Now, the AI agent automates the entire weekly reporting cycle, instantly flagging critical issues—such as a sudden drop in conversion rate on a key landing page—while simultaneously surfacing opportunities, such as under-utilized budgets in high-performing regions.

Instead of just reporting the news, the team can now make history. By eliminating manual data prep, they have reclaimed over 15 hours per month per marketer, reinvesting that time into strategy and creative testing. This efficiency allows Supermetrics to scale seamlessly, serving more than a million users with clean, actionable data and minimal manual effort.

To build the system, the team used Google Cloud ADK and Vertex AI Agent Builder. With ADK, it could develop individual functions as modular components, then integrate them with only a few adjustments. "Shout out to the ADK team at Google who made it possible to build in such a modular and iterative way," said Bartosz Schneider, principal data strategist at Supermetrics. "It's not a given to be able to start off small and expand, but ADK makes this easy."

The combination of ADK with the broader data stack of Google Cloud gave Supermetrics a solid foundation to build its agentic platform from the ground up. Just as importantly, the seamless integration between data products and AI tools meant Supermetrics could automate core business functions without adding unnecessary complexity, a key factor in scaling the solution efficiently.

But Supermetrics didn't stop at the technical foundation. The company leveraged its 15 years of experience supporting the world's leading marketers to identify which features would truly make a difference to marketers' day-to-day. The result is an app that goes beyond being a generic AI assistant. By offering a verticalized knowledge base of marketing best practices and storing "core memories" of each user (such as preferences, roles, and the types of data they search for and analyze), the system builds personal context. This means that when users return, it remembers what mattered most to them, making every interaction smoother and more efficient.

Here's how it works in practice: a central AI agent receives a user's request, interprets the context, and breaks the natural language prompt into specific tasks for other AI sub-agents to handle. One agent can query Supermetrics for advertising data; another can analyze that data and act like a marketing analyst, surfacing insights on performance. Together, the AI-powered agents form a digital assistant that gives marketers actionable answers in real time.

With what the company describes as "an additional highly capable member for your marketing team," Supermetric's journey highlights the real-world potential of agentic AI: solving complex business challenges, streamlining operations, and opening the door to more intelligent, self-optimizing campaigns.

"We're still just scratching the surface," said Anssi Rusi, CEO of Supermetrics. "Our team is able to move faster, be more agile, and spend their time where it really matters – driving up advertising ROI." For the company, Agentic AI isn't just a glimpse of the future of marketing – it's already reshaping how the business, and its customers, work today.