Funnel.io alternatives at a glance
Among Funnel.io alternatives, Improvado ranks first of the nine on forty features and Adverity second. Improvado earns 73% of the points (58 of 80), Adverity 65% (52 of 80) and Funnel 55% (44 of 80). Funnel's lowest score is governance, data checked against your rules: Funnel 41%, Improvado 59% and Adverity 73%.
Improvado publishes this page and chose the forty features, and no outside party audited the marks. Every mark comes from vendor pages, read 22 October to 4 November 2026, and no tool was trialled. How we scored and where Funnel is the better pick.
Which Funnel alternative fits you
| Your situation | Start with | Entry price | Next step |
|---|---|---|---|
| The lowest monthly price | Porter Metrics, Windsor.ai, Coupler.io | Free plans, then $12.50, $19 or $24 a month billed yearly | Compare the prices |
| A small team reporting in Looker Studio or Sheets | Supermetrics, Porter Metrics | Supermetrics from €39 a month in Europe, billed yearly | Read the reviews |
| Client reports for an agency | Whatagraph, TapClicks, Improvado | Whatagraph from €699 a month, TapClicks by quote. Improvado from $20,000 a year for one workspace, $41,700 for up to 10, more by quote | Rank tools for agencies |
| A warehouse feed for a data team | Fivetran | Free up to 500,000 monthly active rows, then usage | Rank tools for warehouses |
| One place for reporting, read by your team and the board | Improvado | From $20,000 a year. Sends data to Looker Studio, Tableau and Power BI | Rank tools for reporting |
| Governed metrics from many sources, and an agent that acts | Improvado, Adverity | Improvado from $20,000 a year, Adverity by quote | Security and pipelines |
| You want to stop counting flexpoints | Improvado | From $20,000 a year, no fee per connector | See the six-step switch |
Improvado starts at $20,000 a year (pricing page), so a smaller budget starts with the first two rows.
Ask an expert
Compare your shortlist with an expert
We go through your sources, account sizes and shortlist, and answer your security questions. No source list yet? Bring what you have, and your client count if you are an agency.
Not ready for a call: get the buyer's guide (PDF, asks for a work email), see the plans or check all 400 marks (no email needed).
"Improvado saves about 90 hours per week."
Already on Funnel? Start with its four limits, then the six-step switch.
Key numbers
Share of all forty-feature points, the ranking basis (vendor pages, read 22 October to 4 November 2026)
Improvado73%Adverity65%Funnel55%6 of 10 buying questions where Improvado leads Funnel. Funnel leads 2 and 2 are even (side by side).
20% of the ten tools earn a full Yes for an AI agent that can change campaigns: Improvado and Windsor.ai (vendor pages). Porter Metrics sells Automation as a separate product, Whatagraph is rolling out write access and Supermetrics lists it in early access, so all three score Partial.
1,400+ data sources Improvado lists. Funnel lists 600+ connectors, each counted its own way.
Rank the Funnel alternatives by your job
Pick the job, and Funnel plus the nine alternatives rank by the features it needs (vendor pages, read 22 October to 4 November 2026). The weights set what matters most.
Your job
Weight the three feature groups
Some must-haves need a specific plan: each review's Security tile names it.
Ranking
Top for one place for reporting from many sources: Improvado 94%. Next, read the Improvado review, then the ten buying questions. The job uses 8 features in the matrix.
Funnelreference81%5 yes, 3 partial
ImprovadoTop94%7 yes, 1 partial- Only Improvado: Connectors built for you
Adverity81%6 yes, 1 partial
TapClicks63%2 yes, 6 partial
Fivetran56%3 yes, 3 partial
Whatagraph63%3 yes, 4 partial
Coupler.io50%1 yes, 6 partial
Supermetrics50%1 yes, 6 partial
Porter Metrics50%2 yes, 4 partial
Windsor.ai50%2 yes, 4 partial
Swipe sideways
| Feature | Funnel | Improvado | Adverity | Whatagraph |
|---|---|---|---|---|
| Connector catalog | ◐ | ● | ● | ○ |
| Connectors built for you | ◐ | ● | ◐ | ◐ |
| Marketing data model | ● | ● | ● | ◐ |
| Transformations | ◐ | ● | ● | ◐ |
| Agent builds dashboards | ● | ● | ● | ● |
| Scheduled AI reports | ● | ● | ● | ● |
| Historical backfill | ● | ◐ | ○ | ◐ |
| Warehouse or managed storage | ● | ● | ● | ● |
Bring this ranking to a call, get your stack sized or see the prices.
