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Marketing · head to head

Funnel.io vs Google Analytics

Funnel.io logo

Funnel.io

Marketing

Multi-channel marketing analytics for smarter decision making

From
$300/month
Rated
-
Full reviewWebsite
Google Analytics logo

Google Analytics

Marketing

Get to know your customers

From
Free
Rated
-
Full reviewWebsite

The short version

  • Only Google Analytics has a free tier, so it costs nothing to try first.
  • Each has a real cost: Funnel.io available connectors are gated by plan, at 113 on Starter against 579 on Business, so which sources can be used depends on the tier rather than on need; Google Analytics data retention limited to maximum 26 months on standard properties, with automatic deletion after retention period expires
  • They diverge on capability: Funnel.io covers Multi-channel data aggregation, Google Analytics covers Real-time analytics.
  • Prices and features above were last checked on 30 August 2026.

Where they differ

Only the attributes on which Funnel.io and Google Analytics actually diverge.

Attributes where Funnel.io and Google Analytics differ
AttributeFunnel.ioGoogle Analytics
Starting price$300/monthFree
Pricing modelsubscriptionfreemium
Free tierNoYes
PlatformsWeb, Mobile, ApiWeb
Founded20151998

Identical on both: user rating (Not yet rated), category (Marketing).

What each one covers

Drawn from each product's published feature list. An absence here means we hold no record of it - not that the product lacks it.

Only in Funnel.io

  • Multi-channel data aggregation
  • Unified dashboards
  • Custom reporting
  • Data transformation
  • Real-time syncing
  • Historical data archive
  • Attribution modeling
  • Automated alerts

Only in Google Analytics

  • Real-time analytics
  • Audience insights
  • Acquisition tracking
  • Behavior flow
  • Conversion tracking
  • Custom reports
  • Mobile analytics
  • E-commerce tracking

Both cover

  • Google Ads
  • Salesforce
  • SOC2
  • Data encryption

What people use each for

The jobs each tool is most often brought in to do.

Funnel.io

  • Collecting marketing data from ad platforms into one datasetnot Google Analytics
  • Exporting blended marketing data to BI tools and warehousesnot Google Analytics

Google Analytics

  • Website and web application analyticsnot Funnel.io
  • Event tracking and user behaviour analysisnot Funnel.io
  • Traffic source and conversion trackingnot Funnel.io

Where each one falls short

Documented limitations, not opinions. Every one is a constraint you would hit in normal use.

Funnel.io

  • Available connectors are gated by plan, at 113 on Starter against 579 on Business, so which sources can be used depends on the tier rather than on need
  • Export destinations are rationed the same way, at 13 on Starter and 46 on Business
  • The entry plan starts at $300 a month billed annually and the next at $600
  • SSO, SAML, audit logging and an enterprise SLA are Enterprise only with no published price
  • Funnel Measure is an add on available only on Business and Enterprise

Google Analytics

  • Data retention limited to maximum 26 months on standard properties, with automatic deletion after retention period expires
  • Large and XL properties capped at 2-month data retention only
  • Age, gender, and interest data always expire after 2 months regardless of retention settings
  • Free tier does not include GA360 advanced features

Pricing, plan by plan

Funnel.io

$300/month
  • Starter$300/month
    • 117 connectors, 13 export destinations
    • Data storage, dashboards, Funnel AI
    • Billed annually
  • Business$600/month
    • 579 connectors, 46 export destinations
    • Power BI/Tableau reporting
    • Funnel Measure available as add-on
  • Enterprise$null/mo
    • 600+ connectors, 47 destinations
    • Enterprise SSO, advanced user management
    • Priority support, custom pricing

Google Analytics

Free

No published plan breakdown. See the Google Analytics review.

Which should you pick?

Choose Funnel.io if

  • You need multi-channel data aggregation.
  • You work on Web, Mobile, Api.
  • You also want unified dashboards.
Funnel.io review

Choose Google Analytics if

  • You need real-time analytics.
  • You want to start without paying.
  • You also want audience insights.
Google Analytics review

Questions people ask

Is Funnel.io or Google Analytics better?
Neither clearly leads. Funnel.io starts at $300/month and Google Analytics at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Funnel.io or Google Analytics?
Google Analytics has a free tier; the other does not. Paid plans start at $300/month for Funnel.io and Free for Google Analytics.
Does Funnel.io or Google Analytics run on more platforms?
Funnel.io runs on Web, Mobile, Api. Google Analytics runs on Web.
Can I use Google Analytics for free?
Yes. Google Analytics has a free tier, so you can try it without paying. Funnel.io starts at $300/month.
What is Funnel.io best used for?
Funnel.io is most often used for collecting marketing data from ad platforms into one dataset, exporting blended marketing data to bi tools and warehouses. Of those, collecting marketing data from ad platforms into one dataset and exporting blended marketing data to bi tools and warehouses are not what Google Analytics is typically brought in for.
What can Funnel.io do that Google Analytics cannot?
Funnel.io covers Multi-channel data aggregation, Unified dashboards, Custom reporting, Data transformation. Google Analytics covers Real-time analytics, Audience insights, Acquisition tracking, Behavior flow. Both handle Google Ads, Salesforce, SOC2, Data encryption.

Answered from the vendors’ own pages

Funnel.io: What is Funnel's Starter plan pricing?

The Starter plan costs $300 per month when billed annually and includes 117 connectors, 13 export destinations, data storage, dashboards, and Funnel AI.

Source
Funnel.io: What advanced features are available on Funnel's Business plan?

The Business plan costs $600 per month (annual billing) and includes 579 connectors, 46 export destinations, Power BI/Tableau reporting, and optional Funnel Measure add-on.

Source
Funnel.io: Does Funnel offer unlimited users?

Unlimited users and workspaces are available starting at the Business tier and above, included in the subscription cost.

Source
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