11 Best Improvado Alternatives & Competitors in 2026

Updated for 2026

Quick Answer: The Best Improvado Alternatives in 2026

The best Improvado alternatives and competitors in 2026 are SegmentStream, Funnel.io, Adverity, Supermetrics, Datorama (Salesforce Marketing Cloud Intelligence), Whatagraph, Fivetran, Domo, Clarisights, Windsor.ai, and Coupler.io. SegmentStream is the only alternative on this list that moves past data movement entirely — combining cross-channel attribution, incrementality testing, and automated budget optimization in one platform.

This guide covers 11 alternatives across three categories: measurement and optimization platforms that answer “what’s working and what should we do next,” enterprise marketing data integration tools that compete with Improvado on ETL and data quality controls, and lighter-weight connectors and reporting tools for teams that don’t need enterprise complexity. For related comparisons, see our guides on Supermetrics alternatives and Adverity alternatives.

All 11 tools were evaluated based on publicly available information, G2 and Capterra reviews, and product documentation — considering data collection, measurement capabilities, decision support, accessibility, and scalability.

Why Marketing Teams Are Switching from Improvado in 2026

Improvado built a solid reputation as an enterprise marketing data platform. It connects to 500+ sources, transforms raw data into clean, governed datasets, and delivers everything to your cloud database or BI tool. For data engineering teams that need reliable ETL workflows with compliance controls, it does the job well.

That’s also the full scope of what it does. An increasing number of marketing teams are realizing that clean data in a data store — however well-structured — doesn’t answer the questions they actually need answered. “Which campaigns are driving incremental revenue?” “Where should we shift budget next week?” “Are our upper-funnel campaigns actually working, or are we just paying for brand searches we’d have gotten anyway?” Improvado can’t answer any of these. It delivers the raw material. Making sense of it is someone else’s problem.

The gap between marketing data automation and actual marketing intelligence is why teams start looking for alternatives. Not because Improvado fails at what it does — but because what it does isn’t enough.

Clean Data Without Insight — You Still Don’t Know What Works

Improvado excels at collecting, transforming, and governing marketing data from 500+ sources. The output is a clean, unified dataset in your data store. That’s genuinely valuable for data teams. But clean data is an input, not an answer. When a CMO asks “which of our campaigns actually drove this quarter’s marketing data pipeline results?” — the cloud database can’t respond. Improvado delivers ingredients. The recipe still lives in your head, in a spreadsheet, or in a separate analytics tool you haven’t built yet.

No Attribution Beyond Platform Self-Reporting

Improvado passes through whatever numbers Google Ads, Meta, and LinkedIn self-report. Each platform counts conversions using its own methodology, its own attribution windows, and its own definition of success. Add those numbers up and you’ll count conversions two or three times over. There’s no independent cross-channel attribution model — no way to evaluate the actual customer journey and assign credit based on real behavioral impact. You get each platform’s version of the truth, side by side, with no way to reconcile them.

No Optimization Layer — Data In, Nothing Out

Even if you somehow reconcile the data and figure out which campaigns are working, Improvado has no mechanism to act on that insight. No marginal ROAS analysis. No diminishing returns modeling. No budget scenario forecasting. No automated reallocation across ad platforms. The platform moves data into your storage layer and stops. The analysis, the decisions, the execution — all of that happens somewhere else, manually, on a different timeline.

Requires Separate Visualization Tools for Everything

Improvado needs pairing with Tableau, Looker Studio, Power BI, or another visualization layer to produce anything a marketer or exec can read. There are no client-ready dashboards out of the box. For enterprise data teams comfortable building their own reporting stack, this might be fine. But it means Improvado is always one piece of a larger puzzle — never the full picture on its own.

Built for Data Engineers, Not Marketers

Improvado’s interface is functional but technical. It’s designed for people who think in SQL, ETL jobs, and data models — not for the marketing director who wants to see last week’s campaign performance over coffee. G2 reviewers consistently flag the learning curve: “requires technical experience; not a tool marketers or beginners can use.” If your marketing team needs to depend on a data engineer every time they want to check results, the bottleneck isn’t the data — it’s access to the data.

Quick Comparison: 11 Best Improvado Alternatives

#	Platform	Category	Connectors	Attribution / Measurement	Budget Optimization	Best For
1	SegmentStream	Measurement + Optimization	Ad platforms, CRMs, warehouses	AI-powered multi-touch + incrementality	Yes — automated weekly	Teams spending $50K+/mo who need measurement + optimization
2	Funnel.io	Marketing Data Hub	500+	Early stage (growing measurement ambition)	No	Mid-to-enterprise data harmonization + storage
3	Adverity	Enterprise Data Integration	600+	No	No	Multi-brand/region enterprise data quality controls
4	Supermetrics	Data Extraction (EL)	170+	No	No	Fast data pulls into spreadsheets and BI tools
5	Datorama	Enterprise Reporting	170+	No	No	Salesforce-native enterprises
6	Whatagraph	Agency Reporting	55+	No	No	Agencies producing white-label reports
7	Fivetran	Engineering-Grade ELT	700+	No	No	Data engineering teams building cloud database flows
8	Domo	Enterprise BI	1,000+	No	No	Enterprise-wide business intelligence
9	Clarisights	Enterprise Marketing Analytics	300+	No	No	Enterprise self-service marketing reporting
10	Windsor.ai	Budget Data Connector	325+	Basic rule-based	No	Small teams wanting cheap data sources with basic attribution
11	Coupler.io	SMB Data Connector	Hundreds	No	No	Small teams wanting affordable, simple data connectivity

