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Marketing · head to head

Supermetrics vs VWO

Supermetrics logo

Supermetrics

Marketing

Bring all your marketing data into one place

From
€49/month
Rated
-
Full reviewWebsite
VWO logo

VWO

Marketing

Experience Optimization Platform

From
Free
Rated
-
Full reviewWebsite

The short version

  • Only VWO has a free tier, so it costs nothing to try first.
  • 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; VWO growth plan restricted to 1 workspace and 0 custom attributes
  • They diverge on capability: Supermetrics covers Multi-source data connectors, VWO covers A/B testing.
  • Prices and features above were last checked on 30 August 2026.

Where they differ

Only the attributes on which Supermetrics and VWO actually diverge.

Attributes where Supermetrics and VWO differ
AttributeSupermetricsVWO
Starting price€49/monthFree
Pricing modelsubscriptionusage-based
Free tierNoYes
PlatformsWeb, Google-sheets, Data-studio, Excel, ApiWeb, iOS, Android, Server-side
Founded20102007

Identical on both: user rating (Not yet rated), category (Marketing).

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 VWO

  • A/B testing
  • Multivariate testing
  • Heatmaps
  • Session recordings
  • Analytics
  • Slack
  • SSL encryption
  • Cloud deployment

Both cover

  • Google Analytics

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 VWO
  • Loading advertising data into BigQuery or Snowflake for reportingnot VWO
  • Automating recurring client marketing reports at an agencynot VWO

VWO

  • A/B testing and multivariate testingnot Supermetrics
  • Conversion rate optimisationnot Supermetrics
  • Behavioural analytics and session recordingsnot Supermetrics
  • Feature experimentation and progressive rolloutsnot 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

VWO

  • Growth plan restricted to 1 workspace and 0 custom attributes
  • Single Sign-On (SSO) and API access limited to Enterprise tier only
  • Growth plan offers only 8-hour first response time for support

Pricing, plan by plan

Supermetrics

€49/month
  • Starter$49/month
    • 1 core destination
    • 3 data sources
    • 1 user
  • Growth$199/month
    • 1 core destination
    • 7 data sources
    • 2 users
  • Pro$499/month
    • 1 core destination
    • 10 data sources
    • 3 users

VWO

Free

No published plan breakdown. See the VWO review.

Which should you pick?

Choose Supermetrics if

  • You need multi-source data connectors.
  • You work on Web, Google-sheets, Data-studio, Excel, Api.
  • You also want real-time data sync.
Supermetrics review

Choose VWO if

  • You need a/b testing.
  • You want to start without paying.
  • You work on Web, iOS, Android, Server-side.
  • You also want multivariate testing.
VWO review

Questions people ask

Is Supermetrics or VWO better?
Neither clearly leads. Supermetrics starts at €49/month and VWO at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Supermetrics or VWO?
VWO has a free tier; the other does not. Paid plans start at €49/month for Supermetrics and Free for VWO.
Does Supermetrics or VWO run on more platforms?
Supermetrics runs on Web, Google-sheets, Data-studio, Excel, Api. VWO runs on Web, iOS, Android, Server-side.
Can I use VWO for free?
Yes. VWO has a free tier, so you can try it without paying. Supermetrics starts at €49/month.
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 VWO is typically brought in for.
What can Supermetrics do that VWO cannot?
Supermetrics covers Multi-source data connectors, Real-time data sync, Custom dimensions, Data blending. VWO covers A/B testing, Multivariate testing, Heatmaps, Session recordings. Both handle Google Analytics.

Answered from the vendors’ own pages

Supermetrics: How much does Supermetrics cost?

Supermetrics offers three subscription plans: Starter at EUR 49 per month, Growth at EUR 199 per month, and Pro at EUR 499 per month. Annual billing provides a 20% discount. Enterprise plans require a custom quote.

Source
VWO: Is there a free trial available?

Free for 30 days. No credit card required to start the trial.

Source
Supermetrics: Can I add extra users or data sources to my Supermetrics plan?

Yes, additional features are available for all plans. Additional users cost EUR 29 to EUR 124 per month depending on plan tier, and additional data sources cost EUR 29 to EUR 37 per month. Additional destinations and ad accounts also carry separate monthly fees.

Source
VWO: Are there limits on users or metrics?

Run unlimited optimization at scale with no limit on variations, account users, metrics, session recordings, or integrations.

Source
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