Funnel.io

The global marketing intelligence platform. Make data dance.

Attribution & BI
★★★★★ 4.7
2014 Founded
201-500 Employees
2,500+ Customers
Stockholm, Sweden Headquarters
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Quick Facts

✓ Free Trial
Website
funnel.io →
Starting Price
120
Pricing Model
freemium
Free Trial
14 days
Company Type
private
Social
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About Funnel.io

Funnel is a Swedish SaaS company that provides a cloud-based marketing intelligence platform for data-driven teams. Founded in 2014 by Fredrik Skantze and Per Made in Stockholm, the company set out to replace spreadsheet-based marketing reports with an automated, always-on data hub for digital marketers. Today Funnel operates globally with offices in Stockholm, Boston, Dublin and Sydney and serves thousands of customers across more than 60 countries.

At the core of Funnel is its Marketing Data Hub, which automatically collects, stores and normalizes data from more than 600 advertising, analytics, e-commerce and CRM platforms. Users can set up no-code connectors, harmonize metrics and dimensions, convert currencies, and create a unified data model that feeds dashboards, BI tools and cloud data warehouses. On top of the hub, Funnel offers marketing reporting through Funnel Dashboards, flexible exports to tools such as Looker Studio, Tableau, Power BI, Google Sheets and Excel, and destinations like BigQuery, Snowflake, Redshift and Amazon S3.

In recent years Funnel has expanded beyond data integration and reporting into advanced measurement and data activation. Its Measurement offering adds capabilities for marketing mix modeling (MMM), digital attribution and incrementality analysis, and the company strengthened this area with the acquisition of measurement firm Adtriba. Funnel also provides activation features such as integrations to Meta Conversions API and Google Ads Conversions API to send high-quality conversion signals back to ad platforms.

Backed by more than $130M in venture funding, Funnel has been recognized as one of Europe’s fastest-growing B2B SaaS companies, appearing multiple times on the Financial Times FT 1000 list. The company reports tens of millions in annual recurring revenue and processes tens of billions of dollars in advertising spend for over 2,000–2,500 customers, ranging from high-growth e-commerce brands to global agency networks. Its combination of a very deep connector library, marketer-friendly UX and enterprise-grade governance makes Funnel a leading player in the marketing data integration and reporting category.

Key Features

Marketing Data Hub - central repository that automatically collects, stores and normalizes marketing data from 600+ platforms.

Extensive connector library - 600+ pre-built, fully managed connectors to ad platforms, analytics tools, e-commerce systems and CRMs.

No-code data modeling - map, group and harmonize metrics and dimensions with rules-based transformations and calculated fields.

Automated data refresh - API-based ingestion keeps data synced across sources with configurable update schedules and historical backfill.

Currency and timezone normalization - automatic conversion so global campaigns can be reported on consistently in a single view.

Funnel Dashboards - built-in visualization layer for creating interactive dashboards and monitoring KPIs without external BI tools.

Flexible destinations - export clean, modeled data to BI tools and warehouses like Looker Studio, Tableau, Power BI, BigQuery, Snowflake, Redshift and Amazon S3.

Advanced measurement - optional modules for marketing mix modeling, digital attribution and incrementality testing on top of the shared data hub.

Data activation - destinations such as Meta Conversions API and Google Ads Conversions API to send privacy-safe, server-side conversion events.

Workspaces and governance - separate workspaces, user roles and permissions, audit logs and SSO for enterprises with many brands or regions.

Custom connectors and destinations - Funnel's team can build and maintain bespoke integrations for niche platforms or internal databases.

File import and manual upload - ingest offline or non-API data via spreadsheets and CSVs to complete reporting and attribution views.

Free plan and self-service onboarding - start on a free-forever plan with core connectors and upgrade into Business or Enterprise tiers as needs grow.

High-availability infrastructure - cloud-native platform with 99.9%+ uptime, regional data centers and enterprise-grade security controls.

Funnel AI & Data Chat - conversational interface that lets users query marketing data and generate insights using natural language.

