Funnel

Funnel is a marketing data platform. It collects performance data from your ad platforms, analytics tools and other sources, cleans and combines it, and sends it to the reports, BI tools and data warehouses your team already uses.

The problem it solves is familiar to anyone who reports on several channels: every platform names its metrics differently, exports break, and building one report means hours of copying data into spreadsheets.

Who is Funnel for?

Funnel suits marketing teams and agencies that spend across many paid channels and need one trusted view of spend and results. Analysts and data teams use it to feed a data warehouse. Agencies use it to manage reporting for many clients.

It is more than a small business with two ad accounts needs. If you only want a Google Ads report in a spreadsheet, a lighter connector tool or the platforms' own exports will do.

What are Funnel's main features?

Connectors

Funnel connects to hundreds of marketing and sales platforms, such as Facebook Ads and Google Analytics. The Starter plan includes 117 connectors and Business 579. Business and Enterprise customers can request custom connectors.

Data harmonization

Once the data is in, Funnel maps similar metrics from different platforms into one model, converts currencies and applies your own rules, such as how to group campaigns. You can also add budgets and targets to compare against. This is what makes cross-channel marketing KPIs comparable.

Destinations

You can send the cleaned data to Funnel's own dashboards, Looker Studio, Google Sheets and conversion APIs on every plan. Business adds Power BI, Tableau, BigQuery, Amazon S3 and other cloud destinations, and Enterprise adds Snowflake.

Funnel AI and MCP

Funnel AI answers questions about your marketing data inside the app, with unlimited use on all plans. Through MCP you can work with the same data in Claude, ChatGPT and other AI tools.

Funnel Measure

Funnel Measure is a paid add-on for marketing mix modeling, multi-touch attribution and incrementality testing. It helps answer which channels actually drive sales, beyond last-click attribution.

How much does Funnel cost?

US prices checked on 1 November 2026 on Funnel's pricing page:

Your final price depends on flexpoints, the capacity you buy for connectors (50 each), connected accounts (5 each) and destinations (150 for visualization tools, 300 for data warehouses). Funnel says you do not pay for rows of data. Funnel Measure is priced on ad spend; for $500,000 to $1 million a month in digital spend the estimate was $2,250 per month billed yearly. No free plan or trial is listed.

What do users say about Funnel?

Funnel is rated 4.5 out of 5 on G2 from 297 reviews at the time of checking. G2's summary, based on a small number of mentions, says users find it easy to use and value the wide range of connectors and how it centralizes data from many platforms.

The complaints in that summary are a learning curve when setting up data sources, cost once you add integrations, and slow processing for large data volumes.

When should you choose an alternative?

• You mainly need connectors into Google Sheets or Looker Studio. Compare Supermetrics, or read our Supermetrics alternatives.
• You want ready-made KPI dashboards rather than a data pipeline. Look at Databox or Klipfolio.
• You only report on website traffic. Google Analytics with Looker Studio may be enough.

Browse more analytics tools.