Supermetrics vs. Whatagraph: Which tool is right for you

In this article, we're going to help you understand the difference between the two platforms, Supermetrics and Whatagraph, including where each shines, and which one is suitable for your marketing needs.

Key takeaway

• Supermetrics is a full-fledged marketing intelligence platform with 150+ connectors. It lets you connect, transform, analyze, and activate data across spreadsheets, BI tools, and warehouses—with full ownership and scalability.
• Whatagraph is an all-in-one reporting platform with 50+ connectors, designed for agencies that need quick, polished, client-ready dashboards using drag-and-drop templates and automated delivery.
• Supermetrics runs on an open ecosystem, giving users control over where data lives and how it’s used. Whatagraph operates in a closed environment, limiting exports unless you pay for add-ons.
• Supermetrics supports advanced transformations, data blending, and enterprise use cases like MMM and attribution. Whatagraph is easy to use but can feel too simple, with limits for complex analysis.
• Supermetrics has transparent, published pricing and scales with your data maturity. Whatagraph relies on custom quotes, and while great for growing agencies, it becomes restrictive for teams needing advanced analytics or long-term flexibility.
• Supermetrics is best for agencies and marketing teams of all sizes that need flexibility, control, and scalable analytics. Whatagraph is best for agencies prioritizing speed and visually engaging client dashboards

Supermetrics overview

What’s Supermetrics?

Supermetrics is a marketing intelligence platform that allows marketing and data teams of any sizes to connect, manage, analyze, and activate their data. Ultimately, helping companies turn marketing data into business growth.

What are Supermetrics' core features?

The core features of Supermetrics Marketing Intelligence Platform include:

• Connect: Get your online and offline marketing data from any platform
• Manage: The no-code transformation features give you the freedom to edit, blend, enrich, and store your marketing data according to your needs
• Analyze: Choose where you’d like to analyze and visualize your data, whether it’s a spreadsheet, a data visualization tool, or a data warehouse
• Activate: Finally, close the loop and and bring your own data back to different marketing channels to build custom audiences and personalized campaigns

Who should use Supermetrics?

Supermetrics is serving over 200,000 companies and processes +15% of global online ad spend, including agencies and businesses of all sizes. For example:

• Agencies like dentsu, McCann Central, Kaimera, etc., are using Supermetrics to automate client reporting and provide better data services to their clients
• Small to medium-sized businesses like BisLenz, Crediclub are using Supermetrics to automate their reporting and optimize marketing campaigns
• An enterprise like Benefits, Philips, Manscaped, etc., is using Supermetrics to improve their data foundation, build advanced measurement models, and prove marketing ROI

Why Supermetrics stands out

Compared to Whatagraph and other alternatives, Supermetrics is the market leader because we specialize in marketing data and marketing use cases. With over 150 connectors built for marketers, we make sure you never miss a data point. Supermetrics is the only platform that lets you modify and transform your data before sending it to a reporting and analytics tool—whether that’s spreadsheets, BI platforms like Looker Studio, or data warehouses. This gives you the flexibility and control to shape your data strategy your way, while keeping ownership in your hands.

Why Supermetrics isn’t the best choice for marketers

If what you need is a simple, all-in-one platform to quickly create polished, client-facing reports, Whatagraph is often the more direct option. Its platform was purpose-built for visual reporting, with pre-designed templates and automated delivery that make it easy to share attractive dashboards right out of the box.

For data visualization, Supermetrics lets you pull data into different BI tools, like Looker Studio, Power BI, Tableau, etc. Additionally, you can use our pre-made dashboard templates for quick reporting needs.

What’s Whatagraph

Whatagraph is an all-in-one reporting platform for creating and automating visually appealing reports and dashboards for marketing teams and agencies. Unlike Supermetrics, which lets you choose where you want to work with your data, Whatagraph is a closed ecosystem focused on visualization within its own platform.

Who should use Whatagraph?

While in-house marketing teams also benefit from using Whatagraph, the product specifically caters to agencies that need to create visually appealing and easy-to-understand reports for clients and internal stakeholders.

