Adverity vs Funnel: simplify marketing data, empower every team

Are you comparing Funnel and Adverity because you need rock-solid, scalable marketing reporting? Both can pull performance data from hundreds of marketing platforms into one place, but after that, they take you in very different directions.

Funnel empowers marketers to build reporting that internal or external stakeholders can rely on to track spend and marketing performance. Adverity is a better fit if you want a more traditional extract, transform and load (ETL) setup and are happy to lean on engineers for modeling and maintenance. We’ll look at ease of use, speed to value, pricing and measurement so you can decide what fits your roadmap.

Adverity vs. Funnel at a glance

On paper, Funnel and Adverity live in the same category: platforms that bring your marketing data into one place. In practice, they feel very different.

Adverity is closer to a traditional extract, transform and load (ETL) platform. It shines when you have engineers who can design data models, manage pipelines and push data into separate tools for dashboards, analysis and forecasting. Advanced work often happens in templates and scripts, which suits technical teams who like that level of control.

Funnel is a marketing intelligence platform with the Data Hub as its foundation. The hub pulls in your marketing data, harmonizes data that would otherwise stay fragmented across tools and keeps it clean, reliable and governed. That single, trusted dataset then feeds everything else: you can use it in advanced measurement models, activate it back to ad platforms, export it to BI tools or data warehouses or build reports directly in Funnel.

Furthermore, the Data Hub is also fully no-code. Marketers and data teams connect sources without SQL, use pre-built dashboards to get to reporting fast and track performance across channels like LinkedIn and Google Ads with daily data refreshes.

At a high level, the trade-offs look like this:

Why agencies choose Funnel over Adverity

Agencies don't win awards for complex stacks. Your clients care that reports land on time, tell a clear story and don’t break the night before a QBR. So while Adverity and Funnel can both centralize performance data, agencies that want to scale reporting without hiring a bunch of engineers tend to lean toward Funnel.

Scale client reporting without the chaos

Think about your current client list. As soon as you add a few more brands, channels or markets, any fragile setup starts to show cracks.

Adverity gives you strong ETL capabilities and plenty of connectors, which is why data teams often speak highly of its flexibility. But G2 reviewers also mention a steep learning curve for advanced data transformation work, a tricky setup and limited guidance when something goes wrong. A few even call out confusing error tracking and mistakes that are hard to reverse. So when you are running dozens or hundreds of data streams, the instability can easily spill into missed SLAs and having to fix spreadsheets at the last minute.

In contrast, Funnel’s marketing data hub gives you a stable foundation to build on. Platform-specific teams specialize in API changes, maintenance and new connections, so if a platform updates an API, Funnel catches it before data gets lost or reports break.

Additionally, Funnel stores your raw marketing data with no retention limits and refreshes it daily, so you and your clients always see accurate, up-to-date metrics you can trust.

On top of that, Funnel automates the advanced transformations layer (collecting, labeling, cleaning and organizing) to harmonize data, instead of leaving you to manually fix things like naming conventions or currencies. Arm Candy used Funnel to rebuild its reporting layer, saving about 12 hours a week on reporting alone and cutting broken client-facing reports to near zero.

For larger networks, the same foundation scales out across teams and markets. For example, Havas Media France has around 50 people collaborating in Funnel to manage reporting for more than 50 clients in one shared environment, instead of juggling one-off workarounds per account. The team uses a feature called Funnel Portals, which gives each client a customized dashboard for unlimited users, so they choose what to share, invite the right stakeholders and roll new clients or channels into a proven structure instead of rebuilding reports from scratch.

Empower your whole team

Most marketing agencies don’t want a world where only two people hold the keys to the data model. Some Adverity users hint at that dynamic, with advanced features feeling inaccessible for team members without the technical skills.

Funnel’s no-code workspace is designed to democratize data so account leads, analysts and data specialists can all work from the same canvas in a self-service style. You define shared logic once (the dimensions, groupings and calculations across your client portfolio) and reuse it everywhere instead of maintaining custom formulas in scattered Google Sheets.

