Improvado vs Supermetrics vs Kondado is the comparison every marketing team eventually runs into when choosing how to centralize ad spend, CRM data, and revenue numbers in one place. The short answer: Improvado is an enterprise-grade marketing data platform with a heavy professional services component, Supermetrics is a self-serve tool optimized for spreadsheet and BI report templates, and Kondado is a global no-code marketing data platform that blends ad data with ERP and e-commerce data, with bilingual English and Portuguese product, support, and documentation, plus flexible billing in USD or BRL.
This guide breaks down the three platforms across pricing, target customer fit, data source breadth, destination support, and global coverage so you can pick the right fit for your team in 2026.
Quick Snapshot of the Three Platforms
Before diving into the detail, here is a high-level summary of where each platform sits in the market.
- Improvado: AI-powered marketing analytics platform with 500+ marketing and sales data sources, deep transformation capabilities, and a full data governance suite. Pricing is custom across the Growth, Advanced, and Enterprise tiers, with industry estimates placing total cost of ownership in the USD 50,000 to 150,000 per year range. Strong professional services component. Primary focus is large enterprises with internal data teams.
- Supermetrics: Self-serve marketing data platform best known for its 100+ pre-built report templates across Looker Studio, Google Sheets, Excel, and Power BI. Around 100+ marketing data sources. Public pricing starts at USD 44 per month for the Starter plan and USD 177 per month for the Growth plan on yearly billing, with Enterprise on custom pricing. Each destination platform requires a separate subscription.
- Kondado: Global no-code data platform with 80+ data sources covering both marketing and operational systems (ERP, e-commerce, finance) plus a curated library of pre-built report templates for the most-used data sources. Pipelines run on the cadence you choose, with both data warehouse and BI tool destinations included on every plan. Bilingual English and Portuguese product, support, and documentation, plus flexible billing in USD or BRL with optional Nota Fiscal where it applies.
Pricing: Where the Three Platforms Differ Most
Pricing is the single biggest separator across these three platforms because each one targets a different segment of the market.
Improvado Pricing
Improvado follows an enterprise procurement model and does not publish list prices. The pricing page describes three tiers: Growth, Advanced, and Enterprise. Pricing is volume-based, scaling with data volume, ad spend under management, and the number of users and workspaces. Public estimates and analyst notes place typical total cost of ownership in the USD 50,000 to 150,000 per year range, depending on deployment size and the level of professional services included. Annual commitments and procurement cycles are the norm.
This model is appropriate when you have:
- A dedicated data or analytics team
- Multiple business units consolidating sales and marketing data
- Custom data source needs that off-the-shelf tools cannot satisfy
- A budget that supports five or six figures of platform spend per year
If those conditions do not match your operation, the price-to-value ratio gets harder to justify quickly.
Supermetrics Pricing
Supermetrics is built around productized self-serve plans. Pricing depends on the destination you replicate to (Looker Studio, Google Sheets, Excel, BigQuery, Power BI, Snowflake) and the number of data sources you need.
The current plan structure is:
- Starter plan at around USD 44 per month on yearly billing (USD 55 monthly) for individuals and small teams, usually limited to a small set of data sources and a single destination.
- Growth plan at around USD 177 per month on yearly billing (USD 222 monthly), recommended for teams that need broader data source access on a single destination.
- Enterprise plan with custom pricing for organizations that need multiple destinations, warehouse loading, advanced governance, and dedicated support.
A key cost dynamic to keep in mind is that each destination platform requires its own subscription. Teams that want to feed both a BI tool and a data warehouse, or both Looker Studio and Power BI, end up paying for multiple Supermetrics subscriptions, which can push effective monthly cost well above the headline plan price.
Kondado Pricing
Kondado uses a transparent fixed pricing model that includes both warehouse and BI tool destinations on every plan, plus access to a library of pre-built report templates for the most commonly used data sources during the free trial. Plans can be billed in USD or BRL, and Nota Fiscal is available where it applies.
The main practical effect is that a small or mid-sized team can replicate marketing data, ERP data, and e-commerce data into a warehouse and into a BI tool of their choice without stacking multiple add-ons. Total cost of ownership stays predictable as your team grows, and finance teams in regulated markets get the fiscal documentation they need without a side conversation.
