Supermetrics Wrapped 2024

We’ve blinked, and here we are at the end of 2024. 

This year has been a transformational year for Supermetrics. Building on our vision for one single platform, we’ve sped up the Marketing Intelligence Platform with a bunch of new features and UI updates. We also rolled out improvements to our Google Sheets and Looker Studio products, hosted events, and even launched a brand-new community. Here’s the 2024 year in review:

• Product
• Events
• Top customer success stories
• Podcast
• Community
• Team news
• Awards and partnerships
• Templates
• Social

Product updates

Many of our users know and love us for our data pipeline products, but this year, we started to invest more in the features that increase your data’s value. We introduced the Marketing Intelligence Platform. This change from pipeline to platform also changes how we approach building new products and features from now on. 

At the heart of this evolution is our new Connect, Manage, Analyze, Activate workflow. As pictured below this is our guiding principle behind every product decision we make. It ensures that we’re not just delivering data but also the tools and capabilities to help you make the most of it.

Connect: getting data from any source

One major focus for us was expanding the breadth of data you can bring into Supermetrics. We believe that true marketing intelligence requires a holistic view of your performance, which means connecting both online and offline data.

To do this, we focused on two aspects. First, we added 30+ new pre-built data source integrations covering a wide range of marketing channels and platforms.  

Some of the new data sources include:

• Paid media: Basis, Amazon Ad Server (Sizmek), Criteo Retail Media, Nexxen DSP, Prisjakt, YouTube (v.2), Reddit Ads, Kwai Ads, LINE Ads, Xandr  
• Organic social: Sprout Social, YouTube Public Data
• Ecommerce: Adobe Commerce (Magento 2), WooCommerce, Amazon Seller Central, BigCommerce, Lazada  
• Web analytics: Hotjar
• Mobile & app analytics: Google Play Console  
• 1st-party data & CRM: Salesforce, Pipedrive, Zoho CRM  
• Marketing automation: Marketo

Second, for data sources that we don’t yet have an integration for, even offline data, we introduced Custom Data Import, a feature that lets you integrate data from any source.  With Custom Data Import, you can import data in a structured format, such as online and offline zero-party data, seasonal marketing data from CSV files, Google Sheets, and various databases, regardless of where it is

Manage: work better with your data 

Platform user experience

We continued to enhance the platform with features designed to make your life easier. Here are a few highlights:

• Contextual home page: Your new personalized home page gives you a clear overview of your most relevant features and insights right when you log in.
• Usage reporting: Keep track of how your team is using Supermetrics so you can optimize your workflows and ensure you’re getting the most out of the platform.
• Workspaces: Workspaces help you organize your data and collaborate seamlessly with your team. Data is gated between workspaces so you can ensure data security and privacy. 
• Account tagging: Easily find and manage your data source accounts with our new account tagging feature.

Data transformation updates

AI custom fields: Using AI-powered custom fields, you can prompt your way to data transformation. It can help with tasks like cleaning up campaign names, enriching data with public data, and validating your data against guidelines. It’s like having a data expert by your side.

And it’s not just for text-based data. Our AI can also analyze images, helping you understand what your competitors post on social media, label images and compare what type of image works best for your use case, identify the images that generate the highest click-through rates, and ensure your ad creatives meet your brand guidelines.

Custom field templates: We know that sometimes you just need to get things done quickly. That’s why we’ve introduced custom field templates for common use cases like currency conversion, splitting campaign names based on your naming conventions, and applying date formats. 

Improved data blending: We’ve added more flexibility to our data blending capabilities. You can now choose between a union blend and a join blend, giving you more control over how you combine data from different sources.

Read 7 data transformation use cases in Supermetrics.

Supermetrics Storage & Data warehousing updates

A new way of storing your data: Supermetrics Storage

This year, we launched Supermetrics Storage. It’s a managed, scalable solution that’s perfect for marketing teams who want to centralize their data, speed up their reporting, and own their historical data without the need for a fully functioning data warehouse. 

If you’re looking for a hassle-free way to get all the benefits of a data warehouse without having to invest in operating one yourself, Supermetrics Storage is the perfect solution. If you decide to invest in a data warehouse in the future, all the data you have stored can be transferred to you.

Data warehousing updates

We also made some key updates to our data warehouse offering over the course of the year. One of the most impactful is the new refresh settings for data transfers, giving you more control over how often your data is updated. You can now choose from three refresh modes and a customizable lookback window to fine-tune your data transfers. 

With these updates, you have more control and flexibility than ever before when it comes to managing your data in Supermetrics.

Analyze: get the insights you need from your marketing data

This year, we’ve been working hard to make it easier for you to analyze your marketing data and get the insights you need, no matter where you prefer to work with the data. Here are some of the key updates:

Power BI

Back in April, we made it easier to bring your marketing data into Power BI. We launched a dedicated Supermetrics integration with Power BI, which you can now access in the Supermetrics platform as well as in Microsoft AppSource.

The Supermetrics x Power BI integration is Microsoft-certified, so you can be confident it meets Microsoft’s quality and security standards. With this new integration, you can enjoy a more efficient workflow for importing your marketing data into Power BI.

