Prooflytics vs Supermetrics: The Marketing Intelligence Alternative

If you are looking for a Supermetrics alternative, the question is not "can I move data somewhere else" — it is "can I get answers, not just dashboards." Prooflytics is the better choice when you need to know why CPL spiked, what competitors changed, and what to do next. Supermetrics still wins if all you need is a 100+ connector data pipe to Google Sheets or Looker Studio.

Supermetrics has 18,000+ paying customers and processes ~15% of global digital ad spend, but a third of its 2025 G2 reviews flag the same complaint: the tool moves data — it does not explain it. Agencies who started at $39/month report bills hitting $300+ as add-ons accumulate, and there is still nothing in the product that answers a 9 a.m. client question about why a campaign blew up overnight.

Quick verdict

If you run a small or mid-sized agency and your clients want explanations — not just numbers — Prooflytics is the right choice. If you are an enterprise pulling 50+ data sources into BigQuery for a custom BI stack, Supermetrics remains the category default. The decisive question is whether you need an intelligence layer or a transport layer.

What is Supermetrics?

Supermetrics: an ETL (extract-transform-load) platform that pulls marketing data from 100+ sources into destinations like Google Sheets, Looker Studio, BigQuery, Excel, and Power BI. It does not build dashboards or interpret data — it moves it.

Founded in 2009 in Helsinki, Finland, Supermetrics is the dominant ETL tool in agency reporting workflows. Its November 2025 launch of "AI Agents" added automated dashboard creation, but the product is still anchored to data movement, not diagnosis.

What is Prooflytics?

Prooflytics: a marketing intelligence platform that combines data unification (Meta, Google Ads, GA4, LinkedIn, webhooks) with AI-driven daily briefings, competitor ad intelligence, and an action queue that surfaces specific recommendations. The product answers "why" and "what to do next" — not "where is the data."

Where Supermetrics ends (data in a spreadsheet), Prooflytics begins. The same daily metrics get classified by lifecycle stage (Scaling / Mature / Fatiguing / Dead), cross-checked against competitor moves, and turned into a 4-part recommendation: fact, interpretation, action, consequence.

How they compare

The numbers tell the same story G2 reviewers do: Supermetrics is a great pipe, a frustrating partner. Roughly a third of 2025 G2 reviews call out billing surprises and the absence of insights as their top complaints. Trustpilot, where customers go to vent about billing specifically, sits at 1.9 / 5 — sub-2-star territory.

When Supermetrics is the right choice

• You have a BI analyst who already lives in Looker Studio or BigQuery and just needs cleaner inputs.
• Your stack involves 50+ marketing data sources across paid, SEO, CRM, and social — Supermetrics' connector breadth is unmatched.
• You are a global enterprise where procurement requires established vendor track record and SOC 2 Type II.
• You do not need an answer to "why did CPL spike" — you have analysts who can read the data themselves.

When Prooflytics is the right choice

• You run a 5-50 person agency and need to explain CPL spikes to clients within minutes, not hours. The AI briefing gives you the explanation before the client call.
• Your team spends 30+ hours per month on Looker Studio copy-paste reporting and you want that time back.
• You need to track competitor ad changes — Supermetrics has nothing here, Prooflytics has Meta Ad Library + scraper integrations on the roadmap.
• Predictable pricing matters: you are tired of "$49 starter" plans turning into $300+ bills with destination add-ons.
• You want recommendations, not just dashboards. Prooflytics' action queue surfaces specific pause / scale / duplicate actions instead of leaving you to read tea leaves.

Pricing comparison

Supermetrics charges per destination — every additional Looker Studio, BigQuery, or Power BI connection is a separate subscription. The published Solo / Starter tier is $39/mo (€29 in EU), but agencies running multiple destinations routinely report effective TCO of $500-800/mo.

Prooflytics uses a flat per-service model with no per-destination, per-seat, or per-client surcharges. Specific rates are in private beta — see /pricing for current details. The structural difference vs Supermetrics is that adding a destination, a client, or a seat does not multiply your bill. Full breakdown on the pricing page.

For an agency running 10 client accounts: Supermetrics with two destinations realistically costs $300-500/mo. Prooflytics is in private beta with founding-customer rates positioned for mid-market teams — see /pricing for current details. The differentiator versus Supermetrics is operational: predictable per-service pricing with no destination surcharges.

Migration: from Supermetrics to Prooflytics

You do not have to rip-and-replace. Prooflytics connects directly to Meta Ads, Google Ads, GA4, and LinkedIn via OAuth — the same source platforms Supermetrics uses. You can run both in parallel for one billing cycle and confirm the data lines up. When you are confident, cancel the Supermetrics destinations.

If your team uses Looker Studio reports built on Supermetrics, those will continue to work — Prooflytics does not displace them. We replace the diagnostic and recommendation layer above the data, not the data itself.

Frequently asked questions

Is Prooflytics cheaper than Supermetrics for agencies?

Yes, in almost every realistic scenario. The published Supermetrics Solo plan is $39/month, but the moment you add a second destination (a typical agency has Looker Studio + BigQuery, or Looker Studio + Sheets), it becomes a separate $39+ subscription. Agencies routinely report total Supermetrics spend of $300-800/month. Prooflytics is in private beta — pricing is being calibrated with founding customers and positioned for mid-market teams. The structural difference is no per-destination surcharge regardless of final price.

Does Prooflytics have as many integrations as Supermetrics?

No. Supermetrics has 100+ connectors; Prooflytics ships with 5 core integrations today (Meta Ads, Google Ads, GA4, LinkedIn Ads, generic webhooks for first-party events). The trade-off is intentional: Prooflytics is built for performance marketers running ads, not for BI teams unifying every tool in the stack. If your reporting requires Mailchimp, Hotjar, Stripe, and a CRM all in one place, Supermetrics is still the right tool.

Can I migrate from Supermetrics without breaking my existing Looker Studio reports?

Yes. Supermetrics and Prooflytics both connect to the same source platforms (Meta, Google Ads, GA4) via the platforms' native APIs — neither one "owns" your data. You can run both during a transition month and confirm the numbers reconcile, then cancel the Supermetrics destinations. Looker Studio dashboards built on Supermetrics keep working unless you specifically remove the Supermetrics destination.

What does Prooflytics do that Supermetrics' new AI Agents don't?

Supermetrics' AI Agents (launched November 2025) automate dashboard creation and run rule-based summaries on your existing data. Prooflytics' AI does three things differently: it diagnoses why a metric moved by combining account data with competitor signals; it surfaces a specific action queue (pause this ad, scale that one); and it pulls in news and platform context so you know whether a Google policy change explains a Q4 anomaly. Supermetrics' AI is dashboard automation; Prooflytics' AI is operational decision support.

Does Prooflytics support BigQuery and Snowflake destinations?

Not yet. Prooflytics is built for marketers, not for BI teams pushing data into a warehouse. If your reporting depends on a centralized data warehouse, Supermetrics or Funnel.io are the right tools today. Prooflytics may add data warehouse export later, but it is not on the immediate roadmap — our priority is making the intelligence layer (briefings, action queue, competitor intel) production-ready.

Bottom line

• Pick Supermetrics if you need 100+ connectors and a BI team that consumes the data downstream.
• Pick Prooflytics if you need answers — why metrics moved, what competitors did, what to pause and what to scale — without paying agency-tier rates for what is fundamentally a data pipe.
• Run both for one billing cycle if you are unsure. They connect to the same source platforms and do not interfere with each other.

If you are an agency reading this, you already know which side you are on. Book a 30-minute walkthrough and we will show you the exact briefing your clients would get from your account next Monday morning.