Why teams look for a Funnel alternative
Funnel is a marketing data hub. Four limits sit on its own pages: governance, MCP (Model Context Protocol) tools that manage Funnel itself, connectors on request and flexpoints that each connector uses up (Funnel pages, read 4 November 2026).
Governance
Funnel's governance covers names and failures
Funnel's pages describe naming rules and alerts when a source or export fails. Improvado's Marketing Data Governance checks metrics against your rules, and the agent proposes the fix (product update, 8 September 2026).
- 59% Improvado, governance score
- 41% Funnel, governance score
The agent
Funnel's MCP tools manage your Funnel workspace
MCP connects an AI assistant to a data tool. Funnel's own MCP guide lists read tools, and write tools that create custom fields, exports, data sources and client portals after you approve each change. Improvado's AI Agent pauses campaigns and moves budgets on supported ad platforms after your approval.
- $100 a month for MCP Only, with Claude, ChatGPT, Cursor and Codex
- Paused at creation, confirmed before each change
Connectors
A missing connector is built by Funnel's team, on request
Funnel's data requests service builds a missing connector on Business and Enterprise, and it may use extra flexpoints. Improvado's AI Agent builds one with the Custom Connector Builder.
- 1,400+ data sources listed by Improvado
- 4 to 8 weeks for a new Improvado connector, a published estimate (support terms of 2023)
The bill
Every connector and account adds flexpoints
Funnel bills usage in flexpoints, units that each connector, account and destination uses (help center article). Every plan starts at 400 flexpoints, sold in bundles of 100. Size your own bill.
- 50 a connector
- 5 an ad account
- 150 a dashboard destination
- 300 a warehouse destination
Power BI, Tableau and BigQuery need Business. Snowflake, single sign-on (SSO) and the audit log need Enterprise.
What Funnel.io does and who it fits
Funnel, sold at funnel.io, is a marketing data hub. It collects ad and analytics data, maps it to one model and sends it to dashboards, BI (business intelligence) tools and warehouses. It has no in-product SQL or dbt layer and exports to warehouse tables (help center, read 30 October 2026).
Funnel
Marketing data hub · operating · read 30 October 2026
Founded
2014, funnel.io/about
Connectors
579 on Business, 600+ on Enterprise (pricing page)
Entry price
Starter $300 a month in the US, €280 in Europe, billed annually, plus flexpoints, its usage units (pricing page)
Trial
14 days, no card (pricing page)
Certificates
ISO (International Organization for Standardization) 27001 and SOC (System and Organization Controls) 2 Type 2 (security page)
Where Funnel is the better pick
- Lower start. Funnel Starter is $300 a month in the US plus flexpoints, against Improvado Starter's $20,000 a year, about $1,667 a month (pricing pages).
- A free trial. Funnel gives 14 days, no card. Improvado's pricing page lists none.
- ISO 27001. Funnel holds it. Improvado's trust page lists SOC 2 Type II and HIPAA.
- Backfill at no extra charge. Backfill (loading past data) is Yes for Funnel and Partial for Improvado, whose pricing page does not say if backfilled rows count (matrix).
- Measurement as an add-on. Funnel Measure adds marketing mix modeling (MMM), incrementality tests (campaign lift) and budget optimization, price unlisted (Funnel pages).
Ten buying questions, Funnel and Improvado side by side
Improvado leads on 6 of the ten questions below, Funnel on 2, and 2 are even (vendor pages, read 22 October to 4 November 2026). Governed data and an agent that acts, against a lower entry price and a free trial. Improvado picked the ten questions. The full head-to-head is in Improvado vs Funnel.io.
