What finance teams actually pay for live data in Google Sheets — Coefficient, Supermetrics, and Coupler pricing compared tier by tier against Brooked, with the gotcha each one buries. Every figure verified against live pricing.
Every Google Sheets data connector publishes a tidy three- or four-tier pricing page. None of them makes it easy to answer the only question that matters: what does my team actually pay once the real constraints kick in? This is a side-by-side of the four tools finance and ops teams evaluate most — Coefficient, Supermetrics, Coupler.io, and Brooked — with the specific gotcha each one buries in the fine print. Every number below was checked against the vendors' live pricing pages on 26 May 2026; where a vendor doesn't publish a detail, we say so rather than guess.
At a glance
| Tool | Free | Entry paid | Top self-serve | Billed | The gotcha |
|---|---|---|---|---|---|
| Brooked | $0 · 100 imports/mo · all sources | $29 / user / mo | $29 / user / mo (Pro) | per user | 13 sources, Sheets-only, newest of the four |
| Coefficient | $0 · 3 sources · 50 refreshes/mo | $49 / mo (Starter, single-user) | $99 / user / mo (Pro) | per user | Snowflake/Sage/NetSuite are premium sources; 5,000 refreshes/mo cap on Pro |
| Supermetrics | None (14-day trial) | €49 / mo (Starter) | €499 / mo (Pro) | per source + destination | EUR pricing; built for marketing channels; scales expensively |
| Coupler.io | $0 · 1 source · manual | $32 / mo (Starter) | $132 / mo (Active, unlimited users) | flat per plan | Web app, not in-Sheets; no two-way write-back to databases |
Prices: Coefficient & Coupler in USD, Supermetrics in EUR, all per their live pricing pages (26 May 2026). Annual billing discounts: Brooked 20%, Coefficient 17%, Supermetrics 20%, Coupler 25%.
Coefficient — the premium-source tiering
Coefficient's headline is Starter at $49/mo and Pro at $99/user/mo. Two things reshape that number for a finance team. First, Starter is a single-user plan — Coefficient states organizations with more than one user must be on Pro. Second, the connectors finance actually needs — Snowflake, Sage Intacct, NetSuite, BigQuery, Databricks, SQL Server — are classified as premium data sources, and the Free/Starter tiers cap you at three sources total. A multi-person finance team lands on Pro ($99/user/mo), which also caps you at 5,000 import refreshes per month. Coefficient is a strong, mature product with 150+ integrations and Excel support — you pay accordingly.
Supermetrics — priced for marketing, in euros
Supermetrics is the heavyweight for marketing-channel reporting, and its pricing reflects a different buyer. There is no free tier — only a 14-day trial — and plans are billed in euros and priced by the number of data sources and destinations you connect: Starter €49/mo (3 sources, 1 user, weekly refresh), Growth €199/mo (7 sources, 2 users, daily), Pro €499/mo (10 sources, 3 users, hourly). For a finance team pulling QuickBooks, a warehouse, and an ERP into Sheets, Supermetrics is usually the wrong tool at the highest price — it shines on Facebook Ads, Google Ads, and the 100+ marketing sources it specializes in, not GL data.
Coupler.io — genuinely cheap at scale (with a tradeoff)
Credit where it's due: Coupler is the price leader for larger teams. Its Active plan is $132/mo ($99/mo billed annually) and is flat with unlimited users — so a 20-person team pays the same as a 3-person team. It also carries 400+ sources, more than anyone else here. The tradeoff is what Coupler is: a web-based importer that delivers data into Sheets, Excel, BI tools, and warehouses on a schedule. It is not a native in-spreadsheet assistant, and it does not write data back to your databases. If you want the lowest bill and live mostly in a browser dashboard, Coupler is hard to beat on price.
Brooked — finance sources on the free tier, $29/user on Pro
Brooked is the only one of the four whose free tier includes every connector — Snowflake, Sage Intacct, NetSuite, QuickBooks and the rest — with 100 imports/month and the AI Analyst included. Pro is $29/user/mo ($23 annually): unlimited imports, two-way sync that writes changes back to your database, the AI Analyst on Claude and OpenAI, and a Python sandbox — all native inside Google Sheets. The honest limits: Brooked covers ~13 focused sources (not 400+), is Sheets-only (no Excel), and is the newest product here with SOC 2 in progress rather than complete.
What a 10-person finance team actually pays (annual)
- Coupler Active: ~$1,188/year — flat, unlimited users. The cheapest, if a web-app importer without write-back fits.
- Brooked Pro: ~$2,760/year (10 × $23 × 12) — native in Sheets, two-way sync, AI Analyst, finance sources on every tier.
- Supermetrics: roughly €1,900–€4,800/year depending on sources and users — but built for marketing data, not finance.
- Coefficient Pro: ~$9,860/year (10 × $99 × 12, less 17% annual), plus a likely Enterprise step-up once the 5,000-refresh ceiling hits.
The honest read: Coupler wins on raw price at scale; Brooked wins if you want the work to happen natively in Sheets with two-way sync and an AI analyst your finance team can actually use; and Coefficient is the premium horizontal option. Price is only one axis — match it to how your team actually works.
Which one is right for you
- Marketing-channel reporting (Facebook/Google/TikTok Ads): Supermetrics.
- Lowest bill for a large team, browser-first, 400+ sources, no write-back needed: Coupler.io.
- Broadest integration library + Excel + established compliance, budget allowing: Coefficient.
- Finance/FP&A teams that live in Google Sheets and want two-way sync, an AI Analyst, and premium sources without a paywall: Brooked.
See the full side-by-sides for Brooked vs Coefficient, Brooked vs Supermetrics, and Brooked vs Coupler.io.
All pricing verified against coefficient.io/pricing, supermetrics.com/pricing, and coupler.io/pricing on 26 May 2026. Vendor pricing changes; figures will be refreshed periodically. Currencies as published (USD for Coefficient, Coupler, Brooked; EUR for Supermetrics).
