Marketing analytics & reporting

Best Alternatives for Marketers in 2024 is a data integration platform that has become a household name for anyone looking to collect, prepare, and analyze marketing data. With integrations for over 500 data sources and a large user base, including global players like Samsung, Home Depot, and Microsoft, this data pipeline tool has many pros. However, its learning curve, basic visualizations, and lack of reporting automation may prompt marketing agencies or in-house teams to look for a replacement tailored more to their use case.

Whatagraph marketing reporting tool
Nikola Gemes

Jul 10 2024 10 min read Alternatives and Competitors for Marketers in 2024

Table of Contents

  • What is
  • features
  • Funnel i.o pricing
  • Top 7 alternatives
  • 1. Whatagraph
  • 2. Supermetrics
  • 3. Domo
  • 4. Adverity
  • 5. Fivetran
  • 6. NinjaCat
  • 7. Datorama
  • Wrapping up

We compiled a list of the seven best alternatives and competitors to help you make a more informed decision.

But before we start, let’s briefly overview and its features.

What is is a low-code data platform that automates how businesses collect, prepare, and analyze marketing data. Compatible with many data sources and destinations, Funnel allows digital marketers, data analysts, and IT professionals to aggregate data from multiple sources, apply simple transformations, and feed it to an analytics tool or a data warehouse.

Users can inspect raw data and share their queries in the Data Explorer dashboard. They can also schedule data import and export with a frequency based on the pricing plan.

In combination with Looker Studio or another visualization tool, marketers can use Funnel to create accurate reports and inform clients or stakeholders of insights they need to make better decisions.

Yet, offers limited marketing analysis capabilities. Out of the box, only simple data transformation functions are available, while any advanced data processing must be done manually or using other data transformation tools. features

A wide choice of data connectors comes with over 500 data connectors, allowing marketers to pull data from all their clients’ marketing platforms. Sharing data with spreadsheets, data warehouses, and visualization tools is also easy. However, only the essential 121 “Core” connectors are available with the cheapest pricing plan. You may need to upgrade to the Business or Enterprise plan to access more data sources and destinations.

Historical data storage

In addition to giving users access to accurate and near-real-time data, Funnel enables the tracking of historical data. If you ever need to examine or compare past performance, you have up to 2 years of historical data at your disposal.

Automated data collection enables marketers to automate data collection from scattered sources and sharing to destinations of choice. Without manual data import/export, marketing teams can focus on analyzing data and building reports and dashboards.

Custom integrations

If you want to connect data from a platform outside the available integrations, will build a custom connector upon request once you become a user.

Funnel i.o pricing offers three distinct pricing plans: Starter, Business, and Enterprise. These plans differ in their access to connectors, destinations, and advanced features such as data region choices and custom connectors.

Starter: This plan allows you to connect the first 3-5 sources and use 350 flexpoints* for free. It includes 121 core integrations, 3 Core destinations, and the Data Explorer.

Business: Gives you everything in Starter plus 381 additional Business connectors, 37 Business destinations, data source templates, and unlimited workspaces.

Enterprise: The plan designed for organizations operating at scale includes everything in Business plus 11 Enterprise connectors, 1 additional Enterprise destination (Snowflake), data region choice, and technical account management.

*flexpoints can be used within the platform to add new data connectors, transform data, and move it to destinations.

Top 7 alternatives

Let’s explore the best alternatives you can consider for your marketing agency or in-house team.

1. Whatagraph

Whatagraph is an easy-to-use platform to monitor and report on your marketing performance. Unlike, Whatagraph gives you one intuitive marketing data platform that covers the entire data journey — from connecting scattered sources to visualization and automated sharing to a desired destination.

Instead of using different tools to collect, clean, and analyze data, this Funnel io competitor integrates all your data into one fast and easy-to-use platform. With a few clicks, you can connect data from Google Analytics 4, social media like LinkedIn and X, e-commerce and search engine optimization tools, as well as email marketing and CRM platforms

Thanks to the no-code interface, you can easily blend, unify, and group data without limits to create easy-to-understand reports covering all client or stakeholder data points.

Where Funnel provides basic visualizations for internal use in its Date Explorer dashboard, Whatagraph has a user-friendly drag-and-drop visualization builder. You can create versatile visualizations of your marketing data without exporting it to another visualization or BI tool.

Marketing analytics report from Whatagraph

In addition to making it easier to organize and analyze the data, Whatagraph helps you track performance with internal dashboards and automated reports.

As a result, teams become more efficient, saving hours in the process. Clients understand the results at a glance. Stakeholders and teammates get insights faster to optimize campaigns and provide more value.

Finally, Funnel’s learning curve is steep for most non-tech users despite all available training resources and support documentation. On the other hand, every member of your marketing team can quickly grasp how to connect, organize, visualize, and share data with Whatagraph without specific data analyst training or background.

