# Funnel vs Supermetrics Comparison
---
## AI Generated Summary
- **G2 reviewers report** that Funnel excels in **customer support** , with users highlighting its outstanding assistance across various platforms. One user mentioned, "This software offers excellent support... and the customer support is outstanding," showcasing the reliability of Funnel's help when needed.
- **Users say** that Supermetrics shines in its **integration with Google Sheets** , making it a favorite for those who need to manage multiple KPIs efficiently. A reviewer noted, "I love that Supermetrics just works well, especially with Google Sheets," emphasizing its time-saving capabilities.
- **Reviewers mention** that Funnel is particularly **user-friendly** , with many praising its intuitive interface. One long-time user stated, "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," indicating a strong ease of use that enhances daily operations.
- **According to verified reviews** , Supermetrics offers a **straightforward UI/UX** that simplifies setup and data management. Users appreciate how easy it is to change data sources, with one saying, "Being intuitive to use, Supermetrics allows me to focus on the important parts of my job where I add value," which speaks to its efficiency in daily tasks.
- **G2 reviewers report** that Funnel has a higher rating for **ease of setup and administration** , with users noting its quick implementation process. This is reflected in feedback like, "Top-tier tool to centralise all your data across platforms," which highlights its effectiveness in getting users up and running smoothly.
- **Users say** that while Supermetrics has a solid reputation, it faces challenges in **support quality** , with some reviewers indicating that it could improve in this area. One user mentioned the need for more personal support, contrasting with Funnel's higher ratings in this aspect, which could influence decision-making for those prioritizing assistance.



| | Funnel | Supermetrics | 
|---|---|---|
| **Star Rating** | 4.5 out of 5 | 4.4 out of 5 | 
| **Total Reviews** | 165 | 822 | 
| **Largest Market Segment** | Small-Business (50.9% of reviews) | Small-Business (55.5% of reviews) | 
| **Entry Level Price** | Starting at $400.00 | Starting at €29.00 1 user Per Month | 

---
## Top Pros & Cons

### Funnel

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

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

### Supermetrics

Pros:
- Ease of Use (29 reviews)
- Integrations (27 reviews)

Cons:
- Expensive (14 reviews)
- Missing Features (10 reviews)

---
## Ratings Comparison
| Rating | Funnel | Supermetrics | 
|---|---|---|
  | **Meets Requirements** | 8.8 (142 reviews) | 8.5 (624 reviews) | 
  | **Ease of Use** | 8.5 (145 reviews) | 8.2 (632 reviews) | 
  | **Ease of Setup** | 8.8 (104 reviews) | 8.1 (419 reviews) | 
  | **Ease of Admin** | 8.9 (95 reviews) | 8.0 (380 reviews) | 
  | **Quality of Support** | 9.1 (139 reviews) | 7.8 (566 reviews) | 
  | **Has the product been a good partner in doing business?** | 9.1 (94 reviews) | 8.2 (375 reviews) | 
  | **Product Direction (% positive)** | 8.7 (143 reviews) | 7.9 (582 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

### Supermetrics

#### Entry-Level Pricing

Plan: Supermetrics for Looker Studio

Price: Starting at €29.00 1 user Per Month

Description: Create interactive cross-channel reports in Google Looker Studio (formerly Data Studio) by bringing in data from Facebook, HubSpot, Instagram, and more.

Key Features:
- Starting at 1 user
- Starting at 4 data sources
- Flexibly add data sources as you go

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

#### Free Trial

Yes

---
## Features Comparison By Category

### Digital Analytics

| Product | Score | Reviews |
|---|---|---|
| **Funnel** | 8.8/10 | 85 |
| **Supermetrics** | 7.9/10 | 378 |

#### Metrics

| Feature | Funnel | Supermetrics | 
|---|---|---|
| **Sessions - Digital Analytics** | 9.0 (70 reviews) | 8.6 (311 reviews) | 
| **Engagement** | 8.9 (68 reviews) | 8.3 (292 reviews) | 
| **Entry and Exit Pages** | 8.4 (46 reviews) | 8.1 (262 reviews) | 
| **Standard Event Tracking** | 8.9 (45 reviews) | 8.4 (291 reviews) | 
| **Custom Event Tracking** | 8.6 (44 reviews) | 8.0 (280 reviews) | 
| **Retention** | 8.5 (56 reviews) | 7.9 (250 reviews) | 
| **Return** | 8.8 (56 reviews) | 8.0 (250 reviews) | 
| **Conversions** | 9.1 (71 reviews) | 8.6 (322 reviews) | 
| **Funnels** | 9.0 (43 reviews) | 7.8 (269 reviews) | 

