Funnel.io vs Cogny: Which Is Right for You in 2026?

The Price Shock That Started This Search

In December 2025, Funnel.io removed its free plan.

In February 2026, it raised Starter to $400/month — later settling at $200/month.

If you're reading this, you were probably on Funnel's free tier or Starter plan and just found out your marketing data pipeline now costs $200/month minimum.

That's a reasonable reason to look around.

This page breaks down what Funnel.io actually does, what Cogny does differently, and who should use which — or both.

At a Glance Comparison

Feature	Cogny	Funnel.io
Core function	AI agent: data pipeline + analysis + growth tickets	Data pipeline / ETL tool
Starting price	$9/month (Solo)	$200/month (Starter)
Free tier	15 free AI calls on signup	None (removed Dec 2025)
AI analysis	✅ Built-in — finds wasted spend, flags opportunities	❌ None
Actionable recommendations	✅ Specific growth tickets ("pause these keywords → save €3,200/month")	❌ Shows data only
Data destinations	Built-in AI platform + BigQuery	BigQuery, Looker Studio, Snowflake, Sheets, 30+ destinations
Data connectors	Google Ads, Meta, GA4, BigQuery + more	500+ connectors
Natural language queries	✅ Ask AI anything about your data	❌
Scheduled reports	✅ AI-written reports, auto-delivered	⚠️ Data exports only
Setup time	~5 minutes	15–30 minutes per connector
Target user	Marketers who want insights and action	Data teams building custom dashboards

What Funnel.io Actually Does

Funnel.io is a marketing data pipeline.

It connects to 500+ ad platforms and marketing tools, moves data into your warehouse or BI tool of choice, and keeps it fresh.

What it does well:

Pulls data from virtually every ad platform (Google, Meta, LinkedIn, TikTok, Pinterest, Snapchat, Amazon Ads, and 490+ more)
Normalizes data into consistent schemas
Loads to BigQuery, Snowflake, Looker Studio, Google Sheets, and 30+ destinations
Reliable data freshness for dashboard queries

What it does not do:

Analyze the data
Tell you what it means
Recommend what to optimize
Flag wasted spend
Generate reports in plain language

You get clean data in the destination of your choice.

What you do with it — analysis, interpretation, optimization — is entirely on you. You still need a BI tool. You still need an analyst (or analyst time) to look at it.

That's the product. At $200/month minimum.

What Cogny Does

Cogny is a marketing intelligence platform: data pipeline + AI analyst in one.

It connects your ad accounts, ingests data into BigQuery, and then an AI agent runs continuous analysis on everything.

What you get:

1. Growth Tickets Specific, quantified recommendations:

"Pause these 12 keywords — €2,800 spent, 0 conversions in 90 days → save €2,800/month"

"Shift 25% of budget from Campaign A (1.9 ROAS) to Campaign B (5.8 ROAS) → projected gain: €8,400/month"

"Meta audience overlap at 71% → consolidate → reduce wasted impressions"

Not "here's your data." Specific actions with expected outcomes.

2. Natural Language Queries Ask the AI anything:

"Which campaigns are underperforming vs last month?"
"What's my blended CAC by channel for Q1?"
"Which ad sets should I cut before end of month?"

No SQL. No pivot tables. Just answers.

3. Scheduled AI Reports Set up reports that run on a schedule and land in your inbox or Slack. The AI writes the analysis — you read findings, not raw numbers.

4. Data Infrastructure Cogny is built on BigQuery. Your data is yours, properly warehoused, queryable by other tools if needed.

The Core Difference

Funnel.io is plumbing.

Cogny is plumbing + an analyst who tells you what to fix.

Funnel moves data from Point A to Point B. It does this reliably, with 500+ connectors, and deposits it wherever your BI team wants it.

Cogny moves data from Point A to BigQuery and then an AI agent sits on top of that data, running continuous analysis, flagging issues, and generating actionable recommendations.

If you have a BI team, dashboards you've already built, and the connector breadth matters — Funnel.io makes sense.

If you want to know what's actually going wrong in your campaigns and what to do about it — Cogny is the different product.

Pricing Comparison

Funnel.io Pricing (2026)

Plan	Price	What's included
Starter	$200/month	Up to 5 data sources, 1 destination
Business	~$600–800/month	More sources, multiple destinations
Enterprise	Custom	Full connector catalog, SLAs

Free tier: Removed in December 2025.

Additional costs add up: more data sources = higher tier. High-volume accounts are quoted separately. If you're running 10+ ad accounts across multiple platforms, expect to negotiate pricing.

