Funnel.io Alternatives: 7 Best Competitors to Consider in 2025

Funnel.io, now also known as Funnel Marketing Intelligence, is a popular ETL tool among marketing teams. However, considering factors like pricing, usability, and advanced features, exploring Funnel.io alternatives might be a wise decision.

That said, we have compiled a list of the top five Funnel.io competitors to help you make a more informed decision.

TLDR? Here’s a quick summary.

• Improvado: A robust, enterprise-grade marketing analytics platform helping enterprises and agencies automate full-cycle analytics and reporting processes. Ready to scale? Start improving your analytics today with full-fledged support from an Improvado expert.
• 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.
• TapClicks: An all-in-one marketing analytics tool, helping with anything from data integration to goal tracking.
• Adverity: A general marketing analytics tool to automate data integration and preparation.
• Fivetran: A data movement platform for companies with complex data ecosystems.

Funnel Overview

Funnel.io is a marketing intelligence platform designed to streamline the collection, preparation, and analysis of marketing data.

Key Features

1. Data Integration: Funnel.io offers over 500 data connectors, including Google Ads, LinkedIn Ads, Hubspot, Salesforce, and other marketing tools.
2. Data Hub: The platform features a centralized Data Hub that organizes and stores marketing data, ensuring compatibility and accuracy across different sources. It provides a number of predefined metrics and data organization capabilities. 
3. Funnel Dashboards: Funnel.io provides visualization tools and dashboard templates. Funnel Dashboards are modular dashboards that can be customized for specific use-case. 
4. Unified Marketing Measurement (UMM): Funnel provides advanced marketing measurement techniques, including marketing mix modeling (MMM) and multi-touch attribution (MTA). 
5. Historical Data Tracking: The platform allows users to store and access historical data for up to two years, enabling performance comparisons and trend analysis over time.

Funnel.io Pricing 

Funnel.io offers four main pricing plans tailored to different organizational needs: Free, Starter, Business, and Enterprise.

• Free Plan: This is a commitment-free plan providing up to 4 connectors and 400 flexpoints for free, suitable for beginners.
• Starter Plan: Includes 121 connectors and starts with 500 flexpoints, catering to basic reporting and exporting needs.
• Business Plan: Offers advanced capabilities with over 579 connectors, extensive reporting and exporting solutions, and starts with 500 flexpoints.
• Enterprise Plan: Tailored for large organizations, including 590 connectors, enterprise governance, and custom flexpoint packages.

Funnel.io reviews mention that the points-based pricing structure can cause costs to escalate quickly, which is of particular concern to marketing agencies.

Funnel Integrations

In total, Funnel offers integration with over 500 apps and platforms across a variety of categories, including social media, digital marketing, content management, email marketing, and more.

The platform also allows customers on the Business 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.io Alternative?

Here are  some reasons why you might consider switching to a Funnel substitute:

1. Companies often spend 70% of their analytics time on data cleansing to convert raw data into a usable format. Funnel.io does not streamline this process, as it only supports basic data transformation tasks. More complex transformations must be done manually or with third-party tools.
2. Despite a high number of data sources, Funnel supports fewer metrics and dimensions (comes with lower data granularity) than some of its competitors. As an alternative to aggregating the missing metrics manually, clients switch to solutions with higher data granularity. For example, Improvado aggregates over 46,000 metrics and dimensions.
3. Funnel lacks the capability to establish custom notifications for changes in metrics, which would allow for real-time insights and the agility to optimize campaigns dynamically.
4. Many customers find the Funnel.io pricing model challenging. It requires continuous monitoring of data sources and exports to avoid wasting flexpoints on unnecessary data uploads.

Your ideal Funnel.io 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.io competitors.

1. Improvado (Best Funnel.io Alternative)

Improvado is an AI-powered marketing intelligence and analytics platform designed to help revenue teams in enterprise-grade companies and marketing agencies automate complex reports and make decision-making easier.

Key Features

The platform automates the whole data handling cycle, from data aggregation and transformation to visualization and insight discovery:

1. Data Integration: Improvado also offers over 500 pre-built connectors. Unlike Funnel, Improvado provides access to all connectors and allows an unlimited number of accounts per data source for users across all pricing plans. Clients can also request custom data connectors or metrics which will be delivered in 2-4 weeks. 
2. Data Transformation: The platform provides two solutions: pre-built data pipelines for various marketing use-cases and self-service engine. Automated data transformations save teams 80-100 hours per week on manual work. 
3. Data Storage Layer: Improvado supports multiple data storage options and provides data storage management as a service. 
4. Marketing Data Governance: Improvado offers a robust solution for campaign, brand, and data compliance, providing insights for ongoing ROAS optimization. The platform monitors all aspects of complex campaigns and issues alerts for any anomalies, problems, or changes in metrics.
5. Data visualization: Improvado integrates with any data visualization and BI tool. For on the go analysis, it provides a number of pre-built dashboards, including advertising analytics, marketing attribution, paid search, and others. 

