The short answer
- → Want reports built for you rather than by you: Whatagraph, AgencyAnalytics
- → Want a BI layer without the enterprise price: Klipfolio, Looker Studio
- → Want the analysis rather than the pipeline: GoMarble
At a glance
| Tool | Best for | Meta | TikTok | Shopify | ||
|---|---|---|---|---|---|---|
| Whatagraph | White-label multi-channel client reporting | ✓ | ✓ | ✓ | ✓ | ✓ |
| Klipfolio | Custom dashboards built on blended marketing data | ✓ | ✓ | · | · | · |
| GoMarble | AI ad analysis with root-cause diagnosis and in-account execution | ✓ | ✓ | ✓ | ✓ | ✓ |
| Looker Studio | Free custom dashboards on Google Ads data | · | ✓ | · | · | · |
| AgencyAnalytics | White-label client reporting across many accounts | ✓ | ✓ | ✓ | ✓ | ✓ |
✓ supported · — not supported · · not publicly stated
Why teams look for a Supermetrics alternative
Supermetrics does transport well and its connector catalogue goes well beyond ad platforms. The reasons teams look elsewhere are mostly about what it deliberately does not do:
- It moves data; it does not interpret it. There is no analysis layer — nothing explains why a metric changed.
- It needs a BI tool and someone to build in it. The subscription is the smaller half of the real cost.
- Pricing scales by sources, users and refresh rate — $49/mo Starter, $199/mo Growth, $499/mo Pro on monthly billing — which climbs as connectors multiply.
- No execution. It is a pipeline, so nothing acts on what the data shows.
Where Supermetrics is still the right answer: If your team already owns its reporting in Looker, Tableau or Power BI and has someone to build there, Supermetrics is the right shape of product and the broad connector catalogue is hard to match. Choose it for the pipeline, not the analysis.
How we compared the alternatives
We assessed every tool on the same 5 criteria, so the comparison stays like-for-like rather than reflecting whichever feature each vendor leads with.
Connector coverage
How far beyond ad platforms does it reach?
Interprets or transports
Does it explain the numbers, or only deliver them?
Build effort
Do you need a BI tool and someone to build the layer?
Delivery
Dashboard, scheduled report, chat, or raw data?
How pricing scales
Per source, per user, per client, or per dashboard?
The alternatives
Every entry below uses the same structure — best for, platforms, what it does, capabilities, pros, limitations, pricing, ideal customer, verdict — so you can compare like with like.
1. Whatagraph
Best for: White-label multi-channel client reporting
Platforms: Meta, Google, TikTok, LinkedIn, Shopify
Whatagraph builds multi-channel marketing reports and dashboards for agencies, with white-labelling, scheduled PDF delivery, custom data transformations, and onward transfer of data to BigQuery or a BI layer.
Key capabilities
- Report creation with custom transformations and aggregations
- White-labelling and automated PDF email delivery
- Goals and alerts on KPI monitoring
- 68 integrations spanning paid media, analytics and ecommerce
- Data transfer to BigQuery and BI tools on higher tiers
Pros
- Unlimited users and reports on published tiers — cost scales with data sources, not headcount
- Custom transformations go beyond what most agency reporting tools allow
- Can act as both the reporting surface and a pipeline into a warehouse
Limitations
- Entry pricing is materially higher than other agency reporting tools in this list
- Annual billing only on published tiers
- A reporting layer — it presents and transforms data rather than diagnosing performance
Pricing: Max from €699/mo (billed annually, from 50 source credits); Prime custom (checked September 2026)
Best suited for: Agencies reporting across many channels and clients
Verdict: A premium agency reporting layer — strongest where custom data shaping matters.
2. Klipfolio
Best for: Custom dashboards built on blended marketing data
Platforms: Meta, Google
Klipfolio builds customisable dashboards and reports from blended data sources, with data modelling and joins, scheduled PDF reports and shareable published links. It is a BI layer aimed at marketing teams and agencies.
