# Funnel, Supermetrics vs Looker Comparison

| | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Star Rating** | 4.5 out of 5 | 4.4 out of 5 | 4.4 out of 5 | 
| **Total Reviews** | 165 | 823 | 1,647 | 
| **Largest Market Segment** | Small-Business (50.9% of reviews) | Small-Business (55.5% of reviews) | Mid-Market (60.6% of reviews) | 
| **Entry Level Price** | Starting at $400.00 | Starting at €29.00 1 user Per Month | No pricing available | 

---
## 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 (24 reviews)
- Integrations (23 reviews)

Cons:
- Expensive (13 reviews)
- Missing Features (9 reviews)

### Looker

Pros:
- Ease of Use (108 reviews)
- Insights (64 reviews)

Cons:
- Learning Curve (52 reviews)
- Learning Difficulty (38 reviews)

---
## Ratings Comparison
| Rating | Funnel | Supermetrics | Looker | 
|---|---|---|---|
  | **Meets Requirements** | 8.8 (142 reviews) | 8.5 (625 reviews) | 8.7 (1132 reviews) | 
  | **Ease of Use** | 8.5 (145 reviews) | 8.2 (633 reviews) | 8.3 (1138 reviews) | 
  | **Ease of Setup** | 8.8 (104 reviews) | 8.1 (420 reviews) | 8.3 (614 reviews) | 
  | **Ease of Admin** | 8.9 (95 reviews) | 8.0 (380 reviews) | 8.3 (430 reviews) | 
  | **Quality of Support** | 9.1 (139 reviews) | 7.8 (566 reviews) | 8.6 (967 reviews) | 
  | **Has the product been a good partner in doing business?** | 9.1 (94 reviews) | 8.2 (375 reviews) | 8.9 (409 reviews) | 
  | **Product Direction (% positive)** | 8.7 (143 reviews) | 7.9 (582 reviews) | 8.7 (1060 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

### Looker

#### Entry-Level Pricing

No pricing available

#### Free Trial

Yes

---
## Features Comparison By Category

### Business Intelligence

| Product | Score | Reviews |
|---|---|---|
| **Funnel** | N/A | N/A |
| **Supermetrics** | N/A | N/A |
| **Looker** | 8.3/10 | 784 |

#### Reports

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Reports Interface** | Not enough data | Not enough data | 8.6 (682 reviews) ✓ Verified | 
| **Steps to Answer** | Not enough data | Not enough data | 8.2 (620 reviews) ✓ Verified | 
| **Graphs and Charts** | Not enough data | Not enough data | 8.2 (676 reviews) ✓ Verified | 
| **Score Cards** | Not enough data | Not enough data | 8.3 (530 reviews) ✓ Verified | 
| **Dashboards** | Not enough data | Not enough data | 8.7 (679 reviews) ✓ Verified | 

#### Self Service 

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Calculated Fields** | Not enough data | Not enough data | 8.4 (627 reviews) ✓ Verified | 
| **Data Column Filtering** | Not enough data | Not enough data | 8.6 (649 reviews) ✓ Verified | 
| **Data Discovery** | Not enough data | Not enough data | 8.4 (616 reviews) ✓ Verified | 
| **Search** | Not enough data | Not enough data | 8.1 (618 reviews) ✓ Verified | 
| **Collaboration / Workflow** | Not enough data | Not enough data | 8.4 (595 reviews) ✓ Verified | 
| **Automodeling** | Not enough data | Not enough data | 7.7 (504 reviews) ✓ Verified | 

#### Advanced Analytics

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Predictive Analytics** | Not enough data | Not enough data | 7.6 (430 reviews) ✓ Verified | 
| **Data Visualization** | Not enough data | Not enough data | 8.4 (648 reviews) ✓ Verified | 
| **Big Data Services** | Not enough data | Not enough data | 8.0 (520 reviews) ✓ Verified | 

