Struggling to choose the right marketing reporting tool? As a marketer, you know that tracking the right data is key – and picking the right tool can make or break your reporting efficiency.
If Supermetrics and Whatagraph are on your radar, you’re probably trying to figure out which one aligns better with your reporting workflow, customization, and budget.
Supermetrics is a powerful data pipeline tool that helps you pull data from diverse marketing platforms into your preferred destinations – spreadsheets, dashboards, or data warehouses, enabling full control over analyzing and extracting actionable data.
Whatagraph, on the other hand, is an easy-to-use platform designed to help marketers quickly build and automate client-ready reports. It allows you to visualize data within its own dashboard – no spreadsheets or third-party tools are needed.
So, how do you make the right decision? Don’t worry, we’re here to help.
In this guide, we’ll compare Supermetrics and Whatagraph across various use cases, features, pricing, and ease of use, and show where Two Minute Reports fits in as a simpler, more effective, and more affordable alternative. By the end, you’ll have a clear picture of which tool gives you the best return on investment for your marketing reporting needs.
Let’s dive in.
Supermetrics vs. Whatagraph: A Quick Comparison
Before diving deeper, let us see a quick comparison of Supermetrics, Whatagraph, and Two Minute Reports based on the following crucial factors.
Supermetrics and Whatagraph – In a nutshell
Supermetrics – The Powerhouse for Data-Savvy Marketers
If you want to extract and transform large volumes of raw, unfiltered data into actionable marketing insights, Supermetrics is the go-to solution.
Supermetrics streamlines data delivery from 130+ data sources into your preferred reporting destination, such as Google Sheets, Power BI, and other advanced data warehouses. Trusted by over 200K organizations globally, it automates data pipelines to speed up reporting, driving scalability and efficiency.
Core Strengths:
- Seamlessly edit, manage, and blend marketing and advertising data in one place.
- Leverage pre-built and custom data pipelines to move and structure data from multiple tools to your reporting platform for advanced analysis.
- Build custom analytics tools that automatically fetch and update the latest data using the Supermetrics API.
- Get granular access to platform data, including metrics not visible in the standard reports.
- Create advanced data transformations, such as dynamic currency conversion, custom metrics, and merging ad spending across platforms.
- Transfer data to your preferred data warehouse, such as BigQuery, Snowflake, Amazon Redshift, and many more.
- Enable schedule data refreshes to stay up-to-date with the latest analytics and marketing insights.
Why do teams rely on Supermetrics?
Supermetrics does more than deal with complex data. It helps teams standardize KPIs across various platforms and scale reporting without having to reinvent the wheel. For many companies, Supermetrics is fundamental to enriching data intelligence by helping them track subscription revenue, churn, product usage, and more by blending CRM, PPC, and analytics data. Overall, it lays a strong foundation for advanced business intelligence (BI) and data warehousing.
Whatagraph – The Go-to reporting tool for visual data storytelling
If you want to build polished and professional client reports without wrestling with your spreadsheet, Whatagraph is your reporting assistant.
Whatagraph brings together your marketing data in one platform. Unlike Supermetrics, which involves moving data from source to destination, Whatagraph simplifies reporting by pulling data into a centralized interface. This means you can create marketing reports using Whatagraph’s built-in reporting tool, acting as a single source of truth to boost data-driven decisions.
Core Strengths:
- Customize dashboards using the drag-and-drop builder and widgets to create visually impactful reports.
- Deliver professional white-label reports by adding custom branding and a domain to your reports.
- Utilize 50+ powerful native integrations to extract crucial KPIs and make important decisions without manually switching multiple platforms.
- Categorize and label data sources through custom tags for simple and effective management.
- Leverage the easy-to-use report builder to showcase custom calculations and formulas, optimizing performance at a granular level.
Why do marketing agencies rely on Whatagraph?
