Supermetrics vs Whatagraph: Two Ways to Build a Client Report

Every agency has a version of the Monday client report: ad spend, conversions and traffic from five platforms, branded and in the client's inbox before their 10am call. Supermetrics and Whatagraph can both get you there. Supermetrics moves the data into a tool like Data Studio (formerly Looker Studio), where you build the report. Whatagraph pulls the data and builds the report in one app.

Below, this Supermetrics vs Whatagraph comparison builds the same client report both ways, then compares connectors, white-label reports and client sharing, monthly cost and support.

Supermetrics vs Whatagraph: the short verdict#

Supermetrics is a marketing intelligence platform built around data connectors. It costs less to start, covers more marketing platforms and sends data to the reporting tool of your choice. You do the report design yourself.

Whatagraph is an agentic marketing intelligence platform for client reporting. It costs more, starting at $812 a month, but gives you the connectors, report builder, white-label reports, alerts and AI agents in one place.

In the Supermetrics vs Whatagraph decision, choose Supermetrics if your team is comfortable building reports in Data Studio, Google Sheets or Power BI. Choose Whatagraph if you'd rather pay more and spend less time building and maintaining client reports.

One client report, built in each tool#

Take an ecommerce client running Google Ads and Meta Ads, with Google Analytics 4 and Shopify for site and order data. The report needs spend, ROAS and orders by channel, with a cross-channel total.

Supermetrics plus Data Studio

• Add the Supermetrics connectors for Google Ads, Meta Ads, GA4 and Shopify in Data Studio, then authorize the client's accounts.
• Start from a Supermetrics report template or a blank report, and add charts for each channel.
• Use data blending in Data Studio to join spend from both ad platforms with Shopify orders for the cross-channel view.
• Apply your agency's logo and colors, then share a view link or set up scheduled email delivery from Data Studio.

Building the first report is most of the work. After that, you copy the report and swap the data sources for the next client. Starter covers 3 data sources, so this four-source setup needs Growth.

Whatagraph on its own

• Connect the four sources in Whatagraph. Each connected account uses one source credit.
• Pick a report template, or let IQ Agents build the report from your own template. Edit it with drag-and-drop widgets.
• Create a source blend for cross-channel reporting, and add custom metrics like blended ROAS.
• Apply white-label branding, then send a live link or schedule an email with the report attached or linked.

IQ Agents can also draft the commentary for each report, which you review before sending. For the next client, you reuse the template and connect their accounts. One catch for this client: Shopify is a premium integration in Whatagraph, available only on the Prime plan.

Supermetrics vs Whatagraph feature comparison#

Here is the Supermetrics vs Whatagraph split in one table. Supermetrics' sources and accounts don't map one to one onto Whatagraph's credits, so compare the entry prices with care.

Connector coverage and stability#

Connector coverage decides which client accounts you can report on at all. Stability decides whether the report is complete when the client opens it.

Supermetrics: 170+ marketing sources

On connectors, the Supermetrics vs Whatagraph gap favors Supermetrics, which has the wider catalog. Its 170+ data connectors cover search, social and programmatic ad platforms, Google Analytics 4, Google Search Console, SEO tools like Ahrefs, ecommerce platforms like Shopify, and CRMs. Each connector exposes detailed fields, so you can report at campaign, ad group or keyword level.

Whatagraph: two tiers of integrations

Whatagraph lists 60+ native integrations in two tiers. Max includes the advanced tier: Google Ads, Facebook Ads, LinkedIn Ads, TikTok Ads, GA4, Search Console, SEO tools like Semrush and Ahrefs, and Google Sheets. Premium integrations, only on Prime, include Shopify, HubSpot, Salesforce, BigQuery, Snowflake, Adobe Analytics and a custom API. On Max, Google Sheets is the route for anything else, filled by a manual export or by Coupler.io on a schedule.

Report speed and data stability

Stability depends on more than the connector. With Supermetrics, report speed depends on your reporting tool: a Data Studio report that queries many accounts at once can load slowly.

Whatagraph caches report data, and its scheduled refresh (in beta) pre-loads data every 4 hours, 12 hours or once a day. On G2, Supermetrics reviewers mention data limits on some connectors, and a few Whatagraph reviewers mention slow loading.

White-label reports and client sharing#

Clients judge a report by how it looks and how easy it is to open. Here is how each tool handles branding and getting the report to the client.

Branding with Supermetrics

With Supermetrics, white-labeling is up to your reporting tool. In Data Studio, you add your logo, colors and fonts to each report, and clients see a Google-hosted report shared by link or email. Branding is fully in your hands, but so is keeping it consistent across dozens of reports. Supermetrics itself doesn't appear in what the client sees.

Branding and sharing in Whatagraph

Whatagraph includes white-label reports on Max, with custom branding applied across reports and dashboards. You can share a live link that updates every 15 minutes, or schedule emails with the report attached or linked. A custom report domain, so links show your agency's URL, is part of Prime.

