What stands out most since my last review is how much Supermetrics has expanded beyond data extraction. The AI integrations are the biggest change for us. Being able to query live client data in plain language through tools like Claude and ChatGPT has sped up ad-hoc analysis and made it easier for less technical team members to find answers without building a report first. The native dashboard builder and data blending also mean we can put together custom cross-channel views without always relying on Looker Studio. For an agency managing many client accounts, the Connector Builder and expanded Management API are welcome additions, since they reduce the manual setup involved in onboarding new clients and connecting less common data sources. We've also appreciated how quickly new connectors are added, including newer ad platforms, so our reporting keeps up with where clients are spending. Review collected by and hosted on G2.com.

Pricing can add up for agencies as the number of connectors and client accounts grows, so more flexible agency plans would help. Large queries over long date ranges can occasionally be slow or hit API limits. The learning curve I mentioned before still applies to new team members getting up to speed on advanced setups. Review collected by and hosted on G2.com.