This guide walks you through a transparent and practical comparison guide of Adverity vs. Supermetrics, exploring their core features, key differences, and ideal use cases for marketing and data teams. It will give you the clarity you need to make an informed decision for your team.
- Ease of use: Supermetrics is an intuitive marketing intelligence platform, while Adverity typically requires technical expertise and has a steeper learning curve.
- Data connectivity: Both Supermetrics and Adverity offer extensive connectors. Supermetrics prioritizes marketing-specific metrics and granularity, while Adverity covers multiple departments and industries.
- Data transformation: Supermetrics provides AI-assisted, flexible data transformation workflows within the platform, while Adverity’s transformations often require technical setup.
- Data destinations and control: Supermetrics lets you explore data, build dashboards, and export directly to spreadsheets, BI tools, or data warehouses, giving teams more direct control. Adverity uses a hub-centric model with extra steps.
- AI capabilities: Adverity focuses on conversational insights and data prepping, whereas Supermetrics goes beyond, automating reporting, analysis, and integrations through AI Agents and extensible workflows.
- Pricing and cost transparency: Supermetrics offers clear, predictable, tiered pricing and a free trial. Adverity's pricing is more variable and often tied to professional services, making it less predictable.
- Data security: Both Supermetrics and Adverity comply with GDPR and CCPA. Supermetrics prioritizes direct source-to-destination transfers, giving businesses more control over sensitive data.
| Feature | Supermetrics | Adverity |
|---|---|---|
| Ease of use | Intuitive, marketer-friendly interface with quick setup | Steeper learning curve; often requires technical expertise |
| Data connectors | Marketing-focused, granular metrics. You can add offline and custom marketing integrations | Extensive across various departments, including marketing, HR, and finance |
| Data transformation | AI-assisted, flexible data transformation, like Custom Fields and Data Blending | Powerful but may require technical support to set up |
| Data destinatons | Explore data, build dashboards, export to spreadsheets, BI tools, and warehouses | Hub-centric, meaning data is processed in the platform before export |
| Pricing | Transparent, tiered, predictable. Supermetrics offers a 14-day free trial | Not public. Pricing varies based on rows, sources, and destinations, among other factors. |
| Security | GDPR/CCPA compliant, SOC2 & ISO certified | GDPR/CCPA compliant, SOC2 & ISO certified |
Supermetrics overview
Supermetrics is a marketing intelligence platform for marketing and data teams of all sizes to connect, manage, analyze, and activate marketing data to improve marketing performance.
Supermetrics Marketing Intelligence Platform has four layers:
- Connect lets you automatically pull online and offline marketing data from any platform.
- Manage lets you edit, blend, enrich, and store your marketing data according to your needs.
- Analyze lets you visualize and explore your data in the Supermetrics platform or your go-to reporting tool.
- Activate sends your own data back to different marketing channels to build custom audiences and personalized campaigns.
Today, Supermetrics is trusted by more than 200,000 companies worldwide, processing over 15% of global online ad spend. Our customers span every segment, from agencies like Densu to SMBs like BisLenz to global enterprises like Philips and Manscaped .
Adverity overview
Adverity, like Supermetrics, helps you connect data, transform it, and send it back to different platforms like Google Sheets, BigQuery, or advertising platforms. Adverity is designed for organizations with complex, multi-departmental data needs and typically requires a dedicated technical team.
Adverity uses a centralized, data-hub approach where all data first flows into Adverity's own environment to be standardized and governed before being shared with reporting tools. This gives data teams tight control and consistency, but it also means marketers often have to wait for those teams to prepare or release data, slowing down quick campaign analysis or ad-hoc reporting.
How do Supermetrics and Adverity compare on data source connectors?
When it comes to marketing, Supermetrics provides the most detailed and comprehensive marketing data connectors for granular campaign insights. Adverity, meanwhile, offers a wider net with connectors across marketing, finance, HR, and more, suited for company-wide data integration.
Supermetrics specializes in marketing data connectors, covering all the essential platforms you need, plus you can add data from offline sources using the Custom Data Import feature . Because marketing is Supermetrics’ core focus, its connectors give marketers as many metrics and dimensions as the platform’s API allows. As a result, you can get granular and specific insights into your campaigns.
