Supermetrics vs Funnel.io (2026): Which Data Pipeline?

Supermetrics started as a Google Sheets add-on and still thinks from the destination backwards: pick the tool you already work in, pick the sources, schedule the refresh. Its Starter plan is one user, one destination and two sources, which is a marketer's reporting setup rather than a data platform. The warehouse, transformations and storage arrive on Enterprise.

Funnel thinks from the data outwards. Every plan stores the data, maps fields across platforms, carries your own budgets and targets as context, and has dashboards of its own, with unlimited users from the start. You buy capacity and spend it on connectors, accounts and destinations as you like. The pricing page names marketing teams, data teams and agencies, and the plan descriptions get more technical as they climb.

Who wins it: Supermetrics for one or two people who live in Sheets or Looker Studio; Funnel for a team that wants the data cleaned and governed in one place before it goes anywhere.

Both cover every ad platform, analytics tool and major CRM a marketing team is likely to name. The counts differ because they count differently.

On a small setup Supermetrics is the more flexible choice of sources, since any two or seven of the full catalogue are allowed. Funnel's Starter limits you to a 117 connector subset, while its Business plan opens the long tail and, per the page, a data guarantee to connect any source and send to any destination.

Who wins it: Supermetrics for a few sources from a wide menu; Funnel for many sources and many destinations at once.

Funnel includes the work that makes cross-platform data comparable on every plan: data storage, built-in field mapping and harmonisation, currency conversion, semantics for your business logic and naming convention rules. Workspaces and client portals with custom branding open up on Business.

Supermetrics delivers the data as each platform reports it on Starter and Growth and leaves the shaping to the destination, a sheet formula or a Looker Studio blend. Data transformations (custom metrics, dimensions, currency conversions, blends) and Supermetrics Storage are Enterprise features.

Who wins it: Funnel, clearly, unless your team prefers to do the shaping in the destination it already knows.

• Supermetrics: Google Sheets, Looker Studio, Excel, Power BI and its own Studio on every plan. BigQuery, Snowflake, Redshift and other warehouses are Enterprise, as are data residency and region control.
• Funnel: Looker Studio and Google Sheets from Starter, Power BI, Tableau, BigQuery and Amazon S3 from Business, Snowflake on Enterprise. Scheduled exports run daily on Starter and every two hours from Business.

For a team whose analysts work in BigQuery, Funnel is the shorter road on published prices: warehouse exports from the Business plan, against an Enterprise quote on Supermetrics.

Who wins it: Funnel for the warehouse; Supermetrics for the spreadsheet and Looker Studio user who never needs one.

This is where the two diverge most. Supermetrics publishes no attribution model of its own: it delivers each platform's conversions with that platform's attribution, and any modelling happens downstream.

Funnel sells Funnel Measure as an add-on on Business and Enterprise: marketing mix modelling, machine learning multi-touch attribution across tracked digital touchpoints, and incrementality tests, calibrated against each other. Digital Measurement costs €1,350 a month up to €450,000 of average monthly ad spend and €4,050 at €2.7 to €4.5 million, billed annually, on top of the Data Hub plan. Advanced Measurement, with offline media and offline conversions, is custom.

Funnel also lists Conversion APIs among its exports, uploading data to Google Ads, Facebook Ads and other platforms. Supermetrics went the other way in 2026: its AI chats can move spend, pause campaigns or launch one from Claude, ChatGPT, Copilot or Gemini.

Who wins it: Funnel, for the brand with a budget large enough that MMM is worth €16,000 a year or more; Supermetrics has no measurement product to compare.

Both now treat an AI chat as a destination. Supermetrics lists ChatGPT, Claude and Microsoft Copilot next to Sheets as core destinations, includes 4,000 or 12,000 monthly AI credits for Supermetrics Studio, which builds dashboards from a description, and offers an MCP server and APIs for your own agents. Funnel includes unlimited Funnel AI in its web app and Funnel MCP on every plan.

Who wins it: Supermetrics on reach (more chats, plus campaign actions); Funnel on predictability, with no metered credits.

