Supermetrics vs. Fivetran: a comparison guide

Supermetrics is a marketing intelligence platform built for marketing and sales teams. Fivetran is a general-purpose ELT platform built for data engineering teams. The right choice comes down to whether you have engineering support, and whether marketing data is the whole job or one slice of a company-wide warehouse.

Supermetrics gets a marketer to a usable report without touching SQL. Fivetran gives a data team raw, warehouse-ready pipelines across the whole business.

Marketing teams and data teams almost always want different things from the same pipeline, which is why Fivetran vs. Supermetrics comparisons keep coming up.

Choosing between them matters because most teams aren't short on data; they're short on data they can use. As Supermetrics CEO Anssi Rusi puts it, "Marketers today have 230% more data than they had five years ago. But 45% of CMOs say they still can't confidently measure marketing impact."

That problem hits hardest for marketing ops leads and analysts without a dedicated data engineer on staff. The right pipeline decides how fast that team can answer a question without filing a ticket.

Below is a comparison of Supermetrics and Fivetran across data sources, field coverage, destinations, usability, and pricing.

Supermetrics overview

Supermetrics is a marketing intelligence platform built for the sales and marketing data space. It unifies data collection (from 170+ marketing and sales sources), management, and activation, so teams can move from passive reporting to confident, data-backed decisions.

Supermetrics transfers data securely and directly from source to destination, and storage is optional rather than required. Data pulled through a data source connection sits in temporary storage while queries run, and Supermetrics stores data permanently only when a customer uses Custom Data Import or Supermetrics Storage.

Supermetrics gives instant access to your data through destinations like:

• Google Sheets and Excel
• Data Studio (formerly Looker Studio) and Power BI
• BigQuery, Snowflake, and Amazon Redshift
• Databricks and Microsoft Fabric, on Enterprise plans
• Claude and ChatGPT, plus Microsoft Copilot and the Supermetrics MCP

While Fivetran doesn’t offer a reporting interface, Supermetrics does. Enter Supermetrics Studio. Building a full dashboard view (complete with in-depth data visualizations) is as simple as querying a connected LLM that you’re already familiar with, which then pushes it into Supermetrics Studio, where you can edit it using the integrated AI agent.

Boards made in Supermetrics Studio update in real-time as your data streams in, enable an iterative production process, and most importantly, let you manage your campaigns in the same view.

Fivetran overview

Fivetran moves data for the whole business rather than marketing specifically, with 750+ connectors spanning databases, SaaS apps, and files.

Fivetran's 750+ connectors cover categories from marketing and ops to finance and support. Supermetrics trades that breadth for depth: the Supermetrics Facebook Ads data source alone covers 537 metrics and 254 dimensions, and coverage is published for every source.

Fivetran documents connector schemas but does not publish field counts, so the depth per source is harder to compare before setup.

While Supermetrics prioritizes ease of set-up, Fivetran is more skewed towards technical teams. Further differences between the two platforms include pricing transparency and the depth of marketing connectors, which we'll discuss in more detail in this article.

Supermetrics vs. Fivetran: at a glance

Supermetrics is better than Fivetran for marketing and sales teams that don't have dedicated data engineers, offering extensive coverage for marketing and sales data sources and fixed, predictable pricing.

Fivetran is better than Supermetrics for data engineering teams that need a general-purpose platform to centralize company-wide data across 750+ connectors.

Verified as of August 2026.

Supermetrics vs. Fivetran: data source connectors

Supermetrics offers 170+ data sources built specifically for marketing and sales, with field coverage published for each one. Fivetran offers 750+ connectors across the whole business, with far deeper coverage outside marketing and no published per-connector field counts.

When assessing data source connectors, there are two main questions to consider: what platforms can you pull data from, and what data can you pull from those platforms?

What platforms can I pull data from?

With Supermetrics, you can unify data from marketing- and sales-specific connectors, and with Fivetran, you can connect data from sources across a wide range of other categories.