With Whatagraph, you just have to connect your data source, and that’s it. The entire reporting process is automated, and you can create client-specific reports within minutes. With multi-user access and collaborative capabilities, you can boost client satisfaction and deliver faster results without lifting a finger.
Both marketing reporting tools share a common goal – to eliminate manual tasks and automate client reporting. However, the approach and execution are completely different.
Supermetrics vs Whatagraph – An Unbiased Comparison
In this section, let me walk you through a detailed comparison between Supermetrics and Whatagraph based on the following factors:
- Ease of use
- Data sources and destinations
- Automation and schedule refresh
- Collaboration capabilities
- Pricing
- User reviews
1. Ease of use
The first and foremost aspect that can make or break your reports is the platform’s ease of use, indicating how efficiently you can convert raw data into actionable insights. Here’s how you can compare Supermetrics and Whatagraph’s ease of use across three major criteria:
- Onboarding
- Customization of templates
- Technical complexity
Supermetrics
Onboarding
If you’ve worked with sophisticated spreadsheets or have a technical background, the Supermetrics interface will feel familiar. But for aspiring marketers, getting up to speed can be a bit more challenging. Even highly satisfied users often find Supermetrics UI complex to navigate.
Although Supermetrics is a powerful tool, it can take some time to grasp all its features and customization options fully. The learning curve will be complex if you’re new to data extraction and visualization tools.
Customization of templates
Supermetrics doesn’t offer built-in visual report templates within its platform. Instead, it acts as a data pipeline tool, moving data from the source to the destination. So, customizing your reports depends entirely on the destination you choose. You can choose from over 100+ templates depending on the destination, use cases, and channels.
From basic pivot tables to complex dashboards, you must create reports manually. It is best suited for marketers who want complete control over report structures rather than those who prefer guided or visual builders.
Technical complexity
Supermetrics is well-known for its high technical expertise. The following points explain why:
- Familiarity with SQL knowledge for advanced features.
- Requires understanding of API limitations and data structures.
- Setting up a data destination can be a highly complex process.
- Organizing, cleaning, and formatting the data requires custom queries and formulas.
Overall, Supermetrics is robust but not the easiest to use without technical expertise. Teams with dedicated technical resources will find onboarding and customization easier.
Whatagraph
Onboarding
Whatagraph offers an intuitive onboarding flow without coding. Within a single dashboard, you can select a data source, create reports, and transfer data to BigQuery with zero hassle. The support team is constantly available via live chat to help if you’re stuck anywhere in the onboarding workflow.
Customization of templates
Whatagraph offers a stunning collection of ready-to-use templates across various categories, including analytics, paid ads, social media, email, and more. You can customize templates with your client logo, extract insights, and create seamless reports. You can also add or remove widgets from its library to tailor reports to your client’s needs.
One thing that sets Whatagraph apart is its Smart Builder. It lets you generate reports quickly by selecting from a pre-set list of marketing channels and metrics. So you don’t need to configure everything manually – just build it your way, fast.
Overall, Whatagraph offers a clean and modern interface that makes it effortless to navigate and accomplish tasks. There is absolutely no technical intervention, and users really love creating dashboards on Whatagraph.
Here’s an overview of comparing the ease of use:
Bottom line: If you’re looking for simplicity and ease of use, Whatagraph is more user-friendly. But for advanced users who require sophisticated data extraction and transformation across multiple platforms, Supermetrics will be a better fit.
2. Data Sources and Destinations
When assessing data sources and destinations, ask yourself the following questions:
- How many connectors does this platform support?
- How easily can the data be exported to the preferred destination?
- Does it break your bank when you need additional connectors?
Let’s now explore how Supermetrics and Whatagraph address the three key evaluation questions outlined above:
Supermetrics
Supermetrics integrates with over 130 platforms across various categories, including web analytics, CRM, social media, sales, SEO, affiliate marketing, and more, as well as 15 destinations to access granular data and enhance reporting efficiency.
