Jun 21, 2022

Adverity vs. Supermetrics: A comparison guide

16-MINUTE READ | By Isha Shinde

Supermetrics vs

[ Updated Aug 1, 2023 ]

Adverity and Supermetrics give marketing teams the ability to gather, store, and analyze data in a flexible and scalable way. 

This article will help if you’re weighing your marketing data solution options or using Adverity and considering an alternative. We’ll compare Adverity with Supermetrics based on different parameters to help you decide which is right for your organization, including data source connectors, security and ownership, usability, scalability, and pricing.

But before going into a deeper comparison, let’s first look at a basic overview.

Supermetrics Overview

Supermetrics is a product designed and developed for marketing teams that streamlines the delivery of data from 90+ sales and marketing platforms into the reporting, analytics, and data storage tools that marketers already know.

It’s a data integration platform helping global businesses make sense of their data to transform their business. Supermetrics doesn’t store the data on its server—it simply moves your marketing data from all your platforms into destinations like Google Sheets, Excel, Google Data Studio, and data warehouses such as Snowflake, BigQuery, and Amazon Redshift, among others.

Once there, you can analyze the exact data you want and build custom marketing reports for your clients, management team, or analysis.

Adverity Overview

Similar to Supermetrics, Adverity also streamlines data delivery from sales and marketing platforms into reporting and analytics tools.

The main data storage and move model is the major difference between Adverity and Supermetrics. In simple terms, Adverity stores all the data on their platform where it’s transformed, but Supermetrics does not store any data on their platform, including the transformation logic.

Storing all your data and core transformation logic on a third-party server might be a big concern when you’re working in a data privacy-concerned environment, especially when you outgrow the platform and need to change the platform. 

Another difference between Supermetrics and Adverity is that Supermetrics is built by keeping marketers and agencies in mind. With Adverity, that’s not always the case, as Adverity isn’t designed and built for marketing teams and agencies. With Supermetrics, we can confidently state that we’ll be able to support all your use cases as a marketer. 

But given the similar core function of automating data collection and analysis, choosing the right one for your business isn’t easy. We’ve compared both platforms in this article to help you choose the right tool for your needs.

This article will discuss how both platforms compare in these areas:

  1. Data Connectors
  2. Security and Ownership
  3. Usability
  4. Scalability
  5. Pricing

Let’s dive into the comparison.

1. Adverity vs. Supermetrics: Data Connectors

When assessing data source connectors, there are two main questions: what platforms can I pull data from, and what data can I pull from those platforms?

What platforms can I pull data from?

The platforms, or integrations, from which the user can pull data and feed it to the destination are data source connectors.

Both Supermetrics and Adverity have the same core functionality, ETL, and give similar types of data source connectors from paid media to sales data sources. Adverity gives some additional connectors as well. 

The platforms covered by Supermetrics can be broken down into the following groups:

  • Paid media, including Facebook Ads, Google Ads, and TikTok Ads
  • Web analytics, including Google Analytics and Adobe Analytics
  • Social media, including Facebook, Instagram, and Twitter
  • SEO, including Google Search Console, Google My Business, and Ahrefs
  • Ecommerce, including Shopify, Klaviyo, and Stripe
  • Mobile and app analytics, including Apple Public Data, and Facebook Audience Network
  • Email, including Mailchimp
  • Sales, including Salesforce, HubSpot, and CallRail

Adverity does connect to a broader range of platforms, but with Supermetrics, we focus more on integrating with the most popular and requested platforms and building deep connectors that can pull a huge amount of fields, metrics, and dimensions. 

Even though it looks like Adverity has more connectors catering to different departments of the organization, in reality, Adverity isn’t built with marketers and marketing agencies in mind. Hence, it isn’t easy and may not cater to all the needs of marketers and marketing agencies.

As a marketer, your data needs may evolve over time. Supermetrics was purpose-built for marketers and thus caters to a vast range of marketing use cases. Our connectors also support the broadest range of fields offered by each data source, allowing you to perform the deepest possible analysis of your marketing data.

Read more about the type of data you can pull using Supermetrics in the next section.

What data can I pull from those platforms?

The second aspect when assessing connectors is the type and quality of data you can pull from them.

At Supermetrics, we aim to give as granular data as possible. In short, if it’s available through the API, we’ll do our best to make it available to you. So you’ll be able to pull various metrics and dimensions from each data source connector, allowing you to create the most useful reports you need. 

Regarding the count of metrics and dimensions pulled from each platform, Adverity pulls in fewer data points than Supermetrics.

To compare the amount of data available, let’s consider one of the most popular data sources, i.e., Facebook Ads, which is being used by small and large organizations irrespective of their industries, and see what you can get with Supermetrics and Adverity, respectively. 

