reporting and need to understand where your marketing budget actually delivers — not just see the numbers in one place — SegmentStream is where marketing measurement starts.

Talk to a SegmentStream expert and see how teams are turning marketing data into revenue-driving decisions — automatically.

Book a demo to see SegmentStream in action.