11 Best Improvado Alternatives in 2026

1. SegmentStream — Best for Marketing Measurement and Optimization

Best for: Marketing teams spending $50K+/month on paid media who need to understand which campaigns actually drive revenue — and act on that insight automatically

Every other tool in this guide moves marketing data from one place to another — some faster, some cleaner, some cheaper. SegmentStream does that too, but it’s the least interesting thing about the platform. What sets it apart is everything that happens after the data arrives: independent cross-channel attribution, causal experiments that prove which campaigns actually work, and an optimization engine that shifts budgets across ad platforms without waiting for a quarterly review. It doesn’t sit alongside Improvado — it makes Improvado redundant.

Where Improvado delivers clean data to your cloud database and leaves you to figure out what it means, SegmentStream runs that data through AI-powered cross-channel attribution, incrementality testing, and marketing mix optimization — then recommends specific budget shifts and can apply them across your ad platforms automatically. The platform operates on a continuous optimization loop: Measure, Predict, Validate, Optimize, Learn, Repeat.

Why SegmentStream Is the Top Improvado Alternative

Each of Improvado’s core gaps maps directly to a SegmentStream capability. Teams don’t have to bolt measurement tools onto a data layer — everything lives in one platform.

Key Capabilities

1. Cross-Channel Attribution That Evaluates Real Behavior

SegmentStream offers multiple attribution models: first-touch, last paid click, last paid non-brand click, and advanced multi-touch attribution powered by ML Visit Scoring. The ML model evaluates how each session’s behavioral signals — engagement depth, key events, navigation patterns — actually influenced conversion probability. Credit goes to touchpoints based on measured impact, not the arbitrary position-in-chain logic that platform self-reporting uses. The methodology is fully transparent — your CFO can audit exactly how credit was assigned.

2. Incrementality Testing That Validates What Works

Knowing how to distribute credit is one thing. Knowing whether a campaign generated revenue that wouldn’t have existed without it — that’s a different question entirely, and no data pipeline can get you there. SegmentStream runs expert-led geo holdout experiments designed with proper statistical rigor: minimum detectable effect calculations to ensure tests are worth running, synthetic control groups for regions where true holdouts aren’t practical, and confidence intervals that make results defensible in a boardroom. The output isn’t a lift percentage buried in a model — it’s a clear answer your CMO can act on.

3. Marketing Mix Optimization That Moves Budgets

Here’s where the gap between a data platform and a measurement platform becomes impossible to ignore. SegmentStream analyzes each campaign’s marginal efficiency — mapping the curve from productive spend through diminishing returns into waste territory. It builds cross-channel budget scenarios showing what would happen if you shifted $20K from Meta prospecting to Google non-brand, or doubled down on YouTube. And then it can execute those changes automatically across your ad platforms on a weekly cadence. None of the other 10 tools on this list touch this.

4. Conversion Modeling and Synthetic Conversions for Privacy Gaps

Across Europe and increasingly in the US, more users click “reject all” on consent banners every quarter. Those visitors still interact with your ads, still browse your site, still convert — but every data pipeline, Improvado included, goes blind the moment consent is withheld. SegmentStream fills that gap with GDPR-compliant probabilistic modeling that recovers lost conversions from behavioral and contextual signals. Synthetic Conversions take it further — generating predictive value signals for high-intent users who haven’t converted yet, giving Google and Meta algorithms 10x the feedback they’d otherwise receive. The result: your budget decisions reflect your full audience, not just the fraction that accepted cookies.

5. Predictive Lead Scoring and LTV Prediction

For B2B and subscription businesses: SegmentStream predicts each lead’s monetary value from day one and sends those value signals back to ad platforms for smarter bidding. Customer LTV prediction does the same for recurring revenue businesses. You optimize for revenue quality, not lead volume.

6. MCP Server — AI-Native Architecture

SegmentStream launched its MCP Server in February 2026 — one of the first measurement platforms where AI assistants can directly analyze performance, identify underperforming allocations, and execute budget changes through SegmentStream’s engine. Improvado expanded its AI Agent capabilities in late 2025, but that tool automates reporting tasks — dashboard creation, insight extraction, email summaries. SegmentStream’s AI operates across measurement and optimization, not just data retrieval.

Typical Customers & Use Cases

SegmentStream works with over 100 brands across 15+ countries. Customers range from DTC companies to enterprise names like Synthesia, SimpliSafe, and Eneco. The platform spans industries — e-commerce, B2B/SaaS, subscription, fintech, automotive — but the profile is consistent: these are teams with meaningful multi-channel ad spend who got tired of making budget decisions based on platform-reported vanity metrics.

