Funnel Review: Achieve 26% Higher ROAS with Unified Marketing Data

Drowning in scattered marketing data lately?

If you’re researching Funnel, you’re probably overwhelmed trying to pull data from so many platforms just to get a basic performance report.

It gets frustrating fast. Reporting eats up your entire morning and you still worry your numbers are wrong or incomplete.

After digging deep into Funnel, I found their solution is all about simplifying data collection, transformation, and advanced measurement—letting you skip the daily spreadsheet headaches and focus on real analysis. They stand out by letting you connect to 500+ tools, create export-ready, clean reports, and visualize cross-channel performance without heavy setup.

In this review, I’ll break down how Funnel gives you instant clarity on marketing spend and takes the guesswork out of multi-channel reporting.

Inside, you’ll discover Funnel’s key features, how their pricing works, new measurement tools from Adtriba, plus side-by-side comparisons with top alternatives—all in this Funnel review to help your evaluation process.

You’ll leave knowing the features you need to confidently decide if Funnel fits your marketing reporting workflow.

Let’s dive into the analysis.

Funnel Overview

Funnel.io has a compelling mission I think you’ll appreciate: making marketing data simple enough for any marketer to use. They’ve been around since 2014, based in Stockholm, Sweden.

While they serve businesses of all sizes, their key specialty is making data pipelines accessible to marketers, not just specialized data engineers. This practical, user-first focus is apparent throughout their entire platform and helpful self-service support model.

Their recent acquisition of measurement firm Adtriba in mid-2024 was a particularly smart move. You’ll see through this Funnel review how this adds powerful marketing mix modeling capabilities.

Unlike competitors that act as pure data pipes, Funnel is built for complete, end-to-end marketing analysis. Their all-in-one data hub approach feels more intuitive than juggling separate integration, storage, and visualization tools on your own.

I typically see them working with performance marketing agencies, fast-growing e-commerce retailers, and B2B software companies that are struggling to consolidate complex ad spend data from countless platforms.

From my perspective, Funnel’s current strategy is all about bridging that critical gap between raw data collection and generating genuine business intelligence. This directly addresses your team’s pressing need to prove marketing ROI.

Now let’s examine their core capabilities in detail.

Funnel Features

Struggling to make sense of your marketing data?

Funnel features are designed to simplify data collection, transformation, and reporting, helping you make smarter marketing decisions. Here are the five main Funnel features that empower marketing teams.

1. Data Integration (Data Hub & Connectors)

Tired of manually pulling marketing data?

Consolidating data from countless marketing platforms is a huge pain. This often leads to errors and wasted hours that could be spent on strategy.

Funnel’s Data Hub automatically connects to over 500 platforms, which eliminates manual data entry and ensures accuracy. From my testing, setting up these data pipelines is incredibly intuitive, even without extensive coding knowledge. This feature truly centralizes your scattered marketing insights.

This means you can spend less time wrangling spreadsheets and more time analyzing performance across all your channels.

2. Data Transformation

Is your marketing data messy and hard to use?

Raw marketing data is often inconsistent and needs serious cleaning before it’s useful. This makes analysis frustrating and unreliable.

Funnel offers powerful tools to clean, map, and group your data, preparing it for actionable insights. What I love about this approach is how you can apply custom rules without altering raw data, keeping your original source intact. This feature helps you organize complex datasets efficiently.

The result is your team gets clean, organized data that’s ready for analysis, leading to much clearer insights.

3. Data Destinations & Exporting

Can’t get your marketing data into your favorite BI tools?

Getting processed marketing data into your preferred analysis or visualization tools can be a complex technical hurdle. This limits how you leverage your insights.

Funnel easily sends your refined data to popular BI tools like Looker Studio, Tableau, or even data warehouses. Here’s what I found: the flexibility to export to various destinations means you’re never locked into their ecosystem. This feature ensures your data integrates seamlessly.

So you can use your cleaned data in the tools your team already uses, maximizing your existing analytics investments.

4. Marketing Reporting (Funnel Dashboards)

Are you wasting time building custom marketing reports?

Creating comprehensive marketing performance reports from scratch is a time-consuming task. This delays crucial decision-making and wastes valuable resources.

Funnel offers customizable dashboards directly within its platform, providing a centralized view of your marketing KPIs. This is where Funnel shines: you can quickly visualize performance across all channels, making data-driven decisions much faster. This feature consolidates all your metrics.

This means you can get a holistic, real-time view of your marketing performance without having to switch between multiple tools.

5. Advanced Measurement (Add-on Module)

Struggling to prove marketing ROI and impact?

Understanding which marketing efforts truly drive revenue and how to optimize spend is a major challenge for many businesses. This makes budget allocation a guessing game.