Key features:

  • Native integrations to popular marketing channels are available in all plans
  • Connect any data source using Custom API, Google Sheets, or BigQuery
  • Work on data and visualize it in the same environment
  • Change rules ad-hoc in any dashboard
  • Versatile drag-and-drop builder for reports and dashboards
  • Easy cross-channel insights
  • Overview (monitors the performance of all your clients or campaigns)
  • Library of pre-made dashboard and report templates
  • Link reports to one template to edit them all at once
  • Save anything as a template
  • Export to Excel and CSV
  • Custom branding and white-label features
  • Automated report sharing
  • Links to live dashboards
  • No-code data transfer to Google BigQuery data warehouse in all plans


  • All-in-one marketing performance monitoring and reporting solution
  • Easy to use by anyone on your team
  • Fast campaign performance and insights
  • Stunning visual reports
  • Makes results easy to interpret
  • Excellent live chat customer support


  • No freemium plan
  • Just one data warehouse destination (BigQuery) is available so far


Whatagraph offers three pricing plans based on the amount of “source credits” and access to customization and data organization capabilities. You can use source credits to connect data sources, send data from a source to a warehouse, and blend cross-channel data together.

Book a demo to learn more ways Whatagraph can improve your marketing performance monitoring and reporting.

2. Supermetrics

Supermetrics is a data integration platform that helps companies connect marketing data so they can analyze it for actionable insights. This Funnel competitor is a tool of choice for many small businesses, marketing agencies, and enterprises who need to manage data flows and create reports and dashboards that help optimize marketing campaigns.

Similarly to, Supermetrics doesn’t have the native visualization layer. While Funnel has a basic dashboard for internal data review, Supermetrics depends entirely on Looker Studio (Google Data Studio) dashboards and templates. While this may be convenient for marketers who’re already used to working with Google’s reporting tool, it brings all the limitations of Looker Studio, which become evident when you try to scale the volume of data and number of sources.

supermetrics dashboard

The data organization features in Supermetrics are pretty basic and reserved for the highest plan only. Marketing teams that use this platform need IT expertise or data analysts to execute data mapping and transformation.

Like, you need to manually refresh each report in the visualization tool whenever you change the underlying data.

Key features:

  • Event tracking
  • Real-time and retroactive reporting
  • User, role, and access management
  • Data collection
  • Multichannel tracking


  • Simple and easy to use
  • Automated no-code data transfers
  • Easy historical data retrieval
  • Great for extracting data to BI or ML platforms


  • Loading data to multiple destinations is not available with a single pricing plan
  • Adding more data sources requires buying more connectors
  • Looker Studio connector can get slow when connected to multiple ad accounts


Supermetrics offers pricing plans based on the final destination and the number of data sources you want to connect. However, for most plans, you must contact their sales to get quotes.

3. Domo

Domo is a cloud-based business intelligence platform that marketers can use to manage data, automate reporting, and deliver fast insights that fuel data-driven decisions. More skilled users can use this alternative to create business apps and dashboards, and build data experiences that integrate real-time data from any source.
domo dashboard

Unlike some Funnel competitors, Domo has native data visualizations, self-service reporting, and embedded analytics. The platform is designed to be a one-stop data experience solution for executives across departments, from sales to marketing to engineering and HR. Over 1,000 data source connectors make such versatility possible.

Key features:

  • Data and workflow apps - pre-built, low-code, or full-code
  • Drag-and-drop report and dashboard builder
  • 1,000 on-premise and cloud connectors
  • Data transformation and ETL
  • Embedded analytics
  • Mobile app


  • Easy-to-use interface
  • Real-time data access
  • Wide choice of visualizations
  • Large number of connectors
  • Mobile access


  • Steep learning curve despite user-friendly user interface
  • It might require some SQL knowledge
  • Performance issues with large datasets
  • Costly additional features
  • Limited report scheduling options
  • Potential downtime issues due to cloud-based infrastructure


Domo pricing is not publicly available, so you’d have to ask their sales team for a quote. However, the pricing is based on the overall usage of the platform and factors such as data storage, data refresh rates, the number of users, the volume of data queries, etc. Newly registered users get a 30-day trial.

4. Adverity

Adverity is an integrated no-code data platform that marketers can use to connect various data sources, cleanse and transform data to get more granular insights, and ensure data quality. This Funnel alternative allows you to transfer data into databases, data lakes, cloud storage, visualization, and BI tools. Adverity helps users automate advanced data integration and governance so marketing teams can focus on managing their data and uncovering valuable insights.

adverity dashboard

Unfortunately, like, Adverity needs another tool to visualize data and share reports with clients and stakeholders. It has some dashboarding options, but Adverity focuses on sharing data with other BI tools, such as Power BI or Tableau. So, if you need one platform to cover and scale the entire marketing reporting use case, you may have to consider other Funnel alternatives.

