Key takeaways
- Supermetrics pricing varies based on data sources and refresh frequency, with plans starting at $29/month. Costs increase significantly for agencies that need multiple data sources, faster refreshes, or additional user seats.
- Hidden costs can add up, including extra fees for additional data sources and higher refresh rates. Many users find the pricing structure difficult to predict as they scale.
- Reporting Ninja is a cost-effective alternative that offers transparent, flat-fee pricing with unlimited integrations, making it easier for agencies to manage costs.
- Choosing the right tool depends on your needs—Supermetrics works for enterprises with complex BI and data processing needs, while Reporting Ninja is perfect for agencies and marketers needing automation, white-label reporting, and predictable pricing.
Marketing teams and agencies rely on accurate, up-to-date data to make informed decisions. But finding a tool that integrates marketing data seamlessly - without breaking the budget - can be a challenge.
Supermetrics is one of the most well-known marketing data integration tools, offering automated reporting across multiple platforms. But with layered pricing, additional fees for connectors, and potential hidden costs, businesses often wonder: Is it really worth it in 2025?
In this guide, we’ll unpack Supermetrics’ pricing structure, highlight any hidden costs, and compare it to alternatives like Reporting Ninja, which offers a more transparent and cost-effective solution for marketing reporting.
How much does Supermetrics cost?
Supermetrics uses a tiered pricing model, with costs depending on the number of data sources, users, refresh frequency, and automation capabilities. Pricing starts at $29 per month, but agencies needing multiple integrations or frequent data refreshes will pay significantly more.
Here’s a breakdown of Supermetrics' latest pricing plans:
Additional costs to consider
While Supermetrics’ base pricing might seem straightforward, agencies and businesses should be aware of the hidden costs that can quickly add up. Here are the key areas where Supermetrics charges extra:
- Additional users – Most Supermetrics plans include only one user. Adding more users requires an extra fee, making it costly for teams that need multiple logins.
- Extra data sources – Each plan includes a limited number of data sources. If you need to pull data from more platforms, you’ll have to pay for additional connectors, increasing overall costs.
- Limited accounts per data source – Supermetrics restricts the number of accounts you can connect per data source. If you manage multiple ad accounts or clients, you may need to purchase add-ons.
- Destinations are limited – Supermetrics charges per destination (e.g., Google Sheets, Looker Studio). If you need to send data to multiple platforms, your costs will rise significantly.
These extra charges can quickly inflate Supermetrics’ pricing—especially for agencies managing multiple clients across several destinations.
Reporting Ninja: an alternative
Unlike Supermetrics, which charges separately for connectors and limits destinations, Reporting Ninja offers a complete reporting solution at a transparent, affordable price. Every plan includes data connectors, automated reporting, and a built-in reporting platform—without extra fees.
- Affordable pricing – No costly add-ons or unexpected fees. All integrations are included in every plan.
- Seamless integrations – Connects with Google Ads, Facebook Ads, LinkedIn Ads, Google Analytics, and more—without additional costs per data source.
- Automated reporting – Save time with scheduled reports and customizable dashboards.
- Multi-client management – Ideal for agencies handling multiple accounts with streamlined reporting workflows.
- White-label options – Create branded reports for clients, including logos, color schemes, and custom domains.
- Customizable templates – Build tailored reports that match specific client or business needs.
- Multiple reporting destinations – Every plan includes three destinations: Reporting Ninja’s custom reports platform, Looker Studio, and Google Sheets, giving users full flexibility without extra fees.
Supermetrics vs. Reporting Ninja: Key differences
Want to see it in action? Start your free trial today to explore Reporting Ninja’s features firsthand.
A dive into Supermetrics pricing plans
Supermetrics structures its pricing around several key factors: the number of data destinations, users, data sources, accounts per source, and data refresh frequency. Understanding these elements is crucial for agencies and businesses to anticipate costs accurately.
