Funnel.io is a marketing data hub used by agencies and enterprise teams to aggregate data from 600+ ad platforms, analytics tools, and CRMs. It normalizes metrics, converts currencies, and exports clean data to warehouses and BI tools.
But here's the gap: Funnel.io aggregates your marketing data, it doesn't tell you which campaigns drive revenue.
If your goal is "I want to see which campaigns are driving deals in my CRM," Funnel.io gives you clean data that you still need to connect, analyze, and visualize yourself. For many teams, that's the wrong starting point. For those that have already decided to build a in-house data-engineering capability it will prove value.
What Is Funnel.io?
Funnel.io is a cloud-based marketing intelligence platform. It collects data from advertising, analytics, e-commerce, and CRM systems, then normalizes and exports it.
Think of it as specialized ETL for marketing data:
600+ connectors
— Every major ad platform and analytics tool
Automatic normalization
— Maps "Impressions" across platforms, converts currencies
Export anywhere
— Snowflake, BigQuery, Looker Studio, Tableau, Google Sheets
Who Funnel.io Is Built For
Agencies
managing 50+ client ad accounts
Enterprise teams
with complex, multi-platform campaigns
Data teams
who want clean marketing data in their warehouse
Analysts
who build custom reports in BI tools
The Core Problem: Aggregation ≠ Answers
Funnel.io is genuinely good at what it does—aggregating and normalizing marketing data from dozens of sources.
But here's what happens after you set it up:
Your Google Ads, Meta, LinkedIn data is clean and normalized ✅
It's exported to your warehouse or BI tool ✅
Now you need to... build reports that show what's working ❓
And connect that data to your CRM to see which campaigns drive pipeline ❓
And figure out how to tie anonymous website visitors to known contacts ❓
Funnel.io stops at step 2. The hard part: connecting campaigns to CRM revenue, is still on you.
Funnel.io Pricing: The Flexpoint Problem
Funnel.io uses "flexpoint" pricing—credits consumed by connectors, destinations, and data granularity. Users consistently cite this as a pain point.
User Feedback on Flexpoints
Users consistently mention that the flexpoint system requires careful monitoring. Common themes from reviews include:
Easy to use up flexpoints quickly, especially for larger teams
Need to actively manage and pause unused data sources
Can be unpredictable compared to simple per-seat or flat-rate pricing
See user experiences on G2 and Capterra.
Cost Considerations
Costs scale with the number of connectors, destinations, and data granularity you need. Agencies with many client accounts and enterprise teams with complex setups will pay more than smaller teams.
Plus: You still need BI tools and analyst time to build reports on top of the aggregated data.
See Funnel.io Pricing for current rates and the flexpoint model explained.
The Missing Piece: Connecting Campaigns to CRM
Here's what Funnel.io doesn't do:
❌ Connect ad campaigns to CRM deals — You see ad spend and clicks, but not which campaigns drove your Salesforce pipeline
❌ Identify companies on your site — No visibility into which companies visited before becoming leads
❌ Track the full journey — No connection from ad impression → website visit → form fill → deal
❌ Show revenue — No integration with Stripe/payment systems to see actual customer value
Funnel.io gives you clean marketing data. Connecting it to business outcomes is a separate problem you need to solve.
When Funnel.io Makes Sense
Funnel.io is the right choice when:
✅ You're an agency managing 50+ client accounts and need normalized data across all of them
✅ You have analysts or a data team to build reports on top of the aggregated data
✅ You need clean data in a warehouse for custom analysis
✅ Your primary challenge is data normalization, not connecting to CRM outcomes
When Funnel.io Is the Wrong Tool
You probably don't need Funnel.io when:
❌ You want to see which campaigns drive CRM pipeline—that's the output, not clean data
❌ You don't have analysts to build reports on top of the data
❌ You need to connect ads to revenue, not just aggregate ad metrics
❌ You want predictable pricing without monitoring flexpoint usage
Top 5 Funnel.io Alternatives in 2026
Tool | Best For | Pricing Model |
Spectacle | Seeing which campaigns drive your CRM pipeline—no aggregation layer needed | Predictable subscription |
Supermetrics | Simple data pulls to spreadsheets and Looker Studio | Per-connector |
Improvado | Enterprise marketing analytics with managed services | Custom enterprise |
Whatagraph | Agencies needing client-ready visual reports | Tiered subscription |
Fivetran | General data pipelines beyond just marketing | MAR-based (volume) |
1. Spectacle: See Which Campaigns Drive Your CRM Pipeline
If your actual goal is "which campaigns are driving deals in my CRM," you don't need to aggregate data first. Spectacle connects your ads to your CRM directly and shows you what's working. Spectacle integrates into ad-networks, website and app directly, and functions as a ready to adopt CDP.
