Funnel vs. Supermetrics: A comparison guide

Funnel and Supermetrics both move marketing data out of ad platforms and into the places where teams report. The split is structural: Funnel stores everything in its own AWS environment and meters usage through a credit system, while Supermetrics leaves storage optional and charges a flat fee. This guide compares both on connectors, destinations, security, and price, with every figure sourced from the vendors' own pages.

Supermetrics and Funnel.io both solve the same basic problem: getting marketing data from ad platforms and analytics tools into a report.

If you're weighing Funnel.io alternatives, the difference comes down to pricing, data ownership, and how far the platform goes beyond the initial data pull.

Those differences are structural rather than cosmetic. Funnel operates as a managed data hub: it pulls source data on a schedule, stores it in its own AWS environment, and serves reports and exports from that stored copy, with usage metered in Flexpoints.

Supermetrics moves data from source to destination without permanently storing it, prices plans based on sources, accounts, users, and destinations rather than volume, and extends beyond reporting into activation.

This guide compares the two tools across connectors, data destinations, scalability, security, and pricing to help marketing and data teams pick the right fit for their team.

Funnel vs. Supermetrics at a glance

Supermetrics is the better choice for teams that want flat-fee pricing and control over whether their data is stored, while Funnel offers a larger raw connector library on its higher tiers and bundles storage by default.

Verified as of August 2026.

Supermetrics overview

Supermetrics is a marketing intelligence platform that moves data from marketing and sales sources into the destination a team already works in, then extends into analysis and activation without requiring a data engineer.

Supermetrics connects, manages, analyzes, and activates marketing data across every channel in a team's stack, without requiring code or a data engineering team.

That includes transforming data (for example, custom fields and data blending), analyzing it with built-in AI agents, and activating it through audience segmentation and journey orchestration, all inside one platform.

Supermetrics gives teams the freedom to choose their data destination: Google Sheets, Excel, Data Studio (formerly Looker Studio), Power BI, AI tools like Claude and ChatGPT, data warehouses (BigQuery, Snowflake), or Supermetrics Storage. The decision belongs to the user.

And now, with Supermetrics Studio, you can create reports directly within the platform. You can query LLMs you’re already familiar with (like Claude and ChatGPT) to build full dashboard views, then push them back into Supermetrics Studio, where an AI agent will help you edit. It represents a fundamental evolution of traditional dashboards, with data that updates in real time and built-in capacity to adjust campaigns from the same view,

Supermetrics is also SOC 2 Type II audited annually and ISO 27001 certified, and its products are GDPR- and CCPA-compliant. Data is strongly encrypted in transit, and Supermetrics doesn't permanently store the data loaded through its integrations.

Data may sit in temporary storage to keep retrieval fast, and it's stored in Supermetrics' encrypted databases only when a team opts into Custom Data Import or Storage.

Funnel overview

Funnel is a marketing data hub that collects data from ad and analytics platforms, stores it in its own cloud environment, and serves reports and exports from that stored copy, with plans metered in Flexpoints.

Even though Funnel and Supermetrics both offer similar core connector functionality, their operating models are different. Unlike Supermetrics, Funnel uses a "managed data warehouse" model: Funnel downloads source data on a schedule and stores it within its AWS environment before serving or exporting it.

Funnel's pricing also shifted meaningfully in the past 18 months. Funnel discontinued its free plan in early 2026. Its Starter tier now begins at $300/month (billed annually) with access to 117 connectors and 13 destinations, Business begins at $600/month (billed annually) with 579 connectors and 46 destinations, and Enterprise is custom-priced with 600+ connectors.

Every plan runs on Funnel's Flexpoint system. Flexpoints are consumed by active connectors, platform accounts, reporting destinations, data warehouse destinations, dashboards, and conversion uploads.

Funnel vs. Supermetrics: Data source connectors

Funnel offers more connectors by raw count at its upper tiers, while Supermetrics makes all of its data sources available across plans and pulls more metrics and dimensions from each one.

When assessing data source connectors, there are two main questions to ask:

What platforms can I pull data from?

Every source available in Supermetrics is included on every plan, while Funnel's larger library is tiered, starting at 117 connectors on Starter.

The platforms, or integrations, from which a user can pull data and feed it to a destination are referred to as data source connectors. Supermetrics and Funnel both cover similar ground here.

Supermetrics connects to a variety of marketing and sales data sources, grouped into:

• Paid media (Facebook Ads, Google Ads, Amazon Ads, TikTok Ads)
• Web analytics (Google Analytics 4, Adobe Analytics, Bing Webmaster Tools)
• Social media (Facebook, Instagram, X, LinkedIn Company Pages)
• SEO (Google Search Console, Google Business Profile, Ahrefs, Semrush)
• E-commerce (Shopify, Klaviyo, Stripe, WooCommerce)
• Mobile and app analytics (Apple Public Data, AppsFlyer)
• Email & SMS (Mailchimp, HubSpot, Klaviyo)
• Sales (Salesforce, Marketo, HubSpot, CallRail)

Check out all the data sources Supermetrics integrates with. Teams can also submit feature or connector requests and follow the roadmap for in-progress and upcoming features.

