Custom reporting is one of the reasons brands upgrade inside Triple Whale. Its paid plans add a BI layer with custom metrics, cohorts, and a SQL editor, which is powerful if someone on the team writes queries. It is also part of a 12-month subscription that starts at $219 a month for Foundation on its Shopify listing and scales with GMV. If the reports you actually need are a handful of specific views, like a weekly margin report, a product sell-through sheet, or a board summary, you may be paying for a lot of platform to get them.
The right alternative depends on what kind of custom report you mean. Store-data reports, like sales, inventory, and payouts, need a different tool than marketing reports that combine ad spend with orders. I have sorted these by that split, with pricing from each vendor’s own page. For the broader set, see the custom reports worth building.
Report Pundit
Report Pundit is the inexpensive route for custom reports on Shopify store data. It offers prebuilt reports plus unlimited custom ones with filters, calculated fields, and scheduled exports. Its own site says pricing is based on your Shopify plan, starting at $9 a month for Basic and going up to $60 at the top. It does not pull in ad spend, so it is for finance, operations, and merchandising reports rather than marketing performance.
Looker Studio with Supermetrics
The most flexible build-your-own option for marketing reports. Looker Studio is free, and Supermetrics lists its Looker Studio Starter plan at $44 a month billed yearly or $55 monthly, with three accounts per data source. You can build any layout you want, including views no packaged tool offers. The catches are that someone has to build and maintain it, and the marketing numbers are whatever the ad platforms report, so the channel ROAS in your custom report carries the same double counting as the platforms themselves.
Polar Analytics
Polar Analytics is the closest match to Triple Whale’s BI layer. It offers custom dashboards and metrics on top of a semantic layer, so a custom metric defined once means the same thing in every report and every assistant query. It also pulls in more data sources than most. Pricing is not listed on the website, so you will need a demo to get a number. If your reason for leaving Triple Whale is cost, get the quote before you plan the migration.
ThoughtMetric
ThoughtMetric takes a different approach to custom reporting. (Disclosure: ThoughtMetric sponsors this site.) It is an attribution platform first, and its reports can be cut by any combination of channel, campaign, ad, product, SKU, discount code, country, and UTM fields, with metrics like MER, new-customer ROAS, and cost per new-customer order. The other route to a custom report is its AI Connectors, which let you ask Claude or ChatGPT for a specific breakdown in plain language and get it from defined metrics. Pricing starts at $99 a month for 50,000 pageviews with every feature included and a 14-day trial. It has no SQL editor, so analysts who want to write their own queries will find it limiting.
Better Reports
Better Reports sits next to Report Pundit as the more feature-rich store-data option, with over 100 prebuilt reports, custom fields and formulas, charts, and scheduled email delivery. Its Shopify listing ties pricing to your Shopify plan, so check the listing for your tier. Teams that need inventory and payout reporting alongside sales tend to prefer it.
Where Triple Whale still wins
If you have an analyst who writes SQL against your commerce and marketing data every week, Triple Whale’s paid BI layer is hard to replace with any one tool on this list. You would end up with a store-data app, a reporting layer, and an attribution tool, which may still cost less but adds work. The switch makes the most sense when your custom reports are a fixed set that one of these tools can produce out of the box.
Picking one
- Store-data reports on a small budget? Report Pundit.
- Store-data reports with inventory, payouts, and scheduling? Better Reports.
- Fully custom marketing layouts and someone to build them? Looker Studio with Supermetrics.
- Want Triple Whale’s BI depth with governed metrics? Polar Analytics.
- Want custom cuts of attributed performance without SQL? ThoughtMetric (our sponsor).
- Analyst writing SQL weekly? Stay on Triple Whale.
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