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Measured is a media mix modeling (MMM) and incrementality measurement platform that answers one critical question: which channels actually drive revenue? Improvado is a full-stack marketing data platform that solves the entire pipeline — extraction from 500+ sources, transformation with marketing-specific data models, governance with 250+ pre-built rules, and the infrastructure to answer that same MMM question plus dozens of others. Both tools help marketers prove ROI. The difference is architectural scope.
The Core Difference: Measurement Tool vs. Full-Stack Marketing Data Platform
Measured specializes in causal measurement — incrementality testing, media mix modeling, and multi-touch attribution — to tell you what's working. Improvado specializes in building the unified, governed dataset that makes those analyses possible across every channel, market, and brand you operate. One answers the attribution question. The other builds the foundation that lets you ask it — and hundred others — reliably.
Quick Verdict: When to Choose Each Platform
Feature Comparison: Improvado vs Measured
| Capability | Improvado | Measured |
|---|---|---|
| Platform Type | Full-stack marketing data platform (ETL + transformation + governance + AI) | Media mix modeling and incrementality measurement tool |
| Data Connectors | 500+ pre-built connectors; custom builds in 2–4 weeks (SLA) | 100+ automated integrations for paid and organic channels |
| Data Transformation | Marketing Common Data Model (MCDM), no-code transformations + full SQL access | Not a core feature — relies on client-provided clean data |
| Marketing Data Governance | 250+ pre-built rules, pre-launch budget validation, naming convention enforcement | QA-certified data reconciliation; no campaign-level governance layer |
| Attribution & MMM | Compatible with external MMM tools; governance layer ensures data quality for modeling | Native incrementality testing, MMM, and multi-touch attribution |
| AI Capabilities | AI Agent for natural-language querying, automated anomaly detection, predictive insights | Not publicly disclosed as a core feature |
| Data Destinations | Any warehouse (Snowflake, BigQuery, Redshift) + 20+ BI tools (Looker, Tableau, Power BI) | Integrates with client BI stack; delivers insights via native dashboards |
| Support Model | Dedicated Customer Success Manager + professional services included | Consultative support with strategic partnership and expert guidance |
| Pricing Model | Outcome-based, scales with data volume and connector count | Pricing available on request; tailored to enterprise clients |
| Enterprise Compliance | SOC 2 Type II, HIPAA, GDPR certified | Privacy-safe data collection; specific certifications not publicly listed |
Where Improvado and Measured Diverge: 4 Key Differentiators
Your Marketing Team Operates the Entire Pipeline — No Engineering Dependency
Measured assumes you've already solved the data unification problem. It ingests data from 100+ platforms, reconciles it, and runs incrementality tests and MMM on top. But it doesn't transform raw API outputs into analysis-ready datasets, enforce naming conventions across campaigns, or govern budget pacing rules. Those tasks either happen upstream in your data warehouse (requiring engineering resources) or remain manual.
Improvado eliminates that dependency. Marketing teams configure extraction, apply transformations through the Marketing Common Data Model, and enforce governance rules — all without writing SQL or filing engineering tickets. The platform handles API versioning, schema changes, and historical data preservation automatically. When Facebook Ads changes its attribution window logic or Google Ads deprecates a metric, Improvado's team updates the connector and backfills your data. You wake up to a Slack notification, not a broken dashboard.
The no-code interface serves marketers who need to add a new UTM parameter to reporting or adjust currency conversion rates. The full SQL layer serves analysts who want to build custom cohort definitions or multi-brand rollups. Both personas operate in the same platform, on the same governed dataset.
Marketing Data Governance: 250+ Rules That Prevent Errors Before They Corrupt Analysis
Measured delivers reliable, QA-certified data. Improvado goes further — it enforces the rules that make reliability systematic, not reactive. Marketing Data Governance monitors campaign naming conventions, budget pacing, CPC thresholds, and conversion tracking configuration in real time. When a campaign launches with a misspelled geo tag or a CPC spike exceeds your threshold, the platform alerts the team in plain English before the error propagates into reports.
This matters when you're running 300 campaigns across 15 markets. A single naming convention error — "US" instead of "USA" — breaks every regional rollup until someone manually corrects it. Improvado catches that at launch. Budget validation rules flag overspend before the invoice closes. Conversion tracking audits ensure pixels fire correctly before you attribute revenue to the wrong channel.
Measured provides clean data. Improvado enforces the process that keeps it clean at scale — across brands, agencies, and regions — without requiring a data engineer to write custom validation scripts.
“If we don't trust the data, the agency won’t trust the reports and won't give them to the client. They’ll start pulling data manually to Excel and spend a lot of time comparing platform numbers to reports. With Improvado, we now trust the data. If anything is wrong, it’s how someone on the team is viewing it, not the data itself. It’s 99.9% accurate.”
