Supermetrics Alternatives: Best Options for Small Businesses (2026)

Supermetrics has been the go-to marketing data connector for years. But at $29-99/month for basic plans and $239+/month for anything serious, many small businesses are looking for alternatives.

Here's the reality: You need your marketing data unified, accessible, and actionable. But you don't necessarily need to spend $3,000+ annually on a tool with features you'll never use.

In this guide, we compare 8 Supermetrics alternatives across pricing, features, ease of use, and real-world fit for small businesses. We'll be honest about each tool—including our own—so you can make the right choice for your team.

Why People Look for Supermetrics Alternatives

If you're reading this, you've probably already used Supermetrics or considered it. The most common reasons SMBs start shopping around:

Pricing has gotten aggressive. Supermetrics' pricing structure increased significantly in 2024-2025. Their basic plan ($29/month) has severe limitations, and once you need multiple data sources and destinations, you're looking at $99-239/month. For a growing startup, that's a meaningful expense.

The credit system is confusing. Supermetrics uses a credit-based model where different data sources and refresh frequencies cost different amounts. It's hard to predict your monthly bill, and you might be paying for features you don't use.

No native AI capabilities. Supermetrics is a data connector, period. If you want to query your data with natural language, build predictive models, or use AI to find insights, you need another tool entirely. That's a separate integration and another monthly cost.

It's complex for non-technical teams. Supermetrics requires Google Sheets, Looker Studio, or similar platforms as your destination. If you want to write SQL queries or build custom dashboards, you need a data warehouse and engineering help. For many SMBs, that's overkill.

Bloated feature set. Supermetrics supports hundreds of data sources. That breadth makes it expensive to maintain and overly complex for teams that only need 3-4 integrations.

If any of these reasons resonate, let's explore what else is out there.

Quick Comparison Table

1. MetricNexus

Best for: SMBs wanting AI-native marketing analytics and natural language queries

Pricing: $49-99/month

MetricNexus is designed specifically for the small business that wants to move beyond dashboards. Instead of clicking through Google Sheets or Looker Studio, you query your marketing data naturally.

Connect your Google Ads, GA4, Meta, LinkedIn, and Klaviyo accounts once. Then ask questions like:

• "Which ad campaigns had the best ROAS last month?"
• "What's our customer acquisition cost by channel?"
• "Show me the top converting landing pages by traffic source"
• "Has our email engagement rate changed compared to last quarter?"

The tool handles the data consolidation, runs the queries, and surfaces answers without you touching SQL or spreadsheet formulas.

Pros:

• AI-first approach means less time building dashboards
• Simple setup (20 minutes to connect all sources)
• Built-in metric definitions prevent teams arguing about "what is revenue?"
• Pricing is transparent—no surprise credits
• Designed for SMB budgets ($49-99/month covers small teams)
• Integrates with popular tools your team already uses

Cons:

• Newer product (launched 2025), so smaller customer base
• Fewer integrations than Supermetrics (by design—focused on marketing channels)
• Limited historical data (90 days default, 1 year with Pro plan)
• No offline/exported reports like some competitors

Who should consider it: Teams that are tired of manual reporting, want to scale analytics without hiring a data analyst, or want AI-driven insights alongside traditional dashboards.

2. Coupler.io

Best for: Google Sheets users who want automation without the price tag

Pricing: Free tier available; paid plans start at $49/month

Coupler.io is the tool for teams that live in Google Sheets. It automatically pulls data from your marketing platforms into a spreadsheet, refreshes it on schedule, and lets you build reports, pivot tables, and charts directly in Sheets.

Key features:

• Free tier includes 5 connectors with 2-hour manual refresh (no automation)
• Paid tier enables auto-refresh every 1-6 hours
• Works natively with Google Sheets (no exports needed)
• Supports 100+ data sources
• You can combine data sources in one sheet and build custom formulas

Pros:

• Extremely affordable; free tier is genuinely useful
• If your team already works in Sheets, zero learning curve
• Simple UI—non-technical marketers can set it up
• Combines data from multiple sources automatically
• Great for building custom reports
• Great customer support

Cons:

• Limited data destination (Sheets only, or manual CSV export)
• Free tier requires manual refresh (not true automation)
• No visualization layer (relies on Sheets' charting)
• Doesn't scale well with very large datasets
• No real-time sync (even paid plans refresh every 1-6 hours)

Who should consider it: Marketing teams that use Google Sheets as their primary reporting tool, small agencies building client reports, and budget-conscious teams that don't need real-time data.

