Supermetrics vs Whatagraph
Reviewed by MarTechRadar Research Desk. Pricing & entity snapshots verified Oct 15, 2026.
Supermetrics (Web SaaS) and Whatagraph (Web SaaS) both compete in Multi-Touch Attribution & eCommerce Dashboards. On pricing, Supermetrics lists From $44/mo · Enterprise plan (no free plan disclosed), whereas Whatagraph lists From $812/mo · Enterprise plan (no free plan disclosed). Technically, Supermetrics is rated L2 · Workflow copilot with a 4.7/5.0 (Proprietary moat (category leader)) moat, while Whatagraph is rated L2 · Workflow copilot with a 2.0/5.0 (Workflow-embedded) moat. Corporate profile: Supermetrics (founded 2013, HQ Helsinki, Uusimaa, €43.5M funding) vs. Whatagraph (founded 2015, HQ Amsterdam, North Holland, $10.1M funding). Verified by the MarTechRadar Research Desk (Oct 11, 2026 for Supermetrics; Oct 15, 2026 for Whatagraph). At a 5-seat team baseline, Supermetrics starts at $177/mo + 3 seat add-ons vs Whatagraph at ~$812/mo (base).
Supermetrics
Marketing data pipeline and intelligence platform automating cross-channel ELT into business intelligence tools, cloud warehouses, and spreadsheets.
5-User Team Cost: $177/mo + 3 seat add-ons (From $44/mo · Enterprise plan) · Autonomy: L2 · Workflow copilot · Moat: 4.7/5.0 (Proprietary moat (category leader))
Target fit: B2B SaaS, DTC / eCommerce, Enterprise Brands (Web SaaS)
Whatagraph
Agentic marketing intelligence and reporting platform unifying cross-channel data ingestion, blending, and white-label client dashboards.
5-User Team Cost: ~$812/mo (base) (From $812/mo · Enterprise plan) · Autonomy: L2 · Workflow copilot · Moat: 2.0/5.0 (Workflow-embedded)
Target fit: B2B SaaS, Marketing Agencies (Web SaaS)
How Supermetrics and Whatagraph differ
- Entry price: Supermetrics starts lower (From $44/mo · Enterprise plan) than Whatagraph (From $812/mo · Enterprise plan).
- Moat tier: Supermetrics is rated Proprietary moat (category leader), Whatagraph Workflow-embedded.
- Supermetrics was founded earlier (2013) than Whatagraph (2015).
- Headquarters: Supermetrics in Helsinki, Uusimaa, Whatagraph in Amsterdam, North Holland.
- Verified backing: Supermetrics records €43.5M (IVP, Highland Europe); Whatagraph records $10.1M (Rockstart, Inventures).
- Audience: Supermetrics targets DTC / eCommerce, Enterprise Brands; Whatagraph targets Marketing Agencies.
- Ecosystem stack: Supermetrics connects with Salesforce, HubSpot, Slack, Snowflake; Whatagraph connects with Google BigQuery, Looker.
Computed from the fields below. Only editor-verified ratings and vendor-sourced prices are compared.
When to choose Supermetrics vs Whatagraph (and when to walk away)
Choose Supermetrics if
- Target ICP & Stack Fit: You operate as B2B SaaS, DTC / eCommerce and Enterprise Brands requiring a Web SaaS deployment for Marketing Attribution, with verified ecosystem connectivity for Salesforce, HubSpot, Slack, Snowflake.
- L2 Architecture & Defensibility: Extensive catalog of maintained marketing API connectors, native embedded destinations in spreadsheet environments, and substantial installed base across global performance marketing agencies.
- Commercial Model Fit: Your procurement budget aligns with From $44/mo · Enterprise plan.
Walk away from Supermetrics if
- Walk away if your workflow requires uncapped enterprise volume on the From $44/mo · Enterprise plan entry plan without upgrading tiers.
- Walk away if your workflow cannot tolerate upstream API rate caps: Heavy backfills from Meta Ads or Google Ads can hit source API rate limits and time out inside large sheets.
- Walk away if vendor schema changes is a deal-breaker for your team: When ad networks drop metrics or rename fields, custom report templates can break until schemas are remapped.
Choose Whatagraph if
- Target ICP & Stack Fit: You operate as B2B SaaS and Marketing Agencies requiring a Web SaaS deployment for Marketing Attribution, with verified ecosystem connectivity for Google BigQuery, Looker.
- L2 Architecture & Defensibility: End-to-end marketing data platform pairing native ad and CRM connectors with Whatagraph IQ AI agents, cross-channel data blending, and white-label client reporting dashboards.
- Commercial Model Fit: Your procurement budget aligns with From $812/mo · Enterprise plan.
Walk away from Whatagraph if
- Walk away if your team is at early validation stage with a <$250/mo tool budget (Whatagraph starts at From $812/mo · Enterprise plan before seat or usage expansion).
- Walk away if your workflow cannot tolerate high entry price floor: Because the Max plan starts at $812/month billed yearly, Whatagraph is not built for solo freelancers or tiny agencies that only need a few client reports.
