Funnel

Funnel is marketing analytics software that unifies ad, analytics and CRM data for BI tools and data warehouses. Every tier is priced on request.

Funnel is marketing analytics software that collects advertising, analytics and sales data from the platforms a marketing team already buys, then cleans it into one consistent data set. It answers a problem every multi-channel team runs into: the numbers live in separate ad accounts, each with its own field names, currencies and campaign conventions. The company behind it, Funnel, is independent and has built the product from Stockholm since 2014. It is sold as Funnel Data Hub, with Funnel Measure available as an add-on for measurement work. Data Hub runs managed connectors to ad platforms, analytics tools, CRMs and social APIs, so adding a source is an install rather than a script somebody maintains. Data harmonization maps campaign names and fields into shared dimensions, custom field rules handle the exceptions, and currency conversion brings spend and revenue into one reporting currency. Custom metrics add formulas across sources, and the Performance Table lays channel results out side by side. Funnel Dashboards, Portals and the Looker Studio connector cover reporting, while exports feed Power BI, Tableau, Google Sheets, Google BigQuery, Snowflake and Amazon S3. Funnel Measure adds marketing mix modeling, multi-touch attribution, incrementality testing and a triangulation dashboard that compares what the three methods say. Funnel suits marketing teams whose reporting spans more channels than a spreadsheet can keep current, and data teams asked to deliver analysis-ready marketing data into a warehouse. Agencies use it to keep client reporting consistent across accounts they do not own. It fits companies buying media in several markets and currencies, and measurement teams that want modeling run on the same data that feeds the weekly reports. Funnel is bought as a Data Hub subscription with the measurement capabilities added on, quoted by the sales team rather than listed, and the plan cards set out what each tier covers. Funnel sits between the ad platforms and whatever a team already reports in. It takes over the export that starts each reporting week: a scheduled Google Sheets file, a live Looker Studio source, or a warehouse table in BigQuery or Snowflake that arrives on a schedule. Teams also use it to track budgets against the month, archive the data of a source they have stopped paying for, and share a dashboard through a Portal with people who have no Funnel login. It works beside Google Analytics 4, Adobe Analytics, Salesforce Marketing Cloud, Power BI and Tableau rather than replacing them.