Top 3 Supermetrics Alternatives and Competitors | OWOX BI

As it's a typical situation for marketers to spent most of their day on preparing reports, there are lots of services to help them with routine. Starting with data collection from all the ad sources, and up to cleaning and merging the data into one platform to assess the current situation and decide what to do next. For the overall enhancing of the marketing performance, specialists use the ETL tools

In this article, we describe how to select the right ETL tool, review Supermetrics, consider its main pros and cons along with the three popular Supermetrics alternatives: OWOX BI, Domo, and Looker.


What is Supermetrics?

Supermetrics is an ETL platform that uses APIs to collect and process online marketing data and sends it to storage or to another tool of user's choice (visualization, business intelligence, or reporting tools). With Supermetrics, you can make marketing reporting automated and transfer data to another tool you select (for example, Google Data Studio).

Why should you use Supermetrics?

Supermetrics is suitable for small business, e-commerce, enterprise, and agencies.

With Supermetrics, it's possible to:

  • Merge data
  • Visualize data
  • Integrate with Google Sheets
  • Integrate with Google BigQuery
  • Integrate with Excel

Still, keep in mind that Supermetrics doesn’t provide attribution reporting and data quality monitoring.


Pricing depends on the integrations and features you choose and starts at $39 a month. For example, these are the plans available for Supermetrics/Google Data Studio:

Supermetrics pricing


Supermetrics offers various integrations and source connectors like Google Analytics, Google Ads, etc.


What is OWOX BI?

OWOX BI is an all-in-one marketing analytics platform, one of the popular decisions for Supermetrics alternatives, which provides a complete overview of marketing performance. 

OWOX collects data from 135+ marketing sources. Moreover, it collects first-party data and merges it with marketing data. This extends the lifetime of a cookie up to two years. With it, you’ll get reports of any complexity based on complete data and various attribution models.

Why should you use OWOX BI?

OWOX BI is a perfect solution for e-commerce, retail, telecom, finance, and lead generation companies.

With OWOX BI, you can:

  • Import data from ad services to Google Analytics:
    • Transfer historical data for the past six months to GA from ad services
    • Have historical data automatically updated thanks to the 21-day actualization period
    • Have the appropriate UTM tags parsed automatically
    • Have the corresponding changes applied to the product automatically if ad service API changes
    • Update data in GA retroactively if it is updated in a third-party ad service
  • Integrate with Google BigQuery. OWOX BI collects and processes all the data you need so you can easily build any reports:
    • Import raw data on user behavior from Google Analytics in Google Analytics structure to track customer journey.
    • Import data from advertising services. OWOX BI works smoothly with large advertising accounts, so you can upload all necessary information regardless of the number of campaigns.
    • OWOX recognizes dynamic parameters in UTM tags, converts costs into one currency, and monitors the relevance of data.
    • Import data from CRM-system, call-tracking and other services.
    • Collect and process personal customer data (emails and phone numbers).
  • Integrate with Google Sheets
  • Visualize reports
    • Integrate with Data Studio, Power BI, Tableau, Looker
    • Create custom reports with a simple built-in report builder
  • Monitor quality and have mistakes highlighted


See our pricing and book a free demo with our experts to learn how your business can benefit from applying the OWOX BI service.

OWOX pricing


OWOX BI offers 135+ integrations with ads, call tracking and processing services:

OWOX integrations


What is Looker?

Looker is a BI and analytics platform that collects and stores information from various sources. To use Looker efficiently, you must first learn how the basic LookML model works, as all data is stored in an automatically generated LookML model. As well, you can create visualizations and interactive dashboards, and set up alerts to keep track of significant changes. Finally, Looker’s built-in code editor allows you to apply changes to LookML models if necessary.

Why should I use Looker?

Looker is suitable for companies in the ecommerce, retail, SaaS, media, and gaming industries.

With Looker, you can:

  • Embed insights with such tools as Salesforce, SharePoint, Confluence, or PowerPoint
  • Accelerate web analytics using prebuilt code in Looker Blocks
  • Integrate with Google Sheets
  • Visualize data
    • Build interactive dashboards
    • Access a dashboard template library


Looker’s pricing is custom and depends on the number of your users and the deployment scale.


Looker offers various connections, ETL platforms, and databases (for example, Google BigQuery and Snowflake).


What is Domo?

Domo is a business intelligence and analytics platform that allows you to connect to a source to collect data, transform it by merging and comparing different datasets, and store it in Domo or send it to another warehouse of your choice. As well, you can automate your workflows and manage pipelines between Domo and other services to enhance automation.

Why should you use Domo?

Domo is suitable for companies in retail, media, finance, and other industries.

With Domo, you can:

  • Collaborate on dashboards with your teammates
  • Create custom apps
  • Integrate with Google Sheets, Salesforce, Excel, Facebook Ads, and other services
  • Automate data colection
  • Visualize data
    • Adjust chart types and filters
    • Create interactive visualizations
    • Set alerts to track changes to your KPIs


Domo has custom pricing plan: it’s calculated based on your usage of storage, refresh rates, volume of queries, and the number of users.


Domo offers 1,000+ pre-built and custom connectors.


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  • What are the alternatives to Supermetrics?

    - Some alternatives to Supermetrics include OWOX BI,, and PowerMyAnalytics. These tools offer similar functionalities for data integration and reporting from various platforms.
  • How does OWOX BI compare to Supermetrics?

    - OWOX BI provides comprehensive analytics and data integration solutions, whereas Supermetrics focuses primarily on data import into tools like Google Sheets and Data Studio. OWOX BI offers more advanced features and integrations, making it suitable for organizations with more complex data needs.
  • Can I migrate from Supermetrics to OWOX BI?

    - Yes, it is possible to migrate from Supermetrics to OWOX BI. OWOX BI provides a migration guide and support to help users transition smoothly. It involves exporting data from Supermetrics and importing it into OWOX BI, ensuring a seamless transfer of your reporting and analytics processes.