The 9 best Fivetran alternatives for scaling marketing teams in 2026

Finding Fivetran alternatives that meet your specific needs can be challenging, especially given how many platforms are available and how much they differ in capabilities.

For instance, if you’re a marketer, it’s critical to have a reliable marketing intelligence platform to handle all of your data. According to the Supermetrics 2026 Marketing Data Report, 87% of marketers believe that better marketing data and analytics would improve their effectiveness. Fivetran offers a ton of connectors, but higher volume isn’t always ideal.

"You don't need more data. You need the right data, in the right quantity, in a way you can use." — Zach Bricker, Lead Solutions Engineering at Supermetrics

For enterprises that need a general-purpose data platform for connection and analysis, Fivetran works well. But for marketers with narrower, more focused needs, there’s a large field of strong alternatives that may be better for you.

The 9 best Fivetran alternatives for growing marketing teams

The best Fivetran alternatives are Supermetrics, Funnel.io, Whatagraph, Adverity, Hightouch, Dreamdata, Hockeystack, AgencyAnalytics, and Stitch Data. Supermetrics is the strongest overall choice for marketing and data teams.

We evaluated each platform based on five criteria: best use cases, data connectors, key features, pricing, and free trial availability. The table below summarizes our findings.

Verified as of August 2026.

Note: Our methodology considered user reviews, feature depth, integration capabilities, implementation complexity, pricing transparency, and the platform's ability to support the complete marketing intelligence workflow.

1. Supermetrics

Best for: Marketing and data teams that need an end-to-end intelligence platform

Supermetrics is one of the best Fivetran alternatives available. It's a marketing intelligence platform that bridges the gap between raw or fragmented data and useful insights.

While Fivetran offers a broad set of general-purpose connectors, it only offers 70+ marketing- and sales-specific data sources. Supermetrics offers deeper coverage here, connecting 170+ marketing and sales data sources (including Google Ads, Meta Ads, LinkedIn Ads, and GA4) with 20 destinations (such as BigQuery, Looker Studio, Power BI, and Snowflake).

Unlike most other Fivetran competitors, you can use Supermetrics to run full marketing analysis workflows (from connection to activation) in a single, cohesive platform rather than through a multi-app stack you assemble yourself.

"There is data sprawl and there's fragmented tools. If you don't have a single source of truth, and your dashboards are often built just for reports but not for decision making, you're not getting the value out from that data." — Anssi Rusi, CEO of Supermetrics.

Finally, while Fivetran is priced per row, Supermetrics is priced per source and destination. This means that your costs don’t increase as your data volume scales up — you only incur extra costs if you decide to add a new connection.

This was just one of the reasons Seeda swapped from Fivetran to Supermetrics. Michael Kingston, the company’s CEO, said, “Switching to Supermetrics from Fivetran has been a huge win for us, immediately ending the anxiety of consumption-based pricing. The real game-changer, though, is how Supermetrics handles the heavy lifting for data transformation before it hits BigQuery. We're not just saving a fixed cost; we're actively avoiding the bloated, historical consumption charges that used to be buried in both Fivetran's invoice and our own BQ bill. It's a massive, two-fold cost saving and a simpler, more efficient data pipeline."

Key features

• Direct source-to-transformation data transfers
• No-code data transformation, blending, and enrichment
• Data preview and exploration
• Data activation capabilities for campaign management and audience building
• Predictable, flat-rate pricing

Pricing

Supermetrics offers subscription-based prices with plans starting at $44/month, billed annually, as of August 2026. Costs depend on data sources, destinations, and use cases for reporting and analysis.

2. Funnel.io

Best for: Connector depth

Funnel.io is a platform built around a central data hub that stores, normalizes, and models your marketing data. It connects information from over 630+ sources and lets you move it to more than 45 different destinations with the right plan. Thanks to its native MCP server, these destinations include LLMs like ChatGPT and Claude, just like Supermetrics.

Since Fivetran claims to connect 750+ sources to 200+ destinations, Funnel.io comes closest on this list in terms of sheer breadth of connections.

Still, Funnel.io has some drawbacks compared to other platforms. For instance, it stores your data on its own servers, which can be a problem if you have strict compliance or PII requirements. Plus, most data sources and destinations are available only with a higher-tier plan.

Key features

• Broad connection and destination compatibility
• Predictive analytics and scenario planning
• No-code and code-native options
• Native MCP server to connect to Claude and ChatGPT

Pricing

Funnel.io’s pricing starts from $300/month as of August 2026.

3. Whatagraph

Best for: Data visualizations

Whatagraph is a marketing intelligence and reporting platform built for agencies. It connects data from both pre-built and custom connections into a single hub that stores and transforms everything that comes through.

Once you integrate your data into the hub, you can organize it into dashboards and reports, and query it with a native chat-based AI tool to surface insights and intelligence. More than that, you can use AI to automate workflows like report creation and full-context data summarization. You can also monitor campaigns against performance goals and set alerts when metrics dip below a certain threshold.

However, if you’re looking for more advanced data transformation features, Whatagraph may not be the best option for you. Other platforms also offer strong reporting capabilities. Supermetrics, for instance, can automatically ingest your existing templates and produce AI-generated commentary with full, per-client context.