Cogny Pricing (2026)

Plan	Price	What's included
Free	$0	15 AI calls on signup — no card required
Solo	$9/month	Unlimited AI analysis, Google Ads + Meta + GA4, BigQuery integration
Cloud	~$530/month	Full connector catalog, dedicated infrastructure, team features

Total cost of ownership:

Scenario	Funnel.io path	Cogny path
Solo marketer or small team	$200/mo (Funnel) + BI tool cost + analyst time	$9/mo — analysis included
Growth team, 3–10 people	$600–800/mo (Funnel) + Looker Studio + analyst cost	$530/mo — AI replaces analyst for routine optimization
Agency, 5+ clients	$800+/mo (Funnel) + reporting tool + analyst hours	$530/mo — AI audits all clients, scales without headcount

Who Should Stay on (or Move to) Funnel.io

Funnel.io is the right call if:

You need 100+ connectors — you're running ads on platforms Cogny doesn't natively connect (Amazon Ads, Snapchat, Pinterest, Criteo, etc.) and you need all of them feeding a central warehouse.
Your BI team has already built dashboards — you've invested in Looker, Tableau, or custom Looker Studio reports and just need the data to keep flowing.
You're feeding a data lake with standardized schemas — Funnel's normalized marketing data schema is a real asset if your data engineers rely on it.
Analysis isn't your bottleneck — you have analysts who actively work the data. Your problem is data reliability, not insight generation.
Destination flexibility is critical — you need data in 5 different tools across your stack, with Funnel handling all routing.

Who Should Switch to Cogny

Cogny is the right call if:

You were on Funnel's free plan and now face $200/month — Solo at $9/month covers the most common use cases (Google Ads, Meta, GA4) and adds AI analysis on top.
You're a marketing team without a dedicated data analyst — you need answers, not data. Cogny's AI does the interpretation.
You run performance campaigns and want optimization recommendations — wasted spend, budget reallocation, audience overlap, creative fatigue. Cogny finds these automatically.
You're an agency managing 5+ clients — AI audits every client account on a schedule. You review tickets instead of building reports.
You're a solo marketer or founder — $9/month gets you AI-powered analysis of your campaigns. The ROI math is immediate.
Your BI tool is expensive and underused — many teams pay $200–500/month for Looker Studio or Tableau on top of Funnel, and a junior analyst to make sense of it. Cogny collapses that stack.

Real Scenarios

Scenario 1: Solopreneur Managing $15K/Month in Ads

Previous setup: Funnel.io free tier → Google Sheets → manual analysis on weekends.

After the price change: $200/month is not justified for a solo operator.

Cogny path:

Solo at $9/month
Connects Google Ads + Meta directly
AI flags issues weekly: pauses, budget shifts, audience overlaps
Natural language queries replace spreadsheet analysis

Net change: From $0 (soon to be $200) → $9/month. More insight. Less manual work.

Scenario 2: Growth Team at a SaaS Company

Profile: 4-person marketing team, $80K/month ad spend across Google, Meta, LinkedIn. No dedicated data analyst. Currently on Funnel Starter.

The problem with Funnel alone:

Data flows into Looker Studio.
Dashboards exist. Nobody has time to analyze them properly.
Optimization is reactive, not proactive.

Cogny Cloud:

AI runs weekly audits of all three channels.
Growth tickets surface: "LinkedIn Campaign C has 3.1x higher CPL than benchmark — test different audiences"
Marketing manager reviews and executes instead of building reports.

Value: The team stops under-optimizing a $80K/month budget because nobody had time to analyze dashboards. Even a 5% improvement = $4,000/month recovered.

Scenario 3: Digital Agency, 12 Clients

Profile: Managing Google Ads and Meta for 12 clients. Currently using Funnel to feed client data into Looker Studio. Spending 15+ hours/week on manual reporting and optimization reviews.

Switch to Cogny:

Cloud plan covers all client accounts.
AI runs scheduled audits per client — weekly or monthly.
Each audit produces a growth ticket report: what to fix, what to scale, what to pause.
Client reporting changes from "here are your numbers" to "here are your recommended actions."

Value: 15 hours/week of analyst time redirected from reporting to execution. Agency differentiates on AI-driven insights rather than data delivery.

Scenario 4: Enterprise with 500+ Connectors in Funnel

Profile: Running ads on 20+ platforms. Data team built a sophisticated data warehouse with Funnel as the backbone. Has dedicated Looker developers.

Recommendation: Keep Funnel.io.

Your use case is connector breadth and schema reliability. Cogny's native connectors cover the major platforms, not a 500-connector catalog. Your data team has already built analysis infrastructure.

