Ecommerce reporting comparison

Funnel vs a custom data warehouse: marketing data hub or commerce model?

Funnel collects and harmonizes data from hundreds of marketing sources, with MMM and attribution as an add-on. Here is where it ends and a warehouse model begins.

Linus TseGreyfield DataFacts last checked November 3, 2026

Contents 10 sections

The short answer

Funnel is built for marketing teams and agencies that need data from many ad and analytics platforms cleaned up and sent to dashboards, with measurement as an add-on. It is strong at harmonizing marketing data. It does not ship a profit model, and Snowflake export is Enterprise-only, so brands that need commerce margin usually need modeling beyond it.

How Funnel and a custom warehouse differ

01
Marketing harmonization vs commerce modeling
Funnel maps fields from hundreds of marketing sources into a consistent shape. A build models orders, fees, refunds, and costs.
02
Snowflake on Enterprise
Funnel sends to BigQuery and Redshift from its Business plan; Snowflake export needs Enterprise.
03
Measurement add-on
Funnel Measure adds MMM, multi-touch attribution, and incrementality on Business and Enterprise. We do not build those.

Pricing at a glance

Funnel

Funnel (independent, founded 2014 in Stockholm); acquired measurement firm Adtriba in June 2024

Funnel is a marketing data platform that collects and harmonizes data from 600+ marketing and sales sources, stores it, and sends it to dashboards, BI tools and warehouses, with an add-on measurement product (MMM, MTA, incrementality). It is built for in-house marketing teams and agencies at mid-size and larger brands.

Pricing model: Tiered subscription plus Flexpoints capacity (per connector, account and destination)
Published starting price: From $300/month billed annually (Starter)
Free tier: No permanent free plan found; 14-day free trial of Data Hub, no credit card
What drives cost: Tiers: Starter from $300/month annually (117 connectors, 13 destinations, daily exports, Looker Studio/Sheets/dashboards, no BigQuery/Power BI/Tableau); Business from $600/month annually (579 connectors, BigQuery/Redshift/S3/Azure, Power BI, Tableau, exports every 2 hours, unlimited users); Enterprise custom (Snowflake export, SSO/SCIM, audit log, EU data center). Cost driver is Flexpoints: connector 50 FP, account 5 FP, visualization destination 150 FP, warehouse destination 300 FP; data volume does not affect price. Vendor page does not state Flexpoints per plan; a third-party blog says Starter includes 400. Funnel Measure add-on: Digital Measurement from $2,250/month annually; Advanced Measurement custom. Third-party sources report the free plan closed to new users in Dec 2025 and Starter launched Feb 2026 with price changes in March 2026 (not confirmed on vendor site). Setup time: vendor gives none; Shopify backfill takes about an hour to several days per Funnel help docs.

Pricing source, checked November 3, 2026

Custom warehouse (Greyfield)

A Snowflake warehouse with dbt models and a BI layer (usually Sigma), built around your sources and your definitions, that you own after handover.

Pricing model: Project-based build, optional ongoing support
Published starting price: Scoped after a free consultation
Free tier: No
What drives cost: Warehouse, connector, and BI licences are billed by those vendors directly to you.

Pricing source, checked November 3, 2026

Feature comparison

"Not verified" means we could not confirm it from public docs, not that the feature is missing. Each cell links to the page we checked.

Sales channels

Sales channels: Custom warehouse (Greyfield) and Funnel
Feature	Custom warehouse (Greyfield)	Funnel
Shopify Native Shopify connector.	Yes Through a managed connector such as Fivetran or Airbyte. source	Yes Native connector for sales, order, inventory and customer data; one store per data source source
Amazon Seller Central Native Amazon connector.	Yes Orders, settlements, and fee events. source	Yes Seller Central connector (orders, order items, sales and traffic, returns) on all plans source
TikTok Shop Native TikTok Shop connector.	Yes Modeled alongside Shopify and Amazon. source	Yes Listed in data sources source
Wholesale, retail, ERP, 3PL Native connectors for sources beyond the online store, such as NetSuite, Faire, retail POS, or a 3PL.	Yes Any source with a connector or export. source	Not verified NetSuite, Faire, ShipStation not confirmed source

Marketing

Marketing: Custom warehouse (Greyfield) and Funnel
Feature	Custom warehouse (Greyfield)	Funnel
Ad platform spend Meta, Google, and TikTok ad spend connectors.	Yes Ad spend modeled next to orders. source	Yes Facebook Ads, Google Ads, TikTok Ads and many others source
Tracking pixel + attribution Its own pixel and multi-touch attribution models.	No Attribution from a dedicated tool can be loaded in. source	Partly Data-driven MTA in Funnel Measure add-on; no own tracking pixel found source
MMM / incrementality Marketing mix modeling or incrementality testing.	No Not part of a standard build.	Paid add-on Funnel Measure add-on (Business/Enterprise): MMM, incrementality testing on Advanced plan source

