Funnel.io pricing is usage-based, which can make it difficult for agencies to predict how costs will shift as they take on more clients or data sources. To make it easier, we’re breaking down how the flexpoint system works, what each plan includes, and where limitations can start to impact agency teams. You'll also see how it compares to other platforms, so you can choose the right fit as your agency grows.
Comparing marketing intelligence platforms is hard enough without hitting a wall every time you try to figure out what it’s actually going to cost. Funnel.io’s pricing estimator gives you a decent starting point, but what happens when your client list grows and your reporting needs get more complex?
In this guide, we’re breaking down Funnel.io pricing—what each plan includes, where hidden costs tend to show up, and what digital marketing agencies should keep an eye on. We’ll also look at how it stacks up against other marketing data platforms, so you can find a solution that fits your workflow, supports your team, and keeps things predictable as you grow.
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Funnel.io is a marketing intelligence platform built for users who are sick of juggling spreadsheets and hopping between platforms just to get one report out the door. It pulls insights from over 500 sources—including Google Ads, Facebook Ads, TikTok, and Shopify—so everything lives in one place, clean and ready to use.
Here’s how it works: Funnel gathers your marketing performance metrics and runs everything through its Data Hub, where you connect sources, manage transfers, and decide where everything goes next. From there, you can export results to Google Sheets, Looker Studio, Microsoft Power BI, or a data warehouse—whatever fits your workflow.
Funnel.io has a lot to offer corporate organizations looking to track marketing data for their singular business. But for digital marketing agencies with growing client lists and increasing reporting demands, its flexible pricing model can become a bit of a challenge to plan around.
Funnel.io pricing explained
So, how much does Funnel.io actually cost, and what are you really getting at each tier? Unfortunately, that answer isn’t quite so simple. Instead of fixed monthly plans, Funnel.io runs on a usage-based model. And while the estimator gives you a ballpark, it doesn’t always reflect how quickly costs can snowball once you’re managing multiple clients, platforms, and destinations.
To get a sense of starting costs, we ran a basic setup through the pricing estimator: Instagram, TikTok, and Google Ads, feeding data into Google Sheets and Looker Studio. That came to roughly $240/month for up to three accounts. Strip it back to one destination and skip Google Sheets, and that same setup could be free.
It’s a flexible system, which sounds great. But once your reporting needs grow, connectors and flexpoints can quickly drive your bill much higher than expected.
Here’s what we could confirm from Funnel.io’s materials and trusted third-party sources. For the finer details, you’ll need to chat with their sales team.
Free plan
Funnel.io’s Free plan gives you up to 4 data source connectors and one data destination. You also get 400 flexpoints to start. That covers basic usage like connecting sources, sending data, and building one report using Google Sheets or Looker Studio.
Funnel lets you play around with all the starter plan features without any time limit or commitment, so you can see exactly how it fits into your reporting setup.
It’s a low-risk way to test the platform if you’re pulling from just a few marketing platforms and don’t need much more than one dashboard. But those 400 flexpoints can disappear fast, especially if you’re refreshing reports regularly or exporting to external tools. And with only one data destination, most agencies will hit the limits pretty quickly.
Starter plan
This plan is built for solo marketers or small teams who are ready to move beyond spreadsheets. It includes 121 data source connectors, including Facebook Ads, TikTok, LinkedIn, HubSpot, and Shopify—and supports up to three Funnel dashboards.
You can export data to Google Sheets, Microsoft Excel, or Looker Studio, and work with up to 500 flexpoints. That’s usually enough to combine data from a few marketing platforms, visualize key metrics, and produce reports across two destinations.
For small agencies focused on reporting, this plan is a reasonable starting point. But without access to data warehouses, custom connectors, or advanced measurement features, fast-growing teams may need more flexibility than this plan can offer.
Business plan
Funnel.io’s Business plan is built for agencies that are scaling fast and need various destinations, custom connectors, and serious reporting power.Â
Along with everything in the Starter plan, it bumps you up to 500+ data source connectors and up to six reporting solutions, including Microsoft Power BI. You also get 26 export options for data warehouses and data lakes, plus access to advanced measurement (sold as an add-on), custom integrations, and a more robust version of the Data Hub. According to third-party sources, pricing for this plan costs around $800/month.
