Supermetrics alternative

The three meters — data sources, users, AI credits — and what a different shape costs instead.

Supermetrics is a data-pipe company: it moves marketing data into a destination you already use — Google Sheets, Looker Studio, Excel, Power BI or an AI assistant such as Claude — and prices on how many data sources, destinations, users and accounts you need. As of September 2026, Starter is €39 a month billed yearly for three data sources, one user and one destination; Growth is €159 for seven sources and two users; Pro is €399 for ten sources and three users. Extra sources, users, destinations and accounts are sold as add-ons, the Supermetrics Studio destination comes with a monthly pool of AI credits, and Enterprise is quoted.

People search for an alternative for one of two reasons. Either the source count has become the binding constraint — every extra platform is another add-on or a tier up — or the destination is the problem, because the data lands in a spreadsheet that still needs a human to turn it into an answer. TableBI is not a cheaper pipe. It is the destination and the query layer in one, with no seat count and no AI credits, and with far fewer connectors. Which of those trades is worth it is what the rest of this page is for.

Side by side

Supermetrics figures read from the Supermetrics pricing page on September 5, 2026; vendors change pricing, so check before deciding. TableBI figures come from its own pricing page and docs.

Supermetrics pricing (September 2026)

Read from supermetrics.com/pricing on 26 September 2026. The page showed us euro prices, and it is localised: an archived copy from 15 September shows US-dollar prices and a different plan line-up, so check it from the country you will be billed in.

Add-on prices are per month on yearly billing, and "up to" is the most a plan reaches with add-ons. Billed monthly, the add-ons cost more as well: an extra data source is €37 instead of €29. Custom Data Import is listed as limited on Growth and Pro. Supermetrics' upgrade guide sends anything past five users or twenty data source accounts to a custom package.

What the meters count. A data source is a platform, such as Google Ads, Meta or GA4. A data source account is the unit inside it, one ad account or one GA4 property, and every source on a subscription shares the same per-source account quota (Supermetrics docs). A destination is where the data lands: Looker Studio, Google Sheets, Excel, Power BI, the Claude, ChatGPT and Copilot bundle, or Supermetrics Studio. Supermetrics' FAQ says plans are priced on data sources and destinations with no usage fees. The AI credits come with the Supermetrics Studio destination and, per its Studio guide, are spent when you prompt Studio to build or edit a dashboard and each time a viewer uses an AI widget; viewing, refreshing and sharing a dashboard use none.

What a four-source setup costs. Google Ads, Meta, GA4 and Search Console are four sources, one more than Starter includes: €39 plus one €29 add-on is €68 a month on yearly billing, or €86 billed monthly. Starter tops out at five sources and three users; past that, or past ten accounts per source, the next step is Growth or Pro.

The source count is the meter that actually bites

Three sources sounds generous until you count properly. Google Ads, Meta and GA4 is three, and you have not added Search Console yet. On Starter the fourth source is a €29-a-month add-on on yearly billing and the plan stops at five, while each Meta ad account or GA4 property counts against a per-source quota of three accounts. Add-ons keep Starter workable for a while; past five sources, three users or ten accounts per source, the answer is a bigger plan.

The honest counter-argument: Supermetrics has connectors TableBI will not have for a long time — TikTok, LinkedIn, Shopify, Klaviyo, HubSpot and the rest of the long tail. TableBI ships four connectors and a CSV upload that tags rows with a free-text platform label. If your reporting depends on a platform outside those four, no amount of pricing arithmetic makes this a substitution.

Refresh frequency is a question for sales

Supermetrics' scheduled-refresh guide says your subscription determines how often scheduled refreshes can run in Google Sheets — weekly, daily or hourly — and that schedules beyond the allowance do not run. An August 2026 copy of the Supermetrics pricing page still listed weekly refreshes on Starter and daily on Growth, for Google Sheets only; the September 2026 page has no refresh row at all. If a daily number matters to you, get the frequency in writing before you buy.

TableBI does not tier freshness. Each source has a cooldown set by what the upstream API tolerates — three hours for Google Ads, six for Meta, twelve for GA4, twenty-four for Search Console — and it is the same whether you pay nothing or $29. Every answer also carries the freshness it was computed at, including an explicit note that Search Console runs two to three days behind and applies a privacy threshold to low-frequency queries. Knowing the number is two days old beats a fresher-looking number that quietly is not.

Pipe plus destination against one place

The Supermetrics shape is deliberate: you already have Sheets or Looker Studio, so it fills them. That is a real advantage when the people reading the output live in those tools.

It becomes a cost when the question outgrows the destination. A blended ROAS across four platforms in a spreadsheet is a set of formulas somebody maintains; in Looker Studio it is a blend with a documented join limit. TableBI collapses the two layers — one tablebi ask with roas(SUM(revenue), SUM(cost)) across platforms, then tablebi pin to publish it as a URL that refreshes itself. Fewer connectors, fewer moving parts, and no spreadsheet whose logic lives in one person's head.

What TableBI actually is, and is not

TableBI is a marketing-data backend for coding agents: it connects Search Console, GA4, Google Ads and Meta Ads (beta) into one queryable store, answers in read-only SQL over both a unified cross-channel view and the lossless per-platform raw tables, and pins any answer to a live public dashboard URL that refreshes itself.

The shortest way to see whether that shape fits is to connect one source on the free tier and ask it something:

# install, connect one source, ask
npm i -g @tablebi/cli
tablebi login
tablebi install          # plants a skill so Claude Code knows the commands
tablebi connect google_ads

tablebi ask "WITH w AS (SELECT MAX(date) AS anchor FROM metrics)
   SELECT platform,
          roas(SUM(revenue), SUM(cost)) AS roas,
          cpa(SUM(cost), SUM(conversions))       AS cpa
   FROM metrics, w WHERE date > w.anchor - 30
   GROUP BY platform ORDER BY roas DESC"

# pin the answer to a URL that refreshes itself
tablebi pin --title "Cross-channel efficiency"
→ https://you.tablebi.com/d/dsh_…

Every answer carries a trust block: per-source freshness, the rows it scanned, and explicit caveats — Search Console runs two to three days behind and applies a privacy threshold to rare queries; GA4 backfills for a day or two; GSC clicks and GA4 sessions are different populations and are not supposed to match. Here is a pinned dashboard running on real data.

Which to pick

Questions people ask

Other comparisons

Working the numbers rather than the tools? The free marketing calculators do ROAS, CPA, CTR and the rest in the browser, and the report templates are widget sets you can pin.