Improvado vs Adverity vs Funnel.io Pricing

The short version. These three platforms do broadly the same job and price it on three completely different axes, so "which is cheapest" has no general answer. Improvado charges on rows per year and publishes a $0 tier and a $100 a month tier before going to Custom. Funnel.io charges on breadth, meaning how many connectors and export destinations your tier unlocks, and starts at EUR 280 a month on annual billing with no free plan. Adverity charges on value, building a bespoke quote around your annual marketing spend, and publishes no number anywhere. All figures below were read off each vendor pricing page in September 2026.

How much does each one cost?

Improvado changed recently and almost nothing written about it has caught up. The current pricing page lists four tiers, two of which carry a number. Free Limited is $0 a month with one workspace and 50 MCP actions a week. MCP Only is $100 a month and carries 2 million rows a year, daily syncing and 300 MCP actions a week. Advanced allows 600 million rows a year, up to 50 workspaces and 4,000 MCP actions a week, and Enterprise allows 1 billion rows, unlimited workspaces and 12,000 MCP actions a week. Both of those read Custom.

Funnel.io publishes the most usable ladder of the three. Starter begins at EUR 280 a month on annual billing and includes 117 connectors and 13 export destinations. Business begins at EUR 560 a month with 579 connectors and 46 destinations. Enterprise carries 590 connectors and 47 destinations plus Snowflake, and is quoted. Funnel Measure, the attribution product, is priced separately on bands of monthly ad spend: EUR 1,350, then 2,025, 2,475, 2,925 and 4,050, and above that it is quoted.

Adverity publishes nothing. No tiers, no entry price, no per-connector rate, no trial length. Its own pricing page says it does not stick to rigid pricing plans. The quote form asks four things, and those four things are the most honest description of its pricing model that exists: which product you want (Connect or Atlas), your annual marketing spend, whether you already run a data warehouse, and your country. Third-party estimates circulate between roughly $500 a month and $200,000 for a twelve-month contract, and that spread is the point rather than a failure of research.

What does each platform actually meter?

This is the part that decides your bill, and it is the part comparison articles usually skip in favor of a feature grid. The three vendors are not competing on price because they are not measuring the same thing.

Improvado meters volume. Connect as many of its 1,000+ platforms as you like; what costs money is how many rows come back. That makes breadth cheap and granularity expensive. Adding a tenth ad platform at campaign level barely moves the needle. Switching your existing five platforms from campaign level to ad level with a device breakdown is what pushes you up a tier.

Funnel.io meters breadth. The connector count is explicitly part of the tier, and so is the number of places you are allowed to send data. The jump from 117 connectors to 579 is the whole reason Business exists. If you need one obscure source, that single integration can set your tier regardless of how little data you pull.

Adverity meters value. Annual marketing spend is the field doing most of the work on the quote form, which means two customers with identical data volumes and identical connector lists can pay very different amounts. That is a deliberate enterprise model, not an accident, and it is the same shape Funnel uses openly on its Measure product.

Volume-metered pricing in particular behaves much more like a cloud bill than a software subscription: the invoice follows what you actually pulled, not what you planned to pull when you signed. Teams that already watch consumption-based spend read-only will recognize the pattern, and the same discipline applies here. Agree the row budget before you agree the contract.

Improvado vs Funnel.io: which is cheaper?

Below about 2 million rows a year, Improvado is cheaper by a wide margin: $100 a month against EUR 280. Above 2 million rows, the comparison stops being possible, because Improvado's next published tier is Custom at 600 million rows and Funnel.io keeps publishing prices all the way to Business.

So the honest framing is a question about your own data rather than about the vendors. Two million rows a year is roughly 5,479 rows a day. Five ad platforms reported at campaign level might use 250 rows a day and fit with enormous room to spare. The same five platforms at ad level land near 1.8 million rows a year and only just fit. Add one breakdown dimension such as device and you are at roughly 5.5 million rows, which does not fit at all.

If your reporting is campaign level or ad group level across a normal channel mix, Improvado MCP Only is the cheapest published way into this category. If you report at ad level with breakdowns, you are in Improvado's quoted range, and Funnel.io Business at a published EUR 560 becomes the only one of the two you can actually budget. The full ladder is in our Improvado pricing breakdown and in Funnel.io pricing.

Adverity vs Improvado: what actually differs?

Less than the marketing suggests, at the top of the ladder. Both are enterprise marketing data platforms that harmonize data across a large connector library, feed a warehouse and a BI layer, and attach governance and attribution at the upper tiers. Both sell the serious version of themselves on a quote. If you are comparing Adverity Connect against Improvado Advanced, you are comparing two bespoke proposals, and the only useful advice is to get both in writing and compare the scoped implementation, not the headline.

The difference shows up at the bottom. Improvado now lets you start at $0 or $100 a month and see the product before anyone calls you. Adverity has no self-serve entry at any price. For a team that wants to prove the concept internally before opening a procurement cycle, that is a real and practical distinction, and it is the main reason the two land differently on a shortlist. Our Adverity pricing page works through what the quote is built from.

The second difference is time. Enterprise deployments in this category are measured in months, not weeks, and the quoted tiers of both platforms arrive with an implementation project attached. Budget the calendar, not only the fee.

Which one should you shortlist?

Shortlist Funnel.io if you need a published number you can put in a budget this quarter and your constraint is which sources and destinations you need. It is the only one of the three where a mid-market team can price itself accurately from a web page.

Shortlist Improvado if you want to start small and cheaply, or if your organization is genuinely at the 600 million row scale and wants marketing-specific harmonization with attribution and mix modeling above it. The $0 tier makes it the easiest of the three to evaluate honestly.

Shortlist Adverity if you are an enterprise marketing team or a large agency with a warehouse already running, a procurement function, and a data governance requirement that a self-serve tool will not satisfy. Its lack of published pricing is a signal about who it sells to, not a trick.

And be honest about the gap in the middle. A team that needs 20 million rows a year fits none of the published tiers on any of the three. That buyer has to enter a sales cycle to learn a number, which is worth knowing before you plan around a web page. We cover the wider category in marketing data platform pricing.

When you do not need a data platform at all

Worth saying plainly, because it is the most common mistake we see in this evaluation. A large share of teams shopping for a marketing data platform do not want a pipeline. They want to know their blended ROAS, their blended CAC and whether last month's spend actually produced revenue. A platform that moves data into a warehouse does not answer that on its own; it gives you the raw material and you still need the reporting layer on top.

MixedMetrics is the other shape: connect your ad platforms, store and payments read-only and get blended ROAS, blended CAC, MER, LTV and LTV:CAC on one live board, with an AI layer that flags where spend is leaking. It is $79 a month on Starter, $199 on Growth and $449 on Scale, flat, with no row meter and no quote.

It is not a replacement for an enterprise data platform and claiming otherwise would be dishonest. There is no warehouse export, no white-label client portal, and no Amazon Ads, Microsoft Ads or LinkedIn Ads connector. What it does instead is give you the blended numbers on the day you sign up at a price printed on the page. If you are weighing that against the platform route, the Improvado alternative comparison goes through it feature by feature.