Supermetrics vs 
Funnel.io
The main difference is storage. Supermetrics pulls data fresh from each ad platform into Looker Studio, Sheets or an AI chat, from €39 a month with monthly billing. Funnel stores and cleans a copy first, usually with two years of history, from $300 a month billed yearly, with unlimited users. Pick Supermetrics for a cheap start, Funnel for one shared source of truth.
By Theodor Lindfors, Founding Marketer, Lemonado
The short answer
Pick Supermetrics if you want a cheap, self-serve way to get ad data into Looker Studio, Sheets or an AI chat. Pick Funnel if you want your data stored, cleaned once and shared with a whole team, and can commit to a yearly plan.
Pick Lemonado if- Reports built and sent for you
- Stored history, no per-source fees
- Unlimited seats for team and clients
Pick Supermetrics if- A few sources, one dashboard
- Monthly billing from €39
- Campaign edits from an AI chat
Pick Funnel.io if- Two years of stored history
- Unlimited users and clients
- Strong support, yearly plan
Supermetrics vs Funnel, side by side
The biggest gaps are storage, how you pay, and how many people can use it.
What it is
- Lemonado
- An AI co-worker for marketing. It analyzes the data, builds reports and does the follow-up work.
- Supermetrics
- A data pipe that fetches marketing data into the tools you already use.
- Funnel.io
- A marketing data hub that stores, cleans and sends data to BI tools and warehouses.
Stores your data
- Lemonado
- Yes. Every customer gets a private data warehouse with full history.
- Supermetrics
- No, it queries each platform on demand. Storage is an Enterprise add-on.
- Funnel.io
- Yes, on every plan. The first sync usually goes back two years.
How you pay
- Lemonado
- One plan, unlimited seats, credits for the AI work.
- Supermetrics
- Per source, account, user and destination. AI credits are metered.
- Funnel.io
- A plan plus flexpoints for each connector, account and destination.
Users
- Lemonado
- Unlimited.
- Supermetrics
- 1 on Starter, 2 on Growth, up to 5 with add-ons.
- Funnel.io
- Unlimited on every plan.
Trial and buying
- Lemonado
- 10 days with $150 in credits, no card. Buy online.
- Supermetrics
- 14 days, no card. Buy online, monthly or yearly.
- Funnel.io
- 30 days, no card. Then sales helps you pick a yearly plan.
Connectors
- Lemonado
- 3,000+ tools, and it can build a connection to any tool with an API.
- Supermetrics
- About 170 sources.
- Funnel.io
- 600+ (117 on Starter, 579 on Business).
Destinations
- Lemonado
- Chat, Studio dashboards, Slack, Teams, email, and ChatGPT or Claude over MCP.
- Supermetrics
- Pick one of Looker Studio, Sheets, Excel, Power BI, Studio or an AI chat. Warehouses on Enterprise.
- Funnel.io
- 13 on Starter, up to 47 on Enterprise, including Power BI, Tableau and warehouses.
AI
- Lemonado
- Answers, dashboards, alerts and campaign changes you approve, on a schedule or on request.
- Supermetrics
- AI dashboards (Studio, beta) and campaign edits on seven ad platforms from AI chats.
- Funnel.io
- Unlimited Funnel AI chat and MCP on every plan. Read-only, no changes to ad accounts.
Measurement
- Lemonado
- Answers why results moved across every platform, on your own definitions of ROAS and CPA. No MMM.
- Supermetrics
- None built in.
- Funnel.io
- Funnel Measure add-on: MMM, attribution and incrementality tests.
Both tools move the data. Lemonado also builds the report and sends it. Try it on your own accounts.
The key differences
Six things decide it for most teams. The edge goes to whichever tool comes out ahead for that point.
Edge: Funnel.ioStorage and history
Funnel copies your data into its own storage and keeps it, usually back two years. Supermetrics asks each ad platform when a report loads, so history depends on what each platform keeps. If you want one stored, cleaned copy of your marketing data, Funnel is built for it.
