product paid-media
If you manage paid media campaigns, you already know Supermetrics. They led the market on automating and consolidating data flows for reporting, and they let you pull data from almost any platform into Looker Studio, Google Sheets and other destinations. That power comes at a price, and for growing agencies and paid media freelancers the price is where the trouble starts.
The monthly bill that keeps climbing, the caps on how many accounts you can connect. At some point you sit down and ask whether reporting really has to cost this much. It doesn’t.
There are now Supermetrics alternatives that do the same job with more flexibility and a much smaller invoice. Below we go through the main ones, our own included, and we explain why Detrics works well for paid media agencies, freelancers, and marketers who need something solid without an enterprise budget. There’s a comparison table near the end.
Why your agency might want a Supermetrics alternative
The search almost always starts from the same frustration. Supermetrics is a good place to begin, but its pricing model does not scale gracefully with an agency’s success.
Price, and what happens when you grow
This is the main reason people leave. Supermetrics prices on users, ad accounts and connectors. Manage 10 clients and it’s fine. Manage 50 and the tool you bought to save time has become one of your largest fixed costs. Growth should not be the thing that breaks your budget.
Connector and account limits on lower plans
To keep the invoice down you probably stayed on a basic plan. Then you need a connector it doesn’t include, or you hit the ceiling on client accounts, and the next tier up is a serious jump in price. That’s the squeeze: functional needs on one side, budget on the other.
More specific paid media functionality
Supermetrics covers a lot of ground, from SEO to organic social. As a paid media specialist your list is much shorter: Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads. A tool built around those platforms tends to perform better on them, and its roadmap moves in a direction you actually care about.
What to look for in a reporting tool
Not every tool on this list solves the same problem, so it helps to know what you’re comparing.
- Data connectors: check that the tool has native, stable connectors for the platforms you run. A flaky connector produces wrong numbers, which is worse than no numbers.
- Integration and destination: do you need the data in Looker Studio, Google Sheets, BigQuery? Verify the integration is straightforward before you commit.
- Pricing model: transparent and predictable, and ideally one that doesn’t punish you for signing a small new client.
- Ease of use and technical support: you don’t have months for a learning curve. Beyond published documentation, you need a support team that answers fast and understands the problem you’re describing.
The main Supermetrics alternatives
Here are the options worth looking at, ours included.
Option 1: Detrics
Detrics came out of exactly the frustration described above. We’re a team with a lot of agency experience who got tired of paying enterprise prices for tools that only half matched what we did every day.
What we focus on
We build for the connectors paid media agencies use daily, and we don’t charge you for email marketing connectors or CRMs you’ll never open. The infrastructure is optimized for Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads and the main advertising and e-commerce platforms.
Pricing that scales with you
Our pricing is designed to grow alongside your client list rather than penalize it. Clear, predictable, and no surprises at the end of the month.
Support that understands the urgency
When a client dashboard is due, waiting 48 hours for a templated reply is not an option. The people answering our support tickets have worked in agencies themselves.
Option 2: Funnel.io
Funnel is an enterprise platform with a long connector list. It’s extremely powerful and genuinely hard to use. It doesn’t stop at connecting data: it cleans, transforms and models it, which is why it suits large companies that already have a data team. That capability shows up in the price, often higher than Supermetrics, which puts it out of reach for most agencies and freelancers.
Option 3: Windsor.ai
Windsor.ai got popular on the back of a long connector list and competitive pricing. It’s a solid option if you need sources beyond paid media, like a CRM or a database. Breadth of integrations is its selling point. As with Funnel, the price climbs quickly once you add data sources.
Option 4: Power My Analytics
Power My Analytics (PMA) is another well-known alternative and sits close to Supermetrics in most respects. It has a decent number of connectors and slightly lower pricing, particularly on the entry plans. The cost still climbs fast as you add accounts.
Option 5: Agency Analytics
Agency Analytics is newer. Unlike Supermetrics, it ships its own visualization board and dashboard builder inside the tool, which helps people who don’t want to build reports in Google Sheets or Looker Studio. It isn’t cheap: pricing lands near Supermetrics, and a handful of accounts already puts you around $500/month. Reviews consistently flag the support as close to non-existent and the learning curve as long. If you’re already comfortable in Looker and Sheets, this isn’t the tool for you.
Quick comparison table
| Connector | Ideal For | Price Range | Key Feature | Support Level |
|---|---|---|---|---|
| Supermetrics | Large companies of all types | Very High | Extensive list of connectors | Very low |
| Funnel.io | Large corporations | Very High | Advanced data transformation | Medium |
| Windsor.ai | Teams needing many connectors | Medium - High | Great variety of connectors | Medium |
| Detrics | Paid Media Agencies and Freelancers | Low - Medium | Fair pricing, expert support, and Paid Media focus | Almost immediate response |
| PMA | Users using more than Looker and Sheets | Medium - High | Versatility | Medium |
How to migrate without breaking anything
Switching tools sounds worse than it is, as long as you don’t do it all in one afternoon.
- Audit your current connections: list every connector and report you have running in Supermetrics. That list is the map of what you need to replicate.
- Pilot the new tool first: use the trial period (Detrics has one) to connect one or two client accounts and rebuild a single important dashboard.
- Rebuild and validate: once the pilot holds up, move the rest. Then compare the new numbers against the old ones before you tell anyone the migration is done. This is the step people skip and regret.
If you’re on Supermetrics today, we run a transition offer that includes priority support while you migrate your reports. Email [email protected] and we’ll walk you through it.
Where that leaves you
Funnel.io is a good fit for corporations with data teams. Windsor.ai wins on sheer connector count. If you’re an agency, an analyst or a freelancer who needs the paid media platforms covered properly at a price that doesn’t punish a growing client list, Detrics is built for you.
Either way, the reporting bill is not a fixed cost of doing business. It’s a choice, and it’s worth revisiting.
