Mode Analytics vs Improvado: Which Marketing Analytics Platform Fits Your Team? (2026)

Mode Analytics and Improvado both promise to turn marketing data into insights, but they approach the problem from opposite sides of the fence. Mode is a collaborative BI platform designed for technical analysts who live in SQL and Python notebooks. Improvado is a marketing-specific data platform that handles extraction, transformation, governance, and delivery—built for marketers who need insights, not infrastructure. If your team writes queries for breakfast, Mode might be your answer. If your CMO wants cross-channel ROI dashboards without a data engineering hire, that's where Improvado lives.

Mode Analytics vs Improvado: Collaborative BI vs Marketing Data Platform

Mode gives SQL users a shared workspace for querying, visualizing, and documenting analysis. Improvado gives marketing teams the full data pipeline—500+ pre-built connectors, automated transformations, governance rules, and AI-powered insights—without writing a single line of code. Same goal (better decisions), entirely different paths.

Full disclosure: we're Improvado, and this comparison is written from our perspective. We've represented Mode Analytics' capabilities as accurately as possible based on public documentation and user reviews. If we've missed something or gotten it wrong, email us and we'll correct it. Our goal is to help you make the right choice—even if that's not us.

Quick Verdict

Feature Comparison: Mode Analytics vs Improvado

Below is a side-by-side breakdown of how Mode Analytics and Improvado handle the core jobs-to-be-done for marketing analytics teams. Updated February 2026.

How Improvado and Mode Analytics Differ: 4 Decision Criteria

The table above shows what each platform does. This section explains why those differences matter for your team's day-to-day work.

Platform Philosophy: BI Workspace vs End-to-End Marketing Data Pipeline

Mode Analytics positions itself as a collaborative analytics workspace. You connect it to your data warehouse (BigQuery, Snowflake, Redshift), write SQL queries, build visualizations, and share reports with your team. It's a powerful interface for technical users who already have clean, transformed data sitting in a warehouse. The assumption: someone else—your data engineering team, your dbt stack, your ETL vendor—has already handled extraction and transformation. Mode is where you analyze that data, not where you prepare it.

Improvado handles the entire pipeline. It extracts data from 500+ marketing platforms (Google Ads, Meta, LinkedIn, TikTok, Salesforce, HubSpot, and hundreds more), transforms it using pre-built marketing data models, applies governance rules to catch errors before they hit dashboards, and delivers clean, analysis-ready datasets to your BI tool of choice—or to Improvado's own dashboards. Marketing teams get a no-code interface for building reports. Data engineers get full SQL and API access for custom logic. The platform is purpose-built for marketing use cases, so the transformation layer understands concepts like multi-touch attribution, UTM harmonization, and cross-channel budget pacing.

The philosophical split: Mode assumes you have the infrastructure. Improvado is the infrastructure.

Improvado review

“Improvado handles everything. If it's a data source of any kind, either there's a connector for it, or we get one created.”

Beau Payne

No-Code for Marketers vs SQL-First for Analysts

Mode Analytics requires SQL fluency. Even its drag-and-drop chart builder assumes you've already written the query that powers it. For analysts comfortable in SQL and Python, that's a feature, not a bug—it gives you complete control over logic without abstractions getting in the way. For marketing teams without dedicated analysts, it's a barrier. G2 reviews consistently mention that onboarding non-technical users is "really challenging," and Mode isn't suited for "pure drag-and-drop audiences."

Improvado offers dual-persona design. Marketers use a no-code interface to connect data sources, map fields, build dashboards, and set up automated reports—no SQL required. Data engineers and analysts use the same platform with full SQL access, custom connectors via API, and the ability to write transformation logic in code when the no-code layer isn't enough. This isn't a compromise solution where neither group gets what they need; it's an intentional architecture where both personas work in the same environment with the tools they prefer.

The outcome: marketing teams operate independently for 90% of use cases. Engineering gets pulled in only for edge cases, not for every new dashboard request.

Improvado review

"Now, we don't have to involve our technical team in the reporting part at all. Improvado saves about 90 hours per week and allows us to focus on data analysis rather than routine data aggregation, normalization, and formatting."

Jeff Lee

Marketing Data Governance: Pre-Built Rules vs Build-Your-Own Validation

Mode Analytics doesn't have a native governance layer. If you want to validate that campaign spend doesn't exceed budget, or that conversion tracking is firing correctly, or that UTM parameters follow naming conventions, you write those checks yourself—in SQL, as part of your queries or scheduled reports. It's flexible, but it's manual. Every rule is a custom build.

Improvado includes Marketing Data Governance as a core feature: 250+ pre-built rules covering budget validation, conversion tracking integrity, UTM consistency, cross-channel metric reconciliation, and more. These rules run automatically before data hits dashboards. If a campaign is configured to spend $50,000 but tracking shows $52,000 in the first three days, the platform flags it. If a conversion event stops firing on Meta but Google Ads is still running, you get an alert before your CMO asks why the dashboard is broken.

