# Improvado review (2026): is it worth $100 a month? > Marketing data platform with an AI layer and governance Checked Nov 12, 2026 ยท graded Nov 12, 2026 by ToolGPA. Improvado connects advertising, analytics and CRM sources, models the data and delivers it to warehouses, dashboards and AI assistants. Plans are sized by rows of data a year, daily AI actions and workspaces, with advanced analytics such as media mix modeling sold as bundles. - **Category:** Marketing Reports & Call Tracking - **Made by:** Improvado (since 2015) - **Website:** https://improvado.io - **Runs on:** Web - **Who should skip it:** Pricey if you are a small team: Starter is $20,000 a year and Growth $41,700. - **Facts last checked:** Nov 12, 2026 ## Pricing As of Nov 12, 2026, Improvado is a paid product, starting at $100 per month for MCP Only; $20,000 per year and up for Starter. - **Pricing model:** Paid - **Free plan:** None. - **Free trial:** None listed. | Plan | Price | What you get | | --- | --- | --- | | 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. | | Enterprise | Custom | 1B rows a year, unlimited workspaces, SSO (Azure, Okta), professional services and advanced analytics bundles up to MMM and incrementality. | Read from https://improvado.io/pricing on Nov 12, 2026. Prices change, so confirm with Improvado before buying. ## Key features - **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. ## Good for - Mid-size and large marketing teams with many sources - Teams that want marketing data available to their own AI agents - Organizations that need SOC 2 Type II attested vendors ## Worth knowing - 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. ## ToolGPA grades **GPA: 1.8 out of 4**, graded Nov 12, 2026. Improvado connects 1,400+ sources, models the data and delivers it to warehouses, dashboards and AI assistants. Starter is $20,000 a year and Growth $41,700, both quoted on a demo. The $100 a month plan only links your AI assistant to the data and has no managed pipelines. - **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. - **Free plan and trial: F.** No free plan or trial on the pricing page. - **Features: B.** All 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: C.** No store rating on record. A platform of this size needs sources connected and modeled. - **Platforms and integrations: B.** Web only, with 1,400+ sources, warehouses, dashboards, AI assistants and SSO on Enterprise. These are ToolGPA's own grades. Graded from this listing, whose facts were read from Improvado's own pages on 12 November 2026. Not based on using the product, and shorter than our full reviews. ## Where it stands among marketing reporting and call tracking tools - Improvado's GPA of 1.8 is higher than 7 of the 40 other marketing reporting and call tracking tools we grade, and level with 8. - It stands best on features (B, above 28 of 40) and worst on free plan and trial (F, above 0). - Its paid plans start at $100 a month, against a middle price of $63.50 for the category: 22 of the 31 others that charge start lower. - On features, ease of use and platforms it scores 2.7 out of 4. 1 tool scores higher and costs less. The category's chart of price against score: https://toolgpa.com/charts/marketing-reports ## Keep it, or make your own? **Keep it.** The plain part of Improvado you could make: reports. What surrounds it you could not. The 4 things listed below take a company, not a weekend. That makes this kind of software worth paying for, not this one in particular: 25 of the 40 other marketing reporting and call tracking tools grade higher. It costs $1,200 a year. - You could make: Reports: an app builder makes this well. - You could not: Connections that pull numbers from dozens of other services. - You could not: It plugs into other products, Claude, ChatGPT and Google Ads among them, and has an API. - You could not: AI features, unless you pay a model provider for each request yourself. - You could not: The depth: we grade its features B, which means it covers the whole job. A judgement by ToolGPA from this listing, by rules that are the same for every tool. Nothing was built to test it. ## Works with Claude, ChatGPT, Google Ads, Meta Ads, LinkedIn Ads, HubSpot, Snowflake, BigQuery **Tags:** Reports, Dashboards, AI features, Public API ## Alternatives - [Supermetrics](https://toolgpa.com/tools/supermetrics): Marketing data connectors for sheets, BI tools and AI chats. [Compare](https://toolgpa.com/compare/improvado-vs-supermetrics) - [Funnel](https://toolgpa.com/tools/funnel): Marketing data hub that feeds dashboards, warehouses and AI. [Compare](https://toolgpa.com/compare/funnel-vs-improvado) - [Adverity](https://toolgpa.com/tools/adverity): Marketing data integration and governance for brands and agencies. [Compare](https://toolgpa.com/compare/adverity-vs-improvado) - [Windsor.ai](https://toolgpa.com/tools/windsor-ai): Marketing data connectors for BI tools, sheets and AI. [Compare](https://toolgpa.com/compare/improvado-vs-windsor-ai) - [Porter Metrics](https://toolgpa.com/tools/porter-metrics): Marketing data connectors priced per connected account. [Compare](https://toolgpa.com/compare/improvado-vs-porter-metrics) ## Sources The prices, plans, platforms and features above were read from these pages on Nov 12, 2026: - https://improvado.io/pricing - https://improvado.io/ - https://improvado.io/company/about Page: https://toolgpa.com/tools/improvado Listed by ToolGPA (toolgpa.com).