For client reporting at scale, Whatagraph saves setup time. KPI overviews with alerts let your team spot a client's drop in conversions before the client does. With Supermetrics, you get the same result by building it yourself in your BI tool.

Data blending and custom metrics#

Cross-channel numbers, like blended ROAS or total cost per lead, need data from several platforms joined into one view. The two tools handle that in different places.

With Supermetrics on Starter or Growth, blending happens in your reporting tool. In Data Studio, you blend data sources on a shared dimension such as date or campaign, then add calculated fields.

It works, but a Data Studio blend joins at most five tables, and heavy blends can slow larger reports. Supermetrics' own data transformations, which cover custom metrics, currency conversions and data blends before the data reaches the report, are an Enterprise feature. If you want sources blended before they reach Data Studio without an enterprise plan, Coupler.io can join them on the way in.

Whatagraph includes data blending on Max through source groups and blends. You can group accounts, for example all of a client's ad accounts, combine them in one widget, and add custom metrics on top. Because blending sits inside the report builder, account managers can set it up without touching a BI tool.

If your team already blends data in Data Studio, Supermetrics fits that habit. If you want blending built into the report itself, Whatagraph covers it on its entry plan.

AI features#

Both tools now ship AI agents, aimed at different parts of the job.

Supermetrics Studio comes with every plan, with 4,000 AI credits a month on Starter and 12,000 on Growth. Its Dashboard Agent turns a plain-language request into a dashboard, its Insights Agent answers performance questions and flags anomalies, and a Connector Agent helps build custom connectors.

Supermetrics also connects marketing data to AI tools: Claude, ChatGPT and Copilot are available as a core destination, and the Supermetrics MCP serves custom agents and workflows.

Whatagraph's AI is built around client reporting. Whatagraph IQ runs across the platform, and IQ Agents handle report building, commentary, budget pacing and monitoring. You can also describe a custom agent in plain language.

Agents work from your template, and your team reviews the output before it reaches the client. Base agent usage is included on every plan, with higher usage tiers that add computer and browser use or video and motion ads. Prime adds Whatagraph IQ+.

For an agency, the difference is where the time goes. Supermetrics' AI helps you get to data and dashboards faster, while the report and its commentary are still yours to write. Whatagraph's agents draft both, and your team edits them.

The real monthly cost of each setup#

Whatagraph vs Supermetrics pricing is hard to compare at a glance, because the two tools count usage differently. It helps to price a real setup.

Supermetrics plans

Supermetrics pricing, billed yearly:

• Starter: $44 a month for 3 data sources, 3 accounts per source, 1 destination and 1 user. Monthly billing costs $55.
• Growth: $177 a month for 6 data sources, 7 accounts per source, 1 destination and 2 users. Monthly billing costs $222.
• Enterprise: custom quote, with data warehouse and storage destinations such as BigQuery, Snowflake and Amazon S3, data transformation and Supermetrics Storage.

Extra destinations and users are add-ons on both plans; extra sources and accounts are Growth add-ons. Data Studio itself is free, so for many agencies Supermetrics pricing is the whole software cost.

Whatagraph plans

Whatagraph pricing, billed yearly:

• Max: from $812 a month, starting with 50 source credits. Unlimited users and reports, IQ Agents, advanced integrations, data blending, white-label reports, KPI overviews with alerts and a dedicated success manager.
• Prime: custom price. Adds premium integrations, a custom report domain, public API access, transfer to BigQuery and Data Studio, and priority support.

You can buy extra source credits until you reach the next plan threshold.

Cost at 5 and 15 clients

Here is how that plays out for an agency reporting on Google Ads, Meta Ads and GA4 for each client:

At 5 clients, the Supermetrics setup costs about a fifth of Whatagraph. As the client list grows, Supermetrics' 7-accounts-per-source limit on Growth means add-ons or an Enterprise quote, while Whatagraph's price stays flat up to 50 credits. Factor in the hours your team spends building reports in Data Studio, too.

Adding clients: how each tool scales#

The first client report shows you the workflow. The tenth shows you the cost of keeping it running.

With Supermetrics and Data Studio, each new client usually means copying an existing report and swapping in the client's accounts. That's quick once you have a solid template.

The limits are on accounts and sources: Growth covers 7 accounts per data source, so your eighth client on Google Ads needs an account add-on, and past the add-on caps you move to an Enterprise quote. Design changes also multiply. If you update your report template, you update each client's copy.

With Whatagraph, a new client means connecting their accounts and applying your template. Users and reports are unlimited, so the only number that grows is source credits. Max covers 50, and you can buy extra credits until you reach the next plan threshold, then upgrade through sales. Template and branding changes apply across reports, which saves time at 20 or 30 clients.

