How Much Does Funnel.io Cost in 2026? A Pricing Breakdown

What is Funnel.io and who is it built for?

Funnel is a marketing data pipeline: a platform that collects, stores, and delivers marketing data to the reporting, measurement, and AI tools a business already runs. Funnel.io describes itself as "the marketing data foundation powering reports, measurement, and AI tools for 3,000+ companies," per funnel.io.

That description covers three different kinds of teams, each with a different reason to adopt Funnel:

• Self-serve marketing teams that want to build their own dashboards and reports without waiting on a data engineer to move data first.
• Data teams that need marketing data delivered in a warehouse-ready format rather than pulled together from manual exports.
• Agencies managing client data at scale, where each client's ad accounts need to stay separated and reportable on their own.

A tool like AdMetric sits downstream of this same problem, joining ad spend with CRM revenue into one view — which is part of why pipeline-layer platforms like Funnel matter before a business even reaches that reporting stage. Raw connector data has to land somewhere clean before a dashboard or attribution model can use it.

Funnel's own site names Funnel Data Hub as the core data-collection product and Funnel Measure as a separate measurement layer built on top of it, covering marketing mix modeling and multi-touch attribution. Pricing breaks into three tiers — Starter, Business, and Enterprise — each with different feature sets and costs as of September 6, 2026.

What do you get in Funnel.io's Starter, Business, and Enterprise plans?

Funnel splits its plans into three tiers — Starter, Business, and Enterprise — and each step up adds a large jump in connectors, users, and destinations: from 117 connectors on Starter to 579 on Business, from 5 users to unlimited, and from 13 destinations to 46. Enterprise goes further still with a higher connector count, though that total varies across Funnel's published pages.

• Starter includes 117 connectors, 5 users, 13 destinations, 1 workspace, and 1 portal. The tier also includes data storage, data semantics, context, MCP (Model Context Protocol) access, dashboards, and Funnel AI.
• Business includes 579 connectors, unlimited users, 46 destinations, unlimited workspaces, and unlimited portals with custom branding — a detail that matters for agencies building white-label reporting for several clients from one account. Business carries over everything in Starter and adds a data guarantee, Power BI and Tableau reporting, and BigQuery and Amazon S3 as cloud destinations.
• Enterprise carries over everything in Business and adds Snowflake as a destination, enterprise SSO (SAML, OIDC, and SCIM), advanced roles, an audit log, and an EU data center option. Funnel's published connector count for Enterprise varies: the homepage states "600+ connectors," while the connectors page states "640 connectors." Enterprise also lists 47 destinations. Funnel's pricing page shows Enterprise as "Custom," with a "Talk to sales" call to action in place of a published figure.

Agencies evaluating Business or Enterprise for multi-client setups can also see how workspace and portal limits fit into a broader client reporting automation workflow.

How much does Funnel.io cost in 2026?

Funnel's pricing page lists two published tiers as of September 6, 2026: Starter starts from $300 per month, billed annually, and Business starts from $600 per month, billed annually. Enterprise carries no published figure — the page shows "Custom" with a "Talk to sales" call to action instead of a price.

Funnel's own wording, quoted directly from funnel.io/pricing as of September 6, 2026, reads "Starts from $300/ month, billed annually" for Starter and "Starts from $600/ month, billed annually" for Business.

Both published prices carry the same condition: "billed annually." Starter's $300 per month works out to $3,600 billed for the year, and Business's $600 per month works out to $7,200 billed for the year, based on the monthly figures Funnel publishes as of September 6, 2026. Funnel's pricing page does not publish a separate month-to-month rate alongside the annual-billing figure for either tier.

Enterprise skips a published number entirely. Instead of a price, the page routes a prospective buyer to a sales conversation, so the actual monthly or annual cost for 600+ connectors, unlimited users, and 47 destinations depends on what gets negotiated rather than on a rate card anyone outside that conversation can see.

Funnel prices its measurement add-ons separately, on top of whichever Data Hub plan a team already pays for. Funnel Measure's Digital Measurement add-on shows "Request quote" rather than a fixed price. Funnel Measure's Advanced Measurement add-on shows custom pricing based on ad spend and setup, worded on the page as custom pricing rather than a dollar figure.

Every Funnel price in this breakdown reflects funnel.io/pricing as of September 6, 2026. Funnel can change any listed price after that date without it being reflected here.

How does Funnel.io's pricing model actually work?

Funnel's pricing model is capacity-based: cost depends on how a workspace is set up, not on how much data flows through it or how much ad spend it tracks. The limitations recorded from Funnel's own pages describe this directly:

Pricing model is capacity-based 'flexpoints' tied to setup rather than data volume or campaign activity.

Flexpoints is Funnel's term for that capacity budget — the connectors, destinations, users, and workspaces enabled at a given tier, rather than a meter that runs on rows processed or dollars of ad spend tracked. That is why a Business-tier account with 46 destinations and unlimited users still carries a flat monthly price rather than a bill that scales with more Facebook Ads or Google Ads volume.

