The marketing data integration market now offers genuine alternatives to Supermetrics, with 12+ platforms competing on transparent pricing, security certifications, and connector speed. This comparison analyzes verified pricing models, ISO/SOC2 certifications, and real user feedback to help you choose without overpaying or compromising on features you actually need.

Why Marketing Teams Are Evaluating Supermetrics Competitors

Supermetrics dominated marketing data integration for years, but the landscape has shifted significantly. Several factors drive teams to evaluate supermetrics competitors in 2026:
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• ‍Pricing transparency concerns rank highest. Row-based pricing models make monthly costs unpredictable for agencies managing multiple clients. According to G2's data integration category research, users consistently cite "unexpected billing" as a primary frustration with legacy platforms.‍
• Platform coverage gaps create reporting blind spots. When TikTok Ads launched new campaign objectives in 2024, update timelines varied from 2 weeks to 12 weeks across different connectors. Marketing teams running early tests on new ad formats need faster integration updates.‍
• Security certification requirements from enterprise clients now demand ISO 27001 or SOC 2 compliance. Industry research shows increasing percentages of enterprises require vendor security certifications during procurement for tools accessing sensitive marketing data.‍
• Support response delays cost real money when dashboards break before client presentations. User reviews consistently mention 48-72 hour support wait times as deal-breakers during platform evaluation.

These pain points have created opportunities for supermetrics competitors with different approaches to pricing, security, and customer service.

Major Supermetrics Competitors by Category

Professional Platforms with Security Certifications

Dataslayer serves marketing professionals across agencies, enterprises, and in-house teams needing reliable data integration with enterprise security standards. The platform holds ISO 27001 certification for information security management and ISO 27701 for privacy, verified through annual third-party audits.

Dataslayer connects 56 marketing data sources including Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads, GA4, Search Console, HubSpot, and YouTube Analytics to destinations like Google Sheets, Looker Studio, BigQuery, Power BI, and Snowflake. Setup typically takes 1-2 hours for standard configurations.

The platform announced a pricing model transition from connector-based to user-based pricing effective February 2026, with existing customers protected through legacy plans. Current pricing starts at $29/month for basic plans with unlimited data volume, no hidden row fees.

Recent feature additions include MCP (Model Context Protocol) integration for AI workflows with Claude and ChatGPT, a Looker Studio AI Analyzer for natural language queries, and pre-built Looker Studio templates that accelerate dashboard setup significantly.

Dataslayer includes live chat support with real people, not bots, providing faster resolution for technical issues. The platform scales from small teams to enterprise deployments, handling everything from 5 data sources to 50+ sources across multiple departments without per-client or per-account fees.

Funnel targets enterprise advertisers with complex data transformation needs. According to their website, pricing starts around $1,000/month with custom quotes for larger deployments. The platform holds SOC 2 Type II certification and emphasizes marketing mix modeling for brands spending $50,000+ monthly on paid media.

Funnel requires 2-4 weeks for initial setup including data mapping and transformation rules. The platform focuses on executive-level dashboards rather than operational reporting for day-to-day campaign management.

Improvado specializes in B2B marketing teams connecting ad platforms to CRM systems. According to their website, the platform offers integration with 500+ data sources including Salesforce, HubSpot, and Marketo.

Pricing typically ranges from $1,000 to $3,000/month based on data volume and connector count. The platform requires technical setup knowledge, making it better suited for teams with dedicated analytics resources.

Mid-Market Solutions

Coupler.io provides straightforward data transfer between marketing platforms and Google Sheets. Their pricing page shows plans starting at $49/month for 5 data sources with 10,000 rows per import.

The platform supports approximately 40 marketing connectors including Google Ads, Meta Ads, LinkedIn Ads, and GA4. Limitations include basic transformation capabilities and no direct data warehouse support, exports go to Google Sheets first, then manually to BigQuery or Snowflake if needed.

Setup takes 15-30 minutes for basic configurations. Coupler.io works well for teams managing 3-5 data sources with weekly reporting cadences rather than daily automated dashboards.

Porter Metrics (formerly TapClicks) focuses on agency client management with white-label reporting features. According to G2 reviews, pricing starts around $300/month with costs scaling based on client count.

The platform includes client portal features and branded PDF report generation. It supports approximately 100 marketing data sources but targets agencies wanting complete client management solutions rather than just data integration.