Edge: SupermetricsEntry price
Supermetrics Starter is €39 a month billed yearly, and you can pay monthly. Funnel starts at $300 a month, billed yearly only, before any extra flexpoints. For one marketer with two or three sources, Supermetrics costs a fraction of Funnel.
Edge: Funnel.ioTeams and clients
Funnel gives unlimited users on every plan, and its agency plans add unlimited client workspaces. Supermetrics caps users at one or two, and accounts per source at a few, so larger teams pay for add-ons or move to an Enterprise quote.
Edge: Funnel.ioCleaning the data once
In Funnel you define naming rules, currency and metrics once, and every dashboard and the AI use them. In Supermetrics that logic lives in each report unless you are on Enterprise, so two reports can disagree.
Edge: SupermetricsAI that acts
Supermetrics now lets Claude, ChatGPT, Gemini and Copilot create and edit campaigns on seven ad platforms, with approval rules. Funnel's AI and MCP are unlimited but read-only. If you want changes made from a chat, Supermetrics goes further. Note that Supermetrics moved raw API and MCP access to Enterprise in September 2026.
Support and lock-in
Funnel scores higher for support on G2 (9.2 against 7.8) and Capterra. Supermetrics is easier to leave: no data is stored by default and you can pay monthly. Funnel is yearly only, and reviewers mention a 30-day notice period before renewal.
Or skip the pipe: what Lemonado does instead
Supermetrics and Funnel get your data into Looker Studio. Then someone still has to build the report, write the insights and send it. Lemonado does that part too.
The report builds itself from one sentence
Ask for "a weekly report for Client A: spend, ROAS and CPA by platform, with what changed and why". Lemonado builds a live, branded dashboard in Studio from your own data, ready to share by link.
It goes out every Monday without you
Turn any report into a routine. Lemonado refreshes it, writes the summary and sends it to Slack, Teams or email for every client, on schedule.
Problems get caught between reports
It watches CPA and spend across every account and flags spikes in Slack before they burn budget. In Google Ads it can act on what it finds: pause, re-bid, add negatives or shift budget, with your approval.
Every client in one place, with nothing to rebuild
Each client gets its own workspace with its goals, definitions and history. Your data sits in a private warehouse with full history, like Funnel, but you never set up a pipe.
- tasks run by marketing teams during the beta
- 12,000+tasks run by marketing teams during the beta
- in ad spend managed with Lemonado during the beta
- $40Min ad spend managed with Lemonado during the beta
Weekly client reports with insights, across 50+ clients.
“What used to take me an hour or two now takes around 10 minutes.”
Cobus TaylorPerformance Lead, Stitch (50+ clients)1–2h10 minper reportSupermetrics vs Funnel pricing
Supermetrics charges by source, account, user and destination, and meters AI credits. Funnel charges a yearly plan plus flexpoints for connectors, accounts and destinations, with unlimited users.
LemonadoPricing: One monthly plan with unlimited seats. Credits pay for the AI work, not for each source or account. Try it free for 10 days with $150 in credits, no card. See plans
SupermetricsPricing: Starter €39/mo (billed yearly; €49/mo billed monthly) · Growth €159/mo (billed yearly; €199/mo billed monthly) · Enterprise, custom quote · verified November 2026
Funnel.ioPricing: Starter $300/mo (billed yearly) · Business $600/mo (billed yearly) · Enterprise, custom · verified November 2026
A worked example: an agency with 20 clients. Each client has Google Ads, Meta and GA4, and reports go to Looker Studio. That is 3 sources and 60 ad accounts.
On Supermetrics, Growth covers the 3 sources but only 7 accounts per source. Extra accounts cost €10 a month each on a yearly plan, up to a cap of 20. That is roughly €550 a month if the cap applies per source, and past that it is an Enterprise quote. Adding Sheets as a second destination is another €149 a month.
