Supermetrics alternatives: where to go and how to move your reports
Eight tools, one for each reason to leave, and a seven-step migration plan.
The short answer: Windsor.ai to pay less with BigQuery included, Coupler.io if you blend ad data with CRM and finance data, Two Minute Reports or Catchr for agencies, Dataslayer if your reporting runs in Google Sheets (it imports your queries), Funnel to keep your history, Fivetran or Airbyte if your destination is a warehouse. Before anything else, check two things: your contract's renewal date, and which Google sources (GA4, Google Ads, Search Console) Looker Studio already reads for free. We compared these eight tools and checked their prices on official pricing pages in 2026.
Our ranking is editorial: a sponsored spot is always labeled on its card, and no affiliate link changes a score.
Why teams leave Supermetrics, and what holds them back
Supermetrics is still the best-known connector, with 200+ sources and an easy start in Google Sheets and Looker Studio. People leave over the bill, the limits on smaller plans and the contract. Six reasons, all checked in 2026.
The bill grows with every destination
The listed price covers one destination. Want Looker Studio and Google Sheets? That's an extra destination, billed separately. BigQuery and Snowflake only come with Enterprise, by quote. For agencies, the real bill often lands far above the entry price.
Repeated price hikes
Starter now costs $55 a month ($44 billed yearly) for 3 sources, 3 accounts per source, one user and one destination. Every extra destination or user is billed on top. And the terms let Supermetrics raise fees by 8% a year once the subscription term ends.
Few accounts and one user to start
Starter stops at 3 sources, 3 accounts per source and one user. Growth goes to 7 accounts per source and 2 users. Add a client or a colleague and you're buying an add-on or upgrading.
Connectors that break
Ad platforms change their APIs, and queries fail until the connector catches up. Reviewers describe Facebook queries failing for weeks. On Google's forum, one user is stuck on a LinkedIn authentication error with no reply.
A contract that's hard to leave
Order-form contracts renew on their own for 12 months and need 60 days' written notice. User complaints often focus on these unwanted renewals.
No history kept for you
Supermetrics moves data on every query and doesn't store it. When you leave, nothing stays with them, and their terms don't oblige them to keep your data. If you haven't copied your history into a sheet or warehouse, you depend on what each platform still returns.
You're leaving because… go to…
The right alternative depends on what's pushing you out. Usually one line fits better than the rest. Each card jumps to the full tool card.
Basic at $23/month, every destination included.
Your reporting lives in Google SheetsDataslayerIt imports your Supermetrics queries.
You manage dozens of client accountsTwo Minute ReportsOne all-in plan, about $5 per account.
You blend ad data with CRM and finance dataCoupler.io400+ sources, not just marketing.
You want your data in BigQueryFivetran or AirbyteFree up to 500,000 MAR, or open source.
You want to keep your historyFunnelIt stores data instead of just moving it.
Supermetrics alternatives, tool by tool
For each tool: why switch, who it's for, the catch, how to migrate, and what it costs. Prices are what each vendor listed in 2026, before tax, in the currency the vendor shows.
Windsor.ai: the cheapest swap, BigQuery included
CheapestWhy switch to Windsor.ai. It answers the most common Supermetrics complaint head-on: the bill jumps every time you add a destination. Windsor includes every destination on every plan, from Looker Studio, Google Sheets, Excel and Power BI to BigQuery and Snowflake. On Supermetrics, BigQuery only shows up in Enterprise, which is quote-only. Windsor's Basic plan costs $23/month ($19 billed yearly) for 3 data sources and 75 accounts, with unlimited users. Supermetrics Starter stops at 3 accounts per source and a single user.
Who it's for. Freelancers and small agencies juggling lots of ad accounts across a few platforms, and teams that want Meta Ads or LinkedIn Ads data in BigQuery without an enterprise contract.
Who it's not for. Teams that expect polished UI and hands-on human support. User reviews mention a dated interface and the occasional connector hiccup.
The catch. Basic is capped at 5 destination tasks. Unlimited syncs on a daily or hourly schedule start with Standard at $118/month ($99 yearly) for 7 sources. The free plan keeps 1 source and 1 account after the 30-day trial, and it can't backfill history.
