Like our new look? Read on.

Funnel wrapped — 2023

Published Dec 15 2023 3 minute read Last updated Jan 29 2024
funnel wrapped 2023
Contributors Dropdown icon
  • Sean Dougherty
    Written by Sean Dougherty

    A copywriter at Funnel, Sean has more than 15 years of experience working in branding and advertising (both agency and client side). He's also a professional voice actor.

Well, what a year it has been. In a year marked by the Eras Tour and “Barbeneimer” it can be easy to forget about all of the progress and achievements we’ve made over the past 12 months. That’s why, today, we’ll be highlighting the biggest Funnel moments of 2023. 

We’ve got the top connectors and destinations, the fastest growing platforms, new offices, and more! So, without further ado, let’s look back on an amazing year together. 

Funnel’s top connectors and destinations

While Facebook Ads was, again, the top connector for our customers, we saw some shuffling in the rankings for the rest of the top five spots. Google Ads moved down to number three while Google Analytics took the number two spot. Maybe that’s thanks to the big Universal Analytics-to-Google Analytics 4 transition?

Meanwhile, we saw LinkedIn and Instagram Insights take over the number four and five slots, respectively. 

As we all know, it’s one thing to connect and collect all of your data. You also want to share it! Over the past year, your top share destinations stayed remarkably similar to last year. Looker Studio, Google Sheets, BigQuery, and Amazon S3 took the top four spots (in that order). The newcomer to the destination rankings, this year, was Power BI.

Top 5 connectors

  1. Facebook Ads
  2. Google Analytics
  3. Google Ads
  4. LinkedIn
  5. Instagram Insights

Top 5 destinations

  1. Looker Studio
  2. Google Sheets
  3. Google BigQuery
  4. Amazon S3
  5. Microsoft Power BI


Fastest growers (connectors and destinations)

Beyond the most popular, we also saw some interesting insights around the fastest growing platforms. In terms of connectors, Amazon DSP and WooCommerce took the top two spots, respectively. Perhaps this is to be expected as more shopping has shifted to the digital space or as retailers evolve to omnichannel strategies

At the same time, the fastest growing share destinations over the past year were Google Sheets, Power BI, and Looker Studio. 

Fastest growing connectors

  1. Amazon DSP
  2. WooCommerce
  3. Google My Business
  4. Instagram Insights
  5. MailChimp
  6. LinedIn Organic
  7. Salesforce Marketing Cloud
  8. Facebook Pages
  9. YouTube
  10. SEMrush

Fastest growing destinations

  1. Google Sheets
  2. Microsoft Power BI
  3. Looker Studio
  4. Microsoft Azure Blob Storage
  5. Google Big Query

Keeping up with a changing industry

It’s no secret that the marketing industry is in a constant state of upheaval. This year was particularly tumultuous thanks to the emergence of generative AI tools. Yet, just as innovative new tools are launched, so too are new advertising platforms. 

That means we need to work hard to keep up! To do so, we added eight new Core Connectors this year. These new connectors included some well-known brands like TikTok and Hubspot Custom Objects, as well as other emerging platforms. 

New Core Connectors

  1. LINE Ads
  2. Matomo
  3. Zoho
  4. TikTok Organic
  5. Amazon Vendor Central
  6. Hubspot Custom Objects
  7. Pipedrive
  8. Amazon DSP

Keeping up with new platforms and building new connectors certainly keeps us busy, but we also have to maintain our existing plethora of connectors. And while some are more difficult to keep up with than others (we’re looking at you, Meta), we are constantly updating our APIs and code to ensure you experience our 99.99% uptime. In fact, we published new code 85 times every day, on average. Phew!

We also saw a surge in the volume of data imports via Funnel. In 2022, our customers imported 11 TB worth of data daily. This year, though, you imported 20 TB of data every day — an 81.8% increase. Way to be more data-driven!


Important changes and evolutions

At Funnel, we’re always looking for ways to grow and improve. Over the past year, we achieved SOC2 and ISO27001 certification. It wasn’t easy, but it was an important goal to hit, and it ensures our customers’ data is handled and stored to the highest standards. 

We also expanded our Solution Partner Program in 2023. We, now, count 200 partners that are helping customers across the world become more data-driven. If you’d like to become one of our trusted and respected partners, be sure to check out more information on the program here

We also expanded the Funnel footprint in 2023 by opening our new office in Sydney, Australia. Dubbed “team rucksack,” six brave Funnelers are blazing the trail down under while living by the ethos: no worries mate. And yes, they do send pictures of kangaroos and giant spiders through Slack.


In it together

All of these incredible achievements are only made possible by the trust and incredible work of our customers. So, as we celebrate the year that was, and anticipate what the new year will bring, we’d like to say “thank you.”

Thank you for sharing this journey with us, and we look forward to even bigger and better things in 2024.  

Want to work smarter with your marketing data?
Discover Funnel