Key features:

  • 600+ pre-built connectors
  • Data transfer to databases and data lakes
  • AI-powered data transformation
  • Built-in data governance


  • No-code ETL transfers
  • Predefined data transformation
  • Manage all data from one place
  • A large number of sources and destinations


  • Very basic dashboards
  • The onboarding process may be difficult for non-tech people
  • Even the basic pricing may be too expensive
  • Lack of documentation on advanced features


Adverity has a pricing model without numbers. Instead, fully customized quotes are tailored to the needs and requirements of every client. However, to find out what the platform can cost, you need to fill out a form and book a demo session where they’ll offer the best plan for your use case.

5. Fivetran

Fivetran is a data movement platform for building automated data pipelines. It allows users to move data from multiple sources to destinations using a simplified ETL process. Shaped according to the needs of data analysts and business intelligence users, Fivetran is a Funnel io alternative that can help marketing teams in large enterprises control data without complex engineering and support data-backed decisions on multiple executive levels.

fivetran source management

Key features:

  • Easy to set up
  • Complete replication from any source
  • Fully managed pipeline 24x7
  • Normalized schemas from denormalized APIs
  • Automatic schema migrations


  • No-code marketing analytics platform
  • Automated data transformation
  • Data governance and security features
  • Pricing based on usage


  • Time-consuming logging process
  • Lacks enterprise-oriented data management features
  • Limited support for historical data ingestion


Fivetran comes with four pricing plans including the Free plan that includes all the features of the most popular Standard plan but with a usage limit of 500,000 monthly active rows. It’s meant for users who need to automate ETL for small amounts of data. Other plans are graded by the number of users, sync time, and advanced data features.

6. NinjaCat

NinjaCat is a reporting platform for digital marketing agencies. It allows users to track the spend and performance of Google Ads, Bing Ads, Facebook Ads, and other PPC tools. Marketers can use this competitor to monitor campaigns and deliver reports demonstrating return on marketing investments.

You can use NinjaCat to connect, clean, and transform marketing data and move it to any of the available destinations, including Google Cloud Platform, Amazon S3, and Microsoft Azure.

ninjacat dashboard

Unlike Funnel io alternatives such as Adverity or Supermetrics, NinjaCat has a native visualization layer for reporting. You can auto-generate reports from pre-made templates for different reporting cases.

Key features:

  • PPC and SEO reporting
  • Easy ad spend and campaign performance monitoring
  • White-label options
  • White-glove setup and service


  • Automated client reporting
  • One platform for integration and visualization
  • Multiple choice of destinations
  • Custom branded reports


  • Separate workspaces to organize and visualize data
  • Complex visualization builder
  • Performance issues with reports
  • No autosave in case of a crash


NinjaCat doesn’t offer fixed pricing plans, and no information is available on its website. The pricing is determined by the user's needs during the demo call with its account executives.

7. Datorama

Datorama is a cloud-based, automated marketing intelligence platform that helps users combine, onboard, and visualize data. It allows marketers to connect cross-channel data to a single dashboard and analyze it for more accurate decision-making. As primarily a marketing intelligence platform, this Funnel io alternative helps users simplify the marketing data analysis processes.

Datorama dashboard

Owned by Salesforce and rebranded as Marketing Cloud Intelligence, this platform allows businesses to integrate data from all their marketing platforms, build reports, and generate in-depth insights into their marketing efforts. Marketing Cloud Intelligence is a tad more complex and requires SQL knowledge to get the best out of it.

Key features:

  • Advanced data management capabilities
  • Media planning and media buying optimization
  • Workflow builder
  • Viewer-facing filters


  • A large number of data sources and destinations
  • Advanced data exploration features
  • AI-powered tools
  • KPI-oriented insights
  • Commendable customer support


  • Bit more complex to use
  • Requires some SQL knowledge to maximize usefulness
  • Expensive for most potential users


Datorama has a somewhat complex pricing model. You can choose between Marketing Cloud Engagement, Marketing Cloud Account Engagement, and Marketing Cloud Growth Edition, while each package has several pricing tiers. However, the bare minimum you need to pay is $1,250 per month, which makes this Funnel io competitor probably the most expensive on the list.

Wrapping up

Choosing the right data integration and reporting platforms is essential for the success of any marketing agency. While has been a popular choice, several key shortcomings often prompt marketers to explore alternatives that can better fulfill the need for an all-in-one marketing data and reporting solution.

By evaluating these seven Funnel alternatives, you can find the perfect fit that maximizes efficiency, improves client satisfaction, and ultimately drives your team’s performance.

Marketing agencies and in-house teams looking for a more affordable, all-in-one data and reporting solution they can use right away should look more closely to Whatagraph.

Whatagraph is ideally positioned to include direct integrations for 50+ most popular marketing data sources, robust visualizations, and user-friendly data organization interface.

Sign up for a 7-day trial and try Whatagraph for free!

Published on Jul 10 2024

Whatagraph marketing reporting tool


Nikola Gemes

Nikola is a content marketer at Whatagraph with extensive writing experience in SaaS and tech niches. With a background in content management apps and composable architectures, it's his job to educate readers about the latest developments in the world of marketing data, data warehousing, headless architectures, and federated content platforms.