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Top 5 Alternatives: What Solution to Choose in 2023

With integrations for over 500 data sources and a user base of 1,000+ companies, Funnel is a popular ETL platform among marketing and sales teams. However, when factors like pricing, usability, and features come into the equation, finding a Funnel alternative might be the better move.

That said, we’ve drawn up a list of the five best Funnel alternatives to help you make a more informed decision. TLDR? Here’s a quick summary:

  • Improvado: A no-code, enterprise-grade revenue data platform for marketing, sales, and revenue teams (top recommendation).
  • Domo: A cloud-based business intelligence (BI) platform for general business data.
  • Marketing Cloud Intelligence (formerly Datorama): A marketing intelligence platform designed for technically advanced marketing teams.
  • Supermetrics: A simple data extraction platform for small marketing teams using relatively fewer channels.
  • Segment: A customer data platform designed for marketing, product, and engineering teams.

Now to the meat of the guide; let’s begin with an overview of Funnel.

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Funnel Overview overview

Funnel is a low-code data platform that automates how businesses collect, prepare, and analyze marketing data. Compatible with over 500 data sources, Funnel enables marketing teams, data analysts, and IT professionals to aggregate data from multiple sources, apply simple transformations, and feed this data to an analytics, visualization or BI tool, or to a data warehouse.

Funnel’s data transformation functionality includes:

  • Automatic categorization of data into metrics and dimensions, meaning all of your quantifiable data, such as clicks, likes and cost, goes into the “Metrics” tab, and things like country, name, and ads ID get automatically placed into the “Dimensions” tab.
  • Currency conversion.
  • Automatic categorization of connected data sources into groups.
  • UTM-correlated grouping of data.
  • Custom dimensions and metrics to set rules on combining data across multiple platforms.

Funnel also has a dashboard called Data Explorer that allows users to examine the raw data, as well as save and share their queries. The platform also provides scheduled import and export features. The frequency of imports and exports depends on your pricing plan. Thus, on an Essential plan for marketers, data can be exported from the warehouse every six hours, while on the Enterprise plan, the frequency is every two hours.

Funnel Use Cases clients breakdown by industry and company size

Funnel’s users span across agencies, eCommerce businesses, and offline retail stores. By role, Funnel caters to the following people:

  • Digital Marketers who are working with multiple marketing channels and are looking to analyze and optimize more efficiently.
  • Data Analysts/BI Experts who want to get a holistic view of their organization’s performance across departments.
  • Engineering/IT Professionals collecting data on maintenance and support requests.

Overall, Funnel covers most companies’ data aggregation and data export needs. Regarding data normalization and transformation, the solution supports only easy tasks, and the rest should be done manually using other tools or by in-house data analysts.

Funnel Pricing

Funnel offers two types of pricing plans: one for marketers and another for marketing agencies. The plans for marketers include:

  • The Essentials plan (starting at $399 per month, billed annually).
  • The Plus plan (starting at $999 per month, billed annually).
  • The Enterprise plan (starting at $1,999 per month, billed annually).

The options for agencies include:

  • The Agency Small plan
  • The Agency Medium plan
  • The Agency Large plan, all at the same price points as the plans for marketers.

In addition to that, Funnel uses a system of credits called Flexpoints. The points visualize one’s available and used capabilities within the system, like data connectors, transformation features, and other services. Each plan comes with a set number of Flexpoints that  clients can use throughout their billing cycle. When clients exceed their points, further services come at an additional price.

Funnel Integrations

Funnel offers integration with over 500 apps and platforms across a variety of categories, including social media, content management, email marketing, and more. The platform also allows customers on the Plus and Enterprise plans to request custom data connectors to fetch data via push or pull methods. Each way of aggregating data has its pros and cons, and most of the issues should be handled with the help of data integration engineers. 

Why Look for a Funnel Alternative?

Here are  some reasons why you might consider switching to another data solution:

  • Funnel can only handle easy data transformation tasks; the rest should be done manually. For example, you’ve pulled data from different data sources into one report. One platform uses impressions to indicate the number of times the audience viewed a piece of content; the other platform goes with views. Automated naming convention unification is something that other tools can easily handle, recognizing that views and impressions represent the same user action. However, Funnel doesn’t offer this feature. Funnel will see and treat these two as completely different metrics.
  • Considering that most of the time dedicated to analytics goes to data normalization and transformation, Funnel, with its simple data transformations, doesn’t help save time on these tasks. 
  • Despite a high number of data sources, Funnel supports fewer metrics and dimensions than some of its competitors (comes with lower data granularity). As an alternative to aggregating the missing metrics manually, clients switch to solutions with higher data granularity. 

