Supermetrics Advances Marketing AI from Analysis to Approved Campaign Action Through Claude

More than 6,000 customers have used the Claude integration; Supermetrics Context Layer brings business-specific rules and cross-platform data into AI workflows

HELSINKI, Nov. 3, 2026 /PRNewswire/ -- 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.

Norwegian digital marketing agency Layer is one example of that early value, reducing a bespoke client-reporting task from up to 10 hours of manual spreadsheet work to approximately 20 minutes using Supermetrics and Claude. The result illustrates how trusted, connected marketing data is already helping teams work more efficiently as Supermetrics expands the integration beyond analysis.

Through Claude, marketers can investigate performance across all sales and connect data from whatever platform or source you use to collect it - ad platforms, CRM, SEO, Ecommerce, DWH, and more. 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."

Why context matters when AI can take action

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 the team, platform or account level. These settings can then apply across the team's conversations, so users do not need to re-explain how their marketing operates with every request. Supermetrics combines that business context with consistent, cross-platform marketing data, helping marketers move from asking why performance changed to reviewing a proposed campaign action within the same conversational workflow.

That gives marketers a conversational interface across their marketing stack while retaining the data infrastructure and controls underneath it.

"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."

Keeping marketers in control

Human oversight remains central as the workflow extends into campaign management. Newly created campaigns are paused by default before activation, and marketers can review proposed edits before they are 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."

Supermetrics sees this as part of a broader evolution in marketing intelligence that connects accurate marketing data and organizational context to analysis, recommendations and approved action. All without relinquishing control of campaigns or budgets. 

"If we're asking marketers to trust AI with increasingly important decisions, we have to be willing to use it on our own hardest problems too," added Thuneberg.

From marketing intelligence to intelligent action

Supermetrics sees the Claude integration as part of a broader change in how marketers interact with their data.

As AI becomes embedded in marketing workflows, Supermetrics is building towards a model where trusted marketing data and business-specific context can continuously inform analysis, surface meaningful changes, recommend what should happen next and enable approved action within predefined guardrails.

"The future of marketing intelligence is about shortening the distance between understanding what's happening and being able to act on it," said Thuneberg.

"It's about giving marketers a system that understands what is happening across their marketing, surfaces what matters and helps them take the next action, all while keeping them firmly in control."

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.

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SOURCE Supermetrics