Fivetran alternatives at a glance
We wrote this page and rank ourselves, so each linked mark names the vendor page behind it and the unlinked marks say so.
- Row bill only: Airbyte, Hevo Data, Stitch, Matillion and Estuary are closer. How each bills.
- Health data: Fivetran signs a BAA from Enterprise, Improvado on Growth and Enterprise, and Adverity says it is prepared to. Who signs.
- Marketing ops: the agent asks you to confirm each change.
- Where Improvado loses: Starter is from $20,000 a year, its pricing page lists no free trial, and it lists no ISO 27001. Where Fivetran is the better pick.
Free checklist
12 checks before you move marketing data off Fivetran
One page, built from the sourced facts on this page: sources, bill meters, BAA plan, security, connectors, dbt and contract. We email it to you.
Book a call with Improvado's teamFor marketing data, Improvado ranks first of 8 on forty features we chose and Adverity second. Fivetran moves data well and scores 15% on marketing use cases to 65% for the first, so a switch replaces it for marketing sources and works beside it for the rest of your stack.
Start from your job
- I lead analytics or dataKeep Fivetran for databases. On SQL and dbt, Fivetran is Yes and Improvado Partial.
- I build the marketing reportsRank the tools for one place to report from many sources.
- I run marketing opsMarketing builds dashboards, and the data team keeps the warehouse.
- I run an agencyWhat each plan counts as clients grow.
- I am a data engineerCutting the row bill? A general pipeline is likely closer.
- We handle health dataWho signs a BAA, and on which plan.
| Tool | Agents and data | Marketing use cases | Governance | Points of 80 |
|---|---|---|---|---|
| Improvado | 82% | 65% | 55% | 56 70% |
| Adverity | 71% | 45% | 73% | 52 65% |
| Funnel | 68% | 55% | 50% | 48 60% |
| Whatagraph | 66% | 30% | 41% | 40 50% |
| Fivetranreference | 61% | 15% | 59% | 39 49% |
| Supermetrics | 50% | 40% | 45% | 37 46% |
| TapClicks | 53% | 30% | 41% | 35 44% |
| Coupler.io | 50% | 25% | 45% | 34 43% |
| Windsor.ai | 47% | 35% | 36% | 33 41% |
Total score: lowest to highest it could reach
- Windsor.ai33 to 59
- Fivetran39 to 59
- Adverity52 to 62
- TapClicks35 to 53
- Whatagraph40 to 56
- Coupler.io34 to 48
- Funnel48 to 56
- Supermetrics37 to 49
- Improvado56, no gaps
Why each total is a range
Not verified cells score 0, so each total has a ceiling of its points plus 2 per such cell: Windsor.ai 33 to 59, Fivetran 39 to 59, Adverity 52 to 62, TapClicks 35 to 53, Whatagraph 40 to 56, Coupler.io 34 to 48, Funnel 48 to 56, Supermetrics 37 to 49. Improvado has none: 56.
What would change this ranking: Improvado is Partial on Direct SQL and dbt, historical backfill, multi-touch attribution, incrementality testing, SSO, HIPAA with a BAA, and service levels and expert services. If your job turns on these, set the weights and must-haves in the job picker below.
Key numbers
Share of all forty-feature points
Improvado70%Adverity65%Funnel60%Fivetran49%1,400+ data sources Improvado lists, against Fivetran's 700+ fully managed on its Standard plan, each counted its own way.
Sources for this part were read on vendor pages from 22 October to 4 November 2026.
Rank the Fivetran alternatives by your job
Pick the job, and Fivetran plus the 8 alternatives rank by the features it needs. The weights set what matters most.
Your job
Weight the three feature groups
Some must-haves need a specific plan: each review's Security tile names it.
Ranking
Top for one place for reporting from many sources: Improvado 94%. Next, read the Improvado review, then the ten buying questions. The job uses 8 features in the matrix.
