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Funnel.io vs Supermetrics
Funnel.io and Supermetrics 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 | Supermetrics |
|---|---|---|
| Category | Data Integration & ELTs | Data Integration & ELTs |
| Pricing | From $300/mo (billed annually) | From €39/mo |
| Free option | Not listed | Not listed |
| AI integrations | MCP server, Claude, ChatGPT, Microsoft Copilot | MCP server, Claude, ChatGPT, Gemini, Microsoft Copilot, Perplexity |
| Platforms | — | BigCommerce, Magento, Shopify, WooCommerce |
| Links | Funnel.io listingVisit website (opens in a new tab) | Supermetrics listingVisit website (opens in a new tab) |
Which to choose
Choose Funnel.io if
- need access to over 600 marketing and advertising data connectors
- want built-in marketing mix modelling, multi-touch attribution, and incrementality testing
- prefer pricing based on flexpoint capacity rather than data volume or row counts
- require governance features such as Single Sign-On, audit logs, and version-controlled configurations
Choose Supermetrics if
- need a lower starting price, with plans beginning at €39 per month
- want to pause, update, or create live ad campaigns directly from AI chat interfaces
- use Gemini or Perplexity alongside ChatGPT, Claude, and Microsoft Copilot
- want a 14-day free trial to test connectors before committing
Verdict
Funnel.io suits larger marketing and data teams that need breadth of connections and advanced measurement. It connects to over 600 sources and includes Funnel Measure for marketing mix modelling, multi-touch attribution, and incrementality testing. The main trade-off is a higher starting price of $300 per month billed annually, alongside a complex flexpoint system that requires careful monitoring.
Supermetrics fits smaller teams, agencies, and analysts looking for an accessible entry point, starting at €39 per month with a 14-day free trial. While it has a smaller library of over 100 marketing channels, it lets users pause, update, or create live ad campaigns directly from connected AI chat interfaces. However, costs can rise sharply as you add users, accounts, or premium connectors.
FAQ
- How does pricing compare between Funnel.io and Supermetrics?
Funnel.io starts at $300 per month (billed annually) and charges by flexpoint capacity rather than per row or data volume. Supermetrics starts at €39 per month, though prices increase significantly when you add extra users, destinations, accounts, or premium connectors. Supermetrics also offers a 14-day free trial across connectors.
- Which platform has more data connectors?
Funnel.io offers over 600 marketing and advertising connectors through its Data Hub. Supermetrics extracts data from over 100 marketing channels, web analytics tools, and sales databases.
- How do Funnel.io and Supermetrics integrate with AI assistants?
Both platforms use the Model Context Protocol (MCP) to connect marketing data to ChatGPT, Claude, and Microsoft Copilot. Supermetrics also supports Gemini and Perplexity, and allows users to pause, update, or create live ad campaigns from chat interfaces. Funnel.io includes an internal agent called Funnel AI to run data transformations and build dashboards using natural language.
- Does either tool support attribution and marketing mix modelling?
Yes, Funnel.io includes Funnel Measure, which supports marketing mix modelling, multi-touch attribution, and incrementality testing. The Supermetrics listing does not mention built-in attribution or marketing mix modelling features.