Improvado vs Supermetrics (2026): which should you pick?
As of Nov 12, 2026, Supermetrics grades higher than Improvado: 2.2 against 1.8 out of 4.0.
Checked Nov 12, 2026 · graded Nov 12, 2026 by ToolGPA
Improvado grades higher on features. Supermetrics grades higher on value for money and the free plan. They get the same grade on ease of use and platforms.
Price, platforms and features side by side. The table says where each price was read and when.
Improvado
Marketing data platform with an AI layer and governance
Supermetrics
Marketing data connectors for sheets, BI tools and AI chats
Which one is for you
Pick Improvado if
- Makes sense if you run many sources and need them modeled and governed
- Fits if you want marketing data available to your own AI agents
Look elsewhere if
- Pricey if you are a small team: Starter is $20,000 a year and Growth $41,700
- Skip it if you want a trial or free plan, as the page lists none
- Watch out: both main plans are quoted through a demo request
- Watch out: attribution and Creative Analytics work only with Growth and Enterprise
- Too light for pipelines on the $100 MCP Only plan, which links your AI to data without managed pipelines
Pick Supermetrics if
- Fits if you report from Google Sheets or Looker Studio
- Works for small teams with a handful of ad platforms
Look elsewhere if
- Tight if you have many sources: Starter allows 2 and Growth 7
- Watch out: extra sources, users, destinations and accounts are paid extras
- Skip it if you want warehouse, API or transformations, which are Enterprise by quote
- Not for you if you want a free plan, since only the per-source trial is free
How we grade them
| 1.8GPAImprovadoWeak | 2.2GPASupermetricsFair | |
|---|---|---|
| Value for money | D$20,000 a year for Starter is about $1,667 a month, against a category middle of $65. The $100 MCP Only plan has no pipelines. | C$44 a month billed yearly ($59 monthly) for 2 sources, in a category where the middle is $65. Growth is $177. |
| Free plan and trial | FNo free plan or trial on the pricing page. | CA 14-day trial per data source with no card, and no free plan. |
| Features | BAll connectors and destinations from Starter, governance rules, MCP and row-based sizing cover the whole job. Multi-touch attribution and Creative Analytics are add-ons. | CMany connectors and choice of destinations. Warehouses, transformations, storage and API are Enterprise features sold by quote. |
| Ease of use | CNo store rating on record. A platform of this size needs sources connected and modeled. | CNo store rating on record. You connect each source and build queries. |
| Platforms and integrations | BWeb only, with 1,400+ sources, warehouses, dashboards, AI assistants and SSO on Enterprise. | BWeb only, with Sheets, Excel, Looker Studio, Power BI, Claude, ChatGPT and Copilot. |
| Best for | marketing data for large teams and their AI agents | ad data in Sheets, Looker Studio and AI chats |
The GPA is the average of the five grades: an A is 4 points, an F is none. The full reasons are on each tool's page: Improvado and Supermetrics. How we grade
Price against what you get
Improvado starts at $100 a month and scores 2.7 out of 4 on features, ease of use and platforms. Supermetrics starts at $44 a month and scores 2.3.
Improvado scores higher, and starts $56 a month higher: the question is whether the extra is worth that to you. Of the other marketing reporting and call tracking tools on the chart, 1 scores higher than Improvado for less, and 3 score higher than Supermetrics for less.
Features, ease of use and platforms, averaged
What paid plans start at, a month (each step along is roughly double) →
- The best score at each price
- Has a free plan
- No free plan
Where they differ
At a glance
| Improvado | Supermetrics | |
|---|---|---|
| Pricing | Paid | Free trial |
| Starts at | $100 per month for MCP Only; $20,000 per year and up for Starter | $44 per month, billed yearly ($59 billed monthly) |
| Free plan | None | None |
| Free trial | None listed | 14-day free trial per data source, no credit card needed |
| Web | ||
| Made by | Improvado | Supermetrics |
| Price read from | improvado.io | supermetrics.com |
| Checked | Nov 12, 2026 | Nov 12, 2026 |
Worth knowing
Improvado
- Starter begins at $20,000 a year and Growth at $41,700; both are quoted through a demo request.
- The $100 MCP Only plan has no managed data pipelines, only a link from your AI assistant to the data.
- Multi-touch attribution and Creative Analytics are add-ons that work only with Growth and Enterprise.
- The pricing page lists no free trial or free plan.