Best Funnel Alternatives

Your ideal alternative largely depends on your specific needs as an executive, the size of your organization, your team’s technical skills, and your organization’s revenue goals, among other aspects. Here’s the comparative analysis of the top 5 Funnel alternatives: Improvado, Domo, Marketing Cloud Intelligence (formerly Datorama), Supermetrics, and Segment.

#1. Improvado (Top Recommendation)

Improvado is a no-code, enterprise-grade revenue data platform designed to help marketing, sales, and revenue teams aggregate, transform, and push analysis-ready data to an analytics, visualization or BI tool, or to a data warehouse. Data can also be visualized using one of the many pre-built dashboards. 

The solution offers over 300 native data source connectors, like Facebook Ads, Google Analytics, TikTok Ads, MailChimp, and Twitter, and it provides pre-built extraction templates for clients to easily run bulk campaign extractions. If the platform doesn’t support a certain data source, clients can request custom connectors. That way, you can stream data from all your marketing and sales platforms (CRM, email, social media ads, PPC, and more), transform it, and get a holistic picture of all your marketing efforts, the costs, and the revenue associated with campaigns.

Improvado Revenue Data Pipeline

Data transformation is one of the main elements  criticized by Funnel users, but it’s the key functionality in Improvado. Improvado leverages artificial intelligence to automatically harmonize disparate naming conventions across all data sources, delivering a unified metric structure that speeds up your analytics procedures. Improvado’s transformation engine also lets customers run automated data mapping and transformations using self-service or out-of-the-box recipes.

Similar to Funnel, Improvado provides scheduled data warehouse exports and is flexible in the frequency of extractions. It also supports scheduled reporting updates and provides the functionality to sync data anytime.

Improvado Use Cases

Improvado clients breakdown by industry and company size

Improvado is designed for marketing, sales, and revenue professionals who are collecting data from multiple channels and looking to generate insights faster and more efficiently. This encompasses professionals in enterprises, mid-market brands, and marketing agencies. The Improvado website features unique offerings to companies of all sizes.

Improvado’s HIPAA and SOC-2 compliance also makes it an excellent solution for organizations in the health and other privacy-conscious sectors. According to G2, Improvado’s current users span the following industries:

  • Marketing and advertising (68.9%)
  • Healthcare (4.4%)
  • Higher Education (4.4%)
  • Food and beverage (4.4%)
  • Sporting goods (2.2%)
  • Other (15.6%)

Important note: Improvado is a no-code tool, which means it is accessible to teams with zero technical expertise. The company also provides a data warehouse with deployment and maintenance services, saving clients IT resources and time. 

A large number of data sources, advanced transformation capabilities, its Professional Services option, and overall flexibility make Improvado a versatile solution. For example, Improvado offers marketing attribution modeling, helps marketers build custom data pipelines, and automatically credits conversions to the proper channel. The list of Improvado use cases also features Google Analytics reports without sampling, UTM audits, data consolidation across regions, cost of acquisition analysis, and more. 

Improvado Pricing

Improvado runs on a custom pricing model. This means that it provides a quote tailored to your organization’s unique data needs. This can only be determined through a call with an expert from the team. In general, pricing is determined by the volume of data the company processes. 

👉 Request pricing tailored to your needs

Similar to Funnel, Improvado has its own tokens, called DECS points, which make up 20% of the billing plan. If a company pays $10,000 annually, for example, it gets $2,000 worth of points it can spend on new APIs, report type development, report type changes, flat file ingestion, or other development needs. The single credit value of DECS points depends on the client's tier. 

Improvado Integrations

Improvado offers over 300 native integrations to popular data sources, including social media marketing platforms, CRMs, email marketing, SEO & SEM, eCommerce, and data providers. The platform also supports popular data warehouses, from Google BigQuery and Amazon Redshift to Heroku and Oracle, and visualization platforms such as Looker, Tableau, Google Data Studio, and more. See the full list of Improvado-supported data sources and browse through the Data Dictionary featuring all of the metrics, dimensions, and report types the solution provides.

#2. Domo

Domo overview

Domo is a cloud-based business intelligence platform that enables business executives to automatically integrate data from multiple sources, transform it, generate insights in real time, and extend BI into organizational workflows. The platform is designed as a one-size-fits-all for executives of all departments, from marketing and sales to engineering and HR, which is made possible by over 1,000 data source connectors. 

