In February 2026, we expanded AI integrations, unlocked new warehouse destinations, launched a Connector Builder, and enhanced dashboards and Data Activation workflows—giving marketers and analysts more control, flexibility, and automation across their entire marketing data pipeline.

Your marketing data, now available in your favorite AI tools

Marketers rely on AI tools like ChatGPT, Claude, Gemini, and Copilot. Now, your marketing performance data can flow directly into them.

Supermetrics now offers official integrations with leading AI platforms, enabling AI agents to query live marketing metrics instead of relying on static training data.

What AI platforms Supermetrics supports:

  • ChatGPT : Analyze campaign performance using natural language
  • Claude : Surface trends and deeper reasoning with Anthropic’s AI
  • Gemini & Copilot : Generate campaign ideas and insights grounded in real metrics

How it works

These integrations are powered by the new Supermetrics MCP Server .

Instead of exporting CSVs or switching tabs:

  • AI agents can securely query your live Supermetrics data
  • You can ask questions about budget pacing, ROI, and performance trends
  • You receive calculated answers based on real metrics—not guesses

This update strengthens Supermetrics’ position as a marketing analytics data integration tool that powers AI-driven decision-making.

Feature spotlight: Text-to-Insight (Insights Agent)

We're expanding access to our new Insights Agent , designed to turn text prompts into structured analysis and dashboards.

What Text-to-Insight is

Text-to-insight allows marketers to describe a report in plain language and instantly generate:

  • Custom dashboards
  • Comparative time period analysis
  • Campaign and audience performance breakdowns
  • Hypotheses for performance changes
  • Data-backed recommendations

How you can benefit from the Text-to-Insight feature

Supermetrics automates marketing data pipelines. Now, it also accelerates analysis:

  • Go from question to visualization in minutes
  • Reduce manual dashboard building
  • Get calculated answers based on live data

We’re rolling out this feature gradually. Learn more about Supermetrics AI

Supermetrics Dashboard updates: More control for marketers

Supermetrics enables cross-channel marketing reporting. Our latest dashboard updates make it easier to centralize and visualize performance metrics.

New capabilities in Supermetrics Dashboard

  • Create from scratch: Build fully custom charts aligned to your KPIs.
  • Data blending: Combine multiple data sources in one widget to identify cross-channel trends.
  • Duplicate widgets: Configure once, reuse instantly across reports.

These improvements help marketing teams streamline data workflows while increasing reporting accuracy and consistency.

Test out the new dashboard features in your Supermetrics platform .

Data activation: Build audience journeys in minutes

For users of Supermetrics Data Activation (formerly Relay42), we’ve launched an all-new workspace.

Data Activation enables marketers to move insights back into ad platforms—closing the loop between reporting and execution.

Data activation updates include:

  • Unified workflow: A redesigned interface with in-context editing and a unified Audience + Journey builder.
  • Rapid A/B testing: Duplicate Journeys and Audiences instantly to test variations.
  • Activity log: A complete audit trail showing who changed what and when.

This update strengthens Supermetrics’ ability to support ROI measurement and real-time campaign optimization.

Learn more about Supermetrics Data Activation .

Supermetrics update for developers and data engineers

Supermetrics isn't just for marketers. It also supports developers and data engineers to build a scalable marketing data infrastructure.

Data API is now available on all plans

Build custom data products, client portals, and internal dashboards using the Supermetrics Data API.

  • Embed Supermetrics data directly into applications
  • Reduce dependency on engineering-heavy ETL builds
  • Maintain centralized governance across marketing data

Read the API documentation .

New data warehouse destinations (Early access)

We are expanding warehouse options to support enterprise-grade analytics workflows.

Databricks

Ideal for:

  • Predictive modeling
  • Customer lifetime value (LTV) analysis
  • Advanced machine learning

Read more about Supermetrics Databricks data warehouse integration .

Microsoft Fabric

Perfect for:

  • Power BI reporting
  • Azure AI integrations
  • Unified Microsoft ecosystem workflows

Read more about Supermetrics Microsoft Fabric data warehouse integration .

These integrations further reinforce Supermetrics as a scalable data pipeline solution for marketing analytics.

Configuration docs for Fabric and Databricks .

Connector Builder: Connect any web API

Need data from a niche platform or internal system?

Introducing the Supermetrics Connector Builder .

What Supermetrics Connector Builder is

  • Build custom connectors using a low-code interface
  • Connect to any web API
  • Manage custom connectors alongside 100+ native Supermetrics connectors

This helps marketing teams centralize all marketing performance metrics—without waiting for official roadmap updates.

Currently request-only. Contact your Supermetrics representative for access .

New data sources and metrics

Supermetrics continues to expand its 100+ connector ecosystem.

New data sources (Early access)

  • TikTok Shop supports ROW mark,ets including Brazil, France, Germany, Indonesia, Ireland, Italy, Malaysia, Mexico, Philippines, Singapore, Spain, Thailand, UK, and Vietnam
  • Sprinklr provides social trends and post-performance
  • Gong give revenue intelligence and call performance
  • Odoo CRM connects campaigns to deals and proves ROI
  • Shopware provides deep commerce data
  • Plausible is a privacy-focused web analytics

Important field and metrics updates

And that’s it for February product updates! See you next month.