The Ecomm Analyst

Supermetrics moves marketing data from advertising and analytics platforms into Google Sheets, Looker Studio, BigQuery, or wherever you build reports. It has one of the widest connector libraries in its category and a long track record powering agency and in-house reporting workflows.

The reasons people look at alternatives have not changed much. Per-destination pricing adds up. Each data source costs separately. And the underlying assumption (“you have a reporting tool elsewhere”) does not fit every team. Supermetrics moves data well. It does not build the report.

Here is where I would point you depending on what you actually need.

Funnel.io

Funnel is Supermetrics’ biggest direct competitor for marketing data integration. More connectors (600+ versus Supermetrics’ roughly 150), more sophisticated transformations, optional MMM and attribution modules. The pricing tradeoff is real. Funnel uses a flexpoint credit system that got significantly more expensive in 2026, with Starter at $200 a month and average annual contracts well into five figures. If you were already at the Supermetrics Premium tier and finding the connector library limiting, Funnel is the natural next stop. If you came to Supermetrics because it was the affordable option, Funnel is not.

Whatagraph

Whatagraph bundles the reporting layer Supermetrics expects you to bring separately. Connectors, dashboards, white-label client reports, all in one tool. Pricing is more predictable. For agencies and in-house teams using Supermetrics specifically to feed Looker Studio dashboards that get shared with clients or executives, Whatagraph cuts a step out of the workflow.

Improvado

Improvado is the enterprise option. Marketing data integration plus modeling plus reporting, aimed at large in-house teams and complex stacks. Custom pricing, not cheap. If you came to Supermetrics for the data pipeline and ended up needing full enterprise data infrastructure, Improvado is in that lane.

Two Minute Reports

Two Minute Reports is the no-frills, transparent-pricing alternative. Connector for Google Sheets and Looker Studio, flat-fee pricing (Business starts around $499 a month with most things included), and a deliberately narrower scope than Supermetrics. If you used Supermetrics for the basic “get marketing data into a sheet” job and the per-destination pricing got out of hand, this is the cleaner fit.

ThoughtMetric

ThoughtMetric is what I use, and it is a different shape than Supermetrics rather than a direct replacement. Instead of moving marketing data into another tool for you to build the report, it builds the reports e-commerce operators actually need out of the box. Attribution, cohort, LTV, channel performance, post-purchase survey integration. For brands that originally picked Supermetrics so they could build their own e-commerce dashboard in Looker Studio, ThoughtMetric skips the building. Pricing starts at $99 a month based on pageviews. The tradeoff is flexibility. If you want to build custom non-e-commerce dashboards or feed data into other tools, Supermetrics is still the better data layer. ThoughtMetric is the better answer when the destination was always going to be e-commerce reporting.

How to pick

• If you wanted a more powerful data pipeline, Funnel.
• If you wanted Supermetrics with the reporting layer built in, Whatagraph.
• If you wanted enterprise-scope data integration, Improvado.
• If you wanted simple flat-fee data delivery, Two Minute Reports.
• If you wanted e-commerce reporting without building it yourself, ThoughtMetric.

Supermetrics is one of the more honest tools in its category. It does one thing well and does not pretend to be a reporting platform. The decision about whether to replace it usually comes down to whether the “one thing” is what you actually need. Teams that need data piped to a BI tool they already love should probably stick with Supermetrics. Teams that find themselves rebuilding the same dashboards over and over should probably buy a tool that already has those dashboards.