Porter Metrics

Market position

Porter Metrics competes in the marketing data connector and reporting category against Supermetrics, Funnel, Windsor and Dataslayer, differentiating on a narrower but deeper set of marketing-only connectors, automatic blending, per-account pricing, and a free tier it claims is unique in the category. Colombian press has described it as a Manizales-born startup that grew into a globally used data tool with customers in more than 60 countries, reporting more than US$500,000 in annual billings and 15% month-over-month growth in late 2022, with a stated target of exceeding US$2 million in billings the following year. Named customers reported include Michelin, McCann, Johnson & Johnson, Janssen and Corona, and later Havas, Dentsu, Understory, Visual Capitalist and Globant.

The company positions itself on depth rather than breadth of integrations: 25 marketing-only connectors, each exposing all fields and breakdowns for all destinations (for example Shopify split by new versus repeat customers and sales, HubSpot by deals, companies and products at SQL, pipeline and closed-revenue level), compared with 150+ at Supermetrics, 325+ at Windsor and 590 at Funnel, and it states plainly that it is not the right tool for teams needing Salesforce, Go High Level, BigCommerce, Magento or Oracle data. Other stated differentiators are automatic data blending into one marketing data model without SQL, invisible BigQuery-based warehousing for rate-limited sources, a natural-language custom-field builder, a visual alerting engine that sends AI summaries to Slack, Gmail and Zapier which the company says no direct competitor offers, native creation of Data Studio reports via the Data Studio API, per-account pricing with all features and destinations included rather than per-destination or per-connector charges, a free-forever tier, and a gallery of 60+ Data Studio templates.

Technology

A no-code ETL layer connects to source platforms through their official APIs — the site cites Google Ads API v23 and OAuth 2.0 with scopes limited to the relevant platform and basic profile — and normalizes data into a single marketing data model, automatically aligning date granularities, campaign identifiers, ad structure and UTM parameters across sources. An invisible BigQuery-backed warehouse stores data from sources with heavy API rate limits so cross-source blending and long lookbacks are possible; customers can choose whether data resides in Porter's warehouse or in their own GCP project. A natural-language query builder generates custom metrics and dimensions, including parsing campaign naming conventions into structured columns. Delivery destinations include the Data Studio API for automatic report creation, Google Sheets, BigQuery, Power BI, Slack and Zapier. An MCP server exposes both read and write operations to AI clients such as Claude, ChatGPT, Gemini and n8n, with write actions flagged for confirmation and campaigns created in a paused state; self-hosted shareable report links support editor and viewer permissions and automatic refresh.

Go-to-market

Porter sells self-serve online with a free-forever plan and a 14-day unlimited trial requiring no credit card, supplemented by booked setup calls and consultative enterprise and BigQuery implementation services with direct access to the founders. Content and community are central to acquisition and activation: step-by-step tutorials for each source and destination, a YouTube channel, a help center, prebuilt dashboard and prompt templates, weekly live webinars in which reports are built end to end, and human customer support. Distribution also runs through platform ecosystems — the company describes itself as an approved connector for Meta and Google Ads and says it is listed in the Shopify marketplace — and through MCP availability inside Claude and ChatGPT. A referral program is also offered.

Marketing teams, digital marketing agencies and e-commerce brands running paid media, social, SEO and CRM across multiple platforms that need cross-channel reporting without SQL, a data engineer or manual data work. Agencies managing many client accounts are a core segment, as are multi-location and multi-store businesses. Reported customers include Michelin, McCann, Johnson & Johnson, Janssen, Corona, Havas, Dentsu, Understory, Visual Capitalist and Globant.

Geography

Founded and headquartered in Manizales, Colombia, with a team that in early 2021 comprised eight people, seven in Manizales and one working from Bogotá; the company stated an intention to remain based in Manizales. Its comparison page later describes the company as US-bound, originally Latin America. Customers span more than 60 countries, with early international traction in Peru, Mexico, Argentina, Chile and the United States. The website is offered in English, Spanish and Portuguese.

History

The company was founded in Manizales, Colombia, and its first product, conceived by Juan José Bello and built by Alexis Gómez, was software that measured foot traffic in physical retail stores, counting visitors and purchasers. Mateo Gómez joined to lead commercialization, and the business acquired retail clients in Colombia, Mexico, Peru and Chile. COVID-19 store closures caused clients to cancel or suspend contracts and forced a pivot: drawing on Bello's teaching experience with Google Data Studio, the team built a no-code tool that automated the marketing reports agencies assembled manually each month for their clients, cutting a multi-day process to minutes and exporting to spreadsheets or visualization platforms. The new product drew customers from Peru, Mexico, Argentina and the United States, and in early 2021 Porter was accepted into the Techstars Boulder accelerator alongside companies from South Korea, the United States and Panama, advised during the application process by Colombian technology entrepreneurs Óscar Giraldo (Playvox) and Andrés Barreto. By late 2022 the company reported more than 1,200 customers in over 60 countries. The product line has since expanded from Data Studio connectors to a marketing data warehouse and an AI-native layer, including Celerio, a tool for building internal marketing apps and executing tasks from chat.

Risks & controversies

The company itself notes a coverage limitation: with 25 integrations versus 150+ at Supermetrics, 325+ at Windsor and 590 at Funnel, it states it is not suitable for teams needing Salesforce, Go High Level, BigCommerce, Magento or Oracle. Its business depends on continued access to third-party platform APIs and on maintaining approved-connector status with Meta, Google and Shopify, which re-review the application on an ongoing basis. Extending from read-only reporting into write actions inside customers' ad accounts introduces account-safety concerns that the company addresses in its FAQ through official API usage, OAuth-scoped permissions, explicit confirmation for writes, paused-by-default campaign creation and auditable change history. The company also experienced an earlier existential disruption when COVID-19 store closures eliminated demand for its original retail foot-traffic product and forced a full pivot.