Funnel vs Supermetrics
| Feature | Funnel | Supermetrics |
|---|---|---|
| Core Platform | ||
| Starting price | $1.08 / flexpoint per month | starts at $29 / month |
| Free tier | Yes | No |
| Connectors | 500+ | 128+ |
| Deployment | SaaS | SaaS |
| Connectors & Sync | ||
| Data ingestion (ELT) | Yes | Yes |
| Reverse ETL | No | No |
| Fastest sync frequency | Daily | Daily |
| Replication & CDC | ||
| Full refresh | Yes | Yes |
| Incremental | Yes | Yes |
| Log-based CDC | No | No |
| History tables (SCD) | No | No |
| Transformations | ||
| Transformations | Yes | No |
| dbt Core | No | No |
| dbt Cloud | No | No |
| AI & Agent Support | ||
| Agent API | Yes | No |
| MCP server | No | No |
| CLI | No | No |
| REST / OpenAPI | No | No |
| Orchestration & Governance | ||
| Orchestration | No | No |
| Data lineage | No | No |
| Version control | No | No |
| Audit logs | No | No |
| Ratings | ||
| G2 rating | 4.5 | 4.4 |
Funnel in Short
Funnel is a cloud-based marketing data hub designed to centralize, organize, and standardize marketing and advertising data. It allows teams to collect data from hundreds of marketing platforms and deliver it to destinations like BigQuery, Snowflake, Looker Studio, dashboards, and spreadsheets. Funnel is built for non-technical users and focuses specifically on marketing analytics use cases.
What Funnel does well
- User-friendly interface for marketing teams
- Requires minimal technical expertise
- Large library of marketing connectors
- Strong onboarding and customer training
- Good for centralizing marketing data in one place
Where Funnel falls short
- Pricing can be expensive and difficult to predict
- Limited to marketing-specific use cases
- Reporting and analytics capabilities are basic
- Less suitable for cross-departmental data needs
- Can have a steeper learning curve for more complex setups
We use Funnel mostly for ingesting data into BigQuery. Using the native connectors is significantly more efficient than building a direct connection to the relevant APIs, particularly for Facebook / Meta data.
Supermetrics in Short
Supermetrics is a powerful data integration tool that's particularly popular among marketers. It allows you to fetch data from various marketing platforms, such as Google Ads, Facebook Ads, and Google Analytics, and then transfer it into a data warehouse, spreadsheet, or BI tools like Looker, Google Data Studio, or PowerBI. The automation it provides saves time and reduces the chance of errors that come with manual data transfers.
What Supermetrics does well
- Easy to use
- Pre-built reports
- Google Sheets destination
- Flexibility in data storage and visualization options
Where Supermetrics falls short
- Complex pricing model
- Expensive
- Limited data transformation capabilities
- Slow data refresh rates
- Can be glitchy
- Not suitable for very large datasets
Supermetrics is so easy to use, and the user interface for Google Sheets is intuitive and fast. There is a huge number of connectors available. I liked the scheduling options in my legacy plan, with hourly refreshes available. The customer support is premium and fast.
Feature-by-Feature Comparison
Ease of Use & Interface
Side-by-side
Funnel provides a clean, intuitive interface designed for marketing teams, making setup straightforward for non-technical users. More complex setups, however, may require additional learning.
Supermetrics is easy to use, especially for marketers who need to fetch data quickly from various platforms and transfer it to spreadsheets or BI tools.
Ease of Use & Interface
Side-by-side
Funnel provides a clean, intuitive interface designed for marketing teams, making setup straightforward for non-technical users. More complex setups, however, may require additional learning.
Supermetrics is easy to use, especially for marketers who need to fetch data quickly from various platforms and transfer it to spreadsheets or BI tools.
Pricing & Affordability
Side-by-side
The flexpoints pricing model can be difficult to predict and becomes expensive as data volumes increase, which may pose challenges for smaller businesses.
The pricing model for Supermetrics can be complex and expensive, which might be a concern for small businesses or those with limited budgets.
Pricing & Affordability
Side-by-side
The flexpoints pricing model can be difficult to predict and becomes expensive as data volumes increase, which may pose challenges for smaller businesses.
The pricing model for Supermetrics can be complex and expensive, which might be a concern for small businesses or those with limited budgets.
Feature Set
Side-by-side
Funnel offers over 500 connectors and simple transformation tools, along with strong onboarding support. However, its reporting, modeling, and analytics capabilities remain basic compared to broader data platforms.
Supermetrics offers pre-built reports and flexibility in data storage and visualization, but has limited data transformation capabilities and may have slow data refresh rates.
Feature Set
Side-by-side
Funnel offers over 500 connectors and simple transformation tools, along with strong onboarding support. However, its reporting, modeling, and analytics capabilities remain basic compared to broader data platforms.
Supermetrics offers pre-built reports and flexibility in data storage and visualization, but has limited data transformation capabilities and may have slow data refresh rates.
Flexibility & Customization
Side-by-side
Funnel works well for marketing workflows but lacks the flexibility needed for wider data engineering use cases, cross-team pipelines, or advanced customization.
Supermetrics provides flexibility in where data can be stored and visualized, but may lack advanced customization options for more technical users.
Flexibility & Customization
Side-by-side
Funnel works well for marketing workflows but lacks the flexibility needed for wider data engineering use cases, cross-team pipelines, or advanced customization.
Supermetrics provides flexibility in where data can be stored and visualized, but may lack advanced customization options for more technical users.