Key capabilities
- Highly customisable dashboards for internal teams and clients
- Data modelling and joins across sources
- Scheduled reports and PDF delivery
- Published view-only links for sharing
- 130+ data integrations including Google Ads, Google Analytics and Facebook
Pros
- Data modelling and joins go further than most marketing dashboard tools
- Flat tier pricing rather than per-client, which suits in-house teams
- Published links make sharing straightforward without extra seats
Limitations
- Tiers are capped by dashboard count, which constrains agencies with many clients
- A visualisation and modelling layer — it does not interpret performance or act on accounts
- Requires someone to build and maintain the dashboards
Pricing: Base $120/mo; Grow $190/mo; Team $310/mo; Team+ $600/mo (billed annually) (checked September 2026)
Best suited for: Marketing teams and agencies that want to build their own dashboards
Verdict: A capable BI layer for teams willing to build — not a turnkey paid-media view.
3. GoMarble
Best for: AI ad analysis with root-cause diagnosis and in-account execution
Platforms: Meta, Google, TikTok, LinkedIn, Shopify
GoMarble is an AI agent for paid media. It connects to your ad accounts, explains why metrics moved rather than only charting that they did, and then acts on that diagnosis — GoMarble AI Agents edit bids, budgets and campaign status directly, and Ad Launch ships new campaigns. Both are gated on human approval.
Key capabilities
- Root-cause analysis — decomposes a ROAS or CPA change into spend, CPM, CTR, CVR and AOV contributions
- GoMarble AI Agents — execute against their own diagnosis: bid and budget changes, pausing and scaling ads
- Ad Launch — analyzes creatives, picks the campaign, drafts brand-voice copy and ships it, gated on approval
- Execution across five channels: Meta, Google, TikTok, LinkedIn and Bing
- Creative analysis — connects hooks, formats and angles to performance, and flags fatigue signals
- Cross-channel analysis — Meta and Google in a single account view
- Conversational reporting — ask for the analysis in chat or Slack instead of building a dashboard
- Scheduled reports and anomaly alerts delivered to Slack or email, with no infrastructure to build
- Reports that carry recommended actions, which Agents can then execute on approval
- AI agents + MCP servers — drive the same analysis from Claude or your own tooling
Pros
- Diagnosis and execution in one place — it acts on its own analysis rather than handing you a list
- Reporting is conversational rather than built — you ask a question and get the answer, instead of designing a dashboard and maintaining it
- Reports arrive where the team already works (Slack or email) and carry actions, not just numbers
- Changes are gated on human approval rather than applied silently
- Meta and Google analysed together instead of in separate silos
- Open MCP servers mean the analysis is reachable from Claude and other AI clients, not locked in a dashboard
Limitations
- Not an attribution platform — no multi-touch modelling or incrementality testing, so it complements rather than replaces Northbeam or Triple Whale for measurement
- Creative tagging taxonomy is less granular than a dedicated creative-ops tool like Motion
- Not a white-label client-reporting platform — no branded client portal or per-client packaging, which agencies reporting to many clients will still need elsewhere
- Fewer prebuilt dashboard templates than the incumbent reporting suites
Pricing: See our pricing page for current plans View GoMarble pricing →
Best suited for: Performance marketers, in-house paid media teams and agencies who want diagnosis and execution in one agent
Verdict: The strongest fit when you want the same system to work out why performance moved and then make the change, across Meta and Google together.
4. Looker Studio
Best for: Free custom dashboards on Google Ads data
Platforms: Google
Looker Studio is Google's dashboarding and reporting layer. It connects directly to Google Ads and builds shareable reports at no cost. A paid Pro subscription adds enterprise content management, team workspaces and per-user licensing.
Key capabilities
- Native Google Ads connector, including manager (MCC) accounts with up to 50 sub-accounts per data source
- Custom dashboards and shareable reports at no cost
- Built-in and partner connectors for non-Google sources
- Pro subscription adds team workspaces, content management and project-level permissions
Pros
- Free for the core product, which makes it the default starting point for Google Ads dashboards
- First-party Google Ads connector — no third-party pipeline needed for Google data
- Fully customisable, with no per-client or per-account fee
Limitations
- A visualisation layer only — it charts data and does not analyse, diagnose or act
- Non-Google sources generally need a paid partner connector such as Supermetrics, so a true cross-channel view is not actually free
- Someone has to build and maintain the reports; there is no out-of-the-box paid-media template
- Auction Insights fields are no longer available to Google Ads data sources
Pricing: No-cost version; Pro subscription priced per user (figure not published in Google's docs) (checked September 2026)
Best suited for: Teams that want custom Google Ads dashboards and have someone to build them
Verdict: The default free option for Google Ads dashboards — strongest when you need custom views and weakest when you need interpretation.
