7 Best Funnel.io Alternatives in 2024: Real Reviews & Features

Funnel is great for moving your data to spreadsheets, visualization tools, and databases, but it’s far from perfect. Users online say it’s:

❌ Expensive: Funnel’s pricing is based on “flexpoints” which measure how many connectors and destinations you’ve used.

But the tricky part is—if you need multiple breakdowns or connections from a single connector, you can end up paying 1000s of dollars a month.

Many users say they need to constantly monitor their data sources to avoid overpaying or using up their credits. (This is a huge time-sucking task of its own.)

❌ Not intuitive: Funnel is powerful, but it also comes with a steep learning curve. For the average marketer or non-tech savvy user, setting up the tool and navigating it can be time-consuming and often frustrating.

❌ Limited: Funnel offers basic dashboards with limited customization and white-labeling features. Many users report still having to use third-party visualization tools like Looker Studio which can be slow, clunky, and difficult to use.

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If you’re experiencing similar challenges with Funnel, we’ve got your back.

In this article, we’ll take you through seven best Funnel.io alternatives and competitors that are easier to use, more cost-effective, and come with more features.

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

What is Funnel.io?

Funnel.io 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.

You can inspect raw data and share their queries in the Data Explorer dashboard. You 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, Funnel.io 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.

Here are some notable features of Funnel.io:

1. A wide choice of data connectors

Funnel.io comes with over 500 data connectors, which means you can pull data from almost all your 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’ll need to upgrade to the Business or Enterprise plan to access more data sources and destinations.

2. 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.

3. Automated data collection

Funnel.io 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.

4. Custom integrations

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

Funnel.io pricing

Funnel.io’s pricing model is based on “flexpoints” which are usage credits to add new data connectors, transform data, and move it to destinations.

It offers three distinct pricing plans: Starter, Business, and Enterprise.

• Starter: $1.2 / flexpoint per month. 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: $1.5 / flexpoint per month. Gives you everything in Starter plus 381 additional Business connectors, 37 Business destinations, data source templates, and unlimited workspaces.
• Enterprise: $2.0 / flexpoint per month. 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.

But if you need dozens of data sources and destinations, you can expect to pay thousands of dollars a month (excluding visualizations).

7 Best Funnel.io Alternatives and Competitors in 2024

In a nutshell, here are the 7 best Funnel.io alternatives we'll review in this article:

1. Whatagraph
2. Supermetrics
3. Domo
4. Adverity
5. Fivetran
6. NinjaCat
7. Datorama (Marketing Cloud Intelligence)

Don't want to read through walls of text? Here's a summary table

Features
Ease of Use	Easy	Hard	Hard	Hard	Medium	Medium	Hard
Native Integrations with Key Marketing Channels
Data Transfers
Data Blending
Custom Metrics and Dimensions
Native Visualization Dashboards		(only with an external BI tool)		(only with an external BI tool)	(only with an external BI tool)
White-labeled Reports		(only with an external BI tool)		(only with an external BI tool)	(only with an external BI tool)
Ready-made Report Templates
Native Report Sharing
Customer Support	Fast	Slow	Fast	Fast	Fast	Slow	Slow
G2.com Rating (out of 5.0)	4.5	4.4	4.4	4.5	4.2	4.1	4.2
Pricing (with $$$ being the highest)	$	$$	$$	$$	$$	$$	$$

Let's dive into each of these tools.

1. Whatagraph

Most suitable for: Medium to large marketing agencies with 10+ employees

Whatagraph is an all-in-one marketing data platform that makes it ridiculously easy to collect, monitor, and report on your marketing data.

Unlike Funnel.io, Whatagraph covers the entire data journey on one platform—from data connections to visualization to data transfers.

In a nutshell, here’s how it works:

1. Connect to your data sources and channels in a few clicks. Your data will flow in automatically.
2. Organize your data, teams, and clients on one platform. Make custom metrics and dimensions, and blend data sources together without writing a single line of code. (There are no limits to how many data sources you can blend.)
3. Visualize your data using drag-and-drop widgets or ready-made templates. Create white-labeled reports with custom logos, domains, and color schemes. No need to export your data to another visualization or BI tool.
4. Monitor your key metrics from your unified sources and data in one place. Analyze performance, spot trends, and use these insights to deliver better results for clients.
5. Share reports as live links, PDFs, Excel spreadsheets, or automated emails.

All this on one marketing data platform means:

✅ You don’t need to spend hours compiling data from different sources and tools and pushing it to more tools.

✅ You can see marketing performance under one roof and stay on top of all your campaigns.

✅ You get clean, organized, and white-labeled reports in minutes and share them instantly with teams or clients. No need to hire a data scientist to maintain them either.

