MetricsWatch vs Supermetrics: Connector or Report Sender?

Supermetrics and MetricsWatch are often compared, but they do different jobs. Supermetrics is a connector: it moves marketing data out of platforms like GA4, Google Ads and Meta and into a tool you already use, such as Looker Studio, Google Sheets, Excel, Power BI, or an AI chat like Claude or ChatGPT. You then build the report in that tool. MetricsWatch is a report sender: you connect a client's accounts, pick a template, and it emails the finished report to the client on a schedule.

This comparison is on the MetricsWatch blog, so read it knowing whose product we sell. Every Supermetrics fact below was checked against Supermetrics' own pricing page, product pages and documentation on 1 November 2026.

The short version

Pick Supermetrics if you want your marketing data inside a spreadsheet, a BI tool, a data warehouse or an AI chat, and you, or someone on your team, will build and maintain the reports and dashboards there. That is what a connector is for: getting the data where your analysis already happens.

Pick MetricsWatch if the thing you deliver is a recurring client report on GA4, Search Console, ads, social and email, and you want it set up from a template and sent in the body of the client's email, with white-label branding included on every plan, without building the report in another tool first.

Setup: what you need to know before the first report goes out

With Supermetrics, setup has two halves. The first is Supermetrics itself: choose a destination, connect your data sources and pick the accounts to pull from. Its Looker Studio page lays out the steps as connect a data source, create a report, filter the data and share the report. The second half is the destination tool, because that is where the report is built. Supermetrics helps here with a large gallery of ready-made templates for Looker Studio and Google Sheets, and it says those templates get you to insights "in minutes, not days".

The know-how Supermetrics asks for is the know-how of your destination. A Looker Studio report is a Looker Studio report, with its charts, data blends and filters; a Sheets report is a spreadsheet, with its tabs and formulas. If your team already works in one of those tools, that is not extra learning. If nobody on the team does, it is the part of the job that takes the time.

MetricsWatch starts from a report template: connect GA4, Search Console, Google Ads or the client's other accounts, preview the report, add your own commentary, and set the schedule. The person setting it up needs to know which numbers the client cares about. There is no second tool to build in.

The cost that comes back with every new client

Setup is not a one-time cost for an agency. It resurfaces every time you sign a client.

In Supermetrics, a new client usually means two things. The first is a new report or dashboard in your destination tool, which a template or a copy of an existing report speeds up. The second is quota. Supermetrics counts what it calls data source accounts: one GA4 property, one Google Ads account, one Facebook Ads account. Its Starter package includes 3 accounts per data source and Growth includes 7, so a fourth client's GA4 property needs more than Starter includes. Supermetrics says you can buy more accounts or upgrade, and that if you go over your limits it will notify you and may pause your data transfers until you do. Its Starter package also includes 3 data sources, so a client on GA4, Search Console and Google Ads fills it before you add Facebook.

In MetricsWatch, a new client means a new report, built from a template and pointed at that client's accounts. Plans are sized by report count (2, 25 or 100), and adding a report inside your plan costs nothing extra.

Running without babysitting

Supermetrics keeps the data fresh. How often depends on your subscription and the data source: its documentation says most sources support at least daily refreshes and many support hourly ones. How the report reaches the client depends on the destination. In Google Sheets, Supermetrics' scheduled refreshes update the file weekly, daily or hourly, depending on your subscription, and can share the report by email, and it can alert you by email, Slack or Teams if a refresh fails. Its documentation sets a hard limit of 5 scheduled refreshes per file and recommends 1 or 2. In Looker Studio, the scheduled email comes from Google rather than Supermetrics: Google's help pages (which now call the product Data Studio) describe sending a PDF of the report to a recipient list on a schedule, with an optional link back to the report. Supermetrics' agency page also says it can schedule white-labeled reports straight to a client's inbox.

MetricsWatch sends daily, weekly or monthly, with the full report in the email body, so the client reads it without logging in anywhere or opening a file. If you also want a link or a PDF, you can turn on a shareable report URL with an optional password, and the client can open the report in a browser or download it as a PDF. You can preview a report before it goes to the client.

Branding

Supermetrics' agency page offers white-label reporting: client logos and colour themes, with your internal tooling kept out of sight. In practice, much of the branding lives in your destination tool, because that is where the report is designed. In a Looker Studio or Sheets report you control the layout, colours and logo yourself.

MetricsWatch includes white-label branding on every plan: your logo and colours, and a logo per client report. MetricsWatch does not offer a custom domain, and reports are sent from our default sending address.

Side by side

Where Supermetrics goes further

• It puts your data wherever your analysis happens: Sheets, Excel, Looker Studio, Power BI, AI chats such as Claude and ChatGPT, and data warehouses on Enterprise.
• Data transformations, blends, currency conversion and an API, for teams that want to build their own models on marketing data.
• Supermetrics Studio: dashboards built with AI, connected to live data, and shared with clients through permissions.
• Refreshes as often as hourly, depending on your subscription and the data source.
• Full control over report design, because you build it yourself in the destination tool.

Where MetricsWatch goes further

• The finished report goes in the body of the client's email: no spreadsheet or dashboard to build first.
• One tool to learn. With Supermetrics the report is built in a second tool; even Supermetrics Studio starts from a dashboard you ask an AI chat such as Claude or ChatGPT to build.
• Plans sized by report count, so a new client's GA4 property does not count against a per-source account quota.
• White-label branding on every plan, at no extra cost.

Pricing, side by side

Supermetrics prices by destination, data sources, users and accounts per data source. On its pricing page, Starter is from $55 per month billed monthly, or $44 per month billed yearly, with 1 destination, 1 user, 3 data sources and 3 accounts per data source. Growth is from $222 per month billed monthly, or $177 per month billed yearly, with 1 destination, 2 users, 6 data sources and 7 accounts per data source; Growth can be extended to 15 accounts per data source with a paid extra. Enterprise is priced on quote, and Supermetrics says its agency pricing is customised to the scale of the agency. Supermetrics Studio's AI credits are the one metered item.

MetricsWatch is $49 per month for 2 reports (Startup), $149 per month for 25 reports (Pro) and $399 per month for 100 reports (Agency), billed monthly; annual billing is 10 times the monthly price. White-label is on every plan.

The two are not like for like. A Supermetrics plan buys you data in your destination; the report itself is built in Looker Studio, Sheets or another tool, and that tool's cost and your time to build it sit on top. A MetricsWatch plan buys the finished, scheduled report.

Common questions

Can I use Supermetrics and MetricsWatch together? Yes, they do different jobs. You can keep Supermetrics feeding a spreadsheet or warehouse for analysis and use MetricsWatch for the recurring client email.

Is there a free option? Supermetrics offers a 14-day trial of any connector or destination, with no payment details asked for. MetricsWatch has a 14-day trial with no credit card.

Can my client read the report without logging in? With MetricsWatch, yes: the report is in the email body, with an optional shareable link and PDF. With Supermetrics it depends on the destination: a scheduled Looker Studio email carries a PDF, and a Sheets report can be shared by email when it refreshes.

Who is behind MetricsWatch? A small company, deliberately. It has been reporting on marketing data since 2015, and support emails are answered by the people who can fix things.

More on Supermetrics

If you are looking at other tools in the connector category as well, our earlier roundup covers them: 7 Supermetrics alternatives to build marketing reports. If you are weighing Looker Studio itself, see MetricsWatch vs Data Studio.