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Datorama Versus Supermetrics

October 07, 2022

Datorama versus Supermetrics: both solutions offer marketers excellent options, with different strengths and weaknesses. Let’s dive into a brief comparison between these two tools.

What is Datorama?

Datorama is a marketing intelligence platform that helps marketers manage their data and analytics. It supports multiple data sources, including Salesforce, Google Analytics and more.

Datorama’s data visualization tools help marketers understand the data they have collected. Using these tools, they can create dashboards to monitor KPIs such as lead generation or customer retention over time.

For example, a marketer who wants to know how many leads were generated from each channel in the last 30 days could use Datorama’s funnel analysis feature to create a simple dashboard showing this information on one page. The marketer could also look at how different channels perform relative to each other by creating an ROI chart.

What is Supermetrics?

Supermetrics is a tool for marketers that allows them to pull data from Google Analytics, Salesforce, and AdWords. It has both free version and paid versions. It’s a great tool for marketers who want to get more out of their data because it gives them the ability to track everything they need in one place.

Both Datorama and Supermetrics offer marketing analytics that can be used for search engine and social media marketing campaigns.

Let’s take a look at the strengths of each tool:

  • Datorama is a better fit for marketing teams that want to build their own custom reports and dashboards. It provides advanced analytics, but it can be difficult to understand if you’re not technical.
  • Supermetrics has more out-of-the-box features, making it easier to get started with data analysis without having to write code or learn new tools. Plus, it has access to more than one billion rows of data in the cloud. This makes it the ideal tool if you’re trying to create reports quickly so you can spend less time creating them and more time analyzing results.

Datorama Versus Supermetrics

Datorama is better for marketers who want to track customer behavior over different channels. This tool offers an all-in-one solution to help you analyze your customer data across multiple channels, including social media and e-commerce websites.

Supermetrics is better for marketers who want to analyze customer behavior over time. A subscription plan for this service provides advanced analytics for Google Analytics, Facebook Insights, YouTube Analytics, Instagram Insights, and other services that are commonly used by online businesses.

Datorama Versus Supermetrics: Data Sources

Datorama has more than 150 data sources that you can extract data from and combine in one of the dashboard templates Datorama offers. These data sources include the most significant ones among the social media channels, including:

  • Instagram
  • Facebook
  • GoogleAds
  • Google Analytics
  • Twitter
  • YouTube
  • Facebook Ads

With this vast number of data sources, you can automate your reports no matter your industry. If you work with digital platforms and have data to extract from them, Datorama is there to help you out. 

Supermetrics integrates with the following business systems and applications: 

  • Google Analytics
  • Google Ads
  • Bing Ads
  • Google BigQuery
  • Google Search Console
  • Facebook Ads
  • Facebook Insights
  • MailChimp
  • Moz
  • SEMrush
  • Stripe
  • Twitter Ads
  • Yahoo Gemini
  • YouTube
  • Adform
  • Adobe Analytics
Datorama Versus Supermetrics: Customization

With Datorama, you can create custom metrics and, eventually, customized dashboards. Customization allows you to prioritize the KPIs that matter most for your business.

You can also white label your marketing reports; in other words, personalize them. White labeling enables the creation of more personalized, branded dashboards. You can add your logo, brand name, motto, or anything specific that defines your brand to the dashboards.

Also, you will be able to blend your data from different sources and unify them in a single dashboard. This feature is not unique, as most marketing reporting tools have it.                 

In Supermetrics, Custom Fields allow you to define exactly how your data is presented. Whether you’re looking to enrich existing metrics and dimensions or create entirely new ones, Supermetrics has you covered. Marketing data sources usually have predefined fields. While useful, these might not always work for your reporting needs.

Supermetrics Custom Fields allows you to transform your data into a format that works for you every time.  


Both Datorama and Supermetrics offer excellent options for marketers, each with different strengths and weakness. While Supermetrics is a little newer to the game, it has quickly established itself as a viable competitor next to its older competitor. The real question is: which service will be best for your business? That depends on which features you need most — and both companies have a lot of great ones.

If there was one deciding factor between these two tools, we recommend using Datorama over Supermetrics because it offers more services at an affordable price without having any limits on what kind of data users can pull into their dashboards or reports, which is something all businesses should have access too.

About Decision Foundry

Decision Foundry is a Salesforce, independent software vendor, managed services provider, and a certified award-winning Salesforce Marketing Cloud integration partner. Decision Foundry closes the gap between data accessibility, platform adoption and business impact. Our consulting services include the integration of Data Cloud, Account, Engagement, Personalization, Tableau, and Intelligence.