Funnel vs Supermetrics: one-off reporting or governed marketing data?

Supermetrics is a strong choice for simple connector-based reporting into spreadsheets and BI tools. Funnel is built for teams that have outgrown one-off data pulls and need dependable marketing data across its reports and workflows. If your setup spans multiple channels, markets, or clients, here is how the two compare.

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See what users are saying

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

Ibrahim E.
Ibrahim E.
Full Star
Full Star
Full Star
Full Star
Full Star
"Funnel is my favorite martech, by far, eats Supermetrics for breakfast"

After using Funnel, I am able to extract all my favorite data and visualize it. Combine data, view everything in one place and build custom connectors. Just buy it. Simple as that.

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Benjamin E.
Full Star
Full Star
Full Star
Full Star
Half Star
"We previously used Supermetrics, which required internal developer support regularly"

Another bonus is that new users can be trained on Funnel very quickly.

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Betül
Full Star
Full Star
Full Star
Full Star
Half Star
"Funnel makes my daily life easier"

Easy to navigate, fast support, so many connection options, currency management, multiple data export options.

“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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Funnel vs Supermetrics

What scaling teams need

Funnel logoFunnel logo
Supermetrics logoSupermetrics logo
Connector coverage600+150+
Destination coverage4720
Many destinations from one governed data setYesDestination-based
Native data storageiconicon
Shared governance for metrics, naming, currencies and time zonesYesLimited
Transformations before data reaches reportsYesLimited
Managed handling of API changes, schema changes, backfills and rate limitsYesLimited
Built-in dashboardsYesLimited
Advanced marketing measurement (MMM)AvailableNo
Designed for large agencies and multi-market brandsYesNo
Best fitGoverned marketing data across teams and use casesConnector-based reporting into selected destinations

Ratings

Funnel logoFunnel logo
Supermetrics logoSupermetrics logo
Meets requirements
8.8
8.5
Ease of use
8.5
8.2
Ease of set up
8.8
8.1
Ease of Admin
8.9
8
Quality of support
9.1
7.8
Has the product been a good partner in doing business?
9.1
8.2
Product direction (% positive)
8.7
7.9

Source: G2

Last updated: July 10, 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

Already using Supermetrics, but ready to level-up? It’s a breeze to switch to Funnel and start seeing results.

"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... With Funnel, we moved from spending days on building a client's report to just under an hour."

Bryce Hamlin,
Director of Business Analytics at Power Digital Marketing

How teams work with Funnel

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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 Supermetrics is the right call
and when you need Funnel

SUPERMETRICS

Move data into one report, fast

Supermetrics is a good fit when you need a straightforward way to pull data from a handful of marketing platforms into one destination, like Google Sheets, Looker Studio, Excel or Power BI.

FUNNEL

Build a marketing data foundation

Funnel is the better fit when marketing data has to be trusted across teams, clients, markets, dashboards, warehouses, measurement and AI tools. Each of them draws 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 pricing compare to Supermetrics? dropdown
Funnel's pricing is built for scale; Supermetrics' is optimized for smaller, simpler setups and gets expensive as you grow. Supermetrics sells capped plans and charges extra for almost everything: more users, destinations, data sources, or ad accounts are all add-ons. Funnel is capacity-based (Flexpoints), with 5 users on the Starter plan and unlimited users on the Business plan, so you scale by how much data you move, not by how many people you add. The more markets, clients, and teammates you have, the faster those Supermetrics add-ons stack up.
How does Funnel ensure dashboards don't break? dropdown
Because your marketing data is stored in Funnel, not piped straight 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.
Can Funnel connect the same sources as Supermetrics? dropdown
Yes, Funnel connects to over 600 platforms (compared to the ≈150 connectors of Supermetrics) and offers a Data Guarantee, meaning 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

Both Supermetrics and Funnel have connection options to data visualization tools. But data visualization is even easier with our integrated Funnel Dashboards.

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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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