# Fivetran vs Supermetrics Comparison
---
## AI Generated Summary
- **G2 reviewers report** that Fivetran excels in its **ease of setup** , with users highlighting the intuitive onboarding process that allows for quick integration of multiple data sources. One user mentioned, "Easy to set it up for several data sources and mostly reliable functionality," showcasing its user-friendly approach.
- **Users say** that Supermetrics shines in **reporting capabilities** , particularly for marketing teams. Reviewers appreciate how it "saves my team hours every week" by pulling ad data into a single dashboard, transforming client reporting from a tedious task to a streamlined process.
- **According to verified reviews** , Fivetran offers a unique **grace period** for schema changes during the initial setup, which users find invaluable. One reviewer noted, "This feature helped us in scoping out our requirements without being billed for just trying to understand the data," indicating a supportive onboarding experience.
- **Reviewers mention** that Supermetrics provides a **unified view** of data from various tools, which is particularly beneficial for small businesses. Users highlighted the ability to combine different datasets into one report, stating, "That unified view is invaluable for marketing," emphasizing its effectiveness in data analysis.
- **G2 reviewers report** that Fivetran's overall user satisfaction is reflected in its higher G2 Score, indicating a strong performance in **quality of support**. Users appreciate the responsive assistance, with one noting the product has been a "good partner in doing business," which enhances the overall experience.
- **Users say** that while Supermetrics has a slightly higher star rating, it faces challenges in **ease of use** compared to Fivetran. Reviewers have pointed out that some features can be less intuitive, with one user mentioning the need for more straightforward navigation, which can impact daily usability.



---
## Frequently Asked Questions

### What is the difference between Fivetran vs Supermetrics?

Fivetran and Supermetrics differ most clearly in their primary market segment and reviewer-cited strengths, with Fivetran favored for ease of setup and Supermetrics for reporting and marketing data integrations.

| [Fivetran](https://www.g2.com/products/fivetran/reviews) | [Supermetrics](https://www.g2.com/products/supermetrics/reviews) |
| --- | --- |
| 4.3/5 (828 reviews) | 4.4/5 (823 reviews) |
| Mid-Market | Small-Business |
| 9.1 | 8.1 |
| 8.5 | 7.8 |
| Ease of Use (187 all-time mentions) | Reporting (recent reviews) |



### How do the pricing models of Fivetran and Supermetrics compare?

Fivetran is rated higher on price satisfaction than Supermetrics, indicating reviewers consider Fivetran the stronger value.

- **Fivetran:** Reviewers frequently cite the pricing model as confusing and expensive, especially for high-volume data, but also note the value in automation and reduced engineering overhead.
- **Supermetrics:** Recent reviews mention that Supermetrics can become expensive quickly, especially as more connectors or channels are added, and that many connectors are locked behind higher-tier plans.
- **Switching reasons:** Several reviewers mention switching to Fivetran for its free-tier connectors and more predictable value compared to alternatives.



### What are the best alternatives to Fivetran and Supermetrics?

The top 3 alternatives to Fivetran and Supermetrics are Adverity, Skyvia, and Workato.

| Product | G2 Rating (reviews) | Largest Segment | Pricing Insight | Top Reviewer-Cited Strength |
| --- | --- | --- | --- | --- |
| [Fivetran](https://www.g2.com/products/fivetran/reviews) | 4.3/5 (828 reviews) | Mid-Market | Pricing can be confusing and expensive for high-volume data | Ease of Use (187 all-time mentions) |
| [Supermetrics](https://www.g2.com/products/supermetrics/reviews) | 4.4/5 (823 reviews) | Small-Business | Can become expensive quickly as more connectors are added | Reporting (recent reviews) |
| [Adverity](https://www.g2.com/products/adverity/reviews) | 4.4/5 (326 reviews) | Mid-Market | — | Data integration and automation (recent reviews) |
| [Skyvia](https://www.g2.com/products/skyvia/reviews) | 4.8/5 (324 reviews) | Small-Business | — | Ease of use and flexibility (recent reviews) |
| [Workato](https://www.g2.com/products/workato/reviews) | 4.7/5 (777 reviews) | Mid-Market | — | Automation and integration breadth (recent reviews) |



### Which ETL Tools features should I prioritize when comparing Fivetran and Supermetrics?

Buyers comparing Fivetran and Supermetrics should prioritize ease of setup, reporting capabilities, integration breadth, pricing satisfaction, and support quality.

- **Ease of Setup:** Fivetran scores 9.1, Supermetrics 8.1.
- **Reporting:** Reporting is the top reviewer-cited strength for Supermetrics in recent reviews, while Fivetran is noted for ease of use and integration efficiency.
- **Integration Breadth:** Fivetran integrations are mentioned in 51 reviews, Supermetrics in 27 reviews.
- **Pricing Satisfaction:** Fivetran has more frequent mentions of pricing issues (36 all-time), while Supermetrics also receives negative pricing feedback (14 all-time).
- **Support Quality:** Fivetran scores 8.5, Supermetrics 7.8 on Quality of Support.



### What are the pros and cons of Fivetran vs Supermetrics?

Fivetran's headline strength is ease of use and setup, while Supermetrics is most praised for its reporting and marketing data integrations.