- Walk away if upstream API sync latency is a deal-breaker for your team: High-volume ad network rate caps can add sync latency during peak reporting hours, and the tool lacks a first-party click pixel.
Side-by-side facts
| Field | Supermetrics | Whatagraph |
|---|---|---|
| Subtrack | Multi-Touch Attribution & eCommerce Dashboards | Multi-Touch Attribution & eCommerce Dashboards |
| Pricing | From $44/mo · Enterprise plan | From $812/mo · Enterprise plan |
| Pricing model | Subscription | Subscription |
| Published pricing tiers | Starter ($44/mo (annual)) · Growth ($177/mo (annual)) · Enterprise (Custom quote) | Enterprise / Custom (Custom quote) |
| Free access | No free plan disclosed | No free plan disclosed |
| Enterprise plan | Yes | Yes |
| AI autonomy level | L2 · Workflow copilot | L2 · Workflow copilot |
| Moat tier & score | 4.7 / 5.0 · Proprietary moat (category leader) | 2.0 / 5.0 · Workflow-embedded |
| Delivery | Web SaaS | Web SaaS |
| Audience | B2B SaaS, DTC / eCommerce, Enterprise Brands | B2B SaaS, Marketing Agencies |
| Ecosystem integrations | Salesforce, HubSpot, Slack, Snowflake, Google BigQuery, Amazon Redshift | Google BigQuery, Looker |
| Compliance & governance | GDPR, ISO 27001, CCPA | — |
| Funding & backing | €43.5M · Backed by IVP, Highland Europe | $10.1M · Backed by Rockstart, Inventures |
| Founders | Mikael Thuneberg | — |
| Company size | 201-500 employees | — |
| Founded | 2013 | 2015 |
| Headquarters | Helsinki, Uusimaa | Amsterdam, North Holland |
| Fact-checked | MarTechRadar Research Desk, Oct 11, 2026 | MarTechRadar Research Desk, Oct 15, 2026 |
| Governance & docs | Trust & Security ↗ · API & Docs ↗ · Terms ↗ · Privacy ↗ | — |
Supermetrics vs Whatagraph: TCO & constraint stress test
Test how both tools behave under your team size, monthly budget ceiling, CRM ecosystem, and governance guardrails.
Supermetrics
Low Procurement Risk · Strong Fit- Published Self-Serve Entry Floor: Supermetrics publishes a transparent entry point (From $44/mo · Enterprise plan) for initial validation before committing.
- Tier Fit for 5-Seat Scale: Growth ($177/mo (annual)): Billed yearly; 2 users, 1 core destination, 6 data sources, 7 accounts per source, and 12,000 monthly AI credits.
- Primary Operational Bottleneck: Per-Destination Cost Scaling: Because plans charge per destination type and extra data source, costs climb fast when agencies add both sheets and cloud stores.
Walk-Away Rule: Walk away if your workflow requires uncapped enterprise volume on the From $44/mo · Enterprise plan entry plan without upgrading tiers.
Negotiation Lever: Validate exact quota thresholds (seats, credits, or API calls) included in Supermetrics's From $44/mo · Enterprise plan tier before converting from monthly to annual billing.
Whatagraph
High Deal-Risk · Constraint Mismatch- Budget Ceiling Breached ($812/mo vs. $800/mo cap): At 5 seats, Whatagraph's verified entry floor (From $812/mo · Enterprise plan) exceeds your $800/mo budget before add-ons or overages.
- Published Self-Serve Entry Floor: Whatagraph publishes a transparent entry point (From $812/mo · Enterprise plan) for initial validation before committing.
- Primary Operational Bottleneck: High Entry Price Floor: Because the Max plan starts at $812/month billed yearly, Whatagraph is not built for solo freelancers or tiny agencies that only need a few client reports.
Walk-Away Rule: Walk away if your team is at early validation stage with a <$250/mo tool budget (Whatagraph starts at From $812/mo · Enterprise plan before seat or usage expansion).
Negotiation Lever: Negotiate price-lock protection on additional seats and overage credits above the From $812/mo · Enterprise plan entry tier.
Limitations
Supermetrics
Limitations and trade-offs to weigh before choosing Supermetrics: Upstream API Rate Caps: Heavy backfills from Meta Ads or Google Ads can hit source API rate limits and time out inside large sheets.Full limitations in the Supermetrics review
Whatagraph
Limitations and trade-offs to weigh before choosing Whatagraph: High Entry Price Floor: Because the Max plan starts at $812/month billed yearly, Whatagraph is not built for solo freelancers or tiny agencies that only need a few client reports.Full limitations in the Whatagraph review
Official vendor architectural differentiators & migration proof
To help buyers evaluate real-world switching costs, verified founders, solutions architects, and PMMs at both Supermetrics and Whatagraph can submit up to 3 evidence-backed architectural differentiators or verified customer migration case studies.
