Tax and accounting
54% better lead quality after using LeadJourney for marketing
Karsten Guhr
Managing Director
Read the storyvs
Supermetrics alternative
Supermetrics vs LeadJourney: marketing data moved into your tools against attribution delivered without a pipeline
Supermetrics moves data from over 170 sources into your reporting tools. LeadJourney creates the data itself and joins it to the closed deal.
Rated by the teams who switched
Trusted by 100+ lead generation businesses, agencies and affiliates
LeadJourney vs Supermetrics
Moving data and attributing it are different layers
Supermetrics delivers what your sources report to the tool you report in; LeadJourney creates, attributes and explains the data. The rows are the features our pricing page lists, so the table shows where each layer stops.
| Capability | Supermetrics | LeadJourney |
|---|---|---|
| Built for | SupermetricsMarketers and analysts who report in Google Sheets, Looker Studio, Excel, Power BI or a warehouse, from one person to an enterprise data team. | LeadJourneyLead generation first, B2B and B2C: forms, calls, CRM stages and closed deals are the conversion model, plus e-commerce through the Shopify integration or a manually connected shop, for advertisers, agencies and affiliates. |
| Collects data | SupermetricsNo. It pulls what each connected platform reports, 3 to 10 sources by plan with 3 to 10 accounts each, more per item. | LeadJourneyYes. First-party tracking on your own domain, server-side, 95%+ of conversions captured, plus static and dynamic call tracking numbers as an add-on. |
| Sources | Supermetrics174 connectors on the pricing page: ad platforms, analytics, SEO, e-commerce, email, CRMs and call tracking, delivered to one destination per plan. | LeadJourneyMeta, Google, LinkedIn and Microsoft Ads, the organic and AI sources, HubSpot, Salesforce, Pipedrive, Close, Attio, GoHighLevel, ActiveCampaign and Odoo, calls through the call tracking add-on or CallRail and Podium, and custom channels by webhook. Fewer, joined per lead. |
| Attribution models | SupermetricsNot on the pricing page; each source arrives with its own attribution, and data transformations that blend sources are an Enterprise feature. | LeadJourneyEvery rule-based model on every plan, on the click stream and the CRM, switchable without re-tracking; custom models on Enterprise. |
| CRM and pipeline | SupermetricsHubSpot, Salesforce, Pipedrive, Close, Zoho and Odoo as sources; joining a deal to the click that started it is a model you build in the destination. | LeadJourneyStages, deal values and closed revenue joined to the journey per lead, with attribution written back into the CRM. |
| Revenue back to the ad platforms | SupermetricsNot on the feature list; Supermetrics reads from the ad platforms into a destination, it does not send conversions to them. | LeadJourneyConversions API sync to Meta, Google, LinkedIn and Microsoft on every plan; stage changes and closed deals arrive as offline conversions. |
| Organic and AI search sources | SupermetricsSearch Console and GA4 as sources, and an AI Search category with Adthena; an AI engine's visit to your site arrives the way GA4 files it. | LeadJourneyGoogle, Bing, YouTube, LinkedIn and the AI engines (ChatGPT, Gemini, Claude, Copilot, Perplexity, Grok and DeepSeek) as distinct sources, out of the box. |
| Lead-level view | SupermetricsAggregates by the dimensions a source exposes; a lead-level journey is a warehouse model on Enterprise. | LeadJourneyThe full journey of every named lead, from the first click to the closed deal, with the CRM stage on it. |
| Reports | SupermetricsTemplates and dashboards in Supermetrics Studio, and whatever you build in Sheets, Looker Studio, Excel or Power BI on the delivered data. | LeadJourneyChannel, campaign, landing page and conversion path reports built in, a custom report builder, saved dashboards; the warehouse export is on the roadmap. |
| AI analyst | SupermetricsAI credits, 4,000 to 18,000 a month by plan, and ChatGPT, Claude and Copilot as destinations for the delivered data. | LeadJourneyAtlas answers questions in plain language; Atlas agents watch the data and send scheduled reports to email, Slack or WhatsApp. |
| MCP, API and export | SupermetricsData API and MCP access on every plan, limited to 50,000 rows a month below Enterprise; a management API and warehouse destinations on Enterprise. | LeadJourneyMCP connection for Claude, ChatGPT and Cursor, API and Zapier app; the data warehouse export to BigQuery and Snowflake is on the roadmap. |
| Data hosting and compliance | SupermetricsData residency and region control on Enterprise; not published for the other plans. | LeadJourneyFrankfurt, Germany. First-party tracking on your domain, Art. 28 GDPR DPA on request, two-factor authentication. |
| Setup | SupermetricsA connector in minutes; the report, the joins and the refresh schedule in the destination are yours, weekly to hourly by plan. | LeadJourneySelf-serve, live in 21 minutes with the reports filled; onboarding call with a tracking expert from Starter. |
| Pricing | SupermetricsPublic: Starter €49, Growth €199 and Pro €499 a month (€39, €159 and €399 billed yearly), Enterprise on quote; extra sources, users, accounts and destinations per item. | LeadJourneyPublic tiers by marketing spend: from €129 a month, monthly or yearly, attribution included, after a 14-day free trial. |
Credit where it is due
Supermetrics has the widest connector catalogue in the category, from €49 with no data volume fees, and lands the data where an analyst works. An organisation with a data team should look at it seriously. The table is about what the connectors carry: platform conversions and CRM deals, never joined per lead. That join is what LeadJourney is.