Supermetrics
- Prices follow the plan's limits; Starter allows 2 data sources and Growth 7, and extra sources, users, destinations and accounts are paid extras.
- API access, data transformations, Supermetrics Storage and warehouse destinations are Enterprise features sold through a quote.
- The pricing page lists no free plan, only a 14-day trial that is started per data source.
Key features
Improvado
- Connectors and destinations
- The company says its catalog covers 1,400+ data sources, and the Starter plan and above include all connectors and destinations.
- MCP for AI assistants
- A knowledge graph, connections and modeling are exposed to AI agents such as Claude and ChatGPT; each plan sets a weekly MCP action cap.
- Marketing data governance
- Governance rules (3 on Starter, 10 to 25 on Growth, 100 on Enterprise) check things like naming conventions across campaigns.
- Advanced analytics add-ons
- Multi-touch attribution, media mix modeling and incrementality testing are bundles for Growth and Enterprise; Creative Analytics is an add-on.
- Row-based sizing
- Plans are sized by unique rows loaded a year, from 2M on MCP Only to 1B on Enterprise, with sync from daily to custom.
Supermetrics
- Connectors to marketing sources
- Pulls data from ad platforms, analytics and social accounts; the plan sets how many data sources and accounts per source you can connect.
- Choice of destinations
- Sends data to Google Sheets, Excel, Looker Studio, Power BI, or Claude, ChatGPT and Copilot. Starter and Growth include one core destination.
- Data warehouse transfers
- Enterprise plans can send data to warehouses such as BigQuery and Snowflake, and include Supermetrics Storage and data transformations.
- AI chats and Studio
- Marketing data can be queried from AI chats, and the Studio dashboard builder uses AI credits (1,000 a month on Starter, 4,000 on Growth).
- API access
- Enterprise adds access to the Supermetrics data API and platform API for custom applications and for managing keys, teams and transfers.
Plans
Improvado
MCP Only$100
per month
Connects your own AI assistant to your marketing data: 2M rows a year, daily sync, 300 MCP actions a week, 1 workspace.
Starter$20,000
per year and up
All connectors and destinations, 20M rows a year, 20 actions a day, 400 MCP actions a week and 1 workspace.
Growth$41,700
per year and up
60M to 200M rows a year, up to 10 workspaces, 40 to 90 actions a day, premium customer support and add-on bundles.
EnterpriseCustom
1B rows a year, unlimited workspaces, SSO (Azure, Okta), professional services and advanced analytics bundles up to MMM and incrementality.
Supermetrics
Starter$44
per month, billed yearly ($59 billed monthly)
1 user, 2 data sources, 2 accounts per source, 1 core destination and 1,000 AI credits. Yearly billing is shown as 25% off.
Growth$177
per month, billed yearly ($222 billed monthly)
2 users, 7 data sources, 7 accounts per source, 1 core destination and 4,000 AI credits. Yearly billing is shown as 20% off.
EnterpriseCustom
Custom limits, warehouse destinations such as Snowflake and BigQuery, data and platform API access, transformations and SAML single sign-on.
Ways to pay less
Improvado
No public discounts listed.
Supermetrics
- Annual discount
Yearly billing saves up to 25%
Starter shows a 25% saving and Growth 20% when billed yearly: $44 against $59 a month, and $177 against $222 a month.
Common questions
Which is cheaper, Improvado or Supermetrics?
As of Nov 12, 2026, Supermetrics is cheaper to start with: $44 a month, against $100 a month for Improvado. Improvado starts at $100 per month for MCP Only; $20,000 per year and up for Starter, and Supermetrics starts at $44 per month, billed yearly ($59 billed monthly).
Which has a free plan, Improvado or Supermetrics?
As of Nov 12, 2026, neither Improvado nor Supermetrics has a free plan. Supermetrics has a free trial.
More comparisons
How this page was made
- The verdict at the top follows a fixed rule. When both tools are in the same category and either is in our top three for it, the verdict follows that ranking: the higher-placed tool is our pick. The top three weigh who each tool suits as well as its grades, so a pick can go against the GPA. Otherwise the page does not pick one and says which grades higher: the higher GPA first; on a tie, the one with a free plan, then the one that starts cheaper in dollars a month, counted the same way for both; if they are still level, what the choice depends on.
- The grades are our own, from each tool’s review or report card. The GPA is their average.
- Prices, plans and platforms come from each tool’s listing. The table above says where each price was read and when.
- The differences and the answers to the questions are worked out from those listings.