# Funnel, Measured Media Mix Modeling & Incrementality vs Fivetran Comparison

| | Funnel | Measured Media Mix Modeling & Incrementality | Fivetran | 
|---|---|---|---|
| **Star Rating** | 4.5 out of 5 | 4.9 out of 5 | 4.3 out of 5 | 
| **Total Reviews** | 165 | 11 | 795 | 
| **Largest Market Segment** | Small-Business (50.9% of reviews) | Mid-Market (54.5% of reviews) | Mid-Market (59.1% of reviews) | 
| **Entry Level Price** | Starting at $400.00 | No pricing available | Free | 

---
## Top Pros & Cons

### Funnel

Pros:
- Ease of Use (5 reviews)
- Integrations (5 reviews)

Cons:
- Learning Curve (3 reviews)
- Expensive (2 reviews)

### Measured Media Mix Modeling & Incrementality

**Not enough data**

### Fivetran

Pros:
- Ease of Use (187 reviews)
- Easy Setup (74 reviews)

Cons:
- Sync Issues (60 reviews)
- Expensive (36 reviews)

---
## Ratings Comparison
| Rating | Funnel | Measured Media Mix Modeling & Incrementality | Fivetran | 
|---|---|---|---|
  | **Meets Requirements** | 8.8 (142 reviews) | 9.3 (9 reviews) | 8.6 (585 reviews) | 
  | **Ease of Use** | 8.5 (145 reviews) | 9.2 (8 reviews) | 9.0 (593 reviews) | 
  | **Ease of Setup** | 8.8 (104 reviews) | Not enough data | 9.1 (374 reviews) | 
  | **Ease of Admin** | 8.9 (95 reviews) | Not enough data | 8.8 (327 reviews) | 
  | **Quality of Support** | 9.1 (139 reviews) | 9.4 (9 reviews) | 8.5 (535 reviews) | 
  | **Has the product been a good partner in doing business?** | 9.1 (94 reviews) | Not enough data | 8.7 (321 reviews) | 
  | **Product Direction (% positive)** | 8.7 (143 reviews) | 10.0 (7 reviews) | 8.4 (531 reviews) | 

---
## Pricing

### Funnel

#### Entry-Level Pricing

Plan: Starter

Price: Starting at $400.00

Description: Begin your journey to data-driven marketing with our Starter Plan.


Key Features:
- 500 flexpoints included (additional flexpoints can be purchased)
- Connect to our 121 most popular data sources
- Send data to Looker Studio, Google Sheets, Microsoft Excel, or use built-in Funnel dashboards

[Browse all 3 editions](https://www.g2.com/products/funnel/pricing)

#### Free Trial

Yes

### Measured Media Mix Modeling & Incrementality

#### Entry-Level Pricing

No pricing available

#### Free Trial

No information available

### Fivetran

#### Entry-Level Pricing

Plan: Free Plan

Price: Free

Description: For individuals automating ELT for small volumes of data.

Key Features:
- Access Standard Plan features, free up to 500,000 monthly active rows (MAR)
- Commitment free: No credit card required

[Browse all 4 editions](https://www.g2.com/products/fivetran/pricing)

#### Free Trial

Yes

---
## Features Comparison By Category

### Digital Analytics

| Product | Score | Reviews |
|---|---|---|
| **Funnel** | 8.8/10 | 85 |
| **Measured Media Mix Modeling & Incrementality** | N/A | N/A |
| **Fivetran** | N/A | N/A |

#### Metrics

| Feature | Funnel | Measured Media Mix Modeling & Incrementality | Fivetran | 
|---|---|---|---|
| **Sessions - Digital Analytics** | 9.0 (70 reviews) | Not enough data | Not enough data | 
| **Engagement** | 8.9 (68 reviews) | Not enough data | Not enough data | 
| **Entry and Exit Pages** | 8.4 (46 reviews) | Not enough data | Not enough data | 
| **Standard Event Tracking** | 8.9 (45 reviews) | Not enough data | Not enough data | 
| **Custom Event Tracking** | 8.6 (44 reviews) | Not enough data | Not enough data | 
| **Retention** | 8.5 (56 reviews) | Not enough data | Not enough data | 
| **Return** | 8.8 (56 reviews) | Not enough data | Not enough data | 
| **Conversions** | 9.1 (71 reviews) | Not enough data | Not enough data | 
| **Funnels** | 9.0 (43 reviews) | Not enough data | Not enough data | 