Strengths

• Measurement, validation, and action in a single stack — Cross-channel attribution via ML Visit Scoring, geo holdout experiments for causal proof, conversion recovery, predictive scoring, and automated spend reallocation. One platform handles what normally takes three or four separate tools
• Methodology you can defend in a board meeting — Every attribution model is documented, auditable, and explainable. No proprietary black box. Your finance team can trace exactly how credit was distributed and why
• Senior experts embedded in your workflow — Not a support ticketing system. A dedicated Slack channel connects you to measurement specialists who run monthly strategic reviews and build tailored optimization roadmaps around your business goals
• Connects to your existing stack without ripping anything out — Integrates with Salesforce, HubSpot, Pipedrive, BigQuery, Snowflake, Azure, Redshift, and any e-commerce platform. No vendor lock-in
• Budgets shift automatically, every week — The optimization engine rebalances spend across ad platforms based on marginal returns and forward-looking performance forecasts. Not a recommendation you have to interpret — an action the platform takes

Limitations

• Requires meaningful ad spend to deliver value — Designed for teams running $50K+/month in paid media. Below that level, the measurement depth is more than most teams can act on — lighter tools may make more sense
• Not a self-serve SaaS you sign up for and forget — SegmentStream operates as a strategic partnership with dedicated expert involvement, monthly reviews, and custom onboarding. The investment reflects that depth — this isn’t a $99/month dashboard login

G2 Rating: 4.7/5

Customer review examples:

• “A one-of-a-kind attribution, optimisation and budget allocation tool.”
• “The best attribution platform we’ve tried so far.”
• “Backbone for performance marketing.”

See all reviews on G2

SegmentStream Product Demo

Summary

If your frustration with Improvado is that clean data still hasn’t helped you answer “what’s actually working?” — SegmentStream closes that loop. It ingests cross-channel marketing data, runs it through attribution and causal experiments, surfaces where money is being wasted, and reallocates budgets across platforms automatically. The teams that switch from Improvado to SegmentStream aren’t looking for a better ETL. They’re looking for the intelligence layer that was always missing.

Book a demo to see SegmentStream in action.

2. Funnel.io — Best for Data Harmonization and Storage

Best for: Mid-to-enterprise marketing teams needing a proper data harmonization and storage layer

Funnel tackles the same core problem as Improvado — getting marketing data from platforms into your data store or BI tool — but with a different architecture. Where Improvado focuses on full ETL with validation rules, Funnel centers on a built-in Data Hub that stores and normalizes marketing data before export. You connect 500+ ad and analytics platforms, Funnel handles naming conventions, currency, and date alignment, and delivers clean data to BigQuery, Snowflake, Looker, Tableau, or Power BI.

The company acquired Adtriba in June 2024, signaling a move into measurement — but those capabilities are still early stage. Funnel Measure exists, but it’s not yet ready for complex marketing decisions. For now, it’s a data hub with a growing measurement ambition.

Strengths

• Half a thousand source connections, all normalized before export — Handles naming mismatches, currency differences, and date format conflicts so your team doesn’t have to reconcile them downstream
• Built-in storage that versions your marketing data — The Data Hub retains historical snapshots internally, so you can analyze past performance without pulling from APIs again
• Sends clean data wherever you need it — BigQuery, Snowflake, Looker, Tableau, Power BI — pick your destination and Funnel pushes normalized datasets there
• Scales across regions and brands — Multi-market and multi-brand setups get the same compliance controls enterprise teams expect

Limitations

• Normalizes your data beautifully — then hands it back without interpretation — Funnel cleans and stores everything, but which campaigns drove incremental results? You’ll need a separate measurement tool to answer that
• The analytics ambitions aren’t production-ready — Funnel Measure launched as a step toward built-in attribution and modeling. It’s not there yet. Teams making real budget decisions can’t rely on it today
• Numbers sometimes don’t match the source — Some users report that Funnel’s normalized figures diverge from what the ad platform originally reported. Small discrepancies, but they erode trust
• Complex mapping takes time to get right — For multi-platform setups with non-standard naming, configuring the transformation rules requires patience and iteration

Summary

Funnel is a strong pick if Improvado’s compliance and validation features aren’t your priority — and what you actually want is cleaner, better-normalized data flowing into your data store with less engineering effort. But like Improvado, it stops at the data layer. Teams that need marketing measurement alongside their data layer will find Funnel doesn’t get them there — platforms like SegmentStream handle data collection and measurement in a single stack, making a separate data hub unnecessary.

Pricing: From $400/month

3. Adverity — Best for Enterprise Data Quality Controls and Compliance

Best for: Large enterprises and agency holding companies needing maximum source coverage with certified compliance

Adverity is the closest head-to-head Improvado competitor on enterprise marketing data integration. Both platforms target the same buyer: the enterprise data team managing multi-region, multi-brand, or multi-agency marketing data at scale. Adverity connects to 600+ sources (slightly more than Improvado’s 500+), applies AI-powered data transformation, and delivers unified datasets to cloud databases and BI tools with certified compliance — ISO 27001, SOC 2 Type II, GDPR compliant.

