# Funnel vs Pendo Comparison
---
## AI Generated Summary
- **G2 reviewers report** that Funnel excels in **user-friendliness** , with many users appreciating its ability to pull data from various marketing channels seamlessly. One user noted, "Been using it for close to 8 years, I love that it's user friendly and is able to easily pull data from all our major platforms."
- **Users say** that Pendo shines in its **customer behavior tracking** capabilities, which help product managers understand user interactions deeply. A reviewer mentioned, "I like Pendo for its easy-to-use platform and capabilities, which help in tracking how our customers use our products and features."
- **According to verified reviews** , Funnel offers **exceptional support** , with users highlighting the outstanding customer service. One user stated, "This software offers excellent support across various platforms. It is stable, user-friendly, and the customer support is outstanding."
- **Reviewers mention** that Pendo's **guides and AI tools** enhance the user experience, making it easier to create engaging content for customers. A user expressed excitement about the upcoming AI tools, saying, "I enjoy the guides and I'm excited about the AI tools that are going to enhance the guide building process."
- **G2 reviewers highlight** that Funnel's **ease of setup** is a significant advantage, with many users finding the onboarding process intuitive and straightforward. This is a notable strength compared to Pendo, which has received mixed feedback on its setup process.
- **Users report** that while Pendo has a strong market presence, Funnel's focus on **small businesses** allows it to cater specifically to the needs of smaller teams, making it a preferred choice for those looking for tailored solutions. One user remarked on Funnel's effectiveness in reviewing performance across channels, stating, "Very good platform to review performance of different marketing channels in one place."



| | Funnel | Pendo | 
|---|---|---|
| **Star Rating** | 4.5 out of 5 | 4.4 out of 5 | 
| **Total Reviews** | 165 | 1,786 | 
| **Largest Market Segment** | Small-Business (50.9% of reviews) | Mid-Market (61.3% of reviews) | 
| **Entry Level Price** | Starting at $400.00 | Free | 

---
## Top Pros & Cons

### Funnel

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

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

### Pendo

Pros:
- Ease of Use (190 reviews)
- Insights (165 reviews)

Cons:
- Missing Features (67 reviews)
- Limitations (63 reviews)

---
## Ratings Comparison
| Rating | Funnel | Pendo | 
|---|---|---|
  | **Meets Requirements** | 8.8 (142 reviews) | 8.5 (1209 reviews) | 
  | **Ease of Use** | 8.5 (145 reviews) | 8.2 (1288 reviews) | 
  | **Ease of Setup** | 8.8 (104 reviews) | 7.9 (609 reviews) | 
  | **Ease of Admin** | 8.9 (95 reviews) | 8.5 (561 reviews) | 
  | **Quality of Support** | 9.1 (139 reviews) | 8.5 (1053 reviews) | 
  | **Has the product been a good partner in doing business?** | 9.1 (94 reviews) | 8.9 (536 reviews) | 
  | **Product Direction (% positive)** | 8.7 (143 reviews) | 8.5 (1122 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

### Pendo

#### Entry-Level Pricing

Plan: Free

Price: Free

Description: Try Pendo for free for up to 500 monthly active users. Includes: product analytics, in-app guides, net promoter score (NPS), roadmaps.

Key Features:
- Product analytics
- In-app guides
- Net Promoter Score (NPS)  

[Browse all 5 editions](https://www.g2.com/products/pendo-io-pendo/pricing)

#### Free Trial

Yes

---
## Features Comparison By Category

### Digital Analytics

| Product | Score | Reviews |
|---|---|---|
| **Funnel** | 8.8/10 | 85 |
| **Pendo** | 8.0/10 | 604 |

#### Metrics

| Feature | Funnel | Pendo | 
|---|---|---|
| **Sessions - Digital Analytics** | 9.0 (70 reviews) | 8.7 (456 reviews) | 
| **Engagement** | 8.9 (68 reviews) | 8.7 (473 reviews) | 
| **Entry and Exit Pages** | 8.4 (46 reviews) | 8.4 (420 reviews) | 
| **Standard Event Tracking** | 8.9 (45 reviews) | 8.8 (466 reviews) | 
| **Custom Event Tracking** | 8.6 (44 reviews) | 8.5 (423 reviews) | 
| **Retention** | 8.5 (56 reviews) | 8.2 (395 reviews) | 
| **Return** | 8.8 (56 reviews) | 8.2 (357 reviews) | 
| **Conversions** | 9.1 (71 reviews) | 8.2 (334 reviews) | 
| **Funnels** | 9.0 (43 reviews) | 8.3 (396 reviews) | 

