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Supermetrics Oy
Supermetrics sells software that automatically pulls marketing data from platforms like Google, Meta, and TikTok into one place so businesses can see how their ads are performing.
Supermetrics is a software company that solves a boring but painful problem: marketing data is scattered everywhere. A typical business runs ads on Google, posts on Meta, tracks clicks with Adobe, and checks sales in a dozen other tools. Pulling all that information into one spreadsheet or dashboard used to mean hours of copying and pasting, or paying someone to build custom connectors. Supermetrics sells ready-made pipes that connect those platforms to wherever the data needs to go, like Google Sheets, Excel, Looker Studio, or a data warehouse.
The company was founded in Helsinki in 2013 by Mikael Thuneberg, a marketing consultant who got tired of manually exporting campaign reports for clients. What started as a side project became a real business, and today Supermetrics is one of Finland's better-known software success stories. It raised outside money in 2021 at a valuation reported around €200 million, and it has offices in Helsinki, London, and the United States. Its customers range from small marketing agencies to large brands, all paying a monthly subscription based on how many data sources and users they need. The business model is straightforward subscription software. Customers pay Supermetrics every month, and in exchange the company maintains the connections to platforms like Google, Meta, and Adobe as those platforms constantly change their APIs. That maintenance work is the real moat: anyone can build a connector once, but keeping hundreds of them working year after year is grinding, unglamorous labor that most companies would rather outsource. Competitors include Fivetran-style data pipeline companies and smaller marketing-data tools, but Supermetrics' focus on marketers rather than engineers gives it a niche.
The honest downside is that Supermetrics sits somewhat in the middle. Data-warehouse tools are moving upmarket, and platform-native reporting keeps improving. The company's bet is that marketers will always want a simple, no-code way to get their numbers into a spreadsheet or dashboard without begging the data team. Whether that bet holds as AI tools make data plumbing easier is the big open question for Supermetrics' next decade.
Saved answer · last researched 10 Nov 2026