Funnel vs Improvado

Verified User in Financial Services

“Funnel is most valuable to me as a marketing data infrastructure layer”

It reduces repetitive data preparation and makes cross-channel reporting much more structured and manageable.

Angelica B.

"Seamless data extraction and easy connections across sources"

It's allowing us to handle connections in a seamless way and without much code that otherwise would need engineering support.

Daniëlle V.

"Easy, Reliable, and Great for Reporting"

The biggest advantage of Funnel for me is how easy it is to connect channels, work with the data using custom dimensions and metrics, and then export everything to Power BI.


Workspaces	Unlimited	Capped per plan
Rows included	Unlimited	Yearly limits
Built-in AI	Unlimited	Daily limits
MCP requests	Unlimited	Weekly limits
Data storage	Native	External
Built-in dashboards available
ISO 27001 certified	Yes	No


Meets requirements	8.8	8.5
Ease of use	8.6	8.1
Ease of Setup	8.7	7.6
Ease of Admin	8.9	8.3
Quality of support	9.2	9.1
API / Integrations	9	8.2
Performance and Reliability	9.2	8.2

FAQ

How does Funnel pricing compare to Improvado? dropdown

Funnel pricing has two parts: your plan and your Flexpoints. Flexpoints are capacity you purchase and allocate across connectors, accounts and destinations, and your cost doesn't change with how much data runs through your setup. Business and Enterprise plans include unlimited users. Improvado prices mainly on data volume (unique rows per year), with public entry tiers for its AI agent and MCP and custom quotes for its full platform. Which costs less depends on your setup, your data volume and how much professional services you need.

Can Funnel connect the same sources as Improvado? dropdown

In most cases, yes. Funnel connects to more than 600 marketing platforms, and with the Data Guarantee, if a source or field is missing, Funnel works with you to make that data available.

Does Funnel include built-in dashboards and governance? dropdown

Yes. Funnel Dashboards are included, so you can report directly in Funnel without a separate BI tool. Governance is built into the platform too, with naming convention validation, budget and target tracking, and user roles and permissions, so the numbers stay consistent across teams and clients.

Does Funnel store my marketing data? dropdown

Yes. Historical, source-level marketing data is stored and maintained in Funnel, so you can change definitions without losing or redownloading it. A connector change or outage doesn't wipe your history or take your dashboards down, and Funnel manages API changes, backfills and rate limits behind the scenes.

Can ChatGPT, Claude and other AI tools use my Funnel data? dropdown

Yes. Through the Funnel MCP, ChatGPT, Claude and other AI tools query your marketing data through the same definitions you see in Funnel, so every number traces back to something you can check. Inside Funnel, Funnel AI builds dashboards, charts and metrics that you can open, review and adjust in the no-code interface.

How hard is it to switch from Improvado to Funnel? dropdown

Most teams move quickly. You connect your sources in Funnel, and Funnel collects historical data directly from your platforms, so you're not starting from scratch. You can keep sending data to the warehouses and BI tools you already use. US Digital Partners moved all 30 of its agency clients to Funnel in under 90 days.

Is my data secure? dropdown

Yes. Funnel is ISO 27001, SOC 2 and GDPR compliant.

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.

Built-in dashboards

Report directly in Funnel with built-in dashboards, or send the same data to the BI tools and warehouses you already use.

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.