#### Building Reports

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Data Transformation** | Not enough data | Not enough data | 8.3 (386 reviews) ✓ Verified | 
| **Data Modeling** | Not enough data | Not enough data | 8.3 (405 reviews) ✓ Verified | 
| **WYSIWYG Report Design** | Not enough data | Not enough data | 8.0 (358 reviews) ✓ Verified | 
| **Integration APIs** | Not enough data | Not enough data | 8.1 (333 reviews) ✓ Verified | 

#### Platform

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Mobile User Support** | Not enough data | Not enough data | Not enough data | 
| **Customization ** | Not enough data | Not enough data | Not enough data | 
| **User, Role, and Access Management** | Not enough data | Not enough data | Not enough data | 
| **Internationalization** | Not enough data | Not enough data | Not enough data | 
| **Sandbox / Test Environments** | Not enough data | Not enough data | Not enough data | 
| **Performance and Reliability** | Not enough data | Not enough data | Not enough data | 
| **Breadth of Partner Applications** | Not enough data | Not enough data | Not enough data | 

### Data Visualization

| Product | Score | Reviews |
|---|---|---|
| **Funnel** | N/A | N/A |
| **Supermetrics** | N/A | N/A |
| **Looker** | 8.2/10 | 750 |

#### Reports

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Reports Interface** | Not enough data | Not enough data | 8.6 (682 reviews) ✓ Verified | 
| **Steps to Answer** | Not enough data | Not enough data | 8.2 (620 reviews) ✓ Verified | 
| **Graphs and Charts** | Not enough data | Not enough data | 8.2 (676 reviews) ✓ Verified | 
| **Score Cards** | Not enough data | Not enough data | 8.3 (530 reviews) ✓ Verified | 
| **Dashboards** | Not enough data | Not enough data | 8.7 (679 reviews) ✓ Verified | 

#### Reports

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Reports Interface** | Not enough data | Not enough data | 8.5 (112 reviews) | 
| **Share Reports** | Not enough data | Not enough data | 8.5 (109 reviews) | 
| **Steps to Answer** | Not enough data | Not enough data | 8.0 (103 reviews) | 

#### Generative AI

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **AI Text Generation** | Not enough data | Not enough data | 7.0 (100 reviews) | 
| **AI Text Summarization** | Not enough data | Not enough data | 7.1 (100 reviews) | 

#### Visualization

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Graphs and Charts** | Not enough data | Not enough data | 8.5 (116 reviews) | 
| **Score Cards** | Not enough data | Not enough data | 8.4 (111 reviews) | 
| **Dashboards** | Not enough data | Not enough data | 8.7 (116 reviews) | 
| **Formats** | Not enough data | Not enough data | 8.3 (109 reviews) | 

#### Data Updates

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Historical Snapshots** | Not enough data | Not enough data | 8.1 (107 reviews) | 
| **Real-Time Updating** | Not enough data | Not enough data | 8.3 (107 reviews) | 

#### Collaboration

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Sharing** | Not enough data | Not enough data | 8.4 (109 reviews) | 
| **Co-Editing** | Not enough data | Not enough data | 8.0 (106 reviews) | 
| **Devices** | Not enough data | Not enough data | 8.0 (102 reviews) | 

#### Data Updates

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Historical Snapshots** | Not enough data | Not enough data | 7.8 (137 reviews) | 
| **Real-Time Updating** | Not enough data | Not enough data | 8.0 (143 reviews) | 
| **Email Reports** | Not enough data | Not enough data | 8.5 (145 reviews) | 

### Analytics Platforms

| Product | Score | Reviews |
|---|---|---|
| **Funnel** | N/A | N/A |
| **Supermetrics** | N/A | N/A |
| **Looker** | 7.9/10 | 806 |

