TL;DR: Supermetrics is a data pipeline tool that moves marketing data to spreadsheets and warehouses. Benly is an insights platform that provides AI-powered analytics directly. If you need raw data for custom analysis, keep Supermetrics. If you want marketing insights without data engineering, Benly is a simpler path.
Why Teams Look for Supermetrics Alternatives
Supermetrics has been the go-to tool for marketers who need to get data out of ad platforms and into analysis tools. Connect Facebook, Google, TikTok, and dozens of other sources to Google Sheets, Looker Studio, BigQuery, or wherever you do analysis.
But the tool has limitations that drive users to explore alternatives:
- You still need to build: Supermetrics moves data but doesn't analyze it—you need to build dashboards and reports yourself
- Technical overhead: Data modeling, transformation, and visualization require expertise or additional tools
- Per-connector pricing: Costs add up quickly as you add data sources
- Maintenance burden: API changes break connections; schemas drift; data pipelines need ongoing attention
- No actionable insights: You get data, not recommendations—turning numbers into action is still your job
Benly as a Supermetrics Alternative
Benly takes a fundamentally different approach. Rather than piping raw data for you to analyze, Benly provides AI-powered insights directly. Ask questions in natural language, get answers with recommendations—no data engineering required.
At-a-glance comparison
| Feature | Supermetrics | Benly |
|---|---|---|
| Core function | Data pipeline (ETL) | Insights platform |
| Data connectors | 100+ sources | Core ad platforms |
| Built-in analytics | No (you build) | Yes, AI-powered |
| Natural language queries | No | Yes |
| Creative intelligence | No | Yes (50M+ ads, AI gen) |
| Technical requirement | Medium-High | Low |
| Time to value | Days-weeks (build) | Minutes (connect) |
| Starting price | $39+/month (varies) | $99/month (flat) |
Different Tools for Different Problems
When Supermetrics is right
Supermetrics solves data access. If you have a data warehouse, a data team, and custom analysis requirements, Supermetrics efficiently moves marketing data into your existing infrastructure. It's a building block, not a solution.
Use cases where Supermetrics excels:
- Data warehouse integration (BigQuery, Snowflake, Redshift)
- Custom attribution modeling requiring raw data
- Cross-department data consolidation
- Exotic data source requirements (100+ connectors)
- Teams with data engineering resources
When Benly is right
Benly solves insights. If you want to understand marketing performance and take action without building data pipelines, Benly provides answers directly. It's a solution, not a building block.
Use cases where Benly excels:
- Marketing performance understanding without data engineering
- AI-powered insights and recommendations
- Creative intelligence (ad spy, pattern analysis, generation)
- Natural language queries about performance
- Teams without dedicated data resources
The Real Question
The choice between Supermetrics and Benly isn't about which is better—it's about what you're trying to accomplish:
- Need raw data for custom analysis? → Supermetrics (or similar ETL tools)
- Need marketing insights without building? → Benly (or similar insights platforms)
Many teams using Supermetrics discover they're maintaining complex data pipelines just to answer questions that purpose-built platforms answer directly. The pipeline becomes overhead rather than advantage.
Pricing Comparison
| Platform | Pricing Model | Typical Cost |
|---|---|---|
| Supermetrics | Per connector + destination | $39-299+/month |
| Benly | Flat monthly | $99-499/month |
Supermetrics can be cheaper for simple use cases (few connectors) but costs scale with complexity. Benly's flat pricing includes all features regardless of data volume or complexity.
Who Should Choose Supermetrics
- Data warehouse users: Teams piping data to BigQuery, Snowflake, etc.
- Custom analysis needs: Requirements that purpose-built tools can't meet
- Data engineering resources: Teams who can build and maintain pipelines
- Many data sources: Exotic connectors beyond core ad platforms
Who Should Choose Benly
- Marketers wanting insights: Not data engineers wanting data
- Time-constrained teams: Need answers now, not after building dashboards
- Creative-focused: Want analytics connected to creative intelligence
- Limited technical resources: Can't maintain data pipelines
Final Thoughts
Supermetrics is an excellent data pipeline tool. If you need raw marketing data in your data warehouse, it does that job well.
But many teams using Supermetrics are really trying to answer marketing questions—and they've built complex infrastructure to get answers that purpose-built platforms provide directly. If that describes your situation, tools like Benly offer a simpler path to the insights you actually need.
