Supermetrics
Founded 2013 Β· 418 employees on LinkedIn Β· 5 known investors
Supermetrics provides a self-service analytics platform that connects disparate data sources to enable marketing teams to generate insights and automated reports without IT or analyst dependencies. The platform serves growing businesses and enterprises looking to centralize marketing data and automate reporting workflows.
Also known as Supermetrics Oy
Investors Β· 5
Also in the syndicate Β· 2
Funding
SEC filings, press & company announcements- Undisclosed amountSeries BMar 2026Source β
Source: company announcements and press reports β follow each round's link for the claim.
Company profile
researched Aug 2026Supermetrics Oy is a Finnish software-as-a-service company headquartered in Helsinki that builds data integration and marketing intelligence tooling. Its core function is to automate the collection of data from online marketing and sales platforms β such as Facebook/Meta Ads, Google Ads, Google Analytics 4, LinkedIn Ads, TikTok Ads, Microsoft Advertising, HubSpot and Salesforce β and to move that data into reporting, analytics and storage destinations including Google Sheets, Looker Studio (Data Studio), Microsoft Excel, Power BI, BigQuery, Snowflake, Amazon Redshift and Supermetrics' own storage and dashboards. The company describes four product pillars: connecting data sources, managing and transforming data (custom fields, data blending, custom data import for offline or non-API sources), analyzing and visualizing it, and activating it back into ad, email and engagement platforms.
The company positions the product as an AI-powered marketing intelligence platform. In November 2025 it introduced Supermetrics AI, comprising in-platform agents (a Dashboard Agent for natural-language dashboard creation, an Insights Agent for analysis and recommendations, and a Connector Agent embedded in a low-code Connector Builder) plus AI integrations: an MCP Server and Enterprise APIs that expose marketing data to external AI tools and agents such as Claude, ChatGPT, Microsoft Copilot, Google Gemini Enterprise and workflow tools like n8n. Supermetrics also states it was among the first platforms integrated into Google Gemini Enterprise, where it offers a Marketing Intelligence Agent.
The platform is offered to marketing teams, data teams and developers, with enterprise features covering SSO/SAML, workspaces and teams, data residency and region control, data warehousing, management API access and premium support. Supermetrics states it is SOC 2 Type II and ISO 27001 certified and GDPR and CCPA compliant, and cites 99.9% uptime and 24/5 support. Its Google Workspace Marketplace listing for the Google Sheets add-on reports more than 1 million installs and cites connectivity to over 100 marketing and sales tools.
Founding story
Founder Mikael Thuneberg conceived the idea while working as a web analyst at Sulake on the virtual world Habbo Hotel. Frustrated by manually moving data from the newly launched Google Analytics API into Microsoft Excel, he wrote scripts to automate the connection around 2009-2010, reportedly prompted by an online forum contest offering a Google t-shirt to whoever solved it first. The script was mentioned on the Google Analytics blog, which signalled wider demand, and Thuneberg formally incorporated Supermetrics in Helsinki in 2013. He has said he did not originally intend to build a growth company, worked alone from 2010 until the first employee was hired in 2016, and the business was profitable from its first day of operation.
Business model
Subscription software sold both self-service and through sales-led enterprise contracts. Published packages are Starter (from $39/month billed yearly or $49/month billed monthly), Growth (from $159/$199), Pro (from $399/$499) and a quoted Enterprise tier; annual billing is advertised as 20% cheaper. Tiers are differentiated by number of destinations, users, data sources, accounts per data source, refresh frequency, included monthly AI credits (4,000/12,000/18,000, custom for Enterprise), data transformations, storage, custom data import and API access. A 14-day free trial without a credit card is offered, and the vendor states there are no data volume fees.
Recurring subscription fees by package tier, with paid add-ons and extras for additional destinations, users, data sources and ad accounts, plus storage add-ons; Enterprise pricing is custom-quoted. Reported revenue was 55.8 million euros in 2023, and the company said in 2022 it had surpassed 50 million euros in revenue with 40 percent year-over-year growth.
Traction
Reported 200,000+ customer companies across 120 countries and over 1 million installs of the Google Sheets add-on. Revenue grew from 1.6 million euros in 2016 (151% year-over-year, 63% net profit margin) to roughly 770% growth between 2017 and 2019, above 50 million euros in 2022 and 55.8 million euros in 2023. Headcount went from the first hire in 2016 to about 50 employees around 2019, 172 in 2021, roughly 200 by end-2021 across Finland, Lithuania and the US, 354 in 2023 and over 360 in 2025.
Latest developments
In June 2025 Supermetrics acquired Relay42, a Dutch customer data platform vendor, with plans to offer joint AI-agent-driven workflows; a September 2025 post describes how the two products together are positioned for marketing intelligence. On 5 November 2025 the company announced Supermetrics AI, including Dashboard, Insights and Connector agents, an MCP Server and Enterprise APIs, and integrations with Claude, ChatGPT, Google Gemini Enterprise and n8n. The company's site promotes exploring marketing data through Claude and publishes a 2026 Marketing Data Report based on responses from more than 400 marketers, including a finding that AI adoption in marketing is stalling at 6%. A March 2026 third-party funding report states Supermetrics raised $47.0 million.
βΈFull profile β market position, technology, go-to-market, geography, history, risks & controversies
Market position
Describes itself as the leading AI-powered marketing intelligence platform and reports being trusted by more than 200,000 companies in 120 countries. Third-party coverage states that over 750,000 marketers and analysts use the product and that more than 15% of global ad spend is reported through Supermetrics. Wikipedia notes the company has moved from data pipeline tooling to a broader marketing intelligence platform positioning.