#### Reports

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Reports Interface** | Not enough data | Not enough data | 8.6 (682 reviews) ✓ Verified | 
| **Steps to Answer** | Not enough data | Not enough data | 8.2 (620 reviews) ✓ Verified | 
| **Graphs and Charts** | Not enough data | Not enough data | 8.2 (676 reviews) ✓ Verified | 
| **Score Cards** | Not enough data | Not enough data | 8.3 (530 reviews) ✓ Verified | 
| **Dashboards** | Not enough data | Not enough data | 8.7 (679 reviews) ✓ Verified | 

#### Data Preparation

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Connectors** | Not enough data | Not enough data | 8.3 (294 reviews) ✓ Verified | 
| **Data Governance** | Not enough data | Not enough data | 8.3 (264 reviews) ✓ Verified | 

#### Data Modeling and Blending

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Data Querying** | Not enough data | Not enough data | 8.5 (313 reviews) ✓ Verified | 
| **Data Filtering** | Not enough data | Not enough data | 8.7 (334 reviews) ✓ Verified | 
| **Data Blending** | Not enough data | Not enough data | 8.4 (310 reviews) ✓ Verified | 

#### Generative AI

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **AI Text Generation** | Not enough data | Not enough data | 7.1 (88 reviews) | 
| **AI Text Summarization** | Not enough data | Not enough data | 7.1 (86 reviews) | 

#### Agentic AI - Analytics Platforms

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Autonomous Task Execution** | Not enough data | Not enough data | 7.2 (40 reviews) | 
| **Multi-step Planning** | Not enough data | Not enough data | 7.4 (39 reviews) | 
| **Cross-system Integration** | Not enough data | Not enough data | 7.3 (40 reviews) | 
| **Adaptive Learning** | Not enough data | Not enough data | 7.1 (40 reviews) | 
| **Natural Language Interaction** | Not enough data | Not enough data | 7.3 (40 reviews) | 
| **Proactive Assistance** | Not enough data | Not enough data | 7.4 (39 reviews) | 
| **Decision Making** | Not enough data | Not enough data | 7.8 (40 reviews) | 

#### Self Service 

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Calculated Fields** | Not enough data | Not enough data | 8.4 (627 reviews) ✓ Verified | 
| **Data Column Filtering** | Not enough data | Not enough data | 8.6 (649 reviews) ✓ Verified | 
| **Data Discovery** | Not enough data | Not enough data | 8.4 (616 reviews) ✓ Verified | 
| **Search** | Not enough data | Not enough data | 8.1 (618 reviews) ✓ Verified | 
| **Collaboration / Workflow** | Not enough data | Not enough data | 8.4 (595 reviews) ✓ Verified | 
| **Automodeling** | Not enough data | Not enough data | 7.7 (504 reviews) ✓ Verified | 

#### Deployment & Integration - Analytics Platforms

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **No-code Dashboard Builder** | Not enough data | Not enough data | 8.1 (40 reviews) | 
| **Report Scheduling and Automation** | Not enough data | Not enough data | 8.4 (44 reviews) | 
| **Embedded Analytics and White-labeling** | Not enough data | Not enough data | 7.7 (35 reviews) | 
| **Data Source Connectivity** | Not enough data | Not enough data | 8.4 (52 reviews) | 

#### Advanced Analytics

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Predictive Analytics** | Not enough data | Not enough data | 7.6 (430 reviews) ✓ Verified | 
| **Data Visualization** | Not enough data | Not enough data | 8.4 (648 reviews) ✓ Verified | 
| **Big Data Services** | Not enough data | Not enough data | 8.0 (520 reviews) ✓ Verified | 

#### Performance & Scalability - Analytics Platforms

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Large data handling and Query Speed** | Not enough data | Not enough data | 7.2 (58 reviews) | 
| **Concurrent User Support** | Not enough data | Not enough data | 8.0 (36 reviews) | 

