Build on Supermetrics: Build faster, smarter data products, on your own terms

You’ve got a great idea for a data product — maybe a client portal, maybe a SaaS app with embedded analytics. The vision is exciting, but building the data layer from scratch is slow, expensive, and a huge distraction.

That’s why we created Build on Supermetrics, a set of APIs that let you build, white-label, and scale your own data products without wasting months maintaining fragile integrations.

Key takeaways

• Built on Supermetrics is a developer solution, not a single product — it’s a collection of APIs (Data API, Management API) and product features (branded authentication, service accounts) that let you build and scale your own white-labeled data products.
• We take care of the plumbing, you own the product — our APIs handle data movement, connector health, and authentication flows so your team can focus on building features, not maintaining integrations.
• Companies like Alvie, First Tube Media, and Data Speaks have already built successful products and data foundations on top of Supermetrics, proving its flexibility and reliability.

What’s Build on Supermetrics

Build on Supermetrics is a collection of APIs that lets you build your own while-label data product on top of Supermetrics’ proprietary technology. It includes data APIs, management APIs, branded authentication, service accounts, API key management, and much more.

Data APIs

These sets of APIs are the backbone for moving cross-channel data into virtually any analytics and reporting platforms. Supermetrics ensures your data is delivered in a consistent, reporting-ready format. Data APIs let you skip the complications and headaches that come with building and maintaining custom data pipelines. Instead of wasting hours on troubleshooting, you can focus on building the actual product, and leave the tedious maintenance part that everyone secretly hates to us.

Management APIs

Management APIs give you programmatic control of everything going on behind the scenes—teams, users, workspaces, data sources, data transfers, table groups, schemas, etc. They automate the operational setup of your data product. For example, for an agency or a SaaS company, with management APIs, you can templatize client/customer onboarding.

Branded authentication

Branded authentication is basically the ability to brand your authentication flows. For example, when users authenticate, they’ll see your brand name and domain during login. This helps build trust and avoid confusion. It’s your brand up front, our infrastructure behind it. At the same time, a subtle “Powered by Supermetrics” signals that a proven, secure provider is behind the scenes handling the connections. Think of it like how Stripe powers payments for thousands of apps: you see the app’s brand during checkout, but also a small note that says “Powered by Stripe,” reassuring you that the transaction is secure.

Service accounts and API key management

A key need when building data products is removing risk at the point of integration. If integrations are tied to individual user accounts, they can easily break — for example, when an employee leaves and their account is shut down. Service Accounts and API Key Management solve this by linking integrations to system users instead of individuals. This approach not only ensures continuity but also follows industry best practices for security, giving you a more reliable and scalable way to manage access.

Why we built it

The equation most product managers and engineering leads run through is build vs. buy vs. partner. Yes, you can build it yourself. But here’s what you gain by building with us instead:

• Time to value: Instead of spending six months building integrations, you can ship them in weeks. That’s a faster time to market.
• Reliability: We actively monitor connector health across all data sources. When APIs change, we handle it.
• Security and compliance: With service accounts, API key management, and enterprise-grade monitoring, you avoid risky DIY setups.
• Flexibility: You’re not locked in. You own the UX, the product, and the roadmap. We just take care of the plumbing.

And we’ve designed Built on Supermetrics to sit in the sweet spot: you still control your roadmap and your product, but you don’t have to carry the pain of maintaining dozens of constantly changing APIs.

Additional resources: Build vs. buy: Making the right choice for your marketing data pipelines

What you can build on top of Supermetrics

Your use case can be whatever you want it to be. We provide the flexibility so you can control your own destiny. But here are the most common use cases we see today:

• SaaS products with embedded analytics, for example, dashboards, reporting modules, and insights that run inside your app.
• Internal data foundations, for example, a single source of truth for marketing performance, where programmatic onboarding and schema replication save agencies months of setup time.
• Authentication-as-a-service that lets you handle the messy OAuth approvals with Google, Meta, TikTok, and others, so you don’t need to spin up developer apps for every platform.
• Data transformation products to standardize campaign naming or apply business rules programmatically, then embed that into your own platform.

