Supermetrics vs Funnel.io: 2026 Pricing Comparison

The short answer

Supermetrics and Funnel.io both move marketing data out of ad platforms and into a report, but they solve different problems. Supermetrics sells a connector: pick a source, pick a destination, pay per source and per seat on top of a tier price. Funnel.io sells a data hub: a tier bundles a connector count and, past Starter, a warehouse feed, then meters anything beyond that through usage credits called Flexpoints.

That split shows up in price before anything else does. Supermetrics starts at €49 a month for three sources and already exports to Looker Studio, Sheets or Excel (a data warehouse now needs the custom Enterprise tier, since Pro was retired in September 2026). Funnel’s cheapest tier is $300 a month, roughly six times that figure before currency differences, for 117 connectors and a lightweight set of 13 destinations, Looker Studio included, though none of the warehouse-class ones. The gap narrows once a team needs what Funnel is built for: a governed BigQuery or Snowflake feed and support scores that beat most connectors in this category. Prices below reflect each vendor’s pricing page as we checked it in July and October 2026.

Where each pulls ahead

Supermetrics wins on price floor and day-one flexibility. Starter costs €49 a month (€39 billed annually) and exports to Looker Studio, Google Sheets or Excel immediately; a warehouse destination is Enterprise-only now that Pro’s gone. Funnel’s $300 Starter tier covers Looker Studio too, among 13 lightweight destinations, but none of the warehouse-class ones that justify Funnel’s “enterprise data hub” pitch. The connector catalog, 300+ sources across ad platforms, social, SEO, ecommerce, CRM, affiliate networks and retail media, stays the same whether someone pays €49 or the custom Enterprise rate; only the number of active source slots changes, and refresh speed is no longer published per tier.

Funnel.io wins on what happens after the data lands. Once a team reaches Business at $600 a month, that data arrives in BigQuery, Snowflake or Tableau (46 destinations total, Looker Studio included) already cleaned, with governance controls a data team or an auditor can rely on. G2 reviewers rate Funnel’s support 9.2 out of 10 and its custom reports 9.3, both ahead of where Supermetrics lands on its own slow-support complaints. That reliability costs more upfront: Funnel’s Starter tier includes only 117 connectors, under half of Supermetrics’ full catalog, and the warehouse story doesn’t start until the $600 tier.

Pricing side by side

Supermetrics runs three tiers now that Pro’s retired, capping sources and users rather than features. Starter is €49/mo for 3 sources, Growth is €199/mo for 6 sources (down from 7), and Enterprise adds unlimited sources, custom users and a data-warehouse destination on a custom quote, picking up the capabilities the old €499/mo, 10-source Pro tier used to carry. Every tier draws from the same 300+ connector catalog; the price buys source and user slots, not access to more connectors.

Funnel.io runs three published tiers, each gating connectors and destinations together. Starter is $300/mo for 117 connectors and 13 lightweight destinations, Funnel’s own dashboards, Looker Studio and spreadsheet/Conversion API exports, none of them warehouse-class. Business is $600/mo for 579 connectors and 46 destinations, including BigQuery and Snowflake, with the MMM/MTA measurement module sold separately. Enterprise is custom-priced for 600+ connectors and 47 destinations plus added governance.

Both hide a bigger bill behind that sticker price, just through different mechanics. Supermetrics bills sources, users and destinations as separate line items, and multiple long-time customers report their subscription roughly doubling to tripling over a couple of years without a matching jump in features. Funnel.io meters anything past the base allowance, extra connectors, destinations, data volume and refresh frequency, through Flexpoints (purchased capacity rather than a usage meter, per Funnel’s own FAQ), and unpredictable Flexpoints billing is still the single most common complaint in its reviews; real invoices commonly land near four figures a month once a team scales past Starter.

Who should pick Supermetrics

Pick Supermetrics if the team reports into Looker Studio, Sheets or Excel and the source list spans more than a handful of platforms. The 300+ connector catalog is available from the cheapest tier, and destinations work on day one instead of waiting for a pricier plan. Budget for the bill to grow once the team adds more sources, seats or a second destination. That’s the trade for the lower entry price.

Who should pick Funnel.io

Pick Funnel.io if ad spend runs across dozens of accounts and a data team needs a governed BigQuery or Snowflake feed rather than a dashboard connector. Support and custom-report scores on G2 back up the higher price: 4.5 out of 5 across 165 reviews, with 4.7 out of 5 on Capterra across 19 reviews as of October 2026. Expect Flexpoints to push the real bill past the tier price once usage climbs, and budget separately if the MMM or MTA measurement module matters.

If both are more than you need

A smaller stack doesn’t need either tool’s full catalog or warehouse depth. Windsor.ai charges one flat rate per source count instead of billing sources, seats and destinations as separate line items. Coupler.io has a permanent free plan that pulls real account data before anyone pays. Porter Metrics prices by connected account and starts at $15 a month ($12.50 billed annually) for a single account. Our Supermetrics alternatives guide lines up all three, plus Databox, against the pricing on this page. Full tier breakdowns and review detail for the two tools compared here live in the Supermetrics review and the Funnel.io review.