Funnel
Funnel is a Stockholm-based marketing intelligence platform founded in 2014 by Fredrik Skantze and Per Made.
Profile
Connects marketing data from 600+ platforms, automates reporting, and provides AI-powered measurement insights for brands and agencies.
Funnel is a Stockholm-based marketing intelligence platform founded in 2014 by Fredrik Skantze and Per Made. The company has grown into one of Europe's leading data platforms, processing approximately $80 billion in annual ad spend—roughly 11% of global digital marketing budgets. Funnel started as a pivot from an earlier Facebook advertising tool, Qwaya, before evolving into a comprehensive data hub that connects over 600 marketing and analytics platforms without requiring ETL maintenance.
The platform handles three core functions: data integration, marketing measurement via AI-powered algorithms, and automated reporting. As of 2025, Funnel serves more than 3,000 customers across agencies, e-commerce, consumer brands, and tech companies, including named clients like Adidas, Samsung, Sephora, Sony, Uber, and Coinbase. The company crossed $50 million in annual recurring revenue by 2024 and reached $70 million ARR by 2025, maintaining inclusion on the FT 1000 list of Europe's fastest-growing companies.
In June 2024, Funnel acquired Hamburg-based measurement firm Adtriba to integrate machine-learning attribution capabilities into its core platform. Most recently, in May 2026, the company launched Digital Measurement, a new product category that reconciles marketing mix modeling, multi-touch attribution, and ad platform data into unified insights. Funnel secured an $80 million debt facility in January 2026 from HSBC Innovation Banking and Hercules Capital, earmarked for product development, international expansion, and progression toward profitability.
The company employs approximately 430 people across offices in Stockholm, Boston, Hamburg, and Sydney. Despite announcing IPO plans in 2021, Funnel remains private as of mid-2026.
Products by Funnel
Who buys this
- Mid-market and enterprise retailers and e-commerce brands running performance analysis
- Global marketing and media agencies managing multi-platform campaign data
- Tech companies and SaaS firms optimizing customer acquisition spend
Publicly disclosed clients
- Adidas
- Samsung
- Sephora
- Sony
- Uber
- Notion
- Coinbase
- Power Digital
Strengths and what to watch
Strengths
- 600+ data connectors eliminate manual ETL work for distributed marketing teams; customers report 26% average ROAS lift over two years
- Adtriba acquisition added proprietary machine-learning measurement; now combines MMM, MTA, and incrementality testing in single platform
- Serves 3,000+ global clients at $70M+ ARR with strong revenue growth and FT 1000 recognition
Watch for
- IPO planned in 2021 but delayed indefinitely; $80M debt facility signals growth financing over equity path—monitor dilution and profitability timeline
- Pricing model shifted in 2025–2026 (free tier closed, starter plan moved from $400/mo to $200/mo); customer acquisition strategy in flux as product becomes more feature-rich
- Expanding into advanced agentic AI measurement and conversational analytics (Data Chat); execution risk on integrating Adtriba's complex ML models into core UX
Recent moves
Key Information
- Industry
- Customer Data Platforms
- Founded
- 2014
- Employees
- 399
- Headquarters
- Stockholm, Sweden
Frequently Asked Questions
What is Funnel?
Funnel is a Stockholm-based marketing intelligence platform that connects data from over 600 marketing platforms, automating reporting and providing AI-powered measurement insights. Founded in 2014, it serves 3,000+ clients including Adidas, Samsung, and Sephora, processing roughly 11% of global digital marketing budgets annually.
How does Funnel integrate marketing data?
Funnel eliminates manual ETL work through 600+ pre-built data connectors that link marketing and analytics platforms directly. This distributed approach allows marketing teams to centralize disparate data sources without requiring code maintenance, enabling automated reporting and consistent multi-channel measurement without ongoing engineering effort.
What's Funnel's measurement technology?
Funnel combines machine-learning attribution, marketing mix modeling (MMM), and multi-touch attribution in one platform. The June 2024 Adtriba acquisition added proprietary ML measurement capabilities, now unified with ad platform data and incrementality testing to reconcile competing measurement methodologies into single insights.