Why Whatagraph stands out

Whatagraph shines when it comes to quick, polished reporting. Its drag-and-drop dashboards and ready-made templates make it easy for agencies to create beautiful, client-ready reports without needing extra tools. If your top priorities are speed, simplicity, and presentation, Whatagraph offers an all-in-one solution built with visual reporting at its core.

Why Whatagraph may fall short for marketers

For marketers and analysts who want to dig deeper, combine sources, or build scalable data strategies, Whatagraph can be limited. The simplicity that makes Whatagraph attractive for quick client dashboards also means that when you need anything more advanced, you quickly hit a wall. The UI is easy to use, but it’s essentially Looker Studio without the flexibility— you don’t get the same freedom to customize, transform, or scale your data workflows.

Supermetrics vs. Whatagraph: Feature breakdowns

Data sources

TL;DR Supermetrics offers 150+ connectors across every major marketing and sales channel—covering everything from ads and analytics to ecommerce and CRM—making it ideal for complex, global setups. Whatagraph integrates with 50+ popular platforms, which works well for common use cases but is quite limited if you're working with niche or regional marketing platforms.

Supermetrics offers 150+ marketing data connectors for different marketing and sales. The most popular ones are:

• Paid media: Facebook Ads, Google Ads, Amazon Ads, TikTok Ads, etc.
• Web analytics: Google Analytics 4, Adobe Analytics, etc.
• Social media: Facebook, Instagram, X (or Twitter), TikTok Organic, etc.
• SEO: Google Search Console, Google Business Profile (formerly Google My Business), Ahrefs, Semrush
• Ecommerce: Shopify, Klaviyo, Lazada, Shopee, etc.
• Mobile and app analytics: Apple App Store, Facebook Audience Network, etc.
• Email and SMS: Mailchimp, Marketo, etc.
• Sales: Salesforce, HubSpot, CallRail, etc.
• Offline data with Custom Data Import that lets you bring in any data source outside standard integrations

Whatagraph integrates with 50+ marketing platforms. If your marketing mix includes the most common and popular channels, you're likely to be happy with what Whatagraph has to offer. But, if you're operating at a larger scale, for example, an ecommerce company with a presence in APAC, you’ll want to get data from Lazada and/or Shopee. In that case, Supermetrics got you covered.

Here are some examples of marketing data sources that Whatagraph is missing, but you can find in Supermetrics:

• Paid media: Amazon DSP, Google Ads Account Explorer, Google Ads Keyword Planner, Google AdSense, etc.
• Web analytics: Google PageSpeed Insights, etc.
• Mobile and app analytics: Google Play Console, Google Play Reviews, etc.
• Ecommerce: Lazada Ads, Lazada Commerce, Shopee Ads, Shopee Commerce, Google Merchant Center, Amazon Seller Central, etc.
• Social media: YouTube Public Data, X (or Twitter), TikTok Organic, etc.

Data destinations and ownership

TL;DR Supermetrics lets you send data anywhere — spreadsheets, BI tools, warehouses, or managed storage — giving you full control and ownership, while Whatagraph locks data inside its own platform unless you pay extra for limited export options.

Supermetrics integrates with spreadsheets, data visualization and BI tools, data warehouses, databases, and data lakes. You can choose where you want to work with your data without any limitations. Some popular data destinations include:

• Spreadsheets: Excel and Google Sheets
• Data visualization and BI tools: Looker Studio, Power BI, etc.
• Data warehouses: Google BigQuery, Snowflake, Amazon Redshift, etc.
• Data lakes: Amazon S3, Google Cloud Storage, etc.

For teams that want to centralize data but don’t have the technical expertise to set up their own marketing data warehouse, you can opt for Supermetrics Storage, a managed data warehouse solution.

Since Supermetrics is built on an open ecosystem, you retain full control and ownership over where your data is stored, how it’s structured, and how long it’s kept.

On the other hand, Whatagraph operates as a closed reporting platform. Data is pulled and visualized within its own platform. While it has introduced a BigQuery export feature, this is an add-on (with extra costs) and not the default workflow. This limits data ownership — the data essentially is in Whatagraph's environment unless you pay for and configure export options.

