Supermetrics Wrapped 2025: The data, the product, and the momentum behind Supermetrics' biggest year yet

We blinked, and suddenly, we’re at the end of 2025.

This year was truly defining for Supermetrics—from acquiring Relay42 and launching Supermetrics AI to leveling up with a more sophisticated brand and meeting customers across the globe.

Let’s look at the year that reshaped Supermetrics and how marketing has evolved in 2025.

How marketers’ data habits are evolving in 2025

Since Supermetrics processes 15% of global ad spend, we have direct insights into how marketers are using data. We’ve analyzed billions of data searches that ran through Supermetrics in 2025, and here’s what we learned about how marketers work with data across marketing platforms.

Facebook Ads and Google Ads are the most popular marketing data sources

Among our users, the top five connectors by data search volume are:

• Facebook Ads: 30
• Google Ads: 24%
• Google Analytics: 13%
• TikTok Ads: 5%
• Microsoft Ads: 3%

Together, Facebook Ads and Google Ads make up just over half of all queries, which accounts for 53.2% of all data searches. Meanwhile, Google Analytics is still a core part of marketing reporting, as marketers want to see the entire marketing funnel.

Marketers are shifting from traffic metrics to financial value

The top 5 marketing metrics marketers look up the most are:

• Cost: 11%
• Impressions: 10%
• Clicks: 9%
• Conversions: 8%
• Sessions: 6%

While cost has grown 34% YoY , sessions only grew by 7% YoY. This shows that marketers are spending more time analyzing cost efficiency and campaign performance, the metrics that drive budget decisions and prove business value.

Marketers are getting much more advanced with data analysis and marketing reporting

The biggest glow-up marketers experienced this year is how much more advanced they’ve become with data. They aren’t just pulling predefined data reports anymore—they’re actively customizing and shaping their own reports.

What we’re seeing from Supermetrics usage data:

• Data searches with Data Blending are up by 223% YoY. This suggests that marketers are combining data from multiple sources to gain a comprehensive view
• Data searches with Custom Fields are up by 126% YoY. This indicates that marketers are developing their own metrics, standardizing data, and customizing reports to meet their specific needs

Want to level up your data transformation skills? Check out these resources:

• Supermetrics for data transformation: Top 7 use cases for marketers
• Data transformation in Supermetrics: 6 advanced use cases to level up your reporting

How Supermetrics Marketing Intelligence Platform evolved in 2025

Supermetrics Marketing Intelligence Platform allows marketing and data teams to connect, manage, analyze, and activate their data. Our mission is to empower organizations of all sizes to make confident data-driven decisions. And this year, we’ve continued to add new features to deliver true marketing intelligence to you. Fun fact: we've released 500 individual product updates in 2025, and here are some highlights.

Bringing data activation to Marketing Intelligence Platform through the acquisition of Relay42

We opened this post with the acquisition of Relay42 because it’s the biggest headline of our year, but it’s also the biggest shift in our product . By adding the Activate layer to the Marketing Intelligence Platform, we have moved Supermetrics beyond just reporting on the past to actively influencing the future.

This integration brings Journey Orchestration, Identity Resolution, and more directly into your workflow. Instead of just analyzing static charts, you can now unify data into persistent profiles and trigger real-time campaigns based on behavioral signals. It’s the final step that allows you to design workflows that connect activation directly to measured business results.

Data activation brings a wide range of practical high-value use cases, including:

• Personalizing customer experiences across channels
• Excluding current customers from acquisition campaigns
• Building profiles for anonymous users
• Ad targeting based on behavioral data

And the best part is that it all happens in real time.

Supermetrics AI

If 2024 was about the promise of AI, 2025 was about delivering on that promise. We launched Supermetrics AI to close the gap between having data and understanding it.

We recognize that one size doesn't fit all, so we've divided our AI strategy into two distinct areas: Supermetrics Agents, which operate within our platform, and Supermetrics AI integrations, which enable yours .

Supermetrics Agents are specialized AI assistants designed to automate specific tasks directly within the Marketing Intelligence Platform. In the November 2025 product release, the Insights Agent allows you to analyze campaign performance using natural language. You can get instant, accurate answers about your performance without having to dig through rows of data. Insight Agents can even help you generate dashboards on the fly.

