What Is Supermetrics? Marketing Data for Sheets, BI and AI
By Joris van Huët · Supermetrics's own site
The short answer: if your marketing data has to land in BigQuery, Supermetrics is a sales conversation, because its pricing FAQ puts BigQuery in the Enterprise tier; if one person reports three sources into Google Sheets or Data Studio, Starter from $44 a month billed yearly is the door (pricing page, checked on 26 October 2026). Supermetrics calls itself a Marketing Intelligence Platform: connectors that bring ad, analytics and CRM data into spreadsheets, BI tools, warehouses and AI chats such as Claude, plus Supermetrics Studio for AI-built dashboards (homepage).
Disclosure: I may earn a commission through some links on this site. It does not change what this page says.
Before you price it:
- Billing period first. For example, Starter at $55 on monthly billing is 12 x $55 = $660 a year; on yearly billing it is 12 x $44 = $528, so committing for a year saves $132 on the smallest plan (pricing page).
- Destination. The price is per destination, so Sheets and Data Studio for the same team are two. AI chats count as a destination of their own, which the AI tools article says does not come with every package automatically.
- Sources, users and accounts per source. Starter covers 3 data sources, 1 user and 3 accounts per source; Growth 6, 2 and 7. A fourth client ad account on Starter is an add-on or an upgrade (pricing page).
- AI credits. Starter includes 4,000 a month and Growth 12,000; the FAQ calls them the one metered element, used by Supermetrics Studio (pricing FAQ).
What Supermetrics does
The connectors feed core destinations (Google Sheets, Data Studio, Excel, Power BI) on a schedule. In AI chats, Claude, ChatGPT, Copilot or Gemini query the same accounts in plain language and, once you grant write access, create or change campaigns; new ones start paused and every change is logged (campaign management guide). Enterprise adds data warehousing, the Data API, data transformations, custom data import and Supermetrics Storage (pricing page).
Who it suits, and who it does not
It suits teams and agencies who want one vendor for spreadsheet reporting, AI chats and, later, a warehouse, and who accept a sales call for the last part. It suits less well a small team that needs several editors and a warehouse now at a published price.
Packages and prices
In dollars, checked on 26 October 2026 on the pricing page. Yearly billing saves 20%, and the trial is 14 days with no card (trial article).
| Starter | Growth | Enterprise | |
|---|---|---|---|
| Per month, billed yearly | From $44 | From $177 | Quote |
| Billed monthly | From $55 | From $222 | Quote |
| Core destinations | 1 | 1 | Core and warehouse |
| Data sources | 3 | 6 | All |
| Users | 1 | 2 | Custom |
| Accounts per source | 3 | 7 | Custom |
Read the homepage and the pricing FAQ side by side. The homepage lists the data warehouse beside Claude and Looker Studio as one more way to use the same connections; the FAQ places BigQuery in the Enterprise tier, priced on request. So the published prices sell the spreadsheet and chat seats, and the warehouse is priced in a sales call, after your reports already run on the rest.
How it compares
Dataslayer also prices per destination but publishes a BigQuery price on every paid tier, from $35 a month billed annually with 5,000 warehouse rows (Dataslayer pricing). For a warehouse on a small budget, that decides it.
Coupler.io counts accounts and destinations instead of users, with unlimited users from its $99 Active plan billed annually (Coupler.io pricing). Five editors fit there without seat maths; Supermetrics Growth includes two.
Fivetran is built for data teams moving data into a warehouse and charges by monthly active rows, free up to 500,000 a month (Fivetran pricing). Choose it when an engineer owns the pipeline; choose Supermetrics when marketers do.
Getting started
The first login starts the trial. How to use Supermetrics runs a weekly budget pacing review in Claude, with campaign changes held for your approval.
FAQ
Does Supermetrics charge by data volume?
No. Plans are fixed price whatever volume you move; the exception is AI credits for Supermetrics Studio, which you can top up (pricing FAQ).
What happens if I go over my package limits?
Supermetrics notifies you and may pause data transfers until you upgrade or remove the extra usage, per the pricing FAQ.
Can I use Supermetrics in Claude?
Yes, through the AI chats destination: add Supermetrics from Claude's connectors and pick your team; a trial starts at first login (Claude guide).