Reporting and visualization

TL;DR Supermetrics gives you full flexibility to visualize data in your preferred tools, with prebuilt dashboard templates and even out-of-the-box Supermetrics Dashboards for quick insights. Whatagraph, on the other hand, focuses on simplicity with drag-and-drop dashboards, branding options, AI-powered reporting, and automated delivery built directly into its platform.

When it comes to data visualization with Supermetrics, you can:

• Visualize your data in your chosen tools, like Google Sheets, Looker Studio, Power BI, etc.
• Take advantage of our selection of prebuilt marketing dashboard templates for Google Sheets, Excel, Looker Studio, and Power BI.
• Supermetrics Dashboards offer out-of-the-box templates for key marketing data sources. This provides quick visualization and easy access to essential insights without the need for an external BI tool

With Whatagraph, you can:

• Build dashboards directly inside its platform using drag-and-drop widgets and ready-made templates
• Customize reports with your own branding, and merge data from multiple channels into one view
• Use AI-powered reporting (Whatagraph IQ) to generate reports from a prompt
• Set up automated report delivery via email or share live dashboard links

Data transformation and management

TL;DR Both Supermetrics and Whatagraph provide data transformation capabilities. If you’re doing a simple transformation, then Whatagraph can meet your needs. On the other hand, if you’re looking for something more flexible and advanced, then Supermetrics is a better choice.

The Supermetrics Marketing Intelligence Platform lets you manage and transform data without any coding skills. You can:

• With Supermetrics Custom Fields, you can apply both basic functions (add, divide, edit text, clean data) and advanced ones (lookups, conditional lookups). This helps you keep consistent campaign naming conventions and convert cost data into local currencies, etc.
• Blend data from multiple sources for a holistic analysis. For example, combine paid ads with Shopify data to see how your ecommerce store is performing
• Use pre-built data blending templates for common use cases like ROAS or ROI analysis
• Build a foundational data layer for any advanced marketing measurement, like marketing mix modeling and multi-touch attribution.

Whatagraph allows you to do some simple data transformations. If you’re familiar with Looker Studio calculated fields and data blends, you'll have no problem using this. Calculated fields can work for you if you just need to do basic combining of fields and rules, and basic formulas. But anything more advanced can be challenging. For example, if you have a long list of values and want to customize the return values, you would need to add a condition (if-then rule) for each value in Whatagraph. With Supermetrics Custom Fields, you can just copy and paste a CSV of lookup and return values to streamline the process.

Additionally, data blending in Whatagraph requires some manual work, as you need to select all the fields for all the data sources manually. You also need to know which fields match. With your basic Facebook Ads and Google Ads blend, this is absolutely a working solution. But if you start combining data sources that don't have similar naming conventions, like LinkedIn Ads or Microsoft Ads, finding the matching fields without automation is complicated.

Pricing and cost predictability

TL;DR Supermetrics has transparent, published pricing you can easily compare, while Whatagraph requires custom quotes, making costs less clear upfront.

Supermetrics offers a transparent and predictable pricing model based on data sources, accounts, and users. There’s no hidden cost—you know exactly what you’re paying for. Supermetrics pricing is clearly visible on our website for you to easily compare available features and choose the subscription you need. Or you can request a quote if you need a custom package.

Whatagraph seems to tailor the packages based on your needs, which of course makes sure you get what you need, but this lacks transparency, as you can't compare the pricing before asking for a quote.

Data security

TL;DR Supermetrics gives you full control over data governance and compliance by sending data directly to your own destinations, while Whatagraph keeps data in its platform, limiting ownership and flexibility.

Supermetrics is SOC 2 Type II, GDPR, and CCPA compliant. Because data flows directly to destinations under your control, your team can enforce internal governance, access control, and retention policies. This strengthens data ownership from both a legal and operational standpoint.

Whatagraph operates on trusted cloud providers like Google Cloud and AWS that meet SOC, PCI-DSS, and ISO certifications. The platform is fully GDPR-compliant, with data processed within the EU, and enforces strict internal security policies and incident response plans. However, since Whatagraph is a reporting-first tool, governance options are more limited. Since data lives inside its platform by default, compliance is tied to its environment rather than yours.