For a more detailed comparison of plans and what each one includes, the public pricing page has the current numbers.
Target Customer Fit: Who Each Platform Is Built For
Pricing alone does not tell the full story. Each platform is optimized for a different type of buyer.
Improvado Is Built For
- Large enterprises with internal analytics teams
- Brands and holding companies with dozens of ad accounts spread across business units
- Teams that need a dedicated marketing data warehouse with strong governance, lineage, and approvals
- Organizations comfortable with a sales cycle that includes scoping calls, custom proposals, and procurement
Improvado shines when the data complexity is real: hundreds of campaigns, dozens of paid channels, multiple CRM and sales data feeds, and enough internal headcount to operationalize a full marketing data warehouse.
Supermetrics Is Built For
- Marketing agencies producing recurring client reports
- In-house marketing teams that already standardized on Looker Studio, Google Sheets, or Power BI
- Operators who want a fast path from data source to report template without engineering involvement
- Teams whose primary need is paid media and analytics data, not finance, ERP, or e-commerce data
Supermetrics is the path of least resistance when the work is mostly about producing recurring marketing reports across well-known ad platforms and the destination is a BI tool the team already uses.
Kondado Is Built For
- Agencies and in-house teams of any size that want a self-serve product with no engineering required
- Operators who need to blend marketing data with operational data such as ERP, e-commerce, finance, and CRM in the same workflow
- Teams that want both warehouse and BI tool destinations included on every plan, without tier upgrades to unlock either side
- Organizations that benefit from bilingual English and Portuguese product and support, and from flexible billing in USD or BRL with Nota Fiscal where it applies
Kondado fits both the agency report use case and the operational analytics use case. The product is global and works the same whether the team operates in English, Portuguese, or both, which removes friction for distributed teams and for global agencies serving clients across multiple regions.
Data Source Breadth and Depth
The three platforms approach data source coverage from very different angles.
Improvado: Breadth Through Custom Builds
Improvado advertises 500+ marketing and sales data sources, which is the broadest catalog of the three. The number includes a long tail of niche ad networks, sales tools, and custom builds developed for specific enterprise customers.
Two things matter to keep in mind:
- Many of those data sources require professional services to enable end-to-end.
- The catalog is heavily skewed toward sales and marketing tools used in North America and Europe, with thinner coverage of operational systems such as ERPs and many e-commerce platforms used outside those markets.
For an enterprise that is mostly working with global ad networks, mainstream CRM tools, and large MarTech stacks, the breadth is a real advantage.
Supermetrics: Marketing-Only Specialization
Supermetrics covers 100+ data sources, all of them in the marketing and analytics space. This includes the major ad platforms (Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads, Pinterest Ads), analytics platforms (Google Analytics 4, Adobe Analytics), and a growing set of CRM and email marketing tools.
The catalog is specialized and well-maintained, but it does not extend into operational systems. ERPs, many e-commerce platforms outside the major US storefronts, and finance tools are out of scope.
Kondado: ERP and Marketing in One Platform
Kondado covers 80+ data sources that span both marketing and operational systems:
- Major ad platforms such as Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads, and Pinterest Ads
- E-commerce platforms such as Shopify, VTEX, Mercado Libre, Tiendanube, and Loja Integrada
- ERPs such as Bling, Omie, Tiny ERP, and Conta Azul
- CRM and marketing automation such as HubSpot, RD Station, MailChimp, and Pipedrive
- Analytics platforms such as Google Analytics 4 and Search Console
- Databases and data warehouses as both source and destination
The total catalog is smaller than Improvado, but the blend is unique. No other major platform combines paid media data with ERP and e-commerce data in the same product. For agencies and operators that need to tie ad spend back to actual revenue from an ERP or storefront, this is a meaningful differentiator that neither Improvado nor Supermetrics offers in a single self-serve product.
You can browse the full catalog of supported sources on the data sources overview page.
Data Destinations: Warehouses vs BI Tools
Where you can replicate data to is just as important as where you can extract it from. This is one of the clearest functional differences across the three platforms.
