Funnel.io Pricing for Agencies and Digital Measurement

Short answer: Funnel.io Starter starts from EUR 280 a month and Business from EUR 560 a month, both billed annually, with Enterprise quoted privately. There is no free plan and no self-serve checkout: every tier routes to a demo booking. The two published numbers are starting prices, not list prices, and the Measurement module that most people assume is included (MMM, multi-touch attribution, incrementality testing) is a separately priced add-on that is not available on Starter at all, starting at an estimated EUR 1,350 a month on top of the plan.

Every figure below was read off funnel.io/pricing, from the Brands view of the pricing page. That matters: a lot of the roundups currently ranking for this query quote Funnel at "$300 a month", which is neither the current number nor the right currency. Funnel publishes in euros.

How much does Funnel.io cost per month?

Note the words "starts from" on both published tiers. Funnel is not saying Starter costs EUR 280, it is saying Starter does not cost less than EUR 280. What moves you above the floor is not published, which is the single most important thing to understand before you book the demo: you cannot price this tool from the website the way you can price DashThis or AgencyAnalytics.

What is included in each Funnel.io plan?

The connector count is the headline difference, but it is rarely the one that decides your tier. Three quieter limits do more work.

The export line is the one that catches people out. Starter lists export destinations as "Not available", which means a Starter subscription cannot push data to BigQuery, Snowflake, S3, Redshift, Azure Blob Storage or Google Sheets. If your reason for buying a data collection platform is to land marketing data in your warehouse, Starter is not a cheaper way to do that. It is a different product, and Business is your actual entry price.

On the reporting side, all tiers can feed Funnel Dashboards, Looker Studio, Power BI, Tableau and a GA4 upload. Funnel also lists Funnel AI and Funnel MCP across the tiers, which lets you query your data conversationally or connect it to Claude and ChatGPT. Support is handled from Stockholm, Boston and Sydney.

Does Funnel.io have a free plan or a free trial?

No free plan, and no self-serve signup. Every plan card on the pricing page carries a "Book a demo" or "Talk to sales" button rather than a checkout. This is a meaningful difference from the tools people usually shortlist alongside it: Supermetrics, Windsor.ai and Databox all let you start without talking to anyone, and Databox has a genuine free tier.

Practically, budget two to four weeks between deciding you want Funnel and having data flowing, because a demo, a scoping conversation and an annual contract sit in between. If you need a dashboard before the quarter closes, that timeline is the real cost, not the euros.

How much does Funnel Digital Measurement cost?

Funnel Digital Measurement pricing starts at an estimated EUR 1,350 a month, billed annually, for brands spending up to EUR 450K a month on ads, and climbs to EUR 4,050 at EUR 4.5M. This is the part of Funnel pricing that almost nothing else on the web carries, because the numbers only appear once you move a slider. Funnel Measure is the marketing mix modeling and attribution product that sits on top of a Business or Enterprise plan, and it is priced on a band of monthly ad spend rather than on data volume. The digital-only version publishes an estimated price at every band.

Read that against the plan price and the real entry cost of Funnel with measurement becomes clear. A brand spending EUR 400K a month is looking at EUR 560 for Business plus roughly EUR 1,350 for Digital Measurement, so about EUR 1,910 a month committed annually, which is EUR 22,920 a year before implementation. The connector count that dominates every comparison article is not what sets that bill.

Two details worth carrying into the sales call. The ladder is not linear: the step from the first band to the second is EUR 675, but the step from the fourth to the fifth is EUR 1,125, so a brand scaling media through EUR 2.7M a month sees the measurement line jump hardest exactly when budgets are already stretched. And Advanced Measurement, the version that models offline and in-store media alongside digital, publishes nothing at all and is quoted on your spend and setup.

Does Funnel.io have agency pricing?

Yes, but it is not printed. Funnel's own pricing FAQ answers "Do you have pricing for agencies?" with a yes, says the plans are built for anything from a boutique agency with a few clients to a network with hundreds, and asks you to get in touch for a competitive offer. There is no per-client rate and no agency tier on the page, so an agency starts from the same EUR 280 and EUR 560 floors as a brand and negotiates from there.

In practice the floor for client work is Business, not Starter. Starter allows one workspace and one portal, which means one shared view for every client you serve. Business lifts both to unlimited and allows custom branding on portals, so the realistic Funnel.io agency price starts at EUR 560 a month, or EUR 6,720 a year committed before the quote moves it. At about 1.16 dollars to the euro that floor is roughly $650 a month, the same money as about 32 clients on AgencyAnalytics at $20 per client. Funnel wins once you need hundreds of connectors or a warehouse feed per client; a per-client tool wins for a roster of small accounts that each need a branded report.