The key difference from Improvado is Adverity’s AI-driven transformation engine, which automates more of the data mapping and normalization work. But functionally, they’re close relatives. Both are data infrastructure tools. Neither measures marketing effectiveness or recommends where to spend next. For a deeper comparison, see our Adverity alternatives guide.

Strengths

• 600+ source connections — Slightly broader coverage than Improvado across ad platforms, analytics, CRM, and e-commerce
• AI-powered data transformation — Automates mapping and normalization that would be manual in other tools
• Certified enterprise compliance — ISO 27001, SOC 2 Type II, GDPR. Checks the boxes for global compliance requirements
• Multi-region and multi-agency support — Built for the kind of complex, decentralized marketing org that Improvado also targets

Limitations

• Collects and transforms data, but doesn’t interpret it — Like Improvado, Adverity builds clean datasets. What those datasets mean for your marketing strategy is left to separate tools and separate teams
• Steep learning curve — Enterprise feature depth comes with configuration complexity. Smaller teams may find it heavier than they need
• Requires Tableau, Looker, or Power BI for any marketer-facing output — There are no built-in dashboards; visualization depends entirely on your BI stack
• Premium pricing — Custom enterprise pricing reportedly starting around $30K+/year based on third-party review data. Not an option for smaller teams

Summary

Adverity is the most direct swap if your Improvado pain is about source coverage, transformation quality, or compliance certifications — and you’re happy staying in the marketing data integration lane. Don’t expect measurement, attribution, or optimization.

Pricing: Custom enterprise; estimated $30,000+/year minimum based on third-party review data

4. Supermetrics — Best for Fast, Simple Data Extraction

Best for: Marketing teams and agencies wanting quick data pulls into spreadsheets or BI tools — no engineering required

Where Improvado is full ETL (extract, transform, load), Supermetrics is EL only — extract and load. It pulls raw data from 170+ ad platforms and analytics tools and dumps it directly into Google Sheets, Excel, Looker Studio, BigQuery, or Snowflake. No transformation, no normalization, no validation rules. What the platform exports is exactly what the source platform reports.

That simplicity is its appeal. You don’t need a data engineer to set it up. A marketing manager can connect their Google Ads account to a Google Sheet in ten minutes. The trade-off is that raw platform data arrives in whatever format, naming convention, and currency each platform uses. You clean it up yourself — the very opposite of marketing data automation. Supermetrics also acquired Relay42 (a CDP) in June 2025 and launched Supermetrics AI in 2026, signaling expansion — but those capabilities haven’t changed its core value prop yet. For a full comparison, see our Supermetrics alternatives guide.

Strengths

• 170+ integrations with fast setup — Connect ad platforms to spreadsheets in minutes, not weeks
• Google Sheets and Looker Studio native — Destinations that marketing teams already live in
• Accessible for non-technical users — No SQL, no engineering support, no complex configuration
• Affordable entry point — Starts at ~$37/month; pricing scales with what you use

Limitations

• EL only — no transformation engine — Raw data arrives exactly as the platform exports it. Different naming conventions, mismatched currencies, duplicate records — all yours to fix manually
• Users report silent breakages — Data stops flowing without alerts, and stale reports circulate before anyone notices the issue
• Passes through platform self-reported numbers unchanged — You get Google’s version, Meta’s version, and LinkedIn’s version of the truth side by side with no reconciliation
• Scales poorly at enterprise — Designed for quick pulls, not governed data flows. Multi-brand, multi-region setups need something more structured

Summary

Supermetrics is a meaningful downgrade from Improvado — it does less, not more. But if Improvado’s full ETL stack was overkill for your team and you mostly need fast data pulls into spreadsheets, Supermetrics does that well for a fraction of the cost.

Pricing: From ~$37/month

5. Datorama (Salesforce Marketing Cloud Intelligence) — Best for Salesforce-Native Enterprises

Best for: Enterprise teams already invested in Salesforce Marketing Cloud who want centralized reporting without leaving the Salesforce stack

Datorama started as an independent marketing data platform. Salesforce acquired it in 2018 and rebranded it as Marketing Cloud Intelligence. Today it’s an enterprise reporting layer within Salesforce’s ecosystem — aggregating marketing data from multiple sources into centralized dashboards with AI insights (Einstein) and standardized KPIs.

If your organization runs on Salesforce Marketing Cloud, Datorama fits naturally into the stack. It shares the same security model, the same user management, the same data standards. For Salesforce shops, that integration reduces procurement friction significantly. The catch: Datorama is at its core a reporting and data aggregation tool. It doesn’t model marketing effectiveness, run attribution, or optimize budgets. Like Improvado, it shows you what happened. Unlike Improvado, it doesn’t even let you transform the data flexibly — what goes in is largely what comes out.