✅ There are less chances of data inconsistencies and breakages.

But how does Whatagraph compare against Funnel exactly? Let’s take a look:

Whatagraph vs. Funnel.io: Head-to-Head Comparison

Our team did extensive research on how Whatagraph compares against Funnel.io, and you can find the full breakdown here.

In a nutshell, here are five key ways Whatagraph outperforms Funnel:

1. Truly all-in-one

Funnel is a data pipeline tool, meaning it pulls in data from marketing platforms, transforms it, and then pushes it to your destination of choice.

And although Funnel offers visualization dashboards natively, they’re very basic and there aren’t any customization options available.

Most users still report having to use a more robust third-party look like Looker Studio to visualize their data, but this creates more problems than it solves.

Looker Studio is notorious for being slow, clunky, and difficult to use. Most ex-Looker users we've talked to say they needed to spend 1-3 hours just to create one report on the platform. Plus, they also needed to hire a data scientist to maintain and edit these reports.

Whatagraph, however, takes care of your entire data journey on one platform. This includes:

• Connecting to your channels and sources
• Blending data sources and creating custom metrics and dimensions
• Visualizing key metrics
• Sharing reports with teams and clients
• Transferring your data to BigQuery and Looker Studio

This means you don’t need to:

• Deal with clunky third-party tools like Looker Studio
• Switch back and forth between different tools and tabs
• Learn new tools

You just need to log into Whatagraph and do it all there.

The integrations we provide at Whatagraph are also fully-managed. This means they’re more seamless, stable, and reliable.

And if there are bugs, our Product team can resolve them quickly without having a third-party company involved.

2. Easier to use

Funnel is an enterprise-grade data platform, and as such, comes with a steep learning curve.

If you don’t have a technical background, it can take weeks of reading documentations, watching YouTube videos, and talking to customer support, to fully grasp the ins and outs of the platform.

This user on G2.com says:

In contrast, Whatagraph's users love how easy, simple, and intuitive it is to use.

Here’s what one of them said on G2.com:

You can get Whatagraph up and running in a few hours, and anyone from your team—whether that’s an Account Manager or even an intern—can “pick it up” instantly.

3. More cost-effective

Funnel’s pricing is based on flexpoints which count how many data connectors and destinations you use.

The problem with this is if you need several breakdowns or connections for one data source, you can end up paying a lot more than expected.

In fact, test use cases we’ve run show Funnel is 40 to 50% more expensive than Whatagraph—and that’s not including data visualization and reports.

Whatagraph’s pricing is designed for marketing agencies and businesses with multiple data sources and reporting needs.

All our plans include:

• Native and custom integrations with major marketing channels and data sources
• Unlimited dashboards and reports
• Unlimited data blends, tags, filters, and custom metrics and dimensions
• Report templates
• White-labeling features (custom domains, color schemes, logos, cover images, and header and footer texts)
• Dedicated Customer Success Manager
• Fast live chat and email support

4. Clean, organized, and white-labeled reports

Funnel does offer basic visualization dashboards, but they’re more suitable for internal use, rather than for clients or C-Suite.

Most Funnel users also rely on a third-party visualization tool like Looker Studio for visualization and exporting.

On Whatagraph, you can get vibrant, sleek, and white-labeled reports in minutes, on one platform. You can:

• Remove third-party labels and logos like “Funnel”
• Upload your logo or your client’s logo
• Create custom color schemes
• Add footer and header texts
• Create custom domains to host your reports on
  

And you can automate the report sharing process on Whatagraph too.

Set up automated emails to specific people at specific times, days, and cadence. Customize the email subject lines and copy.

You can also download PDFs or Excel spreadsheets, and transfer your data to BigQuery—again, all on one platform.

5. Dedicated to Customer Success

If you need any help, you can reach out to our amazing Customer Support team instantly via the live chat on our website.

We respond to inquiries within 4 minutes and resolve issues within 24 hours.

Our more advanced plans also come with a dedicated Customer Success Manager who will help you:

• Set up data connections
• Organize your campaigns, data, clients, and locations
• Blend data sources and create custom metrics and dimensions
• Set up your reports and dashboards
• Anything else that ensures your success

Want to learn more? Book a call and tell us exactly how we can help you.