In short, Supermetrics stays cheaper per client for longer, while Whatagraph's flat price buys you less maintenance as the client list grows.

Whatagraph vs Supermetrics on support#

Support is where the Whatagraph vs Supermetrics gap is widest in reviews. OnG2, Whatagraph scores 8.9 out of 10 for quality of support and Supermetrics 7.8.

The plans explain part of that. Whatagraph's Max plan includes live chat and a dedicated customer success manager, and Prime adds tailored onboarding, priority support and an enterprise SLA.

Supermetrics support runs through tickets in the Supermetrics Hub and a chat on its website, where an AI agent handles many questions and hands others to the support team. For custom plans, Supermetrics connects you with its accounts team.

There's also less to support with Whatagraph. When a Supermetrics report breaks, the cause can sit in Supermetrics, in Data Studio or in your blend, and you may need to troubleshoot across all three. Whatagraph owns the whole report, so one support team can look at the full problem.

Which setup fits your team#

The right choice depends on how your team works today and how many clients you report on.

Supermetrics plus a BI tool fits if:

• Your team already builds reports in Data Studio, Google Sheets or Power BI.
• You report on many platforms, including SEO, ecommerce and CRM sources.
• You serve a handful of clients and want to keep software costs low.
• You want marketing data in AI tools like Claude or ChatGPT.

Whatagraph fits if:

• You'd rather not maintain report designs across dozens of clients.
• You want AI agents to draft reports and commentary for review.
• You value a dedicated success manager and strong support scores.
• Your client count uses most of the Max plan's 50 credits, about 16 clients at 3 sources each.

Supermetrics and Whatagraph alternatives#

If Supermetrics leaves too much report building to you and Whatagraph's entry price is too high for your client count, these marketing reporting tools sit in between.

Porter Metrics

Porter Metrics is an AI-native marketing reporting and automation platform built around Data Studio, Google Sheets and Power BI. It covers about 30 connectors, including Meta Ads, Google Ads, GA4, LinkedIn Ads, TikTok Ads, HubSpot, Shopify and Klaviyo, with report templates for each.

Pricing is per data source account, and it gets cheaper with volume: one account costs $12.50 a month billed yearly, and 13 to 20 accounts are a flat $100 a month on monthly billing, less when billed yearly. White-label dashboards come with paid plans, and a free plan keeps 30 days of history.

Its MCP works in Claude, ChatGPT and Gemini and can create campaigns or edit budgets after you confirm. It suits small agencies that want Data Studio reports without per-source limits.

Coupler.io

Coupler.io is a reporting automation platform that collects and blends data from 400+ sources, such as Google Ads, Meta Ads, GA4 and Shopify. It covers both workflows above: 230+ dashboard templates with white-label branding for each client, or the same blended data sent to Data Studio, Google Sheets or Power BI.

Coupler AI can set up the data flow across sources from a plain-language request, and Claude or ChatGPT can draft a client summary from the same data.

Every source, Shopify included, is available on every plan. After a free plan, pricing starts at $24 a month, and Pro covers 50 accounts with unlimited destinations for $199, billed yearly.

DashThis

DashThis is a marketing reporting and dashboard platform priced by dashboard rather than by source. Every plan includes white-label reports, a custom domain and custom email, across 30+ integrations, plus AI Insights with an optional PRO add-on.

Plans cost $44 a month for 3 dashboards, $139 for 10 and $279 for 25, with a 14-day trial. With one dashboard per client, that's about $14 per client at 10 clients and $11 at 25. It fits agencies that want Whatagraph-style client dashboards at a lower price, as long as the 30+ integrations cover their sources.

AgencyAnalytics, Funnel.io and Improvado also come up among Whatagraph alternatives, but they're either agency-only platforms or priced for larger teams. Among Supermetrics alternatives, Windsor.ai and Adverity cover similar data extraction, and Fivetran is the usual ETL tool when the goal is a data warehouse rather than a client-facing report.

FAQs#

Can I move my Data Studio reports into Whatagraph?

Not directly. You rebuild them in Whatagraph's report builder, usually from one of its templates. Plan for a parallel month so you can compare numbers before switching clients over.

Can Supermetrics and Whatagraph work together?

Yes. Whatagraph reads Google Sheets as a source on every plan, and BigQuery on Prime, so you can load data from a Supermetrics connector Whatagraph lacks into a Sheet and report on it in Whatagraph. You'd pay for both tools.

Is Whatagraph worth it for a small agency?

On cost alone, it's hard to justify below about 10 clients: at 5 clients, Max works out to about $162 per client a month. It makes more sense when the hours saved on building and writing reports matter more than the software bill.

Which tool suits an in-house marketing team?

Usually Supermetrics. In-house teams tend to report in tools they already use, such as Google Sheets or Power BI, and don't need white-label branding. Whatagraph also works for in-house teams, but its CRM integrations like HubSpot and Salesforce are on Prime.