Datorama alternatives: moving on from Salesforce Marketing Cloud Intelligence

The best Datorama (Marketing Cloud Intelligence) alternatives are Funnel, Adverity, Improvado and Fivetran. Funnel is the closest like-for-like replacement and stays independent of Salesforce. Adverity and Fivetran suit engineering-led teams building into a warehouse. Improvado adds a professional services team to run the migration with you.

The past year delivered an unwelcome wake-up call for teams running cross-channel dashboards on Datorama. Salesforce launched a new intelligence platform built on a completely separate data architecture. While Datorama (Marketing Intelligence Cloud) remains on the price sheet for now, the arrival of this successor product could mean the legacy platform has a limited shelf life.

As such, your next contract renewal deadline presents an important choice for your system architecture. You can invest months of developer resources to rebuild data integrations and data models within the Salesforce Data Cloud ecosystem, or you can migrate your data to a replacement for Datorama.

The following guide will help you evaluate your data setup and identify which Datorama alternatives are right for your team, now and in the future.

What's happening with Marketing Cloud Intelligence (MCI) in 2026?

First, it’s important to establish that Salesforce hasn't announced an official Datorama shutdown. According to Salesforce, there’s no end-of-life, end-of-sale or end-of-roadmap plans for Marketing Cloud Intelligence. Look past the public statements, though, and the writing is on the wall.

In March 2025, Salesforce launched a separate Marketing Intelligence product on the Agentforce 360 Platform, with Data Cloud, Tableau Next and Einstein underneath. It’s essentially a newer platform on a different architecture. The original Datorama founders and core engineering team left in February 2023, and two rounds of 2026 layoffs hit the Marketing Cloud team; roughly 1,000 roles were impacted.

So, no forced deadline exists. But if you renew today and commit budget to the product Salesforce isn't focused on, your reporting is dependent on a stack that could be sunsetted.

What to look for in a Datorama replacement

An ideal replacement must handle data extraction, storage and reporting without breaking your daily workflow. So, when evaluating marketing data hub options for Salesforce users, consider the following benchmarks.

Can it connect the same marketing data sources?

You’ll need a native connector for every platform in your stack, so run a gap analysis for the marketing platforms you’re evaluating. A library that advertises a large number of connectors can still miss yours, especially if you’re using local or niche channels. If the tool doesn’t provide full coverage, you may need to build your own workarounds.

Does it keep your history, or does a move mean losing it?

MCI stores data in Salesforce's hosted layer, and Salesforce deletes all of it when the subscription ends. Therefore, it’s best to confirm if a replacement tool backfills your historical performance metrics or starts from scratch when it launches. Otherwise, you risk erasing years of performance baselines overnight.

Does it support your data visualization tools?

MCI offers no-code harmonization and reusable marketing templates, so a lighter marketing analytics solution can feel like a downgrade. Check if the new tool has native dashboards or always pushes data downstream. Also ask whether non-technical marketers can build custom reports; if you need to rely on data engineering for this, actionable insights will remain buried in backlogs.

Is it independent of the Salesforce ecosystem?

True independence means zero vendor lock-in. Datorama relies on tight native integrations across Sales Cloud and Data 360. If you swap Salesforce for another closed ecosystem, it’s like you trade one set of golden handcuffs for another. So, go for a standalone solution that doesn’t require a Salesforce org dependency, Data Cloud add-ons or bundled licensing.

Does it export to your BI tools and warehouse?

Datorama pushes scheduled exports to cloud storage and warehouses like Snowflake. Pay close attention to export refresh rates. A warehouse limited to once-a-day updates basically forces you to optimize active campaigns against stale numbers, which is like driving down a highway while looking exclusively in the rearview mirror. As a result, you’ll burn ad spend on underperforming ads before you can spot a dip.

The best Datorama alternatives in 2026

The following Datorama alternatives are the most popular for migration. But they differ in how much of the data pipeline the tool runs for you versus how much your own engineers build and maintain.

1. Funnel

Funnel is a marketing intelligence platform and the best choice for marketing teams looking to achieve independence from Salesforce with a comparable data foundation and move toward advanced measurement.

The platform automatically ingests your marketing data via managed connections and handles API changes behind the scenes so your engineering team doesn't have to. Funnel’s Data Hub stores your data first and applies transformations on top of it, rather than moving it straight to a warehouse, so you have a trustworthy, single source of truth to use for reporting, measurement, data activation and AI workflows.

Your history, metric definitions and field mappings are in Funnel, rather than in a platform's API that can change or a vendor's system you might leave. If you change a metric definition, it applies across all reports, and the source data stays there to check against. Your dashboards, warehouse exports, measurement models and activation all read from the same data, so you run one system instead of an ETL tool, a business intelligence tool and a measurement tool side by side.

