Despite our significant history together, Supermetrics and Google have never done an in-person co-marketing event. That is, until December of 2024 where hosted over 50 customers, partners and Googlers in Google’s beautiful Amsterdam office to discuss all things marketing analytics and AI.
It’s no exaggeration to say that Supermetrics was born and bred in the Google ecosystem. Mikael Thuneberg built a simple plugin back in 2011 to bring data from Google Analytics into Microsoft Excel in a contest to win a Google t-shirt. A series of different data sources soon followed, including Facebook Ads, Google Ads and many others. In 2015, after being approached by Google asking to replicate this success in Google Sheets, the company saw significant traction thanks to the GSuite marketplace. Many still know Supermetrics as the “Google Sheets” company, and for good reason thanks to our significant traction in earlier years. Looker Studio (formerly known as Google Data Studio) was then added a few years afterward as the company continued to grow and add customers for its various connectors and data destinations.
At the time of writing in 2024, Supermetrics boasts over 15,000 customers globally, over 100 data source connectors and 15 destinations, including spreadsheets, visualization tools, data warehouses and data lakes. Needless to say, this success wouldn’t have been possible, or at the very least would have looked very different without an excellent relationship with Google. That’s why this event was such a milestone.
Supermetrics has always prided itself in being the fastest, easiest and most secure way to move data from point A to point B. While that strategy has been successful in helping grow the company to over €50M in ARR, I still believe we’re in the early phases of the company’s growth story.
In this event, and in many others that are coming up in 2025, we’ll start prioritizing educating our customers on what to do with the data that comes from Supermetrics. There are three key pillars that are simultaneously exciting and lucrative: measurement, activation and AI.
Measurement
It’s no secret that CMOs and marketing leaders are being asked to do more with less. Doubling down on the campaigns, creatives and strategies that actually deliver incremental revenue is a major focus for marketers in 2025. According to surveys from eMarketer, 61% of marketers said that they were looking to augment measurement strategies with better and faster media mix modeling.
I’ve discussed marketing measurement best practices several times on the Marketing Intelligence Show podcast. Fortunately, I’ve had the privilege of being joined by industry experts who laid things out very simply for our audience. You can check out the episodes with Michael Kaminsky from Recast, Olivia Kory from Haus and Andrew Covato from Growth by Science here.
At the Amsterdam event, my colleague and new teammate, Outi Karppanen, delivered an excellent session on how to use data from Supermetrics to build your “Marketing Data Foundation”. Building this MDF helps marketers and their data teams lean on a single source of truth for their measurement activities. In the same eMarketer study cited above, it is clear that teams do not want to rely on a single method for measuring the effectiveness of their initiatives, so sharing a common dataset to drive diverse initiatives becomes an imperative. You can watch the recording of a similar version of this session here from our set of SuperSummit 2024 recordings.
Activation
Data activation broadly describes the process of taking your customer data (obtained legally and with consent) and sharing it with publishers and ad networks for the purpose of driving more personalized experiences. While Supermetrics initially focused its connector development on data sources that did not contain identity-rich data, the company now has connectors to Salesforce, HubSpot, Shopify and many other tools which contain vast amounts of a businesses customer data.
This data, when stored and modeled in a data warehouse, can be used to build audiences that can be pushed out to various media platforms to personalize advertising experiences. While Supermetrics does not currently have features that directly cover this last mile of the activation journey, it’s a use case that many of our customers are beginning to adopt in light of recent trends highlighting the importance of first-party data (I’m looking at you, cookies).
AI
Last and of course not least, is AI. My presentation in Amsterdam focused on the top 10 use cases for AI in marketing within the Google ecosystem. The topic list ranged from AI-powered image decomposition features within Supermetrics to AI-powered workflows in Looker Studio, GCP and even Google’s new tool NotebookLM.
This presentation was not recorded and won’t be anytime soon. If you are interested in seeing its contents, please come out to our next in-person event with Google.