Supermetrics is a market-proven data integration tool designed to support marketing teams. Though it supports connections to a handful of data storages, its strong suit is connecting data from online services directly to dashboarding apps, which is something most data integration tools don't do.
Despite this less common functionality, Supermetrics is not for every organization with a marketing team. Some organizations don't like the connector-based pricing, some need a data tool that can support integrations beyond what the marketing team needs, and others don't like that it functions as a plugin, offering no central view for managing data connections.
Fortunately, if you're looking for an alternative to Supermetrics, there are some good options.
Below is our shortlist to help you get started in your search. All of these support direct data-to-dashboards connections like Supermetrics, as well as various other integration types. Click to skip down.
1. Dataddo
Dataddo is an end-to-end data integration platform that's designed to be used by non-technical business professionals (sales, marketing, HR, finance), but which offers advanced functionality under the hood for data teams. Its connector portfolio includes a wide range of services, and the UI makes it easy to customize datasets and automate their export to destinations.
Key features:
- Pricing: Fixed (pipeline/flow-based). Free plan available.
- Supported integration types:
- Apps -> BI tools
- ETL/ELT
- Reverse ETL
- Database replication
- Headless data integration
- Coding required: No.
- Centralized management of connections? Yes.
- Focus of connector portfolio: Various industries/departments.
- Time to add new connectors: 10 business days (free of charge for paying clients)
- Data quality monitoring: Yes (full tool suite).
For more information, see our full comparison of Dataddo and Supermetrics.
2. Funnel
Like Supermetrics, Funnel is for marketing teams. Unlike Supermetrics, it's an impressive, all-in-one data solution that lets users ingest, store, and analyze data. It also enables further transfer of data to a handful of data warehouses and visualization tools.
The fact that it supports data analysis and storage, in addition to integration, is reflected in the higher price, and makes it potentially unsuitable for organizations that already use other tools for analyzing and storing data.
Key features:
- Pricing: Fixed (based on flexpoints, which are calculated according to the number of connectors and features you need). Free plan available.
- Supported integration types:
- Apps -> BI tools
- ETL to warehouses
- Coding required: No.
- Centralized management of connections? Yes.
- Focus of connector portfolio: Marketing.
- Time to add new connectors: 2-8 weeks (free of charge for Plus or Enterprise clients)
- Data quality monitoring: Yes (notifications).
3. Improvado
Improvado is a marketing reporting automation tool that connects data to storages and dashboarding applications. In addition to integrating data, it offers some inbuilt analytics functionality. Their experts will also build dashboards for clients in the application of their choice, making Improvado a kind of data consulting agency.
Key features:
- Pricing: Improvado doesn't publicly disclose its pricing (which means it's expensive).
- Supported integration types:
- Apps -> BI tools
- ETL to warehouses
- Coding required: No.
- Centralized management of connections? Yes.
- Focus of connector portfolio: Marketing.
- Time to add new connectors: Unclear, although Improvado is willing to build new connectors on request.
- Data quality monitoring: Yes (notifications).
4. Windsor
Windsor, like the other tools here, connects data from online services to storages and dashboarding applications. It is designed for performance marketers and data engineers; as such, it's core functionality is accessible without knowledge of coding. Its key differentiator, however, is inbuilt multi-touch attribution functionality.
Key features:
- Pricing: Fixed (tier-based). Free plan available.
- Supported integration types:
- Apps -> BI tools
- ETL to warehouses
- Coding required: Not for core functions.
- Centralized management of connections? No (functions as a plugin).
- Focus of connector portfolio: Marketing.
- Time to add new connectors: Unclear.
- Data quality monitoring: No.
5. Coupler
Coupler is an analytics and automation platform that supports integration of data from online services to a handful of dashboarding apps and data warehouses. It also offers some inbuilt data analytics functionality, complete with a library of templates. Coupler also offers data analytics consulting. The platform is primarily designed for use by marketing and sales teams.
Key features:
- Pricing: Fixed (based on number of users and features).
- Supported integration types:
- Apps -> BI tools
- ETL to warehouses
- Coding required: No.
- Centralized management of connections? Yes.
- Focus of connector portfolio: Marketing and sales.
- Time to add new connectors: Unclear (although they are willing to build custom connectors for certain clients).
- Data quality monitoring: Yes, on request.
Conclusion
All the above platforms are viable alternatives to Supermetrics in the sense that they let business teams connect SaaS apps directly to dashboarding tools. Most of them also offer additional functionalities that Supermetrics doesn't offer—sometimes for a much higher price, sometimes not.
Fortunately, you can try them all for free to see which one best suits your needs and budget.
Why not start with Dataddo?
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