| Question | Funnel | Improvado | Edge |
|---|---|---|---|
| How to try it | A 14-day free trial, no card | Its pricing page lists no free trial. MCP Only is self-serve at $100 a month | Funnel |
| Entry price of the managed data hub | Starter $300 a month in the US, €280 in Europe, billed annually, plus flexpoints | Starter from $20,000 a year, about $1,667 a month | Funnel |
| What the entry plan includes | 117 connectors on Starter. Warehouses, Power BI and Tableau need Business | Every connector and destination, 20M rows a year (a row is one record in a data table) and one workspace, a separate account area (pricing page) | Improvado |
| How many data sources | 600+ per funnel.io: 117 on Starter, 579 on Business | 1,400+ data sources | Improvado |
| Whether the AI can change campaigns | Funnel MCP write tools change your Funnel workspace: custom fields, exports, data sources | AI Agent pauses campaigns and moves budgets on supported ad platforms after you confirm each change | Improvado |
| Who builds a missing connector | Funnel's team, on request | The AI Agent with the Custom Connector Builder, or Improvado engineers on request. A published estimate of four to eight weeks (support terms of 2023) | Improvado |
| How campaigns are governed | Naming rules, and alerts when a source or export fails | Naming rules, metric checks and alerts, and the agent proposes the fix (Marketing Data Governance) | Improvado |
| How the bill grows | Flexpoints per connector, account and destination | Rows per year by plan. No fee per connector | Improvado |
| Security reports | A SOC 2 Type 2 report, an outside audit of how a vendor guards data, and ISO 27001 (security page) | SOC 2 Type 2, and a HIPAA BAA on Growth and Enterprise (trust page, pricing page) | Even |
| How detailed the data is | Campaign, ad group or ad level per data source (help center). Its multi-touch attribution (MTA) add-on needs event-level data from GA4 (Google Analytics 4), Segment or your CRM (customer records) (setup requirements) | User-level rows matched to your CRM (attribution page). Improvado's pages describe no click-level rows, so both score Partial here | Even |
Security review and pipeline questions
| Question | Funnel | Improvado |
|---|---|---|
| What happens when a pipeline fails | Alerts when a source or export fails (workspace notifications) | Marketing Data Governance checks metrics against your rules and sends alerts by email, with Slack on request. The agent proposes the fix. 3 to 100 rules by plan |
| Power BI and warehouses | Power BI, Tableau and BigQuery need Business. Snowflake needs Enterprise | All connectors and destinations on Starter. Its site lists Snowflake, BigQuery, Databricks, Redshift, Looker Studio, Tableau and Power BI (pricing page) |
| Single sign-on | Single sign-on and the audit log are on Enterprise (pricing page) | SSO through Azure and Okta on Enterprise, an add-on on Growth (pricing page) |
| Audit reports | SOC 2 Type 2 and ISO 27001 (security page) | SOC 2 Type II examined by BARR Advisory. Request the report. HIPAA BAA on Growth and Enterprise (trust page) |
| ISO 27001 | Holds it (security page) | Not on its trust page, which lists SOC 2 Type II and HIPAA |
| Where your data is stored | Ask Funnel | Your warehouse or managed storage. Ask security@improvado.io for the region |
| Papers for your review | Security page | Data Processing Agreement and sub-processor list on the trust page. Other requests go to security@improvado.io |
Improvado as a Funnel.io alternative: the AI Agent in use
The whole product tour from the Improvado homepage (demo data, read 30 October 2026), then four of its scenes. See how the AI Agent works.
Funnel.io vs the alternatives: forty features side by side
Where the alternatives sit, by score
Porter Metrics (27%) and Windsor.ai (32%) score lowest on governance. On direct SQL and dbt (a SQL modeling tool), Adverity, Fivetran and Windsor.ai score Yes and Funnel No.
How we scored
Show how each mark was read
- Improvado chose the forty features and weights them equally.
- Each mark comes from the vendor's own pages, read 22 October to 4 November 2026. No tool was trialled, and these are not user ratings.
- A Yes needs the whole feature as defined, built in on a standard plan. Part of it, or behind a higher plan, add-on, beta or templates only, is Partial.
- A standard plan is the cheapest plan that covers the full product. For Improvado that is Starter, not the narrower MCP Only plan.
- Yes is 2 points, Partial 1 and No 0.
- Improvado falls short of Yes on 20 of the forty, among them historical backfill, direct SQL and dbt, and ISO 27001. On SQL it offers read-only access to hosted storage, and dbt support is not publicly documented.
- No outside party audited the marks, so the file below lists every source to check.
Pick a job to show only its features.
●Yes◐Partial: part of it, an add-on, a beta or the top plan○No: not found on the vendor pages read?Not verified: scores 0
Tap a mark for its note and the vendor page behind it.
Swipe sideways for every tool.