#### Reporting

| Feature | Funnel | Pendo | 
|---|---|---|
| **Real-Time Reporting** | 8.7 (49 reviews) | 8.4 (462 reviews) | 
| **Trending** | 8.8 (43 reviews) | 8.5 (427 reviews) | 
| **Retroactive Reporting** | 8.7 (62 reviews) | 8.7 (436 reviews) | 
| **Segmentation** | 8.7 (52 reviews) | 8.7 (469 reviews) | 
| **Mobile Reporting** | 8.2 (40 reviews) | 7.8 (262 reviews) | 
| **Unification Across Devices** | 8.1 (55 reviews) | 8.1 (284 reviews) | 
| **Custom Reports and Dashboards** | 9.2 (70 reviews) | 8.2 (449 reviews) | 

#### Other

| Feature | Funnel | Pendo | 
|---|---|---|
| **User Data** | Feature Not Available | 8.7 (439 reviews) | 
| **Site Search Reporting** | Feature Not Available | 8.0 (305 reviews) | 
| **Load Time Monitoring** | Feature Not Available | 7.5 (262 reviews) | 
| **Campaign Tracking** | 8.9 (73 reviews) | 7.9 (271 reviews) | 
| **E-Commerce** | 8.9 (59 reviews) | 7.2 (195 reviews) | 
| **Promotional Messages** | Feature Not Available | 8.5 (343 reviews) | 
| **Administration Alerts** | Feature Not Available | 8.2 (297 reviews) | 

#### Agentic AI - Digital Analytics

| Feature | Funnel | Pendo | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | 5.7 (10 reviews) | 
| **Cross-system Integration** | Not enough data | 6.3 (13 reviews) | 
| **Proactive Assistance** | Not enough data | 5.8 (11 reviews) | 
| **Decision Making** | Not enough data | 5.8 (11 reviews) | 

#### Administration

| Feature | Funnel | Pendo | 
|---|---|---|
| **API / Integrations** | 8.9 (72 reviews) | 8.1 (379 reviews) | 
| **QA Testing** | Feature Not Available | 7.9 (295 reviews) | 
| **Performance and Reliability** | 9.1 (75 reviews) | 8.7 (421 reviews) | 
| **User, Role, and Access Management** | 8.9 (75 reviews) | 8.5 (453 reviews) | 

### Mobile App Analytics

| Product | Score | Reviews |
|---|---|---|
| **Funnel** | N/A | N/A |
| **Pendo** | 8.4/10 | 156 |

#### User Identification

| Feature | Funnel | Pendo | 
|---|---|---|
| **Demographics** | Not enough data | 7.9 (109 reviews) | 
| **User Segmentation** | Not enough data | 8.5 (136 reviews) | 
| **Geolocation** | Not enough data | 8.0 (103 reviews) | 

#### Tracking & Reporting

| Feature | Funnel | Pendo | 
|---|---|---|
| **Custom Event Tracking** | Not enough data | 8.5 (125 reviews) | 
| **Real-Time Insights** | Not enough data | 8.5 (131 reviews) | 
| **Attribution** | Not enough data | 8.3 (108 reviews) | 
| **Dashboard** | Not enough data | 8.5 (142 reviews) | 
| **User Path Tracking** | Not enough data | 8.5 (133 reviews) | 
| **User Activity History** | Not enough data | 8.7 (137 reviews) | 

#### Metrics

| Feature | Funnel | Pendo | 
|---|---|---|
| **Engagement** | Not enough data | 8.8 (83 reviews) | 
| **Exit Tracking** | Not enough data | 8.4 (64 reviews) | 
| **Retention** | Not enough data | 8.4 (72 reviews) | 
| **Return** | Not enough data | 8.3 (69 reviews) | 
| **Conversions** | Not enough data | 8.4 (66 reviews) | 

### Session Replay

| Product | Score | Reviews |
|---|---|---|
| **Funnel** | N/A | N/A |
| **Pendo** | 8.0/10 | 26 |