How to migrate. Create one Windsor source per platform, add it to Looker Studio, then swap the data source on a copy of your report (step 5 below). Field names differ, so plan to rebuild calculated fields. On r/bigquery, one user called it the cheapest connector for three sources. Still, check your history during the trial, which is limited to 30 days of data.
- Free
- 1 source, 1 account
- Paid
- Basic $23/mo ($19 yearly)
- Destinations
- all, BigQuery included
- Catch
- 5 destination tasks on Basic
Coupler.io: reporting in Sheets and Excel, beyond ad data
Sheets and ExcelWhy switch to Coupler.io. Coupler lists 400+ sources, and they go well past ad platforms: CRMs, accounting tools, databases. If your weekly report blends Google Ads spend with HubSpot deals and Stripe revenue, one tool covers it. Starter runs $32/month ($24 yearly) for 3 accounts, 1 destination and daily refreshes.
Who it's for. Small and mid-sized teams that build reports in Google Sheets or Excel and want business data next to marketing data.
Who it's not for. Agencies with dozens of client accounts. Active costs $132/month ($99 yearly) and caps at 15 accounts; Pro is $259/month ($199 yearly) for 50.
The catch. Starter caps each run at 5,000 rows, and reviewers name that limit as the first wall they hit. A daily, ad-level Meta Ads export blows through it fast. The free plan stops at 100 rows and manual refresh, so treat it as a demo.
How to migrate. Coupler works with "importers": one per source and destination. Rebuild your queries one by one and keep the same columns as your Supermetrics tabs so your formulas keep working. The trial is only 7 days, so have your query list ready before you start it.
- Free
- 1 account, 100 rows, manual
- Paid
- Starter $32/mo ($24 yearly)
- Sources
- 400+, non-marketing included
- Catch
- 5,000 rows per run on Starter
Two Minute Reports: one all-in plan built for agencies
AgenciesWhy switch to Two Minute Reports. There's one plan, All-in: every connector, unlimited users and queries, Google Sheets and Looker Studio included. Price depends only on accounts per connector. At 100 accounts it's $498/month billed yearly ($597 monthly), about $5 per account. That's easy to forecast, unlike an agency Supermetrics invoice that stacks destinations, seats and extra accounts.
Who it's for. Agencies running dozens of clients on Google Ads, Meta Ads and LinkedIn Ads, with reports living in Sheets or Looker Studio.
Who it's not for. A single advertiser with three accounts. The pricing is designed for agency volume, and there's no free plan.
The catch. About 30 connectors, focused on ads and analytics. No BigQuery destination in All-in, so look at Windsor.ai or Fivetran if you need a warehouse.
How to migrate. Use the 14-day, no-card trial to rebuild your biggest client's report first, check it against the Supermetrics version, then roll out the rest. Remember that accounts are counted per connector: one client on Google Ads and Meta Ads uses two.
- Paid
- $498/mo yearly for 100 accounts
- Users
- unlimited
- Trial
- 14 days, no card
- Catch
- about 30 connectors
Dataslayer: the closest clone, with a query importer
Easiest migrationWhy switch to Dataslayer. Dataslayer, based in Madrid, works the way Supermetrics does: a Google Sheets add-on plus connectors for Looker Studio, Excel and Power BI. Its edge for a migration is a built-in "Import from Supermetrics" tool in the Sheets add-on that copies your Supermetrics queries into its own query sheet. You don't rebuild each query by hand.
Who it's for. Teams whose reporting runs on Google Sheets, with dozens of scheduled queries, who want to change vendors without touching their tabs.
Who it's not for. Teams that mainly feed a warehouse. BigQuery and Snowflake are row-capped "enterprise" destinations (5,000 rows a month on Starter).
The catch. The importer mostly lists Google sources (GA, Google Ads, Search Console, DV360, SA360) plus Instagram Insights, Bing and Criteo. For Meta Ads or LinkedIn Ads, ask support. Prices are shown in euros, and the pricing page shows conflicting figures in places, so go by your final quote.
