Supermetrics Connectors: The Ultimate Guide for Marketers in 2023

Accurate and timely reporting would be impossible without marketing platforms that combine data from multiple sources to create cross-channel reports. In theory, the more data sources, the more accurate the report is. 

But is the number of connectors the only factor in choosing a reporting platform?

In this guide, we explore Supermetrics connectors — the process, pricing, and alternative solutions. 

Nikola Gemes

Mar 10 2023 5 min read


Table of Contents

    What are Supermetrics connectors?

    Supermetrics connectors are platforms or integrations that allow Supermetrics users to pull data for analysis, storage, or reporting.  

    Supermetrics offers ETL (extract, transfer, load) capabilities and a collection of data source connectors, ranging from paid media to sales data. 



    Most of the platforms Supermetrics supports can be broken into these groups:

    • Paid media: Facebook Ads, Google Ads, and TikTok Ads  
    • Social media: Facebook, Instagram, and Twitter
    • Web analytics: Google Analytics and Adobe Analytics 
    • Mobile analytics: Apple Public Data and Adjust Data
    • SEO: Google Search Console, Google My Business, and Ahrefs
    • Email Marketing: Mailchimp 
    • Ecommerce: Shopify, Klaviyo, and Stripe 
    • CRMs: Salesforce, HubSpot, CallRail

    In the choice of connectors, Supermetrics focuses specifically on marketers and different marketing use cases. 

    At the moment of writing, Supermetrics has connectors for more than 70 data sources.

    Supermetrics takes a lot of pride that all of its connectors are built in-house to ensure stability and consistent quality. 

    How do Supermetrics connectors work? 

    Supermetrics API allows you to extract data from a multitude of sources, and the process of connecting data sources looks like this.


    • Authenticate 70+ supported data sources with just one click
    • Choose the output format (JSON, CSV, as well as custom output formats available for Power BI, Tableau, and Qlik) and create extraction queries for each data source.
    • Your marketing data is ready for loading into your visualization tool, BI tool, or custom application.  


    Use the intuitive query manager to build accurate queries with ease. Preview real data directly from the source. 

    Create, save, and update queries for cross-team collaboration. 


    You can combine clean data from multiple marketing sources to improve your marketing effectiveness. 

    white-label report

    Supermetrics connector pricing 

    Supermetrics has a total of 15 pricing plans that you can choose from. An important thing here is that the pricing is based on connectors, or more precisely destinations for your aggregated data. 

    It doesn’t matter where your data is coming from, you pay based on where it ends up. 

    Let’s say you are a small business that tracks data from one email automation, and two paid ads platforms. If you export your data for visualization in Looker Studio (used to be Google Data Studio) you’ll pay the same as if you had 15 sources. 

    It’s the destinations that count. 



    While this can be attractive to some customers, in reality, you often need to use more than one destination connector:

    If you want to store your data in Google BigQuery to overcome a system overhaul or want to use Google Sheets to analyze metrics in tables, you need to pay for both connectors

    Supermetrics pricing plans include connectors like:

    • Visualization tools like Looker Studio (€39/month)
    • Spreadsheets like Google Sheets (€99/month) and Microsoft Excel (€99/month)
    • Data warehouses like Google BigQuery, Snowflake, and Redshift (custom pricing for each)
    • Data lakes like Amazon S3 and Google Cloud Storage (custom pricing for each)

    To sum up, there’s a good and a bad side to this pricing scheme.


    • You can choose only the destination connectors you need.


    • The displayed prices are for very basic (1 user/1 connector) packages, so destination connectors can easily add up, especially since each destination has several packages and upsells.
    • The prices for most but the basic connectors are quote-based. You need to get in touch with Supermetrics to find out the figure.

    This complexity is in stark contrast to Whatagraph’s pricing plan, where you have two flat fee pricing packages and one custom package. 

    For example, with Whatagraph’s basic Professional package (€199), you get to connect data from 25-50 sources, unlimited integrations and templates, permissions for up to five users, plus data transfer to BigQuery.   