Fivetranreference63%3 yes, 4 partial
ImprovadoTop94%7 yes, 1 partial- Only Improvado: Connectors built for you
Adverity81%6 yes, 1 partial
Funnel81%5 yes, 3 partial
Whatagraph63%3 yes, 4 partial
TapClicks63%2 yes, 6 partial
Coupler.io50%1 yes, 6 partial
Windsor.ai50%2 yes, 4 partial
Supermetrics44%0 yes, 7 partial
Swipe sideways
| Feature | Fivetran | Improvado | Adverity | Funnel |
|---|---|---|---|---|
| Connector catalog | ● | ● | ● | ◐ |
| Connectors built for you | ◐ | ● | ◐ | ◐ |
| Marketing data model | ◐ | ● | ● | ● |
| Transformations | ● | ● | ● | ◐ |
| Agent builds dashboards | ◐ | ● | ● | ● |
| Scheduled AI reports | ● | ● | ● | |
| Historical backfill | ◐ | ◐ | ○ | ● |
| Warehouse or managed storage | ● | ● | ● | ● |
Total score: lowest to highest it could reach
- Windsor.ai33 to 59
- Fivetran39 to 59
- Adverity52 to 62
- TapClicks35 to 53
- Whatagraph40 to 56
- Coupler.io34 to 48
- Funnel48 to 56
- Supermetrics37 to 49
- Improvado56, no gaps
Why each total is a range
Not verified cells score 0, so each total has a ceiling of its points plus 2 per such cell: Windsor.ai 33 to 59, Fivetran 39 to 59, Adverity 52 to 62, TapClicks 35 to 53, Whatagraph 40 to 56, Coupler.io 34 to 48, Funnel 48 to 56, Supermetrics 37 to 49. Improvado has none: 56.
Bring this ranking to a call, get your stack sized or see the prices.
Airbyte, Hevo, Stitch and other general pipelines vs Fivetran
These five compete with Fivetran on moving data, mostly from databases and SaaS apps. They have no column in the forty-feature matrix, so this table scores nothing. Read on each site, 4 November 2026.
Bills byRows
- Fivetran referenceMonthly active rows per connectionFree up to 500,000 monthly active rows
- StitchRows per month. A Qlik productStandard starts at $100
Bills byEvents
- Hevo DataEach record inserted, updated or deletedFree up to 1M events a month, limited connectors
Bills byCredits
- AirbyteCredits for each sync; capacity-based on Pro and Enterprise FlexStandard from $20 a month, 5 credits included
- MatillionTask hours and extra developer usersDeveloper plan, try free. Other prices on request
Bills byGB moved
- EstuaryGB moved plus a flat fee per connector instanceDeveloper free up to 10GB a month and 2 connectors
Show the table with where each runs and its connectors
| Tool | Bills by | Lowest plan listed | Where it runs | Connectors and sync |
|---|---|---|---|---|
| Fivetran reference | Monthly active rows per connection | Free up to 500,000 monthly active rows | Managed, hybrid on Enterprise | 700+ on Standard. 15-minute syncs on Standard. Log-based CDC |
| Airbyte | Credits for each sync; capacity-based on Pro and Enterprise Flex | Standard from $20 a month, 5 credits included | Managed cloud. Airbyte Core is free to self-host | 700+. Hourly on Standard. CDC in its Postgres source |
| Hevo Data | Events: each record inserted, updated or deleted | Free up to 1M events a month, limited connectors | Fully managed | 190+. 1-hour scheduling listed. CDC for databases |
| Stitch | Rows per month. Stitch is a Qlik product | Standard starts at $100 | Not stated on its pricing page | Minutes to hours, set per integration. Log-based Incremental in its docs |
| Matillion | Credits, used by task hours and extra developer users | Developer plan, try free. Other prices on request | Fully hosted, or your own agent on Scale | Pre-built connectors. Streaming CDC on Scale |
| Estuary | GB moved plus a flat fee per connector instance | Developer free up to 10GB a month and 2 connectors | Public cloud; private on Enterprise | 200+. Streaming or batch. Log-based CDC for Postgres, MySQL, SQL Server, MongoDB and Oracle |
Pick one of these when your sources are mostly databases, or you only need a cheaper pipe.
Same workload, different meters. Hevo counts each record changed, Stitch counts rows, Airbyte counts credits (5 credits are about 1 GB of syncs on Standard) and Estuary counts GB moved.
Reliability. This page scores no uptime. Check each status page: Fivetran, Airbyte, Hevo Data, Stitch, Matillion, Estuary (opened 4 November 2026).
Sources for this part were read on vendor pages on 4 November 2026.
Why teams look for a Fivetran alternative
Four limits sit on Fivetran's own pages.
Marketing
The pipe has no marketing layer on top
Its Google Ads connector uses the attribution model set in the ad account. Marketing use cases score 15% for Fivetran and 65% for Improvado (matrix).