The Difference in Approach
Funnel.io approach:
Aggregate data from 20 ad platforms
Normalize and clean it
Export to warehouse or BI tool
Build reports yourself
Somehow connect to CRM data (separate problem)
Figure out which campaigns drove pipeline
Spectacle approach:
Connect your ad platforms and CRM
See which campaigns drive pipeline
What Spectacle Does
Connects your ads directly to your CRM:
Google Ads
→ See which campaigns, keywords, ads drive HubSpot/Salesforce pipeline
LinkedIn Ads
→ See campaign performance in CRM deals, including impression data
Meta Ads
→ Connect Facebook/Instagram to CRM opportunities
Microsoft Ads
→ Track Bing search ads through to closed deals
Shows campaign performance in revenue, not just clicks:
Connect to
Stripe, or CRM Deal won
to see actual subscription revenue
See which campaigns drive paying customers, not just form fills
Identifies companies before they become leads:
Lens
shows which companies are on your site—even before they fill out a form
See when accounts from your ad campaigns visit your pricing page
Works with your CRM natively:
HubSpot
and
Salesforce, Pipedrive, ActiveCampaign, MondayCRM, Odoo and Zohoo
integration built in
Campaign data appears alongside your pipeline
Why Choose Spectacle Over Funnel.io
Funnel.io | Spectacle |
Aggregates marketing data | Shows which campaigns drive CRM pipeline |
Need BI tools to see reports | Dashboards built in |
No CRM connection | Native HubSpot/Salesforce integration |
No revenue data | Connects to Stripe/Chargebee |
No identity resolution | Lens identifies companies on your site |
Flexpoint pricing (unpredictable) | Predictable pricing |
Weeks to build useful reports | Days to see what's working |
What Spectacle Doesn't Do
Not 600+ connectors
— Focused integrations that connect ads → CRM → revenue
Not for agencies with 50 clients
— Built for teams analyzing their own campaigns
Not a data warehouse
— If you need raw data exports, Funnel.io or Fivetran serve that use case
When to Choose Spectacle
Choose Spectacle if:
You want to see which campaigns drive CRM pipeline
You don't have analysts to build reports on aggregated data
You need to connect ads to revenue, not just normalize ad metrics
You want answers in days, not after building a reporting layer
Choose Funnel.io if:
You're an agency managing 50+ client accounts
You need normalized data exports to your own BI tools
You have analysts to build custom reports
Data aggregation is the core problem, not CRM connection
See how Spectacle works — connect your ads and CRM in minutes.
2. Supermetrics — Simple Data Pulls
Supermetrics is a lighter-weight option for pulling marketing data into spreadsheets and BI tools.
What Supermetrics Does Well
Simple and accessible
— Lower barrier to entry than Funnel.io
Google Sheets integration
— Great for teams who live in spreadsheets
Template library
— Pre-built reports to get started quickly
Lower complexity
— Less powerful than Funnel.io, but easier to use
The Trade-off
Less sophisticated data transformation
Still just data extraction—no CRM connection
Per-connector pricing adds up with many sources
Pricing
Per-connector pricing model. See Supermetrics Pricing for current rates.
When to Choose Supermetrics
Supermetrics is right for smaller teams who need simple data pulls without Funnel.io's complexity. But like Funnel.io, it's data extraction—not insights about what drives pipeline.
