SourceMedium vs Supermetrics

Why teams choose SourceMedium over Supermetrics

Supermetrics is spreadsheet-era tooling. It pulls marketing data into Google Sheets and Looker Studio — and that's where it stops. No warehouse, no SQL access (without Enterprise pricing), no attribution, no LTV, no cohort analysis, no customer segmentation, no product analytics. When your brand outgrows spreadsheet row limits and weekly refresh caps, you need a real data platform.

Approximately 50% of Supermetrics' ~200,000 customers are agencies. The product is built for marketing reporting, not ecommerce analytics.

Where the approaches differ

Spreadsheets vs a warehouse you own: Supermetrics feeds data into Google Sheets and Looker Studio. Google Sheets has row limits. Looker Studio slows with large datasets. SourceMedium writes to a managed BigQuery warehouse with included compute — any tool that supports BigQuery connects natively. Tableau, dbt, Python, Hex, your own scripts — no export workarounds, no vendor permission required.

Weekly refresh vs reconciled daily data: Supermetrics Starter plans only refresh weekly. Growth plans get daily. Neither provides intraday. SourceMedium reconciles daily across all sources with 2,500+ automated quality checks. When your numbers reconcile back to Shopify and your ad platforms, you stop debating data in meetings.

Per-everything pricing vs one bill: Supermetrics charges per destination, per data source, per user — costs compound as your team grows. The April 2024 pricing restructure eliminated single-connector plans and caused 40–60% overnight price increases for many users. SourceMedium is a real data platform on one bill — no per-destination charges, no per-source fees, no per-user costs that penalize team growth.

Unlimited data storage: Centralize more than just marketing data — bring in finance, ops, or any custom source into the same BigQuery warehouse at no extra cost. One foundation for the whole business, not just the marketing team's spreadsheets.

Your reporting layer, not a vendor's: Fork any Looker Studio template, customize it, or build something new — same underlying data, no spreadsheet row limits, no performance degradation with large datasets. Your reports belong to you.

No ecommerce analytics vs a full platform: Supermetrics has no attribution, no LTV, no cohort analysis, no customer segmentation, no product analytics. SourceMedium includes 20 pre-built analytics modules, server-side multi-touch attribution, and LTV/cohort analysis from day one.

The graduation path: When brands outgrow Supermetrics, the typical path is either assembling an MDS (Fivetran + warehouse + dbt + BI) — inheriting all that complexity and cost — or moving to an integrated platform that replaces both Supermetrics and the tools it was feeding.

Onboarding that's built into the plan: Included solution hours with a dedicated US-based analyst who's worked across DTC brands. No surprise services fees, no offshore support team.

AI that goes beyond marketing data: Supermetrics recently added AI features — a Connector Agent and Google Gemini integration — focused on marketing data. SourceMedium's AI Analyst covers the full ecommerce picture: ask about LTV, attribution, cohort retention, or contribution margin and get the SQL behind every answer to verify in BigQuery.

When Supermetrics might be sufficient

Supermetrics works for agencies and small marketing teams that only need to pull ad spend data into Google Sheets or Looker Studio for basic reporting — and don't need attribution, LTV, cohort analysis, SQL access, or a data warehouse.