#### Reporting

| Feature | Funnel | Measured Media Mix Modeling & Incrementality | Fivetran | 
|---|---|---|---|
| **Real-Time Reporting** | 8.7 (49 reviews) | Not enough data | Not enough data | 
| **Trending** | 8.8 (43 reviews) | Not enough data | Not enough data | 
| **Retroactive Reporting** | 8.7 (62 reviews) | Not enough data | Not enough data | 
| **Segmentation** | 8.7 (52 reviews) | Not enough data | Not enough data | 
| **Mobile Reporting** | 8.2 (40 reviews) | Not enough data | Not enough data | 
| **Unification Across Devices** | 8.1 (55 reviews) | Not enough data | Not enough data | 
| **Custom Reports and Dashboards** | 9.2 (70 reviews) | Not enough data | Not enough data | 

#### Other

| Feature | Funnel | Measured Media Mix Modeling & Incrementality | Fivetran | 
|---|---|---|---|
| **User Data** | Feature Not Available | Not enough data | Not enough data | 
| **Site Search Reporting** | Feature Not Available | Not enough data | Not enough data | 
| **Load Time Monitoring** | Feature Not Available | Not enough data | Not enough data | 
| **Campaign Tracking** | 8.9 (73 reviews) | Not enough data | Not enough data | 
| **E-Commerce** | 8.9 (59 reviews) | Not enough data | Not enough data | 
| **Promotional Messages** | Feature Not Available | Not enough data | Not enough data | 
| **Administration Alerts** | Feature Not Available | Not enough data | Not enough data | 

#### Agentic AI - Digital Analytics

| Feature | Funnel | Measured Media Mix Modeling & Incrementality | Fivetran | 
|---|---|---|---|
| **Autonomous Task Execution** | Not enough data | Not enough data | Not enough data | 
| **Cross-system Integration** | Not enough data | Not enough data | Not enough data | 
| **Proactive Assistance** | Not enough data | Not enough data | Not enough data | 
| **Decision Making** | Not enough data | Not enough data | Not enough data | 

#### Administration

| Feature | Funnel | Measured Media Mix Modeling & Incrementality | Fivetran | 
|---|---|---|---|
| **API / Integrations** | 8.9 (72 reviews) | Not enough data | Not enough data | 
| **QA Testing** | Feature Not Available | Not enough data | Not enough data | 
| **Performance and Reliability** | 9.1 (75 reviews) | Not enough data | Not enough data | 
| **User, Role, and Access Management** | 8.9 (75 reviews) | Not enough data | Not enough data | 

### Data Extraction

| Product | Score | Reviews |
|---|---|---|
| **Funnel** | N/A | N/A |
| **Measured Media Mix Modeling & Incrementality** | N/A | N/A |
| **Fivetran** | 8.0/10 | 176 |

#### Functionality

| Feature | Funnel | Measured Media Mix Modeling & Incrementality | Fivetran | 
|---|---|---|---|
| **Diverse Extraction Points** | Not enough data | Not enough data | 8.4 (152 reviews) | 
| **Data Structuring** | Not enough data | Not enough data | 8.5 (145 reviews) | 
| **Consolidation** | Not enough data | Not enough data | 8.4 (129 reviews) | 
| **Data Cleaning** | Not enough data | Not enough data | 7.1 (116 reviews) | 
| **Cloud Extraction** | Not enough data | Not enough data | 8.7 (138 reviews) | 
| **Visualization** | Not enough data | Not enough data | 6.4 (111 reviews) | 