#### Advanced Analytics & Modeling - Analytics Platforms

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Data Modeling and Governance** | Not enough data | Not enough data | 8.2 (45 reviews) | 
| **Notebook and Script Integration** | Not enough data | Not enough data | 7.1 (34 reviews) | 
| **Built-in Predictive and Statistical Models** | Not enough data | Not enough data | 7.3 (35 reviews) | 

#### Agentic AI Capabilities - Analytics Platforms

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Auto-generated Insights and Narratives** | Not enough data | Not enough data | 7.1 (34 reviews) | 
| **Natural Language Queries** | Not enough data | Not enough data | 7.5 (36 reviews) | 
| **Proactive KPI Monitoring and Alerts** | Not enough data | Not enough data | 7.6 (35 reviews) | 
| **AI Agents for Analytical Follow-ups** | Not enough data | Not enough data | 7.4 (35 reviews) | 

#### Personalized Intelligence - Analytics Platforms

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Behavioral Learning for Contextual Query Refinement** | Not enough data | Not enough data | 7.6 (35 reviews) | 
| **Role-based Insight Personalization** | Not enough data | Not enough data | 7.4 (37 reviews) | 
| **Conversational and Prompt-based Analytics** | Not enough data | Not enough data | 7.6 (35 reviews) | 

#### Building Reports

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Data Transformation** | Not enough data | Not enough data | 8.3 (386 reviews) ✓ Verified | 
| **Data Modeling** | Not enough data | Not enough data | 8.3 (405 reviews) ✓ Verified | 
| **WYSIWYG Report Design** | Not enough data | Not enough data | 8.0 (358 reviews) ✓ Verified | 
| **Integration APIs** | Not enough data | Not enough data | 8.1 (333 reviews) ✓ Verified | 

### Embedded Business Intelligence

| Product | Score | Reviews |
|---|---|---|
| **Funnel** | N/A | N/A |
| **Supermetrics** | N/A | N/A |
| **Looker** | 8.4/10 | 776 |

#### Reports

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Reports Interface** | Not enough data | Not enough data | 8.6 (682 reviews) ✓ Verified | 
| **Steps to Answer** | Not enough data | Not enough data | 8.2 (620 reviews) ✓ Verified | 
| **Graphs and Charts** | Not enough data | Not enough data | 8.2 (676 reviews) ✓ Verified | 
| **Score Cards** | Not enough data | Not enough data | 8.3 (530 reviews) ✓ Verified | 
| **Dashboards** | Not enough data | Not enough data | 8.7 (679 reviews) ✓ Verified | 

#### Self Service 

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Calculated Fields** | Not enough data | Not enough data | 8.4 (627 reviews) ✓ Verified | 
| **Data Column Filtering** | Not enough data | Not enough data | 8.6 (649 reviews) ✓ Verified | 
| **Data Discovery** | Not enough data | Not enough data | 8.4 (616 reviews) ✓ Verified | 
| **Search** | Not enough data | Not enough data | 8.1 (618 reviews) ✓ Verified | 
| **Collaboration / Workflow** | Not enough data | Not enough data | 8.4 (595 reviews) ✓ Verified | 
| **Automodeling** | Not enough data | Not enough data | 7.7 (504 reviews) ✓ Verified | 

#### Building Reports

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Data Transformation** | Not enough data | Not enough data | 8.3 (386 reviews) ✓ Verified | 
| **Data Modeling** | Not enough data | Not enough data | 8.3 (405 reviews) ✓ Verified | 
| **WYSIWYG Report Design** | Not enough data | Not enough data | 8.0 (358 reviews) ✓ Verified | 
| **Integration APIs** | Not enough data | Not enough data | 8.1 (333 reviews) ✓ Verified | 

### Digital Analytics

| Product | Score | Reviews |
|---|---|---|
| **Funnel** | 8.8/10 | 85 |
| **Supermetrics** | 7.9/10 | 379 |
| **Looker** | 8.4/10 | 325 |