Pros & Cons

👍 Pros

  • Very large library of pre-built connectors covering most major marketing, analytics, e-commerce and CRM platforms.
  • Easy, largely no-code setup that lets marketers connect sources and build reports without heavy engineering support.
  • Automates data collection and normalization, saving many hours of manual spreadsheet work and reducing reporting errors.
  • Flexible exports to Looker Studio, Power BI, Tableau, spreadsheets and data warehouses, enabling a single source of truth.
  • Powerful custom metrics and dimensions for mapping data across channels into consistent, cross-platform views.
  • Many reviewers praise responsive support and helpful documentation when troubleshooting connector or data issues.

👎 Cons

  • Pricing and the flexpoint-based usage model can be confusing and feel expensive for agencies or high-volume advertisers.
  • Some customers describe cancellation and contract terms as inflexible, citing strict notice periods and auto-renewals.
  • Occasional data discrepancies or missing fields in specific connectors require manual investigation and support tickets.
  • There is a learning curve for non-technical users when configuring complex data models or advanced transformations.

User Reviews

G2
4.5
★★★★★
Capterra
4.7
★★★★★
TrustRadius
9.6
★★★★★

Integrations

Google Ads Google Analytics Meta Ads TikTok Ads LinkedIn Ads Snapchat Ads X Ads Shopify HubSpot Salesforce Google Sheets Microsoft Excel Looker Studio Tableau Microsoft Power BI Google BigQuery Snowflake Amazon Redshift Amazon S3 Microsoft Azure

Best For

Company Size

smb mid-market enterprise

Industries

E-commerce & Retail Digital Marketing Agencies SaaS & Technology Financial Services Travel & Hospitality Media & Entertainment

Use Cases

Centralized marketing reporting across all paid, owned and earned channels Cross-channel performance dashboards for executives and channel owners Marketing mix modeling and multi-touch attribution using unified data Feeding clean marketing data into cloud data warehouses and BI stacks Automating agency client reporting and reducing manual spreadsheet work

FAQ

What is Funnel.io?

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Funnel.io is a cloud-based marketing intelligence platform that collects, stores and normalizes data from hundreds of advertising, analytics, e-commerce and CRM systems. It provides a central Marketing Data Hub plus dashboards, exports to BI tools and data warehouses, and optional advanced measurement so marketers can understand performance and optimize spend without building their own ETL pipelines.

How much does Funnel.io cost?

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Funnel.io offers a free-forever plan that includes 400 flexpoints, up to five users, up to four core connectors and exports to Funnel Dashboards, Looker Studio, Google Sheets and Excel. Paid plans are priced based on the number and type of connectors, destinations and flexpoints used. A typical Starter configuration is estimated around $120 per month, billed monthly, while Business and Enterprise plans are custom-priced and require talking to sales.

What are the main features of Funnel.io?

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Key features of Funnel.io include a Marketing Data Hub with 600+ pre-built connectors, no-code data modeling and currency normalization, automated data refresh, Funnel Dashboards for reporting, exports to tools like Looker Studio, Tableau, Power BI, BigQuery, Snowflake and Redshift, file import for offline data, optional advanced measurement (MMM, attribution, incrementality) and activation destinations such as Meta and Google Ads Conversions APIs, all wrapped in enterprise-grade security and governance.

Who are Funnel.io's main competitors?

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Common alternatives to Funnel.io include Supermetrics, Adverity, Improvado, Fivetran and Salesforce Marketing Cloud Intelligence (Datorama). Supermetrics is often chosen by smaller teams for simpler reporting pipelines, while Adverity, Improvado and Datorama serve complex enterprise stacks. Fivetran is a general-purpose ETL platform that some companies combine with dbt and a BI tool instead of using a marketing-specific hub like Funnel.

Is Funnel.io good for small businesses?

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Funnel.io can be a strong fit for small businesses and agencies that want to centralize data from several marketing platforms without hiring engineers. The free plan is particularly attractive for smaller teams, as it includes core connectors and basic exports at no cost. As data volumes, channels and reporting requirements grow, those companies can upgrade into paid plans with more connectors, destinations and governance, using the same platform they started with on the free tier.

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