Supermetrics vs. vs. vs. Fivetran vs. Improvado

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Are you considering integrating a marketing data pipeline software? We’re here to help. Even though we specialize in marketing data pipelines and attribution modelling, our goal is for you to walk away satisfied, and part of how we achieve that is by providing information on all types of platforms, not just the one we sell.

We want you to be able to choose the software that’s best for you. Let’s talk about how the different platforms compare in these areas:

    • Sales and support
    • Supported advertising platform data streams
    • Analytics data streams
    • CRM data streams (especially important for complex products)
    • Data modelling and attribution
    • Predictive analytics
    • Data visualisation support

For the modern marketer, be it in-house or at an agency, running and monitoring campaigns across different platforms like Adwords, Facebook, Linkedin, etc., aggregating all the cost data and correctly matching it to revenues and conversions is a nightmare. 

On the journey to make data actionable, clean data pipelines are the first step. As a result, many marketers spend their time on loading and matching CSV and Excel file instead of analyzing and improving campaigns.


Image result for supermetricsfunnel io logoImage result for windsor.aiImage result for fivetranImage result for improvado
Sales and SupportTrial without talking to salesyesnoyesyesno
PricingStarts free

Starting at

Starts freeAvailable on request onlyAvailable on request only
Advertising Platform Data StreamsGoogle Adsyesyesyesyesyes
Facebook Adsyesyesyesyesyes
Linkedin Adsyesyesyesyesyes
Twitter Adsyesyesyesyesyes
TV spot-plan datanonoyesnono
Analytics Data StreamsGoogle Analyticsyesyes 



Google Campaign Manageryesyesyesyesyes
Adobe AnalyticsyesyesnoyesAvailable on request only
CRM Data StreamsHubspotyesnoyesyesyes
MarketononoyesyesAvailable on request only
Salesforce no noyesyesyes
Data Modelling / AttributionCombines advertising platform data streams with Google Analytics conversion journeys

yes(depending on pricing tier)

Supports Facebook views on conversion pathsnonononono
Supports TV direct impact attributionnonoyesnono
Connects journeys between analytics and CRMnonoyesyesno
Predictive AnalyticsOffers ROI optimisation simulation scenariosnonoyesnono
Data VisualizationSupports BI Platforms: Power BI, Tableau, Looker, Data Studio, Qlikyesyesyesyesyes

Which should I choose?

Only you know your priorities for your data-pipeline needs. We can only provide different aspects to consider as you determine the best fit for your needs. In case you have a complex buyer journey and need to match the CRM data together with the analytics data, and Improvado are probably not the best choices. In case you would like to get started without talking to a salesperson, your choice would be Supermetrics, or Fivetran. typically fits those who:

  • Have a monthly media spend exceeding $15,000
  • Have a complex user journey across many different systems
  • Advertise on two or more platforms
  • Would like to understand how their offline or TV spending impacts conversions and revenue
  • Would like to get started without talking to a salesperson

If you would like to get started with a free trial you can click here


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