The difference is proactive vs reactive. With Mode, you discover data issues when someone notices the report looks wrong. With Improvado, the system catches errors before stakeholders see them.

AI-Powered Insights vs DIY Machine Learning

Mode Analytics does not include native AI features. If you want natural language querying, anomaly detection, or automated insights generation, you build it yourself using Python or R notebooks. Mode's strength is giving you the workspace to do that work—you can load query results into a Jupyter-style notebook, run scikit-learn models, visualize outputs, and document findings all in one interface. But the AI itself is your responsibility.

Improvado's AI Agent answers marketing questions in plain English. A user types "Why did CAC spike 22% last week?" and gets an explained answer—not just a chart, but a breakdown of which channels drove the change, whether it's statistically significant, and what the period-over-period comparison looks like. The AI generates dashboards automatically, detects anomalies in spend and conversions without manual threshold-setting, and produces narrative summaries for executive reports. It's built for marketers who need answers, not for data scientists who want to train models.

If your team has the resources and expertise to build custom ML workflows, Mode's notebook integration is powerful. If your team wants AI insights out of the box, Improvado delivers them without requiring a data science hire.

Improvado review

“I use Improvado AI Agent to get basic analytics and quick solves. I just enter the question, and it gives me the answer I need.”

Beau Payne

When to Choose Mode Analytics

Mode Analytics is the right choice in these scenarios:

• Your team is SQL-fluent and prefers code over drag-and-drop. If analysts would rather write queries than click through a UI, Mode's SQL editor and notebook integration will feel like home.
• You already own the transformation layer. If your data engineering team manages dbt models in your warehouse, and you just need a collaborative BI workspace on top of that clean data, Mode slots in cleanly.
• You need a lightweight tool for ad-hoc exploration. Mode's free Studio plan is a solid starting point for individual analysts or small teams experimenting with SQL-based analysis.
• Your data sources are limited and already centralized. If you're pulling from 5–10 sources that all land in the same warehouse, and you don't need pre-built marketing connectors, Mode's warehouse-first approach works.
• You want to integrate custom Python/R workflows. Mode's notebook feature auto-loads query results into Python environments, making it a strong choice for teams doing statistical modeling or machine learning alongside BI.

What Customers Say: Real Outcomes from Improvado Users

Improvado serves enterprise marketing teams and agencies managing complex, multi-channel campaigns. Here's what they report after switching from point solutions or manual processes:

Case study

At Signal Theory, for most clients, the reporting process is now fully automated, taking 30 minutes to an hour at most. For clients with unique data sources requiring manual input, the system is flexible enough to accommodate specific needs without compromising overall efficiency. Read full case study →

“Reports that used to take hours now only take about 30 minutes. We're reporting for significantly more clients, even though it is only being handled by a single person. That's been huge for us.”

Shayna Tyler

Analyst, Signal Theory

Case study

Yodel Mobile relies on Improvado for daily budget pacing and campaign optimization. Having centralized, reliable data allows them to make quick adjustments to ensure campaigns stay on track. Read full case study →

“Improvado allows us to have all information in one place for quick action. We can see at a glance if we're on target with spending or if changes are needed—without having to dig into each platform individually.”

Kasia Pasich

Data Analyst, Yodel Mobile

These aren't edge cases. Time savings in the 70–90% range appear consistently across case studies because Improvado eliminates the manual download-clean-upload cycle that most marketing teams treat as unavoidable overhead.

Pricing: Mode Analytics vs Improvado

Both platforms use quote-based pricing, but the models differ in what drives cost and what's included.

Mode Analytics Pricing

Mode offers three tiers, with exact pricing undisclosed and determined by company size, usage, and negotiation:

• Studio: Free forever. Limited features, designed for individual analysts or budget-conscious users exploring the platform.
• Pro: Most popular plan. Starts around $6,000 annually based on third-party estimates (as of early 2026). Includes collaboration features, scheduling, and integrations. Free 14-day trial available.
• Enterprise: Full feature set including advanced security, automation, and priority support. Reported range: $50,000+ annually for large teams.

Mode's pricing is negotiable, and discounts are possible by benchmarking against competitors or selecting leaner feature sets. However, G2 reviews cite "higher cost compared to competitors" as a frequent complaint, and the lack of transparent pricing makes budget planning difficult during evaluation.

Improvado Pricing

Improvado uses outcome-based pricing that scales with the number of data sources, user seats, and data volume. The model is predictable: you know what you'll pay annually, and there are no surprise usage charges when campaign spend fluctuates or traffic spikes. Professional Services (custom connector builds, transformation logic, dashboard design) and a dedicated Customer Success Manager are included in the contract—not charged as add-ons.

What drives cost at Improvado: the number of marketing platforms you connect, the complexity of transformations, and whether you need custom connectors beyond the 500+ pre-built options. What doesn't drive cost: data volume within reasonable bounds, number of dashboards, or frequency of refreshes.