- **Fivetran strengths:** Ease of Use (187 all-time mentions), Easy Setup (74), User Interface (59), Integrations (51), Reliability (28), Automation (24), Integration Efficiency (13), Scalability (12), Security (3).
- **Fivetran trade-offs:** Expensive (36), Pricing Issues (24), Limited Features (13), Limited Customization (8).
- **Supermetrics strengths:** Reporting (recent reviews), Ease of Use (29), Integrations (27), Customer Support (17), Time-saving (15), Connectors (14), Automation (8), User Interface (8).
- **Supermetrics trade-offs:** Expensive (14), Missing Features (10), Pricing Issues (8), Data Limitations (7).



### Is Fivetran or Supermetrics better for small businesses?

Supermetrics is the better fit for small businesses, as it is most popular in the Small-Business segment and receives strong small-business reviewer sentiment.

- **Fivetran:** Largest segment is Mid-Market; reviewers note ease of use and setup but frequently mention pricing as a barrier for smaller teams.
- **Supermetrics:** Largest segment is Small-Business; reviewers highlight its value for automating reporting and integrating marketing data for small teams.



### Which ETL Tools platform has better integrations?

Fivetran is favored for integration breadth, with more reviewer-cited integration mentions and a wider range of supported platforms.

- **Fivetran:** Integrations with Snowflake (85 all-time mentions), NetSuite (16), Shopify (6) are frequently cited by reviewers.
- **Supermetrics:** Integrations with Facebook (130 all-time mentions), Looker (77), Shopify (19) are highlighted, especially for marketing and reporting use cases.



### How do Fivetran and Supermetrics compare on customer support?

Fivetran scores higher on Quality of Support (8.5 vs 7.8), indicating a material advantage over Supermetrics.

- **Fivetran:** Reviewers describe support as responsive and helpful, with several citing prompt ticket resolution and onboarding assistance.
- **Supermetrics:** Reviewers note generally helpful support, but some mention slower response times and less direct assistance compared to Fivetran.



### Which is easier to implement, Fivetran or Supermetrics?

Fivetran is easier to implement, with a 1-point lead in Ease of Setup (9.1 vs 8.1) and higher Ease of Admin (8.8 vs 8.0).

- **Fivetran:** Reviewers consistently highlight fast, no-code setup, intuitive UI, and minimal maintenance requirements.
- **Supermetrics:** Reviewers describe setup as straightforward for Google Sheets and Looker Studio, but note a steeper learning curve for new users and more manual configuration for complex use cases.



### Which product has better Reporting?

Supermetrics is more frequently cited for its reporting capabilities, making it the stronger choice for reporting use cases.

- **Fivetran:** Reporting is not the top reviewer-cited feature; reviewers focus on integration and automation strengths.
- **Supermetrics:** Reporting is the top reviewer-cited strength in recent reviews, with many reviewers praising its ability to automate and centralize reporting across marketing channels.



| | Fivetran | Supermetrics | 
|---|---|---|
| **Star Rating** | 4.3 out of 5 | 4.4 out of 5 | 
| **Total Reviews** | 828 | 824 | 
| **Largest Market Segment** | Mid-Market (59.5% of reviews) | Small-Business (55.6% of reviews) | 
| **Entry Level Price** | Free | Starting at €39.00 1 user Per Month | 

---
## Top Pros & Cons

### Fivetran

Pros:
- Ease of Use (187 reviews)
- Easy Setup (74 reviews)

Cons:
- Sync Issues (60 reviews)
- Expensive (36 reviews)

### Supermetrics

Pros:
- Ease of Use (24 reviews)
- Integrations (23 reviews)

Cons:
- Expensive (13 reviews)
- Missing Features (9 reviews)

---
## Ratings Comparison
| Rating | Fivetran | Supermetrics | 
|---|---|---|
  | **Meets Requirements** | 8.6 (609 reviews) | 8.5 (625 reviews) | 
  | **Ease of Use** | 9.0 (618 reviews) | 8.2 (633 reviews) | 
  | **Ease of Setup** | 9.0 (400 reviews) | 8.1 (420 reviews) | 
  | **Ease of Admin** | 8.8 (344 reviews) | 8.0 (380 reviews) | 
  | **Quality of Support** | 8.5 (557 reviews) | 7.8 (566 reviews) | 
  | **Has the product been a good partner in doing business?** | 8.6 (338 reviews) | 8.2 (375 reviews) | 
  | **Product Direction (% positive)** | 8.3 (553 reviews) | 7.9 (582 reviews) | 

---
## Pricing

### Fivetran

#### Entry-Level Pricing

Plan: Free Plan

Price: Free

Description: For individuals automating ELT for small volumes of data.

Key Features:
- Access Standard Plan features, free up to 500,000 monthly active rows (MAR)
- Commitment free: No credit card required

[Browse all 4 editions](https://www.g2.com/products/fivetran/pricing)

#### Free Trial

Yes

### Supermetrics

#### Entry-Level Pricing

Plan: Starter

Price: Starting at €39.00 1 user Per Month

Description: For individuals and small teams starting out with marketing intelligence.