3. Improvado — Enterprise Marketing Analytics
Improvado is an enterprise-grade platform that competes with Funnel.io at the high end.
What Improvado Does Well
Enterprise-grade
— Built for large organizations with compliance requirements
500+ connectors
— Comprehensive coverage
AI-powered insights
— Anomaly detection and recommendations
Managed services
— Professional implementation support
The Trade-off
Enterprise-level pricing commitment
Complex implementation
Still primarily data aggregation
See user feedback on G2 for real-world experiences.
When to Choose Improvado
Improvado is right for large enterprises with dedicated analytics teams and complex data governance requirements. For teams who just want to see campaign performance in their CRM, it's more than needed.
4. Whatagraph — Agency Reporting
Whatagraph is built specifically for agencies who need client-ready dashboards.
What Whatagraph Does Well
Agency-focused
— White-labeled reports, client management, scheduling
Beautiful templates
— Professional reports out of the box
Simpler than Funnel.io
— Less data transformation, easier to use
Client presentation ready
— Built for sharing, not just analysis
The Trade-off
Fewer connectors than Funnel.io
Limited data transformation
Reporting focus—not CRM connection
Pricing
Tiered subscription pricing. See Whatagraph Pricing for current rates.
When to Choose Whatagraph
Whatagraph is right for agencies who need client-facing reports quickly. But it's still reporting on ad platform metrics—not connecting to CRM pipeline.
5. Fivetran — General Data Pipelines
If you need marketing data combined with finance, product, and operations data in a warehouse, Fivetran is the industry standard.
What Fivetran Does Well
700+ connectors
— Far more than just marketing data
Fully managed
— Automatic schema handling and maintenance
Enterprise reliability
— Battle-tested at scale
Broad ecosystem
— Works with any warehouse and BI tool
The Trade-off
MAR pricing gets expensive for marketing data
Still just data movement—you build analytics on top
Requires warehouse, BI tools, and engineering
Pricing
MAR (Monthly Active Rows) based pricing. Marketing data can be expensive due to high row volumes. See Fivetran Pricing for current rates.
When to Choose Fivetran
Fivetran is right for company-wide analytics where marketing is one data source among many. For seeing campaign performance in your CRM, it's a more complex and expensive path.
The Bottom Line: Aggregation vs. Answers
Funnel.io is excellent at aggregating and normalizing marketing data from dozens of sources. If you're an agency or enterprise team with analysts who build custom reports, it's a solid choice.
But if your actual question is "which campaigns drive my CRM pipeline," you don't need an aggregation layer. You need a tool that connects your ads to your CRM and shows you what's driving revenue.
That's what Spectacle does. No data normalization step. No BI tool required. No analysts needed to build reports.
Connect your ad platforms and CRM. See which campaigns drive pipeline and revenue.
Try Spectacle free or book a demo.
FAQs
What's the best Funnel.io alternative for seeing campaign ROI? If you want to see which campaigns drive CRM pipeline and revenue—not just aggregated ad metrics—Spectacle connects your ad platforms directly to HubSpot/Salesforce without requiring a separate BI layer.
How much does Funnel.io actually cost? Funnel.io uses flexpoint-based pricing. Costs scale with the number of connectors, destinations, and data granularity. Agencies with many clients and complex setups pay more, plus you'll need BI tools on top. See Funnel.io Pricing and user feedback on G2.
Do I need to aggregate marketing data before analyzing it? Not necessarily. If your goal is seeing which campaigns drive CRM deals, tools like Spectacle connect ads → CRM directly. Aggregation platforms like Funnel.io make sense when you need normalized data across 50+ sources for custom analysis.
Can I see Google Ads performance in my CRM without Funnel.io? Yes. Spectacle connects Google Ads, LinkedIn, Meta, and Microsoft directly to HubSpot and Salesforce—showing you which campaigns, keywords, and ads drive pipeline without an aggregation layer.
Is Funnel.io worth it for a single company (not an agency)? Funnel.io is built for managing many data sources across multiple clients. For a single company who wants to see which campaigns drive CRM pipeline, purpose-built tools are typically faster and more cost-effective.