How it compares to Supermetrics: Coupler.io is actually Supermetrics' biggest competitor for Sheets users. Same basic use case, but Coupler is 1/4 the price with a genuine free tier.

3. Windsor.ai

Best for: SMBs focused on multi-touch attribution and cost efficiency

Pricing: Free tier + paid starting at $19/month

Windsor.ai is specifically built for understanding which marketing channels actually drive revenue. It pulls data from all your channels (Google Ads, Facebook, LinkedIn, TikTok, email) and models how different touchpoints contribute to conversions.

Key features:

• Multi-touch attribution (first-click, last-click, linear, and custom models)
• Automated optimization (AI recommends budget shifts across channels)
• Works with Slack, Sheets, and their own dashboards
• Covers most common marketing channels

Pros:

• Extremely affordable ($19/mo gets you started)
• Attribution modeling is genuinely valuable (most tools skip this)
• Slack integration means insights come to you
• Simple setup, non-technical friendly
• Free tier covers basic use cases

Cons:

• Fewer data sources than Supermetrics (focused on ad platforms)
• Limited historical data
• Attribution modeling is opinionated (you can't fully customize)
• Smaller company = less development roadmap visibility
• Lacks some advanced features like API access

Who should consider it: Performance marketing teams trying to optimize ad spend across channels, agencies managing multiple client budgets, and anyone doing serious attribution analysis without the Supermetrics price.

4. Porter Metrics

Best for: Teams that use Looker Studio as their primary reporting platform

Pricing: $15/month per connector (e.g., $45/month for GA4 + Google Ads + Facebook)

Porter Metrics is the specialist tool for Looker Studio. While Supermetrics also works with Looker Studio, Porter is 100% optimized for it.

Key features:

• Native Looker Studio connector (no Google Sheets middleman)
• Pre-built report templates you can customize
• Handles dimension/metric transformations automatically
• Real-time sync (data refreshes constantly)

Pros:

• Much cheaper than Supermetrics if you use Looker Studio
• Includes templates (saves 5-10 hours of dashboard building)
• Clean, simple setup
• Customer support is responsive
• Real-time data (vs Supermetrics' hourly refreshes)

Cons:

• Only works with Looker Studio (not Sheets, BigQuery, etc.)
• Per-connector pricing can add up ($45-75/month for typical setup)
• Limited to GA4, Google Ads, Meta, LinkedIn (no niche integrations)
• No historical data export

Who should consider it: Digital marketing agencies building client dashboards in Looker Studio, in-house teams that prefer Looker over Sheets, and teams looking for a faster/cheaper Supermetrics alternative.

5. Databox

Best for: Teams that want beautiful mobile dashboards and industry benchmarking

Pricing: Free tier; paid plans $72/month and up

Databox focuses on KPI dashboards and benchmarking. You connect your data sources, and Databox helps you define the right metrics and visualize them beautifully.

Key features:

• 500+ pre-built integrations
• Mobile-first dashboard design
• Industry benchmarking (compare your metrics to competitors in your industry)
• Alert system (get notified when metrics change)
• White-label dashboards for agencies

Pros:

• Exceptional mobile experience (dashboards look great on phones)
• Benchmarking is genuinely valuable for comparing performance
• Beautiful visualization out of the box
• Includes best-practice metric definitions
• Good for executive dashboards

Cons:

• Doesn't excel at any one thing (jack of all trades, master of none)
• Limited data export (pulls in, hard to get data back out)
• Pricing jumps quickly if you need multiple dashboards
• Requires you to define metrics manually (can be tedious)
• Mobile-first means desktop experience is secondary

Who should consider it: CMOs building executive dashboards, agencies showing clients their performance, and teams that want to benchmark themselves against industry peers.

