Data is a valuable asset for businesses and companies, and while there are many ways to collect data, the business or company owner needs to centralize all the data collected from various sources into one place to generate in-depth analysis and accurate, orderly reporting. There are solutions designed to make data analysis easier and faster. However, to import and load data into one centralized location, you need to use a reporting tool that transfers data, like Supermetrics. Supermetrics is a popular tool for marketing companies and agencies because it provides both consolidation of all data in one place and report generation within the tool from the collected data. In this article, we will review the Supermetrics tool, understand how it works, and why you should start working with it.
What is Supermetrics?
Supermetrics is an API software (application data sharing software) that connects software systems. The platform connects data from various marketing platforms like Google Analytics, Facebook, TikTok, and SEO tools and transfers them to a data warehouse on the platform. A data warehouse is a cloud-based system that allows businesses to aggregate data from multiple platforms and use it for analysis or reporting. Supermetrics essentially eliminates the manual export and movement of data done in Excel or Google Sheets files.
On the other side of this pipeline, Supermetrics helps marketing teams generate reports from the data pulled into the platform. With this system, data extraction is done automatically, giving teams more time to focus on analyzing data, creating reports, and drawing relevant conclusions for the next stages of marketing.
Data Transfer with Supermetrics
Supermetrics allows you to import any measurable data point or KPI of your choice from a variety of marketing platforms to generate reports, transfer them to the data warehouse in the Supermetrics platform, or move them elsewhere. To transfer data, you need to have access to these systems. Note that Supermetrics does not provide access to the systems and you need to ensure you have the permissions to transfer this data. To transfer data with Supermetrics you need to:
- Create a destination – a data warehouse or another data storage platform.
- Create a transfer – transferring data from the data source to the destination. Transfers can be scheduled to run automatically.
- Extract historical data – importing past data, depending on the sources you are extracting data from and your account tier in Supermetrics.
Once you complete the initial setup, you can monitor the status of your data transfers and receive automated email notifications for any errors or successful transfers received. In addition, Supermetrics provides you with detailed standard schemas for the data sources you can use.
Digital Marketing with Supermetrics
Supermetrics is also a popular solution for creating data-driven marketing reports from a variety of sources. Today, Supermetrics has the ability to connect to hundreds of digital marketing data sources, but you cannot create charts and tables to display the data within the Supermetrics system alone; rather, you need to export the data to a report creation tool like Google Data Studio. Most users prefer to use Google Data Studio as a tool for visual presentation of the data gathered in Supermetrics because it is a very professional tool developed by Google and is a comprehensive and professional tool for creating reports.
Leading Connections and Integrations in Supermetrics
The Supermetrics platform helps businesses aggregate data from more than 100 marketing and sales platforms using a variety of reporting and analytics tools. Most of the connections supported by Supermetrics come from the following fields:
- Paid Advertising – Facebook Ads Manager, Google Ads, Amazon Ads platform, TikTok Ads and more.
- Web Analytics – Google Analytics, Adobe Analytics, Google Analytics 4 and more.
- Mobile and App Analytics – Facebook Audience Network and Apple public data
- Social Networks – Facebook, Instagram, and Twitter.
- SEO Tools – Google Search Console, Google My Business, Ahrefs and more.
- E-commerce Platforms – Shopify, Klaviyo, Stripe and more.
- Email Marketing – Klaviyo, Mailchimp, SendInBlue and more.
- Sales – HubSpot, Salesforce, CallRail and more.
In addition, Supermetrics is constantly developing integrations for additional platforms and systems. Supermetrics users can submit a request for a new connection they need or check the company’s development roadmap to see if connections to systems they use are already in development.
Report Templates in Supermetrics
Supermetrics offers a limited number of report templates you can use. A template is essentially a pre-made report containing all the information required to create a marketing report for multiple channels or a single channel. For example, a Google Ads report template is pre-loaded with all the metrics and KPIs needed to evaluate your campaign in Google Ads. You simply connect your Google Ads account, and the report fills in automatically. By connecting Data Studio with Supermetrics, you will receive several report template options to use.
How Much Does Supermetrics Cost?
Supermetrics offers a total of 15 pricing plans users can choose from to meet the business needs of the company or business. Pricing is based on the destination to which you want to transfer the data aggregated in the platform. The pricing options include:
- Visualization Tools – such as Looker Studio, Google Data Studio, etc.
- Spreadsheets – such as Excel and Google Sheets.
- Data Warehouses – such as Google BigQuery, Redshift, etc.
- Data Storage Sources (Data Lakes) – such as Google Cloud, Amazon S3, etc.
Supermetrics is paid as a flat fee, so there are no additional fees or price increases due to extra usage, which is very efficient because you always know what you are paying for and what the package includes. The main drawback in Supermetrics’ pricing is that in some of the packages advertised with prices, you will not find a price for certain destinations that might be relevant to you, and therefore after paying for an initial package you will have to pay an additional fee for a destination not included in your package. For example – if you load data from Snowflake and want to display it in Looker Studio, you must pay for both destinations.
Who is the Supermetrics Platform Recommended For?
Supermetrics is a good choice for businesses and companies that maintain in-house marketing teams and for advertising agencies that need to export monthly reports for clients. Supermetrics’ ability to take data from a variety of sources and automatically transfer it to a visual reporting platform significantly reduces the working time spent preparing and understanding the report. Loading the data into a tool like Google Data Studio will help you and anyone viewing the reports answer basic marketing questions that every business has. Supermetrics’ ability to transfer data from marketing tools to a visual report generation tool turns client management into a task that takes far less time and effort across marketing companies and agencies.
Summary - Is It Worth Using Supermetrics?
Extracting data from systems and presenting it is a well-known concern in digital marketing, especially for managers of an advertising agency who need to build dozens and sometimes hundreds of monthly reports for clients. The Supermetrics platform allows you to extract relevant information, including KPIs, from various advertising systems and transfer all the information visually to an additional report generation platform (such as Google Data Studio). Using the system essentially saves you from manual data transfer, helps you understand where you stand in terms of your campaign performance across different platforms, and helps you generate relevant reports for yourself or your clients.
About the Author
Dvir Naaman, 27, graduate of the digital marketing course at HackerU College. Experienced in building WordPress sites, PPC advertising on Google, Facebook, YouTube, and TikTok. Specializes in organic search (SEO) at Fialkov Digital. Has rich experience in e-commerce and dropshipping and is the owner of Merchant Center – a website consolidating information on e-commerce platforms and advanced marketing systems to increase business conversions, with an emphasis on e-commerce store sales.