How Supermetrics and Whatagraph scale with you

TL;DR Since Supermetrics doesn’t require vendor lock-in and is a composable platform, it can scale with you regardless of your reporting needs and data stacks. On the other hand, Whatagraph handles both collection and visualization inside its own platform, leaving Whatagraph means rebuilding both your data pipelines and your dashboards elsewhere. This make scaling more limited.

Supermetrics scales with your data maturity, from a single marketer’s spreadsheet to a full enterprise data infrastructure. The platform supports complex analytics and long-term data strategy:

• Many teams can start by building reports in Google Sheets and/or Looker Studio and gradually centralize data in a data warehouse with Supermetrics. You can start small and scale big without switching platforms
• Supermetrics provides data blending, custom fields, and transformations, enabling MMM, attribution analysis, and ROI forecasting
• Supermetrics supports role-based access, SOC 2 compliance, GDPR, and CCPA alignment, making it a fit for global teams and enterprises that need governance
• Modular pricing lets you begin at a low cost with just a few connectors, then scale by adding destinations or data refresh frequency as needs increase. This avoids overpaying early, while ensuring the platform can handle complex data stacks later

Whatagraph is excellent for agencies growing their client base, but teams may eventually outgrow it if they need advanced, cross-channel analysis or full data ownership. Especially, since it's a closed reporting environment, you don't have lots of options to export data for deeper modeling or blending. For example, you can pay extra for BigQuery export. Compared to Supermetrics' open-ended, composable approach, it's quite limiting to scale with Whatagraph.

What do customers say about Supermetrics vs. Whatagraph?

Supermetrics’ G2 reviews

On G2, a reputable software review platform, we’ve got 790+ reviews with an average rating of 4.4.

What customers love about Supermetrics

According to our customers, they chose us over alternatives because Supermetrics:

• Helps improve marketing ROI: You can turn fragmented data into actionable insights to optimize spend and boost efficiency
• Unites teams: Empower marketing teams with fast, ad-hoc analysis in spreadsheets & BI tools, while giving data teams full warehouse access for advanced modeling
• Is privacy-compliant: SOC 2 Type II, GDPR, and CCPA certified. Data is never permanently stored and always encrypted, with the flexibility to choose your own storage
• Allows you to scale with confidence: Start with reporting in Sheets or Looker Studio, then scale to warehouses, lakes, or Supermetrics Storage — without rebuilding your setup
• Continues to innovate: Trusted by 200,000+ users, powering 15% of global online ad spend, and evolving into a full Marketing Intelligence Platform — now including customer data activation with Relay42

But don’t take our word for it.

“With the marketing mix model we built using Supermetrics and Google Cloud, we’ve improved ROAS by at least 15%”, Lauri Nurmela, Marketing Analytics and Automation Lead, Swappie.

“Supermetrics lets us achieve our data goals without storing sensitive data externally, which was critical for us as a large organization.” Martina Karakoleva, Campaign Insights Manager, Philips Healthcare.

“Supermetrics helped us move fast, stay lean, and still build a strong data foundation. That's why it's now part of our long-term data strategy.” Sophie Buresi, Global Data and CRM Factory Director, ETAM Group.

What users don’t like about Supermetrics

Missing or incomplete metrics : Some users report that, occasionally, basic or expected metrics are unavailable, leading to gaps in reporting workflows.

Supermetrics is optimized for marketers, which is why we prioritize fields that are important for marketers. Some APIs don't offer the same fields as are available in their analytics pages. But with a feature request, you can always request new fields if we have not added a field that’s important for you

API and connector reliability issues: Several reviews mention disruptions due to API problems (e.g., monthly outages), which can cause data sync failures.

API issues are an unfortunate reality. For Supermetrics, these issues are more apparent with our non-data warehouse products because they fetch data on demand rather than storing it. Products that store data can rerun the transfers later or backfill the data after the outage, making these interruptions less visible.

Another common error type is related to authentication. Authentications to data sources expire based on the data source's specifications. For example, Meta can revoke access for authentication based on its own rules. While this is annoying, it’s a good thing because it means there is vigilance on the data source's side.