Funnel's connector library is larger by raw count but gated by plan tier: 117 connectors on Starter, 579 on Business, and 600+ on Enterprise. Custom connectors, which Funnel's team builds and maintains for a specific customer's platform, are available on request on Business and Enterprise plans only.

It's important to look closely at each connector, since many pull only a limited number of metrics and dimensions — more on that below.

What metrics and dimensions can I pull from those platforms?

Supermetrics exposes whatever a platform's API makes available, while Funnel surfaces a narrower set of fields per connector.

The second aspect to assess is the type and granularity of data available.
Supermetrics prioritizes depth: if a metric or dimension is available via a platform's API, Supermetrics makes it available as well, so teams can build the exact reports they need rather than working around a connector's limitations. Check out Supermetrics' documentation pages for a full breakdown of the available fields per connector.

Funnel pulls fewer data points per connector than Supermetrics. As Supermetrics' own competitive research puts it, Funnel's broad connector list trades off against connector depth: teams get more platforms covered, but less granularity within each one.

"No other product apart from Supermetrics gives us the level of data granularity and reporting possibilities that we need to make sure we're efficient, spending enough time listening to our clients and keeping track of campaign progression." — Sam Caesar, Search Account Manager, Sleeping Giant Media

This means teams are more likely to build reports and dashboards with the granularity they (or their clients) want with Supermetrics.

Funnel vs. Supermetrics: Data destinations

Both platforms send data to spreadsheets, BI tools, and warehouses, and both export to Microsoft Excel. Supermetrics adds custom API access, enabling teams to push data to any BI tool, database, or warehouse that accepts JSON or CSV.

Now that it's clear what data is available, it's time to look at where it can go. Depending on the use case, teams may need different ways to access data — on-demand or centralized.

On-demand data for quick analysis and optimization decisions

On-demand destinations cover the daily questions, and both platforms serve spreadsheets, dashboards, and AI tools here.

Supermetrics supports on-demand data for quick, ad-hoc decisions like campaign optimization or budget pacing. For on-demand use cases, data can go into:

• Spreadsheets: Google Sheets and Excel work well for quick, ad-hoc analysis, with calculations and pivot tables to visualize trends and monitor data.
• Data visualization: Data Studio and Power BI help identify trends and compare performance so you can communicate the story behind the data to internal teams and clients.
• AI tools: Teams can connect Claude, ChatGPT, and Microsoft Copilot directly to Supermetrics data, then ask plain-English questions like "which campaigns had the best ROI this month" and get answers grounded in live performance data without building a dashboard first.

For destinations like Google Sheets, Data Studio, and Excel, Supermetrics offers many pre-made reporting templates for most connectors.

"With Funnel, we quickly noticed that they didn't cover all the data sources we needed, and their pricing might also have been an issue for us." — Zach Cooper, Director of Analytics, A Cloud Guru

Centralized data storage for strategic and operational decisions

Centralized storage is where the two models diverge most: Supermetrics sends data to a warehouse the team owns, while Funnel first keeps it in its own environment.

Centralizing data storage is ideal for gaining deeper insights from historical data and complex reports, especially for enterprises and agencies handling large volumes of data.

Teams can also connect data to data warehouses and data lakes like BigQuery, Snowflake, Azure, and Redshift for strategic decision-making and historical analysis, as well as collaboration with data teams. Supermetrics offers a standard schema to help teams get started, and every connector is self-serve, so no dedicated setup person is required.

Funnel covers a comparable set of destinations, including Google Sheets, Excel, Data Studio, Power BI, Tableau, BigQuery, S3, and Snowflake, though warehouse and BI destinations sit on the Business plan or higher.

Supermetrics additionally offers custom API access, which teams use to connect BI tools, databases, and data warehouses that support JSON or CSV inputs.

Build custom applications on top of Supermetrics

For teams that want to ship their own reporting product rather than use one, Supermetrics can serve as the underlying data layer.

Through Build on Supermetrics, agencies and product builders can build custom transfer solutions and data products. This includes white-labeled client reporting portals and embedded analytics dashboards. You can also build AI agents grounded in live marketing data via the Supermetrics MCP. These all exist on top of Supermetrics' data foundation, without maintaining integrations themselves.

Funnel offers similar destinations except for Microsoft Excel and custom API access, which Supermetrics uses to connect BI tools, databases, and data warehouses that support JSON or CSV inputs.