#### Metrics

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Sessions - Digital Analytics** | 9.0 (70 reviews) | 8.6 (312 reviews) | 8.8 (238 reviews) | 
| **Engagement** | 8.9 (68 reviews) | 8.3 (292 reviews) | 8.7 (238 reviews) | 
| **Entry and Exit Pages** | 8.4 (46 reviews) | 8.1 (262 reviews) | 8.4 (224 reviews) | 
| **Standard Event Tracking** | 8.9 (45 reviews) | 8.4 (291 reviews) | 8.3 (226 reviews) | 
| **Custom Event Tracking** | 8.6 (44 reviews) | 8.0 (280 reviews) | 8.4 (215 reviews) | 
| **Retention** | 8.5 (56 reviews) | 7.9 (250 reviews) | 8.3 (225 reviews) | 
| **Return** | 8.8 (56 reviews) | 8.0 (250 reviews) | 8.4 (219 reviews) | 
| **Conversions** | 9.1 (71 reviews) | 8.6 (322 reviews) | 8.5 (231 reviews) | 
| **Funnels** | 9.0 (43 reviews) | 7.8 (269 reviews) | 8.3 (223 reviews) | 

#### Reporting

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Real-Time Reporting** | 8.7 (49 reviews) | 8.2 (311 reviews) | 8.4 (243 reviews) | 
| **Trending** | 8.8 (43 reviews) | 7.9 (278 reviews) | Feature Not Available | 
| **Retroactive Reporting** | 8.7 (62 reviews) | 8.4 (304 reviews) | 8.6 (242 reviews) | 
| **Segmentation** | 8.7 (52 reviews) | 8.1 (292 reviews) | 8.5 (245 reviews) | 
| **Mobile Reporting** | 8.2 (40 reviews) | 7.6 (251 reviews) | 8.1 (199 reviews) | 
| **Unification Across Devices** | 8.1 (55 reviews) | Feature Not Available | 8.4 (205 reviews) | 
| **Custom Reports and Dashboards** | 9.2 (70 reviews) | 8.7 (326 reviews) | 9.0 (254 reviews) | 

#### Other

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **User Data** | Feature Not Available | 8.2 (271 reviews) | 8.7 (226 reviews) | 
| **Site Search Reporting** | Feature Not Available | 7.9 (241 reviews) | 8.6 (209 reviews) | 
| **Load Time Monitoring** | Feature Not Available | 7.2 (218 reviews) | 8.4 (201 reviews) | 
| **Campaign Tracking** | 8.9 (73 reviews) | 8.6 (317 reviews) | 8.7 (216 reviews) | 
| **E-Commerce** | 8.9 (59 reviews) | 8.4 (267 reviews) | 8.7 (208 reviews) | 
| **Promotional Messages** | Feature Not Available | 7.2 (207 reviews) | 8.2 (180 reviews) | 
| **Administration Alerts** | Feature Not Available | 7.4 (215 reviews) | 8.3 (191 reviews) | 

#### Agentic AI - Digital Analytics

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Autonomous Task Execution** | Not enough data | 6.7 (11 reviews) | 7.4 (15 reviews) | 
| **Cross-system Integration** | Not enough data | 7.0 (10 reviews) | 7.8 (15 reviews) | 
| **Proactive Assistance** | Not enough data | 6.7 (10 reviews) | 7.8 (16 reviews) | 
| **Decision Making** | Not enough data | 6.8 (10 reviews) | 7.9 (16 reviews) | 

#### Administration

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **API / Integrations** | 8.9 (72 reviews) | 8.3 (274 reviews) | 8.4 (218 reviews) | 
| **QA Testing** | Feature Not Available | 7.5 (213 reviews) | 8.3 (193 reviews) | 
| **Performance and Reliability** | 9.1 (75 reviews) | 8.1 (314 reviews) | 8.5 (245 reviews) | 
| **User, Role, and Access Management** | 8.9 (75 reviews) | 8.0 (295 reviews) | 8.6 (239 reviews) | 