To learn more about how Supermetrics can improve your Power BI reporting, check out our blog post on bringing marketing data to Power BI.

Google Sheets

The new Google Sheets sidebar isn’t just a fresh coat of paint. We redesigned it from the ground up to make it easier and faster to get the data you need. Here’s what’s new:

• Easier to find what you need: We’ve created an entirely new home view for the sidebar, which brings the most important functionality directly to your fingertips.
• Pre-built query templates: We looked at the most popular queries for our customers and templatized them – making it possible for users to create a query in a few clicks.
• AI-powered query insights: We’re starting to incorporate AI into the Google Sheets sidebar as well. Now, the sidebar doesn’t just enable you to pull the data in; it also suggests what you should be looking at.

Looker Studio

Looker Studio is a popular reporting tool for many marketers, and we’ve been working to make your Supermetrics experience in Looker Studio even better.

We’ve focused on making it easier for you to get up and running with Supermetrics in Looker Studio, with improvements to onboarding and connection reliability.  

• Easier onboarding: You can now manage your connections and get started with Supermetrics directly within the Supermetrics Platform.
• More reliable connections: We’ve made your Supermetrics data sources more reliable and made it easier to manage your connections.

Activate: Use data to optimize marketing efforts

Coming soon, beyond our traditional focus of getting data in for reporting, we’re working towards helping customers get data out and use it in new and innovative ways to power their marketing activations.

We’re developing new features that will allow you to send your data to ad platforms like Facebook Ads, Google Ads, and LinkedIn Ads for targeting, optimization, and segmentation.
Imagine being able to:

• Automatically send conversion data to Facebook to improve your ad targeting and optimize your campaigns.
• Create detailed customer profiles to personalize your marketing messages.
• Build more precise audience segments for your campaigns.
• Allocate your budget more effectively based on real-time data.
• Personalize your content and offers to increase engagement.

All of this and more is coming to the Supermetrics Marketing Intelligence Platform very soon. If you’re interested in learning more or getting alpha access to what we’re working on in terms of data activation, join our Supermetrics community.

Online events

SuperSummit 2024

This year’s SuperSummit, our global flagship event, brought together 5,000 passionate marketers and leading brands and agencies to talk about marketing data and measurement.

We learned a lot of valuable insights that will help you master your marketing. 

• McCann’s top tips for proving marketing effectiveness in the age of data fragmentation.
• How Venture Beyond tests 1,000 creatives per month, driving growth for their clients.
• What modern marketing measurement should look like according to experts from Google Cloud & Supermetrics?
• What over 40+ years of marketing experience has taught Rich from BBC and Sean from Snapshot about maximizing the value of your marketing data.
• How you can turn viral TikTok moments into business results.

SuperSummit APAC 2024

We ran not one but two SuperSummits this year! In our first-ever SuperSummit APAC, we localized our speakers and content to fit the needs of marketers in the region.

Learn from:

• Catherine Flynn, Linkedin to learn about Driving growth by embracing messy marketing.
• Fireside chat between Kevin Alphonso, SEEK to learn about Defining Modern Marketing Measurement: How to optimize your marketing effectiveness and fuel growth.
• A masterclass from Eugen Kim, First Page Digital on Scaling Your Brand with Gen Z and Alpha on Social Media.
• Learning about AI in Marketing: Real Solutions for Real Business Challenges with Kate Gamble, Omnicom Media Group Digital, John Whyte, Google Cloud, and Mathew Hammond, TRKKN.

Offline events

Thank you to everyone who visited our booths, joined our events, and shared insights with us this year. Whether you stopped by to learn more about Supermetrics or to explore smarter ways to wrangle your marketing data, we’ve loved every moment of connecting with you.

APAC

Running SuperSummit online inspired us to take this experience offline to major cities in APAC. Highlights include:

• SuperSummit Singapore, in partnership with LinkedIn, featuring Electrolux, Merkle Singapore
• Mumbrella360 and presented “Driving growth by embracing messy marketing” for a keynote with Supermetrics, LinkedIn, Talent International, and Kaimera. 
• TableTalks Sydney: connected marketers in Sydney to empower them to do more with their marketing data

EMEA

This year, our EMEA team hit all the right notes, attending and hosting events that brought us closer to our customers and the brightest minds in data-driven marketing. From bustling expo halls to intimate dinners, 2024 has been a year of meaningful connections and insights. Here are some memorable moments:

• DMEXCO, Cologne

• Supermetrics Meetup, Amsterdam (in partnership with Google Cloud)
• TableTalks Dinners: An exclusive dinner series hosted in London, Mexico City, Hamburg, and Cologne, bringing thought leaders together for discussions that matter.

NAM

Last June, over 50 customers joined us in New York City for an exciting day of connection and innovation. Together, we:

• Got a sneak peek at the Supermetrics roadmap
• Were the first to join our Supermetrics Community which now has over 1000 members
• Shared insights on hot topics like MMM and Conversion-API 
• Enjoyed amazing food, cocktails, and even better conversations 

Thank you for being such an important part of the Supermetrics community. We can’t wait to make 2025 even better—together.