The agent
Fivetran's MCP server manages Fivetran, not campaigns
Its open-source MCP server lists tools for Fivetran connections and syncs and no ad-platform write tools. Improvado's AI Agent pauses campaigns and moves budgets on supported ad platforms after your approval.
Connectors
A missing connector is a request, a beta agent or your own Python
Fivetran's By Request program has its product team build a Lite connector, or you write one with the Connector SDK. Its AI Connector Agent is in beta. Improvado's AI Agent uses the Custom Connector Builder.
The bill
Every connection is billed by monthly active rows
Fivetran bills each connection by monthly active rows, at a spend rate that falls as volume rises (pricing page). Improvado bills rows per year by plan, with no fee per connector.
What Fivetran does and who it fits
Fivetran, sold at fivetran.com, is a data movement platform. It copies data from SaaS apps, databases and files into a warehouse or lake, runs dbt transformations there, and pushes warehouse data back to business tools (llms.txt).
Fivetran
Data movement platform · merger with dbt Labs completed 1 June 2026 ·
- SourcesSaaS apps, databases and files
- Fivetran700+ fully managed connectors on Standard
- Warehouse or lake200+ destinations
- dbtTransformations run in the warehouse
- Business toolsWarehouse data pushed back
Bill meterMonthly active rows. Free up to 500,000, then usage-based.
Connectors
700+ fully managed on Standard (pricing page), 750+ sources and 200+ destinations (connectors page)
Entry plan
Free up to 500,000 monthly active rows for connections, then usage-based, with a 14-day trial for each new connection (pricing page)
Certificates and compliance
SOC 1 and SOC 2 reports, an ISO 27001 certification and a HIPAA business associate agreement (BAA) (security page)
Ten buying questions, Fivetran and Improvado side by side
Improvado leads on 5 of the ten questions below, Fivetran on 4, and 1 is even. Moving marketing sources keeps the data team on the warehouse and the dbt models. Full head-to-head: Improvado vs Fivetran.
- How to try itFivetran
- Entry point of the managed data toolFivetran
- How many connectorsImprovado
- What sits on top of the dataImprovado
- Whether the AI can change campaignsImprovado
- Who builds a missing connectorEven
- SQL and dbt on the dataFivetran
- How the data is governedImprovado
- How the bill growsImprovado
- Security reportsFivetran
Improvado leads 5Fivetran leads 4Even 1
| Question | Fivetran | Improvado | Edge |
|---|---|---|---|
| How to try it | A Free plan to 500,000 monthly active rows, and a 14-day trial on each new connection (pricing page) | Its pricing page lists no free trial. MCP Only is self-serve at $100 a month | Fivetran |
| Entry point of the managed data tool | Free, then usage-based per connection on Standard (pricing page) | Starter from $20,000 a year, about $1,667 a month | Fivetran |
| How many connectors | 700+ fully managed on Standard (pricing page), 750+ sources on its connectors page | 1,400+ data sources, each vendor counting its own way | Improvado |
| What sits on top of the data | Raw tables, plus an Ad Reporting dbt package | A marketing data model, an AI Agent that builds dashboards and a managed mix model (product tour) | Improvado |
| Whether the AI can change campaigns | The Fivetran MCP server manages Fivetran connections and syncs | AI Agent pauses campaigns and moves budgets on supported ad platforms after you confirm each change | Improvado |
| Who builds a missing connector | The By Request program, your own Python with the Connector SDK, or a beta AI Connector Agent | The AI Agent with the Custom Connector Builder, or Improvado engineers on request. Four to eight weeks per 2023 support terms; confirm the current time | Even |
| SQL and dbt on the data | Runs your dbt Core project as a hosted service, with 5,000 free model runs a month (pricing page) | SQL over hosted storage is documented, dbt is not | Fivetran |
| How the data is governed | Alerts when a connection breaks or a sync stops. Metric-value checks run as your own dbt tests | Alerts, plus naming rules and metric checks, and the agent proposes the fix (Marketing Data Governance) | Improvado |
| How the bill grows | Monthly active rows per connection, at a spend rate that falls with volume (pricing page) | Rows per year by plan. No fee per connector | Improvado |
| Security reports | SOC 1 and SOC 2 reports, an ISO 27001 certification and a HIPAA BAA (security page) | A SOC 2 Type 2 report, a HIPAA BAA on Growth and Enterprise, and SSO on Enterprise (trust page, pricing page) | Fivetran |
Customer results, from their Improvado stories
Sources for this part were read on vendor pages from 30 October to 2 November 2026.