1. Data Destinations
Each Supermetrics plan typically includes a single data destination (e.g., Looker Studio, Google Sheets, Excel, or Power BI). Connecting to additional destinations requires purchasing separate licenses, leading to increased costs.
Key takeaway: Agencies needing to send data to multiple platforms must account for these additional expenses.
2. Users
Supermetrics plans come with a limited number of user seats. Adding more users incurs extra charges, which can escalate costs for larger teams.
Key takeaway: Teams with multiple analysts or managers should consider these additional user fees when budgeting.
3. Data Sources
The number of data sources (connectors) included varies by plan. Integrating more platforms than the plan allows necessitates purchasing extra connectors.
Key takeaway: As your data integration needs grow, so will your Supermetrics subscription costs.
4. Accounts per Data Source
Each plan limits the number of accounts you can connect per data source. Managing multiple client accounts may require purchasing additional account allowances.
Key takeaway: Agencies handling numerous client accounts should factor in these potential additional costs.
5. Data Refresh Frequency
The frequency of data refreshes in Supermetrics depends on both the chosen plan and the specific data destination. For instance, data warehouses may support more frequent updates, while spreadsheets might have limitations. It's essential to consult Supermetrics' documentation (or support) to understand the refresh capabilities for your specific setup.
Key takeaway: If real-time or frequent data updates are crucial for your operations, ensure your chosen plan and destination support the desired refresh frequency.
Supermetrics hidden costs
Beyond its base pricing, Supermetrics users often encounter unexpected costs that can significantly impact their budget over time. Here are the key areas where costs can add up:
- Data destinations are limited – Most Supermetrics plans include only one destination (e.g., Looker Studio, Google Sheets, or Power BI). If you need to send data to multiple destinations, you’ll have to purchase additional licenses, increasing your overall costs.
- Limited users per plan – Supermetrics restricts the number of users on lower-tier plans, meaning teams must pay extra for additional seats. This can be a challenge for agencies needing multiple users to collaborate on reports.
- Extra data sources add up – Pricing is based on the number of connectors, so agencies managing multiple platforms will see costs rise quickly as they add new integrations.
- Limited accounts per data source – Each plan has a cap on the number of accounts you can connect per data source (e.g., only 3, 7, or 10 accounts in lower plans). Agencies managing multiple client accounts may need to purchase add-ons to increase limits.
- Support availability varies by plan – While Supermetrics previously restricted support to higher-tier plans, it now offers assistance across all plans. However, priority support and onboarding remain reserved for Pro and Business users, meaning smaller teams may still experience longer response times and limited hands-on guidance.
Supermetrics pros & cons
Like any tool, Supermetrics has strengths and weaknesses. Below we take an objective look at its key advantages and limitations to help you decide if it’s the right fit.
Pros
✔ Automated data extraction – Saves time by pulling data from multiple platforms into reports.
✔ Wide integration support – Connects with Google Ads, Facebook Ads, LinkedIn Ads, and other key marketing platforms.
✔ Scalability – Works for businesses of all sizes, from small teams to enterprises.
✔ Custom queries & data blending – Users can fine-tune data extraction, though it may require technical setup.
✔ BI & cloud compatibility – Works with Looker Studio, BigQuery, Snowflake, and enterprise analytics tools.
Cons
✖ Pricing scales up quickly – Costs increase significantly with more data sources, users, and faster refresh rates.
✖ Support availability varies by plan – While Supermetrics offers support across all plans, priority support and onboarding are reserved for Pro and Business users, leaving smaller teams with standard support options.
✖ Additional users and data sources incur extra costs – Pricing isn’t flat-fee; agencies pay separately for additional connectors and seats, making it more expensive as needs grow.
✖ Annual contracts may reduce flexibility – While monthly billing is available, annual contracts offer a 20% discount but require a longer commitment.
Supermetrics is a powerful tool for businesses needing deep data integrations and advanced analytics. However, for teams looking for a simpler, more cost-effective reporting solution with predictable pricing, Reporting Ninja provides an all-in-one alternative without surprise add-on fees.