Whatagraph
Whatagraph connects with over 50 platforms across various categories, including PPC, SEO, email marketing, call tracking, CRM, and more. Unlike Supermetrics, Whatagraph supports only a limited number of destinations, including Google Sheets, Looker Studio for reporting, and BigQuery for enterprise warehouse needs.
Pro tip:
Here’s a quick way to assess a platform’s integration effectiveness for marketing data analysis:
- Pick one key metric - e.g., Google Ads - CPC.
- Map the complete path:
Where it originates -> How it’s extracted -> Where it’s stored -> How it’s transformed and visualized -> What decisions are made
- Ask the follow-up questions:
1. How many clicks are needed to see this metric?
2. Can clients access this directly?
3. How fresh is the data while making decisions?
4. What happens if the source changes its API?
Bottom line: If you want to export data to multiple destinations, Supermetrics is ideal as it emphasizes a connector-first approach. On the other hand, Whatagraph is designed to keep you within its reporting ecosystem and is suitable for marketers who expect easy client reporting with minimal effort.
3. Automation and schedule refresh
Flashy campaigns can impress, but only accurate data can prove the results. Here’s how Supermetrics and Whatagraph help you leverage real-time insights.
Supermetrics
With Supermetrics, you can schedule automated refreshes at your preferred intervals. The best part is that you can set up several automated refresh schedules for different queries or tabs within a single Google Sheet, boosting flexibility and efficiency.
You can opt for two types of refresh:
- Refresh data - Extracts the latest updated data from your connected sources.
- Refresh and email - Sends the automated data via email to the intended recipients.
You can email a specific or the entire sheet in your preferred format. If needed, you can also receive a test email to preview your automated reports.
However, a major drawback is that the Starter plan only supports weekly data refreshes. To access daily or monthly data refreshes, you must upgrade to premium subscriptions. This will significantly affect your agency's scaling costs, as well as the ability to monitor and optimize performance in real-time.
Whatagraph
The data in the Whatagraph dashboard is automatically updated every 15 to 30 minutes with the most recent data available from the connected platforms (Google Ads, Facebook Ads, etc).
This means when you request a report through the Whatagraph API, it makes backend API calls to the required marketing platforms, fetches the relevant metrics, and delivers aggregated data in a unified format.
But here’s the catch. Unlike Supermetrics, you cannot customize the data refresh schedule in Whatagraph. It is fixed. Eventually, you’ll lose control when data updates happen. For example, if a campaign underperforms suddenly, you can’t trigger an immediate refresh to check.
Here’s a simple breakdown on Supermetrics vs Whatagraph data refresh capabilities:
Bottom line: If real-time monitoring is critical, Supermetrics offers better control, but that flexibility often comes with a steep price. On the other hand, Whatagraph keeps this simple with built-in automation. However, this fixed schedule may not be suitable for fast-moving campaigns, which require real-time adjustments.
Overall:
- Choose Supermetrics if you need precision and can afford the upgrade.
- Choose Whatagraph if you need the same refresh speed regardless of the plan.
4. Collaboration capabilities
Nobody likes creating reports in siloes, right? You need to create reports faster, while also keeping your clients and teams aligned to eliminate inconsistencies. Now let’s compare Supermetrics and Whatagraph to find out which marketing reporting platform truly shines with seamless collaboration capabilities.
Supermetrics
Supermetrics streamlines collaboration by allowing teams to build and manage reports effectively via shared connections. With this, you only need to authenticate a data source once and then enable sharing, so your teammates can use that connection to create or refresh reports in one click, without requiring separate logins.
Building on that, Supermetrics supports five different user roles, each with specific permissions. They are as follows:
- Owner
- Admin
- Editor
- Viewer
- Finance
These roles help refine team workflows and define what each user can accomplish within the Supermetrics Hub. However, if you have larger teams, especially across different clients or regions, you can create a separate workspace to manage and streamline marketing and analytical operations effectively.
