Top 5 Funnel.io Alternatives: Features and Pricing Compared

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 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 marketing, sales, and revenue teams 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.
Segment: A customer data platform designed for marketing, product, and engineering teams.

Funnel Overview

Funnel is a marketing intelligence and data management platform. — *Funnel.io interface*

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

Key Features

Data Integration: Funnel.io offers over 500 data connectors, including Google Ads, LinkedIn Ads, Hubspot, Salesforce, and other marketing tools.
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.
Funnel Dashboards: Funnel.io provides visualization tools and dashboard templates. Funnel Dashboards are modular dashboards that can be customized for specific use-case.
Unified Marketing Measurement (UMM): Funnel provides advanced marketing measurement techniques, including marketing mix modeling (MMM) and multi-touch attribution (MTA).
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.

Overall, Funne.io helps mid-sized companies and marketing agencies, facing challenges in consolidating data from various platforms to gain a comprehensive view of their marketing performance. However, organizations with highly specialized or niche marketing needs may also find that Funnel capabilities do not cover all their data sources and analytics use-cases.

Funnel.io Pricing

Funnel pricing plans vary in terms of data sources and products.

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:

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.
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.
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.
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 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 advanced marketing analytics platform with enterprise-grade features. — *Improvado paid ads dashboard*

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:

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.
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.
Data Storage Layer: Improvado supports multiple data storage options and provides data storage management as a service.
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.
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.

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

Aspect	Funnel	Improvado
Number of integrations	500+	500+
Data transformations	Supports only easy data transformation tasks. Any advanced data processing tasks should be done manually.	An out-of-the-box solution that automatically transforms data and a self-service solution with 300 features and functionalities. Both no-code.
Data visualization	Looker Studio, Power BI, Google Sheets, Tableau	Any BI, data visualization, or analytics tool + in-app visualization and dashboard templates
AI capabilities	—	AI co-pilot, powered by the text-to-SQL technology to query marketing data in the most effective way possible.
G2 quality of support	9.2	9.4
Learning curve	Moderate, data transformation and integration with other tools can introduce added complexity.	Moderate, familiarization with a self-service transformation solution may require additional time.
Pricing	3 pricing plans, starting from $400 per month, billed annually.	Custom pricing plans
Notable customer reviews	The tool has no room for real transformation of the data.	Saves 80-100 hours per week on data management.

Notable AI features

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

Improvado AI Agent provides quick access to data insights. — *AI Agent supports data visualization, and can build graphs based on your questions.*

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.

AI Agent can send out AI-generated reports based on your structure. — *An example of a WoW report generated by Improvado AI Agent*

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.

Function Growth, an agency growth partner, increased their team's productivity by 30% using AI-generated reports. Read the case study to see how exactly Function Growth optimized marketing reporting with AI.

Improvado Pricing

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

Get a demo call with a member of the Improvado sales team to discuss your data needs and business objectives and get a quote.

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

Improvado offers over 500 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 or get a demo with a company representative to discuss your analytics needs.

2. Domo

DOMO is a data app and BI application that helps display data from various sources.

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.

Aspect	Funnel	Improvado	Domo
Number of integrations	500+	500+	1,000+, but only 540 marketing data sources.
Data transformations	Supports only easy data transformation tasks. Any advanced data processing tasks should be done manually.	An out-of-the-box solution that automatically transforms data and a self-service solution with 300 features and functionalities. Both no-code.	Drag-and-drop or SQL-based ETL, the Data Science Suite, and ML models.
Data visualization	Looker Studio, Power BI, Google Sheets, Tableau	Any BI, data visualization, or analytics tool + In-app visualization and dashboard templates.	In-tool data visualization suite
AI capabilities	—	AI co-pilot, powered by the text-to-SQL technology to query marketing data in the most effective way possible.	Augmented analytics, which utilizes AI to analyze data, and natural language queries via text bots.
G2 quality of support	9.2	9.4	8.2
Learning curve	Moderate, data transformation and integration with other tools can introduce added complexity.	Moderate, familiarization with a self-service transformation solution may require additional time.	Steep learning curve. Customers note Domo's support is very non-technical and doesn't understand the product very well.
Pricing	3 pricing plans, starting from $400 per month, billed annually.	Custom pricing plans	Custom pricing plans
Notable customer reviews	The tool has no room for real transformation of the data.	Saves 80-100 hours per week on data management.	Users have noted a perceived lack of updates to pre-existing tools, there seems to be a preference for introducing new features.

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 (formerly Datorama) is a data management and visualization platform.

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.

Aspect	Funnel	Improvado	Salesforce Marketing Cloud Intelligence
Number of integrations	500+	500+	1,000 but many of them are add-ons, premium connectors, or available via the Intelligence Marketplace
Data transformations	Supports only easy data transformation tasks. Any advanced data processing tasks should be done manually.	An out-of-the-box solution that automatically transforms data and a self-service solution with 300 features and functionalities. Both no-code.	No-code data transformation features, but the implementation of complex business logic and data mapping is time-consuming and sometimes problematic.
Data visualization	Looker Studio, Power BI, Google Sheets, Tableau	Any BI, data visualization, or analytics tool + In-app visualization and dashboard templates.	In-tool data visualization or Tableau
AI capabilities	—	AI co-pilot, powered by the text-to-SQL technology to query marketing data in the most effective way possible.	AI-powered insight discovery tool.
G2 quality of support	9.2	9.4	7.8
Learning curve	Moderate, data transformation and integration with other tools can introduce added complexity.	Moderate, familiarization with a self-service transformation solution may require additional time.	Steep learning curve, especially for users without a background in data analysis.
Pricing	3 pricing plans, starting from $400 per month, billed annually.	Custom pricing plans	Multiple pricing plans, starting at $3,000 per month.
Notable customer reviews	The tool has no room for real transformation of the data.	Saves 80-100 hours per week on data management.	Many features are described as extra or add-ons, meaning that to fully get to the marketing data analysis, organizations splurge way above their chosen plan.