Key Features:
- Starting at 1 user
- Starting at 3 data sources
- No data volume fees

[Browse all 4 editions](https://www.g2.com/products/supermetrics/pricing)

#### Free Trial

Yes

---
## Features Comparison By Category

### Digital Analytics

| Product | Score | Reviews |
|---|---|---|
| **Fivetran** | N/A | N/A |
| **Supermetrics** | 7.9/10 | 379 |

#### Metrics

| Feature | Fivetran | Supermetrics | 
|---|---|---|
| **Sessions - Digital Analytics** | Not enough data | 8.6 (312 reviews) | 
| **Engagement** | Not enough data | 8.3 (292 reviews) | 
| **Entry and Exit Pages** | Not enough data | 8.1 (262 reviews) | 
| **Standard Event Tracking** | Not enough data | 8.4 (291 reviews) | 
| **Custom Event Tracking** | Not enough data | 8.0 (280 reviews) | 
| **Retention** | Not enough data | 7.9 (250 reviews) | 
| **Return** | Not enough data | 8.0 (250 reviews) | 
| **Conversions** | Not enough data | 8.6 (322 reviews) | 
| **Funnels** | Not enough data | 7.8 (269 reviews) | 

#### Reporting

| Feature | Fivetran | Supermetrics | 
|---|---|---|
| **Real-Time Reporting** | Not enough data | 8.2 (311 reviews) | 
| **Trending** | Not enough data | 7.9 (278 reviews) | 
| **Retroactive Reporting** | Not enough data | 8.4 (304 reviews) | 
| **Segmentation** | Not enough data | 8.1 (292 reviews) | 
| **Mobile Reporting** | Not enough data | 7.6 (251 reviews) | 
| **Unification Across Devices** | Not enough data | Feature Not Available | 
| **Custom Reports and Dashboards** | Not enough data | 8.7 (326 reviews) | 

#### Other

| Feature | Fivetran | Supermetrics | 
|---|---|---|
| **User Data** | Not enough data | 8.2 (271 reviews) | 
| **Site Search Reporting** | Not enough data | 7.9 (241 reviews) | 
| **Load Time Monitoring** | Not enough data | 7.2 (218 reviews) | 
| **Campaign Tracking** | Not enough data | 8.6 (317 reviews) | 
| **E-Commerce** | Not enough data | 8.4 (267 reviews) | 
| **Promotional Messages** | Not enough data | 7.2 (207 reviews) | 
| **Administration Alerts** | Not enough data | 7.4 (215 reviews) | 

#### Agentic AI - Digital Analytics

| Feature | Fivetran | Supermetrics | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | 6.7 (11 reviews) | 
| **Cross-system Integration** | Not enough data | 7.0 (10 reviews) | 
| **Proactive Assistance** | Not enough data | 6.7 (10 reviews) | 
| **Decision Making** | Not enough data | 6.8 (10 reviews) | 

#### Administration

| Feature | Fivetran | Supermetrics | 
|---|---|---|
| **API / Integrations** | Not enough data | 8.3 (274 reviews) | 
| **QA Testing** | Not enough data | 7.5 (213 reviews) | 
| **Performance and Reliability** | Not enough data | 8.1 (314 reviews) | 
| **User, Role, and Access Management** | Not enough data | 8.0 (295 reviews) | 

### Data Extraction

| Product | Score | Reviews |
|---|---|---|
| **Fivetran** | 8.0/10 | 181 |
| **Supermetrics** | N/A | N/A |

#### Functionality

| Feature | Fivetran | Supermetrics | 
|---|---|---|
| **Diverse Extraction Points** | 8.5 (156 reviews) | Not enough data | 
| **Data Structuring** | 8.5 (148 reviews) | Not enough data | 
| **Consolidation** | 8.4 (131 reviews) | Not enough data | 
| **Data Cleaning** | 7.2 (118 reviews) | Not enough data | 
| **Cloud Extraction** | 8.7 (140 reviews) | Not enough data | 
| **Visualization** | 6.4 (112 reviews) | Not enough data | 
| **Data Extraction** | Not enough data | Not enough data | 
| **Real-Time Data** | Not enough data | Not enough data | 
| **Image Extraction** | Not enough data | Not enough data | 
| **IP Address Extraction** | Not enough data | Not enough data | 
| **Email Address Extraction** | Not enough data | Not enough data | 
| **Metadata Extraction** | Not enough data | Not enough data | 
| **Document Extraction** | Not enough data | Not enough data | 
| **Phone Number Extraction** | Not enough data | Not enough data | 
| **Auto Extraction** | Not enough data | Not enough data | 
| **IP Address Extraction** | Not enough data | Not enough data | 
| **Email Address Extraction** | Not enough data | Not enough data | 
| **Image Extraction** | Not enough data | Not enough data | 
| **Web Data Extraction** | Not enough data | Not enough data | 

#### Diverse Extraction Points

| Feature | Fivetran | Supermetrics | 
|---|---|---|
| **Diverse Extraction Points** | 8.5 (156 reviews) | Not enough data | 