Whatagraph
Whatagraph enables seamless team collaboration, making it easier to work together on reports and dashboards. You can add more team members with specific roles, such as Admin, Manager, and Editor, based on the access type you require. With role-based permissions, you can also specify which folders users should have access to, thereby enhancing transparency and security.
One of the standout aspects is that Whatagraph enables users to create a master template for reports. Once this is done, any changes made will automatically get reflected in the associated reports. You can bulk edit marketing channels, images, and logos for multiple reports, saving hundreds of manual hours – a lifesaver for agencies.
Also, you can share reports with stakeholders and other departments via a single click. Your clients can effortlessly access reports and dashboards, instead of reloading the broken spreadsheet multiple times.
Bottom line:
- Choose Supermetrics if you prefer flexibility and collaboration across multiple tools.
- Choose Whatagraph for simplicity and built-in collaboration within one ecosystem.
5. Pricing
When selecting a marketing reporting platform, pricing plays a pivotal role. Let’s explore the pricing models of Supermetrics and Whatagraph in detail.
Supermetrics
Supermetrics offers four different pricing plans — Starter, Growth, Pro, and Business, depending on the following factors:
- Number of data sources and destinations
- Number of users and accounts
- Data refresh, transformation, and storage.
The Starter Plan costs $29 per month, allowing for 3 core data sources and 1 destination. To increase connector integrations and access advanced features, you must upgrade to a premium plan, starting at $159 per month. However, if you need to add more connectors, users, or destinations within the same plan, you’ll have to pay extra. This makes Supermetrics a costly option for teams struggling to scale their operations.
Whatagraph
Whatagraph offers a custom pricing quote based on your unique reporting requirements. The tailored price takes into account the number of data sources, performance monitoring, reporting, and transferring data to the warehouse.
Whatagraph’s smart move is to confirm whether it is a good fit and can actually deliver the results you’re looking for. In this way, you don’t waste resources configuring a platform that isn’t the best fit for your business.
Bottom line:
- Whatagraph offers an all-in-one reporting solution tailored to your needs, enhancing flexibility.
- If you are already using tools like Google Sheets, Looker Studio, Power BI, etc, Supermetrics might be cheaper – until you start adding more connectors.
Pro tip:
If you want a smarter and cost-effective Supermetrics alternative, you can consider Two Minute Reports. The Lite plan starts at $ 9 per month, allowing for 2 connections, 1 user, and schedule refreshes (with daily, weekly, or monthly scheduling options). The Basic plan costs $49/month for 10 connections and goes up to the Business plan priced at $349/month for 75 connections.
6. User reviews
Features and pricing explain the technical capabilities, but customer reviews uncover the day-to-day experience and long-term value. Here’s how users rate Supermetrics and Whatagraph in real scenarios:
Supermetrics
G2: 4.4/5 (787+ reviews)
Capterra: 4.4/5 (105+ reviews)
Pros: What do users love?
- Wide range of data sources and destinations.
- Powerful for complex data analysis.
- Offers complete automation of data pipelines.
Cons: What do users complain about?
- Extremely expensive, especially for smaller businesses.
- Steep learning curve for non-technical users.
- API loads can break in Looker Studio or be slow.
- Slow response times, unhelpful support.
Whatagraph
G2: 4.5/5 (270+ reviews)
Capterra: 4.4/5 (80+ reviews)
Pros: What do users love?
- Excellent customer support - fast, helpful, and responsive.
- Intuitive reporting interface (people enjoy creating visual dashboards)
- Easy-to-understand reports for non-technical clients.
- 99.95% uptime guarantee.
- White-labeling anda custom domain improve brand aesthetics.
- Save lots of billable hours, as reports can be done within 20 minutes.
Cons: What do users hate?
- Widgets can glitch or break if multiple people edit the report simultaneously.
- Some users find the pricing to be expensive.
- Issues with regional time settings.