As an add-on, Funnel Measurement provides advanced tools like marketing mix modeling and multi-touch attribution. From my evaluation, these tools are invaluable for optimizing budget allocation and understanding true campaign ROI. This feature provides deep insights into your marketing effectiveness.

So as a marketer, you can confidently demonstrate the impact of your campaigns and make smarter, more informed decisions about your budget.

These Funnel features work together to create a comprehensive marketing intelligence platform, empowering you to make data-driven decisions with ease.

Funnel Pricing

Struggling to understand software costs?

Funnel pricing offers a tiered structure with transparent options, including a robust free plan, ensuring you can find a fit for your budget.

Plan	Price & Features
Free Plan	Free • Connect up to 4 connectors • 1 destination (Looker Studio, Google Sheets, Excel) • 400 “flexpoints” • Commitment-free, no credit card required
Starter Plan	€360/month (billed annually) or €1.08/flexpoint/month (billed monthly) • 350 connectors and destinations • Basic features • Starts from 500 flexpoints
Business Plan	Starts at approximately $750.00 per month • Access to over 579 connectors • 40 destinations • Funnel Measurement add-on available (MMM, MTA, Incrementality)
Enterprise Plan	Custom pricing – contact sales (est. $1799-$2585+ per month) • All connectors and destinations • Advanced Data Hub capabilities • Custom integrations, governance & compliance • Measurement add-on based on ad spend/models

1. Value Assessment

Solid value across tiers.

What I found regarding Funnel’s pricing is its flexible “flexpoint” system for the Starter plan, which scales with your usage rather than forcing you into oversized plans. The clear tiered structure helps you budget effectively, especially with the free plan offering a comprehensive trial experience.

From my cost analysis, this means your monthly costs stay predictable as your data needs evolve.

2. Trial/Demo Options

Evaluate before committing.

Funnel provides a free plan which effectively serves as an extended trial, letting you connect essential data sources without a credit card. You can also book a demo for a detailed custom quote and deeper insight into enterprise features.

This helps you thoroughly test the platform and align it with your specific marketing data strategy before making a financial commitment.

3. Plan Comparison

Matching plans to your scale.

The Free and Starter plans are excellent for individuals or small teams, while the Business plan serves growing companies needing advanced connectors and initial measurement tools. What stands out is how the Enterprise plan caters to large-scale data needs with custom integrations and advanced governance.

This helps you select a plan that precisely matches your current operational requirements, avoiding unnecessary expenditure.

My Take: Funnel’s pricing is transparent and highly scalable, starting with a generous free plan and growing to comprehensive enterprise solutions, making it suitable for businesses of all sizes.

The overall Funnel pricing offers clear value for various business stages and data needs.

Funnel Reviews

What do real customers actually think?

This customer reviews section digs into real Funnel reviews, offering balanced insights from users on platforms like G2 and Capterra to help you understand their actual experiences.

1. Overall User Satisfaction

Most users are highly satisfied.

From my review analysis, Funnel maintains strong average ratings, generally 4.5 out of 5 stars, across key review sites. What I found in user feedback is that satisfaction often stems from significant time savings and improved data accuracy, validating Funnel’s core promise.

This indicates you can likely expect a positive return on investment, particularly in efficiency.

2. Common Praise Points

Users love the automation and accuracy.

Customers consistently praise Funnel’s ability to automate data collection and centralize diverse marketing data into one reliable source. Review-wise, the time saved on manual reporting is a recurring theme, with several users reporting drastic reductions in reporting hours.

This means you can free up valuable team time previously spent on tedious data preparation.

3. Frequent Complaints

The initial learning curve is common.

While largely positive, some users do report a steep learning curve when first setting up and configuring Funnel. What stands out in customer feedback is how getting started can feel challenging without prior technical experience, requiring patience and reliance on support.

These challenges appear to be initial hurdles, not persistent issues once configured.

The Funnel reviews overall demonstrate strong credibility and consistent user satisfaction, despite an initial learning curve.

Best Funnel Alternatives

Navigating the Funnel alternatives?

The best Funnel alternatives include several strong options, each better suited for different business situations and priorities, from data granularity to technical expertise.

1. Supermetrics

Prefer Google Sheets or Data Studio for reporting?

Supermetrics excels if you primarily rely on Google Sheets or Data Studio, offering strong native integrations and pulling more granular data dimensions and metrics. From my competitive analysis, Supermetrics gives you deeper data granularity for specific tools, though Funnel has far more connectors overall.

Choose Supermetrics if you prioritize granular data extraction and work heavily within Google Sheets or Data Studio.

2. Adverity

Need advanced data transformation and quality control?

Adverity provides deeper data granularity and highly customizable transformation options, alongside AI-enabled data quality monitoring. What I found comparing options is that Adverity offers robust data quality monitoring not available in Funnel, though it requires more technical setup and can be less transparent with pricing.