Total Cost of Ownership

When comparing Mode and Improvado, consider hidden costs beyond the platform subscription:

• Mode Analytics: Requires a separate ETL tool (Fivetran, Airbyte, custom scripts) to get data into your warehouse. If you need transformation logic, you're managing dbt Cloud or writing SQL manually. You'll also need a BI tool if Mode's visualization builder doesn't meet your needs—adding another license cost. Engineering time to maintain connectors and transformations is ongoing.
• Improvado: Includes ETL, transformation, governance, and BI-ready delivery in one platform. No separate tools required. Professional Services is bundled, so custom connector builds and transformation logic don't trigger additional invoices. The primary cost is the platform itself.

The cheaper sticker price often hides a more expensive total cost. Run the math on engineering hours saved, tools consolidated, and errors prevented before making a decision based on annual subscription fees alone.

Frequently Asked Questions: Mode Analytics vs Improvado

What is the main difference between Mode Analytics and Improvado?

Mode Analytics is a collaborative BI workspace for SQL-savvy analysts. It connects to your data warehouse and provides a shared environment for querying, visualizing, and documenting analysis. Improvado is a full-stack marketing data platform that handles extraction from 500+ sources, automated transformation with marketing-specific data models, governance, and AI-powered insights—designed for marketing teams who need the entire pipeline solved, not just the analysis layer.

Can non-technical users operate Mode Analytics?

Not easily. Mode requires SQL knowledge to build queries and dashboards. While it offers a drag-and-drop chart builder, that feature assumes you've already written the SQL query powering the visualization. G2 reviews consistently note that onboarding non-technical users is challenging, and Mode is not suitable for teams expecting a fully no-code experience. Improvado, by contrast, provides a no-code interface for marketers while giving engineers full SQL and API access.

Does Mode Analytics include pre-built marketing connectors?

No. Mode connects to data warehouses and databases, but it does not extract data from marketing platforms like Google Ads, Meta, or LinkedIn. You need a separate ETL tool to move data from marketing sources into your warehouse before Mode can query it. Improvado includes 500+ pre-built connectors to marketing platforms, ad networks, CRMs, and analytics tools, with custom connectors delivered in 2–4 weeks under SLA.

How long does it take to migrate from Mode Analytics to Improvado?

Migration timelines depend on the complexity of your data stack and the number of sources. For most mid-market teams, the process takes 4–6 weeks: 1–2 weeks for connector setup and data validation, 2–3 weeks for transformation logic and dashboard builds, and 1 week for user training and handoff. Improvado's Professional Services team manages the migration, so your internal team doesn't carry the implementation burden. If you're maintaining custom ETL scripts or dbt models in Mode's ecosystem, those transformations are re-implemented in Improvado's no-code or SQL layers.

Which platform is better for agencies managing multiple clients?

Improvado is purpose-built for agencies. It supports multi-client environments with isolated data workspaces, client-specific dashboards, and white-label reporting. The 500+ connectors mean you can onboard new clients quickly without custom integration work. Mode Analytics can support multi-client workflows if you structure your warehouse and queries carefully, but it requires manual setup for each client's data pipeline and doesn't include agency-specific features like white-labeling or client workspace isolation out of the box.

Does Improvado replace my BI tool, or does it work alongside it?

Both. Improvado includes native dashboards and reporting for teams that want an all-in-one solution. It also integrates with Looker, Tableau, Power BI, and other BI tools—delivering clean, transformed data so you can keep using your existing visualization layer if you prefer. Mode Analytics functions as the BI tool itself; you wouldn't typically layer another BI platform on top of it.

What happens if a marketing platform changes its API?

With Mode Analytics, if you're using a third-party ETL tool to feed your warehouse, that vendor handles API changes—or you do, if you've built custom scripts. Either way, it's a dependency outside Mode's control. With Improvado, the platform owns API maintenance for all 500+ connectors. When Google Ads or Meta changes an endpoint, Improvado updates the connector and preserves two years of historical data during schema migrations. You don't write a single line of code or file a support ticket; the update happens automatically.

Can I use Python or R with Improvado like I can with Mode?

Yes, but differently. Mode's notebook integration auto-loads SQL query results into Python/R environments within the platform, making it seamless for analysts doing statistical modeling. Improvado provides API access and supports exporting data to any environment where you run Python or R scripts, but it doesn't include an embedded notebook interface. If your primary workflow is exploratory analysis in Jupyter or RStudio, Mode's integrated approach is more convenient. If you need production-grade data pipelines feeding scheduled reports and dashboards, Improvado's architecture is stronger.

Ready to See the Difference?

Choosing between Mode Analytics and Improvado comes down to one question: does your team want to build the marketing data infrastructure, or do they want it solved so they can focus on strategy and execution?

If you're a marketing team drowning in spreadsheets, manual data pulls, and engineering tickets every time you need a new dashboard, Improvado eliminates that operational drag. You get 500+ connectors, automated transformations, governance rules that catch budget errors before launch, and AI insights that answer executive questions in plain English—all in one platform, with a dedicated CSM and Professional Services team included.