#### User Behavior

| Feature | Funnel | Pendo | 
|---|---|---|
| **Click Tracking** | Not enough data | 9.1 (23 reviews) | 
| **Mouse Movement ** | Not enough data | 8.0 (22 reviews) | 
| **Frustration Tracking** | Not enough data | 8.6 (23 reviews) | 

#### A/B Testing 

| Feature | Funnel | Pendo | 
|---|---|---|
| **Error and Bug Tracking** | Not enough data | 7.4 (19 reviews) | 
| **Split URL Testing** | Not enough data | 7.0 (19 reviews) | 
| **Data Analysis** | Not enough data | 8.8 (21 reviews) | 
| **Notes** | Not enough data | 6.8 (19 reviews) | 

#### Visitor Information

| Feature | Funnel | Pendo | 
|---|---|---|
| **User Identification** | Not enough data | 7.9 (21 reviews) | 
| **Search Box** | Not enough data | 8.0 (19 reviews) | 

#### Agentic AI - Session Replay

| Feature | Funnel | Pendo | 
|---|---|---|
| **Cross-system Integration** | Not enough data | Not enough data | 

### Digital Adoption Platform

| Product | Score | Reviews |
|---|---|---|
| **Funnel** | N/A | N/A |
| **Pendo** | 8.3/10 | 432 |

#### User Analysis

| Feature | Funnel | Pendo | 
|---|---|---|
| **Survey Implementation** | Not enough data | 8.6 (345 reviews) | 
| **Data Analysis** | Not enough data | 8.5 (392 reviews) | 

#### User Support

| Feature | Funnel | Pendo | 
|---|---|---|
| **User Segmentation** | Not enough data | 8.5 (391 reviews) | 
| **Multi-Language Support** | Not enough data | 7.6 (206 reviews) | 
| **Behavior-responsive Messaging** | Not enough data | 8.0 (294 reviews) | 

#### Walkthrough Type

| Feature | Funnel | Pendo | 
|---|---|---|
| **Audio-visual Walkthroughs** | Not enough data | 8.1 (296 reviews) | 
| **Text Bubble Walkthroughs** | Not enough data | 8.7 (363 reviews) | 

#### Platform Basics - Digital Adoption Platform

| Feature | Funnel | Pendo | 
|---|---|---|
| **Integration** | Not enough data | 8.2 (20 reviews) | 
| **Communications** | Not enough data | 9.1 (23 reviews) | 

#### Analytics - Digital Adoption Platform

| Feature | Funnel | Pendo | 
|---|---|---|
| **Analytics** | Not enough data | 9.0 (24 reviews) | 

#### Functions - Digital Adoption Platform

| Feature | Funnel | Pendo | 
|---|---|---|
| **Customer self-service** | Not enough data | 8.5 (17 reviews) | 
| **In-app guidance** | Not enough data | 9.3 (26 reviews) | 

#### Agentic AI - Digital Adoption Platform

| Feature | Funnel | Pendo | 
|---|---|---|
| **Adaptive Learning** | Not enough data | 6.2 (10 reviews) | 

### Product Analytics

| Product | Score | Reviews |
|---|---|---|
| **Funnel** | N/A | N/A |
| **Pendo** | 8.1/10 | 710 |

#### Product Analytics

| Feature | Funnel | Pendo | 
|---|---|---|
| **Account-Level Analytics** | Not enough data | 8.7 (585 reviews) | 
| **User-Level Analytics** | Not enough data | 8.7 (634 reviews) | 
| **Segmentation** | Not enough data | 8.6 (593 reviews) | 
| **Funnels** | Not enough data | 8.2 (504 reviews) | 
| **Alerts** | Not enough data | 7.9 (408 reviews) | 
| **Multi-Product Analytics** | Not enough data | 8.2 (441 reviews) | 
| **User Scoring** | Not enough data | 8.0 (400 reviews) | 
| **Integrations** | Not enough data | 7.9 (451 reviews) | 

#### Agentic AI - Product Analytics

| Feature | Funnel | Pendo | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | 6.4 (27 reviews) | 
| **Cross-system Integration** | Not enough data | 7.0 (25 reviews) | 
| **Adaptive Learning** | Not enough data | 6.7 (22 reviews) | 
| **Proactive Assistance** | Not enough data | 7.4 (21 reviews) | 

