This month's updates reflect the shifting landscape of marketing: AI-native environments, real-time data activation, and deeper connectivity across your stack. Here is a snapshot of the latest releases available in Supermetrics—and how they’re helping your team move from insight to action.
Product updates
Here's a snapshot of the latest updates available in Supermetrics:
- Bring marketing data to Microsoft Copilot: You can now integrate all your marketing data directly into Microsoft Copilot to generate reports and analyze campaign performance using natural language.
- Insights Agent for all users: Our built-in AI personal analyst is now officially rolled out to 100% of users, featuring a new full-width chat UI and significant speed improvements for deep analysis.
- Programmatic transfer management: The Supermetrics Public API now includes 19 new authenticated endpoints, allowing you to programmatically create, list, and delete data transfers.
- Stakeholder-ready dashboard security: You can now protect your shared dashboard links with a passcode or invite specific people via email using one-time passcode verification.
- Automate with n8n: A new official community node for n8n allows you to pull marketing data directly into your automated workflows for proactive alerts and performance triggers.
- Claude Prompt Playbook: Following the launch of our Claude integration, we’ve released a playbook of battle-tested prompt sequences tailored for roles like performance and content marketers.
- Dedicated HubSpot connectors: We have introduced three granular HubSpot connectors—HubSpot Contacts, HubSpot Marketing Emails, and HubSpot Marketing Forms—to provide faster and more reliable access to your CRM and email metrics.
Articles of the month
Why AI adoption in marketing is stalling at 6%, and what to fix first
In the 2026 Marketing Data Report, Supermetrics surveyed 435 marketers across brands and agencies globally, including respondents from the US, UK, Germany, Australia, and Singapore. The report shows that while 80% of marketers feel pressure to adopt AI, but only 6% have fully embedded it into their workflows.
Keep reading to learn what’s blocking the AI implementation, marketing measurement, data activation, and most importantly, how to get to the top 6%.
Supermetrics Dashboards: Visualize and report marketing performance in one platform
Supermetrics has been known for its marketing data pipelines. Now we’re expanding into marketing data visualization.
For years, marketers have used Supermetrics to move data from ad platforms, web analytics tools, and CRMs into marketing reporting tools and data warehouses. Now, you can also visualize and monitor that performance directly with Supermetrics Dashboards.
Marketing data activation gap: Why only 24% marketers have achieved personalization at scale, and how to fix that
Personalization has been a top priority for marketers for years. And yet, somehow, every year, it’s still the thing that almost happens. Most teams assume the blocker has the data. But our 2026 Marketing Data Report suggests something different: only 1 in 3 marketers can actually activate the data they already collect. This article explains what marketing data activation actually means, why most teams are stuck between insight and action, and what needs to change in your data foundation before you can truly activate your marketing data.
Have you grabbed your copy of the 2026 Marketing Data Report yet?
If not, here's one reason to do it today: 52% of marketers let external teams define their data strategy — and most don't even realize it's costing them.
The report explains why data ownership has become marketing's biggest competitive gap in 2026 and what it actually takes to take it back.
Customer of the month
How The Economist drives campaign performance with Supermetrics & LinkedIn
LinkedIn Ads is one of the largest social media channels for The Economist , but managing global campaigns at scale can come with a maintenance nightmare.
Using Supermetrics and LinkedIn, The Economist moved from manual data collection to an intelligence engine.
- Granular analysis: The team uses Supermetrics to standardize a strict taxonomy for LinkedIn, breaking down campaign names into 15+ granular parameters without writing a single line of code.
- Currency conversion at scale: With global ads running in dozens of countries, they use Supermetrics to automate currency conversion, skipping the need for internal exchange rate APIs.
- Unified logic: They merge LinkedIn campaign data with Google Analytics and internal order systems to track hard commercial metrics like CLTV and ROAS.
- Bridging the creative gap: They're using AI creative labeling to understand which images and text drive the best commercial results.
https://www.youtube.com/watch?v=1iL68WjEA7Y
Webinars
Ready to go from insights to real-time customer journeys?
See how to move beyond reporting and into action — building cross-channel, real-time customer journeys that personalize at scale and drive marketing performance.
How to move from insights to customer acquisition
Watch this deep-dive online session into our newest product innovation, where we'll show you how to actually use your data to: suppress known buyers, hyper-personalize for existing customers, and ensure your media budget is only spent where it truly moves the needle.
Supermetrics + Claude: Marketers are already building with it
Earlier this month, our founder, Mikael, walked through the Supermetrics and Claude integration live on LinkedIn.
Stop summarizing your data. Start understanding it with Claude
Most AI tools are great at giving you a "TL;DR" of your marketing reports. But let’s be honest: a summary of a bad report is still just… a bad report.
Our founder, Mikael Thuneberg, r ecently went live to show exactly how to use Claude to bridge the gap between "having data" and "having answers."
The philosophy is simple:
- No endless dashboards.
- No CSV exports.
- Just answers.
If you’ve been curious about how to actually get ahead in your marketing AI journey and why the "wait and see" approach is officially over, this session is for you. Mikael breaks down the workflow that turns raw performance data into an actual strategy in seconds.
Ready to see what the future of marketing intelligence looks like? Click here for the replay and grab your Supermetrics Claude Prompt Code here ,
Upcoming webinar: Driving decisive marketing action with AI
Join us to explore how AI is fundamentally changing marketing workflows, helping you cut through the noise and turn complex datasets into clear, decisive action.
What you'll learn:
- Future-proofed workflows : Understand the Supermetrics AI vision and how our upcoming roadmap is designed to solve the most common friction points in your marketing data pipeline.
- Real-world application : Hear a live interview with a marketer who is already using Supermetrics AI to move faster and make more confident budget decisions.