Key features

• Source blending capabilities
• Client-facing AI chat feature for simplified report explanations
• Spend and performance tracking dashboards
• AI-assisted, white-label reporting with over 20 widget options

Pricing

Whatagraph’s pricing starts from $812/month as of August 2026.

4. Adverity

Best for: Enterprise data management

Adverity positions itself as a marketing data intelligence company built around two enterprise-grade products: Adverity Connect and Adverity Atlas.

Adverity Connect is a data connection tool that lets you pull data from over 450 sources and place it in 30 destinations. It monitors data quality in real time and includes layers for transformation and harmonization. Adverity Atlas is the knowledge layer that helps LLMs fully understand your data and its meaning, thereby enabling automated analysis.

If you’re looking for an enterprise-grade data collection and organization platform, Adverity is a strong competitor to Fivetran, especially for companies with stringent compliance requirements. Still, it might not be the best option for mid-market and growing businesses without dedicated data engineering resources. Browse our list of Adverity alternatives to find a potentially better solution.

Key features

• Separate data connection and analysis layers
• Cross-platform data harmonization
• Generative reporting and deck creation
• Integrated AI assistants with contextual data comprehension

Pricing

Adverity’s pricing is custom and not publicized as of August 2026.

5. Hightouch

Best for: Agentic marketing

Instead of moving data into warehouses, Hightouch is built to bring data out of warehouses and push it into marketing and advertising tools, a process that’s referred to as reverse ETL or data activation. Still, Fivetran now offers its own native reverse ETL solution with Fivetran Activations. Data activation is also available on other platforms, such as Supermetrics.

But by pushing your data into Hightouch, you can use AI to create advertisements (and other content) and personalized marketing campaigns based on your data and brand guidelines. You can also automate campaign management with agentic AI that personalizes and optimizes digital customer interactions without any manual lift.

Hightouch doesn’t offer transparent pricing, though, which may be inconvenient for those on a set budget.

Key features

• Campaign lifecycle management tools
• Ad creation platform
• Web content creation solution connected to brand guidelines
• AI-based decision-making support
• Data activation capabilities

Pricing

Hightouch’s pricing is custom and not publicized as of August 2026.

6. Dreamdata

Best for: B2B customer journey mapping

Dreamdata is a B2B attribution platform built to map the full account-level customer journey, from an anonymous first visit through to closed revenue. The platform connects go-to-market (GTM) data from various sources (such as CRMs and ad platforms), enabling cross-channel analytics capabilities such as multi-touch performance attribution and intent-signal alerting.

The platform is specialized for B2B marketers looking to understand and improve their performance. You can use it to visualize and optimize every aspect of your customer journey and measure campaign- and channel-level performance. Dreamdata also helps you get a firm understanding of which audience segments drive the most revenue.

Keep in mind, though, that Dreamdata targets a fairly narrow user base. If you’re a diversified enterprise or a strictly B2C organization, B2B-specific capabilities might not be the best fit for your needs.

Key features

• Granular customer journey dashboard
• Analytics and performance attribution tools
• Audience segmentation solution
• Real-time intent signal alerts

Pricing

Dreamdata’s Starter plan starts for free as of August 2026.

7. Hockeystack

Best for: GTM workflows

HockeyStack is a B2B revenue data platform that unifies your GTM data into a single source of truth. The platform’s Atlas solution ingests and normalizes data from various sources (including data warehouses and CRMs), then analyzes your data to attribute touchpoints directly to revenue outcomes.

With HockeyStack, you can query a native AI chatbot for insights into your data, generate campaign and revenue reports, and visualize the buyer journey at every stage. You can also surface account-specific intelligence from first- and third-party signals with built-in recommendations for next steps. The platform also comes with a workflow and prompt library that makes it easy to get the most out of its automation capabilities.

HockeyStack is a great Fivetran alternative for B2B GTM teams. But if you’re looking for a competitor that can serve broader marketing needs, other platforms may offer more applicable feature sets.

Key features

• Pipeline building and account insights tools
• Automatic data harmonization and business rule application
• Attribution modeling
• Campaign lift reports and buyer journey pathing

Pricing

Hockeystack’s pricing is custom and not publicized as of August 2026.

8. AgencyAnalytics

Best for: Client reporting for small marketing agencies

AgencyAnalytics is a budget-friendly Fivetran competitor built specifically to support client reporting for marketing agencies. Connecting data from 85+ sources, the platform unifies metrics into complete dashboards and lets you build white-labeled reports that give clients deep visibility into agency performance.

The agency-first design is a clear departure from Fivetran, which has no reporting layer and assumes a downstream business intelligence tool will handle presentation. AgencyAnalytics also builds client communication directly into the platform, letting agencies interact and update their clients in the same place where they build their reports.

AgencyAnalytics is a solid Fivetran alternative for very small agencies and those who primarily deliver dashboards, but other platforms may offer stronger reporting capabilities. With Supermetrics, you get slide-based client reports, smart templates that adapt across your client portfolio, and an internal review queue for quality assurance before clients get eyes on the final product.

