Software · head to head
Supermetrics vs Whatagraph
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; Whatagraph the entry Max plan starts at 699 EUR per month and is billed annually, with no monthly billing option shown
- They diverge on capability: Supermetrics covers Multi-source data connectors, Whatagraph covers Automated reporting.
Where they differ
Only the attributes on which Supermetrics and Whatagraph actually diverge.
| Attribute | Supermetrics | Whatagraph |
|---|---|---|
| Platforms | Web, Google-sheets, Data-studio, Excel, Api | Web, Mobile, Api |
| Founded | 2010 | 2016 |
Identical on both: starting price (Free), pricing model (subscription), 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 Supermetrics
- Multi-source data connectors
- Real-time data sync
- Custom dimensions
- Data blending
- Scheduled reports
- API access
- Data transformation
- Visualization
Only in Whatagraph
- Automated reporting
- Multi-channel integration
- Custom dashboards
- Data visualization
- PDF reports
- Real-time updates
- Historical tracking
- Anomaly detection
Both cover
- Google Analytics
- Google Ads
- Facebook Ads
- Instagram Ads
- LinkedIn Ads
- GDPR compliant
- 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 Whatagraph
- Loading advertising data into BigQuery or Snowflake for reportingnot Whatagraph
- Automating recurring client marketing reports at an agencynot Whatagraph
Whatagraph
- Automated client marketing reports for agenciesnot Supermetrics
- Blending data from multiple ad platforms into one dashboardnot Supermetrics
- White-labelled reporting under an agency's own brandingnot 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
Whatagraph
- The entry Max plan starts at 699 EUR per month and is billed annually, with no monthly billing option shown
- Only two plans exist and the Prime plan is custom priced with no published rate
- Public API access, transfer to BigQuery and Looker, a custom report domain and premium integrations all require the Prime plan
- Data sources are metered as credits at 1 credit per connected data account, so each additional ad account consumes quota
- Extra credits can be bought only up to the next plan threshold, after which an upgrade is required
- Moving to either the Max or Prime plan requires booking a call with sales rather than self-serve upgrade
- The free trial is 14 days
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
Whatagraph
Free- FreeFree
- Up to 3 data sources
- Basic dashboards
- Daily updates
- Starter$99/month
- Up to 10 data sources
- Advanced dashboards
- Hourly updates
- Professional$299/month
- Unlimited data sources
- Real-time updates
- White-label
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.
Choose Whatagraph if
- You need automated reporting.
- You want to start without paying.
- You work on Web, Mobile, Api.
- You also want multi-channel integration.
Questions people ask
- Is Supermetrics or Whatagraph better?
- Neither clearly leads. Supermetrics starts at Free and Whatagraph at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
- Which is cheaper, Supermetrics or Whatagraph?
- Supermetrics starts at Free and Whatagraph at Free.
- Does Supermetrics or Whatagraph run on more platforms?
- Supermetrics runs on Web, Google-sheets, Data-studio, Excel, Api. Whatagraph runs on Web, Mobile, Api.
- 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 Whatagraph is typically brought in for.
- What can Supermetrics do that Whatagraph cannot?
- Supermetrics covers Multi-source data connectors, Real-time data sync, Custom dimensions, Data blending. Whatagraph covers Automated reporting, Multi-channel integration, Custom dashboards, Data visualization. Both handle Google Analytics, Google Ads, Facebook Ads, Instagram Ads.