On the other hand, Adverity offers more connectors spanning multiple departments and industries, including marketing, HR, finance, and operations. This vast selection can be particularly valuable for large organizations that need to integrate various data sources.
How do Supermetrics and Adverity handle data transformation?
Supermetrics makes data transformation fast and marketer-friendly with no-code tools for cleaning, blending, and enriching marketing data, including AI-assisted features. Adverity offers similar features but leans more towards a technical approach, making setup and transformations slower for non-technical users.
After connecting your sources to Supermetrics, you can start reporting on the data immediately and send it to your chosen reporting tool or data warehouse. But if you need to transform the data or blend different marketing data sources together, you can do so in Supermetrics' Marketing Intelligence Platform.
Supermetrics provides all the data transformation features marketing teams need in a no-code, user-friendly interface. With these tools, teams can prepare and analyze data faster without relying on technical specialists:
- Custom Fields : lets you customize your marketing data. For example, you can apply calculations to your data, fix naming inconsistencies, extract UTM parameters, etc.
- Data Blending : you can combine data from multiple sources, for example, blending web analytics with paid ad data to track campaign performance holistically. Features like automatic field mapping, which also allows you to edit pre-mapped fields, help you connect the data points easily.
- AI-powered Custom Fields: Use natural language prompts to automate tasks like extracting parts of campaign names, checking ad copy compliance, running sentiment analysis, or translating text.
Adverity offers many of the same core capabilities and some advanced transformation options, but its approach can feel less intuitive.
- Calculated fields: Built with WHEN–THEN rules. While simpler than SQL, these rules can still be tricky for non-technical users to grasp, especially for more complex logic.
These methods give technical teams strong control, but they often add friction for marketers who just want quick, no-code workflows. As a result, Adverity’s transformations are more complex and slower for non-technical users to set up compared to Supermetrics.
How do Supermetrics and Adverity handle data destinations and data storage?
Supermetrics is built on the principle of data freedom—you decide exactly where your data goes and how you want to work with it.
Working with your data inside Supermetrics’ Marketing Intelligence Platform
Use Supermetrics’ own platform when you need fast, quick insights without exporting data elsewhere:
- Data Explore: Instantly pull fresh data from your sources, explore metrics, and blend datasets in the same platform. Great for quick health checks or campaign-level insights.
- Supermetrics Dashboards: Build simple in-platform dashboards to compare spend, impressions, clicks, and conversions across channels without waiting on BI tools or warehouse syncs.
- Supermetrics Storage: An optional data storage solution for teams who want full ownership of their marketing data without the complexity of maintaining a data warehouse. Securely store historical cross-channel data, run large-scale analyses, and connect directly to BI tools.
Best for ad-hoc analysis, quick campaign checks, or teams who want data fast without additional tools.
Send data to your chosen reporting and data storage tools
Export data directly into the tools your team already uses, giving you full flexibility and control:
- Spreadsheets (Google Sheets, Excel): Perfect for agile, day-to-day reporting and analysis.
- BI tools (Looker Studio, Power BI): For visualization, dashboards, and cross-team reporting.
- Data warehouses/lakes (BigQuery, Snowflake, Redshift, Azure, Amazon S3): For scalable storage and advanced analytics.
This approach is ideal for scalable reporting, long-term trend analysis, and seamless integration into broader business intelligence workflows.
Adverity also connects to major destinations like BI tools, spreadsheets, and warehouses. However, its model is more hub-centric. Data typically runs through Adverity's own platform first, where it’s processed and governed before being exported. This approach is powerful for centralized control, but it adds extra steps for marketers who just want quick reporting or optimization. As marketers must first wait for data to be ingested and processed in Adverity's environment, then schedule or trigger an export to their reporting or analytics tool.
Which is easier to use: Supermetrics or Adverity?
