Prooflytics vs Funnel.io: A Cheaper Alternative with AI Insights

If you are searching for a Funnel.io alternative in 2026, you are part of the largest churn cohort the company has had. Prooflytics is the right replacement when you want predictable pricing and AI-driven insights instead of yet another data hub. Funnel.io still wins if you are an enterprise that needs marketing mix modelling and 500+ connector breadth.

The trigger is no secret. In December 2025, Funnel.io closed its free plan to new sign-ups. In February 2026, the Starter tier jumped from $120-240/month to a flat $400/month. Long-time customers — including agencies that had been on Funnel for nearly a decade — left specifically because of pricing. The flexpoint billing model, where every connector refresh consumes credits, made budgeting unpredictable for agencies adding clients.

Quick verdict

For agencies under 50 people running paid acquisition for SMB clients, Prooflytics is the better fit at roughly a third of the cost. If you are mid-market or enterprise running marketing mix modelling against 30+ data sources, Funnel.io's depth is still unmatched and the price reflects that.

What is Funnel.io?

Funnel.io: a Marketing Intelligence platform with 500+ connectors, native data normalization (Data Hub), built-in dashboards, and exports to BigQuery, Snowflake, Looker Studio, Tableau, and Power BI. Founded in Sweden in 2014, it is broader than Supermetrics — Funnel.io includes its own dashboards and, on Enterprise, marketing mix modelling via the Adtriba acquisition.

What is Prooflytics?

Prooflytics: a focused marketing intelligence platform for performance marketers running paid acquisition. It combines data integration (Meta, Google Ads, GA4, LinkedIn) with AI-driven daily briefings, creative lifecycle classification, competitor ad intelligence, and a structured action queue.

Funnel.io is a horizontal data platform; Prooflytics is a vertical intelligence layer. Different jobs.

How they compare

The G2 rating gap (Funnel.io's 4.5 vs Supermetrics' 4.3) is real — Funnel.io built a better product. The Trustpilot gap is also real: 3.2/5 reflects 2026's pricing-driven backlash, with several reviewers explicitly mentioning "10 years with Funnel — leaving because of pricing."

When Funnel.io is the right choice

• You are an enterprise marketing team running marketing mix modelling, attribution analysis across 20+ paid channels, and need MMM as a first-class capability.
• Your data warehouse strategy depends on Funnel.io's native BigQuery / Snowflake export, with cleaned and normalized data flowing to a centralized BI stack.
• You can absorb the $400/month starter price and the unpredictable flexpoint consumption, and you have a CSM relationship that justifies it.
• You need 200+ specific niche connectors that Prooflytics has not (yet) integrated.

When Prooflytics is the right choice

• You are leaving Funnel.io because of the February 2026 price hike and want a tool that does not punish growth (every new client should not increase your data spend non-linearly).
• You want AI that explains performance changes — not AI that builds dashboards on top of data you still have to interpret yourself.
• Your reporting workflow is "tell me what happened and what to do," not "give me 50 dashboards to look at."
• You manage 5-50 client accounts and want flat pricing that does not surprise you with flexpoint overages mid-quarter.
• You want the creative lifecycle layer (Scaling / Mature / Fatiguing / Dead) that no horizontal data platform has built.

Pricing comparison

Funnel.io's 2026 reset:

• Free: closed to new users (Dec 2025).
• Starter: $400/month flat. ~121 connectors. Flexpoints consumed per refresh.
• Business: custom (Sales). 579+ connectors, expanded flexpoint allowance, data warehouse destinations.
• Enterprise: custom. Multi-region, multi-brand, MMM included.

Prooflytics is in private beta with founding-customer rates. The pricing model is modular per-service (Campaign Intelligence, Weekly Update, HADI, Competitor Intel) with no per-destination, per-client, or flexpoint surcharges. Book a demo for current rates.

Prooflytics is in private beta with founding-customer rates positioned for mid-market teams. The structural difference versus Funnel.io is the absence of flexpoint billing and predictable per-service pricing — see /pricing for current details. The capability gap goes both ways: Funnel.io covers 500 sources, Prooflytics covers 5 with depth in the intelligence layer.