Top customer success stories

McCann Central saved 240 days annually on manual reporting and gained deeper insights

Benefit Cosmetics relied on Supermetrics to analyze Google Profile data and strengthen local presence across their 8,000+ stores.

Manscaped consolidated its data with Supermetrics, driving better marketing and product strategies through real-time tracking and customer feedback.

Top episode from The Marketing Intelligence Show podcast

We dropped 20 episodes, logged 1,300+ hours of listening, and hit 70K plays. From actionable strategies to cutting-edge industry trends, here are our top episodes of 2024:

• Multi-touch attribution (MTA) vs marketing mix modeling (MMM)
• Marketing attribution in a privacy-first world: MMM, incrementality testing, and triangulation with Andrew Covato 
• The right data for better decisions: How marketers can use on-demand and centralized data to make better decisions

If you haven’t tuned in yet, now’s the perfect time to catch up on these great episodes and more.

Community

We launched on June 11th, 2024, and our Supermetrics Community has quickly become a vibrant hub for data analysts, marketers, and digital professionals. We have 1400+ super members and counting. The Community has cultivated a dynamic environment for knowledge sharing, problem-solving, and networking.

Throughout the year, the Supermetrics Community has hosted multiple Community Exclusive events designed to unite members and provide valuable insights. These events have covered a wide range of topics, from product updates and best practices to advanced analytics techniques.

Want to be part of our Community and help us reach new heights? Invite your friends to join our thriving community and recruit a friend, to win a Prize! 

Community Member of The Year

One of the most active and influential members of the community is Joe Mineo. Joe’s contributions to the forum have been invaluable, as he provides expert advice and support to fellow community members. His dedication and expertise have made him a true asset to the Supermetrics community.

Read the full Community update here.

Team news

During the past year, we’ve continued to strengthen our Leadership team. We welcomed Ed Barrett as Chief Sales Officer and Mandeep Mason as VP of Corporate Development and Tech Partnerships.

This year, Supermetrics brought its global team together for an annual offsite in the beautiful city of Šibenik, Croatia. As a company with team members spread across the globe, fostering meaningful connections is essential for seamless collaboration. We truly cherish these opportunities to reconnect with colleagues from around the world. During our time in Šibenik, we were able to work together, participate in collaborative workshops, and even hear from some of our valued partners and customers. 

Tune in for a glimpse of Superscape.

Awards and partnerships

Awards

Supermetrics continued its impressive trajectory in 2024. We were honored to be named “Top Growing Marketing App” by HubSpot for the second consecutive year. Additionally, Snowflake recognized us as a “One To Watch” in its 2025 Modern Marketing Data Stack Report. To cap off the year, LinkedIn featured us as a beta partner for their Revenue Attribution Reporting API at their annual B2Believe conference.

Partnerships

This year, we welcomed 19 new Solution Partners from across the globe. We’re excited to collaborate with their teams as they build services around Supermetrics to deliver additional value to our customers! Please join us in welcoming:

• EMEA: Measurelab, Solita, Datarmony, Pattrns, Calligo, Uptimal, Antminds, Hardcover
• North America: Growth By Science, Ternion, Overdrive, Dandelion, Blumie, Three By Nine
• JAPAC: TRKKN, Pragmaticians, Outta Spatial, ADA

Templates you loved in 2024

1. Google Analytics 4 reporting template for Looker Studio
2. Google Analytics 4 report template for Google Sheets
3. Facebook & Instagram Ads report template for Looker Studio

Go check out all of our free templates in the template gallery!

Social

More than 1,200+ posts published across LinkedIn, Instagram, TikTok, X, Pinterest, and Threads. Nearly 7,000 new followers. Looking back at all that content, here’s a few ways to summarize 2024 in marketing:

The year was packed with big events with a global reach! Here’s what Anssi Rusi, Supermetrics CEO, had to say at Mumbrella360: “Marketing is messy because life is messy”.

To read more about this speech and what teams at Kaimera, LinkedIn ,and Talent think about the marketing funnel, head over to Mumbrella.

Next time your coworker messages you ‘brb’ on Slack, you know what they’re talking about. 

Building a report from scratch is so last year… so perhaps take a look at our template gallery.

@supermetricshq

Analytical marketers don’t gatekeep 📈📊🔢😤💯🤖 #marketingcareer #marketingtiktok #marketinganalytics #lookerstudio #marketingreport #digitalmarketing

♬ Hahahaha again – Lea👅

And, remember — teamwork makes the (marketing) dream work!

@supermetricshq

Marketing is definitely a two person job when your work besite is here 🤭 #marketingtiktok #digitalmarketing #corporatetiktok #marketingagency #dataanalytics #officehumor #worklife #bff

♬ original sound – Supermetrics

And that’s a wrap!

It’s been a fun ride—a ton of product updates, a ton of customer-focused initiatives, and new community. Thanks so much for reading and being a part of our journey in 2024. Stay tuned for what we have in store for you in 2025. Also, make sure you join the Supermetrics community, so you won’t miss any updates.