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The Improvado Insider’s Guide

Everything we know about Improvado in one document: what it costs, its grades, getting a refund, getting help and what else to look at. Read it here, or keep a copy.

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ToolGPANovember 2026

Improvado

The Insider’s Guide

Marketing data platform with an AI layer and governance

Improvado, as pictured on improvado.io

Every plan, grade, refund rule and rival among marketing reporting and call tracking tools, read from Improvado’s own pages.

Made by Improvado · checked Nov 12, 2026 · toolgpa.com

1.8GPA

Contents

  1. 01WelcomeWhat it is, who it suits, its grades and the ten things to know first
  2. 02What it costsEvery plan, the free plan, ways to pay less and how prices have moved
  3. 03What it doesIts main features, where it runs, what it works with and who makes it
  4. 04Where it standsIts grades against its category, and whether to keep it or make your own
  5. 05The alternativesThe tools it is most often weighed against, side by side
  6. 06Quick answersThe questions people ask about it, each answered in a line or two
  7. 07About ToolGPAWho made this guide, what else is on the site, and how to cite it

ToolGPA put this guide together from Improvado’s own pages, its app-store listings and our grades. Every fact in it is on Improvado’s page too, where it is kept up to date. Checked Nov 12, 2026.

Part 01 · Overview

Welcome

What it is, who it suits, its grades and the ten things to know first

1.8

GPA, above 7 of the 40 other marketing reporting and call tracking tools we grade

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.

To get you started, here are 8 things to know about Improvado, taken from its own pages and our grades.

A platform of this size needs sources connected and modeled.
From our grade for ease of use
  1. 1

    Best for marketing data for large teams and their AI agents

    Improvado connects 1,400+ sources, models the data and delivers it to warehouses, dashboards and AI assistants.

  2. 2

    Paid plans start at $100 a month

    As its pricing page puts it: $100 per month for MCP Only; $20,000 per year and up for Starter.

  3. 3

    It runs on Web

    Web.

  4. 4

    Connectors and destinations

    The company says its catalog covers 1,400+ data sources, and the Starter plan and above include all connectors and destinations.

  5. 5

    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.

  6. 6

    Marketing data governance

    Governance rules (3 on Starter, 10 to 25 on Growth, 100 on Enterprise) check things like naming conventions across campaigns.

  7. 7

    A 1.8 GPA, above 7 of 40

    That is against the other marketing reporting and call tracking tools we grade, on value, the free plan, features, ease of use and platforms.

  8. 8

    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.

Improvado at a glance

Pricing
Paid, from $100 per month for MCP Only; $20,000 per year and up for Starter
Free plan
No
Free trial
None stated
Runs on
Web
Made by
Improvado, since 2015
Category
Marketing Reports & Call Tracking
Our grade
1.8 GPA, weak

The report card

Best for marketing data for large teams and their AI agents

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.

ToolGPA report cardImprovadoGraded Nov 12, 2026
SubjectGradeComment
Value for moneyD$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 trialFNo free plan or trial on the pricing page.
FeaturesBAll 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 useCNo store rating on record. A platform of this size needs sources connected and modeled.
Platforms and integrationsBWeb only, with 1,400+ sources, warehouses, dashboards, AI assistants and SSO on Enterprise.
Grade point averageWeak, out of 4.01.8

An A is worth 4 points, a B 3, a C 2, a D 1 and an F nothing. The GPA is the average of the five.

Who Improvado is for

  • 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

Who it is not for

  • 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

Good to know

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.

Part 02 · Pricing

What it costs

Every plan, the free plan, ways to pay less and how prices have moved

$100

A month to start

Improvado is a paid product, starting at $100 per month for MCP Only; $20,000 per year and up for Starter.

No free plan or trial on the pricing page.
From our grade for free plan and trial

  • 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 improvado.io on Nov 12, 2026.

Part 03 · Features

What it does

Its main features, where it runs, what it works with and who makes it

1

Place it runs: Web

Marketing data platform with an AI layer and governance. Here is what it does, as its own site describes it, and what it covers: public API, AI features, reports, dashboards.

All connectors and destinations from Starter, governance rules, MCP and row-based sizing cover the whole job.
From our grade for 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.

Where it runs

  • Web

What it works with

  • Claude
  • ChatGPT
  • Google Ads
  • Meta Ads
  • LinkedIn Ads
  • HubSpot
  • Snowflake
  • BigQuery

Improvado is made by Improvado, and has been around since 2015.

Part 04 · Standing

Where it stands

Its grades against its category, and whether to keep it or make your own

7/40

Other marketing reporting and call tracking tools it is graded above

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.

Each grade against the category

Every bar is all 41 marketing reporting and call tracking tools we grade, cut by the letter each got. Improvado’s own letter is outlined.

  • DValue for moneyAbove 1 of 40
  • FFree plan and trialAbove 0 of 40
  • BFeaturesAbove 28 of 40
  • CEase of useAbove 0 of 40
  • BPlatforms and integrationsAbove 4 of 40

Price against what you get

Each dot is one of 32 marketing reporting and call tracking tools. Further left costs less; higher up scores better on features, ease of use and platforms. Improvado is the marked dot.