- Insight acceleration : See specific case studies of teams that have reclaimed hours of manual work and uncovered sharper insights using AI-driven analytics.
- The path to AI-maturity : Get a front-row seat to where marketing analytics is heading and learn how to prepare your team for the next generation of data activation.
Register here to attend live on 23 April at 11.00am SGT, 1.00pm AEST
Interactive demo
What happens to the visitors on your site who don’t convert?
From our 2026 Marketing Data Report:
- 36% say lack of integration blocks data activation
- 40% struggle to prove ROI across channels
- 45% say ROI is their top KPI
Yet most teams still can’t connect anonymous traffic to outcomes.
See how anonymous visitors can be identified, segmented by intent, and activated in real time across channels—all in under 3 minutes.
Events
HotTopics: The Studio Abbey Road Studios (April 21, London)
Supermetrics will be joining senior marketing leaders at Abbey Road Studios for an exclusive HotTopics gathering focused on how marketing is evolving in the age of AI.
What we’re doing on the day
Panel discussion: AI as part of the marketing team We’ll be taking to the stage as part of a senior panel exploring a critical shift:
AI is no longer just a tool it’s becoming an active contributor within marketing teams
This session will unpack:
- Where AI is already making decisions (not just recommendations)
- How leaders are defining the balance between human judgement and machine execution
- What remains uniquely human in modern marketing teams
- Whether organizations are intentionally designing a human + AI operating model or letting it evolve organically
2. Private roundtable: Designing the human–machine marketing organisation
We’ll also be leading a closed-door roundtable with CMOs and senior marketing leaders.
This is a more strategic, peer-level discussion focused on:
- When AI becomes part of the operating model not just the toolkit
- Where AI is already influencing outcomes behind the scenes (media, targeting, visibility)
- How to intentionally design a marketing organisation where humans and AI work together effectively
👉 This session is designed to move beyond theory into real operating models and practical leadership decisions
Data Decoded London (22–23 April, Olympia London)
Live booth experience (Stand E50)
We’re running hands-on, demo-led sessions throughout the day. Designed to be interactive but accessible no laptop needed
Theatre speaking sessions
We’re taking to the stage with two sessions featuring our experts:
- Tackling where AI strategies break down in reality
- Addressing the “last-mile problem” in the modern data stack
- Showing how to bridge the gap from data → insight → action
Thought leadership focus: Data Activation
Everything we’re doing ladders up to one core idea:
Marketing teams don’t have a data problem they have an activation problem. At the event, we’ll demonstrate how to:
- Move from static reporting to real-time decisioning
- Connect siloed data to unified customer view
- Shift from campaigns to automated, cross-channel journeys
- Measure what matters to incremental revenue impact
Conversations & networking
Alongside sessions and demos, we’re:
- Meeting marketing and data leaders exploring modern data stacks
- Sharing practical frameworks (not theory)
- Helping teams understand how to operationalise activation internally
Why attend
Data Decoded is one of the UK’s leading data & AI events, bringing together data leaders, engineers, and business decision-makers to explore real-world applications of data and AI
If you're attending, come find us at Stand E50 to see how to turn your data into measurable growth.
Join us in Munich on 7th May for an exclusive morning designed for marketing and data leaders
The Supermetrics TableTalks Breakfast on 7 May 2026 brings together forward-thinking professionals for meaningful conversations, expert insights, and practical strategies you can apply right away.
From activating first-party data to breaking down silos and turning real-time signals into personalized experiences, this intimate event is all about tackling today’s biggest challenges—together.
The agenda features expert sessions, roundtable discussions, and high-quality networking over breakfast at the iconic Hotel Vier Jahreszeiten Kempinski.
Seats are limited—secure your free spot now and be part of the conversation shaping the future of data-driven marketing.
Meet us at Possible 2026
Supermetrics is a proud partner of Possible 2026, where future-focused marketers and media leaders come together to explore what’s next, spanning innovation, emerging technologies, and bold new ideas shaping the industry. Going to be there? Reach out to us below:
Hands-on Lab: From Data into Real-Time Personalized Journeys
Most marketing teams are sitting on more data than they know what to do with. The problem isn't access — it's activation. This workshop is built for marketers who are ready to stop leaving insight on the table and start building customer experiences that actually respond to behavior in real time. In one focused morning, you'll go from theory to something tangible, guided by Supermetrics experts in a small-group setting designed for doing, not just watching.
RSVP Here for this workshop in Bangkok, on 29 April at 9.00am ICT
Data Activation TableTalks, Bangkok 30 April 11.00am ICT, Supermetrics in partnership with The Marketing Interactive
We'll be diving into some of the most pressing challenges facing brands in Southeast Asia right now: unifying customer data across platforms like LINE, TikTok, and Meta; navigating PDPA and consent management; connecting offline and online customer journeys; and measuring what's actually working in your media spend.
Expect real conversations, sharp perspectives, and great company — no presentations, just peer discussion.
Seats are limited, to RSVP please contact: joeyt@marketing-interactive.com
Data Activation TableTalks, Singapore May 5 11.00 a.m. SGT - Supermetrics in partnership with The Marketing Interactive
This edition, “The Activation Imperative: Turning Fragmented Data into Measurable ROI,” will unpack one of the most pressing challenges facing brands today: transforming disconnected systems and datasets into seamless, real-time customer journeys that deliver clear business impact.
We’ll be diving into key topics, including untangling complex tech stacks, activating first-party data in a cookieless world, aligning marketing and data teams for better collaboration, and measuring the true ROI of omnichannel campaigns.
Seats are limited, to RSVP please contact: joeyt@marketing-interactive.com