The platforms covered by Supermetrics can be broken down into the following groups:

• Paid media, Facebook Ads, Google Ads, and TikTok Ads
• Web analytics, Google Analytics and Adobe Analytics
• Social media, like Facebook Insights, Instagram Insights, and X (Twitter)
• SEO, Google Search Console, Semrush, and Ahrefs
• E-commerce, Shopify, Klaviyo, and Stripe
• Mobile and app analytics, Apple Public Data, Adjust, and AppsFlyer
• Email and SMS, like MailChimp, Klaviyo, Brevo, and HubSpot Marketing Emails
• Sales, Salesforce, HubSpot, and CallRail

Fivetran's library spans the entire business rather than marketing specifically, covering databases, finance tools, support platforms, and product analytics, as well as ad platforms. Fivetran doesn’t publish a marketing-category connector total, so a like-for-like count against Supermetrics isn't available.

Supermetrics strives to cover all of the most popular and requested data sources. Customers can submit requests and follow the platform’s product roadmap to keep tabs on new launches.

What data can I pull from those platforms?

Supermetrics publishes what every data source covers, so field depth is checkable before you buy. The Supermetrics Facebook Ads data source, for example, covers 537 metrics and 254 dimensions.

The second factor to consider is the type and quality of data you can pull with each connector.

Supermetrics' specialization in marketing and sales data allows it to dive deep into each source. Supermetrics publishes the metrics and dimensions available for each data source, so coverage can be verified before purchase.

That depth shows up in a few specific ways:

• Conversion windows can be set per paid media source, rather than applied as one default across the board.
• Metrics like reach and frequency are available at multiple granularities, since they can't be aggregated (campaign vs. ad set level, for example).
• Data can be previewed before it's added to a schema, so a pull can be optimized before it's committed.

Fivetran documents each connector's schema and tables, but doesn’t publish counts of available metrics and dimensions, so field depth per source is harder to compare before setup. Supermetrics publishes coverage on each data source page.

Supermetrics vs. Fivetran: data destinations

Supermetrics delivers data to spreadsheets, BI tools, warehouses, data lakes, and AI assistants. Fivetran delivers primarily to warehouses and data lakes, which is where the two platforms diverge most sharply for a marketing team.

With Supermetrics, you can move your data to the following destinations:

• Google Sheets
• Excel
• Data Studio
• BigQuery
• Snowflake
• Azure Synapse
• Azure SQL Database
• Amazon S3
• Amazon Redshift
• Google Cloud Storage
• Azure Storage
• SFTP server
• Power BI, Qlik, and other BI tools
• Claude and ChatGPT, for teams that want to query marketing data conversationally
• Databases or data warehouses that support JSON or CSV inputs, with the Supermetrics API

Fivetran's destinations primarily target data warehouses and data lakes, including Azure Synapse, Snowflake, Redshift, BigQuery, and Databricks, as well as operational databases and vector stores.

Those destinations build the analytics stack, but a warehouse alone doesn't cover the day-to-day, which is why visibility into both the big picture and the little picture matters.

Spreadsheet destinations cover the little picture. Google Sheets and Excel let a marketer add a metric or test a query without filing a request with the data team, then push what works into a warehouse via a Supermetrics data transfer.

Supermetrics vs. Fivetran: usability

Supermetrics is built for marketers to run themselves. Fivetran is built for a technical team to manage. That difference determines who must be involved whenever a report changes.

Supermetrics handles the four jobs marketers usually need from a data pipeline: pulling data into a spreadsheet, feeding a dashboard, sending it to a BI tool, and loading it into a warehouse.

Coverage doesn't change with company size. What changes between plans are how many data sources, users, accounts, and destinations you get, and how often data refreshes.

Key usability differences between Supermetrics and Fivetran:

As Supermetrics Lead Solutions Engineer Zach Bricker puts it, "The challenge is no longer access to data, but the ability to make sense of it quickly enough to influence outcomes."

Schema design

Schema design (the pre-defined set of metrics and dimensions used to pull data from a source) is another key difference between Supermetrics and Fivetran. The two platforms take different approaches to structuring that data:

• Supermetrics’ standard marketing schemas generally favor analysis-ready, denormalized tables, reducing the number of joins required for common reporting use cases.
• Fivetran uses normalized schemas. Data is broken into smaller, related tables, which takes more joins and isn't instantly analysis-ready.