- Reports reload in the middle of the presentation, which can be annoying.
Bottom line:
Whatagraph consistently receives positive reviews for its user experience, customer support, and reliability, while Supermetrics struggles with pricing, increased complexity, and support issues, despite having a strong technical foundation.
Find your fit: Supermetrics vs Whatagraph
Now that you have a clear idea of how the marketing reporting tools work, it's time to analyze and make a perfect choice. Here’s how you can decide:
When to choose Supermetrics:
- You want complete control over raw data.
- Have a dedicated team of technical experts.
- Robust data visualization using complex data sources and BI tools.
- Prefer flexibility in building reports via custom formulas and complex queries.
When to choose Whatagraph:
- Your team is non-technical but needs faster reporting.
- You send reports to clients regularly.
- Build visually engaging, white-labelled reports.
- You want a unified reporting platform to scale client reporting.
While Supermetrics can be overwhelming for non-technical users and Whatagraph may limit control over data refresh, Two Minute Reports offers a more balanced and user-friendly alternative. Explore how TMR can be your best fit in the next section.
Why is Two Minute Reports a smarter alternative?
If you’re looking for a reporting solution that offers simplicity, ease of use, flexibility, and cost-efficiency in one place, Two Minute Reports shall be the right choice. Here’s how you can compare it with Supermetrics and Whatagraph.
1. Streamlined reporting with zero setup
Two Minute Reports offers an intuitive interface with powerful capabilities – install the TMR add-on, connect your accounts, and start generating reports with no code. In contrast, Supermetrics requires technical expertise, while Whatagraph limits you to pre-designed templates, lacking deep data exploration.
2. Direct integration with Google Sheets and Looker Studio
Regardless of the plan, Two Minute Reports offers effortless integration with Google Sheets and Looker Studio. Since most marketers use these platforms, getting started is fast and familiar, allowing you to build custom dashboards easily.
In comparison, Supermetrics charges a hefty price tag for integrations, which can limit scalability as you grow. Whatagraph is a closed ecosystem, so you have to manually export reports to Google Sheets, adding unnecessary steps to your workflow.
3. Affordability and transparent pricing
Two Minute Reports offers simple and affordable pricing starting at $ 9 per month. You can connect over 30+ data sources, access 100+ custom templates, and customize data refreshes. The best part is that pricing scales as your business grows, with no surprise costs involved.
For Supermetrics, even adding one data source will double your marketing costs. Whatagraph follows a custom pricing model that increases based on the number of data sources, making it harder to predict costs and allocate budgets.
With TMR, you get transparent pricing, simplified reporting, and the freedom to grow at your own pace.
4. Quick setup and automation
True to its name, you can build and automate reports within minutes. Where Supermetrics requires more setup and Whatagraph is rigid in accessing real-time data, Two Minute Reports enables faster deployment with flexible scheduling.
5. Ideal for small teams, agencies, and freelancers
If you own an SMB, agency, or are a solo marketer who needs faster insights without needing enterprise complexity, Two Minute Reports is the best choice. You can enjoy easy, accessible, and customizable reporting at your fingertips with zero setup costs.
The final verdict
Each reporting tool serves a different purpose. Here’s a clear one-liner breakdown to help you make the final decision:
- Supermetrics is powerful but better suited for high-technical teams with complex data needs.
- Whatagraph empowers agency-client reporting, but it becomes expensive over time.
- Two Minute Reports hits the sweet spot for ease of use, speed, and value – ideal for marketers who want to scale automated reporting with zero effort.
Ideally, you must choose a reporting tool that aligns with your goals, budget, and scalability needs. But if you value simplicity, in-depth customization, and automation, without high cost, Two Minute Reports is the smart choice. Try it free for 14 days and see the difference.
You don’t need complex, enterprise-grade software to access meaningful insights. Choose a tool that offers the clarity and control you need, without unnecessary complexity – Two Minute Reports exactly does that.