HIPAA-compliant Fivetran alternatives: who signs a BAA
Fivetran signs a business associate agreement (BAA), with health data support ticked from Enterprise, so a BAA alone is no reason to switch. Read on each vendor's site, 4 November 2026.
| Tool | Matrix mark | What its site says |
|---|---|---|
| Fivetran | Partial | Signs a BAA. Its plan table ticks support for Protected Health Information on Enterprise and Business Critical, not on Free or Standard |
| Improvado | Partial | Signs BAAs on Growth and Enterprise, not on MCP Only or Starter. Growth is from $41,700 a year |
| Adverity | Yes | Says it is prepared to enter into a BAA |
| Coupler.io | Partial | Says it is HIPAA-compliant. Ask about a BAA |
| TapClicks | Not verified | Says HIPAA compliant, and links a HIPAA DPA. Ask about a BAA |
| Funnel | Not verified | HIPAA, BAA and PHI do not appear on its security overview. Ask Funnel |
| Whatagraph | Not verified | Its security policy covers GDPR, and HIPAA or a BAA is not stated. Ask Whatagraph |
| Supermetrics | Not verified | Ask Supermetrics |
| Windsor.ai | Not verified | Ask Windsor.ai |
Security review checklist: Fivetran and Improvado
| Item | Fivetran | Improvado |
|---|---|---|
| SOC reports | SOC 1, SOC 2 Type I and Type II (FAQ, security page) | SOC 2 Type II, attested on every plan (trust page, pricing page) |
| ISO 27001 | Listed on its security page | Not listed on its trust page |
| Single sign-on | Ask which plan carries it | Enterprise, an add-on on Growth |
| Roles | Role-based access on Standard, custom roles and SCIM on Enterprise (pricing page) | Ask on the call |
| BAA | Signed by Fivetran. Health data support ticked from Enterprise | Growth and Enterprise |
Before patient data moves, ask each vendor which sources its BAA covers, which plan carries it and where the data lands, and ask both for audit log terms.
Improvado as a Fivetran alternative: the AI Agent in use
The product tour from the Improvado homepage (demo data, read 30 October 2026).
Keep Fivetran for databases. Improvado's agent works on marketing sources.
- 1,400+ data sourcesAd platforms and marketing tools. The tour has 12 connected.
- One model12 live data pipelines unified into one model.
- Answers you act onIn Claude through Improvado MCP, in the Improvado agent, in the command center.
Pipeline per dollar by channel (product tour, demo data)
Recommended next: a $30K budget move.
Which Q3 campaigns wasted budget?
$61K on Meta lookalikes
$38K of pipeline it returned
The agent offers Pause and Add $30K to approve. Product tour on improvado.io, demo data.
Demo data from the Improvado homepage product tour, read 30 October 2026. Watch the 1:47 product tour.
Show the product tour frames
Fivetran vs the alternatives: forty features side by side
Where the alternatives sit, by score
Fivetran scores 15% on marketing use cases, the lowest of the 9 tools, and 59% on governance, above Improvado at 55% and behind Adverity at 73%.
Pick a job to show only its features.
●Yes◐Partial: part of it, or a higher plan○No: the vendor says so, its own list leaves it out, or the number is under the barNot verified: the pages are silent, scores 0
Tap a mark for its note and the vendor page behind it.
Swipe sideways for every tool.