On Funnel, the same setup uses about 600 flexpoints: 50 per connector, 5 per ad account and 150 for Looker Studio. Plans include a 400-point minimum and start at €280 a month on the agency plan. Funnel does not publish what the extra 200 points cost, so you need a quote for the total.
On Lemonado, all 20 clients, every platform and your whole team fit on one plan, with unlimited seats and no fee per source, account or destination. And the reports themselves are built and sent for you. Stitch, an agency with 50+ clients, cut each report from one or two hours to about 10 minutes. See plans
What users say
Supermetrics users like how quickly data shows up in Looker Studio and dislike the price creep. Funnel users like the support and dislike flexpoint billing. Ratings checked November 2026.
Supermetrics
4.4 / 5 on G2, 820 reviews · checked November 2026
What people like
- Gets data into Looker Studio and Sheets fast.
- Many connectors in one place.
What people complain about
- Price rises every year, and add-ons stack up.
- Connections break or need logging in again.
- Support is uneven: 3.8 out of 5 on Capterra.
Funnel.io
4.5 / 5 on G2, 165 reviews · checked August 2026
What people like
- Easy to set up and run, with strong support.
- Works alongside the BI tool or warehouse you already have.
What people complain about
- Flexpoints make the bill hard to predict.
- Rigid yearly contracts with a notice period.
- Data gaps or double counting when a source is set up twice.
The tools in detail
Lemonado is the AI co-worker for marketing. It syncs every ad platform into your own private warehouse, builds the client report from one sentence, sends it on schedule, and flags problems in between.
Best for: Agencies and in-house teams who buy a data pipe only to build reports.
Where it falls down: It is built to do the analysis and the reporting, not to pipe raw rows into a BI tool. If a BI team needs that, keep a pipe for them.
- You want the report built and sent, not just the data moved.
- You want stored history without flexpoints or per-source fees.
- You run many clients and want each one in its own workspace.
- You want unlimited seats, so the whole team and clients get access.
In Claude
In ChatGPTSupermetrics
Supermetrics fetches ads, analytics and CRM data into Looker Studio, Sheets, Excel, Power BI and AI chats. In 2026 it added AI dashboards and campaign edits from Claude and ChatGPT.
Best for: Marketers and small agencies who report in Looker Studio or Sheets.
Where it falls down: One or two users and a handful of accounts per source before add-ons, and no stored data unless you are on Enterprise.
- You want the lowest entry price and monthly billing.
- You report in one place.
- You want to edit campaigns from an AI chat.
Funnel.io
Funnel stores and cleans marketing data from 600+ connectors and sends it to BI tools, warehouses and its own dashboards. Funnel AI and a read-only MCP come with every plan.
Best for: Mid-size brands and agencies that want one clean, stored copy of their marketing data.
Where it falls down: Yearly plans from $300 a month, flexpoints on top, and no changes to ad accounts.
- You want stored history and one set of definitions.
- Many people or clients need access.
- You also want MMM or incrementality tests.
Questions
At the low end, yes. Supermetrics starts at €39 a month billed yearly, Funnel at $300 a month billed yearly. With many users or clients the gap closes, because Funnel includes unlimited users and Supermetrics charges for each.
No. Supermetrics fetches data from each platform when a report loads. Storage is an Enterprise add-on. Funnel stores your data on every plan, usually with two years of history.
Funnel. It lists 600+ connectors, though Starter includes 117. Supermetrics has about 170 sources, which covers the main ad and analytics platforms.
Yes. Supermetrics sends data to AI chats on every plan and can edit campaigns from them. Funnel's MCP works in ChatGPT, Claude and others on every plan, but it only reads data.
Funnel suits agencies with many clients and team members, thanks to unlimited users and workspaces. Supermetrics suits small agencies with few accounts. Agencies that want the reports and account checks done for them look at Lemonado.
No. Supermetrics has a 14-day trial and Funnel a 30-day trial, both without a card. Funnel dropped its free plan in late 2025.