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Supermetrics VS Funnel.io VS Improvado - A Comprehensive Comparison

Marketing is one of the most important and largest expenditures that an organization will make. If you don’t have a well-planned digital marketing strategy, you will struggle to add people to your customer base – and, thus, your business won’t live up to its full potential. This is why it is critical to develop a marketing plan that effectively shows potential customers how your company serves a need they have. 

However, it isn’t enough to just create a marketing strategy. The majority of companies don’t have an unlimited marketing budget – therefore, it is important to test the effectiveness of your marketing campaigns and determine what is working and what needs to be cut. You simply can’t afford to spend marketing funds on an outdated, ineffective plan. 

So, how exactly do you go about examining the effectiveness of your marketing campaigns? There are various analytical tools that offer managers valuable insight. Today, we’re going to take a look at two of the most popular business intelligence software tools, Supermetrics and Funnel, and present some alternatives. 

Business Intelligence Software

Business intelligence software and related tools are designed to help you understand market trends and derive insight from your marketing campaign data. Your end goal should be to use those insights to make strategic business decisions. 

Data discovery used to be accessible only to expert analytics specialists – but nowadays, tools like Supermetrics, Improvado, and Funnel.io make it possible for anybody to collect data, resolve urgent issues, forecast future outcomes, and achieve growth. 

When choosing business intelligence software, there are several factors that you should keep in mind: 

- Overall performance

- Pricing plan

- Features

- Ease of use

- Scalability

- Flexibility

Let’s take a deep dive into Supermetrics, Funnel, and Improvado (as well as some alternatives) – we’ll address each factor so you can decide which one best meets your organization’s needs. 


Supermetrics logo

This tool is available through Google Docs, for example. It enables pulling the data from integrated accounts of a number of providers to Excel sheets. It integrates with Google Analytics, Google AdWords, Google BigQuery, Google Search Console, Bing Ads, Database, Facebook Ads, Facebook Insights, MailChimp, Moz, SEMrush, Stripe, Twitter Ads, Yahoo Gemini, YouTube, Adobe Analytics, Adform, and DoubleClick.

How to Activate Supermetrics 

To activate Supermetrics, select “Get Add-ons” from Google Sheets’ Add-ons drop-down menu. Then you will have to allow access to all tools such as Facebook, AdWords, and Analytics. Once this is done, generating a report takes minutes (as opposed to hours, if you were to do them one by one directly from the integrated tools). The data will be delivered in order as per your request.

Supermetrics Features: 

This software is available for an array of devices. Apart from the possibility to access it through the web-based version, it also has been developed for Windows, Linux, and Mac.

What can you count on when using this service? Business intelligence, data visualization and presentation, data analytics, Adwords, report scheduling & automation, data mining, and Search Engine Marketing (SEM) are all included. Furthermore, you can receive training and online support for each feature. 

Supermetrics works best for small businesses through large enterprises. It is not suitable for freelancers.

Learn about the best alternatives to Supermetrics and top competitors on the market of data aggregation tools.

Monitoring of Goals

Supermetrics has excellent goal monitoring capabilities. Automatic data updates let you save lots of time since you will no longer have to do it manually via Google Analytics or AdWords. For example, with Google Analytics, you can’t obtain outcomes (like the conversion rate per channel) even when working with non-standard reports and dashboards. 

Supermetrics, however, has this option - and so, after a few minutes, you’ll be able to see the effects of every project. This will help us to decide much quicker which campaign you should increase activity in and what channels you should use. 

Supermetrics also works when each of your projects has its own microsite – you can use this platform to consolidate all of your project data into one handy place, so you have a complete overview. All you would have to do is to select all the Google Analytics accounts, precise data such as movement, conversion, and conversion rate by months. If you were to generate such reports from Google Analytics, it would take you several hours. Thanks to Supermetrics, we’re talking about just a few minutes spent on this.

Supermetrics Reporting

The automated reporting comes with the option of daily data updates. Just this can save us up to 30 hours a month. This is a no-brainer. It’s a win-win for everyone using this tool.

Supermetrics Pricing Model

Now, let’s have a look at their pricing model. The only subscription payment module is by month. The fee depends on the functionalities you will want to use. Below we’ve shortlisted the schemes for you. 

Supermetrics Functions. What’s included: your marketing metrics will be transferred into Excel and Google Sheets. Monthly fee from $11.99.

Supermetrics Data Grabber. What’s included: report, analyze, and monitor in Excel. Monthly fee from $19.

Supermetrics for Data Studio. What’s included: build dashboard and marketing reports in Data Studio. Monthly fee from $19. 

Supermetrics Uploader. What’s included: scheduled and automatic upload of advertising cost data into Google Analytics. Monthly fee from $39 

Supermetrics for Google Sheets. What’s included: report, analyze, and monitor. Monthly fee from $49.

Big names That Use Supermetrics 

- L’oréal

- HubSpot

- Moo

- Kangaroo

- Dyson 

- Warner Bros


Funnel.io logo

Funnel.io was founded in 2014 (a year after Supermetrics) by a small team of tech professionals in Stockholm. In just two years, they have achieved a company that processes over $1Bn of marketing transaction-related data per year. Funnel caters to businesses of many sizes, from small ones all the way to large enterprises. However, it is not suitable for freelancers.

