Funnel vs Adverity
Built for data teams, or built for your whole team?

Adverity is an enterprise-grade ETL platform and a strong choice for data teams that need deep transformations, governance and warehouse delivery. Funnel is a marketing intelligence platform that gives marketing and data teams dependable, governed marketing data across reports, warehouses, measurement and AI, without relying on a specialist to run it. 

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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

power-digital-logo

“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+
Shared governance for metrics, naming, currency and time zonesiconicon
Usable by marketing teams, not only data engineersYesLimited
Time to first valueFast, low technical liftTechnical implementation
Built-in dashboards and reportingiconicon
Advanced marketing measurement (MMM)AvailableNo
Designed for large agencies and multi-market brandsYesNo
Best fitGoverned marketing data that marketing and data teams share Deep custom transformations and warehouse ETL for technical data teams

Ratings

Funnel logoFunnel logo
adverity-logo-markadverity-logo-blue
Meets requirements
8.8
8.6
Ease of use
8.5
8
Ease of set up
8.8
7.6
Ease of Admin
8.9
8
Quality of support
9.1
8.9
Has the product been a good partner in doing business?
9.1
8.9

Source: G2

Last updated: Aug 6, 2026

AI tools need governed data

AI tools and agents are only useful when they can work from reliable data, clear definitions, and the right business context. Funnel gives your marketing data a governed foundation, with stored history, verified metrics, and reusable definitions, so AI workflows can query data that teams already trust.

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One connection, all your data

With the Funnel MCP, external LLMs and AI platforms can work with data from Funnel instead of relying on fragmented exports, one-off report logic, or disconnected definitions.

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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.

When Adverity is the right call and when you need Funnel

Adverity

Deep transformations for a technical data team

Adverity is a good fit when a technical data team wants maximum control over custom data transformations and warehouse delivery, and has the engineering resource to build and maintain it. Its transformation depth and API-level extensibility go further than Funnel's, and that flexibility is the point.

FUNNEL

A marketing data foundation the whole team can run

Funnel is the better fit when marketing data has to be usable across teams, clients, markets, dashboards, warehouses, measurement and AI tools, without depending on a data specialist to keep it running. Marketing and data teams draw from one governed source, so the numbers hold up as you add channels, markets and clients.

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

How does Funnel compare to Adverity? dropdown
Adverity is an enterprise-grade ETL platform built for technical data teams that want deep, custom transformations and warehouse delivery. Funnel is a marketing intelligence platform that both marketing and data teams can run themselves, giving you governed marketing data across reports, dashboards, warehouses, measurement and AI from one place. If you have the engineering resource and need maximum transformation depth, Adverity is strong. If you want dependable marketing data your whole team can use without a specialist, Funnel is the better fit.
How does Funnel ensure dashboards don't break? dropdown
Because your marketing data is stored in Funnel, not just passed through, a connector change or outage doesn't wipe your history or take your dashboards down. Funnel manages the API changes, backfills and rate limits behind the scenes, so reporting stays stable as you add channels and markets.
Do I need a data engineer to run Funnel? dropdown
No. Funnel is designed so marketing teams can connect sources, build reports and manage data themselves, with data teams involved where they want to be. That is a common reason teams move from more technical platforms, where day-to-day work depends on a specialist or a small group of trained admins.
Can Funnel connect the same sources as Adverity? dropdown
Yes. Funnel connects to 600+ marketing data sources and backs it with a Data Guarantee, so if a source or field is missing, Funnel works with you to make that data available.
What about ChatGPT and Claude? dropdown
Yes. Through Funnel MCP, ChatGPT, Claude, and other AI tools query your marketing data from a governed layer, so they work from your trusted metrics, definitions, and full history rather than raw, undefined numbers. Plenty of tools can pipe data into an LLM; the value is that Funnel governs it first.
Does Funnel store marketing data? dropdown
Yes. Historical, source-level marketing data is stored and maintained, so you can change definitions without losing or redownloading it.
Is my data secure? dropdown
Yes, Funnel is ISO 27001, SOC 2 and GDPR compliant.
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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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