If you choose to migrate to Funnel, you’ll also access 600+ data sources with managed integrations. If you still don’t have full coverage, then Funnel’s team will build the connection for you.

2. Adverity

Adverity is closer to the pipeline end of the Dataroma alternatives. The platform pulls your marketing source data via APIs, transforms it and then sends it on to your warehouse or BI tool. It has 600-plus connectors and enterprise controls.

But the trade-off is skill depth. Dashboards are lighter than what Datorama or Funnel give you, so marketing teams end up pairing it with a separate tool to visualize marketing data. As data transformations happen with Python and SQL scripts, Adverity is best for enterprise teams with in-house engineers who have the technical knowledge and time to manage data for marketing.

3. Improvado

Improvado is like a white-glove engineering crew built for large enterprise teams. You get a professional services team that builds and maintains custom pipeline infrastructure alongside your internal developers.

It offers broad coverage with 500+ native connectors and standardizes campaign attributes across channels so spend and conversion metrics align. Beyond standard ETL ingestion, Improvado executes reverse ETL, so you can push conversion signals back into ad platform APIs to train automated bidding algorithms.

Of course, the extra support can be pricey compared to other Salesforce Marketing Cloud Intelligence alternatives. If you run a complex enterprise operation, that price tag pays for itself in saved engineering hours. If you operate a lean stack, Improvado gives you far more firepower and a much bigger bill than you probably need.

4. Fivetran

Fivetran delivers a pure warehouse-first ELT architecture. It extracts data across 750+ connectors and drops them straight into your cloud warehouse. It doesn’t have an internal storage layer, field normalization or native dashboards because it’s designed as a general-purpose ETL rather than a marketing-specific platform.

Your team must write custom SQL and manage dbt models to transform raw tables downstream, offering ultimate architectural flexibility, if you have the engineering resources.

But keep a close eye on Fivetran’s pricing. The platform is set up to charge per row of data moved, so data volume spikes can lead to higher costs. Choose Fivetran only if you see migrating away from Datorama as an opportunity to rebuild around a cloud warehouse and you have the engineering power to take it on.

How to plan your Datorama migration

Complete this checklist before canceling your Datorama contract

• Save all marketing performance data to external storage while your account is active. Once canceled, Salesforce permanently deletes it.
• List every ad channel you track and confirm your new tool connects to them natively.
• Datorama dashboards can’t be imported into other tools, so set aside time to recreate the reports your team actually uses.
• Confirm that your new platform sends clean data to your reporting tools.
• Compare numbers across both tools for 30 days to make sure metrics align before you pull the plug on Dataroma.
• Plan for 6 to 12 weeks for standard setups, or 14 to 18 weeks if you track 15+ channels.

The migration that's worth doing well

No one wants to get stuck on a platform that is slowly being sunset. Even if Salesforce never sets an official end-of-life date for Datorama, waiting too long risks a frantic, forced migration under pressure. Moving proactively lets you choose your own terms. For many teams, Funnel is the natural successor, delivering the reliable data foundation that Datorama originally promised and that powers every report, dashboard and AI workflow without the Salesforce ecosystem lock-in.

Moving off Datorama? See how Funnel handles the migration.

Frequently asked questions

Is Salesforce sunsetting Datorama (Marketing Cloud Intelligence)?

No. Salesforce reports no end-of-life, end-of-sale or end-of-roadmap plans for Marketing Cloud Intelligence and still sells it. However, Salesforce launched a separate Marketing Intelligence product in 2025 and the original Datorama team left in 2023, so there’s speculation it’s the end of the road.

What is the best way to migrate from Datorama?

Export your history before you cancel, because Salesforce deletes all customer data when the subscription ends. Then, check connector parity against your new vendor, rebuild only the dashboards you actually use and run both platforms in parallel for at least one full reporting cycle before you switch off the old one.

Does Funnel replace Datorama?

Yes, Funnel connects your marketing sources, stores and transforms data and powers dashboards, BI exports and measurement, which is what Datorama was built to do. It works independently of Salesforce, with no org or Data Cloud dependency. But Funnel isn't a customer relationship management platform, so individual customer records stay in your CRM.

Will I lose historical data when migrating from Datorama?

Only if you don't export it first. Salesforce deletes all customer data when the Marketing Cloud Intelligence subscription terminates, and anything not exported before cancellation is gone. Back up your history to a warehouse or BI tool while the account is active, and confirm your replacement backfills history on connection rather than starting at go-live.