Improvado review

We now rely fully on Improvado for multiple dashboards that we use for day-to-day marketing operations and strategy, as well as for presentations to executive leadership.

Waleed Noury

Lead Analytics Engineer at Activision

Improvado transformed our approach to marketing analytics. Its automation capabilities and AI-driven insights allowed us to focus on optimization and strategy, without the need for manual data management.

Waleed Noury

Lead Analytics Engineer

Activision

Notable AI features

Improvado provides unique features that further simplify access to data within marketing departments.

Improvado AI Agent is a search-driven analytics and self-service BI tool that enables seamless data exploration, analysis, and visualization through commands in plain English.

The agent connects to your marketing dataset, understands commands in plain languages, and uses text-to-SQL technology to process requests and presents you with an answer. This quick and easy access to insights encourages marketers and business users to rely on data in their decision-making more often.

AI Agent is constantly monitoring data and can send period-over-period reports, notifying of any opportunities and anomalies.

To get a report, specify the weekly, bi-weekly, or monthly analysis period and define its structure. You may analyze ad campaigns, look for organic metrics, etc. 

Improvado Pricing

Improvado runs on a custom pricing model. This means that it provides a quote tailored to your organization’s unique data needs.

Similar to Funnel, Improvado has its own tokens, called DECS points, which client can spend on new APIs, report type development, report type changes, flat file ingestion, or other development needs. The number of credits depends on the client's tier. 

Improvado Integrations

• Similar to Funnel, Improvado supports over 500 data sources, including popular tools like Google Ads, Microsoft Advertising, programmatic advertising networks, CRMs, sales tools, and unique industry-specific APIs like Walmart Connect and Samsung DSP.
• Improvado offers additional data extraction options like flat-file ingestion, raw data extraction through email, spreadsheet, Amazon S3, and FTP/SFTP. 
• Customers can also request a custom connector which will be delivered in 2 to 6 weeks at the most. 

Improvado provides one of the highest data granularity. It can pull over 46,000 metrics and dimensions from the data sources, allowing companies to go beyond shallow processing.

2. Domo

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 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. Salesforce Marketing Cloud Intelligence (formerly Datorama)

Owned by Salesforce, Marketing Cloud Intelligence (formerly known as Datorama) is an all-in-one platform that enables companies to integrate data from all their marketing platforms, build intuitive 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 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

Marketing Cloud Intelligence claims to provide thousands of API connectors, but the website doesn't feature a library of connectors or specify what tools are included within each plan.

Additionally, Marketing Cloud differentiates between:

• Data sources available to all users,
• Premium connectors like SAP and Oracle EBS that come as an add-on without a set price or Google Analytics 360 for $1,250 a month,
• And data source connectors available via Intelligence Marketplace, a collection of apps, connectors, add-on features, and widgets to extend the capabilities of the platform.

Marketing Cloud Intelligence doesn’t specify if the team builds custom connectors on-demand or can customize the existing one to pull additional metrics and dimensions.

4. Supermetrics

Supermetrics is another popular Funnel competitor. It's a 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.

Much like Funnel.io, Supermetrics doesn’t have data transformation capabilities, except for the Custom Fields. It’ll be the job of the in-house data analytics and IT department to harmonize tons of raw data and prepare it for analysis. Supermetrics customers also mention that the tool automatically pulls tons of data when connecting a new data source, and it takes a lot of manual work to sort through it. 

With Improvado, a company gets the highest quality of support on the marketing reporting market. Improvado's quality of support rating is 9.2, which is higher than the Funnel's or Supermetrics' rating. Customers gain access to Improvado's highly attentive and experienced customer success representatives no matter which package it chooses. 

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. TapClicks

TapClicks is a comprehensive marketing analytics and reporting platform that offers an end-to-end solution for data integration, transformation, and visualization, facilitating informed decision-making and efficient reporting processes.

Key Features

1. Data Integration: TapClicks claims to have over 10,000 data sources, including digital platforms, linear TV, and offline data. The platform provides two types of connectors: 'Instant-On' connectors to store historical data and 'On-Demand' connectors for near-real-time data access.
2. Data Transformation: The platform offers customizable data mapping and transformation tools called channels. Channels are pre-configured data models to consolidate metrics from diverse sources and harmonize for common use cases like display or email analytics.  
3. Data Visualization: TapClicks provides in-app data visualizations with TapClicks Interactive Dashboards. The tool offers pre-built dashboards and customizable templates with automatic data updates and advanced features like dynamic margins and markups.
4. TapInsights: The platform leverages machine learning, AI and prescriptive analytics to enable users to compare their performance to industry benchmarks, automate goal pacing, and generate report summaries. 
5. TapWorkflows: The tool helps with marketing automation and operations, including campaign approvals, task assignments, and fulfillment tracking. 