#### Diverse Extraction Points

| Feature | Funnel | Measured Media Mix Modeling & Incrementality | Fivetran | 
|---|---|---|---|
| **Diverse Extraction Points** | Not enough data | Not enough data | 8.4 (152 reviews) | 

### ETL Tools

| Product | Score | Reviews |
|---|---|---|
| **Funnel** | 8.4/10 | 24 |
| **Measured Media Mix Modeling & Incrementality** | N/A | N/A |
| **Fivetran** | 8.4/10 | 219 |

#### Management

| Feature | Funnel | Measured Media Mix Modeling & Incrementality | Fivetran | 
|---|---|---|---|
| **Reporting** | 8.3 (20 reviews) | Not enough data | 7.7 (150 reviews) | 
| **Auditing** | 7.0 (18 reviews) | Not enough data | 7.4 (146 reviews) | 

#### Functionality

| Feature | Funnel | Measured Media Mix Modeling & Incrementality | Fivetran | 
|---|---|---|---|
| **Extraction** | 8.8 (19 reviews) | Not enough data | 8.9 (162 reviews) | 
| **Transformation** | 8.5 (20 reviews) | Not enough data | 8.1 (171 reviews) | 
| **Loading** | 8.8 (20 reviews) | Not enough data | 8.9 (194 reviews) | 
| **Automation** | 8.8 (20 reviews) | Not enough data | 9.0 (194 reviews) | 
| **Scalability** | 8.6 (20 reviews) | Not enough data | 8.5 (188 reviews) | 

### Attribution

| Product | Score | Reviews |
|---|---|---|
| **Funnel** | N/A | N/A |
| **Measured Media Mix Modeling & Incrementality** | N/A | N/A |
| **Fivetran** | N/A | N/A |

#### Attribution Modeling

| Feature | Funnel | Measured Media Mix Modeling & Incrementality | Fivetran | 
|---|---|---|---|
| **Single-Touch Attribution** | Not enough data | Not enough data | Not enough data | 
| **Multi-Touch Attribution** | Not enough data | Not enough data | Not enough data | 
| **Algorithmic Attribution** | Not enough data | Not enough data | Not enough data | 
| **Cross-Device Attribution** | Not enough data | Not enough data | Not enough data | 
| **Offline Attribution** | Not enough data | Not enough data | Not enough data | 
| **Custom Attribution** | Not enough data | Not enough data | Not enough data | 

#### Agentic AI - Attribution

| Feature | Funnel | Measured Media Mix Modeling & Incrementality | Fivetran | 
|---|---|---|---|
| **Autonomous Task Execution** | Not enough data | Not enough data | Not enough data | 
| **Cross-system Integration** | Not enough data | Not enough data | Not enough data | 
| **Natural Language Interaction** | Not enough data | Not enough data | Not enough data | 
| **Proactive Assistance** | Not enough data | Not enough data | Not enough data | 

#### Marketing

| Feature | Funnel | Measured Media Mix Modeling & Incrementality | Fivetran | 
|---|---|---|---|
| **B2B Attribution** | Not enough data | Feature Not Available | Not enough data | 
| **B2C Attribution** | Not enough data | Not enough data | Not enough data | 
| **Marketing Channels** | Not enough data | Not enough data | Not enough data | 
| **Integrations** | Not enough data | Not enough data | Not enough data | 

#### Reporting

| Feature | Funnel | Measured Media Mix Modeling & Incrementality | Fivetran | 
|---|---|---|---|
| **Dashboards** | Not enough data | Not enough data | Not enough data | 
| **Data Visualizations** | Not enough data | Not enough data | Not enough data | 
| **Custom Reporting** | Not enough data | Not enough data | Not enough data | 

### Data Replication

| Product | Score | Reviews |
|---|---|---|
| **Funnel** | N/A | N/A |
| **Measured Media Mix Modeling & Incrementality** | N/A | N/A |
| **Fivetran** | 7.9/10 | 95 |