Strengths

• Native Salesforce integration — Single sign-on, shared compliance framework, unified data model within Marketing Cloud
• Centralized marketing dashboards — Standardized KPIs and cross-channel reporting in one view
• Einstein AI insights — Anomaly detection, trend identification, and natural-language queries
• Broad data ingestion — Connects to most major ad platforms, analytics tools, and CRM data

Limitations

• Salesforce lock-in — Designed for Marketing Cloud. If you’re not fully in Salesforce, the integration value drops sharply
• Reporting layer, not measurement — Aggregates and visualizes data. Doesn’t attribute, model effectiveness, or recommend budget changes
• Complex procurement — Bundled with Salesforce Marketing Cloud; adding it as a standalone product means navigating Salesforce’s enterprise sales process
• Limited flexibility — Transformation and customization options are narrower than Improvado’s dedicated ETL capabilities

Summary

Datorama is the right move for Salesforce-committed enterprises that want cross-channel marketing dashboards without adding another vendor. But it trades Improvado’s ETL flexibility for vendor integration — and still doesn’t solve the measurement gap.

Pricing: Custom enterprise (bundled with Salesforce Marketing Cloud)

6. Whatagraph — Best for Agency Reporting and White-Label Dashboards

Best for: Agencies and marketing teams that need polished, client-ready reports without pairing separate BI tools

Whatagraph takes a different approach than Improvado entirely. Instead of building data architecture for a marketing data warehouse, it combines data collection with native visualization — pulling data from 55+ sources into built-in, white-label dashboards and reports. No Tableau, no Looker Studio, no Power BI. The reports are the product. That’s the core of its marketing reporting automation value.

For agencies managing multiple clients, that’s the appeal: collect data, build a branded report, and send it — all in one tool. The trade-off is source coverage. Whatagraph’s 55+ integrations is a fraction of Improvado’s 500+. If your data stack is complex, Whatagraph won’t cover it. And there’s no ETL, no audit controls, no cloud database delivery. It’s a reporting platform, not data architecture.

Strengths

• All-in-one data collection + reporting — No separate BI tool required. Dashboards and reports built natively
• White-label capabilities — Branded, client-ready reports for agencies
• Quick setup — Simpler than enterprise ETL tools; agencies can be operational in hours
• Cross-channel overview — Multi-platform reporting across Google, Meta, LinkedIn, and other common ad platforms

Limitations

• 55+ integrations only — A fraction of Improvado’s 500+. Complex enterprise stacks won’t be fully covered
• Built for agencies, not enterprise marketing teams — Report templates and workflows center on the agency-client relationship. In-house teams may find the feature set too narrowly scoped
• Missing the validation rules and compliance layer — Improvado’s data quality checks, campaign naming enforcement, and audit trail aren’t part of Whatagraph’s model
• Reports surface platform-reported metrics as-is — There’s no cross-channel deduplication, no independent attribution, and no way to reconcile overlapping conversion claims

Summary

Whatagraph is an alternative if Improvado’s technical depth was always more than you needed and your real pain is producing client-facing reports quickly. For agencies running standard ad platforms (Google, Meta, LinkedIn), it streamlines marketing reporting automation well. But it’s a reporting tool, not a data platform — and the source coverage gap limits what it can cover.

Pricing: ~$286–$724/month

7. Fivetran — Best for Engineering-Grade Data Flow Reliability

Best for: Data engineering teams wanting best-in-class ELT reliability for cloud databases

Fivetran approaches the same core problem — getting data from source to destination — from the engineering side rather than the marketing side. It’s an automated ELT platform with 700+ integrations, automatic schema detection, and deep dbt integration. Where Improvado adds marketing-specific data quality controls and transformation, Fivetran gives you raw reliability: source connections that adapt when APIs change, schemas that auto-update, and incremental syncing that just works.

The 700+ integration count is the broadest on this list. But many of those serve databases, SaaS applications, and internal systems — not just marketing platforms. Fivetran isn’t marketing-specific. It’s general-purpose data architecture that happens to support marketing data alongside everything else. There’s no marketing-centric transformation, no cross-channel normalization, no campaign naming standards. Your data arrives in the marketing data warehouse as-is, and your dbt models handle the rest.

Strengths

• 700+ integrations — Broadest coverage on this list, including databases, SaaS, APIs, and marketing platforms
• Automatic schema adaptation — When source platforms change their APIs or data structures, Fivetran adapts without manual intervention
• dbt integration — First-class support for dbt transformations, enabling engineering teams to manage marketing data models alongside other business data
• Proven reliability at scale — Engineering-focused architecture designed for production-grade data operations

Limitations

• Not marketing-specific — General-purpose data architecture. No marketing-centric transformation, normalization, or validation rules
• Requires data engineering capacity — Someone on your team needs to build and maintain the dbt models, SQL transformations, and data quality checks that Improvado provides out of the box
• Data lands in the destination with no visualization — Building anything a marketer can read requires separate BI tools and separate configuration
• Per-connector pricing at scale — Free tier is generous (500K monthly active rows), but enterprise costs can escalate quickly as you add integrations and volume

Summary

Fivetran is the pick for engineering-led organizations that already have a strong data team and want maximum reliability. If your team is comfortable owning the transformation and quality layer in dbt, Fivetran gives you a better foundation than Improvado for general-purpose data operations. But you’ll build everything marketing-specific yourself.