| 40 features in 3 groups | Improvado | Funnel | Adverity | Supermetrics | Windsor.ai | Coupler.io | Porter Metrics | Fivetran | Whatagraph | TapClicks |
|---|---|---|---|---|---|---|---|---|---|---|
| Points of 80Forty features | 58 | 44 | 52 | 38 | 32 | 32 | 32 | 37 | 38 | 35 |
| Agentic and data platform | 84% | 66% | 71% | 53% | 47% | 53% | 53% | 58% | 66% | 53% |
| Ask in plain EnglishAI answers on your data | ● | ● | ● | ◐ | ◐ | ● | ◐ | ◐ | ● | ◐ |
| Agent builds dashboardsAI builds the report you describe | ● | ● | ● | ◐ | ? | ◐ | ● | ○ | ● | ◐ |
| Agent builds pipelinesAI creates or fixes data pulls | ● | ● | ● | ◐ | ? | ● | ● | ◐ | ● | ◐ |
| Agent builds new connectorsAI builds the connector | ● | ○ | ◐ | ◐ | ○ | ◐ | ? | ◐ | ● | ○ |
| Scheduled AI reportsAgent reports, scheduled | ● | ● | ● | ◐ | ○ | ○ | ● | ○ | ● | ◐ |
| Ready-made agent templatesPrebuilt agents for common jobs | ◐ | ◐ | ◐ | ○ | ◐ | ◐ | ◐ | ◐ | ● | ◐ |
| MCP for Claude, ChatGPT, CopilotYour AI assistant reaches the data | ● | ● | ● | ◐ | ● | ● | ● | ● | ● | ◐ |
| Connectors built for youBuilt on request | ● | ◐ | ◐ | ○ | ◐ | ◐ | ○ | ◐ | ◐ | ◐ |
| Connector catalogFull: 500 or more. Partial: 150 to 499 | ● | ◐ | ● | ◐ | ◐ | ◐ | ○ | ● | ○ | ◐ |
| TransformationsNo-code and SQL data preparation | ● | ◐ | ● | ◐ | ◐ | ◐ | ◐ | ● | ◐ | ◐ |
| Marketing data modelOne metric vocabulary | ● | ● | ● | ◐ | ◐ | ◐ | ◐ | ◐ | ◐ | ● |
| Click- and user-level dataRows per click or user | ◐ | ◐ | ◐ | ◐ | ◐ | ◐ | ◐ | ● | ○ | ◐ |
| Direct SQL and dbtSQL access and dbt, the SQL modeling tool | ◐ | ○ | ● | ◐ | ● | ◐ | ◐ | ● | ◐ | ◐ |
| Historical backfillPast years at no extra charge | ◐ | ● | ○ | ● | ● | ◐ | ◐ | ◐ | ◐ | ◐ |
| Warehouse or managed storageYours or theirs | ● | ● | ● | ◐ | ● | ● | ◐ | ● | ● | ● |
| Customer data platformOne profile per customer across sources | ◐ | ○ | ○ | ● | ? | ? | ? | ◐ | ? | ? |
| Reverse ETLReverse ETL (extract, transform, load) pushes data back to CRM | ◐ | ◐ | ◐ | ◐ | ○ | ○ | ○ | ● | ○ | ○ |
| Cross-channel dashboardsReady-made marketing dashboards | ● | ● | ◐ | ● | ● | ● | ● | ○ | ● | ● |
| White-label client reportsReports in your brand | ● | ◐ | ◐ | ◐ | ◐ | ○ | ● | ○ | ● | ● |
| Advanced marketing use cases | 65% | 50% | 45% | 40% | 35% | 15% | 30% | 15% | 25% | 30% |
| Marketing knowledge graphKPIs and rules the AI reads | ● | ● | ● | ◐ | ◐ | ◐ | ○ | ◐ | ◐ | ◐ |
| Campaign execution by agentsPause ads or move budgets from chat | ● | ○ | ○ | ◐ | ● | ○ | ◐ | ○ | ◐ | ○ |
| Experiments at scaleAgents design, launch and read tests | ◐ | ◐ | ○ | ? | ? | ? | ? | ○ | ? | ? |
| Creative analyticsCreative results with AI-tagged attributes | ◐ | ◐ | ◐ | ◐ | ◐ | ◐ | ◐ | ○ | ◐ | ◐ |
| Audience activationSync segments to ad platforms | ◐ | ◐ | ● | ● | ◐ | ○ | ◐ | ◐ | ○ | ◐ |
| Multi-touch attributionCredit shared across touches | ◐ | ◐ | ○ | ○ | ? | ? | ◐ | ○ | ○ | ◐ |
| Last non-direct clickCredit to the last marketing touch | ◐ | ◐ | ○ | ◐ | ○ | ? | ○ | ○ | ○ | ○ |
| Marketing mix modelingEach channel's contribution, budget scenarios | ◐ | ◐ | ◐ | ◐ | ◐ | ○ | ○ | ○ | ○ | ◐ |
| Incrementality testingWhat a campaign really added | ◐ | ◐ | ◐ | ○ | ○ | ? | ○ | ◐ | ○ | ○ |
| Pacing and forecastsBudget pacing, targets or forecasts | ● | ◐ | ● | ◐ | ◐ | ◐ | ● | ○ | ● | ◐ |
| Governance, security and enterprise | 59% | 41% | 73% | 45% | 32% | 41% | 27% | 55% | 36% | 41% |
| Secure custom agent pipelinesYour code in their protected space | ◐ | ○ | ◐ | ○ | ○ | ◐ | ○ | ● | ◐ | ? |
| Agent guardrailsApproval, audit and permissions for agents | ● | ◐ | ◐ | ◐ | ◐ | ◐ | ◐ | ◐ | ● | ◐ |