Connector totals also shift depending on which tier and which page is doing the counting. Starter lists 117 connectors, Business lists 579, and Enterprise lists 600+ on Funnel's homepage — but Funnel's connectors page states 640 connectors, a different figure for the same tier.

Funnel does not publish a fixed trial length on its pricing page. Its connectors page FAQ addresses free trials directly:

We'll be happy to set you up with a free trial, tailored to your exact requirements. But please note that we can't make custom connectors for your free trial.

Trial length and scope get worked out per request rather than following a published number of days.

How does Funnel.io compare to Supermetrics and Improvado on published pricing?

Funnel, Supermetrics, and Improvado publish three different entry-price structures as of September 6, 2026. Funnel Starter starts from $300 per month, billed annually. Supermetrics Starter is $55 per month, or $44 per month billed yearly. Improvado's paid entry tier, MCP Only, is $100 per month, and Improvado separately publishes a Free Limited plan at $0 per month below that paid tier.

Each middle tier scales a different published limit. Supermetrics Growth costs $222 per month, or $177 per month billed yearly, and is marked Recommended on the Supermetrics pricing page. It raises data sources from 3 to 6 and API rows from 50,000 to 250,000 per month. Funnel Business, at $600 per month billed annually, raises connectors from 117 to 579 and moves from 1 workspace and 1 portal to unlimited workspaces and portals. Improvado Advanced publishes no fixed price — the page shows Custom pricing with a Get your demo call to action instead — with published limits of 600 million rows per year and up to 50 workspaces.

Top tiers name a sales process instead of a number in every case. Supermetrics Enterprise shows Get a Quote and Contact us. Improvado Enterprise shows Custom pricing with a Get your demo call to action. Funnel Enterprise shows Custom with a Talk to sales call to action. None of the three publishes a rate card for its top tier. Readers comparing further can see Supermetrics alternatives and Improvado alternatives for other published options.

What free trial or free plan options are available across these tools?

Supermetrics, Improvado, and Funnel each handle trials and free access differently, and only one of the three publishes a fixed trial length as of September 6, 2026.

• Supermetrics publishes a 14-day free trial with no credit card needed, stated in that exact form on its site.
• Improvado lists a Free Limited plan at $0 per month rather than a time-boxed trial. That plan includes live API requests to all sources, AI Agent and MCP (Model Context Protocol) access, 50 MCP actions per week, and 1 workspace. Improvado publishes a Free Limited plan; its site does not state a separate time-boxed trial alongside it.
• Funnel does not publish a fixed trial period on its pricing page. Its connectors page FAQ addresses the question directly: "We'll be happy to set you up with a free trial, tailored to your exact requirements. But please note that we can't make custom connectors for your free trial." That wording means trial scope is negotiated per request, and custom connector work is excluded from it regardless of what gets agreed.

A reader choosing between a fixed-length trial and a permanent free tier is choosing between two different commitments: Supermetrics' 14 days runs out, while Improvado's Free Limited plan does not expire on its own.

What should you check before buying Funnel.io?

Five published details affect what a Funnel.io buyer actually pays and receives, based only on what funnel.io publishes as of September 6, 2026. Checking each one before signing avoids a mismatch between the plan picked and the setup a team actually needs.

1. Confirm the connector count at your tier. Starter lists 117 connectors, Business lists 579, and Enterprise lists 600+ on Funnel's homepage — though Funnel's connectors page states 640 for the same tier. Both figures are published; neither is corrected by the other.
2. Check whether annual billing is required. Both published prices carry the phrase "billed annually" — Starter's $300 per month and Business's $600 per month. Funnel's pricing page shows no separate month-to-month rate for either tier.
3. Decide whether Snowflake is required. Snowflake appears as a destination only on Enterprise. Business-tier destinations named on the pricing page are BigQuery and Amazon S3, alongside Power BI and Tableau reporting — Snowflake has no published option below Enterprise.
4. Confirm how the Funnel Measure add-ons get quoted. Digital Measurement shows "Request quote." Advanced Measurement shows custom pricing based on ad spend and setup. Neither add-on carries a published dollar figure, and both sit on top of whatever Data Hub plan a team already pays for.
5. Match workspace and portal limits to client count. Starter includes 1 workspace and 1 portal. Business includes unlimited workspaces and unlimited portals with custom branding — a key difference for agencies managing multiple clients. Learn more about how to build a marketing dashboard in Looker Studio and connecting Google Ads to Looker Studio.

Is Funnel.io worth it for your marketing team in 2026?

Funnel's published tiers scale along three counts: connectors, users, and destinations. They progress from a single-portal Starter toward an unlimited-workspace Business tier, with Snowflake and enterprise controls held for Enterprise only. Which tier fits a given team depends on those published counts, not on rankings against Supermetrics or Improvado.

A team with a small connector list and no data warehouse need fits Starter: 117 connectors, 5 users, 13 destinations, 1 workspace, 1 portal. Agencies running several client accounts under one login should choose Business, the first tier with unlimited workspaces and portals, custom branding, and cloud destinations (BigQuery, Amazon S3, Power BI, Tableau). A team needing Snowflake, enterprise SSO, advanced roles, audit logging, or an EU data center has no published option below Enterprise.