How much does Funnel improve marketing performance?
Funnel customers report an average 26% ROAS lift over two years. The platform processes approximately $80 billion in annual ad spend—roughly 11% of global digital marketing budgets—serving 3,000+ clients at enterprise scale, including major brands across retail, agencies, and SaaS sectors.
What types of companies use Funnel?
Funnel serves agencies, e-commerce brands, retailers, tech companies, and SaaS firms. Notable customers include Adidas, Samsung, Sephora, Sony, Uber, and Coinbase. The platform specifically targets mid-market and enterprise organizations that manage multi-platform campaign data and performance analysis across distributed global marketing teams and regions.
How much does Funnel cost?
Funnel offers tiered plans starting with a starter plan moved to $200/month (previously $400/month). The free tier was discontinued. Pricing scales with features and connectors needed. Contact sales for enterprise and custom multi-platform packages tailored to specific agency or brand measurement requirements.
How Funnel compares
Direct head-to-head against 2 competitors. Picked by 7wData.
Funnel
- Positioning
- Connects marketing data from 600+ platforms, automates reporting, and provides AI-powered measurement insights for brands and agencies.
- Customer segments
- Mid-market and enterprise retailers and e-commerce brands running performance analysis
- Strengths
- 600+ data connectors eliminate manual ETL work for distributed marketing teams; customers report 26% average ROAS lift over two years
- Watch for
- IPO planned in 2021 but delayed indefinitely; $80M debt facility signals growth financing over equity path—monitor dilution and profitability timeline
- Recent moves
- Funnel launches Digital Measurement, a new category of MMM software to reconcile competing measurement methodologies
Supermetrics
- Positioning
- Helsinki-based connector platform routing ad data to spreadsheet and warehouse destinations, adding audience activation via CDP acquisition.
- Customer segments
- Marketing analysts and agency data teams pulling ad platform data into Sheets, Excel, Looker Studio, or cloud warehouses.
- Strengths
- Native delivery to Sheets, Excel, Looker Studio, BigQuery, and Snowflake with broad ad platform connector coverage across all plans.
- Watch for
- G2 reviewers cite 40-60% overnight price increases and connector instability as primary reasons for switching platforms.
- Recent moves
- Acquired real-time CDP Relay42 on June 18, 2025, adding journey orchestration and identity resolution to the platform.
Adverity
- Positioning
- Vienna-based enterprise marketing data platform combining ETL, custom transformation, and data governance for agencies and global brands.
- Customer segments
- Enterprise brands and holding-company agencies (GroupM, Publicis, Dentsu) with dedicated data engineering and analytics teams.
- Strengths
- Configurable transformation rules and multi-tenant governance controls built for complex multi-brand, multi-agency data environments.
- Watch for
- G2 reviews cite 4-6 month time-to-proficiency and pipeline instability at high data volumes as recurring concerns.
- Recent moves
- Launched Adverity Intelligence layer in September 2025, adding natural-language data querying to its core ETL platform.
Sources
- funnel.io — Company overview, product description, customers, processing $80B ad spend, 3,000+ customers, 11% global digital ad spend
- funnel.io — Founding in 2014, 300+ employees, $100M+ total financing, mission statement, office locations
- techcrunch.com — $66M Series C funding round October 2021, IPO plans, named customers including Home Depot and Skyscanner, investor details
- www.globenewswire.com — Digital Measurement product launch May 2026, Bayesian methodology, measurement reconciliation
- tech.eu — $80M debt facility January 2026, HSBC and Hercules Capital, use of funds, AI-first strategy, Data Chat feature
- www.prnewswire.com — Adtriba acquisition June 2024, $50M+ ARR, named customers Adidas and Sony, integration timeline
- getlatka.com — $50M revenue 2024, $70M ARR 2025, 300+ employees, revenue growth trajectory
- www.glassdoor.com — Employee reviews, 3.8/5 rating, 65% would recommend, 106 reviews, work environment and benefits