Domo Use Cases

Domo clients breakdown by industry and company size

To derive the maximum value from the platform, you need to have some technical skills. Domo supports every stage of business intelligence, as an extract, transform, and load (ETL) solution is built into the product. When it comes to data transformation, Domo’s capabilities include:

  • Magic ETL: a drag-and-drop ETL solution to run transformations and filter rows without SQL skills.
  • Magic ETL with an SQL layer to perform complex transformations and automate the transformation process.
  • An integrated SQL editor to run MySQL and Redshift data transformation scripts and commands.
  • Functionality to write custom R or Python data transformation scripts.

A team will require in-house technical expertise to apply advanced data transformations.

Overall, Domo is designed for general data needs. Thus, it’s suitable for C-level executives who want to dive into data and get quick insights into a team’s performance. If you need a platform specifically for marketing and sales teams, Domo may be an expensive option because you’d essentially be paying for features you don’t need.

Domo Pricing

Domo runs on a custom pricing model tailored to the data needs and capacity of each organization. To get specific pricing, you’d need to reach out to the sales team. However, Domo allows potential clients to create a free account to test drive the platform before fully committing.

Domo Integrations

Domo supports over 1000 data sources, allowing users to integrate data from a wide variety of channels. If you narrow down the list of supported sources to marketing and sales platforms, the number of available sources is reduced to 306. 

If you require a custom integration, the platform says you’ll need to build it yourself. Domo created Connector IDE, a development environment for creating and managing data connectors. So, you will need some JavaScript knowledge or need to work with a team of developers to get the best results out of the platform. Some Domo users choose to build custom connectors and share their solutions with the rest of the community. Still, you will need some technical experience to publish the code.

#3. Marketing Cloud Intelligence (formerly Datorama)

Marketing Cloud Intelligence Overview

Owned by Salesforce, Marketing Cloud Intelligence (formerly known as Datorama) is an AI-driven platform that enables companies to integrate data from all their marketing platforms, build reports, and achieve in-depth insights into their marketing efforts. Marketing Cloud Intelligence is a tad more complex to use and requires SQL knowledge to get the best out of it. 

Marketing Cloud Intelligence Use Cases

Datorama clients breakdown by industry and company size

Marketing Cloud Intelligence is explicitly designed for marketers across multiple industries, including health, finance, retail, communications, and manufacturing.

To derive the most business value from Marketing Cloud Intelligence, the team needs to have suitable technical knowledge or utilize engineering resources. It’s also a complex system, so setting it up takes time and resources.

Marketing Cloud Intelligence Pricing

Marketing Cloud Intelligence is on the pricier side of the spectrum, making the tool unsuitable for most small- and medium-sized businesses, despite their enormous amounts of data, as  indicated in the G2 reviews. Marketing Cloud Intelligence offers three pricing plans, starting at $3,000 per month. It also has a ton of add-ons that can cost anywhere from $120 to $8,000 a month.

Marketing Cloud Intelligence Integrations

The platform claims to have the most comprehensive library of marketing API connectors on the internet. However, some resources indicate that Marketing Cloud Intelligence offers around 170 data sources, and only 123 of them are marketing vendors. This number of tools may not provide a sufficient level of detail in reports. 

#4. Supermetrics

Overview of the Supermetrics product line

Supermetrics is a lean, marketer-focused data extraction platform that helps marketing teams send data from multiple marketing channels to a unified destination, such as a reporting, analytics, or storage platform.

Unlike other solutions on the list, Supermetrics doesn’t have data transformation capabilities, except for the Custom Fields. It’ll be the job of in-house data analytics to harmonize tons of raw data and prepare it for analysis.

Learn more about the platform and its direct competitors in our overview of the top Supermetrics alternatives

Supermetrics Use Case

Supermetrics clients breakdown by industry and company size

According to the G2 reviews, 62.4% of Supermetrics customers are small businesses. With just under 100 data connectors, Supermetrics doesn’t have direct integration with several enterprise-grade data sources, like MediaMath and Marketo. So, it is most suitable for organizations with a relatively smaller collection of marketing channels.

The distribution of clients based on the company size can also be explained by the lack of advanced data transformation capabilities. Companies should either have the in-house expertise to handle transformations or opt to only run the easiest transformation tasks. 

