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Marketing · head to head

Improvado vs Whatagraph

Improvado logo

Improvado

Marketing

Data integration platform for marketing teams

From
Free
Rated
-
Full reviewWebsite
Whatagraph logo

Whatagraph

Marketing

Automated marketing reporting and analytics

From
Free
Rated
-
Full reviewWebsite

The short version

  • Each has a real cost: Improvado free tier limited to 50 MCP actions per week; Whatagraph the entry Max plan starts at 699 EUR per month and is billed annually, with no monthly billing option shown
  • They diverge on capability: Improvado covers 500+ data source connectors, Whatagraph covers Automated reporting.
  • Prices and features above were last checked on 30 August 2026.

Where they differ

Only the attributes on which Improvado and Whatagraph actually diverge.

Attributes where Improvado and Whatagraph differ
AttributeImprovadoWhatagraph
Pricing modelfreemiumsubscription
PlatformsWeb, Api, Data-warehouseWeb, Mobile, Api
Founded20152016

Identical on both: starting price (Free), free tier (Yes), 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 Improvado

  • 500+ data source connectors
  • Data transformation
  • Real-time syncing
  • Data warehouse integration
  • ETL capabilities
  • Data quality monitoring
  • Historical data
  • Custom connectors

Only in Whatagraph

  • Automated reporting
  • Multi-channel integration
  • Custom dashboards
  • Data visualization
  • PDF reports
  • Real-time updates
  • Historical tracking
  • Anomaly detection

Both cover

  • Google Analytics
  • Facebook Ads
  • Google Ads
  • GDPR compliant
  • Data encryption

What people use each for

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

Improvado

  • Marketing data integrationnot Whatagraph
  • Multi-workspace data orchestrationnot Whatagraph
  • Incrementality testing and attributionnot Whatagraph
  • Multi-touch attribution modelingnot Whatagraph

Whatagraph

  • Automated client marketing reports for agenciesnot Improvado
  • Blending data from multiple ad platforms into one dashboardnot Improvado
  • White-labelled reporting under an agency's own brandingnot Improvado

Where each one falls short

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

Improvado

  • Free tier limited to 50 MCP actions per week
  • Advanced and Enterprise tiers require custom pricing quotes
  • No publicly listed Advanced or Enterprise rates

Whatagraph

  • The entry Max plan starts at 699 EUR per month and is billed annually, with no monthly billing option shown
  • Only two plans exist and the Prime plan is custom priced with no published rate
  • Public API access, transfer to BigQuery and Looker, a custom report domain and premium integrations all require the Prime plan
  • Data sources are metered as credits at 1 credit per connected data account, so each additional ad account consumes quota
  • Extra credits can be bought only up to the next plan threshold, after which an upgrade is required
  • Moving to either the Max or Prime plan requires booking a call with sales rather than self-serve upgrade
  • The free trial is 14 days

Pricing, plan by plan

Improvado

Free
  • Free LimitedFree
    • 50 MCP actions per week
    • 1 workspace
    • Live API requests to all sources
  • MCP Only$100/month
    • 2M rows per year
    • Daily data sync
    • 300 MCP actions per week
  • Advanced$null/custom
    • 600M rows per year
    • Up to 4x daily syncs
    • 200 actions per day
  • Enterprise$null/custom
    • 1B rows per year
    • 600 actions per day
    • Unlimited workspaces

Whatagraph

Free
  • FreeFree
    • Up to 3 data sources
    • Basic dashboards
    • Daily updates
  • Starter$99/month
    • Up to 10 data sources
    • Advanced dashboards
    • Hourly updates
  • Professional$299/month
    • Unlimited data sources
    • Real-time updates
    • White-label

Which should you pick?

Choose Improvado if

  • You need 500+ data source connectors.
  • You want to start without paying.
  • You work on Web, Api, Data-warehouse.
  • You also want data transformation.
Improvado review

Choose Whatagraph if

  • You need automated reporting.
  • You want to start without paying.
  • You work on Web, Mobile, Api.
  • You also want multi-channel integration.
Whatagraph review

Questions people ask

Is Improvado or Whatagraph better?
Neither clearly leads. Improvado starts at Free and Whatagraph at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Improvado or Whatagraph?
Improvado starts at Free and Whatagraph at Free.
Does Improvado or Whatagraph run on more platforms?
Improvado runs on Web, Api, Data-warehouse. Whatagraph runs on Web, Mobile, Api.
Can I use Improvado for free?
Both have a free tier, so you can try either at no cost before committing.
What is Improvado best used for?
Improvado is most often used for marketing data integration, multi-workspace data orchestration, incrementality testing and attribution, multi-touch attribution modeling. Of those, marketing data integration and multi-workspace data orchestration are not what Whatagraph is typically brought in for.
What can Improvado do that Whatagraph cannot?
Improvado covers 500+ data source connectors, Data transformation, Real-time syncing, Data warehouse integration. Whatagraph covers Automated reporting, Multi-channel integration, Custom dashboards, Data visualization. Both handle Google Analytics, Facebook Ads, Google Ads, GDPR compliant.

Answered from the vendors’ own pages

Improvado: What is Improvado's free tier?

Improvado Free Limited tier costs $0/month and includes 50 MCP actions per week, 1 workspace, live API requests to all sources, AI Agent, and MCP. No credit card required to start.

Source
Whatagraph: What is the starting price for Whatagraph's Max plan?

The Max plan starts at 699 euros per month when billed annually.

Source
Improvado: What are Improvado's paid plans?

Paid tiers include MCP Only ($100/month with 2M rows/year and 300 weekly actions), Advanced (custom pricing with 600M rows/year and 50 workspaces), and Enterprise (custom pricing with 1B rows/year, unlimited workspaces, and SSO).

Source
Whatagraph: Do Whatagraph plans limit the number of users or reports?

No, both the Max and Prime plans include unlimited users and unlimited reports.

Source
Improvado: Does Improvado offer data sync frequency limits?

MCP Only tier offers daily data sync, Advanced tier allows up to 4x daily syncs, and Enterprise tier includes no stated sync frequency limits. Free tier enables live API requests without scheduled syncing.

Source
Whatagraph: What is a 'source credit' in Whatagraph pricing?

One source credit equals one connected data account. The Max plan starts with 50 source credits, and the Prime plan includes a custom amount based on needs.

Source
Improvado: What compliance and security features does Improvado include?

Improvado holds SOC 2 Type II, HIPAA, GDPR, and CCPA compliance. Enterprise tier specifically includes SSO with Azure and Okta support for identity management.

Source
Whatagraph: What's included in both Whatagraph plans?

Both Max and Prime plans include Whatagraph IQ with automated report creation, live chat support, EU data center access, and version history.

Source
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