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ETL software comparison

Supermetrics vs. Funnel.io vs. Improvado

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Comparison

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

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.io

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.

Features comparison

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Approach
Marketing sources
Builds New APIs for Customers on Request
Create custom metrics and reports you need for existing connectors
Change configurations after the first setup
Ability to integrate Business Data
How often data sync
Connects to data warehouses? Data lakes?
Data normalization framework
Doesn't require tech resources from your side to maintain the database
Predictable pricing that scales
Professional Services Available for What You Don’t Have In House
Support SLA
Improvado
Enterprise-wide data platform
300+ data sources
Yes
Create custom metrics and reports you need for existing connectors
Yes
Yes
How often data sync
Yes / Yes
Data normalization framework
Doesn't require tech resources from your side to maintain the database
Yes
Yes
Yes | Enterprise SLA
Supermetrics
-
100+ integrations
No
No
No
No / No
Pricing starts at $99.00 per month
No
No
Funnel.io
ETL
400
No
No
Yes
Yes / Yes
Pricing starts at $499.00 per month
No
Available

Connectors: Data sources and destinations

Improvado

Improvado streamlines data from 300+ marketing data sources. Such a range of data sources allows for in-depth cross-channel marketing analytics. With data from different channels on a single dashboard, you can build detailed marketing reports and track metrics like ROAS, CPL, CPA, ROMI, ROI, and many other custom indicators. Users get a single source of truth for all their marketing channels, along with a holistic view of their prospects’ devices, age, gender, preferred channels, and more.

Supermetrics

Funnel.io

Funnel boasts over 400 connectors for popular data sources in marketing and advertising categories. Its destination integrations include Google BigQuery Data, Google Cloud Storage, Amazon S3, and more.

Transformations

Supermetrics

Funnel.io

Support, documentation, and training

Improvado

Improvado’s data dictionary provides a complete overview of all marketing reports across different providers. The dictionary describes metrics, properties, dimensions, and more. Besides, Improvado provides an extensive library of dashboards and explains how to adjust them for your exact use case. If users can’t find the required information in Improvado’s documentation, they always have a dedicated support manager who will answer all their questions. Finally, companies that don’t have enough resources for adjusting dashboards and dealing with data operations can use Improvados’ Professional Services package to augment their in-house team with experienced offsite marketing experts.

Supermetrics

Funnel.io

Funnel provides customer support through live chat and email. Live chat is only available for customers on the Plus and Enterprise pricing plans. The platform maintains a community through Facebook. Documentation consists of the platform’s knowledge base, resource library, and blog. It appears that there are no digital training materials available.

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