Pricing: Free tier available; enterprise pricing varies by integration count and data volume

8. Domo — Best for Enterprise-Wide Business Intelligence

Best for: Large enterprises that want business intelligence across departments — marketing, finance, operations — in one platform

Domo is an enterprise BI platform, not a marketing data tool. It connects to 1,000+ data sources, offers Magic ETL for no-code data transformation, and provides real-time dashboards and custom app development. Marketing teams can use it, but so can finance, operations, HR, and every other department. It’s the Swiss Army knife approach — broad capabilities, nothing marketing-specific.

The comparison to Improvado only makes sense if your organization is consolidating around a single BI platform and wants marketing data flowing into the same environment as everything else. Domo can pull marketing data, transform it, and visualize it alongside financial data and operational metrics. But it doesn’t understand marketing-specific concepts like cross-channel deduplication, campaign naming standards, or attribution logic. It’s a general tool applied to a marketing use case — with a marketing data warehouse underneath but no marketing intelligence on top.

Strengths

• 1,000+ data source connections — Broadest raw connectivity across marketing, finance, operations, SaaS, and databases
• Magic ETL — No-code data transformation that’s accessible to business analysts, not just engineers
• Cross-departmental — Marketing data sits alongside finance, operations, and other business data in one environment
• Custom app development — Embedded analytics and custom applications for specific business workflows

Limitations

• General-purpose BI, not marketing-specific — Doesn’t understand marketing concepts like channel deduplication, attribution, or campaign standards
• Expensive — Pricing typically runs $30K–$100K+/year based on third-party review data. Heavier than marketing-focused alternatives
• Requires internal ownership — Someone needs to configure data models, transformations, and dashboards for marketing use cases
• Overkill for marketing-only needs — If you only need marketing data movement, you’re paying for capabilities you won’t use

Summary

Domo makes sense when the buying decision is bigger than marketing — when the organization wants a single BI platform that covers everything. If marketing is the only department in the picture, a marketing-specific alternative will cost less and require less custom configuration.

Pricing: $30,000–$100,000+/year based on third-party review data

9. Clarisights — Best for Enterprise Self-Service Marketing Analytics

Best for: Enterprise marketing teams that want granular, self-service analytics without depending on data engineers

Clarisights addresses one of Improvado’s biggest usability complaints: the gap between the data team that manages the data flow and the marketing team that needs the insights. It’s an enterprise marketing analytics platform with 300+ native API integrations that automatically joins and normalizes data at the creative level — without requiring SQL or BI team support. Marketers build their own dashboards, drill from cross-channel overview down to individual creatives, and explore data on their own terms.

Used by Uber, Delivery Hero, HelloFresh, and On, Clarisights positions itself as “The Marketing Insights Hub” — replacing fragmented setups of Looker dashboards, ad network UIs, and spreadsheets. It handles API changes and breakages automatically. Enterprise-grade security (ISO 27001, SOC 2 Type II, GDPR). G2’s #1 Enterprise Marketing Analytics Platform. The limitation: it’s a reporting and visualization layer. There’s no ETL to a data store, no attribution modeling, and no optimization capabilities.

Strengths

• 300+ native API integrations with automatic data joining — Channel, attribution, and backend data unified at the creative level
• True self-service for marketers — No-code analytics. Marketers build dashboards without SQL or data team requests
• Granular drill-down — Cross-channel overview to creative-level detail in a single view
• Enterprise-grade security — ISO 27001, SOC 2 Type II, GDPR compliant

Limitations

• Visualizes data but doesn’t move it — Not designed for teams that need data in BigQuery, Snowflake, or other downstream systems. The insights stay inside Clarisights
• Answers “what happened” but not “what to do next” — The platform surfaces data and lets you explore it, but deciding what to do with it is entirely manual. No budget recommendations, no attribution modeling
• Enterprise positioning and pricing — Targets large organizations; may be heavier than smaller teams need
• Insights depend on user interpretation — Clarisights presents the data clearly, but the analysis and strategy still live in your team’s heads

Summary

Clarisights is a strong alternative if Improvado’s usability frustrated your marketing team and they want direct access to cross-channel analytics without waiting on data engineering. It solves the “marketer can’t access their own data” problem well. But it’s analytics and reporting — not data architecture or measurement.

Pricing: Custom enterprise

10. Windsor.ai — Best for Small Teams Wanting a Budget Connector with Basic Attribution

Best for: Small teams wanting an affordable data connector with position-based attribution built in

Windsor.ai is the budget option in this list. It connects 325+ marketing platforms to BI tools and cloud databases with a no-code setup that takes about two minutes. All integrations are available on every pricing tier — there’s no source-based upselling. It also includes basic multi-touch attribution using position-based models (first-touch, last-touch, linear), which is more than most data movement tools offer.