#### Behavioral Analytics - Product Analytics

| Feature | Funnel | Pendo | 
|---|---|---|
| **Multi-Product Analytics** | Not enough data | Not enough data | 
| **User level Analytics** | Not enough data | 10.0 (22 reviews) | 
| **Account level Analytics** | Not enough data | 10.0 (5 reviews) | 
| **Segmentation** | Not enough data | Not enough data | 
| **Funnels** | Not enough data | Not enough data | 

#### Platform Infrastructure - Product Analytics

| Feature | Funnel | Pendo | 
|---|---|---|
| **Cross System integrations** | Not enough data | Not enough data | 
| **Alerts** | Not enough data | Not enough data | 
| **Integrations** | Not enough data | 7.9 (8 reviews) | 

#### AI driven optimization - Product Analytics

| Feature | Funnel | Pendo | 
|---|---|---|
| **User scoring** | Not enough data | Not enough data | 
| **Adaptive learning** | Not enough data | Not enough data | 
| **Automated insights** | Not enough data | Not enough data | 
| **Autonomous task execution** | Not enough data | Not enough data | 

### ETL Tools

| Product | Score | Reviews |
|---|---|---|
| **Funnel** | 8.4/10 | 24 |
| **Pendo** | N/A | N/A |

#### Management

| Feature | Funnel | Pendo | 
|---|---|---|
| **Reporting** | 8.3 (20 reviews) | Not enough data | 
| **Auditing** | 7.0 (18 reviews) | Not enough data | 

#### Functionality

| Feature | Funnel | Pendo | 
|---|---|---|
| **Extraction** | 8.8 (19 reviews) | Not enough data | 
| **Transformation** | 8.5 (20 reviews) | Not enough data | 
| **Loading** | 8.8 (20 reviews) | Not enough data | 
| **Automation** | 8.8 (20 reviews) | Not enough data | 
| **Scalability** | 8.6 (20 reviews) | Not enough data | 

### Marketing Analytics

| Product | Score | Reviews |
|---|---|---|
| **Funnel** | 8.0/10 | 99 |
| **Pendo** | N/A | N/A |

#### Marketing Operations

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

#### Campaign Activity

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

#### Agentic AI - Marketing Analytics

| Feature | Funnel | Pendo | 
|---|---|---|
| **Autonomous Task Execution** | 7.5 (6 reviews) | Not enough data | 
| **Cross-system Integration** | 6.9 (6 reviews) | Not enough data | 
| **Proactive Assistance** | 6.9 (7 reviews) | Not enough data | 

### Mobile Analytics

| Product | Score | Reviews |
|---|---|---|
| **Funnel** | N/A | N/A |
| **Pendo** | 8.4/10 | 92 |

#### Metrics

| Feature | Funnel | Pendo | 
|---|---|---|
| **Engagement** | Not enough data | 8.8 (83 reviews) | 
| **Exit Tracking** | Not enough data | 8.4 (64 reviews) | 
| **Retention** | Not enough data | 8.4 (72 reviews) | 
| **Return** | Not enough data | 8.3 (69 reviews) | 
| **Conversions** | Not enough data | 8.4 (66 reviews) | 

---
## Categories
**Shared Categories (1):** [Digital Analytics Software](https://www.g2.com/categories/digital-analytics)

**Unique to Funnel (2):** [ETL Tools](https://www.g2.com/categories/etl-tools), [Marketing Analytics Software](https://www.g2.com/categories/marketing-analytics)

**Unique to Pendo (4):** [Product Analytics Software](https://www.g2.com/categories/product-analytics), [Digital Adoption Platforms](https://www.g2.com/categories/digital-adoption-platform), [Session Replay Software](https://www.g2.com/categories/session-replay), [Mobile App Analytics Tools](https://www.g2.com/categories/mobile-app-analytics)


---
## Reviewer Demographics

### By Company Size

| Segment | Funnel | Pendo | 
|---|---|---|
| **Small-Business** | 50.9% | 17.5% | 
| **Mid-Market** | 43.5% | 61.3% | 
| **Enterprise** | 5.6% | 21.2% | 