Improvado Destinations
Improvado supports both BI tools and data warehouses as part of its standard offering. Snowflake, BigQuery, Redshift, and Databricks are all available, alongside Looker Studio, Tableau, and Power BI on the visualization side. Transformation and modeling steps can be applied between source and destination.
Supermetrics Destinations
Supermetrics started life as a connection to BI tools and spreadsheets, and the lower-priced plans reflect that. Looker Studio, Google Sheets, Excel, and Power BI are the bread and butter destinations. Warehouse destinations such as BigQuery, Snowflake, and Azure Synapse are available, but they sit in higher-priced plans and often require custom quotes.
For teams that primarily need data in spreadsheets and BI dashboards, the lower tiers are well suited. For teams that want to replicate to a warehouse for blending with non-marketing data, costs go up quickly.
Kondado Destinations
Kondado includes both warehouse and BI tool destinations on every plan, with no separate tier required to unlock warehouse replication.
- Warehouses: BigQuery, PostgreSQL (including Supabase), Redshift, Snowflake, MySQL, SQL Server
- BI tools and spreadsheets: Looker Studio, Power BI, Google Sheets, Metabase, and others
- Cloud storage: Amazon S3 and Google Cloud Storage
This means a single Kondado account can replicate ad data into a warehouse for blending with ERP data, while also feeding a BI tool with pre-modeled report templates that the team uses daily. No upgrade required to use both sides.
Global Coverage, Language, and Compliance
All three platforms operate globally. The difference is in how flexible each one is across languages, currencies, and fiscal documentation.
Improvado: Global, English-First, USD or EUR Billing
Improvado serves customers worldwide. Product, support, documentation, and sales operate primarily in English, and pricing is set in USD or EUR. Local invoicing requirements that exist in some markets, such as Nota Fiscal in Brazil, are typically handled outside the standard offering, which can become a procurement obstacle for finance and tax teams that need fiscal documentation as part of normal billing.
Supermetrics: Global, English-First, USD or EUR Billing
Supermetrics is similarly available worldwide, with English as the primary language across product and support and pricing in USD or EUR. The same local invoicing limitation applies: customers in markets where fiscal documentation is mandatory typically need to handle that compliance step on their own side.
Kondado: Global, Bilingual English and Portuguese, USD or BRL Billing
Kondado is a global platform, and its differentiator on this dimension is flexibility. The product UI, the wiki documentation, and the support team work natively in both English and Portuguese, so distributed teams and global agencies do not have to standardize on one language to onboard. Billing can be set in USD or BRL, and Nota Fiscal is available where it applies, which removes the procurement friction that finance teams in regulated markets often run into with the other two platforms.
For any team operating internationally, the practical advantage is fewer compromises on language, currency, and fiscal documentation.
Total Cost of Ownership Comparison
Real-world cost depends on team size, number of data sources, and destinations. Here is a representative comparison for a mid-sized agency replicating data from 6 ad platforms plus 1 CRM into both a BI tool and a warehouse.
- Improvado: Pricing is custom and volume-based. Public estimates put total cost of ownership in the USD 50,000 to 150,000 per year range once data volume, professional services, and annual commitments are factored in. Procurement cycles are standard.
- Supermetrics: To cover 6 ad platforms with both BI tool and warehouse destinations, agencies typically need a Growth-tier subscription plus an additional subscription for the warehouse destination, since each destination is billed separately. Realistic effective spend lands in the USD 350 to 700 per month range, depending on destinations and seats.
- Kondado: A mid-sized agency configuration that includes both BI tool and warehouse destinations sits at a transparent fixed price that is materially lower than the Improvado floor and competitive with Supermetrics, with the added benefit that ERP and e-commerce data can be blended into the same workflow without additional subscriptions. Billing is available in USD or BRL, with Nota Fiscal where it applies.
The right choice is not always the cheapest. The right choice is the platform whose pricing model matches the structure of the team and the work.
When to Choose Each Platform
A practical decision framework based on the criteria above.
