Fivetran vs Supermetrics:Which is more popular?
In September 2026, Fivetran had more branded searches than Supermetrics among marketing data integration platforms worldwide. Fivetran had about 49,500 branded searches, while Supermetrics had 36,000. Fivetran made up 29.7% of all marketing data integration platform searches we track, and Supermetrics accounted for 21.6%. When we asked ChatGPT and Google AI Overviews about marketing data integration platforms, Fivetran and Supermetrics each appeared in four of the five answers. Supermetrics was mentioned before Fivetran in four out of five answers.
Who do people search for more?
Fivetran, about 38% more searches than Supermetrics
Who does AI mention more?
Both were mentioned in 4 of 5 answers.
Who does AI recommend more?
Supermetrics, named ahead of Fivetran in 4 of 5 answers
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Top marketing data integration platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Fivetran and Supermetrics were each mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Supermetrics was listed before Fivetran in four out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Supermetrics1st
Funnel2nd- Fivetran3rd
Airbyte4th
Hightouch5th
Improvado6th
Windsor.ai–
Adverity–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Fivetran4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Supermetrics4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Airbyte4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Funnel4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Hightouch3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Improvado1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Windsor.ai0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Adverity0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about marketing data integration platforms
5 answers
Asked ChatGPT
“Which marketing data integration platform should I use?”
Asked ChatGPT
“What are the best marketing data integration platforms?”
Asked ChatGPT
“What's the best marketing data integration platform for multi-channel data?”
Searched Google, AI Overview
“best data integration platform”
Searched Google, AI Overview
“marketing data pipeline”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Fivetran or Supermetrics more popular in search?
This chart shows how often people search Google for Fivetran and Supermetrics by name. Each line represents a brand's share of searches for all eight marketing data integration platforms we track, month by month, from English-language searches worldwide.
Share of searches by month for Fivetran, Supermetrics. The figures are in the table below the chart.
View monthly share of searches table
| Month | Fivetran | Windsor.ai | Supermetrics | Airbyte | Adverity | Improvado | Funnel | Hightouch |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 46.2% | 4.1% | 16.9% | 25.3% | 3.4% | 1.2% | 2.3% | 0.59% |
| Nov 2025 | 38.8% | 5.2% | 21.3% | 26% | 4.2% | 1.5% | 2.3% | 0.72% |
| Dec 2025 | 38.8% | 5.2% | 21.3% | 26% | 4.2% | 1.6% | 2.3% | 0.61% |
| Jan 2026 | 39% | 5.2% | 21.3% | 26.1% | 3.5% | 1.9% | 2.3% | 0.75% |
| Feb 2026 | 38.4% | 6.3% | 21% | 25.7% | 3.4% | 2.3% | 2.3% | 0.75% |
| Mar 2026 | 34.1% | 12.5% | 22.8% | 22.8% | 3% | 2% | 2% | 0.7% |
| Apr 2026 | 33.4% | 18.3% | 18.7% | 22.3% | 3% | 2% | 1.6% | 0.69% |
| May 2026 | 33.1% | 18.1% | 23.7% | 18.1% | 2.9% | 1.7% | 1.6% | 0.7% |
| Jun 2026 | 30.3% | 24.8% | 22% | 16.6% | 2.7% | 1.5% | 1.5% | 0.67% |
| Jul 2026 | 25.1% | 25.1% | 27.8% | 16.8% | 2.2% | 1.2% | 1.2% | 0.59% |
| Aug 2026 | 27.3% | 27.3% | 24.8% | 15% | 2.4% | 1.3% | 1.3% | 0.52% |
| Sep 2026 | 29.7% | 29.7% | 21.6% | 13.3% | 2.6% | 1.2% | 1.1% | 0.56% |
How has the Fivetran and Supermetrics comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Supermetrics took it in July 2026, Fivetran took it in August 2026.
- Across the 12 months ending September 2026, Fivetran’s share of searches among marketing data integration platforms worldwide moved from 46.2% to 29.7%, and its estimated monthly branded searches moved from 74K to 49.5K.
- Across the 12 months ending September 2026, Supermetrics’ share of searches among marketing data integration platforms worldwide moved from 16.9% to 21.6%, and its estimated monthly branded searches moved from 27.1K to 36K.
How did search popularity change for marketing data integration platforms worldwide in September 2026?
2 changes
In September 2026, Fivetran gained share of searches among marketing data integration platforms worldwide, from 27.3% to 29.7%.
In September 2026, Supermetrics lost share of searches among marketing data integration platforms worldwide, from 24.8% to 21.6%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Fivetran’s and Supermetrics’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Fivetran
1 branded search term
- fivetran
Supermetrics
2 branded search terms
- supermetrics
- supermetrics marketing analytics
Other head-to-heads among marketing data integration platforms
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