Supermetrics
Supermetrics, founded in 2013 and headquartered in Finland, is a marketing data integration platform.
Profile
Supermetrics connects marketing platforms (e.g., Google Ads, Meta, LinkedIn) to analytics and AI tools, automating the collection and reporting of advertising performance data.
Supermetrics, founded in 2013 and headquartered in Finland, is a marketing data integration platform. As of early 2026, the company has pivoted aggressively toward AI, launching integrations with ChatGPT, Claude, Gemini, and Copilot, and introducing a 'Text-to-Insight' feature that generates dashboards from natural-language prompts. The company claims 200,000+ customers in 120 countries, though this figure is self-reported and unaudited.
Its 2026 Marketing Data Report, based on a survey of 435 marketers, found that 80% feel pressure to adopt AI but only 6% have fully embedded it in workflows, and 52% say external teams define their data strategy—findings Supermetrics uses to position its platform as the solution for data readiness. The company has not disclosed recent revenue or funding rounds; its last known major funding was a €14 million Series A in 2021. No layoffs or acquisitions have been publicly reported for Supermetrics in the past year, though the broader tech sector has seen 123,000 job cuts in 2026, with AI cited as the leading cause.
Supermetrics’ product portfolio now includes a Connector Builder, Data Activation (formerly Relay42), and an MCP Server for AI agent querying. The company faces a crowded market of data integration tools and the risk that its AI features may not differentiate it enough from competitors like Fivetran or Stitch.
Who buys this
- Marketing agencies that need to consolidate client campaign data across dozens of ad platforms
- In-house marketing teams at brands and ecommerce companies tracking cross-channel ROI
- Data analysts and BI teams who feed marketing data into warehouses like Snowflake or BigQuery
- Enterprise marketing operations teams requiring automated, scheduled reporting
- AI/ML teams that want to query live marketing metrics via natural-language interfaces
Strengths and what to watch
Strengths
- Broad connector library: Supermetrics supports 100+ marketing data sources, giving it one of the widest coverage sets among integration tools.
- AI-native pivot: Early 2026 integrations with ChatGPT, Claude, Gemini, and Copilot, plus a Text-to-Insight feature, position the product for the current AI adoption wave.
- Self-reported scale: 200,000+ customers in 120 countries suggests strong market penetration, particularly among mid-market agencies and brands.
Watch for
- Customer count is self-reported and unaudited; no independent verification of active paid users versus free-trial accounts exists in the dossier.
- No recent funding or revenue disclosed; the company last raised a Series A in 2021, and its ability to invest against well-capitalized rivals (e.g., Fivetran, dbt) is unclear.
- AI features may be table stakes: competitors like Fivetran and Airbyte also offer AI integrations, and Supermetrics’ differentiation may erode as the market matures.
Recent moves
Key Information
- Industry
- Visualization
- Founded
- 2013
- Employees
- 360
- Headquarters
- Finland
Frequently Asked Questions
What is Supermarkets and what does it do?
Supermarkets is a marketing data integration platform founded in 2013 and based in Finland. It connects marketing platforms like Google Ads, Meta, and LinkedIn to analytics and AI tools, automating the collection and reporting of advertising performance data for over 200,000 customers in 120 countries.
How does Supermarkets use AI in its platform?
Supermarkets has integrated with ChatGPT, Claude, Gemini, and Copilot, and launched a Text-to-Insight feature that generates dashboards from natural-language prompts. These AI tools aim to help marketers query live data and automate reporting without manual setup.
What did the Supermarkets 2026 Marketing Data Report find about AI adoption?
The report, based on a survey of 435 marketers, found that 80% feel pressure to adopt AI, but only 6% have fully embedded it in workflows. Additionally, 52% say external teams define their data strategy, highlighting a gap Supermarkets aims to address.
Who are the main customer segments for Supermarkets?
Supermarkets serves marketing agencies consolidating client campaign data, in-house teams tracking cross-channel ROI, data analysts feeding warehouses like Snowflake, enterprise operations needing automated reporting, and AI/ML teams querying live metrics via natural-language interfaces.
What are the key strengths of Supermarkets as a data integration tool?
Supermarkets offers a broad connector library supporting over 100 marketing data sources, early AI integrations with major models, and a self-reported scale of 200,000+ customers in 120 countries, indicating strong market penetration among mid-market agencies and brands.
What risks should be considered when evaluating Supermarkets?
Supermarkets customer count is self-reported and unaudited, with no recent funding or revenue disclosed since a 2021 Series A. Its AI features may become table stakes as competitors like Fivetran and Airbyte offer similar integrations, potentially eroding differentiation.
Sources
- supermetrics.com — Company homepage: claims 200,000+ companies in 120 countries, lists integrations with Claude, ChatGPT, Gemini, Copilot.
- 143299521.fs1.hubspotusercontent-eu1.net — 2026 Marketing Data Report: survey of 435 marketers, findings on AI adoption pressure (80%), full AI embedding (6%), external data strategy (52%).
- supermetrics.com — February 2026 product updates: AI integrations, Text-to-Insight, Connector Builder, Data Activation workspace.
- www.informationweek.com — Broader tech layoff context: 245,000 tech jobs cut globally in 2025, AI cited as leading cause in 2026.
- www.forbes.com — Forbes: 123,000 tech jobs lost in 2026 through June, AI the most cited reason for layoffs.