#### Management

| Feature | Funnel | Measured Media Mix Modeling & Incrementality | Fivetran | 
|---|---|---|---|
| **Real-Time Analytics** | Not enough data | Not enough data | 7.2 (66 reviews) | 
| **Solution Integration** | Not enough data | Not enough data | 8.2 (59 reviews) | 
| **Infrastructure Compatibility** | Not enough data | Not enough data | 8.5 (77 reviews) | 
| **Monitoring** | Not enough data | Not enough data | 8.0 (82 reviews) | 

#### Solution Provision

| Feature | Funnel | Measured Media Mix Modeling & Incrementality | Fivetran | 
|---|---|---|---|
| **System Failover** | Not enough data | Not enough data | 7.3 (55 reviews) | 
| **Pay by Usage** | Not enough data | Not enough data | 8.3 (71 reviews) | 
| **Service Provision** | Not enough data | Not enough data | 7.6 (54 reviews) | 

### Account-Based Execution

| Product | Score | Reviews |
|---|---|---|
| **Funnel** | N/A | N/A |
| **Measured Media Mix Modeling & Incrementality** | N/A | N/A |
| **Fivetran** | N/A | N/A |

#### Marketing Distribution

| Feature | Funnel | Measured Media Mix Modeling & Incrementality | Fivetran | 
|---|---|---|---|
| **Segmentation ** | Not enough data | Not enough data | Not enough data | 
| **Personalized Messaging ** | Not enough data | Not enough data | Not enough data | 
| **Website Personalization ** | Not enough data | Not enough data | Not enough data | 
| **Email Campaigns ** | Not enough data | Not enough data | Not enough data | 
| **Digital Advertising** | Not enough data | Not enough data | Not enough data | 
| **Direct Mail** | Not enough data | Not enough data | Not enough data | 

#### Campaign Planning

| Feature | Funnel | Measured Media Mix Modeling & Incrementality | Fivetran | 
|---|---|---|---|
| **Strategy Mapping ** | Not enough data | Not enough data | Not enough data | 
| **Prioritized Accounts ** | Not enough data | Not enough data | Not enough data | 
| **Trending Accounts ** | Not enough data | Not enough data | Not enough data | 
| **Sales Activation** | Not enough data | Not enough data | Not enough data | 

#### Integrations

| Feature | Funnel | Measured Media Mix Modeling & Incrementality | Fivetran | 
|---|---|---|---|
| **Ad Network Integrations ** | Not enough data | Not enough data | Not enough data | 
| **Buyer Intent Data Integration** | Not enough data | Not enough data | Not enough data | 
| **Marketing Automation Integration** | Not enough data | Not enough data | Not enough data | 
| **CRM Integration** | Not enough data | Not enough data | Not enough data | 

### Backup

| Product | Score | Reviews |
|---|---|---|
| **Funnel** | N/A | N/A |
| **Measured Media Mix Modeling & Incrementality** | N/A | N/A |
| **Fivetran** | N/A | N/A |

#### Management

| Feature | Funnel | Measured Media Mix Modeling & Incrementality | Fivetran | 
|---|---|---|---|
| **Disaster Recovery** | Not enough data | Not enough data | Not enough data | 
| **Remote Backup** | Not enough data | Not enough data | Not enough data | 
| **Storage Formats** | Not enough data | Not enough data | Not enough data | 
| **Scheduled Backups** | Not enough data | Not enough data | Not enough data | 
| **On-Demand Restoration** | Not enough data | Not enough data | Not enough data | 

#### Reporting

| Feature | Funnel | Measured Media Mix Modeling & Incrementality | Fivetran | 
|---|---|---|---|
| **Activity Monitoring** | Not enough data | Not enough data | Not enough data | 
| **Documentation** | Not enough data | Not enough data | Not enough data | 
| **Alerts/Notifications** | Not enough data | Not enough data | Not enough data | 

#### Security

| Feature | Funnel | Measured Media Mix Modeling & Incrementality | Fivetran | 
|---|---|---|---|
| **Data Encryption** | Not enough data | Not enough data | Not enough data | 
| **Security and Compliance** | Not enough data | Not enough data | Not enough data | 
| **Deduplication ** | Not enough data | Not enough data | Not enough data | 