### ETL Tools

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

#### Management

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Reporting** | 8.3 (20 reviews) | 8.6 (67 reviews) | Not enough data | 
| **Auditing** | 7.0 (18 reviews) | 8.1 (57 reviews) | Not enough data | 

#### Functionality

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

### Google Workspace for Marketing

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

#### Agentic AI - Google Workspace for Marketing

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

### Sales Analytics

| Product | Score | Reviews |
|---|---|---|
| **Funnel** | N/A | N/A |
| **Supermetrics** | N/A | N/A |
| **Looker** | 8.1/10 | 260 |

#### Agentic AI - Sales Analytics

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Autonomous Task Execution** | Not enough data | Not enough data | 7.0 (11 reviews) | 
| **Cross-system Integration** | Not enough data | Not enough data | 7.6 (11 reviews) | 
| **Adaptive Learning** | Not enough data | Not enough data | 6.7 (11 reviews) | 
| **Natural Language Interaction** | Not enough data | Not enough data | 7.4 (12 reviews) | 
| **Proactive Assistance** | Not enough data | Not enough data | 7.3 (11 reviews) | 

#### Data Sourcing

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Data Sourcing** | Not enough data | Not enough data | 8.8 (203 reviews) | 
| **Exporting & Sharing Data** | Not enough data | Not enough data | 8.8 (221 reviews) | 
| **Multi-Device Data Visualization** | Not enough data | Not enough data | 8.6 (188 reviews) | 
| **Interactive Dashboards** | Not enough data | Not enough data | 8.8 (225 reviews) | 
| **Data Segmentation** | Not enough data | Not enough data | 8.7 (209 reviews) | 

#### Predictive Analytics

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Lead Scoring** | Not enough data | Not enough data | 8.3 (153 reviews) | 
| **Opportunity Scoring** | Not enough data | Not enough data | 8.2 (149 reviews) | 
| **Risk Analysis** | Not enough data | Not enough data | 8.2 (147 reviews) | 
| **Live Forecasting** | Not enough data | Not enough data | 8.0 (164 reviews) | 

#### Sales Management

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Live Pipeline Management** | Not enough data | Not enough data | 8.4 (161 reviews) | 
| **Sales Gamification** | Not enough data | Not enough data | 8.2 (140 reviews) | 
| **Account-Based Analytics** | Not enough data | Not enough data | 8.6 (170 reviews) | 
| **Activity Tracking** | Not enough data | Not enough data | 8.7 (168 reviews) | 

### Marketing Analytics

| Product | Score | Reviews |
|---|---|---|
| **Funnel** | 8.0/10 | 99 |
| **Supermetrics** | 7.9/10 | 421 |
| **Looker** | 8.2/10 | 312 |

#### Marketing Operations

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **ROI Tracking** | 8.3 (76 reviews) ✓ Verified | 8.2 (312 reviews) ✓ Verified | 8.6 (221 reviews) ✓ Verified | 
| **Data Collection** | 9.0 (87 reviews) ✓ Verified | 8.7 (360 reviews) ✓ Verified | 8.7 (242 reviews) ✓ Verified | 
| **Customer Insights** | 7.7 (43 reviews) | 7.8 (281 reviews) ✓ Verified | 8.5 (229 reviews) ✓ Verified | 
| **Multi-User Access** | 8.4 (75 reviews) ✓ Verified | 7.9 (301 reviews) ✓ Verified | 8.9 (244 reviews) ✓ Verified | 
| **Spend Management** | 8.1 (47 reviews) ✓ Verified | 8.0 (161 reviews) | 8.4 (130 reviews) | 

