Funnel

Editor’s note: This Funnel review is based on my hands-on test of Funnel’s Data Hub during its 30-day free trial in October 2026. I weighed pricing and flexpoints, connector coverage and freshness, exports and dashboards, AI features and Funnel Measure.

Quick verdict: I recommend Funnel for shared, currency-converted marketing reporting with unlimited users, but warehouse destinations consume 300 flexpoints against a 400-point minimum.

Funnel, founded in Stockholm, Sweden, in 2014, combines 600+ connectors with managed marketing-data preparation for 3,000+ customers.

In this funnel.io review, I’ll take a closer look at Funnel’s pricing, flexpoints, connectors and AI features, so you can see exactly whether it fits your marketing data stack.

Key Takeaways

• Starter starts at $300/month, Business at $600/month, both billed annually; Enterprise requires a quote.
• Every plan includes unlimited users; the 30-day trial requires no card and includes all Data Hub features.
• Connectors consume 50 flexpoints, dashboards and visualization destinations 150, and warehouse destinations 300 against a 400-point minimum. Additional capacity comes in 100-point steps at unpublished prices.
• Starter exports run daily and exclude BigQuery, Power BI and Tableau. Snowflake requires Enterprise.
• Funnel MCP, available on all plans since May 2026, lets Claude, ChatGPT, Cursor and Codex query data and make approved workspace changes.

Pros and Cons

How Much Does Funnel Cost?

Funnel starts at $300/month for Starter and $600/month for Business, billed annually; Enterprise requires a quote. There is no current free plan; the 30-day trial requires no card.

EU visitors see EUR 280 and EUR 560, respectively.

• Starter ($300/month): For single-brand reporting, with 117 connectors, 13 destinations, one workspace and one portal. Daily exports support Funnel Dashboards, Looker Studio and Google Sheets; MCP and unlimited Funnel AI are included.
• Business ($600/month): For multi-brand teams, with 579 connectors, 46 destinations, unlimited workspaces and custom-branded portals. Exports run every 2 hours; BigQuery, Power BI, Tableau, requested custom connectors and Measure eligibility expand the scope.
• Enterprise (custom quote): For Snowflake and enterprise controls, with 47 destinations, advanced roles, an activity log of changes, an EU data center option and contractual service commitments.

Agency Standard and Agency Advanced share those starting prices. Standard includes unlimited workspaces; Advanced provides 600+ connectors and white-label Portals.

Plan	Price (billed annually)	Connectors	Destinations	Workspaces	Export frequency	Warehouse destinations
Starter	From $300/month	117	13	1	Daily	No BigQuery or Snowflake
Business	From $600/month	579	46	Unlimited	Every 2 hours	BigQuery, S3, Redshift, Azure Blob
Enterprise	By quote	590 in plan catalog	47	Unlimited	Every 2 hours	Business destinations plus Snowflake

How Flexpoints Work

Every plan requires at least 400 flexpoints. Additional capacity comes in 100-point steps, but the price varies by tier and is not published.

Item	Flexpoints
Connector	50
Custom connector	50
Dashboards	150
Visualization destination, including Looker Studio or Google Sheets	150
Data warehouse destination, including BigQuery or Snowflake	300
Conversion upload	50

Funnel’s worked configurations include:

• Facebook Ads plus Shopify into Looker Studio: 260 flexpoints.
• 15 Google Ads reports into BigQuery: 355 flexpoints.
• Two ad accounts into a 5-tab Google Sheet: 170 flexpoints.

Active connectors and accounts consume capacity before anything is exported. Pausing all data sources for an account or pausing an export frees its capacity; exceeding the limit can block new accounts or destinations, with no published overage fee.

The new model applies from February 4, 2026, at first purchase or the applicable renewal or plan change. Legacy subscriptions retain the old table.

Is Funnel Good Value for Money?

