Supermetrics vs. ARLO · Updated July 2026

Supermetrics vs. ARLO: Ask Claude instead of building another report

Supermetrics is a data pipeline: it moves GA4, Google Ads, Meta, and 100+ sources into Google Sheets, Looker Studio, Excel, or a warehouse — where you then build and maintain the actual reports. ARLO removes that whole layer. Claude queries each platform live through MCP and answers in plain English in seconds, with no destinations to configure, no scheduled refreshes, and no per-connector pricing that balloons as you add clients. If your team's real question is "how did this client do last month?", ARLO answers it directly instead of feeding another dashboard.

Start For Free

Sunlit rolling green hills with soft focus wildflowers and grass in the foreground.

You don't need another dashboard — you need the answer

Supermetrics is the category leader for one job: getting marketing data out of dozens of platforms and into a destination — Google Sheets, Looker Studio, Excel, BigQuery. It does that well. But the destination is not the answer; it's a place where you still have to build the report, keep the template current, and wait for the next scheduled refresh before the numbers are trustworthy. Pricing also scales by connectors and data sources, so a growing agency's bill climbs fast. ARLO takes a different path: there's no destination and no report to build. Claude reads each connected account live through the Model Context Protocol, so anyone on the team just asks — "compare this client's sessions and conversions to last month" — and gets the number on the spot, scoped to exactly what they're allowed to see.

Feature comparison

Feature	Supermetrics	ARLORecommended
Entry price	~$29/mo (single destination)	Free
Pricing model	Per connector + data source, scales up fast	Free — unlimited sources per client
What you get	Data in Sheets / Looker / BigQuery	Live answers in Claude
Reports / dashboards	You build & maintain them	None — you ask questions
Claude / AI access	Not the product	The whole point — and it's free
Data freshness	Scheduled refresh	Live on every query
Setup per client	Configure queries + destination	Pick a property from a dropdown
Data warehouse	Common (BigQuery/Snowflake)	None — pass-through, nothing stored

Total cost of ownership

What it actually costs at 10 clients

Cost category	Supermetrics	ARLO
Software	Supermetrics team plan + per-source add-ons	Free while in early access
Report building	Ongoing — someone maintains the templates	None — questions replace reports
Warehouse / storage	BigQuery or Sheets overhead	$0 — nothing stored

The bigger saving usually isn't the subscription — it's the recurring hours nobody has to spend building and babysitting reports.

ARLO is the better fit when

✓Your team's real workflow is asking questions, not building reports
✓You'd rather not pay per-connector bills that climb as you add clients
✓You already work inside Claude and want live data there
✓You want fast per-client setup, not a query + destination per client

Stick with Supermetrics when

—You specifically need data warehoused in Sheets/Looker/BigQuery for scheduled, shareable dashboards
—You have templated client reports that must render the same way every week
—You rely on Supermetrics' long tail of 100+ niche connectors ARLO doesn't cover yet

← Learn more about ARLO for Marketing data pipeline / ETL

FAQ

Questions, answered

Common questions about Supermetrics vs. ARLO.

Still comparing? Talk to our team

Is ARLO a full Supermetrics replacement?

For the common case — agencies answering questions about client performance across GA4, Search Console, Google Ads, Meta, YouTube and more — yes. Where Supermetrics still wins is when you specifically need data warehoused for scheduled BI dashboards or one of its long-tail niche connectors. Some teams keep both: Supermetrics for templated reporting, ARLO for day-to-day questions.

How much does ARLO cost?

ARLO is free right now while we're in early access — every feature, every client, unlimited sources, no credit card. Supermetrics, by contrast, prices by connectors and data sources, so its bill climbs as your stack grows. When we do introduce paid plans, you'll choose a plan that fits or walk away — nothing is auto-charged.

Does ARLO store my clients' data?

No. ARLO is pass-through — OAuth tokens are encrypted at rest, but raw analytics and ads data is fetched live on each query and discarded after it's returned to Claude. There's no warehouse and no persistent client data.