Dataslayer vs Improvado (2026): which should you pick?
As of Nov 12, 2026, Dataslayer grades higher than Improvado: 2.2 against 1.8 out of 4.0.
Checked Nov 12, 2026 · graded Nov 12, 2026 by ToolGPA
Dataslayer grades higher on value for money and the free plan. Improvado grades higher on features. They get the same grade on ease of use and platforms.
Price, platforms and features side by side. The table says where each price was read and when.
Dataslayer
Sends marketing data to Sheets, BI tools and AI assistants
Improvado
Marketing data platform with an AI layer and governance
Which one is for you
Pick Dataslayer if
- Fits if you report from Google Sheets or Looker Studio
- Works for small teams that want to try a connector tool free first
Look elsewhere if
- Tight if you stay free: 1 connector, 1 account and a single manual refresh a day
- Watch out: each paid plan includes one destination, and more are bought separately
- Skip it if you need blending or the MCP on Starter, as both need Advanced at $115
- Watch out: enterprise destinations cap rows at 5,000 a month on Starter
- Pricey if you need hourly refresh, which starts on Advanced
Pick Improvado if
- Makes sense if you run many sources and need them modeled and governed
- Fits if you want marketing data available to your own AI agents
Look elsewhere if
- Pricey if you are a small team: Starter is $20,000 a year and Growth $41,700
- Skip it if you want a trial or free plan, as the page lists none
- Watch out: both main plans are quoted through a demo request
- Watch out: attribution and Creative Analytics work only with Growth and Enterprise
- Too light for pipelines on the $100 MCP Only plan, which links your AI to data without managed pipelines
How we grade them
| 2.2GPADataslayerFair | 1.8GPAImprovadoWeak | |
|---|---|---|
| Value for money | C$35 a month on annual billing, just above this category's cheaper quarter at $30. Advanced is $115 and Pro $345. | D$20,000 a year for Starter is about $1,667 a month, against a category middle of $65. The $100 MCP Only plan has no pipelines. |
| Free plan and trial | CA free plan with 1 connector, 1 user, 1 account and a manual refresh once a day, plus a 15-day trial with no card. | FNo free plan or trial on the pricing page. |
| Features | C60+ connectors and many destinations. Data blending, AI Insights and MCP need Advanced; row limits apply to warehouses. | BAll connectors and destinations from Starter, governance rules, MCP and row-based sizing cover the whole job. Multi-touch attribution and Creative Analytics are add-ons. |
| Ease of use | CNo store rating on record. You connect each account and build the report. | CNo store rating on record. A platform of this size needs sources connected and modeled. |
| Platforms and integrations | BWeb only, with Sheets, Excel, Looker Studio, Power BI, warehouses and AI assistants as destinations. | BWeb only, with 1,400+ sources, warehouses, dashboards, AI assistants and SSO on Enterprise. |
| Best for | ad data in Google Sheets and Looker Studio | marketing data for large teams and their AI agents |
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: Dataslayer and Improvado. How we grade
Price against what you get
Dataslayer starts at $35 a month and scores 2.3 out of 4 on features, ease of use and platforms. Improvado starts at $100 a month and scores 2.7.
Improvado scores higher, and starts $65 a month higher: the question is whether the extra is worth that to you. Of the other marketing reporting and call tracking tools on the chart, 2 score higher than Dataslayer for less, and 1 scores higher than Improvado 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
- Dataslayer also covers spreadsheets.
At a glance
| Dataslayer | Improvado | |
|---|---|---|
| Pricing | Free plan | Paid |
| Starts at | $35 per month, billed annually ($39 billed monthly) | $100 per month for MCP Only; $20,000 per year and up for Starter |
| Free plan | Free plan, no payment required: 1 connector, 1 user, 1 account and 1 manual refresh a day, sent to one core destination. | None |
| Free trial | 15-day free trial of all features, no credit card required | None listed |
| Web | ||
| Made by | Dataslayer | Improvado |
| Price read from | dataslayer.ai | improvado.io |
| Checked | Nov 12, 2026 | Nov 12, 2026 |
Worth knowing
Dataslayer
- The Free plan is limited to 1 connector, 1 user and a manual daily refresh.
- Each paid plan includes one destination; extra destinations are bought separately, with a 10% bundle discount for 2 and 15% for 3 or more.
- Row limits apply only to enterprise destinations (warehouses and the API Query Manager): 5,000 a month on Starter, 100,000 on Advanced and 2 million on Pro.