Real-life examples of Build on Supermetrics

Alvie built a white-labeled SaaS product with Supermetrics APIs

How they used it: Alvie, an agency-turned-product company, built its entire data product on top of Supermetrics APIs. They used our infrastructure as the foundation to connect client marketing data, standardize it, and deliver it in a white-labeled platform.

Benefits:

• They could bring a new SaaS product to market quickly without building or maintaining dozens of data source integrations.
• They owned the UX and branding, while Supermetrics handled the connectors and data delivery

“Being able to focus on the insights, without having to keep building more integrations, allows us to reach a whole new set of customers we couldn’t support before. The unit economics simply wouldn’t have made sense without Supermetrics. ” Jonas Bæk, Head of Product, Alvie

First Tube Media launched a live-event measurement product with Supermetrics

How they used it: First Tube Media used Supermetrics to pull in both ad platform data and live-event data, blending them into a new measurement product for clients. They combined Supermetrics Data API pipelines with their own proprietary event data.

Benefits:

• They turned what would have been a heavy lift — joining advertising and event streams in near real-time — into a fast product launch.
• Supermetrics gave them reliable pipelines, so they could focus on product experience and insights

“Supermetrics allows us to focus on the things that are important for our business without having to redo the things that you guys are really good at.” Scott Hoffman, Co-founder and COO, First Tube Media.

Data Speaks consolidated client data foundations using Supermetrics APIs

How they used it: Data Speaks leaned on Supermetrics as their data foundation, consolidating multiple sources into a single source of truth for clients. Instead of spending resources building and maintaining pipelines, they used our APIs to automate data ingestion and normalization.

Benefits:

• They reduced manual work, improved the reliability of data delivery, and could scale faster across clients.
• This positioned them not just as a reporting service, but as a provider of solid, reusable data infrastructure

“I’ve tried all of your competitors. Supermetrics is the only company that gives us what we need. We couldn’t run without you guys.” Zeke Camusio, CEO, Data Speaks.

The roadmap for Build on Supermetrics: where we’re going

We’re not stopping here. Built with Supermetrics continues to expand:

• Connector builder: build your own custom connectors on our infrastructure, so you’re not limited to the sources we provide today.
• Expanded branded authentication: more flexibility to brand, embed, and scale your auth flows.
• More APIs: we’re investing in our APIs as stand-alone products, so expect more API’s to become available in the near future, and support more of your key use cases
• White-labeled embedding: we’re exploring ways to make embedding dashboards and visualizations into your product even easier.

And beyond that, we’re preparing for the next wave of development: vibe coding and agentic orchestration. APIs are the backbone that large language models and agents will call on. If developers describe what they want in an LLM, it’s our APIs that will make it happen.

So if you want to bring your data product to market faster, talk to our team, and let’s make it happen.

FAQs about Built on Supermetrics

What does “Built on Supermetrics” mean?

It’s not a single product but a solution made up of our APIs and product features — Data API, Management API, Branded Authentication, Service Accounts, and much more. Together, they let you build, white-label, and scale your own data products on top of Supermetrics' infrastructure

Who can benefit from using Supermetrics APIs to build data products?

Product managers, engineering leads, and data engineers at SaaS companies and agencies who want to build a data product.

How does Supermetrics help developers save time when building integrations?

We handle the connectors, tokens, and API changes

What types of products can be built on Supermetrics APIs?

The sky is the limit when it comes to what you can build. But here are some common use cases for Build on Supermetrics:

• White-labeled SaaS platforms
• Embedded analytics features in SaaS products.
• Internal data foundations and client onboarding automation
• Event measurement and blended reporting products
• Authentication-as-a-service and data transformation products

How does Supermetrics handle API maintenance and updates?

We actively monitor connector health and manage changes across all data sources—when an API changes, we handle it.

How is Supermetrics different from building your own API integrations?

Building in-house means constant maintenance, compliance risk, and months of dev time. With us, you keep control but skip the upkeep

Can Supermetrics APIs be embedded into SaaS products?

Yes. Any SaaS product can integrate with our APIs.

What are the key differences between Data API, Management API, and Branded Authentication?

• Data APIs: deliver reporting-ready marketing data to your product or data warehouse.
• Management APIs: programmatic control of users, workspaces, transfers, schemas, and more.

Branded authentication: white-labeled login flows with your branding.