Supermetrics Review: A Media Buyer’s Opinion in 2023

Used by more than +500,000 marketers worldwide, Supermetrics is one of the most used and common tools in a digital marketer’s toolbelt – even more so when it comes to media buyers.

But what exactly is Supermetrics, and why should I care?


In short, it’s a tool that makes it easy for marketers and data analysts to extract data from different channels into your go-to reporting tools, analytics, or storage platforms.

Whether you use a spreadsheet, a data visualization tool like Google Data Studio (now called Looker Studio), or other tools to that effect, Supermetrics is the “bridge” that allows your data to flow through from one end to another.

You can use this tool to extract data from Facebook Ads, Google Ads, and a lot of other tools and platforms you use on a daily basis, automatically.

In this article, we’ll take a look at how it works, how to use it, and we’ll find out whether it’s the right fit for your needs, or not.

Let’s get to it.

Who Should Use Supermetrics?

Since I’m a media buyer myself, the most common use case I’ve seen for this tool is to extract data from the different ad platforms, such as Facebook Ads and/or Google Ads.

For that reason, if you’re either a media buyer or data analyst, Supermetrics is probably a good fit for you.

With that said, the tool isn’t exclusive to these two roles and can also be (very) useful for other teams in your agency/business such as your social media, content marketing, or SEO teams.

Now, Supermetrics does come with a monthly cost – which we’ll get into in a minute – so it is most often used by agencies, or businesses with different marketing teams that can afford it and fully benefit from its features.

Nonetheless, freelancers and individuals can still benefit from the tool – so if that’s you, don’t let the costs put you away just yet.

Why Should I Use Supermetrics?

In very few words, because Supermetrics can save you a lot of time and money.

Have you ever had to extract data from Facebook Ads, paste it into a spreadsheet, and refresh a pivot table to visualize your data? Yeah, well… we’ve been there.

And it’s a terrible time suck that puts you away from other (more important) work that needs to be done.

With Supermetrics, you can schedule your data to refresh on a daily basis with the dimensions and metrics you choose. You can then share this data with stakeholders, clients, or your team, so that everyone can see the data in real-time in a spreadsheet, or a data visualization tool like Google Data Studio.

This becomes even handier when you have to report on multiple different channels, such as Facebook Ads, Google Ads, and Google Analytics, for example.

This makes it easier for everyone to see how much was invested across all channels, the results, and other relevant cross-channel insights.

How Does It Work?

Supermetrics works by connecting your spreadsheet or data visualization tool to different channels and pulling in live, up-to-date data.

It’s an extremely intuitive and easy tool to use, even though it does come with a slight learning curve.

For example, if you were to use Supermetrics for Google Sheets, all you would have to do would be:

  • Open a new Google Spreadsheet
  • Click on the “Add-ons” tab
  • Scroll until you find “Supermetrics.”

Then, you connect and select the account you want to extract data from, select the metrics and dimensions you want to pull in, and you’re done!

You can also select a schedule so that your data updates automatically.

There are several different products within the Supermetrics suite. Let’s talk about the two we use most often, and see which one’s the best fit for you.

Products: Data Studio or Google Sheets?

Supermetrics offers a few different products that cater to different roles within a business.

Since this article is written from a media buyer’s point-of-view, I’ll focus on the two most common products used for this role, and the ones I’ve used the most.

With that said, Supermetrics has other products such as Supermetrics for Excel, or the Supermetrics Uploader, which you might want to look into as well.

1. Supermetrics for Google Data Studio

This is one of the easiest methods to pull data from different channels directly into Looker Studio formerly Google Data Studio.

With it, you can then build interactive cross-channel dashboards in Google Data Studio which can be shared with other users in real-time, as mentioned earlier in this article.

If you’re not familiar with Google Data Studio, we recommend you our Google Data Studio for beginners guide first. Otherwise, let’s move on.

In other words, you’ll never need to refresh data since your dashboard will then be connected to your channel/platform and display live results at all times.

If you work with several accounts and/or clients, you can then use the same settings to export the same data but from different accounts – which will save a lot of time when creating new reports for clients.