500+ Connectors + Custom Builds in 2–4 Weeks vs. 100+ Standard Integrations
Measured covers the major paid and organic channels — Facebook, Google, LinkedIn, TikTok, offline media, and CRM systems. For most mid-market brands, that's sufficient. But enterprise marketing teams operate in fragmented ecosystems: DV360 for programmatic, The Trade Desk for CTV, Salesforce Marketing Cloud for email, Shopify for e-commerce, proprietary affiliate networks, regional ad platforms in APAC and EMEA.
Improvado maintains 500+ pre-built connectors and commits to building custom connectors in 2–4 weeks under SLA. That includes APIs with no public documentation, platforms that gate data behind partner portals, and legacy systems that export CSVs instead of JSON. The platform extracts over 46,000 marketing metrics and dimensions — 4,300 from Facebook Ads alone — and maps them into a unified schema automatically.
When your media mix modeling requires offline TV spend from a regional broadcaster, or your attribution model needs affiliate conversion data from a white-label network, connector breadth becomes a bottleneck. Improvado treats every data source as a first-class integration, not a one-off project.
Dedicated CSM + Professional Services vs. Consultative Support
Both platforms offer high-touch support. Measured provides consultative expertise — strategic partnership, decades of media experience, and proactive guidance on incrementality test design. Reviews consistently praise responsiveness and adaptability. Improvado includes a dedicated technical Customer Success Manager and professional services as part of the enterprise contract, not as an add-on.
The difference shows up in implementation velocity and ongoing optimization. When a client needs a custom data model for multi-brand reporting, or a dashboard rebuild after a merger, Improvado's professional services team handles it as part of the engagement. When API rate limits cause intermittent failures, the CSM escalates to engineering with context. When the CFO asks for predictive budget allocation modeling, the team builds the SQL logic and trains your analysts to maintain it.
Measured's expert support helps you interpret incrementality results and refine test design. Improvado's CSM + professional services model helps you build, govern, and scale the data foundation those tests require.
When to Choose Measured
Measured is the right choice in specific scenarios where media mix modeling and incrementality testing are the primary need — and your data infrastructure already supports them:
- Your organization has a dedicated data engineering team that owns transformation in DBT or your warehouse, and you only need the measurement layer — not the ETL or governance stack.
- You're focused exclusively on answering the attribution question: which channels drive incremental revenue, and how should we reallocate budgets accordingly? You don't need cross-functional operational reporting, predictive forecasting, or multi-brand rollups.
- You have clean, unified sales and conversion data flowing into your analytics environment, and API-level extraction from 100+ standard platforms covers your entire media mix (no niche regional platforms or proprietary affiliate networks).
- You prefer a specialist tool that does one thing exceptionally well — causal measurement — over a platform that handles the full pipeline from extraction to insights.
- Your use case is best suited for mid-market to enterprise brands with straightforward data access and limited need for custom connectors or multi-geo governance at scale.
What Improvado Customers Say
At ASUS, Key features of the solution include: Read full case study →
"Improvado helped us gain full control over our marketing data globally. Previously, we couldn't get reports from different locations on time and in the same format, so it took days to standardize them. Today, we can finally build any report we want in minutes due to the vast number of data connectors and rich granularity provided by Improvado."
At Signal Theory, Improvado’s wide range of connectors—including the much-needed GA4—was a game-changer. Improvado also simplified the process of merging data from various sources and solved a major bottleneck that had been too cumbersome in the agency’s previous platform. Read full case study →
“Improvado’s connectors were huge for us in overcoming the limitations of our previous platform. I don't think we would have been able to get as far with data as we are now.”
Pricing Comparison: Improvado vs Measured
Improvado Pricing Model
Improvado uses an outcome-based pricing model that scales with data volume, connector count, and the complexity of transformation and governance requirements. Enterprise contracts include dedicated Customer Success Manager, professional services for custom data models and dashboards, and SLA-backed connector builds. Pricing is tailored to each client's data stack and use case — there's no one-size-fits-all tier.
What drives cost: number of data sources, data volume processed monthly, level of transformation complexity (pre-built MCDM vs. custom models), and whether you require multi-brand or multi-geo governance. The platform delivers predictable monthly costs — no usage-based surprises when campaign budgets spike or you add seasonal channels.
Measured Pricing Model
Measured offers pricing starting from $0.01 per month (as of February 2026), though this likely represents a pilot or SMB tier rather than the enterprise offering. Specific pricing details are not publicly disclosed; prospective clients request custom quotes based on their measurement needs, data volume, and the scope of incrementality testing or MMM engagements.
Measured serves large enterprises, mid-size businesses, nonprofits, and small businesses, suggesting tiered pricing aligned with organizational scale. The platform is best suited for brands with clean data access and straightforward integration requirements — no mention of custom connector builds or transformation services that would drive additional costs.