| Campaign naming governanceNaming rules at launch | ● | ◐ | ● | ◐ | ○ | ○ | ◐ | ○ | ◐ | ◐ |
| Data quality monitoringAlerts when data breaks | ● | ◐ | ● | ◐ | ◐ | ◐ | ● | ◐ | ● | ● |
| SOC 2 Type 2The vendor's own audited report | ● | ● | ● | ● | ● | ● | ○ | ● | ○ | ● |
| ISO 27001A certificate the vendor holds | ○ | ● | ● | ● | ? | ○ | ○ | ● | ? | ? |
| HIPAA with a BAAFor healthcare and life sciences | ◐ | ○ | ● | ? | ? | ◐ | ○ | ◐ | ○ | ? |
| HIPAA-safe trackingTracking that strips health data | ○ | ? | ○ | ? | ? | ○ | ? | ○ | ? | ○ |
| SSO, roles and audit logAccess control IT expects | ◐ | ◐ | ● | ◐ | ◐ | ◐ | ◐ | ● | ◐ | ◐ |
| No usage meter on dataNo price per connector or row | ◐ | ○ | ◐ | ◐ | ◐ | ◐ | ○ | ○ | ○ | ◐ |
| Service level agreement (SLA) and expert servicesSLA or services | ◐ | ◐ | ◐ | ◐ | ◐ | ◐ | ◐ | ◐ | ◐ | ◐ |
Free PDF
Funnel.io vs Improvado, the enterprise buyer's guide
Both platforms side by side, both pricing models, a step-by-step move plan and a fit check to score with your team.
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Funnel.io pricing in 2026
Funnel sells Starter and Business, billed annually, plus flexpoints, usage units for every connector, account and destination (funnel.io, read 30 October 2026). The table lists each tool's entry and next plan, then the worksheets size a bill.
| Tool | Entry plan | Next plan | Billing note |
|---|---|---|---|
| Funnel | Starter $300 a month in the US, €280 in Europe | Business $600 a month in the US, €560 in Europe | Billed annually, plus flexpoints. Enterprise by quote |
| Improvado | Starter from $20,000 a year with 20M rows | Growth from $41,700 a year with 60M to 200M rows. MCP Only, $100 a month, is a separate plan for your own AI assistant | Rows per year by plan. Enterprise by quote |
| Adverity | Custom quote | Custom quote | No list prices, quote only |
| Supermetrics | Starter $44 a month in the US (archive, 5 October 2026), €39 in Europe, billed yearly | Growth $177 a month, €159 in Europe, billed yearly | Caps on sources, accounts and users. Enterprise by quote |
| Windsor.ai | Free plan | Basic $19 a month billed yearly, $23 monthly | Enterprise by quote |
| Coupler.io | Free plan | Starter $24 a month billed yearly, $32 monthly | Company single sign-on on Custom. Audit logs on request |
| Porter Metrics | Free-forever plan | $15 a month for one account billed monthly, $12.50 billed yearly | Volume bands down to $2 per account a month at 200+, billed monthly |
| Fivetran | Free up to 500K monthly active rows | Usage-based | $5 a month base charge per connection under 1M monthly active rows |
| Whatagraph | Max from €699 a month, billed yearly | Prime by quote | BigQuery, API (developer interface) and single sign-on are Prime add-ons |
| TapClicks | Prices by quote | Higher tiers by quote | The pricing page shows no prices |
Your Funnel flexpoints, by the rate card
| 14 connectors | 14 x 50 = 700 |
|---|---|
| 28 ad accounts | 28 x 5 = 140 |
| 2 dashboard destinations | 2 x 150 = 300 |
| 1 warehouse destination | 1 x 300 = 300 |
| Flexpoints used | 1,440 |
Buy 1,500 flexpoints by Funnel's rate card: 11 bundles of 100 above the 400-flexpoint minimum.
Business is needed for a warehouse destination. It costs $7,200 a year for the first 400 flexpoints, and the 11 extra bundles have no listed price (pricing page).Funnel lists no price for Enterprise, so the first 400 flexpoints and the 11 extra bundles are by quote (pricing page).
Improvado Starter is $20,000 a year, with no fee per connector. Ask Funnel for the bundle price.
