Adverity vs. Supermetrics: A comparison guide

When deciding on a marketing data integration platform, it’s crucial to understand how each solution aligns with your business needs. Supermetrics and Adverity are two popular options. Both offer robust data management and analytics capabilities but with different approaches. In this blog, we’ll provide a detailed comparison to help you make the right choice. The criteria include:

• Data sources
• Data destinations
• Scalability
• Usability
• Data security and privacy
• Pricing

Supermetrics overview

Supermetrics is a marketer-friendly platform. It allows marketing teams to pull data from multiple sources into their go-to reporting tools—spreadsheets, data visualization tools, and data warehouses. Supermetrics is built to empower marketers to work independently with data. It also ensures data integrity without storing it on third-party servers unless explicitly requested.

Adverity overview

Adverity is a more complex platform designed for data integration across different departments—marketing, HR, and finance. While it offers extensive connectors and advanced features such as predictive analytics through its platform, it often requires technical expertise and professional services, making it less accessible to non-technical users.

Adverity vs. Supermetrics: Data source connectors

Supermetrics specializes in marketing data connectors, covering essential platforms like Google Ads, Facebook Ads, Google Analytics, TikTok Ads, Shopify, and Salesforce. As marketing is our bread and butter, we try to cover as many metrics and dimensions as the platform’s API allows with our connectors. As a result, marketers can get deep and specific insights into their campaigns.

Adverity offers way more connectors—over 600 in total—spanning multiple departments and industries, including marketing, HR, finance, and operations. This vast selection can be valuable for large organizations needing to integrate various data sources. However, for marketers, this extensive range may add complexity without significant value. Adverity allows for data extraction but requires a more technical setup to get the same level of granularity.

Verdict: If you want to focus on marketing data, Supermetrics is a better option as its connectors provide more metrics and dimensions.

Adverity vs. Supermetrics: Data destinations

Supermetrics lets you move marketing data into spreadsheets like Google Sheets and Excel and data visualization tools like Looker Studio and Power BI. This is ideal for monitoring daily campaign performance and making quick optimization decisions.

For processing a larger amount of data or powering advanced marketing analytics use cases, you can use Supermetrics to pull data into data warehouses such as BigQuery, Snowflake, and Redshift. Supermetrics offers a standard schema for easy setup, helping marketers quickly start using their centralized data storage. For teams who don’t have the technical resources in-house to build and manage a functional data warehouse but still want to reap the benefits of having one, you can try Supermetrics Storage.

You’ll get the best of both worlds using Supermetrics.

On the other hand, Adverity takes a more centralized approach to data management, where data is processed on its servers before being delivered to its final destination. While this model works well for large organizations managing multiple data sources across departments, it can slow down real-time data access—something that marketers may find limiting when they need immediate insights to adjust campaigns.

Build custom applications on top of Supermetrics

Supermetrics offers an API that allows businesses to create custom transfer solutions to BI tools, databases, and third-party applications that support JSON or CSV inputs. This lets companies build custom workflows and reporting tools tailored to their specific needs. In contrast, Adverity lacks the flexibility of directly moving data from source to reporting tools without intermediate storage, limiting customization options.

Verdict: If your business needs a tool for both quick analysis and long-term planning, Supermetrics is a no-brainer solution.

Adverity vs. Supermetrics: How does each solution scale with you?

For smaller teams, Supermetrics offers self-serve products like Google Sheets and Looker Studio. As your data needs grow more complex, you can transition to a data warehouse or Supermetrics Storage, which is a great way to manage growing data demands without losing control over your data.

On the other hand, for Adverity, the platform’s complexity and reliance on third-party servers for storing transformation logic can lead to vendor lock-in, making it difficult for businesses to switch to a different solution as they scale.

Verdict: Supermetrics is the better option for scalability, particularly for marketing teams. It offers a flexible, scalable solution without the added complexity and cost associated with Adverity.

Adverity vs. Supermetrics: Usability

Supermetrics stands out for its ease of use and intuitive interface, particularly for marketers. You can set up data transfers, modify data fields, and handle data transformations without the need for technical expertise. Features like the Query Manager enable marketers to test data transfers and ensure they are working as expected before launching complex workflows. This streamlined approach allows marketing teams to manage their data independently and make decisions faster.

Despite its greater flexibility in terms of data transformation, Adverity requires more technical expertise to operate. It’s more complex configuration process can slow down onboarding, making it challenging for marketing teams without dedicated IT support.

Verdict: Whether you’re a non-technical marketer or you prefer a simple way to work with data, Supermetrics is a better option with a user-friendly interface that makes it easy for anyone to manage their data independently.

Adverity vs. Supermetrics: How easy is it to get started?

Supermetrics offers a 14-day free trial and a straightforward setup process. Marketers can quickly integrate data sources and begin pulling data into their preferred destinations without the need for technical support. Pre-built templates and self-serve connectors make it easy to get started and tailor reports to specific needs.

Adverity requires a demo and a more involved onboarding process. It might take longer for businesses to integrate the platform into their workflows without a self-serve option and immediate access.

Verdict: For those who want to roll up their sleeves and get to work immediately, Supermetrics’ 14-day free trial lets you try the product and get data with just a few clicks.

Adverity vs. Supermetrics: Data security

Supermetrics prioritizes data security by ensuring that data is transferred directly from source to destination without storing it on third-party servers unless requested. This direct transfer method keeps sensitive data under the control of the business, adhering to GDPR and CCPA standards. Supermetrics also offers SOC2 Type II and ISO certification for added peace of mind. Read more about our privacy policy and how we keep your data safe.

Adverity stores data and transformation logic on third-party servers, raising potential concerns for businesses that prefer to keep their data private and within their control. Like Supermetrics, Adverity complies with GDPR and CCPA, ensuring data protection during transfers.

Verdict: Both Adverity and Supermetrics have similar security certifications. However, if you’re not comfortable with storing your data in a third-party’s server, Supermetrics is a better option.

Adverity vs. Supermetrics: Pricing

Supermetrics offers clear and predictable pricing, starting at €29/month, making it a cost-effective choice for businesses of all sizes. There are no hidden fees, and businesses can easily scale up based on their data needs without unexpected costs.

Pricing for Adverity is less transparent and typically higher. Costs vary depending on data volume, connectors, and other factors, making it harder to estimate expenses upfront. Businesses might also face additional fees for higher usage or professional services, adding to the total cost.

Verdict: Supermetrics provides better value for money, especially for marketing teams looking for an affordable, predictable pricing structure.

Final thoughts

Choosing between Adverity and Supermetrics depends on your organization’s specific requirements. Here’s a summary to help you decide:

Adverity might be a suitable choice if:

• You’re comfortable with storing your data and transformation logic on third-party servers.
• Version control or outgrowing the software isn’t a major concern for your organization.
• You’re prepared to manage costs based on usage, which can be less predictable.
• You have a technical team available to handle setup, transformations, and ongoing support.

Supermetrics is likely the better fit if:

• You prioritize maintaining control over your data and avoiding vendor lock-ins.
• You want to manage transformations.
• You’re looking for a scalable solution that grows alongside your marketing efforts.
• You need a user-friendly product that doesn’t require heavy technical expertise for setup and use.