| 40 features in 3 groups | Improvado | Fivetran | Adverity | Funnel | TapClicks | Whatagraph | Supermetrics | Windsor.ai | Coupler.io |
|---|---|---|---|---|---|---|---|---|---|
| Points of 80Forty features | 56 | 39 | 52 | 48 | 35 | 40 | 37 | 33 | 34 |
| Agentic and data platform | 82% | 61% | 71% | 68% | 53% | 66% | 50% | 47% | 50% |
| Ask in plain EnglishAI answers on your data | ● | ◐ | ● | ● | ◐ | ● | ◐ | ◐ | ● |
| Agent builds dashboardsAI builds the report you describe | ● | ◐ | ● | ● | ◐ | ● | ◐ | ◐ | |
| Agent builds pipelinesAI creates or fixes data pulls | ● | ◐ | ● | ● | ◐ | ● | ◐ | ◐ | |
| Agent builds new connectorsAI builds the connector | ● | ◐ | ◐ | ○ | ● | ◐ | ◐ | ||
| Scheduled AI reportsAgent reports, scheduled | ● | ● | ● | ◐ | ● | ◐ | ○ | ||
| Ready-made agent templatesPrebuilt agents for common jobs | ◐ | ◐ | ◐ | ◐ | ◐ | ● | ◐ | ◐ | |
| MCP for Claude, ChatGPT, CopilotYour AI assistant reaches the data | ● | ● | ● | ● | ◐ | ● | ◐ | ● | ● |
| Connectors built for youBuilt on request | ● | ◐ | ◐ | ◐ | ◐ | ◐ | ○ | ◐ | ◐ |
| Connector catalogFull: 500 or more. Partial: 150 to 499 | ● | ● | ● | ◐ | ◐ | ○ | ◐ | ◐ | ◐ |
| TransformationsNo-code and SQL data preparation | ● | ● | ● | ◐ | ◐ | ◐ | ◐ | ◐ | ◐ |
| Marketing data modelOne metric vocabulary | ● | ◐ | ● | ● | ● | ◐ | ◐ | ◐ | ◐ |
| Click- and user-level dataRows per click or user | ◐ | ● | ◐ | ◐ | ◐ | ◐ | ◐ | ◐ | |
| Direct SQL and dbtSQL access and dbt, the SQL modeling tool | ◐ | ● | ● | ◐ | ◐ | ◐ | ◐ | ● | ◐ |
| Historical backfillPast years at no extra charge | ◐ | ◐ | ○ | ● | ◐ | ◐ | ◐ | ● | ◐ |
| Warehouse or managed storageYours or theirs | ● | ● | ● | ● | ● | ● | ◐ | ● | ● |
| Customer data platformOne profile per customer across sources | ◐ | ◐ | ○ | ● | |||||
| Reverse ETLReverse ETL (extract, transform, load) pushes data back to CRM | ◐ | ● | ◐ | ◐ | ○ | ○ | ◐ | ○ | ○ |
| Cross-channel dashboardsReady-made marketing dashboards | ● | ○ | ◐ | ● | ● | ● | ● | ● | ● |
| White-label client reportsReports in your brand | ◐ | ○ | ◐ | ◐ | ● | ● | ◐ | ◐ | ○ |
| Advanced marketing use cases | 65% | 15% | 45% | 55% | 30% | 30% | 40% | 35% | 25% |
| Marketing knowledge graphKPIs and rules the AI reads | ● | ◐ | ● | ● | ◐ | ● | ◐ | ◐ | ● |
| Campaign execution by agentsPause ads or move budgets from chat | ● | ○ | ○ | ◐ | ◐ | ● | ○ | ||
| Experiments at scaleAgents design, launch and read tests | ◐ | ◐ | |||||||
| Creative analyticsCreative results with AI-tagged attributes | ◐ | ◐ | ◐ | ◐ | ◐ | ◐ | ◐ | ◐ | |
| Audience activationSync segments to ad platforms | ◐ | ◐ | ● | ◐ | ◐ | ○ | ● | ◐ | ○ |
| Multi-touch attributionCredit shared across touches | ◐ | ◐ | ◐ | ○ | ○ | ||||
| Last non-direct clickCredit to the last marketing touch | ◐ | ◐ | ◐ | ○ | |||||
| Marketing mix modelingEach channel's contribution, budget scenarios | ◐ | ◐ | ◐ | ◐ | ○ | ◐ | ◐ | ○ | |
| Incrementality testingWhat a campaign really added | ◐ | ◐ | ◐ | ◐ | ○ | ||||
| Pacing and forecastsBudget pacing or targets in the product | ● | ● | ● | ◐ | ● | ◐ | ◐ | ● | |
| Governance, security and enterprise | 55% | 59% | 73% | 50% | 41% | 41% | 45% | 36% | 45% |
| Secure custom agent pipelinesYour code in their protected space | ◐ | ● | ◐ | ◐ | ◐ | ||||
| Agent guardrailsApproval, audit and permissions for agents | ● | ◐ | ◐ | ◐ | ◐ | ● | ◐ | ◐ | ◐ |
| Campaign naming governanceNaming rules at launch | ◐ | ● | ◐ | ◐ | ◐ | ◐ | ○ | ||
| Data quality monitoringAlerts when data breaks | ● | ● | ● | ● | ● | ● | ◐ | ● | ● |
| SOC 2 Type 2The vendor's own audited report | ● | ● | ● | ● | ● | ● | ● | ● | |
| ISO 27001A certificate the vendor holds | ○ | ● | ● | ● | ● | ||||
| HIPAA with a BAAFor healthcare and life sciences | ◐ | ◐ | ● | ◐ | |||||
| HIPAA-safe trackingTracking that strips health data | ○ | ||||||||
| SSO, roles and audit logAccess control IT expects | ◐ | ● | ● | ◐ | ◐ | ◐ | ◐ | ◐ | ◐ |
| No usage meter on dataNo price per connector or row | ◐ | ○ | ◐ | ◐ | ◐ | ◐ | ◐ | ◐ | ◐ |
| Service level agreement (SLA) and expert servicesSLA plus success team or services | ◐ | ◐ | ◐ | ◐ | ◐ | ◐ | ◐ | ◐ | ◐ |
Fivetran pricing in 2026
Fivetran sells a Free plan and three paid plans, billed per connection by monthly active rows. Ask Fivetran for your rate (fivetran.com).