Supermetrics Pricing

Supermetrics offers a wide variety of packages depending on what destination you’re working with. Here’s a list of destinations included in Supermetrics’ pricing:

  1. Spreadsheets: Includes Google Sheets and Excel. Starts at $99/month for seven data sources.
  2. Data Visualization: Includes Data Studio and starts at $39/month for one data source.
  3. Google Analytics: Includes the Supermetrics Uploader. Starts at $39/month for five uploads.
  4. Data Warehouses: Includes BigQuery, Snowflake, Azure Synapse, Redshift, and Azure SQL Database. Pricing for these is customized to your needs after a call with the sales team.
  5. Cloud Storage and Data Lakes — Includes Amazon S3, Google Cloud Storage, and Azure Storage. You also get a quote after a call with the sales team.

Each package has a predetermined list of data sources, and all additional connectors come at $35/month. Customizing the package and ensuring you have all the needed data sources may end up costing more than you anticipated. 

Supermetrics Integrations

Supermetrics offers native integrations to 90+ marketing data sources. However, only enterprise users can access all of these integrations at once. Users can also request a custom connector if the original source pushes data through the API. Users can submit their requests on the Supermetrics Roadmap website and upvote the connectors suggested by other customers. 

#5. Segment

Segment data pipeline

Segment is a customer data platform that helps organizations collect, transform, load, and archive first-party customer data. Unlike other tools on the list, Segment also tracks data on users’ interaction with the website or an application.

Once the data is collected, users have multiple options for what to do with this data next:

  • Send data to a destination like Google Ads, Adobe Analytics, or Adjust for further use or analysis.
  • Send it to a warehouse: AWS S3, Postgres, Snowflake.
  • Aggregate data from multiple sources and send it to a warehouse for further analysis. 
  • Use Segment’s personas to create unified customer profiles based on the data across devices and channels. 

Segment Use Cases

Segment clients breakdown by industry and company size

By focusing on roles, the platform tailors its solutions to marketing, product, and engineering teams. Segment supports 300+ marketing data sources and allows users to form audiences, as well as create user profiles featuring all touchpoints, user traits and events. For product teams, Segment serves as a customer data hub that teams can refer to when running A/B tests and building new products and features.

Overall, Segment is more of a technical tool that requires technical expertise to drive more value, capture more granular data, and customize the solution to your needs. Segment doesn’t provide professional services, so any expertise required should be in-house. The same applies to custom data connectors. If you don’t see the marketing tool you need on the list of available connectors, you will have to code it yourself. 

Segment Pricing

Segment’s standard paid package starts at $120/month and includes unlimited sources and destinations, one warehouse destination, and 10,000 visitors that are tracked with the platform. Other features and additional visitors are priced separately. For companies with more data needs, Segment offers a Business plan with custom pricing. 

Segment Integrations

Segment offers integrations for over 300+ platforms in different categories, ranging from advertising and performance marketing to A/B testing and user acquisition.

Next Steps

Having gone through our list of Funnel competitors, here are a few things you should  consider before making your final decision.

  1. The size of your organization:  A small business will most likely benefit from the Supermetrics integration, a data aggregation tool with little transformation functionality and a package with 10 data sources for a lower price. Solutions like Marketing Cloud Intelligence will work for enterprise companies with bigger data needs and a more substantial budget. Improvado is well suited for medium-sized and enterprise-level companies. The solution offers a range of features and professional services, while pricing is tailored to the volume your company uses.
  1. Number of channels you use for your campaigns: Funnel, Supermetrics, and Improvado are designed with the needs of sales and marketing teams in mind. When choosing between the three, consider which platform offers the highest data granularity. If your goal is to fetch customer data from the app, then Segment is your go-to solution.
  1. Available engineering resources: If you’ve got in-house engineering capacity, you can go with solutions like Marketing Cloud Intelligence, Segment, or Domo. Otherwise, you’ll benefit more from a no-code solution like Improvado.  
  1. Advanced features: Enterprise companies will benefit most from solutions like Domo and Improvado that offer advanced data transformation features and lots of room for customization. 
  1. Budget: All of the companies mentioned above have either custom pricing or multiple pre-built packages with any additional features and data sources available as an add-on. The only solution here is to see which one provides the best quality-to-price ratio.

Factoring these points into the equation will ensure that you end up with a platform that drives your organization closer to its short- and long-term revenue goals.

Do you need more guidance on what platform is best for your organization? Feel free to book a free consultation with one of our experts.

Schedule a consultation to learn how Improvado can help you manage revenue data and accelerate your campaigns.


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