Supermetrics is optimized for marketers and also supports technical users when needed. For the marketing team, Supermetrics’ intuitive interface makes it easy to connect data, explore insights, and build reports without requiring technical support. For example, Supermetrics Dashboard enables you to quickly create charts and graphs to visualize data patterns. The Supermetrics engineer team is actively developing and introducing new features to Supermetrics Dashboard. It's a beta feature, and we’re currently improving it. Additionally, features like Connector Builder and data warehouse destinations give the technical team the flexibility they need to handle more advanced data setup.
Meanwhile, Adverity has a steeper learning curve. While it supports spreadsheets and BI tools, its workflow is built around centralized data management, requiring data engineers or technical users to set up and maintain it. Because data needs to be processed within Adverity before it can be used or exported, there are additional steps and waiting time for marketing teams that require instant insights. User reviews also frequently mention added complexity when setting up transformations and pipelines.
According to G2 data as of November 25, 2025, Supermetrics scores slightly higher in usability.
| Platform | Ease of use | Ease of setup |
|---|---|---|
| Supermetrics | 8.2 | 8.1 |
| Adverity | 7.9 | 7.5 |
How do Supermetrics and Adverity compare on data security and privacy?
Supermetrics transfers your data directly from the source to the destination, unless you explicitly choose an alternative option. This direct transfer method maintains sensitive data under the business's control, ensuring adherence 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 by default, which may be a concern for businesses that prefer to keep their data private and within their control. Adverity complies with GDPR and CCPA, ensuring data protection during transfers. While Adverity can arrange alternative hosting for organizations with strict compliance requirements, these custom options typically involve additional cost and complexity.
How do Supermetrics and Adverity compare on pricing and cost transparency?
Supermetrics offers transparent, tiered pricing with no hidden fees, along with a 14-day free trial for you to test the product before committing. Adverity’s pricing is custom and typically higher, with added costs for setup and services, making Supermetrics the more predictable and accessible choice for growing teams.
Supermetrics’ pricing is public, tiered, and predictable, so you know exactly what you’ll pay as your team grows. Whether you're a small marketing team, an agency, or a growing enterprise, Supermetrics provides accessible entry points that let you start quickly without a heavy upfront investment.
Because the Supermetrics pricing model is straightforward, teams can plan budgets confidently and scale usage over time. There are no hidden fees, and the platform offers a 14-day full-platform free trial so you can test your setup before committing, reducing risk and uncertainty.
Adverity’s pricing is generally higher than Supermetrics. Costs typically start around €/$500 per month, but the final price depends on variables such as row counts, data sources, destinations, and connector types. Many clients also require paid onboarding or professional services for setup and maintenance, which can add substantial costs. For example, Adverity’s smart naming conventions feature, a core transformation capability, was previously a free feature but has been moved to a premium package costing hundreds of euros extra per month.
Adverity’s model works for organizations with dedicated budgets and technical resources, but it can make adoption slower, more complex, and less predictable, especially for growing teams.
How do Supermetrics and Adverity compare on AI capabilities?
Supermetrics AI
Supermetrics AI—includes Supermetrics Agents and Supermetrics AI integrations—is designed to analyze performance, guide technical processes, and create reports. Supermetrics Agents are AI assistants embedded inside Supermetrics’ Marketing Intelligence Platform.
- Insights Agent (in limited beta as of November 2025) can analyze marketing data, uncover relationships, and explain why performance changed.
- Dashboard Agent lets users query marketing data in natural language to create an interactive dashboard.
- The Connector Agent (coming soon) guides users step-by-step in building new marketing data integrations securely and at an enterprise standard.
Supermetrics AI integrations let technical teams build custom data products by using the Supermetrics MCP Server and APIs to connect trusted marketing data to external AI systems.
Supermetrics AI excels when it comes to:
- Marketer-first usability: Supermetrics AI is built for marketers, not just data engineers. It answers questions in plain language, handles transformations without code, and helps teams move from question to insight instantly.
- Instant, trustworthy analysis: With AI grounded in deterministic guardrails and validated logic, Supermetrics AI delivers accurate insights without the risk of hallucinations.
- Purpose-built for marketing data : Unlike generalist chatbots, Supermetrics AI understands marketing metrics, naming conventions, and cross-channel relationships, making analysis far more intuitive for marketers and analysts.