Enterprise Data Infrastructure

Fivetran serves data engineering teams building warehouse-first architectures. Their pricing model charges based on Monthly Active Rows (MAR), starting around $1/MAR with volume discounts at scale.

The platform excels at database replication and scheduled syncs with 400+ connectors spanning marketing, sales, finance, and operational data. However, it requires technical setup knowledge and doesn't provide pre-built dashboards or marketing-specific templates.

Fivetran holds SOC 2 Type II and ISO 27001 certifications, making it suitable for enterprise compliance requirements. Setup typically involves data engineering teams and takes 1-2 weeks for initial configuration plus ongoing maintenance.

Airbyte offers open-source data integration primarily for technical users. The self-hosted version is free but requires server infrastructure (AWS, GCP, or self-managed). Cloud-hosted plans start at $2.50 per credit with approximately 14 credits per million rows.

The platform provides 350+ connectors but many require manual configuration and YAML file editing. Marketing teams without engineering support find setup challenging. Airbyte works best for companies with data engineering resources who want programmatic control over data pipelines.

Feature Comparison: What Actually Matters for Supermetrics Competitors

Pricing Models Explained

Understanding pricing structures prevents surprise bills when evaluating supermetrics competitors:
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• ‍Per-user pricing (Dataslayer's 2026 model): Flat monthly fee per team member regardless of data sources or volume. Scales predictably as teams grow. Example: $200/month for 5 users equals $40 per user, regardless if you connect 10 or 50 data sources.‍
• Per-connector pricing (legacy models): Fixed monthly fee per data source. Works well with few sources but costs escalate. Example: $30/connector × 15 sources equals $450/month.‍
• Per-row pricing (Coupler.io, Fivetran): Charges based on data volume processed. Creates unpredictable monthly costs as campaigns scale. A Google Ads account with 50 campaigns generates 40,000+ rows monthly. At $0.10 per 1,000 rows, that's $4/month per account, multiplied by 20 client accounts equals $80/month just for Google Ads data.‍
• Custom enterprise pricing (Funnel, Improvado): Negotiated annually based on requirements. Typically $12,000 to $60,000 annually with volume commitments.

For agencies managing multiple clients, per-user pricing provides the most predictable budgeting. For high-volume enterprise advertisers, negotiate volume discounts on row-based platforms.

Security Certifications That Matter

ISO 27001 certifies information security management systems through annual third-party audits conducted by accredited certification bodies. It covers 114 security controls including access management, encryption, incident response, business continuity, and vendor security. Dataslayer and Fivetran hold this certification.

ISO 27701 extends ISO 27001 with 19 additional privacy-specific controls for GDPR and CCPA compliance, including data subject rights management, consent tracking, and privacy impact assessments. According to publicly available certification databases, Dataslayer is currently the only marketing data connector certified to this standard.

SOC 2 Type II verifies security controls over a 6-12 month audit period. Most enterprise platforms (Funnel, Improvado, Fivetran, Airbyte Cloud) hold this certification, which satisfies most B2B software procurement requirements.

Enterprise procurement teams increasingly require ISO 27001 as a minimum threshold. Deloitte's security research shows vendor security questionnaires now appear in the majority of B2B software purchases over $10,000 annually, with ISO certifications significantly speeding approval processes.

Connector Coverage: Quality Over Quantity

Raw connector counts mislead when evaluating Supermetrics competitors. Airbyte lists 350+ connectors but only approximately 50 are marketing-specific, the others cover databases, SaaS tools, and engineering data sources irrelevant to marketing workflows.

Essential marketing connectors every platform should support:
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• Paid media: Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads, Microsoft Ads, Pinterest Ads
• Analytics: GA4, Adobe Analytics, Search Console, Matomo
• Social organic: Facebook Pages, Instagram Business, YouTube Analytics, LinkedIn Pages
• CRM: HubSpot, Salesforce (for B2B marketing attribution)
• E-commerce: Shopify, WooCommerce (if applicable to your business)

Dataslayer covers these core platforms comprehensively with 56 connectors including HubSpot for B2B teams. Funnel and Improvado also cover major platforms but at higher price points. Coupler.io covers most major platforms but lacks some newer integrations according to their connector directory.

