Upbuild
Written by Uptimal, the team that builds and operates Upbuild and runs marketing analytics for multinational clients across the globe. Competitor pricing below is list pricing as commonly published in mid-2026; verify before you sign anything.
Supermetrics and Funnel.io sell the same sentence (marketing data, moved reliably to where you analyse it) with opposite meters. Choosing between them is really choosing which way you would rather be surprised by an invoice, so start with the meters, not the feature grids.
How each one bills you
Supermetrics: per destination, then by connector count, then by tier (Solo from about $39 a month, Core around $99, Super around $299, enterprise warehouse plans commonly $1,500 to $2,500). The classic sting: the same data into Sheets and Looker Studio is two licences. Funnel: one flexpoint pool (Starter $200 a month, Business $800, enterprise custom) drained by connectors, platform accounts, dashboards and warehouse destinations. The classic sting: growth anywhere drains the same pool, so bills climb smoothly and opaquely; multi-year averages reportedly land deep in five figures.
Who genuinely fits where
Supermetrics fits the analyst who owns one destination and a known connector list: predictable, spreadsheet-native, quick to start. Funnel fits the team consolidating many accounts into a governed hub with transformation on the way: more platform, more ceiling, more invoice. Agencies sit in the worst spot for both meters (many accounts, many destinations), which is why the alternatives lists are full of them.
Ask your ad platforms directly, in Claude, ChatGPT, Copilot Studio or Gemini Enterprise.
Upbuild is an AI platform for marketing data: AI dashboards, insights, exports and alerts, with a read-only MCP server as part of its toolset that brings your accounts into Claude, ChatGPT, Copilot Studio and Gemini Enterprise. Every tool, live data. Free for 14 days on the connector and 7 days on the platform.
Get a demo Start free →The lane both quietly ignore
Both assume the destination is a sheet, a dashboard or a warehouse. If your team’s questions now get asked in Claude, ChatGPT, Copilot Studio or Gemini Enterprise, neither meter fits the shape: you would be paying scheduled-row prices to feed ad-hoc curiosity. That lane is flat by nature (Upbuild’s connector covers every major platform with every read-only tool at one flat price, see the pricing section) because a question does not meter rows. The split that works in practice: the conversational layer (AI Insights, or the MCP server inside your assistant) for every human who asks, AI Data Exports for the scheduled tables a data warehouse, cloud storage or spreadsheet genuinely consumes downstream, and a classic ELT tool only for what those do not cover. The full evaluation logic: the alternatives guide.
Frequently asked questions
Which is cheaper, Supermetrics or Funnel.io?
For one or two destinations and a few connectors, Supermetrics usually starts cheaper (Solo tiers from around 39 dollars per destination). At many accounts and multiple destinations, the comparison inverts and both commonly reach five figures annually; the meter you trip decides it.
What is the real difference between Supermetrics and Funnel.io?
The unit of pricing. Supermetrics bills per destination and connector bundle, so the same data into Sheets and Looker Studio bills twice. Funnel bills flexpoints across connectors, accounts and destinations from one pool. Same category, different failure modes.
Do I need either if my team works in AI assistants?
Rarely. An MCP connector feeds Claude, ChatGPT, Copilot Studio and Gemini Enterprise directly from the platforms, and AI Data Exports deliver scheduled tables to your data warehouse, cloud storage or spreadsheets, so a separate ELT tool is only needed for what those do not cover.