Improvado pricing: plans, cost per month, row limits, and what a custom quote covers

How much does Improvado cost?

Improvado costs $0 a month on Free Limited and $100 a month on MCP Only. Advanced and Enterprise are both listed as Custom, so the honest answer for those two is that there is no published number. Those four tiers, and the limits attached to them, were read off improvado.io/pricing in September 2026.

The wide estimates you will find elsewhere, commonly $3,000 to $10,000 a month, are not readings of a published price. They are inferred from enterprise deals, and they describe the Advanced and Enterprise end of the ladder rather than the product a smaller team would actually buy. Several of them also predate the priced tiers existing at all.

If you need a number to budget from today, use $100 a month for MCP Only and treat everything above it as a quote. Anyone quoting you a precise Advanced price without a proposal in hand is guessing.

Does Improvado have a free plan?

Yes. Free Limited is listed at $0 a month. It gives you one workspace, 50 MCP actions a week and live API requests to the source library. There is no published row allowance on it.

Read what that free tier is for before you plan around it. Fifty actions a week is roughly seven a day, which suits evaluating the agent and proving a connection works. It is not a reporting allowance, and it is not a free version of the dashboard product.

How is Improvado priced?

Improvado is priced on data volume, measured as rows per year. The published ladder runs 2 million rows on MCP Only, 600 million on Advanced and 1 billion on Enterprise. Alongside that sit MCP actions per week (50, 300, 4,000 and 12,000), actions per day on the two quoted tiers, and workspaces (1, 1, up to 50, unlimited).

This is a genuinely different model from most of the category. Supermetrics and Windsor.ai meter data sources. Coupler.io meters accounts, destinations and refresh frequency together. Funnel.io meters connectors and export destinations. Improvado does none of that: connect whatever you like from its 1,000+ platform library, and the bill follows how much data comes back.

The practical consequence is that granularity costs money and breadth does not. Adding a tenth ad platform at campaign level is cheap. Switching your existing five platforms from campaign level to ad level with a device breakdown is what moves you up a tier.

What is the cheapest Improvado plan that does real reporting?

On published prices, MCP Only at $100 a month is the cheapest tier with a row allowance, and 2 million rows a year is the constraint to check first. Work it out before you commit: 2 million rows a year is about 5,479 rows a day.

The table above does that arithmetic for a typical stack. Five platforms reported at campaign level fit easily. Five platforms at ad level land at roughly 1.8 million rows a year, which fits with almost nothing spare. Add a single breakdown dimension such as device and you are at about 5.5 million rows, comfortably over.

So the useful rule is that MCP Only suits campaign-level and ad-group-level reporting across a normal channel mix. Ad-level reporting with breakdowns needs Advanced, and Advanced is quoted.

Is there anything between $100 a month and an enterprise quote?

Not on the published ladder, and this is the single most important thing to understand about Improvado pricing. MCP Only allows 2 million rows a year. Advanced allows 600 million. That is a 300x step, and the price on the far side of it is Custom.

A mid-market marketing team that needs, say, 20 million rows a year sits in that gap. There is no published tier for them, so the only way to find the number is a demo and a proposal. That is a normal enterprise motion and it is not a criticism, but it does mean Improvado cannot be budgeted from a web page if your volume is in the middle.

Buyers in that position usually end up comparing against platforms that publish the whole ladder. Funnel.io pricing starts at EUR 280 a month on annual billing, Supermetrics pricing starts at $44, and Adverity pricing is the one platform here that still publishes nothing at all.

Does every Improvado plan include all the data sources?

Improvado states it pulls from 1,000+ platforms and does not publish a per-tier connector split, which is consistent with a model that meters volume rather than breadth. Compare that with Funnel.io, where the connector count is explicitly part of the tier: 117 on Starter against 579 on Business.

If your shortlist turns on one specific integration, confirm it directly rather than inferring it from the tier you are quoted. Volume-metered platforms tend to include the library, but support depth for an individual source is a separate question from whether the connector exists.

Improvado or a finished dashboard: which are you actually buying?

This is the fork that decides most shortlists, and it is worth being blunt about which side we sit on. Improvado is an enterprise marketing data platform. It moves, harmonizes and governs marketing data at volume, feeds a warehouse and a BI layer, and adds attribution and mix modeling at the top of the ladder. If that is the job, the quoted tiers are the right category and the sales call is unavoidable.

MixedMetrics is the other shape entirely. It is a finished blended dashboard: 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.

We are not a replacement for an enterprise data platform and it would be dishonest to claim otherwise. There is no warehouse export, no white-label client portal, and no Amazon Ads, Microsoft Ads or LinkedIn Ads connector. What you get instead is the blended numbers on the day you sign up, at a price printed on the page. If you are weighing the two, the Improvado alternative comparison goes through it feature by feature, and marketing data platform pricing covers the wider category.