6. Stitch Data (by Talend)

Best for: Teams that already have a data warehouse and want open-source reliability

Pricing: Free tier (limited); cloud SaaS starts at $0 (self-hosted) up to $1000+/month (enterprise)

Stitch Data is a data integration platform built on open-source foundations. It's warehouse-first, meaning you connect data sources and Stitch pushes data into your data warehouse (Postgres, BigQuery, Snowflake, Redshift).

Key features:

• 150+ connectors across marketing, finance, product, operations
• Warehouse-native (data goes straight to BigQuery, Snowflake, etc.)
• Good for building your own data stack
• Open-source foundations (less vendor lock-in)

Pros:

• If you have a data warehouse, this is a great fit
• Plays well with dbt and other modern data tools
• Transparent pricing if self-hosted
• Good for data teams building custom analytics

Cons:

• Requires a data warehouse to be useful (adds $300-1000+/month)
• Requires SQL knowledge (not for non-technical marketers)
• Steeper learning curve than simpler alternatives
• Smaller company than Fivetran (less support resources)
• Not best-in-class at any specific use case

Who should consider it: Teams that are already running a data warehouse, data-driven companies with in-house analytics engineers, and companies that want to avoid vendor lock-in with larger ETL platforms.

7. Hevo Data

Best for: Growing companies needing scale and real-time data

Pricing: Starting at $239/month

Hevo Data is a modern ETL platform that sits between Stitch and Fivetran in terms of cost and feature depth. It's designed for teams scaling beyond Supermetrics but not yet needing enterprise features.

Key features:

• 150+ pre-built connectors
• Real-time data sync (every 5 minutes)
• Works with data warehouses (BigQuery, Snowflake, Postgres, etc.)
• Good data quality monitoring
• Transformation layer (dbt integration)

Pros:

• Real-time sync (vs most alternatives' hourly/daily)
• More affordable than Fivetran, more feature-rich than Stitch
• Good customer support
• Works well with modern data stacks
• Data quality monitoring is valuable

Cons:

• Still expensive at $239/month baseline (similar to high-end Supermetrics plans)
• Requires data warehouse to be useful
• Enterprise SLA pricing is expensive
• Not simpler than Supermetrics for small teams

Who should consider it: Mid-market companies that need real-time data, have data warehouses, and want reliability with personalized support.

8. Fivetran

Best for: Enterprise and mid-market teams that need gold-standard reliability

Pricing: Credit-based, typically $500-3000+/month

Fivetran is the gold standard for data integration. If Supermetrics is "good enough," Fivetran is "best in class." It's the tool when reliability, compliance, and scale matter more than cost.

Key features:

• 300+ connectors across every data source you can imagine
• Warehouse-native architecture
• Excellent uptime SLA (99.9% guaranteed)
• SOC2/HIPAA/GDPR compliance
• Detailed audit logs and monitoring

Pros:

• Absolute reliability (the industry standard)
• Best-in-class support
• Handles complex, large-scale data pipelines
• Great compliance story (healthcare, fintech)

Cons:

• Expensive ($500/month minimum, easily $3000+/month at scale)
• Overkill for small teams
• Requires data warehouse expertise
• Credit-based pricing is confusing

Who should consider it: Enterprise companies, healthcare/fintech with compliance needs, and teams where data reliability is a legal or safety requirement.

How to Choose the Right Alternative

Choosing between these tools doesn't require a spreadsheet (though you could build one in Coupler.io). Use this framework:

If you have under $50/month budget:

• Coupler.io (free tier + $49/month)
• Windsor.ai ($19/month)
• Databox (free tier)

If you have $50-100/month budget:

• MetricNexus ($49-99/month)
• Porter Metrics ($45-75/month depending on sources)
• Coupler.io paid tier

If you have $100-300/month budget:

• Hevo Data ($239/month minimum)
• Stitch Data (if you have a warehouse)
• High-end Supermetrics plan

If you have $300+/month budget:

• Fivetran (when scale/compliance matter)

Pick by use case:

"I want dashboards in Google Sheets" → Coupler.io or Supermetrics (Coupler is cheaper)

"I want Looker Studio dashboards" → Porter Metrics or Supermetrics (Porter is cheaper)

"I want to query data with natural language" → MetricNexus

"I want attribution modeling" → Windsor.ai

"I want beautiful mobile dashboards" → Databox

"I want a data warehouse" → Stitch or Fivetran

"I want real-time data at scale" → Hevo or Fivetran

Pricing Comparison Table

Note: Pricing as of February 2026. Confirm directly with vendors as plans change frequently.