That’s what matters most to Funnel users like Journey Further, who use Funnel to save more than 500 hours of analyst time each month and free people up to focus on why performance changed, not how to fix a broken extract. Power Digital’s analytics lead explains: “It makes me a data engineer, even though I’m not an engineer,” because they can execute end-to-end workflows without waiting in line.

Why brands choose Funnel over Adverity

If you run marketing on the brand side, the pressure is on from every angle. Channels keep piling up, IT can only handle so many “quick” data requests and leadership needs answers now. Both Adverity and Funnel pull your marketing data into one place, but there’s a stark difference between them when you want answers fast.

Eliminate the IT bottleneck

With a typical ETL setup, platforms like Adverity move raw tables into your data warehouse, then push the real work into SQL. That suits engineers, but it locks most marketers out. You wait for someone with the right skills to clean fields, standardize naming and build the views you need for day-to-day decisions.

If every new view of performance means a request to IT, you are in the same position as Babyshop.

Babyshop hit the limit of that model and switched to Funnel. The team stopped throwing raw tables at marketers and started shaping data in a no-code interface first, then sending modeled output to Snowflake and their BI tools. The data science lead chose Funnel because it lets performance marketers handle real transformations in an interface they understand. Marketing now owns how its data looks and behaves, and the data team focuses on architecture, governance and deeper analysis.

If your day looks like ETL, SQL and ticket queues, Funnel helps you ease that bottleneck so you can move faster without giving up control.

Move from manual data pulling to real-time action

You might recognize this next pattern, too. Your data exists, but by the time you export it, clean it and roll it up, the moment to act has passed.

Elastic worked like that for a long time. Monthly reports took hours or even days to build by hand, and the team could not adjust budgets until the next big report cycle.

Once they switched to Funnel’s Data Hub, they set up shared dimensions once and built a simple budget pacer on top instead of another static deck. That pacer shows how webinar and ebook campaigns spend and perform as they go, not weeks later. The team now checks one screen a day and can nudge budget up or down while it still matters.

Digicel had the same problem, just on a larger scale. The media team spent four to five days every month reconciling budgets across 12 brands and 26 markets. With Funnel in place, reconciliation dropped to under 48 hours. Now, automated flows handle most of the collection and standardization, and the team spends that time gained on improving campaigns.

Get 100% coverage, not just the big platforms

A lot of brand setups look solid from a distance, but they’ll likely have Google and Meta in neat dashboards, then the regional search engines and smaller partners in side spreadsheets, even though they eat a big share of the budget. On paper, they can say they have one view of performance. In reality, they’re flying half blind.

Trivago was in a similar position; they automated the largest platforms but had no central view of many smaller ones, even though those channels made up most of their mix. Consequently, leadership made calls on only a slice of the data.

Funnel helped the team see the full picture. Out-of-the-box connectors covered major sources, and custom connectors picked up local search engines, all without extra developer work. Data from every channel now flows into one model and straight into their backend and BI stack. Trivago easily moved from partial coverage to a full unified view.

If your reports spotlight five big platforms and leave everything else as footnotes, Funnel’s connector library and pre-built dashboards give you an easier path to full coverage than an ETL-first approach like Adverity, which often needs more hands-on configuration.

A deep-dive comparison: Adverity vs Funnel

When you weigh Adverity against Funnel, you’re not just comparing features. You’re deciding how you and your team will work with marketing data every day.

Adverity acts as an ETL tool that sits close to engineering and keeps most changes in technical hands. Funnel works as a marketing intelligence platform and gives marketing teams and data specialists one shared hub with extensive no-code data connectors and reporting. It also includes data activation and measurement as part of the core product, so you see insight and impact in the same place you manage the data.

The breakdown below shows how those two approaches play out in daily use.

Speed to value

If your stack already feels heavy, a long implementation is the last thing you need.