| Tool | Entry plan | Next plan | Billing note |
|---|---|---|---|
| Fivetran | Free up to 500,000 monthly active rows a month | Standard, Enterprise and Business Critical, usage-based per connection | An annual contract saves up to 22% |
| Improvado | MCP Only $100 a month, billed monthly | Starter from $20,000 a year with 20M rows, Growth from $41,700 a year with 60M to 200M rows | Rows per year by plan. Enterprise by quote |
| Adverity | Custom quote | Custom quote | Quote only |
| Funnel | Starter $300 a month in the US, €280 in Europe | Business $600 a month in the US, €560 in Europe | Billed annually, plus flexpoints. Enterprise by quote |
| TapClicks | Prices by quote | Higher tiers by quote | No prices shown |
| Whatagraph | Max from €699 a month, billed yearly | Prime by quote | BigQuery, API and single sign-on are Prime add-ons |
| Supermetrics | Starter €39 a month in Europe, billed yearly | Growth $177 a month, €159 in Europe, billed yearly | Caps on sources, accounts and users. Enterprise by quote |
| Windsor.ai | Free plan | Basic $19 a month billed yearly, $23 monthly | Enterprise by quote |
| Coupler.io | Free plan | Starter $24 a month billed yearly, $32 monthly | Company single sign-on on Custom. Audit logs on request |
Fivetran's own example: four connectors on Standard
| Facebook Ads, median 34,479 rows | $22.06 |
|---|---|
| Google Analytics 4, median 21,993 rows | $15.88 |
| Marketo, median 847,574 rows | $424.54 |
| Google Ads, median 88,240 rows | $48.67 |
| Sum of the four rows | $511.15 |
Priced at median usage on Standard for a company of 1 to 200 employees (pricing page). This sizes no bill for you. Improvado Starter is $20,000 a year with no fee per connector.
Size your marketing rows
Add up your marketing connections, then read the total against each Improvado plan.
What each bill counts as clients grow
For an agency, what a plan counts matters more than its entry price.
Add your monthly active rows and compare with Improvado's plans.
When the move pays. On rows alone it rarely does. Starter adds all connectors and destinations, governance rules and marketing data governance (pricing page).
| Tool | What the plan counts |
|---|---|
| Fivetran | Monthly active rows on each connection |
| Improvado | Unique rows a year by plan, no fee per connector. Ask about agency pricing |
| Supermetrics | Data sources and accounts per source: 2 and 2 on Starter, 7 and 7 on Growth |
| Funnel | Connectors by plan: 117 on Starter, 579 on Business, 600+ on Enterprise, plus flexpoints |
| Windsor.ai | Sources and accounts by plan: 7 sources and 75 accounts on Standard |
| Coupler.io | Accounts: 3, 15 or 50 by plan, with extra accounts on Active and Pro |
At 40 client accounts, one account each: Coupler.io passes its 3- and 15-account plans and fits its 50-account plan. Supermetrics lists 2 and 7 accounts per data source on Starter and Growth. Windsor.ai Standard lists 75 accounts. Funnel counts connectors and flexpoints, so ask Funnel. Improvado counts rows, so ask about agency pricing.
Free checklist
Check what each plan counts before you sign
Page 1 of the checklist covers bill meters, the plan that carries the full product and contract terms. We email it to you.