#### Additional Functionality

| Feature | Fivetran | Supermetrics | 
|---|---|---|
| **Data Storage Management** | Not enough data | Not enough data | 
| **Customizable Templates** | Not enough data | Not enough data | 
| **Multiple Data Sources** | Not enough data | Not enough data | 
| **Forecasting** | Not enough data | Not enough data | 
| **Reminders** | Not enough data | Not enough data | 
| **Multi-Language** | Not enough data | Not enough data | 
| **Visual Discovery** | Not enough data | Not enough data | 
| **Mobile Access** | Not enough data | Not enough data | 
| **Rules-Based Workflow** | Not enough data | Not enough data | 
| **API** | Not enough data | Not enough data | 
| **Customizable Forms** | Not enough data | Not enough data | 
| **Drag & Drop** | Not enough data | Not enough data | 
| **Third-Party Integrations** | Not enough data | Not enough data | 
| **Workflow Management** | Not enough data | Not enough data | 
| **Data Mapping** | Not enough data | Not enough data | 
| **Trend Analysis** | Not enough data | Not enough data | 
| **Compliance Management** | Not enough data | Not enough data | 
| **Data Connectors** | Not enough data | Not enough data | 
| **Multi-Channel Distribution** | Not enough data | Not enough data | 
| **Search/Filter** | Not enough data | Not enough data | 
| **Data Transformation** | Not enough data | Not enough data | 
| **Data Import/Export** | Not enough data | Not enough data | 
| **Data Synchronization** | Not enough data | Not enough data | 
| **Reporting/Analytics** | Not enough data | Not enough data | 
| **Surveys & Feedback** | Not enough data | Not enough data | 
| **Customizable Fields** | Not enough data | Not enough data | 
| **Forms Management** | Not enough data | Not enough data | 
| **Multi-Channel Data Collection** | Not enough data | Not enough data | 
| **HIPAA Compliant** | Not enough data | Not enough data | 
| **Metadata Management** | Not enough data | Not enough data | 
| **Secure Data Storage** | Not enough data | Not enough data | 
| **Generative AI** | Not enough data | Not enough data | 
| **Access Controls/Permissions** | Not enough data | Not enough data | 
| **Multi-Device Support** | Not enough data | Not enough data | 
| **AI Copilot** | Not enough data | Not enough data | 
| **Visual Analytics** | Not enough data | Not enough data | 
| **Audience Targeting** | Not enough data | Not enough data | 
| **Offline Response Collection** | Not enough data | Not enough data | 
| **Data Capture and Transfer** | Not enough data | Not enough data | 
| **Customizable Reports** | Not enough data | Not enough data | 
| **Activity Dashboard** | Not enough data | Not enough data | 
| **Dashboard Creation** | Not enough data | Not enough data | 
| **Version Control** | Not enough data | Not enough data | 
| **Query Builder** | Not enough data | Not enough data | 
| **IP Rotation** | Not enough data | Not enough data | 
| **AI/Machine Learning** | Not enough data | Not enough data | 
| **Data Verification** | Not enough data | Not enough data | 
| **Optical Character Recognition** | Not enough data | Not enough data | 
| **Batch Processing** | Not enough data | Not enough data | 
| **Data Aggregation and Publishing** | Not enough data | Not enough data | 
| **Job Scheduling** | Not enough data | Not enough data | 
| **Data Mining** | Not enough data | Not enough data | 
| **Proxy Rotation** | Not enough data | Not enough data | 
| **Geotargeting** | Not enough data | Not enough data | 
| **Data Aggregation** | Not enough data | Not enough data | 
| **JavaScript Rendering** | Not enough data | Not enough data | 
| **HTML Parsing** | Not enough data | Not enough data | 
| **Multiple File Format Support** | Not enough data | Not enough data | 
| **Data Cleansing** | Not enough data | Not enough data | 
| **Reporting & Statistics** | Not enough data | Not enough data | 
| **Natural Language Processing** | Not enough data | Not enough data | 
| **CAPTCHA Solving** | Not enough data | Not enough data | 
| **Integration Management** | Not enough data | Not enough data | 
| **Website Crawling** | Not enough data | Not enough data | 
| **Scheduling** | Not enough data | Not enough data | 
| **Bot Mitigation** | Not enough data | Not enough data | 
| **User Management** | Not enough data | Not enough data | 
| **Customization** | Not enough data | Not enough data | 
| **Proactive Error Detection** | Not enough data | Not enough data | 

### ETL Tools

| Product | Score | Reviews |
|---|---|---|
| **Fivetran** | 8.4/10 | 244 |
| **Supermetrics** | 8.5/10 | 73 |

#### Management

| Feature | Fivetran | Supermetrics | 
|---|---|---|
| **Reporting** | 7.8 (151 reviews) | 8.6 (67 reviews) | 
| **Auditing** | 7.4 (150 reviews) | 8.1 (57 reviews) | 

#### Functionality

| Feature | Fivetran | Supermetrics | 
|---|---|---|
| **Extraction** | 8.9 (183 reviews) | 8.7 (58 reviews) | 
| **Transformation** | 8.1 (176 reviews) | 8.2 (62 reviews) | 
| **Loading** | 9.0 (209 reviews) | 8.2 (61 reviews) | 
| **Automation** | 8.9 (207 reviews) | 8.5 (64 reviews) | 
| **Scalability** | 8.5 (197 reviews) | Feature Not Available | 
| **Non-Relational Transformations** | Not enough data | Not enough data | 
| **Data Extraction** | Not enough data | Not enough data | 

