Supermetrics vs Funnel.io: 2026 Pricing Comparison
Last verified: October 9, 2026
Independent review. If you buy through links on this page we may earn a commission, at no extra cost to you. It never changes our scores — how we test.
The original marketing data connector, still the broadest one on the market
Enterprise-grade marketing data hub built for teams running spend across dozens of platforms
ToolsGavel verdict
Supermetrics is the cheaper way in and exports to Looker Studio, Sheets or a warehouse from day one; Funnel.io costs more at every tier but backs that price with warehouse-ready data, governance and support scores most connectors in this category don't reach. Both hide a bigger bill behind the sticker price, Supermetrics through per-source and per-seat add-ons, Funnel through Flexpoints usage credits. Pick Supermetrics for breadth on a smaller budget, and Funnel.io once a data team needs a governed feed badly enough to absorb the metered pricing.
| Criterion | Supermetrics | Funnel.io |
|---|---|---|
| Starting price | Starter runs €49/mo (€39 billed annually) for 3 sources, 1 destination, 1 user and weekly refresh | Starter runs $300/mo billed annually for 121 connectors and zero export destinations |
| What the entry tier can export to | Looker Studio, Sheets, Excel or a warehouse from Starter; a second destination costs extra | Only Funnel's own dashboards and spreadsheet exports; BigQuery, Snowflake, Looker Studio and Tableau need the $600/mo Business tier |
| Connector breadth | 300+ connectors, the same catalog on every tier from Starter up | 121 connectors on Starter, 579 on Business ($600/mo), 600+ on custom-priced Enterprise |
| Refresh frequency | Weekly on Starter, daily on Growth (€199/mo), hourly on Pro (€499/mo) | No published refresh ladder; speed is metered through Flexpoints credits instead |
| How the bill grows | Sources, users and destinations bill as separate line items; some customers report their price doubling to tripling over a couple of years | Flexpoints usage credits meter extra connectors, destinations, data volume and refresh; measurement is a separate add-on, and real invoices commonly run near four figures a month |
| Support and reviewer sentiment | Reviewers call support slow given the price, and the Sheets connector draws complaints about failed refreshes | G2 rates support 9.2 and custom reports 9.3 out of 10; 4.5/5 on G2 across 165 reviews, 4.7/5 on Capterra across 19; reviewers also flag a steep learning curve |
| Best for | Agencies and in-house teams on many platforms reporting into Looker Studio or Sheets | Marketing orgs with dozens of ad accounts that need a governed warehouse feed |
The short answer
Supermetrics and Funnel.io both move marketing data out of ad platforms and into a report, but they solve different problems. Supermetrics sells a connector: pick a source, pick a destination, pay per source and per seat on top of a tier price. Funnel.io sells a data hub: a tier bundles a connector count and, past Starter, a warehouse feed, then meters anything beyond that through usage credits called Flexpoints.
That split shows up in price before anything else does. Supermetrics starts at €49 a month for three sources and already exports to Looker Studio or a warehouse. Funnel’s cheapest tier is $300 a month, roughly six times that figure before currency differences, for 121 connectors and nowhere to send the data except Funnel’s own dashboards. The gap narrows once a team needs what Funnel is built for: a governed BigQuery or Snowflake feed and support scores that beat most connectors in this category. Prices below reflect each vendor’s pricing page as we checked it in July 2026.
Where each pulls ahead
Supermetrics wins on price floor and day-one flexibility. Starter costs €49 a month (€39 billed annually) and exports to Looker Studio, Google Sheets, Excel or a warehouse immediately, something Funnel’s $300 Starter tier doesn’t do at all. The connector catalog, 300+ sources across ad platforms, social, SEO, ecommerce, CRM, affiliate networks and retail media, stays the same whether someone pays €49 or the custom Enterprise rate; only the number of active source slots and the refresh speed change.
Funnel.io wins on what happens after the data lands. Once a team reaches Business at $600 a month, that data arrives in BigQuery, Snowflake, Looker Studio or Tableau already cleaned, with governance controls a data team or an auditor can rely on. G2 reviewers rate Funnel’s support 9.2 out of 10 and its custom reports 9.3, both ahead of where Supermetrics lands on its own slow-support complaints. That reliability costs more upfront: Funnel’s Starter tier includes only 121 connectors, under half of Supermetrics’ full catalog, and the warehouse story doesn’t start until the $600 tier.
Pricing side by side
Supermetrics runs four tiers that cap sources, users and refresh speed rather than features. Starter is €49/mo for 3 sources and weekly refresh, Growth is €199/mo for 7 sources and daily refresh, Pro is €499/mo for 10 sources and hourly refresh, and Enterprise adds unlimited sources on a custom quote. Every tier draws from the same 300+ connector catalog; the price buys slots and speed, not access to more sources.
Funnel.io runs three published tiers, each gating connectors and destinations together. Starter is $300/mo for 121 connectors and no export destinations beyond Funnel’s own dashboards and spreadsheet exports. Business is $600/mo for 579 connectors and 26 destinations, including BigQuery and Snowflake, with the MMM/MTA measurement module sold separately. Enterprise is custom-priced for 600+ connectors plus added governance.
| Metric | Supermetrics | Funnel.io |
|---|---|---|
| Entry price | €49/mo (€39 annual) | $300/mo, billed annually |
| Entry connectors | 300+ (full catalog) | 121 |
| Entry destinations | Looker Studio, Sheets, Excel, warehouse | Funnel dashboards and spreadsheet exports only |
| Warehouse-ready tier | Enterprise, custom quote | Business, $600/mo |
Both hide a bigger bill behind that sticker price, just through different mechanics. Supermetrics bills sources, users and destinations as separate line items, and multiple long-time customers report their subscription roughly doubling to tripling over a couple of years without a matching jump in features. Funnel.io meters anything past the base allowance, extra connectors, destinations, data volume and refresh frequency, through Flexpoints credits, and unpredictable Flexpoints billing is the single most common complaint in its reviews; real invoices commonly land near four figures a month once a team scales past Starter.
Who should pick Supermetrics
Pick Supermetrics if the team reports into Looker Studio, Sheets or Excel and the source list spans more than a handful of platforms. The 300+ connector catalog is available from the cheapest tier, and destinations work on day one instead of waiting for a pricier plan. Budget for the bill to grow once the team adds more sources, seats or a second destination. That’s the trade for the lower entry price.
Who should pick Funnel.io
Pick Funnel.io if ad spend runs across dozens of accounts and a data team needs a governed BigQuery or Snowflake feed rather than a dashboard connector. Support and custom-report scores on G2 back up the higher price: 4.5 out of 5 across 165 reviews, with 4.7 out of 5 on Capterra across 19 reviews as of October 2026. Expect Flexpoints to push the real bill past the tier price once usage climbs, and budget separately if the MMM or MTA measurement module matters.
If both are more than you need
A smaller stack doesn’t need either tool’s full catalog or warehouse depth. Windsor.ai charges one flat rate per source count instead of billing sources, seats and destinations as separate line items. Coupler.io has a permanent free plan that pulls real account data before anyone pays. Porter Metrics prices by connected account and starts at $14.99 a month for a single account. Our Supermetrics alternatives guide lines up all three, plus Databox, against the pricing on this page. Full tier breakdowns and review detail for the two tools compared here live in the Supermetrics review and the Funnel.io review.