Funnel vs Supermetrics, feature by feature
| Capability | Funnel | Supermetrics |
|---|---|---|
| Core platform | ||
| Starting price | $1.08 / flexpoint per month | starts at $29 / month |
| Free tier | — | |
| Connectors | 500+ | 128+ |
| Deployment | SaaS | SaaS |
| Connectors and sync | ||
| Data ingestion (ELT) | ||
| Reverse ETL | — | — |
| Fastest sync frequency | Daily | Daily |
| Replication and CDC | ||
| Full refresh | ||
| Incremental | ||
| Log-based CDC | — | — |
| History tables (SCD) | — | — |
| Transformations | ||
| Transformations | — | |
| dbt Core | — | — |
| dbt Cloud | — | — |
| AI and agent support | ||
| Agent API | — | |
| MCP server | — | — |
| CLI | — | — |
| REST / OpenAPI | — | — |
| Orchestration and governance | ||
| Orchestration | — | — |
| Data lineage | — | — |
| Version control | — | — |
| Audit logs | — | — |
| Ratings | ||
| G2 rating | 4.5 | 4.4 |
What G2 reviewers say
“We use Funnel mostly for ingesting data into BigQuery.”
“Recently the price of the platform has gone up.”
“Supermetrics is so easy to use, and the user interface for Google Sheets is intuitive and fast.”
“There is a limited set of connectors available in the less expensive pricing plans, and the pricing has increased significantly over the years.”
How Funnel and Supermetrics compare in practice
What each tool is
Funnel. 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.
Supermetrics. 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.
Ease of use
Funnel. 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. 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
Funnel. The flexpoints pricing model can be difficult to predict and becomes expensive as data volumes increase, which may pose challenges for smaller businesses.
Supermetrics. The pricing model for Supermetrics can be complex and expensive, which might be a concern for small businesses or those with limited budgets.
Features
Funnel. 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. 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
Funnel. Funnel works well for marketing workflows but lacks the flexibility needed for wider data engineering use cases, cross-team pipelines, or advanced customization.
Supermetrics. Supermetrics provides flexibility in where data can be stored and visualized, but may lack advanced customization options for more technical users.
See for yourself whether Weld fits your stack
Every plan starts with a 14-day free trial. Connect a source and a warehouse, and your first sync runs the same day. If you would rather see it first, a data engineer will walk you through it on your own setup.