Supermetrics develops standard schemas based on customer feedback and user requests. Data Transformations, available on the Enterprise plan, lets teams build custom metrics, dimensions, and data blends on top of those schemas.

With Supermetrics, most marketing reporting setups are covered without custom engineering work.

Supermetrics vs. Fivetran: Pricing

Supermetrics pricing is fixed and Fivetran pricing is usage-based, which is the difference that shows up on the invoice. Supermetrics charges a set monthly fee based on destinations, data sources, users, and accounts, so the bill holds steady whether a campaign doubles in volume or not.

Fivetran charges based on how much your data changes, so the bill moves with it. Both models are broken down below, with current published figures for each.

Fivetran pricing

Fivetran uses a consumption-based model, so the actual monthly cost is an estimate until you're using it. Cost is based on Monthly Active Rows (MAR), meaning rows inserted, updated, or deleted each month, billed separately per connection, with a $5 base charge on every standard connection generating between 1 and 1 million MAR per month.

That base charge took effect January 1, 2026, alongside a change that counts deletes toward paid MAR. The move to connection-level MAR billing happened earlier, in March 2025.

The Free plan covers up to 500,000 MAR per month. Paid plans run Standard, Enterprise, and Business Critical, each priced per connection on its own declining MAR curve. The former Starter and Private Deployment plans were discontinued in January 2026.

Because cost tracks data volume rather than a flat fee, budgeting for MAR ahead of time takes more guesswork than a fixed plan.

Since January 2026, a fleet of low-volume connections carries a floor cost regardless of usage, which changes the math for teams with many small data sources. But ultimately, this approach to pricing makes it difficult for customers to forecast actual costs and plan in the longer term.

Supermetrics pricing

The cost of Supermetrics is fixed based on the number of data sources, accounts, and users, so usage spikes or credit systems don't factor in:

• Starter: $55/month ($44/month billed yearly) for 1 core destination, 3 data sources, 1 user, 3 accounts per data source, and weekly refreshes
• Growth: $222/month ($177/month billed yearly) for 1 core destination, 6 data sources, 2 users, 7 accounts per data source, and daily refreshes
• Enterprise: Custom pricing, with custom data source, user, and account limits, on-demand refreshes, Data Transformations, Custom Data Import, Data Warehousing, Supermetrics Storage, and a dedicated Customer Success Manager

Why marketers choose Supermetrics over Fivetran

Marketers choose Supermetrics over Fivetran because Supermetrics gets a marketing team from data source to usable report without SQL, a warehouse, or an engineering ticket.

Think of it like buying a bike. You can buy a basic bike that gets the job done at a generic department store. Or, you can buy a purpose-built bike for high performance at a store that specializes in bikes. Supermetrics is like that specialist store, but for marketing data.

Fivetran is built to move data across the whole business, which means marketing-specific modeling ends up on someone else's roadmap.

For marketing and sales teams without a dedicated data engineer, the choice usually comes down to speed and control. Supermetrics gets you from data source to usable report without writing SQL or filing an engineering ticket.

Supermetrics is a good fit if you want depth of expertise in marketing and sales data, backed by 15% of global advertising spend analyzed through the platform and 200,000+ companies across 120 countries.

If you need further proof, you can try any Supermetrics product for free for 14 days. The Supermetrics sales team is also happy to demo any product to help you find a solution that works for your business.

Is Supermetrics an ETL tool?

Supermetrics is a marketing intelligence platform rather than a general-purpose ETL tool. Supermetrics moves data from a wide variety of marketing and sales sources into reporting tools and warehouses, delivering pre-aggregated, marketing-ready metrics rather than raw data replication.

Who competes with Fivetran?

Fivetran's closest competitors are other general-purpose ELT platforms built for data engineering teams. Supermetrics competes with Fivetran only at the edges, for marketing-specific data, where a no-code, marketing-first connector often gets a team to a usable report faster.

Can I use Supermetrics and Fivetran together?

Yes. Some teams use Supermetrics for day-to-day marketing reporting in Sheets or Data Studio, while a data team runs Fivetran separately to centralize company-wide data in a warehouse.