Choose Improvado When
- Your organization has a dedicated data team and a procurement process that supports six-figure annual platform spend
- You need a heavy professional services component to build custom data sources or transformations
- Your data source needs are concentrated in mainstream sales and marketing tools used by global enterprises
- A long sales cycle and custom implementation are acceptable
Choose Supermetrics When
- Your team is small to mid-sized and self-serve oriented
- Your work is primarily marketing reporting in Looker Studio, Google Sheets, Excel, or Power BI
- You only need data from major ad platforms and analytics tools
- You do not need to blend marketing data with ERP, e-commerce, or finance data
- English and USD or EUR billing cover your team's needs
Choose Kondado When
- You want a self-serve, no-code platform that scales from one user to a large agency
- You need to blend marketing data with ERP, e-commerce, or finance data in the same workflow
- You want both BI tool and warehouse destinations included without a tier upgrade
- You want bilingual English and Portuguese product and support, and the option to be billed in USD or BRL with Nota Fiscal where it applies
- You want access to ready-made report templates for the most-used marketing, e-commerce, and ERP data sources during the free trial
Frequently Asked Questions
Is Improvado better than Supermetrics?
It depends on the size and structure of your team. Improvado is better suited to large enterprises with dedicated data teams, custom data source needs, and budget for professional services. Supermetrics is better suited to small and mid-sized teams that want a self-serve product focused on marketing reporting in BI tools and spreadsheets. The two platforms target different segments rather than competing head-to-head.
What is a good Supermetrics alternative for enterprise teams?
For enterprise teams that find Supermetrics too report-template oriented and Improvado too expensive or services-heavy, Kondado is a strong alternative. It offers a self-serve product with both BI tool and warehouse destinations included, blends marketing data with operational data such as ERP and e-commerce, and provides transparent fixed pricing without a procurement-heavy sales cycle.
Does Kondado replace Supermetrics for marketing report templates?
For most use cases, yes. Kondado supports replication into Looker Studio, Power BI, Google Sheets, and other BI tools, and includes ready-made report templates that cover the most-used ad platforms, e-commerce, ERP, and CRM data sources. Templates are available during the free trial period.
Can Improvado, Kondado, and Supermetrics all replicate to BigQuery?
Yes, all three can replicate to BigQuery. The differences are in pricing model and depth of capability. Kondado includes warehouse destinations on every plan. Supermetrics typically requires a higher tier or a separate add-on for warehouse destinations. Improvado includes warehouse destinations as part of its enterprise platform.
How does Kondado compare on price for a small agency?
For a small agency that needs 4 to 6 ad platforms plus a CRM source replicated into both a BI tool and a warehouse, Kondado typically costs a fraction of an Improvado deployment and is competitive with Supermetrics on a like-for-like configuration. The added benefit is that ERP and e-commerce data can be added without changing tiers.
Is Kondado a good fit for global teams?
Yes. Kondado is a global no-code platform with bilingual English and Portuguese product, support, and documentation, plus the option to be billed in USD or BRL. Global agencies and distributed teams use it without having to standardize on a single language or currency, which is friction the other two platforms impose by default.
What does Kondado offer that Improvado and Supermetrics do not?
Three things stand out. First, ERP and e-commerce data sources alongside paid media in a single self-serve product, so ad spend can be tied directly to revenue. Second, both warehouse and BI tool destinations on every plan, with no upgrade required to unlock either. Third, bilingual English and Portuguese product and support with USD or BRL billing and optional Nota Fiscal, which removes language, currency, and fiscal-compliance friction that the other two platforms typically push back to the customer.
Final Thoughts and How to Get Started
Choosing between Improvado, Supermetrics, and Kondado is a question of fit, not raw feature counts. Improvado wins when scale, governance, and custom services are paramount. Supermetrics wins when the work is centered on marketing report templates inside known BI tools. Kondado wins when you want a global no-code platform that blends marketing with operational data, includes warehouse and BI destinations on every plan, and gives international teams the flexibility of bilingual support and USD or BRL billing without trade-offs.
If your shortlist still has all three, the fastest way to make a confident decision is to test the platform end-to-end against a real reporting need. You can start a free trial of Kondado and replicate your first ad and ERP data into a BI tool the same day, with full access to the report template library during the trial period.