Worked example: a 25-client agency
| 2 ad accounts a client | 2 x 5 = 10 |
|---|---|
| 1 dashboard destination a client | 1 x 150 = 150 |
| 25 clients | 25 x 160 = 4,000 |
| 2 connector types (Facebook Ads, Google Ads) | 2 x 50 = 100 |
| Flexpoints | 4,100 |
Separate client workspaces need Business, from $7,200 a year for 400 flexpoints, and the 37 extra bundles have no listed price (pricing page). Connector flexpoints are counted once: whether each client workspace repeats them is not stated (rate card). Improvado has no fee per connector and lists workspaces by plan: one on Starter, up to 10 on Growth from $41,700 a year, and unlimited on Enterprise by quote. If each client needs its own workspace, 25 or 40 clients means Enterprise. Bring your client count and sources per client to the call.
What sets the Improvado bill
| Plan | Price | Rows a year | Workspaces |
|---|---|---|---|
| MCP Only, your own AI assistant | $100 a month | 2M | 1 |
| Starter, managed data | From $20,000 a year | 20M | 1 |
| Growth, managed data | From $41,700 a year | 60M to 200M | Up to 10 |
| Enterprise, managed data | By quote | 1B | Unlimited |
Against Funnel: a BigQuery feed needs Funnel Business, from $7,200 a year plus flexpoints, and Improvado Starter, from $20,000 a year, includes all destinations. These prices are in US dollars, so buyers elsewhere can ask about billing on the call.
The 9 Funnel.io alternatives and competitors, ranked and reviewed
Ranked by the forty-feature total, 80 points possible, shown in the matrix (vendor pages read 22 October to 4 November 2026). Funnel, the reference, scores 44 of 80 (55%). Supermetrics and Whatagraph are tied at 38 points, Fivetran at 37, TapClicks at 35, and Porter Metrics, Windsor.ai and Coupler.io at 32.
Marketing data platform
1. Improvado: governed data with agents
Improvado replaces Funnel with a governed data platform and an AI Agent that acts after your approval.
ReportingSwitchingAttributionConnectorsWarehouseAgenciesAgent workGovernance
Best for
Every marketer Improvado says its AI Agent gives every marketer the power to uncover insights and make data-driven decisions. AI Agent page (read 3 November 2026).
Starts at
From $20,000 a year Starter is from $20,000 a year, Growth from $41,700 a year, Enterprise by quote. MCP Only is a separate plan at $100 a month. pricing page (read 3 November 2026).
AI can
Yes, after you approve In the product tour on its home page the agent drafts a budget move between campaigns for approval, and you press Approve. home page (read 3 November 2026).
Audit reports
SOC 2 Type II Examined by BARR Advisory, per its AI Agent page. AI Agent page (read 3 November 2026).
Marketing data platform
2. Adverity vs Funnel.io: quality rules
Adverity stands in for Funnel at enterprise brands that put data quality rules first.
ReportingSwitchingAttributionConnectorsWarehouseAgent workGovernance
Best for
Enterprise marketing teams Adverity says enterprise marketing teams trust it with their data foundation. home page (read 3 November 2026).
Starts at
Quote only No list price; buyers book a demo for a custom quote. pricing page (read 3 November 2026).
AI can
Data work only Adverity Atlas connects as a read-only layer, and its MCP tools manage datastreams, users and notifications. Atlas page (read 3 November 2026).
Audit reports
ISO/IEC 27001 and SOC 2 Type 2 Adverity can also sign a BAA for HIPAA customers. data security page (read 3 November 2026).
Moves data into sheets and BI
3. Supermetrics vs Funnel.io: lower price
Supermetrics replaces Funnel for teams that want ad data in Sheets, Looker Studio or BI tools. It starts at $44 a month (Internet Archive copy, 5 October 2026), against Funnel Starter's $300 plus flexpoints.
Best for
Agencies and brands Supermetrics helps agencies and brands connect, manage, analyze and activate their marketing data. home page (read 3 November 2026).
Starts at
From EUR 39 a month Starter, billed yearly. It is EUR 49 a month billed monthly. pricing page (read 3 November 2026).
AI can
Early access Moves spend, pauses campaigns and launches campaigns from an AI chat. home page (read 3 November 2026).
Audit reports
ISO 27001 and SOC 2 Type II Annual SOC 2 Type II audits, and ISO 27001 certified, per its security page. security page (read 3 November 2026).
Agency client reporting
4. Whatagraph vs Funnel.io: agency reports
Whatagraph swaps in for Funnel at agencies that send branded client reports from 68 connectors.
ReportingConnectorsAgenciesAgent work
Best for
Marketing agencies and brands Whatagraph says it is trusted by 1,000+ marketing agencies and brands around the world. home page (read 3 November 2026).
