Whatagraph vs. Alternatives

It depends on the volume of data, the number of data sources, and how complex your setup is. But Whatagraph makes migrating as easy as possible:

1. Connect your sources in a few clicks with native connectors, no middleware to wire up.

2. Standardize your dimensions with IQ Dimensions, and build source blends with a no-code setup. Save custom metrics and blends as templates, and add them to every report and dashboard instead of starting from scratch again. 

3. Build your reports fast with Whatagraph IQ, tweak it, brand it, then save as a template and re-use it the next time. 

Tip: To speed things up, marketers on Whatagraph would create a few templates that matter most to them. 

For example, Linda van Baal, Online Marketing Consultant at YourFellow, built a template for lead generation and one for ecommerce clients, when she switched to Whatagraph from Funnel and Looker Studio stitched stack. 

The next time she onboards a new client or account, she’d just duplicate the template she needed, swap out the data sources, and voila - a report is ready in minutes. (Read Linda's migration story in full.)

If you get stuck, our Whatagraph’s Help Center has step-by-step articles for setting things up, and our live chat replies to questions within 4 minutes. 
 

Whatagraph maintains 60+ native integrations in-house, so when a platform changes its API, fixing it is our job, not your Friday afternoon. Whereas in a stitched stack, you’d need to constantly babysit connectors yourself. And when something breaks, you’re left manually configuring Looker Studio or reaching out to different support teams. 

Yes. You can blend sources and define custom metrics once in our Data Hub, and every report and AI answer uses the same definition every time. This means your reports and AI answers are always accurate and up to date. 

It depends on what's in the stack. A couple of spreadsheets and free Looker Studio can be cheaper than Whatagraph, and we won't pretend otherwise.

But that's rarely the whole bill. Looker Studio is free; the connectors feeding it usually aren't. Supermetrics and Funnel tend to be priced per seat or per channel, so the cost climbs with every source and client you add.

Then there's the part that never hits an invoice: the hours spent building reports by hand and keeping connectors alive. For some teams that's most of a week, every month.

Whatagraph is one platform priced on connected data sources, with the connectors, the data layer, AI, and the reporting all included. As you scale you pay for one thing that grows with you, not a pile of subscriptions plus the time to hold them together.

Maatwerk Online saved $4,000 a year just by dropping Supermetrics after the switch, and now covers its full Whatagraph cost by licensing reports back to clients.

For a closer look, here's a breakdown of Supermetrics pricing and Funnel pricing.

No. Whatagraph has a native report layer so you don't build and maintain a separate BI layer like Looker Studio. This means your data is housed in one source of truth and you remove the hassle of dealing with multiple invoices, learning curves, and customer service teams. Onboarding new clients or accounts is faster, you can always trust your data, and you get beautiful white-labeled reports. 

For deep custom modeling, attribution or MMM, a heavy pipe plus your own BI stack can be more powerful. Whatagraph feeds those workflows and covers governed reporting for the non-technical users; it's the consumption layer, not a replacement for a data-science stack.

It depends on the volume and complexity of your data and reporting setup, but in general Whatagraph is built to be easy thanks to a templated and no-code approach. 

Here’s a general flow: 

- Connect your sources in a few clicks with 60+ native connectors that stay don’t break. 

- Set up your metrics: create custom data blends and clean up your dimensions, with AI (IQ Dimensions) doing the heavy lifting.

- Build your first report with AI (Whatagraph IQ). Tweak it, brand it, add AI summaries inside, then save it as a template.

- Create the next report from that template in seconds.

- Templates are linked, so when something needs to change, you edit it once and every linked report updates.

- Automate delivery with scheduled emails or live share links, and reporting runs itself.

What’s even better - IQ Agents can take on much of this for you. Give an agent the details for a new client or account, and it connects the sources, applies the right template, brands the report, and turns on the automations.

Once you're set up, other agents keep things running. They reconnect a source that breaks before it reaches a report, and flag a metric that drifts off target.

IQ Agents are coming soon. Join the waitlist for early access.

Data pipes often reach six figures once you add the BI layer and the team to run it. Whatagraph is one platform priced on connected data sources, so you're not also budgeting for a warehouse and a data team.

