You can bring data into Supermetrics in 3 ways:
Our data source connectors
Connector builder
Custom data import
This guide helps you pick the option that fits your data, starting with the one that takes the least work.
Missing data sources or unavailable connectors are no longer an issue. With Connector builder and Custom data import, you can bring into Supermetrics data that our own connectors don’t provide. You can connect to APIs, upload CSV files, and import Excel files.
Once your data is in Supermetrics, all 3 options work the same way. You can query the data in AI chats, Supermetrics MCP, Google Sheets, Excel, Looker Studio, Power BI, the Supermetrics API, or your data warehouse, and blend it with your other data sources.
Find the right option for your data
Answer these questions in order, and stop at the first answer that fits.
flowchart TD
q1("Is your data source in our connector catalog?")
native("Use our connector")
q2("Can you access an API for your data source?")
q3("Are you comfortable with JSON and API docs?")
builder("Use Connector builder")
q5("Do you use AI tools, such as Claude Code?")
ai("Use Connector builder with AI tools")
q4("Can you export the data as a file?")
cdi("Use Custom data import")
wish("Suggest a connector on our wishlist")
q1 -- Yes --> native
q1 -- No --> q2
q2 -- Yes --> q3
q2 -- No --> q4
q3 -- Yes --> builder
q3 -- No --> q5
q5 -- Yes --> ai
q5 -- No --> q4
q4 -- Yes --> cdi
q4 -- No --> wish
classDef question fill:#efefff,stroke:#4749bc,stroke-width:2px,color:#1e1d1b
classDef answer fill:#4749bc,stroke:#4749bc,color:#ffffff
classDef fallback fill:#f5f5f5,stroke:#818181,stroke-dasharray:5 3,color:#1e1d1b
class q1,q2,q3,q4,q5 question
class native,builder,ai,cdi answer
class wish fallbackIs the data source in our connector catalog?
If yes, use our connector. We build and maintain these connectors, so you only need to connect your account. Search the Supermetrics connector catalog to check if your data source is there.
If your data source isn't in the catalog, go to the next question.
Does the data source have an API you can access?
If yes, and you're comfortable working with JSON and API documentation, build your own connector with the Connector builder.
If you don't have these skills, suggest the connector on our wishlist. If you can export the data as a file, you can use Custom data import while you wait.
If your data source has no API you can access, go to the next question.
Can you export the data as a file?
If yes, use Custom data import. Send the file by email, upload it to the Supermetrics Hub, or let us fetch it from a URL or SFTP server on a schedule.
If you can't export the data, suggest a connector on our wishlist.
Compare the options
Our connectors | Connector builder | Custom data import | |
|---|---|---|---|
What it is | Ready-made connectors that we build and maintain | Low-code tool to build your own connector with a JSON configuration | Import structured files and query them like any other data source |
Use it when | Your data source is in our connector catalog | Your data source has an API you can access, but no connector by Supermetrics | Your data comes as a file, such as an export from a tool without an API or a partner report |
How data arrives | Direct API connection after you authenticate | Direct API connection that you configure, using API key, OAuth2, or another common authentication method | Email attachment or link, manual upload on the Hub, or scheduled fetch from a URL or SFTP server |
How fresh the data is | Fetched when you run a query or on your refresh schedule | Fetched when you run a query or on your refresh schedule | Updated when a new file arrives. Scheduled URL and SFTP fetches run daily, weekly, or monthly. |
Skills needed | None | Understanding JSON and the API documentation of your data source. | None. No coding needed. |
Upkeep | We update the connector when the data source's API changes | You maintain the connector | You keep the file structure the same between uploads |
Formats and limits | Fields and limits vary by data source | Depends on the API | CSV and TSV up to 1 GB. XLS, XLSX, XLSB, and ODS up to 250 MB. ZIP up to 100 MB. |
Who can use this | Depends on your subscription and the data source | Marketing Intelligence Platform subscription with the Connector builder add-on. Admin, Owner, or Editor role in the team. | Growth plan and above |
About each option
Our data source connectors
Our connectors are the quickest way to get your data into Supermetrics. Connect your data source account on the Supermetrics Hub, and the connection works in all your destinations.
See our connection guides for all data sources.
Connector builder
With Connector builder, you write a JSON configuration that tells Supermetrics how to fetch data from an API, such as a private API or a product feed. Connectors you build work like our connectors: you can use them in queries, blend them with other data, and send the data to all supported destinations.
If you're a developer using Claude Code, our Connector builder plugin for Claude Code guides you through scoping, API research, configuration, and validation from the terminal. You can also use the Supermetrics CLI to build connectors.
Learn how to access Connector builder and create your first connector.
Custom data import
Custom data import brings in data that Supermetrics doesn't support with our connectors. For example, you can import conversion or customer data from a CRM, or spend data from TV and out-of-home campaigns. You set up an import once by uploading an example file, and after that, new files arrive by email, manual upload, or scheduled fetch.
Learn more about Supermetrics Custom data import.
Can't find an option that fits?
If none of the options work for your data, suggest a connector on our wishlist. If you need help choosing, contact our support team.