Feature Comparison Matrix

✓✓ = Strong offering | ✓ = Available | ✗ = Not available

Frequently Asked Questions

What's the best free Supermetrics alternative?

Coupler.io's free tier is the most feature-complete. You get 5 connectors and can pull data from GA4, Google Ads, Facebook, etc. into Sheets. The catch: you need to manually refresh the data. For automated free alternatives, Windsor.ai and Databox both offer limited free tiers.

Is Supermetrics worth the price?

If you need 10+ data sources, complex Looker Studio dashboards, and white-label capability, yes. For small teams needing just 2-3 integrations, probably not. Supermetrics excels at breadth (supports everything), but it's not best-in-class at any single use case. You're paying for the "everything" tax.

Can I switch from Supermetrics without rebuilding my dashboards?

Mostly, yes. If you're in Google Sheets, Coupler.io uses the same formula syntax. If you're in Looker Studio, Porter Metrics is a direct replacement. You'll need to manually recreate some dashboards, but the data structure transfers cleanly.

What's the cheapest way to get marketing data unified?

Coupler.io ($49/month) or Windsor.ai ($19/month) are cheapest if you want a real solution. If you're willing to manage Google Sheets manually, both have free tiers. For true "free," Google Sheets + manual data exports work, but that's not scalable.

Which alternative is most similar to Supermetrics?

Coupler.io, if you're a Sheets user. Porter Metrics, if you're a Looker Studio user. Both focus on the same core problem (get marketing data into a visualization tool) but cost 1/4 to 1/2 what Supermetrics does.

Do I need a data warehouse?

Only if you want advanced analytics or if you're connecting 50+ data sources. For small teams doing basic reporting, Google Sheets or Looker Studio is sufficient. Stitch and Fivetran require a warehouse; others don't.

Can I use multiple tools together?

Absolutely. Common combinations:

• Coupler.io (data integration) + Looker Studio (visualization)
• Windsor.ai (attribution) + Sheets (reporting)
• MetricNexus (queries) + Databox (dashboards for executives)

Our Recommendation

Here's our honest take on when to use what:

If you're on a tight budget ($0-50/month): Start with Coupler.io's free tier or Windsor.ai at $19/month. Both are genuine alternatives that work. If you outgrow them, you've spent almost nothing and learned where your tool gaps are.

If you need human-language queries (the future of analytics): MetricNexus is purpose-built for this. You'll ask your data questions in plain English, get answers in seconds, and spend zero time in spreadsheets or dashboards. Designed for SMBs that want to scale analytics without hiring a data analyst.

If you're a Looker Studio power user: Porter Metrics is a no-brainer. Same use case as Supermetrics, 1/4 the price, and real-time data instead of hourly refreshes.

If you're a Google Sheets user: Coupler.io if you value affordability and simplicity. Supermetrics if you need obscure data sources or white-label capability. For most small teams, Coupler wins.

If you're focused on paid marketing optimization: Windsor.ai's attribution modeling is genuinely valuable and hard to find elsewhere. It'll help you understand which channels actually drive revenue.

If you're building an in-house data stack: Stitch is solid and open-source friendly. Fivetran if you need bulletproof reliability and compliance.

If you're not sure what you need: Try Coupler.io's free tier for two weeks. Zero commitment, zero credit card. Once you know how you want to use the data, pick the tool optimized for that use case instead of paying for Supermetrics' massive feature set you'll never use.

The bottom line: Supermetrics is great if you need everything. But most small businesses don't. You can cut your data integration bill from $3,000/year to $600-1,200/year and actually get a better experience because the tool you pick is optimized for your specific workflow instead of trying to be everything to everyone.

Pick the tool that fits your team's actual needs, not the one with the most features.