Book a call with Improvado's teamSources for this part were read on vendor pages from 22 October to 4 November 2026.
The 8 Fivetran alternatives and competitors, ranked and reviewed
Ranked by the forty-feature total, 80 points possible, shown on each card and in the matrix (vendor pages). Each card opens with replace or complement: a tool that replaces Fivetran takes over its marketing sources, and one that complements it works beside it.
Marketing data platform
1. Improvado: governed data with agents
Improvado replaces Fivetran for marketing sources with governed data and an AI Agent that acts after your approval, and works beside it for databases.
ReportingSwitchingAttributionConnectorsWarehouseAgenciesAgent workGovernance
Best for
Every marketer per AI Agent page.
Starts at
From $20,000 a year per pricing page.
AI can
Yes, after you approve The product tour agent drafts a budget move for approval, and you press Approve. home page.
Audit reports
SOC 2 Type II Examined by BARR Advisory, per its AI Agent page. AI Agent page.
Marketing data platform
2. Adverity vs Fivetran: quality rules
Adverity adds a rules layer on marketing data beside Fivetran, or replaces it for enterprise brands that put data quality rules first.
ReportingSwitchingAttributionConnectorsWarehouseAgenciesAgent workGovernance
Best for
Enterprise marketing teams per home page.
Starts at
Quote only per pricing page.
AI can
Data work only Atlas is a read-only layer, and its MCP tools manage datastreams, users and notifications. Atlas page.
Audit reports
ISO/IEC 27001 and SOC 2 Type 2 Adverity can also sign a BAA for HIPAA customers. data security page.
Marketing data platform
3. Funnel vs Fivetran: marketing data hub
Funnel replaces Fivetran for marketing sources: it maps ad data to one model and sends it to dashboards, BI tools or a warehouse.
ReportingAttributionWarehouseAgent work
Best for
Marketers, data teams and agencies per home page.
Starts at
From $300 a month per pricing page.
AI can
Data work only Funnel AI answers questions and builds reporting on your data, and Funnel MCP lets other AI tools query it. pricing page.
Audit reports
SOC 2 Type 2 and ISO 27001 per security overview.
Agency client reporting
4. Whatagraph vs Fivetran: agency reports
Whatagraph sends branded client reports from 68 connectors beside a Fivetran feed, and replaces Fivetran only when reports are the whole job.
Best for
Marketing agencies and brands per home page.
Starts at
From EUR 699 a month per pricing page.
AI can
Yes, after you approve You approve the fix, or let trusted agents run it. home page.
Audit reports
ISO/IEC 27001:2022 Shown on its features page. features page.
Moves data into sheets and BI
5. Supermetrics vs Fivetran: Sheets and BI
Supermetrics replaces Fivetran when the destination is a sheet, Looker Studio or a BI tool rather than a warehouse, with sources capped by plan.
Best for
Agencies and brands per home page.
Starts at
From EUR 39 a month per pricing page.
AI can
Yes Moves spend, pauses campaigns and launches campaigns from an AI chat (no approval step listed). home page.
Audit reports
ISO 27001 and SOC 2 Type II per security page.
Agency client reporting
6. TapClicks vs Fivetran: agency operations
TapClicks adds white-label reports and order workflows for agencies on top of a data feed, and can replace the feed for marketing sources.
Best for
Agencies, brands and media companies per home page.
Starts at
Quote only per pricing page.
AI can
Reports only TapAI builds editable dashboards and KPIs and schedules or exports summaries. TapAI page.
Audit reports
SOC 2 Type 2 and HIPAA Shown as badges on its pricing page. pricing page.
Moves data into sheets and BI
7. Coupler.io vs Fivetran: self-serve pipelines
Coupler.io replaces Fivetran for marketing, finance and sales data that goes to Sheets, BI or a warehouse without an engineer to run the pipelines.
Best for
Analysts and business teams per home page.
Starts at
Free, then $24 a month per pricing page.
AI can
Data work only Connects your data to AI assistants such as Claude and ChatGPT over MCP. pricing page.
Audit reports
SOC 2 Type II Listed on its pricing page. pricing page.
Moves data into sheets and BI
8. Windsor.ai vs Fivetran: MCP write actions
Windsor.ai replaces Fivetran for small teams that load marketing data to a warehouse and want an MCP server that creates campaigns and changes budgets.