- Data blending, AI Insights and the MCP connection need Advanced or higher; Starter has none of them.
Improvado
- Starter begins at $20,000 a year and Growth at $41,700; both are quoted through a demo request.
- The $100 MCP Only plan has no managed data pipelines, only a link from your AI assistant to the data.
- Multi-touch attribution and Creative Analytics are add-ons that work only with Growth and Enterprise.
- The pricing page lists no free trial or free plan.
Key features
Dataslayer
- Connectors
- The pricing page lists connectors for Google Ads, Google Analytics 4, Facebook Ads, LinkedIn Ads, TikTok Ads, Amazon Ads, Shopify, HubSpot, Klaviyo and Search Console, among others.
- Destinations
- Data can be sent to Google Sheets, Excel, Looker Studio and Power BI, or to BigQuery, Snowflake, Redshift, S3, Azure SQL, Google Cloud Storage and an API Query Manager.
- Scheduled refresh
- Starter refreshes daily, Advanced and Pro hourly, and Pro and Business also allow custom hours.
- Data blending
- Advanced and higher plans can combine data from several sources into one dataset.
- AI access
- Advanced and higher plans include an MCP connection, a custom GPT and AI alerts, with a message limit per day on the lower tiers.
- Supermetrics import
- All paid plans list a way to import existing queries from Supermetrics.
Improvado
- Connectors and destinations
- The company says its catalog covers 1,400+ data sources, and the Starter plan and above include all connectors and destinations.
- MCP for AI assistants
- A knowledge graph, connections and modeling are exposed to AI agents such as Claude and ChatGPT; each plan sets a weekly MCP action cap.
- Marketing data governance
- Governance rules (3 on Starter, 10 to 25 on Growth, 100 on Enterprise) check things like naming conventions across campaigns.
- Advanced analytics add-ons
- Multi-touch attribution, media mix modeling and incrementality testing are bundles for Growth and Enterprise; Creative Analytics is an add-on.
- Row-based sizing
- Plans are sized by unique rows loaded a year, from 2M on MCP Only to 1B on Enterprise, with sync from daily to custom.
Plans
Dataslayer
Free$0
1 connector, 1 user, 1 account and a manual daily refresh, to one core destination (Google Sheets, Excel, Looker Studio or Power BI).
Starter$35
per month, billed annually ($39 billed monthly), with 1 destination
3 connectors, 1 user, 3 accounts per connector, daily refresh and 5,000 monthly rows in enterprise destinations.
Advanced$115
per month, billed annually ($139 billed monthly), with 1 destination
7 connectors, 10 users, 50 accounts per connector, hourly refresh, 100,000 monthly enterprise rows, data blending and AI Insights.
Pro$345
per month, billed annually ($419 billed monthly), with 1 destination
10 connectors, unlimited users, 100 accounts per connector, hourly or custom refresh, 2 million monthly enterprise rows and a dedicated account manager.
BusinessCustom
Custom connectors, users, accounts and destinations, with dedicated onboarding. Sold through a quote.
Improvado
MCP Only$100
per month
Connects your own AI assistant to your marketing data: 2M rows a year, daily sync, 300 MCP actions a week, 1 workspace.
Starter$20,000
per year and up
All connectors and destinations, 20M rows a year, 20 actions a day, 400 MCP actions a week and 1 workspace.
Growth$41,700
per year and up
60M to 200M rows a year, up to 10 workspaces, 40 to 90 actions a day, premium customer support and add-on bundles.
EnterpriseCustom
1B rows a year, unlimited workspaces, SSO (Azure, Okta), professional services and advanced analytics bundles up to MMM and incrementality.
Ways to pay less
Dataslayer
- Annual discount
About 20% off with annual billing
The vendor says annual billing costs about 20% less than monthly, and that destination bundles stack with it.
- Other savings
Bundle discount on destinations
Buying 2 destinations together takes 10% off and 3 or more takes 15% off, on top of the annual saving.
Improvado
No public discounts listed.
Common questions
Which is cheaper, Dataslayer or Improvado?
As of Nov 12, 2026, Dataslayer is cheaper to start with: $35 a month, against $100 a month for Improvado. Dataslayer starts at $35 per month, billed annually ($39 billed monthly), and Improvado starts at $100 per month for MCP Only; $20,000 per year and up for Starter.
Which has a free plan, Dataslayer or Improvado?
As of Nov 12, 2026, only Dataslayer has a free plan. Improvado does not.
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.