Funnel vs. Supermetrics: How does each solution scale with you?

Supermetrics scales by letting teams change their destination as their needs change, from a spreadsheet to their own warehouse. Funnel scales within its own environment, which is simpler to start with and harder to leave.

Data needs grow as a business grows, and Supermetrics is built to scale with a team, no matter its size. Small teams with less complex reporting needs can start with self-serve products for Google Sheets, Excel, Data Studio, and Power BI.

As analytics needs outgrow spreadsheets, teams can move into a marketing data warehouse, or use Supermetrics Storage if in-house technical expertise is limited. Teams that want on-demand, centralized data can use the Supermetrics Marketing Intelligence Cloud.

Funnel, on the other hand, stores data in its own data warehouse. This model can become restrictive as needs outgrow its capabilities, and migrating to another platform later can be complex and time-consuming.

Supermetrics is trusted by 200,000+ companies in 120 countries, including Dyson, Volvo, and HP. That breadth of use means it's more likely that any given reporting setup has already been solved for within the platform.

What happens when reporting needs outgrow the tool?

The practical test of scalability is what a team can change later: destination, storage location, and transformation logic.

With Supermetrics, a team that starts in Google Sheets can add Data Studio, then move to BigQuery or Snowflake, without changing the data provider or rebuilding its transformation logic elsewhere. Transformations run during transfer, and data lands wherever the team decides.

With Funnel, both the stored data and the transformation logic live inside Funnel's environment. That's convenient while a team stays on the platform, and it's the main source of switching cost if it doesn't.

Funnel has also changed its pricing model twice in the past 18 months, most recently discontinuing its free plan in early 2026, which is worth factoring into a multi-year decision.

Funnel vs. Supermetrics: Data processing, storage, accuracy, and security

Supermetrics and Funnel share the same core certifications, so the real difference here is architectural: Funnel stores a copy of the data to serve reports, whereas Supermetrics doesn't unless a team asks it to.

Data storage and processing decisions carry real consequences for security, cost, and who controls the data long-term.

How secure is data on each platform?

Both platforms are ISO 27001-certified, SOC 2 Type II-audited, GDPR- and CCPA-compliant, and encrypt data in transit.

Supermetrics doesn't permanently store the data teams load through its integrations. Data may sit in temporary storage to keep retrieval fast and

reliable, and the timing of temporary storage purges varies by data source.

When a team uses Custom Data Import or Storage, that data sits in Supermetrics' own databases, encrypted at rest and access-controlled.

Funnel downloads source data on a schedule and stores it within its AWS environment before serving or exporting it.

Funnel's transformation layer cleans, maps, and groups data before loading it into a reporting tool or data warehouse. Both Supermetrics and Funnel are SOC 2 Type II audited and ISO 27001 certified, and both adhere to GDPR and CCPA.

Supermetrics uses fully encrypted caches to improve data delivery performance from certain sources. It doesn't sample data, and doesn't rename fields or change numbers. Data flows through as-is, matching the numbers visible on the source platform.

Funnel, by contrast, can return sampled Google Analytics data depending on report complexity, and normalizes fields and currencies during processing rather than passing them through unchanged. Supermetrics guarantees 99.9% uptime.

Verified as of August 2026.

"The synergy between Supermetrics and BigQuery is a powerful force. We can seamlessly access and analyze both historical and current data, providing a holistic view of our client's marketing performance. This is particularly valuable during platform transitions like GA4, ensuring no valuable insights are lost during migration." — Sanjay Mayar, VP of Growth, Imajery

How is data processed on each platform?

Supermetrics applies transformations during the transfer itself, while Funnel applies them to the copy of the data held in its own environment.

Funnel's data transformations follow a different logic than Supermetrics'; data blending can be easy to adopt as a small team with simple logic, but creating custom fields in Funnel requires knowing exactly what to build and how.

As data needs grow, teams need to manage transformations and mix custom fields or blends without friction, and editing existing transformations must remain smooth. Supermetrics' data transformation and blending features are built for that kind of ongoing customization.

Teams should also consider whether they want core transformation logic sitting on a third-party server that can't be transferred if it later switches away from Funnel. For large teams, source and version control matter too: being able to roll back to a previous version or check the source of a piece of logic.

Supermetrics lets users modify, map, correct, or normalize extracted data during the transfer itself. Data is stored only where a team decides: in a reporting tool, data warehouse, or Supermetrics Storage.

How accurate is the data on each platform?

Funnel reports from a stored copy of the data, while Supermetrics pulls from the source, which changes how fresh the numbers in a report are.
Funnel's managed environment can refresh quickly, but it requires setting up data exports within Funnel first, specifying metrics and dimensions before pulling data into a report.

Because reports are read from stored data, refresh frequency, which is daily on Starter and every two hours on Business and Enterprise, sets how current those numbers are.