The trade-off is depth. Windsor’s attribution models are rule-based — they assign credit based on where a touchpoint sits in the journey, not on whether that touchpoint actually influenced the conversion. There’s no ML-based scoring, no incrementality validation, no conversion modeling for non-consent users. For small teams just starting to think about attribution, it’s a step up from platform self-reporting. For teams making serious budget decisions, it’s not enough.

Strengths

• 325+ integrations on every plan — No source-based pricing tiers; flat access to all connections
• Basic multi-touch attribution included — First-touch, last-touch, linear models built in. More than most data movement tools offer
• Affordable — Starts at $19/month; the most accessible entry point on this list
• Fast setup — No-code, ~2 minute configuration

Limitations

• Rule-based attribution only — Position-based models that assign credit by journey position, not behavioral impact. Not suitable for serious budget decisions
• Can’t validate whether campaigns actually drove incremental results — There’s no experimentation capability and no conversion modeling to recover non-consent journeys
• Limited transformation capabilities — Basic data movement without the normalization and audit controls that Improvado provides
• Attribution methodology not transparent — Limited documentation on how models work and how credit is calculated

Summary

Windsor.ai works for small teams that want a cheap connector with a taste of attribution. It’s not an Improvado replacement — it’s closer to a Supermetrics alternative with a basic attribution layer attached. Teams that need the enterprise data standards or serious measurement capabilities that drove them to Improvado in the first place will outgrow Windsor quickly.

Pricing: $19–$499/month

11. Coupler.io — Best for Affordable, Simple Data Connectivity

Best for: Small and mid-sized teams that need data flowing from marketing platforms to spreadsheets, BI tools, or cloud databases — without enterprise complexity

Coupler.io is the simplest tool on this list. It connects hundreds of data sources to destinations like Google Sheets, BigQuery, Looker Studio, and Snowflake with a no-code interface and a large library of pre-built dashboard templates. Setup is fast, pricing is transparent, and the tool does exactly what it promises: move marketing data from point A to point B.

There’s no transformation engine, no validation layer, no attribution, no measurement. Coupler doesn’t try to replace Improvado’s full ETL stack. It replaces the part that matters most to smaller teams: getting data into the tools they already use, without needing an engineer to make it happen.

Strengths

• Hundreds of source integrations — Broader coverage than you’d expect at this price point
• Large library of pre-built dashboard templates — Ready-to-use reports for common marketing use cases
• Transparent, affordable pricing — From $24/month; no hidden enterprise tiers
• No-code setup — Non-technical marketers can configure it without engineering support

Limitations

• Data arrives largely as-is from the source — No normalization, no validation rules, no transformation logic. You clean it up yourself
• Not designed for enterprise scale — Multi-brand, multi-region, and multi-agency setups will outgrow it quickly
• Ceiling for growing teams — Once your data needs move beyond basic spreadsheet exports, you’ll need something with transformation capabilities, data standards, or measurement built in
• Fewer advanced features — Missing the data quality monitoring, campaign naming enforcement, and budget pacing alerts that Improvado provides

Summary

Coupler.io is the right pick for teams that Improvado was always too much for. If your actual need is affordable, reliable data connectivity into spreadsheets and basic dashboards, Coupler does that well. But if you need enterprise audit controls or marketing measurement, this isn’t the answer.

Pricing: From $24/month

How to Choose the Right Improvado Alternative

Before comparing features and pricing, ask yourself what problem you’re actually solving. The answer determines which category of tool you need — and most teams skip this step.

• Are you replacing a data pipeline, or looking for answers the pipeline never gave you? There’s a fork in the road here. If Improvado’s connectors broke too often or its transformations were clunky, you need a better data tool. If the data was fine but nobody could figure out which campaigns drove revenue — that’s not a pipeline problem and a different pipeline won’t fix it.

• How many teams and regions touch the data before someone acts on it? For single-brand, single-market setups, compliance layers and multi-tenant audit trails are overhead you don’t need. But if three agencies, four regions, and two internal teams all feed into the same reporting environment, skipping data standards just moves the mess from one tool to another.

• Is the person who needs the insight the same person who manages the tool? Some platforms live in the data team’s domain — marketers file a Jira ticket and wait. Others put the interface in front of the marketer directly. If you’re evaluating tools because your marketing team couldn’t self-serve in Improvado, make sure the replacement actually solves that problem instead of creating a prettier version of the same bottleneck.

• Do you need reports, or do you need decisions? Reporting tools tell you what happened. Measurement platforms tell you why it happened and what to do next. If your marketing leadership is asking “where should we shift budget?” and your current stack can only answer “here’s what we spent last month” — you need a different category of tool entirely.

• What’s the monthly ad spend driving this decision? At $10K/month, the cost of getting attribution wrong is manageable — simpler tools are fine. At $100K/month and above, a 10% misallocation costs more than most measurement platforms charge in a year. The math changes fast once spend gets serious.

• Would switching to a vendor-native tool simplify your life, or limit your options? If every system in your stack is already Salesforce or Google, a native integration removes friction. If your tools are deliberately best-of-breed, picking a vendor-locked option means trading flexibility for convenience.