API update speed matters more than total connector count. When Meta changes the Ads API structure (which happens quarterly), how quickly does the platform update? Smaller platforms with agile development cycles often ship updates within 2-3 weeks, while enterprise tools with formal release processes take 6-8 weeks.
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Destination Flexibility

Where can you send marketing data when comparing supermetrics competitors?

Google Sheets: Dataslayer, Coupler.io, and Airbyte support direct integration. Funnel and Improvado don't, assuming enterprise teams use BI tools or data warehouses exclusively.

Looker Studio: Dataslayer provides a native Looker Studio connector for real-time dashboards. Other platforms require Google Sheets as an intermediary step, adding refresh latency.

Data warehouses (BigQuery, Snowflake, Redshift): Dataslayer, Funnel, Improvado, Fivetran, and Airbyte all support direct loading with scheduled syncs.

BI tools (Power BI, Tableau): Most platforms support these through warehouse connections rather than direct integration. Dataslayer offers direct Power BI integration.

Agencies and marketing teams prefer Google Sheets and Looker Studio for quick dashboard iteration. Enterprises with data teams prefer warehouse-first approaches using Fivetran or direct warehouse connectors. The best supermetrics competitors support both approaches.

Detailed Comparison Table

Use Case Scenarios: Which Supermetrics Competitor Fits?

For Marketing Agencies Managing Multiple Clients

Primary needs: Scalable pricing without per-client fees, fast dashboard setup, ISO certifications for enterprise client requirements

Recommended: Dataslayer

Agencies need platforms that don't multiply costs across 10-50 client accounts. Per-user or per-connector pricing works better than per-row models where costs scale linearly with client count.

Setup speed directly impacts profitability. Building a standard client dashboard should take 1-2 hours maximum. Dataslayer's Looker Studio templates accelerate setup significantly compared to building from scratch.

ISO certifications help agencies win enterprise clients who require vendor security questionnaires. Enterprise procurement teams increasingly reject vendors without ISO 27001 certification according to recent procurement research. Live chat support ensures faster issue resolution when client deadlines are tight.

For Marketing Teams Across All Company Sizes

Primary needs: Easy setup without technical skills, Google Sheets/Looker Studio compatibility, predictable monthly costs

Recommended: Dataslayer or Coupler.io

Marketing teams without data engineers need visual interfaces and drag-and-drop configuration. Both platforms support Google Sheets (familiar interface) and require minimal technical knowledge for basic setup.

Dataslayer handles more complex requirements like multiple date ranges, custom calculated metrics, and scheduled refreshes. It scales from small teams managing 5 sources to enterprise deployments handling 50+ sources. Coupler.io works for simpler needs at lower price points but requires more manual intervention.

If your team will eventually need BigQuery or Power BI integration as data volume grows, start with Dataslayer to avoid migration disruption later.

For B2B Marketing Teams Tracking Pipeline

Primary needs: HubSpot integration, marketing attribution from ad click to closed deal, campaign ROI analysis

Recommended: Dataslayer or Improvado

B2B marketing requires connecting ad platforms to CRM data for full-funnel attribution.

Dataslayer offers native HubSpot integration alongside its 56 marketing connectors, allowing you to combine ad platform data (Google Ads, Meta, LinkedIn) with HubSpot deals, contacts, and pipeline metrics in unified dashboards. Setup is straightforward through the visual interface without requiring SQL knowledge. Pricing starts at $29/month with transparent costs and no hidden fees. Live chat support helps troubleshoot integration issues quickly.

Improvado provides native integrations for both Salesforce and HubSpot with pre-built data models for multi-touch attribution, campaign influence, and pipeline velocity analysis. Best suited for larger B2B marketing teams requiring complex attribution models across multiple CRM systems. Pricing starts around $1,000/month.

For Enterprise Teams with Data Engineering Resources

Primary needs: Data warehouse integration, programmatic API control, enterprise SLAs, audit trails

Recommended: Fivetran or Improvado

Companies with data engineering teams building centralized data platforms should use warehouse-first tools. Fivetran excels at reliable, scheduled data syncs with monitoring, alerting, and automatic schema drift detection.

Improvado adds marketing-specific transformation logic and CRM integrations that pure data engineering tools lack. For B2B companies connecting ad spend to Salesforce pipeline and revenue, Improvado's pre-built attribution models save 100+ engineering hours.