Starts at
From EUR 699 a month Max plan, billed annually. Prime is custom. pricing page (read 3 November 2026).
AI can
Rolling out, after you approve You approve the fix, or let trusted agents run it. Every change is logged and reversible. home page (read 3 November 2026).
Audit reports
ISO/IEC 27001:2022 Shown on its features page. features page (read 3 November 2026).
Loads data into your warehouse
5. Fivetran vs Funnel.io: warehouse pipelines
Fivetran takes Funnel's place for data teams that load marketing, product and finance data into their own warehouse, free up to 500K monthly active rows.
Best for
Teams that feed agents and analysts Fivetran says it moves and models data from every source to give agents trusted context and teams accurate answers. home page (read 3 November 2026).
Starts at
Free, then usage-based Free up to 500,000 monthly active rows for connections; paid plans bill by usage, with a $5 base charge on standard connections. pricing page (read 3 November 2026).
AI can
Data work only Its Agent Context MCP query tool runs read-only SQL against your warehouse. MCP docs (read 3 November 2026).
Audit reports
SOC 1 and SOC 2, ISO 27001, HIPAA BAA Its home page also lists GDPR, PCI DSS Level 1 and HITRUST. home page (read 3 November 2026).
Agency client reporting
6. TapClicks vs Funnel.io: agency operations
TapClicks complements a data feed such as Funnel's with white-label reports and order workflows for agencies.
Best for
Agencies, brands and media companies TapClicks calls itself an AI marketing intelligence platform for agencies, brands, and media companies. home page (read 3 November 2026).
Starts at
Quote only No list price; the page asks visitors to discuss their business for pricing. pricing page (read 3 November 2026).
AI can
Reports only TapAI builds editable dashboards and KPIs and schedules or exports summaries. TapAI page (read 3 November 2026).
Audit reports
SOC 2 Type 2 and HIPAA Shown as badges on its pricing page. pricing page (read 3 November 2026).
Moves data into sheets and BI
7. Coupler.io vs Funnel.io: self-serve pipelines
Coupler.io covers Funnel's job for teams without engineers that pull marketing, finance and sales data into Sheets, BI or a warehouse.
Rank it for your job in the job picker
Best for
Analysts and business teams Coupler.io is for data analysts and business teams across finance, marketing, sales and leadership. home page (read 3 November 2026).
Starts at
Free, then $24 a month Starter is $24 a month billed annually, $32 billed monthly. pricing page (read 3 November 2026).
AI can
Data work only Connects your data to AI assistants such as Claude and ChatGPT over MCP; the pricing page lists no write actions. pricing page (read 3 November 2026).
Audit reports
SOC 2 Type II Listed on its pricing page. pricing page (read 3 November 2026).
Moves data into sheets and BI
8. Porter Metrics vs Funnel.io: Looker Studio
Porter Metrics suits freelancers and small agencies that run Looker Studio connectors from Claude, and it can replace Funnel for them.
Best for
Marketing teams working in AI chat Porter Metrics says you build dashboards, analyze performance and run ads, SEO and social from a single chat. pricing page (read 3 November 2026).
Starts at
Free, then $12.50 a month Paid plans are priced per data source account, $12.50 a month per account billed annually. pricing page (read 3 November 2026).
AI can
Separate product, after you approve Runs ads, SEO and social from a single chat. Campaigns start paused, and its skills ask for permission before writing. pricing page (read 3 November 2026).
Audit reports
None listed on its site pricing page (read 3 November 2026).
Moves data into sheets and BI
9. Windsor.ai vs Funnel.io: low-priced pipe
Windsor.ai replaces Funnel for small teams as a low-priced pipe whose MCP server creates campaigns on Google Ads and Meta and changes budgets and status on other ad platforms.
Rank it for your job in the job picker
Best for
Analysts, agencies and data teams Windsor.ai names analysts, agencies and data teams as its users. home page (read 3 November 2026).
Starts at
Free, then $19 a month A Forever Free plan follows the 30-day trial. Basic is $19 a month billed annually, $23 billed monthly. pricing page (read 3 November 2026).
AI can
Yes, after you approve Pauses campaigns and adjusts budgets, on every plan. Its write page says nothing changes without your approval. pricing page (read 3 November 2026).
Audit reports
SOC 2 Type 2 Audited by Prescient Assurance, per its security page. security page (read 3 November 2026).
If the fit is Improvado, the six-step switch is next. Otherwise compare the plans or re-rank by your job.
How to switch from Funnel to Improvado in 6 steps
Switching takes six steps: one scoping call, four setup steps, then a side-by-side run until totals match (setup docs, read 30 October 2026). No weeks are documented for steps 2 to 5, so the call sets the end date. Green marks a documented time.