Explore Reporting Ninja’s pricing and features here to see if it’s the right fit for you.
Who is Supermetrics best for?
Supermetrics isn’t for everyone. Here’s who benefits most from its features:
- Data-heavy enterprises – Companies that need advanced data warehousing, BI tool integrations (BigQuery, Snowflake), and enterprise-grade reporting.
- Agencies managing high-volume reports – Suited to teams handling multi-platform reporting across multiple clients—as long as they can manage scaling costs tied to data sources and refresh rates.
- Advanced performance marketers – Best for data-driven teams running paid campaigns across multiple channels, leveraging custom queries and hourly data refreshes.
Supermetrics tool customer reviews
Supermetrics has a 4.4/5 rating on G2. Here are two reviews that capture the customers views on both its strengths and weaknesses.
“I really like how Supermetrics has a very wide range of connections to other platforms, even some of the obscure ones. The transfers were straightforward and quite easy to implement. Auto transfers, and monitoring can be set up, as well as email notifications (to the team as well) if errors occur. My team and I use it every day to monitor our data performance, and rely a lot on SM for the ETF to our database (which SM also has many DB connections).” - Verified G2 user
“Costs increase annually with marginal to no added value. Contract renewal process is protracted and feels like a battle to retain pricing. No credits for downtime when data connectors inevitably break.” - Adam L., Verified G2 user.
Is Supermetrics price worth it?
Supermetrics delivers powerful automation and integrations, but its value depends on your needs.
✅ Worth it if you need: Custom queries, enterprise-grade BI integrations, and large-scale data automation—and can justify the scaling costs for extra data sources and faster refresh rates.
⚠️ Not ideal if you want: Affordable, scalable reporting with predictable pricing. If paying extra for every additional data source, account connection, or real-time refresh doesn’t fit your budget, alternatives like Reporting Ninja offer a flat-fee model with unlimited integrations.
Compare Reporting Ninja’s pricing here.
Alternative to Supermetrics: Reporting Ninja
For businesses seeking a cost-effective, scalable reporting solution, Reporting Ninja offers a strong alternative with:
🔹 Flat-fee pricing – No extra charges for additional integrations, users, or data sources—everything is included in every plan.
🔹 Multiple reporting destinations – Every plan includes three destinations at no extra cost: Reporting Ninja’s custom reports platform, Looker Studio, and Google Sheets. This eliminates the need for separate licenses or extra fees for multiple destinations.
🔹 Automated reporting – Create custom dashboards, schedule reports, and manage cross-platform reporting without the complexity of manual exports.
🔹 White-label reporting – Fully brandable reports, ideal for agencies needing to present professional, customized reports to clients.
Cost Comparison: Supermetrics vs. Reporting Ninja
Let’s take a medium-sized agency as an example. This agency needs:
- Destinations: Looker Studio + Google Sheets
- Integrations: 10 data sources
- Accounts per source: 20
With Supermetrics, this would require a Pro plan (€399/month), plus additional fees for:
- A second destination (Google Sheets) at extra cost
- Additional connectors beyond the base 10 included
- Extra accounts per data source
Estimated total cost: €600+ per month
With Reporting Ninja, the same setup is covered in a single plan for $70/month—no extra fees.
That’s over 80% savings per month, with more flexibility and built-in reporting.
For agencies and businesses looking for predictable pricing and an all-in-one solution, Reporting Ninja provides a cost-effective, scalable alternative to Supermetrics.
Does Reporting Ninja pricing fit your budget?
If you're looking for predictable, transparent pricing and powerful reporting features, Reporting Ninja could be a better fit than Supermetrics.
✔ Ideal for agencies, marketers, and data teams needing a flexible, flat-fee solution.
✔ Includes all integrations—no surprise add-ons.
✔ Easy to scale without per-user costs.
Start your free trial today and see the difference for yourself.