#### Reporting

| Feature | Funnel | Supermetrics | 
|---|---|---|
| **Real-Time Reporting** | 8.7 (49 reviews) | 8.2 (311 reviews) | 
| **Trending** | 8.8 (43 reviews) | 7.9 (278 reviews) | 
| **Retroactive Reporting** | 8.7 (62 reviews) | 8.4 (304 reviews) | 
| **Segmentation** | 8.7 (52 reviews) | 8.1 (292 reviews) | 
| **Mobile Reporting** | 8.2 (40 reviews) | 7.6 (251 reviews) | 
| **Unification Across Devices** | 8.1 (55 reviews) | Feature Not Available | 
| **Custom Reports and Dashboards** | 9.2 (70 reviews) | 8.7 (326 reviews) | 

#### Other

| Feature | Funnel | Supermetrics | 
|---|---|---|
| **User Data** | Feature Not Available | 8.2 (271 reviews) | 
| **Site Search Reporting** | Feature Not Available | 7.9 (241 reviews) | 
| **Load Time Monitoring** | Feature Not Available | 7.2 (218 reviews) | 
| **Campaign Tracking** | 8.9 (73 reviews) | 8.6 (317 reviews) | 
| **E-Commerce** | 8.9 (59 reviews) | 8.4 (267 reviews) | 
| **Promotional Messages** | Feature Not Available | 7.2 (207 reviews) | 
| **Administration Alerts** | Feature Not Available | 7.4 (215 reviews) | 

#### Agentic AI - Digital Analytics

| Feature | Funnel | Supermetrics | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | 6.7 (11 reviews) | 
| **Cross-system Integration** | Not enough data | 7.0 (10 reviews) | 
| **Proactive Assistance** | Not enough data | 6.7 (10 reviews) | 
| **Decision Making** | Not enough data | 6.8 (10 reviews) | 

#### Administration

| Feature | Funnel | Supermetrics | 
|---|---|---|
| **API / Integrations** | 8.9 (72 reviews) | 8.3 (274 reviews) | 
| **QA Testing** | Feature Not Available | 7.5 (213 reviews) | 
| **Performance and Reliability** | 9.1 (75 reviews) | 8.1 (314 reviews) | 
| **User, Role, and Access Management** | 8.9 (75 reviews) | 8.0 (295 reviews) | 

### ETL Tools

| Product | Score | Reviews |
|---|---|---|
| **Funnel** | 8.4/10 | 24 |
| **Supermetrics** | 8.5/10 | 73 |

#### Management

| Feature | Funnel | Supermetrics | 
|---|---|---|
| **Reporting** | 8.3 (20 reviews) | 8.6 (67 reviews) | 
| **Auditing** | 7.0 (18 reviews) | 8.1 (57 reviews) | 

#### Functionality

| Feature | Funnel | Supermetrics | 
|---|---|---|
| **Extraction** | 8.8 (19 reviews) | 8.7 (58 reviews) | 
| **Transformation** | 8.5 (20 reviews) | 8.2 (62 reviews) | 
| **Loading** | 8.8 (20 reviews) | 8.2 (61 reviews) | 
| **Automation** | 8.8 (20 reviews) | 8.5 (64 reviews) | 
| **Scalability** | 8.6 (20 reviews) | Feature Not Available | 

### Google Workspace for Marketing

| Product | Score | Reviews |
|---|---|---|
| **Funnel** | N/A | N/A |
| **Supermetrics** | N/A | N/A |

#### Agentic AI - Google Workspace for Marketing

| Feature | Funnel | Supermetrics | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | Not enough data | 
| **Multi-step Planning** | Not enough data | Not enough data | 
| **Cross-system Integration** | Not enough data | Not enough data | 

### Marketing Analytics

| Product | Score | Reviews |
|---|---|---|
| **Funnel** | 8.0/10 | 99 |
| **Supermetrics** | 7.9/10 | 420 |

#### Marketing Operations

| Feature | Funnel | Supermetrics | 
|---|---|---|
| **ROI Tracking** | 8.3 (76 reviews) ✓ Verified | 8.2 (312 reviews) ✓ Verified | 
| **Data Collection** | 9.0 (87 reviews) ✓ Verified | 8.7 (359 reviews) ✓ Verified | 
| **Customer Insights** | 7.7 (43 reviews) | 7.8 (281 reviews) ✓ Verified | 
| **Multi-User Access** | 8.4 (75 reviews) ✓ Verified | 7.9 (300 reviews) ✓ Verified | 
| **Spend Management** | 8.1 (47 reviews) ✓ Verified | 8.0 (161 reviews) | 

#### Campaign Activity

| Feature | Funnel | Supermetrics | 
|---|---|---|
| **Campaign Insights** | 8.5 (81 reviews) ✓ Verified | 8.6 (348 reviews) ✓ Verified | 
| **Reports and Dashboards** | 8.7 (84 reviews) ✓ Verified | 8.9 (387 reviews) ✓ Verified | 
| **Campaign Stickiness** | 8.2 (68 reviews) ✓ Verified | 8.0 (273 reviews) ✓ Verified | 
| **Multichannel Tracking** | 8.9 (84 reviews) ✓ Verified | 8.3 (328 reviews) ✓ Verified | 
| **Brand Optimization** | 7.8 (41 reviews) | 7.9 (273 reviews) ✓ Verified | 
| **Predictive Analytics** | 7.6 (41 reviews) ✓ Verified | Feature Not Available | 