To use Supermetrics for Google Data Studio:

  1. Click on “Resource” in your dashboard’s main menu.
  2. Then on “Manage added data sources“.
  3. And then on “Add data source“.
  4. Finally, search for the “Supermetrics” connector, select the one you want, and click “Add“.

You can test this out by grabbing a free 14-day trial of Supermetrics here.


2. Supermetrics for Google Sheets

The second product we’ll discuss is Supermetrics for Google Sheets.

Now, the main difference between these two is that Supermetrics for Google Sheets can come in handy for data analysts who need a little more than to have data sources connected to Data Studio.

For example, you may want to extract data into a spreadsheet to blend it and match it with data from other external sources, such as an in-house CRM or database.

In that case, Supermetrics for Google Sheets can be the best solution for you.

If you’re a media buyer, like myself, you’ll most likely stick to using Supermetrics for Data Studio as it makes the whole process much faster and cleaner.

In any case, you can always connect your Google Spreadsheet to Data Studio, and use it as your data source – although it will result in some extra work, which is kind of what we want to avoid with these tools.

It all comes down to your preference, though.

As with the previous product, you can test it out with a free 14-day trial before you pull out your wallet.

How Much Does It Cost?

Since Supermetrics has several different products, the prices can vary depending on which one you choose.

Since we’re focusing on Supermetrics for Google Data Studio and for Google Spreadsheets, we’ll talk about the prices of these two.

Now, Supermetrics works on a “modular” step, meaning you’ll pay more depending on how many data sources, accounts per data source, and/or users you wish to add.

Overall, it’ll cost around 39€/mo for each data source you want to connect (there are some premium connectors that can cost a little more).

You can find an estimate of your price depending on your needs in their pricing calculator.

However, on average, we see individual users and/or freelancers spend somewhere between 39€ to 117€/month. As for agencies, if you need access to more than 5 data sources you’ll have to reach out to their sales team for a custom plan.

Supermetrics: Pros & Cons

To finish our article, we’ll discuss some of the pros & cons that we’ve found from our few years of experience with the tool.

Pros: The Good Side of Supermetrics

  • Ease of use: as we’ve mentioned earlier, it’s an intuitive and easy tool to use. There’s also a lot of good content out there to teach you how to fully explore the tool.
  • Good Support: to be fair, there haven’t been too many times we’ve needed support – but the times we did, we have had no complaints whatsoever.
  • Speed: you can extract data from a lot of different data sources in minutes, and it doesn’t take too much work.
  • Integrations: Supermetrics integrates with hundreds of different data sources – a lot more when compared to other players in the market.

Cons: The Bad Side of Supermetrics

  • Pricing: in our opinion, the current pricing model seems a little too complex. To be fair, the price of entry is relatively low – but the costs do stack up as you add more data sources, accounts, or users, which can scare some users away.

Our Final Review

Even though we’re not exactly fans of the current pricing model, Supermetrics is still a far more reliable choice than all other players in the market, at least at the time of this writing.

While there are definitely other decent alternatives out there – some of them cheaper, or even free – none of them come close to the features Supermetrics currently has.

If you’re a freelancer, or small business owner who needs to add some automation to your data and analytics, the costs shouldn’t deter you from saving yourself the hours that would’ve otherwise been wasted on (mind-numbing) data entry and reporting tasks.

If you’re an agency that needs to automate client reports, then this is the perfect tool for that.

While the costs can indeed stack up, it’ll provide a far better experience to your clients, and save your team the headaches from the alternative manual reports – they’ll thank you for it.

If you want to give Supermetrics a chance, you can get a free 14-day trial at this link (affiliate link). If you do decide to purchase the product, we’ll receive a small commission that helps keep this website running!

Closing Thoughts

If you’re anything like us, you spend a lot of time around reports and back-and-forth’s with clients to discuss recent results, and plan the next activities.

Before Supermetrics and Google Data Studio, this would take up much more time than it does now – time that can now be better spent elsewhere, such as actually managing campaigns, and working for more clients.

Supermetrics and Google Data Studio are two of our favorite tools in our tool-belt, and we always like to keep them around.

Did you enjoy this review? Let us know in the comments and let’s talk!

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