Supermetrics vs Funnel: Self-Serve Connectors or a Data Hub

The short answer: if one team reports a handful of channels into Sheets or Data Studio, Supermetrics Starter from $44 a month billed yearly does it after a 14-day trial with no card; Funnel starts at $300 a month billed annually, is sold through a demo, and earns that price when the job is one stored, harmonised copy of every channel that dashboards, a warehouse and AI tools all read from, with marketing mix modelling available on the same data from its Business plan (checked on 26 October 2026 on the Supermetrics and Funnel pricing pages). Pick by what you are building: a report, or a foundation.

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Before the demo:

1. Turn your setup into flexpoints. Funnel's pricing FAQ weighs each connector at 50 flexpoints, each account at 5, a visualisation destination such as Looker Studio at 150 and a warehouse destination at 300 (pricing FAQ). For example, 6 connectors, 25 accounts and one Looker Studio destination come to 6 x 50 + 25 x 5 + 150 = 575 flexpoints. The page does not say how many each plan includes, so take 575 to the call and ask for the price of exactly that.
2. Count what Supermetrics would need for the same setup. Six sources fit Growth, which allows 7 accounts per source and two users from $177 a month billed yearly (Supermetrics pricing). If your 25 accounts include more than 7 on one platform, Growth sells extras up to 15 per source.
3. Time this month's reconciliation. Note the hours spent lining up channel data before the monthly report: renaming campaigns, converting currencies, chasing a broken export. That number is what either tool has to beat, and it is the one to compare after the first full month.

Entry plan against entry plan

Sources: the Supermetrics pricing page and MCP documentation, the Funnel pricing page and the Funnel MCP page.

The differences that decide it

Fetched on request, or stored and modelled

Supermetrics connects to the platforms you choose and delivers their data to the destination you pay for; keeping a central copy is Storage, which its pricing table places in Enterprise. Funnel's Data Hub starts from storage: every source is collected, standardised and kept, with a semantic layer, currency conversion and the same definitions used wherever the data lands (Funnel homepage). If three people build reports from the same channels and their numbers never quite agree, that shared definition is what you are paying Funnel for.

A trial or a sales process

You can have Supermetrics running against your own accounts this afternoon, since its MCP documentation says a trial account is created at first login (MCP documentation). Funnel's MCP page says you need a Funnel account to use the server and points non-customers to a demo (Funnel MCP). Neither is wrong. They suit different budgets and different buying committees.

Measurement from the same vendor

Funnel Measure combines marketing mix modelling, multi-touch attribution and incrementality testing, sold as an add-on to Business or Enterprise. For digital-only brands the pricing page's estimator shows $2,250 a month billed annually at $500K to $1M of monthly ad spend (Funnel pricing). Supermetrics sells the data and the AI access, and leaves modelling to whatever tool reads it.

Prices, 26 October 2026

From Funnel's pricing page: Starter from $300 a month billed annually, with 117 connectors and 13 destinations to choose from; Business from $600, with 579 connectors, 46 destinations, Power BI, Tableau, BigQuery and unlimited workspaces; Enterprise priced on request. Funnel's FAQ says it does not charge by rows or data volume.

From Supermetrics' pricing page: Starter from $44 and Growth from $177 a month billed yearly, $55 and $222 monthly; Enterprise, with warehouses, storage and transformations, on quote. Extra destinations, users, sources and accounts are sold at fixed prices.

A report or a foundation

Choose Supermetrics if your job is a weekly or monthly report for a few channels, built by one or two people in tools they already use, with Claude or ChatGPT able to answer questions from the same connections.

Choose Funnel if your job is giving a larger team, an agency or a group of brands one stored version of the marketing data, with budgets, targets and naming rules attached, which dashboards, a warehouse and AI tools all read, and possibly measurement on top later.

Funnel publishes the weight of each connector, account and destination but not the flexpoints inside each plan, so the quantity you buy is set in a demo by the side that sells it. The arithmetic in the list above is how you arrive with your own number.

An AI step with the context attached

Funnel's MCP sends budgets, targets, custom metric definitions and naming conventions through the same connection as the data, and Measure customers can read their model results there too (Funnel MCP). That makes a pacing question possible without pasting a plan into the chat: ask Claude, through Funnel, "Which channels are furthest below this month's target spend, using the targets stored in Funnel?" The channel owner checks the two lowest against the ad platform before any budget moves. With Supermetrics in Claude, the same question works once the plan is pasted into the chat, which is how the pacing how-to runs it.

Free before paid

Start with the parts that cost nothing. Run Supermetrics' 14-day trial against two weeks of real reporting (pricing FAQ), and write down the flexpoint count from the list above before any Funnel call. If the trial covers the report and nobody needs a shared stored copy, the decision is made. If three versions of the same channel keep appearing in three decks, take that evidence to the Funnel demo.

More on Supermetrics plans and limits is in the Supermetrics entry, and the weekly report use case shows a Supermetrics sheet feeding an AI summary.

FAQ

Does Funnel have a free trial?

Its pricing page offers demos rather than a self-serve trial, and its MCP page says the server needs a Funnel account (Funnel MCP).

Does Funnel charge for data volume?

No. Its FAQ says it does not charge by data volume, row counts or report types pulled from one connected account; you pay for the plan and the flexpoints in the contract (Funnel pricing).

Is Funnel's MCP included on its cheapest plan?

Yes. The Starter plan lists MCP for Claude, ChatGPT and other AI tools among its inclusions, beside unlimited use of Funnel AI (Funnel pricing). Funnel is also listed in Claude's connector directory and ChatGPT's apps directory (Funnel MCP).