Funnel vs Porter Metrics (2026): which should you pick?
As of Nov 12, 2026, Porter Metrics grades higher than Funnel: 2.4 against 2.2 out of 4.0.
Checked Nov 12, 2026 · graded Nov 12, 2026 by ToolGPA
Funnel grades higher on features. Porter Metrics grades higher on value for money and the free plan. 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.
Funnel
Marketing data hub that feeds dashboards, warehouses and AI
Porter Metrics
Marketing data connectors priced per connected account
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 Porter Metrics if
- Fits if you manage a few client accounts and report in Looker Studio or Sheets
- Works for anyone who wants to try a connector tool without paying
Look elsewhere if
- Tight if you stay free: 30 days of history and a Porter badge on AI dashboards
- Pricey if you add accounts, since cost rises with each one
- Watch out: annual billing is paid upfront, with refunds within 14 days
- Watch out: Automation credits reset each cycle, don't roll over and need an MCP client
How we grade them
| 2.2GPAFunnelFair | 2.4GPAPorter MetricsFair | |
|---|---|---|
| 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. | C$12.50 per account a month on annual billing, stepping to $2 each at 200 accounts. Five accounts is about $55, near this category's middle of $65. |
| Free plan and trial | CA 14-day trial of Data Hub with no card, and no free plan. | BA free plan with unlimited accounts, 30 days of history and the MCP, after a 14-day trial with no card. |
| Features | B117 to 579 connectors, harmonization, dashboards, portals, AI and MCP cover the whole job. Measure (attribution and MMM) is a separate add-on. | C30+ sources, blending, custom fields, an MCP. The free plan keeps only 30 days of history, and Automation credits don't roll over. |
| Ease of use | CNo store rating on record. Connecting sources and mapping fields takes work. | CNo store rating on record. You connect each account and build the report. |
| Platforms and integrations | BWeb only, with Sheets, Looker Studio, Power BI, Tableau, warehouses and an MCP. | BWeb only, with Looker Studio, Sheets, Power BI, Claude and ChatGPT. |
| Best for | marketing data in one place for bigger teams | a free start on ad reports in Looker Studio |
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 Porter Metrics. 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. Porter Metrics starts at $12.50 a month and scores 2.3.
Funnel scores higher, and starts $287.50 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, 1 scores higher than Funnel for less, and none scores higher than Porter Metrics 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 | Porter Metrics | |
|---|---|---|
| Pricing | Free trial | Free plan |
| Starts at | $300 per month, billed annually | $12.50 per account / month, billed annually ($15 billed monthly) |
| Free plan | None | Free forever after a 14-day trial: unlimited accounts, up to 30 days of history, 15 days for AI chats. |
| Free trial | 14-day free trial of Data Hub | 14-day full-access trial, no card required |
| Web | ||
| Made by | Funnel | Porter Metrics |
| Price read from | funnel.io | portermetrics.com |
| 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.
Porter Metrics
- Reporting cost rises with the number of connected accounts; monthly rates step down with volume, from $15 for 1 account to $2 each at 200 or more.
- The free plan keeps only 30 days of history and shows a Porter badge on AI-generated dashboards.
- Annual billing is paid upfront and the page says refunds are available within 14 days of purchase.
- Automation credits reset each cycle, do not roll over and need an MCP client such as Claude or ChatGPT.
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.
Porter Metrics
- 30+ data sources
- Connects ad accounts, GA4 properties, stores and social profiles; the pricing page counts each of these as one billed account.
- Looker Studio, Sheets and Power BI
- Connected accounts feed unlimited reports and dashboards in Looker Studio, Google Sheets, Power BI and other destinations at no added cost.
- AI chat with your data
- The MCP is included on every plan, including the free one, so data can be queried from Claude, ChatGPT and other MCP clients.
- Data blending and custom fields
- Reports can combine sources and define custom fields; the vendor also offers a BigQuery setup as a managed service.
- Automation credits
- A separate product runs ad, SEO and social tasks from an AI tool, billed in credits (1 credit is one completed task).
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.
Porter Metrics
Free$0
Reporting with unlimited connected accounts, 30-day history and 15 days for AI chats; Automation gives 100 credits a month.
Reporting$12.50
per account / month, billed annually ($15 billed monthly)
Billed per connected account with volume discounts; unlimited users, reports and history, and the MCP for Claude and ChatGPT.
Ways to pay less
Funnel
No public discounts listed.
Porter Metrics
- Annual discount
Two months free on annual billing
The pricing FAQ says annual billing takes 16.6% off, the equivalent of two months free, paid upfront for the year.
Common questions
Which is cheaper, Funnel or Porter Metrics?
As of Nov 12, 2026, Porter Metrics is cheaper to start with: $12.50 a month, against $300 a month for Funnel. Funnel starts at $300 per month, billed annually, and Porter Metrics starts at $12.50 per account / month, billed annually ($15 billed monthly).
Which has a free plan, Funnel or Porter Metrics?
As of Nov 12, 2026, only Porter Metrics 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.