### Marketing Analytics

| Product | Score | Reviews |
|---|---|---|
| **Funnel** | 8.0/10 | 99 |
| **Measured Media Mix Modeling & Incrementality** | N/A | N/A |
| **Fivetran** | N/A | N/A |

#### Marketing Operations

| Feature | Funnel | Measured Media Mix Modeling & Incrementality | Fivetran | 
|---|---|---|---|
| **ROI Tracking** | 8.3 (76 reviews) ✓ Verified | Not enough data | Not enough data | 
| **Data Collection** | 9.0 (87 reviews) ✓ Verified | Not enough data | Not enough data | 
| **Customer Insights** | 7.7 (43 reviews) | Not enough data | Not enough data | 
| **Multi-User Access** | 8.4 (75 reviews) ✓ Verified | Not enough data | Not enough data | 
| **Spend Management** | 8.1 (47 reviews) ✓ Verified | Not enough data | Not enough data | 
| **White Label** | Feature Not Available | Not enough data | Not enough data | 

#### Campaign Activity

| Feature | Funnel | Measured Media Mix Modeling & Incrementality | Fivetran | 
|---|---|---|---|
| **Campaign Insights** | 8.5 (81 reviews) ✓ Verified | Not enough data | Not enough data | 
| **Reports and Dashboards** | 8.7 (84 reviews) ✓ Verified | Not enough data | Not enough data | 
| **Campaign Stickiness** | 8.2 (68 reviews) ✓ Verified | Not enough data | Not enough data | 
| **Multichannel Tracking** | 8.9 (84 reviews) ✓ Verified | Not enough data | Not enough data | 
| **Brand Optimization** | 7.8 (41 reviews) | Not enough data | Not enough data | 
| **Predictive Analytics** | 7.6 (41 reviews) ✓ Verified | Not enough data | Not enough data | 

#### Agentic AI - Marketing Analytics

| Feature | Funnel | Measured Media Mix Modeling & Incrementality | Fivetran | 
|---|---|---|---|
| **Autonomous Task Execution** | 7.5 (6 reviews) | Not enough data | Not enough data | 
| **Cross-system Integration** | 6.9 (6 reviews) | Not enough data | Not enough data | 
| **Proactive Assistance** | 6.9 (7 reviews) | Not enough data | Not enough data | 

---
## Categories

**Unique to Funnel (3):** [ETL Tools](https://www.g2.com/categories/etl-tools), [Marketing Analytics Software](https://www.g2.com/categories/marketing-analytics), [Digital Analytics Software](https://www.g2.com/categories/digital-analytics)

**Unique to Measured Media Mix Modeling & Incrementality (2):** [Attribution Software](https://www.g2.com/categories/attribution), [Marketing Analytics Software](https://www.g2.com/categories/marketing-analytics)

**Unique to Fivetran (3):** [Data Replication Software](https://www.g2.com/categories/data-replication), [ETL Tools](https://www.g2.com/categories/etl-tools), [Data Extraction Tools](https://www.g2.com/categories/data-extraction-tools)


---
## Reviewer Demographics

### By Company Size

| Segment | Funnel | Measured Media Mix Modeling & Incrementality | Fivetran | 
|---|---|---|---|
| **Small-Business** | 50.9% | 18.2% | 27.4% | 
| **Mid-Market** | 43.5% | 54.5% | 59.1% | 
| **Enterprise** | 5.6% | 27.3% | 13.5% | 

### By Industry

#### Funnel

- **Marketing and Advertising:** 42.6%
- **Retail:** 6.2%
- **Information Technology and Services:** 6.2%
- **Internet:** 4.3%
- **Consumer Goods:** 3.1%
- **Apparel & Fashion:** 2.5%
- **Financial Services:** 1.9%
- **Real Estate:** 1.9%
- **Food & Beverages:** 1.9%
- **Pharmaceuticals:** 1.9%
- **Other:** 27.8%

