Improvado vs Porter Metrics (2026): which should you pick?
As of Nov 12, 2026, Porter Metrics grades higher than Improvado: 2.4 against 1.8 out of 4.0.
Checked Nov 12, 2026 · graded Nov 12, 2026 by ToolGPA
Improvado 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.
Improvado
Marketing data platform with an AI layer and governance
Porter Metrics
Marketing data connectors priced per connected account
Which one is for you
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
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
| 1.8GPAImprovadoWeak | 2.4GPAPorter MetricsFair | |
|---|---|---|
| Value for money | 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. | 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 | FNo free plan or trial on the pricing page. | BA free plan with unlimited accounts, 30 days of history and the MCP, after a 14-day trial with no card. |
| Features | 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. | 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. A platform of this size needs sources connected and modeled. | CNo store rating on record. You connect each account and build the report. |
| Platforms and integrations | BWeb only, with 1,400+ sources, warehouses, dashboards, AI assistants and SSO on Enterprise. | BWeb only, with Looker Studio, Sheets, Power BI, Claude and ChatGPT. |
| Best for | marketing data for large teams and their AI agents | 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: Improvado and Porter Metrics. How we grade
Price against what you get
Improvado starts at $100 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.
Improvado scores higher, and starts $87.50 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 Improvado 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
| Improvado | Porter Metrics | |
|---|---|---|
| Pricing | Paid | Free plan |
| Starts at | $100 per month for MCP Only; $20,000 per year and up for Starter | $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 | None listed | 14-day full-access trial, no card required |
| Web | ||
| Made by | Improvado | Porter Metrics |
| Price read from | improvado.io | portermetrics.com |
| Checked | Nov 12, 2026 | Nov 12, 2026 |
Worth knowing
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.
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
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.
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
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.
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
Improvado
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, Improvado or Porter Metrics?
As of Nov 12, 2026, Porter Metrics is cheaper to start with: $12.50 a month, against $100 a month for Improvado. Improvado starts at $100 per month for MCP Only; $20,000 per year and up for Starter, and Porter Metrics starts at $12.50 per account / month, billed annually ($15 billed monthly).
Which has a free plan, Improvado or Porter Metrics?
As of Nov 12, 2026, only Porter Metrics 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.