Best supermetrics alternatives in 2024: overview

Marketing Data
Google Sheets
Productivity tips
December 21, 2023


Looking for an alternative to Supermetrics? Supermetrics has long been a popular choice for marketers looking to streamline their data analytics and reporting processes. While Supermetrics provides with a great reporting solution for your marketing data, it comes at an expensive price and with some limitations. As 2023 comes to an end, the landscape of data connection tools continues to evolve, it's important to consider whether Supermetrics is still the best fit for your business needs, particularly if you are looking to save money and do more with your data. This article will explore the limitations of Supermetrics, the advantages of its alternatives, and the benefits of using a different tool, with a specific focus on the top Supermetrics alternative, Dokin.

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Why consider switching from Supermetrics to a different tool?

Supermetrics advantages

Supermetrics is a leading marketing data platform, founded in 2013 by Mikael Thuneberg and Mikael Hottinen. The company offers a wide range of data analytics and reporting tools to help marketers track and analyze their campaigns across various platforms, including Google Analytics, Facebook, Twitter, LinkedIn, and more. Supermetrics providez marketers with the tools to make data-driven decisions and optimize their marketing strategies for better results.

Limitations of Supermetrics

Supermetrics offers a wide range of integrations, with data source connectors ranging from Google Ads to Snapchat and data destinations like Google Sheets and Looker Studio (Google Data Studio). While it is a market leader with a strong brand, its solution comes with limitations that may not be suitable for all businesses. Particularly, if you are a small business or a marketing agency looking to work efficiently, you may find their solution too expensive and limited. These include restrictions on data visualization capabilities, the number of data sources available and number of accounts per user as well as limitations in terms of destinations.

Advantages of exploring alternatives to Supermetrics

Exploring the pool of Supermetrics competitors can open up new possibilities for your data analytics and reporting. By considering these different tools, businesses, particularly smaller ones, can find solutions that better align with their unique needs and budgets, ultimately improving efficiency and automating work and insights gleaned from data. Get the same (or more!) from your data when compared to Supermetrics, without breaking the bank.

In this article, we are focusing on solutions that are similar to Supermetrics but that offer an alternative with lower prices or that offer a completely free plan.

What are the top Supermetrics alternatives in 2024?


Supermetrics and Porter are both very similar. Porter works similarly to Supermetrics, meaning that it allows users to connect their data and marketing KPIs from various sources to Google Sheets and Looker. It comes with a 14-day free trial but like Supermetrics it can be particularly expensive, with the first plan (Solo) only allowing 1 source connection at 12$ per month, and their Team plan allowing just 5 source connections at 33$ per month.

Funnel is another known player in the marketing data connection space. It's an ETL tool that allows to connect data from various marketing sources with Google Sheets, Looker as well as their very own built interface. Even if it offers a free version, Funnel is highly expensive compared to other solutions. Its free version is only limited to 3 data sources. And the first paid plan starts at €108 per month with just 4 data sources. This can be very prohibitive and limited for small or medium-sized agencies that need to access a complete and profitable offer for their data reporting tools.

Power My Analytics

Power My Analytics offers a solution that allows users to connect data from different sources, and it is particularly programmed for marketing reporting and analytics. However, much like Supermetrics, its pricing plan starts at a pretty high point, with a 39$ offer, limited to 5 data sources and only one account per user.


Adverity is another notable connector, providing a comprehensive suite of marketing analytics sources and reporting tools tailored to the specific requirements of marketers. Adverity offers a pricing model that includes only 2 plans, a Standard and a Professional one. Their standard plan starts at 500$ per month and is limited to 15 sources and 1 destination.


Improvado is another known ETL tool built for marketers. They have a cool-sounding name and branding and provide a comprehensive suite of data sources that can be imported in a no-code manner. After the import, users can transform such data with pre-built templates. All of the process happens within Improvado's analytics platform interface. Improvado's pricing is not publicly available and is provided on a quote basis.

Dokin: the better alternative

Among all of these solutions, Dokin emerges as the clear go-to option both in terms of available connections and price. Dokin is a no-code ETL and reverse ETL solution that provides automated data connection from CRMs, Marketing channels, and databases to Google Sheets, Slides and Docs. Unlike Supermetrics, Dokin is not only limited to Google Sheets and Looker but it also offers the possibility to sync data points in presentations and docs to live data from Marketing platforms. Dokin comes with a more interesting pricing model, offering unlimited data sources even with a free plan. Dokin has positioned itself as a leading choice for businesses seeking a more complete and affordable solution as opposed to Supermetrics.

How does Dokin provide a free alternative to Supermetrics?

Dokin story

Dokin was founded in 2023 by 2 ex-BlaBlaCar employees, Virginie and Jacopo. After spending a big part of their career in finance, preparing marketing performance reports, dashboards and board decks they decided they needed a solution that could overcome the pains of manual work and data silos between different teams. They decided to create a streamlined data pipeline of analytics tools that could sync all business tools with Sheets, Slides and Docs. Dokin's main characteristics are its data sync automation and ease of use, that paired with a competitive price, make it one of the fastest-growing players in the data connector space and one of the most sought alternative to Supermetrics.

Dokin's free trial and Free Plan

Dokin offers a 14-day free trial, allowing businesses to experience its full suite of features and integrations at no cost. This provides an excellent opportunity for users to explore the platform and determine if it is the right fit for their specific analytics and reporting needs. After the free trial, users can choose whether to move on to a paying plan or use Dokin for free, if they only need limited features.