#### Measured Media Mix Modeling & Incrementality

- **Apparel & Fashion:** 45.5%
- **Retail:** 36.4%
- **Marketing and Advertising:** 9.1%
- **Consumer Goods:** 9.1%

#### Fivetran

- **Computer Software:** 21.9%
- **Information Technology and Services:** 17.4%
- **Financial Services:** 8.6%
- **Retail:** 5.1%
- **Marketing and Advertising:** 3.6%
- **Consumer Goods:** 2.3%
- **Insurance:** 2.3%
- **Education Management:** 2.1%
- **Internet:** 2.1%
- **Health, Wellness and Fitness:** 1.9%
- **Other:** 32.7%

---
## Alternatives

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- [AWS Database Migration Service](https://www.g2.com/products/aws-database-migration-service/reviews) — 4.1/5 stars (50 reviews)
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---
## Top Discussions

### Funnel

- Title: [What do you like most about Funnel for data collection, and what improvements could be made?](https://www.g2.com/discussions/what-do-you-like-most-about-funnel-for-data-collection-and-what-improvements-could-be-made) — 1 comment, 1 upvote
  > **Top comment:** "I'm currently utilizing the free version of Funnel.io for visualizing Meta Ads within Looker Studio, and I'm satisfied with it. I don't require any further..."
- Title: [What is a funnel builder?](https://www.g2.com/discussions/what-is-a-funnel-builder) — 1 comment
  > **Top comment:** "Haven't heard of it"
- Title: [Can I see data retroactively in Funnel?](https://www.g2.com/discussions/3680-retroactive-data) — 1 comment, 1 upvote *(includes official response)*
  > **Top comment:** "Yes. Because Funnel pulls down data from your advertising platforms and Google Analytics account we can report as far back as you have data in these..."
- Title: [Which advertising platforms does Funnel support?](https://www.g2.com/discussions/3676-advertising-platforms) — 1 comment, 1 upvote *(includes official response)*
  > **Top comment:** "Funnel supports Google Analytics. We pull down data from your Google Analytics account and match it up with you advertising data so you can measure your..."

### Measured Media Mix Modeling & Incrementality

No discussions available for this product.

### Fivetran

- Title: [Is Fivetran an ETL tool?](https://www.g2.com/discussions/is-fivetran-an-etl-tool) — 2 comments
  > **Top comment:** "Fivetran is actually an "ELT" tool. It Extracts, Loads, and then Transforms, keeping a copy of both the source data as well as the transformed data."
- Title: [What is Fivetran used for?](https://www.g2.com/discussions/fivetran-what-is-fivetran-used-for) — 1 comment
  > **Top comment:** "Data extraction from operational systems for us in reporting and analytical environments"
- Title: [How much does Fivetran cost?](https://www.g2.com/discussions/how-much-does-fivetran-cost) — 1 comment
  > **Top comment:** "Fivetran charges according to a concept called MAR, Monthly Active Rows. 1 MAR is good for 1000 unique rows. If a row is updated more than once in a given..."
- Title: [How else are you using Census?](https://www.g2.com/discussions/how-else-are-you-using-census) — 1 comment, 2 upvotes *(includes official response)*
  > **Top comment:** "Hey Nikolas, 

Would love other Census users to chime in, but there are lots of use cases our customers use us for :)

In fact, we recently revamped our..."
- Title: [How to sync data from Snowflake to Salesforce.](https://www.g2.com/discussions/how-to-sync-data-from-snowflake-to-salesforce) — 1 comment, 2 upvotes *(includes official response)*
  > **Top comment:** "Hey Shannel, 

Thanks for the question. Syncing data from Snowflake to Salesforce is really simple with Census.

Here is a video showing the end to end..."

---
**Source:** [G2.com](https://www.g2.com) | [Comparison Page](https://www.g2.com/compare/funnel-vs-measured-media-mix-modeling-incrementality-vs-fivetran)