Three questions to put to the Funnel rep before you sign: is the quote metered per client, per workspace or per connected account; do client portals count against anything; and what happens to the rate when you add or lose a client mid-contract. If the honest answer is that you mainly need branded client dashboards across Google Ads, Meta and GA4, compare the per-client tools in our agency reporting software guide first.

What drives the Funnel.io bill beyond the plan price?

Four things, none of which carry a published number:

• The Measurement module. MMM, multi-touch attribution, incrementality testing and triangulation are a separate module, unavailable on Starter entirely and sold as an add-on on Business and Enterprise. Funnel now publishes an estimated price for the digital-only version of it, on an ad spend slider, and the ladder is in the table below. If you are evaluating Funnel because you want marketing mix modeling, you are pricing a second product on top of the one advertised.
• Custom connectors and custom destinations. Both are "On request" on Business and Enterprise. Funnel's team builds and maintains them, which is genuinely valuable and genuinely not free.
• Implementation services. Funnel's Solution Consulting team sells implementation packages, listed as available on all three tiers.
• Multi-entity usage. Running one subscription across multiple regions, brands or teams is "Request quote" even on Enterprise.

There is also a cost that appears on nobody's pricing page: what happens downstream. Funnel lands clean data somewhere. Something still has to model it, visualize it, and stay correct when an ad platform changes an API. Whether that is a BI licence, an analyst's time, or both, it belongs in the comparison. If the monthly deliverable is a slide deck rather than a live board, add the time it takes to turn the finished report into a client-ready presentation to that same line.

Funnel.io pricing vs the alternatives

Funnel sits at the expensive end of a category that spans three very different pricing models. Prices below were each read off the vendor's own pricing page on the date shown.

The honest read: if you need 500 connectors, heavy normalization across markets, and governance an enterprise procurement team will sign off on, Supermetrics and Windsor.ai are not substitutes and Funnel's price is defensible. If you need Google Ads, Meta, TikTok, GA4 and Shopify in a warehouse, Supermetrics does that job at roughly a seventh of the entry price, and we compared the two directly in Supermetrics vs Funnel.io. The wider field, all 16 tools with pricing models side by side, is in marketing reporting software pricing.

Is Funnel.io worth it?

Ask what you are buying. Funnel is a marketing data hub: it collects, harmonizes and moves data. It is very good at that, and the maintained-connector model means somebody else fixes the pipeline when Meta changes a field. That is worth real money to a team running dozens of accounts across several markets.

What it does not do is answer the question most people were actually trying to answer when they started shopping. Funnel will not tell you whether last month's spend was profitable. Blended ROAS, blended CAC and MER are calculations somebody has to define and build on top of the clean data Funnel delivers, in a BI tool, and then maintain. That work is invisible on the pricing page and it is usually where the project stalls.

So the test is simple. If you have an analyst or a data team who will build the model, and the bottleneck is genuinely getting reliable data out of hundreds of sources, Funnel earns its price. If you have five or six channels and no analyst, you are buying a pipeline to a destination you have not built yet, at EUR 280 a month minimum, and the finished number is still months away.

What we would do instead, and when we would not

MixedMetrics is the opposite trade. Read-only connectors to Google Ads, Meta Ads, TikTok Ads, GA4, Search Console, Shopify, Stripe and Klaviyo or HubSpot, with blended ROAS, blended CAC, MER and LTV already calculated against the revenue your store and billing system actually recorded. From $79 a month, no warehouse and no BI licence. If comparing campaign results across networks is the specific job, our ad performance dashboard page covers how to do that without double counting conversions.

Where we are the wrong answer, plainly: we connect a fixed list of sources rather than 579, we have no Amazon Ads, Microsoft Ads or LinkedIn Ads connectors, we do not export to a warehouse, and our white-label reports only arrive on the $449 Scale plan. If any of those is a requirement, Funnel or one of the agency reporting tools will serve you better, and our Funnel.io alternative comparison lays out that trade feature by feature.

One last practical note for the demo call. Ask for the quote in writing with the currency stated, ask whether the Measurement module is in or out, and ask what happens to the price at renewal. Those three questions decide more of your total cost than the connector count everyone compares on.