Cost scaling unpredictably: Though pricing starts clearly, expenses can rise rapidly as users add destinations, data sources, or accounts.

We try to state clearly our prices and additions to your subscription. For first-time subscribers and for those who want to add to their ongoing subscription, you'll see all prices clearly during the purchase process to make sure you know what’s included and how much any additions are. With Supermetrics, you price for each billing cycle stays the same as we don't change based on rows or data volume. Even with a monthly billing cycle, you know exactly how much you'll pay.

Whatagraph’s G2 reviews

Compared to Supermetrics, Whatagraph has a significantly smaller customer base, with only 1000+ marketing agencies around the world. This makes Supermetrics’ customer base 200 times larger. On G2, they’ve got 270+ reviews with an average rating of 4.5/5.

What customers love about Whatagraph

Users praise Whatagraph for its simple, out-of-the-box dashboarding features that helps them build visually engaging reports fast. For example:

• It’s user-friendly, intuitive, and quick to set up — building new reports feels effortless
• It helps agencies create beautiful report designs that keep clients engaged and make data communication clear
• It automates manual reporting, eliminating the need for screenshots or manual data entry, saving significant team time

What users don’t like about Whatagraph

Users often point out that Whatagraph falls short when it comes to deep customization, flexible data handling, and consistent platform reliability.

• Missing advanced features: Some users find essential features lacking, particularly in customization and deeper data integration
• Connector limitations: Platforms like Stripe, Amazon DSP, Google Ads Keyword Planner, Google Merchant Center, etc., may not be supported, and connectors sometimes break or require reauthentication.
• Historical data and data management constraints: Users report difficulty accessing granular historical datasets or managing data effectively

Which tool is right for you?

We hope this comparison helps you understand whether Supermetrics or Whatagraph is the right product for you. If you’re looking for an easy way to build simple marketing reports for your clients or managers, Whatagraph could be your best bet. But if you’re looking for a more comprehensive solution that offers a greater degree of customization and scales as you grow, Supermetrics is going to be a better fit for your needs.

Frequently asked questions about Supermetrics vs. Whatagraph

What is the difference between Supermetrics and Whatagraph?

The difference between Supermetrics and Whatagraph is how the platform operates. Supermetrics is a composable marketing intelligence platform that lets you connect, transform, and manage data in your chosen tools. Whatagraph, on the other hand, is a closed reporting platform that handles data integration and visualization in its environment, limiting data ownership and scalability.

Who should use Supermetrics vs. Whatagraph?

While Whatagraph is targeted at agencies that need to create visually appealing client reports, Supermetrics serves a wider range of customers, from SMBs to small to large agencies to enterprise brands. Supermetrics' use cases include automating marketing reporting to centralize data to power advanced measurement models like MMM or attribution

Which tool offers more marketing data connectors?

Supermetrics offers significantly more marketing data connectors with 150+ data sources. Meanwhile, Whatagraph connects to 50+ data sources.

How does Supermetrics integrate with BI tools and spreadsheets?

Supermetrics integrates with spreadsheet tools like Google Sheets and Excel, BI tools like Power BI, Looker Studio, Tableau, and data warehouses like BigQuery and Snowflake.

Which tool is better for marketing agencies?

It depends on your needs. If you need to visualize very basic reports, Whatagraph should be enough for your use case. If you need to dive deeper, have different granularities, and/or need flexibility with destination, Supermetrics is a better choice.

Does Supermetrics have white-label reporting options?

Supermetrics doesn't offer a built-in white-label dashboard interface—but if you use Supermetrics to feed data into platforms like Looker Studio, your reports won't display any Supermetrics branding

Can Supermetrics support enterprises and more complex, advanced use cases?

Yes. Supermetrics is built to handle enterprise needs and advanced analytics use cases. For example, using Custom Fields, you can clean and standardize campaign data across all channels, creating the consistent dataset that MMM requires. Or with Data Blending, you can combine CRM leads, ad spend, and sales data to calculate unified metrics like ROI or customer acquisition cost. Supermetrics allows enterprises to build a centralized marketing data warehouse, enabling long-term historical analysis, advanced attribution, and powering BI dashboards at scale.