#### Campaign Activity

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Campaign Insights** | 8.5 (81 reviews) ✓ Verified | 8.6 (348 reviews) ✓ Verified | 8.6 (231 reviews) ✓ Verified | 
| **Reports and Dashboards** | 8.7 (84 reviews) ✓ Verified | 8.9 (388 reviews) ✓ Verified | 8.8 (260 reviews) ✓ Verified | 
| **Campaign Stickiness** | 8.2 (68 reviews) ✓ Verified | 8.0 (273 reviews) ✓ Verified | 8.5 (212 reviews) ✓ Verified | 
| **Multichannel Tracking** | 8.9 (84 reviews) ✓ Verified | 8.3 (329 reviews) ✓ Verified | 8.5 (213 reviews) ✓ Verified | 
| **Brand Optimization** | 7.8 (41 reviews) | 7.9 (273 reviews) ✓ Verified | 8.4 (199 reviews) ✓ Verified | 
| **Predictive Analytics** | 7.6 (41 reviews) ✓ Verified | Feature Not Available | 7.9 (120 reviews) ✓ Verified | 

#### Agentic AI - Marketing Analytics

| Feature | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Autonomous Task Execution** | 7.5 (6 reviews) | 6.7 (14 reviews) | 6.8 (14 reviews) | 
| **Cross-system Integration** | 6.9 (6 reviews) | 7.2 (20 reviews) | 7.5 (14 reviews) | 
| **Proactive Assistance** | 6.9 (7 reviews) | 6.3 (12 reviews) | 7.3 (14 reviews) | 

---
## Categories
**Shared Categories (2):** [Marketing Analytics Software](https://www.g2.com/categories/marketing-analytics), [Digital Analytics Software](https://www.g2.com/categories/digital-analytics)

**Unique to Funnel (1):** [ETL Tools](https://www.g2.com/categories/etl-tools)

**Unique to Supermetrics (2):** [ETL Tools](https://www.g2.com/categories/etl-tools), [Google Workspace for Marketing Software](https://www.g2.com/categories/google-workspace-for-marketing)

**Unique to Looker (4):** [Sales Analytics Software](https://www.g2.com/categories/sales-analytics), [Embedded Business Intelligence Software](https://www.g2.com/categories/embedded-business-intelligence), [Analytics Platforms](https://www.g2.com/categories/analytics-platforms), [Data Visualization Tools](https://www.g2.com/categories/data-visualization-tools)


---
## Reviewer Demographics

### By Company Size

| Segment | Funnel | Supermetrics | Looker | 
|---|---|---|---|
| **Small-Business** | 50.9% | 55.5% | 19.3% | 
| **Mid-Market** | 43.5% | 35.1% | 60.6% | 
| **Enterprise** | 5.6% | 9.4% | 20.1% | 

### 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:** 53.6%
- **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:** 25.7%

#### Looker

- **Computer Software:** 11.5%
- **Information Technology and Services:** 11.2%
- **Marketing and Advertising:** 8.3%
- **Financial Services:** 7.4%
- **Internet:** 6.1%
- **Retail:** 5.0%
- **Food & Beverages:** 2.3%
- **Consumer Goods:** 2.1%
- **Health, Wellness and Fitness:** 2.1%
- **Hospital & Health Care:** 2.1%
- **Other:** 41.9%

---
## Alternatives

### Alternatives to Funnel

- [Adverity](https://www.g2.com/products/adverity/reviews) — 4.4/5 stars (317 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)
- [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 (796 reviews)
- [HubSpot Marketing Hub](https://www.g2.com/products/hubspot-marketing-hub/reviews) — 4.4/5 stars (14806 reviews)
- [Windsor.ai](https://www.g2.com/products/windsor-ai/reviews) — 4.5/5 stars (87 reviews)
- [Dataslayer.ai](https://www.g2.com/products/dataslayer-ai/reviews) — 4.8/5 stars (307 reviews)
- [Singular](https://www.g2.com/products/singular/reviews) — 4.5/5 stars (510 reviews)
- [Domo](https://www.g2.com/products/domo/reviews) — 4.3/5 stars (1010 reviews)