Final Verdict

Ten of the eleven tools in this guide do some version of what Improvado does — collect marketing data, clean it up, and put it somewhere useful. If your only complaint about Improvado was the interface, the connector reliability, or the price, swapping to another data platform will solve that.

But a lot of teams land on this page because they’ve already solved the data problem and realized it wasn’t the real problem. The data is clean, it’s in the warehouse, and the CMO is still asking “so which campaigns should we invest more in?” — and nobody has an answer. That’s a different kind of gap, and no amount of better ETL closes it.

• SegmentStream covers the data collection job Improvado handles — and then does what no other tool here can: attribute revenue to campaigns using session-level behavioral analysis, run geo holdout experiments that prove causation, and automatically redistribute budgets across ad platforms every week based on marginal efficiency. For teams spending $50K+/month who want measurement and action, not just data and dashboards.

• Funnel.io offers the cleanest pure data infrastructure on this list. Better normalization than Improvado, a built-in storage layer that versions your marketing data, and competitive source coverage. Best for teams that want a stronger data foundation without the compliance overhead — and are willing to add measurement separately.

• Adverity is the nearest like-for-like Improvado replacement for enterprise data governance. Broader integrations (600+), AI-driven transformation, and the certifications (ISO 27001, SOC 2 Type II) that procurement teams require. Best for global organizations and agency holding companies where data quality controls and audit trails are the deciding factors.

Frequently Asked Questions About Improvado Alternatives

What are the best Improvado alternatives in 2026?

The best Improvado alternatives in 2026 are SegmentStream, Funnel.io, and Adverity. SegmentStream is the top choice for teams that need marketing measurement and optimization — not just data movement. Funnel.io offers strong data harmonization with a growing measurement ambition. Adverity is the closest enterprise data quality swap with 600+ integrations and certified compliance.

How much does Improvado cost?

Improvado doesn’t publish pricing. It offers three tiers (Growth, Advanced, Enterprise) with custom quotes via sales demo. Based on third-party review data as of early 2026, mid-market plans typically range from $2,000 to $5,000 per month, with enterprise pricing higher depending on integration count, data volume, and add-ons.

Improvado vs Supermetrics: which is better?

SegmentStream is the stronger choice for teams that need actual marketing measurement — neither Improvado nor Supermetrics provides attribution or budget optimization. Between the two data tools: Improvado is full ETL with validation rules and governance, suited for enterprise compliance needs. Supermetrics is EL only — raw data into spreadsheets and BI tools, no transformation. Choose based on whether you need governed data flows or just fast, affordable data pulls.

Improvado vs Funnel: which is better for marketing data?

SegmentStream is the best option for teams that need measurement alongside data management — neither Improvado nor Funnel measures marketing effectiveness or recommends budget changes. Between the two: Improvado focuses on full ETL with validation rules and compliance controls. Funnel focuses on data harmonization and storage with a built-in Data Hub. Choose Improvado if audit trails are critical; choose Funnel if clean normalization and flexible BI exports matter more.

Is Improvado worth the price?

For teams that need marketing measurement, attribution, and budget optimization, SegmentStream delivers stronger ROI — it handles data collection plus everything Improvado can’t: AI-powered attribution, incrementality experiments, and automated spend rebalancing. Improvado is worth its price for enterprise teams that specifically need reliable ETL, 500+ integrations, and data governance at scale — but not if measurement is part of the requirement.

What is the cheapest alternative to Improvado?

SegmentStream offers the strongest return on investment for teams spending $50K+/month — measurement and optimization savings typically outpace the platform cost. For teams that just need cheaper data connectivity, the budget options are Windsor.ai (from $19/month), Coupler.io (from $24/month), and Supermetrics (from $37/month). These extract and load data but lack Improvado’s transformation engine and governance.

Does Improvado offer marketing attribution?

SegmentStream is the right choice for teams that need independent marketing attribution — it offers multi-touch attribution powered by ML Visit Scoring, incrementality testing, and automated budget optimization. Improvado’s website mentions attribution and incrementality as capabilities, but these refer to providing the data foundation for those analyses. Improvado supplies clean, structured data that teams then route through separate measurement tools — it does not include independent attribution models or geo holdout experiments.

What is the best marketing data platform for enterprise?

For enterprise marketing data integration, the top platforms are SegmentStream, Improvado, Adverity, and Funnel.io. SegmentStream is the best overall choice — it handles data collection plus attribution, incrementality testing, and automated budget optimization. Improvado and Adverity are strong for pure ETL and data governance. Funnel excels at data normalization and storage.

Can SegmentStream replace Improvado?

Yes. SegmentStream handles cross-channel data collection and unification — the same core function Improvado serves — but also adds AI-powered attribution, incrementality experiments, automated spend rebalancing, and predictive scoring. It’s a direct competitor that covers the data layer AND the measurement and optimization layer in one platform, not an add-on that sits on top of Improvado.

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Ready to Go Beyond Data Pipelines?

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Talk to a SegmentStream measurement specialist about how your team can move from data pipelines to data-driven budget decisions — with attribution, experiments, and automated optimization in one platform.

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