Why teams choose Supermetrics over Whatagraph
Work at Supermetrics? Verify your official domain email to publish 3 technical differentiators, migration benchmarks, or a head-to-head buyer sandbox offer on this comparison page:
+ Submit Supermetrics Official Differentiators & Case Study →Why teams choose Whatagraph over Supermetrics
Work at Whatagraph? Verify your official domain email to publish 3 technical differentiators, migration benchmarks, or a head-to-head buyer sandbox offer on this comparison page:
+ Submit Whatagraph Official Differentiators & Case Study →Pricing notes & tier schedules
Supermetrics: From $44/mo · Enterprise plan
Supermetrics offers a free trial and modular plans billed by destination, data source count, user seats, and AI credits (with 20% off on yearly billing). Yearly plans start with Starter from $44/month (1 user, 1 destination such as Google Sheets or Looker Studio, 3 data sources, and 4,000 monthly AI credits).
- Starter ($44/mo (annual), 1 user (3 data sources)): Billed yearly; 1 user, 1 core destination, 3 data sources, 4,000 monthly AI credits, and Claude/ChatGPT/Copilot sync.
- Growth ($177/mo (annual), 2 users (6 data sources)): Billed yearly; 2 users, 1 core destination, 6 data sources, 7 accounts per source, and 12,000 monthly AI credits.
- Enterprise (Custom quote, Custom users + DWH/API): Cloud data warehouse destinations, Data API, Transformations, Supermetrics Storage, and SAML SSO.
- Per-Seat Linear Scaling: Supermetrics prices licenses on a per-user/seat basis (From $44/mo · Enterprise plan); expanding from 2 to 15+ operators multiplies base recurring spend linearly.
- Annual Billing Headline vs. Monthly Premium: Headline entry rates reflect annual billing commitments (Save 20%); month-to-month flexibility carries a higher effective monthly rate or requires annual prepayment.
Whatagraph: From $812/mo · Enterprise plan
Whatagraph sells two yearly plans built around source credits and workspace features. The Max plan starts from $812/month billed yearly and includes Whatagraph IQ Agents, advanced links, data groups and blends, white-label reports, KPI alerts, and a dedicated success manager.
- Enterprise / Custom (Custom quote, 15–50+ seats (Enterprise SLA)): Sales-negotiated annual contract for custom volume, SSO/RBAC governance, and dedicated SLA.
- Credit & Usage Burn Multiplier: Workflows on Whatagraph consume metered credits or usage quotas; high-volume AI generation, batch queries, or recurring automation runs can exhaust base allocations and trigger mid-cycle top-up packs.
- High Entry Price Floor: Because the Max plan starts at $812/month billed yearly, Whatagraph is not built for solo freelancers or tiny agencies that only need a few client reports.
Frequently asked questions: Supermetrics vs Whatagraph
How does Supermetrics pricing compare to Whatagraph in 2026?
Supermetrics is listed at From $44/mo · Enterprise plan (subscription, no free plan disclosed), whereas Whatagraph is listed at From $812/mo · Enterprise plan (subscription, no free plan disclosed).
How do Supermetrics and Whatagraph compare on AI autonomy and moat depth?
On the MarTechRadar L1–L5 scale, Supermetrics is rated L2 · Workflow copilot with a Proprietary moat (category leader) moat (4.7/5.0), while Whatagraph is rated L2 · Workflow copilot with a Workflow-embedded moat (2.0/5.0).
Which teams are Supermetrics and Whatagraph built for?
Supermetrics is a Web SaaS product in Multi-Touch Attribution & eCommerce Dashboards designed for B2B SaaS, DTC / eCommerce, Enterprise Brands. Whatagraph is a Web SaaS product in Multi-Touch Attribution & eCommerce Dashboards designed for B2B SaaS, Marketing Agencies.
What are the main limitations of Supermetrics vs Whatagraph?
For Supermetrics: Limitations and trade-offs to weigh before choosing Supermetrics: Upstream API Rate Caps: Heavy backfills from Meta Ads or Google Ads can hit source API rate limits and time out inside large sheets. For Whatagraph: Limitations and trade-offs to weigh before choosing Whatagraph: High Entry Price Floor: Because the Max plan starts at $812/month billed yearly, Whatagraph is not built for solo freelancers or tiny agencies that only need a few client reports.
What are the hidden TCO drivers and contract negotiation levers for Supermetrics vs Whatagraph?
For Supermetrics: Per-Seat Linear Scaling (Supermetrics prices licenses on a per-user/seat basis (From $44/mo · Enterprise plan); expanding from 2 to 15+ operators multiplies base recurring spend linearly.) Negotiation lever: Validate exact quota thresholds (seats, credits, or API calls) included in Supermetrics's From $44/mo · Enterprise plan tier before converting from monthly to annual billing. For Whatagraph: Credit & Usage Burn Multiplier (Workflows on Whatagraph consume metered credits or usage quotas; high-volume AI generation, batch queries, or recurring automation runs can exhaust base allocations and trigger mid-cycle top-up packs.) Negotiation lever: Negotiate price-lock protection on additional seats and overage credits above the From $812/mo · Enterprise plan entry tier.
Excerpts are quoted verbatim from each fact-checked review. Last updated Oct 15, 2026.