Supermetrics for Google Sheets

Starts at $126/month

Features & Functionality


Ease of use




Customer Support



  • Very flexible and powerful data filters
  • Easy scheduling of reports
  • Extensive range of templates covering many use cases
  • Makes it possible to easy visualize KPI's


  • No live chat support
  • Could be quite expensive for SMB's

Let's get it straight, if you are an agency owner, client reporting is not an interesting aspect of running an agency. However, it is one of the most important components of a successful agency. There is simply no getting around it. 

It is the only way to prove the worth of your agency with data points, numbers & metrics that keeps your clients comfortable paying that monthly or yearly Invoice.

So, what's the solution?

Well, better automate it. However, how to do it?

Although there are many tools to do it, Supermetrics is one of the most robust, versatile, and powerful as well.

It is a reporting tool that has a suite of products/extensions for Google Sheets, Excel, Google Data Studio, BigQuery, etc. 

BigQuery and Excel are used predominantly by development & marketing teams in mid-market to enterprise companies while most small marketing teams and agencies will prefer to use Google Sheets.

In this review, we will see at Supermetrics for Google Sheets which is one of the easiest tools that can be used by average marketers and Agency owners. 

Installation & Features

The first step to using Supermetrics for Google Sheets is to install the Supermetrics add-on for Google Sheets that's available in the Chrome Store.

Supermetrics Installation

Once the add-on is installed, the sign-up can be completed with other essential information to set up the account. 

You will be able to launch Supermetrics by selecting Add-ons > Supermetrics > Launch sidebar. 

Supermetrics signup

Now you will be able to start selecting the data sources you want to pull the data to make dynamic tables, graphs, and reports in Google Sheets. 

There are a lot of data sources to choose from analytics tools to various advertising platforms based on your specific use case. 

I tried to connect my Google Search Console account and the process took just a few clicks. 

Supermetrics search console connection

Once the Search Console account is connected, you can select the sites for which you need to pull the data. There are a lot of filters to choose from to display the tables and graphs as per your requirement. 

Some of the filters include Dates, Metrics like Impressions, Clicks, CTR, etc. 

All the data are dynamic and can be manually refreshed as well. 

Supermetrics graph

The data refresh can be scheduled to be done automatically at specific time intervals and can also be set up to be emailed. This saves a ton of time and makes the reporting process completely automated. 

It is also possible to set up conditions for the email to be sent, only if a certain cell is not empty. Email can be sent to multiple recipients.

Supermetrics schedule and refresh Templates

Even if you don't know of a starting point to integrate and choose the data filters, Supermetrics comes with a lot of pre-built templates to choose from. 

Try the templates and build your client report

This makes it incredibly easy to start with the reporting process with just a few clicks. All it needs is to select the template and connect the necessary data sources. 

Supermetrics Templates

The templates are neatly categorized based on the use case. Some of the available templates are,


  • LinkedIn Ads Spend Tracker,
  • Paid Channel Metrics Comparison,
  • Branding Performance Report,
  • Campaign Budget Tracker,
  • Client facing PPC Report with KPI's,
  • Google Ads Monthly Report,
  • Google AdSense Report,
  • Client facing Facebook Ads Report with KPI's,
  • Google AdSense + Google Analytics Report, etc.


  • Year-on-Year traffic Comparison Report,
  • HubSpot Email Campaign Performance, 
  • Country and state-based Comparison Report,
  • Bubble Chart of Google Analytics Traffic Source, 
  • Google Analytics Data Heatmap,
  • Google Analytics Retention & Cohort Sales Analysis,
  • Google Analytics Traffic Source Dashboard,
  • Amazon Ads Account Overview.


  • SEM & SEO Data Comparison,
  • SEO Content Audit,
  • Top Keywords & Traffic Report. 

It is also possible to add your own Custom Templates for specific requirements of your agency. 

Supermetrics custom templates

Overall, the Template Collection is quite impressive with options that will cover the use case of the majority of agencies. 


The number and quality of integrations are going to be crucial to extract the full use of a tool like Supermetrics.

The philosophy of Supermetrics is rather than just providing hundreds of Integrations, provide the most widely used ones, but with very deep capabilities and options, which I have to completely agree with.