Breadth of marketing and sales data connectors combined with delivery into the destinations customers already use (spreadsheets, BI tools, data warehouses and AI chat assistants) rather than a single proprietary interface; a composable architecture with modular building blocks; enterprise governance features such as data residency and region control, SSO/SAML and workspaces; a low-code connector builder that lets non-engineers add integrations; and an MCP server and enterprise APIs for exposing governed marketing data to third-party AI agents.
Technology
Cloud data pipeline and connector infrastructure covering 100+ marketing and sales data sources, including a custom JSON/CSV/XML connector and Custom Data Import for offline or non-API data. Capabilities include scheduled and on-demand refreshes, data blending, custom fields, AI-assisted transformations such as sentiment analysis and image labeling, alerting to email, Slack and Teams, managed storage, and warehouse transfer to BigQuery, Snowflake and Amazon Redshift. Developer surfaces include a Data API, Management API, Enterprise APIs and an MCP Server; AI features are built on the company's proprietary Knowledge Graph and include a low-code Connector Builder.
Go-to-market
Product-led self-service acquisition via free trials, an add-on listing in the Google Workspace Marketplace, template galleries, documentation and content marketing (blog, case studies and an annual Marketing Data Report), combined with a direct sales motion for enterprise deals including demos and quotes. The company built its first sales team in 2018 and works with platform partners including Google (Data Studio partnership, no-code BigQuery integration) and Microsoft (Power BI).
Marketing teams, brand marketers, marketing agencies, data teams and developers, spanning small and medium-sized businesses and large enterprises. Named customers and referenced users include Accenture, Dentsu, Flying Tiger and Sleeping Giant Media; Relay42's customer data platform is used by Air France, KLM and Levi Strauss & Co.
Geography
Headquartered in Helsinki, Finland, with offices in Dublin, Singapore and Vilnius as of 2025; earlier locations included Lithuania and a short-lived Atlanta, Georgia office. Customers are reported across 120 countries, and the company offers 24/5 support across time zones plus data residency and region selection for enterprise customers. In 2025 its 360+ employees represented more than 40 nationalities.
History
Supermetrics was bootstrapped and profitable through its first years, reaching 1.6 million euros of revenue in 2016. It raised a 3.5 million euro round led by OpenOcean announced in November 2017, built its first sales team in 2018, began collaborating with Microsoft on Power BI in January 2019 and developed a no-code BigQuery integration with Google that spring. Offices opened in Lithuania and in Atlanta, Georgia, though the Atlanta office closed after four months because of the COVID-19 pandemic. Its first CFO was hired in early 2020, and a 40 million euro round led by Highland Europe with IVP and angel investors closed in August 2020. A Dublin office opened in 2022. In January 2023 the company adopted a dual-CEO model with Anssi Rusi joining Thuneberg, and in January 2024 Thuneberg moved to board chairman while Rusi led a revised strategy toward an AI-based marketing management platform, including acquisitions and an executive team renewal. In June 2025 Supermetrics acquired the Dutch customer data platform company Relay42, and in November 2025 it launched Supermetrics AI.
Risks & controversies
Wikipedia flagged the company's article in July 2025 as requiring cleanup to remove promotional language. Operationally, the business depends on third-party marketing platform APIs, and the company markets storage as protection against unexpected API outages. Its Atlanta office was closed after four months during the COVID-19 pandemic, and the 2024 strategy shift was described as requiring a rebuild of the company's products and market position along with a renewal of the executive team.
Compiled by commissioned research from 8 cited public sources β announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed β not independently audited.
Competitors Β· 8
by search overlap
Companies competing with Supermetrics for the same Google search keywords, organic and paid, via search-intersection analysis.
Timeline Β· 12
launches, deals, and filingsA funding-news report published 23 March 2026 stated Supermetrics had raised $47.0 million, describing the capital as intended for product development, platform capabilities and global expansion.
$47M source β
Announced Supermetrics AI, a suite comprising in-platform agents (Dashboard Agent, Insights Agent, Connector Agent) and AI integrations including an MCP Server and Enterprise APIs connecting marketing data to tools such as Claude, ChatGPT, Google Gemini Enterprise and n8n.
Supermetrics acquired Relay42, whose customer data platform merges data from multiple sources into single customer profiles and is used by Air France, KLM and Levi Strauss & Co. The companies planned joint AI-agent-driven workflows by autumn.
Company strategy was revised under CEO Anssi Rusi, including plans to expand into an AI-based marketing management platform, partly through acquisitions.
Rusi took responsibility for commercial, financial and operational functions while founder Mikael Thuneberg focused on product development and strategy.
Growth round of 40 million euros led by Highland Europe with participation from IVP, Supercell CEO Ilkka Paananen and Datadog Chief Product Officer Amit Agarwal.
Recognized in Finland for export success.
First significant funding round, a 3.5 million euro investment led by Finnish venture firm OpenOcean, intended to accelerate technology and product innovation and support expansion into new global markets.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
In the news
βΈResearch sources Β· 8
primary sources listed
- Supermetricssupermetrics.com Β· web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Supermetrics do?
- Finnish SaaS company whose marketing intelligence platform moves and reports on marketing data across ad, analytics and BI tools.
- Who are Supermetrics's investors?
- Supermetrics's investors include Highland Europe, IVP (Institutional Venture Partners), OpenOcean.