Supermetrics vs. Funnel.io vs. Improvado

Improvado automates the annoying parts of data management. With Improvado, marketers are no longer at the mercy of non-scalable manual processes. Costly and valuable developer time is now freed up, no longer from having to create interfaces, host and maintain databases, normalize data, and visualize reports.

Supermetrics is a data integration platform that helps marketing and sales teams automatically pull data from siloed platforms—CRMs, marketing automation platforms, paid channels, and more—into a consolidated destination for reporting, analytics, or storage.

Supermetrics isn't a dedicated marketing attribution platform. Instead, it automates fast and efficient data delivery into Google Sheets, Excel or warehouses like BigQuery and Snowflake, where you can now connect all your touchpoints and create a custom attribution model relevant to your business yourself.

Supermetrics offers an automated reporting solution that helps users generate marketing reports for stakeholders as needed. It is also important to note that Supermetrics only encrypts and caches data for a few minutes and never stores it in a backup. This is a testament to its robust data security and privacy policies. But on the flip side, you can't conveniently work with historical data on such a platform.

Funnel is a low-code platform automating the collection, preparation, and analysis of marketing data. It is compatible with over 500 sources, which permits marketing teams, IT personnel, and data analysts to combine information from multiple resources, apply simple transformations, then feed this data into an analytics or visualization tool or a data warehouse.

Funnel supports a low number of data transformation features:

• Automatically split facts into metrics and dimensions.
• Perform сurrency conversion.
• Automatically group linked data sources.
• Create custom calculations, dimensions, and metrics.
• UTM-related categorization of data.
• Custom metrics and dimensions for setting rules on combining data across multiple platforms.
• Any other data transformations should be done manually or using other data transformation tools.

Funnel.io also has a dashboard named Data Explorer which enables users to examine the raw data and store and share their queries. Additionally, Funnel gives scheduled import and export features depending on the pricing plan selected. With an Essential package for marketers, output from the warehouse can be done every six hours, while Enterprise plans involve exporting every two hours.