Hightouch vs Supermetrics
Hightouch and Supermetrics are both data integration & ETL tools. Hightouch is aimed at enterprise and small businesses, while Supermetrics is aimed at agencies and small businesses. Only Hightouch has a free plan.
Reverse ETL and composable CDP
Marketing data connector for Sheets, Looker Studio and warehouses
| Pricing | Freemium | Paid |
| Starting price | Not published | Not published |
| Free plan | Yes | No |
| Free trial | — | 14 days |
| Built for | Enterprise, Small businesses | Agencies, Small businesses, Enterprise |
| Platforms | web | web |
| Country | US · 2018 | FI · 2013 |
| Rating | — | — |
Choose Hightouch if
Companies with a warehouse and data team wanting to activate data.
- Warehouse-native, no duplicate data
- Marketer-friendly audience builder
- Broad destinations
Look elsewhere if: Companies without a warehouse (Segment).
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).
Hightouch vs Supermetrics pricing
Hightouch
- Basic Reverse ETL$0Free tier; up to 2 active syncs, unlimited destinations
- Agentic Marketing PlatformCustomUsage-based; demo required
- Composable CDPCustomUsage-based; unlimited user seats
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
Hightouch · Key features
- Reverse ETL to 250+ destinations
- Customer Studio audience builder
- Identity resolution in the warehouse
- Journeys and AI decisioning
- Match booster for ad platforms
- Observability and alerting
Cons
- Requires a mature warehouse
- Pricing scales with usage
- Business features are enterprise-priced
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
Hightouch vs Supermetrics: FAQ
Do Hightouch and Supermetrics have a free plan?
Hightouch has a free plan. Supermetrics has no free plan, a 14-day free trial.