September's update is about collaboration and access: Supermetrics Studio adds public link sharing, click-to-edit boards and a new Design tab, plus Business Context, which gives your whole team a shared memory for reporting rules across the Supermetrics MCP server. What's more, SuperAI (Studio’s AI) can now answer plain-English questions about your live data, no filters or pivot tables required. The Platform API gets faster, ChatGPT Ads gains new metrics and report types, and we're out in Bangkok, Sydney and Nashville this month. Below, you'll find Below, you'll find this month's top product updates and virtual events, a customer success story plus a selection of our favorite recent blog articles.
- Supermetrics Studio adds click-to-edit board text, a new Design tab, and public link sharing/embedding, so boards can be viewed by anyone without a Supermetrics account.
- Business Context brings shared team memory to the Supermetrics MCP server (Model Context Protocol)— save a reporting rule once and every teammate's AI conversations pick it up.
- Ask SuperAI a plain-English question about your data — like why spend spiked or which campaigns drove conversions — and get an answer grounded in your live numbers, no pivot tables required.
- Google Ads connector moves to API v25 on September 21 — Performance Max now reports by network channel, and three retired fields stop returning data.
- A repeat live webinar on September 17 walks through building a dashboard, automating a report, and asking AI why a number moved, using your own data.
- Meet us at Shoptalk Fall (Sept 29–Oct 1), Super Circle Bangkok (Sept 24), or Scaling Growth with AI Agents in Sydney (Sept 23) — three chances to connect in person this month.
- Verdict: September is the month Studio stops being a single-player tool. Public sharing and Business Context both push in the same direction, which is getting a reporting rule or a board out of one person's head and into the team's.
Product update
September’s update centers around making Supermetrics Studio more collaborative and shareable.
- Supermetrics Studio, our AI-built dashboard and reporting workspace, adds public link sharing, a new Design tab for styling, open boards from their title in list view (pencil icon to rename), and now public link sharing/embedding for view-only access without an account.
- Business Context: shared team memory in the Supermetrics MCP server — save a reporting rule once, and every teammate's AI conversations pick it up.
- Platform API (formerly Management API): faster, with bulk actions, clearer errors, and stronger safeguards for large accounts.
- Google Ads connector moves to API v25 on September 21 — Performance Max now reports by network channel, and three retired fields stop returning data.
- Self-serve Connect plans can now swap their subscription's destination instantly, free, once every 30 days.
- ChatGPT Ads: new Conversions metric plus Products, Country, and Device report types.
- Custom Data Imports (CDI) can now regularly fetch files from web or file servers.
- Campaign Monitor (always-on ad account monitoring) is in alpha, seeking a few more agencies/multi-region brands to test it.
Read the full September 2026 product update →
AI shortcut of the month
Don't just look at your dashboard — interrogate it. In Supermetrics Studio, ask SuperAI a plain-English question about your data — "why did paid social spend spike last week?" or "which campaigns drove the most conversions this month?" — and it reads your live data and answers instantly, no filters or pivot tables required.
Try it: open a board in Studio → ask a question in the chat panel → get an answer grounded in your actual numbers.
Webinars
Virtual Hands-On Lab: What do AI, LLMs, and MCP actually mean for your marketing?
Presented by Aleksander Cardwell and Pieter van Groenendael
We ran this session before, but it was so popular that people asked for it again — so here it is!
The format is simple: bring one data source you already use (Google Ads, GA4, Meta, LinkedIn — whatever you've got). During this session, you'll build a live dashboard, automate a report you're currently doing manually, and ask AI why a number moved — on your own data, not a demo.
Register for the September 17 hands-on lab and pick the time that works best for you:
Register for 3 PM BST | 10 AM EDT
Register for 2 PM SGT | 4 PM AEST
Events
Going to Shoptalk Fall? Meet us there!
Shoptalk Fall is just around the corner, September 29 to October 1 in Nashville, and we'd love to connect if you're there. With 2027 planning gearing up, book a planning strategy session with Tristan Bolano or Evan Shapiro, both Strategic Data Advisors at Supermetrics, by reaching out via LinkedIn below:
Super Circle Bangkok, 24 September
If you're in Thailand, we'd love to see you at Super Circle Bangkok on 24 September, 3:30–6:30 PM ICT at Soho House Bangkok.
It's an afternoon built entirely around our customers, with no pitch, no roadmap slides, and no upsell. Instead, the stage belongs to the teams doing genuinely interesting work — and with fantastic stories to share.
Sun from Primal will talk about how one no-code blend put 384 accounts on a single metric definition and cut weekly pacing work from two hours to thirty minutes. Khongkwan from Max Me will discuss turning 10+TB of daily customer data into journeys that converted 25% of cardholders. Rabin from Centara will walk through the process of building an AI-powered marketing intelligence roadmap that goes beyond platform ROAS. Then, a candid fireside chat on what they'd all do differently, followed by dinner and drinks until 6:30pm.
Scaling Growth with AI Agents — Sydney, September 23
Join us for Scaling Growth with AI Agents on 23 September, 10 AM – 1 PM at Google Sydney, One Darling Island. It's an exclusive half-day session for marketing leaders, co-hosted by OniGroup, Google Cloud, and Supermetrics. And it's built around what AI agents actually do in a marketing team, not what they might do someday.
Dee Patel from Google Cloud opens with how Gemini is changing content velocity and where AI is heading in the Google ecosystem. Our own Michael Salmon, Strategic Partnerships, follows by talking about unifying your data sources to fuel AI-driven decisions, with real growth use cases from automated reporting through to predictive campaign insights. Then Jonathan Ortiz from OniGroup on the unglamorous part that decides whether any of it sticks: adoption, training, and building an environment where AI agents keep earning their place.
The morning wraps up with an executive panel and open Q&A, followed by a networking lunch with peers solving the same problems.
Success story
From 8 days of copy-pasting to 100+ metrics, refreshed daily
When Hawaiian Airlines merged with Alaska Airlines, its marketing footprint doubled overnight. Same team, twice the accounts, and a reporting process that took eight people eight business days to produce a single monthly snapshot.
Now, 50+ ad, social, and search accounts flow into BigQuery daily. The team reports on 100+ metrics instead of 22, saves over 500 hours a month across internal teams and agencies, and finally has data clean enough to train its own AI agents on.
Read the Hawaiian Airlines story →
Top blog posts from September
What is MCP (Model Context Protocol) in marketing? A 2026 guide for marketing teams
Heard the term ‘MCP’ but not exactlysure what it means? In this guide to MCP for marketing teams, we cover what MCP is and why it matters for marketers. We also explain how Supermetrics MCP unites your two most powerful assets: your data and your AI.
AI agents in marketing: how they use your marketing data (2026 guide)
Marketing is going agentic. But before you hook up dozens of agents, it’s worth first getting up to speed with how AI agents use your marketing data. Discover how to connect agents to your data, what they can and can’t access, and how to implement appropriate guardrails.
What can AI agents for marketing actually do in 2026?
Once you understand how AI agents use your data, you can then start thinking about how to put them to use. This blog explains what AI agents for marketing can actually do in 2026, describing a wide range of potential use cases across the marketing function.
