Adverity vs Funnel (2026): which should you pick?
As of Nov 13, 2026, Funnel grades higher than Adverity: 2.2 against 2.0 out of 4.0.
Checked Nov 12, 2026 and Nov 13, 2026 · graded Nov 12, 2026 and Nov 13, 2026 by ToolGPA
Funnel grades higher on features. They get the same grade on value for money, the free plan, ease of use and platforms.
Price, platforms and features side by side. The table says where each price was read and when.
Adverity
Marketing data integration and governance for brands and agencies
Funnel
Marketing data hub that feeds dashboards, warehouses and AI
Which one is for you
Pick Adverity if
- Fits if you are an agency or brand team with many marketing sources
- Works for data teams that want quality checks before data reaches a warehouse or AI
Look elsewhere if
- Skip it if you want published prices for Connect, as all three plans are quotes
- Pricey if you are a small team, since the one published Atlas price is $15,417 a month
- Watch out: contracts are annual
- Not for you if you want a phone or desktop app, as only the web is listed
Pick Funnel if
- Fits if you centralize many ad and analytics sources and have budget for it
- Works for agencies that need separate client workspaces
Look elsewhere if
- Pricey if you are a single marketer: it starts at $300 a month
- Tight if you need more than 1 workspace or portal, which means Business at $600
- Watch out: both prices are annual only, with no monthly option
- Watch out: Measure (MMM, attribution, incrementality) and agency pricing are quoted separately
- Skip it if you want a free plan, as there isn't one
How we grade them
| 2.0GPAAdverityFair | 2.2GPAFunnelFair | |
|---|---|---|
| Value for money | DAtlas Standard at $15,417 a month is far above the $499 where the dearest tenth of its category starts; it includes up to 25 agents and users and a day a month of an engineer. | D$300 a month billed annually for Starter and $600 for Business, against a category middle of $65. Power BI, Tableau and warehouses sit on the $600 plan. |
| Free plan and trial | CThe Atlas Discovery plan is free, but it is a way to try Atlas on your own data before moving to a paid plan, not a plan to live on. | CA 14-day trial of Data Hub with no card, and no free plan. |
| Features | CConnectors, transforms, data monitoring and an AI layer; the listing says every Connect plan is capped by sources, rows and destinations. | B117 to 579 connectors, harmonization, dashboards, portals, AI and MCP cover the whole job. Measure (attribution and MMM) is a separate add-on. |
| Ease of use | CNo store rating on record. Connecting sources and setting up agents is work that a specialist helps with. | CNo store rating on record. Connecting sources and mapping fields takes work. |
| Platforms and integrations | BWeb, with 600+ connectors, an API and an MCP server. | BWeb only, with Sheets, Looker Studio, Power BI, Tableau, warehouses and an MCP. |
| Best for | enterprise marketing teams that need governed data for AI | marketing data in one place for bigger teams |
The GPA is the average of the five grades: an A is 4 points, an F is none. The full reasons are on each tool's page: Adverity and Funnel. How we grade
Price against what you get
Adverity starts at $15,417 a month and scores 2.3 out of 4 on features, ease of use and platforms. Funnel starts at $300 a month and scores 2.7.
Funnel scores higher and starts $15,117 a month lower. Of the other marketing reporting and call tracking tools on the chart, 13 score higher than Adverity for less, and 1 scores higher than Funnel for less.
Features, ease of use and platforms, averaged
What paid plans start at, a month (each step along is roughly double) →
- The best score at each price
- Has a free plan
- No free plan
Where they differ
- Adverity also covers workflow automation.
At a glance
| Adverity | Funnel | |
|---|---|---|
| Pricing | Free plan | Free trial |
| Starts at | $15,417 per month, Adverity Atlas Standard, annual plan | $300 per month, billed annually |
| Free plan | Adverity Atlas Discovery plan: free, to see what Atlas finds in your own data before paying. | None |
| Free trial | None listed | 14-day free trial of Data Hub |
| Web | ||
| Made by | Adverity | Funnel |
| Price read from | adverity.com | funnel.io |
| Checked | Nov 13, 2026 | Nov 12, 2026 |
Worth knowing
Adverity
- Only Atlas Standard shows a price ($15,417 a month on an annual plan); Atlas Enterprise and all three Connect plans are quote-only.
- Contracts are annual, according to the pricing page.