Key features

• Simple report builder with white-label branding
• Dashboards with goal tracking and real-time alerts for performance monitoring
• AI-powered analytics, including anomaly detection
• Deep client controls

Pricing

AgencyAnalytics’ pricing starts from $20/client/month, billed annually, as of August 2026.

9. Stitch, a Qlik Product

Best for: Budget-friendly ETL

Stitch is a budget-friendly ETL that’s integrated directly into Qlik Talend Cloud. With 130+ connectors and workflow automation capabilities, it’s a solid solution for data engineering and analysis teams that don’t need the bells and whistles of everything Fivetran offers.

Marketing teams can combine their data from across sources with Stitch to identify which campaigns are driving the most revenue. Still, if you want to retain the general-purpose connector depth that Fivetran offers, platforms like Adverity and Funnel.io are stronger alternatives. And if you want a deeper set of marketing- and sales-specific connectors, Supermetrics offers over 170.

Key features

• Campaign monitoring and attribution
• Cross-channel performance insights
• Data transportation orchestration

Pricing

Stitch’s pricing starts from $100/month for 5 rows as of August 2026.

What to look for when choosing an alternative to Fivetran

When evaluating Fivetran alternatives, assess each platform based on how well it fits your needs. Below are eight criteria to keep in mind as you dive deep into each option:

• Pricing model: Different platforms have different pricing models. Some may charge a flat rate, while others may also charge by connection. Fivetran, specifically, prices based on Monthly Active Rows, meaning your costs increase as your data volume grows.
• Connector and destination depth: Teams collecting data from dozens of marketing and sales platforms need a connector library that goes beyond the basics, while smaller teams may only need core advertising and analytics sources.
• Marketing-specific features: Look for platforms that map data to different dimensions (such as campaigns and channels) to speed up analysis and eliminate manual lift for marketing mix modeling.
• Ease of use: Platforms built for marketers should require little to no technical expertise to set up and maintain, unlike general-purpose tools built specifically for data analysts.
• Scalability: The top Fivetran competitors keep pace as you scale in data sources, complexity, and team size, without breaking your budget or forcing a migration a year or two down the road.
• Customizability: Your platform of choice should give you full control over your data. Even some of the best ETL tools don’t offer the level of customization needed for marketing analytics and reporting, so ask questions about this when speaking with vendors.
• Data governance and security: Look for certifications such as SOC 2 and ISO 27001, and for compliance with key data security regulations such as GDPR and CCPA. The more protection measures your vendor of choice takes, the more likely your data is to be safe in their platform.
• Support and onboarding: Fast, responsive support shortens onboarding time and makes it easier to resolve platform performance issues before they balloon into serious problems.

Activate your data with Supermetrics

There are plenty of Fivetran competitors on the market that may better serve your needs. For agencies focused on client reporting, Whatagraph and AgencyAnalytics are strong options. Meanwhile, Dreamdata and Hockeystack work great if you’re a B2B marketing team.

Supermetrics is one of the best overall Fivetran alternatives. It’s designed specifically for marketing and data teams with 170+ relevant data source connections. With Supermetrics, you can not only store and manage your data, but also analyze it and activate it. The platform also uses a per-connection pricing model, so your costs won’t increase as your data volume grows.

Book a demo or start a 14-day free trial to explore how Supermetrics can support your team.

FAQ

What is the best Fivetran alternative for marketing teams?

Supermetrics is the strongest overall Fivetran alternative for marketing teams. With 170+ marketing and sales-specific connectors and per-connection pricing, Supermetrics offers deeper marketing integrations with a more scale-friendly pricing model.

Zeke Camusio, the CEO of Data Speaks, chose Supermetrics over Fivetran specifically for its reliability, including:

• Automatic backfills for when errors occur and user-defined look-back windows to prevent 1-day outages
• Flexibility to choose what data to bring into his warehouse to avoid slowing down queries or transferring unnecessary data
• A transparent pricing model with no hidden fees or surprises

Funnel.io and Whatagraph are also strong picks for teams prioritizing connector depth or agency-style reporting, respectively.

How do Supermetrics and Fivetran compare?

Supermetrics is built specifically for marketing and sales data, while Fivetran is designed more as a general-purpose ELT platform. That means Supermetrics offers more marketing- and sales-specific connectors, while Fivetran offers more connectors for other functions. Both platforms provide reverse ETL tools.

Why look for Fivetran alternatives?

Reasons you might be looking for Fivetran alternatives include:

• Synchronization issues leading to workflow complications
• High costs limit accessibility, especially if you’re budget-constrained
• A steep learning curve requiring technical knowledge for effective use

What are the top features to look for in a Fivetran alternative?

The top features you’ll need for your Fivetran alternative depend on what you’re specifically looking for. If you want a general-purpose tool with similar functionality, prioritize connector depth for both sources and destinations. If you want a marketing-specific tool, look for one designed for you, such as a campaign monitoring or client reporting solution.

Whatever you decide, prioritize the platforms with up-to-date security certifications and responsive customer support.

How does Fivetran's pricing compare to alternatives?

Fivetran charges based on Monthly Active Rows, which makes costs harder to forecast as data volume and connector count grow.