It’s built for teams that are constantly moving critical data across multiple platforms and want more control over how and where they send it. But here’s the tradeoff: the pricing structure is still usage-based. Every extra connector, destination, or flexpoint isn’t just a toggle—it’s a cost. And if you're exporting high volumes of raw data or managing multiple clients, that number can rise faster than expected.
Enterprise plan
This one’s built for the big leagues. Funnel.io’s Enterprise plan is aimed at large organizations with complex setups, strict compliance needs, and a long list of ad accounts to keep in check.
It gives you access to 590+ data source connectors, advanced Data Hub capabilities, and custom integrations tailored to how your team works. You can create up to six Funnel dashboards and send data to 27 different destinations. Need deeper insights? Advanced measurement is available as an optional add-on.
Support gets a serious upgrade at this level too. You’re backed by fully managed support, technical account management, and hands-on help when things don’t go as planned—which is a major plus for companies dealing with sensitive data or high-volume reporting.
Pricing, as you’d expect, is custom. Funnel looks at how much data you’re transferring, your data storage requirements, how many platforms you're working across, and how hands-on you want support to be.
It’s built for scale, and for the right team, it delivers. But unless you're deep into enterprise workflows with heavy data transfers and tight governance, most agencies probably won’t need this level of firepower.
Funnel.io’s flexpoints model looks great on paper. Pay only for what you use, simple enough, right? But in practice, it’s one of the most common complaints users bring up. Every connector, transformation, or export uses flexpoints… and they run out fast.
It used to be affordable and came with support, but then they changed their model and no longer provide support. They charge fees even for basic connectors like Power BI. Ya Hui Debbie K, Director of Marketing.
The pattern shows up again and again in user reviews. Costs creep up the moment you start connecting more data sources or adding data destinations. Even basic actions like pulling two tabs from the same Google Sheet count as separate integrations.
Flexpoints are the bane of my existence. Funnel does some things extremely well, but nickel-and-diming you for every integration (two tabs of the same Google Sheet counts as two integrations?!) is one of them. r/PPC user
Here are the most common hidden costs and add-ons users run into once they’re past the setup stage:
Extra fees for basic connectors like Power BI and Google Sheets.
A required 30-day cancellation notice, even for smaller plans.
Paid support tiers and inconsistent technical account management.
Rising costs for additional data source connectors or advanced measurement modules.
Scalability issues when managing many data sources or different platforms.
Manual workarounds to fix broken connections or missing data source templates.
Funnel.io vs competitors: Value & features
When agencies go shopping for a marketing data platform, the same three names usually show up: Funnel.io, Supermetrics, and AgencyAnalytics. On the surface, they all check similar boxes—pulling data from multiple marketing platforms, connecting to BI tools like Power BI or Google Data Studio, and helping you visualize key metrics.
But in practice, each one serves a different kind of team:
Funnel.io is known for data transformation tools and complex data integrations. It’s highly flexible, but every connector, export, and data destination adds to your bill. Great for large organizations within a singular business, less ideal for agencies managing multiple clients on tighter margins.
Supermetrics is more of a middle ground. It’s an affordable way to export raw data into business intelligence tools. But there’s no built-in reporting, no dashboards, and no client-facing visuals. Solid for analysts, less so for agencies that need polished reports.
Here’s a closer look at how each platform stacks up across the key features agencies care about most.
Feature
Funnel.io
Supermetrics
AgencyAnalytics
Pricing
Paid plans start at ~$240/month (based on usage and flexpoints)
Starts at $37/month
Starts at $59/month. Flat-rate pricing based on client count.Â
Pricing Model
Usage-based (flexpoints)
Connector-based
Tiered pricing by number of client campaigns
Integrations
500+ marketing platforms and BI tools
150+ data source connectors
85+ marketing platform integrations, including Google Analytics, Google Ads, Facebook, and more
Custom Metrics
Available via the Advanced Measurement add-on
Not supported
Fully customizable metrics and goals are included in every plan
Automation
Supports data transfers and scheduling with setup
Automation depends on external tools
Built-in marketing reporting automation with pre-made templates, dashboards, and client-ready reports
Client Portals
Not included
Not included
Custom-branded, live dashboards available for each client
Ease of Use
Built for technical teams; setup and scale may require internal support
Analyst-friendly, but limited visual or reporting tools
Drag-and-drop dashboards, clean UI, and ready-to-use templates
Best Fit For
Large data teams with complex integration needs
Data-savvy analysts and internal marketing teams
Digital marketing agencies managing multiple clients and ongoing campaign reporting
How to choose the right marketing data platform
Picking a platform shouldn't feel like solving a puzzle with half the pieces missing. The right one should easily fit into your agency’s rhythm, be quick to set up (and onboard), and transform raw data into actionable insights. Because no one has time to wrestle with reporting when clients are waiting.