Both platforms hold enterprise security certifications and provide formal SLAs suitable for mission-critical reporting dashboards consumed by C-suite executives.

For Teams with Limited Budgets

Primary needs: Quick setup, low monthly cost, essential connectors only

Recommended: Dataslayer or Coupler.io

Teams with limited budgets have two strong options:
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1. ‍Dataslayer starts at $29/month with access to all 56 connectors, unlimited data volume, and no hidden row fees. The 15-day free trial (no credit card required) lets you test with real data before committing. This pricing makes it accessible for solo marketers while providing room to scale without platform migration.‍
2. Coupler.io starts at $49/month for 5 data sources with 10,000 rows per import. Works well for very simple reporting needs but limitations become apparent when scaling beyond 5 sources or needing automated daily refreshes.

For most teams expecting any growth, Dataslayer's $29 entry point with unlimited sources provides better long-term value and avoids costly migrations within 6-12 months.

Migration Considerations When Switching Supermetrics Competitors

Evaluating Your Current Setup

Before switching supermetrics competitors, document your actual usage:
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1. Active data sources: List every platform you pull data from (not just what you have access to)
2. Refresh frequency: How often must dashboards update? (Real-time, hourly, daily, weekly)
3. Destinations in use: Where does data currently go? (Sheets, Looker Studio, warehouse, BI tool)
4. Critical dashboards: Which reports absolutely cannot break during migration?
5. Team technical skills: Can anyone on your team write SQL or configure APIs?

Most marketing teams actively use 5-8 data sources consistently even if they have access to 20+. Focus migration effort on what you actually use rather than replicating everything.

Testing During Free Trials

Every major supermetrics competitor offers trials (14-15 days typically). Use this time strategically:

Days 1-3: Connect your 3 most important data sources (typically Google Ads, Meta Ads, GA4). Build one simple dashboard with critical metrics: spend, clicks, conversions, CPA.

Days 4-10: Let the platform run for a full week. Check data accuracy daily against your current tool. Minor discrepancies (1-3%) are normal due to API timing differences, but anything exceeding 5% indicates problems.

Days 11-14: Test support quality by submitting 2-3 technical questions. Evaluate response time and solution quality. For Dataslayer, test the live chat feature during business hours. Ask about edge cases specific to your setup.

Red flags during testing:
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• Data refresh delays exceeding 12 hours for daily schedules
• Missing metrics you currently track (check before committing)
• Support responses taking 48+ hours (will be frustrating post-purchase)
• Pricing surprises not clearly documented on website

Dataslayer's 15-day trial without credit card requirement makes testing risk-free. You can explore all 56 connectors and destinations without payment commitment.

Parallel Running Period

Don't cancel your existing platform immediately after choosing a supermetrics competitor. Run both tools simultaneously for 30 days:
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• Send duplicate reports labeled "NEW PLATFORM VERIFY"
• Compare numbers weekly to catch edge case discrepancies
• Train team members on new interface gradually
• Document any workflow differences

For agencies, parallel running prevents client escalations from unexpected report format changes. The extra month of dual subscription costs ($100-500 typically) is substantially cheaper than losing a client over broken reporting or scrambling to fix issues under pressure.

Frequently Asked Questions About Supermetrics Competitors

What's the most affordable Supermetrics competitor?

Dataslayer starts at $29/month with access to all 56 connectors and unlimited data volume, making it the most affordable professional option. Coupler.io starts at $49/month but limits you to 5 data sources and 10,000 rows per import.

"Affordable" depends on your actual usage. Calculate total cost including:
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• Your hourly rate multiplied by setup and maintenance time
• Whether limited features force manual workarounds (time cost)
• If you'll outgrow the platform in 3-6 months (migration cost)

For solo marketers with 3-5 data sources and weekly reporting needs, Coupler.io at $49/month provides good value. For agencies or teams expecting growth, Dataslayer's $29 entry point with unlimited sources and no row fees often costs less over 12 months when factoring time savings and avoiding future migrations.

Which supermetrics competitor has the fastest support?