    Using Supermetrics connectors for reporting

    Another important consideration when choosing a reporting tool is whether it has native data visualization. 

    Supermetrics doesn’t have native data visualization, so in addition to other connectors you might be paying for, if you want to report on your consolidated data, you need to pay for additional reporting tools, such as Looker or Tableau.

    Looker Studio

    Looker Studio is free to use on its own, but if you use Supermetrics to load the sources for reporting, you still need to pay for the Looker package. 

    For example, if you want to load data to a data warehouse and visualize it with Supermetrics Looker templates, you need to pay for both destinations. 



    If you want to reach Whatagraph’s basic flat fee package you'd have to pay:

     €199 for the Looker Core package + ??? for a data warehouse of choice, as they’re all custom priced. 


    Another option is to use Tableau, another data analytics and visualization tool that integrates with Supermetrics. However, since Supermetrics doesn’t have a connector for Tableau, you'd have to go through the Query Manager, a 9-step process that includes building a query, testing, and previewing your data, and using the right API key. 

    One wrong step and you can quickly get this error:

    Screenshot 2023-03-09 at 11.48.18.png

    And if you try to contact Supermetrics customer support, tough luck. Multiple user reviews from G2 and Capterra claim that it took weeks or months to hear back from the customer support team, and for most of them, the replies and solutions didn’t solve the problem. 

    Several Supermetrics reviews also report connectors breaking, which easily ruins your report. 

    Screenshot 2023-03-09 at 13.22.59.png


    Also, to connect your data sources, create, and publish dashboards, you need a tier-1 Tableau Creator account that includes Tableau Desktop, Prep Builder, and Creator License for Tableau Cloud.

    At the same time, you can achieve the same thing and much more with Whatagraph as the only platform for data extraction and reporting. 

    cross-channel reports

    With Whatagraph, you can pull data from your sources natively with no need for connectors. 

    We support all major social media, social advertising, SEM, PPC, SEO, eCommerce, performance marketing, and web analytics platforms.  

    At the same time, the native data visualization function allows you to create beautiful interactive dashboards in just minutes. 


    Whatagraph’s cross-channel report 

    We may reach Supermetrics’ number of connectors one day, but for now, we know that the connectors we have, are working flawlessly.  

    Should you ever run into a problem or have a question about how to continue, feel free to reach out by chat, email, or phone. Our customer support team is on standby 20 hours a day, 5 days a week. 

    A better alternative to Supermetrics connectors 

    Supermetrics is a data pipeline with over 70 data connectors, all built in-house for maximum stability. However, customer reviews report that data connectors keep breaking. 

    Imagine when your clients open up a report hoping to see where their marketing budget was spent, and instead of relevant values get #NULL values or yellow triangles with “!” signs. 

    And when one connector breaks, the entire data source stops working in your report. This is even more dramatic in single-source Linkedin Ads or Twitter Ads reports, where none of your metrics will show up. 

    And there’s a steep learning curve that comes with using more than one tool, as well as ticket-based customer support, with weeks-long queues. 

    To eliminate those risks, go with a reporting tool that pulls data from 40+ data sources natively and has native data visualization natively, with no need for an external dashboard. 


    Whatagraph’s TikTok campaign report

    To help you with getting started, we've created a library of attractive pre-made templates for various report types. Just connect the sources and start reporting. 

    Whatagraph’s pricing plans are transparent and scalable, while the live chat allows you to talk to our customer team immediately. 

    Visit our Integrations page to see what data sources and destinations Whatagraph offers. 

    If you want to learn more about how Whatagraph compares to Supermetrics, check out this article.

    40+ data

    Published on Mar 10 2023


    Nikola Gemes

    Nikola is a content marketer at Whatagraph with extensive writing experience in SaaS, tech, and sustainability niches. He takes his coffee as he takes his pizza: hot and without pineapples in it.

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