• Team access: I favor unlimited users for shared reporting; Supermetrics Growth includes 2 users.
• Dashboard setups: Facebook Ads plus Shopify into Looker Studio fits within the minimum at 260 flexpoints.
• Warehouse-first work: Compare Fivetran’s usage pricing against Business plus 300 flexpoints per warehouse destination.
• Measurement: Measure is an add-on by quote on Business and Enterprise, unavailable on Starter.

Reviewer’s Notes: I recommend Starter for Looker Studio, Sheets or Funnel Dashboards when daily exports suffice. Pick Business for BigQuery, Power BI, Tableau or multiple brand workspaces. Request the price of each additional 100-flexpoint block and calculate capacity for the complete reporting setup, not just its connectors.

My Experience With Funnel

I started Funnel’s 30-day trial without a card, then connected advertising data and prepared it for reporting. I weighed field definitions and flexpoint usage alongside the connection workflow.

Starting the Trial and Connecting a Source

I logged in at app.funnel.io and opened Connect > Data sources.

1. Select a connector: I chose an advertising connection from the connector catalog.
2. Authorize access: I authorized Funnel through OAuth and confirmed access.
3. Configure and save: I configured the data source settings and saved the connection.

Funnel’s first import typically reaches back about 2 years, subject to the advertising platform’s limits. Historical coverage is separate from ongoing refresh frequency: Funnel stores imported data rather than maintaining a live reporting connection.

Data Source Templates offered reusable configurations. Subscription owners can save unlimited templates, but changing a saved template requires deleting and recreating it rather than editing its contents.

Funnel renamed its own templates descriptively in September 2026, including “Campaign level performance marketing.” I favored reusable configurations for repeated client setups, despite the delete-and-recreate limitation.

Shaping the Data in Data Explorer

I opened Data Explorer and checked dimensions and metrics, including Campaign, Spend and Impressions.

Funnel’s built-in field mapping harmonizes common fields across platforms, while automatic currency conversion supports cross-market reporting. I valued that shared preparation layer more than another connector added to the catalog.

Changing a metric or dimension definition changes the reporting view without altering stored history or requiring another download. I favored this separation for revising campaign definitions without rebuilding historical imports.

Data Explorer handles up to 100,000 rows per query; larger queries return “Query too large.” Its workspace-level quota is shared with the Looker Studio connector and warehouse shares.

Sending Data Out

I set up a dashboard and then opened Export > + Create Export, where I configured currency and the export schedule.

Portals provide the sharing route for multiple dashboards. Activate handles conversion uploads, with schedules from weekly down to every 6 hours and separate flexpoint requirements.

Watching the Flexpoint Meter

I opened Flexpoints Usage to review capacity alongside connections and outputs. Subscription owners can select + Increase Capacity to add flexpoints in 100-point steps.

Reviewer’s Notes: I judged freshness against Funnel’s roughly 1 to 4 hours of reporting delay. Yesterday’s spend can change because platforms restate results and attribution windows reach 30 days. Pause connections to preserve history; deleted data is normally purged after about 30 days, with restoration through support within that window.

Connectors, Data Freshness and Modeling

Funnel’s plan catalog lists 117, 579 and 590 connectors, while its broader coverage spans 600+ connections. Starter does not include the full catalog.

The 2026 additions include:

• OpenAI Ads: Added in May.
• XiaoHongShu and Weibo Ads: Added in August, with enablement through a representative.
• Data requests: Access to 32 additional platforms as of August.

For broader ingestion, Fivetran has 700+ connectors. I favor Funnel when marketing-field preparation matters more than the largest catalog.

Bringing Your Own Data

File Import supports CSV, TSV, TXT, XLSX and ZIP.

Emailed attachments are capped at 30 MB. Date-based imports require a date column without timestamps; dateless imports have also been supported since September 2026.

Google Sheets has a separate connector. Business and Enterprise customers can request custom connectors that Funnel’s team builds and supports.

How Fresh the Data Is

Funnel stores imported data rather than querying advertising platforms live. Most connections download several times daily, while some run once a day, with frequency affected by platform API quotas.

Jobs queue after the previous job finishes. A 10-minute download on a 1-hour cadence therefore delivers new data every 1 hour 10 minutes, not precisely hourly.

