What is Supermetrics?
Supermetrics is an ETL integration tool for collecting and transferring data from marketing systems to data centres, BI tools or other visualisation environments such as Google Sheets, Looker Studio or Microsoft Excel. It greatly facilitates reporting and performance analysis from environments such as Google Analytics, Google Ads, Facebook Ads, etc.
Who is behind Supermetrics?
The company's origins date back to 2013, when current CEO Mikael Thuneberg founded Supermetrics in Helsinki. He got the idea for this business after winning a contest on a discussion forum for the fastest API link to Excel. He then realized that the problem he had just solved had thousands, maybe millions, of marketers and analysts worldwide. For his "invention" and winning the contest, Mikhael won a t-shirt.
How does Supermetrics work?
At its core, Supermetrics combines the APIs of two tools. From advertising systems or other tools that contain the data you need, it uses the APIs of these services and writes the received data through, for example, the Google Sheets API into your spreadsheet.
How to set up Supermetrics?
After selecting the appropriate destination you want to work in (e.g. Google Sheets), you install and run the add-on. Through the add-on, you set up a connection to your active account on the advertising system or tool. You select the time period of the data received and choose from the appropriate segments and metrics you need the resulting report to contain. You will also use the data input filtering and formatting options when appropriate.
Why do I use Supermetrics?
I use the Google Sheets version of Supermetrics on a daily basis, which is why I value the reliability of the tool the most. In more than 8 years of use, there hasn't been a situation where a report wasn't generated and the error wasn't on my side or on the API side of the service (hello to Facebook). At the same time, Supermetrics has always responded very promptly to modifications in the API of specific tools.
There are cheaper alternatives that provide the same result, but after several tests I always went back to Supermetrics just for reliability reasons.
Another major reason is the joining of data between different connectors (ad systems) into one table. In general, I try to use the interfaces of the advertising systems as little as possible. Google spreadsheet is more clear for me and I can customize the report within the limits.
What connectors do I use most often?
Due to my profession, I use the advertising system connectors most often:
Google Ads
Facebook Ads
Tiktok Ads
LinkedIn Ads
Twitter Ads
Additionally and for specific cases also:
Google Analytics
Import XML/CSV file
Other connector types:
For SEO specialists, on the other hand, the use will be different and besides the mentioned Google Analytics, they will use for example:
Google Search Console
Bing Webmaster Tools
Google My Business
A wide selection of connectors is also offered for social network administrators:
Facebook Insights
Instagram Insights
Facebook Public Data
Pinterest Public Data
Linkedin Company Pages
Twitter Public Data
Depending on the plan, Supermetrics offers up to 115 different connectors, making the choice of plan a very individual matter.
What other interesting connectors does it offer?
Newsletters - Mailchimp, Klaviyo
Ecommerce platforms - Shopify
CRM - Hubspot
What pricing tiers does Supermetrics offer?
Supermetrics offers different tariffs for individuals and businesses, from a basic tariff for simple needs to Enterprise tariffs with more connectors, more frequent report updates and the number of users that can control Supemetrics from their account.
As I mentioned, I use the plan for Google Sheets, but the plans for Google Looker Studio, Microsoft Excel, or Google Big Query for more voluminous data are also very popular.
An overview of the most used destinations:
Visualization tools - Looker Studio, Power BI
Spreadsheets - Google Sheets, Microsoft Excel
Data Warehouse - Big Query, Snowflake, Redshift, Azure
The Core plan for the Google Sheets destination is fully sufficient for my work, offering 30 different data connectors for 1 user with daily report updates.
There is also a significantly cheaper Essential plan for basic use, but it only offers 11 data sources and weekly report updates.
It offers a 14-day trial to try it out. There is also a free version, but this offers only one connector and that is for Google Analytics.
Community
Supermetrics states on its website that more than 750,000 active users are currently using the tool. For this reason, the community is very extensive worldwide. When troubleshooting, you will come across social media groups, tutorials, YouTube tutorials, blog articles or ready-to-use templates. Official support is also available via chat, email and forum.
Security
In terms of security, you don't have to worry about your data. Supermetrics doesn't store data on its repositories, it only mediates the data transfer via API.
Rating
You already know my rating. I definitely recommend Supermetrics for its reliability, quick response to changes in API tools, and broad community. On the well-known review portal G2.com, Supermetrics has garnered over 700 reviews since its launch with an average rating of 4.5.
The main benefits of Supermetrics:
reliability
wide range of connectors
frequent updates and inclusion of new connectors
automatic report re-generation
large community
ready-made templates
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