Total Cost of Ownership Considerations
When evaluating either platform, consider the hidden costs beyond the sticker price. If you choose Measured, does your team already own the transformation layer in DBT Cloud or BigQuery? That's an additional subscription and ongoing engineering time. Does your current ETL tool charge per destination or per row processed, creating unpredictable monthly bills when you scale?
If you choose Improvado, the platform consolidates extraction, transformation, governance, and support into one contract. There's no separate DBT license, no per-connector fees when you add The Trade Desk or AppsFlyer mid-year, and no surprise invoices when Black Friday traffic doubles your data volume. Professional services and CSM support are included — not billed hourly.
For marketing teams without dedicated data engineering resources, the cost of building and maintaining a comparable pipeline in-house often exceeds the platform fee within six months. That's the hidden ROI: time saved, errors prevented, and insights delivered faster.
Frequently Asked Questions: Improvado vs Measured
What is the main difference between Improvado and Measured?
Measured is a media mix modeling and incrementality measurement platform that tells you which channels drive revenue. Improvado is a full-stack marketing data platform that extracts data from 500+ sources, transforms it with marketing-specific models, governs it with 250+ rules, and delivers it to any BI tool or warehouse — enabling attribution analysis plus operational reporting, forecasting, and cross-functional collaboration. Measured answers the attribution question. Improvado builds the infrastructure that lets you ask it reliably at scale.
Does Improvado offer media mix modeling or attribution like Measured?
Improvado does not provide native MMM or multi-touch attribution models. Instead, it delivers the clean, unified, governed dataset that external attribution tools and data science teams need to build reliable models. The platform integrates with best-in-class MMM solutions, and the governance layer ensures data quality meets the standards required for causal measurement. If your primary goal is running incrementality tests, Measured's native capabilities are purpose-built for that. If your goal is building the data foundation that supports MMM plus dozens of other analyses, Improvado is the right architecture.
Can Improvado replace Measured entirely?
Not if media mix modeling and incrementality testing are your sole requirements and you have no other data unification or governance needs. Measured specializes in causal measurement; Improvado specializes in the full data pipeline. Many enterprises use both: Improvado handles extraction, transformation, and governance, feeding clean data into Measured's MMM engine. The platforms serve complementary roles in a mature marketing analytics stack.
How long does it take to migrate from Measured to Improvado?
Migration timelines depend on the number of data sources, the complexity of existing transformations, and whether you're replacing just the extraction layer or rebuilding dashboards and governance workflows. Typical enterprise implementations take 4–8 weeks from kickoff to production. Improvado's professional services team handles connector configuration, data model setup, and dashboard migration as part of the onboarding process. Historical data is preserved during migration — no re-ingestion required for platforms where Improvado already has a connector.
Which platform is better for agencies managing multiple client accounts?
Improvado is purpose-built for agencies. The platform supports multi-tenant architectures, where each client's data remains isolated but governance rules and transformation logic are reusable across accounts. Agencies can standardize naming conventions, automate client reporting, and add new platforms without custom engineering work. Connector breadth (500+ integrations) covers niche regional platforms and affiliate networks that mid-market clients often use. Measured serves agencies well if attribution is the primary deliverable and clients provide clean data; Improvado serves agencies that need to build and govern the full data pipeline for dozens of clients simultaneously.
Does Improvado support real-time data or only batch syncs?
Improvado supports both batch syncs (hourly, daily, weekly) and near-real-time data streaming for select platforms where APIs allow sub-hourly polling. Most marketing platforms rate-limit their APIs, making true real-time (sub-second) updates impractical. The platform's standard sync cadence is hourly for paid media channels and daily for CRM and analytics platforms. Custom sync frequencies are configurable based on your reporting SLAs and API rate limits.
What happens if a connector breaks or an API changes?
Improvado's engineering team monitors API changes across all 500+ connectors and applies updates automatically. When a platform deprecates a metric or changes authentication protocols, the connector update is deployed without client action required. Historical data is preserved for two years during schema migrations — you don't lose prior month's reporting when Facebook Ads renames a field. Clients receive Slack or email notifications when connectors are updated, including details on what changed and whether any transformations need adjustment. That's the SLA advantage over maintaining custom API scripts in-house.
When does Measured win over Improvado?
Measured wins when your sole need is answering the attribution question through incrementality testing and MMM, and you already have clean, unified data feeding into your analytics stack. If your data engineering team owns transformation in DBT and your marketing team only needs measurement insights — not pipeline ownership — Measured's specialist focus delivers faster time to value. Improvado wins when marketing teams need to build, govern, and operate the full data pipeline without engineering dependency, or when connector breadth, multi-brand governance, and cross-functional reporting are equally important as attribution.
FAQ
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