Each download revisits a platform-specific window of recent days to capture restatements. I recommend Funnel for daily pacing and weekly reporting, not intraday bid changes.

Connector availability also depends on platform API support: Adobe Analytics 1.4 connections stopped after Adobe retired that API.

Naming Conventions, Budgets and Targets

Naming-convention rules include compliance metrics, helping distinguish consistently labeled campaigns from exceptions. Budgets and targets track spending or another KPI across a selected date range and cadence, with a generated budget dashboard.

Standardize campaign names for consistent budget breakdowns. Funnel’s reusable field definitions support that cleanup without requiring repeated historical imports.

Exports, Dashboards and Portals

Starter limits delivery to 13 destinations and daily exports. Business provides 46 destinations and Enterprise 47, with scheduled exports every 2 hours on both.

I recommend choosing the destination before choosing the subscription:

• Reporting: Funnel Dashboards and Looker Studio cover Starter reporting. Power BI and Tableau require Business.
• Spreadsheet delivery: Google Sheets is available without moving to a warehouse workflow.
• Warehouse and storage delivery: Business includes BigQuery, Google Cloud Storage, S3, Redshift and Azure Blob. Snowflake requires Enterprise.
• Requested destinations: PostgreSQL is in beta on request; custom SQL destinations are available on request on Business and Enterprise.
• Conversion delivery: GA4 uploads and Conversion APIs are listed destinations. Activate conversion uploads can run from weekly down to every 6 hours.

Extra flexpoints do not provide access to destinations reserved for Business or Enterprise. I recommend Business over Starter when BigQuery or Tableau is the endpoint, regardless of how few advertising connections you need.

Dashboards and Portals

Funnel Dashboards share through Portals: Starter includes one portal, while Business includes unlimited portals with custom branding. I recommend Business for separate client-facing reporting spaces.

Timeseries charts default to a maximum of 20 series, a September 2026 change that also affected existing dashboards. Quarter and year groupings are available, but quarter buckets follow calendar quarters rather than fiscal quarters.

Looker Studio and Sheets exports can encounter “Too many rows” or Google quota errors. Shorten the date range, remove unnecessary dimensions and apply filters to reduce export size.

Funnel AI, Funnel MCP and Funnel as Code

Funnel AI, renamed from Data Chat in May 2026, includes unlimited usage on every plan. Its capabilities include:

• Analysis: Answers about workspace data presented as charts and tables.
• Approved changes: Dashboard creation, custom fields, exports, new data connections and client portals.
• Scheduled work: Recurring tasks, introduced in July 2026; dashboard building followed in August.

Funnel MCP

Funnel MCP was announced on May 19, 2026, for all plans, with no flexpoint charge for MCP itself. I connected through Funnel AI > MCP, selected the regional client option and signed in through OAuth 2.0.

Compatible clients include:

• Claude and ChatGPT
• Claude Code and OpenAI Codex
• Cursor and Gemini CLI
• GitHub Copilot in VS Code
• Perplexity and Microsoft Copilot Studio

Read tools include:

• load_workspace
• search_fields
• query_data

Write tools can change:

• Custom fields
• Data connections
• Client portals
• Budgets

Writes require in-conversation approval and respect role permissions. Prepared changes generally expire after 30 minutes; custom-field previews have a 1-hour window.

I favor approval-gated changes over unrestricted edits to shared reporting configuration.

Reviewer’s Notes: I recommend Funnel MCP for teams already using Claude or ChatGPT, but free MCP access does not mean free infrastructure. Connections and other metered resources created through MCP still consume flexpoints. Improvado’s separate MCP Only plan costs $100/month.

Funnel as Code

Funnel as Code uses Terraform to define data connections and exports, with plan before apply and reusable definitions across markets or clients. I favor that approach for repeatable configurations, but it remains a private beta accessed through an account manager.

Funnel has published neither pricing nor a launch date. I do not recommend making a production purchase depend on private-beta access.

