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Funnel.io vs Improvado
Funnel.io and Improvado are both Data Integration & ELTs tools. Here is how they compare on pricing, free plans, AI integrations and platforms, and when each is the better fit.
Side by side
| Feature | Funnel.io | Improvado |
|---|---|---|
| Category | Data Integration & ELTs | Data Integration & ELTs |
| Pricing | From $300/mo (billed annually) | From $100/mo |
| Free option | Not listed | Not listed |
| AI integrations | MCP server, Claude, ChatGPT, Microsoft Copilot | MCP server, Claude, ChatGPT, Codex, Cursor |
| Best for | — | Marketing teams, Enterprise brands, Data analysts |
| Links | Funnel.io listingVisit website (opens in a new tab) | Improvado listingVisit website (opens in a new tab) |
Which to choose
Choose Funnel.io if
- want built-in marketing mix modelling, multi-touch attribution, and incrementality testing
- prefer pricing based on flexpoint capacity rather than data volume or rows processed
- need a dedicated Model Context Protocol connection for Microsoft Copilot Studio
- want to stream clean data directly to BigQuery, Snowflake, Amazon S3, Tableau, or Power BI
Choose Improvado if
- need access to a larger library of over 1,400 pre-built data connectors
- want a lower starting price of $100 per month on a usage-based model
- use developer-focused AI tools like Cursor and OpenAI Codex via MCP
- require specific compliance standards like SOC 2 Type II, HIPAA options, or EU data residency
Verdict
Funnel.io and Improvado both centralise marketing data without custom code and expose metrics to AI assistants via the Model Context Protocol. Funnel.io suits marketers, agencies, and data teams that want data unification alongside built-in measurement tools like marketing mix modelling and multi-touch attribution. It charges by flexpoint capacity starting from $300 per month billed annually, which avoids per-row charges but requires monitoring and carries a higher entry cost.
Improvado suits enterprise brands, marketing teams, and data analysts that need a wider net of over 1,400 data sources, including retail media networks and CRM platforms. It starts lower at $100 per month on a usage model and includes compliance options like HIPAA and EU data residency, though its tiered data volume pricing can still stretch smaller budgets.
FAQ
- How does pricing compare between Funnel.io and Improvado?
Funnel.io starts from $300 per month billed annually and uses a flat pricing model based on flexpoint capacity rather than row volume. Improvado starts from $100 per month and uses a usage-based pricing model with tiered data volume pricing. Neither tool lists a free plan.
- Which platform connects to more marketing data sources?
Improvado offers more than 1,400 pre-built connectors across ad platforms, CRM systems, retail media networks, and analytics tools. Funnel.io provides over 600 connectors for marketing and advertising sources.
- How do Funnel.io and Improvado integrate with AI assistants?
Both platforms use the Model Context Protocol (MCP) to connect unified marketing data to Claude and ChatGPT. Funnel.io also supports Microsoft Copilot Studio and includes its own Funnel AI agent, while Improvado adds MCP connections for Cursor and OpenAI Codex.
- Does either tool include campaign attribution and measurement features?
Yes, Funnel.io includes Funnel Measure, which supports marketing mix modelling, multi-touch attribution, and incrementality testing. Improvado focuses on data harmonisation, automated governance, and natural language reporting rather than built-in attribution modelling.