Mark Kaner Senior Product Manager and Data Specialist. Lives in Austria with my two daughters.

Supermetrics vs Funnel

2 min read

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 addresses more thoroughly. Both products seems to address the same issues, both connects 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’s 2019 now. 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. 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 quick, 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.

  • Funnel pricing – Funnel.io has a tricky pricing plan that in a glance seems easy to grasp, but there’s a catch. Funnel took all their 400 connectors and divided them into two groups. The first group contains all the ad networks (like Facebook Ads) and the second group contains basically all the others (like Mailchimp or Google Analytics). Funnel allows you to connect to unlimited connectors from the ad network group. You might say “Hey, that’s so nice of them” but then you realize that every time you connect Funnel to an ad-network, Funnel evaluates your total ad spend across all the connected ad-networks, and based on that , it sets your pricing tier. Hmmm….so that’s why they are so generous with unlimited ad-network connectors. So, if you’re connecting your Facebook is $499/month. Weeks goes by, and you connect Funnel to Google Ads, where you have a monthly spend of $20,000. Now your monthly spend (digested through Funnel) is $110,000 and automatically you’re jumping to the next pricing plan which is $799/month (when billed annually). To make is easy – the more spend you have on your connected accounts, the more you pay to Funnel, and that’s only one part of the pricing. You might think that within that pricing you’ll get all other connectors for free, right? Well, no. Funnel wants extra money for any additional connector. You want to add Google Analytics? it’s some extra bucks every month. You want MailChimp? another hiccup in the price. So the amount you’ll pay might sky rocket withing months. The only true benefit is that Funnel doesn’t limit number of queries, size of the returned data and number of user. Personally, I don’t like platforms that take a pick into my pocket and force me to pay based on what they had found inside. It’s like they are saying , you should pay more because your are probably rich.
  • 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, wit ho no surprises. If you wish to buy one connector to Data Studio, it will cost you $19/month (annual billing) and you’ll get 3 ad accounts with that tempting price. If you wish to connect to 20 ad account, it will cost you $99/month and all the non ad-accounts are already in with no extra payment. If you need 100 ad accounts and all the data connectors, including the premium ones, it will cost $299/month. Now, you should be aware that Supermetrics has some limitation on the amount of data you can pull and 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).

 SupermetricsFunnel
Tagline"All your marketing metrics in one place""All your marketing data right where you need it"
WebsiteSupermetrics.comFunnel.io
Company locationFinlandSweden
Established20132014
No. of employees~30~70
Available Data Sources~40~400
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 toolNo, but integrates with Google Data Studio.(Read more)
Data Transformation for Comparison(Read more)(Read more)
Number of Accounts ConnectedDepends on the product & Pricing planUnlimited Ad accounts. Non ad-accounts (like Google Analytics) have extra cost.
Number of Users/SeatsDepends on the product & Pricing planUnlimited
SupportEmail, ForumEmail, Chat
Product Sign-upSelf-service using the siteContact for demo first
Has trial

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Mark Kaner Senior Product Manager and Data Specialist. Lives in Austria with my two daughters.

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