#### Agentic AI - Marketing Analytics

| Feature | Funnel | Supermetrics | 
|---|---|---|
| **Autonomous Task Execution** | 7.5 (6 reviews) | 6.7 (14 reviews) | 
| **Cross-system Integration** | 6.9 (6 reviews) | 7.3 (19 reviews) | 
| **Proactive Assistance** | 6.9 (7 reviews) | 6.3 (12 reviews) | 

---
## Categories
**Shared Categories (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 Supermetrics (1):** [Google Workspace for Marketing Software](https://www.g2.com/categories/google-workspace-for-marketing)


---
## Reviewer Demographics

### By Company Size

| Segment | Funnel | Supermetrics | 
|---|---|---|
| **Small-Business** | 50.9% | 55.5% | 
| **Mid-Market** | 43.5% | 35.1% | 
| **Enterprise** | 5.6% | 9.4% | 

### 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%

#### Supermetrics

- **Marketing and Advertising:** 53.7%
- **Retail:** 5.1%
- **Computer Software:** 3.1%
- **Information Technology and Services:** 2.4%
- **Online Media:** 1.9%
- **Financial Services:** 1.9%
- **Internet:** 1.7%
- **Automotive:** 1.6%
- **Health, Wellness and Fitness:** 1.6%
- **Leisure, Travel & Tourism:** 1.5%
- **Other:** 25.6%

---
## Alternatives

### Alternatives to Funnel

- [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 (1640 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 (794 reviews)
- [HubSpot Marketing Hub](https://www.g2.com/products/hubspot-marketing-hub/reviews) — 4.4/5 stars (14733 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 (305 reviews)
- [Singular](https://www.g2.com/products/singular/reviews) — 4.5/5 stars (509 reviews)

### Alternatives to Supermetrics

- [Dataslayer.ai](https://www.g2.com/products/dataslayer-ai/reviews) — 4.8/5 stars (305 reviews)
- [Adverity](https://www.g2.com/products/adverity/reviews) — 4.4/5 stars (268 reviews)
- [Windsor.ai](https://www.g2.com/products/windsor-ai/reviews) — 4.5/5 stars (86 reviews)
- [Improvado](https://www.g2.com/products/improvado-improvado/reviews) — 4.4/5 stars (80 reviews)
- [Looker](https://www.g2.com/products/looker/reviews) — 4.4/5 stars (1640 reviews)
- [Fivetran](https://www.g2.com/products/fivetran/reviews) — 4.3/5 stars (794 reviews)
- [TapClicks](https://www.g2.com/products/tapclicks/reviews) — 4.3/5 stars (336 reviews)
- [AgencyAnalytics](https://www.g2.com/products/agencyanalytics/reviews) — 4.7/5 stars (446 reviews)
- [Semrush](https://www.g2.com/products/semrush/reviews) — 4.5/5 stars (3378 reviews)
- [Google Cloud BigQuery](https://www.g2.com/products/google-cloud-bigquery/reviews) — 4.5/5 stars (1237 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..."

### Supermetrics

- Title: [What is the cadence in which you add new connection types and is there a way to get notifications of when these happen in my industry?](https://www.g2.com/discussions/what-is-the-cadence-in-which-you-add-new-connection-types-and-is-there-a-way-to-get-notifications-of-when-these-happen-in-my-industry) — 2 comments, 1 upvote
  > **Top comment:** "Hey Tyson,

We're constantly releasing new data source connectors. For example, during Q1 2022 we're releasing 14 new connectors. We typically inform about..."
- Title: [Is there a way of speeding up Data Studio reports with large data volumes?](https://www.g2.com/discussions/is-there-a-way-of-speeding-up-data-studio-reports-with-large-data-volumes) — 2 comments, 1 upvote
  > **Top comment:** "Hey Mathias,

There are a number of things that could contribute to Data Studio reports slowing down, especially at high volumes, such as long date ranges..."
- Title: [What is Supermetrics used for?](https://www.g2.com/discussions/what-is-supermetrics-used-for) — 1 comment
  > **Top comment:** "Supermetrics is a data marketing tool used to extract and load your data to accelerate your business growth."
- Title: [Is it possible to pivot data from Rows to Columns?](https://www.g2.com/discussions/is-it-possible-to-pivot-data-from-rows-to-columns) — 1 comment, 1 upvote
  > **Top comment:** "Hi James,

Absolutely! For example, both our Google Sheets and Microsoft Excel destinations support splitting data by rows or columns. When creating your..."
- Title: [Will organic Twitter ever be added to the plans?](https://www.g2.com/discussions/will-organic-twitter-ever-be-added-to-the-plans) — 1 comment, 1 upvote
  > **Top comment:** "Hi there,

We currently offer two connectors providing access to organic data – Twitter Premium and Twitter Public Data.

The Twitter Premium connector..."

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