Supermetrics offers a storage solution that can be toggled on or off, so teams can choose which data from which source is stored, rather than only transferred and encrypted to a destination.
The storage solution supports direct connections for privacy-sensitive or non-aggregatable metrics (like reach) while still building a historical database for reports that need large data sets, like trend analysis or YoY reporting.

What data storage does each platform offer?

Both platforms offer EU data residency, and both put region control on their top tier. Funnel offers a choice between EU and US data centers, and its pricing page lists the EU Data Center as a feature of the Enterprise plan.

Many countries and regions have strict data residency regulations. Supermetrics Storage, by contrast, stores data only in the EU region, and customers decide which data gets stored in the first place.

Data residency and region control are available on the Supermetrics Enterprise plan. GDPR doesn't require that EU residents' data stay inside the EEA, but it does restrict transfers outside the EEA unless specific safeguards are in place. 

For teams that would rather avoid that question entirely, the question of where a platform stores data, and whether it stores it at all, is against the plan being quoted.

Funnel vs. Supermetrics: Pricing

Supermetrics starts at $44/month, billed annually, with no data volume charges, while Funnel starts at $300/month, billed annually, and meters usage in Flexpoints on top of the plan fee.

Funnel prices on a credit system called Flexpoints. Flexpoints are consumed by active connectors, platform accounts, reporting destinations, data warehouse destinations, dashboards, and conversion uploads. Individual data sources currently consume no Flexpoints, and running out mid-cycle means buying more.

Funnel discontinued its free plan in early 2026. Starter begins at $300/month (billed annually) with 117 connectors and 13 destinations, Business at $600/month (billed annually) with 579 connectors and 46 destinations, and Enterprise is custom-priced with 600+ connectors.

Because Flexpoint consumption sits on top of the plan fee, the final bill depends as much on how the platform is used as on the tier.

Verified as of August 2026.

"We started looking for alternatives when Funnel increased their pricing. We chose Supermetrics due to a more favorable price and a better user experience for developers. The transition was smooth with no problems in data quality." — Lauri Nurmela, Marketing Analytics and Automation Lead, Swappie

Because of its managed data warehouse, switching away from Funnel later can also lead to vendor lock-in. Once transformation logic and historical data reside in Funnel's warehouse, moving to another platform requires substantial migration work.

Supermetrics doesn't charge by data volume. Plans are priced around sources, accounts, users, destinations, and service requirements. Starter runs $44/month (billed annually) or $55/month (billed monthly), and Growth runs $177/month (billed annually) or $222/month (billed monthly), with Enterprise custom-priced for larger data volumes and teams.

There are no surprise fees or price surges tied to usage or credit systems.

Verified as of August 2026.

Funnel or Supermetrics: The bottom line

Choose Supermetrics if budget predictability and control over where data lives matter most. Choose Funnel if a very long connector list matters more than either, and storing data in a vendor's environment isn't a problem.

Funnel and Supermetrics both move marketing data from source platforms into a reporting layer, but the right choice depends on how much control a team wants over storage, budget predictability, and where data ends up.

Teams looking for a simple way to build marketing reports and are comfortable with data sitting in a third-party warehouse may find Funnel's broad connector list appealing, especially at higher usage tiers.

Teams that want a platform that provides control over whether and where data is stored and direct connections to AI tools like Claude and ChatGPT will generally get more from Supermetrics as they scale. The platform’s pricing is flat and predictable, so there won’t be any surprise costs that show up as your data volume increases.

Ready to see the difference firsthand? Start a 14-day free trial with any of Supermetrics' connectors, or book a demo to walk through a migration from Funnel.

Is Supermetrics cheaper than Funnel?

At the entry tier, yes. Supermetrics Starter runs $44/month billed annually, while Funnel Starter begins at $300/month billed annually. Funnel's Flexpoint system also adds usage-based cost on top of the plan fee, while Supermetrics doesn't charge by data volume.

Does Supermetrics store data the way Funnel does?

No. Funnel stores source data in its own AWS environment as part of how the platform works. Supermetrics doesn't permanently store data loaded through its integrations, and dedicated storage is opt-in through Supermetrics Storage, so a team can choose to store all, some, or none of its data.

Which platform has more connectors, Funnel or Supermetrics?

Funnel has a higher raw count at its top tier, but it gates access by plan: Starter includes 117 connectors. Supermetrics makes all 170+ sources available on every plan and prioritizes depth of metrics and dimensions per source over raw count.

Can Supermetrics and Funnel both connect to AI tools like Claude and ChatGPT?

Yes. Both platforms run an MCP server, so marketing data can be queried in Claude, ChatGPT, and other MCP-compatible tools. Supermetrics also includes an activation layer, so teams can act on what they find through audience segmentation and journey orchestration rather than only asking questions.