- Connect pricing depends on data sources, data volume and destinations.
- The pricing page says personalized demos are not offered to students.
Funnel
- Both listed prices are starting prices and are billed annually; the pricing page shows no monthly-billing option.
- Starter is limited to 1 workspace and 1 portal, and its export frequency is daily rather than every 2 hours.
- Funnel Measure (MMM, MTA, incrementality testing) is an add-on priced by quote.
- Agency pricing is quoted on request; the pricing page says to get in touch for an offer.
Key features
Adverity
- 600+ connectors
- The homepage says connectors are actively maintained and cover marketing, analytics and advertising sources feeding one data layer.
- Harmonization and transforms
- A Transform product maps and standardizes field names, so a metric like cost reads the same across sources.
- Data quality monitoring
- The Monitor product watches the data for problems, and the vendor frames governance and quality as a main use case.
- Destinations
- Data can be delivered to BI tools, warehouses and other destinations listed on the vendor's data destinations page.
- Adverity Atlas
- A marketing knowledge layer described as a foundation AI can reason from, aimed at teams building AI workflows on marketing data.
Funnel
- Connectors and harmonization
- Managed connectors pull marketing data, with built-in field mapping, naming conventions and currency conversion applied before delivery.
- Destinations
- Data can go to Google Sheets, Looker Studio, Power BI and Tableau, or cloud storage and warehouses such as BigQuery and S3 on Business.
- Dashboards and portals
- Funnel Dashboards are shared with clients or colleagues through portals; Business adds unlimited portals with custom branding.
- Funnel AI and MCP
- Funnel AI answers questions about your data, and the Funnel MCP connects the same data to tools such as Claude and ChatGPT.
- Funnel Measure
- Available to Business and Enterprise customers as an add-on: media mix modelling, multi-touch attribution and incrementality testing.
Plans
Adverity
Atlas Discovery$0
Free start on your own data, with a business case built on your numbers; what you build carries into a paid plan.
Atlas Standard$15,417
per month, annual plan
For one team or an agency with up to 10 client workspaces: up to 25 agents and users, approval workflows, audit trail and a 99.9% SLA. The page also shows £12,000 and €12,500.
Atlas EnterpriseCustom
No limits on workspaces, agents or users, with on-prem or VPC deployment and a 99.99% SLA; sold through sales.
Connect CoreCustom
Up to 10 data sources, 1 destination, 25 million rows a month and 5 workspaces; annual plan, quote only.
Connect StandardCustom
Up to 25 data sources, 2 destinations, 60 million rows a month and 35 workspaces; annual plan, quote only.
Connect ProfessionalCustom
Up to 40 data sources, 4 destinations, 100 million rows a month and unlimited workspaces; annual plan, quote only.
Funnel
Starter$300
per month, billed annually, starting price
117 connectors, 13 destinations, unlimited users, 1 workspace, 1 portal, dashboards and unlimited use of Funnel AI.
Business$600
per month, billed annually, starting price
579 connectors, 46 destinations, unlimited users, workspaces and portals, Power BI, Tableau and cloud warehouse destinations.
EnterpriseCustom
590+ connectors, 47 destinations including Snowflake, SSO and SCIM, audit log, priority support and an enterprise SLA.
Common questions
Which is cheaper, Adverity or Funnel?
As of Nov 13, 2026, Funnel is cheaper to start with: $300 a month, against $15,417 a month for Adverity. Adverity starts at $15,417 per month, Adverity Atlas Standard, annual plan, and Funnel starts at $300 per month, billed annually.
Which has a free plan, Adverity or Funnel?
As of Nov 13, 2026, only Adverity has a free plan. Funnel does not, though it has a free trial.
More comparisons
How this page was made
- The verdict at the top follows a fixed rule. When both tools are in the same category and either is in our top three for it, the verdict follows that ranking: the higher-placed tool is our pick. The top three weigh who each tool suits as well as its grades, so a pick can go against the GPA. Otherwise the page does not pick one and says which grades higher: the higher GPA first; on a tie, the one with a free plan, then the one that starts cheaper in dollars a month, counted the same way for both; if they are still level, what the choice depends on.
- The grades are our own, from each tool’s review or report card. The GPA is their average.
- Prices, plans and platforms come from each tool’s listing. The table above says where each price was read and when.
- The differences and the answers to the questions are worked out from those listings.