Adverity often requires a proper project just to get started. Teams talk about a hard learning curve, complex setup and the need for IT to wire up “real” business logic before anyone trusts the numbers. For many companies, it takes one to three months to implement, then another stretch to refine models and dashboards. You can end up waiting two quarters or more before you see a clear return. During that time, marketers still export from platforms and patch sheets together.

With Funnel, you can get started quickly with our pre-built data connectors. Our interface is easy to navigate, so even non-technical users can connect sources and create visualizations from the beginning. Funnel’s solutions and data science team sit with you from day one. Together, you define your data model, align naming conventions and set up the core tables that feed your reports.

Because the data hub handles collection, storage and normalization, you do not need a separate “build pipelines first” phase before you can show a basic ROI view. You get a working foundation in days, then refine it instead of spending months tuning data files.

We see this long onboarding process with ETL-focused tools like Adverity holding teams back quite often. For example, one of our agency users spent three months and 100 hours of work trying to make Adverity work for them, yet they still lacked a setup they felt comfortable rolling out across clients. Pipelines kept needing tweaks, the data model never felt “done” and every new brief dragged people back into configuration instead of client work.

With Funnel in place, the team connected their main channels, set up a consistent structure for their data and created working reports much faster. Instead of treating every new client as a fresh technical project, they now plug new accounts into the same foundation and adjust what they need from there.

Day to day, that means less time fixing the stack and more time talking to clients about performance and next steps.

If your leadership expects value in the same quarter you sign a contract, the time-to-value difference matters more than any single feature.

Ease of use

Most teams don't want a platform that feels like a black box. As Adverity leans into technical power, advanced work often means Python scripts, complex transformations and a multi-step wizard for each new data source. One Facebook Ads demo on G2, for example, took 17 steps total for a single datastream setup. Data engineers may like that level of control. If you sit in marketing or a nontechnical analytics role, it can feel hard to even touch.

G2 reviewers back that up. They talk about a steep learning curve and flows that do not feel friendly to beginners. In practice, a small group of specialists ends up owning the setup, and everyone else files tickets when they need something changed. Additionally, users mention workflows that feel “not beginner-friendly.” 

With Funnel, the whole platform is no-code, which doesn't just mean “simple.” It means the core features are designed so marketers, analysts and data teams can all use them without writing scripts. Custom dimensions and metrics let you clean, map and standardize data across platforms in a few clicks. You apply naming conventions once, then reuse them everywhere.

The Data Explorer lets you answer ad hoc questions inside Funnel, instead of exporting to another sheet every time you need a quick check. Built-in dashboards come with every plan, so you can set up pacing, budget and performance views in minutes, rather than weeks. When you need deeper data visualization or modeling, you can send harmonized data straight to your data warehouse or BI tools in a few clicks. You won’t have to worry about SQL or custom scripts getting in your way.

That is why teams that move to Funnel talk less about “workarounds” and more about “I can do this myself now.” Your technical experts still handle the edge cases, but they don’t have to spend their week unblocking simple reporting requests.

Pricing predictability vs. row-based billing

If your campaigns perform well, you shouldn’t get penalized with a hefty bill. You need to know roughly what you will pay every month.

With Adverity’s row-based pricing, every extra event you send through the platform adds to the bill. G2 users describe it as “rows times this divided by that” and mention extra fees that appear later in the contract. Because there is no clear public price list, you often have to speak with sales just to get a rough sense of cost. Some customers talk about paying tens of thousands of dollars a year or signing large upfront deals that do not match their current scale.

That structure creates a second layer of risk. When you increase spend, test new channels or add markets, you don’t just ask, “will this drive revenue?” You also have to ask, “what will this do to our row count?”

On the other hand, Funnel's plans use flexpoints that map to connectors, workspaces and destinations, instead of raw data volume. A campaign that outperforms and generates more rows doesn't automatically push you into a new bracket. 

You can use the public pricing page and estimator to see how different setups affect cost. So you can scale your marketing and your data usage with the same goal in mind: growth.