Why agencies are leaving Funnel.io specifically

Three reasons recur in 2026 G2 and Trustpilot reviews:

1. Predictability collapsed. Flexpoints consume credits per connector refresh. Add a client, add a connector, refresh more often — your bill goes up in ways you cannot model in advance.
2. Pricing tripled overnight. $120-240/month → $400/month is not a nudge. Agencies on tight margins felt it immediately.
3. No AI explanations. Funnel.io added Funnel Dashboards in March 2024 but the AI capability remains BI-oriented (build me a chart) rather than diagnostic (tell me why CPA doubled this week).

The third point is the strategic one. Modern performance marketing teams want AI that reduces decision time, not AI that automates dashboard layout. That gap is the one Prooflytics fills.

Migration: from Funnel.io to Prooflytics

If your Funnel.io use is concentrated on Meta Ads, Google Ads, GA4, and LinkedIn — which describes ~80% of agency Funnel deployments — Prooflytics replaces it directly. OAuth-connect each platform, configure your tenant, and the daily briefing starts running on the next 04:00 UTC cron.

If your Funnel.io use depends on niche connectors (a specific email tool, a regional ad platform, an ecommerce stack), check the Prooflytics integrations list before you commit. We are intentionally narrow — we are not trying to be Funnel.io.

If your team uses Funnel.io for warehouse export to BigQuery, Prooflytics does not replace that workflow today. You may need to keep Funnel.io's Business tier for the warehouse pipe and use Prooflytics for the intelligence layer on top — they are complementary in this scenario.

Frequently asked questions

Why did Funnel.io raise prices in 2026?

Funnel.io raised its Starter tier from $120-240/month to $400/month in February 2026 and closed its Free plan in December 2025. The company has not publicly explained the reset, but it follows a pattern in the marketing data category: vendors are repositioning toward enterprise, where margins justify dedicated CSMs and MMM-style consulting bundles. The trade-off is that smaller agencies (5-50 staff) are no longer the target segment, and pricing now reflects that.

Is Prooflytics a 1:1 Funnel.io replacement?

No, and you should be wary of any vendor that claims to be. Funnel.io's 500-connector catalog is unmatched, and its data warehouse export workflow is enterprise-grade. Prooflytics is narrower and intentional: 5 core integrations covering paid acquisition + analytics, with depth (AI insights, competitor intel, action queue) instead of breadth. For agencies whose use case is paid media reporting and diagnosis, the swap is straightforward. For BI-driven enterprises, it is not.

Can I keep Funnel.io for warehouse export and use Prooflytics on top?

Yes, this is a clean architecture. Funnel.io handles the data pipe to BigQuery / Snowflake and feeds your BI stack; Prooflytics connects directly to source platforms (Meta, Google Ads, GA4, LinkedIn) for the operational intelligence layer that drives daily decisions. The two do not interfere — they read from the same source APIs through different OAuth grants.

How does Prooflytics' AI compare to Funnel.io's AI features?

Funnel.io's AI is dashboard-centric: build me a chart, summarize this view, normalize these fields. Prooflytics' AI is decision-centric: classify this creative as Scaling or Fatiguing, explain why CPA changed, recommend whether to pause or scale. Both are valid; they solve different problems. If your bottleneck is "I need a faster dashboard," Funnel.io is the answer. If your bottleneck is "I need to know what to do about the dashboard," Prooflytics is.

What about the Adtriba MMM capability Funnel.io acquired?

Marketing mix modelling is a real capability that Funnel.io ships at the Enterprise tier following the June 2024 Adtriba acquisition. Prooflytics does not offer MMM today and has no announced roadmap for it. If MMM is part of your stack, Funnel.io Enterprise (or a dedicated MMM vendor like Recast or Mass) is the right choice. Prooflytics focuses on the 80% of decisions that happen between MMM refreshes — daily creative health, competitor moves, action queue.

Bottom line

• Pick Funnel.io if you need 500+ connectors, native data warehouse export, and marketing mix modelling — and you can carry the $400+/month starter cost.
• Pick Prooflytics if you are an agency under 50 people, you want predictable pricing, you need AI that explains performance, and you do not want to learn another flexpoint billing system.
• Run both if you have a hybrid setup: Funnel.io for the warehouse pipe, Prooflytics for the daily intelligence layer.

Funnel.io's 2026 reset is the largest pricing event in marketing data this year. If you are evaluating alternatives anyway, book a 30-minute call and we will walk through your account live — no slides, no pitch.