Supermetrics vs Funnel.io: Pricing Compared

Supermetrics is the cheaper, self-serve option and Funnel.io is the bigger, quote-led one. Supermetrics prices in euros from EUR 39 a month billed yearly (3 data sources, 1 user) up to EUR 399 on Pro (10 sources, 3 users, hourly refresh), with a custom Enterprise tier. Funnel.io starts from $300 a month billed annually with 121 connectors and steps to $600 for 579 connectors on Business. Neither has a free plan. Both do the same fundamental job, moving marketing data into a destination, and neither one calculates blended ROAS or blended CAC for you. Prices below were read off each vendor's own pricing page in July 2026.

Supermetrics vs Funnel.io at a glance

How much does Supermetrics cost?

Supermetrics publishes four tiers, all in euros. The thing to watch is not the headline number but the three caps that move together on every tier: data sources, users, and API rows per month.

Two details catch people out. First, refresh frequency is tiered: weekly on Starter means your Monday report is describing last week. If you want yesterday's spend you need Growth, and if you want this morning's you need Pro. Second, "accounts per source" is separate from "data sources". An agency running eleven Google Ads accounts is consuming account slots even though Google Ads is one source. Third, and easy to forget, Supermetrics bills in euros, so a US team's actual cost moves with the exchange rate.

How much does Funnel.io cost?

Funnel publishes three tiers, and every price is quoted as a starting point rather than a fixed rate, so treat these as floors.

Funnel does not publish what pushes you from the floor to your actual number, but in practice it is data volume and the breadth of what you are collecting. Because there is no published self-serve trial and the buying motion runs through a demo, the honest way to compare is to get a twelve-month figure in writing for your real connector list, then set that against the Supermetrics tier that covers the same sources.

What is the difference between Supermetrics and Funnel.io?

They occupy the same category and different weight classes. Supermetrics is a self-serve connector product: you sign up, authorize your accounts, pick a destination, and rows start landing in Sheets, Looker Studio, or your warehouse. It is fast to start and the pricing is legible. Funnel.io is a data collection platform with a heavier middle: it normalizes currencies, naming conventions, and account structures across hundreds of sources, applies governance rules, and exports the cleaned result to a long list of destinations.

If your marketing data is messy across many markets and many accounts, that normalization layer is worth real money and Supermetrics will make you do more of it yourself. If you run six channels for one brand, you are paying $300 a month for a problem you do not have.

Which one has more connectors?

Funnel, comfortably, and the gap is visible at the plan level rather than in a catalog claim. Funnel lists 121 connectors on Starter, 579 on Business, and 600 or more on Enterprise. Supermetrics has a broad library as well, but every plan caps how many sources you may actually connect: three on Starter, seven on Growth, ten on Pro, and unlimited only on custom Enterprise. So the practical question is not who lists more integrations, it is whether your source list fits inside the tier you can afford.

Neither one covers everything. There is always some regional ad network, affiliate portal, or legacy system with no official connector, and teams usually end up exporting a CSV by hand or paying someone to build a small integration. When the data only exists on a web page, the cheaper fix is often to pull it into clean, structured rows automatically and drop that into the same warehouse, rather than upgrading a whole plan tier for one missing source.

Is Supermetrics or Funnel.io better for an agency?

It depends almost entirely on how many client accounts you are reconciling. A small agency with five or six clients on Google, Meta, and one or two others fits inside Supermetrics Growth at EUR 159 a month and will find Funnel expensive for what it returns. An agency network handling dozens of accounts across countries and currencies is exactly Funnel's buyer, because the per-account normalization work is the thing eating your analysts' week.

There is a third answer that neither vendor will give you: if the deliverable is a client report rather than a data warehouse, a purpose-built reporting tool is cheaper than either. Per-client tools start around $20 per client per month and arrive with white-label portals. We put the whole category side by side, including both of these, in the marketing reporting software pricing comparison.

Which is better for Looker Studio?

Supermetrics, for most teams. It has been a Looker Studio partner connector for years, the setup is self-serve, and Starter explicitly includes one core destination, so a Looker Studio build is the standard use case rather than an edge case. Funnel can feed Looker Studio too, and its Business tier includes a long list of export destinations, but you are buying a collection platform and using a fraction of it.

Worth naming the real cost of the Looker Studio route either way: the dashboard is free, the connectors are not, and the modeling is yours forever. Our Looker Studio alternative page works through what a "free" dashboard actually costs once the connector bills land.

Do you need either one?

Ask what you are going to do with the rows. If the answer is "load them into BigQuery and let the data team model attribution", you need a pipeline and this comparison matters. If the answer is "so I can finally see whether my ad spend is profitable", you are about to pay a pipeline vendor and then spend six weeks building the thing you actually wanted.

The metric most teams are chasing is blended: total spend across every channel set against total revenue, reconciled to the store and the payment processor, so no platform can claim the same order twice. That number does not arrive with the data; someone builds it. Our walkthrough of blended ROAS versus platform ROAS explains why the in-platform figure almost always flatters itself, and how to build a marketing dashboard covers what the build involves if you go that way.

MixedMetrics takes the other route: connect the same channels read-only and blended ROAS, blended CAC, MER, LTV, and revenue by channel are computed for you, at a flat $79 a month with no source caps, row limits, or currency conversion. It is deliberately narrower than either tool here. If you need 579 connectors and a governed warehouse, buy Funnel. If you need one honest number this week, you do not need a pipeline at all.

The short version

• Cheaper: Supermetrics, at every published tier. EUR 39 to EUR 399 a month versus $300 to $600 and up.
• More connectors: Funnel.io, 121 to 600+, versus Supermetrics caps of 3 to 10 sources per plan.
• Faster to start: Supermetrics, self-serve with a 14-day trial and no card.
• Better for messy, multi-market data: Funnel.io, for the normalization and governance layer.
• Free plan: Neither.
• Neither one calculates blended ROAS or blended CAC. Both hand you rows and leave the marketing math to you.

If you want the full pricing picture across both of these plus 14 other tools, read the marketing reporting software pricing comparison, or see the head-to-head detail on our Supermetrics alternative and Funnel.io alternative pages.