C2.0B3.0A4.0$2$5$20$50$200$500$2k$5k$20kMore for lessCosts more, scores moreCosts less, scores lessCosts more, scores lessImprovadoAgencyAnalyticsOviondData StudioCallRailRingba

What paid plans start at, a month (each step along is roughly double) →

Keep it, or make your own?

Whether this is something you could build for yourself with an AI app builder, and what you would give up.

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.

What you could make

  • Reports: an app builder makes this well.

What you could not

  • Connections that pull numbers from dozens of other services.
  • It plugs into other products, Claude, ChatGPT and Google Ads among them, and has an API.
  • AI features, unless you pay a model provider for each request yourself.
  • The depth: we grade its features B, which means it covers the whole job.

What this rests on. Improvado’s listing: what it does, where it runs, what it plugs into and what it costs. It is a judgement about the kind of software this is. We have not built a replacement for it, and making your own means looking after it too. How we decide, and every tool’s verdict.

Part 05 · Alternatives

The alternatives

The tools it is most often weighed against, side by side

Supermetrics, Funnel, Adverity, Windsor.ai and Porter Metrics

The 5 tools Improvado is most often weighed against, with where each one differs from it.

Part 06 · Questions

Quick answers

The questions people ask about it, each answered in a line or two

13

Questions, each answered in a line or two

The short version of everything above, for when you only need the answer. Each one is told in full in its part of the guide.

Is Improvado free?

No. Improvado is a paid product, starting at $100 per month for MCP Only; $20,000 per year and up for Starter.

How much does Improvado cost?

Improvado lists 4 plans. MCP Only: $100 per month.

What platforms does Improvado work on?

Improvado is available on Web.

Does Improvado have an Android app?

No Android app was listed when its pages were read on Nov 12, 2026. Improvado is listed for Web.

Does Improvado have an iPhone app?

No iPhone app was listed when its pages were read on Nov 12, 2026. Improvado is listed for Web.

Is Improvado open source?

Improvado is not described as open source on its own site, as read on Nov 12, 2026.

Does Improvado have an API?

Yes. Improvado offers a public API, according to its own site.

What does Improvado integrate with?

Improvado's listing names Claude, ChatGPT, Google Ads, Meta Ads, LinkedIn Ads, HubSpot, Snowflake and BigQuery.

Who makes Improvado?

Improvado is made by a company of the same name. It dates from 2015.

What are the alternatives to Improvado?

The closest alternatives to Improvado in our directory are Supermetrics, Funnel, Adverity, Windsor.ai and Porter Metrics.

How does Improvado compare with other 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.

Is Improvado good value for money?

ToolGPA grades Improvado D for value for money. 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.

Could I make my own version of Improvado?

The plain part of Improvado you could make: reports. What surrounds it you could not.

Where this guide comes from

The prices, plans, platforms and features were read from Improvado’s own pages on Nov 12, 2026, and the grades were given on Nov 12, 2026. 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.

Every tool we list gets five grades, A to F, each with its reason, and a GPA that averages them. How each is decided is at toolgpa.com/grades. This guide is ToolGPA’s own work; it is not made, paid for or approved by Improvado. Prices change, so check improvado.io before you buy.

Part 07 · About

About ToolGPA

Who made this guide, what else is on the site, and how to cite it

5,038

Tools graded, in 95 categories

ToolGPA grades software the way a school report grades a pupil: five subjects, a letter for each with the reason written beside it, and a GPA that averages them. Prices, plans and platforms are read from each maker’s own pages and dated, so you always know how fresh a figure is.

Every grade, review and ranking on ToolGPA is our own judgement. No company can pay for a grade or change one. Every tool on the site has a guide like this one, free to download and pass on. It all lives at toolgpa.com.

  • 5,038

    tools graded

  • 95

    categories

  • 739

    price changes on record

  • 579

    apps priced in 12 countries

What else is on toolgpa.com

Scan for the live page

Prices and grades as they are today

Quoting this guide?

Please name ToolGPA and link to the live page, so readers can check the figures for themselves:

ToolGPA, "Improvado: The Insider's Guide", checked Nov 12, 2026. https://toolgpa.com/tools/improvado

Know someone choosing between marketing reporting and call tracking tools?

Send them this guide: toolgpa.com/tools/improvado/guide

ToolGPA elsewhere: youtube.com/@toolgpa

See our other guides

The best-graded marketing reporting and call tracking tools after Improvado, each with an Insider's Guide of its own.

ToolGPA

Choosing software? Every tool graded, every price dated.

Compare tools at toolgpa.com ›

Everything in this guide is ToolGPA’s own summary of what Improvado’s pages, its app-store listings and public reviews said on the dates shown. Grades are our judgement under the rules at toolgpa.com/grades. Every grade, review and ranking on ToolGPA is our own judgement. No company can pay for a grade or change one. Improvado is a trademark of its owner, and this guide is not made, paid for or approved by Improvado. Prices and plans change: check improvado.io before you buy.