Adverity vs Funnel.io and Improvado 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 MCP Only at $100 a month, Starter from $20,000 a year and Growth from $50,000 a year, with Enterprise quoted. 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.

How much does each one cost?

Improvado now publishes starting prices for three of its four plans. MCP Only is $100 a month with 2M rows a year, daily sync, 300 MCP actions a week, one workspace and SOC 2 Type II. Starter starts at $20,000 a year for 20M rows, daily sync, 20 actions a day, 400 MCP actions a week and one workspace. Growth, marked Most popular, starts at $50,000 a year for 60M to 200M rows, daily to twice-daily sync, up to 10 workspaces, 120 to 240 professional services credits a year, Premium Customer Support and HIPAA. Enterprise is quoted for 1B rows, unlimited workspaces, 960 services credits, SSO through Azure or Okta and hands-on professional services.

Like Improvado Starter and Growth, Funnel.io Starter and Business have published starting prices. 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 rather than a share of ad spend. Every plan includes all connectors and destinations, and the price follows the rows you need. 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 and which one is cheaper

Improvado MCP Only at $100 a month is for querying data inside your own AI agent with your existing LLM setup. It is a different purchase from a reporting pipeline. For reporting, Starter starts at $20,000 a year, about $1,667 a month, and Growth at $50,000 a year, about $4,167 a month. Funnel.io starts at EUR 280 a month, with Business from EUR 560. Compare the required workspaces, row volume and destinations before choosing.

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 you want access through your own AI agent and fit within 2M rows, MCP Only has a published $100 monthly price and self-serve signup. Reporting beyond that allowance now has published starting prices on Starter and Growth, rather than an unpriced jump to an enterprise quote. The full ladder is in our Improvado pricing breakdown and in Funnel.io pricing.

Adverity vs Improvado and what actually differs

Both platforms harmonize marketing data, feed a warehouse and a BI layer, and offer enterprise services. The pricing visibility differs. Adverity Connect requires a bespoke proposal, while Improvado Starter now starts at $20,000 a year and Growth at $50,000 a year. Enterprise remains quoted. Compare the scoped deployment and services alongside those starting prices.

The difference shows up at the bottom. Improvado offers self-serve MCP Only at $100 a month inside your own AI agent with your existing LLM setup. 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 a reporting deployment can involve an implementation project even when a starting price is published. 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. Improvado also publishes reporting starting prices, so compare its row and workspace allowances with the Funnel.io connector and destination limits.

Shortlist Improvado if you need a marketing data platform with all connectors and destinations included. Starter starts at $20,000 a year and Growth at $50,000 a year. For Growth and Enterprise only, Advanced Intelligence adds marketing mix modeling, incrementality testing and multi-touch attribution from $20,000 a year, while Creative Analytics starts at $4,000 a year. MCP Only is the self-serve $100 monthly option for using data inside your own AI agent.

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.

A team needing 20M rows a year now has Improvado Starter to budget from at a published starting price of $20,000 a year. Buying still requires a demo, and requirements beyond its one workspace may lead to Growth or Enterprise. 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 and no Amazon Ads, Microsoft Ads or LinkedIn Ads connector, and white-label reports arrive only on the $449 Scale plan. 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.