Supermetrics vs Whatagraph Comparison 2023: Detailed Analysis

In this post, we’ll compare Whatagraph and Supermetrics, two popular marketing analytics tools, to help you decide which is best for your agency or marketing team.

Between Supermetrics and Whatagraph, there are three major differences. These are the following:

Connectors to data sources: The number of marketing platforms from which each product may pull data, as well as the quality of that data.
The flexibility of data destination: How much freedom do you have to study your data and develop unique reports once you’ve moved it to your preferred location.

We’ll evaluate the two goods from these two angles, but first, let’s look at some fundamental differences.


Supermetrics vs whatagraph

Supermetrics automates the flow of data from more than 70 sales and marketing platforms into the familiar reporting and analytics tools used by marketers. Supermetrics, in other words, just pulls your marketing data from all of your platforms into places like Google Sheets, Excel, and Data Studio. You may then examine the data to your heart’s content and create unique marketing reports for your clients, management team, or personal use.


Whatagraph, on the other hand, takes your marketing data and stores it on its own platform. It interfaces with more than 30 marketing platforms, allowing you to create reports using Whatagraph’s own reporting engine to track your marketing results.

Both technologies automate the aggregation process, removing the need for marketers to manually collect data for their reports. However, as you can see, they go about it in slightly different ways.

So let’s get started with part one and examine how Supermetrics and Whatagraph stack up in terms of data source connectors.

1. Connectors to data sources

There are two major considerations to examine when evaluating data source connectors: how many platforms can I get data from, and what data can I pull from those platforms.

Supermetrics - Pricing

Connectors to data sources (number)

Whatagraph pulls data from 30+ marketing platforms, whereas Supermetrics interfaces with 70+.

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 an (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 App Store & iTunes, and Facebook Audience Network)
  • Sending an email (including Mailchimp)
  • Profits (including Salesforce, HubSpot, and CallRail)

Whatagraph connects to Supermetrics-like platforms and focuses on paid media, social media, web analytics, and eCommerce. Supermetrics has the bulk of Whatagraph’s connectors, plus roughly 40 more, so you’re more likely to find exactly what you’re looking for with Supermetrics.

2. Adaptability of data destinations

What can you do with the data once you’ve selected the platforms from which you’d like to collect it?

Supermetrics, as I indicated earlier, allows you to migrate data into the reporting and analytics tools you already use, whether that’s a spreadsheet, a data visualization tool, or a business intelligence tool. Whatagraph collects your data and stores it on their platform, from which you can generate numerous marketing reports.

With Supermetrics, where can I relocate my data?

You can use Supermetrics to move your data to the following locations:

  • Excel Google Sheets
  • Google Data Studio is a data visualization tool developed by Google.
  • BigQuery \Snowflake
  • Azure Synapse is a type of synapse that
  • S3 (Amazon Simple Storage Service)
  • Google Cloud Storage is a service provided by Google.
  • Azure Storage is a cloud-based storage service.

With Supermetrics, you have the flexibility to relocate and centralize your data as you see fit. You can move a dataset into a Google Sheets spreadsheet if you need to evaluate it. Google Data Studio may be used to develop performance monitoring dashboards and reports. BigQuery may be used to create a consolidated repository for all of your past marketing data. Depending on where you’re pulling data from and where you’re pulling it to, there are nearly infinite ways to use Supermetrics.

While Whatagraph is simple to use, you are limited in what you can do with your data once it has been uploaded to their site. It’s ideal for marketers that need a quick way to build simple, attractive reports. Supermetrics, on the other hand, allows you to produce highly customized reports, conduct detailed analysis, and access individual data points.

So, how does each solution fit within your budget?

Supermetrics recognizes that data integration requirements change over time. Data complexity, particularly for sales and marketing data, increases as your company expands. From spreadsheets and data visualization tools to data warehouses and data lakes, our solutions keep up with your changing needs. No matter where you are on your data journey, Supermetrics has the correct data delivery solution for you.

Whatagraph is an excellent place to start for individuals who are just starting out. It’s ideal for marketers that want a simple solution and aren’t sure how to use more complicated reporting and analytics solutions. However, if your organization expands and your data and analytics requirements change, the platform may become obsolete. This means that in a year or two, you’ll need to revisit your marketing data stack and find a solution to fit your evolving demands.

Aman Jha
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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

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