--- title: "Funnel Reviews 2026. Verified Reviews, Pros & Cons | Capterra" description: "Is Funnel the right Marketing Analytics solution for you? Explore 20 verified user reviews from people in industries like yours to make a confident choice." source_url: "https://www.capterra.com/p/156756/Funnel/reviews/" page_type: "reviews" language: "en" publication_date: "2026-09-29" --- Funnel 4.7 (20) Provider data verified by our Software Research team, and reviews moderated by our Reviews Verification team. [Learn more](https://www.capterra.com/our-story/) * * * Last updated September 29th, 2026 # Reviews of Funnel Ease of use 4.5 Customer Service 4.6 ## Showing most helpful reviews Showing 1-20 of 20 available reviews Sort by: Most Helpful Rating Company Size Reviewer's Role Length of Use Frequency of Use Lukas A. Senior SEM Manager Used the software for: 1-3 years ### "A Reliable Foundation for Cross-Channel Marketing Data" October 26, 2026 4.0 Overall, Funnel was a valuable part of our marketing data stack and substantially reduced the manual effort required to prepare cross-channel reporting. Its connectors and transformation rules helped reconcile inconsistent campaign naming, currencies, time zones, and platform metrics before the data reached our visualization tools. We originally paired Funnel with Looker and later retained it as the upstream data layer when we transitioned to Domo. In both environments, it provided a dependable foundation for analyzing a wide variety of digital marketing KPIs (ad spend, pacing, ROI as measured by CPA or ROAS, down-funnel conversions, etc.) across accounts. As our sources and reporting requirements expanded, however, the cost became more difficult to justify. We eventually moved away from Funnel as part of a broader effort to consolidate tools and lower expenses, but my overall experience with the platform was positive. Pros What I liked most about Funnel was how effectively it standardized marketing data before it reached our reporting environment. It helped normalize inconsistent campaign naming, currencies, and platform-specific metrics, thus giving us a cleaner foundation for evaluating the KPIs both the client and our channel-specific experts cared about. Its broad connector library also reduced manual exports and made onboarding additional platforms (Google Ads, LinkedIn, Microsoft Advertising, 6sense, TradeDesk, etc.) much less dependent on engineering resources. We initially used Funnel as the data pipeline feeding Looker, and after replacing Looker with Domo, Funnel continued serving the same complementary role. In both setups, Funnel handled the ingestion and preparation of the data, while the BI platform handled visualization and client-facing analysis. Although our agency has since moved away from Funnel, its ability to produce structured, analysis-ready marketing data was a major time-saver and remained its clearest strength. Cons What I liked least about Funnel was that the pricing became harder to justify as our data sources and reporting needs expanded. We ultimately moved away from it to reduce costs by consolidating our reporting stack, but the platform itself remained effective and reliable. Review Source Guido N. Data Analysis Consultant Used the software for: Less than 1 year ### "One of the best ETL on the market, worth its (high) cost" February 7, 2022 5.0 I created a BI dashboard for a client of my agency, extracting data from several marketing platforms (from the most common ones as Google and Facebook till more niche ones, used for affiliation marketing), Google Analytics and the client's orders management system to create a comprehensive dashboard highlighting the performance of every marketing channel and allowing to take actions in almost real time to correct the business outcomes. Pros Configuring it is straightforward: fast, easy, intuitive. It has a lot of connections (you can really import data from any marketing platform, CRM, service and export it to a lot of different destinations). Cons As an ETL, the "E" and "L" parts are perfect, the "T" could be improved: there's no room for real transformation of the data (you can only perform easy tasks). Scheduling is not possible, which is quite annoying when you are developing business dashboards (and maybe you want you data updated every morning before the 9:30am meeting with the biggest stakeholders of the project). Review Source R Reviewer Analytics & BI Manager Used the software for: 3-5 years ### "Funnel is one main success factor for our BI stack" June 18, 2020 5.0 We don't waste our time for coding and maintaining python scripts for data integration. Dealing with API advertising data can be tricky and time consuming. Thanks to funnel our "time to report" is very fast, so our departments are always happy about or agility. Pros Simplicity for data integration, up to 2 hours data freshness, awesome support, reliability of software Cons No standard connections to have sql databases (mysql, postgres, ms sql,...) as a data source, so focus on marketing data only. Review Source VR Verified Reviewer Digital Marketing Specialist Used the software for: Less than 1 year ### "Solid Application To Get Your Data In The Right Places" February 26, 2020 4.0 Pros The ability to aggregate our data from multiple sources like Google Analytics, Facebook, Google Ads, Pinterest, and more. The ability to make custom metrics from