Adverity vs. Supermetrics connector comparison table. Facebook Ads, LinkedIn Ads, Instagram Insights.

Looking at the table above for Facebook Ads, you can see the number of metrics provided by Supermetrics is almost three times higher than those given by Adverity. Similarly, even the number of dimensions given by Supermetrics is more than Adverity. 

Supermetrics will give you granular access to all the metrics and dimensions available within a platform. Sometimes, you’ll also find available fields through Supermetrics but not within a platform’s native reporting. 

At Supermetrics, we always listen to our customers’ needs and feedback and incorporate them into our roadmap, so you don’t have to look for other ways to integrate new sources. Supermetrics grows as your needs grow, so you won’t need to worry about upgrading or changing your marketing stack and data infrastructure.

This means you’re more likely to be able to set up your marketing report and dashboard the way you or your clients want it to be, using Supermetrics compared to Adverity.

For a full breakdown of all the available fields for Supermetrics’ data source connectors, check out our documentation pages.

How can I use my data for analysis?

With Supermetrics, you have the freedom to move and centralize your data depending on what suits your needs. If you need to analyze a specific dataset, you can move it into a Google Sheets spreadsheet. If you need to create performance monitoring dashboards and reports, you can use Google Data Studio. If you need to build a centralized repository of all your historical marketing data, you can use BigQuery

With Adverity, you need a certain level of technical expertise to configure and make transformations, without which it’s really difficult to work with Adverity. Adverity does give more functionality in terms of data transformation, which can be handy when you don’t need to worry about storing your organization’s core transformation logic on a third-party server or version control. 

But as you scale or if you have a bigger team, it’s very important to decide if you want to commit to having all your core transformation logic on a third-party server that can’t be transferred even when you need to switch to any software from the Adverity.

Simply, once you decide on moving all of your data onto Adverity, you’re committing to vendor lock-in. With more people in the team, it’s also important to consider the source and version control, as sometimes you might want to roll back to the previous version or check the source of the logic when working with data.

On the other hand, Supermetrics allows the users to modify, map, correct, or normalize the data extracted from data sources without storing it on third-party servers as Supermetrics performs all data transformations during the data transfer, and also you don’t need technical expertise to handle it. 

There are almost limitless ways to use Supermetrics depending on where you’re pulling data from and where you’re pulling it without worrying about security, ownership, or getting stuck.

2. Adverity vs. Supermetrics: Data Security and Ownership

Supermetrics doesn’t permanently store the data customers move. We use fully-encrypted caches to improve data delivery performance from certain data sources. We also don’t store your data. All we do is move it from your marketing platforms into destinations, and we’re GDPR and CCPA compliant. 

Supermetrics uses fully-encrypted caches to improve data delivery performance from certain data sources. Supermetrics does not sample your data. Nor does it rename fields or change numbers. This means your data flows through as-is, meaning it should line up with the numbers you see on the platform.

While Adverity does have the option to store data intermittently in your environment, they don’t give any option to directly move data from the data source to your reporting tool/data storage solution. This can be especially concerning for privacy-concerned companies that don’t want data stored outside their systems.

Storing your data and logic on third-party servers also means that you commit to vendor lock-in, so when you scale up or outgrow the platform, it makes it very difficult to switch to any other tool from Adverity. 

Supermetrics is committed to the security of the data you process with us. We’ve created our systems from the ground up based on security and data protection best practices:

  1. Our processes have been audited by external auditors, and Supermetrics is SOC 2 Type II, GDPR, and CCPA compliant. The full SOC 2 Type II report can be given under NDA through our sales team. 
  2. We don’t permanently store the data you load using our data integrations. At no time does your data ever enter a backup.
  3. Only with a few connectors do we cache data for the time required for us to serve you efficiently. In almost all cases, data remains in short-lived encrypted caches.
  4. While your data is on our systems or traveling between the data source or us to you, the data is always strongly encrypted.

More details on security policy & data privacy can be found on the Supermetrics website

With inscription and direct API connections, your data will be more secure with Supermetrics. And with 750,000+ users around the world and global brands such as Dyson, Nestlé, and the BBC as our customers, you can rely on Supermetrics as your marketing data connector.

3. Supermetrics vs. Adverity: Usability

Supermetrics makes it easy to get started. Most of our plans are fully self-serve and offer access to the most popular data sources. This means you don’t need extensive training or assistance in setting up the integrations. And for destinations like Google Sheet, Google Data Studio, and Excel, we offer many pre-made reporting templates for most of the connectors. In contrast, for the Data Warehouse, we offer a standard schema to speed you to get started.

