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The Funnel
alternative that does attribution out of the box.

Funnel is excellent at moving marketing data into BI tools and warehouses, with 600+ connectors and add-ons for marketing mix modeling and multi-touch attribution. Cometly is built specifically for B2B SaaS attribution, with native HubSpot, Salesforce, and Stripe integration, the Conversion API to Meta/Google/LinkedIn/TikTok, and an in-app Ads Manager.

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Compared in this article

Cometly

Marketing attribution built for B2B SaaS. Pipeline, CAC, CAPI, and Stripe revenue, tied to every ad.

Funnel

Marketing intelligence platform with 600+ connectors, data warehouse exports, and an MMM/MTA measurement add-on.

+40%

Ad spend scaled, confidently

20%+

More conversions tracked

1–2 wks

To live attributed pipeline

Why teams switch

Why B2B SaaS teams choose Cometly over Funnel.

The pattern we hear from operators evaluating both: they need attribution that understands a SaaS funnel, integrates with the CRM they already run, and pushes deal-stage events back to Meta, Google, and LinkedIn with high match quality.

Attribution as the core product

Cometly is an attribution platform: pre-built multi-touch models, pipeline by source, and CAC/LTV by campaign. No add-ons required.

Native B2B SaaS integrations

HubSpot, Salesforce, Close, Attio, HighLevel, Pipedrive, and native Stripe. Counts reconcile 1:1 with your CRM.

9.3 / 10 Meta CAPI match quality

Cometly's Conversion API sends 14+ parameters per event so the ad platforms can optimize toward your closed-won customers.

Built for marketers, not just data teams

A growth leader can self-serve a customizable dashboard, drill into a campaign, and decide where to spend more in the same session.

Side by side

Cometly vs Funnel at a glance.

Below is what Funnel publicly advertises on funnel.io next to what Cometly ships.

Capability

Funnel

Cometly

Positioning

Funnel

Marketing Intelligence Platform

600+ connectors, ETL pipeline, warehouse exports, and an MMM/MTA add-on (Funnel Measure).

Cometly

Attribution built for B2B SaaS

Pipeline, CAC, CAPI, and Stripe revenue tied to every ad.

Multi-touch attribution out of the box

Funnel

MTA via Funnel Measure add-on

Funnel Measure includes MMM, MTA, incrementality, and triangulation.

Cometly

Eight models, included in every plan

First, last, last non-direct, source-specific, linear, linear paid, U-shaped, plus windows from 1 day to lifetime.

HubSpot & Salesforce CRM integration

Funnel

Not explicitly listed as a CRM integration

Funnel positions around marketing/ad connectors and BI; CRM is not called out as a dedicated capability.

Cometly

Native, deep, two-way

Pulls MQL, SQL, opp, and closed-won and reconciles deal counts 1:1 with your CRM.

Stripe / subscription revenue per campaign

Funnel

Not stated on site

Cometly

Native Stripe, Paddle, and Chargebee

Every payment, subscription, trial, and refund matched to the originating ad.

Conversion API to ad platforms

Funnel

Yes, as a destination

Funnel ships Conversion API destinations for Google Ads, Facebook Ads, and LinkedIn.

Cometly

9.3 / 10 match quality on Meta CAPI

14+ parameters per event across Meta, Google, LinkedIn, and TikTok.

Number of connectors / integrations

Funnel

600+ connectors

Plan tiers list 121 (Starter), 579 (Business), 590 (Enterprise).

Cometly

70+ native integrations

Focused on the stack a B2B SaaS team actually runs: CRMs, ad platforms, Stripe, warehouses.

AI / MCP server

Funnel

Funnel MCP server

Plus AI-powered MMM, automated AI insights, and LLM-powered analysis on Funnel Measure.

Cometly

Ask AI plus MCP server

Plain-English questions in-app, and a public MCP server for any LLM or agent.

Warehouse exports

Funnel

BigQuery, Snowflake, Redshift, S3, Azure, Looker

Cometly

Snowflake, BigQuery, Redshift on Enterprise

Pricing transparency

Funnel

Quote-only for core plans

Starter, Business, and Enterprise plans show 'Request quote.' Funnel Measure has indicative pricing via an ad-spend slider.

Cometly

Tiered plans on /pricing

Plans tailored to your existing sessions and ad spend; see /pricing for the structure.

Cometly is built for the shape of B2B SaaS. Connect Stripe, your CRM, and your ad accounts to see your funnel live in under 30 minutes.

See it on your data

Being honest

When Funnel is the right fit

If your primary problem is moving dozens of ad and analytics sources into a data warehouse for BI, Funnel has one of the broadest connector libraries in the market. For attribution that ships ready-to-use multi-touch models, CRM-aware pipeline tracking, and an Ads Manager out of the box, Cometly fits the operator workflow more directly.

Read customer stories Browse 70+ integrations

“Better ad targeting. Better funnel insights. Better CPA control. We've scaled our ad spend 40% since implementing Cometly and it's definitely one of the tools in our tech stack that's given us the confidence to do so.”

Jonathan Ronzio · Co-founder & CMO, Trainual

FAQ

Cometly vs Funnel.

The questions B2B SaaS teams ask most when evaluating both platforms.

Talk to sales

Does Cometly export to my data warehouse?

Yes. Cometly's Enterprise plan exports raw event and revenue data to Snowflake, BigQuery, and Redshift. Many teams use a data hub like Funnel for broader BI plumbing and Cometly specifically for B2B attribution.

Is Cometly only for B2B SaaS?

Cometly was built ground-up for B2B SaaS. That means multi-touch attribution across long sales cycles, deep HubSpot and Salesforce integration, Stripe revenue tied to ad sources, and Conversion API sync of MQL, SQL, and deal events.

How long does implementation take?

Most teams are live with validated channel-level pipeline within 1 to 2 weeks. The first sales cycle (typically 60 to 90 days for B2B SaaS) is when you'll have full closed-won, CAC, payback, and LTV data attributed by source.

Can I keep my CRM as the source of truth?

Yes. Cometly pulls lifecycle stages, deals, and revenue from HubSpot, Salesforce, Close, Attio, and others, and never overwrites them. Your CRM stays the system of record; Cometly adds the attribution layer underneath.

What does Cometly cost?

Cometly ships two plans: Core (everything a B2B SaaS revenue team needs to attribute pipeline and revenue) and Enterprise (warehouse export, Salesforce custom triggers, advanced scale, MCP, and dedicated support). Pricing is usage-based and tailored to your existing sessions and ad spend. See /pricing for the structure and request-quote flow.

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