How to migrate. Install the add-on, connect your accounts, open the sheet with your Supermetrics queries, then Tools, Import from Supermetrics. Refresh the DataslayerQueries sheet and compare a week of totals before you cut the old tool. Pricing: Starter at €29/month for 3 connectors and 3 accounts each, Advanced at €99 for 7 connectors and 50 accounts, roughly 20% less on annual billing.
- Free
- 1 connector, manual refresh
- Paid
- Starter €29/mo
- Trial
- 15 days, no card
- Catch
- row caps on warehouses
Fivetran: get your ad data into a warehouse
Data warehouseWhy switch to Fivetran. If your destination is BigQuery, Snowflake or Redshift, this is what Fivetran is built for. The free plan covers up to 500,000 monthly active rows (MAR, the rows inserted or updated). Fivetran's own example: a Facebook Ads connection at 34,479 MAR costs $22.06 a month. A small team can feed a warehouse without Supermetrics Enterprise.
Who it's for. Teams with someone who writes SQL and can model the data once it lands.
Who it's not for. A marketer who wants a ready-made Looker Studio report. Fivetran delivers raw tables, not finished metrics.
The catch. Cost follows volume, so it's hard to predict. Paid connections carry a $5 monthly base charge, and a full resync or a change in granularity can push MAR up.
How to migrate. Connect your sources during the 14-day trial, let them run for a month, then check real usage before you commit. Build your SQL views and point Looker Studio at BigQuery. Your reports stop depending on a third-party connector.
- Free
- 500,000 MAR per month
- Paid
- usage-based, $5 base per connection
- Trial
- 14 days
- Catch
- needs SQL
Funnel: when you want to keep your history, not just move it
Stores your dataWhy switch to Funnel. Supermetrics moves data on every query; it doesn't keep it. Funnel stores it. When a platform changes its API or drops a field, your history stays with you. For a team running a big ad budget across several years, that matters. Starter begins at $300/month billed yearly, with 117 connectors and 13 destinations; Business starts at $600 with 579 connectors.
Who it's for. Advertisers and larger agencies that want a clean data layer, with rules to clean and group campaigns.
Who it's not for. Anyone leaving Supermetrics to save money. Funnel's entry price is well above Supermetrics Starter.
The catch. Price, and a longer setup, because you define data rules instead of just plugging in a connector.
How to migrate. Use the 30-day, no-card trial to connect every source on day one. Funnel pulls history, so you can compare full months against your Supermetrics reports.
- Paid
- Starter from $300/mo yearly
- Connectors
- 117 on Starter, 579 on Business
- Trial
- 30 days, no card
- Catch
- pricier than Supermetrics
Airbyte: the open-source route, free if you host it
Open sourceWhy switch to Airbyte. Airbyte Core is free to self-host; you only pay for the server. For a technical team, it's the cheapest way out, and you keep full control of your data. Cloud starts at $20/month (Standard, 5 credits, about 1 GB of syncs).
Who it's for. Data teams who can deploy and monitor a service, and who may write their own connectors.
Who it's not for. A marketing team without engineers. Hosting, upgrading and fixing connectors becomes a job of its own.
The catch. Ad connectors follow Meta, Google and LinkedIn API changes with varying delays. When one breaks, your team fixes it.
How to migrate. Start on Cloud with the 14-day trial (400 credits, no card) to validate your sources, then move to self-hosting if volume justifies it. As with Fivetran, Looker Studio then reads from your warehouse.
- Free
- Core, self-hosted
- Paid
- Cloud from $20/mo
- Trial
- 14 days, 400 credits
- Catch
- you maintain it
Catchr: a Looker Studio connector with unlimited seats
Unlimited usersWhy switch to Catchr. Catchr doesn't charge for users or queries; every plan includes both without limits. On Supermetrics, each extra seat costs more. Starter is $24/month for 3 platforms and 10 accounts, with Looker Studio, spreadsheets and AI assistants as destinations.
Who it's for. Agencies and marketing teams that share Looker Studio reports across many people and are tired of counting seats.