Profit and customers

Profit and customers: Custom warehouse (Greyfield) and Funnel
Feature	Custom warehouse (Greyfield)	Funnel
Profit with COGS and fees Contribution margin after product cost, shipping, and fees.	Yes Fees, refunds, and cost timing defined in dbt. source	Not verified No profit/COGS model found in vendor pages source
LTV and cohorts Lifetime value, cohort, and retention analysis.	Yes Contribution-margin LTV by acquisition channel. source	Not verified Not verified source
Subscription analytics Recharge or other subscription reporting.	Yes Recharge renewals and skips modeled as events. source	Partly Recharge data via data request (Business/Enterprise); raw subscription and order fields, no prebuilt analytics verified source
Custom metric definitions Define your own metric logic.	Yes Definitions live in dbt models you own. source	Yes Custom dimensions and metrics, field rules; Funnel AI can create them source

Data access

Data access: Custom warehouse (Greyfield) and Funnel
Feature	Custom warehouse (Greyfield)	Funnel
Data in a warehouse you can query Your modeled data lands in Snowflake, BigQuery, or a hosted warehouse you can query with SQL.	Yes Your own Snowflake account. source	Snowflake on Enterprise BigQuery/Redshift from Business; Snowflake only on Enterprise source
SQL in the product Write SQL inside the product.	Yes Full SQL in Snowflake and in Sigma. source	Not verified No in-product SQL found source
AI assistant Natural-language questions about your data.	Partly Depends on the BI tool; we have built text-to-SQL access for a client. source	Yes Funnel AI agent (questions, fields, dashboards, scheduled analyses); listed on Starter plan source
Mobile app A native mobile app.	Partly Depends on the BI tool you choose.	Not verified Not found source

What Funnel does well

It lists hundreds of connectors, including Shopify, Amazon Seller Central, and TikTok Shop, with custom dimensions and metrics and an AI agent that can answer questions and build dashboards. Pricing is based on Flexpoints for connectors, accounts, and destinations, not data volume. Its measurement add-on comes from its 2024 acquisition of Adtriba.

What still needs modeling

We found no profit or cost-of-goods model in Funnel’s pages, and its Amazon connector covers orders, sales, and returns. Margin by channel, contribution-margin LTV, and reconciled revenue still need a model of your costs.

Where Funnel is better

Very broad connector library (vendor cites 673 connectors), maintained by the vendor, including Shopify, Amazon Seller Central, TikTok Shop, Recharge and the main ad platforms
Built-in harmonization (shared field definitions, currency conversion, budgets and targets) that a custom build would need dbt models for
Native dashboards inside the product, plus Looker Studio and Google Sheets on every paid plan
Funnel Measure adds MMM, data-driven MTA and incrementality testing; building these well in-house takes data-science work a typical warehouse project does not include
Funnel AI agent can answer questions, create custom fields and build dashboards; MCP access available from Claude
Pricing is not tied to data volume or row counts, so cost does not grow with order history

Who should pick which

Pick Funnel if

You run marketing across many platforms and need the data harmonized.
You are an agency reporting for many clients.
You want MMM and attribution from the same vendor.

Pick a custom warehouse if

Your priority is margin and channel P&L, not marketing measurement.
You want the data and models in your own Snowflake without an Enterprise plan.
Finance and operations need reports, not only marketing.

Recommendations by team

If you are	Pick	Why
In-house marketing team at a mid-size brand	Funnel	Harmonized marketing data and dashboards without engineers.
Marketing agency	Funnel	Built for many accounts and clients.
Finance-led brand on Snowflake	A custom warehouse	Commerce margin modeled in your own account.

Recent changes to Funnel

2024-06 Acquired Adtriba, a Hamburg measurement firm (MMM, MTA, incrementality)source
2025-12 Free plan closed to new users (third-party report)source
2026-02 Starter plan launched; price adjusted March 2026 (third-party report)source
2026-03 Funnel Measure split into Digital Measurement and Advanced Measurement plans; Data Chat AI updatessource
2026-08 Funnel AI can build dashboards; Funnel MCP in Claude connector directory; Slack agent private beta; Single Fit MMMsource

Questions people ask

Does a custom warehouse replace Funnel?

For commerce reporting, it can. For harmonizing data from many marketing platforms and running MMM, Funnel is the stronger tool, and it can feed a warehouse.

How much does Funnel cost?

Starter is from $300 a month and Business from $600 a month, billed annually, with Enterprise quoted. Cost is set by Flexpoints for connectors, accounts, and destinations. The measurement add-on starts at $2,250 a month.

Sources and corrections

We checked these pages on the dates shown. Products change quickly. If you work at Funnel and something here is wrong or out of date, email linus@greyfielddata.com and we will fix it.