What's the best free Supermetrics alternative?

There's no fully free Supermetrics replacement, but Portermetrics starts at $7/mo (cheapest paid option), and Lupli is in free early access (waitlist). For pure free, you'd need to build connectors yourself with Google Apps Script — not realistic for most teams.

Is Supermetrics expensive?

Supermetrics gets pricey fast when you add multiple data sources or destinations. Starting tier is around $69/mo, but real-world setups for agencies easily hit $300–$500/mo. That's why most of this list is cheaper or AI-first.

Which Supermetrics alternative has the best AI?

Lupli — it's built around a conversational AI layer where you ask questions in plain language. The platforms (Improvado, Funnel, Cometly) have AI features bolted on top of data pipelines. The connectors (Windsor, Porter, Coupler) don't have meaningful AI.

I'm an agency. Which one should I pick?

If clients want dashboards, Portermetrics or Windsor.ai for cheap Looker Studio reporting. If clients want answers, Lupli for chat-based reporting. If you have big clients with complex needs, Improvado has agency tiers.

Can I migrate from Supermetrics to one of these?

Yes — but it's not one-click. You'll need to rebuild your connectors and any dashboards you've made. Connector → connector is easiest (Windsor, Porter, Coupler — same job, different price). Switching to Lupli or a platform is a bigger workflow change.

What about iOS14 / privacy changes?

For attribution specifically (which sales came from which ad), Cometly has server-side tracking. For pure data pump, Supermetrics, Windsor, and Porter just pass through whatever the ad platforms report — limited by their accuracy. Lupli reports what's in the ad platforms but adds context from your business setup.

Comparison

7 Supermetrics Alternatives in 2026 — Compared by What They Actually Do

The best Supermetrics alternative depends on what you actually need it to do. We compared 7 tools and grouped them by their core job:

AI Analytics & Insights — chat with your marketing data: Lupli.
Data Connectors — push ad data to Google Sheets, Looker Studio, or BI tools: Windsor.ai, Portermetrics, Coupler.io
Full Marketing Platforms — reporting, attribution, and analytics in one tool: Improvado, Funnel.io, Cometly

Pick the category that matches how you actually work.

At a glance

Tool	Best for	AI features	Pricing	Setup
Lupli. AI Analytics	Marketers, SMB owners, and small agencies who want answers — not dashboards to build.	Chat with data, AI summaries	Early access	30 sec
Windsor.ai Connector	Marketing teams pulling ad data into BI tools or Looker Studio dashboards.	—	$$	Minutes
Portermetrics Connector	Looker Studio users who want cheap ad data connectors.	—	$	Minutes
Coupler.io Connector	Teams who live in Google Sheets and want automated ad data syncs.	—	$$	Minutes
Improvado Platform	Enterprise marketing teams with complex multi-channel reporting needs.	AI Agent (preview)	$$$$	Days
Funnel.io Platform	Mid-market teams who need attribution and reporting in one tool.	Funnel AI (basic)	$$$	Hours
Cometly Platform	E-commerce brands needing accurate ad attribution post-iOS14.	AI attribution model	$$$	Hours

What is Supermetrics?

Supermetrics is a marketing data integration tool launched in 2013. It connects 100+ ad platforms, analytics tools, and BI systems to spreadsheets, dashboards (Looker Studio), and data warehouses. It's the most established player in the category and the benchmark for most "marketing data pump" workflows.

Where it falls short

1Price scales fast with data sources — adding more connectors gets expensive quickly, especially for smaller teams.
2You're still the analyst — Supermetrics moves data, but doesn't interpret it. You still need dashboards, formulas, and time to find insights.
3You can't just ask — there's no chat layer. Want to know "why did my Meta CPA spike on Tuesday?" You'll build the report and figure it out yourself.

How we chose

What it actually does — connector vs. analytics vs. full platform
Time to first insight — from sign-up to useful answer
Pricing transparency — published rates vs. "contact sales"
AI features — beyond marketing buzzwords
Best-fit use case — when this tool is the right pick

AI Analytics & Insights

Lupli.

AI Analytics

Best for

Marketers, SMB owners, and small agencies who want answers — not dashboards to build.

The honest pitch

We built Lupli because we got tired of rebuilding the same marketing reports for clients over and over. Connect Google Ads, Meta Ads, and GA4, then chat with your data. Ask "which campaign made the most money last month?" and get a real number with context — not a dashboard to scroll.

Where we shine

Plain-language queries — no SQL, no formulas
Cross-platform data unified (Google + Meta + GA4)
30 seconds from sign-up to first answer
Business context awareness — you tell Lupli what you sell, it factors that into every answer

Where we're not your fit

You need 100+ connectors (we have 3, more coming)
You need data export to your own warehouse
You need a polished dashboard for client reporting

Pricing

Early access. Waitlist locks in a lower rate at launch (August 2026).

Setup

30 seconds.

Data Connectors

Windsor.ai

Connector

Best for

Marketing teams pulling ad data into BI tools or Looker Studio dashboards.

The pitch

Windsor.ai connects 100+ ad platforms and analytics tools to BI destinations (Looker Studio, Power BI, Tableau, BigQuery). Founded in 2018. Strong Supermetrics alternative for teams that already have a BI stack.

Strengths

100+ source coverage
Direct BI integrations
Predictive attribution model

Limitations

No chat layer — pure data pipe
Self-serve setup means you build everything
Real value at paid tiers

Pricing

From $19/mo (Starter) → $499+/mo (Pro), custom for enterprise.

Setup

Minutes per connector + your BI tool config.

Portermetrics

Connector

Best for

Looker Studio users who want cheap ad data connectors.

The pitch

Focused Looker Studio connector for Google Ads, Meta, TikTok, LinkedIn, and more. Cheaper than Supermetrics for the same job, built specifically for Looker Studio templates.

