Funnel

⚡ Marketing Data Hub & Normalization

Use Funnel when conflicting currencies, broken UTM taxonomies, and messy ad-platform schemas break your BI dashboards, and data engineers lack time to build custom ETL pipelines.

Why this fits

Clean, harmonize, and normalize marketing data before BI.

Funnel solves the messy middle of marketing analytics. Instead of simply piping raw, mismatched platform numbers into Sheets or BigQuery, Funnel lets non-technical marketers define business rules for currency conversion, campaign categorization, and metric deduplication. The result is a clean, harmonized data model ready for Looker Studio, Tableau, Snowflake, or Google BigQuery without ongoing engineering maintenance.

The trade-off

Clean enterprise data, with a high entry commitment.

What you gain
  • Automate currency conversion and multi-brand campaign taxonomy harmonization before data reaches BI.
  • Connect 600+ marketing platforms, CRMs, and ad channels with automatic schema updates.
  • Store historical marketing data in managed warehousing without writing custom ETL pipelines.
  • Share clean data feeds directly into Looker Studio, Tableau, Power BI, Snowflake, or BigQuery.
What you sacrifice
  • The minimum annual entry commitment ($3,600/year Starter) is hard to justify for small teams with only 2–3 ad channels.
  • It is a data collection and normalization engine, not a native executive presentation layer—you will still need a BI tool or dashboard frontend.
  • Capacity is measured in Flexpoints, which scale with the number of connected sources, destinations, and refresh frequencies.
Pricing & upgrade decision

Priced by Flexpoints and connector capacity.

Funnel packages include managed storage and unlimited users across all tiers. The upgrade driver is Flexpoint capacity (which determines how many ad accounts, custom rules, and export destinations you can run), not seat taxes.

PlanBest fitWhat changesAIMKT decision
StarterFrom $300/mo

Growing marketing teams & agencies

Annual billing ($3,600/yr) · 3 flexpoints · 117+ core connectors · 2 destinations · unlimited users

Use when you have at least 5 ad accounts or multiple currencies that break standard spreadsheet imports.

BusinessFrom $600/mo

Mid-market & multi-brand organizations

More flexpoints · advanced data transformation rules · 600+ connectors · priority data warehouse exports

Upgrade when complex custom dimensions or data warehouse feeds (Snowflake, BigQuery) become mandatory.

EnterpriseCustom

Large global enterprises

Custom flexpoint volume · dedicated customer success manager · custom connector engineering · enterprise SLA & SSO

Use sales-assisted plans for global procurement, multi-entity billing, and bespoke data pipeline SLAs.

Questions

The practical questions before you buy.

  1. 01

    How does Funnel charge?

    Funnel bills on an annual basis using a Flexpoint capacity model. Starter starts at $300/month billed annually ($3,600/year) and includes 3 flexpoints, covering typical mid-market connector sets. Business starts from $600/month. Unlimited user seats are included on all plans.

  2. 02

    What makes Funnel different from Supermetrics?

    Supermetrics extracts raw platform data directly into a single target sheet or BI dashboard without native data transformation. Funnel acts as a centralized data hub with a transformation layer—it cleans, normalizes currencies, and harmonizes messy naming conventions before sending standardized tables into your BI or data warehouse.

  3. 03

    Does Funnel include native dashboarding?

    Funnel provides lightweight built-in dashboards for data verification, but its primary operating architecture is designed to export cleaned data into dedicated BI tools like Looker Studio, Power BI, Tableau, or data lakes.

Evidence & freshness
Funnel pricing & flexpoints ↗Funnel product architecture ↗Checked 2026-10-23
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