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Vendorvendor.supermetrics

Supermetrics

Marketing intelligence platform combining data integration (ETL/ELT connectors for 100+ marketing data sources: Google Analytics, Meta Ads, LinkedIn, etc.) with real-time CDP activation via the Relay42 acquisition (June 2025). Supermetrics handles the data-connector and analytics layer; Relay42 adds real-time customer unification, identity resolution, dynamic audience building, journey orchestration, and predictive models (churn, conversion, product recommendation). Relay42 customers at acquisition: Air France, KLM, Levi's. Not warehouse-native composable; packaged real-time CDP model layered on top of marketing data connector ecosystem.

confidence 80%v1reviewed Aug 21, 2026marketing-intelligence, data-connector, real-time-cdp, audience-activation, journey-orchestration

Supermetrics

Supermetrics is a marketing intelligence platform, founded 2013 in Helsinki, built around data integration — ETL/ELT connectors for 100+ marketing data sources (Google Analytics, Meta Ads, LinkedIn, and others). It analyzes an estimated 15% of global ad spend across 200,000+ companies in 120 countries.

Relay42 acquisition (June 2025). Supermetrics acquired Relay42, an enterprise-grade real-time CDP, to add customer unification and activation on top of its existing data-connector layer. Relay42 contributes real-time identity resolution, dynamic audience building, journey orchestration across email/web/app/programmatic channels, and predictive models (churn, conversion, product recommendation). Relay42's pre-acquisition customer base included Air France, KLM, and Levi's. Post-acquisition, there is no standalone vendor.relay42 — Relay42's capabilities are folded into the combined Supermetrics platform.

Combined platform. Supermetrics positions the merged product as a unified "Marketing Intelligence Platform" — data integration, analysis, and activation in one solution, with AI-agent-powered workflows automating data analysis, journey optimization, and cross-channel activation. This is a packaged, vendor-hosted model: customers do not need to operate their own warehouse-native activation layer, unlike vendor.hightouch's reverse-ETL approach.

Where it fits. Marketing-analytics-led organizations that already rely on Supermetrics (or a similar connector-heavy analytics stack) and want to add real-time activation without adopting a separate composable/warehouse-native CDP layer. Fits organizations whose CDP buying motion originates in marketing analytics/reporting rather than data engineering.

Where it is less suited. Organizations pursuing a warehouse-native composable architecture (data stays in the CDW, no separate profile store) — Supermetrics/Relay42 is a packaged real-time CDP, not a composable activation layer; see vendor.hightouch for the composable alternative. Organizations that already have deterministic identity resolution and orchestration in another packaged CDP would be duplicating capability rather than filling a gap. This is one instance of the broader 2024–2026 CDP consolidation wave (alongside Rokt/mParticle, ContentStack/Lytics, Uniphore/ActionIQ) rather than a category-defining architecture choice.

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  • alternative-tovendor.hightouch— TC-145 (2026-06-18/2026-08-06). Both handle audience activation from marketing/warehouse data; Supermetrics/Relay42 is a marketing-analytics-first packaged real-time CDP, Hightouch is warehouse-native composable activation. Required bias-floor edge for the new vendor.supermetrics node.