The rough discussion I had with some colleagues about the differences between Funnel and Supermetrics, gave me the impression that this subject needs to be addressed more thoroughly. Both products seem to address the same issues, both connect to different data sources and push them into almost anywhere so you can create reports. So I had to take a deep dive to make a real comparison. But there was one important question to answer before that.
Do They Really Compete?
It seems that whatever gap Supermetrics had in the past years (and they had) when comparing to Funnel, It had almost gone. Slowly but surely from a small tool that takes data from Google Analytics, they started to cover areas reserved for the big boys. On the other side, adjusting itself to the new market, Funnel changed her pricing DNA to fit the other. The market as a whole has changed. Pricing has changed, product scope has changed, old products were deprecated and the messaging tightened. But there 3 main differences you should be aware of, and the last one took my attention.
Built-In reporting tool – Unlike Supermetrics, Funnel has a built-in reporting tool which was a great idea until May 2016 when Google announced its free Data Studio. The digital marketing communities adopt the product really quickly, skipping other paid alternatives (same as back in the days when Google announced Google Tag Manager). But one major difference is shining above all and it’s the pricing and pricing model. And it might get tricky here so buckle up. If you care more of the differences in features, skip to the comparison table below.
Pricing & Pricing Model
Supermetrics and Funnel took different roads when talking about pricing. While Supermetrics has a more old-school self-explained model, Funnel.io made it complicated.
Supermetrics charges based on the number of connectors/accounts you’re using, even if you’re not running any query.
Funnel, on the other hand, charges you based on the number of queries you’re making, regardless the amount of connectors/accounts.
- Funnel pricing – In the past, Funnel had a tricky pricing that was based on your monthly ad spend, which was outrageous in my opinion. Once the competition arose, they have changed it to the more conservative model. Funnel have 3 pricing tiers now, that, except some enterprise level features (like SSO and others), they differ in the number of queries you make. It starts with $399/month (on a yearly contract) where you get 700 credits to use in your queries, regardless the number of connectors and accounts, and if you want more credits, you need to jump to the $999/month plan which will get you additional 300 credits.
- Supermetrics Pricing – Supermetrics don’t really care about your media spend and why would they, it’s your own thing. They just wanna know which of their products you wanna use and if you need some premium connectors. Each product has it’s own pricing tiers, with different to none limitations. It’s all crystal clear on their pricing page, with no surprises. If you wish to buy one connector to Data Studio, it will cost you €39/month (annual billing) per type of connector, and you’ll get 10 ad accounts with that tempting price. For example, with this price you can connect to to 10 Google Analytics accounts (1 data source* 10 accounts). If you wish to connect to Facebook Ads and Google Ads, you need to upgrade your plan and take the €99/month that gives you 9 data sources and up to 10 accounts per data source. Now, you should be aware that Supermetrics has some limitation on the amount of data you can pull and the number of queries per day. To be exact, their Google Sheets product ($99/month), for example, has a limitation of 1,000,000 rows per request, and up to 1500-3000 queries per day. If you need more of both, you can reach Supermetrics and ask for custom pricing.
Comparison Table – Funnel vs. Supermetrics
(if something is missing or incorrect please use the comment section).
| Supermetrics | Funnel | |
|---|---|---|
| Tagline | "All your marketing metrics in one place" | "All your marketing data right where you need it" |
| Website | Supermetrics.com | Funnel.io |
| Company location | Finland | Sweden |
| Established | 2013 | 2014 |
| Available Data Sources | ~100 | ~400 |
| Push to Data Studio | ✔(Read more) | ✔(Read more) |
| Push to Google Sheets | ✔(Read more) | ✔(Read more) |
| Push to Google Analytics | ✔(Read more) | ✔(Read more) |
| Push to DB | ✔(Read more) | ✔(Read more) |
| Push to BI | ✔(Read more) | ✔(Read more) |
| Built-in Reporting tool | No, but integrates with Google Data Studio. | ✔(Read more) |
| Data Transformation for Comparison | ✔(Read more) | ✔(Read more) |
| Number of Accounts Connected | Depends on the product & Pricing plan | Unlimited Ad accounts. |
| Number of Users/Seats | Depends on the product & Pricing plan. One user in the most basic plan. | 5 users in the most basic plan. |
| Support | Depends on the Pricing plan | Depends on the Pricing plan |
| Product Sign-up | Self-service using the site | Contact for demo first |
| Has trial | ✔ | ✔ |
| Has storage? | No. It takes the data from the data sources and push it into your destinations. Read More | Yes. Funnel pull the data, stores it on its servers. Read More |
| Security | SOC 2 Type II, GDPR, and CCPA compliant. Read More | ISO 27001, GDPR, and CCPA compliant. Read More |
| Capterra Score | 4.3 (80+ reviews) | N/A |
| G2 score | 4.5(450+ reviews) | 4.5(100+ reviews) |
For more comparisons:
