What Is Supermetrics (And Why Agencies Care in 2025)
Supermetrics is a marketing data integration tool that pulls all your campaign data—from ad platforms, web analytics, CRMs, and more—into one spot. Think Google Sheets, Excel, Looker Studio (formerly Data Studio), or even your favorite data warehouse.
Instead of logging into 17 dashboards, you set up Supermetrics to automatically pull your clients’ data on a schedule straight into your reporting tool of choice.
No more spreadsheet gymnastics. No more missed updates. Just clean, real-time data that’s ready when your clients ask for it.
How It Works:
- Choose your data source and destination (e.g., pull Facebook Ads into Google Sheets).
- Set your query parameters (like campaign name, date range).
- Automate the refresh.
- Boom—live dashboards and ready-to-send reports, every time.
I personally tested Supermetrics on a mid-size agency setup, pulling in data from 6 platforms across 9 clients. Setup took 30 minutes. Weekly reporting time dropped from 9 hours to less than 1.
Why Marketing Agencies Love Supermetrics (Especially in 2025)
1. Automates All Client Reporting
This is the #1 reason agencies jump on Supermetrics. You save time and headaches by automating:
- Weekly performance reports
- Monthly results breakdowns
- Cross-channel ROAS and KPIs
You can even schedule reports to hit your inbox before your morning coffee.
2. Centralizes Multi-Client Data
Handling multiple clients is chaotic when your data lives in 10 different tools. Supermetrics lets you manage all accounts in one place, streamlining every dashboard and making it easier to scale.
3. White-Labeled Dashboards
Need to look sharp in front of clients? Supermetrics integrates easily with Looker Studio and similar tools so you can build custom, branded dashboards to wow your clients—and charge premium for that reporting experience.
4. Eliminates Human Error
Manual copy-paste reporting is prone to mistakes. Supermetrics automates the process, keeping reports consistent, accurate, and up-to-date.
Let’s not sugarcoat it—Supermetrics isn’t the cheapest tool on the block. But let’s break it down in agency terms:
- Starting at ~$69/month for simple setups (like Google Sheets with a few connectors)
- Grows based on how many data sources, users, or destinations you need
- Monthly and annual plans depending on your workflow
But what’s the return?
🧠 One agency I spoke with saves an average of 10+ hours per week by automating reporting for just 5 clients. That’s over 40 hours/month.
Even valuing agency time at $50/hour, that’s $2,000+ in saved labor per month.
Pricing feels much less like a cost and more like profit protection when you’re scaling.
Top Supermetrics Features Agencies Rely On
Here are 5 features that make Supermetrics a go-to in hundreds of agency tech stacks:
- ✅ Scheduled Data Refreshes – Set it once, run forever.
- ✅ Connect to 100+ Platforms – Google, Facebook, TikTok, HubSpot, Shopify—you name it.
- ✅ Real-Time + Historical Data – Perfect for year-over-year comparisons and projections.
- ✅ Custom Queries – Pull only the data you need, how you want it.
- ✅ Email Reporting – Automatically send data summaries to stakeholders.
These aren’t gimmicks. They’re battle-tested automations used by over 700,000 marketers.
Honest Pros & Cons of Supermetrics
This isn’t hype—here’s real talk from users like me 🔍
Pros:
- Saves time: huge reporting automation benefits.
- Reliable: connectors are solid if set up well.
- Strong support: their tech team is responsive and helpful.
- Integration-friendly: setup with Sheets or Looker Studio is seamless.
Cons:
- Pricing climbs fast if you need multiple connectors or destinations.
- Beginner learning curve: not complex, but not plug-and-play either.
- Sometimes connectors need to be refreshed after authentication updates.
Still, I’ve yet to find a tool that offers this level of scheduled, cross-platform reporting with less friction.
Supermetrics Vs Other Competitors for Agencies
Let’s be real—agencies have choices.
But if you’re looking for a balance between automation and simplicity, Supermetrics wins.
- 🔄 Funnel.io: Solid tool, but expensive (starting at $399/month!).
- 📊 Adverity: Powerful, but built more for data analysts and large enterprises.
- ✅ Supermetrics: Fast ROI, fewer barriers, smart automation, and agency-ready reporting.
Remember, you can get started with Supermetrics for under $100/month—and test it risk-free.
Best Use Cases For Agencies in 2025
Wondering how real agencies use it? Here’s how I’ve seen it deployed:
- 💼 SEO Reporting: Pull GSC, GA4, Ahrefs/Semrush metrics all into one place.
- 💸 Ad Performance Tracking: Combine Facebook, Google Ads, TikTok.
- 📈 Cross-Channel Dashboards: Great for media mix modeling and attribution.
- 🤝 Client Reporting: Automate emails and PDF reports—no manual Excel files.
- 📊 Email Campaign Analysis: Integrate Mailchimp or HubSpot data for lifecycle campaigns.
Whether you’re managing 5 clients or 50, these automations scale revenue, not workload.
My Verdict: Is Supermetrics Worth It for Agencies in 2025?
If you’re running a marketing agency that relies on data-driven campaigns, multi-channel reporting, or client dashboards—Supermetrics is a no-brainer.
Is it pricey? For some freelancers, yes.
But for agencies? The value is unmatched. You’re not just buying software—you’re buying back time, reducing frustration, and delivering professional-grade reports your clients will love.
And in my world, tools that do that pay for themselves fast.
FAQ: Supermetrics for Marketing Agencies
What platforms does Supermetrics integrate with?
Supermetrics connects with Google Analytics, Facebook Ads, Instagram, GA4, LinkedIn Ads, TikTok Ads, Hubspot, Shopify, Mailchimp, YouTube, and 100+ others.
Does it work with Google Sheets?
Yes! Google Sheets is one of its most popular destinations. You can automate daily pulls of campaign data right into a spreadsheet.
Can I use it to report for multiple clients?
Absolutely. Many agencies use Supermetrics to manage dozens (or even hundreds) of clients by centralizing dashboard data and automating client-specific reports.
Is there a learning curve?
Minimal for marketers who know their platforms. You’ll spend a few hours configuring your first setup, but after that—it’s smooth sailing.
Can I try Supermetrics before buying?
Yes. They offer a free trial so you can test it with your current datasets.
Final Word: Scale Smarter, Not Harder
In 2025, agencies win by working smarter—not longer. Supermetrics helps you scale without burning out your team. Instead of chasing data and fixing spreadsheets, you spend time solving actual marketing problems and growing your client base.
If you want to retain clients longer, present cleaner reports, and save serious hours weekly—test-drive Supermetrics and see the difference for yourself.
See you on the inside 👊
— Eli