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Google Analytics vs Supermetrics

Google Analytics logo

Google Analytics

Software

Get to know your customers

From
Free
Rated
-
Full reviewWebsite
Supermetrics logo

Supermetrics

Software

Bring all your marketing data into one place

From
Free
Rated
-
Full reviewWebsite

The short version

  • Each has a real cost: Google Analytics data retention limited to maximum 26 months on standard properties, with automatic deletion after retention period expires; Supermetrics every package includes only 1 core destination; sending the same data to a second destination is a paid extra
  • They diverge on capability: Google Analytics covers Real-time analytics, Supermetrics covers Multi-source data connectors.

Where they differ

Only the attributes on which Google Analytics and Supermetrics actually diverge.

Attributes where Google Analytics and Supermetrics differ
AttributeGoogle AnalyticsSupermetrics
Pricing modelfreemiumsubscription
PlatformsWebWeb, Google-sheets, Data-studio, Excel, Api
Founded19982010

Identical on both: starting price (Free), free tier (Yes), user rating (Not yet rated), category (Unknown).

What each one covers

Drawn from each product's published feature list. An absence here means we hold no record of it - not that the product lacks it.

Only in Google Analytics

  • Real-time analytics
  • Audience insights
  • Acquisition tracking
  • Behavior flow
  • Conversion tracking
  • Custom reports
  • Mobile analytics
  • E-commerce tracking

Only in Supermetrics

  • Multi-source data connectors
  • Real-time data sync
  • Custom dimensions
  • Data blending
  • Scheduled reports
  • API access
  • Data transformation
  • Visualization

Both cover

  • Google Ads
  • Salesforce
  • Data encryption

What people use each for

The jobs each tool is most often brought in to do.

Google Analytics

  • Website and web application analyticsnot Supermetrics
  • Event tracking and user behaviour analysisnot Supermetrics
  • Traffic source and conversion trackingnot Supermetrics

Supermetrics

  • Pulling marketing platform data into Google Sheets, Looker Studio, Excel or Power BInot Google Analytics
  • Loading advertising data into BigQuery or Snowflake for reportingnot Google Analytics
  • Automating recurring client marketing reports at an agencynot Google Analytics

Where each one falls short

Documented limitations, not opinions. Every one is a constraint you would hit in normal use.

Google Analytics

  • Data retention limited to maximum 26 months on standard properties, with automatic deletion after retention period expires
  • Large and XL properties capped at 2-month data retention only
  • Age, gender, and interest data always expire after 2 months regardless of retention settings
  • Free tier does not include GA360 advanced features

Supermetrics

  • Every package includes only 1 core destination; sending the same data to a second destination is a paid extra
  • The Starter plan at 49 EUR per month billed monthly includes 1 user, 3 data sources and 3 accounts per data source
  • Data refreshes are weekly on Starter, daily on Growth and hourly on Pro; on-demand refreshes require Enterprise
  • Refresh scheduling on those tiers is stated for Google Sheets only
  • Snowflake and BigQuery data warehouse destinations require the Enterprise package
  • SAML SSO is Enterprise only; lower tiers get basic single sign-on
  • Data transformations, data residency and region control, multiple teams and Management API access are Enterprise only
  • Enterprise carries no published price and is quote only
  • The 20% saving is only available on yearly billing
  • AI credits are metered per plan at 4,000 monthly on Starter and 12,000 on Growth

Pricing, plan by plan

Google Analytics

Free

No published plan breakdown. See the Google Analytics review.

Supermetrics

Free
  • FreeFree
    • Basic data sources
    • Daily refreshes
    • Simple reports
  • Pro$99/month
    • 100+ data sources
    • Real-time refreshes
    • Advanced visualizations
  • Business$399/month
    • Custom data sources
    • Priority support
    • Advanced scheduling

Which should you pick?

Choose Google Analytics if

  • You need real-time analytics.
  • You want to start without paying.
  • You also want audience insights.
Google Analytics review

Choose Supermetrics if

  • You need multi-source data connectors.
  • You want to start without paying.
  • You work on Web, Google-sheets, Data-studio, Excel, Api.
  • You also want real-time data sync.
Supermetrics review

Questions people ask

Is Google Analytics or Supermetrics better?
Neither clearly leads. Google Analytics starts at Free and Supermetrics at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Google Analytics or Supermetrics?
Google Analytics starts at Free and Supermetrics at Free.
Does Google Analytics or Supermetrics run on more platforms?
Google Analytics runs on Web. Supermetrics runs on Web, Google-sheets, Data-studio, Excel, Api.
Can I use Google Analytics for free?
Both have a free tier, so you can try either at no cost before committing.
What is Google Analytics best used for?
Google Analytics is most often used for website and web application analytics, event tracking and user behaviour analysis, traffic source and conversion tracking. Of those, website and web application analytics and event tracking and user behaviour analysis are not what Supermetrics is typically brought in for.
What can Google Analytics do that Supermetrics cannot?
Google Analytics covers Real-time analytics, Audience insights, Acquisition tracking, Behavior flow. Supermetrics covers Multi-source data connectors, Real-time data sync, Custom dimensions, Data blending. Both handle Google Ads, Salesforce, Data encryption.
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