Consider adding Cogny as an AI layer on top of your BigQuery warehouse — both tools complement each other for teams that have the budget and the infrastructure.

Can You Use Both?

Yes. And some teams do.

The pattern:

Ad platforms (all 500+)
    ↓
Funnel.io (extraction + normalization)
    ↓
BigQuery (central warehouse)
    ↓
Cogny (AI analysis + growth tickets)
    ↓
Your team (executes recommendations)

Funnel handles the data infrastructure breadth. Cogny handles the intelligence layer on top.

Combined cost at the relevant tiers: ~$700–800/month.

For teams that need both connector breadth AND AI-driven optimization, this is a valid architecture. For most teams coming off Funnel's free plan, Solo at $9/month solves the problem without Funnel at all.

Migration: Moving from Funnel.io to Cogny

If you were on Funnel's free plan or Starter:

Step 1: Start Cogny Solo ($9/month)

Connect Google Ads and Meta directly. Takes about 5 minutes. If you're already piping data into BigQuery via Funnel, Cogny can connect to that BigQuery project as a source too.

Step 2: Let AI run its first analysis

Within 24 hours, you'll see growth tickets flagging optimization opportunities across your connected accounts.

Step 3: Evaluate what you actually used Funnel for

Most free-tier and Starter users were using Funnel for Google Ads + Meta → Looker Studio. Cogny's direct connectors handle that. If you needed the 500-connector catalog for more obscure platforms, you'll need to assess whether those connectors matter more than AI analysis.

Step 4: Cancel Funnel if the connector overlap is sufficient

For the majority of Funnel refugees: Solo at $9/month replaces Funnel at $200/month and adds the analysis layer Funnel never had.

FAQ

Q: Does Cogny have as many connectors as Funnel.io?

No. Funnel has 500+. Cogny focuses on the high-volume platforms: Google Ads, Meta Ads, GA4, BigQuery, and additional sources via BigQuery ingestion. If your main channels are Google and Meta (which is true for 80%+ of performance marketing budgets), Cogny's native connectors cover it. If you're running meaningful spend on niche platforms like Criteo, Amazon DSP, or Teads, you may still need Funnel or a connector supplement.

Q: Is Cogny's $9/month Solo plan actually useful, or is it a loss-leader?

It's a real product tier. Solo connects your Google Ads and Meta accounts, runs AI analysis, generates growth tickets, and gives you natural language queries. It's built for solo marketers and small teams. The Cloud plan adds more connectors, team features, and dedicated infrastructure for larger operations.

Q: Can I connect my existing BigQuery warehouse to Cogny?

Yes. If you're already using Funnel to load data into BigQuery, Cogny can connect to that BigQuery project and analyze the data already there. You can keep the data pipeline you've built and add AI analysis on top.

Q: Is the $200/month Funnel pricing permanent?

As of May 2026, Funnel's Starter is $200/month with no free tier. Pricing has changed once already (it was briefly $400/month after removing the free plan). Check Funnel's current pricing page for the latest — but the free plan is definitively gone.

Q: What happens to my Funnel-built dashboards if I switch?

Your Looker Studio or other BI dashboards won't break if you stop using Funnel — but they'll stop updating. If your team relies on those dashboards for stakeholder reporting, you'd need to either rebuild the data connection or maintain Funnel alongside Cogny for the data layer while using Cogny for analysis.

Q: How long does Cogny setup take?

About 5 minutes for the initial connection. The first AI analysis typically completes within 24 hours.

The Bottom Line

Funnel.io is a solid data pipeline tool. It moved your data reliably and its connector catalog is genuinely impressive.

But it was never an analytics product. It never told you what to do. And now it costs $200/month for the privilege of moving data that still needs a human analyst to interpret.

Cogny costs $9/month to start and has an AI analyst built in.

If you need 500 connectors and a sophisticated data team to work the output, Funnel.io earns its price.

If you need your campaigns analyzed and optimized without a data team — or if $200/month for a pipeline tool is no longer justified — Cogny is the answer.

Start for $9/Month — or Free

Try the Solo plan. No card required for the first 15 AI calls.

Connect your Google Ads and Meta accounts, let the AI run its first analysis, and see the growth tickets it generates before you pay anything.

If you're moving off Funnel's free plan, this is the natural next step.

Start Solo free → Compare all plans →

Written by the Cogny team. Cogny was built by founders who created AI optimization systems for Netflix, Zalando, and Momondo at Campanja, and scaled growth for Kry, Epidemic Sound, and Yubico through GrowthHackers.se. Last updated: May 2026.