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Funnel vs Adverity
A dependable data foundation your team can manage

Spending too much time troubleshooting Adverity or checking the numbers? Funnel helps marketing and data teams keep reporting consistent, understand how figures are calculated and make everyday changes without relying on a specialist.

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See what users are saying

Don’t just take our word for it, see what our users say about Funnel.

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Dunanjay C.
Full Star
Full Star
Full Star
Full Star
Full Star
"User-friendly and seamless data integration across platforms"

Been using it for close to 8 years. I love that it's user-friendly and easily pulls data from all our major platforms, then cleans and sorts it into custom metrics and dimensions.

Muhammad
Muhammad Abdullah S.
Full Star
Full Star
Full Star
Full Star
Half Star
"Great for connecting data sources and visualising with consistent fields"

Funnel connects all our marketing and analytics sources and keeps them synced automatically. Once the mappings are set, reports are consistent across channels and it saves us a lot of manual work.

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Niall T.
Full Star
Full Star
Full Star
Full Star
Half Star
"Excellent data connectors for digital marketing and ecommerce"

It is stable, user-friendly, and the customer support is outstanding. Easy import of data from multiple systems into Looker Studio.

“We were relying on Supermetrics to feed Google Sheets, which we then transformed and connected to Looker Studio. The data refreshes were constantly breaking, and the process was not efficient at all.”

Director, Business Analytics

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“The Supermetrics API used to go out all the time and would cause all of our reporting to crash. We would have to reconnect everything.”

VP of Media Management

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We were relying on Supermetrics to feed Google Sheets, which we then transformed and connected to Looker Studio. The data refreshes were constantly breaking, and the process was not efficient at all.
Director, Business Analytics
The Supermetrics API used to go out all the time and would cause all of our reporting to crash. We would have to reconnect everything.
VP of Media Management

Funnel vs Adverity

What teams need from a marketing data platform

Funnel logoFunnel logo
adverity-logo-markadverity-logo-blue
Connector coverage600+600+
Time to first valueDaysWeeks to months
Advanced marketing measurement (MMM)AvailableNo
Transparent price plansYesNo
User-friendly interfaceYesNo
Best fitData teams and marketing teamsData teams

Ratings

Funnel logoFunnel logo
adverity-logo-markadverity-logo-blue
Meets requirements
8.8
8.6
Ease of use
8.6
8
Ease of set up
8.6
7.6
Ease of Admin
9
8
Quality of support
9.2
8.9
Has the product been a good partner in doing business?
9.3
8.9
ETL Tools
9.1
8.5
Digital Analytics
8.8
7.6
Marketing Analytics
8.7
7.9

Source: G2

Last updated: October 28, 2026

Put AI to work with data you can trust

Start your day with the analysis done and your reports ready. Funnel AI works with your prepared marketing data and business definitions, with scheduled tasks running in the background. Review the results and edit the reports it creates yourself. Unlimited AI usage is included.

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Funnel AI and MCP usage included

Connect Claude, ChatGPT or other AI tools to the same prepared marketing data. Ask follow-up questions and build automated workflows with no request-based Funnel charges.

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Making the switch to Funnel

"We moved from spending days building a client's report to just under an hour. Funnel propelled us forward into finding better insights and delivering a better quality product to the businesses we work with"

Bryce Hamlin,
Director of Business Analytics at Power Digital Marketing

How teams work with Funnel

Centralize marketing data

Bring your marketing data into one dependable place, so every report, export, model, and AI workflow starts from the same trusted foundation.

Automate reporting

Create fast, reliable reports and dashboards from one governed data layer.

Enable measurement

Feed MMM, attribution, and budget optimization with clean, connected data.

Power agentic workflows

Give AI tools contextualized marketing data they can query with confidence.

Get warehouse-ready data

Send clean, prepared marketing data to your warehouse and downstream tools.

Build data products

Turn marketing data into repeatable internal or client-facing products.

Case studies

Explore customer stories

We thrive on helping organizations drive growth with better marketing data. Read our case studies to see how businesses are achieving remarkable returns with Funnel.

Explore our case studies

CASE STUDIES

Explore customer stories

We thrive on helping organizations drive growth with better marketing data. Read our case studies to see how businesses are achieving remarkable returns with Funnel.

Get your data where you need it

Collect data from more than 600 marketing data sources and get it where you need it with solid connectors that won’t let you down. Discover all our data source connectors below.

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FAQ

What is the main difference between Funnel and Adverity? dropdown
Funnel combines powerful data transformation and enterprise reporting in an easy-to-use interface. Data engineers can build and maintain reusable reporting logic, while marketing teams can inspect data and manage everyday changes in the same platform. The aim is dependable marketing data with less effort to configure, maintain and use.
Can Funnel support enterprise grade reporting and ETL workflows? dropdown
Yes. Funnel connects sources, stores marketing data and applies reusable transformation rules before delivering prepared data to reports, warehouses and AI tools. Custom dimensions and metrics, field mapping and currency conversion help teams implement their business logic centrally and reuse it across downstream workflows.
How does Funnel pricing compare to Adverity? dropdown
Funnel publishes starting prices, with subscriptions combining your plan and Flexpoints for your connected setup. Unlimited Funnel AI usage and MCP requests are included, without request-based Funnel charges. Adverity’s pricing requires a custom quote. External AI providers such as Claude and ChatGPT have their own pricing and limits.
Can I test Funnel with my own data before switching? dropdown
Yes. Funnel offers guided trials using your own marketing data. Your team can validate source coverage, recreate transformations and compare outputs against existing reports. This lets teams evaluate the platform against their requirements before making a purchasing decision.
Can Funnel work with my existing data warehouse and reporting tools? dropdown
Yes. Funnel can deliver prepared marketing data to supported warehouses and BI tools, fitting into your existing data stack. You can retain downstream modeling and reporting while moving marketing data integration and preparation into Funnel. Connections, schemas and field mappings may need updating.
What does switching from Adverity involve, and what support will I get? dropdown
Switching involves connecting sources, recreating transformation and reporting rules, validating outputs and configuring destinations. Funnel offers implementation and ongoing support, with access to customer success, solution consultants and data engineers depending on your plan and service package. Training is also available for colleagues taking over or extending the setup.
How does Funnel protect my data, and where is it hosted? dropdown
Funnel is ISO 27001 certified, has undergone a SOC 2 Type II attestation and complies with GDPR. ISO 27001 certification provides independent assurance that Funnel follows a structured process for managing information security risks. US and EU hosting options are available, depending on your subscription.
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Why leading companies choose Funnel 

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One source of truth across teams

Instead of piecing together separate data pulls, Funnel gives everyone one governed set of marketing data, so reports, models and AI workflows all draw from the same trusted numbers.

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Built-in dashboards

Funnel connects to your data visualization tools, and data visualization is even easier with our integrated Funnel Dashboards, so your team can build reports without a separate BI setup.

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Advanced measurement

Look deeper into what's working and why with Funnel's advanced measurement, including marketing mix modeling (MMM) to understand what's driving results across channels.

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