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Head-to-head · Marketing Analytics Software

Supermetrics vs Funnel

  • Updated Oct 2026
  • Both researched from official sources
  • 6 checks side by side
Higher score Supermetrics #4 in Marketing Analytics Software 9.0/10 14-day trial Free trial✓ 4 of 4 features Visit Supermetrics
Funnel #7 in Marketing Analytics Software 8.7/10 Paid ✓ 4 of 4 features Visit Funnel

Supermetrics leads on 1 check, Funnel on 0, and 5 are even. Who comes out ahead on the 6 yes/no, price and count checks where we have data for both products. The editor score weighs everything else too.

Our verdict

  • Highest scoreSupermetrics · 9.0/10
  • Lowest starting priceSupermetrics · $44/mo
  • Free trialonly Supermetrics

Supermetrics scores higher on our rubric for marketing analytics software: 9.0 against 8.7 out of 10; our editors rank them #4 and #7.

Supermetrics is cheaper to start at $44/mo against $300/mo.

Supermetrics is the better fit for budget-conscious marketing reporting teams. Funnel is the better fit for mature teams needing advanced measurement methods.

  • Supermetrics fits best

    Budget-conscious marketing reporting teams

  • Funnel fits best

    Mature teams needing advanced measurement methods

Advertiser disclosure: iTechGuides is reader-supported. Vendors can pay for top positions in our rankings and for a place on other products' pages, and we may earn a commission when you click some links. Bought places stand at the number bought; this page and our disclosure say so. Paying vendors may get a fuller, more detailed review from our editors, and that review can change their score. How we rank.

Side by side

Feature Supermetrics 9.0/10 Visit ↗ Funnel 8.7/10 Visit ↗
At a glance
Editor score 9.0 8.7
Ranking #4 in Marketing Analytics Software #7 in Marketing Analytics Software
Best for Budget-conscious marketing reporting teams Mature teams needing advanced measurement methods
Pricing model Paid Paid
Starting price $44/mo (best) $300/mo
Free plan — —
Free trial 14 days —
Deployment Cloud Cloud, Browser extension
Platforms Web Web
Support Tickets, Live chat, Email · 24/7 Live chat, Docs
Compliance SOC 2, ISO 27001, GDPR, 2FA GDPR, ISO 27001, SSO/SAML
Integrations 170+ integrations 640+ integrations
Built for Solo, Small business, Mid-market, Enterprise Small business, Mid-market, Enterprise
Features Supermetrics 4/4 · Funnel 4/4
Spend tracking ✓ ✓
Pipeline tracking ✓ ✓
Custom dashboards ✓ ✓
CRM reporting ✓ ✓
Specs
Data refresh Hourly Hourly
Historical data Not checked yet 24 months
Our review
Pros
  • Connects advertising, analytics, CRM, BI, and warehouse data
  • Offers dashboards, automated reports, data blending, and API access
  • Includes AI analysis and natural-language insights
  • Centralizes and transforms marketing, CRM, sales, and advertising data
  • Supports mix modeling, multi-touch attribution, and incrementality testing
  • Exports to BI tools, spreadsheets, workflows, and data warehouses
Cons
  • Starter limits access to one user and three data sources
  • The starting price requires annual billing
  • Data freshness depends on the connected source
  • Starts at $300 per month with annual billing and no free plan
  • Advanced destinations and administration require higher-tier plans
  • Enterprise capabilities use custom pricing
Our verdict

Supermetrics is a marketing intelligence platform for marketers, data analysts, agencies, and data-driven businesses. It connects advertising platforms, analytics tools, CRM systems, ecommerce services, and other marketing and sales…

Read the review →

Funnel is a browser-based marketing data hub for marketing teams, analysts, data teams, and agencies. It connects advertising, analytics, CRM, sales, and other business data sources, then stores, organizes, transforms, normalizes,…

Read the review →
  1. SupermetricsMarketing Analytics Software 9.014-day trial
  2. FunnelMarketing Analytics Software 8.7Paid

Strengths and trade-offs

  • Supermetrics — where it wins

    • Connects advertising, analytics, CRM, BI, and warehouse data
    • Offers dashboards, automated reports, data blending, and API access
    • Includes AI analysis and natural-language insights

    Where it doesn't

    • Starter limits access to one user and three data sources
    • The starting price requires annual billing
    • Data freshness depends on the connected source

  • Funnel — where it wins

    • Centralizes and transforms marketing, CRM, sales, and advertising data
    • Supports mix modeling, multi-touch attribution, and incrementality testing
    • Exports to BI tools, spreadsheets, workflows, and data warehouses

    Where it doesn't

    • Starts at $300 per month with annual billing and no free plan
    • Advanced destinations and administration require higher-tier plans
    • Enterprise capabilities use custom pricing

More comparisons

All marketing analytics software comparisons → · Full ranking →

Reviewed by iTechGuides Editors · Editorial team · Updated Oct 2026

Last updated · How we research and update