Best for
Analysts, agencies and data teams per home page.
Starts at
Free, then $19 a month per pricing page.
AI can
Yes, after you approve Pauses campaigns and adjusts budgets, on every plan. write capabilities page.
Audit reports
SOC 2 Type 2 Audited by Prescient Assurance, per its security page. security page.
If the fit is Improvado, the six-step switch is next, or compare the plans.
Sources for this part were read on vendor pages from 30 October to 4 November 2026 (tool cards read 3 November 2026).
How to switch from Fivetran to Improvado in 6 steps
Switching takes six steps: one scoping call, four setup steps, then a side-by-side run until totals match. No weeks are documented for steps 2 to 5, so the call sets the end date.
List every Fivetran connection and the tables it writes, the dbt projects it runs and your contract date. Agree history and who owns the switch-over day. For health data, sign the BAA before any source connects.
You and Improvado's teamSource for step 1
Fivetran writes into your own warehouse, so your history stays there. Note the schemas and the dbt models built on them: Fivetran runs dbt with a hosted service, and those models need their sources repointed later.
Your data teamSource for step 2
Select each source's accounts and set up extraction in four screens, starting with the marketing sources you want to move.
Your adminSource for step 3
Choose templates and the first date of history, as far back as each API allows. Load into a new schema beside Fivetran's.
Your adminSource for step 4
Each new table reaches your default destination 15 to 20 minutes after it appears.
AutomaticSource for step 5
Compare totals for one full period. Repoint dbt models and BI views to the new tables, then stop syncing the connections you replaced.
Your teamSource for step 6
FAQ
For marketing data, Improvado ranks first of 8 and Adverity second on forty features, with Funnel third. In the job picker, Improvado leads one place for marketing reporting at 94%, ahead of Funnel and Adverity at 81%.
Yes, and you can split by source. Fivetran lists database replication from PostgreSQL, MySQL, Oracle, SQL Server and SAP (llms.txt), while Improvado covers 1,400+ data sources and loads to Snowflake, BigQuery, Databricks, Redshift or managed storage (load page).
Improvado and Windsor.ai let an AI agent pause ads, move budgets and create campaigns, per their own pages. Improvado asks for approval before each change, and Windsor.ai's write actions ask for confirmation. Whatagraph and Supermetrics do part of it.
Sources for this part were read on vendor pages from 22 October to 4 November 2026.
Sources and detail
Every source behind this page, grouped by the section it supports.
5 sources across 6 sections
- fivetran.com
Rank the Fivetran alternatives by your job
Sources for this part were read on vendor pages from 22 October to 4 November 2026.
Why teams look for a Fivetran alternative
Sources for this part were read on vendor pages on 2 November 2026.
What Fivetran does and who it fits
Where Fivetran is the better pick
- A free start. A Free plan to 500,000 monthly active rows and a 14-day trial per connection. Improvado's pricing page lists no free trial (Fivetran pricing page).
- Databases. Log-based change capture from PostgreSQL, MySQL, Oracle, SQL Server and SAP (llms.txt).
- ISO 27001. Listed on its security page. Improvado's trust page lists none.
- SQL and dbt in the pipeline. Fivetran runs your dbt Core project as a hosted service. Improvado documents SQL over hosted storage and no dbt (matrix).
- Re-syncs at no extra charge. Initial syncs are free, and re-syncs are free in the listed cases (usage docs).
Sources for this part were read on vendor pages on 2 November 2026.
Improvado as a Fivetran alternative: the AI Agent in use
Sources for this part were read on vendor pages on 30 October 2026.
Fivetran vs the alternatives: forty features side by side
Improvado chose the forty features and weights them equally. A Yes needs the whole feature on the cheapest plan that covers the full product; for Improvado that is Starter, not MCP Only. Part of it, or a higher plan, add-on or beta, is Partial. If the vendor's pages are silent, the mark is Not verified. Yes is 2 points, Partial 1, No and Not verified 0 (no tool trialled).
Sources for this part were read on vendor pages from 22 October to 4 November 2026.
How to switch from Fivetran to Improvado in 6 steps
- Your history stays in your warehouse. Past tables remain there. Improvado backfill covers each source to its API limit (backfill docs).
- Check your contract. Fivetran lists monthly usage, annual contracts and fixed-price Enterprise License Agreements (pricing page). Ask for both on the call.
Sources for this part were read on vendor pages from 30 October to 2 November 2026.
