E-commerce teams usually look at tools that help them understand where sales are coming from and which campaigns are working. ThoughtMetric and Supermetrics sometimes come up in the same conversations, but they serve very different purposes.
ThoughtMetric
ThoughtMetric is a marketing attribution platform designed for e-commerce brands that want clarity across their entire funnel. Its main focus is helping you see how every channel, campaign, and creative contributes to revenue.
Key features of ThoughtMetric include:
- 5 Different Attribution Models: ThoughtMetric provides a variety of multi-touch attribution models, including first touch, last touch, linear paid, position-based, and a recommended multi-touch model. This flexibility allows businesses to align attribution with their marketing goals, offering a complete customer journey view.
- Campaign Performance Analysis: ThoughtMetric provides in-depth tools to analyze campaign performance across channels, pinpointing which campaigns effectively drive traffic, engagement, and sales. You can view key metrics at the campaign, ad set, and ad level, offering granular performance insights.
- Product Analytics: Track performance at the SKU level to see which products drive the most revenue, attract new vs. returning customers, and perform best across each channel.
- Creative Performance Analysis: ThoughtMetric helps you analyze the effectiveness of your ad creatives, ensuring you're investing in visuals and messaging that resonate with your audience and drive conversions.
- Customer Analytics: ThoughtMetric provides insights into customer behavior, journey paths, and purchase drivers. This information supports the development of targeted marketing strategies and contributes to improved customer lifetime value.
- Server-Side Tagging: ThoughtMetric uses server-side tagging to bypass issues caused by iOS 14 updates and ad blockers, ensuring more accurate and dependable data collection.
- Customer Surveys: ThoughtMetric's customizable post-purchase surveys collect data directly from customers. This provides direct insights into their motivations and how they discovered the brand.
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Simple Pricing Based on Pageviews: Unlike many platforms that tie pricing to advanced features, ThoughtMetric's pricing is straightforward and based solely on the number of pageviews your site receives. This transparent model ensures all paying customers have access to every feature, regardless of their specific plan. Plans start at $99/month for 50,000 pageviews.
Best suited for e-commerce brands that want a dedicated attribution solution with full access to features from day one.
Supermetrics
Supermetrics is a data pipeline tool. It does not provide analytics or attribution on its own. Instead, it pulls marketing and advertising data into spreadsheets or BI tools like Google Sheets, Excel, Looker Studio, Power BI, and BigQuery.
Key features include:
- 100+ connectors across ad platforms, analytics tools, and CRMs.
- Automated data transfers into spreadsheets and BI tools.
- Flexible for teams or agencies that prefer to build custom dashboards.
Best for: data teams or agencies that want raw data feeds and already have the resources to build and maintain their own reporting systems.
Which One Should You Choose?
If you want to know which channels, products, and creatives drive revenue for your store, ThoughtMetric is the clear choice. It is purpose-built for e-commerce attribution and gives you answers without spreadsheets.
If you are mainly looking for a way to move raw data into your own dashboards and have the people to manage that process, Supermetrics can be useful.
Final Thoughts
Supermetrics is a general data pipeline. ThoughtMetric is an e-commerce attribution platform. They are not built to solve the same problems. If you need clarity on where your sales are coming from, ThoughtMetric is the tool designed for the job.
FAQs
Does Supermetrics offer attribution?
No. It only transfers data into spreadsheets or BI tools.
Who should use Supermetrics?
Teams with analysts that want to centralize raw data and build their own dashboards.
Who should use ThoughtMetric?
E-commerce marketers who need clear attribution and analytics.
E-commerce marketers who need clear attribution and analytics.
