Comparison
Adray vs. Supermetrics: moving data is not the same as reconciling it
Short answer
Pick Supermetrics if you need to move marketing data from many sources into spreadsheets, BI tools, warehouses or AI chats, and someone on your team will model it there. Pick Adray if you need to know which channel produced each verified order, after refunds, with the platform's own claim kept beside it. That is reconciliation, and moving the data does not do it for you.
What Supermetrics is good at
Supermetrics is one of the most established marketing data platforms and says more than 200,000 companies in 120 countries use it. Its connector catalogue covers the ad, analytics and ecommerce sources a team is likely to have (Facebook Ads, Google Analytics 4, TikTok Ads, Shopify, WooCommerce, Adobe Commerce and many more), and it delivers to Google Sheets, Looker Studio, Excel, Power BI, warehouses such as BigQuery and Snowflake, and AI assistants such as ChatGPT, Claude and Microsoft Copilot. If breadth of sources and destinations is the requirement, that is hard to beat.
When to choose Supermetrics
You need many sources in one sheet, dashboard or warehouse, you have an analyst who will model the data, or your requirement is reporting rather than attribution. For that job Supermetrics starts at a far lower price (its Starter package is listed from $44 a month billed yearly) and does it well.
The differences that matter
| Question | Supermetrics | Adray |
|---|---|---|
| What is it built to do? | Connect data sources to destinations. Its packages are defined by destinations, data sources, accounts per source and users. | Decide what the data means: which channel produced each verified order, with what confidence, after refunds. |
| What happens to the numbers on the way through? | They are moved, with data transformations (custom metrics, currency conversions, blends) available on the Enterprise package. | They are reconciled: fully refunded and charged-back orders are excluded, each order is stitched to the session and click that produced it, and new versus returning buyers come from the complete order history. |
| Where does the data come from? | From the sources you connect through their APIs, plus custom imports on Enterprise. | From the ad platforms' APIs, a first-party pixel on your site that keeps sessions and click IDs, and order webhooks from Shopify, WooCommerce, VTEX and Magento that anchor each sale. |
| Can it answer in Claude or ChatGPT? | Yes. ChatGPT, Claude and Microsoft Copilot are listed destinations on every package, and its pricing page lists Data API and MCP access. | Yes, and what the AI reads is already reconciled: the platform's claim next to the verified order, never merged into one number. |
| What does it cost? | Starter from $55 a month billed monthly ($44 yearly), Growth from $222 ($177 yearly), Enterprise quoted. Extra destinations, users, sources and accounts are add-ons. | Adray Core is $625 a month billed annually or $750 billed monthly, with up to 200,000 sessions. Enterprise is quoted by scale. |
Checked against Supermetrics’s own pages
Read on . Pricing and platform support change — if a row below is out of date, their page wins.
Questions people ask
Is Adray a Supermetrics alternative?
Only for part of what Supermetrics does. If you use it to feed reports and warehouses, Adray does not replace that. If you use it to answer which channel produced your sales, Adray answers that directly, against your verified orders.
Can I use Supermetrics and Adray together?
Yes, and for many teams that is the sensible setup: Supermetrics keeps moving raw data into your reports, and Adray supplies the reconciled attribution those reports cannot compute on their own.
Why is reconciling harder than moving data?
Because the sources disagree with each other. Each ad platform credits itself under its own window and counts sales the store later refunds. Putting all of them in one sheet shows the disagreement side by side; deciding which order belongs to which click needs the store's orders and a first-party pixel.
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