As more agencies delve into what they can do with PPC data pipelines, marketers are searching for solutions to collect, analyze, and store all that data.
Funnel, a Swedish start-up founded in 2013, is an analytics platform designed to simplify data collection by integrating with a broad range of marketing and sales data sources.
In January of 2020, Funnel raised $47M in venture capital to fuel their mission of collecting, structuring, and making data “business ready” for analysis and reporting.
The Shape ADI (Advertising Data Infrastructure) is designed to help agencies with the collection, analysis, and storage of PPC data.
From our perspective, the three main differences between Funnel and Shape ADI are why PPC professionals should consider us as an alternative:
1. Shape's focus on PPC.
Funnel is a one-way data pipeline for over 500 data sources. The Shape ADI is focused on just the ad networks that matter most to PPC marketers. By focusing on the needs of people doing PPC work, our integrations offer more data fields and the ability to push changes back to the ad networks (not just collect data).
2. The Shape ADI includes a fully-managed data warehouse.
Funnel makes it easy to distribute your data to services like Google BigQuery. But, launching and maintening a data warehouse is not part of their offering. The Shape ADI includes a fully-managed PPC data warehouse designed to meet the specific needs of PPC agencies.
3. Shape’s ability to push edits back to ad networks.
Funnel is designed to pull data in from many different sources. But their pipelines are designed to allow data to flow one way. This means Funnel primarily powers reporting workflows.
The Shape ADI is built with a foundation that allows edits to be pushed back to ad networks. This empowers agencies to build custom tools and solutions that automate manual tasks beyond reporting.
If you need to be able to pull in data from a broad range of niche marketing data sources for purely reporting purposes, Funnel is likely going to be the better fit.
If you are focused on PPC, and need specific data fields, a solution to store the data, and the ability to build complex tools, the Shape ADI will more likely meet more of your needs.
Funnel is a marketing analytics platform that simplifies data collection. Funnel replaces manual processes and spreadsheets with data integrations/pipelines from over 500 digital marketing and advertising data sources. Funnel's customers include ecommerce companies, media agencies, brands, b2b businesses, mobile apps and gaming companies.
The ADI is a data management product suite made up of a two-way API and managed data warehouse with connectors to reporting and business intelligence tools used at agencies every day.
With the ADI as a data management foundation, agencies can build custom PPC solutions with fewer (or no) engineers in less time.
Before trialing Funnel, you'll need to book a demo. After the demo and trial, prices are listed as follows:
**Important: All plans are billed annually.**
Standard (Up to $100K spend) = $499/mo
Business (Up to $300K spend) - $799/mo
Professional (Up to $600k spend) - $999/mo
Enterprise/Agency $600K+) - Contact Sales
If the data source you are working with does not have ad spend, then there is an additional per data source charge. Pricing per source values are not listed on the website.
Find all the pricing details listed here.
The Shape ADI pricing includes all data transfer and storage costs along with a managed data warehouse included. With Funnel, you are responsible for setting up, maintaining, and paying for additional storage fees tied to your data warehouse.
Shape ADI “Basic” - Free
Shape ADI - “Starter” Tier - $449/month
Shape ADI - “Enterprise” Tier - Contact for Pricing
Both products have simple onboarding processes that can have you utitlizing your data in a matter of minutes.
Funnel: Getting Started Guide
Shape ADI: Overview | Help Guides and Support
Funnel connects within an amazing 500+ different marketing and sales data sources.
Shape is focused on data sources that represent the majority of PPC spend online. Those networks include:
The most notable difference between Funnel and Shape (when it comes to PPC related connectors) is that Funnel allows you to integrate with Google Analytics data through their software. Shape does not.
Funnel and Shape both offer fully maintained data pipelines. This means if an ad network makes a change to their API, both systems will auto update without your team having to make any changes to how your data is collected.
Shape also fully maintains the marketing data warehouse that comes as a part of the ADI offering.
Funnel is great at pulling data in from many different sources. Their data connectors are one way which means while data can flow to reports or BI tools, pushing that data back to ad platforms requires customers to complete additional engineering.
At Shape, our products allow users to pull data from and push data back to ad networks. We believe that every digital advertising team should be able to build their own custom tools and solutions to address their unique PPC needs. Push changes to bids, budgets, and statuses automatically based on custom rules and your unique best practices using Shape.
The Shape ADI is designed with this in mind. Lay the foundation for building custom solutions beyond reporting.
Funnel offers dedicated success teams and support for their customers on enterprise plans over $999/month.
Beginning with Shape's Starter ADI plan ($499/month), we offer built-in consulting services as part of the pricing. Our engineering team can assist your team with needs such as project scoping and data requirements. Leverage our years of domain expertise to build your perfect PPC technology solution!
Fuel your PPC data analytics engine with Shape's ADI. Uncover business-changing insights when you combine robust advertising data from Shape's cross-channel API with the speed and power of full maintained marketing data warehouse.