Comparison of Top Campaign Data Integration Tools: Supermetrics vs Funnel.io vs Windsor.ai vs Adverity vs Improvado
Integrating campaign data across multiple advertising platforms—like Google Ads, Facebook/Meta Ads, LinkedIn Ads, and more—is essential for marketers aiming to streamline reporting and optimize campaign performance. Choosing the right integration tool can be daunting, given the number of platforms available.
In this article, we compare five leading tools: Supermetrics, Funnel.io, Windsor.ai, Adverity, and Improvado, based on key criteria like ease of use, data sources, transformation capabilities, scalability, and pricing.
- Overview of the Tools
| Tool | Ideal For | Core Function |
| Supermetrics | Small teams & freelancers | Data connectors for sheets & BI |
| Funnel.io | Mid-size & enterprise | Data collection + transformation |
| Windsor.ai | SMEs & marketers | Attribution + integration |
| Adverity | Enterprises | Marketing data intelligence |
| Improvado | Agencies & large orgs | ETL for marketing data |
- Data Source Integrations
| Platform | Google Ads | Meta Ads | LinkedIn Ads | TikTok Ads | Amazon Ads | Others (500+ sources) |
| Supermetrics | Yes | Yes | Yes | Yes | Yes | ~100+ |
| Funnel.io | Yes | Yes | Yes | Yes | Yes | 500+ |
| Windsor.ai | Yes | Yes | Yes | Yes | Yes | 70+ |
| Adverity | Yes | Yes | Yes | Yes | Yes | 600+ |
| Improvado | Yes | Yes | Yes | Yes | Yes | 300+ |
Winner: Adverity and Funnel.io lead in the number of available integrations.
- Ease of Use
| Tool | Interface & UX | Technical Skills Needed |
| Supermetrics | Very user-friendly | Low |
| Funnel.io | Clean & intuitive | Medium |
| Windsor.ai | Simple dashboard | Low |
| Adverity | Complex but powerful | High |
| Improvado | Clean UI, no-code | Low to Medium |
Winner: Supermetrics and Windsor.ai offer the easiest onboarding and navigation.
- Data Transformation Capabilities
| Tool | ETL Features | Custom Calculations | Attribution Modeling |
| Supermetrics | Limited (basic) | Basic formulas | No |
| Funnel.io | Strong ETL | Yes | Limited |
| Windsor.ai | Medium ETL | Yes | Yes (AI attribution) |
| Adverity | Enterprise-grade | Yes | Yes |
| Improvado | Robust | Yes | Yes |
Winner: Adverity and Improvado provide advanced transformation and attribution modeling.
- Reporting & Visualization Compatibility
| Tool | Google Sheets | Excel | Looker Studio | Tableau / Power BI | Built-in Dashboards |
| Supermetrics | Yes | Yes | Yes | Limited | No |
| Funnel.io | Yes | Yes | Yes | Yes | Yes |
| Windsor.ai | Yes | Yes | Yes | Yes | Yes |
| Adverity | Yes | Yes | Yes | Yes | Yes |
| Improvado | Yes | Yes | Yes | Yes | Yes |
Winner: All tools perform well here, but Adverity and Improvado excel in dashboard customization and BI integrations.
- Scalability & Performance
| Tool | Best For | API Limits | Large Data Volumes |
| Supermetrics | Freelancers, small teams | Yes | Limited |
| Funnel.io | Agencies, enterprises | No | High |
| Windsor.ai | SMBs | No | Medium |
| Adverity | Large enterprises | No | Very High |
| Improvado | Medium to large businesses | No | Very High |
Winner: Adverity and Improvado are built for scalability and big data needs.
- Pricing Comparison
| Tool | Starting Price | Free Trial? | Billing Model |
| Supermetrics | $39/month | Yes | Per connector |
| Funnel.io | $399/month | Yes | Usage-based |
| Windsor.ai | $19/month (Free Plan) | Yes | Subscription tiers |
| Adverity | Custom pricing | Yes | Enterprise contracts |
| Improvado | ~$500/month | Yes (by request) | Custom quote |
Winner: Windsor.ai is most affordable. Supermetrics is cost-effective for simple use cases. Adverity and Improvado are for enterprise budgets.
- Pros & Cons Summary
| Tool | Pros | Cons |
| Supermetrics | Easy setup, great for Sheets/Data Studio | Basic features, not scalable |
| Funnel.io | Strong ETL, rich integrations | Expensive for small teams |
| Windsor.ai | Affordable, built-in attribution | Fewer integrations than others |
| Adverity | Enterprise features, unmatched scalability | Requires technical expertise |
| Improvado | No-code, powerful integrations, great support | High cost, best for larger orgs |
Conclusion: Which Tool Should You Choose?
| Your Need | Best Tool |
| Budget-friendly & easy to start | Windsor.ai |
| Freelancers/small teams | Supermetrics |
| Data transformation + automation | Funnel.io |
| Enterprise scalability & power | Adverity |
| Marketing agencies with many clients | Improvado |
Ultimately, your choice should depend on budget, technical expertise, and the complexity of your reporting requirements.
At Trilokana Marketing, we provide manpower support in setting up these tools, integrating with various ad-platforms and managing these tools for improved performance. Contact us if you would like to know more
If you’d like this comparison turned into a downloadable guide, infographic, or blog post, I can format it for you. Would you like that?
