Supermetrics vs Adverity (vs Funnel)

Comparing tools: an overview

Supermetrics

Founded in 2013, Supermetrics’ headquarters is based in Helsinki, Finland. Supermetrics specializes in small-scale marketing data transfers and provides tools to streamline the transfer of data from various marketing platforms into tools like Google Sheets and Looker Studio.

Adverity

Established in 2015 in Vienna, Austria, Adverity offers a flexible ETL (Extract, Transform, Load) platform suitable for data teams and enterprises. Adverity supports a wide range of data connectors and provides advanced data transformation functionalities, making it highly adaptable for complex data needs.

Funnel

Funnel is a user-friendly data integration platform that provides comprehensive data management, quick onboarding, and robust data handling capabilities. Funnel has offices in Stockholm, Hamburg, Boston, Dublin, and Sydney and was founded in 2014.

Of course, we believe that Funnel is the best solution for most companies. But before we explain why that is the case, let’s look at Supermetrics and Adverity and the key differences between them.

Supermetrics vs Adverity

Both Supermetrics and Adverity are good solutions for specific use cases. Supermetrics excels in ease-of-use for small-scale operations, offering a fully self-served platform where users can get started immediately.

In contrast, Adverity provides flexibility for data teams and enterprises but requires technical expertise, often involving a more hands-on onboarding process with longer lead times and more effort.

Supermetrics key strengths and weaknesses

Strengths:

Ideal for small/simple use cases
Their data connectors are easy to use
Works well if you need to get data from one place into the next

Weaknesses

Limited capabilities for large/complex use cases
Supermetrics’ core product has no data storage. Comprehensive storage is only available as part of their Marketing Intelligence Cloud product.
Ex-customers of Supermetrics report that the connections are unstable, which leads to broken reports and dashboards

Screenshot from the Supermetrics website

Supermetrics: plug-and-play with limitations

Supermetrics makes it easy to pull data into sheets and dashboards. But beyond that, users often hit walls with stability, transformation, and data management. Storage isn’t included in the core product — it’s a separate upsell.

Let's have a look at how Adverity compares.

Adverity key strengths and weaknesses

Strengths

Flexibility in controlling schemas and scheduling, preferred by data teams
Enterprise-level support with significant setup resources
Wide range of data connectors

Weaknesses:

Steep learning curve, requiring technical expertise for complex transformations
Slow data processing, requiring re-ingestion for changes
Not well suited for agencies due to quickly scaling costs

Screenshot from the Adverity website

Adverity: powerful but heavy

Adverity supports a huge number of connectors and advanced transformations. But this comes with slower data processing, a steeper learning curve, and high implementation effort.

Key differences between Supermetrics and Adverity

So, what are the biggest differences between Adverity and Supermetrics? Here are the three biggest differences:

Use case suitability

Supermetrics is best for small and simple use cases, offering a wide range of data connectors and ease-of-use. Adverity, on the other hand, is suitable for enterprises and data teams that require flexibility and robust support, but it demands technical expertise. In general, data analysts may favor Adverity, while marketers may opt to use Supermetrics, especially if they prefer working with their data in spreadsheets.

Data integration capabilities compared

Supermetrics’ core product lacks data storage and relies on plugins for Google Sheets and Looker Studio, limiting its capabilities for managing large or complex data. In contrast, Adverity offers extensive connectors and flexibility but requires cumbersome transformations. Adverity users may also experience slow processing when changes are made to the setup of the data source connectors.

Pricing transparency and flexibility

Another significant difference is in pricing transparency. Adverity does not provide transparent pricing, requiring potential customers to engage with sales for cost insights, leading to uncertainty about the fairness of the deal.

Adverity keep their prices hidden

In contrast, Supermetrics clearly lists its pricing on its website, with costs based on data sources and destinations. For example, a simple use case can cost €29 per month, billed annually, while pricing for larger use cases can be more opaque starting from €899 per month, billed annually.

Supermetrics have pricing based on which export connector is used

Funnel: the better alternative

Funnel is a user-friendly, no-code data integration platform designed for comprehensive data management. At its core is the robust Data Hub, which includes all data connectors, data storage, and a unified data model specifically designed for marketing data. Funnel offers quick onboarding, reliable data handling, and a free plan, making it ideal for brands, agencies, and centralized data departments. It also maintains strict compliance with data security standards (ISO27001, SOC2 Type 1, CCPA, and GDPR).

The Data Hub serves as the foundation of Funnel, enabling reliable, fast reporting and efficient exporting. It democratizes access to data, removing silos and ensuring that data is always up to date and accessible.

On top of the Data Hub, Funnel offers three important modules:

Reporting: The Reporting module includes Funnel Dashboards, the Data Explorer, and integrations with tools like Tableau and Looker Studio. This module allows basic data visualization, data exploration, and data analysis.
Measurement: Funnel’s newest addition, the Measurement module, is an AI-driven solution to understand which channels are driving real sales. It works with both offline and online data, integrating marketing mix modeling (MMM), attribution, and incrementality testing. This module delivers robust, cross-validated insights, minimizing biases and providing a comprehensive view of marketing efforts.
Export: The Export module allows you to bring your marketing data to any data destination, data warehouse, file storage, or marketing app you need. It ensures that data is continuously shared and updated across all platforms, enabling seamless data integration and accessibility.