#### Additional Functionality

| Feature | Fivetran | Supermetrics | 
|---|---|---|
| **Data Mapping** | Not enough data | Not enough data | 
| **Monitoring** | Not enough data | Not enough data | 
| **Charting** | Not enough data | Not enough data | 
| **Integration Management** | Not enough data | Not enough data | 
| **Reporting/Analytics** | Not enough data | Not enough data | 
| **Ad hoc Analysis** | Not enough data | Not enough data | 
| **Access Controls/Permissions** | Not enough data | Not enough data | 
| **API** | Not enough data | Not enough data | 
| **Match & Merge** | Not enough data | Not enough data | 
| **Real-Time Monitoring** | Not enough data | Not enough data | 
| **Metadata Management** | Not enough data | Not enough data | 
| **Pipeline Management** | Not enough data | Not enough data | 
| **Job Scheduling** | Not enough data | Not enough data | 
| **Dashboard Creation** | Not enough data | Not enough data | 
| **Data Storage Management** | Not enough data | Not enough data | 
| **Multiple Data Sources** | Not enough data | Not enough data | 
| **Data Import/Export** | Not enough data | Not enough data | 
| **Generative AI** | Not enough data | Not enough data | 
| **Data Quality Control** | Not enough data | Not enough data | 
| **Data Connectors** | Not enough data | Not enough data | 
| **Customizable Reports** | Not enough data | Not enough data | 
| **Single Sign On** | Not enough data | Not enough data | 
| **Version Control** | Not enough data | Not enough data | 
| **Visual Analytics** | Not enough data | Not enough data | 
| **Accounting Integration** | Not enough data | Not enough data | 
| **Real-Time Data** | Not enough data | Not enough data | 
| **eCommerce Management** | Not enough data | Not enough data | 
| **AI Copilot** | Not enough data | Not enough data | 
| **CRM** | Not enough data | Not enough data | 
| **Data Visualization** | Not enough data | Not enough data | 
| **SSL Security** | Not enough data | Not enough data | 
| **Search/Filter** | Not enough data | Not enough data | 
| **Real-Time Analytics** | Not enough data | Not enough data | 
| **Data Capture and Transfer** | Not enough data | Not enough data | 
| **Collaboration Tools** | Not enough data | Not enough data | 
| **Performance Management** | Not enough data | Not enough data | 
| **Data Synchronization** | Not enough data | Not enough data | 
| **Drag & Drop** | Not enough data | Not enough data | 
| **Data Replication** | Not enough data | Not enough data | 
| **Activity Dashboard** | Not enough data | Not enough data | 
| **Database Support** | Not enough data | Not enough data | 
| **Workflow Management** | Not enough data | Not enough data | 
| **Alerts/Notifications** | Not enough data | Not enough data | 
| **Predictive Analytics** | Not enough data | Not enough data | 
| **Data Migration** | Not enough data | Not enough data | 
| **Third-Party Integrations** | Not enough data | Not enough data | 
| **Reporting & Statistics** | Not enough data | Not enough data | 
| **Data Analysis Tools** | Not enough data | Not enough data | 

### Data Replication

| Product | Score | Reviews |
|---|---|---|
| **Fivetran** | 7.9/10 | 97 |
| **Supermetrics** | N/A | N/A |

#### Management

| Feature | Fivetran | Supermetrics | 
|---|---|---|
| **Real-Time Analytics** | 7.2 (66 reviews) | Not enough data | 
| **Solution Integration** | 8.2 (59 reviews) | Not enough data | 
| **Infrastructure Compatibility** | 8.5 (78 reviews) | Not enough data | 
| **Monitoring** | 8.0 (82 reviews) | Not enough data | 

#### Solution Provision

| Feature | Fivetran | Supermetrics | 
|---|---|---|
| **System Failover** | 7.3 (55 reviews) | Not enough data | 
| **Pay by Usage** | 8.2 (72 reviews) | Not enough data | 
| **Service Provision** | 7.6 (54 reviews) | Not enough data | 

### DataOps Platforms

| Product | Score | Reviews |
|---|---|---|
| **Fivetran** | N/A | N/A |
| **Supermetrics** | N/A | N/A |

#### Data Management

| Feature | Fivetran | Supermetrics | 
|---|---|---|
| **Data Integration** | 9.3 (41 reviews) | Not enough data | 
| **Metadata** | 9.0 (35 reviews) | Not enough data | 
| **Self-service** | 9.2 (41 reviews) | Not enough data | 
| **Automated workflows** | 9.2 (39 reviews) | Not enough data | 

#### Agentic AI - DataOps Platforms

| Feature | Fivetran | Supermetrics | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | Not enough data | 
| **Multi-step Planning** | Not enough data | Not enough data | 
| **Cross-system Integration** | Not enough data | Not enough data | 
| **Adaptive Learning** | Not enough data | Not enough data | 
| **Decision Making** | Not enough data | Not enough data | 

#### Analytics

| Feature | Fivetran | Supermetrics | 
|---|---|---|
| **Analytics capabilities** | 8.2 (34 reviews) | Not enough data | 
| **Dasboard visualizations** | 6.9 (18 reviews) | Not enough data | 

#### Monitoring and Management

| Feature | Fivetran | Supermetrics | 
|---|---|---|
| **Data Observability** | 8.4 (35 reviews) | Not enough data | 
| **Testing capabilities** | 8.7 (36 reviews) | Not enough data | 

#### Cloud Deployment

| Feature | Fivetran | Supermetrics | 
|---|---|---|
| **Hybrid cloud support** | 8.5 (31 reviews) | Not enough data | 
| **Cloud migration capabilities** | 8.3 (29 reviews) | Not enough data | 

#### Generative AI

| Feature | Fivetran | Supermetrics | 
|---|---|---|
| **AI Text Generation** | 6.7 (7 reviews) | Not enough data | 
| **AI Text Summarization** | 6.9 (7 reviews) | Not enough data | 

### Reverse ETL

| Product | Score | Reviews |
|---|---|---|
| **Fivetran** | 8.1/10 | 96 |
| **Supermetrics** | N/A | N/A |

#### Data Management 

| Feature | Fivetran | Supermetrics | 
|---|---|---|
| **Data Modeling** | 7.9 (69 reviews) | Not enough data | 
| **Auditing** | 7.4 (58 reviews) | Not enough data | 
| **Observability** | 8.4 (67 reviews) | Not enough data | 
| **Data mapping** | 8.7 (84 reviews) | Not enough data | 
| **Reporting** | 7.7 (64 reviews) | Not enough data | 