Having an integration available but not with the deep syncing & filtering options is not of much use.

Some of the important data sources include,

Advertising & PPC

  • Adform,
  • Facebook Ads,
  • Facebook Insights,
  • Google Ads,
  • Google Ad Manager,
  • Google Search Ads 360,
  • Instagram Insights,
  • LinkedIn Ads,
  • Pinterest Ads,
  • Quora Ads,
  • Snapchat Marketing,
  • Twitter Ads,
  • YouTube.

Retargeting tools

  • AdRoll,
  • Criteo.


  • Bing Webmaster Tools,
  • Google My Business,
  • Google Search Console,
  • Moz,
  • Search Metrics,
  • SEMRush Analytics.

Email Marketing

  • HubSpot,
  • MailChimp.


  • Adobe Analytics,
  • Google Analytics,
  • Yandex

Conversion Rate Optimization

  • Optimizely


  • Shopify

Payment Gateway

  • Stripe


There are three plans to choose from, Pro, Super Pro, and Enterprise. 

The main difference between the plans includes the available number of data connections to integrate, the schedule and refresh period, and the number of queries per day. 

Supermetrics pricing

Supermetrics plans

Scheduled emailing is only available in the Super Pro and Enterprise plans. It is good that all the plans come with unlimited reports, making it perfect even for large agencies with multiple clients. 


Although there is no live chat support, the support and help documentation is pretty good covering all the features in detail. 

The ticketing system is quite impressive as well and of course, you can get more personalized support in the Enterprise plan. 

Best Alternatives

Although Supermetrics is quite good at what it does, based on your specific use case and budget, you might need a better alternative. Below are some of the few you can consider,


Oribi is a complete analytics, conversion rate optimization, and reporting platform designed for varied business types including marketing agencies, e-commerce businesses, and general small to medium-scale businesses. 

You can get detailed insights and analytics of how your's or your client's website performs, where it has to be improved for better conversions, all in an intuitive and easy to implement dashboard.

Oribi also gives you personal advice from conversion rate optimization experts to get the maximum out of the tool for the best ROI you can get from your campaigns. 

Use the coupon code "BUILDREALBUSINESS" and get 5% off all Oribi plans


KPIBees is a very similar tool to Supermetrics as it an add-on for Google Sheets that can be used to pull in the data from multiple sources like Google Ads, Google Search Console, etc. 

However, it is incredibly cheaper and much more affordable than Supermetrics for small businesses and agencies. More integrations are constantly added to the platform.

Use the coupon code "buildrealbusiness" and get 10% off all plans in KPIBees


Databox is a client reporting tool with tons of dashboard templates and integrations to choose from. 

It has an excellent free plan which allows up to 3 data sources, 3 users, 3 dashboards, daily data refresh, and 11 months storage of historical data. 


Octoboard is another fantastic client reporting software designed exclusively for agencies. 

You can build completely white-labeled client portals & reports, capture leads with a built-in SEO audit feature, monitor trends, and keep a track of all the important metrics. 

It has more than 60 integrations to choose from in different areas of marketing and many templates as well. Octoboard also has a built-in keyword ranking feature making it perfect for SEO agencies. 


Metricool is a multi-featured SaaS tool that you can use to plan & schedule your social media content, manage Google Ads & Facebook Ads, get detailed analytics of your campaigns, monitor your competitors on various social channels, etc. 

When it comes to reporting, Metricool has a Google Data Studio connector that connects with more than 25 data sources including Facebook, Instagram, Twitter, Linkedin, etc. 

With prices starting from just $12 per month for $49 per month for the plans with Data Studio Connector, it is serious value for money with all the features Metricool comes with. 


To wrap up, Supermetrics for Google Sheets is a really interesting and clever client reporting solution for agencies. 

You do not need to learn a new UI or a dashboard as most are quite used to working with Google Sheets. The data crunching and reporting capabilities Supermetrics adds to Google Sheets is seriously impressive.

With automated refreshing of data and periodic scheduling of reports by email, it could really save tons of time for your agency.

 Build your first report with Supermetrics

Definitely recommended trying, particularly if you are an agency serving multiple clients and doing the reporting process manually. 

Supermetrics Review (2023) – The most powerful and flexible reporting tool for marketing teams and agencies?

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