Data coverage and reliability

Both Funnel's and Adverty's connector counts look similar on paper, but the difference shows up in how stable and manageable they are once you go live.

Adverity offers a wide connector library, but it expects your team to shoulder more of the operational load. Reviews mention streams that break after updates, confusion about who changed what and errors that are hard to reverse. When an API changes or a new version rolls out, your data engineers often have to step in, rebuild logic and patch gaps in history. During that time, marketers go back to exports and manual blends.

Funnel’s approach focuses less on “how many” and more on “how managed.” It offers more than 500 connectors across ads, analytics, ecommerce and CRM style data sources, but the key promise is that our team maintains them for you. When a platform changes an endpoint, we update the connector. When an API fails, we work to restore it. That means that your model and history stay intact.

Funnels Data Guarantee goes a step further. Once data enters Funnel, the platform stores it in the data hub rather than passing it through. If a client disconnects an ad account or a platform drops a metric, you still keep the history you already collected. Reports continue to work, and trend lines stay consistent.

By having stability you can trust, your data and marketing teams are free to focus on new questions and new use cases. They spend their time exploring channels, testing ideas and building better models, not managing APIs, chasing cryptic error messages or putting out fires while everyone waits for yesterday’s numbers.

Measurement

At some point, you stop asking “can we get this data in” and start asking “where should we move the budget next?” That is the difference between a pipeline and a marketing intelligence platform.

Adverity stays on the pipeline side, so it moves data from your channels into a data warehouse or business intelligence tool. You can build dashboards on top, but there is no native marketing mix modeling, no multi-touch attribution suite and no scenario planner that links forecasts back to your media plan. If you want those answers, you need a second product, another contract and more integration work.

Funnel builds measurement into the same stack you already use for data integration and reporting. Funnel Measurement runs directly on the Data Hub, so it uses the same cleaned, unified marketing dataset your teams rely on for day-to-day reporting. Under the hood, dedicated machine learning models analyze all that data to show what really drives performance across channels, markets and conditions.

Instead of trusting a single model, Funnel uses measurement triangulation: a mix of marketing mix modeling, attribution and incrementality tests. You can cross-check results in your marketing analytics and get a more realistic read on which levers actually move revenue.

Data Chat, Funnel’s AI-powered conversational tool, lets you work with your data by simply asking questions. You can type something like “What happens if we move 10% from paid social to search?” and see the projected impact before you change the budget. Because Funnel Measurement updates its models daily, your view of channel efficiency and saturation stays in step with your spend instead of lagging behind each quarterly planning cycle.

Because integration, storage and measurement all live in one place, AI features have a solid data foundation. Your marketing data is already structured and governed, and Funnel doesn’t train models on your proprietary information by default, so the suggestions you see reflect how your marketing behaves in the real world, not just what one ad platform reports.

If you want more than a pipe that feeds dashboards, this is where Funnel usually wins. It does the ETL work you expect, then goes further by helping you decide where to invest next, not just where you have already spent.

What users are saying: Funnel vs. Adverity on G2

Real users on G2 consistently rate Funnel higher than Adverity for ease of use, setup and customer support. That lines up with what you would expect from a marketing intelligence platform that aims to be genuinely no-code rather than an ETL platform with a friendlier face.

All in all, teams find Funnel simpler to get started with, easier to live in day to day and more reliable when they need help.

Ready to simplify your marketing data?

You’ve probably landed here after wrestling with a platform that just feels harder than it should. Maybe you’ve spent weeks trying to make Adverity work, chasing Python scripts, looping in IT or waiting for someone else to fix your reports. Maybe you’ve even watched your costs climb for the simple act of growing.

We’ve built Funnel to be different; our platform is for marketers and agency teams who need to move fast. We believe you shouldn't need a degree in data science to get value from your data. We give you all the power of an enterprise ETL tool, but in a no-code platform your whole team can actually use. You can stop waiting for engineers and start getting your own insights today.

Don’t wait until your reporting breaks; get ahead with Funnel. Get a demo today.