#### Functionality

| Feature | Fivetran | Supermetrics | 
|---|---|---|
| **Debugging** | 7.6 (64 reviews) | Not enough data | 
| **Workflow Automations** | 8.6 (68 reviews) | Not enough data | 
| **Notifications** | 7.9 (77 reviews) | Not enough data | 
| **API Integrations** | 8.5 (71 reviews) | Not enough data | 
| **Programmed trigger of data sync** | 8.8 (70 reviews) | Not enough data | 
| **Incremental data sync** | 8.9 (81 reviews) | Not enough data | 
| **Data audit** | 8.1 (51 reviews) | Not enough data | 

#### Security

| Feature | Fivetran | Supermetrics | 
|---|---|---|
| **Security Compliance** | 8.4 (62 reviews) | Not enough data | 
| **Data Encryption** | 8.3 (53 reviews) | Not enough data | 

#### Generative AI

| Feature | Fivetran | Supermetrics | 
|---|---|---|
| **AI Text Generation** | 5.6 (9 reviews) | Not enough data | 

### Google Workspace for Marketing

| Product | Score | Reviews |
|---|---|---|
| **Fivetran** | N/A | N/A |
| **Supermetrics** | N/A | N/A |

#### Agentic AI - Google Workspace for Marketing

| Feature | Fivetran | Supermetrics | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | Not enough data | 
| **Multi-step Planning** | Not enough data | Not enough data | 
| **Cross-system Integration** | Not enough data | Not enough data | 

### Backup

| Product | Score | Reviews |
|---|---|---|
| **Fivetran** | N/A | N/A |
| **Supermetrics** | N/A | N/A |

#### Management

| Feature | Fivetran | Supermetrics | 
|---|---|---|
| **Disaster Recovery** | Not enough data | Not enough data | 
| **Remote Backup** | Not enough data | Not enough data | 
| **Storage Formats** | Not enough data | Not enough data | 
| **Scheduled Backups** | Not enough data | Not enough data | 
| **On-Demand Restoration** | Not enough data | Not enough data | 

#### Reporting

| Feature | Fivetran | Supermetrics | 
|---|---|---|
| **Activity Monitoring** | Not enough data | Not enough data | 
| **Documentation** | Not enough data | Not enough data | 
| **Alerts/Notifications** | Not enough data | Not enough data | 

#### Security

| Feature | Fivetran | Supermetrics | 
|---|---|---|
| **Data Encryption** | Not enough data | Not enough data | 
| **Security and Compliance** | Not enough data | Not enough data | 
| **Deduplication ** | Not enough data | Not enough data | 

### Marketing Analytics

| Product | Score | Reviews |
|---|---|---|
| **Fivetran** | N/A | N/A |
| **Supermetrics** | 7.8/10 | 421 |

#### Marketing Operations

| Feature | Fivetran | Supermetrics | 
|---|---|---|
| **ROI Tracking** | Not enough data | 8.2 (312 reviews) ✓ Verified | 
| **Data Collection** | Not enough data | 8.7 (360 reviews) ✓ Verified | 
| **Customer Insights** | Not enough data | 7.8 (281 reviews) ✓ Verified | 
| **Multi-User Access** | Not enough data | 7.9 (301 reviews) ✓ Verified | 
| **Spend Management** | Not enough data | 8.0 (161 reviews) | 
| **White Label** | Not enough data | 7.0 (107 reviews) | 
| **Multi-Channel Data Collection** | Not enough data | Not enough data | 
| **Engagement Tracking** | Not enough data | Not enough data | 
| **Keyword Tracking** | Not enough data | Not enough data | 
| **Behavior Tracking** | Not enough data | Not enough data | 
| **Campaign Tracking** | Not enough data | Not enough data | 
| **Conversion Tracking** | Not enough data | Not enough data | 
| **SEO Management** | Not enough data | Not enough data | 
| **Tag Management** | Not enough data | Not enough data | 
| **Real-Time Data** | Not enough data | Not enough data | 
| **Activity Tracking** | Not enough data | Not enough data | 
| **Click Tracking** | Not enough data | Not enough data | 
| **Contact Management** | Not enough data | Not enough data | 
| **Content Management** | Not enough data | Not enough data | 
| **Lead Management** | Not enough data | Not enough data | 
| **Email Management** | Not enough data | Not enough data | 
| **Campaign Management** | Not enough data | Not enough data | 
| **Channel Management** | Not enough data | Not enough data | 
| **Template Management** | Not enough data | Not enough data | 
| **Workflow Management** | Not enough data | Not enough data | 

#### Campaign Activity

| Feature | Fivetran | Supermetrics | 
|---|---|---|
| **Campaign Insights** | Not enough data | 8.6 (348 reviews) ✓ Verified | 
| **Reports and Dashboards** | Not enough data | 8.9 (388 reviews) ✓ Verified | 
| **Campaign Stickiness** | Not enough data | 8.0 (273 reviews) ✓ Verified | 
| **Multichannel Tracking** | Not enough data | 8.3 (329 reviews) ✓ Verified | 
| **Brand Optimization** | Not enough data | 7.9 (273 reviews) ✓ Verified | 
| **Predictive Analytics** | Not enough data | 6.7 (115 reviews) | 
| **Multi-Campaign** | Not enough data | Not enough data | 
| **Campaign Analytics** | Not enough data | Not enough data | 
| **Website Analytics** | Not enough data | Not enough data | 
| **Conversion Rate Optimization** | Not enough data | Not enough data | 
| **Drip Campaigns** | Not enough data | Not enough data | 
| **Visual Analytics** | Not enough data | Not enough data | 
| **Real-Time Analytics** | Not enough data | Not enough data | 
| **Customizable Reports** | Not enough data | Not enough data | 