Here are a few things to keep in mind as you weigh your options:
1. Know your data stack: Start with the platforms you actually report on—Google Ads, Facebook Ads, LinkedIn, TikTok, Google Analytics, your CRM. Most agencies lean on fewer data sources than they think. If you're pulling the same key metrics each week, you probably don’t need a platform that charges extra for 300+ connectors you’ll never touch.
2. Match the tool to your workflow: Every agency works a little differently. Maybe you're juggling client KPIs in Google Sheets, checking campaign results in Google Analytics, or building reports in Looker Studio. Whatever your flow, your reporting platform should work with it, so your team can get client reports out the door faster.
Agency tip: If SEO reporting is part of that setup, AgencyAnalytics’ SEO Dashboard Template & Examples show exactly how agencies turn rankings and traffic data into clean, visual reports clients can actually understand.Â
3. Look at total cost, not just sticker price: Some tools look budget-friendly upfront, until you start adding more data destinations, accounts, or features. Usage-based pricing and sneaky add-ons add up fast, and that’s the kind of surprise no agency wants mid-month. Make sure the price makes sense, not just today, but as your client list grows.
4. Know who’s there when things break: Connectors fail. APIs change. Deadlines don’t. Before you commit, check what kind of technical account management and ongoing support comes with the platform. Because when your data source stops syncing mid-campaign, that kind of backup matters.
AgencyAnalytics is known for our best-in-class customer support, available 24/5 and with a response rate under 3 minutes. Even better? We’re also known for the reliability of our integrations. Drop the buggy reports and gain a team to help you succeed. Try AgencyAnalytics free for 14 days!
5. Plan for scale: Your agency isn’t standing still, and your reporting platform shouldn’t either. Look for features built to handle growth without the growing pains:
Roll‑up Reports & Dashboards let you combine data from multiple clients, brands, or regions into one view—making it easier to spot trends, compare performance, and share insights without digging through spreadsheets.
Flexible data source integrations mean you can plug in the tools your clients already use, without delays, awkward workarounds, or extra fees.
Custom branding puts your agency front and center—no third-party vibes.
Pre‑built templates help you onboard new clients, skip the setup, and get straight to reporting.
6. Prioritize simplicity: Complexity kills momentum. Choose a platform that’s easy from day one and stays that way as you grow.
Easy onboarding that doesn’t require a manual every time you add a client.
Intuitive navigation so new team members can jump in without weeks of training.
Streamlined workflows that cut down on repetitive tasks and free up billable hours.
User-friendly dashboards with clean layouts, clear metrics, and visuals that speak for themselves.
Each Funnel.io pricing plan is built for a different type of agency and reporting setup. Here’s a quick rundown to help you find your fit.
Free plan: Great for testing things out or handling simple internal reports. You can connect a few data sources and send results to either Google Sheets or Looker Studio. Just note: once you hit your flexpoint limit, syncing pauses.
Starter plan: A solid option for smaller agencies managing basic marketing reporting. It covers a few popular connectors and dashboards, but skips features like data integration and advanced measurement.
Business plan: Built for growing teams managing multiple clients and ad accounts. You’ll get access to more connectors, custom integrations, and support for exporting to a data warehouse. Just keep an eye on rising costs as you scale.
Enterprise plan: Designed for large organizations operating at scale. It includes custom connectors, enterprise-level governance, and dedicated technical account management—ideal for teams with in-house data expertise.
For enterprise teams with in-house analysts and deep pockets, Funnel.io’s data transformation tools are hard to beat. But for growing agencies, those same features can lead to unpredictable costs. AgencyAnalytics keeps reporting simple and transparent. Because scaling should mean more clients, not more fees.
Written by
Kali Armstrong
Kali Armstrong is a freelance content writer with nearly a decade of experience crafting engaging, results-driven copy. From SEO blogs to punchy short-form pieces, she combines strategic insight with authentic messaging to captivate audiences and drive results.
