Clay vs Supermetrics
Clay and Supermetrics are both data integration & ETL tools. Clay is aimed at small businesses and enterprise, while Supermetrics is aimed at agencies and small businesses. Only Clay has a free plan.
Data enrichment and research automation for GTM
Marketing data connector for Sheets, Looker Studio and warehouses
| Pricing | Freemium · $185 | Paid |
| Starting price | $185/mo | Not published |
| Free plan | Yes | No |
| Free trial | 14 days | 14 days |
| Built for | Small businesses, Enterprise | Agencies, Small businesses, Enterprise |
| Platforms | web | web |
| Country | US · 2017 | FI · 2013 |
| Rating | — | — |
Choose Clay if
GTM operations and outbound teams with volume and a willingness to learn.
- Dramatically better enrichment coverage via waterfalls
- AI research personalization at scale
- Flexible, spreadsheet mental model
Look elsewhere if: Solo founders who need a simple list (Apollo) or teams without ops capacity.
Choose Supermetrics if
Agencies and marketing teams that build recurring reports in Sheets, Looker Studio or Power BI from many ad platforms.
- Very broad catalog of marketing connectors
- Works inside tools marketers already know, like Sheets and Looker Studio
- Reliable scheduled refreshes for client reporting
Look elsewhere if: Data teams needing a general ELT pipeline for every business system, or very small budgets (Fivetran, Airbyte, Coupler.io).
Clay vs Supermetrics pricing
Clay
- Free$0500 actions and 100 data credits per month
- Launch$185/mo$167/mo billed annually; 15K actions, 2.5K data credits
- Growth$495/mo$446/mo billed annually; 40K actions, 6K data credits
- EnterpriseCustom100K+ data credits, 200K+ actions, annual contract
Supermetrics
- Starter€49/mo€39/mo billed annually; 2 sources, 1 user, 1 destination
- Growth€199/mo€159/mo billed annually; 7 sources, 2 users
- EnterpriseCustomCustom sources and users; warehouses like BigQuery, Snowflake
Clay · Key features
- Waterfall enrichment across 100+ data providers
- Claygent AI agents for custom web research
- Formulas, conditional logic and scoring
- CRM and sequencer integrations with two-way sync
- Signals: job changes, hiring, funding, tech installs
- Templates and shared workspaces
Cons
- Credit costs add up quickly
- Steep learning curve
- Easy to build fragile tables
Supermetrics · Key features
- Connectors for Google Ads, Meta, LinkedIn, TikTok, GA4 and Search Console
- Destinations in Google Sheets, Excel, Looker Studio and Power BI
- Marketing data available in Claude, ChatGPT and Microsoft Copilot
- Scheduled refreshes and automatic data updates for recurring reports
- Warehouse destinations such as BigQuery and Snowflake on Enterprise
- Supermetrics Studio with monthly AI credits for analysis
Cons
- Gets expensive as sources, accounts and destinations add up
- Priced in euros, which complicates USD budgeting
- Starter is very limited at 2 sources and 1 user
Clay vs Supermetrics: FAQ
Do Clay and Supermetrics have a free plan?
Clay has a free plan. Supermetrics has no free plan, a 14-day free trial.