#### Agentic AI - Marketing Analytics

| Feature | Fivetran | Supermetrics | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | 6.7 (14 reviews) | 
| **Cross-system Integration** | Not enough data | 7.2 (20 reviews) | 
| **Proactive Assistance** | Not enough data | 6.3 (12 reviews) | 
| **Third-Party Integrations** | Not enough data | Not enough data | 
| **Social Media Integration** | Not enough data | Not enough data | 

#### Additional Functionality

| Feature | Fivetran | Supermetrics | 
|---|---|---|
| **Event Marketing** | Not enough data | Not enough data | 
| **Social Promotion** | Not enough data | Not enough data | 
| **Multi-Channel Marketing** | Not enough data | Not enough data | 
| **Generative AI** | Not enough data | Not enough data | 
| **Data Import/Export** | Not enough data | Not enough data | 
| **Lead Generation** | Not enough data | Not enough data | 
| **Campaign Segmentation** | Not enough data | Not enough data | 
| **Customizable Forms** | Not enough data | Not enough data | 
| **Reporting & Statistics** | Not enough data | Not enough data | 
| **Monitoring** | Not enough data | Not enough data | 
| **AI Copilot** | Not enough data | Not enough data | 
| **Customizable Templates** | Not enough data | Not enough data | 
| **Email Templates** | Not enough data | Not enough data | 
| **Web Forms** | Not enough data | Not enough data | 
| **Lead Capture** | Not enough data | Not enough data | 
| **Customizable Branding** | Not enough data | Not enough data | 
| **Real-Time Reporting** | Not enough data | Not enough data | 
| **Campaign Planning** | Not enough data | Not enough data | 
| **A/B Testing** | Not enough data | Not enough data | 
| **CRM** | Not enough data | Not enough data | 
| **Customer Segmentation** | Not enough data | Not enough data | 
| **Campaign Scheduling** | Not enough data | Not enough data | 
| **Alerts/Notifications** | Not enough data | Not enough data | 
| **Autoresponders** | Not enough data | Not enough data | 
| **Drag & Drop** | Not enough data | Not enough data | 
| **Event Triggered Actions** | Not enough data | Not enough data | 
| **Email Marketing** | Not enough data | Not enough data | 
| **API** | Not enough data | Not enough data | 
| **Customizable Fields** | Not enough data | Not enough data | 
| **Contact Database** | Not enough data | Not enough data | 
| **Data Visualization** | Not enough data | Not enough data | 
| **Ad hoc Reporting** | Not enough data | Not enough data | 
| **Performance Metrics** | Not enough data | Not enough data | 
| **Data Source Connectors** | Not enough data | Not enough data | 
| **Search/Filter** | Not enough data | Not enough data | 
| **Multi-Channel Attribution** | Not enough data | Not enough data | 
| **Customer Journey Mapping** | Not enough data | Not enough data | 
| **KPI Monitoring** | Not enough data | Not enough data | 
| **Cohort Analysis** | Not enough data | Not enough data | 

---
## Categories
**Shared Categories (1):** [ETL Tools](https://www.g2.com/categories/etl-tools)

**Unique to Fivetran (5):** [Big Data Integration Platforms](https://www.g2.com/categories/big-data-integration-platforms), [Data Replication Software](https://www.g2.com/categories/data-replication), [Data Extraction Tools](https://www.g2.com/categories/data-extraction-tools), [Reverse ETL Software](https://www.g2.com/categories/reverse-etl), [DataOps Platforms](https://www.g2.com/categories/dataops-platforms)

**Unique to Supermetrics (3):** [Marketing Analytics Software](https://www.g2.com/categories/marketing-analytics), [Digital Analytics Software](https://www.g2.com/categories/digital-analytics), [Google Workspace for Marketing Software](https://www.g2.com/categories/google-workspace-for-marketing)


---
## Reviewer Demographics

### By Company Size

| Segment | Fivetran | Supermetrics | 
|---|---|---|
| **Small-Business** | 26.9% | 55.6% | 
| **Mid-Market** | 59.5% | 35.0% | 
| **Enterprise** | 13.6% | 9.4% | 

### By Industry

#### Fivetran

- **Computer Software:** 22.1%
- **Information Technology and Services:** 17.0%
- **Financial Services:** 8.4%
- **Retail:** 4.9%
- **Marketing and Advertising:** 3.8%
- **Insurance:** 2.5%
- **Consumer Goods:** 2.3%
- **Health, Wellness and Fitness:** 2.1%
- **Education Management:** 2.0%
- **Internet:** 2.0%
- **Other:** 32.9%

#### Supermetrics

- **Marketing and Advertising:** 53.6%
- **Retail:** 5.1%
- **Computer Software:** 3.1%
- **Information Technology and Services:** 2.4%
- **Online Media:** 1.9%
- **Financial Services:** 1.9%
- **Internet:** 1.7%
- **Automotive:** 1.6%
- **Health, Wellness and Fitness:** 1.6%
- **Leisure, Travel & Tourism:** 1.5%
- **Other:** 25.7%

