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Supermetrics
The easiest way to move your marketing data into your favorite reporting and analysis tools.
What it does
Automates marketing data extraction from 100+ platforms into reporting tools. Unifies data from disparate sources into a single schema for easy comparison. Provides pre-built reporting templates for Google Sheets and Looker Studio. Enables scheduled data refreshes to keep dashboards up-to-date in real-time. Features 'Supermetrics API' for moving data into data warehouses like Snowflake.
Why it works
Simplicity: No coding or API knowledge required to build complex data pipelines. Reliability: Known for extremely stable connections even when marketing platform APIs change. Efficiency: Saves marketers an average of 10-20 hours per week on reporting tasks. Ecosystem: Works exactly where marketers already live—in spreadsheets and BI tools.
Category: Marketing & Growth
Team Size: 250-500
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As of 2026
Marketing & Growth
Revenue: +$60M ARR
The easiest way to move your marketing data into your favorite reporting and analysis tools.
Overview
Supermetrics is a world-leading marketing data platform that automates the flow of data from over 100 sources (like Google Ads, Meta, and TikTok) into destinations like Google Sheets, Excel, Looker Studio, and BigQuery. It eliminates the manual work of exporting CSVs and copying data, allowing marketers to focus on analysis and optimization rather than data collection. It is the de-facto standard for performance marketers and agencies globally.
Funding status: Funded
Revenue source: Subscriptions
Customer type: B2B
Pricing: Subscription
Tech stack: PHP, React, Node.js, Google Cloud Platform
Platform: Web • API • Add-on
Integrations: Google Ads, Meta Ads, TikTok Ads, Shopify, Google Sheets, BigQuery, Snowflake
Founder story
Founded in 2013 by Mikael Thuneberg in Helsinki, Finland. Mikael, a data-driven marketer, won a Google challenge to build a tool that pulls data into spreadsheets. After seeing the massive demand, he bootstrapped the company to significant profitability before taking investment to scale into a global leader.
What it does
- Automates marketing data extraction from 100+ platforms into reporting tools
- Unifies data from disparate sources into a single schema for easy comparison
- Provides pre-built reporting templates for Google Sheets and Looker Studio
- Enables scheduled data refreshes to keep dashboards up-to-date in real-time
- Features 'Supermetrics API' for moving data into data warehouses like Snowflake.
Who it's for
- Performance Marketers
- Digital Marketing Agencies
- Data Analysts
- Growth Leads
Why it works
- Simplicity: No coding or API knowledge required to build complex data pipelines
- Reliability: Known for extremely stable connections even when marketing platform APIs change
- Efficiency: Saves marketers an average of 10-20 hours per week on reporting tasks
- Ecosystem: Works exactly where marketers already live—in spreadsheets and BI tools.
Growth strategies
- Targeted the Google Sheets and Looker Studio ecosystems early, becoming the #1 add- on in the market.
- Used a product- led growth model with high-value templates that drive viral adoption.
- Raised €40M in funding to expand their data warehouse and API offerings.
- Leveraged a massive partner network with major marketing platforms and agencies.
Alternatives
Comparison overview
- Funnel.io: Funnel is a full data platform with a UI; Supermetrics is a leaner 'pipeline' tool for your own tools.
- Fivetran: Enterprise ETL for dev teams; Supermetrics is purpose-built for marketers.
- Supermetrics is the gold standard for marketers who live in spreadsheets and Looker Studio.