Who it's not for. Teams that want BigQuery on a budget. That takes Growth, at $239/month for 10 platforms and 100 accounts.
The catch. The catalog lists 100+ sources, about half of what Supermetrics shows. Check every platform you use, especially niche ad networks. Extra platforms and accounts are paid add-ons ($19.99 per platform or per 10 accounts).
How to migrate. Add the Catchr connector in Looker Studio and swap the data source on a copy of each report. Paying yearly works out to 10 months billed, which is worth it only after the 14-day trial, once your numbers match.
- Paid
- Starter $24/mo
- Users
- unlimited on every plan
- Trial
- 14 days, no card
- Catch
- BigQuery from Growth
The 8 alternatives side by side
For scale, take a small agency with 3 sources, 10 accounts and two destinations (Looker Studio and Google Sheets). Supermetrics Starter no longer fits: only 3 accounts per source and one destination. Windsor.ai Basic at $23 covers it. So does Catchr Starter at $24, with unlimited users.
| Free plan or trial | Entry price and key point | |
|---|---|---|
| SupermetricsWhere you're leaving | 14-day trial, no free plan | Starter $55/mo ($44 yearly), 1 destination, BigQuery on Enterprise |
| Windsor.aiCheapest | 1 source, 1 account | Basic $23/mo ($19 yearly), every destination |
| Coupler.ioSheets, Excel, beyond marketing | 1 account, 100 rows | Starter $32/mo ($24 yearly), 5,000 rows per run |
| Two Minute ReportsAgencies | 14-day trial | All-in $498/mo yearly for 100 accounts |
| DataslayerQuery importer | 1 connector, manual | Starter €29/mo; imports Supermetrics queries in Sheets |
| FivetranWarehouse | 500,000 MAR per month | Usage-based, $5 base per connection |
| FunnelStores your data | 30-day trial | Starter from $300/mo yearly |
| AirbyteOpen source | Core, self-hosted | Cloud from $20/mo |
| CatchrUnlimited users | 14-day trial | Starter $24/mo, 3 platforms, 10 accounts |
Entry prices before tax as listed by vendors in 2026, subject to change. Always check against your real number of sources and accounts.
Switching from Supermetrics in seven steps
Order matters. Each step protects something: your budget, your reports, and the trust of the people who read them.
Read your contract first
Day 1Check how you signed up. A self-serve subscription is canceled inside the app before the current term ends. A contract signed through an order form auto-renews for at least 12 months and needs written notice at least 60 days before the renewal date. The terms also allow up to an 8% price increase at each renewal.
Put the deadline in your calendar.
- Notice
- 60 days (order form)
- Risk
- another full year
Inventory your queries and reports
Day 1List every source (Google Ads, Meta Ads, LinkedIn Ads, GA4…), every connected account, every destination and every report that depends on them. In Google Sheets, list the tabs that refresh and their schedules. In Looker Studio, open each report and note its Supermetrics data sources.
Use this to clean house, too. A report nobody has opened in three months doesn't need migrating.
- Time
- half a day
Move Google sources to free connectors
For GA4, Google Ads and Search Console, Looker Studio has free Google-built connectors. If some reports only read those three, rewire them to the native connectors. You only need a paid connector for Meta Ads, LinkedIn Ads, TikTok Ads and other ad networks.
The payoff: your new plan needs fewer sources, so it costs less.
- Payoff
- fewer paid sources
Back up your history before you cut over
Supermetrics moves data; it doesn't store it for you. If a platform no longer returns older data through its API, you need a copy somewhere else. Run a full export of your key data into Google Sheets or BigQuery while your subscription is still active.
- Where
- Sheets or BigQuery
Swap the data source on a copy of each report
In Looker Studio, copy the report first. Add the new tool's data source, then replace the old one for a chart, a page or the whole report. Looker Studio matches fields by ID and name.
The trap: calculated fields and filters aren't remapped. A chart with no match shows "Chart configuration incomplete." Rebuild those fields by hand using the new tool's field names. In Google Sheets, Dataslayer imports your Supermetrics queries; elsewhere, rebuild them with the same columns.
