AdRoll vs Supermetrics

AdRoll is a cross-channel advertising platform from NextRoll, the San Francisco company that also runs the B2B account-based marketing product RollWorks. It started as one of the first self-serve retargeting tools and still does that job best: it follows site visitors who did not convert with display and social ads, then brings them back with dynamic product ads that show the exact items they viewed.

Around retargeting, AdRoll adds prospecting audiences, email marketing, audience segmentation and a multi-touch attribution dashboard, so a small team can run display, social and email from one place without managing each network separately. Opening an account and installing the pixel is free; you pay for the media you buy at dynamic CPM rates with no minimum spend, cross-channel attribution and social ads are add-ons, and managed services and ABM packages are quoted by sales. Integrations with Shopify, BigCommerce, WooCommerce and Salesforce make setup quick for online stores.

AdRoll fits SMB and mid-market e-commerce brands and B2B companies that lack an in-house paid media specialist. Experienced media buyers usually get more control and lower costs inside Meta Ads Manager and Google Ads directly, and reporting can overlap or conflict with what those platforms claim. Compared with Criteo, AdRoll is easier for small budgets; compared with running Google and Meta retargeting yourself, it trades some control for convenience and a single view of performance.

Supermetrics is a marketing data integration platform from Helsinki, Finland, founded in 2013 by Mikael Thuneberg, who started with a spreadsheet add-on for pulling Google Analytics data. It has grown into one of the most widely used marketing connectors, with hundreds of thousands of users across agencies and in-house teams. Its core job is moving data out of ad platforms, analytics, SEO and social tools into the reporting destination a team already uses.

Supermetrics offers connectors for sources such as Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads, GA4, Search Console and HubSpot, and sends data to destinations including Google Sheets, Excel, Looker Studio and Power BI, plus AI assistants like Claude, ChatGPT and Microsoft Copilot. Enterprise plans add data warehouse destinations such as BigQuery and Snowflake, along with transformation and storage options. Plans are priced in euros by number of data sources, users and accounts per source, and include Supermetrics Studio AI credits.

It fits agencies and marketing teams that build reports in Sheets or Looker Studio and need reliable, scheduled refreshes. The trade-off is cost: each extra source, destination or account raises the bill, and prices are higher than tools like Coupler.io or Windsor.ai. Fivetran and Airbyte are better for broad company-wide data pipelines, while Databox is a full dashboard tool rather than a connector.

Buying tip: prices are listed in EUR, so US buyers pay the euro rate converted. Count your sources and ad accounts carefully, since Starter allows only 2 sources with 2 accounts each.