• Trial: Supermetrics lets you trial any connector or destination for 14 days without payment details. Funnel now offers a 30-day Data Hub trial without a card, with every feature, connector and destination, after which its team helps you pick a plan.
• Contract: Supermetrics bills monthly or yearly at 20% off. Funnel's published prices are annual.
• Users: Supermetrics includes one user on Starter and two on Growth, with extra users at €124 a month on Growth. Funnel includes unlimited users on every plan.
• Single sign-on: SSO on both Supermetrics plans, SAML on Enterprise. Funnel has Google sign-in, with SAML, OIDC and SCIM on Enterprise.
• Data location: Supermetrics offers data residency and region control on Enterprise. Funnel offers an EU Data Center.

Who wins it: Funnel for a team (unlimited users, a longer trial, an EU data centre); Supermetrics for the individual who wants to pay monthly.

Three setups, priced on both

Funnel does not publish how many flexpoints a plan includes, so its column gives the plan's entry price and the flexpoints the setup would use. The LeadJourney column is a different purchase, explained below, priced on the ad spend each setup implies.

Supermetrics is the cheapest way to get a handful of sources into Looker Studio or Sheets, by a wide margin. Funnel's floor is higher, its users unlimited, and its warehouse road the cheaper one on published prices. The LeadJourney column is not a cheaper pipeline: it is the price of tracking and attribution that a pipeline does not include.

Supermetrics

Funnel.io

First, when a pipeline is the right buy: if the job is moving platform numbers into Sheets, Looker Studio or a warehouse for a data team that builds its own models, buy Supermetrics or Funnel. LeadJourney is not a data pipeline, does not connect 176 sources and will not replace either.

The gap shows up one step earlier. A pipeline moves what each platform reports: Meta's conversions with Meta's attribution, the CRM's deals with no click attached. Neither tool publishes a tracking script of its own, so neither records which ad click a lead came from on your site, and no transformation can join a deal to a click nobody captured. If your question is which campaign produced the deals that closed, that join has to be tracked, not piped.

• Tracks the visit and the lead itself, server-side and first-party on your own domain, live in 21 minutes with 95%+ tracking accuracy.
• Joins it to the closed deal in HubSpot, Salesforce, Pipedrive, Close, Attio, GoHighLevel, ActiveCampaign, Odoo, Zoho CRM or Microsoft Dynamics 365, built lead generation first (B2B and B2C), with e-commerce through Shopify.
• Attributes it with every rule-based model, switchable without re-tracking, and sends the result back to Meta, Google, LinkedIn, Microsoft, Reddit, X, Taboola and Outbrain Ads server-side.
• Feeds your pipeline instead of replacing it: the Zapier app on every plan, the API from Growth and the BigQuery export from Scale, so the attributed data can sit next to the Supermetrics or Funnel data in your warehouse.
• Prices by ad spend: Launch €129 a month up to €5,000, Starter €249 up to €15,000, Growth €499 up to €50,000, Scale €799 up to €100,000, Enterprise from €999; 20% off yearly. MCP is included from Growth and a €49 add-on below it.
• Starts with help: a one hour onboarding call with a tracking expert and 14 days of setup support on every plan, a 30-day money-back guarantee, hosted in Frankfurt.

LeadJourney does not run MMM and does not change budgets or bids in the ad platforms. A brand spending millions on TV and retail media needs Funnel Measure or a dedicated MMM vendor, not LeadJourney. The row-by-row detail is on LeadJourney vs Supermetrics and LeadJourney vs Funnel.io.

• LeadJourney vs Supermetrics and LeadJourney vs Funnel.io: the full comparisons, row by row.
• The best Funnel.io alternatives: pipelines and attribution tools teams move to.
• The best marketing data warehouse: where piped and tracked data end up.
• BigQuery marketing attribution: building attribution on warehouse data, and its limits.
• The BigQuery integration: LeadJourney's attributed data in your own dataset.
• Multi-touch attribution, server-side tracking and offline conversion tracking.
• LeadJourney pricing: every plan, in five currencies.