Supermetrics, the marketing intelligence platform used by more than 200,000 businesses, is extending how marketers use AI. From analyzing campaign results to creating and editing campaigns using trusted marketing data, business-specific context and human approval within Claude.
Since launching its Claude connector in February, more than 6,000 Supermetrics customers have used it, with active users growing by an average of 250% month over month, making it one of the company's fastest-adopted product launches to date. Paid-media reporting is currently the dominant use case, underscoring a demand for AI-powered analysis as Supermetrics expands what marketers can do with the resulting insights.
Through Claude, marketers can investigate performance across all sales and connect data from whatever platform or source you use to collect it. This includes connected marketing data sources used to create or edit campaigns on Google Ads, Meta, Microsoft Advertising, TikTok, LinkedIn and Snapchat. Campaigns created through the integration remain paused until reviewed and approved, keeping marketers in control of when changes go live.
"AI has made it dramatically easier to ask questions, but marketers still have to bridge the gap between getting an answer and doing something about it," said Mikael Thuneberg, Co-CEO and Founder at Supermetrics. "We believe the next phase of marketing AI is about closing that gap. Give AI trusted marketing context, let it identify what matters, and then give the marketer the ability to act — while keeping the human firmly in control."
Supermetrics believes the next battleground for marketing AI will not simply be access to increasingly powerful models, but access to the trusted marketing context those models need to make useful decisions. Supermetrics Context Layer is designed to carry that understanding into AI-powered analysis and execution.
When Claude requests campaign information, Supermetrics provides normalized marketing data, eliminating the need for marketers to manually export and reconcile data across different platforms. Teams can define targets, reporting rules, client-to-account mapping, naming conventions and events in natural language at team, platform or account level. These settings apply across conversations, so users do not need to re-explain how marketing operates. Supermetrics combines business context with consistent cross-platform marketing data, helping marketers move from asking why performance changed to reviewing proposed campaign action within same conversational workflow.
"An AI model on its own doesn't know your business, how your marketing data fits together or what 'good' performance looks like for you," said Thuneberg. "That context is what turns a general-purpose AI assistant into something genuinely useful for marketers."
Human oversight remains central as workflow extends into campaign management. Newly created campaigns are paused by default before activation, and marketers can review proposed edits before applied. Customers can set approval requirements for different accounts.
"The goal isn't to remove marketers from the process," said Thuneberg. "It's to remove the manual work between identifying an opportunity and being able to act on it."
About Supermetrics
Supermetrics is the AI Marketing Intelligence Platform that helps marketers bring together data from unlimited marketing and sales sources, get answers they can trust, and act on them directly from their preferred AI chat tool. More than 200,000 businesses worldwide use Supermetrics, including TBWA, Dentsu, Dyson, Heineken, AirFrance, Levi's and Deloitte. Founded in 2013 and headquartered in Helsinki, Finland, Supermetrics has 350 employees across Europe, Asia and North America.