Pricing
Both price lists are public. Here they are side by side.
Supermetrics prices by data sources, users and accounts with one destination per plan, LeadJourney by marketing spend. Both ladders below are the published tiers.
SupermetricsPriced by data sources, users and accounts, one destination per plan
- Starter, 3 sources, 1 user
- €49 / mo
- Growth, 7 sources, 2 users
- €199 / mo
- Pro, 10 sources, 3 users
- €499 / mo
- Enterprise, all sources, warehouses
- Custom
Euros as published on supermetrics.com, billed monthly; yearly billing is €39, €159 and €399. Each plan includes one destination (Sheets, Looker Studio, Excel, Power BI or Supermetrics Studio); an extra destination is €62 a month, an extra data source €37, an extra user €37, an extra ad account €13. Warehouse destinations, data residency and transformations are Enterprise. 14-day trial, no card.
LeadJourney
Priced by marketing spend per month
- Up to €5,000
- €129 / mo
- €5,001 to €15,000
- €249 / mo
- €15,001 to €50,000
- €499 / mo
- €50,001 to €100,000
- €799 / mo
- Over €100,000
- from €999 / mo
Advertiser plans in euros, monthly billing; yearly billing saves 20%. Every plan starts with a 14-day free trial, no credit card. Agencies and affiliates have plans of their own.
See the full pricingWhat the axis means for a marketing team
Sources and seats price the pipeline; marketing spend prices what is at stake. A team spending €20,000 a month sits on LeadJourney's €499 Growth plan, everything included. On Supermetrics the same six sources are €199 a month for the data delivered; the joins and the attribution are still built on top by someone.
Why teams switch
Why marketing teams choose LeadJourney over a connector layer
Three arguments come up in almost every evaluation. Each one is a set of concrete capabilities, not a slogan.
The data is created, not moved
Server-side tracking, 95%+ accuracy
Conversions are recorded on your own domain and sent server to server, so ad blockers, iOS and declined consent lose far less of them. 95%+ of conversions captured.
Conversions API sync on every plan
Real conversions and revenue go back to Meta, Google, LinkedIn and Microsoft server-side, so their algorithms optimise on deals that actually closed.
Organic and AI search as sources of their own
Google, Bing, YouTube, LinkedIn, email, referrals and the AI engines (ChatGPT, Gemini, Claude, Copilot, Perplexity, Grok and DeepSeek) attributed next to your ads at no extra cost.
Custom traffic channels and costs
Track affiliates, podcasts, newsletters, PR and print as channels of their own, add their costs by hand, and your return covers everything you spend.
Call tracking as an add-on
Static numbers per campaign or dynamic number insertion per visitor, on every plan, billed per number plus usage, and CallRail or Podium if you already run one. Every call lands on the click that made the phone ring.
Attribution and CRM revenue without a transformation
Multi-touch attribution, every model
First click, last click, linear, position based and the rest on every plan, switchable without re-tracking anything; custom models on Enterprise.
CRM revenue attribution
Closed revenue from your CRM matched to the campaign, ad and keyword that created it, so return on ad spend is measured on deals, not on lead counts.
Offline conversion tracking
Calls, meetings and signed contracts connected back to the exact ad that generated them, and sent to the ad platforms as the conversion they should optimise on.
The full journey of every lead
Every touchpoint from the first click to the closed deal on one timeline, with the CRM stage on it, for any single lead your sales team asks about.
CRM enrichment
Attribution written back into the CRM, so every lead carries its real source, campaign and keyword where sales works.
Reports and answers, hosted in Frankfurt
Ask Atlas, the AI marketing analyst
Atlas reads your campaign, lead and CRM data and answers questions in plain language; Atlas agents watch the data and send daily or weekly reports to email, Slack or WhatsApp.
Reports ready on day one
Channel, campaign, landing page and conversion path reports, plus the lead overview, built in and filled the moment data arrives.
Custom report builder
Build any report from raw data, pick the metrics, dimensions and layout, then save it as a live dashboard. No SQL required.