### Alternatives to Supermetrics

- [Adverity](https://www.g2.com/products/adverity/reviews) — 4.4/5 stars (317 reviews)
- [Dataslayer.ai](https://www.g2.com/products/dataslayer-ai/reviews) — 4.8/5 stars (307 reviews)
- [Windsor.ai](https://www.g2.com/products/windsor-ai/reviews) — 4.5/5 stars (87 reviews)
- [Improvado](https://www.g2.com/products/improvado-improvado/reviews) — 4.4/5 stars (80 reviews)
- [Fivetran](https://www.g2.com/products/fivetran/reviews) — 4.3/5 stars (796 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 (453 reviews)
- [Semrush](https://www.g2.com/products/semrush/reviews) — 4.4/5 stars (3970 reviews)
- [Porter](https://www.g2.com/products/porter-metrics-porter/reviews) — 4.6/5 stars (233 reviews)
- [Google Cloud BigQuery](https://www.g2.com/products/google-cloud-bigquery/reviews) — 4.5/5 stars (1226 reviews)

### Alternatives to Looker

- [Mode](https://www.g2.com/products/mode-mode/reviews) — 4.5/5 stars (330 reviews)
- [Zoho Analytics](https://www.g2.com/products/zoho-analytics/reviews) — 4.2/5 stars (285 reviews)
- [Sisense](https://www.g2.com/products/sisense/reviews) — 4.2/5 stars (1062 reviews)
- [Domo](https://www.g2.com/products/domo/reviews) — 4.3/5 stars (1010 reviews)
- [Spotfire Analytics](https://www.g2.com/products/spotfire-analytics/reviews) — 4.2/5 stars (362 reviews)
- [Grow.com](https://www.g2.com/products/grow-com/reviews) — 4.3/5 stars (279 reviews)
- [Toucan](https://www.g2.com/products/toucan/reviews) — 4.7/5 stars (182 reviews)
- [Tableau](https://www.g2.com/products/tableau/reviews) — 4.4/5 stars (3679 reviews)
- [Qlik Sense](https://www.g2.com/products/qlik-sense/reviews) — 4.4/5 stars (930 reviews)
- [Amazon QuickSight](https://www.g2.com/products/amazon-quicksight/reviews) — 4.3/5 stars (694 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..."

### Looker

- Title: [Is looker an ETL tool?](https://www.g2.com/discussions/is-looker-an-etl-tool) — 4 comments
  > **Top comment:** "After so many attempts in getting my funds back which I lost to a fake platform called mycoinbanking.com I lost the total of $348.000.  I needed the profit..."
- Title: [Best way to start on visualizations?](https://www.g2.com/discussions/24831-best-way-to-start-on-visualizations) — 2 comments, 1 upvote
  > **Top comment:** "Looker has a built-in set of visualizations that you can automatically apply to any dataset that they work with. Once you setup your initial connection to a..."
- Title: [What is Looker used for?](https://www.g2.com/discussions/what-is-looker-used-for) — 1 comment
  > **Top comment:** "Looker is used to explore, analyze, and visualize data. It helps create dashboards and reports to understand business performance and make better decisions...."
- Title: [How do I know where in my SQL errors are?](https://www.g2.com/discussions/how-do-i-know-where-in-my-sql-errors-are) — 1 comment, 1 upvote
  > **Top comment:** "Hey Carlos! 

I'm Izzy, the Looker Community manager. Yeah, especially in huge SQL queries it can be hard to figure out exactly where the issue lies. That..."
- Title: [Multi-brand implementation](https://www.g2.com/discussions/multi-brand-implementation) — 1 comment, 1 upvote
  > **Top comment:** "Hey Brian! 

I'm Izzy, the Looker Community manager. 

There's 2 components here (well, a few more, but 2 high-level ones). Folder/content access and..."

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