But if you have a big team or as you scale, it’s very important to decide if you want to commit to having all your core transformation logic on a third-party server that can’t be transferred even when you need to switch to any software from Adverity. With large teams, it’s also important to consider the source and version control, as sometimes you might want to roll back to the previous version or check the source of the logic when working with data.

On the other hand, Supermetrics allows users to modify, map, correct, or normalize the data extracted from data sources without storing it on third-party servers. Supermetrics performs all data transformations during the data transfer. 

Supermetrics offers superior usability and makes it easy for marketers to work with data teams to achieve desired results. For instance, with the Supermetrics Query Manager, marketers can easily test out to ensure their data transfers contain the data they need before asking technical stakeholders to begin running the transfers. Even in terms of data transformation, it’s much easier to transform the data in Supermetrics than in Adverity.

Adverity’s data transformation functionality is significantly more cumbersome than Supermetrics’ Custom Fields, and it requires a very advanced user to be able to use it.

It gives more flexibility for data transformation, which can be easy and handy for small teams when you just need to use simple logic to transform data and don’t need to worry about version control or storing your organization’s core transformation logic on a third-party server. But again, you need an advanced user to configure everything. 

Due to the complexity of the Adverity platform, Adverity places a high emphasis on professional services both for onboarding and customer support. This means that onboarding can be cumbersome, and getting issues troubleshot isn’t always easy.

4. Supermetrics vs. Adverity: Scalability

What is marketing analytics maturity?

As your company grows, so do your analytics maturity and data needs.

You might start by creating simple marketing reports for your clients and managers or build easy-to-understand dashboards to monitor performance.

As you become more analytically mature, that may evolve into deeper analysis in spreadsheets or more complex reports that blend large datasets from multiple platforms. You might outgrow spreadsheets as a data repository, and you look for something more suitable, like a marketing data warehouse. At the same time, you’ll be able to move from restrictive and descriptive analytics toward predictive and prescriptive analytics.

We refer to this evolution as marketing analytics maturity.

Marketing analytics maturity model

So, how does each solution scale with you?

At Supermetrics, we understand that data integration needs are not static. Data complexity, especially for sales and marketing data, grows with your business. Our solutions keep pace as your needs change, going from spreadsheets and data visualization tools all the way to data warehouses and data lakes. We have the right data delivery solution for your needs, no matter where you’re on your data journey.

With Adverity’s data warehousing model, which stores data on the third party, i.e., their data warehouse, it’s really difficult to move to any other vendor in the future if your requirements outgrow the Adverity’s solution. It’s also very important to decide if you want to commit to having all your core transformation logic on a third-party server that can’t be transferred even when you need to switch to any software from the Adverity. 

Also, to configure and manage the Adverity’s transformations and advanced logic, you need a team of technical skills that essentially might not be available within the marketing teams.  

If the solution does not scale with you, it essentially means that you’ll need to come back and review your marketing data stack in a year or two and find a solution to meet your growing needs.

We’re confident that if you go with Supermetrics today, you’ll have a partner with exactly what you need no matter where you’re on your marketing data journey.

5. Supermetrics vs. Adverity: Pricing

Adverity doesn’t give much information on the pricing on their website. The only pricing that’s available is for the premium plan, which starts from €1,500/month. Other than premium plans, they just have quick start and enterprise plans. 

Another important consideration is that Adverity does not offer a firm pricing plan which you can select. But instead, the pricing is decided based on many factors, including data volume, chosen connectors, data destinations, and user access, making it very difficult to estimate how much you’ll end up paying for the service.

Pricing for Adverity typically comes out higher compared to Supermetrics, which starts from $39 per month. Supermetrics offers several plans from which you can select the right one for your business needs. 

Also, with Supermetrics, you always know what you’ll pay and what the package includes. There are no surprise fees or surges in price due to increased usage or credit systems. 


To summarize all the points we covered above, both Supermetrics and Adverity are good tools for data pipelines, depending on what you’re looking for. 

If you’re good with storing all your data and transformation logic on third-party servers, don’t have to worry about version control or outgrowing the software, ok with paying for whatever cost is accumulated depending on your usage, and have a technical team to help with installation and transformation then Adverity might be a good fit for you. 

But if you want to maintain data ownership, don’t want to get stuck in vendor lock-ins, version control your transformations, scale your marketing efforts as your organization scales, and want a user-friendly product, then Supermetrics is the product for you.

We hope this comparison helps you understand whether Supermetrics or Adverity is the right product for you.

Adverity vs. Supermetrics comparison table

About the author

Isha is a Junior Demand Gen Manager at Supermetrics. Isha loves to uncover the meaning behind data and helps customers understand the importance of data-driven marketing.

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Isha Shinde

About the author:

Meet Isha, a Junior Demand Gen Manager at Supermetrics, who loves decoding data mysteries and empowering customers with data-driven marketing insights.

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