- Rebuild
- calculated fields, filters
Run both tools side by side
One to two weeksKeep both versions of each report for a full reporting cycle. Compare spend, clicks and conversions over the same dates. Gaps almost always come from the account time zone, the attribution window or the currency. Fix them before the new report reaches a client or your leadership.
- Time
- one reporting cycle
Cut over, tell people, then cancel
Replace shared links with the new reports and tell the people who read them. Delete the old scheduled refreshes, then cancel Supermetrics by the date you noted in step 1. Keep written proof of your cancellation: several reviews mention charges after canceling.
- Proof
- written cancellation
Is your tool missing from this page? Email us: hello@hackceleration.com
What makes a Supermetrics migration fail
The same mistakes show up in reviews and forum threads. None is technical in the strict sense. They're oversights, and each costs more than the time it takes to avoid it.
Comparing entry prices
The right math: your sources, accounts per source, users and destinations, over 12 months. A $23 tool that includes everything can beat a $44 tool that bills per destination, and the reverse holds if you only have one source.
Missing the notice date
Miss the 60-day notice and you pay for both tools for another year. It's the most expensive mistake on this list and the easiest to avoid: one calendar reminder.
Migrating live reports
Swapping the source on the report your client is looking at breaks calculated fields in front of them. Always work on a copy, then swap the links.
Not checking niche platforms
Every tool covers Google Ads and Meta Ads. The gaps show up on Amazon Ads, Criteo, Pinterest or affiliate networks. Check every source on your inventory before you sign.
Cutting over before comparing
Skip the parallel run and you'll find the time zone or attribution gap in a client's monthly report. One to two weeks of running both is enough.
Leaving your history with the platform
Some platforms limit how much history their API returns. Copy your key data before you leave. If you're rethinking measurement on your site too, our guide to leaving Google Analytics covers the same problem.
Supermetrics alternatives: frequently asked questions
Is there a free alternative to Supermetrics?
Yes, for light use. Looker Studio's Google connectors are free for GA4, Google Ads and Search Console. For Meta Ads or LinkedIn Ads, Windsor.ai and Dataslayer offer free plans limited to one source and one account. Fivetran is free up to 500,000 monthly active rows, but it targets a warehouse.
How much does Supermetrics cost?
Starter is $55/month, or $44/month billed yearly, for 3 sources, 3 accounts per source, 1 user and 1 destination. Growth jumps to $222/month ($177 yearly). Every extra destination or user adds to the bill, and BigQuery requires Enterprise.
How do I cancel Supermetrics?
Self-serve plans are canceled in the app before the current term ends. Order-form contracts need written notice at least 60 days before they auto-renew. Keep proof that you sent it.
Can I use Looker Studio without Supermetrics?
Yes. Looker Studio is free and natively reads GA4, Google Ads, Search Console, BigQuery and Google Sheets. You only need a third-party connector for non-Google platforms. Our page on Make and Looker Studio shows another way to feed your reports.
What's the cheapest way to get ad data into BigQuery?
Windsor.ai if you want a simple connector: BigQuery is included from Basic at $23/month. Fivetran's free tier or self-hosted Airbyte if you have a data team. To automate other flows into the warehouse, see n8n and BigQuery.
Will my numbers match after switching?
Not always to the cent. Connectors don't all default to the same time zone, attribution window or currency. Run both tools for one to two weeks and align those three settings before you cut over.
Should I use a data connector or an all-in-one reporting tool?
Supermetrics and its alternatives move data into your tools. Tools like Databox or AgencyAnalytics build the dashboards themselves. If you'd rather not maintain Looker Studio reports, read our Databox review and our AgencyAnalytics alternatives.
What's the best Supermetrics alternative for agencies?
Two Minute Reports if your reports live in Sheets or Looker Studio and you manage lots of accounts: about $5 per account at 100 accounts. Catchr if unlimited seats matter most. Windsor.ai on a tight budget. If you'd rather hand off reporting, our analytics agency can set it up with you.
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