multiple data sources saves us a lot of time and makes reporting less prone to human error. Cons Sometimes it's impossible to get metrics that you get in the original channel you got the data from due to API issues or how they calculate their views and levels. It's a little confusing to set up and I'm still trying to understand it but their customer support is very good and helps you along the way. Review Source R Reviewer Senior Data Engineer Used the software for: 3-5 years ### "Nice tool with immense contribution to day to day work" April 26, 2021 5.0 Overall it has been fantastic to use Funnel and leave the load of the data collection to it and have ample analysis time for data. Highly recommended. Pros Besides what this tool does which is a great value addition, I like the way the tool has been designed with each component fitting logically and complementary to each other. The tool has been regularly updated to make it more user friendly and adding more connectors and features depending on the current trend. Tableau connector is really the top pick for me among the new features added. Knowledge base is good and the support team has been excellent in their quick response time and resolution time. Cons Though Knowledge Base is good and covers the tool nicely but can be extended further. More commonly use data destinations can be added but with ease of use. Review Source VR Verified Reviewer Head of Customer Value Used the software for: 3-5 years ### "Useful data integration tool" April 24, 2019 4.0 Overall a very useful tool which has easily paid for itself in reduced manual data handling - flexible on data integration and reasonable functionality for reporting on process Pros Has saved us many hours of data reconciliation and input without high cost . Implementation was quick and simple and has been pretty reliable since Cons Although we receive notifications of individual errors on download sources - we didn't seem to receive notification when we had brief but complete outage on data Review Source Amaury G. Performance Marketing Manager Used the software for: Less than 1 year ### "Easy to use. Huge time saver for uploading cost data into Google Analytics." March 27, 2018 5.0 Cost data upload into Google Analytics is now much easier Pros We centralize all our marketing campaign dashboards into Google Analytics. Therefore we need to have Cost Data uploaded regularly for all non-Google advertising networks. By using Funnel.io we have been able to automate this process and save a great amount of time. .. and also avoid mistakes. Moreover the list of advertising networks that have the API connection with Funnel is huge! so when we want to test a new network we prefer to test one that is already on their list because it´s so much easier. Cons I can´t find any Cons apart maybe from Pricing. I believe most of the advertisers will not reach monthly spending outside of AdWords. They used to have a cheaper entry package monthly spending but they removed it recently. Review Source R Reviewer Global Head of Digital Marketing Used the software for: 3-5 years ### "Fantastic Product, meets our needs perfectly" February 22, 2021 5.0 Pros Funnel.io is a fantastic tool for getting third party marketing data into our internal systems. The range of report types and channels available is amazing, and the setup/ functionality within the tool is very intuitive. Customer Service is top notch and new channels, reports and functionality are constantly being added. Cons There are few cons or limitations I can think of. Sometimes a report/ field is not available, but that's often due to it not being available in the 3rd party marketing partner's API. Funnel are constantly adding new reports and fields when they do become available. Review Source R Reviewer Consultant, Programmatic marketing Used the software for: 1-3 years ### "Great combination of customisability and ease of use" March 21, 2018 5.0 Much faster, simplified and consistent tracking and reporting of digital marketing performance. Pros Integrations to media and data sources work like a charm, and with custom dimensions and metrics it's easy to visualise pretty much any special KPI you might have. Cons Graph and other data presentation has some limitations, but these issues can often be bypassed by rethinking and simplifying data presentation (which is usually a good direction to take anyway.) Review Source Ondřej W. Product Manager Used the software for: 1-3 years ### "Measure your ROAS/KPI and so much more within few dashboards" January 28, 2022 5.0 Pros Mainly their customer service was incredibly hepfull. They helped me to set up everything we needed to see for our clients across the whole world. Hundreds of connector that you can easily set up and see your markeing/product informations all together Cons It is kind of expensive for our company, but for bigger companies with hundreds of client or bigger revenues this cant be a problem to invest in Review Source R Reviewer reviewer Used the software for: Less than 1 year ### "Tracking all the important marketing information" January 5, 2023 5.0 I feel like it covers everything when it comes to marketing analyzes so it’s the best software to use. Pros I like the fact that I can see what works well with my marketing strategies and where I need to adjust. Cons It took me some time to figure out how to use everything but it’s still worth it so