Marketing analytics & reporting

Whatagraph vs. Supermetrics - Which is the Better Reporting Tool?

Data is everywhere around us and it seems like there’s more of it every day. For people who have to make important decisions (managers, executives, and leaders), it’s critical to have the right data to make important business decisions.


Whatagraph marketing reporting tool
Mile Zivkovic

Feb 22 2023 6 min read

Whatagraph vs. Supermetrics - Which is the Better Reporting Tool?

Table of Contents

  • What is Whatagraph?
  • What is Supermetrics?
  • Whatagraph vs. Supermetrics: data sources
  • Whatagraph data sources
  • Supermetrics data sources
  • Data visualization
  • The data visualization in Whatagraph
  • The data visualization in Supermetrics
  • The pricing
  • Whatagraph pricing
  • Supermetrics pricing
  • The final verdict
  • Who is Whatagraph for?
  • Who is Supermetrics for?
  • Wrapping up

To highlight that data and show marketing performance, digital marketing professionals use reporting tools. Some of the most popular choices today include Whatagraph and Supermetrics and if you’ve been wondering which one is better for your needs, we’re here to help.

Today, we’ll give you our unbiased overview of Whatagraph vs. Supermetrics and show you which of these data visualization tools suits your business better.

But first, the basics.

What is Whatagraph?

Whatagraph is a marketing reporting tool used by over 1,000 businesses around the globe. The most common type of people using Whatagraph are those working in marketing agencies, as well as marketers working in-house, both reporting on a variety of marketing channels and marketing metrics.


Whatagraph is a Supermetrics alternative that lets anyone visualize their data in a way that is easy to understand and leads to actionable conclusions.

What is Supermetrics?

Supermetrics is a data and marketing analytics tool that allows businesses to move their data to a marketing data warehouse and then connect to a variety of other tools. For example, Google Sheets, Tableau, Looker Studio, and other business intelligence platforms.


Supermetrics is mostly used by companies that work with lots of marketing data and need to blend, store, and analyze it in one place. Besides data visualization, Supermetrics also allows you to send data to Google Sheets and Excel, as well as marketing data warehouses such as BigQuery, Snowflake, and Amazon Redshift.

white-label report

Whatagraph vs. Supermetrics: data sources

The biggest point of any reporting tool is the integrations. More is always better, but there are some finer nuances to keep in mind besides just numbers.

Whatagraph data sources

Whatagraph integrates with 48 data sources that can be connected with the tool in one click. Some of the most popular ones include:

  • Google Analytics
  • Google Search Console
  • Google Ads
  • Facebook Ads
  • LinkedIn Ads
  • Snapchat Ads
  • Instagram Ads
  • Ahrefs
  • SEMRush
  • ActiveCampaign
  • Klaviyo
  • MailChimp

And many, many others.


All of the data integrations are available in all Whatagraph plans. This means that you pay one subscription and choose the marketing platforms you want to connect to and build your reports. You are only limited by the number of integrations you can use in each plan. E.g. the cheapest Whatagraph plan lets you choose 25 out of the 48 sources, all for one flat price.

Supermetrics data sources

At the moment of writing, Supermetrics has more than 70 data sources. It covers all the basics and some less commonly used marketing tools. Some sources you can find in Supermetrics include:

  • Google Ads
  • Google My Business
  • Google Search Console
  • Hubspot
  • Salesforce
  • Twitter Ads
  • And many others.

On the data source front, Supermetrics wins by a landslide. New integrations are being added to Whatagraph every day, but Supermetrics is still in the lead.


Data visualization

This is an interesting topic for debate as the two tools are vastly different in terms of how they visualize data.

cross-channel reports

The data visualization in Whatagraph

One area where Whatagraph particularly shines through is data visualization. Once you connect your marketing data to Whatagraph, you can immediately create a report from your data.

There are two choices you can make: creating your report from scratch (takes some time to set up for the first time) or using a report template. There are over 100 report templates available for common uses such as SEO reports, PPC reports, social media reports, and others.

Once your sources are connected, you can watch the reports get populated with live data. The report templates are a safe bet because they come with all the widgets and metrics necessary for a great report.

There are different ways to edit your reports, including the color scheme, the layout, the widgets, and the different visual elements - bar charts, pie charts, graphs, goal widgets, tables, and more.

Agencies in particular will love the white label feature, allowing them to remove all Whatagraph branding and making the report look fully custom.

You can then automate the report delivery so that your reports go out to your client or manager at specific time intervals.

The data visualization in Supermetrics

The problem with Supermetrics is that it doesn’t really do data visualization. If you want to create a report or a dashboard, you can only use Supermetrics as a connector to another data visualization platform.