For instance, one of our customers told us Funnel is “two to three times” more expensive than Whatagraph and that was a “big part of the consideration for the migration.” On Whatagraph, they now save 65% on costs. 

Here’s a more detailed breakdown on Funnel pricing, and Supermetrics pricing.

You probably shouldn't, until you’re scaling and hitting the wall: integrations that these platforms don’t support, dashboards breaking as you add clients, or no way to see every client in one view. 

Whatagraph is built for scale without scaling your headcount.

Here's what "built for scale" actually means:

- 60+ native connectors we maintain. Bring all your cross-channel marketing data into one platform with native connectors that don’t break and you don’t need to maintain. We support popular platforms as well as niche ones, like bol.com. (See all integrations here)

- Self-healing widgets. When a platform changes its API or a metric deprecates, Whatagraph automatically heals the widgets in your reports so they’re always reliable no matter if you have 10 or 100 sources.

- One governed data layer. Define metrics, standardize dimensions, blend data from different channels, and save everything as a template so you can re-use them in your reports instead of building from scratch every time. 

- Reporting at scale. Build a report once with AI or ready-made templates. Tweak it according to your needs, turn it into a template and re-use it the next time you onboard a new client or account without building from scratch. 

- Linked reports across workspaces. Save a “master” report as a linked report template, and every change you do to the master report (like adding new widgets) will be automatically synced across all the other reports linked to it. This saves hours and a ton of headspace on having to edit dozens of reports individually. 

- Performance Overviews across every client, account, or location. One filterable view by client, account manager, location, or any other custom tag, so you can spot an account slipping without opening each report.

Reporting tools are great, affordable starts. Whatagraph is what teams move to when reporting has to stay reliable at a hundred clients, not just ten.

For instance, Dtch. Digitals onboarded 250+ clients in their first month on Whatagraph using standardized templates across the team, and saw client churn drop by half.
 

Blended cross-channel metrics, a governed data layer the numbers stay consistent on, a portfolio view across every client, and reporting that holds up at 100 clients as well as at 10.

On top of that, IQ Agents can build your reports and monitor each account for broken connections or off-track metrics, on their own. Join the waitlist for early access.

Building a stack yourself isn’t just about the sticker price, but more about where your time and money actually goes. We broke it down below: 

Yes, it’s technically “free” to build a solution yourself in house, but it’s not free to run and maintain.

Upkeep: someone has to fix the connections when platforms change. That's ongoing work, not a one-time task.

AI usage: tools like Claude and ChatGPT charge by how much you use them. Every time someone asks the AI to answer from your data, it costs a little. One question is cheap. A whole team asking all day, every day, adds up fast.

Put simply:

The build = the price you plan for.

Upkeep + AI usage = ongoing bill.
 

Yes. 

Whatagraph becomes the one clean source your own dashboards, apps, or AI pull from. The messy work stays with us:

• Collecting the data from every platform
• Cleaning it so the numbers match
• Keeping the connections alive when platforms change

Whatever you build on top gets clean numbers, not the raw, messy kind you'd have to manage yourself.
 

Yes. You can connect Claude or ChatGPT to Whatagraph through our MCP, and the AI answers using your clean, ready data.

Two things make it better than wiring it up yourself:

1. The numbers are already clean. They're matched and ready before the AI ever asks.

2. It comes with instructions. Ours shows the AI how to pull the right data, not just a door to get in.

Either way, you skip building and baby-sitting the connection yourself.
 

Yes, in two ways:

1. As your client-facing reports: the polished reports your BI team would rather not build and rebuild by hand.

2. As a clean source you feed into your warehouse: we handle the connections and cleanup, you keep your stack.

If owning the whole thing start to finish matters to you, building is a fair call. Whatagraph just takes the boring connection upkeep off your team, so they spend time on the work only they can do.
 

Sometimes it does, and we can admit it. Building yourself is a fair call when:

1. You already have a BI team and a warehouse running, so the base is mostly there.

2. Owning the whole setup end to end is a real strategic goal, not just a preference.

3. Your data setup is unique enough that off-the-shelf won't fit.

Even then, most teams don't want to own the connection upkeep. That's the piece Whatagraph takes off your plate, whether you build the rest or not.