Some platforms position themselves as a fully integrated data platform —but what does that really mean? Tools like Supermetrics and Adverity often focus on connecting data sources. While they pull in data from multiple platforms, many marketers still end up juggling extra tools for cleaning, transforming, and reporting.

A truly integrated approach goes beyond data connectors. It gives marketers one place to manage, standardize, and use their data without stitching together scripts, dashboards, or exports. That’s the difference Funnel brings to the table.

Funnel's comprehensive approach, combining a powerful Data Hub with advanced modules for Reporting, Measurement, and Exporting, makes it an unparalleled solution for managing and leveraging marketing data effectively.

Detailed comparison: Funnel vs Supermetrics

Funnel offers a strategic, holistic view of marketing investments with superior data volume handling capabilities, allowing brands to seamlessly manage their marketing data and gain valuable insights.

Supermetrics, while easy to use for smaller operations, struggles with large-scale data volume management and lacks comprehensive data storage.

Funnel excels in quick client onboarding and reporting setup, providing a no-code environment easy for non-technical teams, whereas Supermetrics often relies on plugins and manual configurations. Additionally, Funnel's free plan offers an accessible entry point for agencies, unlike Supermetrics' more limited scalability.

Funnel provides secure data storage and comprehensive data management, simplifying the integration, transformation, and analysis of data. Supermetrics' reliance on plugins and lack of data storage make it less robust and scalable. Funnel's unified platform, extensive data connectors, and transparent pricing enable businesses to manage and analyze their data effectively without technical barriers, offering a more robust and scalable solution for data teams compared to Supermetrics.

Detailed comparison: Funnel vs Adverity

Let’s compare Adverity with Funnel. Funnel's user-friendly platform enables quick data integration and makes it easy to build dashboards, making it the perfect solution for marketing teams to manage and analyze data. Funnel users don't need technical expertise to get value out of the product. In contrast, Adverity is known to have a steep learning curve and requires technical skills for complex data transformations.

Funnel offers scalable and customizable reporting tailored to client needs, feeding data into various destinations and provide efficient, client-specific insights. Adverity, although flexible, can be slow in data processing and quickly becomes costly for multiple accounts.

Adverity doesn't show any pricing on their website, whereas Funnel has a Pricing page that includes a price estimator. The availability of a free plan also makes Funnel an attractive option for agencies looking to start small and scale up as needed.

Finally, Funnel is known to having an amazing and fast customer support team, helping its users make the most of their subscription.

Funnel, Adverity or Supermetrics: compare all three

In a sense, all three solutions are good for specific use cases. Supermetrics excels in ease-of-use for smaller operations, Adverity provides flexibility and robust support for enterprises and data teams, and Funnel combines comprehensive data management with user-friendly features and advanced capabilities.

Feature	Funnel	Supermetrics	Adverity
No-code interface	✅	✅	❌
Built-in data storage	✅	❌	✅
Transparent pricing	✅	✅	❌
AI-powered analytics	✅	❌	✅
Free plan availability	✅	❌	❌

All three solutions — Supermetrics, Adverity, and Funnel — offer extensive coverage of data connectors. Each platform supports the most important connectors that marketers frequently use, such as Google Analytics, Facebook Ads, and Google Ads, along with many other popular marketing platforms. This comprehensive connector support ensures that marketers can integrate and manage information from various data sources seamlessly.

What makes Funnel stand out is its user-friendly, no-code platform, stable data integrations, comprehensive data management capabilities, quick onboarding, and robust data handling. Funnel is ideal for brands, agencies, and data teams. Funnel also offers transparent pricing, efficient data processing, and unparalleled ease-of-use, ensuring that businesses can manage and analyze their data effectively without technical barriers.

In addition, Funnel bakes governance into the core platform. From mapping fields to managing permissions, everything lives in one place, built for marketers. That means fewer gaps, less manual cleanup, and stronger trust in your data.

Why Funnel is built for modern marketing teams

Let’s recap what makes Funnel the best choice:

Marketer-friendly: No code. No IT bottlenecks. Just fast, clean data.
End-to-end platform: From connectors to dashboards, all in one UI.
Smart measurement: Funnel’s AI-powered Measurement module supports MMM, attribution, and incrementality.
Real-time exports: Send clean, standardized data anywhere—BI tools, warehouses, apps.
Trusted by global teams: ISO27001, SOC2, GDPR, and CCPA compliant.

Where Supermetrics helps small teams move fast and Adverity serves complex enterprise stacks, Funnel sits at the intersection of scale, simplicity, and strategy.

Ready to see it in action?

Marketing deserves better data. Funnel makes it easy to unify, measure, and act on your marketing data — without relying on engineers or duct-taped workflows.

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