Funnel Measure: MMM, MTA and Incrementality

Funnel Measure combines marketing mix modeling, multi-touch attribution and incrementality testing on Data Hub data. It is a separately priced add-on for Business and Enterprise, built on Funnel’s 2024 acquisition of Hamburg-based Adtriba. Adtriba Core and Sphere are now legacy products, supported but no longer sold.

Since March 31, 2026, Measure has two plans:

• Digital Measurement: Digital MMM, data-driven MTA and an insights dashboard.
• Advanced Measurement: Adds offline media, multiple conversion events, custom models, media planning, budget optimization, forecasting and incrementality testing.

Digital Measurement pricing scales with monthly advertising spend:

Monthly ad spend	Digital Measurement price, billed annually
Up to EUR 450K	EUR 1,350/month
EUR 2.7M to EUR 4.5M	EUR 4,050/month
Above EUR 4.5M	Advanced Measurement by quote

Measure updates models daily or nightly, combining attribution and experiments with MMM rather than relying on a single measurement method. September 2026 additions included CUPED and synthetic difference-in-differences methods.

I recommend Digital Measurement for digital-channel allocation and Advanced when offline spending or incrementality testing is a buying requirement. Measure is not included in the Data Hub subscription or available on Starter.

Improvado’s Advanced Analytics add-on starts at $20,000/year. I recommend comparing measurement scope and advertising-spend bands, not just the Data Hub subscription.

Security and Support

Funnel’s externally assessed compliance coverage includes GDPR, CCPA, SOC 2 and ISO 27001. I recommend Enterprise when centralized identity management is mandatory.

• Starter and Business: Google sign-in.
• Enterprise: SAML, OIDC, SCIM, advanced roles and an activity log of changes.
• Regional deployment: Global or EU instances, with the EU data center an Enterprise option.

Support teams operate from Stockholm, Boston and Sydney:

• Starter: In-app support.
• Business and Enterprise: Priority in-app support.
• All plans: Implementation service packages.

Enterprise service commitments cover support, repair times and uptime contractually; no SLA uptime percentage is published.

How Does Funnel Compare to Competitors?

For a single spreadsheet report, I do not recommend paying Funnel’s $300/month entry price solely for unlimited users.

• Supermetrics: Starter costs EUR 39/month and Growth EUR 159/month, billed yearly; Growth includes 2 users. I recommend it for solo marketers prioritizing a lower subscription price. Funnel is my stronger choice when unlimited team access matters more than the cheapest entry plan.
• Fivetran: A free plan and monthly-active-rows pricing put it on my warehouse-first shortlist. Its Google Ads connector is about $48.67/month list on Standard, and its catalog spans 700+ connectors. Compare that usage bill against Funnel Business and warehouse flexpoints.
• Airbyte: Its self-hosted core is free; Cloud Standard starts at $20/month and Plus at $189/month. I recommend Airbyte for engineers who want open source and can build their own marketing models and dashboards, rather than Funnel’s managed marketing-data preparation.
• Windsor.ai: Its free plan includes one data source and a 30-day window. Annually billed Basic costs $19/month, Standard $99/month and Plus $249/month, with 350+ sources overall. It is my price-first shortlist choice when Funnel’s minimum subscription exceeds the reporting budget.
• Improvado: Growth starts at $41,700/year, while MCP Only costs $100/month. I recommend Improvado for enterprise marketing operations that want a managed service and have the budget for Growth. Funnel includes MCP access on every plan, although connected resources still consume flexpoints.
• Adverity: Pricing is quote-only. I recommend Adverity for enterprises that want a governed marketing data platform focused on data quality.

Tool	Entry price	Free option	Best for
Funnel	$300/month, billed annually	30-day trial	Shared marketing-data preparation
Supermetrics	EUR 39/month, billed yearly	Not listed	Lower-cost solo reporting
Fivetran	Usage-based	Free plan	Warehouse-first teams
Airbyte	Cloud from $20/month	Self-hosted core	Engineering-led ingestion
Windsor.ai	$19/month, billed annually	One-source free plan	Budget-first reporting
Improvado	Growth from $41,700/year; MCP Only $100/month	Not listed	Enterprise marketing operations seeking a managed service
Adverity	Quote-only	Not listed	Enterprises seeking governed marketing data

For a wider shortlist, use the Supermetrics alternatives comparison alongside a destination-by-destination cost calculation.