• Supermetrics AI Integrations let teams build their own agentic workflows by giving you access to Supermetrics’ trusted data foundation.
• Supermetrics Model Context Protocol (MCP): Supermetrics MCP server allows you to feed marketing data directly into agentic tools like Claude and ChatGPT. This creates a standardized AI connection, ensuring your AI agents don't hallucinate but instead act on unrivaled, accurate data access.
• Marketing Intelligence Agent in Gemini Enterprise : This agent allows marketers and other business users to explore, analyze, and understand their marketing performance simply by asking questions in natural language. Marketing Intelligence Agent works directly in Gemini Enterprise.
• n8n Integration: We launched a dedicated node for n8n, allowing you to visually map data flows and automate cross-platform actions. You can now trigger real-time alerts or reports based on complex logic—like sending a Slack notification if ROAS drops below a certain threshold—without writing a single line of code.

What makes Supermetrics AI different from generic AI tools? It’s built on Supermetrics proprietary AI pillars . We don't just throw data at an LLM. Supermetrics AI relies on a unified data foundation, encodes 15 years of marketing data knowledge, and applies deterministic guardrails to make sure your results stay accurate, no matter which platform you're working in.

Build on Supermetrics

For years, we’ve solved data for marketers. This year, we built a solution for the builders. We launched Build on Supermetrics , a set of APIs that let you build and scale white-label data products without wasting resources on maintaining fragile integrations.

Build on Supermetrics includes management APIs, data APIs, and branded authentication:

• Data APIs allow you to get cross-channel data automatically from virtually any analytics and reporting platforms. Instead of spending hours building data pipelines, Data APIs take care of the mundane tasks and let you focus on what you do best—designing and building products.
• Management APIs let you control everything behind the scenes, including workspaces, teams, users, data sources, data transfers, etc.
• Branded authentication gives you the ability to brand your authentication flows. For example, when users authenticate their logins in your data app, they’ll see your brand visuals and domain with a subtle “Powered by Supermetrics”.

Connect: Expanding your data source integrations

The foundation of marketing intelligence is access to data. In 2025, we focused on the depth and breadth of marketing data connectors. We’ve expanded Supermetrics’ connectors to include high-demand platforms across retail media, CRMs, and programmatic advertising. Whether you're scaling in APAC or unifying offline sales data, we added the connections you need.

Here is a look at the major additions to our library this year:

• Ecommerce and retail media : Walmart Connect (Display), Walmart Connect (Search), TikTok Shop, Lazada Ads, Lazada Commerce, Shopee Commerce, Shopee Ads, BigCommerce, Wix Commerce, PrestaShop, Squarespace Commerce, Shopware, Ecwid, and Centra.
• Sales and CRM: Zoho CRM, Pipedrive, Close CRM, Odoo CRM, Eloqua, and Recharge.
• Programmatic and ad tech : Moloco DSP, Beeswax, MNTN, Axon by AppLovin, Vibe, and Eskimi.
• Social and intelligence: Threads Insights, Meltwater, Sprinklr, Amplitude, and Google Ads Keyword Planner.
• Data and infrastructure: Snowflake, Google BigQuery, Google Sheets, and Google PageSpeed Insights.

Need a source that isn't on the list? Remember that our library extends far beyond these pre-built connectors, and you can find our full library here. In addition, with Custom Data Import, you can bring in data from virtually any source, whether it’s a niche platform or a proprietary internal system, so your analysis is always complete.

Manage: Data blending made simple

Data is rarely useful in isolation. To help you see the bigger picture, we released Data Blending templates in the Supermetrics Marketing Intelligence Platform.

These pre-configured templates remove the technical headache of joining data. You can now instantly deploy blends for common use cases, such as paid channel mix, organic social engagement, and last-click attribution. This ensures that your field names align and your metrics match up automatically, without the need for complex setup.

Analyze: Insights without the export

One of our biggest shifts in 2025 was bringing analysis to the data. We heard you. You don't always want to export data to a third-party BI tool just to check a metric or visualize a trend.

• Supermetrics Dashboards: We launched pre-built dashboards directly in the Hub. These let you visualize performance in seconds, streamlining your reporting workflow and providing a head start on analysis.
• Data Explorer: For deeper dives, the new Data Explorer lets you view data in tables, preview transformations, and save reusable views directly within the platform. It's the quickest way to validate your numbers and find answers before you even hit export.

Activate: Streaming data to LinkedIn via Conversions API

Before we expanded our activation capabilities with Relay42, we started the year by launching our native integration for the LinkedIn Conversions API.

As third-party cookies decline, B2B marketers are starting to face a data gap. We solved this by enabling you to automatically stream first-party data, such as offline sales or CRM events, back into LinkedIn Ads. This ensures your campaigns optimize for true business value, improving targeting precision without manual CSV uploads.

