Funnel vs Supermetrics (2026): which should you pick?
As of Nov 12, 2026, Funnel and Supermetrics share a 2.2 GPA, neither has a free plan, and Supermetrics starts cheaper, at $44 a month against $300 a month.
Checked Nov 12, 2026 · graded Nov 12, 2026 by ToolGPA
Funnel grades higher on features. Supermetrics grades higher on value for money. They get the same grade on 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.
Funnel
Marketing data hub that feeds dashboards, warehouses and AI
Supermetrics
Marketing data connectors for sheets, BI tools and AI chats
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 Supermetrics if
- Fits if you report from Google Sheets or Looker Studio
- Works for small teams with a handful of ad platforms
Look elsewhere if
- Tight if you have many sources: Starter allows 2 and Growth 7
- Watch out: extra sources, users, destinations and accounts are paid extras
- Skip it if you want warehouse, API or transformations, which are Enterprise by quote
- Not for you if you want a free plan, since only the per-source trial is free
How we grade them
| 2.2GPAFunnelFair | 2.2GPASupermetricsFair | |
|---|---|---|
| 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$44 a month billed yearly ($59 monthly) for 2 sources, in a category where the middle is $65. Growth is $177. |
| Free plan and trial | CA 14-day trial of Data Hub with no card, and no free plan. | CA 14-day trial per data source with no card, and no free plan. |
| Features | B117 to 579 connectors, harmonization, dashboards, portals, AI and MCP cover the whole job. Measure (attribution and MMM) is a separate add-on. | CMany connectors and choice of destinations. Warehouses, transformations, storage and API are Enterprise features sold by quote. |
| Ease of use | CNo store rating on record. Connecting sources and mapping fields takes work. | CNo store rating on record. You connect each source and build queries. |
| Platforms and integrations | BWeb only, with Sheets, Looker Studio, Power BI, Tableau, warehouses and an MCP. | BWeb only, with Sheets, Excel, Looker Studio, Power BI, Claude, ChatGPT and Copilot. |
| Best for | marketing data in one place for bigger teams | ad data in Sheets, Looker Studio and AI chats |
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 Supermetrics. 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. Supermetrics starts at $44 a month and scores 2.3.
Funnel scores higher, and starts $256 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 3 score higher than Supermetrics 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 | Supermetrics | |
|---|---|---|
| Pricing | Free trial | Free trial |
| Starts at | $300 per month, billed annually | $44 per month, billed yearly ($59 billed monthly) |
| Free plan | None | None |
| Free trial | 14-day free trial of Data Hub | 14-day free trial per data source, no credit card needed |
| Web | ||
| Made by | Funnel | Supermetrics |
| Price read from | funnel.io | supermetrics.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.
Supermetrics
- Prices follow the plan's limits; Starter allows 2 data sources and Growth 7, and extra sources, users, destinations and accounts are paid extras.
- API access, data transformations, Supermetrics Storage and warehouse destinations are Enterprise features sold through a quote.
- The pricing page lists no free plan, only a 14-day trial that is started per data source.
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.
Supermetrics
- Connectors to marketing sources
- Pulls data from ad platforms, analytics and social accounts; the plan sets how many data sources and accounts per source you can connect.
- Choice of destinations
- Sends data to Google Sheets, Excel, Looker Studio, Power BI, or Claude, ChatGPT and Copilot. Starter and Growth include one core destination.
- Data warehouse transfers
- Enterprise plans can send data to warehouses such as BigQuery and Snowflake, and include Supermetrics Storage and data transformations.
- AI chats and Studio
- Marketing data can be queried from AI chats, and the Studio dashboard builder uses AI credits (1,000 a month on Starter, 4,000 on Growth).
- API access
- Enterprise adds access to the Supermetrics data API and platform API for custom applications and for managing keys, teams and transfers.
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.
Supermetrics
Starter$44
per month, billed yearly ($59 billed monthly)
1 user, 2 data sources, 2 accounts per source, 1 core destination and 1,000 AI credits. Yearly billing is shown as 25% off.
Growth$177
per month, billed yearly ($222 billed monthly)
2 users, 7 data sources, 7 accounts per source, 1 core destination and 4,000 AI credits. Yearly billing is shown as 20% off.
EnterpriseCustom
Custom limits, warehouse destinations such as Snowflake and BigQuery, data and platform API access, transformations and SAML single sign-on.
Ways to pay less
Funnel
No public discounts listed.
Supermetrics
- Annual discount
Yearly billing saves up to 25%
Starter shows a 25% saving and Growth 20% when billed yearly: $44 against $59 a month, and $177 against $222 a month.
Common questions
Which is cheaper, Funnel or Supermetrics?
As of Nov 12, 2026, Supermetrics is cheaper to start with: $44 a month, against $300 a month for Funnel. Funnel starts at $300 per month, billed annually, and Supermetrics starts at $44 per month, billed yearly ($59 billed monthly).
Which has a free plan, Funnel or Supermetrics?
As of Nov 12, 2026, neither Funnel nor Supermetrics has a free plan. Both have 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.