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Marketing & Analytics · head to head

Supermetrics vs Triple Whale

Supermetrics logo

Supermetrics

Marketing & Analytics

Bring all your marketing data into one place

From
Free
Rated
-
Full reviewWebsite
Triple Whale logo

Triple Whale

Marketing & Analytics

The operating system for e-commerce

From
Free
Rated
-
Full reviewWebsite

The short version

  • Each has a real cost: Supermetrics every package includes only 1 core destination; sending the same data to a second destination is a paid extra; Triple Whale shopify-first focus limits functionality for multi-platform ecommerce operations beyond Shopify ecosystem
  • They diverge on capability: Supermetrics covers Multi-source data connectors, Triple Whale covers First-party attribution.

Where they differ

Only the attributes on which Supermetrics and Triple Whale actually diverge.

Attributes where Supermetrics and Triple Whale differ
AttributeSupermetricsTriple Whale
Pricing modelsubscriptionUnknown
PlatformsWeb, Google-sheets, Data-studio, Excel, ApiWeb
Founded20102021

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

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 Supermetrics

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

Only in Triple Whale

  • First-party attribution
  • Real-time dashboard
  • Creative analytics
  • Sonar AI assistant
  • Pixel tracking
  • Profit tracking
  • Cohort analysis
  • Benchmarking

Both cover

  • Google Ads
  • Facebook Ads
  • Data encryption

What people use each for

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

Supermetrics

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

Triple Whale

  • Marketing analyticsnot Supermetrics
  • Attribution trackingnot Supermetrics
  • Profit optimizationnot Supermetrics
  • Creative testingnot Supermetrics

Where each one falls short

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

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

Triple Whale

  • Shopify-first focus limits functionality for multi-platform ecommerce operations beyond Shopify ecosystem
  • Creative analytics and advanced features sold as add-ons beyond base plan pricing
  • GMV-based pricing for larger brands creates unpredictable costs at scale

Pricing, plan by plan

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

Triple Whale

Free
  • Founders DashboardFree
    • Basic analytics
    • Dashboard access
  • Starter$179/month
    • Multi-touch attribution
    • Sonar Send
    • Analytics dashboard
  • Advanced$259/month
    • All Starter features
    • Advanced analytics
    • Add-ons available

Which should you pick?

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

Choose Triple Whale if

  • You need first-party attribution.
  • You want to start without paying.
  • You also want real-time dashboard.
Triple Whale review

Questions people ask

Is Supermetrics or Triple Whale better?
Neither clearly leads. Supermetrics starts at Free and Triple Whale at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Supermetrics or Triple Whale?
Supermetrics starts at Free and Triple Whale at Free.
Does Supermetrics or Triple Whale run on more platforms?
Supermetrics runs on Web, Google-sheets, Data-studio, Excel, Api. Triple Whale runs on Web.
Can I use Supermetrics for free?
Both have a free tier, so you can try either at no cost before committing.
What is Supermetrics best used for?
Supermetrics is most often used for pulling marketing platform data into google sheets, looker studio, excel or power bi, loading advertising data into bigquery or snowflake for reporting, automating recurring client marketing reports at an agency. Of those, pulling marketing platform data into google sheets, looker studio, excel or power bi and loading advertising data into bigquery or snowflake for reporting are not what Triple Whale is typically brought in for.
What can Supermetrics do that Triple Whale cannot?
Supermetrics covers Multi-source data connectors, Real-time data sync, Custom dimensions, Data blending. Triple Whale covers First-party attribution, Real-time dashboard, Creative analytics, Sonar AI assistant. Both handle Google Ads, Facebook Ads, Data encryption.

Answered from the vendors’ own pages

Triple Whale: What is Triple Whale's pricing structure?

Triple Whale offers a free Founders Dashboard, Starter plan at $179/month, Advanced plan at $259/month, and Custom plans starting at $539/month. Brands above $5M GMV use GMV-based pricing, with brands at $10M-$15M GMV paying approximately $1,849/month.

Source
Triple Whale: Does Triple Whale integrate with Shopify?

Yes. Triple Whale is a Shopify-focused analytics platform that natively integrates with Shopify stores and connects to Meta, Google, and TikTok for multi-touch attribution.

Source
Triple Whale: What AI features does Triple Whale offer?

Triple Whale includes Moby Actions for automated operations like pausing underperforming ad sets and sending segments to Klaviyo, plus Compass with MMM, incrementality testing, and AI agent suite capabilities.

Source
Triple Whale: Is there a free plan?

Yes. Triple Whale offers a free Founders Dashboard for basic analytics access, but advanced features and full attribution require paid plans.

Source
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