Meet the elevated Supermetrics brand

As Marketing Intelligence continues to expand and Supermetrics AI is integrated into the platform, the Supermetrics brand now reflects this shift—intelligent, intuitive, and built for the AI era. It’s more than a new look.

Marketers are dealing with even more data, more channels, and increased pressure to move quickly. Supermetrics' refreshed brand identity aims to bring clarity, cool Nordic confidence, and focus to each of our touchpoints. Our new visual system is anchored in purposeful colors, precise hairlines, illustrations, and motion that convey a sense of poise and calm.

All of that to reinforce our promise: helping you, marketers, make better decisions with trusted data .

Visit the Supermetrics brand center .

The Supermetrics knowledge base got a makeover

This year, we launched a major initiative to transform how you find answers: we migrated our support content and documentation to a new platform, the Supermetrics Knowledge Base .

This upgraded and unified knowledge base site is your go-to resource for everything Supermetrics, and it's where support articles, data source field lists, and API docs finally live together under one roof. Need how-to guides, troubleshooting instructions, or technical details? We got you.

We rebuilt our knowledge base to serve you. The Supermetrics knowledge base features an AI-powered natural language search, updated navigation, clear landing pages, and an overall clearer view of all content we have available for you.

It’s all part of our commitment to helping you find answers to your questions faster and get the most out of our tools.

Meeting our community online and offline

Supermetrics community

Supermetrics Community has become the go-to place for data professionals to connect, learn, and directly influence our product development. We were thrilled to see the Community more than double its membership this year, showing the power of peer-to-peer knowledge. Here’s a community recap:

• Total members: 2,378
• New members in 2025: 944
• Total topics: 277
• Total replies: 403
• New ideas Submitted: 110

Here are the hottest topics within the Supermetrics community:

• Mini-course: Build your own marketing data warehouse
• Conversation: Share your main APAC SuperSummit 2025 takeaway
• Product Update: What's new at Supermetrics in January 2025
• Question: Email becoming gtempaccount?

Offline events and meetups

2025 was the year Supermetrics showed up everywhere.

• 43 events
• 17 countries
• 50+ global partners
• Thousands of customers

If there was a room full of marketers, data leaders, or innovators, chances are we were there.

This year, we met with customers and partners across North America, Europe, the Middle East, and Asia-Pacific—from London and Paris to Singapore, Dubai, Chicago, Sydney, and many more.

Every conversation, handshake, and workshop helped strengthen a global community built on curiosity, innovation, and action.

Whether we were meeting you at a large-scale industry event, bringing teams together for intimate meetups, or hosting senior leader gatherings, one thing stayed consistent. We showed up with best-in-class expertise in AI, data governance, and marketing intelligence so you could move faster than the crowd and accelerate your goals with confidence.

Thank you for being part of our journey in 2025. We loved meeting you, learning from you, and powering your success in every corner of the world.

Online events

We kept the momentum going online too, hosting virtual events across North America, Europe, and Asia-Pacific.

Highlights included a charcuterie-building session in North America, the SuperSummit APAC 2025 with 750+ attendees and speakers from LinkedIn and Kasatria, and a packed agentic AI demo at Data Science Connect’s Demo Day, where over 120 people joined live.

Our end-of-year webinar series across North America and Europe added another ~600 live or on-demand attendees—and that number keeps growing.

Watch the replays:

• Finish 2025 Strong with Expert Insights from the Supermetrics Marketing Data Report
• From hype to hands-on: bringing agentic AI into marketing

Industry news

The 2025 Marketing Data Report

We surveyed over 200 marketers and analyzed Supermetrics usage data to understand how marketing teams are using (or misusing) data. Here’s what we learned:

• Marketing teams are using 230% more data than they were in 2020
• 56% say they don’t have enough time to analyze their data
• 49% will invest in marketing mix modeling in 2026
• Only 16% are using zero-party data effectively

Data and AI: The twin forces shaping the future of travel marketing

In this report, we examine how data-mature travel brands are outperforming their peers by leveraging advanced data management and AI to deliver more seamless customer experiences.

Here are some highlights:

• Data leaders are 3x more likely to see AI as mission-critical (33% vs. 12%)
• 21% of travel companies say they are already fully exploiting the power of AI for predictive decisioning and modeling, an area that is identified in the report as a bridge for more extensive use of AI
• Leaders are 3x more likely to quickly and easily connect new offline and external systems.
• Leaders are 2x more likely to use machine learning for predicting behavior, value, and purchase intent (36% vs. 17%)

And that’s a wrap (pun intended) for 2025. Thank you for being part of our journey and celebrating these milestones with us. Stay tuned for what we have in store for you in 2026.

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