I can not really complain. Review Source R Reviewer Project Manager Used the software for: Less than 1 year ### "Overall, I have had a very positive experience working with Funnel. " March 28, 2018 5.0 Pros The software is very easy to use, and it enables us to quickly and easily create reports that help our account team provide strategic recommendations to clients on how to best optimize their digital marketing spend. The widgets have a ton of flexibility, and I've been impressed with how many options we have for charts and graphs. Additionally, I wanted to note how great the Customer Support team has been in helping us add new platforms, set up various reports, provide recommendations based on what we're trying to do, troubleshoot issues, etc. They're incredibly responsive, and have had nothing but positive experiences with everyone (across all teams) that I've worked with at Funnel. I would definitely recommend this software to others. Cons While Funnel has a ton of flexibility, I'd love to see Funnel implement unique metrics (metrics that can't be stored by day) as there are a handful of metrics our clients want to see in their Funnel dashboards but aren't available. Review Source R Reviewer Head, Technology Governance and Management Used the software for: Less than 1 year ### "Powerful marketing analytics platform" May 8, 2023 5.0 Pros This has helped us a lot in terms of streamlining and efficiently manage our maketing data with the help of its centralized platform which consolidates data from various marketing platform. It also enables us to create customizable reports that provides insights from key marketing insights. Cons It's a bit complex so you need to invest in training. Review Source R Reviewer CEO Used the software for: 1-3 years ### "Great tool, great team!" January 21, 2021 4.0 Great experience and saving hundreds of hours/month. Great team! Pros Great integration tool. Number of data sources and ease of use Cons Dashboarding features are limited and could be improved Review Source R Reviewer Head of Social ### "Happy user of Funnel" May 17, 2017 5.0 Finally I'm able to get a holistic view on the performance on all of my online marketing activities, making it possible for me to evaluate my marketing activities' performance on common metrics. The holistic view enables me to work more efficiently, not wasting any time on logging in to separate marketing channels' interfaces and reporting through excel. The best of it all, there's no need for importing cost data into Google Analytics anymore. Pros: 1. Quick overview of overall & channel specific performance through dashboards 2. Evaluate my performance based on common data throughout all my online marketing channels - Cost per order - Conversion rate - Transaction order value 3. Automatic import of cost data for additional channels outside of Google Adwords Cons: Cost data from all online marketing channels are not available yet. However, talking to customer service at Funnel; new online marketing channels are being released consistently Review Source R Reviewer Junior Business Intelligence Analyst Used the software for: Less than 1 year ### "Excellent tool for merging marketing channels and create connections for reporting. " March 26, 2018 5.0 Pros Easy to use. Flexible, it supports many exports and Marketing channels. The Data is reliable. Customer support is super helpful and fast responsive. Cons The only thing that I think needs to improve is the data explorer. Add either more design or be able to create special reports. Review Source R Reviewer Engineer Used the software for: Less than 1 year ### "Keep Connected with Funnel!" February 12, 2018 5.0 Pros This product allows our company to create, edit, and share reports with necessary team members to keep everyone on target. Cons Can sometimes have a slower processing time but otherwise nothing negative to say about this product! Review Source R Reviewer Head of Performance Marketing Used the software for: Less than 1 year ### "funnel.io enables us to get daily cost data for every country we operate in and every channel we use" March 22, 2018 4.0 cost data all in one place Pros The sheer number of data sources - virtually every existing online marketing channel is included. The best feature is BigQuery data export, where we can analyse it much further. Cons I am yet to understand the GUI in more detail. And pricing could be a bit cheaper. Other than that, I am very enthusiastic about the software. It enables us to truly apply data-driven marketing. Review Source R Reviewer Consultante Used the software for: Less than 1 year ### "Se connecter facilement à des plateformes tierces" July 11, 2023 5.0 Pros Un très grand nombre de connecteurs pour se pluguer plus facilement à des plateformes tierces Cons L'outil nécessite des compétences spécifiques Review Source Grace C. Lead Engineer Used the software for: Less than 1 year ### "Pretty good overall " April 3, 2018 4.0 Pros Super flexible, lots of features, provides specific and reliable data. Great customer support as well Cons Price is quite steep per month. Processing time can occasionally be a little slow, and there some minor limitations on data presentation Review Source Similar Products Featured ## Send me user reviews about this product ### Fill out the form and we'll send a list of the top-rated software based on real user reviews directly to your inbox.