Supermetrics vs EasyInsights: Which is Better for Marketing Data Extraction and Analysis?

Piyush Gupta | Manager, Product Growth
Reading Time: 5 minutes
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Whether you are a marketer managing an in-house marketing team or an agency of your own, you probably already know that running campaigns across different platforms and aggregating all of that data together can be an ultimate nightmare. 

When your marketing data is siloed across numerous platforms, it becomes impossible to attribute sales to a specific marketing campaign. Also, you don’t get a complete 360-degree view of your prospects and customers.

Fortunately, there are many tools available online like Supermetrics and EasyInsights that can help automate the data extraction and aggregation process. 

Though Supermetrics can only extract data from limited marketing platforms, EasyInsights goes a step further and can extract and stitch data from numerous marketing platforms to give you in-depth insights about your brand’s marketing performance. 

Supermetrics and EasyInsights both have wide differences. If you want a simple tool that doesn’t do more than fetching data from different sources, then you can go for Supermetrics. 

But if you want a tool that fetches data from different marketing platforms and stitches it together to give you access to full-funnel stitched data and in-depth insights, then EasyInsights is the perfect tool for that.


Supermetrics is a simple and straightforward data extraction platform that helps marketers pull data from SEO, social, PPC, and analytics tools. The tool can be integrated with over 40 different platforms including Google Analytics, Google Ads, Facebook Ads, Bing Ads, and Twitter. It can also pull data from different accounts under the same channel for comparison purposes. 

Though it’s important to note that all Supermetrics does is extract data from a limited list of platforms and imports it into your choice of data storage application including Google Spreadsheets, Microsoft Excel, Data Studio, BigQuery, Uploader, and Snowflake. It is not an analytics or a reporting tool. You will essentially need a separate analytics tool to extract insights from the data pulled through Supermetrics.


Who should use Supermetrics

Supermetrics is only suitable for small businesses that need help collecting data from different sources and don’t want in-depth insights about their data. But even then, its price does not justify the limited features that Supermetrics offers. 

Here are the main pros and cons of Supermetrics:


  • Helpful in extracting granular data from Google Analytics, Adwords, Facebook, and other 40+ platforms
  • Offers a Google Sheets add-on for easy extraction
  • Automates data extraction by allowing users to pull data from different sources at regular intervals 
  • Reduces manual reporting time significantly
  • Easy to use interface 


  • No direct integration with most BI tools, except for Google Data Studio 
  • Only basic database warehousing solution available(as an ETL service to push data into bigquery). The processing to create deep analyses and insights need to be handled at your end.  
  • No option to build advanced data models like custom attribution, LTV, Lead Grading etc.


Supermetrics pricing is a bit complicated and over the place. You have to pay separately for pulling data into different applications. The pricing for connecting Supermetrics for Google Spreadsheet starts at €99 per month. But if you want to extract data directly to Excel, Data Studio, or BigQuery, you have to pay an extra € 39-99 per month for each of them.

Supermetrics further has three separate tiered plans for every tool: Pro, SuperPro, and Enterprise. 


EasyInsights is an end-to-end marketing analytics tool that can extract and aggregate data from any and every marketing platform to generate in-depth reports and in turn, give you a granular view of your brand’s overall marketing performance. It can import and stitch data from platforms like Google Ads, Google Analytics, Facebook Ads, CRM tools, and Search Console.

The integrations of the tool run deep, pulling granular data from different platforms to give you access to full-funnel stitched data which can help you track customer journey and behavior in an accurate way.

The major difference between Supermetrics and EasyInsights is that Supermetrics is just a tool that can extract marketing data into spreadsheets, but EasyInsights is an end to end data insights platform that can extract and stitch your marketing data to uncover in-depth insights about your business.

It stitches data from different marketing channels at a user-level to build a single source of truth for your campaigns and give you a clear picture of the user journeys, leads, and conversions.

Who should use EasyInsights 

It is great for both ad agencies managing campaigns or in-house marketers who want to get a centralized view of all of their data in one place and drive insights from automated marketing reports and dashboards in order to make better data-driven decisions.


  • Easy to use interface 
  • Data is stitched at the user-level which helps in tracking complete user journey across different platforms
  • Ability to export data to Microsoft Excel
  • Ability to create and map custom metrics as well as dimensions
  • Reduces manual reporting time significantly
  • No developers needed to set up or use the tool 
  • Google spreadsheets add-on for easy reporting and monitoring 
  • Automated reports which can be sent directly to your inbox at any frequency (daily, monthly or weekly)
  • Seamless availability of deep data models like – custom attribution modeling, cohort analysis, customer segmentation etc. 


  • Pricing is slightly on the higher side, which makes it a bit overkill for a user with just basic requirements.  
  • No free trial available currently


There are three plans available — Basic, Business, and Advanced. Pricing starts at $349 per month. 

EasyInsights — The clear winner

When we compare Supermetrics and EasyInsights side by side, it is clear that the winner is EasyInsights. Supermetrics is a tool with limited features that only helps you in extracting data from different marketing platforms. 

But when it comes to marketing, just extracting data is not enough. You need to be able to extract insights from the data to make better and more accurate marketing decisions, which is where EasyInsights can help.

FeaturesEasyInsights Supermetrics 
Extracts data
Number of data sources the tool can extract data from More than 10032 – 48 (depending on the pricing plan)
Google Spreadsheets add-on
Stitches data
Tracks complete user journey
Delivers automated reports 
Cohort analytics 
Custom attribution modeling
Create custom metrics and dimensions
Integration with BI tools to analyze data Custom third party integration with almost all BI toolsSupport for only Data Studio and Big Query
SupportEmail support availableEmail support available

Book a live demo of EasyInsights here to know how the tool can help your business make powerful data-driven decisions

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