Supermetrics
👤 Mikael Thuneberg (A working web analyst who lived the reporting grind and the first to bridge Google's Analytics API into a spreadsheet.)🌐 site𝕏LinkedIn
A web analyst's script that pulled ad data into a spreadsheet became the No.1 add-on in Google's marketplace.
Will it work? · our read
Distribution won. He didn't out-build rivals; he shipped where marketers already worked and let Google's store do the selling. The risk is the same store's owner.
01How the money moves
Marketer installs the add-on from Google's marketplace
→
Add-on pipes ad-platform data into their sheet or report
→
They subscribe per data source and seat, monthly
02The numbers
$52M+
ARR 2022 (€50M+ stated)
company
500K+
users
company
770%
rev growth 17-19
Deloitte
Bootstrapped and profitable to €1M+ ARR before any funding. Deloitte Fast 50
Bootstrapped to €1M+ ARR with no sales team, then €50M+ by 2022.
🔒
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(demo: preview the full teardown)Sourcesupdated · daily
Growth Unhinged — bootstrapped to €1M+ ARR with no sales, €50M+ ARR by Sept 2022.OpenView — product-led growth via Google Sheets and Data Studio add-on stores.SaaSiest podcast — founder Mikael Thuneberg on bootstrapping to 36M EUR ARR.Wikipedia — 2016 rev €1.6M at 63% net margin; Deloitte Fast 50 Finland 2019.Supermetrics blog — first-party account of doubling €10M to €20M ARR.
EUR 50M+ ARR is company-stated (Sept 2022); 2016 EUR 1.6M / 63% margin and 770% 2017-19 growth come from press and Deloitte's Fast 50 Finland. Later third-party Latka figures ($73-89M) are estimates, not used as the headline. Supermetrics was bootstrapped and profitable through 2017, then raised about EUR 3.5M (2017) and roughly EUR 40M (2020) — so 'bootstrapped' describes its origin and profitable culture, not its whole history. The marketplace No.1 status is documented; the platform-dependency risk is our read, though Looker Studio's native connectors make it concrete. We never score you.