vs. Supermetrics: A comparison guide 2024

Marketing teams may use Supermetrics and Funnel to collect, store, and analyze data in a simple, flexible, and scalable way. This post will compare and contrast Funnel and Supermetrics to help you determine which is best for your company.

Let’s start with a high-level overview before diving into the details.

Overview of Supermetrics


Supermetrics automates the flow of data from more than 90 sales and marketing platforms into the familiar reporting and analytics tools used by marketers. Supermetrics doesn’t keep your marketing data on its servers; instead, it transports it from all of your platforms to places like Google Sheets, Excel, Google Data Studio, and data warehouses like Snowflake, BigQuery, and Amazon Redshift, among others.

You may then examine the data to your heart’s content and create personalized marketing reports for your clients, management team, or your own research.

Overview of the Funnel - Overview

Both Funnel and Supermetrics have the same essential elements, but their functional models are very different. Funnel, unlike Supermetrics, employs a managed data warehouse approach. This essentially means that Funnel stores all data supplied through their system on a third-party server. The data is then sent to the specified destinations after it has arrived on their server.

Given the platforms’ similar fundamental functions of automating data collecting and analysis, deciding which one is best for your organization can be difficult. That’s why we’ve evaluated both platforms in this post to help you choose the best solution for your needs.

Data Source Connectors: vs. Supermetrics

There are two primary considerations to ask when evaluating data source connectors: what platforms can I get data from and what data can I pull from those platforms?

What platforms am I able to get data from?

Data Source Connectors are the platforms, or integrations, from which the user can pull data and feed it to the destination.

Both Supermetrics and Funnel feature the same ETL functionality and offer similar types of data source connectors, ranging from paid media to sales data.

The platforms that Supermetrics supports can be divided into the following categories:

  • Paid advertising (including Facebook Ads, Google Ads, and TikTok Ads)
  • Analytics on the internet (including Google Analytics and Adobe Analytics)
  • Use of social media (including Facebook, Instagram, and Twitter)
  • SEO (Search Engine Optimization) is a (including Google Search Console, Google My Business, and Ahrefs)
  • Buying and selling on the internet (including Shopify, Klaviyo, and Stripe)
  • Analytics for mobile devices and apps (including Apple Public Data, and Facebook Audience Network)
  • Sending an email (including Mailchimp)
  • Profits (including Salesforce, HubSpot, and CallRail)

Supermetrics focuses on integrating with the most popular and demanded platforms and constructing deep connectors that can retrieve a large number of fields, whereas Funnel links to substantially more systems. When it comes to ease of use, a considerable number of Funnel’s connectors are labeled as ‘Custom,’ which means they were created specifically for the customer’s needs and had to be configured independently.

Also, it’s critical to dig deep into each connector, as many of Funnel’s connectors only pull a restricted set of metrics and dimensions— we’ll go over this in more detail in the following section.

What kind of information can I get from those platforms?

The type and quality of data you can extract from connectors is the second factor to consider while evaluating them.

We strive to provide as many granular data as possible at Supermetrics. In other words, if it’s available via the API, we’ll do everything we can to make it available to you. Each data source connector will allow you to pull a wide range of metrics and dimensions, allowing you to construct the exact reports you need.

Compared to Supermetrics, collects fewer data points. Let’s look at three of the most common data sources and see what you can get using Supermetrics and, respectively, to compare the amount of data accessible.

Supermetrics will provide you with detailed access to all of a platform’s metrics and characteristics. Available fields are sometimes found using Supermetrics but not through a platform’s native reporting. Check out our documentation pages for a complete list of all the accessible fields for Supermetrics’ data source connectors.

This implies that with Supermetrics, you’re more likely to be able to set up your marketing report and dashboard exactly how you or your clients want it.

How safe and dependable is my information on these platforms?

Supermetrics API- Supermetrics Promo Codes

Supermetrics is dedicated to protecting the data you share with us. Your data is not saved by Supermetrics. We just transfer it from your marketing platforms to destinations.

Funnel, on the other hand, saves all of your information on its own servers before connecting and transferring it to your final destination. Funnel’s transformation feature cleans, maps, and groups your data before loading it into a reporting tool or data warehouse.

Funnel and Supermetrics use quite distinct approaches to the ‘data transformation’ process. To perform any cleansing, mapping, or grouping, Funnel stores the data in its data warehouse. Supermetrics, on the other hand, handles all data conversions during the data transfer, eliminating the requirement for data to be kept on third-party servers.

With the data protection and privacy regulations defined in the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act, both Supermetrics and Funnel are SOC2 Type II and ISO certified (CCPA).

To boost data delivery performance from specific data sources, Supermetrics uses completely encrypted caching. Supermetrics does not sample your data, rename fields, or manipulate figures in any way. This implies that your data will pass through as-is, and the statistics you see on the platform should match.

As a result of the inscription and direct API access, Supermetrics makes your data safer. You can rely on Supermetrics as your marketing data connector with 750k users throughout the world and global businesses like Dyson, Nestlé, and the BBC as customers.

Aman Jha
This author is verified on

Aman Jha is a digital marketing author, passionate writer, and consultant. He is a sucker for fine words and blogs about digital marketing and startups at

Affiliate disclosure: In full transparency – some of the links on our website are affiliate links, if you use them to make a purchase we will earn a commission at no additional cost for you (none whatsoever!).

Leave a Comment