- Building custom data products: technical teams can connect trusted marketing data into external AI agents, data apps, and large language models (like Gemini or ChatGPT) for custom automation and sophisticated workflows via the Supermetrics MCP Server and APIs
Adverity AI
Adverity AI emphasizes features that accelerate internal reporting and data preparation.
- Data Conversation is a conversational AI that lets marketers ask questions about their data in natural language.
- Notebooks converts conversations, key findings, visualizations, and commentary into a central, collaborative, cohesive narrative for recurring reports.
- Transformation Copilot: An AI-powered data transformation tool that generates the right code and step-by-step instructions based on a natural language request from the user.
- Smart Naming Conventions and Automated Data Monitoring allow users to monitor source data ingestion and check data quality issues.
Adverity AI is best suited for
- Data preparation: great for organizations that need a tightly governed, harmonized data layer before analysis.
- Workflow efficiency and data transformation : ideal for data teams that want to speed up complex data prep with natural language.
- Reporting: Useful for turning data findings into clear, collaborative summaries and structured reports.
What do customers say about Supermetrics vs. Adverity on G2?
On G2 , both Supermetrics and Adverity score 4.4/5 stars (as of November 25, 2025), but users describe very different experiences. Supermetrics earns praise for its ease of use, fast setup, responsive support, and strong marketing data integrations—making it a favorite among marketers and agencies. Adverity, while powerful, is often described as complex and better suited for technical teams due to its steep learning curve, setup challenges, and occasional data reliability issues.
What customers say about Supermetrics on G2
Supermetrics stands out as user-friendly and efficient for marketing and data teams. Reviewers consistently highlight its ease of use, fast setup, and convenience, which make marketing data integration simple and actionable.
Key highlights include:
- Marketing data integrations (35 reviews): Supermetrics seamlessly connects multiple platforms into spreadsheets, BI tools, and data warehouses, reducing manual work and improving reporting speed.
- Ease of use and setup (31 reviews): Simple, intuitive interface designed for marketers. Users find it effortless to connect sources, set up workflows, and start pulling data quickly.
- Customer support (19 reviews): Users report responsive and helpful support, often assisting with screen shares and quick troubleshooting.
- Data handling (38 reviews): Pre-built connectors, data blending, and AI-assisted features allow teams to prepare, transform, and analyze marketing data efficiently without coding.
Supermetrics allows for easy integration of several paid media channels in which we have ads placed. Thanks to Supermetrics, we were able to create a single dashboard for all our channels, and now we can compare cost, clicks, impressions, and conversions across all our channels.
Source: G2
It's a very useful tool that allows me to combine data across sources. Instead of exporting raw data for each source and merging it manually using Excel formulas, I can automate the process using Supermetrics.
Source: G2
An impactful tool for marketing agencies. Supermetrics allows our agency to connect with numerous platforms from various clients, allowing us to create customized reporting. It enables our organization to do this without the need for our development team or outside help, which allows us to allocate our development resources to other areas. It's a huge help.
Source: G2
What customers say about Adverity on G2
Adverity is powerful but complex for marketing usage. Users highlight its advanced capabilities, while also pointing out the barriers that come with them.
- Data management challenges (26 reviews): Users report frustrations with instability, unclear guidance, data stream errors, and difficulty correcting mistakes. Documentation and ticket follow-up are often seen as insufficient.
- Learning curve (20 reviews): Many find Adverity hard to master, with complex setup steps and challenging advanced configurations.
- Feature limitations (11 reviews): Users cite missing features, limited metric availability, and UI constraints that restrict deeper customization.
- Information gaps (11 reviews): Reviewers mention a lack of documentation and insufficient support for understanding or resolving issues.
Source: G2 , as of 25/11/2025
While Adverity is powerful for technically skilled teams, its complexity and steep learning curve can slow adoption for marketers seeking a more intuitive solution.
Adverity has a ton of potential and great uses, but it definitely lacks the more detailed resources. The onboarding process so far has been extremely loose and somewhat based if the assumption that we already knew how to navigate and use this platform. We had experience with a different reporting platform, but we still needed help navigating and understanding this specific platform.
