If you’re constantly looking for ways to optimise your company’s performance, you’ve already realised that data analysis is an essential part of business. And with the huge amount of information we gather today, powerful tools are needed to collect, accumulate, combine, process, protect and analyse this data.
Two of these tools are Supermetrics and Dataslayer – the latter of which is SmartLinks‘ favourite because of its wide functional scope and competitiveness.
“Data is the new oil.”
– Clive Humby
This quote from the British mathematician dates back to 2006 and means that, like oil, data cannot be used in its raw state. It needs to be refined, processed and transformed into something useful in order to unlock its potential. Since then, it has been proven that data is more than precious – it is now the real currency of the world economy.
Dataslayer vs. Supermetrics
Both Dataslayer and Supermetrics are software automation tools used in the financial, technology, marketing and general business industries.
In the field of digital marketing, the term “connector” refers to interfaces or tools that allow different platforms and data sources to be integrated. They are like “bridges” that make it possible to transfer information between different systems.
In other words, when using a data analysis tool (such as Dataslayer or Supermetrics), the connectors are the components that extract data from various sources, such as social media, advertising platforms, databases and so on. This ability to connect different sources is fundamental to consolidating information and obtaining a comprehensive view of performance on the various marketing platforms.
Whether you work in an agency with several clients or are part of the marketing department of a specific company, you can benefit greatly from this type of software.
Let’s compare the pros and cons of each of these platforms, according to the platforms themselves and the testimony of some users:
Advantages of Dataslayer
- Plans from €25/month.
- Unlimited data sources and number of users.
- Only usage is charged (API calls per day).
- More than 300 connectors, from marketing to databases and APIs.
- Intuitive interface that makes it easy to navigate and access all the data you need.
- Fast report execution, even with complex data.
- Involves minimal training for users.
- Integration with other tools (Google Sheets, Looker Studio, BigQuery, Power BI, Qlik, etc.).
- Direct connection to Google Data Studio.
- Advanced features such as scheduling reports and creating personalised dashboards.
- Support for SQL queries and resources (user guide, FAQs and tutorials).
Our typical client is a digital marketing professional who wants to eliminate manual data exports, uploads and formatting.
– Softpoint, Dataslayer developer
Cons of Dataslayer
- The user interface could be improved.
- There can be conflicts when managing integrations by different users at the same time.
- Speed sometimes slows down.
Advantages of Supermetrics
- Quick and easy data collection.
- Automation of queries.
- Very easy to use, no training required.
- User community with support for questions and clarifications.
Cons of Supermetrics
- Plans from €39/month.
- Only 80 connectors.
- The fields don’t always correlate with the fields on the ad platform.
- More basic functionalities, such as data extraction and simple reports.
- More focused on digital marketing.
Other data analysis platforms
In addition to Dataslayer and Supermetrics, there are several other platforms that offer similar services for analysing data and integrating sources. These include
Funnel.io: Marketing analysis software that automatically collects data from ad platforms and integrates it with analysis platforms. It has a wide variety of connectors.
Google Data Studio: A free tool from Google that allows you to create interactive and personalised reports, integrating with various data sources.
Tableau: Data visualisation platform that allows you to connect to various sources and create advanced visual analyses.
Power BI (Microsoft): Business Analytics tool that makes it easy to visualise and share insights, integrating various sources.
Hubspot: Complete marketing software ideal for growing companies that want to use marketing automation to increase traffic, convert leads and generate ROI.
Power My Analytics: Offers similar functionalities to Supermetrics, with some advantages. For example, better performance and efficiency in Social Media reports. It collects data from 35 sources and exports it to Google Sheets, Looker Studio and Microsoft Excel.
Porter Metrics: Designed to prioritise simplicity and automation in digital marketing. It is very easy to use, with a more intuitive drag-and-drop interface. It facilitates reporting and data analysis.
Fivetran: An easy-to-use and uncomplicated ETL platform, albeit more expensive. It offers versatile data connectors that allow seamless connectivity with various data sources, linking applications and databases to a central data warehouse.
Whatagraph: Seamless integrations with various marketing data sources make it possible to visualise the evolution of campaigns in real time and create personalised reports.
Windsor.ai: Marketing attribution software platform that connects marketing data to each user’s interface via Looker Studio, Google BigQuery, Google Sheets, MySQL, Tableau and various other tools.
And the winner is...
Nowadays, marketing professionals need an ETL (Extract, Transform, Load) tool to be able to take advantage of and analyse data from various sources.
Dataslayer is a fairly recent data analysis tool, developed by the Spanish company Softpoint in 2021. However, its features have already won over several customers who appreciate the ability to save time and effort, as well as to extract data from various marketing, advertising or social media platforms, such as Google Analytics, Facebook Ads, Twitter Ads or Instagram. This data is consolidated in a single file or data visualisation tool, such as Looker Studio or Power BI. It’s ideal for users who need advanced functionalities and flexibility.
Supermetrics, on the other hand, is better known because it is older and has more solid support. But it also offers fewer functionalities and is more expensive. It may be the perfect answer for users looking for a simpler, more easily accessible solution.
But the final choice between Dataslayer, Supermetrics or any other data analysis tool will obviously depend on the specific needs of each company.
If you have any doubts about which platform is best suite to your project, talk to SmartLinks!