Consider this alternative if you have a technical team and require extremely detailed data transformations and quality control.

3. Fivetran

Integrating data beyond just marketing sources?

Fivetran supports a wider range of data sources, including databases and various applications, and automates data pipeline maintenance. Alternative-wise, Fivetran offers broader data source integration for general ELT needs, but it’s not as specialized for marketing data as Funnel, and pricing is usage-based.

Choose Fivetran for diverse data integration needs beyond marketing, especially with available technical expertise for post-load transformations.

4. Improvado

Managing large-scale, cross-channel enterprise campaigns?

Improvado goes beyond aggregation with advanced data transformation capabilities and robust marketing data governance. From my analysis, Improvado provides sophisticated full-cycle analytics automation for complex enterprise scenarios, though its pricing information is not publicly available.

Choose Improvado for large-scale enterprise needs requiring advanced data transformation and automated, comprehensive analytics and reporting processes.

Ultimately, the best Funnel alternatives depend on your specific business needs and technical capabilities, not just feature counts.

Funnel Setup

What does Funnel implementation really involve?

Understanding Funnel’s deployment is crucial. This Funnel review section breaks down the setup process, technical requirements, and how your team will adapt, setting realistic expectations.

1. Setup Complexity & Timeline

Not a difficult start.

Funnel is designed for self-service, making initial setup straightforward for most. What I found about deployment is that getting data flowing is surprisingly quick, though understanding the platform’s full capabilities takes time.

You’ll want to plan for an initial learning period, even if connecting accounts is fast and intuitive.

2. Technical Requirements & Integration

Minimal fuss with your existing IT.

As a cloud-based platform, Funnel requires no on-premise infrastructure or complex coding skills for general use. From my implementation analysis, it integrates seamlessly with marketing platforms, automating data collection without significant IT overhead.

Your IT team will appreciate the light footprint, primarily focusing on data security and access protocols, not complex installs.

3. Training & Change Management

User adoption relies on grasping new efficiencies.

While initial setup is easy, there’s a learning curve to truly leverage Funnel’s advanced features and optimize data workflows. From my analysis, successful change management hinges on dedicated training to shift from manual reporting.

Invest in the training Funnel offers; it’s essential for maximizing the tool’s capabilities and ensuring your team fully adopts it.

4. Support & Success Factors

Exceptional support drives successful outcomes.

Funnel is highly praised for its outstanding customer support and training, which is pivotal during initial setup and beyond. What I found about deployment is that their proactive support accelerates mastery, particularly for new data connections and advanced configurations.

Leverage their responsive team and training resources; they are critical enablers for your long-term success with Funnel.

Overall, Funnel setup is user-friendly, and its high-quality support makes successful implementation highly achievable for businesses focused on data efficiency.

Bottom Line

Should you choose Funnel for your marketing data?

This Funnel review shows a powerful marketing intelligence platform for teams needing centralized, automated data, offering strategic advantages for your business.

1. Who This Works Best For

Marketers and agencies drowning in fragmented data.

Funnel excels for digital marketing specialists, agencies, and e-commerce businesses of all sizes, from SMBs to enterprises, that need to centralize and automate data from diverse ad platforms. What I found about target users is that marketing teams focused on data-driven decision-making will find Funnel indispensable for streamlined reporting and ROI measurement.

You’ll particularly succeed if your current data collection and reporting are manual, time-consuming, or prone to errors.

2. Overall Strengths

Unmatched data centralization and automation capabilities.

The software succeeds by automating data collection from a vast array of marketing channels, consolidating it for unified analysis, and integrating seamlessly with BI tools. From my comprehensive analysis, its extensive connector library saves significant time by eliminating manual data aggregation and ensuring accuracy for your reporting needs.

These strengths will directly free up your marketing team from tedious tasks, allowing them to focus on strategic insights and campaign optimization.

3. Key Limitations

Initial learning curve and specific data granularity.

While powerful, new users might face an initial learning curve when setting up and configuring the platform to their specific needs. Based on this review, some users report limitations on specific data fields compared to competitors, which could impact highly granular analysis needs for your business.

I find these limitations manageable for most use cases but suggest careful consideration if your data needs are extremely specialized or demand instantaneous real-time refresh.

4. Final Recommendation

Funnel earns a strong, confident recommendation.

You should choose Funnel if your primary need is to centralize, transform, and analyze marketing data from a wide array of sources for efficient reporting and advanced measurement. From my analysis, this platform empowers marketers to own their data without requiring deep technical expertise, offering clear value for your team.

My confidence level is high for marketing teams and agencies looking to streamline operations and gain a unified view of performance.

This Funnel review shows strong value for marketing teams seeking efficiency and comprehensive data insights, helping you make a confident decision.