This report has data from Supermetrics but it is built entirely in Looker Studio

That means you can connect your data to something like Looker Studio (formerly Google Data Studio) or Tableau and then visualize it in the form of marketing reports. This adds extra steps and also, extra costs, but we’ll talk more about that in a minute.

You’ll have to navigate an entirely new tool such as Looker Studio, which claims to be free (well, not really), and is not very intuitive to use. They have a small number of templates to choose from so you’ll be left with creating your own from scratch, in most situations. Most Supermetrics competitors are better at the reporting aspect than this tool, which is probably its biggest downside.

The pricing

Price is the deciding factor for most businesses and choosing the right reporting tool can save you thousands of dollars every year. To fully understand the pricing models for both tools, it’s important to keep in mind all of the information mentioned above. Let’s go into some more details.

40+ data

Whatagraph pricing

The basic Whatagraph plan is $223 per month, which includes 25 data sources and 5 seats on your team. This means that 5 people can use this tool (account managers, for example) and choose 25 out of the 48 available integrations.


In this pricing plan, you get unlimited reports, unlimited historical data, and access to all the available report templates in the Whatagraph library. You also get a 30-minute walkthrough with our customer support to walk you through the tool.

The only potential downside is that you have to pay for an entire year - the billing is annual. If you run on a tight budget or if you have a small startup, it may not be the ideal choice right off the bat.

However, there is a free seven-day trial available to test out Whatagraph and see if it fits your needs.

Supermetrics pricing

To find out how much Supermetrics costs, you’re going to have to do a bit of research first. There are no clear-cut plans like in Whatagraph and the price depends on your specific needs and marketing campaigns - what data sources you need and where you want that data to be stored.


For example, if you want your data (from some marketing source) to be sent to Looker studio, prices start at $39 per month. And since this is the most common combination for marketing reports (Looker Studio + Supermetrics), let’s examine it in more detail.

For $39 per month, you get one data source, one user, and 5 accounts that can use that data source. So clearly, not as cheap as it sounds initially. For $69 monthly, you get 10 data sources and 5 accounts per data source.

A comparable plan to Whatagraph is the Core plan at $239 monthly, giving you 24 data sources and 10 accounts per data source.

However, consider that on top of this, you’re going to have to build your reports in Looker Studio, which is an entirely different tool. Albeit free, it still means you have to connect a new tool to do data visualization.

If you just want to store your data, you can do that in Google Sheets and Microsoft Excel (from $69 per month), as well as a variety of data warehouses. There is also the Supermetrics API available but you have to ask for a quote.

40 data sources

The final verdict

Although seemingly simple, the two tools have completely different use cases. Whatagraph is a full-blown reporting platform for web analytics, while Supermetrics is a tool meant for storing, blending, and transforming data from various sources.

Who is Whatagraph for?

Whatagraph is built for marketing agencies that need plenty of data source connectors and that need data visualization for creating client reports. It is a tool that gets it done from start to finish, from raw marketing data to polished marketing reports and real-time dashboards.

It is ideal for agencies and marketing teams looking for a reporting tool with transparent pricing and a wealth of customization options.

Who is Supermetrics for?

Supermetrics is a tool that is ideal for businesses that need to store, blend and extract large volumes of data. These businesses are primarily looking for a way to get their marketing data in one place, such as a BigQuery data warehouse.

Supermetrics is not ideal for agencies or any business looking to create marketing because of the added complexity, lack of data visualization within the tool, and the need to connect third-party apps such as Looker Studio or Tableau.

Wrapping up

Deciding on Whatagraph vs. Supermetrics is easy once you know what your needs and budget are. For any agency or business looking to create beautiful reports from a large number of data sources, Whatagraph is the clear winner. On the other hand, if your primary need is data transfer and storage, Supermetrics might be a better choice.

If you’re looking to create beautiful, functional marketing reports today, sign up for your free trial of Whatagraph!

But before you leave, there is one more thing you should know. Besides reporting and data visualization, Whatagraph recently added a data transfer feature.

This means that Whatagraph now allows you to transfer your data from a large number of marketing data sources to BigQuery. And if you want to, you can also visualize it and create reports, completing the entire workflow in one tool.

If you want to learn more about this feature, book a free demo so we can walk you around the tool and show you how it works.

Published on Feb 22 2023

Whatagraph marketing reporting tool


Mile Zivkovic

Mile is the head of content at Whatagraph in charge of all content and communications for Whatagraph’s marketing data platform. A marketing heavy with almost a decade of SaaS industry experience, Mile has managed multiple content marketing teams without losing an ounce of his writing passion. The author behind some of the most-read pieces on our blog.