Funnel vs Improvado (2026): which should you pick?
As of Nov 12, 2026, Funnel grades higher than Improvado: 2.2 against 1.8 out of 4.0.
Checked Nov 12, 2026 · graded Nov 12, 2026 by ToolGPA
Funnel grades higher on the free plan. They get the same grade on value for money, features, ease of use and platforms.
Price, platforms and features side by side. The table says where each price was read and when.
Funnel
Marketing data hub that feeds dashboards, warehouses and AI
Improvado
Marketing data platform with an AI layer and governance
Which one is for you
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
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
| 2.2GPAFunnelFair | 1.8GPAImprovadoWeak | |
|---|---|---|
| Value for money | 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. | 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 14-day trial of Data Hub with no card, and no free plan. | FNo free plan or trial on the pricing page. |
| Features | B117 to 579 connectors, harmonization, dashboards, portals, AI and MCP cover the whole job. Measure (attribution and MMM) is a separate add-on. | 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. Connecting sources and mapping fields takes work. | CNo store rating on record. A platform of this size needs sources connected and modeled. |
| Platforms and integrations | BWeb only, with Sheets, Looker Studio, Power BI, Tableau, warehouses and an MCP. | BWeb only, with 1,400+ sources, warehouses, dashboards, AI assistants and SSO on Enterprise. |
| Best for | marketing data in one place for bigger teams | 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: Funnel and Improvado. How we grade
Price against what you get
Funnel starts at $300 a month and scores 2.7 out of 4 on features, ease of use and platforms. Improvado starts at $100 a month and scores 2.7.
They score the same, and Improvado starts $200 a month lower. Of the other marketing reporting and call tracking tools on the chart, 1 scores higher than Funnel 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
At a glance
| Funnel | Improvado | |
|---|---|---|
| Pricing | Free trial | Paid |
| Starts at | $300 per month, billed annually | $100 per month for MCP Only; $20,000 per year and up for Starter |
| Free plan | None | None |
| Free trial | 14-day free trial of Data Hub | None listed |
| Web | ||
| Made by | Funnel | Improvado |
| Price read from | funnel.io | improvado.io |
| Checked | Nov 12, 2026 | Nov 12, 2026 |
Worth knowing
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.
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
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.
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
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.
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.
Common questions
Which is cheaper, Funnel or Improvado?
As of Nov 12, 2026, Improvado is cheaper to start with: $100 a month, against $300 a month for Funnel. Funnel starts at $300 per month, billed annually, and Improvado starts at $100 per month for MCP Only; $20,000 per year and up for Starter.
Which has a free plan, Funnel or Improvado?
As of Nov 12, 2026, neither Funnel nor Improvado has a free plan. Funnel 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.