### 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%

#### Pendo

- **Computer Software:** 32.6%
- **Information Technology and Services:** 15.0%
- **Marketing and Advertising:** 6.9%
- **Financial Services:** 4.4%
- **Hospital & Health Care:** 3.3%
- **Education Management:** 2.4%
- **Human Resources:** 1.9%
- **Computer & Network Security:** 1.9%
- **Higher Education:** 1.6%
- **Transportation/Trucking/Railroad:** 1.6%
- **Other:** 28.3%

---
## Alternatives

### Alternatives to Funnel

- [Supermetrics](https://www.g2.com/products/supermetrics/reviews) — 4.4/5 stars (823 reviews)
- [Adverity](https://www.g2.com/products/adverity/reviews) — 4.4/5 stars (268 reviews)
- [Improvado](https://www.g2.com/products/improvado-improvado/reviews) — 4.4/5 stars (80 reviews)
- [TapClicks](https://www.g2.com/products/tapclicks/reviews) — 4.3/5 stars (336 reviews)
- [Looker](https://www.g2.com/products/looker/reviews) — 4.4/5 stars (1643 reviews)
- [NinjaCat](https://www.g2.com/products/ninjacat/reviews) — 4.2/5 stars (316 reviews)
- [Fivetran](https://www.g2.com/products/fivetran/reviews) — 4.3/5 stars (795 reviews)
- [HubSpot Marketing Hub](https://www.g2.com/products/hubspot-marketing-hub/reviews) — 4.4/5 stars (14758 reviews)
- [Windsor.ai](https://www.g2.com/products/windsor-ai/reviews) — 4.5/5 stars (86 reviews)
- [Dataslayer.ai](https://www.g2.com/products/dataslayer-ai/reviews) — 4.8/5 stars (307 reviews)

### Alternatives to Pendo

- [Fullstory](https://www.g2.com/products/fullstory/reviews) — 4.5/5 stars (1049 reviews)
- [Heap](https://www.g2.com/products/heap/reviews) — 4.4/5 stars (1097 reviews)
- [Smartlook](https://www.g2.com/products/smartlook/reviews) — 4.6/5 stars (874 reviews)
- [Glassbox](https://www.g2.com/products/glassbox/reviews) — 4.9/5 stars (809 reviews)
- [Amplitude Analytics](https://www.g2.com/products/amplitude-analytics/reviews) — 4.5/5 stars (2895 reviews)
- [LogRocket](https://www.g2.com/products/logrocket/reviews) — 4.6/5 stars (2360 reviews)
- [Mixpanel](https://www.g2.com/products/mixpanel/reviews) — 4.5/5 stars (1358 reviews)
- [Userpilot](https://www.g2.com/products/userpilot/reviews) — 4.6/5 stars (985 reviews)
- [Hotjar](https://www.g2.com/products/hotjar/reviews) — 4.3/5 stars (342 reviews)
- [Contentsquare](https://www.g2.com/products/contentsquare/reviews) — 4.6/5 stars (631 reviews)

---
## 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..."

### Pendo

- Title: [Which integrations does Pendo support?](https://www.g2.com/discussions/integrations-0d945a1b-6d44-4202-97e3-b771b8c3f56b) — 2 comments, 2 upvotes
  > **Top comment:** "Hi there! My name is Stephanie and I'm a research analyst in marketing & advertising at G2. Thanks for posting this question. As of November 2019, Pendo is..."
- Title: [How is feature adoption measured?](https://www.g2.com/discussions/how-is-feature-adoption-measured) — 1 comment
  > **Top comment:** "With a Digital Adoption Platform such as Whatfix, you can place a widget called a User Action on the feature. Then every time a user clicks on the feature it..."
- Title: [What is feature adoption?](https://www.g2.com/discussions/what-is-feature-adoption) — 1 comment
  > **Top comment:** "In software terms, a feature refers to a specific functionality or capability that is designed and implemented within a software application. Features are..."
- Title: [What is pendo used for?](https://www.g2.com/discussions/what-is-pendo-used-for) — 1 comment
  > **Top comment:** "User analytics and on-screen messages / guides."
- Title: [How can I participate remotely in a PUG?](https://www.g2.com/discussions/how-can-i-participate-remotely-in-a-pug) — 1 comment, 1 upvote
  > **Top comment:** "Right now all of our local user groups are in person and do not have a virtual element as it will not be a great experience for those attending..."

---
**Source:** [G2.com](https://www.g2.com) | [Comparison Page](https://www.g2.com/compare/funnel-vs-pendo-io-pendo)