TapClicks Pricing 

TapClicks offers custom pricing based on the specific needs of your organization, including the number of integrations, users, and features required. While pricing details are not publicly disclosed, the platform operates on a subscription model.

TapClicks Integrations 

TapClicks supports over 10,000 data sources, including major ad platforms like Google Ads, Meta Ads, and Microsoft Ads, as well as CRMs and ecommerce tools. 

Its SmartConnector feature allows users to integrate custom data sources, such as CSV files and Google Sheets, enabling comprehensive data aggregation. 

6. Adverity 

Adverity is a marketing analytics and data integration platform. The platform's functionality includes automated data aggregation, a data transformation engine, customizable reports, pre-build dashboards, and other features to streamline marketing analytics. 

Key Features

• Data Integration: Adverity connects to over 600 data sources, including digital marketing platforms, CRM systems, and ecommerce tools. The platform supports API integrations, file uploads, and custom connectors.
• Data Transformation: Offers data harmonization and transformation features, including pre-built templates and AI transformations. Users can create calculated metrics and automate data preparation for analytics.
• Data Visualization: Adverity integrates with business intelligence tools like Tableau, Power BI, and Google Data Studio, providing flexible visualization options. Additionally, its in-platform dashboards allow users to monitor performance metrics in real time.
• Automated Reporting: The platform automates the delivery of reports to stakeholders, enabling customized reporting schedules and formats to meet specific organizational needs.
• Advanced Analytics: Adverity’s predictive analytics and anomaly detection tools use machine learning to uncover trends, identify outliers, and optimize campaign performance.

Adverity Pricing 

Adverity offers custom pricing tailored to the needs of each business, based on factors like the number of data sources, users, and specific platform features required. Pricing details are not publicly disclosed, but the platform operates on a 12-month subscription mode.

Adverity Integrations

Adverity connects with over 600 data sources, spanning categories such as social media, digital marketing platforms, CRMs, and ecommerce tools. 

For advanced use cases, Adverity allows customers to request custom connectors to integrate data from proprietary systems or unique platforms. Data can be ingested through APIs, file uploads, or manual configurations, ensuring compatibility with diverse data workflows. While most integrations are straightforward, complex custom setups may require support from integration engineers to ensure smooth implementation and data consistency.

7. Fivetran

Fivetran is a highly automated data movement platform that simplifies the process of extracting, loading, and syncing data from various sources into a centralized data warehouse. While it’s a powerful solution, it’s important to remember that Fivetran isn’t a marketing-specific platform.

Key Features

• Data Integration: Fivetran’s fully managed connectors automate EL (Extract and Load) processes, ensuring seamless synchronization from platforms like Google Ads, Salesforce, MySQL, and Snowflake. The platform also offers advanced capabilities like log-based replication for databases to capture and sync changes in real time.
• Schema Management: Automatically detects and adapts to schema changes in source systems, eliminating the need for manual updates and ensuring data consistency across pipelines.
• Data Transformation: Fivetran integrates deeply with dbt (data build tool) to enable in-warehouse data transformation, supporting the creation of reusable models and scalable analytics workflows.
• Technical Robustness: Provides features like granular data monitoring, error logging, and retry mechanisms, ensuring uninterrupted data flow and immediate issue resolution.

Fivetran Pricing

Fivetran uses a consumption-based pricing model, where costs are determined by the volume of data processed, measured in monthly active rows (MAR). This approach ensures scalability, as businesses only pay for the data they sync. However, Fivetran reviews mention that the pricing lacks transparency and can scale up very quickly with the data usage. 

Fivetran Integrations

Fivetran connects to over 600 data sources, including major marketing platforms, CRMs, databases, and SaaS tools like Google Ads, Salesforce, Snowflake, and BigQuery. Its also supports additional data aggregation methods, such as flat-file ingestion via email, SFTP, and cloud storage platforms like Amazon S3 or Google Drive. 

For unique data sources, Fivetran provides custom connector options, enabling users to sync data through APIs or manual configurations. 

Next Steps

Having gone through our list of Funnel alternatives, 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. 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 data volume of your company.

2. 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.

3. Available engineering resources: If you’ve got in-house engineering capacity, you can go with Funnel.io alternatives like Marketing Cloud Intelligence, Segment, or Domo. Otherwise, you’ll benefit more from a no-code solution like Improvado.  

4. Advanced features: Enterprise companies will benefit most from Funnel competitors like Domo and Improvado that offer advanced data transformation features and lots of room for customization.

5. 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 get a demo with one of our experts.

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