MCP connection, API and Zapier
Ask Claude, ChatGPT or Cursor about your own data over MCP, pull it through the API or move it with the Zapier app. The export to BigQuery or Snowflake is on the roadmap.
Frankfurt EU hosting
Frankfurt, Germany, with full EU data residency. GDPR compliant by design, with no transfer mechanism to document.
Case studies
What changes once the attribution is right
One measured result per customer, with the person, the role and the company behind it.
SEO agency
95% clarity about marketing KPIs and a foundation to scale
Nikita Yatsun
Managing Director
Read the story
Klickkraft GmbH
Business coaching
€10-20k in monthly Meta spend, tied to qualified leads and revenue per ad
Florian Buck
Managing Director
Read the story
LinkedIn growth agency
2x customer retention, once every LinkedIn touchpoint was tracked to revenue
Marc Richard
CEO
Read the story
Digital publishing
Which article produced the lead and the revenue, across AI and organic search
Andreas Malkow
CEO & Head of PR
Read the story
SEO and GEO agency
Proven ROI on every retainer, from organic and AI search leads through to revenue
Philipp Nessmann
Managing Director
Read the story
Getreach
Backlinks marketplace (SaaS)
Switching
From Supermetrics to LeadJourney in 21 minutes
Nothing to export by hand. Add the script, connect the accounts, and run both tools for a week or two until the numbers agree.
- 1About 5 minutes
Add the LeadJourney script
Paste one snippet into your site or your GTM container, alongside the tags that feed your Supermetrics sources today. It starts recording sessions, click IDs and form fills immediately, and nothing about your current setup changes.
- 2About 10 minutes
Connect your ad accounts and CRM
Sign in to Meta, Google, LinkedIn and Microsoft Ads over OAuth, then connect the CRM where your deals live. Historic campaign data and spend are imported for you.
- 3About 6 minutes
Ask for your first number
The standard reports are there the moment data arrives: channels, campaigns, landing pages, conversion paths and the journey of every lead. For anything else, ask Atlas in plain language or build the report yourself from raw data, then save it as a dashboard.
Original reviews
What our customers wrote, word for word
4.9 out of 5 across 11 public reviews. Quoted as they were left, shortened only by dropping whole sentences.
- 5 out of 5 starsGoogle
“Before LeadJourney, we had no reliable tracking concept for our five-figure ad spend. We were manually building spreadsheet and CRM reports, inaccurate and time-consuming. Within two days, everything was set up. For the first time, I know exactly what I pay per lead and which campaigns actually bring in the best-qualified prospects.”
Florian BuckCEO, Klickkraft GmbH “With LeadJourney we are able to track all our leads and connect them with sales and attribution data to make better decisions. In the first month of using it we scaled from 0 to 100k revenue from paid ads only.”
GetreachBacklinks Marketplace (SaaS)- 5 out of 5 starsG2
“LeadJourney finally fixed my Marketing Analytics. It goes way beyond basic Ad Tracking Software. The Customer Journey Report saves hours of digging, and capturing everything from Offline Conversions to AI Search Tracking makes it the Best B2B Attribution Platform available.”
Sascha LenzMarketing Manager
- 5 out of 5 starsTrustpilot
“Connected LeadJourney for 2 clients, setup took literally 20 minutes each. The data became more accurate, the reports actually make sense. Now clients look at the dashboard and the 'why don't the numbers match?' questions are gone.”
Alexander SamarPerformance Marketing Agency - 5 out of 5 starsGoogle
“With LeadJourney, we have finally found a tool that provides us with the data we need to scale our performance marketing campaigns. The most important KPI is no longer lead price but cost per qualified lead.”
Steffen SiesingCEO, Bilanzmanufaktur GmbH
- 5 out of 5 starsG2
“The ability to track both online and offline conversions in one unified dashboard has given us insights we never had before. Our ROI has improved dramatically since we started integrating LeadJourney with our CRM. We're finally able to see the full customer journey, and it's been a game changer for our strategy.”
Andre WitzelFounder, Trading.de - 5 out of 5 starsTrustpilot
“The ability to seamlessly integrate data from multiple channels and see real-time insights has significantly improved our campaign results. We now focus on metrics that truly matter, like ROI and qualified leads.”
Nikita YatsunCEO, RLV Media GmbH
Read the reviews where they were left
FAQ
Supermetrics vs LeadJourney, your questions answered
The questions marketing teams ask before choosing between a connector layer and a platform, answered the way we answer them on calls.
What is the actual difference between Supermetrics and LeadJourney?