Dokin's connectors

Dokin allows to connect data from CRMs, Marketing channels, Databases, and analytics platforms like Google Analytics, Search Console, HubSpot, Salesforce, Google Ads, LinkedIn Ads, Snapchat, and more! It allows to connect these sources to Google Sheets, Slides, Docs, and soon Looker (Google data Studio). It provides an ETL solution as well as Reverse ETL for connections like HubSpot, Salesforce, Airtable, Retable, and Trello.

One key benefit of Dokin's free alternative is its ability to serve as a connector for cross-channel marketing reporting, enabling agencies and small businesses to consolidate data from various sources for comprehensive and in-depth analysis of their go-to-market initiatives.

Dokin Price

Dokin offers the best economic offer amongst data connectors. Its free version is ideal for users with limited needs and its first-paying plan offers unlimited sources for as low as 24$ per month.

What are the key benefits of using Dokin as a Supermetrics alternative?

Data visualization with Dokin

With Dokin users can set up automatic connections of data between their platforms and Google Sheets, so that they can create dynamic spreadsheets and live dashboards with real-time data. Users can also get started on Dokin with free pre-built Google Sheets dashboards. These dashboards are ideally built for communicating key metrics and trends effectively. Users just need to select their preferred dashboard, launch the spreadsheet, and connect Dokin; the dashboard will then be magically powered by the user's live data.

Utilizing Dokin for marketing analytics across multiple data sources

Dokin doesn't only allow you to sync live data into your spreadsheets, but it also makes it easy to manage large sets of data across platforms, thanks to its reverse ETL feature. This "2-way sync" feature allows you to pull live data from HubSpot, Salesforce, Airtable or other tools into your spreadsheets, edit records, add new ones and write data back. In this way you can easily update CRM records, Users tables and more into your software directly from your spreadsheets,

How does Dokin compare to Supermetrics in terms of marketing data integration?

Dokin is an ideal solution to pull data across multiple data sources, enabling users to consolidate and analyze data from various platforms and gain a 360° overview of their marketing performance. For this reason, it is particularly recommended to marketers and Sales operation teams that need to move and make decisions fast.

Use case: Integrating Google Analytics with Dokin

Let's get more practical. As we mentioned, Dokin provides integrations with all popular platforms such as Google Analytics, ensuring that marketers and sales can access and analyze their data from these sources with ease and precision. With Dokin you can build powerful trackers and dashboards for your most important marketing data.

For example, using Dokin to integrate GA4 in Sheets allows you to:

  • Build Dashboards with Embedded Data Visualizations: Create interactive dashboards, charts, and graphs, and embed them in external sites or presentations. These visualizations can update in real-time thanks to Dokin, automating your reporting and providing valuable insights for your marketing and customer service efforts.
  • Query Data from Various Views: Google Analytics' web interface present data one view at a time. However, integrating it with Google Sheets allows you to run reports on multiple views simultaneously. You can even compare data from different sources side by side within the same spreadsheet. This flexibility enhances your ability to analyze data and make informed decisions.
  • Auto-Update Data and Visualizations: Dokin allows you to configure data updates to ensure your dashboards always display real-time data. Imagine having your sales, traffic, and other critical data automatically updated at regular intervals. This automation streamlines your decision-making process and keeps you on top of your business's performance.
  • Simplify Data Access and Permissions: Google Analytics provides a broad overview of your data but might not be suitable for sharing with stakeholders who don't need access to your entire Analytics account. By using Dokin as the intermediary, you can create customized reports and manage access through Google Sheet's built-in permission system. This way, you can control who sees your data and limit or grant access within individual spreadsheets.

Some of Dokin's users have leveraged its Google Analytics connector to manage large sets of data directly from their spreadsheets:

"We mainly use it to connect analytics and search console. It was a game changer for us. It improves our reporting capacities and finally allows us to manage large parts of our business from google sheets.
On top, their support is incredible."
Christian P., Marketing Director, BCN Travels

"Dokin has made a priceless difference to the integration and automation of our data processes across multiple platforms, allowing us to handle and update information across Sheets, Slides, HubSpot CRM, and Google Analytics 4. The platform is incredibly user friendly, it is 'plug and play' and quick and easy to build highly customisable reports. This is a superb product and adds differential value, at an extremely compelling price point - can't recommend it enough."
Kevin S., COO, Willo

Utilizing Dokin for ETL processes and data warehouse integration

Dokin supports efficient Extract, Transform, Load (ETL) processes and integrates with various tools API allowing you to benefit from a lightweight no-code data warehouse connected to all of your business systems. With Dokin you can centralize and process marketing data from multiple sources. This allows for comprehensive marketing analytics, providing insights into customer behavior, campaign performance, and ROI.

Dokin's lightweight no-code approach means that you don't need to have advanced technical skills to set up and manage the data warehouse, making it an affordable and accessible solution for businesses of all sizes. Particularly, if you are a smaller business and are looking for a quick and affordable solution to improve your data management and marketing analytics, then Dokin could be the solution adapted to you.


If you use Supermetrics for Google Sheets and are looking for an alternative solution that is more complete and at a more affordable price, check out Dokin. Its integrations with more than 30 sources amongst CRMs, Marketing Channels, Databases and the possibility to sync such data in spreadsheets, slides and docs make it a complete alternative to Supermetrics at an unbeatable price. Dokin offers a user-friendly interface and powerful features that make it easy to access and analyze data from multiple sources.  If you want to achieve more with your data without breaking your bank get started with Dokin for free!

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Jacopo Proietti

Co-founder @Dokin
Jacopo, a co-founder of Dokin, boasts 8 years in finance, having worked as a finance manager at Ogury and head of Financial Planning and Control at BlaBlaCar.
His passion for data integration led to the creation of Dokin, a game-changer for modern business teams. With customizable templates and built-in data connections, Dokin allows modern CMOs and CFOs to streamlines data reporting across Google Workspace applications.

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