List sources, accounts, destinations, reports, custom dimensions, rules and the renewal date. Agree history, the security review and who owns the switch-over day.
You and Improvado's teamSource for step 1
Select each source's accounts and set up extraction in four screens.
Your adminSource for step 2
Choose templates and the first date of history, as far back as each API allows.
Your adminSource for step 3
Configure each template. Ask on the call how your custom dimensions and rules carry over.
Your admin, with supportSource for step 4
Each new table reaches your default destination 15 to 20 minutes after it appears.
AutomaticSource for step 5
Compare totals for one full period, within the gap agreed on the call. Map Funnel's column names to the new tables, then repoint reports and warehouse views.
Your teamSource for step 6
Schematic, not to scale
Paid to renewalFunnel's pricing page shows annual billing, so plan on paying to your renewal date.
$20,000 a yearImprovado Starter, the entry plan, before any add-on. A higher plan or an agency gets a quote. Ask whether it bills upfront or monthly.
Start Improvado a few weeks before your Funnel renewal, so only those weeks overlap. Agencies pay Funnel Business and an Improvado quote (pricing pages).
- Backfill covers your history to each source's API limit (backfill docs). Whether backfilled rows count is not stated. Ask for the backfill range per source on the call.
- Check your renewal date. Funnel's pricing page shows annual billing and no notice terms, and Improvado's lists none either. Ask for both on the call.
- Agencies move in batches. Pilot two clients for one reporting cycle, then move the rest in batches. Ask on the call whether one workspace holds several clients and how your Looker Studio reports repoint.
FAQ
What are the best Funnel.io alternatives?
Improvado ranks first of nine and Adverity second on forty features (vendor pages, read 22 October to 4 November 2026). Supermetrics, Windsor.ai, Coupler.io and Porter Metrics are lower-priced pipes, and Whatagraph or TapClicks make agency reports. For a warehouse feed, Fivetran leads the job picker at 83%, and Improvado and Adverity follow at 75%. For marketing performance dashboards (the one-place-for-reporting job), Improvado leads at 94%, and Funnel and Adverity follow at 81%.
What do Funnel.io reviews say?
Improvado scores Funnel from vendor pages read 22 October to 4 November 2026. No user ratings were read. Funnel wins on entry price, a 14-day trial, ISO 27001 and historical backfill. Its agent builds reports and pipelines but takes no campaign actions. Its naming rules and alerts cover names and failures, and it exports to warehouse tables for SQL work (help center).
What is Funnel.io?
Funnel.io, also called Funnel, is a marketing data hub founded in 2014 that maps ad and analytics data to one model for dashboards, BI tools and warehouses (funnel.io/about).
How much does Funnel.io cost in 2026?
Funnel Starter costs $300 a month in the US and €280 in Europe, billed annually, plus flexpoints. Business is $600 or €560 and Enterprise by quote (pricing page).
What are Funnel.io's main competitors?
The nine Funnel.io competitors compared here are Improvado, Adverity, Supermetrics, Windsor.ai, Coupler.io, Porter Metrics, Fivetran, Whatagraph and TapClicks. Improvado Starter starts at $20,000 a year and Adverity quotes each deal (pricing pages). Supermetrics starts at $44 a month (Internet Archive copy, 5 October 2026).
Does Funnel have an AI agent or MCP server?
Yes. Funnel AI answers questions on every plan, and Funnel MCP gives Claude, ChatGPT and Copilot Studio read tools, and write tools that change your Funnel workspace after you approve, per Funnel's help center.
Which Funnel alternatives have an AI agent that changes live campaigns?
Improvado and Windsor.ai let an AI agent pause or change campaigns, per their own pages. Porter Metrics sells Automation as a separate product and Whatagraph is rolling out write access, so both score Partial. Improvado and Windsor.ai ask for confirmation before each change.
Is there a free Funnel.io alternative?
Windsor.ai, Coupler.io and Porter Metrics have free plans, and Fivetran is free up to 500,000 monthly active rows (pricing pages). Funnel offers a 14-day trial, no card.
What are the best Funnel.io alternatives for agencies?
Whatagraph and TapClicks make branded client reports, and Improvado or Adverity govern the data. Improvado also lists white-label logos, custom domains, per-client brand presets and branded PDF and slide exports. It lists one workspace on Starter, 10 on Growth and unlimited on Enterprise, and a 25-client agency gets a quote (pricing page).
How many integrations does Funnel.io have?
Funnel's pricing page lists 579 connectors and 46 destinations on Business. Enterprise lists 600+ connectors and 47 destinations.