Funnel Pricing Model

The pricing model that Funnel has opted for is, in a way, innovative too. However, it is certainly more complicated than Supermetrics’ payment model. What Funnel did was divide their 400 connecters into two sectors. One includes all the ad networks such as FacebookAds, and all the other connectors, including Google Analytics and MailChimp, have been gathered in the other group. 

Unlike with Supermetrics, there is no limit on the number of connections with the ad networks. Up until here, it looks all good and smooth. Now, here comes the catch: Funnel evaluates your overall expenses on the ad networks you’ve been working with and uses this as the basis to calculate the fee you will be paying. 

So, let’s imagine you start with a Facebook connection and a Funnel quote of $499. After a while, you want to add another connector - on which you spend $20,000. Funnel calculates that from now on, due to your expenses, your pricing plan will be nearly $800. Even though there will be no limitation on the data amount, as opposed to Supermetrics, be mindful of the fact that every media product you want to use will take you to another pricing tier. 

Pricing starts from a monthly payment of $299. There is also a quote-based custom pricing option.

Funnel Features

All the following core features are included in all of Funnel’s pricing schemes: 

The number of users and data sources is unlimited. The price depends exclusively on your business’ monthly ad expenses, which means that the more you spend, the more you pay for your Funnel subscription. With every additional ad product you want to use, the price increases by a minimum of $149. If you opt for a personalized quote, apart from the core features, you will also be getting a dedicated account manager, enterprise onboarding, and enterprise SLA. 

Google Analytics is integrated with advertising data, Excel reports, insightful reports, an overview and control of ad expenses, ad account organization, advertising data CSV upload, cross-channel analytics, automatic data synchronization, customizable dashboards, automatic currency conversion, custom metrics, and URL auto-tagging. 

Funnel Integrations

The Funnel tagline is “All your marketing data right where you need it.” This seems to be true, taking into account that they integrate with 400 platforms and tools. The list is extensive: 

Adform, AdRoll, ADS NINJA, Adtraction, Affiliate Window, App Nexus, APPRL, Bing and Yahoo, Capterra, Criteo, DoubleClick, eBay, Facebook, Google AdWords, Google Analytics, Has Offers, Impact Radius, Kelkoo, Klaviyo, MailChimp, MediaMath, Outbrain, Perfect Audience, Pinterest, Price, Runner, Prisjakt, Quantcast, Reddit, Shareasale, ShopAlike, Shopello, Sizmek, SoftwareAdvice, Taboola, Tapfiliate, Trade Tracker, Travelata, TripleLift, VeInteractive, Youtube, Zanox.

Funnel at this moment is only available through web-based access.

Who Uses Funnel?

The brand has been trusted by big names like Samsung, SuperDry, Skyscanner, Adidas, and Trivago. 

The Alternatives to Supermetrics and Funnel

Sisense, Salesforce Analytics Cloud, and Looker are probably the better-known alternatives to Supermetrics and Funnel. However, we think that Improvado is the best alternative to these services if you are an enterprise company or brand. Here is what they can do for you. 


Improvado logo

This service allows you to get all marketing data aggregation in real-time, in one place. The data will be extracted and sent to visualization tools like Google Data Studio, Tableau, Google Sheets, Looker, and more. No tech team is required to work with this tool. 

There is a well-rounded campaign management software that handles your brand channel management, lead management, email marketing, event-triggered actions, lead management, multi-campaign, and event-triggered actions. 

You’ll receive data analysis software for data visualization, data discovery, and predictive analytics. 

For data visualization, these are your tools: analytics and reporting, custom dashboard, filtered views, content management, visual discovery, and a few more.

When it comes to Higher Education Software, there is admissions management. For hotel channel management systems, there is reservation management and promotions management.

This software has been built by a team of Russian marketing professionals who are passionate about integrating efficiency in their work. Improvado is a cloud-based ETL platform aimed mainly at other marketers. You don’t need to be SQL-savvy to use Improvado. The software is available on Cloud, Saas, Web, and on mobile platforms operating on iOs and Android. Training is available through documentation, webinars, online live sessions, and in-person sessions. 

Improvado Integrations

Improvado offers over 150 integrations, amongst them Facebook Ads, Google Analytics, Bing Ads, Facebook Lead Ads, Google Display & Video 360, Outrain, Adroll, Google Campaign Manager, MediaMath, Google Search Ads 360, TikTok Ads, Twitter Ads, YouTube, Instagram, Instagram Hashtag Search, and many more. 

Improvado Features

The features that you will be getting if you opt for Improvado are analytics, dashboard, access control, traffic control, testing management, API design, and API lifecycle management. 

As for BI tools, these are some of them: visual analytics, performance metrics, predictive analytics, dashboard, benchmarking, profitability analysis, strategic planning, and many more.

Improvado’s Satisfied Clients

A few brands that are happy customers of Improvado are PenPath, Illy, Ancestry, and Asus.

Benefits & Pricing Policy

Overall, Improvado excels when it comes to ease of use. One of the most prominent advantages of the service: it allows reporting time to drop by 90%. You will have dashboards and real-time reports. Their customer service and features make Improvado well-worth the money. Speaking of money, you are probably wondering about the pricing plan. Improvado’s totally personalized business intelligence software offers case-to-case pricing plans. There is no fixed price scheme as such, which seems only fair, seeing that no enterprise or marketing brand will have equal needs.


Thus, after comparing the three services, we recommend turning to the most innovative tool that combines the functionality of large marketing data aggregators and a personalized approach to each client. And this tool is Improvado. 

Our recommendation:

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