Based on publicly available information and platform features:
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• Dataslayer: Live chat with real people during business hours
• Coupler.io: 24-48 hour email support according to their documentation
• Funnel/Improvado: 24-48 hours with dedicated account managers on enterprise plans
• Fivetran: Support tiered by plan level, priority support on enterprise contracts
• Airbyte: Community forum for open-source version, paid support for cloud version

For agencies managing time-sensitive client reporting, live chat support justifies choosing Dataslayer. A 6-hour support delay on Monday morning when dashboards broke before a client presentation costs more in lost productivity and reputation damage than annual platform price differences.

Do supermetrics competitors support GA4?

Yes, all major supermetrics competitors now support GA4:
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• Dataslayer: Full GA4 support including custom dimensions, metrics, and audiences
• Funnel: GA4 integration available in standard plans
• Improvado: GA4 connector with marketing attribution models
• Coupler.io: Basic GA4 standard metrics
• Fivetran: GA4 BigQuery export (Google's recommended method for raw data access)

Universal Analytics shut down in July 2023. If a competitor hasn't updated to GA4 by now, that's a concerning signal about their development velocity and long-term viability.

Can I connect multiple data sources to one Google Sheet?

Yes, most supermetrics competitors support multi-source Google Sheets, but use this carefully:

Best practice: Create one sheet tab per data source with a summary tab using formulas to combine data. This approach prevents refresh conflicts and isolates troubleshooting when one connector fails.

What to avoid: Pulling 5 different ad platforms into the same sheet tab simultaneously. When one API connection fails, the entire sheet breaks. Separate tabs isolate failures and make debugging faster.

Dataslayer and Coupler.io both support multi-source Google Sheets connections. Enterprise platforms (Funnel, Improvado, Fivetran) assume you're using data warehouses instead and may not offer Google Sheets destinations.

How do I know if I need a data warehouse?

Use Google Sheets and Looker Studio if:
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• Analyzing under 100,000 rows monthly across all data sources
• Building dashboards consumed by 1-10 people
• Reporting cadence is daily or weekly (not hourly or real-time)
• No need to combine marketing data with CRM, finance, or product analytics

Migrate to a data warehouse (BigQuery, Snowflake) when:
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• Exceeding 1 million rows monthly (Google Sheets performance degrades)
• Combining 10+ data sources into unified reports
• Need historical data retention beyond 2 years for trend analysis
• Building company-wide dashboards consumed by 20+ users across departments
• Require SQL-based transformations and custom business logic

Most marketing teams start with Google Sheets/Looker Studio and migrate to warehouses as data volume grows. Platforms like Dataslayer support both destinations, making migration smoother by keeping the same data connector while changing only the destination.

Does Dataslayer work with HubSpot for B2B marketing?

Yes, Dataslayer includes native HubSpot integration as one of its 56 connectors. You can combine HubSpot deals, contacts, and pipeline data with advertising platforms (Google Ads, Meta, LinkedIn) in unified dashboards without requiring SQL knowledge or complex ETL processes.

This makes Dataslayer particularly effective for B2B marketing teams using HubSpot as their primary CRM who want to track campaign performance from ad click through to closed deals. The live chat support helps troubleshoot any HubSpot integration questions quickly.

Making Your Decision on Supermetrics Competitors

Choosing among supermetrics competitors depends on your specific requirements rather than which platform markets most aggressively:

For agencies and marketing teams across all sizes needing ISO-certified security: Dataslayer provides the strongest combination of security certifications (ISO 27001 + 27701), transparent pricing starting at $29/month, 56 connectors including HubSpot, live chat support, and fast setup without enterprise minimums. Scales from small teams to enterprise deployments.

For enterprise teams with data engineering resources: Fivetran offers the most reliable infrastructure for warehouse-first architectures with formal SLAs and comprehensive monitoring.

For B2B marketing teams requiring HubSpot integration: Dataslayer provides native HubSpot connectivity alongside advertising platforms at accessible pricing. Improvado offers more complex multi-touch attribution models across both Salesforce and HubSpot but requires significantly higher budgets.

For teams with basic reporting needs and limited budgets: Dataslayer at $29/month provides better long-term value than Coupler.io's $49/month limited plan, with room to scale without platform migration.

The competitive landscape benefits marketing professionals through lower costs, faster innovation, and specialized features that monolithic platforms couldn't address. Evaluate 2-3 supermetrics competitors during free trials using your actual data sources and workflows rather than trusting marketing claims alone.

Want to test Dataslayer with your marketing data? Start a free 15-day trial with access to all 56 connectors and destinations, no credit card required.