Supermetrics vs Whatagraph: pricing, features and what each one actually costs

Which is better, Supermetrics or Whatagraph?

It depends on whether you already own the place the report lives. Supermetrics is better if your team works in Looker Studio, Google Sheets, Excel, Power BI or a warehouse, because it feeds those tools with clean marketing data and gets out of the way. Whatagraph is better if you need finished, branded reports delivered to clients on a schedule, because building that layer yourself on top of Supermetrics is a real project with real maintenance.

The distinction shows up hardest in white labeling. Supermetrics does not do it. Reports and dashboards built through Supermetrics carry its own visuals, and there is no client portal, no branded domain and no report email in your agency colors. Whatagraph includes custom branding on the Max plan and moves the custom report domain up to Prime. For an agency selling reporting as a deliverable, that single line decides the comparison before price is even discussed.

The reverse is just as sharp. If you want the raw data in a warehouse so an analyst can model it, Whatagraph makes that awkward on purpose: transfer to BigQuery is a Prime add-on and transfer to Looker Studio is Prime only, so on Max your data stays inside Whatagraph. Supermetrics treats getting the data out as the entire product.

How much does Supermetrics cost?

Three published plans plus a quoted Enterprise tier. Starter is EUR 39 a month billed yearly or EUR 49 billed monthly, and allows 3 data sources, 3 accounts per data source, 1 user and 1 core destination with weekly refreshes. Growth is EUR 159 yearly or EUR 199 monthly, for 7 data sources, 7 accounts per source, 2 users and daily refreshes. Pro is EUR 399 yearly or EUR 499 monthly, for 10 data sources, 10 accounts per source, 3 users and hourly refreshes. Every paid tier includes exactly one core destination.

The number that surprises people is the seat count. Pro at EUR 399 a month includes three users. Extra seats on Growth or Pro are an add-on at EUR 99 a month for up to five more, which means a six-person marketing team on Growth is paying EUR 159 plus EUR 99, and a second destination on Growth adds another EUR 149. Supermetrics is explicit that it does not charge usage or volume fees, so nothing here is hidden, but four simultaneous meters make the advertised entry price a poor guide to the bill.

The published ceiling matters more than the prices. The accounts-per-data-source add-on tops out at 10 on Starter, 15 on Growth and 20 on Pro. An agency running 25 clients through one Google Ads connector is past the point where Supermetrics publishes a price at all, and lands in an Enterprise conversation. That is worth knowing before you build a business case on the EUR 399 figure.

• Starter: EUR 39 yearly, EUR 49 monthly. 3 sources, 3 accounts each, 1 user, weekly refresh
• Growth: EUR 159 yearly, EUR 199 monthly. 7 sources, 7 accounts each, 2 users, daily refresh
• Pro: EUR 399 yearly, EUR 499 monthly. 10 sources, 10 accounts each, 3 users, hourly refresh
• Extra seats: EUR 29 a month for up to 3 on Starter, EUR 99 for up to 5 on Growth and Pro
• Extra accounts per source: EUR 10 a month, capped at 10, 15 and 20 by tier

How much does Whatagraph cost?

Two plans, both billed annually. Max starts from EUR 699 a month and covers advanced integrations, data groups and blends, white-label report branding, KPI overviews with alerts and a dedicated success manager. Prime is quoted rather than published and adds premium integrations, a custom report domain, public API access, transfer to BigQuery and Looker Studio, tailored onboarding, priority support and an enterprise SLA. There is no free plan and no self-serve tier below Max.

Whatagraph meters on source credits, where one credit equals one connected data account such as a single Facebook Ads account. Max starts from 50 credits. Extra credits can be bought until you reach the next plan threshold, at which point the vendor moves you to Prime. Users and reports are unlimited on both plans, which is the mirror image of the Supermetrics seat problem: a 20-person agency pays the same as a 3-person one.

Two details worth flagging for a US buyer. The price is published in euros, so your actual cost moves with the exchange rate and any card FX fee. And the platform runs on an EU data center on both plans, which is usually a compliance advantage in Europe and a question worth asking your own counsel if you have US data residency requirements.

Is Whatagraph cheaper than Supermetrics?

At the small end, no, and it is not close. A solo marketer or a small in-house team running Google Ads, Meta and GA4 into Looker Studio fits Supermetrics Starter at EUR 39 a month. The same person on Whatagraph pays from EUR 699. Whatagraph does not compete for that buyer and does not try to.

The picture inverts once seats and client volume enter. Take a 10-person agency with 12 clients, each reporting on three ad platforms, that wants branded PDFs delivered monthly. On Whatagraph that is Max: unlimited users, unlimited reports, branding included, and 36 source credits against a base of 50, so EUR 699 covers it. On Supermetrics you are buying Growth or Pro, paying the seat add-on to get near 10 users, paying the accounts add-on to get past 7 or 10 accounts per source, and then you still have to build 12 branded client reports in Looker Studio yourself and maintain them. The subscription might come in lower. The delivered deliverable does not exist yet.

The fair summary is that Supermetrics is cheaper per unit of data and Whatagraph is cheaper per unit of finished report. Comparing the two on subscription price alone works only if you value the report-building labor at zero. If you want the wider field priced the same way, our agency reporting software pricing page runs cost per client across seven tools, and marketing reporting software pricing covers the in-house side.

Does Supermetrics or Whatagraph calculate blended ROAS?

Neither one does, and this is the gap that sends teams looking for a third tool once the first two are working. Supermetrics faithfully delivers what each ad platform reports about itself into your destination. Whatagraph faithfully presents what each ad platform reports about itself in a report. Both are doing their job correctly. Neither reconciles the total against the revenue your store and billing system actually recorded.

That matters because the platform numbers overlap by design. Google Ads books a conversion up to 30 days after a click and dates it to the click rather than the sale. Meta offers 1, 7 and 28-day click windows and a single 1-day view window after removing the 7-day and 28-day view windows in January 2026. TikTok claims on 1 or 7 days only. Add the three reported revenue figures together and the sum routinely exceeds what the business banked, which is exactly the moment a client or a CFO asks a question the report cannot answer. We walk through all six causes in why ad platform revenue numbers do not match.

MixedMetrics takes the other approach: total spend across Google Ads, Meta and TikTok divided into the revenue Shopify and Stripe actually recorded, which gives blended ROAS, blended CAC and MER that survive scrutiny because no attribution model was involved. It is a flat $79 a month whatever your client count, it is deliberately not a white-label client reporting platform, and it does not connect Amazon Ads, Microsoft Ads or LinkedIn Ads today. The method is on blended ROAS and cross-channel marketing analytics.

Which should an agency choose?

If the thing you sell is a branded monthly report, Whatagraph or a per-client reporting platform wins, and the Supermetrics route only makes sense if you already have an analyst who enjoys maintaining Looker Studio templates. Unlimited users and unlimited reports on Max means your headcount and your report volume both stop affecting the bill, which is the opposite of how most agency tools behave.

If you sell strategy and the report is internal evidence, Supermetrics is usually the better buy, because you can point it at the BI tool your analysts already use and pay only for the data. Watch the accounts-per-source ceiling as you add clients, and price the seats honestly at the headcount you actually have rather than the two included on Growth.

A third pattern is common and worth naming: agencies that use one of these for client-facing reporting and something separate for the blended paid numbers they use to make budget decisions. The two jobs have different accuracy requirements. If you want the rest of the market priced, Supermetrics alternatives and Whatagraph alternatives cover it, AgencyAnalytics vs Raven Tools compares the per-client and flat-tier models head to head, and marketing analytics for agencies covers the blended layer.