Source: G2
A mixed experience, lots of great features, but consistent errors with data. When the data is working, it's easy to set up and customise, and it works great for our clients. There are consistent errors in the data and failures in fetching data. The platform also crashes occasionally, which means we're sometimes late in getting reports out. The user's face could be streamlined and made simpler.
Source: G2
How to decide between Supermetrics and Adverity
Both Supermetrics and Adverity are capable marketing intelligence platforms, but they serve different needs. Supermetrics excels at time-to-value and marketer-first usability. It empowers marketing and data teams to connect, transform, analyze, and activate data in familiar tools while maintaining full control and predictability.
Adverity offers a centralized, hub-based platform with advanced capabilities, but its complex UI, higher cost, and steep learning curve can slow adoption and require technical support. Additionally, Adverity does not offer a self-serve onboarding flow, so you’ll need to contact their team to get started.
For teams that value flexibility, direct access to data, and quick time-to-insight, Supermetrics is the more practical, scalable, and cost-effective choice. Adverity, meanwhile, is best suited for large enterprises with complex, cross-departmental data needs and dedicated technical teams to manage setup, governance, and maintenance.
Frequently asked questions
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Supermetrics is built for marketers, analysts, and agencies to self-serve with minimal technical dependency. Users can pull data, blend it, and create dashboards in tools like Google Sheets, Excel, or Looker Studio. Adverity, in contrast, requires technical setup and some scripting knowledge, making it less suitable for teams that need fast, independent insights.
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Supermetrics emphasizes speed, agility, and marketer-first usability, delivering data directly where it’s needed for reporting and activation. Adverity takes a centralized, platform-first approach, offering more complex governance and transformations, but adding setup overhead and slower time-to-insight.
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Yes, both Supermetrics and Adverity connect with major BI tools. Supermetrics sends data directly, enabling real-time reporting and dashboard updates. Adverity typically routes data through its own platform first, adding latency but increasing centralized control.
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Yes. Supermetrics excels for multi-client setups or agencies, letting you segment dashboards and reports quickly without re-engineering pipelines. Adverity can do it, but the centralized architecture requires careful planning and often technical management.
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Both Supermetrics and Adverity offer unique advantages. Adverity’s unique advantages lie in its advanced features for data preparation, quality, and workflow automation, making it ideal for organizations that prioritize centralized control. Supermetrics offers unique advantages through its marketer-first design, prioritizing quick time-to-value and non-technical access to insights.
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Yes, Adverity covers more departmental and industry data sources, beyond marketing. For marketing-specific use cases, Supermetrics provides deeper, more granular connector coverage, often capturing metrics and dimensions that Adverity requires more effort to access.
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Supermetrics offers quick, intuitive data feeding that cleans data directly into spreadsheets, BI tools, or warehouses. Adverity’s more complex, in-platform transformations are powerful but may slow down day-to-day workflows for marketing teams.
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Yes. Supermetrics has transparent, tiered pricing, predictable growth costs, and a free trial. Adverity’s pricing starts higher, is less transparent, and often includes additional fees for onboarding or professional services.
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Both tools can support ecommerce marketing, but they excel in different areas. Supermetrics works well for teams that want more control over their data, whether it’s feeding data directly into their chosen tools or inside Supermetrics’ Marketing Intelligence Platform. Adverity may be preferable for teams that prioritize centralized data management. The right fit depends on how technical and centralized your data setup is.
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Supermetrics transfers data directly from source to destination, minimizing downtime and maintaining data integrity without intermediary storage. Adverity is reliable for centralized governance, but users report occasional instability after updates.
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Yes. Data by default flows through Adverity’s hub first. Supermetrics allows direct connections, which is faster and reduces operational friction.
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Supermetrics stands out for its ease of use, seamless integrations, reliable support, and fast setup, backed by a wide range of strong, pre-built connectors. In contrast, Adverity is often praised for its automation capabilities and broad data coverage, but users frequently mention its complexity, steeper learning curve, and limited visualization options as key challenges.