5. AgencyAnalytics
Best for: White-label client reporting across many accounts
Platforms: Meta, Google, TikTok, LinkedIn, Shopify
AgencyAnalytics is a reporting platform built for agencies. It pulls from 85+ marketing data sources into white-labelled dashboards and automated client reports, with a client portal, goals and anomaly detection.
Key capabilities
- Automated client reporting with scheduled delivery
- White-label branding and a client portal
- 85+ data sources spanning ads, analytics, SEO and ecommerce
- Goals, alerts and anomaly detection
- AI insights and analysis
- Benchmarks and forecasting
Pros
- Per-client pricing maps cleanly onto how agencies actually bill
- Very broad connector coverage beyond paid media — SEO, email and ecommerce in the same report
- White-labelling and the client portal are core features, not add-ons
Limitations
- A reporting layer rather than an analysis or optimization tool — it presents data, it does not diagnose performance or act on accounts
- Per-client pricing scales linearly, so cost grows directly with roster size
Pricing: Core from $20 per client / month (billed annually); Enterprise custom for 25+ clients (checked September 2026)
Best suited for: Agencies reporting to multiple clients across several channels
Verdict: The strongest fit when the job is client reporting rather than performance analysis.
Full capability comparison
The capability matrix, so you can answer questions like "which of these do both Meta and Google, with creative analysis?" without rereading the list.
| Tool | AI analysis | Root-cause analysis | Executes changes | Creative analysis | Attribution | Reporting | Automation | AI agents | Budget recommendations | Multi-account | Starting price |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Whatagraph | ✓ | · | — | · | · | ✓ | ✓ | · | · | ✓ | €699/mo |
| Klipfolio | · | — | — | — | · | ✓ | ✓ | · | — | ✓ | $120/mo |
| GoMarble | ✓ | ✓ | ✓ | ✓ | — | ✓ | ✓ | ✓ | ✓ | ✓ | See pricing |
| Looker Studio | · | — | — | — | · | ✓ | · | · | — | ✓ | Custom |
| AgencyAnalytics | ✓ | · | — | · | · | ✓ | ✓ | · | · | ✓ | $20/mo |
✓ supported · — not supported · · not publicly stated. Pricing as published on each vendor's site; see the methodology note for dates.
How the tools differ
The list above tells you what each option does. This section answers the decision question — which one fits the job you were using Supermetrics for.
If you want reports built for you rather than by you
Whatagraph, AgencyAnalytics
If you want a BI layer without the enterprise price
Klipfolio, Looker Studio
If you want the analysis rather than the pipeline
GoMarble
If you are reporting to many clients
AgencyAnalytics, Whatagraph
Best alternative by use case
Not a ranking — a mapping. Most teams need one of these jobs done well rather than the highest overall score.
| Use case | Recommended tools |
|---|---|
| Agency client reporting at volume | AgencyAnalytics |
| Premium reports with custom data shaping | Whatagraph |
| A free dashboarding layer | Looker Studio |
| A BI layer you are willing to build | Klipfolio |
| Asking a question instead of building a view | GoMarble |
What to consider before choosing a reporting tool
FAQ
What is the best Supermetrics alternative?
Is there a free Supermetrics alternative?
Does Supermetrics analyse data or just move it?
What should an agency use instead of Supermetrics?
Can I replace Supermetrics with an AI tool?
Methodology & sources
Product capabilities and pricing were reviewed from publicly available product documentation and pricing pages, with the check date shown against each tool above. Features and pricing change — verify details with the vendor before purchasing. Capability marks reflect what each vendor states publicly; where a capability is not publicly documented we mark it "·" rather than assuming it is absent.
- Whatagraph: https://whatagraph.com/pricing
- Klipfolio: https://www.klipfolio.com/pricing
- GoMarble: https://www.gomarble.ai/pricing
- Looker Studio: https://docs.cloud.google.com/data-studio/connect-to-google-ads
- AgencyAnalytics: https://agencyanalytics.com/pricing
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