---
## Alternatives

### Alternatives to Fivetran

- [Skyvia](https://www.g2.com/products/skyvia/reviews) — 4.8/5 stars (322 reviews)
- [Workato](https://www.g2.com/products/workato/reviews) — 4.7/5 stars (777 reviews)
- [Hevo Data](https://www.g2.com/products/hevo-data/reviews) — 4.4/5 stars (292 reviews)
- [Integrate.io](https://www.g2.com/products/integrate-io/reviews) — 4.4/5 stars (213 reviews)
- [Adverity](https://www.g2.com/products/adverity/reviews) — 4.4/5 stars (326 reviews)
- [Boomi Data Integration](https://www.g2.com/products/boomi-data-integration/reviews) — 4.7/5 stars (121 reviews)
- [Qlik Replicate](https://www.g2.com/products/qlik-replicate/reviews) — 4.3/5 stars (109 reviews)
- [AWS Glue](https://www.g2.com/products/aws-glue/reviews) — 4.3/5 stars (202 reviews)
- [SnapLogic Agentic Integration and Applied AI Platform](https://www.g2.com/products/snaplogic-agentic-integration-and-applied-ai-platform/reviews) — 4.4/5 stars (408 reviews)
- [Dataddo](https://www.g2.com/products/dataddo/reviews) — 4.7/5 stars (185 reviews)

### Alternatives to Supermetrics

- [Adverity](https://www.g2.com/products/adverity/reviews) — 4.4/5 stars (326 reviews)
- [Dataslayer.ai](https://www.g2.com/products/dataslayer-ai/reviews) — 4.8/5 stars (312 reviews)
- [Funnel](https://www.g2.com/products/funnel/reviews) — 4.5/5 stars (165 reviews)
- [Windsor.ai](https://www.g2.com/products/windsor-ai/reviews) — 4.4/5 stars (90 reviews)
- [Improvado](https://www.g2.com/products/improvado-improvado/reviews) — 4.4/5 stars (80 reviews)
- [Looker](https://www.g2.com/products/looker/reviews) — 4.4/5 stars (1653 reviews)
- [TapClicks](https://www.g2.com/products/tapclicks/reviews) — 4.3/5 stars (337 reviews)
- [Porter](https://www.g2.com/products/porter-metrics-porter/reviews) — 4.6/5 stars (279 reviews)
- [AgencyAnalytics](https://www.g2.com/products/agencyanalytics/reviews) — 4.7/5 stars (460 reviews)
- [Semrush](https://www.g2.com/products/semrush/reviews) — 4.4/5 stars (4035 reviews)

---
## Top Discussions

### Fivetran

- Title: [Is Fivetran an ETL tool?](https://www.g2.com/discussions/is-fivetran-an-etl-tool) — 2 comments
  > **Top comment:** "Fivetran is actually an "ELT" tool. It Extracts, Loads, and then Transforms, keeping a copy of both the source data as well as the transformed data."
- Title: [What is Fivetran used for?](https://www.g2.com/discussions/fivetran-what-is-fivetran-used-for) — 1 comment
  > **Top comment:** "Data extraction from operational systems for us in reporting and analytical environments"
- Title: [How much does Fivetran cost?](https://www.g2.com/discussions/how-much-does-fivetran-cost) — 1 comment
  > **Top comment:** "Fivetran charges according to a concept called MAR, Monthly Active Rows. 1 MAR is good for 1000 unique rows. If a row is updated more than once in a given..."
- Title: [How else are you using Census?](https://www.g2.com/discussions/how-else-are-you-using-census) — 1 comment, 2 upvotes *(includes official response)*
  > **Top comment:** "Hey Nikolas, 

Would love other Census users to chime in, but there are lots of use cases our customers use us for :)

In fact, we recently revamped our..."
- Title: [How to sync data from Snowflake to Salesforce.](https://www.g2.com/discussions/how-to-sync-data-from-snowflake-to-salesforce) — 1 comment, 2 upvotes *(includes official response)*
  > **Top comment:** "Hey Shannel, 

Thanks for the question. Syncing data from Snowflake to Salesforce is really simple with Census.

Here is a video showing the end to end..."

### Supermetrics

- Title: [What is the cadence in which you add new connection types and is there a way to get notifications of when these happen in my industry?](https://www.g2.com/discussions/what-is-the-cadence-in-which-you-add-new-connection-types-and-is-there-a-way-to-get-notifications-of-when-these-happen-in-my-industry) — 2 comments, 1 upvote
  > **Top comment:** "Hey Tyson,

We're constantly releasing new data source connectors. For example, during Q1 2022 we're releasing 14 new connectors. We typically inform about..."
- Title: [Is there a way of speeding up Data Studio reports with large data volumes?](https://www.g2.com/discussions/is-there-a-way-of-speeding-up-data-studio-reports-with-large-data-volumes) — 2 comments, 1 upvote
  > **Top comment:** "Hey Mathias,

There are a number of things that could contribute to Data Studio reports slowing down, especially at high volumes, such as long date ranges..."
- Title: [What is Supermetrics used for?](https://www.g2.com/discussions/what-is-supermetrics-used-for) — 1 comment
  > **Top comment:** "Supermetrics is a data marketing tool used to extract and load your data to accelerate your business growth."
- Title: [Is it possible to pivot data from Rows to Columns?](https://www.g2.com/discussions/is-it-possible-to-pivot-data-from-rows-to-columns) — 1 comment, 1 upvote
  > **Top comment:** "Hi James,

Absolutely! For example, both our Google Sheets and Microsoft Excel destinations support splitting data by rows or columns. When creating your..."
- Title: [Will organic Twitter ever be added to the plans?](https://www.g2.com/discussions/will-organic-twitter-ever-be-added-to-the-plans) — 1 comment, 1 upvote
  > **Top comment:** "Hi there,

We currently offer two connectors providing access to organic data – Twitter Premium and Twitter Public Data.

The Twitter Premium connector..."

---
**Source:** [G2.com](https://www.g2.com) | [Comparison Page](https://www.g2.com/compare/fivetran-vs-supermetrics)