Funnel
Stockholm marketing data hub with 600+ connectors, a choice of EU or US data region and flexible capacity between connectors
Quick Overview
| Company | Funnel AB |
|---|---|
| Category | Marketing Attribution Software |
| Headquarters | Stockholm, Sweden |
| Founded | Not stated |
| EU Presence | Yes - Sweden (EU) |
| Data Location | Customer choice of EU, US or global data region |
| Open Source | No |
| GDPR Compliant | Yes |
| Self-Hosting | No |
| Main Features | 600+ connectors, data storage, semantic layer, dashboards, Power BI and Tableau destinations, MCP for Claude and ChatGPT, Funnel Measure add-on |
| Pricing | Starter from EUR 280/month billed annually; Business from EUR 560/month billed annually; Enterprise custom |
| Best For | Marketing teams and agencies consolidating many channels and markets |
| Replaces | Supermetrics, Adverity, manual marketing data exports |
Detailed Review
Funnel positions its Data Hub as the layer under reports and AI tools: it collects data from advertising and analytics platforms, applies business logic and sends it to dashboards, BI tools or warehouses. The Starter plan covers a choice of 117 connectors and 13 destinations, Business covers 579 connectors and 46 destinations.
Its general terms name Funnel AB, Klarabergsgatan 29, Stockholm, as the contracting entity unless the order says otherwise, and apply Swedish law when Funnel AB is the party. The security page states ISO 27001 certification.
Tiers Built Around Connectors
Starter at EUR 280 per month billed annually includes storage, semantics, context for budgets and targets, MCP and dashboards. Business at EUR 560 adds Power BI and Tableau destinations, BigQuery and S3, and unlimited users and workspaces. Enterprise adds Snowflake, SSO and SLA.
Choice of Data Region
Funnel states that customers can choose their data region within the EU, the US or globally, which is useful for teams that need to keep reporting data in Europe.
Measurement Add-on
Funnel Measure, available on Business and Enterprise as an add-on to the Data Hub, covers MMM, MTA and incrementality testing.
Limitations to Consider
Funnel is a data platform rather than a finished client report tool, so reports are built in its dashboards or in BI tools. Starter at EUR 280 per month is already higher than Supermetrics or Dataslayer entry plans. Its general terms provide that customers with a principal place of business in the Americas, Australia or New Zealand contract with Funnel, Inc. in Boston, so the European entity applies to European customers only. Compare with Supermetrics for lower entry prices.
Who Should Use Funnel
European marketing departments and agencies running many channels and markets that want a Swedish contracting entity and an EU data region.
Pros and Cons
Pros
- 600+ connectors on Enterprise
- EU, US or global data region selectable
- ISO 27001 stated
- Starter includes MCP and dashboards
- Funnel AB contracting entity with Swedish law
Cons
- Starter from EUR 280 per month
- Data platform, not a white-label report builder
- Business and Enterprise needed for 500+ connectors
- Americas customers contract with a US entity
Alternatives to Funnel
Other European marketing attribution software worth comparing before you decide:
Klar
Germany · Multi-touch attribution and profit reporting for ecommerce brands
Dreamdata
Denmark · B2B revenue attribution tied to accounts and CRM deals
Sellforte
Finland · Incrementality testing and marketing mix modelling for large media budgets
Eulerian
France · Attribution, analytics and audience activation hosted in France
See all European marketing attribution software or compare them directly against Supermetrics on our alternatives page.
Frequently Asked Questions
Yes. Funnel's security page says customers can choose their data region within the EU, the US or globally.
Its pricing page lists 117 connectors on Starter, 579 on Business and 600+ on Enterprise.
The general terms name Funnel AB in Stockholm as the default entity, with Swedish law when Funnel AB is the party. Customers in the Americas, Australia or New Zealand contract with Funnel, Inc.