Whatagraph Reviews from Real Users

“To me, Whatagraph is like the Tesla or Mercedes of digital analytics tools, their clean and simple way to present complex marketing data. I highly recommend it to anyone working with marketing analytics who values efficiency and clarity in their reporting.” (Source)

“Whatagraph has a simple user interface that is easy to navigate even for those who don't have analytical skills.” (Source)

“What I like best about Whatagraph is having the ability to create reports fast and easy. No more spreadsheets to do reports, they have a great variety of templates.” (Source)

Key features:

• 55+ native integrations
• Custom integrations through Custom API, Google Sheets, or BigQuery
• Versatile drag-and-drop widgets for reports and dashboards
• Custom metrics, dimensions, and data blends
• Currency conversions
• Library of pre-made dashboard and report templates
• Export to Excel and CSV
• Custom branding and white-label features
• Automated report sharing via email
• Links to live dashboards
• No-code data transfer to BigQuery and Looker Studio

Pros:

• 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

Cons:

• No freemium plan
• Can be expensive for small agencies (under 10 employees) and freelancers

Pricing

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.

Reach out to us for a custom pricing plan, just for you.

2. Supermetrics

Most suitable for: Enterprises with dedicated data scientist teams

Supermetrics is a data moving tool that pulls together marketing data from over 150 platforms, like Google Analytics and Facebook Ads, into data warehouses and BI tools like Big Query and Looker Studio.

With automated normalization, Supermetrics reduces data redundancies and inconsistencies, making sure your data is clean. Supermetrics also offer “Custom Fields” which let you define how your data appears, whether you’re enriching existing metrics or creating new ones.

You can also combine data from various marketing platforms to get a unified view of your performance.

However, the drawback is that you’ll need to have a dedicated data scientist or a technical background yourself to use data mapping and transformations.

In contrast, on Whatagraph, you can blend data, create custom metrics and dimensions, and organize your scattered data, in seconds using simple workflows.

Similar to Funnel.io, 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.

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

Supermetrics Reviews from Real Users

“Thanks to Supermetrics we were able to create a single dashboard for all our channels and now we can compare cost, clicks, impressions, conversions across all our channels.” (Source)

“I find the steeper learning curve associated with Supermetrics to be a bit challenging. “ (Source)

“Loading time for large amounts of data can take some time. I feel like that is more of a Looker issue than a Supermetrics issue mostly.” (Source)

Key features:

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

Pros:

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

Cons:

• 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

Pricing:

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

Most suitable for: Data teams and tech-savvy marketing teams

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 Domo to create business apps and dashboards, and build data experiences that integrate real-time data from any source.

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.

Domo Reviews from Real Users

“Domo has transformed how we use, interpret, analyze, synthesize, and make the most of our data. It really has been a gamechanger that has made us more data-empowered.” (Source)

“I love that we can bring in data from a variety of sources and have it all tie together.” (Source)

“Domo has a steep learning curve for new users and integrating it with niche third-party tools can be challenging.” (Source)

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

Pros:

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

Cons:

• 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

Pricing:

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

Most suitable for: Data analysts and engineers

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.

With Adverity, you can 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.

Unfortunately, like Funnel.io, you need another tool to visualize data and share reports with clients and stakeholders.

If you need one platform to cover and scale the entire marketing reporting use case, you may have to consider other Funnel alternatives.

Adverity Reviews from Real Users

“Adverity has a very easy and user-friendly user interface to navigate throughout the entire system.” (Source)

“The passive destination with Google Data Studio is not helping to show the data easily.” (Source)

“Powerful tool, but very complex to use” (Source)

Key features:

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

Pros:

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

Cons:

• 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

Pricing:

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

Most suitable for: Data teams at small to medium businesses

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 Reviews from Real Users

“Fivetran has provided us with a no code solution to extracting data into our databases and data warehouses, and has hugely simplified our data architecture and improved security.” (Source)

“Relying on Fivetran means depending on a third-party service for critical data workflows. If there are outages or issues on their end, it could impact your data integration processes.” (Source)

“Support could be so much more better.” (Source)

Key features:

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

Pros:

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

Cons:

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

Pricing:

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

Most suitable for: Small to medium marketing agencies

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 Funnel.io 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.

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.

NinjaCat Reviews from Real Users

“I love how it pulls in our data across several different platforms into one cohesive report.” (Source)

“The support the NinjaCat provides is exceptional.” (Source)

“I found a lot of the functionality on Ninjacat to be really clunky, unfortunately things take a LONG time to process if you're adding more than one filter to a table.” (Source)

Key features:

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

Pros:

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

Cons:

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

Pricing:

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

Most suitable for: Marketers and data teams at large companies

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.

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.

Datorama Reviews from Real Users

“Salesforce Marketing Cloud Intelligence (formerly Datorama) is a powerful tool for marketers, but it takes some getting used to.” (Source)

“I love Salesforce Marketing Cloud Intelligence for its powerful data integration capabilities, allowing me to unify marketing metrics from various sources.” (Source)

“The UI/UX is kind of old and not appealing” (Source)

Key features:

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

Pros:

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

Cons:

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

Pricing:

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.