Supermetrics Pro Plan Retired: What to Buy

Short answer: Supermetrics has retired its Pro tier. As of September 2026 it publishes two prices, Starter at $44 a month billed yearly and Growth at $177, plus a quoted Enterprise tier, and it has moved from a euro-only price list to US dollars. Data transformations, data warehousing, Supermetrics Storage and management API access all moved to Enterprise. If you were on Pro, or were about to buy it, the practical choice is now Growth plus paid extras, an Enterprise quote, or a different connector.

Every figure in this article was read off supermetrics.com/pricing on 2 September 2026. That matters more than usual here, because most of the comparison articles currently ranking for Supermetrics pricing still quote the old euro ladder, and at least one widely cited roundup still lists a monthly figure that has never matched the vendor page. Check the date on anything you read about this, including this page.

What exactly changed

Three things, and they compound.

First, the tier count dropped. Supermetrics used to publish Starter, Growth and Pro, with Enterprise above them. Pro is gone. Growth is now the last plan with a number attached to it, which means the published ceiling for buying Supermetrics with a credit card is considerably lower than it was.

Second, the currency changed. The list was euros only, including for US buyers, which meant your real cost drifted with the exchange rate and rarely matched last year's budget line. It now quotes US dollars.

Third, and least advertised, the feature set attached to the top of the published range moved up into Enterprise. Data transformations, data warehousing, Supermetrics Storage and management API access are Enterprise features now. So is full Data API and MCP access, with Starter and Growth both marked limited.

Both paid plans include exactly one core destination. That has not changed and it is still the line that catches most buyers out: adding an AI assistant next to your existing Looker Studio reporting is an extra or an upgrade, not something bundled.

What does this cost a team that would have bought Pro?

Pro existed for teams that had outgrown two seats and six sources but were nowhere near an enterprise contract. That team now buys Growth and adds paid extras. On Growth, billed yearly, the published extras are $149 a month per additional core destination (up to 2 more), $99 per additional user (up to 5 more), $37 per additional data source (up to 9 more) and $11 per additional account per source (up to 15 more).

Work a realistic case. A four-person growth team pulling Google Ads, Meta, TikTok, GA4, Search Console, Shopify and Klaviyo is seven data sources and four seats. That is one source past the Growth cap and two seats past it.

That is for moving rows into one destination. It does not include a BI licence, and it does not include a warehouse, because warehouse destinations are Enterprise now. It is a defensible number if Supermetrics connector reliability is what you are buying, and connector reliability is genuinely what Supermetrics is best at. It is a poor number if what you actually needed was seats.

The extras also have ceilings. Five extra seats and nine extra sources is the published limit on Growth. Past that there is no self-serve path at all, which is a real change from a world where Pro existed.

What should I buy instead of Supermetrics Pro?

The right answer depends entirely on which cap pushed you toward Pro in the first place. Three common cases.

If the cap was seats. This is the most common one, and it is where Supermetrics is now least competitive. Coupler.io includes unlimited users from its Active plan at $99 a month billed annually, and Windsor.ai includes unlimited users on every plan from $19. Neither charges per head. For a team of six, that difference alone is several hundred dollars a month. We put the two side by side in Coupler.io vs Supermetrics, including a worked cost comparison.

If the cap was data sources. Coupler.io does not cap sources at all. All 438 of them are available on every plan including the free one, and what it meters instead is connected accounts: 3 on Starter at $24, 15 on Active at $99, 50 on Pro at $199 billed annually. If your stack is many platforms across few accounts, that pricing model is dramatically cheaper. If it is few platforms across many client accounts, the gap narrows.

If the cap was warehouse access. Coupler.io treats BigQuery, Snowflake, PostgreSQL, Redshift and Supabase as ordinary destinations on paid plans. Supermetrics puts them on Enterprise. For a small team with a modest warehouse, that is the difference between a checkout and a sales cycle, and it is the single most common reason we see teams move.

Funnel.io is in the table for completeness rather than as a recommendation for this buyer. It has no free plan, no self-serve checkout, and an entry price several times higher, because it is built for large advertisers and agency networks with heavy normalization work. The full tier breakdown is in Funnel.io pricing.

Is the change a price increase?

Not straightforwardly, and it would be sloppy to call it one. Starter moved from EUR 39 to $44 billed yearly and Growth from EUR 159 to $177, which at the exchange rates that prevailed through 2026 is close to flat. If you were buying Starter or Growth, your renewal is roughly where it was, and it is now denominated in the currency you budget in, which is a small improvement.

The change lands on the middle of the market. A team that needed a third seat and a couple of extra sources used to have a $399-equivalent plan to buy. That plan is gone, so the same team now assembles it out of extras and pays more, or negotiates an Enterprise contract it does not really need. Whether that reads as an increase depends on where you were sitting.

What is unambiguous is that the published information changed and most third-party comparisons have not caught up. If your finance team tracks vendor pricing, this is the kind of change that shows up first as a renewal quote that does not match the spreadsheet, which is a good argument for watching your SaaS spend read-only rather than reconciling it once a year.

Does any of this change what the tool actually does?

No, and this is worth being clear about because it is the part buyers most often get wrong. Supermetrics is a pipe. It pulls marketing data out of ad platforms and delivers it into a destination you already own: Looker Studio, Google Sheets, Excel, Power BI, or an AI assistant. Coupler.io and Windsor.ai do the same fundamental job with different meters attached.

None of them tells you whether your marketing made money. They move what each platform says about itself. Google Ads claims a set of conversions, Meta claims an overlapping set, and if you add the two claims together you overstate your real revenue by roughly 20 to 40 percent, because both platforms are counting some of the same purchases. Amazon Ads is worse again, because those purchases complete on Amazon and never touch your store at all.

Getting to a number you can actually set budget against means reconciling spend from every channel against revenue as your store and payment processor recorded it. That is blended ROAS, and alongside it blended CAC, MER and LTV:CAC. It is a different job from moving rows, and it is why plenty of teams end up running a connector and a blended dashboard side by side rather than choosing between them.

A short checklist before you renew

• Count your real data sources and your real seats, not the ones you had when you signed. Both caps moved.
• Check whether anything you rely on now sits on Enterprise: transformations, warehousing, storage, management API.
• Confirm what currency your renewal quote is actually in. The public page changed; existing contracts do not always follow it.
• Price Growth plus extras against Coupler.io Active and Windsor.ai Standard at your real headcount, not at one seat.
• Decide separately whether you need a pipe, a blended dashboard, or both. They are not substitutes.

If you want the full current breakdown of what each Supermetrics tier meters, we keep it updated in Supermetrics pricing. For the wider field priced on what each vendor actually counts, Coupler.io vs Funnel.io vs Windsor.ai compares five connectors, and Supermetrics alternatives covers the rest of the market including the reporting platforms.