How to Use Supermetrics for Marketing Reporting 2026: Complete Data Connectors & Dashboard Guide

Supermetrics has become the go-to solution for marketing teams who need to consolidate data from multiple platforms into unified reports in 2026. With connectors for 100+ marketing platforms and destinations including Google Sheets, Looker Studio, and data warehouses, Supermetrics automates the tedious work of marketing reporting. This guide covers how to leverage Supermetrics for efficient, automated marketing analytics.

Whether you need to build cross-platform dashboards, automate client reporting, or feed marketing data into your data warehouse, this guide provides practical approaches for using Supermetrics effectively.

What Is Supermetrics 2026?

Supermetrics is a marketing data pipeline tool that connects marketing platforms to reporting destinations. Instead of manually exporting data from each platform, Supermetrics automates data collection and delivery. In 2026, it supports 100+ data sources and multiple destinations including Google Sheets, Excel, Looker Studio, BigQuery, Snowflake, and more.

Supermetrics Key Features 2026

• 100+ connectors: All major marketing platforms
• Multiple destinations: Sheets, Looker, warehouses
• Automated refresh: Scheduled data updates
• Data blending: Combine sources in queries
• Custom metrics: Create calculated fields
• Templates: Pre-built report templates
• API access: Programmatic data access
• Team management: Share queries and reports

Supermetrics vs. Alternatives 2026

Aspect	Manual Export	Fivetran	Supermetrics
Automation	None	Full	Full
Destinations	Files	Warehouses	Sheets + BI + Warehouses
Ease of use	N/A	Technical	Marketer-friendly
Pricing	Free	$$$	$$
Best For	One-time	Engineering teams	Marketing teams

Why Marketers Use Supermetrics 2026

Marketing Problems Supermetrics Solves 2026

• Manual reporting: Hours spent exporting and formatting data
• Data silos: Each platform has its own dashboard
• Inconsistent metrics: Different definitions across platforms
• Stale data: Reports outdated by the time they're shared
• Scaling challenges: More clients/channels = more work
• No single source: Can't compare cross-platform performance

Marketing Benefits 2026

Benefit	How Supermetrics Delivers
Time savings	Automated data pulls replace manual exports
Always fresh	Scheduled refreshes keep data current
Cross-platform view	Combine data from all channels in one report
Custom metrics	Calculate blended ROAS, unified CPA, etc.
Scale easily	Add accounts and campaigns without more work
Client reporting	White-label automated reports

Getting Started 2026

Account Setup 2026

1. Sign up at supermetrics.com
2. Choose your destination (Sheets, Looker, etc.)
3. Install the add-on or connector
4. Connect your first data source
5. Create your first query

Pricing Plans 2026

Destination	Starter	Pro	Enterprise
Google Sheets	$29/mo	$99/mo	Custom
Looker Studio	$39/mo	$159/mo	Custom
Data Warehouse	$99/mo	$299/mo	Custom

Core Concepts 2026

• Data source: Platform you're pulling from (Meta Ads, GA4)
• Destination: Where data goes (Sheets, Looker, BigQuery)
• Query: Configuration of what data to pull
• Metrics: Numbers you want (spend, clicks, conversions)
• Dimensions: How to split data (campaign, date, device)

Data Sources 2026

Key Marketing Connectors 2026

Category	Platforms
Advertising	Meta Ads, Google Ads, LinkedIn, TikTok, Microsoft
Analytics	Google Analytics 4, Adobe Analytics
Social	Instagram, Facebook, Twitter, LinkedIn, YouTube
SEO	Google Search Console, Ahrefs, Semrush, Moz
Email	Mailchimp, HubSpot, Klaviyo
E-commerce	Shopify, WooCommerce, Stripe

Connecting Data Sources 2026

Connection Process:

1. Select data source from catalog
2. Click "Connect" or "Authorize"
3. OAuth login to platform
4. Grant Supermetrics read access
5. Select accounts/properties
6. Connection ready for queries

Tips:
- Use account with sufficient permissions
- Connect all relevant ad accounts
- Re-authorize if token expires

Google Sheets Reports 2026

Supermetrics for Sheets 2026

• Sidebar interface: Build queries visually
• Formula support: Use Supermetrics formulas in cells
• Scheduled refresh: Auto-update on schedule
• Multi-query: Multiple data pulls per sheet
• Triggers: Email reports on schedule

Building a Sheets Report 2026

Step-by-Step Query:

1. Open Supermetrics sidebar
2. Select data source (e.g., Meta Ads)
3. Choose accounts
4. Select date range
5. Pick metrics (Spend, Impressions, Clicks, Conversions)
6. Pick dimensions (Campaign, Date)
7. Add filters if needed
8. Set destination cells
9. Run query
10. Schedule refresh

Sheets Report Tips 2026

• Separate data tabs: Keep raw data on hidden tabs
• Presentation tabs: Build visualizations separately
• Use named ranges: Easier formula references
• Add calculations: ROAS, CPA, CTR formulas
• Conditional formatting: Highlight over/under performance

Looker Studio Dashboards 2026

Supermetrics for Looker Studio 2026

• Native connector: Appears in Looker data sources
• Live connection: Data refreshes in dashboard
• Blending: Combine multiple sources
• Custom fields: Create calculated metrics
• Templates: Pre-built dashboard templates

Dashboard Best Practices 2026

Marketing Dashboard Structure:

Page 1: Executive Summary
- Total spend vs. budget
- Key conversions
- Blended ROAS/CPA
- Period comparison

Page 2: Channel Performance
- Spend by channel
- Conversions by channel
- Channel efficiency metrics
- Trend charts

