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Improvado vs Supermetrics
Improvado and Supermetrics are both Data Integration & ELTs tools. Here is how they compare on pricing, free plans, AI integrations and platforms, and when each is the better fit.
Side by side
| Feature | Improvado | Supermetrics |
|---|---|---|
| Category | Data Integration & ELTs | Data Integration & ELTs |
| Pricing | From $100/mo | From €39/mo |
| Free option | Not listed | Not listed |
| AI integrations | MCP server, Claude, ChatGPT, Codex, Cursor | MCP server, Claude, ChatGPT, Gemini, Microsoft Copilot, Perplexity |
| Platforms | — | BigCommerce, Magento, Shopify, WooCommerce |
| Best for | Marketing teams, Enterprise brands, Data analysts | — |
| Links | Improvado listingVisit website (opens in a new tab) | Supermetrics listingVisit website (opens in a new tab) |
Which to choose
Choose Improvado if
- need pre-built connectors for more than 1,400 marketing, CRM, and retail media sources
- want automated data modelling that standardises metrics without custom SQL scripts
- require enterprise governance like SOC 2 Type II, HIPAA options, and EU data residency
- use developer-focused AI tools through Cursor or OpenAI Codex MCP connections
Choose Supermetrics if
- want a lower entry price starting at €39 per month on a flat pricing model
- send data directly to spreadsheets and BI tools like Google Sheets, Excel, Looker Studio, or Power BI
- want to pause, update, or create live ad campaigns directly from AI chat interfaces
- connect your marketing data to Microsoft Copilot, Gemini, or Perplexity
Verdict
Improvado suits enterprise brands, agencies, and data analysts managing complex data across more than 1,400 sources. It standardises raw metrics into unified schemas without requiring SQL and provides strict governance, including HIPAA options and EU data residency. The main trade-off is cost: its usage-based pricing starts at $100 per month and can exceed the budget of smaller teams, while custom sync frequencies require contacting sales.
Supermetrics suits marketing teams, agencies, and analysts that want a lower starting price of €39 per month and direct connections to spreadsheets, BI tools, and data warehouses like BigQuery and Snowflake. Alongside reporting, it lets users adjust live ad campaigns from AI chat interfaces. However, it supports a smaller library of over 100 channels, and costs rise significantly as you add users, accounts, or destinations.
FAQ
- How does pricing compare between Improvado and Supermetrics?
Improvado uses a usage-based pricing model starting from $100 per month, though its data volume tiers can exceed small team budgets. Supermetrics uses a flat pricing model starting from €39 per month, with costs increasing as you add extra users, accounts, or destinations. Supermetrics also offers a 14-day free trial across connectors.
- Which tool connects to more marketing data sources?
Improvado connects to more than 1,400 ad platforms, CRM systems, retail media networks, and analytics tools. Supermetrics extracts data from over 100 marketing channels.
- How do Improvado and Supermetrics work with AI assistants?
Both tools provide a Model Context Protocol (MCP) server and integrate with ChatGPT and Claude for natural language querying. Improvado also connects to Cursor and OpenAI Codex for reporting and campaign auditing. Supermetrics additionally integrates with Microsoft Copilot, Gemini, and Perplexity, allowing users to pause, update, or create live ad campaigns directly from chat interfaces.
- Which platform is better for enterprise security and governance?
Improvado explicitly lists enterprise compliance features, including role-based access control, SOC 2 Type II certification, HIPAA options, and regional EU data residency. It also enforces automated rules for deduplication, schema validation, and tracking error alerts.