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

Supermetrics is a data aggregation and exporting tool explicitly designed to meet the needs of marketing teams.

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.

Another big thing is Supermetrics customer support. The G2 rating for the company's quality of support is 7.6 out of 10. Customers complain about feeling frustrated and disappointed with the level of assistance Supermetrics support provides. The team often speaks in canned answers, making troubleshooting issues and mastering the tool challenging.

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.

Aspect	Funnel	Improvado	Supermetrics
Number of integrations	500+	500+	100+
Data transformations	Supports only easy data transformation tasks. Any advanced data processing tasks should be done manually.	An out-of-the-box solution that automatically transforms data and a self-service solution with 300 features and functionalities. Both no-code.	—
Data visualization	Looker Studio, Power BI, Google Sheets, Tableau	Any BI, data visualization, or analytics tool + In-app visualization and dashboard templates.	Looker Studio, Power BI, Google Sheets
AI capabilities	—	AI co-pilot, powered by the text-to-SQL technology to query marketing data in the most effective way possible.	—
G2 quality of support	9.2	9.4	7.7
Learning curve	Moderate, data transformation and integration with other tools can introduce added complexity.	Moderate, familiarization with a self-service transformation solution may require additional time.	Relatively gentle for basic tasks, more advanced features and customizations introduce complexity.
Pricing	3 pricing plans, starting from $400 per month, billed annually.	Custom pricing plans	Depends on the destination and the number of data sources.
Notable customer reviews	The tool has no room for real transformation of the data.	Saves 80-100 hours per week on data management.	Customers mention their problems with messy data and a large number of bugs.

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:

Spreadsheets: Includes Google Sheets and Excel. Starts at $99/month for seven data sources.
Data Visualization: Includes Data Studio and starts at $39/month for one data source.
Google Analytics: Includes the Supermetrics Uploader. Starts at $39/month for five uploads.
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.
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 is a CDP that enables companies to collect, unify, and route customer data from multiple sources.

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.

Aspect	Funnel	Improvado	Segment
Number of integrations	500+	500+	450+
Data transformations	Supports only easy data transformation tasks. Any advanced data processing tasks should be done manually.	An out-of-the-box solution that automatically transforms data and a self-service solution with 300 features and functionalities. Both no-code.	Protocols to ensure data quality, no tools for advanced data transformation.
Data visualization	Looker Studio, Power BI, Google Sheets, Tableau	Any BI, data visualization, or analytics tool + In-app visualization and dashboard templates.	In-app analytics tools
AI capabilities	—	AI co-pilot, powered by the text-to-SQL technology to query marketing data in the most effective way possible.	Predictive and Generative AI .
G2 quality of support	9.2	9.4	8.7
Learning curve	Moderate, data transformation and integration with other tools can introduce added complexity.	Moderate, familiarization with a self-service transformation solution may require additional time.	Moderate. Setting up advanced tracking across various platforms increases the complexity.
Pricing	3 pricing plans, starting from $400 per month, billed annually.	Custom pricing plans	Multiple plans, starting at $120 per month.
Notable customer reviews	The tool has no room for real transformation of the data.	Saves 80-100 hours per week on data management.	Powerful tool, but relatively complex.

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 450+ 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 alternatives, here are a few things you should consider before making your final decision.

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.

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.

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.

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.

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.

FAQ

What is Funnel.io?

Funnel.io is a marketing data platform that automates the collection, transformation, and normalization of data from multiple sources into analysis-ready formats. It helps marketers unify and align data across channels, streamlining reporting and enabling better decision-making without manual data wrangling.

Why do people leave Funnel?

Users often leave Funnel.io due to several operational challenges that limit its effectiveness. A key issue is limited data transformation capabilities, meaning users often need external tools to clean and prepare data before analysis. Additionally, Funnel.io can struggle with real-time data syncing, making it difficult for marketing teams to act swiftly on performance metrics.

Another common complaint is its complex setup and integrations. While the platform supports many data connectors, setting up smooth workflows can require manual work and technical expertise, slowing down the process. For organizations that need deeper analytics or custom reporting, Funnel’s limited native analytics tools create additional friction.

What are the best Funnel.io alternatives?

Some of the best Funnel.io alternatives include platforms like Improvado, which goes beyond data aggregation by offering advanced data transformation, automated reporting, and seamless integration with over 500 data sources. Improvado eliminates manual data preparation, making it ideal for enterprises managing large-scale, cross-channel campaigns.

Which Platform is Better Funnel.io vs. Supermetrics?

Choosing between Funnel.io vs. Supermetrics depends on specific business needs. Funnel.io is better suited for companies looking for streamlined data aggregation and cross-platform reporting. Supermetrics is often preferred for smaller teams needing quick data exports directly into tools like Google Sheets or Data Studio. However, it’s more limited when scaling up for complex data operations.

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