How I Reviewed Funnel

I ran the 30-day Funnel Data Hub trial, connected advertising data through OAuth and checked campaign dimensions and spending metrics in Data Explorer. I set up a dashboard and an export, then traced their capacity requirements through Flexpoints Usage.

I also connected Funnel MCP to an AI client and evaluated its approval-gated changes separately from ordinary data queries. I weighed:

• Pricing: Subscription cost, flexpoints and destination restrictions.
• Data preparation: Connector coverage, freshness and reusable definitions.
• Delivery: Exports, dashboards and client portals.
• Additional capabilities: Funnel AI, MCP and Measure.

I compared plan limits and prices with Supermetrics, Fivetran, Airbyte, Windsor.ai, Improvado and Adverity, separating subscription prices from usage-based charges and measurement add-ons.

Prices current as of October 2026.

Should You Use Funnel for Marketing Data?

I recommend Funnel for shared marketing-data preparation, not merely an advertising connector. Its $300/month Starter plan, unlimited users and broader 600+ connector catalog are attractive, but the 400-flexpoint minimum makes destination planning essential.

• Single-brand reporting: Choose Starter for Looker Studio or Funnel Dashboards when daily exports and one workspace are enough.
• Agencies and multi-brand teams: Choose Business or Agency Advanced for BigQuery, Power BI or branded client portals. Agency Standard also offers unlimited workspaces when its 13 destinations suffice.
• Warehouse-first data teams: Price Fivetran or Airbyte against Business before paying for Funnel’s reporting and preparation capabilities.
• Budget-first solo marketers: Start with Supermetrics or Windsor.ai rather than stretching to Funnel’s minimum subscription.

I favor Funnel when several people need consistent campaign definitions and currency-converted reporting from the same data. I do not recommend it for live bid management or buyers unwilling to request a flexpoint expansion quote.

Start the 30-day trial at funnel.io with your three biggest advertising connections, create the intended reporting output and check Flexpoints Usage before the trial ends.

FAQs

Does Funnel have a free plan?

Funnel does not currently offer a free plan; it offers a 30-day trial without a card that includes all Data Hub features. Use that access to evaluate your intended destination and reporting setup. Trial access is broader than Starter’s one-workspace, one-portal and daily-export allowance, so choose the paid tier for the workflow you intend to retain.

How much does Funnel.io cost?

Funnel Starter starts at $300/month and Business at $600/month, both billed annually; Enterprise requires a quote. Every plan has a 400-flexpoint minimum, with additional capacity sold in 100-point steps at unpublished prices. Request a complete capacity quote, especially for warehouse delivery, which consumes 300 flexpoints per destination.

What are Funnel flexpoints?

Funnel flexpoints are usage units for connections and outputs:

• Connector: 50 flexpoints.
• Dashboards or visualization destination: 150 flexpoints.
• Warehouse destination: 300 flexpoints.

Every plan requires at least 400 flexpoints, with 100-point top-ups. Active connections consume capacity even without exports; pausing the relevant connections or exports frees capacity. Use the worked configurations in How Much Does Funnel Cost? for complete examples.

How often does Funnel refresh data?

Funnel refreshes most connections several times daily and some once daily, with roughly 1 to 4 hours of reporting delay. Exports run daily on Starter and every 2 hours on Business and Enterprise. Separate import freshness from export frequency: a faster delivery schedule does not make advertising-platform data live or final.

Does Funnel work with Claude or ChatGPT?

Yes, Funnel MCP connects Funnel with Claude and ChatGPT on all plans and has been available since May 2026. MCP itself consumes no flexpoints, but resources created through it can. Write actions require in-conversation approval and respect role permissions; prepared changes generally expire after 30 minutes, or 1 hour for custom-field previews.