Supermetrics is a connector layer: it pulls what 174 sources report and delivers it to the tool you report in, Sheets, Looker Studio, Power BI or a warehouse, where you build the joins, the model and the dashboard. LeadJourney is an all-in-one attribution platform: it tracks on your own domain server-side, syncs spend from the ad platforms, follows the lead through the CRM stages to the closed deal, tracks the shop order through the Shopify integration or a manually connected shop, records calls with static and dynamic numbers as an add-on, attributes that revenue with every model including AI search as a source, sends stage changes back to Meta, Google, LinkedIn and Microsoft, and reports on all of it with Atlas. Supermetrics feeds your reporting stack; LeadJourney is the stack.
Supermetrics has 174 connectors. Why does LeadJourney have so few?
Because they do different things. A Supermetrics connector copies a report out of another tool, so the more sources the better, and the catalogue is the widest in the category. LeadJourney records the click and the conversion itself, on your domain, and needs only the sources that matter for attribution: the ad platforms for spend and conversions, the organic and AI sources for the visit, the CRM for the stages and the revenue, the Shopify integration or a manually connected shop for the orders, and a webhook or the UTM builder for anything else. Fewer sources, joined per lead, is the design, not a gap. A team that needs forty sources in a warehouse should keep Supermetrics for them.
How does the pricing compare?
Both publish their prices in euros. Supermetrics starts at €49 a month for 3 data sources and 1 user, Growth is €199 for 7 sources and 2 users, Pro €499 for 10 sources and 3 users (€39, €159 and €399 billed yearly), with Enterprise on quote and extra sources, users, accounts and destinations priced per item. LeadJourney prices by marketing spend: €129 a month up to €5,000 of spend, €249 up to €15,000, €499 up to €50,000, €799 up to €100,000 and from €999 above that, monthly or yearly, with tracking and attribution included, after a 14-day trial without a card.
We already run Supermetrics into Looker Studio and BigQuery. Can they run side by side?
Yes, and for a team with a warehouse that is the normal arrangement. Supermetrics keeps delivering the sources a data team governs; LeadJourney supplies the one dataset those sources cannot: the attributed lead and revenue data. Today it reaches the data team through the API, webhooks or the Zapier app, and Claude, ChatGPT or Cursor read it over MCP; the data warehouse export to BigQuery or Snowflake, which would land it next to whatever Supermetrics delivers for Looker Studio to read from there, is on the roadmap. There is no Supermetrics connector for LeadJourney, so those are the routes. What the warehouse cannot do on its own is track the click, read the CRM stage and send the closed deal back to the ad platforms in time.
Can Supermetrics do attribution?
Not as a feature its pricing page lists. Every source arrives with its own attribution, Google Ads counting its conversions, Meta its own, GA4 a third way, and data transformations that blend sources are an Enterprise feature, so any model across channels is built by your team in the destination on aggregated numbers. LeadJourney attributes on the click stream and the CRM record, per lead, with every model on every plan, switchable without re-tracking, and sends the result to Meta, Google, LinkedIn and Microsoft as offline conversions so they optimise on revenue rather than on form fills.
Supermetrics delivers to ChatGPT and Claude. Does LeadJourney?
Yes, over MCP. Supermetrics lists ChatGPT, Claude and Microsoft Copilot as destinations and includes data API and MCP access on every plan, limited to 50,000 rows a month below Enterprise. LeadJourney's MCP connection opens your campaigns, leads and CRM revenue to Claude, ChatGPT or Cursor, and Atlas answers the same questions inside the platform, with Atlas agents sending daily or weekly reports to email, Slack or WhatsApp. The difference is what the assistant can see: with Supermetrics, the numbers each source reported; with LeadJourney, the attributed journey of every lead down to the closed deal.
Keep comparing
Other tools on the same shortlist
The comparisons readers of this page open next. Each one says what the other tool does well and who should pick which.
- vs
LeadJourney vs Funnel.io
Funnel.io aggregates hundreds of sources for your BI tool, with attribution as an add-on. LeadJourney tracks the data itself, joins it to the CRM and ships attribution, reports and Atlas without a data team.
Read the comparison - vs
LeadJourney vs Looker Studio
Looker Studio visualises data you still have to assemble and maintain yourself. LeadJourney is a complete tracking, attribution and reporting platform that delivers the insights, not just the charts.
Read the comparison - vs
LeadJourney vs SegmentStream
SegmentStream models attribution where tracking cannot reach, priced per project from 800 dollars. LeadJourney attributes real CRM revenue deterministically, from 129 euros, live in 21 minutes.
Read the comparison
Supermetrics alternative
The Supermetrics alternative for marketing teams
Tracking, attribution, CRM revenue and reporting in one platform, GDPR-native, public tiers by spend and live in 21 minutes without a pipeline to build. Book a demo and see the difference on your own funnel.