Page 3: Campaign Deep-Dive
- Campaign-level metrics
- Top/bottom performers
- Budget pacing
- Optimization opportunities

Looker Studio Tips 2026

• Date range control: Let users pick dates
• Filter controls: Add campaign/channel filters
• Comparison metrics: Previous period comparisons
• Consistent design: Use brand colors/fonts
• Mobile view: Optimize for mobile viewing

Data Warehouses 2026

Warehouse Destinations 2026

• BigQuery: Google's cloud data warehouse
• Snowflake: Multi-cloud data platform
• Redshift: AWS data warehouse
• Azure Synapse: Microsoft warehouse
• PostgreSQL: Open-source database

Warehouse Use Cases 2026

Use Case	Benefit
Historical storage	Keep all historical marketing data
Advanced analytics	SQL analysis, ML models
Data blending	Join with CRM, product data
Attribution	Build custom attribution models
BI tools	Connect Tableau, Power BI

Warehouse Configuration 2026

BigQuery Setup Example:

1. Create GCP project
2. Enable BigQuery API
3. Create service account
4. Grant BigQuery permissions
5. Download JSON key
6. Configure in Supermetrics
7. Set up transfer schedules
8. Data flows automatically

Report Templates 2026

Pre-Built Templates 2026

• PPC overview: Cross-platform paid media report
• Social media: Organic social performance
• SEO report: Search Console + rankings
• E-commerce: Revenue and ROAS tracking
• Agency client: White-label client reports

Creating Custom Templates 2026

Template Creation Process:

1. Build report with all queries
2. Test with sample data
3. Save as template
4. Share with team
5. Clone for new clients/accounts

Template Best Practices:
- Use relative date ranges
- Add account selectors
- Include instructions tab
- Document metric definitions

Automation Features 2026

Scheduled Refreshes 2026

• Daily: Most common for campaign data
• Hourly: For real-time monitoring
• Weekly: For summary reports
• Monthly: For month-end reports
• Custom: Specific times/days

Email Automation 2026

Automated Report Delivery:

Google Sheets:
- Trigger: On schedule or data refresh
- Action: Email PDF/link to recipients
- Options: Include chart images

Looker Studio:
- Scheduled email delivery built-in
- PDF attachment option
- Custom email body

API Access 2026

• Query API: Programmatic data access
• Team API: Manage users and accounts
• Webhook triggers: Alert on data changes
• Integration: Connect to other tools

Cross-Platform Reporting 2026

Blended Metrics 2026

Cross-Platform Calculations:

Blended ROAS:
(Meta Revenue + Google Revenue + LinkedIn Revenue) /
(Meta Spend + Google Spend + LinkedIn Spend)

Blended CPA:
(Meta Spend + Google Spend) /
(Meta Conversions + Google Conversions)

Blended CTR:
(Total Clicks across platforms) /
(Total Impressions across platforms)

Attribution Challenges 2026

• Double counting: Same conversion credited multiple times
• Different windows: 7-day vs 28-day attribution
• iOS limitations: Modeled conversions vary
• Solutions: Use warehouse for deduplication

Unified Reporting Framework 2026

Cross-Platform Dashboard:

Executive View:
- Total spend (all platforms)
- Total conversions (deduplicated if possible)
- Blended efficiency metrics
- Budget vs actual

Channel Comparison:
- Side-by-side metrics
- Channel contribution %
- Efficiency by channel
- Trend comparison

Best Practices 2026

Query Best Practices 2026

• Limit data: Only pull what you need
• Use filters: Filter at query level, not after
• Appropriate granularity: Daily vs weekly vs monthly
• Date ranges: Use relative ranges for automation
• Test queries: Verify before scheduling

Report Organization 2026

• Naming conventions: Client_Platform_ReportType
• Folder structure: Organize by client or platform
• Documentation: Document metric definitions
• Version control: Track report changes
• Access control: Appropriate sharing settings

Performance Optimization 2026

• Stagger refreshes: Don't refresh everything at once
• Limit lookback: Don't pull years of data daily
• Use caching: Where available
• Monitor quotas: Stay within API limits
• Archive old reports: Remove unused queries

FAQs: Supermetrics Marketing 2026

What is Supermetrics used for in marketing 2026?

Supermetrics is used by marketing teams in 2026 to automatically pull data from marketing platforms into spreadsheets, dashboards, and data warehouses. Marketers use Supermetrics to create automated reports, build cross-platform dashboards in Looker Studio or Google Sheets, and consolidate data from Meta Ads, Google Ads, LinkedIn, and 100+ other sources for unified reporting.

How much does Supermetrics cost for marketing teams in 2026?

Supermetrics offers destination-based pricing in 2026. Google Sheets starts at $29/month for 3 data sources. Looker Studio starts at $39/month. Data warehouse connectors start at $99/month. Enterprise plans add more sources, users, and support. Most marketing teams need the Pro tier for sufficient data sources and refresh rates.

How does Supermetrics differ from native platform exports in 2026?

Supermetrics automates what would otherwise be manual data exports in 2026. Instead of downloading CSVs from each platform, Supermetrics pulls data automatically on schedule. It normalizes data across platforms, enables cross-platform calculations, and keeps reports always up-to-date. This saves hours of manual work and eliminates export/import errors.

What marketing platforms does Supermetrics connect to in 2026?

Supermetrics connects to 100+ marketing platforms in 2026 including: advertising (Meta Ads, Google Ads, LinkedIn, TikTok, Microsoft Ads), analytics (Google Analytics, Adobe Analytics), social (Instagram, Facebook, Twitter, LinkedIn), SEO (Ahrefs, Semrush, Moz), email (Mailchimp, HubSpot), and e-commerce (Shopify, WooCommerce). New connectors are added regularly.