Strengths

Cheapest in this comparison ($7/mo entry)
Pre-built Looker Studio templates
Simple, focused product

Limitations

Looker Studio only
No warehouse export
Smaller team, slower updates

Pricing

From $7/mo (1 account) → $99+/mo (agency tier).

Setup

Minutes — template + OAuth.

Coupler.io

Connector

Best for

Teams who live in Google Sheets and want automated ad data syncs.

The pitch

Connects ad platforms, analytics, and CRMs to Google Sheets, Excel, BigQuery, and Looker Studio. Strong on spreadsheet workflows — solid Supermetrics alternative if you're not ready to leave Sheets behind.

Strengths

Spreadsheet-first with refresh schedules
60+ connectors (ads, analytics, CRM)
Some data transformation in pipeline

Limitations

Spreadsheet-centric — less ideal for warehouses
Pricing scales with rows/month
AI being added but limited

Pricing

From $49/mo (Personal) → $249+/mo (Team).

Setup

Minutes per source.

Full Marketing Platforms

Improvado

Platform

Best for

Enterprise marketing teams with complex multi-channel reporting needs.

The pitch

Marketing data platform for large teams — 500+ sources, normalization, feeds dashboards or warehouses. Comes with implementation services, not self-serve.

Strengths

Massive source coverage (500+)
Implementation team handles heavy lifting
AI Agent (preview)

Limitations

Enterprise pricing — thousands per month, demo-gated
Days-to-weeks implementation
Overkill for SMB

Pricing

Custom (typically $1,000–$15,000+/mo), sales-led.

Setup

Days to weeks (implementation engagement).

Funnel.io

Platform

Best for

Mid-market teams who need attribution and reporting in one tool.

The pitch

Marketing data platform with attribution and reporting baked in. Strong for teams that want to centralize spend data, route it to BI tools, and get attribution insights at the same time.

Strengths

500+ connectors with cleaning + normalization
Funnel AI assistant (basic)
Strong attribution modeling

Limitations

Pricing not transparent (sales-led)
Hours of mapping and config
AI still basic, no real chat

Pricing

Custom (typically $1,000+/mo).

Setup

Hours of mapping and config.

Cometly

Platform

Best for

E-commerce brands needing accurate ad attribution post-iOS14.

The pitch

Attribution platform for e-commerce — connects ad platforms with your store for server-side, AI-driven attribution. Strong if you're spending heavily on Meta and need to know what's really driving sales.

Strengths

Server-side tracking solves iOS14 gaps
AI attribution claims higher accuracy
Built for e-commerce workflows

Limitations

E-commerce only — not for lead-gen or B2B
$499/mo minimum
Newer player, smaller ecosystem

Pricing

From $499/mo (Starter) → custom enterprise.

Setup

Hours — pixel + server-side install.

Which one is for you?

Answer these in order:

Do you want to talk to your data, or just move it somewhere?

Talk to it → Lupli. is the only one in this list with a conversational layer.
Just move it → continue to question 2.

Are you already in Looker Studio / Google Sheets / a BI tool?

Looker Studio only, on a tight budget → Portermetrics
Looker Studio / BI tools (Power BI, Tableau, etc.) → Windsor.ai
Google Sheets / Excel as your workspace → Coupler.io
None of the above yet → continue to question 3.

How big is your team and your ad budget?

E-commerce, heavy Meta spend, need attribution → Cometly
Mid-market team, want centralized data + attribution → Funnel.io
Enterprise, complex multi-channel needs, willing to invest 4-6 weeks → Improvado

Still not sure?

Most marketers spending under $20k/month on ads will be fine with Lupli + a free Looker Studio dashboard. Heavier spend, more channels, more clients = the platforms or Improvado.

FAQ

What's the best free Supermetrics alternative?: There's no fully free Supermetrics replacement, but Portermetrics starts at $7/mo (cheapest paid option), and Lupli is in free early access (waitlist). For pure free, you'd need to build connectors yourself with Google Apps Script — not realistic for most teams.
Is Supermetrics expensive?: Supermetrics gets pricey fast when you add multiple data sources or destinations. Starting tier is around $69/mo, but real-world setups for agencies easily hit $300–$500/mo. That's why most of this list is cheaper or AI-first.
Which Supermetrics alternative has the best AI?: Lupli — it's built around a conversational AI layer where you ask questions in plain language. The platforms (Improvado, Funnel, Cometly) have AI features bolted on top of data pipelines. The connectors (Windsor, Porter, Coupler) don't have meaningful AI.
I'm an agency. Which one should I pick?: If clients want dashboards, Portermetrics or Windsor.ai for cheap Looker Studio reporting. If clients want answers, Lupli for chat-based reporting. If you have big clients with complex needs, Improvado has agency tiers.
Can I migrate from Supermetrics to one of these?: Yes — but it's not one-click. You'll need to rebuild your connectors and any dashboards you've made. Connector → connector is easiest (Windsor, Porter, Coupler — same job, different price). Switching to Lupli or a platform is a bigger workflow change.
What about iOS14 / privacy changes?: For attribution specifically (which sales came from which ad), Cometly has server-side tracking. For pure data pump, Supermetrics, Windsor, and Porter just pass through whatever the ad platforms report — limited by their accuracy. Lupli reports what's in the ad platforms but adds context from your business setup.

Try the AI-first option

If you got here looking for an alternative to Supermetrics, you probably want better answers faster. That's what we're building Lupli for — chat with your Google Ads, Meta Ads, and GA4 data in plain language.

We're in early access. Join the waitlist:

Get a locked-in lower price at launch (August 2026)
Help shape what we build next
Direct line to the founders — we're two meters from the code